Since being launched by Honorary Captain Peter Allis in March 2010, the De Vere Club has been overwhelmingly well-received by the golf industry and golfing public, welcoming over 13,000 new members in that time. The incorporation of The Belfry, one of the world’s most iconic golf resorts, is a significant addition to the De Vere Club, the country’s fastest-growing golf membership, which now provides members with the unique opportunity to play the only four-time Ryder Cup host venue as part of their annual fee of just £295.
Motivated by a desire to stimulate golf participation and frequency of play amongst keen golfers who cannot justify a standard club membership, the De Vere Club has been considered a success after creating a more accessible, flexible and family friendly, golf and leisure membership. The innovative ‘points based’ membership includes all twelve De Vere Golf resorts and its nineteen golf courses across the UK, such as the stunning Carrick on Loch Lomond and European Tour venue, Slaley Hall.
“We are delighted to introduce the De Vere Club at The Belfry. The resort is renowned for the quality of its Championship golf courses, The Brabazon and PGA National, along with the PGANationalAcademy and an array of off-course leisure facilities that make it one of the most desirable venues in golf,” noted Jamie Carroll, Group Membership Sales Manager. “Golfers have responded positively to a more flexible, cost-effective golf membership and the addition of The Belfry will have a positive impact on the value of it. In fact, just before the New Year we met with members to explain The De Vere Club scheme and they are as enthusiastic as we are to grow the membership.”
The Belfry, near Sutton Coldfield in Birmingham, is once again part of the De Vere Golf portfolio after the company was installed as the management team following its acquisition by KSL Capital Partners in August 2012. As the home of some of golf’s most memorable moments, the decision to introduce the forward-thinking membership at The Belfry will no doubt resonate with the golfing public and provide De Vere Club members in the Midlands Region with an intriguing proposition alongside De Vere Staverton Park in Northamptonshire. Members can also use their points at The Belfry not only on rounds of golf, but buggy hire and range balls at the Academy.
The flexibility of the De Vere Club has been one of its main selling points, as it allows golfers to play at each of De Vere resorts across the country, under one membership, while still offering all the benefits of a traditional golf club membership. Members are able to nominate their ‘home’ club, hold a handicap and play in competitions, as well as enjoy a whole host of added benefits including discounts on hotel rooms, spa, golf equipment, food and beverage plus attractive member referral incentives.
“I’d heard a lot about the De Vere Club before my appointment and I am 100% behind it. It’s clearly struck a chord with the golfing public at all levels of the game and by offering golfers something different is encouraging new people to the sport, which can only be a good thing. I’m looking forward to seeing that development alongside our traditional membership moving forward at The Belfry,” noted Ian Knox, The Belfry’s new Director of Golf.
De Vere has positioned itself as one of golf’s most forward-thinking brands through its significant investment in not only the quality conditioning of its golf courses, but its on-going commitment to developing top class facilities that challenge the status quo of the archetypal golf club. Stylish clubhouses, luxurious spas, relaxed dress codes, exquisite dining and state of the art golf academies have created a family friendly environment and attractive social hub for the modern golfer. The De Vere Club concept therefore matches the needs of a whole array of people from the middle aged golfer who wants to get their family involved in the game, to the twenty-something transient golfer who moves around the country for both business and social activities.
The De Vere Club www.thedevereclub.co.uk