- Teaching Notes
The case study discusses the importance of members’ motivational factors in recruiting new members in a private country club in the south-western region of the United States. The study explores the issues and challenges of creating a membership sales initiative for a club as a stand-alone business entity not being operated through a real estate developer. A private country club organization is dependent upon members joining on a continuous basis for the club to be sustainable. The study takes the students through the membership dilemma facing a private country club after turnover to develop marketing strategies for recruiting new members.