Nothing says Florida like the beach, and nothing says Ponte Vedra Beach like a private club.
The combination of sun, sand and being waited on hand and foot is one thing that draws people to the area, and one that many residents take advantage of. It’s a lifestyle not many people would turn down.
But membership to the area’s top clubs doesn’t come cheap. In these difficult economic times, how have the Ponte Vedra country clubs weathered the changing tides?
Andy Radovic is director of marketing for the Ponte Vedra Inn and Club. The Inn and Club, which is affiliated with the Lodge, has been a Ponte Vedra landmark for the past 80 years. Radovic calls it the grand dame of the clubs in the area, and said he has some change, but not much.
"Our business is steady," he said. "We have seen a slight erosion of the hotel business, which is pretty consistent with the trend nationwide."
George Fetherston, general manager of Sawgrass Country Club, said the rate of resignation has been a little bit higher than it was last year, and the club is being cautious as they anticipate people questioning joining, but that hasn’t noticed any dramatic changes.
"It’s getting worse, not getting better," he said of the economy, but added, "We are very stable financially and in very good condition. We are a totally private club and we have not had a major effect by the economic state."
Steve Harrison, general manager of Serenata Beach Club in South Ponte Vedra, which recently cut its staff, said the club always "staffs down" during the winter months, generally on a gradual level.
"We did differently this year, making an abrupt change beginning on October 1," said Harrison. "The members have been completely understanding. It’s a normal [move for us] we just did it all at once."
Radovic said the Inn and Club cuts staff during the winter months as well.
"I don’t know if it is a function of a downward economy," he said, "but this is our slower season. We are staffed to meet the needs of our members and guests."
Harrison admitted a few of the staff positions that were cut at the Serenata were full-time positions. Once the business level warrants it, he said he would like to bring those positions back.
