Jinji Lake Golf Club, China

Home to a 27-hole Gary Player design, Jinji Lake Golf Club has firmly established itself as one of China’s leading private facilities. IMG became involved with Jinji Lake Golf Club in 2004, providing consultancy work and market research, and then signed a full management agreement in 2005 that still continues today. IMG was responsible for all pre-opening tasks including market research to create a totally private, exclusive membership experience, a concept unique to China.

IMG implemented the ‘membership by invitation strategy’ which involved a member interview process, (the first time this had been done in China) and also not selling memberships until the first 9 holes opened, (again a unique concept in China). Memberships were sold in limited phases with no discounts or payment options. As a result of the membership strategy developed and implemented by IMG, membership fees grew over 150% with over 500 memberships sold in under two years from the initial sales launch.

The membership interview process, which has from the very start differentiated Jinji Lake Golf Club from other golf clubs, conveys an image that the club is more interested in the quality of its members than the quantity. Evey prospective member must pass a membership interview before they can be admitted to the membership roster.

The membership by invitation policy has further strengthened the positioning and exclusivity of the club and has reinforced members pride and sense of belonging to Jinji Lake Golf Club – only invitees of members are considered for membership.

Jinji Lake Golf Club has won many awards including ‘Best New Golf Club’ in China and ‘Best Club Service’.

To see other Management Projects, click here