Club + Resort Business 2023

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INSIDE THIS ISSUE

12

The Land of Yes

A renovation that touched everything from dining and clubhouse aesthetics to swimming, racquets and golf has Rockrimmon Country Club in Stamford, Conn. offering something for every member.

Club)

20 Top Ranked 2023 TOP RANKED FITNESS + WELLNESS CENTERS

Member health and wellness is at an all-time high and clubs are meeting those needs.

28 Design + Renovation TAKING PRIDE IN THE OUTSIDE

32 Food + Beverage TO-GO SALES REMAIN HEALTHY AFTER COVID

Takeout orders remain strong as clubs adapt to member needs.

ALSO IN THIS ISSUE

6 The Rob Report THE NEXT GENERATION OF MEMBERS

8 Clubhouse Notes MAKING FITNESS AND WELLNESS A PRIORITY

9 Membership + Marketing MARKETING STRATEGIES TO ENGAGE YOUTH GOLFERS

10 Racquet Operations DEVELOPING A ROBUST PICKLEBALL PROGRAM

www.clubandresortbusiness.com April 2023 l Club + Resort Business l 5 Fitness & Wellness 2023

(Photo Courtesy of Rockrimmon Country

The Next Generation of Members

I’VE GOT AN ANNOYING habit. If you ask my wife, she’ll agree, but struggle to readily pinpoint which annoying habit I’m confessing to. In this case, it’s always singing when I hear a word or phrase that reminds me of a song.

A recent report from the National Golf Foundation (NGF) stated that the biggest JUMP in golf participation over the past three years—since the start of the pandemic—has come at the junior level. After reading the headline, I walked around the house the rest of the day singing Van Halen’s “Jump.”

It could’ve been worse. I was once told something about not knowing what it felt like to be a woman … and sang Shania Twain’s “Man! I Feel Like a Woman!” for two days straight. THAT was annoying.

According to NGF, the net gain of almost 1 million juniors (ages 6-17) is the most significant of any on-course participation segment. At just over 3.4 million in total, the youth golfer pool is now at its highest level since 2006, just prior to the Great Recession.

The report goes on to state that juniors account for about 13% of the on-course golfer population. Away from the course, that representation is even greater … more than one quarter of off-course golf participants are under the age of 18. My 12-year-old son has zero interest in going to a golf course with me, but if I mention Topgolf, watch out! He loves that place.

Looking a little deeper into the numbers, female on-course representation has matched an all-time high, at onequarter of all golfers, NGF reports. And it’s even higher in the junior ranks. More than 36% of junior participants are girls.

It goes without saying that it’s a good sign to have the largest growth at the youngest levels. Today’s juniors are tomorrow’s dues-paying members. They’ve got 60-70 years of golf ahead of them.

Latent demand is high in the junior ranks, as well. NGF reports that another 5 million+ kids – non-golfers – say they’re very interested in playing on a course.

On page 9, Melissa Hansen, Director of Membership & Marketing at The Club at Olde Cypress in Naples, Fla., discusses marketing strategies to engage youth golfers. Check it out.

So, what are other clubs doing to capitalize on all this new-found supply? We’ve heard about PGA Jr. Leagues and Operation 36, but I’m curious to see if any clubs have gotten creative in their programming.

Canal Shores Golf Course in Evanston, Ill., for instance, will undergo a bold restoration plan to preserve and enhance the 103-year-old golf course. The cornerstone of the robust, privately funded project is an emphasis on youth golf, and includes a renovation to the holes in front of Canal Shores’ clubhouse that will serve as a new youth golf facility, as well as the creation of a caddie academy. The initiative is being led by

Evanston Wilmette Golf Course Association, Canal Shores Golf Course, a 501(c) (3) not-for-profit charitable organization, and KemperSports.

Affectionately known as Evanston’s local “gem,” Canal Shores’ plans focus on the crucial pillars of youth development, golf, ecology and community, with the goal of setting the property up for a second century of success. Canal Shores has raised more than $4 million of its $5.9 million goal for what is being called the “Canal Shores 2nd Century” campaign.

