What if we built a clubhouse entirely underground?

Episode 098

Welcome back to Experience in Golf Clubhouse Design, the podcast dedicated to exploring innovative concepts, practical challenges, and the future of golf course architecture. My mission with this podcast is to delve deep into the nuances of designing and building spaces that elevate the golfer’s experience, from the first tee to the 19th hole. Today, we’re going to tackle a question that might sound a little bit out there, even for us: “What if we built a clubhouse entirely underground?” Imagine a sanctuary beneath the surface, a hidden gem nestled into the earth, completely out of sight. Why would anyone even consider such a radical idea, and how on earth would you make it a reality?

We’ll explore the vision, the technical hurdles, the design solutions to make it luxurious, and even look at some real-world examples that hint at the possibilities. This is a solo episode, so it’s just you and me embarking on this subterranean adventure. Let’s dive in.
So, let’s start by painting a picture. Imagine finishing a challenging round on the course, perhaps under a scorching sun or a blustery wind. Instead of walking into a traditional clubhouse, you step into a subtly designed entrance – perhaps a glass pavilion, or even a hidden door carved into a berm – and begin a gentle descent.
As you go deeper, the sounds of the golf course fade away, replaced by a quiet hum. The light changes, guiding you into a space that feels surprisingly expansive, luxurious, and completely serene. This isn’t a dungeon; it’s an elegant, subterranean sanctuary, a true escape.
Now, I know what your initial gut reaction might be: “Why on earth would anyone want to be underground?” It sounds counterintuitive, right? Golf is all about the outdoors, the wide-open spaces, the connection to nature. But I invite you to set aside that initial skepticism for a moment. What if this very unconventional approach offered some truly compelling benefits?
This isn’t an entirely new idea in the world of architecture and hospitality. If you think about it, humanity has been building underground for millennia. Look at the famous wine caves in Napa Valley or the elaborate underground restaurants and bars found in many cities. They leverage the earth’s natural insulation and create a distinct, intimate atmosphere.
There was also a significant earth-sheltered architecture movement in the 1970s and 80s, driven by energy crisis concerns. Architects experimented with homes and public buildings integrated into hillsides or buried beneath the earth to conserve energy and provide protection. More recently, we’ve seen ambitious modern projects like The Lowline in New York City, an innovative plan for an underground park, or incredible underground museums and art installations that thrive on controlled environments and dramatic lighting.
So, what’s the specific appeal for golf? Well, the most obvious benefit is an escape from weather extremes. Imagine a sweltering summer day or a frigid winter afternoon. An underground clubhouse offers inherent year-round climate control with minimal energy input. It’s naturally cool in the summer and warmer in the winter, creating a stable, comfortable environment for members no matter what the weather is doing above ground.
Beyond comfort, there’s the almost complete noise isolation from the outside world. No more errant golf carts, no maintenance sounds, just a peaceful, tranquil space. This allows for a completely focused experience, whether it’s for dining, relaxation, or even focused meetings. And finally, there’s that unique, almost exclusive “speakeasy” atmosphere.
The very act of descending into a hidden space creates a sense of discovery, a feeling of being part of something special and exclusive. It adds an intriguing layer of mystique that a traditional above-ground building simply can’t replicate. It transforms the clubhouse from a mere building into an experience, a destination in itself. But of course, the big question then becomes, how do you actually build such a thing? And that’s exactly what we’ll get into next.
So, let’s dive into the nuts and bolts of it. If we’re serious about building an underground golf clubhouse, the first and perhaps most critical step is site selection and a thorough understanding of the geology. You can’t just dig a hole anywhere. The ideal site would have stable, consistent soil conditions, ideally something like dense clay or rock, which provides a reliable medium for excavation and structural support. Loose, sandy soils or highly expansive clays would present significant challenges.
Water table considerations are paramount. You want a site with a naturally low water table to minimize hydrostatic pressure on your structure and reduce the need for extensive dewatering during construction. Even with a low water table, robust drainage and waterproofing systems are non-negotiable. We’re talking about sophisticated membrane systems, perimeter drains, and sumps to ensure the building remains bone dry, perpetually.
Excavation on a golf course site also presents its own unique logistical puzzle. You have to consider how to move vast amounts of earth without disrupting play excessively, managing dust, and figuring out where all that excavated material will go. It’s not just digging a big pit; it’s a carefully choreographed operation that impacts the entire property.
Once you have your hole, the structural engineering truly becomes the star of the show. We’re talking about robust retaining wall systems that can withstand immense earth pressure. These aren’t your typical basement walls; they need to be engineered for long-term stability under constant lateral loads. Think reinforced concrete walls, often post-tensioned, or even complex diaphragm walls or secant pile walls for deeper excavations.
The foundation design also needs to account for the unique loads. The structure will be resisting both the weight of the earth above it and the lateral forces. This might involve deep foundations like piles or caissons, or a massive concrete mat slab designed to distribute loads evenly and act as a water barrier. And critically, this underground structure must seamlessly integrate with any surface golf operations. This means careful planning for connections to utilities, maintenance access, and how the “lid” of the clubhouse, which might be a putting green or a landscape feature, interacts with the structure below.
Now, one of the biggest perceived drawbacks of an underground space is the lack of natural light. But this is where creative architectural and engineering solutions come into play, primarily through what I call the “skylight strategy.” This isn’t just a few small holes in the roof. We’re talking about various types of skylight systems designed for underground spaces. Large, structural skylights can bring in ample light, often featuring specialized glazing to control heat gain and glare.
Beyond simple skylights, architects can employ light wells – deep shafts that bring daylight down into the core of the building – or clerestory designs if parts of the structure are partially exposed. The goal is natural light distribution techniques that pull daylight deep into the interior, making the space feel open and connected to the outside world, even when it’s underground. This also involves balancing the desire for light with practical considerations like weather protection, ensuring these openings are watertight and durable.
Finally, let’s talk about ventilation and climate control, which are arguably more complex underground than above ground. Underground HVAC challenges stem from the lack of natural airflow and the need for constant fresh air. Air quality management becomes critical; you need to ensure proper filtration and exchange rates to prevent stuffiness and the buildup of any odors.
Emergency ventilation systems are also a key safety consideration, designed to quickly clear smoke or provide fresh air in an emergency. However, there’s a significant upside: the energy efficiency benefits of earth-sheltered design. The earth acts as a massive thermal mass, moderating temperature swings. This means less heating in winter and less cooling in summer, translating into substantial long-term operational savings on energy costs. It’s a complex build, no doubt, but one with fascinating engineering solutions and compelling long-term benefits.
So, we’ve talked about how to build it, but a critical question remains: How do you make an underground space feel luxurious and inviting, not like a dungeon? This is where psychological design comes into play, aiming to combat claustrophobia and create a sense of spaciousness.
One key technique is creating vertical drama. Instead of a single, low ceiling, incorporating double-height spaces, grand staircases, or dramatic voids can draw the eye upward, giving a feeling of airiness and expansion. These spaces can be topped with those large skylights we discussed, literally connecting the lower levels to the sky.
We also need to use materials strategically to suggest a connection to the surface. Think about natural wood finishes, stone, or even living walls that bring greenery underground. Incorporating water features, like a cascading waterfall visible from a lower lounge, can also evoke nature and a sense of openness.
Wayfinding in underground environments is another crucial element. Clear sightlines, intuitive layouts, and distinct landmarks are essential. You don’t want members feeling disoriented. Lighting can be used to guide paths, and architectural elements can delineate different zones, making navigation effortless and enjoyable.
Moving onto lighting, it’s arguably the most powerful tool for shaping the perception of an underground space. We’re not just relying on skylights here; layered artificial lighting strategies are paramount. This involves a combination of ambient lighting for overall illumination, accent lighting to highlight features like artwork or architectural details, and task lighting where needed, such as at a bar or in a private dining area.
The goal is to mimic natural light cycles as much as possible, using tunable white light systems that can shift in color temperature throughout the day, from cool, bright light in the morning to warmer, softer tones in the evening. This subtle programming can positively influence mood and circadian rhythms, preventing that ‘lost in time’ feeling.
Creating focal points and visual interest is also vital. A grand fireplace, a stunning art installation, or a unique bar design can draw the eye and provide moments of delight. And remember, the integration of those skylights with the artificial systems must be seamless. When the sun goes down, the artificial lighting needs to take over so subtly that the transition is imperceptible, maintaining the sense of light and openness.
Spatial planning for flow is equally important. Even more so than above ground, you need to think about how members will move through the club. Clear, wide pathways, well-defined circulation routes, and strategic placement of amenities will prevent bottlenecks and enhance the feeling of spaciousness.
Emergency egress requirements are, of course, absolutely non-negotiable. Designing multiple, clearly marked exit points, wide staircases, and potentially even express elevators to the surface are critical safety measures. These must be integrated so elegantly that they don’t detract from the luxurious aesthetic.
Service access and logistics also need meticulous planning. Deliveries, waste removal, and maintenance operations should be handled discreetly, perhaps through dedicated service tunnels or shafts, ensuring they never interfere with the member experience.
And finally, perhaps the most important design goal: maximizing the “wow factor” upon entry. Imagine descending into this space, perhaps through a dramatic, light-filled atrium or a sleek, private elevator, to be greeted by a breathtaking, unexpected environment. That initial impression is crucial for setting the tone and conveying the unique luxury of an underground golf clubhouse. It’s about creating a truly immersive and unforgettable experience.
We’ve explored the vision and the technicalities, as well as the intricate design elements required to make an underground clubhouse feel luxurious. But this all begs the question: Who’s actually done this? Are there existing underground golf clubhouses, or are we truly breaking new ground here?
While a fully buried, dedicated golf clubhouse is indeed a rarity, possibly even non-existent on a grand scale, we can certainly draw valuable lessons from related earth-sheltered projects and underground hospitality venues. Think about some of the world’s most unique restaurants or event spaces built entirely underground. Many of these embrace the subterranean environment, using the earth as a thermal mass and creating an incredibly intimate, almost secret, atmosphere. They demonstrate that people are willing to descend into a space if the experience is compelling enough.
We also see examples in the residential sector, where earth-sheltered clubhouses or amenity buildings are designed to blend seamlessly into the landscape, often at luxury developments. These are typically partially buried, perhaps with a green roof or an exposed facade on one side that faces a garden or courtyard. They prioritize minimal visual impact and energy efficiency, showing how a building can be integrated into the topography rather than sitting on top of it.
Beyond dedicated clubhouses, we can look at lessons learned from projects like underground parking structures that have amenity spaces built directly above them, leveraging the efficiency of shared excavation. Or consider the numerous basement-level club spaces in urban settings, where space is at a premium and developers maximize every square foot by digging down. These often feature impressive lighting and ventilation systems to compensate for the lack of natural light, proving that a basement doesn’t have to feel like a basement.
And then, of course, there are the countless wine caves and cellars, often used for tastings and private events. These are prime examples of leveraging the earth’s natural properties for temperature control, while simultaneously crafting an incredibly atmospheric and exclusive setting. They teach us about creating a sense of discovery and specialness.
So, what has worked in these related projects? The “speakeasy” or hidden gem atmosphere is consistently a success. The natural temperature stability of earth-sheltered designs leads to significant energy savings on HVAC. And the ability to create unique, sound-isolated environments that offer an escape from the outside world is a huge draw.
However, there have been challenges. Cost overruns, particularly with excavation and waterproofing, are common if not meticulously planned. Unexpected geological conditions, like hitting rock or an unforeseen water table, can significantly impact timelines and budgets. And while member acceptance for, say, a wine cave is high, introducing an entirely underground concept for something as central as a golf clubhouse might face initial skepticism. It would require excellent design and strong communication to highlight the unique benefits and overcome any perceived disadvantages. The key is to make it feel like a deliberate, luxurious choice, not a compromise.
We’ve explored the concept, the engineering, the design, and even looked at some related real-world examples. Now, for the million-dollar question: Could an underground golf clubhouse actually work in practice? Let’s dive into the practical realities, starting with everyone’s favorite topic: costs.
Initial excavation and construction costs for a fully underground facility would undoubtedly be higher than a traditional above-ground build. You’re dealing with significant earthmoving, specialized waterproofing, and robust structural engineering to resist earth pressure. It’s not just about building a box; it’s about building a fortress beneath the ground. This means upfront capital expenditure could be a major hurdle.
However, the long-term operational savings could be substantial. Earth-sheltered design offers incredible energy efficiency. The stable ground temperature acts as a natural insulator, drastically reducing heating and cooling loads, which translates into lower utility bills for decades. Maintenance might also see some savings, as the building’s envelope is protected from direct weather exposure, potentially extending the lifespan of exterior materials. Insurance considerations would be unique, but the inherent protection from wind, hail, and even some natural disasters could be an interesting point of discussion with providers.
Next, we have the regulatory hurdles, which are not insignificant for any large-scale building project, let alone one entirely underground. Building codes for underground assembly spaces are stringent, particularly concerning fire safety and emergency egress. You’d need multiple, clearly marked, and robust exit pathways to the surface, as well as sophisticated smoke evacuation and sprinkler systems. ADA compliance would be critical for accessibility, requiring elevators and ramps that are designed to facilitate easy movement for all members. These aren’t just minor considerations; they’re foundational to the design and approval process.
The member experience is another critical aspect. While the “speakeasy” or exclusive atmosphere could be a draw, accessibility for all ages and abilities must be paramount. How easy is it for an elderly member to get to the first tee from an underground clubhouse? How does it feel for someone who might be prone to claustrophobia, even in a beautifully designed space? The perceived value compared to a traditional clubhouse would need to be clearly communicated and experienced. Marketing an “underground” concept isn’t about hiding it; it’s about showcasing it as a deliberate, luxurious, and unique feature that enhances the golf experience, not detracts from it.
Finally, let’s talk about the environmental impact, which is where an underground clubhouse could truly shine. Earth-sheltered design inherently offers significant sustainability benefits. By burying the structure, you minimize the visual impact on the pristine golf course landscape, preserving natural views and sightlines. The energy efficiency from passive heating and cooling substantially reduces the building’s carbon footprint. It also offers opportunities for green roofs on any exposed sections, further integrating the structure with its environment and providing additional insulation. In an era where golf courses are increasingly scrutinized for their environmental footprint, an underground clubhouse could be a powerful statement of sustainability and innovative design.
So, after all that analysis of practicalities, costs, and regulations, let’s allow ourselves to dream a little about what an underground or earth-sheltered clubhouse could actually look like. We don’t have to think of it as a completely buried box. There are many creative design variations.
One popular and perhaps more achievable approach is the partially underground design. Imagine a clubhouse that’s half-buried, integrated into a natural slope or a slight depression in the landscape. This allows for dramatic skylights or even full glass walls on one side, facing out onto the golf course, while the other sides are enveloped by earth. You could have a terraced design that follows the natural contours of the land, blending seamlessly with the topography. This approach reduces excavation costs compared to a fully buried structure while still gaining many of the energy efficiency benefits and visual subtlety.
Then there’s what I like to call the “luxury bunker” concept. This isn’t about being hidden away, but about creating an exclusive, high-end experience within an unexpected subterranean setting. Think exposed concrete with warm wood accents, plush furnishings, and ambient lighting. You could integrate a top-tier wine cellar directly into the club, perhaps even a private dining cave for intimate gatherings. It elevates the idea of a “bunker” from a golf hazard to a sophisticated sanctuary, a truly unique space that no one else has.
And finally, perhaps the most ambitious and visually striking: the “glass house underground.” This concept uses extensive transparent roof systems or deeply carved-out garden courtyards to flood the underground space with natural light. Imagine walking down into a spacious, multi-level clubhouse, and looking up to see the sky, trees, or even a putting green through a massive glass ceiling. Or perhaps there are open-air courtyards carved into the earth around the main spaces, bringing light, fresh air, and even planted gardens deep into the structure, blurring the lines between inside and out. It’s about bringing the outside in, even when you’re below ground.
So, what a journey we’ve been on today, exploring the fascinating, and perhaps initially counter-intuitive, idea of an entirely underground golf clubhouse. We’ve dug deep into the why, the how, and the what if.
We started by considering the unique appeal of such a space, from escaping weather extremes to creating that exclusive “speakeasy” atmosphere. Then we tackled the technical challenges, from managing geology and water tables to engineering complex structures and designing for natural light with ingenious skylight systems. We also looked at how to make these spaces feel luxurious and inviting, using clever design, lighting, and spatial planning to combat any sense of claustrophobia.
And we finished by dreaming up some incredible design variations, from the partially buried beauty to the luxury bunker and the glass house underground. It’s clear that while challenging, the potential for innovation and a truly unique member experience is immense.
I’d love to hear your thoughts on this episode. Do you think an underground clubhouse is a wild pipe dream or a brilliant stroke of genius? What design concept intrigues you the most? You can reach out to us with your feedback and ideas through our website at golfclubhousedesign.com or connect with us on social media.
Thank you for joining me on this episode of Experience in Golf Clubhouse Design. Until next time, keep dreaming big about the future of golf clubhouses!

