Events Are Important!

Why events are important and how to get people to show up!

Over the past few years I’ve heard countless reasons why clubs and venues are hesitant to host events.  Sure, they do the standard member/guest, an opening and closing gala, and usually a holiday party, but time and time again I get the same response: “our members don’t come to events.” I can’t argue the facts, but I can offer you proven suggestions and ideas to help your club get better attendance at your member events.

Before we get into how to get your members to show up, we should discuss why events are important.  

WHY EVENTS ARE IMPORTANT: Your members want to know, see, and experience the value in their membership. Extraordinary events and unique experiences give them a tangible thing that says “my membership has its privileges!” The benefits of great events include members forming a deeper personal connection to the club resulting in a greater use of the facilities, a rise in F&B sales, and overall happiness in their membership.  All of this leads to a stronger trust of management, a higher approval rating of the board, and eventually the granting of capital improvements.

I’ve performed my award-winning magic and mentalism at clubs around the nation and the same thing is said over and over – we love this and wish we had more events like it. Your members want to have a great time at the club but if they don’t know the event is happening they won’t show up. Keep reading to discover some tips and tricks to increase your attendance.

MARKETING: In a recent survey, members were asked “why don’t you attend events?” and 72% responded, “I didn’t know about it.” Clubs, almost universally, do a terrible job promoting their events. To get your members to attend you have to go beyond a small ad in your newsletter. A few proven ideas to advertise include placing a large poster at the clubhouse exit, posting a short video on your club’s private Facebook or Twitter page, and sending out well designed emails. Good marketing highlights what makes the event unique. For example, a Club in Portsmouth, NH promoted my show by stressing that they “are flying out an award winning mind reader from Los Angeles.” Remember – let them know when the event is happening and why they shouldn’t miss it!

EXPERIENCE: Over and over we are told that members don’t want events but rather experiences. What does that mean? Well, your members want something they’ll talk about for years to come. For example, don’t host a BBQ night but instead put on a cowboy show with a mobile chuck wagon! You get the idea; it’s about creating a memory that lasts longer than the night. Research shows that members love interactive experiences that engage members. A member at a club in Pittsburgh said it best: “I want something to talk about tomorrow, not just something to watch tonight.”

QUALITY: No one wants to attend a bad event.  If your club has a history of hosting low quality shows your members will stop coming. It’s that simple. A comedy night that’s not funny doesn’t stop when the show is over… members just won’t come to your next event and trust me, word will spread. The best advice is to hire professional entertainment that has performed at other country clubs. If you need recommendations or advice call other managers for recommendations on who they have used in the past.   

TRUST: Your members need time to trust that your events are (now) worth coming to.  Take the stress off your team by acknowledging that the first few events will be sparsely attended.  You can be guaranteed that after a few great events, the buzz around your club will bring in the crowds.  People rarely like to take a risk with their time and prefer a proven record of success. Show your members that your next event is going to be great by producing incredibly memorable events every time!

RISK: The last thing I would like to propose is that you take a risk.  A risk can lead to incredible success.  It amazes me how often a board member, GM, or event planner will say no to an idea because “they don’t think it will work.” There is no denying that you know what your members want, it’s your job, but sometimes your members don’t know what they want! Take a risk by hosting something new, something incredible, and something your members never thought they would do, want, or experience. That’s the real secret to an unforgettable member event, taking a risk on something no one thought of! Give your members and their guests an experience they can’t get anywhere else and you’ll soon hear from those that didn’t attend asking how they can come to the next one!

About Michael: Michael Gutenplan is the creator of The Members Only Show, the only mind reading and magic experience designed specifically for private clubs. More information can be found at www.themembersonlyshow.com or by calling 323-688-6721. He can be reached directly at michael@themembersonlyshow.com.