62 | 2023 BOARDROOM AWARDS
94 | DISTINGUISHED CLUBS SANTA ANA COUNTRY CLUB
95 | DISTINGUISHED GOLF DESTINATIONS DESERT WILLOW GOLF RESORT THE LINKS AT TERRANEA WALDORT ASTORIA ORLANDO
100 | MEMBER EXPERIENCE ELEVATING MEMBER EXPERIENCES IN 2024
106 | INNOVATIVE IDEAS THE CLUB AT ADMIRALS COVE DESERT MOUNTAIN CLUB
By John G. Fornaro
November, 30 years ago, I started my first job in the private club industry... 24 hours later, I was fired. It was not something anyone could expect the day they began a new job, but for me, it was reality. But it also marked the start of my journey in the private club industry and the many businesses and partnerships I’ve formed. It’s also an inspirational story for people who work in the industry and want to branch out and thrive.
It’s about my curiosity. I’ve always been curious about everything in my life...curiosity makes me question everything. By being intensely curious, I don’t procrastinate. I’ve learned from everyone I’ve talked to in this industry. I talk to everyone, especially at networking events and my curiosity has allowed me to learn and be wiser.
My curiosity is about something other than what I want. Still, as I’ve learned about the private club industry over the past 30 years, it has made me curious and given me a better understanding of what the club industry wants and needs and how I can meet those needs.
It’s also my story about the many people I’ve met and who have influenced me in my quest to contribute to the private club industry.
Before entering the club industry, at 25 years of age, my curiosity led to another adventure. As co-founder of Video Vending (Redbox today), we invented and manufactured the machines that made movies available to the public. I owned multiple video stores in various locations worldwide. We realized everyone wanted to watch mostly new releases, so we created the machines to stock only new movies. They were in convenient spots like grocery stores and hotels.
My venture into video vending was written up in both Time magazine and Billboard and in Canada I was recognized as a successful entrepreneur and in Calgary, Alberta, one of the city’s top 40 under 40.
I raised over $20 million and was finalizing my public offering in the late 1980s when, unfortunately, the stock market crashed. We were unable to take the company public.
Following a couple of years off at the beginning of the 90s, I moved to California and began to research different opportunities. I was flipping through the yellow pages in the phone book and landed on country clubs....to be specific, Newport Beach Country Club.
At that time, I didn’t know that much about private clubs, but my curiosity was intense. I spent a couple of days in the Newport Beach County Club parking lot and surveyed some members who happened by.
After a couple of days, I put a report together, gave it to the general manager and disclosed what I found in the survey. I told them they should hire me. And guess what, they did...as the membership director.
The following day, I went to work. That lasted about five minutes before they fired me because I accused them of having too old members and the fact that women couldn’t play golf on weekends. This, I said, could be the reasons why they were not successful in selling memberships.
On my way home, I picked up the Los Angeles Times The cover of the the business section featured a picture of an attorney standing on a cracked cart path at Pacific Golf & Country Club in San Clemente, CA. He told the story that the club had suffered severe damage from the rain, which had caused the driving range and the three golf holes to be closed.
The owner of Pacific Golf & Country Club was suing Gary Player, the course designer and certain banks for selling them the club that had sustained damage. The attorney had stated they could not sell memberships or have catering events.
Ah, another opportunity! I drove to Pacific, did another survey and presented my findings to the general manager, Frank Adlesh.
He said, “I’d like to hire you but don’t have a budget to pay you.” I said, ‘No problem, pay me 100 percent commission.’ In the previous year, Pacific had only sold five
memberships. Frank hired me in November of 1993 and in my first year, I sold over 180 memberships.
In mid-1994, I met Keith Jarrett, a member at Pacific. We talked about doing something together...like starting an association for membership directors.
In 1994, only a few private clubs had membership directors. They were mostly membership secretaries, without the clout of a membership director. So, we saw another opportunity. In 1995, we started an association and planned our first conference for July 1996. In the period before the conference, I had traveled to different conferences and heard Rick Coyne (now of ClubMark) speak about membership sales.
In February 1996, I met with Rick and Donna Coyne and asked them to speak at our July conference. Our first conference in Los Angeles had over 180 attendees, some from as far away as Japan. After the conference, Keith and I became partners
with Rick and Donna in the Professional Club Marketing Association (PCMA). I later sold PCMA to Rick and Donna in 2008.
In 1995, we also started the first website business, Privategolfcourses.com; we sold it in 2001 and the owner then sold it to Net Caddy.
