The total sum of club membership, a nice day out at your local daily fee course or a weekend away at a resort includes far more than just the quality of the golf course. Some of it is tangible some of it not but the "experience" they get, outstanding or average, is what will bring them back or not!
The more you do to make every step of that experience memorable for all the right reasons the more chance they will choose you.
That does not mean spending a ton of money. That does not mean trying to pretend your club is something that it is not. What it does mean is that you have to think out of the traditional, conservative golf box. It means transforming your operation into something different with a simple paradigm shift in the way you think and operate.