A dress code policy should be based on facts and research
15th January, 2012 by Alistair Dunsmuir
Over the Christmas break a debate took place on Golf Monthly’s website’s forum, spurred by this article from a retired GCMA member regarding his defence of dress codes.
The number of people involved was relatively small, but the comments could be of interest: Many of the golf club members that took part like dress codes, but the majority of those at clubs that have relaxed them stated that the club had either not deteriorated or had actually improved – in terms of business or the social atmosphere – as a result. And many ‘nomadic’ golfers stated that they did not like dress codes, but conceded that other issues, such as price, were bigger barriers to membership.
But my favourite comment is the one below, which I saw just moments after reading the actual dress code rules for an anonymous run-of-the-mill golf club. There were 20 rules for men alone, including ones that covered the categories of socks that can be worn and at what times of day certain types of shorts are allowed or forbidden. When reading it, all I could think was: ‘what information or evidence did the club base these rules on?’ And I’m not alone:
“The problem is that I have never seen my club carry out research or canvass the members on dress codes and so any decisions are made on perceived facts rather than any analytical data,” wrote the golfer. “Allowing jeans in the clubhouse would be a no-brainer for me. I, and all of the people I golf with, wear jeans 99 per cent of the time. As such, I am never likely to drop into the club for a quick drink or a bite to eat because I am never going to be suitably dressed when I am passing the club. Equally, when I have finished playing, my wife is never likely to drop in for some food with me because she only wears jeans, so is never going to be suitably attired. I know many in the same position – the club is never going to see the potential income that this could bring.
“Now, if a larger group of individuals would stop using the clubhouse because they would be so affronted that I would be in there in jeans then I am fine with maintaining the dress code as that as it is the financially correct position for the club. What, however, is more likely is that the members who run the club do not wear jeans and wish to apply this standard to everyone, and will not entertain the idea of change.”
This debate is ongoing. I can recall having similar feelings of ‘antiquated’ policies on dress code when I first joined my golf club in my ‘twenties’ – btw I am now 66 and still a member of the same golf club. In an attempt to accomodate the premise that revenue would be increased by relaxing the formal dress code the general committee allowed casual dress in the dinining room for Sunday lunches. The result – not a halpeth of difference.
One has to understand there is much more to this debate. For a start there is much greater competition today in the leisure market, vastly greater choice and even better standard of cuisine and cooking than many traditional golf clubs can offer. Furthermore, the ambience of a traditional golf club is not conducive to a more relaxed environment. These are the critical elements in determining my choice of venue.