“You never get a second chance to make a first impression”. This timeless saying is even more relevant today then when it was originally attributed – whether to Oscar Wilde or Will Rogers, depending on who you ask. As I settle into my new role at the home of English Golf in Woodhall Spa, I’ve been mindful of making a positive first impression myself.
Reflecting on this, I’ve noticed many parallels between my personal career journey and the experience from a consumer’s perspective.
Having spent a significant portion of my career at one venue, stepping into a new project with fresh eyes has been both refreshing and liberating.
First impressions, often associated with the moment guests drive through the gates, now begin much earlier. Research shows that initial impressions are frequently shaped by technology – whether through mobile phones or the club’s website during the booking process.
Websites have evolved significantly since the dot-com era, with a much greater emphasis on video content and interactive engagement.
The next interaction might be directional signage prior to arrival. A good mentor of mine reminded me recently that the guest’s arrival experience starts a mile down the road. Drawing from my 17 years at a venue where most guests were first time visitors with extremely high expectations, I’ve learned how crucial it is to create a premium feel from the moment they arrive on site.
Elements like thoughtful lighting, soft landscaping, high-quality surfaces and carefully selected fixtures all contribute to a welcoming atmosphere. Adare Manor and Kingsbarns are two examples of venues that deliver an outstanding arrival experience.
At The Grove, we made it a priority to ensure every guest received a warm, personalised welcome, always accompanied by a friendly smile and professional appearance. Body language plays a crucial role, and we took a proactive approach by walking towards guests as they arrived, rather than waiting for them to approach us. It can be intimidating for visitors when team members are grouped together near the welcome podium, so we aimed to create a more inviting atmosphere.
While many venues, including the National Golf Centre at Woodhall Spa, tend to rely on the retail team to deliver that welcome, it is hard to argue with the value of having a dedicated bag drop attendant or host at arrival to set the tone.
From practice facility access, locker room procedures, 1st tee giveaways and dress codes, to Halfway House protocols, every venue delivers a unique experience.
Ensuring guests feel informed and welcomed is key to creating a truly memorable first impression.