Many U.S. country clubs have been forced to rethink their business plan as the old standby of high initiation fees and exclusive membership proves to no longer be viable. Changing their approach to offer lower fees and renovate offerings to attract the next generation of members hasn't come without opposition, though. "For the price they're paying, members expect a lot and they want good value," said Frank Vain, president of the McMahon Group golf consultancy. "Clubs have to feel like a 52-week vacation getaway less than 20 minutes from home."

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