New relevance for ClubCorp’s national membership
At one time, golf and country clubs were the hub of a member’s social life. In effort to recapture that relevance, ClubCorp asked IA to immerse themselves in the club experience, golfing with and observing members before, during and after leisure activities. Based on this research IA developed a strategy for ClubCorp’s network of clubs to fulfill members’ personal, familial and communal goals. A complete system of new offerings, tailored experiences and targeted communication have reinvigorated clubs nationwide.