In 1996, while still selling memberships at Pacific, I took over the catering department, branding and communications. At the time, Pacific had an advisory board and I also was in charge of advisory board member orientation. That’s when I realized there was no educational process, magazine or newsletter for board members. And as we discovered, many board members didn’t know their roles and responsibilities. So, here arose another opportunity!
Immediately, Keith and I developed a magazine prototype called BoardRoom magazine. At an association meeting with industry leaders, I passed the prototype around but received little support. Actually, one of the industry leaders threw it in the garbage and said the board doesn’t need information or education about their positions.
I disagreed and really didn’t care what he said. We published the first BoardRoom magazine in December 1997. I also brokered a deal with the club’s owner to not sue Gary Player; in return, Gary Player would spend three days at the club playing with members.
I also asked Gary to be on the first cover of BoardRoom magazine and 27 years later, BoardRoom magazine is the number one publication in the private club industry. It’s the only publication focused on board issues featuring the top industry leaders and all the major associations.
At first, many general managers were afraid to show their board members this magazine that touted education for board members.
Gradually, after a few issues, GMs started photocopying articles to give to their board members, and about a year later, most GMs started to feel more comfortable providing each board member a copy of each BoardRoom issue. This has grown exponentially to the point where many clubs today give a copy to each board member and committee chairs and members.
Keep in mind many board members have experience with charity or for-profit boards, but fewer than five percent understand 501(c)(7) equity clubs, the fiduciary responsibilities and their roles and responsibilities.
BoardRoom magazine’s primary goal is to promote and foster collaborative gover- ➤
nance in private clubs. We have always supported the concept that the board focus on strategic objectives tomorrow while the club’s management focuses on the operation and implementation of the board’s objectives.
We are 100 percent behind the GM/COO/CEOs running the club with very little interference from the board. Micromanagement is the scourge of the private club. Thus, it’s the GM’s job is to oversee the club’s daily operations and to execute the strategic plan.
The private club business model has been a challenge. The members elect members to the board, and at the same time, they are also the customers. This can lead to conflicts of interest.
Also, the fact is, in most cases, one-third of the board is replaced every year, and the entire board is replaced every three years. This has contributed to the challenge. Loss of institutional memory has caused clubs to repeat mistakes and not solve their challenges.
BoardRoom magazine, while being planned, was thought of as a magazine that focuses on board issues, covers the entire club, has no agenda, and has relationships with all the industry associations, all of whom contribute articles.
While other publications focus on their members’ duties, BoardRoom focuses on every aspect of the club. I envisioned a magazine where the top industry experts, best lawyers, accountants, tax consultants, architects and hundreds of other professionals would contribute articles.
This has certainly happened and has helped make every BoardRoom magazine timely and relevant to the day’s issues. For board members, the departments delineated in BoardRoom are like the committee chairs’ elected positions. We define their role and topics related to their committees. It’s the job of continuing education.
I believe the key to a successful club, a successful industry and a successful member experience is the people. It’s about people, not just about facilities. It’s people who solve club issues, make our industry successful and give members a great member experience.
Our cover stories and pictures never feature a facility or clubhouse. They’re reserved for people that make a difference. Our articles are written by inventors, consultants, managers, board members, association leaders and a few who wake up every day solving club issues.
In the last few years, many clubs have given each committee member digital copies of BoardRoom to prepare them for future positions as committee chairs and, eventually, board presidents. These clubs are looking at the committees as the farm teams, prepping their committee members for roles as potential board members.
In 1998, Keith and I also started another company: eclubbuy. A dot com company we developed as a buying group for private clubs. CMAA and other associations endorsed us; we raised over $10 million, went from seven employees to 100, and were funded by two venture capital companies.
Bill Thomas was hired as a COO the last couple of months before it happened to me again...the 2000 stock market crash. We were unable to continue. We had successfully signed up over 500 clubs that could purchase over 10,000 products online. But it wasn’t to be. The venture capitalists began selling our assets.
With the emotional support of Jim Singerling, CMAA’s CEO at the time, and all my staff, I bought back all my companies. BoardRoom magazine, PCMA and Privategolfcourses.com.
Keith became involved in philanthropic ventures and started the Amberwatch Foundation. Bill Thomas focused on his other business before return-
ing in 2002 as one of our partners. He is still currently with me.
