This corporate club, home to titans of industry dating back to the 60s, had experienced a dramatic loss of membership due to a poor economic climate and cutbacks in corporate perks and entertainment budgets. They came to HRM for a new direction.
We worked closely with the Trustees and senior club management to develop a strategy to reinvent the club as a hybrid corporate and family club. The plan included new amenities and facilities upgrades, a renewed commitment to premiere entertainment unlike any other club, and upgrades to senior staff. The Trustees delivered on a major financial commitment.
HRM led the planning effort and delivered a marketing campaign like no other. Advertising was on message, a new website was developed, and new internal communications were created. We even brought in top tier entertainment unprecedented in the world of country clubs setting a new bar for others to compete with. Acts included the original Broadway cast of Jersey Boys (Midtown Men), rockers Southside Johnny & The Asbury Jukes, and Strawberry Fields, the Beatles tribute band.
While most other clubs were experiencing drastic reductions in membership, our client grew its membership by over 600 members. Their future as the “NEW” Fiddler’s is brighter than ever.