Off the golf course, the annual youth camp at Valley Lo Club in Glenview, Ill., which is known as the Junior Sports Club, was started in the mid-1970s by a group of moms at the club.

As the camp grew in size over the years, Valley Lo transitioned its Director position from seasonal to year-round, says General Manager Judy Higgins. Once a camp ends in August, the club begins planning for the following year.

“Enrollment for camp is 300 to 400 children each year,” Higgins says. “Parents are able to choose which weeks their children attend.”

What is your club doing to engage the next generation of members?

Rob Thomas rthomas@wtwhmedia.com

It goes without saying that it’s a good sign to have the largest growth at the youngest levels. Today’s juniors are tomorrow’s dues-paying members.

Making Fitness And Wellness A Priority

WHEN IN DOUBT, GO for a run.

I’ve followed that motto for about three decades as I’ve laced up my tennis shoes and hit the pavement, trail or treadmill. I started going for runs to improve my physical health, but soon enjoyed other benefits of this routine. Whenever I return from a run, I feel energized, mentally sharper, and have a more positive outlook. For me, the mental benefits of running are equal to, if not greater, than the physical perks.

Scientific research suggests that exercise can play a role in improving mental health. An analysis published in an issue of the Journal of the American Medical Association (JAMA) Psychiatry in 2022 found a link between physical activity and a reduced risk of depression. According to cnn.com — which reported on the JAMA Psychiatry analysis and other studies — adults who engaged in activities equivalent to 1.25 hours of brisk walking each week “had an 18% lower risk of depression compared with those who did not exercise.” The Mayo Clinic notes exercise may help ease depression and anxiety by releasing endorphins and other natural brain chemicals that can improve a person’s sense of well-being.

Since exercise has physical and mental health benefits, it’s great to see the offerings of equipment and programs at the clubs appearing in Club + Resort Business’s listings of Top Ranked Fitness and Wellness Centers in this month’s issue. We assembled stories on the clubs that made up our Top 5: Addison Reserve Country Club, Delray Beach Fla.; Bonita Bay Club, Bonita Springs, Fla.; The Landings Golf & Athletic Club, Savannah, Ga.; Palo Alto Hills Golf & Country Club, Palo Alto, Calif.; and BallenIsles Country Club, Palm Beach Gardens, Fla.

Fitness directors at some of these clubs talked about the positive connec-

tion between exercise and mental health.

Michelle Doherty, Health and Wellness Director at BallenIsles Country Club, says she thinks exercise is beneficial to people on multiple levels.

“We believe movement is the medicine everyone needs to enhance their quality of life and overall well-being,” Doherty says.

Bonita Bay Club offers an initiative known as WAVE (Wellness and Vitality Enrichment). The three parts of this program are symbolized by a color-coded triangle, according to Tammy Mugavero, Director of Fitness.

“The three sides of the triangle … represent Movement (blue), Nutrition (green), and Mental/ Emotional Health (yellow) and provide a road map for all of our wellness programming,” Mugavero says. “In some way, all that we do fits somewhere in this triangle.”

Drew Howard, Membership Specialist at The Landings Golf & Athletic Club, adds, “Whether working on your physical or mental health, members are able to find what fits their lifestyle needs.”

Clubs are providing many programs to meet the unique needs of their members. At Palo Alto Hills Golf & Country Club, General Manager Paul Koojoolian says his staff has a “family first” approach.

“We aim to accommodate everyone and enhance the quality of life for all our members,” Koojoolian says.

Addison Reserve Country Club CEO and GM Michael J. McCarthy says his staff continues “to expand our fitness and wellness programming to ensure the inclusion of all our members.”

Denise Saari, Membership/Marketing/ Communications Manager at Addison Reserve, adds that trainers play an important role at the club.

“The professional trainer staff offers instruction to all our members with training series adapted to the needs of the individual,” Saari says.

Doherty also notes she and her staff are “very particular with equipment selections ensuring we have something for everyone. Fitness and wellness is not one size fits all.”

In addition to weight and cardio equipment, as well as fitness studios, clubs offer healthy food, personal training sessions, physical therapy services, and classes in pursuits such as yoga, tai chi and even ballroom dancing.

