LAUREL OAK COUNTRY CLUB

By Sue Cullen

The Vibrancy & Success of

Laurel Oak Country Club has distinguished itself by creating an atmosphere that is welcoming, relaxed and congenial in pristine surroundings, yet with a vibrancy that is fun and engaging for members of all ages. It’s an appealing recipe judging from the Club’s growing membership, debt free status, and the recent place it has taken — twice — in the national spotlight.

As much care goes into nurturing the friendships and connections that develop

among members as is poured into the meticulously groomed grounds and well main-

tained amenities, which include two 18-hole championship golf courses, designed

respectively by Rees Jones and Gary Player, and 12 Har-Tru tennis courts. This mem-

ber-centric focus has added more than 70 full and associate memberships this year,

says Dave Whalen, general manager.

“Feedback from our new members is very positive. They say they really feel like

this is home even though they just joined,” Whalen says. “We engage people from the

moment they walk in the door, which is a tribute to Christine Bolton and our member-

ship committee.” Bolton, who is Laurel Oak’s membership director, credits the one-

time trial membership with helping to boost the club’s ranks.

“Thanks to our ambassadors, new and trial members are immediately involved in

club activities. Our members take them into their games and social circles, and make

them feel part of the club,” she says. “Our conversion rate is good, but even if trial

members don’t join right away, they have had a fabulous experience and tell others

what a great time they had.” Bolton consistently looks for creative ways to engage

members through planned adventures designed to appeal to those who may not play

golf or tennis as well as opportunities for those who want to get more casual enjoyment

out of their games or who seriously want to take them to the next level.

It was all of the above that caught the attention of the Golf Channel’s hit series

“The Haney Project” which features renowned golf coach Hank Haney teaching a

variety of celebrities how to improve their game on some of the world’s finest courses.

When Olympic Gold Medalist Michael Phelps came to the area to take batting practice

with his hometown team, the Baltimore Orioles, the show’s producers selected Laurel

Oak’s courses as the setting for one of the episodes.

“The number of times we were featured on the show was phenomenal, and the ex-

posure was huge,” Bolton said. “Our website hits peaked that night as people around the

country saw our beautiful club. We were delighted that they selected us from among all

the clubs here.” That episode ran in April and in May, Laurel Oak was back in national

view when one of the club’s tour pros, Lindsey Bergeon, was chosen to be on the Golf

Channel’s “The Big Break” golf competition reality show.

Garnering this kind of national attention, particularly com-

ing out of one of the worst economic times in recent history,

speaks to the laser focus on fiscal responsibility and on provid-

ing members with a great value. “We began an $8 million capi-

tal improvement project in 2005, which the membership chose

to finance with a loan, and this year we will retire that debt,”

Whalen said. That is a particularly noteworthy achievement at a

time when other clubs are still struggling, with some taking on

more debt or opening their doors to the general public through

seasonal memberships and access to certain amenities, like din-

ing, to boost cash flow.

At Laurel Oak, current projects are being completed with-

out taking on debt as reserves are funded. Recent improvements

include renovated bunkers, a renovated driving range, lighting

for two additional tennis courts with plans to light the final two,

and engaging a design firm to refresh the interior of the club-

house. On the drawing board are plans for a possible wellness

center offering services like yoga, Pilates and spinning classes.

Even physical therapy is being considered to help those with

shoulder, hip or other issues get back to playing.

“We have two main areas of activity; the clubhouse and the

tennis center, which also is our activity complex,” he said. “One

day this summer we had more than 200 people at the tennis

center with the summer camp kids, swim team practice, water

aerobics and people on the courts. We’ve found a way to keep

high season going all year round.” The club also is participat-

ing in the PGA’s Play It Forward program and installing forward

tees, creating a sort of executive course that enriches the game

for young golfers. “An unintended consequence is that it allows

older members an opportunity to play from those tees as well

and forego the rigors of a longer course,” Whalen said.

Laurel Oak has built a reputation as a family club and cur-

rently has 200 children on its membership roster, but Whalen

says they think of themselves in broader terms, keeping in mind

the diverse needs of its members whose ages range from early

30s to early 90s. He says they see Laurel Oak as a 50/50 club.

About half the membership works, half are retired; half live in

the Laurel Oak community, half don’t; and half are snowbirds

while half live here year-round.

Programs to meet various lifestyles and interests are contin-

ually evolving. A new golf membership has been added for those

35 and under who have joined the Florida tour and need a place

to practice. “There’s something about a Florida club that has

young people around,” Bolton says. “It adds vibrancy and ener-

gy. They are the future of the game and the future of the club.” A

new tennis program called “Start to Finish” has been introduced

for junior members who want to get into more serious competi-

tive form, and a new tennis pro Mike Wilson, USTPA, is on board

to work with those who aspire to play at tournament level.

Laurel Oak’s Adventures & Events, which Bolton instituted

two years ago, has proven wildly popular and not just with the

non golf- and tennis-playing members for which it was origi-

nally conceived. In addition to regular outings to the theatre,

ball games and museums, members have kayaked, attended a

rodeo, chartered LeBarge, taken helicopter rides, and gone on

a day trip by boat to Key West. This year, plans include a polo

match, go-kart racing, ziplining, and lawn bowling.

Wednesday nights are the “it” nights to be at the clubhouse

for the Wednesday Night Draw. Members must be present to win,

and like the Powerball, the amount grows each time a member’s

name is called but is not present to collect the pot. During season,

more than 400 members attend with 200 during summer months.

“People plan dinners and birthday parties around Wednesday

nights, but it’s not about the money or prizes, it’s about being with

your friends and who you are going to see there,” Bolton says.

“We have been mimicked, which is quite flattering.”

This month will see what is traditionally the year’s biggest

party at Halloween. All ages are involved as members set up

tables at the end of their driveways for trick or treaters of all

ages. In addition to candy for the kids, some members offer

adult-only margarita stations and even cater food. One member

creates an entire themed Halloween fun house in her garage

every year, Bolton says. Afterwards, more than 500 people head

to the clubhouse for a Halloween Ball, with costumes and a

Haunted House, of course.

This feeling of an engaged community and a safe environ-

ment is part of the attraction not only for the club, but also for

the Laurel Oak community itself, Whalen says. “Three fami-

lies who were already members moved here for the security

of it,” he said, “and three who moved to be closer to the water

have moved back.” Whalen credits that in part to the seamless

cooperation between the club and the Laurel Oak community

association. However, that indefinable feeling of being in the

right place with the right people is created through the synergy

of staff and members.

“I’m proud of our staff, many have been here for a long time.

They have a personal interest in, and knowledge of, each mem-

ber, not just their names, but their habits, likes and dislikes, and

know their families,” he says. “When you have members who do

not want to leave because they have come to know and care for

staff like their own families, that’s a dynamic that is rare.”