Driving Mid-Summer Membership Growth at East Coast Private Clubs

Understanding the Opportunity

Coastal enclaves and summer retreats like Nantucket, Martha’s Vineyard, Cape Cod, Montauk, the Hamptons, Shelter Island, Watch Hill, and Newport represent some of the most desirable destinations for affluent seasonal residents and travelers. Each summer, populations swell — for example, Nantucket expands from ~14,000 year-round residents to over 80,000 in peak season — bringing with it a rare opportunity for private clubs to attract new members, both full-time and seasonal.

Nationwide, 63% of private clubs grew their memberships in 2022, and over 47% now maintain waitlists (WSJ, ILHA). The demand is real — and the East Coast’s iconic summer communities are uniquely positioned to capitalize on it.

“The summer surge isn't just a tourism spike—it's the most concentrated membership opportunity private clubs will see all year. The question is whether they’re set up to convert it.”
— Zack Bates, CEO of Private Club Marketing

Key Growth Strategies for Mid‑Summer

1. Lean Into the “Third‑Place” Trend

Today’s private clubs are no longer just places to play golf or dine — they’re lifestyle hubs. Clubs that offer expanded wellness, youth activities, co-working lounges, and social programming see higher member engagement and reduced attrition rates (from 8–10% down to 3–4%).

Use the summer to introduce:

• Family-friendly mixers and curated kids’ camps
• Outdoor wellness activations (sunrise yoga, cold plunge demos)
• Local speaker series or tastings with winemakers and chefs

2. Introduce Tiered & Flexible Membership Models

With waitlists at an all-time high, consider offering limited summer memberships or “preview passes” for qualified prospects. Smaller clubs report earning up to $19,300 per member annually due to customized seasonal usage (PBMares).

Examples:

• Seasonal Trial Memberships – Valid July through Labor Day
• Social-Only Options – Pool, dining, fitness, and events access
• Multi-Generational Packages – Encourage family participation and longer-term buy-in

3. Maximize F&B as a Conversion Tool

Food and beverage revenue is now the second-largest revenue driver at many clubs. On average, clubs earn over $4,400 per member annually from F&B — up 75% since pre-pandemic levels.

Mid-summer strategies:

• Chef pop-ups, oyster bars, and beach BBQs
• Member-guest sunset dinners and wine pairings
• Invite-only cocktail hours for prospects and their sponsors

4. Leverage Scarcity & Storytelling

Make your club’s exclusivity an asset, not a barrier. Use scarcity-driven language to promote the final available summer memberships, and use storytelling to connect prospective members to the club’s culture and values.

• Highlight philanthropic initiatives (e.g., Sankaty’s caddy scholarship)
• Share testimonials from young families, returning seasonal members, and new local homeowners
• Promote heritage events and multi-decade member anniversaries

5. Target Seasonal Homeowners and Visitors Directly

Summer visitors to places like Watch Hill, Shelter Island, and Montauk are often in a discovery mindset — exploring neighborhoods, clubs, and communities with long-term investment in mind. A simple activation campaign or referral incentive could be the nudge that leads to a full-time member.

Tactics:

• Realtor partnerships for club trial offers to home buyers
• Limited-time invitation to a Summer Preview Brunch or Member-Guest Day
• Referral gifts or dues credits for current members who sponsor new seasonal applicants

Key Metrics to Track

Why This Matters Now

The affluent population is mobile, values experiences, and is increasingly investing in second homes and seasonal memberships. According to Coldwell Banker’s 2024 report, 29% of luxury buyers plan to purchase a second or vacation property in the next 12 months — and they are looking for communities, not just real estate.

The private clubs that recognize and respond to this trend with agility, flexibility, and curated experiences will not only grow — they’ll shape the next generation of membership culture.

In Summary

To grow membership in the height of summer, coastal clubs must:

1. Capitalize on seasonal demand with limited-time access
2. Elevate lifestyle programming beyond golf
3. Convert F&B into culture and revenue
4. Tell a compelling story of tradition and evolution
5. Target the right audience — at the right moment