If you are a club general manager who is thinking about adding a fitness center at your site, I hope you find some ideas in these pages. Visit clubandresortbusiness.com for information about the clubs listed in our rankings. And if you’re looking for more inspiration, go for a run.

Phil Keren • Senior Editor pkeren@wtwhmedia.com

SWINGING INTO THE FUTURE: MARKETING STRATEGIES TO ENGAGE JUNIOR GOLFERS

By Melissa Hansen • Director of Membership and Marketing The Club at Olde Cypress • Naples, Fla.

Melissa Hansen, Director of Membership & Marketing at The Club at Olde Cypress in Naples, Fla., offers five tips on effectively reaching juniors in your club marketing and communications strategy.

A RECENT ARTICLE PUBLISHED by the National Golf Foundation states that the biggest participation increase over the past three years has been that of junior golfers, with a net gain of almost 1 million juniors (ages 6-17). As a marketer in the golf industry, it’s essential to understand how to market to juniors effectively. Here are five tips to implement into your club marketing and communications strategy:

MAKE IT FUN AND ENGAGING

Juniors are more likely to participate in golf if it’s fun and engaging. Create events that are designed specifically for juniors, such as mini-tournaments or clinics. Incorporate games and activities that make golf more enjoyable, such as obstacle courses or skills challenges. By making golf fun and engaging, juniors are more likely to want to continue playing.

OFFER AFFORDABLE MEMBERSHIP OPTIONS

Golf can be an expensive sport, and many juniors may not have the means to play regularly. To make golf more accessible to juniors, offer affordable options such as discounted rates for juniors, family packages, or even free clinics. By providing affordable options, juniors are more likely to continue playing and become lifelong golfers.

PARTNER WITH SCHOOLS AND YOUTH ORGANIZATIONS

Partnering with schools and youth organizations is a great way to introduce juniors to golf. Offer free clinics or workshops at schools or partner with youth organizations to provide golf programs. By partnering with schools and youth organizations, you can reach a larger audience of juniors who may not have been exposed to golf before.

EMPHASIZE THE SOCIAL ASPECT OF GOLF

Golf is a social sport, and many juniors enjoy the social aspect of playing with friends or family. Emphasize the social aspect of golf in your marketing efforts. Highlight the benefits of playing with others, such as building friendships or spending time with family. By emphasizing the social aspect of golf, juniors are more likely to want to participate and continue playing.

USE SOCIAL MEDIA

Social media is a powerful tool for reaching juniors. Use social media platforms such as Instagram, TikTok, or Facebook to reach a younger audience. Share engaging content such as photos or videos of junior golf events or golf tips. By using social media, you can reach a wider audience of juniors and promote your golf brand.

Marketing to juniors in the golf industry requires a different approach than marketing to adults. By making golf fun and engaging you can effectively reach and encourage juniors to take up the sport. With these tips, you can help create a new generation of golfers who will continue to enjoy the sport for years to come.

DEVELOPING A ROBUST PICKLEBALL PROGRAM

By Milos Vasovic • Director of Racquets Cherokee Town and Country Club • Atlanta Ga.

AS WE ALL CAN see, pickleball has been an unstoppable force over the last few years and we need to recognize that and do our best to make it an important part of our programs. Some areas of the country, like Florida, have been on that train for a while now and most clubs there have established programs and events.

I was lucky enough to be Director of Athletics at Quail West Golf and Country Club in Naples, Fla. and saw how much a program can grow over a three-year period. Recently, I became Director of Racquets at Cherokee Town and Country Club, one of the premier country clubs in the U.S., and one of our main goals is to develop a robust and active pickleball program. To achieve that I will have to lean on my previous experiences and also learn from other industry leaders. Some of the things that we are already doing and looking to implement are:

1. Pickleball 101: Four-week program to introduce beginners to the game. Learning the proper technique, strategies, movement, scoring in a fun and controlled environment. This program was very successful for us during my time at Quail West and we were able to recruit about 20 new players each time.