Podcast: Play in new window | Download

Designing Dining: Choosing the Right Floor for Your Clubhouse Restaurant

Episode 097
Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf proshop design, fitness facilities, and dining experiences, and discover how these elements shape the ultimate golfing experience. Today’s episode asks a deceptively simple question: What’s the right floor for your golf clubhouse restaurant? At first glance, it may seem like a purely logistical decision—but as we’ll explore, this choice dramatically impacts guest flow, dining revenue, aesthetic appeal, and the social dynamics of your club.
Let’s start with the central tension posed by the article on Golfmanager.com: “Deciding whether your clubhouse restaurant should be on the ground floor or the first floor is not just a matter of logistics—it reflects your club’s strategic priorities.” This is a brilliant framing because it pushes us beyond simple convenience or tradition. The placement of a clubhouse restaurant signals what a club values most: accessibility? Prestige? Views? Operational simplicity? The article explores the pros and cons of placing the restaurant on either the ground floor—where convenience and flow from the course is optimal—or the first floor, where views, ambiance, and exclusivity shine. So, let’s dig deeper. What’s at stake in this vertical decision? Starting with the ground floor, the article notes:
This setup facilitates seamless movement from the 18th green to the bar, which is a time-tested post-round ritual. For many clubs, this proximity drives increased food and beverage revenue—especially when golfers are looking for a quick drink or casual bite. Imagine golfers finishing their round, easily stepping off the course, and walking straight into a vibrant restaurant or bar. This immediate gratification encourages more spontaneous purchases, from refreshing beverages to quick appetizers, boosting the club’s bottom line significantly. It capitalizes on that immediate desire for celebration or relaxation right after play. From an architectural standpoint, having the restaurant on the ground floor also allows designers to maximize flow between interior and exterior spaces—like terraces, patios, and even halfway huts. Picture expansive glass doors that open onto a patio, allowing diners to enjoy the fresh air and direct views of golfers coming in. This blurred boundary between inside and out creates a more relaxed, integrated experience, especially appealing in fair weather. It can also seamlessly connect to other ground-level amenities, such as the pro shop or locker rooms, enhancing the overall convenience for members and guests moving through the clubhouse.
There’s also the staffing efficiency angle: with the restaurant on the same level as the kitchen or service entrance, back-of-house operations become smoother, reducing bottlenecks and cutting down on transport time for food and supplies. Consider the logistics of running food from a basement kitchen up to a first-floor dining room, or retrieving supplies from an outdoor delivery point. Ground-floor placement eliminates the need for elevators or extensive ramps for staff, making service quicker, more reliable, and less physically demanding. This can translate into better service for members and reduced operational costs for the club. It also simplifies kitchen design and waste management, as everything can be managed on a single, accessible level.
Beyond just the golfers, a ground-floor restaurant serves non-golfing guests and families with unparalleled ease. Think of members bringing young children or older relatives who might find stairs challenging. A ground-floor setup ensures that everyone feels welcome and can easily access the dining facilities without navigating multiple levels or waiting for elevators. This inclusivity can broaden the club’s appeal and make it a more attractive venue for family events, casual lunches, and community gatherings, further diversifying revenue streams beyond just the golfing demographic. It fosters a more relaxed, informal atmosphere that can be highly appealing to a wider range of members.
But there’s a catch. Ground-floor placement can sacrifice one of the most coveted assets in club dining: the view. While patios can offer pleasant perspectives, they typically lack the sweeping, panoramic vistas that an elevated position can provide. This trade-off often becomes a significant point of contention in the design process, weighing immediate accessibility and operational efficiency against the desire for a breathtaking dining backdrop. For some clubs, the view is a primary selling point, and sacrificing it on the ground floor might not align with their brand or member expectations.
The alternative, as Golfmanager highlights, is placing the restaurant on the first floor—what many Americans would call the second floor. “A first-floor restaurant offers spectacular views of the course, enhancing the overall dining experience.” From a design psychology perspective, this option reinforces a sense of elevation and exclusivity. Diners feel slightly removed from the bustle below, enjoying an uninterrupted panorama of rolling fairways, pristine greens, and perhaps even distant landscapes. The ambiance becomes inherently more refined and sophisticated, ideal for formal dinners, elegant member events, and upscale dining experiences where the setting itself is a significant part of the draw. This elevated vantage point allows for a unique connection to the natural beauty of the course, transforming a meal into a truly immersive visual experience. Let’s not overlook the symbolism either: elevating the restaurant can suggest a hierarchy of experiences—something that aligns well with private club culture, where access and elevation often go hand-in-hand. It positions the dining experience as a destination in itself, a special occasion rather than a casual pit stop. This can subtly communicate a club’s commitment to luxury and a premium experience, appealing to members who value exclusivity and a distinguished atmosphere for their social and culinary pursuits. It becomes a place for members to gather for celebrations, business dinners, or simply to savor a magnificent view alongside exquisite cuisine.
However, the article rightly points out that:
This is a crucial point. The decision to go vertical has serious ADA and inclusivity implications. It’s not just about stairs versus elevators—it’s about ensuring every member feels welcome and has equal access to core amenities. A beautiful view loses its appeal if a beloved member cannot reach it comfortably. Thoughtful design requires considering ramps, wider doorways, accessible restrooms on the same level, and highly reliable, perhaps even aesthetically integrated, elevator systems. Ignoring these considerations risks alienating a significant portion of the membership and detracting from the club’s reputation for hospitality. In a truly member-centric club, accessibility is paramount, ensuring that the elevated dining experience is a privilege available to all, not just those without mobility challenges. So where do we go from here?
The article proposes a third approach—the hybrid model: “Some clubs are adopting a tiered concept, with a casual bar on the ground floor and a more formal restaurant upstairs.” This is where modern clubhouse design is really innovating. By layering the dining experience, clubs can cater to a broader demographic and variety of member needs simultaneously. Instead of being forced into an either/or decision, they embrace a multi-faceted approach that acknowledges the diverse ways members wish to use the club’s dining facilities. This strategy effectively addresses the previously discussed challenges of both ground-floor and first-floor placements by offering the best of both worlds. Think of it as a vertical lifestyle stack, where each level serves a distinct purpose and creates a different atmosphere. On the ground floor, clubs can integrate a vibrant bar, a convenient grab-and-go café, or quick lunch spots. This area would naturally facilitate seamless movement from the 18th green, encouraging spontaneous post-round drinks, casual gatherings, and quick bites. It’s designed for high-traffic, informal interactions, providing accessibility and immediate gratification for golfers, fitness enthusiasts, and even non-golfing guests looking for a relaxed environment.
Meanwhile, the first floor is then freed up to host more refined experiences. This could include a fine dining restaurant, intimate wine rooms, private member-only lounges, or spaces specifically designed for banquets and special events. This elevated setting maintains the coveted views and sense of exclusivity, providing a sophisticated backdrop for formal dinners, celebrations, and more upscale social engagements. The separation ensures that the casual energy of the ground floor doesn’t intrude on the refined ambiance of the upper level, allowing each space to thrive in its intended purpose.
This split not only enhances the functional zoning of the clubhouse but allows the architecture itself to express different moods and moments across levels. Designers can utilize distinct materials, lighting, and furnishing styles on each floor to reinforce the desired atmosphere—from relaxed and open on the ground floor to elegant and intimate upstairs. It’s a thoughtful way to manage acoustics, traffic flow, and even service logistics, as different types of dining experiences often require different operational approaches. It’s a model that works exceptionally well in resort-style clubhouses, where guests and members may transition from active pursuits to more formal social settings over the course of the day. For example, a guest might enjoy a casual breakfast at the ground-floor café after an early tee time, then later dress for an elegant dinner in the upstairs restaurant overlooking the sunset. This adaptability makes the clubhouse a truly versatile hub, maximizing its appeal and revenue potential by serving a wider range of occasions and preferences.
Let’s look at how some iconic clubhouses have tackled this. At Desert Highlands in Arizona, the restaurant is perched on the upper level, offering panoramic views of the Pinnacle Peak landscape. Guests often remark that dining there feels like “eating in the sky.” This design choice maximizes the stunning natural beauty surrounding the club, turning every meal into a scenic experience. It emphasizes the destination aspect and the luxury of the elevated view, aligning with a club that values prestige and a refined atmosphere. In contrast, Streamsong Resort in Florida places its casual dining and bar right near the pro shop and locker rooms—emphasizing convenience and energy over elevation. This layout is designed for immediate gratification, allowing golfers to seamlessly transition from the course to a social setting without extra steps or effort. It caters to a more relaxed, spontaneous post-round ritual, prioritizing accessibility and a lively, informal atmosphere that encourages quick turnovers and increased foot traffic.
Then there’s The Grove in the UK, which beautifully blends both models: a ground-level café with outdoor terrace seating, and an elevated dining room upstairs used primarily for weddings and events. This hybrid approach allows The Grove to cater to a broad spectrum of needs, from casual daily use by members and guests to hosting large-scale, formal functions. It demonstrates how a single clubhouse can skillfully integrate diverse dining experiences, serving both everyday convenience and special occasion elegance, leveraging different levels to create distinct zones of activity.
These examples highlight an important point: context is everything. What works for a hilltop desert course won’t necessarily fit a low-lying coastal resort, nor will it be ideal for a club that focuses heavily on large-scale events. Each club’s unique geography, member demographics, and strategic goals heavily influence the optimal placement of its dining facilities. The design solution is always bespoke, reflecting a deep understanding of the club’s specific operational needs and desired member experience.
The key takeaway here is that design must serve strategy. It’s not simply about aesthetics or what’s logistically easiest; it’s about aligning the physical structure of your clubhouse with the overarching vision and operational goals of your club. The placement of your restaurant, whether on the ground floor, first floor, or a combination, becomes a tangible manifestation of these strategic priorities. To truly make this decision resonate with your club’s unique identity, you need to ask a series of pointed questions. First and foremost: What’s the dining culture of your members? Are they looking for quick, casual bites post-round, a family-friendly atmosphere, or do they crave a more refined, upscale dining experience for special occasions? Understanding these preferences is foundational, as it dictates the very essence of the dining spaces you create. Secondly, do you host a lot of large events or weddings? If so, the tiered concept, with a dedicated, perhaps elevated, space for formal functions, might be invaluable. This separation ensures that your regular members can still enjoy their daily club life without feeling overwhelmed or displaced by large private events. It also allows for distinct service models and staffing for different types of functions, optimizing operational efficiency.
Consider whether the post-round drink is sacred, or if members are more interested in wellness cuisine and ambiance. This question gets to the heart of daily usage versus aspirational experiences. A club where the 19th hole is the main social hub might prioritize a highly accessible, energetic ground-floor bar, while a club emphasizing health and refined leisure might lean towards a more serene, view-focused dining room.
And perhaps most critically: What views are available—and what would it cost you to ignore them? If your club boasts breathtaking vistas of the course, surrounding nature, or even a city skyline, strategically elevating the restaurant to maximize these views becomes an imperative. Failing to do so is a missed opportunity, a squandering of a unique asset that could significantly enhance the member experience and justify premium pricing. Conversely, if there are no compelling views, trying to force an elevated dining experience might lead to an uninspired space.
These aren’t just theoretical questions; they are the real design drivers. They compel architects and clubhouse planners to think beyond square footage and material finishes. They demand a deep understanding of human behavior, club economics, and the specific dynamics of your member community.
Ultimately, we as designers should be designing for the transitions—those liminal moments when a golfer becomes a diner, or a visitor becomes a member. How seamlessly do they move from the active, outdoor environment of the course to the relaxed, social setting of the restaurant? Does the design intuitively guide them from a casual lunch to a formal evening, or from a quick stop at the pro shop to a celebratory dinner? The thoughtfulness applied to these transitions profoundly impacts the overall member journey and their perception of the club.
When vertical placement is done intentionally, it transcends mere practicality. It becomes an invisible yet powerful expression of brand, hospitality, and member experience. It signals whether your club values immediate accessibility and camaraderie, or elevated experiences and exclusivity. It shapes the daily rhythms and grand celebrations within your clubhouse, subtly influencing how members connect with each other and with the club itself. This strategic choice defines not just where people eat, but how they feel and what they remember about their time at your club.
Thank you for tuning in to our episode on golf clubhouse design, where we delved into the fascinating world of architecture, interior design, and member lifestyle impact. We explored how the seemingly simple decision of where to place your clubhouse restaurant—be it on the ground floor, first floor, or a clever combination—is, in fact, a deeply strategic choice that shapes everything from guest flow and revenue to ambiance and exclusivity. We hope you’ve gained valuable insights into how intentional vertical placement becomes a powerful expression of your club’s brand and hospitality, contributing to a truly successful golf clubhouse and resort experience. Remember, design must always serve strategy, and understanding your members’ needs is paramount. We encourage you to subscribe and join us for our next episode, as we continue to uncover more fascinating aspects of golf clubhouse architecture and interior design. Until then, keep designing for experience.

