Member Appreciation Week at Greenwood Athletic and Tennis Club has become one of the most anticipated weeks of the year. For over 10 years we honored our members with an annual member appreciation party. We wanted a night to celebrate and thank them for their loyalty and continued dedication to Greenwood.
The party included a band, DJ, full catered dinner, open bar and gambling, all located inside the club, which had been transformed over the course of two days from a gym to a dramatic Hollywood red-carpet scene. The members who attended the party enjoyed a fun-filled evening that was talked about for weeks afterwards.
The unfortunate fact was, we were serving a very small segment of our membership. Three years ago, we decided to discontinue the party and launch Member Appreciation Week. Over the course of these past three years, it has expanded to include everything from a flap jack breakfast to lunch and learns and candlelight yoga classes.
This past November, we served thousands of our members and gave away gifts that included portable chargers, coffee mugs, lip balm and a number of other items. Each department was responsible for hosting programs and events during all hours of operation, making sure to reach each segment of our membership.
The week’s offerings were promoted via a calendar of events that included everything happening during the week. Members were found carrying the event calendar throughout the club and circling the events in which they wanted to participate.
Each day had a theme such as Motivation Monday, Try It Tuesday and so on. We even hid member appreciation week cards around the club — behind mats, under bike seats, etc. — that members turned in for prizes.
The goal of appreciating an even greater percentage of our members was achieved. The comments, thank you notes and increased number of check-ins for the week were all confirmation the week is important to our members and made them feel appreciated.
If you’re looking to increase retention in your facility, consider hosting a member appreciation week. You may be surprised by the positive results.
Paula Neubert is the president and general manager of Greenwood Athletic and Tennis Club.