2. Junior Pickleball: That is something we will focus on heavily here at Cherokee and we have already made first steps towards it. I have purchased 50 paddles to give out to our junior players and also purchased 10 new pickleball nets to get us going. The program will start in April and our goal is to have at least 80 children go through it this year.

3. Get staff involved: Every program does better when everyone is on the same page and pulling in the same direction. I am lucky to have a very young and motivated staff here at Cherokee and I am enjoying every day coming to work and mentoring them to become better and more rounded racquets professionals who will have bright futures in our great industry. Give your staff more ownership of the program and let them run with it. That is the best way for them to learn and also to have the pride in their work.

4. Have programs and events for every level and for every purpose. To be successful, we need to offer something for everyone. Some examples we used are Club Pickleball Championships, Dink and Drinks, Valentine’s Day Women’s Event, friendly matches with other area clubs, and joining a local pickleball league. One of the most successful events for us was Wednesday Night Couples pickleball—a social event with six rounds of round robin play followed by great wine. At Cherokee we have just started a first ever in-house pickleball league and got 110 players to sign up. We hope to get that number up to 150 next time around.

5. Promote your events effectively: You can be the best event planner and organizer, but it doesn’t matter if your members don’t know about them. Use every possible avenue to get the word out: e-mails, text messages, flyers, videos, word of mouth, use members as event ambassadors …

6. Do not get discouraged: If first attempts don’t succeed, don’t give up. Keep

trying until you find a winning formula. Every club is different, with different demographics, ages, and expectations, and you need to keep trying until you find what works in your situation or they will find someone else to make it happen. I personally try to offer at least three brand new events every year, to keep my programs fresh and interesting. As the old adage says: “Rome wasn’t built in a day” and you need to be patient and persistent and results will come over time.

7. And finally, NETWORK! Do not be afraid to reach out to your fellow professionals—locally or nationally. We are all in this together and we support each other and want to see others succeed. I am lucky enough that I have accumulated a large network of amazing pros from all over the country and can send a quick e-mail or make a phone call to ask for feedback or advice and, in return, I am always available to provide any guidance and support to anyone that needs it or wants it from me.

We have entered into a Golden Age of racquets and must do our part to make sure it lasts as long as possible. COVID was a terrible thing that happened to the world, but in a way, it was the best thing that happened to our industry in more than 20 years, as people have started playing more tennis, pickleball, padel, platform tennis and other racquet sports. We have great momentum, and it is our job and responsibility to take full advantage of it and leave our industry in great position for the younger professionals who are coming up to replace us in the future.

THIS MONTH I HAD THE pleasure of interviewing Brad Mason, owner of WhyGolf, a training aid company that I have become familiar with. WhyGolf has amazing products that are truly game changers. I have seen firsthand how these tools help my students get better, faster.

WHAT GOT YOU INTO THE TRAINING AID GAME?

I am not a golf professional. However, I’ve been an “average” student of the game for three decades. I have studied many aspects of the game with the goal of continuous personal improvement. Like most golfers, I’ve tenaciously held on to hope that I can get better … despite evidence to the contrary much of the time.

I’ve had a long career as a serial entrepreneur. I started six companies and was also the CEO of a large public company. Much of that time was spent in designing and manufacturing sports medicine and other orthopedic products.

My brother, Jeff, who is an extraordinary engineer, has been with me for most of this journey. Together we have more than 100 patents in orthopedics and now a growing list in golf training aids and equipment.

I gave retirement a try in the past, but it just didn’t work for me. I have got to keep my mind busy and working. So, I decided to start developing golf equipment for fun to help me improve my game. I realized that the devices Jeff and I were designing actually did help improve my game … going from a 13 to an 8 index in just a few months. I thought these devices might help others too and proved to be a new business opportunity.

Get Better, Faster

By Matt Kilgariff • PGA Director of Player Development The Bridges at Rancho Santa Fe • Rancho Santa Fe, Calif.

WHAT IS IT ABOUT YOUR BACKGROUND THAT HELPS YOU IN THIS ARENA?

