CLUB ROAD: Winter 2019

ISSUE NO 20

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WINTER 2019

CLUB ROAD A Chambers Publication

BUILDING

EXPERIENCES

Greenville Coun try Club Greenville, Sout h Carolina

p.4

What’s Inside ? / Members Helping Neighbors 8 / Behind the Lens 10 / Social Activities: More for Less 11 / Staying Up to Par 12 / The Common Thread 2

FEATURE A NOTE FROM CHAMBERS

Friends — Whether this is your first time reading Club Road or you’ve been with us from

CLUB ROUNDUP

Members Helping Neighbors

the beginning, we want to thank you for being here. We don’t take for granted how fortunate we are to work in an industry that feels more like a close-knit

Creative Ways to Give Back

community. As a thought leader, our goal for 2019 and beyond is to continue fostering this notion by remaining inventive while always honoring (and taking cues from) our past.

With this idea in mind, we dance between nostalgic activities to excite your members, new innovations on and off the golf course, creative ways to give back to your community, the evolution of video and what this means for your club, and how our approach to architecture blends history, tradition and innovation.

As always, there is much to discover—

From the outside, private clubs embody thoughtfully designed buildings with lush landscape, handsome architectural elements, and a welcoming façade—but the foundation on which they stand is and always will be the people behind their front door. Brick and mortar may physically be holding a private club together—but fundamentally, it’s the members. And their experiences and actions within those walls are the legacies that each club leaves behind.

Take a moment and reflect on what you’re most thankful for. What comes to mind first? We’re willing to bet people, experiences, and memories register before any

and we invite you to journey the road ahead with us.

Rick Snellinger President & CEO

Bob Hickman Chairman of the Board

EMAIL RICK

EMAIL BOB

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FEATURE

material item. The best part about that? Private clubs have the unique opportunity to forge relationships between members by creating authentic experiences that can subsequently turn into unforgettable memories, just like the ones that mean so much to you. But members aren’t the only people that private clubs can reach—the decisions made within the Club also have the opportunity to impact others in the community.

Below, we’ve compiled a list of ways your club can give back—from raising money to lending a hand—ensuring your club leaves behind a legacy of which every generation can be proud.

CLUB ROAD

2 Club Roundup

Members Helping Neighbors

4

Feature Building Thoughtful Facilities from the Inside Out

8

Down to Business

Where to BEGIN What’s far more valuable than any material item? Time.

And by giving yours to your community, not only will your neighbors benefit, but your members, too. There’s a reason why ‘paying it forward’ stimulates a ripple effect when implemented—it feels good to do good.

There are two key elements needed when hosting any kind of charity event: a space to host the event and volunteers to help it run smoothly. Fortunately, private clubs have an abundance of both. One of the best ways to start implementing effective fundraisers is to gather a group of members together who are dedicated to giving back. As a Club Leader, we know your priorities often focus on...

Behind the Lens

10

Social Register

Affordable Social Activities

11

What’s Trending

Is Your Course Up to Par?

12

Club Experience

The Common Thread

C LU B ROA D Issue No 20 / WINTER 2019 CLUB ROAD is a Chambers publication.

Editor-in-Chief / Creative Director: Lauren Gordon clubroad@chambersusa.com 410.727.4535

CLICK HERE TO KEEP READING AND LEARN MORE PLANNING • ARCHITECTURE INTERIOR DESIGN • PROCUREMENT GET IN TOUCH!

CLUBROAD@CHAMBERSUSA.COM

/ 410.727.4535

C H A M B E R S U SA .CO M

FEATURE

BUILDING EXPERIENCES Designing Thoughtful Spaces­­— Inside and Out

Greenville Country Club Greenville, South Carolina 4]

CLUBVIEWBLOG.COM / CLUBROAD ISSUE 20 / WINTER 2019

FEATURE

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ince their inception, private clubs have been a place for members to gather to share ideas, close business deals, enjoy golf and sports activities, socialize among friends, and especially in more recent decades, spend quality time with family. But regardless of how much the main function of private clubs has evolved over the years, one common thread remains—it’s all about the culture, relationships, and experiences that form on club grounds.

Certainly, the most important aspect of those experiences is the people who are involved.

Lasting memories are created with friends and loved ones who are surrounded by caring and attentive staff. But in addition to ‘who’ is involved, private clubs must also consider the ‘where’, ‘what’ and ‘how’—where are members spending their time, what feelings does the environment evoke, and how can the physical form of that space influence their experience?

CLICK HERE OR TURN THE PAGE TO KEEP READING! >>

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FEATURE

Famous designer Charles Eames once said, “The details are not the details. They make the design.” The beauty of thoughtful design is that it tells a story of a particular space; it calls on its history, proudly displays its culture, and curates different feelings unique to each person enjoying the space.

Of course, different experiences warrant different atmospheres and design aesthetics.

A space meant for dining is treated much differently than one used to conduct business meetings. And even dining spaces themselves aren’t all created equal—adult dining areas require a different aesthetic than a family dining area suitable for children or an upscale dining space meant for intimate dinners.

