For nearly 100 years, the invitation to “Meet me at the club” has meant only one thing to Sonoma County’s most prominent and well-connected citizens: Membership has its privileges at the Santa Rosa Golf and Country Club, one of the premier private clubs in the North Bay and an exceptional venue for weddings, banquets and business events.
“We’re thrilled and honored to win this award for the third straight year,” says General Manager/COO Don Floriani. “There are several keys to our success. We cater to the wishes and needs of our members in an effort to make them feel special. We’re also in a strong financial position, so we’re able to continue to improve and grow our club for relatively low dues and no assessments. But the reality is, our members are the key to our success. They feel like family.”
Despite an economy that’s shown only marginal signs of recovery, the club remains strong; the past three years have been among its best in terms of revenue and operating efficiencies. “On January 1, we changed our basic operating model from requiring proprietary members sell their membership to leave the club to letting members give 120-day notices to resign,” says Jeff Sommers, club president. “We believe this move will not only attract new members but also provide a gracious exit for those who need to leave the club for health or financial reasons.”
The main draw, of course, is golf. The course got a full restoration in 1997; today, it remains an immaculately groomed 18-hole track that offers something for every level of golfer. You’ll also find a driving range, putting and chipping greens, and a 125-yard practice hole with bunkers. And because of its ongoing maintenance practices, the course is playable year-round.
In addition to world-class golf, members take advantage of the club’s active social calendar, ranging from seasonal crab feeds to a winemaker dinner series featuring local vintners such as Balletto, Gloria Ferrer, Merryvale, Stags Leap Vineyards and Ferrari-Carano.
The club recently rebuilt all of the golf course greenside bunkers. “Our long-range strategic plan calls for the renovation of several holes and upgrades to our practice facility,” Floriani says. His team is also working on plans to upgrade the member’s pool area. “The first phase will be a beautification project to the outside of the facility as well as improvements to the pool house changing rooms,” he says. “This project will be done, as planned, with club reserves and no members will be asked to contribute.”
In February 2013, Geni Houston, the club’s current vice president, will take over as president—the first female president in its history. Houston will be stepping into office just in time to start planning for the club’s centennial in 2016. “It was a surprise and an honor to be named president,” she says. “My husband and I spend a lot of time at the club, so we’re devoted to its success. It’s a very supportive atmosphere, so to be able to give back to something that plays such a large role in our lives is important to me.”
