Leaning against a counter in the golf shop at Lake Forest Country Club, 24-year member Mike Carter talks about the changes he has seen at the club.
There’s the expanded golf course, much of which is viewable through the glistening wall of windows behind him. The refurbished dining room, now with a polished granite-topped bar.
But recently, Carter, a certified public accountant, says there’s been a more disconcerting development.
"We’ve had members who have had financial reversals and resigned," he said.
And Lake Forest is not alone.
Some of the St. Louis area’s ritziest clubs — boasting championship golf courses, elegant dining, and stately ambiance — are now marketing toward an unusual set of potential members: bargain hunters.
At least a few of the area’s roughly 25 country clubs are advertising special deals on historically exclusive memberships in attempts to attract new members and weather the recession. Memberships are still far from cheap, but some of the prices have dropped considerably.
"Clubs are a luxury, and they often are one of the first things to go when people are cutting costs," said Katie Dooley, membership director at Norwood Hills Country Club in north St. Louis County.
As the economy shows no signs of a quick turnaround, country clubs should expect revenue to drop by as much as 20 percent this year, said Jim Singerling, CEO of Club Managers Association of America, a network that includes managers of 3,000 clubs across the country.
Singerling said club managers are considering cutting staffs by 20 percent this spring, which would result in the loss of about 58,000 jobs nationwide.
Norwood Hills, which has about 900 members, has seen more members than usual leave during the past year, Dooley said, though she declined to offer specifics. And while the weather is warming up and prime golf season is approaching, the lackluster economy has club officials a little worried about making up the loss.
So this year, Norwood Hills is offering a "No Commitment" program that Dooley said is aimed at attracting those who are uneasy about their employment situation, whether they worry they will be laid off or forced to move.
The plan allows new members to spread their initiation fee — about $10,000 — over 48 months. Traditionally, members have paid the entire initiation fee when they signed up. Then they pay monthly fees, which can range from hundreds to thousands of dollars.
"For the average American these days, it’s all about what will it cost me monthly," Dooley said.
In the past, the initiation fees that cost thousands of dollars, along with the typical requirement that new members be recommended by current ones, have kept most country clubs exclusive free 3-in-1 credit report. But the recession has forced them to seek out somewhat less affluent clientele.
That means, in some cases, waiving those initiation fees — which can cost as much as $100,000. And for those members who already paid? Well, club officials hope that gives members the incentive to stick around.
"You think long and hard before you forfeit that," said William McMahon Sr., founder of the McMahon Group, a St. Louis-based firm that does consultation for 1,200 clubs across the country.
At Lake Forest, general manager Scott Winn said he was reluctant to get rid of the fee for fear of affecting the value of membership in the long term.
Regardless, Lake Forest has essentially waved the fee for anyone who signs up before April. The club is cutting its $3,500 initiation payment to $1,200 and then crediting that amount to a member’s personal account during their first year.
Winn said the discounts "scare me to death," but added that market research has shown clubs will have to slash prices to keep afloat. Lake Forest lost about 15 of its 350 members this winter.
Nationwide, McMahon said he estimates twice as many members left clubs in the past year than would be typical. That could mean a loss of 10 or 12 percent at most places, he said. And considering the economic slump, he said it’s probably not realistic to expect high recruitment levels this year.
"The biggest challenge for all clubs right now is retaining the members they have," he said.
While country clubs have historically served rich men with an enthusiasm for golf, McMahon said that model is changing rapidly to one concentrated on entire families. It’s harder to give up a membership the whole family enjoys, he said.
McMahon said he’s advising clubs to take advantage of the "staycation" trend, as more families avoid traveling and instead look for entertainment closer to home.
"The family activity is actually more important than the golf today," he said.
At Lake Forest, Winn said he’s been taking that message to heart. On Friday afternoon, he was preparing an "American Idol"-themed competition later that night for the children of club members.
As a disc jockey in the party room loudly tested his speakers with a Justin Timberlake song, Winn stressed the need to keep adapting — in good times and bad.
"The days of having a good old boys country club are past," he said.
jcrawford@post-dispatch.com
314-340-8349
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