Daylight saving time (DST) began last week, bringing longer days and fresh opportunities for private country clubs to elevate the member experience. As many adjust to the time change, clubs can seize this moment to enhance engagement, expand activities, and drive additional revenue. With extended daylight hours, members have more time to enjoy golf, outdoor dining, social gatherings, and wellness programs—allowing clubs to create dynamic experiences that make the most of the season.
Extended Play, Enhanced Experiences
Daylight saving time has been shown to increase physical activity levels as individuals take advantage of the extended daylight to engage in outdoor pursuits. (britannica.com) This makes DST a prime opportunity for golf-focused clubs to encourage more engagement from members.
Additionally, DST has economic benefits. The JP Morgan Chase Institute found that consumer spending decreased by 3.5% in Los Angeles after the end of DST in November, suggesting that extended daylight hours can stimulate consumer activity. Retail, convenience stores, and the golf industry often experience increased activity during DST, reinforcing the importance of evening tee times and extended club hours to capture this opportunity. (CBS News)
For golf-focused clubs, DST means more time for rounds to be completed in natural light. Evening tee times become more appealing, encouraging late afternoon rounds for members who may have previously been constrained by work schedules. Clubs can leverage this by:
Promoting twilight golf with special rates or packages.
Creating late-afternoon golf leagues for members who enjoy a post-work game.
Offering “Nine & Dine” events, pairing a nine-hole round with a social dinner.
Expanding private lessons or clinics later in the day to accommodate increased demand.
Social and Dining Opportunities
Longer daylight hours not only encourage outdoor activity but also enhance mood and social engagement. Exposure to natural sunlight increases serotonin production, which contributes to a sense of well-being and fosters social interactions. (mynmchealth.org)
Furthermore, consumer spending trends suggest that extended daylight hours encourage increased retail and leisure activity, making it an ideal time for clubs to enhance their food and beverage offerings. Studies show that retail and hospitality industries—including restaurants and bars—see a rise in consumer engagement during DST, reinforcing the value of extended dining hours and outdoor experiences. (CountyOffice)
The additional daylight hours create the perfect setting for alfresco dining, sunset happy hours, and outdoor entertainment. Since exposure to natural light is linked to improved mood and mental health, clubs can use this to their advantage by encouraging members to stay later and enjoy the atmosphere. Clubs can maximize their F&B programming by:
Hosting sunset dining experiences on the patio or terrace.
Extending bar and lounge hours to accommodate members lingering after an evening round.
Introducing special spring/summer seasonal menus focused on fresh, light cuisine.
Organizing themed cocktail nights or live music events to draw in members post-play.
Wellness & Outdoor Activities
Research has shown that natural light exposure improves mental health and overall well-being. Additionally, longer daylight hours provide increased opportunities for physical activity, which is a key factor in promoting a healthier lifestyle. (britannica.com)
Increased outdoor activity during DST has positive implications for mental and physical health. Health organizations such as the National Institutes of Health (NIH) and the Mayo Clinic emphasize that sunlight exposure can improve mood and reduce the risk of seasonal affective disorder (SAD). (CBS News) Clubs can incorporate wellness initiatives that align with these benefits to attract members who seek health-conscious lifestyles.
DST is also an opportunity for clubs to expand their wellness and fitness programming. With longer daylight hours, members may be more inclined to participate in early morning or evening activities such as:
Outdoor yoga and pilates sessions, benefiting from natural light to improve mental and physical well-being.
Sunset group runs or walking clubs around the property, tapping into the known benefits of increased physical activity post-DST.
Expanded tennis and pickleball match schedules to accommodate evening play.
Guided nature hikes or cycling outings for clubs with access to scenic routes.
By promoting these offerings, clubs can engage a broader segment of their membership, particularly those who may not be avid golfers but seek lifestyle and wellness benefits from their club.
Maximizing Private Events and Membership Engagement
Longer daylight hours provide more time for social gatherings and outdoor celebrations. Research suggests that DST leads to increased social behaviors, as people take advantage of the extended evening light to engage in leisure activities. (mynmchealth.org) Clubs should use this opportunity to create compelling experiences that draw in members and encourage participation.
The economic benefits of DST also extend to event planning and hospitality. With consumer spending linked to extended daylight hours, clubs can capitalize on increased member participation by promoting sunset receptions, weekend retreats, and exclusive club events designed to attract both current members and new prospects. (JP Morgan Chase Institute)
Spring and summer are peak seasons for social events, and DST creates the perfect conditions for outdoor weddings, private celebrations, and club-hosted events. Clubs should:
Promote outdoor wedding packages with golden-hour ceremonies.
Plan family-friendly seasonal events, such as outdoor movie nights or BBQs.
Offer extended poolside service hours as the weather warms.
Additionally, this is a great time to market memberships and attract new prospects who may be seeking an active, social community as the seasons change.
Turning Longer Days into Long-Term Member Engagement
By recognizing the impact of DST on mood, activity levels, and social engagement, private country clubs can strategically enhance their offerings. Studies indicate that increased natural light exposure improves mental well-being and encourages community interaction, making DST a perfect time for clubs to refine their member engagement strategies. (health.harvard.edu)
Daylight saving time isn’t just about adjusting clocks—it’s an opportunity for private country clubs to rethink their programming, extend services, and deepen member engagement. By aligning golf, social, dining, wellness, and events with the longer days, clubs can enhance the overall member experience, increase participation, and ultimately boost revenue.
As the sun lingers longer in the sky, clubs that take advantage of this shift will find themselves not just adapting, but thriving.
