From the President:
The game of golf is facing uncertain times and although the industry has seen short term growth due to COVID conditions, in the longer term reduced participation rates and clubs with ageing membership has been the norm. The General Committee and Management have worked hard over recent years to try and place Lake Karrinyup Country Club in a strong position in these changing times. Firstly, we focused on the quality of the courses and then improved the clubhouse and golf shop facilities. We are now concentrating on hospitality service delivery and quality of product.
In this environment of declining interest in golf and golf club membership the Club needs to move with the times to attract the future members of the Club. We strongly value our heritage and history and accordingly engaged a professional organisation to advise us on going forward but retaining our strong links to the past. At the same time, we are developing a strategic plan for the future.
Below our General Manager details how we resolved to move forward.
I must emphasise we are not replacing the Karrinyup Crest. It will continue to be used on formal documentation, clubhouse and infrastructure signage, building perimeters, golf carts, representative team uniforms etc. The Shield is a contemporary design more suitable for use in the digital space.
When the changes were made a few errors and timing issues occurred on implementation. These included the Karrinyup Crest not going on the new golf buggies and the Shield incorrectly being placed in some positions around the clubhouse.
Also, the communication to members on the changes could have been better. I apologise for any confusion caused.
In relation to club apparel and other club merchandise, members are now able to acquire them with a choice of the Karrinyup Crest or the Shield. Unfortunately, some products with the Karrinyup Crest, particularly golf apparel, were delayed whilst we did receive apparel with the Shield. This was a short-term supply issue which has now been rectified. Going forward there will be similar quantities of both products available to members.
In summary these changes are being implemented to ensure the future of the Club whilst keeping a strong bond with our proud history.
Kind regards,
Graeme Pepper
President.
From the General Manager:
Further to Graeme’s message, I am writing to clarify the Club’s position in relation to the application of the “Karrinyup Crest” and new “Lake Karrinyup Shield”. Both management and the General Committee would like to recognize that the launching of this initiative could have been handled better and acknowledge it caused some concern. We accept this criticism and apologize.
The General Committee met this week and again endorsed the application of the new Lake Karrinyup Shield (Shield). The following was agreed:
- The “Karrinyup” Crest (Crest) is our official logo and remains prominent around the clubhouse and as an exclusive members range of merchandise which is now available in the Golf Shop.
- We are committed to implementing a new brand graphic (the Shield) to compliment the Crest and apply to digital communication (internal and external)and as an optional range of selected apparel for members and visitors as well as other Clubhouse collateral.
This was agreed on the basis that whilst we value our past, we are a forward thinking golf club . The Shield reflects this attitude through its contemporary design which highlights the name of the club as “Lake Karrinyup” and can appeal to a broader audience both within the club and the broader community.
It is important to clarify that the process was intended to provide an additional graphic design for particular uses, not replace our original logo.
The General Committee recognizes the significance of the Karrinyup Crest and the special place it holds in the rich history and culture of our Club.
The Club will use the Karrinyup Crest and the Lake Karrinyup Shield in different ways and to assist members in understanding how they will be applied the following brand pyramid has been prepared.
Kind regards,
Damon Lonnie
General Manager.