Philadelphia's Union League Scores Where it Counts - BY DAVE WHITE, EDITOR
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BR 05-06 2014_BR 01-02 2005 5/19/14 8:55 AM Page 20
Philadelphia’s Union League
Scores Where it Counts
BY DAVE WHITE, EDITOR
20 BOA R D ROOM | MAY/JUNE 2014
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“We never take our success for granted and we know that we have been suc-
cessful because we have made very deliberate choices.”
And that in a nutshell tells the story of the Union League of Philadelphia,
a city club that’s truly one of the world’s finest private clubs. It’s a wonder-
ful example of a club exceeding members’ expectations, and for this The
Union League has been recognized as a BoardRoom Distinguished Emerald
Club of the World.
Private clubs across this country are doing whatever they can to attract
and keep members as the demand for outstanding services and amenities
grows. These are requirements, nothing less. BoardRoom’s Distinguished
Club of the World program brings to the forefront just how clubs are
responding to members’ demands.
In fact, the Union League of Philadelphia is the only BoardRoom
Distinguished Club of the World to achieve perfect scores of 10 for, not
one, but two departments – the clubhouse and food and beverage (back of
the house) – in the Distinguished Club audit (see sidebar for Distinguished
Club process). Up to the time of publication, it is the only club to achieve a
perfect score of 10 in any department.
The Union League, enthusiastically guided by a distinguished board and a
thoughtful, yet somewhat risk-taking general manager, Jeff McFadden and
his management team, has taken exceptional steps in recent years.
It revolves, of course, around what the members want. The club has
responded in a big way…in the clubhouse, with the addition and imagination of
Executive Chef Martin Hamann, the exceptional dining experiences in culinary
centers and chef’s table, and the club’s outstanding community engagement.
And it doesn’t’ stop there.
“The Union League belongs to our members and we are the caretakers –
we take great pride in keeping the building immaculate, providing the finest
culinary experience possible and hosting the finest guest speakers and
most incredible events,” enthused GM McFadden.
SEE COVER STORY | 22
MAY/JUNE 2014 | BOA RD ROOM 21
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Distinguished Clubs
of the World Program
Focuses On the Club’s
Member Experience
For fine private clubs that operate at the
highest standards, BoardRoom’s Distinguished
Clubs of The World is a club-specific rating sys-
tem recognizing the club, its management, and
its staff…and the Member Experience.
BoardRoom’s mission is to help strengthen
the private club industry by recognizing and
awarding the top 10 percent of clubs
(Distinguished Gold Clubs of the World) and
the top five percent (Distinguished Emerald
from Cover Story | 21 Clubs of the World) for their best practices
relating to the club’s Member Experience.
“We recognize clubs that have distin-
“It’s a great example of the whole being greater than the sum of the parts. guished themselves by providing a great
We work very hard to make sure each member not only finds great value in Member Experience based on personalized
their membership, but that they also feel special among a second family.” service and a feeling of pride as a result of the
“There is an unwavering commitment to continued growth and a determi- club’s intangibles,” says Distinguished Clubs
nation to continue to exceed even the highest expectations. We take calculat- of the World President Keith Jarrett.
Here’s how it done! The Distinguished
ed risks to improve our amenities and offerings for our current membership Clubs of the World program operates with a
and League members of the future,” McFadden offered. proprietary rating system based on Member
Right now the club is adding satellite facilities as amenities for the mem- Experience.
bership. The club’s average length of membership is 14 years, which can be To begin, there’s a peer nomination. Our
attributed to the growth and expanded services it offers. highly respected 40-person nomination com-
mittee nominates a club to begin the process.
“We want to continue to set the industry standard. We will never rest on
The rating is done with a site visit, which
our laurels. We believe in developing strategic plans 15-20 years in advance. includes a series of interviews and written
Sometimes we are met with resistance, especially during down economic questions with each key department head
times, but the risks…are taken with the understanding that successful clubs and the general manager. It’s not an inspec-
don’t happen by accident. Great clubs happen because of visionary leader- tion, nor a mere evaluation of the staff or
ship and supportive memberships,” McFadden emphasized. management’s effectiveness, but rather a
thorough process that effectively measures
It’s these very deliberate choices McFadden talks about that make the the Member Experience through our propri-
Union League of Philadelphia one of the finest private clubs in the world. etary Member Experience formula:
It starts with the League House that members “truly regard as their home- Intangible Quality + Service Quality +
away-from-home.” It’s a beautiful historical building…a classic French Governance Quality + Facility Quality +
Renaissance-style brownstone that takes up a city block, yes, but also a place Product Quality, or simply:
ME = IQ + SQ + GQ + FQ + PQ
where members make and share memories…and have done so for years.