In 2008, another opportunity arose, and I became part owner of Pacific Golf Club. The club I first started working at years earlier. I quickly changed the name to Bella Collina Towne and Golf Club and was able to test new ideas on members and for the industry before selling my interest in the club in 2013.
That same year, Keith Jarrett and I began another adventure... the founding of BoardRoom Distinguished Clubs.
The late Jay DiPietro was my inspiration for BoardRoom Distinguished Clubs, which has allowed us to showcase the best private clubs in the country. He said, “Recognizing staff and management for providing a great members experience was important and missing.”
Jay, long-time general manager at Boca West Country Club, was my mentor. I met him 25 years ago at the CMAA leadership conference and our relationship and friendship was long-lasting.
He showed me that a GM’s most important job is to provide club members with a great member experience and the importance of empathy, respect and recognition for staff and members.
Jay also clarified what I believed. A great club starts with a competent board. A board that doesn’t micromanage but one that supports the GM/COO in managing the club’s daily operations.
So, how could we recognize the performance of staff and management who provided a great member experience?
Keith and I always believed there’s an opportunity for a credible company to recognize the top private clubs in the country. We considered rating a club’s member experience, not recognition based on the popularity ➤
of a club or GM, to be the key factor. That’s been the impetus for Distinguished Clubs
Keith, Bill Thomas and I, along with Frank Gore and Jeff Briggs, our chief analyst and CIO, still own Distinguished Clubs today in partnership with Forbes Travel Guide, which endorses our Distinguished Club as the premier recognition for outstanding clubs in the private club industry.
Distinguished Clubs have grown exponentially in the past couple of years. We now have 225 Distinguished Clubs and the list grows as our analysts continue to visit and complete audits on clubs nominated to be Distinguished Clubs.
In June 2024, we will have a satellite office in France as the Distinguished Clubs expands its footprint into the European market.
As well in 2019, we partnered with Paul Levy, past president of the PGA and Tom Fitzgerald, an executive with JetBlue Challenge, to expand our horizons again, starting Distinguished Golf Destinations, a company similar to Distinguished Club that now recognizes the top golf resorts in the world that deliver a great experience for golfers. We now have 70 DGD clubs.
Gordon Welch and I also began a new partnership with BoardRoom Institute this year. This group includes Dick Kop-
Many people have been strong supporters of my work in the industry, including long-time associates:
• Dick Kopplin, one of the first people I met and one of BoardRoom magazine’s first advertisers
• Former CMAA CEO Jim Singerling
• Rhett Evans, CEO of the GCSAA
• Michael McCarthy, CEO of Addison Reserve Country Club
• Matthew Linderman, CEO and president of Boca West Country Club
• Rick Coyne
• Donna Coyne
• Keith Jarrett, with whom I became business partners
• Bill Thomas
• Gordon Welch, COO of APCD
• Crystal Thomas, executive director, California Chapter of the CMAA, and
• Jeff McFadden, the inspiring GM of The Union League of Philadelphia.
And of course, there are our long-time BoardRoom staffers, including my partners Dave White, editor, and Heather Arias de Cordoba, creative director and associate editor. And our esteemed sales rep, Dee Kaplan, who has dedicated her time and efforts in the private club industry for so many years. They’ve inspired and been the driving force behind our success as the number one magazine for the industry as we now approach our 28th year of publication.
Others include Paul Levy, former president of the PGA and Tom Fitzgerald of JetBlue Challenge, with whom we’ve partnered as we’ve developed BoardRoom Distinguished Golf Destinations
And, of course, my gratitude to my wife, Denise, my strongest supporter of our efforts over the years, and my son, Dante, now a college student who is making his mark with his college golf team.
plin, Kurt Kuebler and Tom Wallace, principals of Kopplin, Kuebler & Wallace; Ray Cronin, founder of Club Benchmarking and Frank Vain, president of the McMahon Group and CEO John Schultz, all of whom have joined us as partners in BoardRoom Institute, our online educational program for boards of directors. Gordon is our chief operating officer.
These influential people and many others have helped focus my vision on the private club industry.
My curiosity has and continues to make me question everything and by being intensely curious, I don’t procrastinate. But I’ve never been driven by money.
I also have massive respect for the men and women who work in the private club industry. They often give up holidays, weekends and evenings to provide members with a great member experience. That, in essence, is the private club industry...servitude...people who serve private club members so they can have a great member experience and purpose.
It’s always been my philosophy that problems can become opportunities when the right people come together. And there is little difference between obstacles and opportunities and being able to turn them into an advantage. I have sought to turn my problems and obstacles into opportunities and opportunities into possibilities.
