Overview
Established in 1959 in Costa Mesa, Mesa Verde Country Club (MVCC) has long represented classic Orange County golf — a walkable William F. Bell layout, deep tournament history, and a welcoming, down-to-earth member community.
By 2017, the Club faced a pivotal challenge: a growing sell list of members seeking to leave and declining demand for new memberships. Leadership recognized that to remain relevant, Mesa Verde needed to modernize its facilities, refresh its brand, and reimagine what membership meant for a new generation.
Private Club Marketing (PCM) was brought in to design and execute a complete membership strategy and brand transformation that would reverse attrition and rebuild long-term demand.
Mesa Verde needed to:
Address a sell-list of departing members and declining initiation revenue
Re-energize member perception and restore pride in the club
Gain membership approval for a major clubhouse renovation and brand refresh
Compete with newer lifestyle-focused clubs while maintaining its golf heritage
Goal: Move from a membership exodus to a wait-list community through storytelling, strategic pricing, and cultural renewal.
PCM designed a holistic program focused on alignment, communication, and perception of value.
Guided leadership through membership communications that secured overwhelming approval for a $7.3 million renovation of the clubhouse and facilities.
Developed messaging and visual assets to communicate the renovation’s long-term member value and ROI.
Produced a transparent campaign around progress, design, and construction to build anticipation and unity.
Repositioned Mesa Verde as “Classic Golf Values, Modern Member Experience.”
Introduced refreshed branding, photography, and narrative celebrating community, not exclusivity.
Re-evaluated membership structure and pricing — leading to a 133% increase in initiation fees within 12 months.
Refined categories for Golf, Junior, and Social members, improving clarity and conversion.
Designed a new website highlighting golf heritage, family life, and the upcoming renovation.
Built CRM-based prospect tracking and email automation to manage leads.
Activated social-media campaigns and storytelling that highlighted community life, course play, and behind-the-scenes renovation updates.
The $7.3 million renovation broke ground in spring 2018 and introduced refreshed spaces aligned with Mesa Verde’s mid-century character — modern, approachable, and distinctly Californian.
Reimagined clubhouse interiors and dining experiences
New outdoor patios and event spaces
Updated locker rooms and family areas
Expanded golf practice facilities and short-game area
| Metric | Result |
|---|---|
| Membership Turnaround | From sell list to wait-list only within 12 months |
| Initiation Fee Growth | +133% increase |
| Capital Project | $7.3 million renovation approved and completed |
| Membership Growth | +150% increase in total new members |
| Brand Engagement | Website traffic ↑ 240%, social engagement ↑ 300% |
Post-renovation feedback reflected renewed enthusiasm and unity:
89% described the club as “revitalized and exciting.”
82% noted improved communication and transparency.
78% credited new facilities and programs with increasing family participation.
Private Club Marketing’s partnership with Mesa Verde Country Club transformed a legacy club facing attrition into one of Orange County’s most in-demand private memberships.
By aligning members around a clear vision, guiding a $7.3 million capital project, and reframing the club’s brand story, PCM helped Mesa Verde more than double its initiation fee, eliminate its sell list, and build a wait-list-only membership model that continues today.
“Mesa Verde’s revival proves that when communication, culture, and strategy align — growth follows naturally.”
— Zack Bates, Founder & CEO, Private Club Marketing
ACCESS PASSWORD: socialclubs2024