Glendora Country Club Experiences Record Membership Growth

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Los Angeles Area Country Club Thriving Thanks, In Part, to Memberships Designed for Young Families and Business Professionals

We’ve introduced several membership options for younger families and professionals that allow the cost of membership to scale relative to their earning potential.- Leslie Ludlow, Director of Sales & Marketing at Glendora Country Club.

Glendora Country Club is celebrating its most successful membership recruitment campaign ever, having added more new members in the past four months than in the previous four years combined.

The club credits much of its recent success to a new understanding of how people might use and enjoy a country club differently than they might have in the past. Earlier this year, the club’s leadership tapped Pipeline Marketing Group to conduct extensive market research in an effort to better understand the profile of today’s prospective member.

"We found that today’s member places a premium on time and family," said Leslie Ludlow, Director of Sales and Marketing at Glendora. "Our prospective members want to enjoy quality time with their families and friends in a safe and fun environment…all at an appropriate value. We have always been known as one of the best golf courses in Los Angeles. Now we are also becoming well known for our social activities that include everything from black tie dinners and wine tastings to kid’s swimming activities and movie nights."

Glendora’s research also revealed that today’s prospective members are younger than ever. For families, more and more parents are looking to private clubs as an option for their children’s extra-curricular and social development because a private club is a relatively safe and secure environment. Especially for families who are new to the area, it can be hard to meet new people and assimilate into a new community. Private clubs are also a great option for younger professionals and executives seeking to expand their social networks and develop their business contacts. Glendora realized it needed to adapt its membership categories to be more appealing to these younger audiences.

"We’ve introduced several membership options for younger families and professionals that allow the cost of membership to scale relative to their earning potential," explained Ludlow. "These have been incredibly popular and many of these options are now nearly sold out."

As a result of these new membership categories, combined with a concerted marketing effort led by Ludlow, the club has experienced a new vibrancy. "With the addition of so many new young families and professionals in the prime of their careers, the club is enjoying a new energy. We’re seeing great turnouts for social events and the level of competitive golf has been enhanced too."

Even with the recent influx of new members, pace of play and golf course conditions have only improved. "The club has a cap on the number of golfing memberships that are available for sale," said Club President, Jack Stoughton. "These caps are put in place by the golfing membership to ensure access to the golf course and to preserve the conditioning and playability of one of the premier golf courses in Los Angeles. The conversations have shifted from how to attract new members to what will be the next additions to the clubhouse and golf course that will best enhance the member experience here at Glendora."

Glendora Country Club is located just outside of Los Angeles, California in the foothills of the San Gabriel Mountains. The club boasts a highly rated 18-hole golf course designed by famed architect Robert Trent Jones, Sr.

For more information about Glendora Country Club’s membership offerings, or to learn about hosting an event at the club, please contact Director of Sales and Marketing, Leslie Ludlow directly at (626) 335-4051 ext. 103 or via email at lludlow(at)glendoracountryclub(dot)com.

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Shannon Herschbach
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