De Vere pioneers new membership scheme

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Submitted by Bob Warters on

De Vere, the UK’s leading golf resort company is introducing a new scheme which could change the face of golf membership and encourage more families to participate and grow the game.

It's innovative solution 'for the modern day golfer' was launched by the scheme's honorary captain, broadcaster Peter Alliss at De Vere Oulton Hall this week, with the aim, in these stringent times of making golf more accessible, flexible and family friendly while stimulating participation and frequency of play.

The 'De Vere Club' costs £295 to join and centres around a ‘points based’ membership system (100 points on joining) that allows a golfer to play on up 16 courses at 11 De Vere venues using points for individual rounds, and involving the family or entertaining golfing business guests at some of the finest  venues in the country.

These include The Carrick on Loch Lomond, Slaley Hall in the north-east and Jack Nicklaus-designed Slaley Hall, all of which have hosted European Tour events. The points used depend  onthe exclusivity of the course and on lower tarriff, winter and midweek or higher tarriff summer and weekends.

For example, booking The Carrick at De Vere Cameron House for a round at peak time on a weekend in summer will use 20 points, compared to nine points at a similar time for Oulton Hall near Leeds. However, a midweek summer round at Carden Park or Wokefield Park could use only seven points.

'Far reaching benefits'

De Vere expects its members to get the value of playing around eight to 10 rounds per year for their £295 membership - which it claims is common in rounds played for the current club member paying at least twice that in annual club subscription. In addition De Vere Club members have the benefits of resort facilities, can play in competitions, secure a handicap and book tee times on line.  Membership and points can be topped up at any time.

Says Alliss: "It's the first time I've ever been captain of anything and I'm thrilled to be involved in such a pioneering project. I can see the far reaching benefits for avid golfers across the country.

“Nothing beats the feeling of belonging to a club and the more people feel they belong the more they play and enjoy the game. With all the time and money pressures these days, I believe the De Vere Club is a great compromise: the flexibility and choice coupled with the wonderful traditions of club golf”.

De Vere Club members will also enjoy other benefits including discounts on hotel rooms, spa, golf equipment, food and beverage plus attractive member referral incentives.

The resort group says it has invested £25million in the last three years developing top class courses to challenge the archetypal golf club and wants particularly to attract the family and the twenty-something transient golfer who moves around the country for both business and social activities.

'Golfers needs are not currently met'

Says Richard Balfour-Lynn, chief executive of De Vere’s parent company, AHG: “The time is right to create a membership model that allows golfers to spend their golf investment how they want to and we believe the new De Vere Club is suited to thousands of golfers whose needs are not currently met by traditional memberships.”

Independent figures from leading sports research company IFM Sports Marketing Surveys suggest that there are over one million golfers in the UK who currently play between six and 26 times a year, who would be ideally suited to a flexible membership model like the new The De Vere Club.

For further information visit www.devere.co.uk/golf or call 0844 980 8060.

I believe the De Vere Club is a great compromise: the flexibility and choice coupled with the wonderful traditions of club golf.

Peter Alliss