GreatHorse is a family-owned, extremely high-end, private full-service country club located in Hampden, Massachusetts, near Springfield, Massachusetts, and Hartford, Connecticut. This premier property opened in June 2015 after an expansive rebuild of the golf course and the construction of a 30,000 sq. ft. clubhouse that sits high on a ridge facing west toward the Berkshires. The Club is open year-round and offers a robust social and athletic programming calendar. The par 72, 18-hole championship golf course designed by the notable golf course architect, Brian Silva, hosts approximately 10,000 rounds annually and features more than 200 bunkers and five sets of tees (4,953 yards to 7,522); the rating/slope is 77.8/140 from 7,522-yard tees. Golf amenities for club fitting and instruction include an indoor golf facility with two hitting bays equipped with TrackMan and Sam Putt Lab equipment, a three-season driving range with covered hitting bays and 13 short game bunkers, and a 10,000 sq. ft. putting green and short game practice area with three playable target greens and numerous bunkers. Additional club amenities include a tennis hut, tennis courts, platform tennis courts, an ice rink, a basketball court, an outdoor pool with cabanas, a fitness center, five guest rooms, private event space, spa service, concierge services, men’s and women’s locker rooms, and a veranda offering scenic views of the golf course and Berkshire mountains. Dining outlets include a main dining room, outdoor veranda, bar, and lounge area. Separate from the clubhouse is Starting Gate, a public events facility.
MEMBERSHIP SALES DIRECTOR
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REPORTS TO: General Manager
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BASIC FUNCTION:
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The Membership Sales Director serves as the key Ambassador to GreatHorse with a full understanding and commitment to the Club’s culture and quality standards. They will be responsible for all aspects of membership sales and marketing to promote and position GreatHorse as a premier private country club in the Northeast. This position’s critical deliverable is maximizing member recruitment and sales through the strategic development and successful execution of sales and marketing efforts. Key responsibilities include developing, implementing, and supporting programs and activities designed to increase and retain membership at the Club. The Membership Sales Director is responsible for building and maintaining effective relationships with existing and prospective members, stakeholders, competitors, and community leaders in the surrounding area.
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MAJOR DUTIES AND RESPONSIBILITIES:
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- Develops and implements a specific, measurable sales plan to meet the Club’s membership goals.
- Serves as an Ambassador of the Club to members, prospects, and guests at the Club as well as industry events and community affairs.
- Updates and maintains all membership records.
- Develops a sustainable source of prospective members; identifies and recruits prospective members and cultivates referrals from existing members.
- Builds and maintains a robust and detailed database of prospective members and clients.
- Implements lead generation strategies (e.g., prospecting events, awareness functions, etc.) and develop targeted lead lists for outbound sales efforts.
- Develops and executes against the membership marketing budget in alignment with the Marketing Plan and the Club’s operating budget.
- Produces weekly and monthly activity and financial reports and reviews the results with the General Manager.
- Serves as the main source for all membership marketing collateral informational packets, applications, welcome kits, and promotional material.
- Conducts property tours for prospective members at the Club; entertains prospective members at the Club and off-site.
- Maintains and monitors the activity of an established competitive set of clubs, including membership levels, pricing, promotions, and product offerings.
- Identifies and analyzes key markets and opportunities for membership growth.
- Establishes relationships and member referral programs with local real estate agents to identify potential members in the community.
- Develops preliminary due diligence information on candidates.
- Plans their work schedule to be visible and readily accessible to members and guests at high visibility times. Welcomes new members; “meets and greets” all club members by name as practical during their visits the Club.
- Addresses and resolves member complaints and suggestions tactfully and promptly. Reports member infractions to the General Manager for necessary action.
- Develops ongoing dialogue and rapport with members through communication, including the monthly schedule of events, website, and email blasts, and addresses and resolves appropriate requests and inquiries.
- Participates in select community activities to represent and promote the Club; broadens the scope of the Club’s operation by fulfilling the public obligations of the Club as a participating member of the community.
- Consistently monitors and evaluates the effectiveness of the sales and marketing plans; utilizes information to make necessary adjustments to achieve goals and remain competitive in the marketplace.
- Contributes to content development and managing the Club’s multiple social media platforms.
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CANDIDATE SPECIFICATIONS
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The followings are the capabilities and attributes the Club is looking for in their next Membership Sales Director.
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THE IDEAL CANDIDATE SHOULD HAVE THE FOLLOWING:
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- College degree preferred or equivalent education and experience.
- A minimum of 3 years of experience in outside sales and marketing experience, preferably in the hospitality, private club, and/or golf industry.
- A professional career “track record” of achievement and relative employment stability – not a record of job movement every two to three years.
- Appreciation and understanding of the game of Golf.
- Excellent written and verbal social skills and excellent presentation.
- Excellent interpersonal skills – a gravitas and professional presence.
- A high degree of integrity to represent the best interest of the Club and its Members and to maintain the confidential nature of much of the information trafficked.
- Proficiency in, but not limited to, Microsoft® Office, email communication or CRM platforms, website content management systems, and club-related software platforms.
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THE CANDIDATE SHOULD BE:
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- Well-polished and enthusiastic with an aggressive track record of successfully developing a strategic marketing plan and an excellent track record of membership recruitment for a high-end property.
- A performance-oriented sales professional with a track record of achieving results against a sales plan with specific goals.
- Extremely well-organized with a strong ability to plan strategically, set priorities effectively, and delegate effectively with appropriate follow-up and oversight.
- Highly focused on delivering superior member experiences to members, guests, and prospects.
- An individual with an executive presence who has high personal, professional, moral, and ethical standards.
- Able to analyze and solve problems; efficiently handle multiple duties under pressure with minimal supervision.
- Able to work flexible hours as required, including nights and weekends.
- Willing and able to travel as required to promote awareness of GreatHorse and to facilitate visits with prospective members.
CRITICAL SUCCESS FACTORS
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The Membership Sales Director of The Great Horse is expected to make a positive impact in the following areas within the first year at the Club:
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- Achieve a net gain of new members per year over the next five years as outlined in membership acquisition goals set by the General Manager.
- Developed and managed a robust pipeline and database of prospective members.
- Conducted an assessment and review of the Club’s competitive set; maintained and monitored the activity of competitors’ membership levels, pricing, promotions, and product offerings.
- Establish the awareness and positioning of GreatHorse as a premier private club in New England.
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GreatHorse
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