And, of course, we’ve had two other long-time outstanding programs – The selection and recognition of BoardRoom’s Private Club Board Presidents ( of the year), now in its 20th year and the BoardRoom Awards, going into its 25th year... the only awards in the private club industry that recognize private clubs’ business partners.
I’ve seen increasing innovation, achievement, vision and dedication from BoardRoom Award recipients every year. Our private clubs benefit from their outstanding work and we’re always delighted to recognize their exceptional contributions to the industry.
Along with this, we have, for many years, also recognized outstanding people in the industry with our Lifetime Achievement Awards, the John Fornaro Impact Award, the Gary Player Educator of the Year Award, the Jay DiPietro Vendor Award and the Dave White Editorial Award
There’s a nomination and selection process for our Top Presidents Program as we annually honor 20 board president finalists worldwide, along with one Distinguished Board President.
These outstanding candidates play a huge role in their club’s operations, working diligently with their boards of directors and general managers toward collaborative governance.
All my life, curiosity and opportunities have been my driving force. And it’s been no different with my successes in the private club industry. BoardRoom magazine, in January 2024, will be into its 28th year of publication as we continue in our quest to ‘raise a problem...and seek a solution.’
And who knows what opportunities that will bring!
At least, that’s the way I see it. BR
John Fornaro, a luminary in private clubs, epitomizes dedication and entrepreneurship. With BoardRoom magazine, he pioneered industry transformation for three decades, advocating GM autonomy. As an influencer, he innovated, uniting passionate professionals. His magazine, a beacon of knowledge, reflects his unwavering commitment to excellence. John’s legacy is one of giving back and enduring passion. John is a friend to the private club industry.
Ronald Banaszak, CCM, CCE EVP of International Business Development, Distinguished Clubs
John has been a great mentor, friend, confidant, and inspiration for over 20 years of my professional career. Anytime I make a big decision or career move I always run it by John. I trust that he always looks at things from a different perspective and will find my blindspot on different issues.
I will always treasure the many conversations and projects that John and I have worked on together. I always enjoy his enthusiasm. I have no idea how he keeps so many different projects going at once. A total inspiration! Beyond his profession, John has such a love and passion for his friends and family. I am fortunate to be considered a friend. He is loyal beyond measure and I know he is always there for me when I need it.
This industry is better because if John and I am a better person today because of him.
Rachel J. Carter Senior
Membership Director, National Golf Course
Owners Association
I have known John for nearly 30 years and while there is much I can say, I will use this commentary to highlight a feature in John that I truly feel sets him apart from many in our industry. This attribute may be the single attribute that resonates John’s overall success. John is a professional of many words often, except at times of controversy or disputes. His ability to step back or step aside and have that poker player, methodical composure is an attribute that has taken John down his amazing path of success, in an industry that so many strive to reach success by being the one see or heard. May those of us who know him, learn from him.
Donna Coyne Co-Founder/Managing Member, PCMA
Since his entry to this industry, I have been blessed to share ideas with this incredibly visionary man. Learning private clubs from the ground up, he has always displayed an uncanny curiosity of what is and a vision of what could be. John Fornaro is one of a few men to earn his rightful place as a leader of this great industry.
Rick Coyne President, ClubMark Advisors
Every industry requires a “go to” publication with an industry leader, champion, and soothsayer in the publisher’s chair. John is that and more, having owned a club and worked with hundreds of others while always keeping his ear to the ground. John’s long track record of connecting, informing, praising and cajoling has kept our industry in shape. Thank you for your tremendous service, John!
Ray Cronin Founder, Club Benchmarking
Innovator…disruptor…enabler…John has been a masterful thought-leader for decades. John has consistently drawn forth the best from all with whom he interacts, and we have each grown from our work with John. He has introduced brave and new concepts from which many have grown. And, importantly, he has created opportunities for many.
Henry DeLozier Principal/Partner, GGA Partners
John has been a trusted advisor, friend and inspiration to so many in the private golf club community. I have witnessed first-hand the positive impact he and his team have had on our industry. He has done a remarkable job imparting his knowledge and guiding others through the complexities of managing private clubs. His body of work is commendable. Congratulations John on 30 years of excellence.
Rhett Evans CEO, GCSAA
There are very few in the private club industry that have not been, directly or indirectly, positively influenced by John Fornaro. We have all benefited by John’s entrepreneurial spirit and visionary efforts.
