Investing early in the right solutions not only keeps your club modern, it strengthens member retention, drives non-dues revenue, and positions the club for long-term growth. In our previous club article, we outlined how to identify starting points for capital improvement. This time, we’re focusing on how a value-driven investment strategy can align member experience with financial performance.
Across the country, two key investment areas are gaining momentum: on-site lodging and golf performance amenities.
The Added Value of On-Site Lodging
Private clubs, by nature, are often located outside major urban cores, offering scenic landscapes, but sometimes limited lodging access. This disconnect can create friction for corporate members, out-of-town guests, or tournament participants.
The solution is on-site lodging, and clubs are increasingly making that shift. From suites and cottages to fully serviced villas, clubs are tailoring hospitality solutions that support both member experience and financial return.
Recent hospitality trends make the case stronger. According to the American Hotel & Lodging Association, U.S. hotel occupancy climbed to 63.6% in 2024, up from 62.9% in 2023, and leisure travel is nearing pre-pandemic highs with over 1.1 billion travelers globally – an 11% increase from the prior year. As group and event travel rebounds, destination clubs offering overnight accommodations are well-positioned to capture this demand.
For clubs, these lodging solutions open the door to:
- • Turnkey event hosting (weddings, tournaments, member retreats)
- • Additional revenue via nightly rates and food/beverage spend
- • Increased satisfaction from national and corporate members who can stay, play, and host all on-site
When designed strategically, lodging becomes a seamless extension of the club’s identity, offering a ‘staycation’ experience to local members and a hospitality solution for visiting guests.
Enhancing the Game of Golf
Members today are looking for more than just 18 holes; they want flexibility, technology, and training tools to fit into their lives and schedules. That’s why an increasing number of clubs are investing in short courses, indoor simulators, and year-round performance centers.
The demand is quantifiable. In 2024, the global golf simulator market reached USD 1.74 billion, with projected growth of over 9% annually through 2030. In North America alone, the simulator market accounted for USD 944 million, driven by member interest in immersive, data-backed training environments.
These amenities offer tangible value to clubs and members alike:
- • Short courses and Par 3 layouts offer convenient 60- to 120-minute rounds — ideal for casual play, youth programs, and time-conscious members.
- • Simulators and performance centers extend the golf season, allowing members to train year-round regardless of weather.
- • Technology-backed instruction adds a layer of measurable improvement that appeals to younger and competitive golfers alike.
Beyond golf, this same value-first mindset can be applied to racquet sports, wellness, or dining programs – wherever members derive the most engagement.
Case Study: Hazeltine National Golf Club
Hazeltine National is a premier golf destination, and their recent investments reflect a bold strategy to solidify that status well into the future.
In partnership with General Manager Phil Anderson and the Hazeltine team, Shea designed and delivered six new member villas that bring on-site lodging to the club for the first time. Each villa features:
- • Four individual guest suites with private baths
- • Direct walkout access to Hazeltine’s new short course, Aerie
- • Thoughtful design that blends the club’s tradition with modern, Minnesota-inspired finishes
- • Full kitchens, living areas, and private outdoor patio spaces designed for entertaining
These villas provide a dedicated hospitality option for national members, tournament guests, and event groups. They also represent an important strategic investment as Hazeltine prepares to host the 2029 Ryder Cup, with lodging that supports both guest experience and operational flexibility.
Coming this fall, Hazeltine will open its new Golf Performance Center, another project designed in partnership with Shea. Purpose-built for serious players, the GPC will offer data-driven training, swing analytics, and year-round practice opportunities – a significant value-add in a cold-weather climate where off-season play was historically limited.
By pairing immersive lodging with a cutting-edge training facility, Hazeltine isn’t just improving amenities, it’s reinforcing its value proposition as a world-class golf destination where members and guests can eat, sleep, and breathe the game.
Every club is different, but the lesson from Hazeltine is clear: high-impact investments should reflect what makes your club unique. Whether it’s hospitality, training, or lifestyle amenities, the key is aligning with member needs and market trends while ensuring the investment generates real, lasting value.