As mentioned, my experience in designing sports medicine products like knee braces and continuous cold therapy devices really translates well to the golf industry. With both products, we are working with myriad sizes, shapes, athletic abilities, and motivations of individual people. For training aids to work well, they must be designed with these factors in mind, plus the fundamentals of the golf swing and a dedication to simplicity.

One of my concerns about modern technology in golf is that people often get overwhelmed with information and products that do not really help them. In fact, in most cases it makes things more confusing and difficult.

My experience is that complicated products are much easier to design than simple products.

Steve Jobs was the poster child for his relentless commitment to keeping things simple for the user. With that in mind, our goal with each product is to make the game easier and less confusing, while addressing the common faults that people have.

HOW DID YOU COME UP WITH YOUR COMPANY NAME?

This game can be infuriating. It is just as infuriating for a pro who shoots 63 one day and a 72 the next as it is for the average golfer who shoots their best round one day and loses eight balls the next.

In terms of our messaging to the market, our goal has been to commiserate and share that we as golfers all have frustrations in common regardless of our ability

or handicap.

With that in mind, we named our company WhyGolf. It is really short for “Why the Hell Do We Golf!”

We do know why we golf. It is for the challenge and the comradery. If it were easy, we wouldn’t do it. We endure all the frustration and lows just to get a few highs here and there. One high is better than 10 lows. We’re addicted. Otherwise, WhyGolf?

TELL ME ABOUT A FEW OF YOUR TRAINING AIDS?

To date, our top-selling product is our Pressure Plate. It helps golfers learn to shift their pressure properly and in the right sequence in the swing. Without this, the golfer loses power and has inconsistent contact.

Our Bunker Mate, which simulates a bunker shot at home or in a simulator, has also been exceedingly popular. The instructions on the back of the package are incredibly helpful for the average golfer.

Our latest product, which I believe is a real game-changer, is the ArmAlarm. Ben Hogan said, when you keep your arms together to operate as one unit, it will pull the rest of the swing together. When the arms lose the connection to each other and the body, all hell breaks loose. ArmAlarm addresses this specific problem and includes an accessory to alert the player when they flip their wrists or scoop the ball.

These are just a few examples of our products. We have many others that can be very helpful in many ways.

For more information or to purchase training aids, visit https://whygolf.com/. To get 15% off use code: Thrivegolf.

The Land of Yes Yes

A renovation that touched everything from dining and clubhouse aesthetics to swimming, racquets and golf has Rockrimmon Country Club in Stamford, Conn. offering something for every member.

By Rob Thomas, Editor

In a world of excess and a “bigger is better” mentality, Rockrimmon Country Club in Stamford, Conn., sets itself apart by way of intimacy.

In particular, Rockrimmon has always been a little bit more of a casual club.

“We call it an intimate club in the country as opposed to being more formal and imposing as some clubs can be,” says

Club President William Aron. “I think that is the key to our extremely high level of member engagement and usage.

Part of the intimacy is the club’s scale, Aron notes. No activity is too far away so that the members are in close proximity and interacting with each other.

“Our Beverage Director Maurice Ryan would call our club the ‘Land of Yes,’” he says.

“You can run a bar with Casamigos [tequila] and Tito’s [vodka] these days, but this is, as I call it, ‘the Land of Yes,’” Ryan says. “If you want it, we’ll have it. And if we don’t, we’ll find a way to get it. And that’s kind of the ethos that we live by, the service we give here.”

“We are a very collegial community,” Aron adds. “Our members want to be together and they feel comfortable coming up here anytime, enjoying their club, in a relaxed atmosphere. The renovation only enhanced this culture.”

TIME TO REFRESH

Aron, who has been at Rockrimmon for more than 40 years—originally as a child of a member, and for the past 25 years, as a member—is currently in his seventh year (fourth term) as President, having spent four years before that as Admissions Chair. He says Rockrimmon has always been known as a premier club with great food and a fabulous golf course, but over the years, tastes in décor had changed, as have the trends

in country club living.

“There is no doubt that there has been an ‘arms race’ in country club renovations in our area, and we needed to react to that and up our game in our own way,” he says. “Being careful to protect our unique culture and not overbuild.

