Meeting the rise in demand for automotive country clubs

By Ben Willshire, Managing Director

14.05.2019

The concept of the ‘automotive country club’ is not a new one, with Ascari and Autobahn opening their doors in 2002 and 2004, respectively. But, in recent years, the motor circuit business has witnessed a rise in demand for these facilities, and a shift towards developers building country club driving venues over the more traditional race circuit model.

What is a motorsport country club?

On first glance, a motorsport country club might appear to be ‘just a race track with a clubhouse’, but subtle nuances in the track design and consumer offering can set these facilities apart from a regular race track. A country club track is not designed for wheel to wheel racing, overtaking or public events – it is built to offer paying members a hassle free escape from normality; the chance to enjoy driving a range of cars, old and new, on an undulating course, designed in a landscaped setting, followed by the opportunity to socialise and relax amongst like-minded car enthusiasts in a ‘home from home’ environment.

STONEMAN MOTORSPORTS CLUB

CALIFORNIA

 

 

 

 

 

 

 

 

 

 

 

 

 

Why build a country club?

As a society, we live busier lives resulting in a “cash rich, time poor’ scenario for many people, making our leisure time of higher value to us. In parallel, modern technology offers easy access to major event content via digital media. The combined effect means that live spectator based events have suffered at the cost of the “experience market’ across a broad spectrum of activities – with motorsport as no exception.

The motorsport country club concept offers a solution, whereby members can plan track time around a busy work schedule, in an environment that is welcoming to socialise with like-minded colleagues, friends and family.

How do I plan new automotive country clubs?

Driven recommend developers consider the following first steps to help create a long-term sustainable country club model;

  • Benchmark other international country clubs (motorsport, golf, yachting)
  • Identify your land criteria early
  • Define your key offerings for members – track time, car storage or social access?
  • Develop early design concepts and a business plan to assess capital costs, market demands, revenue and overall viability
  • Review, refine and adapt your concept through the remaining development process

ORO STATION MOTORSPORTS CLUB

CANADA

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Will the growth trend continue?

At Driven we have seen a shift towards enquiries for developing motorsport country clubs compared to traditional event-based race track facilities. With car technology moving towards autonomy at a rapid rate, and increased traffic congestion, there appears to be a growing demand for car enthusiasts to enjoy driving classic and modern sports cars in a safe, private environment alongside colleagues, friends and family.

As such, motorsport country clubs are becoming increasingly popular as a replacement for golf resorts, and are an ideal setting for auto-manufacturers to entertain corporate guests or launch new products.

MARQUE ONE MOTOR CLUB

INDIA

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Recent Projects

Bicester Motion

Driven are delighted to be working alongside the Bicester Motion team as advisors on the development of their driving experience venues.

Ogun State Motorsports

Driven are leading the masterplan, architecture and track design for a driver education and motorsport development in Nigeria.

Oro Station

Driven are working alongside a local development firm to deliver a 212 acre Automotive Innovation Park in Ontario.

Driven at Karun’s Karting Carnival 2019

Driven were thrilled to take part for the second time in Karun Chandhok’s annual karting carnival, which raises money for his family run charity, The Vishnu Devananda Charitable Trust in India.

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Contact us to discuss how we can help with your project.

Driven international are award-winning international sports venue RIBA registered architects and designers of sports venue design. Click to find out more about Driven Motorsport, test track design, race track design, destination consulting, destination planning and what we can do for you using virtual reality.

CONTACT

Driven International Ltd.
Landmark House,
Station Road
Hook, RG27 9HA
United Kingdom

PHONE

UK: (0044) 1256 767766
US: (001) 561 262 9623

Driven international are award-winning international sports venue RIBA registered architects and designers of sports venue design. Click to find out more about Driven Motorsport, test track design, race track design, destination consulting, destination planning and what we can do for you using virtual reality.

CONTACT

Driven International Ltd.
Landmark House, Station Road
Hook, RG27 9HA, UK

PHONE

UK: (0044) 1256 767766
US: (001) 561 262 9623

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