The Fawn Lake Country Club is a private club located within the gates of the Fawn Lake neighborhood in Spotsylvania, Virginia. It’s home to an 18-hole Arnold Palmer Signature golf course, a 4 court Har-Tru clay tennis facility, and a clubhouse with both formal and casual dining options. In 2020 FLCC completed an expansion project to include the new casual dining option, The Lakeside Grille, and a new event venue, The Cove at Fawn Lake Country Club.
Statistically,Country Club memberships have been in decline and the future of the Club was at risk. The Fawn Lake Country Club needed to increase membership and revenue, not only to address this concern, but to fund the Club Expansion Project set to break ground in 2018. In March of 2020, just days from the scheduled grand opening of both The Cove and the Grille, Covid-19 caused a drastic reduction in revenue, including the anticipated income from the private event venue.
Increase club membership and provide alternative revenue streams during a time that restaurant service and public gathering was strictly limited.
Using the marketing plan created in 2018, Simpatico increased communication and awareness using social media, pay-per-click advertising and print collateral to match the existing brand. As a result, 2020 ended with a 14,949% increase in net income from 2019, including record breaking golf rounds played and the highest membership in Club history.
• 25% increase in restaurant dining revenue over 2019.
• 76 new social memberships led to $46k increase in Social Membership Dues Revenue.
• 33% increase in Total Food and Beverage Income over 2019.