“In planning for our renovation, we were laser focused on maintaining that environment while reacting to the changing trends in the club industry,” Aron continues. “In particular, the demand for outdoor dining and socializing areas, which became even more important due to COVID-19, drove much of our vision.”

Similarly, as the membership became younger, there was a distinct desire for a clearly defined grill room and bar. Members wanted a more casual space to eat, with a bit more energy than in the main dining room. They also wanted to eat at the bar and watch the game.

In the process of planning, Aron says the club listened to all the membership

classes and tried to react to different lifestyle desires.

“Ultimately, that is why the project has been so well received by our membership and why it has enhanced the already special Rockrimmon sense of community,” he explains.

At the outset, a survey helped pinpoint the membership desires. This pointed the club to six main areas of action:

• Create additional outside dining and socialization areas;

• Build a new grill room with dedicated bar;

• Re-imagine pools (regular and kiddie) to be more resort-like;

• Add a fourth tennis court and enhanced tennis viewing area;

• Redecorate the clubhouse as a whole / add elevator at entrance; and

• Continue hole-by-hole golf course renovations.

From this, club leaders knew the membership hot points and engaged Judd Brown of JBD & JGA Architecture

Both pools were replaced with the poolscape completely re-imagined. Now aquatics at Rockrimmon Country Club boast a more resort-like feel.

to develop a preliminary design plan and budget. Wesley Stout Associates handled the landscape architecture.

“Once we had a vision statement and design book, the renovation plan went to a vote of membership,” Aron says. “At Rockrimmon, any capital assessment larger than $1,500 per member must be approved by two-thirds of the voting membership. This is a high bar, but the renovation plan passed by closer to 90%. All of the club stakeholders knew it was time.”

CHALLENGES

The plan was approved by membership in June 2019 with an anticipated construction date of fall 2020.

“All summer and fall we refined the design and architectural plans and by mid-winter we were happy with the vision and began to prepare construction

The club added 3,500 sq. ft. of new patio space, which includes covered and uncovered dining as well as significant conversation seating areas and fire features.

plans to bid out,” Aron explains. “Then the world began to shut down. Covid-19 hit and the world changed.”

In May of 2020, the Board of Governors of Rockrimmon made a brave decision. With COVID-19 emerging, they were at a crossroads. Should they build

or should they postpone?

“We were truly heading into the unknown,” Aron says, “but as we took stock of the situation it seemed like we were given the perfect opportunity. All of a sudden, our outside event business evaporated so construction caused no loss of

revenue, our members really didn’t want to be in the building so closure wasn’t an issue, and rates were extremely low.”

The club chose to build.

“Thankfully we bid our project out early enough so that the materials were ordered before the supply-chain crisis really took hold,” Aron says. “In fact, the entire project was completed in seven months – without any significant labor or materials disruptions. That is certainly a credit to our vision, but also to our construction manager Ashforth & Co., who did a fabulous job handling the tumultuous times and all the twists and turns in our plans.”

FINISHED PRODUCT

In all, the club added 3,500 sq. ft. of new patio space, which includes covered and uncovered dining as well as significant conversation seating areas and fire features and built a new grill room and bar approximating 2,000 sq. ft. Rockcrimmon renovated the front lobby to be more inviting and include an ADA elevator and redecorated the main dining room, lounge, card rooms and other common areas.

On the activities site, they replaced both pools and totally re-imagined the poolscape and kid’s areas and resurfaced the existing Har-Tru courts and added a fourth, which is bounded by a new set of viewing pavilions. Golf course renovations were tackled in the same renovation time frame.

The demand for outdoor dining and socializing areas, which became even more important due to COVID-19, drove much of the renovation vision.

“The renovation project touched most of the club and achieved exactly what it set out to do,” says General Manager Vincent Sofi. “Rockrimmon’s amenities are now polished and updated and the membership is cohesive and engaged.”

Sofi adds that the club will continue

to improve the golf course (guided by a master plan and executed by David Fleury of Rulewich & Fleury Golf design) and will have completed a renovation of the third hole, adding new tee complexes and fairway bunkers, by this spring.

