Wokefield Estate, one of four De Vere golf resorts in the UK, has generated more than £70,000 since adopting PlayMoreGolf’s flexible memberships, it has announced.
The proprietary golf venue, left, located in Reading, now has 250 active flexible members on its books, including over 90 new joiners, following the integration of a points-based membership programme in early 2016.
“De Vere was one of the early adopters of PlayMoreGolf’s flexible memberships as it was important for us to be able to appeal to as wide a range of golfers as possible,” said Steve Dacre, Group Golf Operations and Sales Manager.
“There is a vast swathe of golfers today who only want to play occasionally and feel the ‘traditional’ golf membership doesn’t suit their lifestyle.
“The revenue growth we have achieved since integrating PlayMoreGolf’s flexible membership alongside our existing categories, supports the decision to join the network.”
PlayMoreGolf’s flexible membership programme is suited to transient, often younger, golfers and of the 250 new and existing flexible members now at De Vere Wokefield Estate, around 90% are under the age of 50.
“The lowering of the average age of our members is significantly important, as it not only helps to breathe new life into the venue, it will be an important factor in ensuring its on-going success over the coming years,” said Dacre.
“In addition to the importance of continuing to grow the number of new members, equally as vital to us is the renewal rate and since we have been working alongside PlayMoreGolf ours now stands at 85%.”