In the last year while the economy has been on the downturn in every sector it has been hard to find true success stories in any business. The golf industry like many others has felt the pinch during the last few years especially in the private membership facilities. Private clubs have had to find new a creative ways to entice new members and maintain current members. While golf continues to be a very popular game played by all age groups and genders there are economic issues that have made an impact on the number of rounds recorded by courses just about everywhere. As in all industries in these times, you must be prepared to change to meet the market conditions to prosper and survive.
Valley Country Club has a rich history dating back to the early 1900’s. In 1920 W.H. Fillet a protégé of Donald Ross designed the original 9-hole course as a traditional British Style “bump and run” style course. In the early 60’s additional land was acquired at the course and Geoffrey Cornish designed the remaining 9 holes to complete the 18 holes at Valley. In 2003 Ian Scott Taylor was brought in to create synergy between the two designs and create a more traditional course that blended the two original 9 hole layouts. The changes were well received and what was already a great layout became even better, the end result is the present course today. Valley Country Club has always been a player’s golf club with some up Rhode Islands finest players including men’s, women’s senior state champions.
Valley is a par 72 with a course rating of 72.7 from the back tee’s and a slope of 130. The course is ranked by players in the region as one of Rhode Island’s finest. Superentendent Mike Santos does a great job with the facility and conditions are always good here. The greens are always good, and overall from tee to green you will find great playability for all levels of players. This is a player’s course so there are opportunities for scoring throughout the front and back nine. The second hole a par five at 609 yards is the number one handicap hole. It may be downhill and look reachable in two but not likely for most. The number two handicap hole on the course is the 15th at only 337 yards, rarely a golf hole this short is rated as the number two handicap at any golf facility but this tells you something about Valley.
This golf course is designed with narrow fairways and plenty slope in both the fairways and on the greens. There is plenty of trouble if you wander and the rough will take some stokes away if your in it all day. This is a course you can play day in and out and the design will never tire you. The clubhouse and locker rooms are some of the best you find in the state. It is as it has always been a great players golf club.
Three years ago Valley went through an extensive renovation at the club. The total cost was in excess of 5 million dollars. A combination of difficult times and increase cost for operations brought the club to a crossroads financially. Membership had fallen to an all time low at just under 180 members and it was apparent that the revenues at the club were not sufficient to support the pending debt from recent capital improvements. Throughout New England both private and public golf courses were all feeling the bite of increase energy prices and less expendable income in the market. Private golf courses are very dependent on a strong membership that supports not only the course but also the pro shop, restaurant and function facilities. Without an increase in members it was clear that the clubs survival was in jeopardy.
The Board of Governors along with club management decided it was time for some drastic changes. Valley Country Clubs strength was always about golf, there was no tennis courts, or swimming pools, or a social club, it is a golf club. What they needed was golfers and people who enjoyed playing the game at a quality facility. The club instituted a new membership plan that offered many new and flexible classes of membership at the club. This with a strong effort by management to retain the core of present members proved to be a winning combination. Today Valley is one of the busiest golf facilities in the region with just under 350 active members. Management had the vision to read current market conditions and respond with a workable plan.
In the last year Valley Country Club under the guidance of the clubs management has made a remarkable turnaround. The true testament of what they have done can be seen every day in the parking lot at the club, it is hard to find a parking place. Valley country club has a long and celebrated past and now it looks as if the future will hold much of the same.
Valley Country Club is located on 251 New London Av in Warwick R.I. The Club Manager is Ron Deihl and the PGA professional is Tony Lauro. For Membership information you may reach Valley Country Club at (401) 821-1115 or at www.valleycountryclub.net
About Timothybranco
Editor/Publisher New England Publishing Group Home of NE Golf Monthy, NE SnowSports and NE Homefinder a family of New England Regional Publications. Media consultant for newspaper & magazine industries and sales and marketing trainer and motivational speaker. Golf & Travel writer for over 20 years with published articles in national newspapers and regional magazines throughout the U.S.