“Additionally, increased member

Locker Room

General Manager Vincent Sofi says the club will continue to improve the golf course (guided by a master plan and executed by David Fleury of Rulewich & Fleury Golf Design) and will have completed a renovation of the third hole—adding new tee complexes and fairway bunkers—by this spring.

usage and the loss of parking due to the fourth tennis court demands the creation of additional parking,” Sofi says. “We are in the process of designing this space which will include 60 spaces and between 2-4 pickleball courts. Pickle is obviously a hot button in club circles.”

& Supplies

ATHLETICS

Racquet sports are on the upswing at Rockrimmon, says Director of Tennis Jade Curtis.

“Generally, we see at least one member in a new Rockrimmon family is racquets orientated,” Curtis explains. “This has improved the level of play and enhanced engagement.

“To attract new players, we run a wide variety of clinics and social events,” she continues. “Some of our most attended are ‘pizza and pickle’ and ‘tacos and tennis’ social round robins.”

Paul Kenney, the club’s Head Golf Professional, describes the Robert Trent Jones course as a “gem.”

“It is always in great condition and presents a challenge to all level of golfers,” Kenney says. “We have a wonderful variety of holes which take full advantage of the rolling topography – giving us elevation changes and beautiful vistas.”

Kenney notes that tournaments are very well attended and include premiere

events like the Ladies Member-Guest and Men’s Two-Day Invitational.

“Not all tournaments are designed to be competitive,” he points out. “In the shoulder seasons we run events which are really about having fun and socializing. The most notable of these is our “Wild Turkey Shoot” in which a 9-hole overland course is set up. Since the leaves must be off the tree, this is a fall event. Each cart gets a flask of Wild Turkey to ‘protect’ from any seasonally cold weather.”

Aron adds that the club installed two Trackman simulators in the main lounge, which has been an absolute “home run.” The lounge has its own bar and ample seating so it’s a defined space, which can be operated without opening up the entire clubhouse.

“We operate Thursday through Sunday with 90% utilization and members suddenly feel that we are open all winter long,” Aron says.

The Golf Lounge will operate from mid-December this year to mid-April.

NOW AND LATER

Aron notes that “every stakeholder got something,” a rarity when a project gets unanimous reviews, from the most established members to the newest.

“I cannot stress enough about the energy and optimism the project gave our club,” Aron says. “At no time in the process – either in the planning stages, building process or finished job, were there competing factions, or conflict. That says a great deal.”

Now the focus is on engagement.

“The member experience is critical to retention of members,” Aron says. “This goes beyond the experience on the golf course. The club must offer something for all members of the family to enjoy … together or apart.”

Rockrimmon does this very well and appeals to empty nesters and families alike, Aron says.

“Because we are small and run by the members, we can be fleet of foot and constantly try new ideas/events,” he explains. “Many work – some don’t, but

Paul Kenney, the club’s Head Golf Professional, says not all tournaments on the Robert Trent Jones-designed course are intended to be competitive. During the shoulder seasons they host events which are about having fun and socializing.

The club installed two Trackman

the members feel heard and know their club is listening.”

A great example of this is the aforementioned RCC Golf Lounge.

“As a small club, we have historically closed from January through March,” Aron says. “This was fine when many of our members were wintering in Florida, but things have changed and we have many members who are here for

the winter and want to have the same relationship with their club in the winter as they do in the summer. A place where they can come up and socialize, have a few drinks, watch a game, etc. It’s a big win for Rockrimmon!”

Sofi, who joined the team a little more than a year ago, agrees.

“The future of our club is extremely bright and we look forward to building awareness of our special community,” says Sofi. C+RB

simulators in the main lounge. The lounge has its own bar and ample seating so it’s a defined space, which can be operated without opening up the entire clubhouse.

Striving For Excellence

Addison Reserve Country Club’s Facility Named C+RB’s 2023 Top Ranked Fitness and Wellness Center

C+RB Editorial Report

“OUR MISSION STATEMENT is ‘Excellence Is Our Standard.’”

Denise Saari, Membership/Marketing/ Communications Manager at Addison Reserve Country Club in Delray Beach, Fla., says employees at the club’s fitness and wellness center follow this philosophy in their commitment to providing top-notch service.

