CLUB ROAD: Summer 2017

Friends —

It’s hard to believe we are more than halfway through the summer! Design and technology are continuing to advance in private clubs and club leaders must be prepared to embrace them. New policies and practices can seem staggering, but there are incredible opportunities to network with members and provide an overall enhanced experience—taking your club to the next level.

In this issue, we divulge ways to promote year-round utilization of club facilities, improve the wine experience for members, and make sure you are hiring the right person to help enhance your club interiors. The daunting task of appealing to all generations in your private club is becoming an ever-present reality. Here we dive into more ways to create spaces not just for adults, but also for children, to enhance the potential for increased revenue and membership growth and place you well ahead of the competition.

What practices does your club use to gratify your loyal members throughout the year? We’d love to hear from you!

Enjoy the remainder of summer,

4 Ways Social Media & Technology Advances Can Help Your Club

Private clubs are changing the way they view social media and technology in their clubs, understanding that new technological advances are making club operations and communication easier. Here are a few strategies to implement a better tech-savvy presence into your club. Check them out!

Optimize Website Developments

It’s crucial to improve functionality of your website to put information at members’ fingertips and give them access to pay bills online, make reservations, register for tournaments, check account statements, etc. Basically, the goal is to incorporate anything that can simplify, streamline, and enhance a member’s interactions with the Club! Companies like ForeTees make this a breeze. And even better? The improved functionality of back-end operations of websites enables management to track member interactions and gain information that can help improve targeted promotion strategies.

Rick Snellinger Bob Hickman President & CEO Chairman of the Board

EMAIL RICK EMAIL BOB

Evolution of Social Media

The time has come for clubs to embrace social media. Your members want to stay in touch and in the know, and what better way to accomplish this? The National Club Association outlines the dos and don’ts of social media for clubs, such as creating private and public pages to stay connected to members while promoting the club within the community. Just be sure to develop a clear strategy for how your club and employees will interact with members in the ever-evolving online social world!

Implementation of Apps

As you approach budgeting season, think about investing in an app specific to your club. Apps help make reservations, poolside ordering, and other necessities a breeze for members, management and staff! Don’t have the funds this year? There are plenty of apps on the market like Outings by Go Club to help clubs organize specific events. This is a great way to test the use of an app with your members and work up to implementing an app specific to your club in the future!

Personal and Professional

With all of the technology and social media advances happening across the private club industry, it’s important to set boundaries and prevent connections with members that are too personal. In this article, The Club Manager’s Association of America discusses social media policies, staff training, post guidelines, how to respond to external comments, and more. It’s a must read as you navigate these new waters!

WE GAVE OUR AQUATICS FACILITIES A 1950s diner-feel WITH A SODA FOUNTAIN AND AN open kitchen THAT IS USED BY MEMBERS OF ALL AGES.

— Oliver Boudin, GM, Oklahoma City Golf and Country Club

The Perennial Club Experience

CREATING A SUITE OF YEARROUND AMENITIES AND SERVICES

Private clubs across the country are constantly competing for members’ time. Club leaders struggle to find ways to keep their members proactively enjoying all they have to offer – especially during inclement weather and the ‘off-season’. When it rains in the South or turns cold in the North, members have traditionally spent less time at their clubs. But these days, it isn’t just about the weather.

In fact, many club leaders have found their members spending more time at other recreational facilities with different service offerings, putting clubs in a precarious situation. So if members are finding greater value in other facilities… how do we bring that value back to the club they hold near and dear?

Aquatics

“If our members are paying to be somewhere else, we want to figure out why,” says Oliver Boudin, General Manager of Oklahoma City Golf and Country Club (OKCGCC). As many clubs do, OKCGCC aims to provide their members with a valuable year-round experience.

Their strategy? Recognizing that members need activities for days and months that have traditionally been considered the ‘off season’ as well as times where the weather may be less than ideal. “It’s important to focus on value-driven dues. Creating a great dues/value proposition is the best way to keep members engaged,” explained Boudin. Developing creative methods of keeping your members engaged no matter the weather or time of year is a great way to do just that!