Podcast: Play in new window | Download

Hollywood’s Clubhouse: How Movies Shape Golf Club Design

Episode 096
Welcome to the Experience in Golf Clubhouse Design podcast, where we, um, uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and, you know, the specific details that really contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf pro shop design, fitness facilities, and, of course, the dining experiences, and discover how all these elements really shape the ultimate golfing experience.
So, when we talk about golf clubhouses, it’s, um, it’s more than just a building, right? It’s really, I think, a symbol. It represents a lot of things for people.
Yeah, absolutely. And, you know, I think pop culture, for better or worse, has played a *huge* role in crafting what that “ideal” clubhouse image is in our minds. I mean, from those really lighthearted comedies to, like, serious dramas, it’s all over the place.
Oh, for sure. When I, when I think about it, my mind immediately goes to some classics. Like, remember *Caddyshack*? I mean, that movie just totally portrays the club as this, like, elite, almost quirky social arena. It’s, it’s kind of a free-for-all, but it’s also got that very specific look and feel.
Yeah, totally. And then you have something completely different, like *The Legend of Bagger Vance*, where, you know, the clubhouse is depicted as this very nostalgic, almost sacred space. It’s got that, that historical weight to it. It really sets a mood, you know?
Right, exactly. And then there’s *Tin Cup*, which, you know, really showcases that aspirational element of club membership. It’s like, oh, if you make it, you’ll be hanging out at places like this. These movies, they really, they plant these ideas in our heads.
They do, they really do. And I think the big problem with that, though, is that these portrayals often, um, they cement these kind of outdated or, like, really exaggerated expectations in members’ minds. You know, they see something on screen and they expect that in real life, which isn’t always the case.
Yeah, that’s such a good point. It’s like, when you, when you imagine a golf clubhouse, are you picturing something you’ve actually visited, or, or is it something you’ve seen, you know, on a screen? I mean, I think for a lot of people, it’s probably more of the latter.
Yeah, I mean, that’s such a critical point, isn’t it? Because these images, they really, uh, they stick with us. And when you think about those common tropes in media portrayals, they’re everywhere. Like, you know, the grand staircases, these huge, oversized ballrooms that feel like they’re only used for one or two fancy events a year.
Oh, and don’t forget the mahogany bars. Always, always the dark, rich mahogany bars, right? Like, a certain kind of dim lighting. It’s very specific, the vibe.
So specific! And it creates this, um, this perception, you know? It’s either the country club snobbery, where it’s all about exclusivity and, like, knowing the right people. Or it’s, it’s that very casual camaraderie, but even that has a very particular, almost, like, old-school feel to it. The space always sets the tone in those films.
Totally. And, and then there’s the pro shop, right? In the movies, it’s almost always just, like, a tiny little room off to the side, maybe a couple of shirts, a few hats. It’s, it’s just a retail footnote, if that. It’s certainly not portrayed as, like, an essential revenue engine, which it is in reality.
Exactly! It’s an afterthought, almost. And these tropes, they really influence member expectations, like, profoundly. When new members walk in, they might expect this intense formality, this exclusivity, because that’s what they’ve been, um, fed by the media.
Yeah, they’ve, they’ve seen it on screen so many times that they just assume that’s what it *should* be. And then you get existing members who, bless their hearts, they might resist any kind of modern updates. They want to preserve that “movie version” of the club, you know? They want it to feel like *Caddyshack* or something.
They really do! They’re like, “No, this is how it’s always been, this is how it should be.” But the reality, I mean, let’s be honest, today’s clubhouses are so different. They’re multi-generational, for one. You have, like, grandparents and grandkids all using the same space, maybe not at the exact same time, but they expect it to cater to them.
Right. And they’re much more wellness-driven now, too. It’s not just about golf and, like, a formal dinner. It’s about fitness, it’s about healthy food, it’s about, um, you know, a different kind of social interaction. And, crucially, they’re so much more inclusive than those old movie portrayals ever suggested.
So true. And I think that’s where architects and interior designers, they really have a tightrope to walk, don’t they? They’re trying to balance that nostalgia, that classic feel, with modern functionality. They can’t just ignore what people expect, but they also have to make it work for today’s members.
It’s a delicate dance, for sure. You’re trying to evoke a feeling, maybe, without being slave to a design that’s just, frankly, not practical or relevant anymore. It’s like, how do you keep the *spirit* of the old, but with, you know, new materials, new layouts, new purposes? It’s a constant challenge.
It really is a delicate dance, and I think that leads us perfectly into, um, looking at some case studies, right? Like, clubhouses that really do challenge that Hollywood narrative we’ve been talking about. Because it’s not all mahogany and grand staircases anymore.
Yeah, definitely. I mean, you see a lot of clubs now, they’re really moving towards, like, a minimalist approach. Think about places like, um, Sand Valley or Streamsong. When you see those, they’re so different from what you might expect, aren’t they? They’re really, uh, they’ve moved away from that traditional grandeur.
Oh, absolutely. They’re all about, like, raw materials, sustainability, blending into the landscape, like, very intentionally. And I always wonder, how do members who, who grew up watching *Caddyshack*, you know, react to walking into a space that’s so pared down, so focused on, like, the natural environment? Does it, does it disappoint them? Or does it, does it surprise them in a good way?
That’s a great question, because I think, for some, it probably is a little bit of a surprise, maybe even, uh, a shock. But for others, it’s probably really refreshing. Like, “Oh, okay, this isn’t my grandpa’s clubhouse.” But then you’ve also got the lifestyle-focused clubhouses, which are another huge departure.
Mmm, yeah. Those are fascinating because they’re not just about golf anymore. It’s about, like, the whole family, the whole experience. You see, like, open-concept lounges, right? And, um, co-working spaces, which is just wild to think about. And then, like, all these tech-forward amenities. It’s not about, you know, a stuffy cigar lounge with heavy drapes anymore.
No, not at all! It’s bright, it’s airy, it’s flexible. You know, you can have, like, a morning coffee meeting there, then switch to lunch, and then maybe, uh, someone’s doing a yoga class later. It’s designed for, like, multiple uses throughout the day, which again, is so different from that single-purpose, formal space we often see in movies.
Yeah, and I think that’s where designers are really leaning into making spaces that are versatile. They’re thinking, okay, this isn’t just for, you know, the 19th hole. This is for, like, your life. And it really does push against that old trope. And then, you have the regional interpretations, which are, I think, some of the most exciting.
Oh, absolutely. I mean, if you’re in, uh, Hawaii, for example, your clubhouse might look totally different. It could be, like, a series of open-air pavilions, designed to take advantage of the climate, the breezes, the views. It wouldn’t make any sense to build a traditional, like, brick-and-mortar English-style clubhouse there, would it?
Exactly! Or if you go to, like, Scandinavia, you’re gonna see glass, steel, like, very clean lines, super eco-friendly materials, because that’s their aesthetic, that’s their culture. And it just highlights how designers have to navigate this tension between what members expect, based on, you know, pop culture, and what actually makes sense for the location, the climate, the local culture.
It’s a huge challenge, trying to, um, like, push the boundaries, be innovative, but also not completely alienate a member base that might have very ingrained ideas of what a clubhouse should be. They’re constantly trying to find that sweet spot, aren’t they? Between the familiar and the fresh.
Yeah, that’s such a great way to put it, finding that sweet spot. And it really makes me think of designers as almost like… story editors, right? Like, they’re taking this existing narrative, this “movie version” of a clubhouse, and they’re choosing what elements to, um, keep, to honor, and what parts to revise, to modernize, to make relevant for today.
Oh, absolutely. That’s a perfect analogy. Because they’re not just, like, ripping everything out and starting from scratch. They’re carefully curating. So, you might, uh, still see, for example, a trophy display, right? Which is very traditional, very much a part of that old-school clubhouse vibe.
Yeah, but it’s not going to be, like, the dusty, cluttered case in the corner, is it? It’s probably, like, a really clean, backlit display, maybe with fewer, more iconic pieces, almost like a museum exhibit. It’s a nod to the past, but it feels so, so current.
Exactly! Or take the bar area, for instance. In the movies, it’s often, like, super dark mahogany, very heavy, maybe even a little imposing. And designers, they might still use rich wood tones, because that, you know, still feels luxurious, feels clubby. But the lines are cleaner, the upholstery is lighter, maybe the lighting is more contemporary.
Right, and the layout feels more open, too. It’s not just a place where you sit and have a stiff drink; it’s a place where, like, families might gather, or people are having, like, a casual bite. It just feels, I don’t know, more approachable.
Yeah, totally. It’s about, like, retaining that sense of, um, established elegance, but making it more welcoming, more functional for how people live now. They’re really helping clubs transition from that cinematic fantasy, you know, that idealized version, to something that’s genuinely functional and appealing for today’s members, without, like, completely turning them off.