These “Quality Criteria” are more weighted
The physical aspects of this fully renovated clubhouse are only part of the on the three aspects of a club that provide the
member experience. It’s what happens as members move about the building, finest Member Experience and the things
their interaction with staff in a professional, friendly atmosphere, where that make the club exceptional. Accordingly, IQ
everyone is addressed by name and where staff members know each mem- (Intangible Quality), SQ (Service Quality) and
ber’s specific personal information, likes and dislikes so that “we can deliver GQ (Governance Quality) are weighted most.
This is why the Distinguished Clubs of the
the highest level of personalized service,” explained GM McFadden. World program with an objective mathemati-
This total experience that keeps the club relevant, contributed to the per- cal scoring system that measures Member
fect 10 in the Distinguished Club clubhouse audit…the iconic exterior archi- Experience differs from any other rating sys-
tecture to the museums, library, restorations that have preserved the club’s tem. It is not a popularity contest, but scoring
brand and history, and the updated use of technology to better appeal to based on hard, cold audited facts.
Now the private club industry, through
today’s members.
BoardRoom’s Distinguished Clubs of the
World program, has the ability to identify the
SEE COVER STORY | 24 top private clubs in the world based on the most
important aspect – Member Experience. B R
22 BOA R D ROOM | MAY/JUNE 2014
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Chef Hamann Helps Achieve
Gastronomical Transformation
When Executive Chef Martin Hamann joined the Union League of Philadelphia several
years ago, the mission was pretty clear – take the dining experience for the club’s members
to a new gastronomical high!
And that’s exactly how the Philadelphia media reported Hamann’s move to the Union
League after an “amazing 25 year run” at the Four Seasons Philadelphia.
Hamann has fit right in and working closely with general manager Jeff McFadden,
Hamann’s vision (and $6 million) transformed the formerly stodgy North Marble dining area
into a contemporary space housing Hamann’s 120-seat restaurant – 1862 by Martin
Hamann – with its modern, glass-enclosed kitchen.
Hamann in this interview with BoardRoom offers some of his thoughts and ideas:
BoardRoom Question: How do you develop your ideas for the club’s dining experience?
MH: Developing ideas is a team effort! I have very talented sous chefs upon whom I rely
for input and for execution of events in each dining room and private events. My door is from Cover Story | 22
always open and I welcome ideas and feedback from my team. Additionally we have a week-
ly meeting with key players – both food and beverage and marketing. However, it’s the Union League’s
Involving my team in the process ensures that everyone feels a part of what we are doing dining experiences that also create
– getting that buy-in makes a huge difference in attitudes. They feel pride in their work and
the ‘wow’ factor.
take ownership when they are a part of it from conception. I tell my team – be a great chef
by making the chef next to you better. “About 15 years ago we surveyed our
membership about dining…and dis-
BR: Can you make a comparison between a hotel restaurant and a private club din- cussed with the board, at length, ways to
ing experience? Is it quite different? improve dining,” McFadden explained.
MH: In many basic ways it’s similar, but there is definitely a big difference. While I consid-
“We wanted to take it from average club
er myself to always be service oriented at the Union League that has been even more appar-
ent than anywhere else. I’ve formed very close working relationships with many members, fare to something truly special”…That’s
which results often in customizing specialty menus for certain events. been accomplished in aces.
Coming from a hotel background open to the public with transient diners it’s not as cru- The club deliberately researched
cial to change menus with great frequency, however at the League it is. With 3,500 members some of the finest restaurants in the
as our limited dining group we have to be more inventive and we have to keep things inter- country such as Eleven Madison Park,
esting and new to encourage repeat dining. Staying fresh and relevant is key. While it defi-
Per Se and Le Bernardin.
nitely adds to our workload and complicates things, it also pushes us to be better chefs. If I
were a young upcoming chef looking to learn, this is where I would want to work! “While compiling our research we
created a model for food and bever-
BR: Does your position allow you to mentor other chefs who can emulate what you age. A fantastic model wasn’t enough
are doing at the Union League? though, and so, we recruited the best
MH: I take mentoring young chefs very seriously. It’s one of the parts of my job I like
talent,” McFadden exclaimed.
most. Being a mentor is a huge responsibility and I do my best to make sure my kitchen is a
great learning environment. My job is to make the road big enough for the young chefs to Enter Executive Chef Martin
become successful in their own right. Their success makes me better and makes my success Hamann who joined the club in 2008.
matter that much more. B R The Union League has never looked
back, because Hamann brought with
him over 25 years of experience and a
new passion the League’s food and
beverage team desperately needed.