“Thoughtful design isn’t linear—it’s multifaceted,” notes Chambers’ Director of Architecture and Principal, Lee Hyden. “There isn’t one element or design detail that creates the atmosphere of an entire space, but rather many elements that work together.” It is often easy for bystanders to notice interior details—the carefully curated artwork on the walls, custom carpets with unique designs, sophisticated light fixtures, comfortable seating, and so on. But what are those details if not complemented by a particular roof pitch, clerestory windows, hipped dormers, or engaged columns? These are specific architectural elements that can have a profound impact on the geometry, form, and function of a structure. And though they aren’t always the first elements to catch the eye of a passerby, the experience of the space wouldn’t be the same—and in most cases wouldn’t function properly—without them... >>

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CLUBVIEWBLOG.COM / CLUBROAD ISSUE 20 / WINTER 2019

Huntington Crescent Club (NY)

HOMAGE TO PAST & PRESENT While there are many similarities among private clubs, no two clubs are the same. Each club has its own history, traditions, and purpose. When designing a space, it is important to intertwine these cultural elements and values into the structure and décor in a manner that celebrates the past while also preparing for the future.

This can be accomplished in a variety of ways, including architectural details such as...

Click here to keep reading >>

International Country Club (VA)

FEATURE

FIRST IMPRESSIONS Many private clubs have been around for decades (some, a century!). Over the years, clubs have adapted to the changing needs of their members, including expanding their facilities when necessary. No matter what type of growth or expansion, it is crucial that the architectural integrity of a club’s facilities remain consistent and that they complement the club’s culture and surroundings...

Read the full article to learn more >>

Cape Fear Country Club (NC)

CONSIDERING THE SITE And just like clubs, architecture is all about relationships. So, when constructing a new building, it is crucial to consider the foundation on which the building is built, as well as how that structure relates to the site. In the case of private clubs, there are often many components to consider. Tennis courts must be situated a certain way to respond to how the sun rises and sets on them; recreational facilities are often nestled between pool, tennis, and sports related amenities to capitalize on natural synergies; and clubhouses are situated to respond to the ground beneath it, as well as maximize views to golf courses and vistas throughout the club’s property...

Keep reading to learn more>>

OUTSIDE IN OR INSIDE OUT Just as it is crucial to design the exterior of a building with its outdoor surroundings in mind, it is equally important to ensure that the interior layout and spatial needs speak to the exterior—and that this ‘conversation’ makes sense. Therefore, architects and designers must continually massage interior and exterior design requirements and consider the design from the inside-out and from the outside-in...

Click here to learn more >>

The nuances and intricacies of architecture and design help create the environments for thoughtful activities to occur—defining, refining, and enhancing spaces to foster community and enhance social experiences and personal connections. Ensuring the architectural design of your facility reflects your Club’s culture and its surroundings can not only contribute to the beauty of the structure itself, but the beauty that occurs among people within the walls as well.

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DOWN TO BUSINESS

BEHIND THE

LENS With Insights from Industry Expert Corey Saban of Newstation

Take a moment to envision scrolling through your Facebook news feed. ake a moment to envision While doing so,through you scroll past two scrolling your posts titled “Tiger’s Facebook news feed.Impressive While Swing”—one is an article…another doing so, you scroll past twois a doImpressive you click? postsvideo. titledWhich “Tiger’s If you’d choose is the version, Swing”—one anvideo article… then your alignsdo with another is aresponse video. Which

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online you click? If80% youof chose theusers. video, then your response aligns with 80% of online users. Digital content has transformed immensely over the years—and video is the number one medium changing today’s digital landscape. So what does this mean for the private club industry?

Digital content has transformed immensely over the years—and video is the #1 medium changing today’s digital landscape. So what does this mean for the private club industry?

In a recent installment of In a recent installment of Perspectives from the Other Perspectives from the Other Side, Chambers’ EVP Skip Side, Chambers’ EVP Skip Avery helps club leaders Avery helps club leaders understand how pressing understand how pressing ‘record’ can transform member ‘record’ can transform member engagement. To continue the engagement. To continue the conversation, we spoke with conversation, we spoke with Corey Saban, former pressCorey Saban, former presswinning television broadcaster winning television broadcaster and current co-founder of and current co-founder of Newstation (named 2018 Newstation (named 2018 Member Engagement Tool Member Engagement Tool of The Year by BoardRoom of The Year by BoardRoom Magazine), who gave us an Magazine), who gave us an inside look at how influential inside look at how influential video really is, and how greatly video really is, and how club leaders can benefit from greatly club leaders can this versatile medium. benefit from this versatile medium.

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CLUBVIEWBLOG.COM / CLUBROAD ISSUE 20 / WINTER 2019

DOWN TO BUSINESS

The Digital Landscape

Utilizing Video Effectively

Today, regardless of generation or geographic location, almost everyone is mobile. Currently, the most visited site is—undoubtedly— Google…But the second most visited?

YouTube. Video is here to stay, and according to Saban—it’s the way of the future.

