Tom Doak,
I have a slightly different perspective on the transition based upon sitting on the green committees which fixed the guest rates and the boards which discussed and approved them.
As with any committee you get diverse opinions.
Those members who never brought guests wanted higher green fees.
Those members who brought guests wanted lower green fees.
Some wanted to increase revenues and thought that guest fees were a natural vehicle.
Others wanted to encourage more guest play, thinking that they'd attract new members from those guests.
Year in and year out these debates continued with little variation.
We also compared guest fees with both nearby and peer clubs.
Ditto caddy fees.
I think the spike in guest fees occured because the iconic clubs found that they were being inundated with guest play.
Members were complaining that guests were crowding the course and that they, the members, who were paying dues, were somewhat disenfranchised. In addition, some of those iconic clubs found that the culture of the club was changing and moving away from members playing with members, to members bringing more and more guests (3 to 7 guests.)
As a result, those clubs, in one fell swoop, priced their guest fees through the roof in an effort to discourage guest play.
They felt that the increased green fees would act as a deterent to too much guest play and that if members did bring guests, it would result in guest play being a real profit center. With guest fees of $ 200 to $ 250 along with cart, food & beverage revenues and caddies getting out, it was a home run.
Like many things done at the iconic clubs, increased guest fees soon found their way to the local clubs.
That's my story and I'm sticking to it