“Food and beverage, under Martin’s
direction, has become our ‘golf’– our
focus. We strive to be the Augusta of
Food and Beverage, and want our
model to be the standard by which all
other operations are judged.”
And it is this food and beverage
(back of the house) operation that
SEE COVER STORY | 98
24 BOA R D ROOM | MAY/JUNE 2014
BR 05-06 2014_BR 01-02 2005 5/19/14 8:37 AM Page 98
from Cover Story | 24 preparation and excellence, this dynamic, top of the line
kitchen epitomizes “cool.” Members have the opportunity
earned the club another perfect score of 10 in the to enjoy private dining up close and personal with a per-
Distinguished Club audit. sonal chef in the cozy 20-seat kitchen.
In explaining the score, the Distinguished Club audit Cellar 62, an exquisite space for wine lovers and con-
stressed “Hamann and his team have redefined dining noisseurs alike, provides a unique two-story venue for wine
excellence for a private club. Your menus and quality rival sampling and expert pairings. This custom designed, luxu-
the finest restaurants in the world. Chef Martin’s signature rious and inviting space features 4,000 glistening glass
restaurant – 1862 – with it ever-changing menu is truly an bottles filled with grapes from every nation. Heated floors,
industry best practice.” cool brick walls and classic décor offer a timeless and inti-
All of which enthuses McFadden and his Union league mate space where members can enjoy vintage, perfectly
team very much. “We now boast destination dining with aged wines, bubbly champagne and 1862 cuisine.
1862 by Martin Hamann. The Philadelphia community “None of our food and beverage success would have
regards this as the finest restaurant you can’t get into – a been possible without Martin Hamann,” McFadden offered.
far cry from where we once were. We couldn’t be prouder.” “We could have built the most impressive kitchen with the
Along with 1862 by Martin Hamann, the League’s new best equipment and it wouldn’t have meant a thing without
culinary center includes another two unique venues offer- Chef Hamann.
ing members incomparable experiences. “Martin is a true leader – the Admiral of the food and
“Mise en Place and Cellar 62 both debuted in the fall of beverage team who is incredibly well respected. His unde-
2013 to incredible reviews. And we are currently booked three niable passion and willingness to teach is truly invaluable,
months in advance for private events for each space in addi- and he has created a positive atmosphere and instills confi-
tion to regular dining room reservations,” McFadden boasted. dence in his team on a daily basis.”
Mise en Place is the foundation of the kitchen and the Which makes all this “food for thought”…or as penned in
driving force behind every great meal, and translated the words of George Bernard Shaw: “There is no love sin-
means: “everything in place.” Named for the action of cerer than the love of food.” B R
from Featured Supplier | 47 and structure plans to drive alignment between the board’s
expectations and the candidate’s focus. The offer is crafted
managers and emerging talent in the industry; we know the using extensive industry data points, current economic condi-
capabilities and backgrounds of the top private managers as tions, and industry trends. When the position is filled, we coach
well as those to circumvent. Using our extensive database of both the client and the successful candidate in onboarding and
prospects already known to us and various channels and newcomer socialization for accelerated success.
resources to assess new and emerging talent, we will cast a Over the last fifteen years, Club Thinking Partners has
national net with the regional and local focus contingent formed a team of industry professionals with overlapping
upon our recruiting strategies and your specific needs. skills who add peripheral insight derived from years of work-
ing every day with peer clubs and resorts. We “get “clubs as
THE INTERVIEW PROCESS individuals and are students of industry trends. We are
Our team handles all logistics and provides a structured actively committed to optimizing the member guest experi-
approach to the interview process. This includes facilitat- ence and every facet of the club life. Contact us today at
ing the interviews and providing questions and tools to 203.319.8228 or by email me at dan@denehyctp.com to
employ disciplined benchmarking of candidates for align- engage us as your Club’s Thinking Partner. BR
ment with your goals. We use a variety of interview styles
from a deep toolbox, tailoring second and third interviews Dan Denehy is the president of DENEHY Club Thinking Partners,
to shine a bright light in all corners. Finalists will be tested a full service executive search and management consulting firm
serving the private club and boutique resort industries. The
to illuminate their thinking style, behavioral traits and
Firm’s results oriented executive search and management con-
problem-solving skills. We will interpret the results and
sulting has positively influenced the member/guest experience at
report those findings to the committee to drive additional
more than 200 clubs and resorts on more than 400 projects.
discussions in critical ways. Learn more about us at www.denehyctp.com or call us at
203.319.8228.
STRUCTURING THE DEAL AND BEYOND
We actively participate in mediating a compensation plan
that is fair and equitable to both the candidate and the club
98 BOA R D ROOM | MAY/JUNE 2014
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