CLUB ROAD: Winter 2012

Dear Friends:

Just how far will we go? We’re about to find out!

Virtually everyone in the club industry is in the midst of a demographically-inspired period of change. Certainly short-term, everyone is making changes to address economic challenges, too.

But what’s next? What will the club of 2022 and beyond look like?

We foresee some pretty significant changes coming, as we plan for clubs that are ready to take on the new generation of members and opportunities inherent in changing lifestyle expectations.

Help us define the Club of the Future. Take our survey — Club ’22 (page 4). And give us your input on that club from a myriad of perspectives, from fitness to sustainability, facilities to social activities. Don’t be shy — let’s take a shot at what we really think not only will happen, but can.

See page 4 for details. And be among those who help us define what comes next.

I Can’t Hear You! Exactly.

Rick Snellinger President & CEO

Bob Hickman Chairman of the Board

With this issue, CLUB ROAD moves from a quarterly to a bimonthly publication (and replaces The Chambers Edge). More to love!

Who Would Suspect?

Wall panels are a great way to eliminate echoing. Designs can blend into the wall architecture or be printed and hung as art. In fact, you hang these just like you would a picture.

By Audimute Soundproofing

Cay, New Providence Island, Bahamas

Lyford

Whether masking hush-hush business conversations or rambunctious kids, sound buffering in clubs has always been critically important. And often aesthetically challenging. A whole new line-up of acoustical products makes it easier to be quiet, sophisticated and even green.

Finishing Touches

Spread beautiful custom fabrics over acoustic panels for a sophisticated look.

High Performance Textiles by Guilford of Maine

Curve Appeal

Make the most of arched ceilings. These acoustical ceiling panels are hardly noticeable and can be fabricated on site.

By Fellert North America

FabriTRAK® Systems Inc.

what’s in store?

& CEO Rick Snellinger. Cham-

has been integrally involved in the evolution of the business for more than 60 years.

Still, we think the Club of 2022 will look quite different for many, as the next generation of people, technology and societal shifts creates great opportunity for clubs to become even greater resources for their members. And, frankly, may threaten those not ready to take on the inevitable. “Relevancy is going to be the most critical driver of change,” says Snellinger.

Luxury resort, retail center, fitness hub, social epicenter, boutique enclave…just what will that Club of 2022 look like?

Help us define and even shape the Club of the Future.

As the leaders and visionaries of the private club industry, we want your insight. What do you see as the ideal club of the future? Here, we’re launching our most comprehensive survey yet on the evolution of clubs with a series of questions that touch on several topic areas:

æ Facilities & Design

æ Sustainability

æ Programming & Social Events

æ Membership Recruitment, Retention & Communications

continued on page 5

Chambers’ surveys reach more than 3,000 general managers, COOs and other top club executives around the country. For the Club ’22 Survey, we’d also like to gain insight from club boards of directors, board presidents, committee members and club directors, including those for food & beverage, fitness, membership, marketing, golf, tennis and more.

PASS IT ON. Forward the Chambers Club ’22 Survey. Results will be tabulated by participant type, so we’ll be able to show you perspectives from inside and outside the club management world.

“The next decade will be a period of pretty radical change in the private club industry,” predicts Chambers' own President

bers

continued from page 4

Take on a section or the whole survey (we estimate the full survey would take up to 30 minutes). We have just one request (other than asking you to take the survey, that is!): Take off the constraints. That is, let’s look at what clubs can become. No “But my board would never…,” “We’d never find the funding…,” “Our members would balk.” We can address those issues another time. If you could build the ideal club that would serve the purpose of your membership for the next 100 years, what would it include?

In exchange, we’ll give you complete access to all full survey results, be happy to schedule a consult with your club on your best course of action going forward, and will share some of our exclusive “best practices” reports being published over the next year on topics from most creative social activities to financing options and working with boards to navigate through change.

Survey highlights will be published in the March issue of Club Road. Thanks for participating in our exclusive Club ’22 / Club of the Future survey!

with

Jill Philmon

General Manager/ COO of Ballantyne Country Club in Charlotte and National CMAA Director

Under Jill’s leadership, Ballantyne Country Club is in the midst of a master planning phase for what is likely to be a significant transformation of its 15-year-old clubhouse. With visions of specialty retail, flex office space, daycare and other resort-like amenities, Jill is clearly a visionary within the ranks, ready to challenge established norms.

“Tradition is important,” says Philmon, “but you can’t hang your existence on it.” We talked with Jill recently about her vision for the Club of the Future.

CR: You’ve already begun the planning process for transforming Ballantyne into a club ready to take on the next generation (or three). Broadly, how would you describe your vision for the club?

JP: Certainly multigenerational, a city club within a country club, more resort-like, and, finally, a “home away from home.” That has never been more important than it will be in the future.

CR: What sorts of amenities are you considering?

JP: We’re looking at services that will generate additional revenues by creating greater value and serving a greater variety of needs for our members. Office space and services for home-based businesses, including a modular office area, FedEx delivery and copying services; full meeting facilities for company events; in-club shopping — a Dean & Deluca-like place where you can get a great deal on wine, appetizers, and prepared dinners. (Ballantyne already sells fresh seafood and meats to members at its Butcher Block, as well as wine.) We’re also looking at the possibility of providing real daycare services for members.

CR: What’s the driver behind some of the bigger ideas you’re pursuing?

JP: We have to constantly strive to be relevant. That means looking far beyond just our members’ needs right now.

CR: What do you see as the greatest impediments clubs face in realizing this potential?