Cross-Seasonal Activities

When the sun is shining and the flowers are in full bloom, members love to spend time at their club. Oftentimes, as soon as members arrive at the club, they are eager to get outside and enjoy the sunshine and their beautiful view. But in many areas of the country, activities such as golf, tennis and swimming are only offered for a limited time.

Many clubs have realized they need to become more resourceful in order to diminish their off-season, and squash the mindset that when the weather suffers, so will the club. Seasonal clubs must recognize that the amenities that are the backbone of their service offerings in the summer can be embraced in colder months, too. For some clubs, this means simulating

the outdoor experiences that members love in a climatecontrolled environment. OKCGCC has taken this approach with their indoor tennis courts.

“The indoor tennis courts are our most popular courts on the property”, says Boudin. The tennis courts have always been a popular amenity at the club, but offering indoor courts has given members the luxury of enjoying the

IT’S IMPORTANT TO FOCUS ON value-driven dues. CREATING A GREAT DUES/VALUE PROPOSITION IS THE BEST WAY TO KEEP MEMBERS ENGAGED.

— Oliver Boudin, GM, Oklahoma City Golf and Country Club

Oklahoma City Golf and Country Club, OK

game no matter what the weather brings. Of course, OKCGCC understands that all of their efforts cannot be placed on the indoor amenities. They also need to establish foundational outdoor activities. “We try to offer it all, not just one kind. It’s always more challenging to do this, but the members love it,” explained Boudin. OKCGCC is currently building courts on the south side, as well as preparing to offer table tennis as an alternative option.

Other clubs, like Chevy Chase Club, have created a whole suite of recreational offerings tailored to the winter months. Chevy Chase’s Winter Center possesses unique features like a Duck Pin bowling alley (pictured above) and paddle

Multi-Purpose Facilities

Creating a space that can be easily adapted to suit your members’ needs for various circumstances is the best way to maximize a club’s return on investment. Despite its name, the Winter Center at Chevy Chase Club has become a hub of year-round activity with their recently upgraded adult casual dining facility (pictured below). This building offers a variety

tennis courts that members can enjoy all year. If capital is funneled into the appropriate facilities, weather and seasons don’t have to be a limiting factor for your club’s recreational offerings — or your member experience!

of cold-weather activities, but has also become the club’s primary casual dining facility. By expanding the dining capacity and adding new menu options, this venue has become a favorite among members for all four seasons.

Club aquatics facilities are also prime opportunities to complement the excitement found in the pool itself with new poolside amenities like unique dining experiences. Take OKCGCC for example. “We gave our aquatics facilities a 1950’s diner-feel with a soda fountain and an open kitchen that’s used by members of all ages,” Boudin explains. In addition to the already multi-faceted...

WHY PRIVATE CLUBS SHOULD INVEST INWINE

It’s no secret that many private clubs are a haven for wine lovers. Some clubs, particularly those who have long and storied histories, are known for their extensive wine collections. But are most clubs using this unique feature to their advantage? Wine is only growing in popularity, and as demand rises, private clubs must begin looking beyond the subterranean wine cellar to please wine loving, or even wine curious, members.

Many of the world’s leading clubs have encouraged the creation of ‘clubs within a club ’ and activity groups that revolve around wine consumption. The creation of front and center wine displays and private lockers, and the investment in sommeliers and knowledgeable wine professionals, can be a worthwhile investment for clubs.

SO... WHAT’S THE ADVANTAGE OF PUTTING TIME AND MONEY INTO THESE FACILITIES? >>

ENGAGE THE RIGHT PEOPLE

“Wine cellars and wine displays are not only becoming more popular, they are becoming a necessity for dining and entertainment venues,” says Lisa Pinault, Director of Sales and Marketing at Vigilant ... Many clubs are working tirelessly to adapt to the lifestyles of today’s private club members, focusing intently on becoming more inclusive and family-oriented... READ MORE >>

CULTIVATE LOYALTY

With wine’s popularity only growing among various demographics, creating a robust wine program with wine displays or private lockers has become a way to stand out against competing establishments. Pinault notes, “Clubs that install private member lockers foster an allegiance to the establishment and provide a reason for members to choose their club over other restaurants or clubs...” READ MORE >>

