SHOWCASE - FALL 2018 PERSPECTIVES FOR LEADING PRIVATE CLUBS - National Club Association
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FALL 2018
PERSPECTIVES FOR LEADING PRIVATE CLUBS PUBLISHED BY THE NATIONAL CLUB ASSOCIATION
Successful Club Renovation
SHOWCASE
Golf
Renovation Trends 26
Planning
The “Master Key” to Success 30
Significant Others
Do You Have an Updated Policy? 36
CONTENTS PERSPEC TIVES FOR LEADING PRIVATE CLUBS
FE AT UR E S FALL 2018 | VOLUME 36 | ISSUE 4 | NATIONALCLUB.ORG
16 Club Renovations 26 Golf Course 30 The Master Plan 36 Significant
Get inspiration from Trends Why master plans are one Other Policies
these innovative Why every club needs to of the steps to club success Navigate the complexity of
club renovations plan for a course revamp one of the industry’s most
asked about issues
26
16 30 36
D EPAR TM EN T S
3 Leading 10 Innovating 42 Experts’ Corner
Renovate to Engage Neuromarketing ■■ Financing Capital Projects
■■ Renovate or Build New?
4 Observing 14 Connecting ■■ Budgeting
Member Buy-In Club Apps ■■ Role of Tribalism
Employment Agreements
6 Advocating 40 Trending
■■
■■ Forecasting Labor Laws
A Blue Wave on November 6? Board Recruitment
■■ Capital Investment Trends
8 Governing ■■ Creating Lifestyle Clubs
Board Orientation
52 Data Mining
Financial Performance Indicators
Cover image: Covered cafe seating overlooking the lap pool at Harbour Ridge Yacht and Country Club in Palm City, Fla.
Club Director (ISSN 1050-8600) is published quarterly by the National Club Association, 1201 15th Street NW, Washington, DC 20005, 202-822-9822. Periodicals postage paid at Washington, DC, and additional mailing offices.
POSTMASTER: Send address changes to Club Director, 1201 15th Street NW, Suite 450, Washington, DC 20005.
Club Director is distributed to qualifying members and officials within NCA member clubs and to NCA associate members. Additional subscriptions ($20 annually, single copies $5 each) are available to NCA members only.
Viewpoints expressed in Club Director are not necessarily those of the National Club Association, nor does NCA necessarily endorse products or services mentioned in editorial material. Copyright 2018, National Club Association.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without prior written permission from NCA.
FALL 2018 Club Director 1
Nominate your manager for the Excellence
in Club Management Awards today! ®
Accepting Nominations Selection committee
NOMINATIONS DUE OCTOBER 31, 2018 Jeffrey Kreafle, Chairman
Congressional Country Club
A winner will be selected in each of the following categories: Mark Bado, ECM, MCM, CCE
Myers Park Country Club
Steven Buck, CCM, CCE
˜ The James H. Brewer Award Shady Canyon Golf Club
Country/Golf Club with 600 or More Full Privilege Members
Lynn Butler
Bellerive Country Club
˜ The Mead Grady Award Robert Crifasi, ECM, CCM
Country/Golf Club with Under 600 Full Privilege Members New Orleans Country Club
John Dorman, ECM, CCM
˜ The Mel Rex Award The University Club of New York
City/Athletic/Specialty (Non-Golf) Club Brian Kroh, ECM, CCM
John’s Island Club
˜ The Rising Star Award Jeffrey McFadden, ECM, CCM
Assistant Manager The Union League of Philadelphia
Joseph Murphy
Thornhill Golf & Country Club
Christine Pooler, ECM, CCM
Indian Creek Country Club
John Schultz, ECM, CCM
Carmel Country Club
Thomas Spellman, ECM, CCM
The Chicago Club
Terra Waldron, ECM, CCM, CCE
Greensboro Country Club
chairmen emerituS
Kevin Vitale, CCM
Baltusrol Golf Club
2017 AWARD WINNERS Phil Kiester, ECM
The Country Club of Virginia
David Voorhees, ECM, CCM
Big Canyon Country Club
®
Jay DiPietro, ECM, CCM
P R I VAT E C L U B P L A N N E R S & C O N S U LTA N T S
Boca West Country Club
Kevin Carroll, ECM, CCM
clubmanageraward.com Bath & Tennis Club
LEADING
Renovate to Engage
IN THIS ISSUE of Club Director, we look at successful club and golf course renovation
projects that attract and delight members. Over the past decade some clubs implemented
OFFICERS
CHAIRMAN Frank J. Vain capital projects to update amenities and facilities; however, with a much stronger economy,
McMahon Group, Inc., St. Louis, Mo. clubs are investing in new renovations in order to provide value and to compete with the
VICE CHAIRMAN Terra S. H. Waldron, CCM, CCE, ECM
Greensboro Country Club, Greensboro, N.C.
many options available to members. And, though the intent of these projects can get lost in
SECRETARY Christine R. Pooler, CCM, ECM their intricate architecture, cutting-edge designs and functional layouts, clubs today are
Indian Creek Country Club, Indian Creek, Fla. investing in renovations to give their members reasons to engage.
TREASURER Malcolm MacColl
The Westmoor Club, Nantucket, Mass. According to Club Benchmarking, while the industry has considerable catching up to do,
IMMEDIATE PAST CHAIRMAN Kevin P. Vitale, CCM clubs that focus on capital planning and investment are reaping the benefits. Their research
Baltusrol Golf Club, Springfield, N.J. shows that the clubs that have invested consistently over the last 10 years are experiencing
DIRECTORS a corresponding increase in members’ equity over time, whereas clubs that have restricted
C. J. “Joe” Bendy, Jr., CCM, CCE their capital investments are seeing the opposite effect. For more on this see Experts’
River Oaks Country Club, Houston, Texas
Corner “Capital Investment Trends” on page 50.
