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 Monday, May 25, 2015
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The Franklin News-Post
P. O. Box 250
310 Main Street, SW
Rocky Mount, Virginia 24151
Fax: 540-483-8013

The Willard Companies - Click for Website
Future renovation plans for The Waterfront Country Club revealed
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Courtesy Photo: This architect’s rendering shows the Waterfront Country Club after the future expansion and renovation plans.

The Willard Companies has unveiled future club expansion and long term renovation plans for The Waterfront Country Club.

At a vision meeting with its membership, the owners of The Waterfront, a private golf and country club at Smith Mountain Lake, announced its plans for the country club in conjunction with a new membership campaign.

The Willard Companies partnered with Richard Mandell Golf Architecture to develop a proposed land plan for the clubhouse and hired architect Antonio Veloso to design a new fitness center and pool building.

The Willard Companies' main goal will be to update existing club amenities, such as relocating the swimming pool in closer proximity to the clubhouse complex, incorporating a new state-of-the-art fitness and recreational area for members, and creating a new short game area for the club.

Expansion features include a zero entry pool, lap pool and diving area, lounge area in pool, outdoor bar, fitness center (group exercise and weights), four Pickle Ball courts, two tennis courts, and a short game area between the club and range.

The estimated cost for the renovation is projected to be about $1.4 million.

The timeframe for the groundbreaking and construction start on the renovation project hinge on membership growth, according to Christopher Finley, director of marketing and public relations for The Willard Companies.

The company recently launched a new membership campaign offering prospective members lower initiation fees with financing options, reduced social dues structure, and new Under 40 classifications with special pricing, Finley said. The company's goal is to reach pre-recession membership of 400 members in order for the vision to become reality.

According to Ron Willard II, vice president of The Willard Companies, the private club industry is in the process of finding its niche again, and clubs are being forced to adapt to the demands of membership and potential members.

"The private clubs that are going to survive in the decades to come must change and adapt to the market demands," Willard said.

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