INCREASE SALES

While the subterranean wine cellars of the past haven’t entirely disappeared, the latest and greatest trends in wine storage go far beyond keeping the precious vinos cool—it’s a sales tactic. “An effective wine display should be located in a highly visibility area, blend seamlessly with the décor and present the wine in an attractive way,” says Pinault... READ MORE >>

HOLISTIC PERSPECTIVES:

What sets private club

interior designers & residential designers

When it comes time to renovate your club’s interiors, it can be tempting to hire the residential designer that is a ‘friend of a friend’. After all, relationships and personal recommendations are a powerful thing. However, this line of thinking is a common pitfall for clubs, and often ends up costing hundreds—or even thousands—of dollars.

Club furnishings must look like an extension of one’s home, but perform as if in a college dormitory.

— Rick Snellinger, Chambers’ President and CEO

What exactly makes an experienced private club designer more qualified than a residential designer for these projects? Here are some of the unique considerations private club designers take into account...

apart?

COLOR

Color is a surprisingly charged topic for many club committees and members. Though it is tempting to select colors that are emotionally gratifying, there is a kind of science behind choosing the right palettes for certain spaces. “When it comes to carpeting, light tones and solid colors should be largely avoided because the staining and traffic patterns are more readily apparent. Instead, it is important to... READ MORE >>

CARPETING

Speaking of carpets, this is an important factor for private club spaces. Selecting an aesthetically pleasing carpet that complements the space is one challenge, but it’s also important to pick carpets with commercial quality. “Though it may seem like a small part of a space, clubs should purchase the...

MEMBERS on the move move

PART III: Making the Most OUT OF YOUR FACILITIES

Private clubs are increasingly recognizing the need to become more family-centric and multi-generational.

In PART I of this three-part series, we delved into the benefits of exploring free-form, natureoriented activities that are not only fun, but also educational for our youngest club members.

In PART II, we explored the importance of hiring the right staff to develop and run programs that are both engaging and entertaining for children. Not only does this positively impact a child’s private club experience, but also gives parents peace of mind while encouraging them to spend more time at the club.

In PART III, we will uncover ways to make the most out of your facilities—and invest when appropriate—in order to cater to children in their private club experience and help create lasting memories. Click on each to learn more!

Adapting Facilities You Already Have

Devoting Small Amounts of Dollars

Investing in Targeted Facilities

Remember— it’s all about fun!

The Briar Club, TX

GET IN TOUCH!

mhochman@chambersusa.com

Chambers’ newest office in Washington, D.C. is led by Megan Hochman, a true asset to the firm. From her vast experience in residential and hospitality design, she has brought great knowledge to the interior design studio in her years at Chambers. Her strong portfolio also features a prominent role she currently holds as President of ASID’s Washington Metro Chapter. Here, she indulges in how she began her career in hospitality design and what she is most excited about for her future.

A FRESH PERSPECTIVE

How One Designer’s Unique Background Brings New Ideas to Private Club Design

CR: How did you get involved in hospitality design?

MH: My first job out of University was at an interior design firm in London that specialized in luxury residential design. At the time, one of our clients was an investor in a five-star historic hotel in Dublin, Ireland. We were hired to design the ballroom, pre-function... READ MORE >>

CR: How has your role as President of the Washington Metro Chapter of ASID influenced your role at Chambers?

MH: I joined ASID as a student member and rejoined when I returned to the States in 2007. It is a dynamic organization that allows you to network and connect with so many incredible designers, industry partners, educators... READ MORE >>

CR: What are you most excited for in the new D.C. office location?

MH: The Washington, D.C. office is a fantastic opportunity to grow Chambers’ portfolio and talent. We’re located in the heart of the business district... We’re looking forward to building a studio culture that is passionate about design, supportive of the... READ MORE >>

HAVE QUESTIONS? Contact Megan Hochman to find out more about interior design at Chambers!

MEGAN HOCHMAN, ASID, NCIDQ Director of Interior DesignWashington, DC

Shelbourne Hotel — Dublin