A country club is an exclusive community of people meant only for those of a certain level of prestige. Designed to be an upscale center, a country club is forced to sell itself off of its brand image and appeal alone. Not only in the country club, but in the communities and on the golf course, everywhere in the community, the luxury precedence must be evident. You want people to feel as if they are royalty and they deserved to be where they are at today. The entire development must brand itself off of being nothing less than the best. This is a challenge that many Country Clubs face as they are unable to provide their members with the full appeal.
What is the biggest problem for Country Clubs with their branding efforts?
The simple things we take for granted are often the most significant for businesses of all types, in particular Country Clubs. For Country Clubs, according to studies, the biggest form of advertising taken for granted is in regards to their Signage. This Signage ranges from a Monument Sign at the front entrance to the Keep Carts on Path sign that will be used on the Golf Course. Golf course and country club signage is the most effective way in keeping members to stay with your establishment without them even realizing it.
What types of Signage is most important for Country Clubs?
The monument sign used at the front entrance is the very first thing people will see when entering your establishment. If you are trying to promote a high-end brand image and people have no way of finding your club, this is a major indicator for more problems to arise. A monument sign is designed to be the benchmark for your overall brand. If you have a poor monument sign or a lack of one, odds are this will negatively impact how people view your establishment and their willingness to continue being a retaining member.
Tee Signs are the first thing that avid Golfers will see when golfing. It is the first thing at each and every hole used to inform Golfers of the yardage of the hole, the layout of the hole and by doing so in an elegant way. Tee signs can be made on cheap wood that the club carved itself and make golfers feel as if the course is subpar. Or a Club can work with a team of professionals who have been designing golf course signage for years. Tee Signs should be the framework for how your golf course is laid out. 18 holes that will be seen over a course of several hours with each being unique should be put down in some form of Signage to give golfers a visual representation of the course.
Other informative golf course signs are equally important. It informs golfers of cautions, directions, and other important factoids that they should be aware of. Such as being cautious of the wildlife which can impose a serious threat to the lives of the golfers, especially if you are in Florida with the constant threat of Alligators lurking in ponds. Letting Golfers know where to go is a simple tool to prevent any frustrations and confusion that could occur. This doesn’t seem important, but think about if you got lost on a course it might deter your overall judgment of the course and steer you away from playing on that course in the future. Another signage that is often overlooked on Golf courses is signs such as Out of Bounds Signs or Keeping Carts on Path Signs. These signs inform golfers of simple rules and guidelines for what to do on your course.
How does this build your brand image for your Club?
For starters, having uniformity between the entirety of the signs will represent that your establishment has a high standard for everything. A high standard that is the benchmark for everything and you will never settle for less. The brand image is what sets clubs apart from their competition as most seek a luxurious appeal and luxury is defined by exclusivity. To have this exclusivity and a private appeal, clubs must ensure every portion of the course is pristine. From the landscaping to the signage, luxury is at your fingertips.