Country Club Venue Case Study: Corporate + Weddings Growth Strategy

The Dual-Market Challenge

Oakmont Country Club had a unique situation: a beautiful facility that served two distinct markets—weddings and corporate events. Both were underperforming.

"We'd get busy with weddings in summer, then corporate picked up in Q4," said Jennifer, the Events Director. "But neither was consistent, and we were competing against ourselves for calendar space."

Starting position:

• Wedding bookings: 35/year (capacity for 60+)
• Corporate events: 40/year (capacity for 100+)
• Revenue mix: 55% weddings, 45% corporate
• Marketing: One generic approach for both

The club was leaving significant revenue on the table by treating two very different audiences the same way.

The Strategy: Segment and Conquer

Phase 1: Market Separation (Weeks 1-4)

Audience analysis:

We started by understanding each market deeply:

Wedding couples:

• Typically engaged 12-18 months out
• Decision influenced by aesthetics, vendor flexibility
• Average event: 150 guests, $28,000 venue spend
• Key concerns: Photography locations, guest experience, catering quality

Corporate planners:

• Typically booking 2-8 weeks out
• Decision influenced by convenience, AV capabilities
• Average event: 75 guests, $8,500 venue spend
• Key concerns: Reliability, parking, technology, efficiency

Website restructure:

We created separate pathways:

• `/weddings` - Dedicated wedding landing page with romantic imagery
• `/corporate` - Dedicated corporate page with professional messaging
• Separate forms capturing different information
• Different CTAs (tour vs. site visit)

Phase 2: Wedding Marketing (Weeks 4-12)

SEO strategy:

• 12 location pages targeting surrounding cities
• Blog content: "Country Club Weddings in [Region]"
• Google Business Profile optimized for wedding searches

Paid advertising:

• Google Ads: Wedding-specific keywords
• Meta Ads: Engaged couples, wedding style targeting
• Retargeting: Website visitors with wedding content

Lead nurturing:

• Automated sequences designed for wedding timeline
• Long-nurture for couples 12+ months out
• Content featuring real weddings at the club

Phase 3: Corporate Marketing (Weeks 4-12)

Different approach entirely:

SEO strategy:

• Corporate event venue keywords
• "Conference rooms [city]" and "meeting space [region]"
• Google Business Profile optimized for corporate

Paid advertising:

• Google Ads: High-intent corporate terms
• LinkedIn Ads: Targeting event planners, executive assistants
• Remarketing: Quick turnaround messaging

Lead nurturing:

• Fast response (corporate planners need answers NOW)
• Streamlined booking process
• Focus on capabilities and logistics

Phase 4: Calendar Optimization (Ongoing)

Filling gaps:

• Corporate events on weekdays
• Weddings on weekends
• Shoulder season promotions for both

Pricing strategy:

• Premium weekend wedding pricing (high demand)
• Competitive weekday corporate rates
• Off-season packages for both segments

The Results: 18 Months Later

Wedding Performance

| Metric | Before | After | Change |

|--------|--------|-------|--------|

| Annual weddings | 35 | 58 | +66% |

| Average booking value | $28,000 | $32,500 | +16% |

| Wedding revenue | $980,000 | $1,885,000 | +92% |

| Lead-to-tour rate | 34% | 61% | +79% |

| Tour-to-booking rate | 42% | 58% | +38% |

Corporate Performance

| Metric | Before | After | Change |

|--------|--------|-------|--------|

| Annual events | 40 | 94 | +135% |

| Average booking value | $8,500 | $9,200 | +8% |

| Corporate revenue | $340,000 | $864,800 | +154% |

| Inquiry-to-booking | 28% | 47% | +68% |

| Repeat clients | 15% | 34% | +127% |

Combined Impact

Total revenue growth:

• Before: $1,320,000/year
• After: $2,749,800/year
• Increase: $1,429,800 (+108%)

Calendar utilization:

• Before: 47% of available dates booked
• After: 78% of available dates booked

Marketing efficiency:

• Combined marketing spend: $7,500/month
• Revenue per marketing dollar: $30.55
• ROI: 2,955%

Key Insights for Multi-Market Venues

1. Separate Your Marketing Completely

Wedding couples and corporate planners have nothing in common except they want to use your space. Treat them as completely different businesses:

• Different websites/landing pages
• Different ad campaigns
• Different follow-up sequences
• Different sales approaches

2. Weddings Are Emotional, Corporate Is Logical

Wedding marketing emphasizes:

• Beauty and atmosphere
• Personal connection
• Flexibility and customization
• Experience and memories

Corporate marketing emphasizes:

• Capabilities and logistics
• Reliability and professionalism
• Convenience and efficiency
• ROI for their company

3. Timeline Differences Matter

Weddings: Long sales cycle (6-18 months)

• Nurture sequences measured in months
• Multiple touchpoints over time
• Patience required

Corporate: Short sales cycle (days to weeks)

• Speed-to-lead critical
• Quick proposals
• Immediate availability answers

4. Calendar Strategy Is Revenue Strategy

Optimal approach:

• Weddings book weekends 6-18 months out
• Corporate fills weekdays with shorter notice
• Neither competes for the other's prime time
• Both contribute to overall utilization

5. Cross-Pollination Opportunities

Some crossover exists:

• Corporate clients may have weddings in their families
• Wedding guests may need corporate venues
• Build referral pathways between segments

Implementation Roadmap

Month 1: Foundation

• Audit current marketing (what's working, what isn't)
• Create separate landing pages/pathways
• Set up separate tracking

Month 2-3: Wedding Focus

• Launch wedding SEO and content
• Start wedding paid campaigns
• Build wedding nurture sequences

Month 4-5: Corporate Focus

• Launch corporate SEO and content
• Start corporate paid campaigns (including LinkedIn)
• Build fast-response corporate process

Month 6+: Optimization

• Analyze performance by segment
• Adjust strategies based on data
• Scale what's working
• Fill calendar gaps with targeted promotions

Is Your Venue Serving Multiple Markets?

If you have a space that hosts weddings, corporate events, and social occasions, you're likely leaving money on the table with generic marketing.

[Schedule a Multi-Market Strategy Session](https://everbridal.com/contact) and we'll:

• Analyze your current market mix
• Identify opportunities in each segment
• Create segment-specific marketing strategies
• Project revenue impact

Oakmont more than doubled their revenue by treating each market as its own business. Let's explore what's possible for your venue.