We’re So Glad You’re Here

YOUR UPDATE AT A GLANCE 

Welcome to your 2021 Annual Membership Update. This year may look a little different, but as always, we’re here for you. And we want to make sure you have the latest news from your club and community. In this year’s Update, you’ll find:

– A letter from President & CEO, Matthew Stevens
– No increase to your monthly dues in 2021
– The launch of new member benefits in the form of guest passes and golf rounds
– An update to your monthly and in-club payment options
– How we’re keeping the Bay Club your safe place
– And, the exciting introduction of our new Shared Membership concept

Plus, don’t miss all our Update videos, so you have all the details!

 

SHARED MEMBERSHIP

We’re reimagining what membership looks like under a new flexible and inclusive Shared Membership model—one that breaks the mold and allows you to share with anyone you want (don’t miss details below). If you’re interested in learning more information and being one of the first to experience this innovative new offering, please share your story by completing our questionnaire.

 

HELPFUL SAFETY INFORMATION

As we look towards 2021, the health and safety of our members and associates is our top priority. We thought the following might be of interest:

– A US industry analysis conducted by MXM of 2,500+ active lifestyle clubs reported an infection rate of 0.002% out of 49.4 million visits.
– According to former US Surgeon General Kenneth P. Moritsugu, “Fitness plays a critical role in combatting the virus and improving people’s overall physical and mental health.”
– Active lifestyle clubs are an important part of consumers’ lives, and contribute significantly to their mental and physical health, as shown in an IHRSA survey conducted by Kelton.

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
Matthew Stevens
President & CEO, The Bay Club Company

Introducing Shared Membership

If there’s one thing we’ve learned from our members, it’s that staying connected is more important than ever. And, the best way to truly connect will always be over shared experiences. So, we want to make it easier to share everything you love about the Bay Club with the people who matter most to you.

But what does that look like? We’ve created a short video to bring our newest membership option to life—just hit play.

Inspired in part by the shared economy, our innovative new Shared Membership will give you the flexibility to design a membership with anyone in your social circle. And we’re overjoyed by the response we’ve received on this new offering. Thousands of members have already given feedback on how and who they want to share with—family members, in-laws, best friends, neighbors, co-workers, and business partners, even family in different parts of the state.

And this feedback has helped us shape our Shared Membership offering to truly fit what our members are looking for: A membership that breaks the mold of the individual, couple, and family structure to be more inclusive, and simple to customize.

If you’re interested in learning more details about Shared Membership—and even being one of the first to experience this new offering with all your people—please take a few minutes to share your story by completing our questionnaire.

Introducing Shared Membership

Be one of the first to experience a Shared Membership! Complete our questionnaire to tell us your story.

New Member Benefits

Beginning in 2021, active members will receive monthly or quarterly guest passes and/or golf rounds, based on membership tier. These new benefits are not only simple and easy to use, they’ll be automatically added to your Bay Club Connect account. So, you can share what you love about the Bay Club with friends and family. Plus, we’ve removed the limitations of our guest policy until March 31, 2021, so you can bring your guests as often as you like.

Ready to learn more? We’ll answer your questions and let you know what to expect as we transition away from Lifestyle Points. Take a moment to read our FAQ, then watch our video discussion with some Bay Club leaders about your new member benefits.

New Member Benefits

Your Safe Place

Our number one priority is keeping our members, guests, and associates safe. From using our expansive properties to create ample social distancing between equipment and amenities, to developing comprehensive health and safety SOPs, we’ve been hard at work. Each step we’ve taken to build this community back up has been met with new operational standards. And we’re staying in lock-step with our local officials to ensure this community is a healthy one—just as it’s always been.

To learn more about our safety standards, watch this video. And if you’re curious to know more, browse all the details of Your Safe Place.

Your Safe Place

Updates from Your Campus

Our team is dedicated to making the Club your safe place, as well as a welcome retreat to spend your day. And our goal is to keep you updated on the latest news from your home away from home. So, in this video chat, you’ll hear from your Campus leader on the following:

  • Available amenities, so you can make the most of your visit to the Club
  • Upcoming programs, so you can get back to your community
  • Your favorite team members, so you can get excited to see some familiar faces at the Club
  • Our comprehensive health and safety standards, so you can focus on having fun

And should you have any questions, we’d love to help. Simply send us an email at yourplace@bayclubs.com and we’ll get back to you. We look forward to seeing you at the Club!

Updates from Your Campus

QUESTIONS? WE'RE HERE FOR YOU!


Complete the form below to connect with a member of our team.