Money Saving Mondays: Golf Deals

As participation by people in their 20s and 30s plunges, some clubs are responding with young-adult deals

Chris Powell of Maynard, Mass., is a rare person to find these days: A brand-new 31-year-old member of a golf club.

In Powell’s case, it’s The International in Bolton, which effective this spring slashed by half membership fees for people in their 20s and 30s, something Powell said was “hugely important” for his decision to put up about $2,500 for an annual membership. “Not having to have the big buy-in initiation fee was really important,’’ Powell said.

It’s no exaggeration to say that golf clubs face a mounting crisis when it comes to attracting young adults. Overall U.S. participation in golf fell last year for the fifth year in a row, according to the Sport & Fitness Industry Association, and golfing by people aged 18 to 34 fell 13 percent from 2009 to 2013.

“Dollars and cents are a big factor in everybody's life, especially young people,’’ Dan Weadock Jr., president of The International said. Wanting to make sure he didn’t lose a generation of club members, Weadock said he made the move to sliding fees and has found they’ve drawn dozens of new younger members. “We basically tier the memberships by age so that in your twenties, you can get in here for $2,500.’’

Several other clubs are taking similar moves. Pleasant Valley in Sutton, for example, just created a “young executive” membership that enables people aged 23 to 29 get 50 percent off membership.

Dunroamin in Gilbertville, Mass., offers a $250 “associate membership” that offers 25 to 33 percent off greens fees, as well as by-the-month memberships that younger golfers with limited vacation time enjoy.

Weadock says he’s also trying to change the tone and experience of club membership. “The newer generation, we need to be thinking less rules and more fun,’’ Weadock said. That has led him to allow people to wear dungarees and hats in the clubhouse and discreetly use cellphones.

“You have to, as they say, evolve or die,’’ Weadock said. “We've got to be relevant to today's market and today's generation” because the alternative is “the ongoing demise of the gold industry.’’

Powell said he’s found his golf membership is a “nice opportunity to network and meet people,” especially with the young-adult discount that he’ll be able to enjoy until he’s 40. “I have almost a decade of this if I want it, which is pretty awesome,’’ Powell said. 

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