Rationale For Policy

During this year, our Ford’s Colony Country Club (FCCC) social activities and special dining events have expanded dramatically to appeal to a wider range of interests. Increased FCCC member, as well as Ford’s Colony resident, awareness has prompted more member and non-member interest and participation, which is positive.  Recent improvements in Harry’s menu, service and special offerings provide the general public greater opportunity than ever to support and enjoy our Club. However, the value of membership and the long-term financial sustainability of the Club are compromised if Ford’s Colony non-member residents can continuously attend all FCCC member social and special dining events as frequent guests without becoming dues paying members.  This is especially true now when we are offering trial summer social memberships at reduced rates for those who want to attend member social and special dining events.

Past practices complicated by no documented protocol have resulted in multiple interpretations and created unnecessary confusion for club staff, members and the Ford’s Colony Community.  Given this situation, we need an established, commonly communicated and understood policy for what events are “member only” and when/what type of events would be open to non-members or guests.

New Policy Objectives

As a result, the Country Club Membership Association Board, with the support of FCCC management, has approved adoption of a social and dining attendance policy and protocol effective July 1, 2010 which balances:

·   Preserving the member value proposition

               And

·   Providing revenue to the club to cover expenses

With

·   Strategically using selective events to attract new members and maintain good will with the greater Ford’s Colony community.

Policy Summary

Going forward, FCCC individual event publicity will clearly note member events and the following documents will be posted on the bulletin board outside the Grille Room, on the CCMA website and included as reference documents with the weekly Scorecard. This will also be included in FCCC staff training. (Click on the following to access detailed information)

·   Updated guest category definitions (includes extended family, house guests, Ford’s Colony Resident guests and Marriott Guests) 

·   A listing of FCCC social events ( includes those that are “member events” and indicates if, when and what type of guests can attend)

·   A listing of FCCC special dining events ( includes those that are “member events” and indicates if, when and what type of guests can attend)

With the new policy/protocol, non-member Ford’s Colony residents who have attended at least 3 FCCC member events (social and/or dining) as a guest during the calendar year will be contacted about club membership.

Member Honor Code Compliance

While the club can flag non-member activity to some extent, it does not currently have an automated central tracking system for this purpose. Realistically, we will need to rely on a “member honor code” in identifying guests and complying with this policy and protocol.  Upon notification that a non-member Ford’s Colony resident has attended 3 member events (social and/or dining), FCCC Marketing Director Gary Huneycutt will initiate contact about becoming a member.  Members can notify Gary Huneycutt, by calling 258-4345 or by email at garyh@fordscolony.com  or Melissa Blane, Director of Member Services, by calling 258-4111 or by email at melissab@fordscolony.com . We would also ask members to encourage non-member Ford’s Colony residents wishing to attend FCCC social events as their guest to take advantage of the Summer Trial Membership. As members, if we want to preserve the value of our membership, we must be part of the solution.

Considerations In Policy Development

In developing this policy and protocol, the following factors were taken into consideration:

·   Nature of the event

·   Costs for the event which must be covered

·   Maximum attendance per event that can be reasonably accommodated with a high level of service

·   Advance registration timelines and past member attendance trends

With the special dining events, we have tried to balance preserving membership dining privileges with optimizing dining revenue within the maximum serving limits in which an acceptable service level can be maintained. For special event dining, FCCC will be communicating the special dining event schedule at least a month in advance to facilitate advance planning and earlier member reservations. FCCC management will be utilizing blast emails to members to publicize seating still available closer to the event.  Waiting lists will be created for member, non-member or general public reservation overflow for contact if space becomes available prior to the special dining event.