It’s a huge psychological game almost, isn’t it? Because you have members who’ve probably dreamed of belonging to a club that looks exactly like, you know, the one in *Caddyshack*. So how do you introduce these new concepts, these modern elements, without making them feel like their dream is being, like, dismantled?
And that’s where the subtle touches come in, the reinterpretation. It’s like, “We’re keeping the essence of what you love, but we’re just updating the script a little bit.” It shows respect for tradition but also a clear vision for the future. It’s, um, it’s a true art form, I think.
It really is. It’s like they’re saying, “Look, we get it. You love the classic. We do too. But we can make it even better, more comfortable, more relevant, without losing that soul.” It’s about evolution, not revolution, in a way.
That’s so true. It’s about evolution, not revolution, in a way. And you know, we’ve talked a lot about, like, traditional cinema, Hollywood movies, but what about, like, the *new* media? Like, how are things like social media, YouTube, streaming content… how are they starting to influence clubhouse expectations, differently, maybe, than Hollywood did?
Oh, that’s a *huge* one. I mean, it’s already happening, right? People are, um, consuming content so differently now. It’s less about, like, a two-hour narrative film, and more about, like, quick snippets, beautiful visuals, things that are shareable.
Yeah, like, “Instagrammable moments.” That’s a phrase you hear everywhere now, isn’t it? Like, members, or potential members, they’re not just looking for comfort or luxury. They’re looking for, like, that perfectly lit sunset terrace, or a really cool wine wall display, or curated golf art that just looks amazing in a photo.
Absolutely. It’s, like, the aesthetics are almost as important as the function, in some ways. Because if it looks good, people will share it, and that’s, you know, free marketing for the club, essentially. They want that, um, that vibe that translates well onto their feed. And, you know, beyond just aesthetics, there’s the whole tech side of things, too.
Oh, for sure. Like, I’ve heard of clubs, um, considering things like esports lounges. Like, not just a traditional TV room, but a dedicated space for, like, competitive gaming, or even, like, virtual reality golf simulators that are super high-tech.
Exactly! That totally shifts what a clubhouse needs to be, right? It’s not just about the dining room or the pro shop anymore. It’s about creating spaces that cater to a much broader range of interests, often driven by, um, what people are seeing online. Like, if they see someone else’s cool VR setup, they’re gonna want that in *their* club.
And it’s not just, like, the young generation, either. I think a lot of people are just, um, more tech-savvy now. So, the expectations for seamless Wi-Fi, for charging stations, for spaces where you can, like, work remotely or just connect with friends online, that’s, like, non-negotiable now.
Yeah, totally. It’s no longer just a golf club; it’s a lifestyle hub that has to keep pace with, you know, digital trends. So, I guess it makes us wonder, um, what will the “cinematic clubhouse” look like in the next decade?
Right? Will it be driven by, like, TikTok aesthetics, or drone footage showing off the whole property, or even, like, full-on VR golf experiences influencing, like, how people perceive the space? It’s, um, it’s wild to think about.
It really is. I mean, it’s constantly evolving, isn’t it? From those big screen epics to, like, the snippets we see on our phones every day.
Yeah, absolutely. And that brings us, you know, to the end of our conversation today about how film and media, whether it’s, uh, old school Hollywood or new media, have really shaped what we all expect from a golf clubhouse.
Exactly. We’ve gone from those iconic, sometimes exaggerated, portrayals in films like Caddyshack and Tin Cup, to understanding how designers are, you know, subtly navigating those expectations, blending nostalgia with the practical, modern needs of today’s clubs.
And it’s not an easy job, right? Like, they’re the story editors, trying to, um, balance that cinematic fantasy with the reality of multi-generational, wellness-driven spaces. It’s a delicate dance.
It truly is. And what a fascinating topic it’s been. Thank you so much for joining us on this episode of The Experience in Golf Clubhouse Design podcast.
Yeah, thanks for tuning in! We really hope you’ve gained some valuable insights into how these elements, whether seen on screen or in person, contribute to that ultimate golf clubhouse experience.
Definitely. And remember to subscribe wherever you get your podcasts, so you don’t miss any future episodes where we continue to explore the intricate world of golf clubhouse design.
And, hey, we’d love to hear from you. What are your favorite clubhouse scenes from movies, or maybe, um, design elements you’ve seen influenced by media? Share them on social media, or even send us your questions or design challenges for a future episode!
We’d love to explore those. Until next time, keep enjoying the beautiful game and its equally beautiful spaces.

Podcast: Play in new window | Download

Changing Hands, Changing Spaces: Clubhouse Design in the Wake of Arcis’ Georgia Acquisition

Episode 095

Welcome to the Experience in Golf Clubhouse Design podcast, where, uh, we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. You know, join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that, uh, contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of, like, golf pro shop design, fitness facilities, and dining experiences, and discover how these elements, you know, really shape the ultimate golfing experience. In April 2025, Arcis Golf, you know, actually made headlines. They acquired three private clubs in Georgia from Invited, who, you know, used to be known as ClubCorp. And, uh, these clubs—White Columns Country Club, Atlanta National Golf Club, and The Manor Golf & Country Club—they’re all, like, located in the really affluent North Atlanta region. And, you know, this isn’t just, like, a simple change in ownership; it really represents an opportunity for, like, a big transformation, especially at the clubhouse level.

Arcis Golf, you know, they’re pretty well-known for their focus on these, like, lifestyle-driven experiences. They tend to, like, reimagine clubhouse design with a more, uh, hospitality-forward lens, you know? Meanwhile, Invited, they’ve, like, long leaned into more tradition and consistency across their whole portfolio, which is, uh, pretty different. So, you know, this change, it really raises a compelling design question, doesn’t it? Like, how does a shift in ownership, you know, actually influence the design identity and functionality of a golf clubhouse? It’s, like, a big deal.
You know, when a golf club transitions ownership, it’s really not just, like, a financial transaction, is it? It’s a huge cultural and aesthetic shift too. And, um, the clubhouse, well, that’s often, like, the very first place where these changes really become visible. I mean, from just, like, rebranding signage to totally rethinking spatial use, the clubhouse kinda becomes this big canvas for the new owner’s values. It’s pretty fascinating to see. Arcis, they often introduce these really modern, you know, community-centric upgrades. So, like, you might see expanded wellness facilities, or, uh, contemporary dining interiors with more open-concept seating. They also tend to bring in, you know, tech-enabled lounges and workspaces, which is pretty cool, and also enhanced pro shop layouts that, like, really integrate lifestyle retail. So it’s not just golf stuff, you know?

This kind of reinvestment, it often, like, demands that design teams really balance heritage with innovation. It’s a tricky line, right? Like, how do you modernize without, you know, alienating a loyal, long-standing membership? Because that’s super important. It often, uh, it really starts with adaptive reuse, so, like, leveraging existing architectural strengths while kinda infusing new programming. It’s, um, it’s a smart way to go about it.

For example, like, in The Manor Golf & Country Club, which, you know, features a Tom Watson-designed course and a pretty massive 32,000-square-foot clubhouse, there’s actually great potential for, like, reconfiguring underused banquet space into, you know, co-working lounges or even fitness studios. And the best part is, you can do all that without really altering the building’s core architectural bones, which is, uh, pretty neat.

So, what design principles, you know, actually help guide a smooth clubhouse transition during ownership changes? It’s, um, it’s a pretty important question, especially for places like these Georgia clubs. Let’s, uh, let’s explore a few key approaches, actually. First off, there’s this idea of, like, **Member-Centric Feedback Loops**. This is really, really crucial. It’s about engaging members directly, you know, through surveys or even, like, walkthroughs to genuinely understand their day-to-day usage of the space. Because that really, like, ensures the redesign supports their actual lifestyle patterns. You don’t wanna build something nobody uses, right? Then you’ve got, um, something called **Layered Renovation**. Instead of doing, like, a full gut renovation, which can be super disruptive and expensive, Arcis might, uh, might opt for staggered upgrades. So, like, they’ll start with high-visibility areas, you know, maybe the lobby or the bar, and then gradually update other spaces, like locker rooms and dining wings. It’s, uh, it’s a much smoother process for everyone involved.

And, uh, another big one is **Brand Integration through Design Language**. This is where, you know, from furniture styles to the wayfinding graphics, Arcis can really subtly signal their brand values. You know, you might see things like clean lines, natural textures, even biophilic elements – that’s like bringing nature indoors, which is really cool. All of that kinda works together to convey, you know, a more resort-like ethos. It’s not just about, like, slapping a new logo everywhere, it’s much deeper than that. And finally, something that’s becoming, like, super important, is **Multi-Generational Utility**. Families are a growing focus for golf clubs now, for sure. So, you can definitely expect to see more family lounges, you know, kid-friendly dining nooks, and even, like, shaded outdoor social areas in these clubs’ future layouts. Because, you know, it’s not just about the golfer anymore, it’s about the whole family experience.

