The Georgia Club is a private club in Athens, Georgia, located in a master-planned neighborhood named one of the Top 50 Retirement Communities in the U.S. It features 27 holes of golf, an aquatic center, a large racquet club, and a fitness center. When Bobby Jones Links took over, the club had only 223 members and was losing $1.5 million annually.

At the end of our engagement, when the club was sold to a private investment group, it had 1,211 members, a waiting list, and was among the most active and successful private clubs in Georgia. Total club revenue ranked in the top 5% of private clubs in the U.S., with $3.5 million in food and beverage revenue.

We accomplished this by:

• Our operations team implemented Bobby Jones Links systems, tools, resources, and training, bringing professional management to every department.
• The BJL sales and marketing group rebranded the club and community, telling a new, more compelling story.
• We oversaw $3.1 million in capital improvements.
• Bobby Jones Link’s membership experts developed an extensive activities program to enhance the members’ enjoyment of the club and increase engagement and spending.
• We expanded the food and beverage offerings, added an acclaimed farm-to-table venue, and hired noted chef Ray Whitlock.
• Our marketing team collaborated closely with the real estate developer to increase sales of memberships and homes.