撮要

June 16, 2020, marked another milestone in the Hong Kong Jockey Club (HKJC)’s long history – the opening of the new Clubhouse. Scarlette Leung, the Executive Director of Corporate Planning,

Branding and Membership at the HKJC, was introducing the new clubhouse to the guests attending the opening ceremony. Nearly forty months after the new Clubhouse design and business plan was approved by HKJC’s Board of Stewards, it was finally ready to be unveiled to HKJC’s members.

The HKJC had long contemplated the implementation of a digital transformation. The launch of the new Clubhouse project provided the opportunity to go ahead and realize new benefits and services for the members.

The initial usage patterns and informal feedback indicated that members were delighted with the new Clubhouse, especially the younger segments. With the new clubhouse, the demand pipeline had increased. Many members had also started using the new digital app, even some of the older ones who were less tech savvy. Still, it was too early to pop the champagne bottles. Challenges remained on the horizon. The pandemic was still ebbing and flowing. Government-imposed social distancing measures severely complicated hospitality businesses, including private clubs such as HKJC. Scarlette was reflected on some of the challenges lying ahead. Would the recent initiatives be sufficient to attract younger members to the Club without alienating older club members? Would there be more breakthroughs for operations to realize new capabilities from the membership transformation? Would new programs and events realize the intent of the business design to attract the younger segments and their social circles for more regular visits? And how about the operational staff who had all learned the new way of operation that was hardwired by the new systems – would they continue to improve and buy into the new direction the Club was heading toward?

學習目標

After analyzing the case, students are expected to have an understanding of the followings:

1.       Understand the challenges and opportunities of private membership clubs in a competitive landscape.

2.       Analyze the importance of segmentation and ongoing tracking of revenue drivers to ensure a sustainable membership base.

3.       Evaluate the role of brand development in enhancing member affiliation, emotional connection, and differentiation in the market.

4.       Examine the impact of membership experience design on member satisfaction, loyalty, and retention.

5.       Identify the benefits of technology-enabled services in enhancing member experience, operational efficiency, and revenue growth.