Nomination letter for our client, The Westmoor Club, Nantucket - BoardRoom Magazine’s Distinguished Club Award.  This Club is more than deserving.

“In the midst of economic turmoil, management at The Westmoor Club Nantucket, like many other clubs around the country, faced the daunting challenge of growing its membership base on a limited marketing budget and with high expectations to deliver.

When other clubs resorted to reducing initiation fees or eliminating them all together, The Westmoor Club management and owners were convinced to do something bold, even radical for the times.  They hired consultants “and” listened to them.   

The management and its consulting teams tackled the enrollment challenge head on, thinking completely outside the box thereby transcending traditional membership marketing models for ultra exclusive clubs.  They used collective and inventive leadership thinking, analysis, and an upbeat attitude to design and promote a trial membership program with “options”.  These included an “in-full” incentive and an “installment” opportunity for members to convert to once the trial period ended.

The trial program launched in late Spring 2009 and just four months later, deliver they did.  The trial membership campaign generated approximately $2.5M in deposits, dues, and total club usage.  I challenge these numbers at any other club anywhere in the country.

Throughout the campaign, the morale of members, both existing and incoming, as well as the entire Club staff, remained a primary focus for the management and owners.  The Westmoor Club more than survived… it triumphed.

The Westmoor Club has already begun plans to further develop its marketing initiatives with a driven focus of continued success in 2010.

I strongly stand behind The Westmoor Club as a leading candidate and recipient of this distinguished award.”

The Westmoor Club - Main Clubhouse

About Tanya Blackburn

Tanya is a marketing/public relations enthusiast and former television journalist with a nose for news and a knack for simplifying complex information into easy to understand, impactful key messages.