|
|
| |
| |
 |
|
 |
|
Destination Clubs Find Their Niches
New York Times, Michelle Higgins (November 11, 2005)
|
Article Excerpt
IN a new twist, the high-end variations on time shares known as destination clubs are becoming even more specialized. Instead of offering members a portfolio of vacation homes at spots ranging from beach resorts to midtown Manhattan, the newest clubs feature a single theme.
Want to play golf? There's The Markers, where members get access to luxury homes situated on (or near) country clubs in golf resorts like Scottsdale, Ariz., and Pinehurst, N.C.
In the fast-growing destination club market, themed clubs "seem a natural progression," said Matt Budjack, a research manager at Ragatz Associates, a resort-consulting firm.
Destination clubs, which started less than a decade ago and catered to affluent travelers, have expanded to higher and lower demographics, targeting both the ultra-rich and those more comfortable with membership fees of less than $150,000. So far, bigger has been better... But in the increasingly crowded [destination club] market, themed clubs are emerging as a way to stand out from the pack.
"We're not interested in thousands of members," said Mitch Brinton, co-founder of The Markers. "We just want a few like-minded golf purists like us." Indeed, the club is aiming to have only 325 members and a total of 36 residences. Reduced greens fees, custom club-fittings and homes stocked with the latest golfing equipment are among the perks. Mr. Brinton won't say how many people have signed on so far, but notes there are still some of the 40 charter memberships available, with discounts of $90,000 off the entrance fee.
To compete with the bigger clubs and stave off guest boredom, the theme clubs tend to offer high-end add-ons to their members...The Markers...plans to develop tournaments where members can rub shoulders with PGA players, as well as trips to famous courses around the world.
"The other clubs don't think about that stuff. They're not going down that road at all," Mr. Brinton, the club's co-founder, said.
The pure emphasis on golf was what sold Guy Hale on a membership in The Markers. "From a personal standpoint, it wasn't a hard decision," said Mr. Hale, who runs a management consulting and training firm in northern California. "To me it's not a vacation unless there's golf involved."
|
|
|
|
|
|
| |