Ted M. Benn
Thompson & Knight LLP, Dallas, Texas Taking a cue from our members, the National Club Association (NCA) is imple-
Tom Bennison menting new ways that we can provide additional member value and engagement
ClubCorp USA, Dallas, Texas opportunities—a renovating of our own—to benefit the industry in “award-winning”
Michael Bruni and “eloquent” ways.
Olympia Fields Country Club, Olympia Fields, Ill.
NCA has joined join McMahon Group and Club & Resort Business magazine as a
Lou DiLorenzo
Interlachen Country Club, Edina, Minn. co-sponsor of the Excellence in Club Management® Awards. These first-in-class awards
Thomas A. Lenz are one of the highest honors in the private club industry and we could not be more thrilled
Atkinson, Andelson, Loya, Ruud & Romo, Pasadena, Calif. to lend our support. NCA will further support the awards and its winners by scheduling a
Luke O’Boyle, CCM, CCE panel presentation every year at our National Club Conference to highlight the managers’
Chevy Chase Club, Chevy Chase, Md.
and clubs’ successes. Private clubs are encouraged to nominate their managers by Oct. 31,
Nick Sidorakis, CCM
Southern Hills Country Club, Tulsa, Okla.
2018 (see the opposite page for more information).
Robert L. Smith, II We are also pleased that Eloquence magazine has joined NCA as an Execu-
Venable LLP, Washington, D.C. tive Partner. This unique partnership has unveiled NCA’s first-ever lifestyle
Michelle F. Tanzer magazine, Eloquence, that will strengthen the influence and culture of private
GrayRobinson, P.A., Boca Raton, Fla. clubs. Eloquence will be available to all NCA member clubs with the opportu-
STAFF nity to be distributed to their individual memberships. It will feature stories
Henry Wallmeyer about NCA-affiliated private clubs and content related to the private club
President & CEO
lifestyle, including topics such as tennis, yachting, golf, food and beverage,
Cindy Vizza
Vice President & Editor culture, arts and philanthropy.
Phillip G. Mike Just as you want your members engaged, we want you to engage with
Senior Communications Manager NCA by submitting a nomination for the awards, attending the National
DESIGN & PRODUCTION Club Conference and having your club featured in Eloquence. Through
Blue House Design these and other renovations throughout the industry, yours and our
PRINTING members alike can get more joy, use and value from their membership.
Good Printers
EDITORIAL/
ADVERTISING
Editor, Club Director
National Club Association
1201 15th Street, NW, Suite 450
Washington, DC 20005
202-822-9822
Henry Wallmeyer
President & CEO
FALL 2018 Club Director 3
OBSERVING By Nick Sidorakis, CCM
Member Buy-In
Effective Communication is Essential for a Master Plan and Construction
ONE OF MANY THINGS I have learned Developing a detailed Communications Planning
during the master planning process and Developing a detailed communication
construction is that effective and timely communication plan prior plan prior to, and during construction,
communication to the membership is vi- is an essential tool to ensure your mem-
tal. Many of my peers have embarked on to, and during construction, bership and your employees are well
a facility master plan and we know it can informed. The importance of a commu-
be a challenging process for our board,
is an essential tool to nication plan sometimes is overlooked or
our members and our team. The most im- ensure your membership underestimated during the creation and
portant elements to creating buy-in and implementation of a master plan. While
gaining consensus from our membership and your employees are those involved in the planning effort may
is communicating and educating them be well aware of what is going on, those
with the details of the project and keep- well informed. outside the executive team are often un-
ing them informed of the progress as the informed and uninvolved. Effective com-
construction is underway. munication ensures that all club members
At Southern Hills Country Club (SHCC), valuable insight on the likelihood that are aware of the plan, its importance, and
the 2017–2019 facility improvement plan the membership would approve the plan. how they might be impacted. There are
effectiveness hinged on educating the The membership comment section of the many opportunities to provide updates,
membership on: 1) the scope of the plan, 2) survey supplied valuable information and important notices, and progress reports
the funding of the plan, 3) why the improve- identified common themes. In prepara- via email and push notifications. Use
ments are important, and 4) how they will tion for the vote, we shared the survey the club website to post live video feeds,
enhance the member experience. results with the membership, along with drone camera footage that gives members
Town hall meetings have proven to be a the changes to the plan that were a result a birds’ eye view of all the projects, and
successful communication tool. McMahon of the member survey. time lapse photos. We also offer members
Group assisted us in the development of Once work begins, the concepts pre- “hard hat” tours and monthly construc-
our facility master plan. In a joint effort, sented to the membership sometimes tion updates “happy hours” that have
Frank Vain with McMahon Group and change based upon the work that fol- been beneficial.
our club president conducted five pres- lows. In our case, we had planned for More than three decades of experience
entations to the membership about our a bag storage building to be built into a has taught me that effective communica-
facility improvement plan. In regard to hillside, half of which would be under- tion and transparency are the keys to any
the golf course restoration project, Golf ground. During the design process, we successful renovation plan. Keeping your
Course Architect Gil Hanse conducted discovered that we could bury the entire members aware and informed during all
four presentations explaining the hole-by- 15,000-square-foot building under a golf phases of the improvement process will
hole changes and his philosophy on tree parking lot, effectively creating a one-story create buy-in, excitement and ensure a
removal. Video recordings of both pres- parking garage to house 126 carts and successful project.
entations were posted on our private club 1,600 golf bags. This created an open vista
website, along with elevations and render- of the golf course we have not appreciated Nick Sidorakis, CCM, is general
ings of the full master plan. since the building was built in 1967. We sent manager/COO of Southern Hills
After the presentations, member focus members detailed print and electronic bro- Country Club in Tulsa, Okla. He
can be reached at nsidorakis@
groups and a membership survey gath- chures that illustrated the finalized design southernhillscc.org or
ered input and feedback and provided of all the buildings and improvements. 918-477-5270.
4 Club Director FALL 2018
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ADVOCATING By Brad D. Steele, Esq.
A Blue Wave on November 6?
