The Retreat at UCC

Over the last 18 months, the Urbana Country Club has gone through a revitalization. New staff, a clear vision and a continual focus on service and execution has pushed the Club into the forefront of lifestyle brands. To continue the renaissance that began with a $5.5 million clubhouse renovation, UCC turns their attention to a dated pool facility and the opportunity to add greater value around health and wellness.

Successful country clubs in today’s environment are focusing on a broader range of amenities to attract new markets, while, at the same time, improving the value proposition to solidify the current membership base. With few exceptions, clubs that survived the recession have undertaken sweeping makeovers, often pitting long-held traditions against the need to attract the next generation of members. Improvements often include state-ofthe-art fitness or business centers, children’s programs, gourmet dining and even relaxed rules.

“The debate is playing out at every single club,” says Steve Graves, founder of the consultancy Creative Golf Marketing, in an online article from Reuters. “More seasoned members inevitably resist change, but the clubs flourishing today are more casual, more family-friendly and more women-friendly.”

Most private clubs can afford to relax a little. Lifting bans on blue jeans, mobile phones and children in dining facilities can go a long way to attracting new members. Potential members are looking for updated facilities where they can spend weekends with family and friends. As Graves puts it, “Clubs are really offering members more for their money than ever before.”

Today, vying for attention in hectic, two-income households, clubs must appeal to the whole family. Frank Vain, president of the golf consultancy McMahon Group, suggests that spending on capital improvements is often the best way to attract these people.

“Clubs have to feel like a 52-week vacation getaway less than 20 minutes from home,” said Vain.

Working with Ratio Architects, the Urbana Country Club has been able to come up with a multitude of programming in a very specific, defined space. The lack of luxury hotel offerings with accompanying wellness facilities in the C-U area provides an opportunity for the Club. And the Club’s owner, business mogul Shad Khan, is the perfect trailblazer to fill this need.

“We have seen great growth and energy at the Club over the past 15 months, but it needs to be sustainable for the long-term. Health and wellness is something very important in order to recharge and be successful, and I want the members and guests of UCC to see tremendous value in what they pay for,” said Khan.

“The success we have had with the Four Seasons Toronto has been unprecedented," said Khan. “And I believe, even though UCC is on a much smaller scale, it will see the same success.”

Planned for this new facility is a 35,000 square foot building that will house eight guest rooms, a bar with quick-service dining, fitness facility, spa and game room which will include two indoor sports simulators. Once the building is constructed, the adjacent pool will be updated to provide a resort-like experience. Principal for Ratio Architects, Ed Scopel, is thrilled with the opportunity to be a part of creating such an oasis.

“It is energizing to work on this project for the Khan’s,” said Scopel. “The level of excellence they expect is something Ratio strives to achieve, and we feel that we are positioned to deliver exactly what they are envisioning for the members of UCC.”

To ensure the wellness experience exceeds expectations, UCC has engaged with WTS International, one of the leading spa consultants in the world, to help with the design, opening and ongoing management of the spa and fitness facility. Gary Henkin, President of WTS, is no stranger to providing high-end wellness experiences and knows what is needed from the standpoint of facilities and programming.

“We are proud to have been in business over forty years, and currently have numerous spas with the five-star distinction. We can take best practices from across the world to create a customized wellness experience for UCC. We could not be more excited to partner with UCC and execute the Khan’s vision,” said Henkin.

Ground-breaking is planned for this fall, with occupancy of the building being taken late spring to early summer, 2019.

“We are going to make every effort to minimize the disruption of the club experience to the members, but with a project of this magnitude the normal day-to-day operations can sometimes be compromised,” said UCC General Manager, Scott Szymoniak. “The new building is actually going to be bigger than the current clubhouse, and the site is wedged between the current pool and the 9th green. Most of the construction staging will take up the back-parking lot, putting a cramp on our already limited parking situation. Every day can be an adventure. That said, we will get creative to make sure the membership can share in our excitement while at the Club during this time. The finished product will be nothing short of spectacular.”

Even though UCC is approaching this project with intent focus, it does not diminish their commitment to providing a championship golf experience.

“During the previous 12 months, over a quarter of a million dollars has been spent on equipment, irrigation and tee box work. We still have capital dollars planned for course improvements to happen while the building is being constructed,” said Szymoniak. “The golf course is our greatest asset. For the new resort to be successful, the golf course must continue to improve and be maintained at a high standard every day. Our goal is that every amenity at UCC can stand on its own as a premium offering. These offerings, combined, is what will make the Urbana Country Club one of distinction, not only in Central Illinois, but in the whole country.”