20-Year Prospect

20-Year Prospect

Country clubs depend on people with money. People with money pay membership fees, and membership fees pay the salaries of all the people who keep the country club alive. When money is tight for members, country clubs end up cutting the branded bottled water, individual ice chests, and complementary terrycloth bathrobes.

Sometimes that's not enough to balance the budget or the remaining members decide the membership prices aren't worth the services. Then? There goes that country club.

To survive, the country club model will need to change. What will the country clubs of the future look like? More family-friendly. More healthy. Less mahogany and scotch. More like a fitness center. Less golf. More swimming lessons and tennis camps for the kiddos. And way more aggressive advertising and recruitment.

The world will still need managers for these new country clubs; they'll just have to be seriously web-literate since social media use is still on the rise (source). Hello, Twitter feed.