For many golf and country clubs across Canada, the biggest asset and draw is also the most volatile: the outdoors. The typical golf season runs from early spring to early fall, leaving the remaining six months largely unusable as the climate changes, temperatures drop, leaves fall, mountains of snow pile up and a portfolio of buildings require ongoing maintenance. This continual ebb and flow of seasons has spurred an emerging fiscal and experiential need for courses to reimagine existing assets from the inside out, making interior spaces a priority on equal footing with landscaping in retaining and expanding membership.
“Design is top of mind,” explains designer Keri MacLellan. “It isn’t something they think about after. They prioritize interiors and then the overall experience for guests.” MacLellan is referring to her Toronto-based studio Westgrove’s ongoing work with investment company Longridge Partners Inc’s 477-acre Pulpit Club, one of several private courses departing from the aesthetic and formal conventions of members-only clubs to strategically leverage hospitality-inspired amenities catered toward longtime clients and new guest; together, extending the curated qualities of their seasonal offerings year-round.
When longtime friend and Longridge CEO Mack Crawford approached MacLellan with a plan to renovate a 14,000 square foot former residence in the rural municipality of Caledon, Ont., an hour northwest of Canada’s largest city, she jumped at the opportunity to radically transform the palatial heritage property into a boutique hospitality experience for visitors interested in a round of golf and a luxurious stay. Following this successful start to their professional relationship, Westgrove was enlisted to craft additional offerings for the members of two of Canada’s premiere courses.
The concept was simple. Members were already passionate outdoor enthusiasts, even outside the golf season. While the existing courses — the top-rated Pulpit and Paintbrush along the Niagara escarpment — and subsequent amenities expertly catered to members and one-time visitors during the warmer months, why not find a way to provide the same level of experience year-round? Rather than short-term rentals in the main clubhouse, Longridge pursued turning two available residential properties in its holdings into “stay-and-play cottages” available during any season. Eliminating the need for their customers to source nearby residences through services such as Airbnb, this strategic move would not only set the course apart from other clubs but strengthen their own connection with members. This could also potentially cultivate a new generation of loyal guests interested in the bucolic environment, walking trails and more.
According to the designer, the idea was to “break away from the traditional mould of staying in place” or on the premises and, instead, create the “feeling of being at home” in a space “designed to their needs.” With both properties on the overall 1,000-acre Pulpit Ridge plot in working order, “we didn’t want to renovate,” she explains, “we wanted to enhance.” As such, MacLellan and her team took cues from the existing character of each site, adapting the structures into inviting rentals that could provide an “elevated experience” for members, their friends and families in sun, snow or anything in between.
Nestled on five-and-half acres, the three-bedroom log cabin-style Longridge House cottage is anchored by a generous wood-burning stone fireplace accented by warm wood furniture with plush upholstery. Contrasting the grey hues of the exterior, MacLellan leveraged the rich natural tones of the log panelling to create a cozy and convivial ambiance. A generous kitchen, dining area and a sun-soaked sitting room framing a forested clearing beyond round out the shared areas. Above, spacious bedrooms feature local woods paired with muted tones, linens and other textural notes. Alongside regard for the architectural character, the designers also opted to salvage several artifacts from the site as well as vintage objects culled from local markets to preserve the regional pioneer charm. In one final personal touch, a selection of works by emerging Canadian artists lifted from the collection of Longridge chairman and co-founder John Clark complete the interior. Though only a short two-minute walk to the first tee at Paintbrush, Longridge House’s refitted interior and picturesque setting make it as perfect for a winter retreat as a fall getaway.
Boasting five bedrooms, the nearby bungalow dubbed Brushview required an entirely different approach. The 5,000 square foot, 1970s build came with its own family-oriented, mid-century identity that required both reverence and retooling as a bespoke hospitality experience. Now, painted brick, crisp tones, oversized fixtures, decorative lighting and furnishings from Canadian manufacturer Sundays define the open plan, replete with a mix of lounge and living areas throughout. An added games room, open kitchen and mix of outdoor areas looking onto the 2.5-acre property add flexibility and adaptability for families of various sizes and interests.
In a novel design and business endeavour that has paved the way for future developments, these stay-and-play cottages tap into the existing and future needs of Longridge’s customer base, effortlessly complimenting the central draw of their courses. “As a company, they are really thoughtful about their members and about the experiences that they are creating,” says MacLellan.
At the 45-hole Glencoe Golf and Country Club along the shores of the Elbow River in Alberta, tailored-made experiences and environments were similarly crucial to a recent refurbishment. Having served Calgary’s golf community for nearly four decades, many of its amenities were unsurprisingly dated. After a highly successful multi-million-dollar renovation to a trio of food and beverage offerings in the private sports club’s original downtown outpost, the board of directors looked once again to local practice FRANK Architecture & Interiors to elevate its amenities.
According to principal Kristen Lien, the off-the-self furnishings and generic carpet of the former clubhouse “didn’t have a lot of connection to Glencoe and its roots.” For both the club and the designers, the intention was a far more modern and forward-looking presence. Across 11,500 square feet, Lien and her studio redeveloped the reception, family spaces and Westmoor pub to compete with the top bars and restaurants across the city. As clients often use the clubhouse for business and entertaining as well as personal enjoyment, “they wanted members to feel like they could gather and host in the space to make it a home away from home,” she adds.
Taking cues from the original ceiling beams and the institution’s past, a custom tartan carpet riffing on traditional golf garb lines the interior. Heavy bespoke furnishings in the main entrance ground the scheme while grand made-to-order chandeliers, comprised of a ring of glowing orbs, and retrofitted lighting scheme accent the timber structure above. Additional refined gestures, such as the dark wood cladding and details in the reception effortlessly transitioning into linear pale wood elements in the bar, enliven a space often considered solely as an amenity rather than a profit centre. A bevy of strategically organized seating areas fitted with low-slung, upholstered furnishings provide a contemporary take on established private clubs while creating distinct zones for guests to linger, rest or entertain. “It really has proven itself,” she attests, “food and beverage sales have increased, and they have received a lot of positive reviews.”
In the end, the sartorial renovation deepened Glencoe’s connection to its past while reimagining critical offerings that could “extend the life of the club” and “expand the length of its offerings, encouraging people to entertain guests” across seasons. “The interesting and fun thing about designing for private clubs,” Lien reflects, “is that they don’t want to forget the history of their membership.” With the overhaul, Glencoe “wanted to give a nod to this history and the families who have been long-time contributing members,” she adds, while “also understanding that there is a new generation who are coming and expect a high level of hospitality to host guests and do business.”
From Caledon to Calgary and from cottages to clubhouses, these targeted spaces by Westgrove and FRANK are indicative of organizations that “see value in investing in a capital asset to encourage strong membership usage and provide members with something they are proud of,” says Lien. Here, hospitality-inspired environments are as integral to the overall experience as manicured greens and groomed fairways. In these strategic partnerships between business and design, clubs have uncovered untapped revenue streams able to alleviate net losses in areas typically considered secondary, all while fostering new engagement and deepening ties with existing members. Some might call these innovative approaches a hole-in-one.
