Rosé on the Bay

How has this idea enhanced your club's operation, etc.?

One of the Club’s biggest assets is our waterfront location. In an effort to capitalize on the beautiful vistas, and to provide our membership with a fun and interesting summertime experience, we created Rosé on the Bay—a dockside event celebrating the cool, crisp tastes of summer in one of the most beautiful settings in the country.

How was this idea implemented, and what have been the club members' reactions?

We paired an amazing menu of light and fresh seasonal items with large-format rosés, working with our wine vendors to ensure exclusivity. The dock was set with one long, farmhouse-style table, with seating and high-top cocktail tables at the entrance. Our members were met with passed hors d’oeuvres and poured selections prior to being seated at the table. Now approaching our third season of this event, we find demand growing each year. Originally conceived as an afternoon luncheon event for the ladies, we have found that the men also wish to join in the fun—many couples enjoy the event together. Even when faced with a rainy day, and thus an inside location, our membership loved the event. We end up with a 20 member max luncheon bringing in $3k revenue on an off-day. In addition, we encourage concierge wine sales, which members typically purchase for at home and at the club the remainder of the season.