5 House Races to Watch on Election Night
The problem for Republicans FOR THE LAST few months, political on their side of the ledger. That leaves 29
pundits have been predicting that Repub- true toss-ups races.
is that 27 of those toss-up licans in the House of Representatives will Those 29 races will determine which
lose their majority. While it is true that the party reaches 218 seats and the majority.
seats are in their hands and party in control of the White House tradi- The problem for Republicans is that 27
tionally loses seats in the House, this elec- of those toss-up seats are in their hands
Democrats are far more tion will be anything but traditional. and Democrats are far more enthusiastic
enthusiastic about heading The last time the majority in the about heading to the polls than rank and
House of Representatives changed hands file Republicans. That means 2018 might
to the polls than rank and was following the 2010 midterm elec- look a lot like 2010, and five races will
tions, which happened to be the first mid- likely tell the tale.
file Republicans. term election following President Oba-
ma’s ascension to the White House. Most Five Races to Watch on
political observers agree that this result Election Night
came about because of voter displeasure 1) Kentucky 6—Rep.
with the president’s legislative agenda Andy Barr (R) vs.
and the state of the economy. Amy McGrath (D)
In 2018, there are certainly those In 2016, Donald Trump
who are displeased with the President won this district by 15
Trump’s legislative agenda, but much of points, and Rep. Barr won his third term
what he has done is exactly what he said by 22 points. This should be the least like-
he would do. As for the economy, most ly race to change hands out of the 29 toss-
indicators suggest it is surging. ups on the map. That being said, current
So, how does a blue wave come polling indicates Rep. Barr is having trou-
crashing down on the Republican ble pulling away from his opponent.
majority in the House? The district contains Lexington and
Frankfort, so it has a large makeup of city
By the Numbers and suburb constituents—many of whom
The way congressional districts are con- have become unsettled with some of the
figured the incumbent is almost always activities in Washington. That fact has
assured of re-election. put traditionally Republican districts in
Most political handicappers believe this toss-up category—like this one. In
that Democrats are guaranteed to keep addition to that factor, there is Rep. Barr’s
181 solid seats and will likely hold on opponent herself.
to 21 more. Therefore, the minority Amy McGrath is a U.S. Naval Academy
party should have 202 seats securely graduate and a retired Marine Corps
in its column even before any votes are fighter pilot who flew 89 combat missions
counted. As for Republicans, they seem in Afghanistan and Iraq. Following her
certain to maintain at least 153 solid seats, combat experience, she served on Cap-
and keep 51 more seats. As such, they itol Hill and in the Pentagon in various
should enter November 6 with 204 seats capacities for the Marine Corps. Before
6 Club Director FALL 2018
her retirement, she returned to the Naval supported the Democratic nominee for 5) Texas 32—Rep.
Academy as an instructor. president. Rep. Roskam is a friend of NCA Pete Sessions (R) vs.
The Commonwealth of Kentucky usually and we have supported him this year and Colin Allred (D)
provides its election results very quickly. As in years past. However, there is no doubt Like Rep. Barr’s district,
such, this race will give us a very good indica- he is in for a fight—Vice President Pence this Dallas area district
tion of just what color wave might be coming has already made a trip to the district to should be the last place Democrats hope
soon after the polls close. help bolster his chances. to flip a seat, but in 2016 Hillary Clinton
It is widely expected that this race will be won here by two points. As a result, Colin
2) Colorado 6—Rep. one of the most competitive in the country Allred, a former NFL player and Special
Mike Coffman (R) vs. and will ultimately determine which party Assistant at the U.S. Department of Hous-
Jason Crow (D) reaches the magic 218 number. ing and Urban Development in the Obama
In 2016, Hillary Clinton Administration, jumped into the race.
won this district by 9 4) New Jersey 7—Rep. Rep. Sessions is an 11-term incumbent
percentage points, but Rep. Mike Coffman Leonard Lance (R) vs. who did not have a Democratic opponent
won his race by 9 points, too. Tom Malinowski (D) in 2016. He won his 2016 race by a margin
Coffman’s opponent, Jason Crow, is a In 2016, Hillary Clinton of 52 points over lesser party candidates.
former Army Airborne and Ranger officer won the district by 1 point. While that would seem to indicate this is
who served in Iraq and Afghanistan. In Also, this district has high property taxes a safe Republican seat, recent polling sug-
addition, he was a featured speaker at the and many here will be hurt by the new gest that Rep. Sessions cannot get much
2012 Democratic National Convention as federal tax law that limits their ability to separation from his opponent and Pence
well as an adviser to president Obama’s deduct property tax liability from their has now added a trip to the district to help.
2012 campaign. federal taxes. Though there are other seats that have
Rep. Coffman has been a longtime This district also includes the a better chance of flipping, if this seat
public servant in the district and has “Summer White House” in Bedminster, changes hands then it will likely mean the
had tough races in the past. In 2016, he N.J., and many are not happy with the blue wave has arrived.
beat the former Colorado State Senate traffic issues caused by the president’s
Minority Leader. However, he will not be frequent visits, let alone his policies. All What Could Happen
able to look for help from the president or of this means the environment was ripe in November
vice president in his district because such to bring this Republican district into the The five races outlined above (and the 22
a visit could do more harm than good. toss-up column. other Republican-held toss-up districts)
If the Democrats are to have any Tom Malinowski fled communist really shouldn’t be toss-ups at all—incum-
chance of taking back the House, they Poland as a child and went on to serve bents have a natural advantage and they
must win this race. as a National Security Council advisor win a staggering percentage of re-election
to President Clinton and as an Assistant campaigns. Of course, with Republican
3) Illinois 6—Rep. Secretary of State in the Obama Admin- voter enthusiasm down and Democratic
Peter Roskam (R) vs. istration. He has the money and the energy up, the solid red nature of these
Sean Casten (D) ability to bring the local tax issue and districts is now in jeopardy.
