4 Ways Private Golf Clubs Use Video To Stand Out

This blog was updated for relevance and accuracy on October 31, 2024.

Think about your private club for a moment. What makes it truly unique? How do you stand out from the other prestigious clubs in your area? If your club's digital presence is like most others in the industry, there's likely minimal differentiation between your online footprint and those of your competitors. In fact, browse through enough private club websites, and you'll notice they all start to look remarkably similar – whether they're in Naples, Florida, or Scottsdale, Arizona.

When we ask club leaders what makes their club special, the answer invariably comes down to: "Our members and culture make us unique." Yet paradoxically, most club websites fail to showcase this very essence. They rely on standard aerial golf course shots, empty dining room photos, and stock images of smiling people that could be from anywhere. While professional photography certainly has its place, it only tells part of your story.

The saying goes, "A picture is worth a thousand words." In today's digital landscape, video is worth exponentially more. In fact, Dr. James McQuivey from Forrester conducted a study, revealing that video is worth 1.8 million words. Look at the explosive growth of video content across platforms like YouTube, Instagram, and even LinkedIn. Modern consumers – including your potential members – have been conditioned to expect video content. It's more engaging than text, more authentic than static images, and often more efficient at conveying your club's unique value proposition.

So why aren't more private clubs leveraging video in their marketing strategy? We often hear responses like:

• "We're too traditional for video content"

• "None of the other clubs in our market are doing it"

• "We're worried about privacy concerns"

• "We don't know where to start"

However, these concerns miss a crucial point: Would prospective members find video content valuable in their decision-making process? Based on our experience working with dozens of private clubs, the answer is a resounding yes.

Four Essential Videos Every Private Club Should Consider

While budget considerations are valid, not all video content needs to break the bank. Here are four types of videos that can significantly enhance your club's marketing efforts:

1. Club Experience Overview

This cornerstone piece showcases your club's complete offering – from your championship golf course and tennis facilities to your dining venues and social calendar. The key is authenticity: feature real members (not actors) sharing genuine experiences. If you're targeting younger families, showcase family activities. If you're promoting an active lifestyle club, highlight your fitness center and wellness programs. The goal is for viewers to envision themselves as part of your club community.

2. Member Stories

Prospective members' biggest concern often isn't about your facilities – it's about belonging. Member story videos feature current members sharing their journey: why they joined, what they love about the club, and how it's impacted their lives. These videos are particularly powerful for private clubs because they address the "will I fit in?" question that many prospects have. Feature members who represent your target demographic, whether that's young professionals, families, or active retirees.

3. Staff Storytelling

Your staff are the heart of your club's service culture. Create authentic profiles of key team members – your golf pro, executive chef, tennis director, or membership director. These videos shouldn't feel like formal biographies but rather casual introductions that showcase personalities and passion for service. We've seen these videos significantly impact prospective members' comfort level during the membership process, as they feel they already "know" key staff members before their first visit.

4. Events & Special Occasions

Whether you're promoting member events or marketing your wedding and special event capabilities, video brings these experiences to life in a way photos simply cannot. Showcase your venue's versatility, capture the energy of your social events, and include testimonials from members or event clients. This content is particularly valuable for clubs looking to attract more private events or highlight their active social calendar.

The Digital First Impression

Today's prospective members often form their first impression of your club through your digital presence. While nothing replaces an in-person visit, video content can:

• Provide an authentic window into your club culture

• Address common concerns before they become objections

• Showcase your unique value proposition

• Create an emotional connection with prospects

• Set you apart from competitors in your market

Most importantly, video content helps prevent prospects from making assumptions about your club based on outdated perceptions or incomplete information. It brings your club's unique culture and community to life, making that first step toward membership feel less daunting.

Getting Started

The key to successful video marketing isn't trying to do everything at once. Start with one type of video that addresses your club's most pressing marketing need. Whether you're trying to attract younger members, showcase your newly renovated facilities, or highlight your unique culture, there's a video strategy that can help achieve your goals without overwhelming your marketing budget or resources.

Remember, authenticity matters more than production value. While professional quality is important, over-produced videos can actually work against you in the private club space, where personal connections and genuine relationships are paramount.