Now, it’s not just about what the members see, you know? Ownership changes, they also bring about these, uh, operational redesigns. And these are often, like, totally invisible to members, but they are absolutely critical for service quality. I mean, if the back-of-house isn’t working, the front-of-house won’t either, right? So, in kitchens, for instance, a reconfiguration might be really needed to support a broader culinary program. Like, if Arcis wants to introduce new menus – maybe more health-forward options, or, you know, a wider variety of global cuisine – that’s going to require reworking the prep lines, maybe adjusting refrigeration zones, and even, um, thinking about acoustical treatment in dining areas. You know, to keep things quiet and pleasant for the guests, but also efficient for the staff. And, uh, let’s not forget about staffing areas, actually. A company like Arcis, with their focus on hospitality, they might redesign staff zones to really align with a more hospitality-based service culture. This could mean offering more comfortable break rooms, you know, better locker space for employees, or even, like, integrating staff-facing training tech. Because a happy, well-supported staff, you know, they’re the ones who deliver that top-notch member experience. So, it’s all connected.

Alright, so moving on from the behind-the-scenes stuff, let’s, uh, let’s bring it back to those Georgia clubs, right? The ones we started talking about. White Columns Country Club, Atlanta National Golf Club, and The Manor Golf & Country Club. All three of these properties, they’re, like, smack dab in these suburban areas, and they’ve got really, really strong community ties. And, uh, that local character, you know, that really has to remain visible, even as Arcis comes in and, like, reimagines the clubs. There’s, um, there’s this real design sweet spot here, I think: preserving those regional materials, like, you know, Georgia brick or that classic Southern-style millwork. You want to keep that heritage, but at the same time, you’re introducing these really modern lighting schemes, integrated audio systems, and just, uh, more flexible event configurations. So, you can, like, transform spaces more easily.

And, you know, as Arcis, they’re really positioning themselves as, like, a “lifestyle curator” rather than just, you know, a mere course operator. So, we’re probably, um, definitely going to see these clubhouses reflect broader trends. Think about it: they’re not just about golf anymore. You know, we’ll likely see dedicated wellness and recovery centers, which, uh, is huge right now. Also, I’m betting on interactive tech walls for golf data – like, imagine being able to review your swing in real time right there in the clubhouse. Pretty cool, huh?

And then, um, chef-led culinary studios, too. Like, places where members can actually, like, take cooking classes or have these really, uh, engaging culinary experiences. And, um, this is something I really hope to see, actually: rotating art installations from local creators. It just, uh, it adds so much character and a sense of place, you know? It connects the club even more deeply with its community. It’s all about, uh, elevating that whole experience.

Ultimately, design, it, uh, it really becomes this incredible tool for trust. You know, when new ownership comes in and takes over a club, the built environment itself can either, like, completely alienate people, or it can be this really welcoming, inviting space. So, thoughtful clubhouse updates, they really act as this bridge. They, um, they reassure those long-time members who might be a little nervous about changes, while at the same time, they’re inviting new ones to engage and, like, really feel at home. Ownership transitions, like the one we’ve been talking about with Arcis and those Georgia clubs, it’s, like, a big reminder of something crucial: the most successful golf clubhouses, they’re not static, you know? They don’t just stay the same forever. They evolve. They do it gracefully, intentionally, and always, always with, um, a really deep respect for the communities that they serve. It’s all about growth, but with, like, a sense of roots.

Thank you for tuning in to our episode on golf clubhouse design, where, you know, we really delved into the fascinating world of architecture, interior design, and their, uh, profound impact on member lifestyle. We hope you’ve gained some, like, valuable insights into the key elements that contribute to, uh, a really successful golf clubhouse and resort experience. So, remember to subscribe and join us for our next episode!

Podcast: Play in new window | Download

Golf Clubs and Profit

Episode 093

Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles.
Hello, golf design enthusiasts! Today, we’re diving into an insightful article from the May/June 2025 issue of Golf Inc. Magazine. The piece, titled “Swinging Toward Profit,” is written by Chris Lewis and Michelle Weyenberg. It discusses how golf clubs are increasingly investing in entertainment and technology to attract members and boost revenue. Let’s get into the article.
“Swinging Toward Profit” (By Chris Lewis and Michelle Weyenberg, Golf Inc. Magazine, May/June 2025)
The times, they are a-changin’. Rapidly, in fact. Gone are the days when private golf clubs could simply offer one key amenity — golf — and stay financially flush. Now they must provide an assortment of amenities, and that includes innovative technology for golf instruction and entertainment. In May, The Foothills Golf Club in Ahwatukee, Arizona, unveiled “The Bunker,” a 2,100-square-foot golf lounge with two golf simulators featuring E6 Connect Software. Simulators can be reserved for $50 per 60-minute session with Bunker Membership options available ranging from $129-$199 per month. “The Bunker is more than just a simulator room, it’s a bar, restaurant and event space with a fun atmosphere,” said Jeremy Strauss, PGA and general manager. It’s really no surprise for renovations and additions like these. Golfers are becoming younger. According to the National Golf Foundation, 71% of all post-COVID growth involves players who are younger than 50. In 2023, some 6.3 million on-course golfers were ages 18 to 34, and in 2024 the average age of golfers was 43.5. “Club Leader’s Perspective: Finding Success and Facing Challenges,” a 2024 report by GGA Partners, shows that 99% of clubs saw the average age of their members either drop or hold steady. Many of these members have spouses and young children who are either not interested in golf or just learning about it. Therefore, clubs must think outside the box to attract them. Arcis Golf announced in April that Frisco, Texas-based Plantation Golf Club was renamed The Club at Frisco Farms and underwent a multi-million-dollar makeover that also includes a game area. “Our goal is for The Club at Frisco Farms to become a community hub for golfers, non-golfers, family, friends and diners,” said Blake Walker, founder, chairman and CEO of Arcis Golf. The renovated retail shop now features an area with an indoor putting green and an enhanced line of high-end putters. There is also a dedicated kids’ corner with books, tents, games and activities related to outdoor pursuits, such as golf and fishing. The community-centric game room now includes big-screen televisions, darts, shuffleboard and billiards. Soon to come are a golf simulator and Golden Tee arcade game. “We are confident this new food-and-beverage space will become Frisco’s local watering hole — a place where the community can gather, enjoy a meal or beverage, shoot pool, play darts and watch their favorite Dallas sports teams on TV,” said Dylan Walls, general manager. Newnan Country Club in Newnan, Georgia, soft launched its new Teaching Academy training facility, used for lessons and club-fitting classes in fall of 2023. The facility was integrated with the current range tee and has had a big impact on its finances as well as the club’s reputation. Lesson revenue increased 27% as more members and non-members took lessons. The addition of these amenities has shown financial benefits. Here are three more examples.
BallenIsles Country Club: A new standard in practice. In January 2023, BallenIsles Country Club in Palm Beach Gardens, Florida, opened its 16.5-acre Practice Grounds. Designed to fit the needs of all golfers from novices to scratch players, the Practice Grounds enables members to hit every type of shot they’d potentially have to hit on a golf course. The Practice Grounds features a 25,000-square-foot, 18-hole putting course, along with a multifunctional chipping and pitching facility. The facility offers five greenside bunkers, as well as five chipping and pitching greens that vary in angle and pitch, allowing members to practice a wide array of short shots. To help members work on their long games, the Practice Grounds provides dozens of hitting bays on mats and turf. Each hitting bay has FLAGD GPS-based range measurement equipment, and 30 bays offer Toptracer technology. Members can also practice at a wedge range. It has six target greens situated from 30 to 105 yards from the mats. Members can also play a 9-hole short course that has target greens. “Our club also has a 3,000-square-foot Learning Center that’s located on the Practice Grounds’ north end,” said Jeff Fitzherbert, director of golf. “It includes dedicated spaces for training, custom fittings and club repairs.” Once members enter the Learning Center, they’ll be greeted by a team of golf professionals who will help them determine which clubs are most suitable. After receiving this equipment, members can use one of four instructional sites. Two are fully enclosed bays with Trackman radars, a three-camera system and a golf simulator with a drop-down screen and a SAM PuttLab. The other two are covered outdoor bays, each of which has a Trackman unit. “Members can play against each other or golf independently with instructional videos,” Fitzherbert said. “Once their lessons are complete, members can use the Learning Center’s covered outdoor seating area, eat at the outdoor food truck and shop for new golf gear at the retail shop.” Fitzherbert said he believes the Practice Grounds offers a new standard in private club learning and practice. He calls the facility not just a driving range but an exceptional golfing experience. Since opening the facility, BallenIsles Country Club has experienced several financial benefits. Private fittings have risen to more than 200 annually, compared to 50 to 75 a year previously. The club recorded \$135,000 last year in fittings alone.
In 2024, the club also recorded a 48% increase in year-over-year golf ball sales, while golf club sales increased by 30%. In addition, BallenIsles hired a director of instruction in 2024, and lesson participation increased by 13%, while golf instruction revenue rose by $50,000. “Our first assistant professional, Matt Grobstein, was named Callaway Staff Southeast Fitter of the Year in 2024 as well — one of only four in the United States,” Fitzherbert said. “Last year, Matt and his team grew BallenIsles’ Callaway custom club business by 67%, when compared to 2023’s sales.” Kenmure Country Club: Attracting a broader audience. In June 2024, Kenmure Country Club in Flat Rock, North Carolina, opened its Toptracer Range with the primary purpose to attract a broader audience, making the golf facility more accessible and appealing to all, and to offer an alternative social gathering spot within the facility, which supports casual outings, small groups and hosting events. One of the main goals was to drive revenue by leveraging the appeal of Toptracer to create a revenue stream through rentals, event bookings, food and beverage sales and memberships specific to the amenity. Beyond individual practice, the flexible space can accommodate events, leagues or other gatherings, maximizing utility across various activities. Open areas are designed to fit small groups or gatherings without disrupting other users. With the help of designer and architect partner Cover The Tees, life has been given to the vision for the range to create a welcoming environment for all levels of golfers, made possible by having ample lounge seating, tables and chairs to relax in while down at the practice facility. Since opening, the club has added new Young Executive Members and secured range memberships from existing Social and Sports Members, as well as bringing in six new golf tournaments for this year, management said. “The addition of Toptracer to our practice facility has also bolstered our usage rate at the driving range. This has been done by running monthly closest to the pin contests and weekly virtual golf tournaments. Simply put, it’s proved to be an amazing added amenity to our club, and we are excited about all of the possibilities it brings for the future.” Bear Lakes Country Club: Reimagining the driving range. Bear Lakes Country Club in West Palm Beach, Florida, held the grand opening of its renovated driving range and golf practice facilities in November 2023. The range had not been updated since 2007, and while a member survey showed an increase in satisfaction from the previous year, the members expressed a desire to improve the golf practice facilities, said Bill Decker, Jr., director of marketing and membership. “We wanted to reimagine what was once a nondescript driving range with simple flag posts for targets into a comprehensive, state-of-the-art practice facility with assets to benefit all skill levels and cover all aspects to help improve one’s game,” he said. Seven target greens with artificial turf bunkers were built, as well as a wedge range.
With target greens from 25 to 100 yards, and a CoverShots Mobile Canopy for ample protection from the elements. The learning center was completely renovated with two instructional bays, each containing three camera angles and a comprehensive Trackman monitor. One station also has a sensor pad to monitor the balance and weight shift of the player, plus club fitting and loft and lie adjustments. In the first 10 months the new range was open, Trackman reported that members hit 2.1 million balls, Deck said. “In the first year since its completion, we reached full golf membership capacity for the first time in the history of the club, driving millions of dollars of additional revenue beyond what was initially budgeted,” he said.
Wow, that was a lot to take in uhm. It’s clear from Lewis and Weyenberg’s reporting that the modern golf club is evolving rapidly. It’s no longer just about the 18 holes; it’s about creating a holistic experience that caters to a diverse range of interests. The uhm successful clubs are those that are proactively adapting and investing in these new amenities.
I think the three key takeaways from this article are:
1. **Embrace Technology:** Toptracer ranges, golf simulators, and dynamic pricing are no longer just “nice-to-haves”; they’re becoming essential for attracting younger players and enhancing the overall experience.
2. **Think Beyond Golf:** Game rooms, family-friendly activities, and engaging food and beverage options are crucial for making the club a social hub for everyone, not just avid golfers.
3. **Adaptable Strategies:** Clubs need to be aware of and ready to adjust to the needs of their current customers and understand how to cater to the evolving needs of a more diverse generation. For clubhouse designers, this means we need to be thinking beyond the traditional. It’s about creating flexible spaces that can accommodate a variety of uses, integrating technology seamlessly, and designing with the whole family in mind. Uhm. We need to be creating spaces that can be easily adapted and updated as technology and preferences continue to change.
Thank you for tuning in to Experience in Golf Clubhouse Design, where we delved into the fascinating world of architecture, interior design, and impact on members lifestyle. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!