In 2016, Hillary Clinton general feelings against the president to If excitement and interest in this
won this western Chicago bear on this race. midterm election do not improve for the
district by 7 points. Seeing an opportu- In 2016, Rep. Lance won re-election majority party, low turnout will cause
nity, Sean Casten, a molecular biologist, by 11 points, which should give him some some of these seats to flip. Should that
biochemical engineer and founder of sev- comfort going into 2018. He has repre- happen, a blue wave could leave many
eral clean-energy producing businesses, sented the area for 10 years and is very House Republicans looking for higher
threw his hat in the ring. Though he has well liked. With many NCA member ground on November 6.
no political experience, he has raised sig- clubs in his district, Rep. Lance has been
nificant funds and has made this one of a friend of the private club industry and Brad Steele is NCA’s vice president
the toughest races in the 2018 cycle. we will work to support him. However, he of government relations & general
Rep. Roskam won re-election in 2016 will have his toughest battel yet. counsel. He can be reached at
steele@nationalclub.org.
by 19 points. The district’s voters are com- If the blue wave does come, look for this
fortable with him—even though many seat to be one of the first to fall.
FALL 2018 Club Director 7
GOVERNING By Henry DeLozier
Board Orientation
3 Steps to Ensuring a Smooth Transition
THOROUGH AND THOUGHTFUL to board. Most clubs gravitate to the In addition to the board orientation
board orientation ensures the effective- benefits of evolutionary—rather than tactic suggested above, clubs find benefit
ness of private club boards in transition. revolutionary—change. in the following tactics:
Club leaders often struggle to sustain key ■■ Conduct a board orientation meeting
strategic initiatives due to the lack of con- 2. Sharing of Tribal Wisdom hosted by the incoming board mem-
tinuity from one board to the next. Board Sebastian Junger renewed thinking bers. Usually there are three new board
orientation is an important step to ensure around the alluring value of “belonging” members, so this step enables the new
the continuity and consistency of board to small groups in his 2016 book entitled board members to state their view-
leadership and action. “Tribe: On Homecoming and Belonging.” points and support the views with data-
How can new board members be The value of sharing collective values— points that may have been overlooked
brought up to speed quickly and effi- tribal wisdom—is important to empower- or minimized previously.
ciently? Here are three important steps. ing new board members. ■■ Describe the board’s self-evaluation
Tactics proving effective in passing process to enable incoming board
1. D
eep Background along tribal knowledge are: members to fully understand the
Understanding ■■ Host a gathering of past presidents of score-keeping and accountability
Several mission-critical steps are re- the club to answer questions for rising requirements that are in place. Using
quired to provide incoming board mem- board members. This enables the free the BPM is the proper starting point
bers with an accurate and consistent exchange of information and back- for such education.
■■ Arrange a joint review of current con-
understanding of the club’s governance ground understanding for why the club
methods. Each requires that newly elect- uses—and doesn’t use—certain methods. ditions with the club’s auditor and legal
ed board members read and review: ■■ Engage an independent facilitator for counsel for the purposes of answering
■■ The club bylaws—This is the guiding a board orientation retreat which ena- newcomers’ questions and bringing
document which gives the board bles sitting board members to discuss emphasis to current and developing
its authority to act on behalf of the current issues while being observed by issues before the board.
club’s members. incoming board members. Successfully onboarding new servant
■■ The board policy manual (BPM)—The ■■ Review recent member surveys to leaders is an extremely important respon-
BPM describes how the board will enable new board members to under- sibility. Many clubs rely upon the club
execute its duties. stand issues and the quantitative sup- manager simply organizing a board
■■ The club strategic plan—The current port—or lack of—for current issues of book filled with club documents that go
strategic plan shows what key goals and the day. unexplained and sometimes unread. The
objectives being pursued by the club ■■ Pairing exiting board members with capability and wisdom of the next board
while providing adequate supporting incoming board members to discuss defines the future of the club; it is impor-
information to develop an under- issues, viewpoints, and pressures cur- tant that club leaders give serious thought
standing of the club’s future. rent to the job of servant leader. to the methods of transition from one
■■ The club business plan—Developed by board to the next.
management, this document shows the 3. Current Issues Education
tactical solutions being implemented for New board members are often unaware Henry DeLozier is a principal
at Global Golf Advisors, an
executing the club’s strategy. of the club’s past and are attuned only
international club management
Designating an established (sitting) to issues that seem current and pressing consulting firm that provides
board member as a mentor for each to them and their friends. This lack of specialized services to more than
new board member is a tactic that is broader knowledge and understanding 2,700 clients from offices in Toronto,
Phoenix and Dublin (IR). He can be reached at
growing among top clubs which want to leads to factionalism and divides clubs— hdelozier@globalgolfadvisors.com or visit
ensure seamless transition from board sometimes irreparably. globalgolfadvisors.com.
8 Club Director FALL 2018protect your in-house caddie program from outside risk.
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Mbrenneman@caddiemaster.net | caddiemaster.comINNOVATING By Laura Leszczynski
Use Brain Science and Work
Smarter, Not Harder
Simple neuromarketing strategies to make your job easier
Milwaukee Athletic Club in Wisconsin saw a 65 percent increase in member, the “why” engages behavior. If
new members . . . it’s movie night add copy like, “Guilt-free
The Old Club in Michigan saw a 30 percent increase in new enrollments . . . night for mom and dad,” or “Give mom
The Women’s Athletic Club in Chicago was able to focus on and attract the night off when you bring your kids to
the club for movie night,” or “It’s easy to
best-fit candidates when filling several key positions . . .
do date night when your kids are happy.”
All by tweaking marketing copy and using neuro triggers.
Tap into subliminal reasons and benefits
to nudge behavior.
