Which of the following describes the essence of the Mill River Plan?

The essence of the Mill River Plan is characterized by a seasonal membership model that necessitates an initial payment from members. This model allows for specific benefits over a defined period, typically tied to the golfing season. By requiring an upfront payment, the plan not only generates immediate revenue for the facility but also encourages commitment from the members, fostering a sense of belonging and loyalty.

This approach is particularly beneficial in the context of golf merchandising, as it directly aligns with the seasonal nature of the sport, allowing for tailored marketing strategies and pricing structures that can effectively engage members throughout their membership duration. Such seasonal models can enhance customer engagement and encourage more frequent visits, thereby maximizing both usage and sales during the peak times of the golf season.