Duncan
That scheme only works if your current membership buys into it. In other words, the current membership can't be tempted to downsize their membership to the cheap option...and many members will thnk it unreasonable that a new member can have the cheap option, but not current members. Do your member consultation prior to offering the deal.
Ciao
As I have said before, our membership is overwhelmingly made up of serious competitive golfers who live for Saturday Medals, maybe a Sunday morning fourball, and the Wednesday Section competition. Even our Seniors, who get together on a Tuesday morning, also nearly all play on a Saturday as well - from the back tees.
Existing members would have to be given the opportunity of downscaling, but I've looked through our membership list, and can only identify maybe two guys in their 70s who might possibly be tempted by the Off Peak membership. They both play on their own a lot of the time when the course is quiet, for the exercise as much as anything. I can't think that any other 7 day members would be prepared to give up their Saturday golf for the sake of a few hundred quid a year. As our current Seniors get older however, I can see the Off Peak deal being an attractive alternative to giving up their membership altogether. The same goes for those for whom a change in financial circumstances makes their full membership unjustifiable.
Adrian, I take your point on pricing. £399 came from the CASC requirement to offer golf for less than £520 pa including equipment and extra fees. Now that it looks like CASC may be history we would probably price the Off Peak or "Vagabond" membership at £499 pa.
There has even been talk of a Vagabond Section, with their own roll-ups and even qualifying competitions.
I reckon we could sell 100 of these memberships without impacting on the playing experience of our existing members one jot. That has got to be an attractive proposition, whether it is at £399 or £499.
I can see this membership also being a very popular starting point for new players who want to learn the game. Back in the day, guys would pay a joining fee and commit to a hefty annual subscription even before they'd learned to swing a club. Those days are not coming back any day soon.
I also envisage offering "Bolt-ons" so that if someone wanted to play with the Seniors on a Tuesday morning or participate in the Sunday morning roll-up at 7.30am they could buy the right at an extra fee of say £200 pa. They could buy the right to play in both for say £300.
The cheapest way to be able to play in all competitions however, would always be the standard 7 day membership. In this way, full members are always going to be getting best value.
As ever, I'd appreciate your thoughts.