Lookaway golf club
Modern clubs of today need to be different than their predecessors to be successful. It is more important than ever to pay attention to its members’ preferences and expectations and then establish a service model for their niche market. The trends are changing rapidly today, and one area club has fully embraced those changes.
Lookaway Golf Club in Bucks County, opened in 1999, was founded by a group of avid golfers and astute businesspersons that set out to establish the ideal club for their market. Unlike many private clubs, Lookaway has maintained a healthy list of interested potential members by focusing on golf and high-end service They are now celebrating 20 years of financial stability with members and a staff that have found a second home.
At a Club, you are dealing with repeat customers - many from different generations, so you must be in tune to what they want. Today, their preference is for a relaxed environment that provides a haven from their busy lives. A discussion with Lookaway’s membership chairman David Jenkins and GM John Pitocchelli highlighted the importance of fulfilling the promises of delivering an exceptional ‘pure golf’ experience along with a distinctive and consistent service model. In their meetings and club tours with potential new members, they are constantly inquiring about what led them to consider Lookaway Golf Club.
The number one reason is the golf course itself—a design that is in top condition, challenging, fun and available whenever the member wants to play. In this case, Lookaway meets the criteria and then some. The course, designed by renowned golf course architect Rees Jones, is the only golf course in Bucks County on the Best of PA list by Golf Digest. Always in excellent condition, the Greens Superintendent was hand-picked by Rees Jones himself from the famed Pine Valley Golf Club in NJ, David Renk has been with the Club since its construction and his efforts have Lookaway rivaling conditions of the best courses nationwide.
The Club respects the constraints of today’s culture—there are no tee-times, no long waits and members have the flexibility to play 18 holes, 9 holes or just a few holes at their convenience. They can choose to walk with a caddie or ride according to their preference. Lookaway is about enjoying the game of golf—you won’t find a pool or tennis courts. Pure golf is a part of the culture of the Club endorsed by its members.
According to David Jenkins, “The members consider the Club a second home where
they can relax with family and friends, avoiding crowds, no hassles and enjoying the personal service. Therefore, being close-to-home is an advantage.”
The number two reason for member satisfaction is the personal service. Lookaway is a Club focused on intimate relationships with the various generations of its members. The staff has an awareness of member preferences that include the menu and bar choices. “Many of our members have dietary restrictions and not only do we cater to them, we embrace it,” GM John Pitocchelli says. “I believe that has gone a long way toward retaining a very happy membership, many of whom have been here from the Club’s inception”
To support that, Lookaway Golf Club reflects the farm-to-table concept by using fresh vegetables, spices and ingredients from local farmers—as well as maintaining their own garden that includes 22 varieties of heirloom tomatoes, potatoes and fruit, all organic. They also maintain a ‘scratch kitchen’ with all soups and sauces made from scratch; as well as bread, rolls, pastries and desserts, keeping dietary needs of the members in mind, including gluten-free. They make their own ice cream and sorbets; and healthy energy protein bars for on-course snacks—utilizing organic ingredients and based on member choices.
National trends show health and wellness as a driver of member growth and retention. According to Club Management magazine, a publication of the Club Management Association … a Club having a garden of fresh fruits and vegetables is tapping into a trend. The Lookaway management and Food & Beverage staff see this as more than a ‘trend,’ it is integral to their hospitality model. The Club’s all-day menu with various healthy choices is available from open to close. Members and their guests can order anything on the menu any time of day. This adds to the convenience of playing golf, even just a few holes, and then enjoying a healthy meal, no matter the time of day. The dinner menu is changed weekly, which adds to the mix of choices after 5 p.m.
The twenty years of successful communication with members – and addressing what is important to them, has positioned Lookaway Golf Club as a model for Golf Clubs of the future. Their financial success and stability ensures that they will be ready for the next generations to enjoy a relaxed respite from the busy world.
Lookaway Golf Club, 4219 Upper Mountain Road, Buckingham, PA 18912; 215.794.5727; www.lookawaygc.com.