Podcast: Play in new window | Download

Golf Clubhouse Design and Enhancing Play

Episode 092
Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles.
Today, we will be discussing an article titled “5 ways to increase play” by Michelle Weyenberg from Golf Inc. Magazine, published in May/June 2025 issue. This article provides some ideas to consider to increase play at golf courses and keeping the tee sheets full.
Let’s dive in. Weyenberg writes…
A round of golf in 75 minutes. Not bad. And for today’s younger golfer or first-timer, that may be very appealing. How about a mobile pizza oven that drives around the golf course, offering handmade pizzas made to order? Sign me up. Or a fun game of night golf under the lights? Or how about hitting some balls at a Toptracer Range? Check and check. These are examples of how golf course operators are amping up their offerings to increase play. Golfers are getting younger and cooler, and that requires strategic thinking about how to attract them to your course.
First up Flexible and Shorter formats… 9-hole leagues and twilight rounds cater to beginners and busy professionals…Par-3 tournaments are fun, fast and less intimidating for newer players.
French Lick Resort in Indiana recently added Sand Creek, a short course with nine holes ranging from 40 to 90 yards. Golfers can expect to complete a round there in about 75 minutes. The course will be open year-round, weather permitting, with a food truck on site. Eventually, it will be lighted for night play. Music will be piped in, and there will be designated family hours. Dave Harner, director of golf at the resort, called it a straightforward design that will be fun for everyone. “Beginners, families, corporate groups, whether they all play golf or not, they’ll be able to play this course,” he said. “It’s a lot of fun, and I think when people get out there and play, they’ll get hooked on the game.” Course superintendent Russ Apple spearheaded the construction, while the resort’s entire golf team assisted in creating Sand Creek. Its layout borrows features from the resort’s two championship courses, the Peter Dye Course and the Donald Ross Course. Harner said Sand Creek has miniature versions of the Dye volcano bunkers and some of the Ross greens contours. “The rock formation that we use around the lakes at Dye we’re using around the water retention area here,” Harner said. “You’ll see a few things that are common to both golf courses.” Chuck Franz, the resort’s CEO, said the new course feeds a current demand while also reviving a piece of French Lick’s past. A short course existed at the resort in the early 1900s and now, decades later, what’s old is new again.
The second idea to consider is Tech-driven engagement which includes… Dynamic pricing uses software to adjust tee-time prices based on demand… Mobile apps for tee time reservations, GPS, scoring and food ordering… Loyalty programs that use apps or websites to award points and rewards for repeated play.
The third idea listed is Target new audiences… This includes… Ladies’ nights, clinics for kids, and family golf days help attract non-traditional or emerging player groups… Corporate leagues or team-building packages…Beginner-friendly events such as scrambles, glow golf and footgolf.
Fourth on the list is Off-course play. Which includes.. A Toptracer range or golf simulator lounge for year-round entertainment and Mini golf and putting courses attract families and non-golfers who might convert later.
Grass Clippings Rolling Hills in Tempe, Arizonia, officially opened its Toptracer Range last November. It has 25 covered bays with Toptracer technology and monitors, as well as 10 uncovered hitting bays. The lighted Toptracer Range is open from 8 a.m. to midnight. Hitting bays can be rented by the hour with unlimited golf balls, or buckets of practice balls are available for purchase for shorter sessions. A range host is on hand to help guests download the free Toptracer Range app, explain gaming options and answer questions. The laid-back vibe is suited to players of all abilities, said Jake Hoselton, co-founder of Grass Clippings. In March 2023, the Tempe City Council approved Grass Clippings’ plan to overhaul and operate Rolling Hills Golf Course. Grass Clippings executed a long-term lease with the city of Tempe and took over the property in 2023 with Troon immediately assuming management of daily operations. Scottsdale-based WestHawk Capital partnered with Grass Clippings to lead a $15 million round of equity capitalization to finance renovation of the facility, including the installation of lights and the full F&B and amenity package currently under development. The first fully lighted 18-hole course in Arizona, Grass Clippings opened for night play in December 2023. LED lights illuminate the golf course, which plays as a par-54 course at night and as an executive-length course with par-3s and par-4s during the day.
The last point the article suggests is Creative F&B which includes.. Pop-up bars or drink carts with themes make the course feel like a fun outing and Food truck nights or live music after twilight rounds turn golf into a social evening. Alpine Country Club in Highland, Utah, sought to create an amenity that would elevate the on-course experience for its members. It came up with the Pizza Cart, a mobile pizza oven that drives around the golf course, offering handmade pizzas made to order.
Our goal was to create an innovative amenity that adds value to the club, creating memorable moments and satisfying both culinary and social desires,” said Reagan Rice, director of membership and marketing. The design of the Pizza Cart was guided by simplicity, efficiency and functionality, Rice said. The foundation is a Cushman utility cart. A custom wooden panel securely mounts a Gozney pizza oven in the bed of the cart. On days when it is serving on the course, it surpasses the club’s traditional beverage cart in daily sales, Rice added. “In short, the Pizza Cart is more than just a financial success,” she said. “It’s a symbol of the creativity and member-focused innovation that drives our club forward.
Okay, so, uhm, that was the article, but I think it brings up some really interesting points for clubhouse design. We often focus on the aesthetics, uhm, the flow of the space, but how does the clubhouse support these initiatives to increase play? If you’re adding a Toptracer range, do you have adequate space for people to relax and grab a bite after their session? If you’re promoting family events, does the clubhouse offer kid-friendly options or activities? It’s all about designing the clubhouse to be a central hub that enhances the overall golf experience.
Thank you for tuning in to Experience in Golf Clubhouse Design, where we delved into the fascinating world of architecture, interior design, and impact on members lifestyle. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!

 

Podcast: Play in new window | Download

Clubhouse of the Year – Call for Entries

Episode 094

Attention all golf clubs!  Golf Inc. Magazine is now accepting entries for its 29th annual Clubhouse of the Year competition. This prestigious yearly award recognizes the best new and remodeled clubhouses at golf courses around the globe.  There are three categories: Private new clubhouse, Public new clubhouse, and Remodel/Renovation.  The competition is open to any new and remodeled clubhouse project that opened or re-opened after January 1, 2024, but before June 1, 2025, and has not been previously submitted for last year’s competition.  All submissions are free. Entrants will be asked to describe how the project achieved its goals through photos, floor plans, and explanations. Submissions will be judged in four categories: Efficiency, Aesthetics, Vision, and Sustainability.  The deadline for entries is Friday, June 20, 2025.  Winners will be featured in the September/October 2025 issue of Golf Inc. Magazine. Don’t miss this opportunity to showcase your exceptional clubhouse!

Podcast: Play in new window | Download

Modern Clubhouse Designs in Golf

Episode 091
Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Today we’re exploring a fascinating article titled “Modern Clubhouse Masterpieces in Golf” from All Square’s blog, published on November 29, 2017. This piece offers a look at some of the most architecturally stunning clubhouses around the world. Golf may have a reputation for being old-fashioned, but with the opening of several cutting edge and contemporary clubhouses throughout the world over the past few years, it’s safe to say golf’s stuffy image is under construction. Coupled with amazing views, it would be worth visiting these much-talked about resorts just to enjoy a beer in the clubhouse alone.
Here are five architectural clubhouse beauties you need to know about: The International Amsterdam, Netherlands – Contemporary, stylish, and located just a few hundred metres from the runway at Schiphol Airport, this may not be golf as we know, but at The International Amsterdam class is pulled off with effortless flare. Opened in 2012, the course is a very welcome addition to an area that had been lacking a top championship facility. Even better, it is probably the most convenient golf club you’re ever likely to encounter. For all the hype surrounding the opening of The International Amsterdam, the biggest talking point may well be clubhouse. Fashioned out of stone and glass, visitors can enjoy panoramic views across the course, which is rated as one of the best in The Netherlands.
Interior designer Piet Boon has done an expert job inside. Luxurious, light, and spacious, the dining areas oozes sophistication, and provides the ideal setting to relax after your round. Dubai Creek, United Arab Emirates – Does the iconic clubhouse at Dubai Creek really need an introduction? Designed to mirror the sails of the traditional Arab dhow, the 19th hole at the popular resort is one of the most photographed clubhouses on the planet. As with most of the city states architectural masterpieces, the building presents the perfect fusion of heritage and style, with a fitting nod towards Dubai’s seafaring traditions. Unsurprisingly the service is first class, and golfers will be made to feel like royalty from the moment they arrive at the five-star golf and yacht club.
The course isn’t bad either! Opened in 1993, when golf in the Middle East was still in its infancy, it has played host to some of the world’s biggest names at the Desert Classic. Pärnu Bay Golf Links, Estonia – Estonia may not be synonymous with golf, but the opening of Pärnu Bay Golf Links two years ago is certainly helping to put the Baltic destination on the map. Located on a narrow strip of land, sandwiched between the forest and the sea, the links-style course is majestic, with designer Lassi Pekka Tilander merging the natural landscape with modern golf course design to breathtaking effect. In the reckoning for the World’s Best New Golf Course at last year’s World Golf Awards, the links has another surprise up its sleeve. The spectacular clubhouse. Sitting atop the highest point on the course, visitors are afforded 360-degree views over the sea, forest, and golf course. It’s little surprise that the resort was also nominated in the World’s Best Clubhouse category.
Be sure to take the time to enjoy the panoramic views from the acclaimed Scottish inspired restaurant, the Eagle. Zala Springs, Hungary – Located close to the spa town of Hévíz and the beautiful Lake Balaton, Zala Springs opened to much acclaim in September 2015. As part of IMG Prestige and the World of Leading Golf, this is a course with great pedigree and is not to be missed. The course may be one of the best maintained in Eastern Europe, but there’s no reason for the fun to stop when the final putt drops. Perched on the water-front, the angular and contemporary clubhouse offers amazing outlook across the Hungarian course. The stylish design continues at the resort’s range of exclusive apartments, which with their chic and open interiors, and spacious balconies with spectacular course views, make for impressive second homes.
The food in the restaurant is also renowned for being delicious. No wonder Zala Springs is becoming one of the most talked about new resorts on the continent. Golf Club Bad Ragaz, Switzerland – If there are any clubhouses in Europe that have views as good as those found at Golf Club Bad Ragaz, we’d love to know about them. Host to the Swiss Seniors Open, golfers have been succumbing to the charms of the Swiss Alpine resort since the club opened almost a century ago. With the unveiling of a state-of-the-art new clubhouse this April, the club has demonstrated that golfing history and modernity can collide to spectacular effect. Mounted on an imposing foundation, the building features a combination of dark wood and large windows, along with a beautiful sun terrace on which to relax.
The natural oak used to construct the new building helps blend the course in effortlessly with the wooded landscape of Switzerland. It also creates a calm and comfortable atmosphere to house the restaurant, long known for its delicious cuisine. What fascinating examples of modern clubhouse design! This article from All Square really highlights how golf architecture has evolved to embrace contemporary aesthetics while enhancing the overall golfing experience. What stands out to me is how each of these clubhouses reflects its unique environment. The Dubai Creek clubhouse with its sail-like design honoring local maritime traditions, or Bad Ragaz in Switzerland utilizing natural oak to blend with the Alpine surroundings.
These designs aren’t just about visual appeal—they’re creating experiences. The panoramic views at Pärnu Bay in Estonia and the stone and glass construction at The International Amsterdam demonstrate how modern materials can frame and showcase the course and landscape. What’s particularly interesting is how these clubhouses are becoming destinations in themselves. The restaurants at these venues are highlighted as much as the golf facilities, showing how the modern clubhouse serves multiple purposes beyond just a place to store your clubs or change your shoes. For golf club managers and owners, there’s a clear lesson here about the value of investing in distinctive architecture. A memorable clubhouse can differentiate your facility in a competitive market and create a sense of place that members and guests connect with emotionally.
These examples also show the importance of connecting indoor and outdoor spaces. The extensive use of glass, terraces, and strategic positioning all work to maintain a connection with the course and surrounding environment even when you’re inside. The evolution of these spaces reflects changing member expectations. Today’s golfers want more than just a functional space—they’re looking for an experience that extends beyond the 18th hole, with quality dining, comfortable social areas, and aesthetic appeal. Thank you for tuning in to Experience in Golf Clubhouse Design, where we delved into the fascinating world of architecture, interior design, and impact on members lifestyle. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!

