The Road Less Traveled

How has this idea enhanced your club's operation, etc.?

The Country Club of Virginia has looked toward other venues within our property to transform into unique event spaces. These spaces have become assets for Special Events to sell to the membership for their private events as well as for club functions. Our most popular transitional space has been our Farmhouse location, which since its first event, has brought in over $150,000. These spaces have allowed us to create club functions for a demographic of the club that traditionally uses our in town clubhouse. The events we hold at these transformed spaces are all located at a different clubhouse with a traditionally older demographic. Hosting these events has been important for the image of the James River Clubhouse.

How was this idea implemented, and what have been the club members' reactions?

This idea was implemented within the Executive Team first. It was important to create buy in with the Superintendent most importantly, as many of these spaces are spaces that he and his crew use. We first used the barn location for a Board Dinner so that they could see the unique opportunities we had with the spaces. Our first Farmhouse event was a club function and members immediately fell in love with the venue and the vibe it created. Soon after we hosted the first Farmhouse Wedding and used that to launch what is now the site for approximately eight weddings a year in addition to other private functions.