How are you master-fully crafting your member experience?
When Jim Nantz utters those profound words “The Master’s — A tradition like no other” to kick-off the telecast, what is he attempting to convey? In many ways he is supporting the preconceived notion by many golfers and the private golf world. The concepts of tradition, exclusivity, and elegance are personified and perpetuated. Fans are called patrons, the grounds are immaculate with every blade of grass in its place, the azaleas always seem to be in the height of their bloom on the day of the final round, the pomp and circumstance of the ceremonial first tee shots and the green jacket presentation in the historic Butler cabin.
The Master’s and Augusta National are not only iconic, they have created one of the most successful brands in the world and arguably the most prestigious private club on the planet.
So you think you want to be like Augusta National? What can other private clubs learn from Augusta National? Some may smirk at that suggestion and just dismiss it as unattainable based on the immensity of the operation, its rich history, and prominence. However, peeling back that proverbial sweet Georgia vidalia onion the real story of their success many may find surprising.
Augusta National has fully embraced the concept of inclusivity. They are breaking down age barriers and incorporating family by the addition of the Drive, Chip and Putt competitions spotlighting not only juniors but also families. The recent addition of the Augusta National Women’s Amateur (ANWA) championship played the week before the Master’s tournament supports an environment of inclusivity and diversity. Think about engagement at your club, how are you fostering and delivering an environment of inclusivity and diversity?
The legend of a palmetto cheese sandwich and a beer for less than $5. The evolution of media exposure from just the back nine on Sunday to all-day 24/7 coverage. Limited commercials and interruptions during the telecast, especially during the back-nine on Sunday when commercials could command Super Bowl-like pricing. Augusta National knows and understands the power of the experience and meticulously crafts every detail. Think about the experience you are delivering through all the various touchpoints ranging from the parking lot attendant, to the locker room, to the Golf Shop, fitness center, dining, and the list goes on.
The background music, the words (patrons, Amen corner), green jackets, azaleas are all in alignment and clearly support Augusta’s brand image and forms an emotional bond. While that may not be the appropriate brand image for most private clubs, the concept of creating an emotional bond through definition, alignment and consistency are traits of most successful organizations.
In closing, Augusta National has embraced change and are masters at actively and artfully blending tradition, exclusivity, and elegance with the business-centric excellence of creating:
- an experience through attention to every detail
- enhanced engagement levels through an environment of inclusivity and diversity
- powerful emotional bonds through nurturing connections
If you would like to learn more about creating your own master-ful approach, please visit our website at www.clubinsights.com or contact Peter McCarty 517-420-5457, Rick Coyne 214-679-8496 or Gary Eversole 419.215.6992