What is Neuromarketing? We have three brains: neocortex,
In general, neuromarketing is the science limbic and reptilian.
of human decision. It includes behavioral Neocortex is the part that thinks. It’s
Use stories to stimulate
research and behavior-based strategies. our rational self. It supports active deci-
the subconscious
Scientists know when we hear a story,
With the use of functional MRI brain sion making and is slow but smart. It lives
our brains are equipped to feel and
scans, eye tracking, facial coding and in the past, present and future. It’s some-
experience the details of the story. So,
heart rate monitors, this technology is what controllable.
when you tell me about how your golf
used to gather information in response to Limbic is the part that feels. It’s our
members celebrate the 19th hole with an
words, images and scenarios. emotional self. It processes emotions,
ice-cold Heineken around an air-condi-
Simply, trained people hook up the feelings and intuition.
tioned European, handcrafted wood bar
brain and the body and watch it light up Reptilian is the part that decides.
swapping bunker stories, my brain actu-
and track responses. The data presents It’s our instinctual self. It’s always on—
ally lights up and my motor and vision
insights in changes or patterns. Then, ready for danger. It lives in the present.
neurons activate. I’m able to put myself
marketers like me, strategically apply the It doesn’t have to think. It’s uncon-
in the story.
findings and understandings to produce scious, taking care of our organs like
Instead of just telling prospects you
preferred outcomes. It’s like a secret sauce. breathing. It takes input from the other
have an outdoor pool, mention how kids
two parts but controls the final decision
cool off in the deep end with crazy diving
Why does this matter? making process.
board jumps while moms relax with
Research shows your members, prospects According to neuroscience studies
Bartender Jim’s famous icy pina coladas.
and staff are bombarded with more than and research, decisions are made with
Roger Dooley, neuromarketing guru,
3,000 commercial messages per day—pull- our reptilian brain. Eighty-five percent of
advises when using stories to “include
ing, teasing, directing. Without a smart decisions are made with our subconscious
action, motion, dialogue and other
approach, it’s hard to be heard because but the numbers show we market and sell
aspects that will activate different parts
you’re getting lost in the noise. You need to to the other 15 percent.
of the brain.”
find a better way to influence behavior. Here’s the opportunity: Flip the focus,
speak to the subconscious (reptilian
How can you brain) and watch behavior change.
Keep it simple
The goal isn’t to be wordy. Don’t give so
influence behavior?
much information it’s overwhelming.
Knowing how people make decisions will The power of words
There’s a sweet spot of just the right
arm you with extra fire power to make and messaging
amount because [drum roll please] our
your efforts and that of your team worth- You can start with simple changes with
brains want to be lazy!
while. It starts with a basic understand- event flyers. I mostly see the who, what,
ing of how the brain works. where and when but neglect the why. Re- continued on page 12 ▶
10 Club Director FALL 2018INNOVATING
Herein lies the main ingredient to ing “Please call if you have to cancel” rant and it has six cars in the parking lot.
this secret sauce: Our brains do not to “Will you please call if you have to The other restaurant has 25. Which one
want to work hard. There is so much cancel?” affected the no-show rate. It will you go to? We automatically assume
automatic “stuff” happening in our dropped by 30 percent to 10 percent. the restaurant with 25 cars is better.
brain just to keep us alive (heart beats, This works because the research Why? The answer lies in a fundamental
gut digests food, muscles and joints shows there is a correlation between principle behavioral scientists call social
work to keep us upright, and on and on). commitment and consistency. This means proof. Cialdini explains, “People’s be-
Therefore, when you’re communicating we are motivated to do what we promised havior is largely shaped by the behavior
to your members, prospects and staff, especially if we made a commitment that of others around them, especially those
keep it simple. The simpler and more is “active, requires effort on our part, and with whom they strongly identify.” When
predictable in regard to messaging is made public to others.” we see others take action, we will too. We
and imagery, the easier for the brain to don’t have to think about it. There is less
digest and make a decision! Buying and spending can hurt risk and more motivation. (Remember,
Brain science shows buying lights up the brain wants to be lazy.)
Just add faces the brain’s pain center. Studies show This is great news for club people!
Faces are familiar—the brain doesn’t have that simple changes like getting rid of Let prospects know there is a wait list
to work hard to know it’s a person. If you the dollar sign can influence behavior. and they’ll want it more. Let members
want to grab attention, use faces. Even One Cornell study tested restaurant dis- know last year’s outing sold out and
better, make it a baby face. Data gathered play pricing: they’ll think it’s a must attend. Show
by researcher Morten Kringelbach proved ■■ Numerical with dollar sign: $13.00
pictures of large groups having fun at
our brains are wired to rapidly light up ■■ Numerical without dollar or decimal: 13
your events and they’ll want to be there
when we see an infant’s face. ■■ Spelled out: thirteen
to make memories.
You can even influence where the They discovered patrons spent signif- From knowing which ear you should
viewer looks on the page. As Dooley icantly more than the other two groups speak into in order to increase sales to
simply guides, “ . . . be sure the face is with the simple numerical. So, if you’re the 10 words that generate customer
looking at what you want the view to promoting an event, menu pricing, etc., trust, join the others that use brain sci-
see—your headline, a product image or ditch the dollar sign and reduce the pain. ence tips and tricks to produce better
whatever is key. Viewers will examine the However, keep the dollar sign if you’re results and make their jobs easier. (See
face, and then subconsciously be drawn to showing a savings. If your member is what I did there?)
what the eyes appear to be looking at.” saving $50 by bundling a package, let The neuromarketing techniques have
that dollar sign stand proud next to that wide spread application.
Small changes can produce 50 number. Since it’s a savings, the brain
big changes lights up in a good way.
Laura Leszczynski is the VP of Marketing
Clubs are planning and encouraging at Strategic Club Solutions, where her team
members to participate every day. No- Social proof is a incorporates a toolbox of mental triggers to
shows can be expensive and frustrating. powerful weapon engage behavior for clubs in the U.S. She can be
reached at laura@strategicclubsolutions.com.
Take advantage of what social scientist So, you’re in a new city and you want to Go to strategicclubsolutions.com to find out
Anthony Greenwald discovered: Chang- get some food. You drive by one restau- which ear and what 10 words.
