Mixing It Up

A couple of subjects that come up alot in discussions with clients when formulating the design brief, is how the club's spaces can be designed so they are better utilised by the existing members and thus help with membership retention. Another is how to design spaces to attract new, younger members. Our work for Birchwood Park Golf and Country Club highlights how design and new amenities can help retain existing members AND attract the next generation.

The Tour De France comes to Birchwood Park Golf and Country Club

Hope & Co. was engaged to help Birchwood Park, located in Dartford, Kent, to develop their clubhouse interiors brand so it would appeal to a broader membership base. The master plan would include a new poolhall, spa and fitness facilities, along with changing areas in an extension, and enhancement of the existing main entrance and reception areas, pro shop, the casual bar and dining areas, and outdoor dining terrace.

Bold Is Beautiful

With the first phase of this project focused on the development of the new poolhall, spa and fitness facilities, the design brief specified a more dynamic style in terms of the use of treatments, and includes pops of bold colours and shapes on the walls and floors of the gym, a graphic tiling scheme to the poolhall, and black painted walls with pumping sound system in the exercise bike rooms that include cinema screens where users can excercise whilst watching visuals of famous cycle tours.

The biggest contribution to the club is the new spa area. The LED feature lighting complements the high-end finishes, including the night-sky effect hydrotherapy pool, steam room and panoramic sauna. There’s also a garden spa with hot tub.

The second phase was to take the existing F&B areas, both internal and external, and create two completely new casual bar lounge and dining venues. Management challenged the design team to create a space that evokes a 'club within a club' area; venues that would allow members to 'just hang out' and relax in a casual but lively social atmosphere.

“This is a place to come and relax in, whether you're a sporting or social member of the golf and country club, or a non-member dropping in to meet socially with friends as a treat.”

“Members love this space where they aren’t restricted by typical club rules,” says Vonnie Hope, Founder and Design Director of Hope & Co. “This is a place to come and relax in, whether you're a sporting or social member of the golf and country club, or a non-member dropping in to meet socially with friends as a treat.

Exceeding Expectations

The design team was able to create cohesive spaces that welcome members and their guests to enjoy a social experience unique in the club industry. An L-shaped bar is the hub, anchoring the indoor and outdoor spaces. The adjacent terrace is replete with alcoves of fireside retreats, lounge groupings nestled amongst the landscaping features. Festoon lighting is loosely draped across the various spaces, forming a ceiling of soft light to define the outdoor spaces.

A stage delivers live music and twilight plays and performances. Timber pavilions wrapped in canvas walls afford shelter for congregating or to escape the weather. Each tent structure is outfitted with lounge seating, and dining tables, offering an environment to support multiple uses. This is a space that members, families, and social visitors come together as a community to enjoy the outdoors.

Burhill Park Golf and Country Club opened to the membership and immediately met with high praise, creating a buzz throughout nearby communities. Management reported increase in member use (and associated F&B revenue), and notes that members of all ages are enjoying the new fitness and spa facilities. This re-energised venue, delivers on three of the most popular club trends; Wellness, Family, and Casual Dining; exceeding the Club’s expectations.