“When clubs hand out flyers regarding an upcoming event, they tend to get lost or left behind,” says Saban. “Today, everything we want—from news bits to event information— can be found on our phone.” A video can get your message across in a more compelling way and generate excitement and buzz throughout the club. “We encourage our private club clients to not only send out their video internally, but also share them on their public social platforms and website. This way the video is broadcasted everywhere— boosting engagement and highlighting exactly what it’s like to be a member at that club,” he notes.

Saban experienced the growing success of video first-hand during his trajectory as a television broadcaster. And in today’s tech-savvy world, these videos can be created with a tap of a button and uploaded almost instantaneously. The days of bulky Camcorders are long gone with the development of smartphones and new applications like Snapchat and Facebook/ Instagram stories simplifying short-form video. Years ago, Saban began taking note of this transition as more and more people started pressing ‘play’ on their mobile devise to watch news clips rather than picking up their remote control.

And so, in 2009, Saban’s intuition led him to create Newstation—a business that affordably converts written content for companies (and private clubs) of all sizes into anchor-driven news videos for internal or external use. Their team of experienced news professionals adapt client-written press releases, company updates and blog posts for a video audience with the help of professional news anchors who deliver the information flawlessly. Today, in a world where everyone is scrolling, Newstation presents a uniquely beneficial and fresh way for club leaders to get highlights in front of their membership and community, respectively.

We encourage our private club clients to... share them on their public social platforms and website...boosting engagement and highlighting exactly what it’s like to be a member at that club.

—Corey Saban, Newstation There are many different routes club leaders can take when creating a video strategy. If you’re looking to post culture-based content, then share clips from club events and various happenings around your facilities. Here, it’s extremely important to keep these videos authentic as to capture—and share—an accurate depiction of your club’s atmosphere and culture. Each private club has a unique...

ClIck to read the FULL ARTICLE CHAMBERSUSA.COM

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SOCIAL REGISTER

More for Less

Vibrant and Affordable Social Experiences

Cornhole

Pickleball

Fire Pits

Bocce

Food Trucks

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oday, new innovations are popping up everywhere—in every industry. These innovations breed new activities and can leave private club leaders wondering how to stay relevant in an ever-changing, tech-driven world. And while evolving to meet the needs of the modern member is fundamentally important, so is staying true to the foundation on which every club is built—to be a welcoming and homey retreat for all who enter.

In general, people tend to crave authentic experiences over things, so it’s important to make sure clubs are providing members opportunities to focus on what’s most important: memories, experiences, and quality time with loved ones. Often times, trying to stay ahead of the curve can also come with a hefty price tag—but it’s important to remember that this doesn’t necessarily have to be the case. Check out some of these vibrant and affordable activities that will bring your members together … and maybe even closer than ever before.

CLICK HERE TO READ THE FULL ARTICLE

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CLUBVIEWBLOG.COM / CLUBROAD ISSUE 20 / WINTER 2 019

WHAT’S TRENDING

STAYING

up to Par New Innovations On and Off the Course

1457—This is when the game of golf, as we know it, originated. Historically, the game dates back even further; but it wasn’t quite the same game that members know and love today. Fast forward to 2019, and golf has come a long way from those first days in Scotland, when feather-stuffed balls were hit with club-shaped tree branches. That was a long time ago—and just as the game has evolved over the years, so too have the people who enjoy it.

In today’s fast-paced world, the modern member is constrained for time. And after a bustling work day, likely followed by soccer practice or dance lessons…members choose wisely on how to spend the time they have leftover. Priorities have changed, and private clubs have done a wonderful job of making necessary adjustments along the way to meet these new lifestyle demands. A familyfriendly club is now top priority, and though clubhouse activities have adapted … has your golf course done the same?

A Traditional Game in a Modern World Today, research tells us that although the number of golfers hasn’t decreased—the number of people playing hasn’t increased either. So…with 34,011 golf courses in the world—45% of which reside in the United States—what’s the disconnect? The three main obstacles we often hear surrounding the game are: it’s intimidating, hard to learn, and costly.

In addition to these physical and sometimes financial setbacks, there’s a cultural one as well: members—now more than ever—crave a social atmosphere. And not just a social atmosphere that they can enjoy with business associates or friends, but one their loved ones can appreciate as well.

Think Top Golf. How exactly did this game reach such a high-level of success, so quickly? ...

CLICK HERE TO READ THE FULL ARTICLE CHAMBERSUSA.COM

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CLUB EXPERIENCE

THE COMMON THREAD Welcoming a Multi-Generational Membership

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ultiple generations have occupied our planet for ages – and we can’t fathom that ever changing. In fact, the very idea of multiple generations living and working together is probably one of the only things we, as a human species, can count on not changing. However, the wants, needs, and specific characteristics of various generations always will. Here, we plan to dissect the characteristics of today’s largest generations (baby boomers, Generation X, millennials), explore how private clubs can cater to these different age groups, and identify common threads within each.

The fact is, there’s no getting around a multigenerational membership. And it can be tough to create a club that accommodates all with a variety of personalities gathering under one roof. As the saying goes, in many aspects of life, it takes a village. And despite what many articles and pop culture today may tell us, research indicates that it is very possible to keep that village of yours thriving.

Read the full article to learn more.

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