Golf is changing and private clubs must follow
Two of the biggest topics buzzing around the golf industry these days are the resurgence of the game and how to make the sport, and private country clubs, more inclusive. Current trends in the country club industry, such as inclusivity and year-round engagement, are shaping how country clubs operate and appeal to new and existing members.
At Superstition Mountain Golf and Country Club, we recognize that our core demographic is evolving, compelling us to actively seek innovative ways to attract and retain the next generation of members. As we continue to provide our established members—largely retirees and snowbirds—with the exceptional events and amenities they cherish, we also strive to create an inviting atmosphere that welcomes golfers of all ages and skill levels.
Like many golf clubs, Superstition Mountain was designed as a traditional private club. Its resort-style amenities and events have been highly targeted to older adults. That trend has been steadily shifting over the past few years. From innovative social events to fitness programs and family-friendly amenities, we are redefining luxury and community for the next generation.
Relaxed Dining Experience
In many cases, dining at the club was a white tablecloth event with a strict dress code. While there is still certainly a time and place for this type of occasion, country clubs must learn to diversify. In fact, we’ve discovered that fine dining alone isn’t enough anymore. Casual dining options and special events are becoming more and more popular. The club is undergoing a significant transformation in its dining experience, shifting from formal to more relaxed options to meet evolving member preferences. This evolution in the dining experience reflects broader industry trends and the changing needs of our members.
One way we keep our members excited about our dining program is by hosting pop-up nights. Club members RSVP to a dining event but won’t know where or what until the night of the event. From dining under the stars in the courtyard to progressive dinners that travel to different locations on the property – it’s a fun way to enjoy elegant meals in new, perhaps unexpected, settings. We incorporate new trends and experiences into our dining offerings, providing diverse options that appeal to all ages and interests.
A relaxed dress code that allows denim in the main dining room at all times also goes a long way to making the club our member’s go-to spot to fill their social calendars. And really, that’s our goal. We want members to look to the club first before seeking dinner and entertainment elsewhere, ensuring the dining experience is central to our club’s multigenerational appeal in today's clubs.
Social Events and Activities
For a majority of traditional clubs, most family oriented events were designed for visiting grandchildren and often planned around only big family holidays.
Because Superstition Mountain was not designed with kid-centric amenities, we’ve been developing creative programs to keep young families excited and engaged. One example included a 100-foot slip and slide on the event lawn. Another example is our Petting Zoo and Cornhole Tournament that coincides with our Cars and Cocktails event in the spring. This shift highlights our move towards a more family friendly environment, creating environments that foster family involvement and shared experiences.
At the end of the day, it’s all about diversity and trying new things. From live music and happy hour events to cooking classes and wine tastings – we consciously ensure there is something for all levels of our membership to enjoy.
Golf Instruction and Flexible Course Options
Our golf instruction program and course options help make golf fun for a variety of ages and abilities.
Our junior golf program has been booming as younger members want their children to be able to join them on the course. We also host various clinics and personalized instruction sessions to meet every golfer where they are in a non-intimidating manner. This inclusive approach not only attracts new demographics but also promotes year-round engagement among all our members, creating a vibrant community where everyone—regardless of age or experience—can enjoy the sport together.
Within our two Nicklaus designed golf courses, we have an executive course and par three option. This allows us to maintain the integrity of our award-winning golf courses, and keep it challenging for skilled golfers – while offering the ability to get in a faster round or adjust the difficulty as needed.
Fitness Offerings
Our club features a fully appointed sports club that caters to a wide range of fitness interests and skill levels. Members can enjoy access to tennis and pickleball courts, perfect for both casual play and competitive matches. We offer a variety of fitness classes led by certified instructors who are dedicated to helping members achieve their health and wellness goals. Additionally, our golf fitness program includes training sessions with a TPI-certified trainer, designed to improve strength, flexibility, and performance on the course. These comprehensive fitness offerings support our commitment to providing a wellness-driven experience that appeals to members of different age groups and abilities.
As we continue to enjoy a more diverse demographic among our membership, our team will continue to find new ways to keep them engaged and excited about their club, and this game that we all love.