Statement of Ownership, Management and Circulation
(Required annually by the U.S. postal regulations) Title of publication: Club Director. Publication number: 1050-8600. Date of filing: September 12, 2018. Frequency of issue:
quarterly. Number of issues published annually: 4. Annual subscription price: $20. Complete mailing address of known office of publication: 1201 15th St. NW, #450, Wash-
ington, DC 20005. Full names and complete mailing address of publisher and editor: Publisher—National Club Association, 1201 15th St. NW, #450, Washington, DC 20005;
Editor—Cindy Vizza, 1201 15th St. NW, #450, Washington, DC 20005. Owner: National Club Association, 1201 15th St. NW, #450, Washington, DC 20005. Known bondholders,
mortgagees and other security holders owning or holding 1 percent or more of total amount of bond, mortgages or other securities: None. Extent and nature of circulation/
average number of copies each issue during preceding 12 months: Total number of copies—4,450. Paid and/or requested circulation: (1) Paid/requested outside-county mail
subscriptions stated on Form 3526—10; (2) Paid in-country subscriptions stated on Form 3526—4,133; (3) Sales through dealers and carriers, street vendors, counter sales and
other non-USPS paid distribution—0; (4) Other classes mailed through the USPS—15. Free distribution by mail and outside the mail (samples, complimentary and other free):
200. Total distribution: 4,333. Copies not distributed: 127. Total: 4,460. Percent paid and/or requested circulation—95.4%. Extent and nature of circulation/actual number of
copies of single issue published nearest to filing date: Total number of copies—4,250. Paid and/or requested circulation: (1) Paid/requested outside-county mail subscriptions
stated on Form 3526—10; (2) Paid in-country subscriptions stated on Form 3526—3,939; (3) Sales through dealers and carriers, street vendors, counter sales and other non-
USPS paid distribution—0; (4) Other classes mailed through the USPS—10. Free distribution by mail and outside the mail (samples, complimentary and other free): 200. Total
distribution: 4,139. Copies not distributed: 121. Total: 4,151. Percent paid and/or requested circulation—95.2%
12 Club Director FALL 2018CONNECTING By Trevor Kluke
If You Build It, They Will Come . . .
If You Help Them
8 Strategies to Get Your Members Using the Club Website and Mobile App
THE STARTER’S VOICE crackled Could the power of technology to make Together, you can set up the member’s
through the radio attached to my belt. this process a little easier? The season online username and password, log into
“Mr. and Mrs. Anderson on push carts to ended, and my summer stint led to get- the site and even make an online book-
the first tee please,” he requested and then ting hired by Jonas Club Software to ing. It is usually better to let the mem-
added, “Bag #345, #567 and #430 on pow- consult with clients on improving their ber take control of the computer and
er carts to the top of the hill.” I wasn’t sure websites. Unfortunately, I never got the help if they get stuck. Setting the prec-
if I had heard everything correctly but, chance to share my vision of a technolo- edent at the beginning will result in a
from the depths of the bag storage room, I gy-driven bag storage process. much higher probability that it sticks.
replied the same way I would for the next In my new role I worked with club
two months with a simple, “Coming up.” managers on how to improve their web- Open online bookings in advance
In the summer of 2016, with an sites and better utilize the online tools If your club accepts in person or phone
unquenchable thirst for golf, I took a available to them. It became clear that tee time, court or dining bookings in
second job at one of Toronto’s most pres- the back shop wasn’t the only club area advance, allow members to book ear-
tigious private golf clubs. After eight that was struggling to modernize. Even lier online. Eventually you can reduce
years of working in marketing roles I at clubs that were keeping up with the in-person and telephone bookings to 24
was looking forward to getting back on rapidly changing tech world, members— hours in advance.
my feet, getting my hands dirty cleaning and even staff in some cases—were slow
clubs, and fetching golf bags in the back to adopt and use new online tools like Host a monthly lunch and learn
shop. It was also going to be a great online bookings and mobile apps. Every There are many online tools that your
chance to see how clubs were taking once in a while, I would find a club with members would probably like to learn
advantage of new technology and soft- members on board for booking tee times, more about. Each month you could
ware I had seen come to market. Smart- dining reservations and courts—all combine learning about online book-
phones and tablets didn’t even exist the online. Staff expressed how beneficial ings and how to use apps like Face-
last time I was behind a pro shop counter. this was, freeing up the time they had Time, Twitter, Instagram or Pinterest.
Unlike golf clubs that I had worked at previously spent answering phone calls. This could be a great opportunity to get
during my college days, this Toronto-based After consulting with more than 130 some of the younger members or early
club had a “no tee times” policy. Members clubs, it was clear that getting members tech adopters to volunteer and act as
would arrive at the first tee and tell the engaged online was challenging but a teaching assistants.
starter they wanted to play that day. The high priority. I learned as much as pos-
starter would add them to the list and radio sible from the clubs that were seeing Stop accepting phone bookings
the member’s bag number to staff in the uptake and shared that information with This may sound severe and unpopular
back shop. When the first tee was busy, the other clients. The following is a summary with members. A private club in Win-
bag storage area got a bit chaotic. The vet- of the ideas and best practices that can nipeg, Canada implemented the policy
erans on staff knew most of the members’ help your members adopt the technology and within a year, after some early
names and bag numbers but for a newbie tools that your club provides. grumbling, members accepted that
like me, there was a lot of radio requests to if they want to book a tee time, they
the starter asking him to repeat the mem- Get Members Booking Online have to use the website. It became the
ber’s name or number or both. Provide a website tour new normal. If you have buy-in from
It wasn’t air traffic control but the during orientation the club’s leaders and use some of the
back shop could get stressful and I A new member orientation is a perfect strategies above, it is possible to go
thought that there had to be a better way. time to show off the club website. online only.
