Business & Marketing Assignment Paper: ABC Country Club

ABC Country Club
Built in 1900, club has 36 holes of golf, an Olympic size pool, 8 tennis courts, 2 main banquet/ball rooms that can seat 250 guests, a grill room that can seat 100 members and a 1500 sq. ft pro shop. Club has 325 golfing members and 100 social members. Initiation Fee and Dues are included in the dues line of your annual budget. Club charges each member $25 a month in capital improvement fees. Club has $150,000 in cash to be used annually on updating club amenities. Club has a membership cap at 350 golfing members and 150 social memberships. You have been hired as General Manager to get the club to that membership cap in 5 years!
Below is a list of possible amenities to use the money on. Your task is to write your paper as you would present to the board as to why you would spend the money on these amenities. You may choose these amenities or others that you feel would be a better fit.
I will be grading on your ability to persuade and sell why these amenities are important to the future substantially of the club. You must provide finacial, marketing and club impact reasons for your decision. Think of me as the audience, the membership that needs to feel comfortable with your decisions. Include how you will use marketing to persuade the board for approval and to the members once your submissions are approved. Include forecasting on how you believe your decisions will close the membership gap dilemma. If you are unfamiliar with some of the information a quick internet research will give you some insight. Feel free to add other amenities and price tags if you feel they are more relevant. Use visual aids where necessary. Minimum 500 words
Maintenance-
Wants
2nd Sprayer - $15,000
Used Pickup truck to a haul equipment and product around facility -$10,000
2nd Greens Mower- $30,000 (will increase efficiency when double cutting or on event days)
Trail behind seeder - $10,000 (ability to over seed quicker in shoulder months)
Plant 100 new trees around facility as the club timbered wood 10 years ago leaving some members upset with the loss of beauty to the course. $100 per tree
Food and Beverage Operation-
New beer cooler to be able to set up outside bar during events -$1000
New sound system to be able market more corporate meetings to the club -$8000
New Catering Pavilion to host parties outside in the summer months around the pool -$20,000
Golf Operations-
New point of sale system for golf operations to track and manage tee times and merchandise- $10,000
New Teaching tee for golf professional and assistants to teach player development programs $10,000
New live scoring system for events that would put televisions in the grill room as well as outside the proshop and in a pavilion by the 10th tee, -$10,000
New weather detection system to alert members of incoming weather while on course-$10,000
Pool Operations-
New Pool liner -$15,000
Tennis Operations-
New stand-alone pro shop for tennis instructor to sell merchandise- $20,000
Resurface tennis courts -$6000 per court
Administrative
New online and detail marketing plan to sell memberships, events, tee times, etc. -$10,000 (includes tech support)
New club wide Point of Sale Systems that could encompass all operations $30,000
Member survey
You polled the members and found the following.
Order of importance in operations
1. Golf
2. F&B
3. Tennis
4. Pool
The social members want to have more pool parties during the summer months. The golfing members want to the fairways to be reseeding as increased play is taking a toll on the health of the turf. Hint*** (sprayer and seeder).