JP: Leadership has to be open minded. And yes, they might have to be willing to reconsider their tax status from a 501(c)7 so they can shift their revenue models. Frankly, I see too many clubs avoiding change and using their taxes status as an excuse.

shades of green

How Green Will We Go?

the club of the future — self sustaining

In addition to the feel good or even community responsibility aspects of pursuing green building and operational practices, there are a few very compelling reasons we expect to see private clubs making major strides toward greater sustainability in the coming decade. Namely:

æ Sheer acreage. Country and golf clubs cover a lot of ground. Which means their impact on the environment — good or bad — is significant

æ Long-term value. “Generations of members buy into the long-term value clubs provide,” says Chambers Director of Architecture Ken Hart. Sustainability is a long-term commitment to the environment, the community and a club’s members. Hart anticipates a move toward a fully self-sustainable club

æ A holistic approach to wellness. Clubs have become increasingly focused on overall member health and wellness. From efforts to reduce negative impacts on local air and water supplies to the selection of

whole and locally grown foods, clubs will continue to find ways to marry their operational efforts to their philosophical approaches to personal health

æ An evolution of the definition of “luxury.” “We expect the club community will experience a mental shift on the idea of luxury in the future,” says Chambers Managing Director Patricia Sampson. Though responsible environmental practices aren’t relegated strictly to a notion of “luxury,” certainly those who seek (and can afford) luxury should expect — if not demand — them as a benefit of their commitment to their club as a primary fixture in their personal lives

read the full story

100% selfsustainable

That’s Chambers' Director of Architecture Ken Hart’s prediction for the Club of the Future. “It will be a luxury community center that is ‘off the grid,*’ ” he says.

Chambers’ Top 5 Sustainable Practices for the Club of the Future:

1. Resource use and reuse – for grounds and clubhouse alike, clubs will capture and reuse water, compost organic materials, grow rooftop gardens that provide energy savings and capture runoff that might otherwise pick up contaminants on the way to groundwater sources. Waste management will be an increasingly integral part of their sustainability practices

2. Native landscaping – clubs will opt for indigenous plant species that provide greater wildlife habitat and require significantly less water and maintenance than non-native options. Plantings will also focus on mitigating water runoff and naturalizing outdoor areas

3. Off the grid – clubs will generate their own natural power via onsite solar

read the full story

*“Off the grid” refers to an existence completely independent from traditional public utility services.

Architects & Designers

The Ideal Club of the Future

We asked our own team to take the gloves off — to suspend the constraints of “but we’ve always done it that way,” “they’d never go for that,” or “clubs are just too traditional to…”  With decades of experience, each, in the private club industry, we wanted to know how they envisioned the ideal club of the future.

Q. What should define the club of the future?

Clubs will make a shift from merely “family friendly” to “multigenerational” — that is, with a focus on programs and amenities for all ages and family types and all types of interests at every level.

Rick Snellinger President & CEO, Master Planner

The club of the future will allow more members to enjoy the outdoors. It might include bike trails and personal gardening plots for members. Snow-accumulating clubs could have a sledding hill with a pavilion that serves up hot chocolate and warm snacks!

Dick Heise Director of Club Studio

Access to day-to-day necessities and luxuries in their own safe environment. Small versions of boutiques from the area or seasonal pop-up shops. Robust business areas and services. (I love the idea of an airport shuttle service so members can drive to the club and leave their car in a secure spot and have it moved to the airport parking lot just before their arrival.)

Bob Hickman Chairman, Interior Designer

Architecture that integrates sustainable elements so they enhance and don’t detract from the design. For example, floating solar panels can be part of water features already in place on golf courses. They could soak up solar energy all day then light up the course and trees at night. I also think new and renovated buildings will include solar and wind power units.

Patricia Sampson Managing Director

More robust entertainment options. Like a private theatre that members can book for special screenings.

Chad Flickinger Interior Designer

Private kitchens with an adjacent private dining room that members can use to host a large group for a holiday like Thanksgiving or Christmas. Of course, the club will do the cooking and the clean-up.

Bob Doyle Architect

have a question for chambers’ architects & designers? email us at clubroad@chambersusa.com .

Curtain

When Architect and Interior Designer Dick Heise joined the Chambers team last year, we were quick to tout his private club bonafides (“I’m home,” Club View, May 2011). With decades of private club experience under his belt and as we look to the next several decades, we turned again to Dick for some insight into his own inspirations for imagining the club of the future.

Dick’s passion for his work stems largely from his personal interests in 1930s-era national park lodges (“full of old smells and ‘enjoyed’ interiors”), New England seaside weathered summer homes, and renowned English architect Edward Lutyens.

More from Dick.

cr: Dick, what attributes do you think will define the Club of the Future?

behind the scenes with dick heise

dh: Clubs will be an extension of your own personal network, acting as a very sophisticated community center offering you the comfort, conveniences and services you look to enjoy on a regular basis.

I don’t think some of the club fundamentals will change much. Members will always be looking for comfort, camaraderie, athletics and good behavior.

cr: What do you envision when you start to work on a club?

dh: Spaces should look like it took a lifetime to collect what reflects a person or group of people’s taste and style. I think about interesting fabrics and leathers that have acquired a patina over the years, funky lamps and real down cushions. Ralph Lauren comes really close to this aesthetic — he is very studied in what he does.

cr: What’s on your desk right now that inspires or is a reflection of your tastes?

dh: The Silver Palate cookbook. I’m a cook and I currently have three recipes for chicken and dumplings. I’m a comfort food person.

cr: Who’s your favorite architect?

dh: Robert Stern.

cr: And your favorite interior designer?

dh: Mark Hampton. Because he always painted his very own little room vignettes in watercolors for every client project.

Have a question for Dick? Or just want to get in touch? Email him at