In the critical first two months of 1997, new member sales were up almost 40% over last year. For the first fiscal year in which the campaign launched, new membership sales were up more than 45%. By the end of 1998, net membership had risen more than 25%. Revenue grew even more strongly than membership, largely because through this new brand-building effort, The Adelaide Club has avoided (almost always) the industry-standard price promotion.
Success continues as the Adelaide Club approaches capacity.