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From Birdies to Brides: MembersFirst Helps The Club at PGA WEST Cater to Key Market

Posted by Trevor Coughlan on May 4, 2010 12:00:00 AM

New Online Strategy Keeps PGA WEST in Play for Local Wedding Events

Wayland, MA - May 4, 2010 ‐ Nestled in California's idyllic La Quinta mountains, The Club at PGA WEST hosts six beautiful golf courses, a rich array of social amenities, and exceptional catering services-the kind of ingredients that parlay perfectly into the role of wedding host. What PGA WEST lacked was a strong online presence: one that would earn them consideration as a wedding destination in a Palm Springs market where more than 150 venues and properties compete for the same business. With the help of MembersFirst®, PGA West has redesigned its website to become a more effective sales and marketing channel.

As the premier provider of website development and Internet marketing solutions for member-based clubs and resorts, MembersFirst was a natural choice to design PGA WEST's new website and "wed" it to Search Engine Optimization (SEO) services. The MembersFirst® team worked closely with PGA WEST to create a branding and SEO strategy that would heighten general awareness, drive website traffic, and improve overall conversion rates. After implementing the new strategy, PGA WEST saw an impressive 21% increase in Top 10 search engine results for their targeted keywords-those results that appear on the first page of a Google, Yahoo, or Bing search.

In working with MembersFirst® on keyword research and development, we've been able to effectively position PGA WEST and, generally speaking, the La Quinta area as a viable and compelling alternative to Palm Springs for golf-course wedding destinations, says Lori English, PGA WEST's Director of Member Services. Our site's interactive design and SEO strategy have definitely helped us achieve a more prominent position on the web and better support our sales and marketing efforts.

In addition to the sheer volume of traffic being generated through its SEO efforts, PGA WEST is now receiving more "qualified" leads from its website. Brianne Schuld, PGA WEST's Website and Marketing Coordinator, estimates that up to 90% of the people who contact the club by phone or in person have first visited their website. The result is a more educated consumer and a more qualified prospect, which in turn produces better lead-to-sale conversion rates.

What's truly remarkable is how important and effective the design of our website is at creating powerful and favorable first impressions in the minds of site visitors and prospects. We have finally achieved brand continuity in terms of what our website conveys, through both content and imagery, and what members and guests experience on property said Schuld.

Between its engaging, new design and the precision of its SEO treatment, PGA WEST's website has struck an effective balance between the art and science of interactive marketing which results in a tangible return on investment. The PGA WEST team has a clear understanding of their brand's value proposition, how to position it in the market, and what they want to achieve, said John Blake, CEO of MembersFirst®. Now they have a world-class website to help them execute on their strategy and reach their goals.

About The Club at PGA WEST

Known as "The Western Home of Golf in America®," The Club at PGA WEST features six championship courses designed by golf legends Arnold Palmer, Jack Nicklaus, Tom Weiskopf, Greg Norman, and Pete Dye. Host to A-list celebrities and PGA stars, The Club at PGA WEST is also the site for the popular Bob Hope Classic. With the breathtaking La Quinta mountains forming a picturesque backdrop, The Club at PGA WEST offers three luxurious clubhouses, a state-of-the-art fitness center, tennis club, elegant dining and, of course, world-class catering services for weddings and corporate events. Their website is

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