Podcast: Play in new window | Download

Watersound Club Reimagined

Episode 090
Welcome to a transformative story of club revitalization. The remarkable journey of Watersound Club in Inlet Beach, Florida demonstrates how wellness-focused amenities can completely revolutionize membership growth and engagement. Before their major rebranding in 2018, Watersound Club had fewer than 800 members. Today, they boast more than 3,400 members. This extraordinary growth followed a $52 million expansion project that created the Camp Creek amenities in 2023. What makes this transformation so powerful? Mark Diedrich of Kuo Diedrich Chi, the architecture firm behind the project, noted that before the Camp Creek additions, “wellness was almost non-existent for members.” Yet this investment in wellness “likely drove membership or, at a minimum, added a lot of value to an existing, growing membership.”
The expansion wasn’t modest – it added a two-story, 11,000-square-foot wellness center and a 75-room inn. This comprehensive approach to member experience created a powerful draw across all demographics. For fitness enthusiasts, Camp Creek includes group exercise rooms, functional fitness training spaces, and cardio and strength training areas. Adults enjoy access to a heated pool, steam rooms, and saunas. For families, there’s a resort-style pool with a lazy river and waterslide, a zero-entry activity pool, and barbecue dining. The club even incorporated sports amenities including a basketball half-court, grass sports fields, eight lighted pickleball courts, and eight lighted tennis courts. This multi-generational approach ensures something for everyone.
Jean Capps, general manager at Watersound, explained the impact: “This expansion has redefined the way our members engage with the club, as the amenities complement the world class Watersound Club golf experience. The additions have significantly enhanced the membership experience’s lifestyle component.” The Camp Creek Inn serves as both an architectural anchor and a practical solution for members hosting visitors, providing what Capps described as “fifth, sixth and seventh bedrooms when company comes to town.” The results speak for themselves. Capps reported “an immediate effect with a more than 30% lift in revenues.” Even more impressive, “Membership interest has increased remarkably, and existing members are more deeply engaged. They don’t just view their club as a golf destination, but as a comprehensive retreat for wellness, social connection and relaxation.”
This case study offers valuable lessons for any club seeking revitalization. First, recognize that modern members seek more than traditional golf amenities – they want comprehensive lifestyle experiences. Second, thoughtful design that connects generations rather than separating them creates a more vibrant community. Finally, investing in wellness isn’t just about following trends – it fundamentally transforms how members engage with their club. The Watersound story demonstrates that bold investment in wellness and lifestyle amenities can dramatically expand membership, increase revenue, and create deeper, more meaningful engagement with existing members – transforming a club from a single-purpose destination to a vital part of members’ lives.
Now that I pulled out some highlights, let’s dive into the article.
Watersound Club’s lifestyle and wellness rebrand by Chris Lewis in Golf Inc Magazine. May 9th, 2025
Before major rebranding in 2018, Watersound Club in Inlet Beach, Florida, had fewer than 800 members. It now has more than 3,400 members, following a $52 million expansion project that led to the creation of its Camp Creek amenities in 2023.
The expansion added a two-story, 11,000-square-foot wellness center and the 75-room Camp Creek Inn.
Before the Camp Creek additions, “wellness was almost non-existent for members,” said Mark Diedrich of Kuo Diedrich Chi, the architecture and design firm that oversaw the project.
“Wellness likely drove membership or, at a minimum, added a lot of value to an existing, growing membership,” Diedrich said.
Designed to appeal to every demographic, Camp Creek includes group exercise rooms, a functional fitness training room and a cardio and strength training area. Watersound Club members also have use of an adults-only heated pool and men’s and women’s steam rooms and saunas.
For families, the new Camp Creek area includes a resort-style pool with a lazy river and a waterslide, as well as a zero-entry activity pool and a barbecue dining venue. There is also a basketball half-court, grass sports fields, eight lighted pickleball courts and eight lighted tennis courts.
“This expansion has redefined the way our members engage with the club, as the amenities complement the world class Watersound Club golf experience,” said Jean Capps, general manager. “The additions have significantly enhanced the membership experience’s lifestyle component.”
Camp Creek Inn acts as an anchor between the wellness center and Central Park, a peaceful central area where members can assemble, socialize or simply relax. The inn has provided members with “fifth, sixth and seventh bedrooms when company comes to town,” Capps said.
Diedrich is especially enthusiastic about two aspects of the project. First, the club has something for all ages, from older adults striving to remain in shape or rehabilitate to children who just want to have fun in the lazy river or on a water slide. Meanwhile, parents benefit too, as they have many fitness and wellness options, as well as a place to gather, socialize and have fun while their children are entertained.
“The Wellness Center’s design has created a sophisticated backdrop for the pool complex and an axial anchor for the primary public parkway between the sports amenities and the Camp Creek Inn, which overlooks Camp Creek Golf Course,” Diedrich said.
Capps said the Camp Creek amenities have significantly elevated the Watersound Club member experience.
“We’ve seen an immediate effect with a more than 30% lift in revenues,” Capps said. “Membership interest has increased remarkably, and existing members are more deeply engaged. They don’t just view their club as a golf destination, but as a comprehensive retreat for wellness, social connection and relaxation.”
Thanks for tuning into today’s episode. Come back next week for more on Experience in Clubhouse Design Podcast.

 

Podcast: Play in new window | Download

The Virtuous Cycle: Financial Strategy and Member Experience in Modern Private Golf Clubs