14 Club Director FALL 2018Get Members to Use ername and password and how to allow Technology can be a huge help if it
Your Mobile App push notifications. is used as it was intended. Different
Identify early adopters and use demographics will have various com-
them as advocates Provide clear instructions fort levels and expectations when you
Pilot your app with small groups of When promoting the new app through introduce new software to your club
members before launching it to the full an email marketing campaign or a club so keeping everyone happy can be a
membership. Communications teams newsletter, be sure to include simple in- balancing act. If you take a proactive
can select their pilot group in a variety of stallation instructions and a dedicated approach and try to implement some of
ways, but it’s often easiest to work with contact person at the club to help mem- the strategies above, you can get your
members who have existing ambassador bers needing assistance. membership to embrace the benefits
roles like the board of directors, or men’s and convenience of technology. Once
and women’s league captains, as they are Instant giveaways that happens, maybe you can ask the
likely to be advocates. Kids and young Send members push notifications con- back-shop staff if they have any great
adults are also early adopters and will be taining a code word. The first person to ideas about how to improve the bag
able to show their parents how easy it is mention the code word to a host/server at storage process.
to use the app. your club’s dining venue, receives a free
appetizer, dessert or glass of wine with Trevor Kluke is senior marketing
Hold a launch party their meal. Golf pros could send out a push associate for Jonas Club Software.
This is not only a chance to show off the notification for special limited time offers He can be reached at 800-352-6647
ext. 2561 or trevor.kluke@
new mobile app, but also teach everyone in the pro shop. Incentivize the use of the jonasclub.com.
that attends how to install it, set up a us- app by leveraging the “fear of missing out.”
DUQUESNE CLUB
Executive Business Lounge
Pittsburgh, Pennsylvania
THOUGHT PROVOKING,
FORWARD THINKING.
We at Chambers know
it’s about more than
just great design.
Everything matters.
STRATEGIC PLANNING
MASTER PLANNING
ARCHITECTURE
INTERIOR DESIGN
PURCHASING
It’s all about SIGN UP FREE!
for industry
trends & insights
member experience. Follow @chambers1899
MD 410.727.4535 / TX 972.253.3583 / MN 612.295.0725 / DC 202.851.3201 / FL 239.673.1790
FALL 2018 Club Director 15Renovations and new capital projects can mean growing your footprint, adding unique upgrades and shifting strategies
to attract and engage members. With proper planning the process can produce fantastic facilities, the likes of which are
showcased on the following pages.
Club Director invited several key architecture and design companies to share their thoughts on trends, award-winning
projects and compelling facilities at clubs. Their inspiring designs and member-centric ideas are sure to spark some new visions
for your club and master plan projects.
Successful Club Renovation
SHOWCASE
CREATING A NEW,
BUT ALWAYS
THERE FEELING
By Kevin Lichten and Joan Craig
H
ow can a successful and storied club add a basic amenity and becoming the center where all would gather for cocktails and
that had been missing for 120 years of its existence? The company, at the end of a long day and into the evening.
Woman’s Athletic Club of Chicago on one of Chicago’s Despite the club’s large space—more than 105,000 square
major avenues had a long and distinguished history by virtue not feet—almost every nook and cranny of the building was over-pro-
only of its membership and handsome landmark building but by grammed and over-used. Our first goal was to identify available
the richness of its amenities and activities. Built in 1929 as the space in the right location to attract members. The logical choice
first women's athletic club in the country, the club’s offerings was an area traditionally thought of as untouchable, the central
ranged from lectures and concerts to triathlon training and spin section of a beautiful and beloved library. The proximity to the
classes, from wine tasting sessions to balls, but it had no bar. main entrance and dramatic staircase and high quotient of charm
Our challenge was to create a members-only bar and lounge that trumped sentimental attachment. At the very least, we promised
looked like it had always been there, matching the elegant blend of to maintain all the original and treasured character.
Art Deco and Beaux Arts architecture designed by the club’s orig- The area consisted of two rooms: the faded library reading room
inal renowned architect Philip Maher. The general manager and and a vestibule populated only by a few benches. In terms of archi-
chief operating officer, Fred Fletcher, asked that this room be a Chi- tectural scope, our project involved restoring the detailed pine pane-
cago destination: a new and major draw, driving new membership ling and oak flooring; replacing the monumental windows with new
16 Club Director FALL 2018Photography by Werner Straube, photos courtesy of Lichten Craig Architecture + Interiors.
17
FALL 2018 Club DirectorBefore: The Woman’s Athletic Club of Chicago library reading room and vestibule.
After: The newly renovated spaces at the Woman’s Athletic Club.
handcrafted steel windows that matched the original; and boosting of the furniture and interiors of the French designer, Armand-Al-
gloomy light levels and illuminating the Sir Peter Lely portrait of an bert Rateau. Using his screens as a point of departure, Anne Harris
English
After lady, which had long occupied the space over a hand-carved created a stunning black and gold painting, alluding to themes
pine mantel. In order to provide efficient food and beverage service rooted in the club's many traditions. The black paint has a velvety
to the space and to increase banquette seating capacity we relocated quality while the gold is metallic, lending the impression that the
an unused door, the only major architectural change. gold figures are emerging from the darkness, a modern twist on
The original furniture, carpets, lighting and art were the richness of the décor of the original building. Beneath the
replaced, except for a few restored pieces. The cherished but focal wall of the mural, Lichten Craig designed a quilted leather
well-worn room would evolve into a comfortable, warm and banquette, which faces a new walnut bar and credenza detailed to
inviting lounge able to attract existing and hopefully new mem- recall the architectural nuances of the library.
bers of every generation. Silver martini shakers, crystal glasses Initial drawings were used to obtain cost estimates from several
and craft cocktails brought new life to the books and magazines. general contractors. Along with sketches prepared by our office,
Most of the furniture was custom designed by Lichten Craig, the budget was presented to the board for approval. Following the
complemented by a few pieces by Dessin Fournir and Victoria & preparation of detailed architectural drawings, construction started
Son; a custom rug from Doris Leslie Blau; and lanterns commis- during the slow summer months of 2016. Expedited scheduling
sioned from Charles Edwards. The fabrics are in a warm palette allowed the new facility to open six months later. Anne Harris’s
of golds, creams, blacks and chestnuts—from Dedar, Toyine mural was prepared off-site in her studio and installed in a few days.
