Glenwild Focus Group Recap

Findings & Observations

Preserve Charm with ‘TLC’ Members agree that the Club is starting to appear tired and could use some upgrades and repairs, but are largely looking to preserve the cozy and intimate feel of the Club. Members would like to preserve the current character of the Club and would like the feel of the Club to remain consistent with how it was when they decided to join.

Winter Ski Connection Members believe a mountain connection for members in the winter should be evaluated and considered; however, few have a clear vision for the Club to pursue. Several members who currently ski in Park City noted that parking has become an increasing problem, and Glenwild having an area where members can park and leave their belongings would be an attractive prospect. Due to the nature of the Club’s membership, not all live in Park City full ‐ time throughout the winter, and members wanted to ensure that all members’ interests are considered before making decisions. A mountain connection at Deer Valley and Park City both received similar levels of interest. This is a topic that will be explored further in the upcoming member survey. Membership Categories and Regeneration Members expressed a desire to attract younger members and believe junior/intermediate and heritage memberships should be considered to improve the value proposition for families. Due to the Club’s limited amenity profile compared to the local competition, prospective intermediate members need an incentive to consider the Club that extends beyond the golf experience. As millennials are more sensitive to higher initiation fees, having a structured fee approach in the form of an intermediate membership would allow the Club to stand out in the Park City area. Aside from additional categories, there was a common concern about the Club’s ability to attract younger members based on the Club’s current offerings. Members indicated that prospective members would likely only consider Glenwild if golf is their number one priority, which would not always be the case if a golfing member wanted to bring their spouse and children to enjoy the Club as well.

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June 2020

Glenwild Golf Club – Focus Group Recap