BY GEORGE FULLER

Five years ago, The Markers was formed to offer a first-class golf residence club opportunity to avid players whose passion for the game drove them to its finest locations. Homes in the program dotted the world map from Scotland to New Zealand, Arizona to South Carolina, Florida to California. 

The homes selected were nothing short of paradise-on-earth for member/golfers, not just for the top-drawer services and amenities of the homes themselves—hot tubs, flat screens, full kitchens, there were even chefs available at some locations who would come into the residence to prepare gourmet meals—but because you could step outside the front door of most of the homes and tee it up on one of the best golf courses in the world. Think: Troon North, Kiawah Island, Palmilla, Lake Las Vegas, the Old Course at St. Andrews and others. 

Of course, that was five years ago, when—for many people—spending a few hundred thousand dollars on a vacation home was almost as common as buying a loaf of bread at the store. Nowadays, though, “Everybody knows the industry is flat,” says Michael Broussard, president and CEO of The Markers. “So we’ve spent quite a bit of time figuring out how to be successful in this environment.”

There are, Broussard says, still plenty of people who want and are able to travel to alluring destinations to play golf and enjoy quality time with their families, but they may not be willing to invest their resources in secondary real estate anymore. 

“Consumers are looking for a safe way to do things,” he says. “Destination clubs are an industry that people want to be involved with. They love the lifestyle, but don’t want to get burned with their money.”

So Broussard decided to change the formula. “Our value proposition going forward is that members will have the finest accommodations without the burden of financing the company,” he says. 

“We’ve separated the real estate investment from the membership offering. Our public company will focus solely on acquiring real estate for our shareholders. We’re going to acquire a number of homes at various desirable locations that are now for sale at attractive prices.”

But for those who simply wish to enjoy the luxurious lifestyle afforded by membership without the equity investment, The Markers has a pure, non-equity, affordable membership which allows use of those glorious homes.

“No longer does someone have to spend $500,000 to join a club like this,” Broussard says. “Now someone can come in on a yearly basis for $25,000 and we strive through the excellence of our homes and service—and the quality of their experience—to earn their renewal every year. It’s the best of both worlds. Members get to enjoy wonderful accommodations and investors get to invest.”

 The Markers now offer two types of membership, Broussard says. “Our Links Membership ($25,000/year) is for members and their families, and our Corporate Membership ($35,000/year) is tailored towards groups of individuals that want to use the homes for entertaining guests. Both memberships allow 30 days of use annually.”

There are 24 luxury residences currently available to members, a number Broussard says will grow to 50 by the end of 2009. The growth plan calls for several multi-unit developments, including projects in Grand Lake (Oklahoma), Palmilla (Los Cabos), Southern Highlands (Las Vegas) and at Troon North (Scottsdale). “While we provide experiences around the world, Markers will focus on the Southwest U.S.,” Broussard says, “and as such we have opened our corporate headquarters in Phoenix to better serve our members.” 

In addition to the courses outside the front doors of the homes, members also have access to the Private Club Network portfolio of 200-plus private golf and country clubs throughout the U.S. 

And while golf is still a main focus, the company is now focusing on the entire family. “More than golf, The Markers is now a club focused on the lifestyle of its members,” says Broussard. “We have tennis academies in Cabo, Scottsdale and Las Vegas. And every location has great activities for the whole family. Family is our first priority.”

Making sure the family is happy and cared for when they visit a residence is a job that falls to the concierge that can be found at every location. These are the folks who make sure the refrigerator is stocked with your favorite foods and drinks, who book tee times in advance of your stay, and who arrange for any other recreational reservations you desire while in residence. Want to have dinner at the hottest restaurant in town? Your personal Markers concierge will arrange everything so that all you have to worry about is whether or not you will have room for dessert.  

Celebrated PGA Tour professional Chris DiMarco, golf legend Billy Casper and other prominent personalities sit on The Markers’ Players Council. Not only do members benefit from their collective input on how to make the club better, but a number of events are planned with Players Council members throughout the year, from clinics to one-on-one meetings and other social events.

“It’s been a very challenging battle making it through the last little while,” Broussard says about the economy and the difficulties faced by other destination clubs, “but we’re very excited about the future.”

With an attractive new game plan in place that offers all the benefits members enjoyed in the past, but without the risks, The Markers nowadays seems to be right on the mark.

For additional information on The Markers Club go to:
TheMarkersClub.com or call 1-800-745-0065

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