Summer has officially arrived—and with it, one of the most dynamic and profitable seasons in the private club industry.
While many clubs associate summer with high usage from existing members—golf rounds, family events, al fresco dining—it’s also a critical period for growth. From a marketing standpoint, the first day of summer should be seen not just as a seasonal shift, but as a starting line for brand-building, engagement, and acquisition strategies.
Why Summer Drives Results
Summer brings a surge in activity and interest that clubs can translate into revenue and retention. Consider the following:
Consumers are 2.8× more likely to research in-person sports during summer months, and twice as likely to watch live sports compared to other seasons (Google Trends Data, 2024).
66% of event planners in the U.S. plan to host more events in 2025 than in the previous year, and 74% plan to increase event budgets (EventMB, 2025 Outlook).
Demand for quick and outdoor dining grows significantly during summer, with 43% of consumers reporting a preference for seasonal pop-ups, BBQs, and open-air venues (Technomic, 2024).
The U.S. hospitality industry is projected to reach $247.5 billion in 2025, with $64.8 billion attributed to recreation and private clubs (IBISWorld, 2025 Forecast).
For private clubs, this means an elevated opportunity not only to engage members—but to convert interest into long-term affiliation and referrals.
Making Summer Work for You
Clubs that win during summer are those that actively market and activate—not just accommodate. Here’s how:
1. Create Experiences Worth Sharing
Exclusive events drive demand. Think beyond standard happy hours and offer chef-led wine dinners, member-guest tournaments, family field days, or live music on the lawn.
Consumers now spend more on experiences than on products, with experiential spending up 32% year-over-year among HNW individuals (Bain & Company, 2024). These shared memories often become your club’s strongest organic marketing.
2. Leverage the Demand for Outdoor Dining and Leisure
With nearly half of U.S. diners reporting they actively seek outdoor seating in summer, now is the time to showcase patios, terraces, and poolside options. Add curated seasonal menus, live cooking stations, and service touchpoints that surprise and delight.
3. Target the Right Audience with the Right Message
Summer is not just high season for leisure—it’s also prime time for families making decisions about school-year routines, relocating, or expanding their social circles.
80% of consumers are more likely to engage with brands that offer personalized experiences (McKinsey, 2023), and 75% get frustrated when messaging isn’t relevant. Segment your audience by demographics, lifestyle, and membership type to deliver timely invitations and reminders that actually convert.
4. Highlight Your Club as a Daily Destination
With remote work and flexible schedules reshaping daily life, clubs can become more than just weekend escapes. Promote weekday tennis mixers, drop-in fitness classes, executive lunches, or even coworking options to position your club as an all-day retreat for members and their families.
5. Invest in Digital Storytelling
In 2025, 58% of private club prospects will discover your brand first online. Now is the time to update your photography, showcase summer events in real time on social media, and use email campaigns to drive attendance and inquiries. When combined with geofencing or retargeting, these tools can produce a 3–5x ROI when managed effectively.
A Season of Growth
The first day of summer is more than a milestone on the calendar—it’s the gateway to your club’s greatest marketing advantage. With consumer interest, outdoor activity, and spending all trending upward, now is the moment to show potential members exactly what your club has to offer.
Done well, summer marketing doesn’t just drive attendance. It builds loyalty. It creates legacy. And it plants the seeds for long-term growth.
Need support launching a targeted summer campaign?
Private Club Marketing helps clubs craft smart strategies, high-impact content, and digital experiences that attract the right members at the right time. Reach out at info@privateclubmarketing.com to start your summer growth strategy today.