Episode 089

Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Join us as we delve into the realms of architecture and interior design, unveiling the concepts and details that contribute to the success of a golf clubhouse and resort. Together, we’ll explore the intricate aspects of golf proshop design, fitness facilities, and dining experiences, and discover how these elements shape the ultimate golfing experience. Today, we’re talking about money—but not just any kind. We’re exploring how private golf clubs are financially thriving post-pandemic, the strategic governance that keeps them on track, and how this financial health translates into exceptional member experiences and better clubhouse design decisions. We are diving into an article in Golf Inc. titled “What’s driving P and L at private golf clubs?” by Chris Lewis.
The pandemic dramatically transformed how we think about leisure, work, and community spaces. When COVID-19 restrictions limited traditional social venues, private golf clubs experienced something remarkable – a membership surge unlike anything seen in decades. Golf, being an outdoor activity where social distancing comes naturally, suddenly became not just a hobby but a sanctuary. Club membership waitlists grew exponentially, with many exclusive clubs reporting 200% to 300% increases in applications. This wasn’t just people looking for a place to play golf; this was people seeking community during an isolating time. What we’ve witnessed is the emergence of the golf club as the quintessential “third place” – a concept sociologists use to describe important social environments beyond home and workplace. With remote work blurring the lines between professional and personal life, clubs have evolved from weekend retreats to daily hubs of activity.
Members aren’t just arriving for tee times anymore. They’re coming earlier, staying later, and using the clubhouse in entirely new ways. This shift has profound implications for clubhouse design and functionality. The traditional model of a formal dining room and locker facilities no longer suffices. Today’s clubs are seeing demand for all-day, multifunctional spaces. Morning coffee stations transition to afternoon work areas where members can take Zoom calls between rounds. Casual dining areas accommodate both business lunches and family dinners. Lounge spaces feature charging stations, comfortable seating for socializing, and flexible arrangements that adapt throughout the day. Perhaps most telling is how usage patterns have changed. Pre-pandemic, many clubs saw distinct usage peaks – weekend mornings for golf, Friday evenings for dinner. Today, the activity curve has flattened, with consistent usage throughout the week. Members are treating clubs as extensions of their living rooms and home offices, creating a steady flow of activity from sunrise to sunset.
Architects and designers are responding by reimagining traditional spaces. The stuffy card room has evolved into multi-use lounges with comfortable seating arrangements that facilitate both conversation and laptop work. Dining areas feature a mix of traditional tables, high-tops, and bar seating to accommodate various social preferences. Outdoor spaces have become premium real estate, with expanded patios, fire pits, and covered areas allowing for year-round use. What’s particularly interesting is how this shift affects the entire member experience. When people spend more time at the club, they expect more from it – better Wi-Fi, more varied food options, comfortable workspaces, and activities for family members of all ages. The clubhouse is no longer just a place to change shoes and grab a sandwich; it’s become a lifestyle hub demanding thoughtful, flexible design solutions.
The financial equation at private golf clubs has shifted dramatically in recent years, creating what industry veteran Peter Nanula aptly calls “a rising tide that lifts all boats.” This tide begins with membership growth – the fundamental engine driving club prosperity. When membership rosters expand, the financial impact is both immediate and substantial. Every new member brings initiation fees that bolster capital reserves, plus ongoing dues that enhance operating budgets. But the real magic happens in the multiplier effect – more members generate increased spending across all revenue centers, from food and beverage to pro shop sales, guest fees, and programming. As Nanula explains in the Golf Inc. article, “More members means more dues revenue, which enables more services, better course conditions, enhanced amenities, and improved staff compensation.” This creates a positive feedback loop where financial health enables superior experiences, which in turn attracts more members.
For clubhouse design and operations, this financial uplift creates both opportunities and imperatives. With stronger balance sheets, clubs can invest in the facility upgrades that today’s members expect. We’re seeing renovation projects that might have been deferred for years suddenly moving forward – updated locker rooms, expanded casual dining venues, modernized fitness facilities, and family-friendly spaces. What’s particularly interesting is how these design decisions are increasingly shaped by demographic considerations. The membership surge isn’t just about quantity – it’s bringing younger demographics into the club ecosystem. Millennials now represent the fastest-growing membership segment at many clubs, and they bring distinctly different expectations than previous generations.
These younger members seek diversity in their club experience. Golf remains central, but it’s just one component of what they value. They expect modern fitness facilities with the latest equipment and class offerings. They want casual dining options with contemporary menus and craft beverage programs. They’re looking for programming that engages their entire family, from kids’ activities to social events. From a design perspective, this requires a fundamentally different approach to space planning and amenities. The formal dining room that might have been the centerpiece of a clubhouse twenty years ago now shares importance with casual gathering spaces, outdoor dining areas, and multifunctional rooms that can host everything from wine tastings to children’s birthday parties.
Technology integration has become non-negotiable as well. Robust Wi-Fi throughout the property, mobile ordering capabilities, digital communications, and smart building systems aren’t luxuries anymore – they’re baseline expectations for the modern member. When clubs have healthy financials, they can invest in these digital transformations that significantly enhance the member experience. Perhaps most significant is how financial prosperity enables clubs to break free from reactive, short-term thinking. Clubs with strong membership demand and healthy reserves can develop comprehensive master plans that look five, ten, even twenty years ahead. They can sequence facility improvements strategically rather than addressing only the most urgent needs.
This long-range planning leads to more cohesive, thoughtful design solutions – clubhouses that evolve purposefully rather than through a series of disconnected projects. When the membership engine is running smoothly, the entire club benefits from the ability to design for future needs rather than simply patching current problems. When we talk about governance in private golf clubs, we’re really examining two distinct approaches – operational governance and strategic governance. While they sound similar, the difference between them can determine whether a club merely survives or genuinely thrives over the long term. Operational governance focuses on the day-to-day management – addressing immediate concerns, monitoring current budgets, and maintaining existing facilities. It’s necessary, but limited in scope. Strategic governance, by contrast, takes the long view – creating vision, establishing multi-year plans, and making decisions today that will benefit the club for decades to come.
The challenge many clubs face stems from their board structure. With directors typically rotating every few years, institutional knowledge can be lost, and the temptation to focus on short-term wins becomes strong. As Chris Davis points out in the Golf Inc. article, this rotation often creates a pattern where “each board wants to leave its mark,” sometimes at the expense of consistent, long-term development. Clubs that excel in strategic governance typically share several best practices. First, they prioritize educating both board members and the general membership about capital funding models. When members understand the relationship between dues structures, capital reserves, and facility maintenance, they’re more likely to support necessary investments rather than pushing for artificially low dues that ultimately compromise the club’s future.
Second, successful clubs create and maintain multi-year strategic plans that transcend individual board tenures. These plans become living documents that guide decision-making regardless of who sits on the board. They establish clear priorities for capital improvements, membership development, programming evolution, and financial targets that keep the club moving forward consistently. Third, these clubs often implement governance structures that ensure continuity. This might mean staggered board terms, formalized transition processes, or standing committees with longer-serving members who maintain the thread of institutional knowledge. Some clubs have even moved to professional boards that include outside experts in finance, hospitality, or real estate development alongside member representatives.
The impact of strategic governance on clubhouse design cannot be overstated. When a club commits to a coherent long-term vision, design decisions become more intentional and integrated. Rather than a series of reactive renovations – updating a locker room one year, expanding the dining room the next – the club can develop a comprehensive master plan that addresses how spaces relate to each other and how the facility will evolve over time. This approach leads to clubhouses that feel purposeful rather than piecemeal. Architectural styles remain consistent. Traffic flows work harmoniously. Spaces transition logically from one to another. The entire property reflects a unified vision rather than the changing priorities of successive boards.
Perhaps most importantly, strategic governance creates the stable foundation necessary for truly innovative design choices. When clubs operate from a position of financial security and long-range planning, they can explore forward-thinking concepts – flexible spaces that adapt to changing usage patterns, sustainable systems that reduce operating costs over time, or distinctive architectural elements that become signature features of the property. The most successful clubs view their facilities not as fixed assets but as evolving environments that should anticipate member needs rather than merely responding to them. This proactive approach requires the kind of consistent, visionary leadership that only strategic governance can provide. Today’s progressive golf clubs are discovering that collective power yields exceptional results, especially when it comes to operational efficiency and technology adoption. One of the most significant trends reshaping club finances is the strategic use of group purchasing organizations, or GPOs. These collaborative networks allow independent clubs to leverage collective buying power typically reserved for large corporate entities.
As Matthew Galvin notes in the Golf Inc. article, many clubs are joining forces through GPOs to secure substantial discounts on everything from food and beverage supplies to furniture, fixtures, and equipment. This approach can reduce operational expenses by 10-15% without sacrificing quality – a considerable sum when you’re managing multimillion-dollar budgets. Beyond purchasing power, forward-thinking clubs are embracing sophisticated software solutions that streamline operations and provide crucial business intelligence. Platforms like Club Benchmarking allow management to compare their performance metrics against industry standards, identifying opportunities for efficiency and growth. Meanwhile, comprehensive club management systems from providers like Jonas and Clubessential integrate everything from member communications to inventory management, event planning, and financial reporting.
The real magic happens when clubs combine these efficiency tools with strategic financial planning. Rather than pocketing the savings, visionary clubs redirect these funds into enhancing member experiences through thoughtful design improvements. This is where we see the direct connection between operational efficiency and physical transformation. Consider the case of one Midwestern club that used software analytics to identify underutilized dining spaces during certain times of day. By reconfiguring these areas into flexible zones that transform from casual breakfast spots to afternoon coworking spaces to evening social lounges, they maximized both space utility and member satisfaction. The project was funded entirely through operational savings achieved through smarter purchasing and inventory management.
Another efficiency advantage comes through accelerated decision-making. When clubs utilize robust data systems, leadership can quickly evaluate the financial impact of proposed design changes or facility additions. Rather than months of committee deliberations with incomplete information, boards can make informed decisions based on accurate projections and real usage patterns captured through their management software. This speed-to-implementation advantage allows clubs to respond more nimbly to emerging member preferences. When survey data shows growing interest in wellness amenities, for instance, clubs with efficient systems can fast-track projects like meditation gardens, enhanced fitness centers, or spa renovations because they have both the financial resources and the decision-making infrastructure to move quickly. Technology integration itself has become a critical design consideration, with smart clubhouses incorporating everything from automated climate controls to sophisticated audio-visual systems. The cost savings from operational efficiencies often fund these technological upgrades, creating spaces that feel both timeless in design and thoroughly contemporary in functionality.
Perhaps most importantly, clubs that master the efficiency equation gain the freedom to invest in design elements that truly differentiate their facilities – signature architectural features, premium materials, custom furnishings, or artistic installations that would otherwise stretch budgets beyond comfort. By running leaner operations through smart purchasing and technology, clubs can direct resources toward the distinctive touches that transform good clubhouses into extraordinary ones. Let’s turn our attention to what truly makes a club successful in the long term – putting people at the center of every decision. The most financially sound clubs recognize that numbers on spreadsheets are merely a reflection of how well they’re serving their members’ needs and evolving lifestyles.
Chris Laver and Dan McLaughlin make a compelling point in the article that regular, meaningful engagement with members is non-negotiable. The most successful club managers are those who make it a priority to interact with members weekly, not just through formal surveys, but through genuine conversations in the dining room, on the patio, or during events. This consistent feedback loop allows clubs to stay responsive to shifting preferences and address small concerns before they become major issues. This human-centered approach has profound implications for clubhouse design. The most successful clubs now incorporate spaces specifically engineered to facilitate these informal interactions. Think conversation-friendly seating areas strategically placed near high-traffic zones, indoor-outdoor transitional spaces where members naturally gather after rounds, and bar designs that encourage interaction between staff and members rather than creating barriers.
One club renovated their traditional formal lobby into what they call a “living room” – complete with comfortable seating clusters, a coffee bar that transitions to cocktails in the afternoon, and subtle lighting that makes members want to linger. This space has become the heart of member-to-management interaction, where the general manager and staff regularly gather feedback that shapes everything from menu offerings to facility improvements. Perhaps the most significant shift we’re seeing is the explosive growth of non-golf programming. Today’s members, particularly those with families, are seeking a comprehensive lifestyle experience that extends far beyond the fairways. Clubs that once offered golf and perhaps tennis are now expected to provide diverse programming ranging from culinary events to youth activities, wellness offerings to intellectual enrichment.
This programming evolution demands incredible flexibility in clubhouse design. Spaces must transform effortlessly from one function to another throughout the day. A morning yoga studio becomes an afternoon kids’ art space and transitions to an evening wine tasting venue. Dining areas need to accommodate everything from casual post-round gatherings to formal business lunches to family celebrations. Family-friendly design elements have become particularly crucial as clubs compete for memberships from younger demographics with children. Kid-specific zones, teen lounges, family pool areas with thoughtful amenities, and multi-generational activity spaces are no longer nice-to-haves but essential components of successful clubs. Take the example of one East Coast club that transformed an underperforming formal dining room into a dynamic community space. During school breaks they host STEM camps and craft workshops for kids during the day, cooking classes for adults in the evening, and weekend family movie nights with casual dining options. The space was redesigned with sound absorption features, durable yet elegant finishes, modular furniture, and state-of-the-art technology infrastructure to support these diverse uses.
This shift toward programmable, flexible spaces isn’t just about accommodating today’s needs – it’s about future-proofing club facilities for generations to come. By creating environments that can adapt to changing member preferences without constant renovation, clubs build both financial sustainability and community loyalty simultaneously. The most successful clubs recognize that while golf may be their foundation, the complete lifestyle experience they create is what truly binds members to the community for the long term. When clubhouse design facilitates this inclusive, multigenerational approach, the financial benefits follow naturally through increased usage, higher retention, and a strengthened reputation that attracts new members.
When we examine the most successful private clubs today, we’re witnessing what Peter Nanula aptly calls a “virtuous cycle” in action. This self-reinforcing loop creates momentum that propels clubs toward long-term prosperity and excellence. Let me break down how this works. It begins with creating exceptional member experiences through thoughtful facilities, responsive service, and engaging programming. These positive experiences increase member satisfaction and generate enthusiastic word-of-mouth among their social circles. This natural advocacy attracts prospective members who recognize the unique value proposition. As membership rosters grow, the club enjoys increased dues revenue and operational income from food and beverage, events, and amenity usage. This financial uplift provides the resources to reinvest in facilities, staff development, and innovative programming. The reinvestment then elevates the member experience even further, completing and strengthening the cycle.
What makes this cycle truly powerful is its compounding effect. Each improvement in member experience doesn’t just maintain the status quo—it raises expectations and possibilities. A club that renovates its casual dining space might initially see more lunch traffic, but soon members begin to view the club as a remote work location, prompting demand for connectivity improvements and quiet meeting spaces. These enhancements attract professionals seeking a “third place” beyond home and office, bringing new membership demographics with fresh perspectives and needs. The most successful clubs recognize that interrupting this virtuous cycle can have rapid negative consequences. Deferring maintenance, postponing facility updates, or cutting corners on service quality doesn’t simply pause progress—it can trigger a reverse cycle where diminished experiences lead to lower satisfaction, reduced usage, stagnant growth, and ultimately financial constraints that make recovery increasingly difficult.
Today’s clubs are finding that strategic reinvestment in their facilities—both the dramatic, visible projects like course renovations and the behind-the-scenes infrastructure improvements—signals to members that the club is forward-thinking and committed to long-term excellence. This perceived momentum itself becomes part of the member experience, creating confidence in the club’s future and strengthening the community bonds that ultimately drive both social and financial success. The most powerful aspect of this virtuous cycle is that it allows clubs to transcend the traditional trade-off between financial discipline and member experience. Instead of viewing these as competing priorities, visionary clubs recognize them as complementary forces that, when properly aligned, create sustainable prosperity and a thriving club culture for generations to come.
As we draw our discussion to a close today, it’s clear that the relationship between financial strategy and exceptional member experiences isn’t just correlation—it’s causation. The most successful private golf clubs have discovered that sound fiscal management directly enables the thoughtful design and meaningful experiences that members value most. What we’ve explored today reveals a fundamental truth: clubs that understand this connection make better design decisions, create more engaging spaces, and ultimately deliver more value to their members. The post-pandemic surge has given clubs unprecedented opportunities to reinvest in their facilities with purpose and vision rather than merely reacting to immediate needs. Whether through strategic governance that enables long-term planning, leveraging technology for operational efficiency, or creating innovative non-golf programming, today’s thriving clubs are building the foundation for tomorrow’s success. They recognize that each financial decision ultimately manifests in the physical environment members experience daily.
Thank you for joining us on the Experience in Golf Clubhouse Design podcast. If you found value in today’s discussion, please subscribe wherever you get your podcasts and share with colleagues in the industry. Join us next time as we continue exploring the fascinating intersection of design, experience, and community in the world of private golf clubs.

Podcast: Play in new window | Download