Dear Member,
It has been more than 40 years since the Bay Club first opened its doors, and while we’re honored to continue to serve our members and guests, this has also been one of the most challenging years we’ve seen as a community. So, we want to start this Annual Membership Update by expressing gratitude for you, our Bay Club members. Thank you for your support, your concern, and your feedback as we’ve worked together to navigate these unprecedented times. Together, step-by-step, we will continue to build back the amenities and the community you love.
As you know, hospitality—hotels, airlines, and restaurants—as well as the active lifestyle and fitness industries, have all been extremely impacted by the effects of COVID-19. Since temporarily suspending our services back in March, we’ve taken the opportunity to create upgraded and comprehensive health and safety standards in response to COVID-19, many of which have been used by local, county, and state officials in their reopening guidelines. We’ve also developed an updated digital experience through Bay Club Connect, worked on streamlining member experiences in our clubs, and made some behind-the-scenes improvements (like MERV13 filters) in all locations.
It’s Nice to See You
As we’ve navigated through all the changes during the past months, including the most recent updates from our state officials, we’re thrilled to have almost all of our clubs open and available to our members, especially given the need for relaxation, health, and community—now more than ever. Given our portfolio of expansive locations and outdoor areas, we’ve been able to restore services, amenity-by-amenity, since the beginning of May. Starting with sports—golf, tennis, and aquatics—then adding family programming like summer camps, distance learning, and after-school clinics, as well as classes and fitness amenities in accordance with state and local guidelines, we’re happy to have members back to enjoying the things they love. And we’re feeling optimistic about 2021, especially with the promising progress of the vaccine, and being able to reopen more and more amenities, step-by-step, for our members. Be sure to watch our discussion video for the latest updates from your region!
Given our 40+ years on the West Coast, our members and associates have been at the center of our dedication and drive to keep our community intact. Just like many of our colleagues in the hospitality, active lifestyle, and fitness industries, we experienced an unexpected turn of events when our operations, and cadence of revenues, came to a halt in March. Given the size and profile of our business, we were not qualified to receive federal loan program assistance. Fortunately, we had the cash reserves to ensure this business survived. Since March 2020, we’ve used over $50M of our cash reserves in order to support our team and operations, and we’re grateful to see our community return, and our clubs come back to life.
It’s Our Goal to Keep You Informed
As part of confidently building our business back up, we’ve recently made some important decisions—balancing operations and member experience—including the following initiatives.
No Changes to Monthly Membership Fees During 2021
We know everyone is recovering this year, so we’re keeping our membership dues pricing unchanged for the year to come. There will be no annual increase to your monthly dues in 2021.
Member Benefits: Transitioning Back to Our Heritage
We’re going back to our company’s heritage of member benefits in the form of guest passes, and will be transitioning away from our current Lifestyle Points program, effective January 1, 2021. As part of this process, here are the two things you should know:
First, any Points you’ve accrued have been converted into guest passes and placed in your Bay Club Connect account. You can log in now to Connect and take a look. These guest passes will be valid through December 31, 2021. Plus, we’ve removed any restrictions around guest use until March 31, 2021, so that you can take full advantage of sharing the Bay Club with friends and family.
Second, starting in January 2021, members will receive a monthly or quarterly allocation of guest passes, based on membership type, as well as an annual tenure gift of guest passes. You’ll be able to find and access your passes in Bay Club Connect, so be sure to register your account and download the app if you haven’t already done so. To learn more about this new member benefit, please read our dedicated section and FAQ, plus watch our video.
For our Club West Platinum, Diamond, and Sapphire members, a portion of your Lifestyle Points have been converted into rounds of golf, valid until December 31, 2021. And going forward, golf rounds will be added to your Connect account each month, in addition to your guest passes, as part of this new member benefit. Please look for follow-up communication from ForeTees.
Redefining Membership for Your Social Circle
We’ve been busy studying the concept of the shared economy with the goal of reinventing our traditional structure of individual, couple, and family memberships to be more inclusive and flexible to the needs of our members. Under this new membership model, which we will pilot test starting in January, members will be able to create a circle of friends and family under one Bay Club Shared Membership. Check out our dedicated section of this Update to find out more, then give us your feedback by completing our questionnaire.
Update to Your Payment Options
At this time, we’ve reached the need to decrease costs associated with credit card transactional fees. For years, we’ve been able to absorb these fees, but after much consideration and in alignment with the industry standard, we’ve decided to provide our members with two options. Beginning February 1, 2021, members can make their monthly payments via their debit card or checking account with zero fees or use a credit card and accept a 2.5% surcharge. If you’d like to make an adjustment to your payment method, we kindly ask that you log in to your Bay Club Connect account.
Going Cashless
For COVID-19 safety, security, and simplicity purposes, we will no longer accept cash as payment for in-club services and amenities beginning February 1, 2021. You will continue to have the ability to charge to your membership account, debit card, or credit card (with a 2.5% fee) while in the Club. We appreciate your understanding as we make these changes, and as always, our Customer Service Team is available to answer any questions—just complete the form below.
Finally, Thank You Again
And what a year it’s been. Our entire team is dedicated to bringing back the community you love, piece-by-piece, and ensuring this business is thriving on the other side of these unexpected times. We’re grateful for the support you’ve shown and we’re glad to see so many smiling faces back in the Club and on this journey with us.
From everyone at the Bay Club, we wish you a happy and healthy holiday season. As always, we’re here for you, and we look forward to all the promise of the New Year.
In health,
Matthew Stevens
President & CEO, The Bay Club Company