John is consistent in his passion for being a change agent in an industry that is reluctant to change. Much of what defines the private club industry today can be attributed to John and his influence and significant accomplishments. I have personally and professionally benefited from John’s efforts, and I am forever grateful for his contributions to the private club industry that are too many to count.
For over 28 years I have observed the positive influence that John Fornaro has had in the private club industry. The focus of his work, including BoardRoom magazine, the Distinguished Clubs program and the BoardRoom Institute have all contributed to better managed and better governed private clubs.
John is one of the most recognized proponents of “best practices” for the club industry. I respect and admire him for all that he has done for the betterment of private clubs. His influence and leadership is very evident in our private club business”
John Fornaro has always been a trendsetter in everything he does. His passion for the club industry is unsurpassed by almost anyone that I know in my over 40 years in this business. One of John’s strongest traits is that he is a great connector of people and encourages them to crossover from association to association, to different market sectors with the ultimate connector being his ability to show individuals how they can benefit each other for the good of their business, their club, or themselves.
Paul K. Levy, PGA, 40th President PGA of America Search & Consulting Executive, Kopplin Kuebler & Wallace
I had the great fortune of meeting John Fornaro nearly 25 years ago when he first started BoardRoom Magazine. I will never forget the initial issues where I realized that we now had an industry publication that was going to make a difference in the BoardRoom. Through the years his commitment to educating boards has not only shaped the clubs that I operated, but also resonated throughout our industry.
While John began as an outsider, he has risen to become an esteemed industry expert, widely admired and respected. I will forever be grateful for the contributions that he has made to our industry and I will always treasure our friendship.
Michael McCarthy CEO, Addison Reserve Country Club
John Fornaro’s three-decade journey in the private club industry is nothing short of remarkable. His unwavering dedication, innovative leadership, and commitment to excellence have left an indelible mark. John’s role as an influencer extends beyond his impressive achievements, inspiring countless individuals to elevate the standards of this exclusive domain.
Brett Morris General Manager/COO, The Club at Admirals Cove
I first met John over 30 years ago at 8:00 in the morning during the CMAA World Conference in Hawaii. He spoke of his vision for a BoardRoom magazine and was primed to deliver The Message with energy and enthusiasm. What a vision, what a personality, what a publisher, what a guy! He had the BUZZ then and he has the BUZZ now. Go John!!!
Gregg Patterson President, Tribal Magic
John is a true leader in the club industry. Innovative, accessible, and open to new ideas, John is the consummate professional. He is forward thinking and keen at making connections. His passion for the club industry is self-evident and makes the industry better as a whole.
Tim Schantz President / Chief Executive Officer, Troon
I am honored to be asked to share some thoughts on the enormous impact that John Fornaro has had on the private club industry. John’s focus has always been on the proper administration and management of the business of clubs.
John’s laser focus on enlightening club volunteer directors and committees on proper oversight of the club operations is second to none. John was always passionate in his belief that the financial success of private clubs and their ability to provide jobs within the local community and support small business’ is reliant upon the tiers of management all staying in their lane.
The club operation in all communities is usually the most sustainable small business in that community. John used his significant influence as a club owner, an industry media publisher and an advocate for professional club managers to make the club industry more successful.
He has definitely fulfilled the adage “Leave the woodpile higher then you found it.”
I know that John’s contributions will impact the business of club management and the level of satisfaction of club members and their families for decades.
His unqualified support of professional club managers, club directors and owners is second to none. I am so pleased to have been able to collaborate with John during my 25 years as CEO of CMAA. John was personally involved in improving the lives of all club industry professionals.
Jim Singerling CEO, CMAA (Retired)
Businesspeople are either doers or talkers. We were discussing the cover of the Club Gourmet publication, an earlier publication also founded by John. John wanted a celebrity chef. Emeril Lagasse was suggested. John immediately called the Food Network. They sent him to Emeril’s show producer, who sent him to Emeril’s agent, who gave him Emeril’s cell. Emeril committed to interview and cover. Less than 30 minutes expired.
John’s a doer.
Bill Thomas Partner and Executive Director, Distinguished Clubs
John is an amazing entrepreneurial man, taking on projects that others say wouldn’t work and he makes them a huge success. John is an incredible unconditional friend and a man who continues to give at so many levels to make this a better industry and a better world.
Crystal Thomas, MCM, CHE, CAE Managing Officer, Golden State Chapter Office
Combining passion for great golf course conditions with a robust understanding of dynamic circumstances . . .