Sellars, Le Crin, Fortuny and Jim Thompson. The tables in the Final touch up took place days before the opening.
library and neighboring bar were created by Terry Moore of the Today where novels and newspapers were quietly read, the
New Hampshire Furniture Masters, a guild of artisans dedicated clinking of ice on glass and the laughter of members socializing
to "making furniture of unsurpassed quality." We were initially has brought an old space into new use. It's our great pleasure to
taken by their reputation and motto, "our standards—impossibly pop in the club after a long day at work to enjoy a Manhattan and
high," and later by the extraordinary tables crafted for the club. see the room buzzing.
Adjacent to the library, in what had been an overlooked vesti-
bule, an even more dramatic transformation was planned. Drawing
Kevin Lichten of Lichten Architects and Joan Craig of Craig & Company
from the building's era, we collaborated with Anne Harris Studio Architecture and Interiors can be reached at lichten@lichtenarchitects.com
to develop a mural to wrap the room. We’ve long admired the work and craig@craigandco.com.
18 Club Director FALL 2018TOP 10 MUST-HAVES
IN PRIVATE CLUB
FACILITIES PLANNING
By Rick Snellinger
P
rivate clubs must com- REBALANCING
Photography courtesy of Chambers.
pete for their members’ DINING SPACES
time above all else. If a Many clubs are rebalancing the existing
private club can offer its mem- square footage of their dining spaces to create
bers an engaging experience appropriate separation of spaces with tasteful,
for all ages that complements updated décor. Today, members desire dedicat-
their busy lifestyle, the club ed bar/lounge areas where they can socialize
will soon become a desired with friends, as well as family-oriented spaces
destination for all members of where parents and children feel comfortable.
the family. Members are also looking for intimate upscale
While board members and dining spaces with fewer seats rather than the
club leaders are often well- large formal dining rooms of decades past.
versed with the concept of ROI By renovating dining spaces within the
(return on investment), many existing building footprint, clubs can revi-
struggle when applying this talize their F&B experience while evading
concept to potential facilities the cost of building new venues or servicing
improvements in their club. additional square footage. St. Clair Country BARS BECOMING THE
Why? Because private clubs are Club in Pittsburgh experienced a 40 percent EPICENTER OF CLUBS
not traditional for-profit busi- increase in utilization in the first six months Members crave an exciting and spon-
nesses and can’t be evaluated after Chambers reconfigured their dining taneous bar atmosphere. Today, members are
in the same manner. Instead, spaces and quickly developed a flourishing less likely to make a reservation and prefer to
we encourage clubs to consider wine program as a result of the new member casually “drop by” the club to socialize with
the ROE—return on experience. wine locker displays incorporated throughout. fellow members. Providing an inviting horse-
The value a club brings to shoe-shaped, “cross-talk” bar encourages such
its members directly affects interaction—whether they enjoy a before-din-
two key strategic drivers: ner cocktail, order a quick and casual meal, or
(1) member retention and meet to watch “the big game,” members quick-
(2) member recruitment. By ly see the bar as a destination unto itself.
increasing the relevancy of a At Baton Rouge Country Club in Baton
private club within a member’s Rouge, La., Chambers converted a centralized
lifestyle, you increase the value dance floor into a circular bar that is now the
of their membership. Here, are focal point of a vibrant casual dining room that
our top 10 “Must-Haves” in members of all ages enjoy. In the last three years
facilities planning to increase since implementation, member dining F&B sales
the ROE—and the overall have increased 31 percent and the club’s stock-
value—of your club experience. holding membership has reached capacity.
FALL 2018 Club Director 19ENHANCING F&B INDOOR/
OFFERINGS OUTDOOR
Members desire unique LIVING AREAS
dining settings like those they Members wish to take ad-
experience in their local cities vantage of the club’s outdoor
and neighborhoods. Elevate setting by socializing in spaces
your dining offerings by incor- that capture the club’s beautiful
porating an open kitchen con- views and provide furniture
cept or creating a wine cellar groupings and fire pits. To
for private events and tastings. minimize the distance from the
Offer healthy menus that kitchen, outdoor terraces and
change regularly and incorpo- patios often include outdoor
rate ingredients grown at the cooking stations as well. If
YOUTH ACTIVITIES
club so members enjoy these members can’t be outside, they
Progressive clubs are providing family-friendly amenities de-
amenities at the club rather look for spaces where they can
signed for today’s youth. This gives the club’s youngest mem-
than going to the new farm-to- have as much connectivity with
bers a place to call their own, providing areas where they feel
table restaurant in town. the outdoors as possible.
comfortable while fostering a deeper connection with club life
and making lifelong memories. Young children and teens have
different interests that should be reflected in the programs and
décor of these spaces, which are often located in close proximity
to casual dining spaces for ease of access for families.
The design of Wilmington, N.C.-based Cape Fear Country
Club’s Family Activity Center included two designated areas for
their youth—a dedicated child care space (complete with a quiet
nursery room) and a durable youth room for teens and tweens
with table games, seating areas and video games.
SWIMMING POOLS AND ADULT CABANAS
A club’s swimming pool area is now the number two most
desired amenity by prospective members (second to golf).
Members look for resort-style pool designs, inviting pool deck
spaces, ample shaded areas and additional spaces for socializa-
tion, such as an adult cabana bar. These types of spaces, in addi-
tion to offering expanded pool snack bar menus or offering unique
programs are also important to providing an enhanced swimming
CYBER LIBRARY experience beyond the traditional rectangular pool.
Thirty to 40 percent of today’s members work remotely. Since
clubs strive to be a member’s home-away-from-home, they
should also provide members with the same at-home comfort and
connectivity. The design of these spaces should go beyond the typi-
cal business center concept, and instead resemble the airport lounge
concept with soft seating, light refreshments and wireless access.
The new Executive Business Lounge at the Duquesne Club in
Pittsburgh is a perfect example—complete with a coffee station,
communal area, and individual computer carrels. The Union
League Club of Chicago’s recent first-floor renovation incorpo-
rates casual seating and a café bar that transforms into a cocktail
lounge in the evening—offering members that desired “third
place” outside of work and home to connect.
20 Club Director FALL 2018You can also read