“It is our goal to strive to ensure a fivestar experience for each member, their families and their guests,” Saari says.

Michael J. McCarthy, CEO and General Manager of Addison Reserve CC, says he is pleased his facility has earned notable recognition from Club + Resort Business

“We are honored to be recognized as

a leader in the fitness and wellness arena in the club industry,” McCarthy states. “At Addison Reserve, we continue to expand our fitness and wellness programming to ensure the inclusion of all our members. As our membership is enjoying younger members, we are adapting to their interests. This adaptation included superior facilities and enhanced programming for the varied interests and age groups in the community.”

The club has a 35,000-sq.-ft. fitness and wellness center with 21 full-time employees and 12 part-time workers that provides an array of equipment, programs and services that will be helpful to anyone, whether they're an experienced fitness cen-

Fitness & Wellness

ter user or a newbie. Members using the center can receive assistance from a staff of personal trainers, licensed and registered physical therapists, and a nutritionist.

Inside the facility, members have access to an aerobic studio, a TRX (Total Body Resistance Exercise) circuit studio, large cardio/free weight area, Peloton studio with eight cycles, Kinesis Wall room, three pilates studios and stretching area. More than 30 classes — including water aerobics, yoga and tai chi — are available on a weekly basis.

“In our community, we have the opportunity to enhance the lives of our older members through the on-site physical therapists and therapy studios,” Saari says. “Our wide range of fitness equipment and multiple studio offerings provide our younger members moderate to intense

workout stations. The professional trainer staff offers instruction to all our members with training series adapted to the needs of the individual.”

The site offers amenities such as a freeform pool with dedicated lap lanes; an area for outdoor aerobic classes and games; 11 Har-Tru lighted tennis courts; four lighted pickleball courts; a lighted basketball court; a spa; a children’s aqua area and game room; and The Grille restaurant with indoor and outdoor seating for more than 300 people. Play With The Pro programs are offered by the tennis director and teaching professionals, as well as complimentary tennis and pickleball clinics, junior clinics and individual instruction.

Members can find ample ways to decompress and relax at the 6,032-sq.-ft. spa. Manicures, pedicures, facials, and massages are among the services available, along with boutique shopping, a salt therapy room, hair salon, and his and her serenity areas. There is also an outdoor whirlpool that “adds to the incredible list of services provided at the spa,” club officials say.

Grant Worthington, Sports Operations Director at Addison Reserve, notes the fitness and wellness center underwent an expansion during the last few years. Addison Reserve originally had an 11,000 sq. ft. fitness site that opened in 1997, but Worthington notes the facility “did not fulfill the needs of our membership’s growing interest in wellness.”

By 2017, Worthington says, “it was evident that we needed to up our game.”

A lifestyle complex — which includes a two-story, 15,000 sq.-ft. fitness center — was constructed and opened in 2019.

Favorable weather conditions give members plenty of chances to enjoy outdoor fitness activities. There are two bocce courts near the clubhouse, circuit training equipment at one park, a playground area and soccer field at a second park, and a third park just for dogs.

“Being in South Florida affords us the opportunity to ‘take fitness outside,’” Saari explains. “This prompted the inclusion of outdoor green space at the lifestyle complex, improved playground and fitness equipment in our community parks, soccer field, and junior clinics in tennis and golf.”

Looking ahead, improvements to the greens and bunkers on one of Addison Re-

serve’s 9-hole golf courses, and the construction of a performance and entertainment center called the Golf Hub will begin in May.

“[The Golf Hub] will feature teaching bays, Toptracer technology in multiple bays, dedicated golf equipment and fitting center, grab-and-go snack bar and golfer’s lounge,” says Kevin Baldizar, Director of Golf at Addison Reserve.

The golf course project is being led by course architect Rees Jones.

In conjunction with the golf course upgrade, four lighted pickleball courts and a comfort station with lavatory facilities and a beverage center will be constructed. The pickleball courts will be placed next to the club’s four existing courts.

“These improvements are included in phase one of the golf renovation project with an approximate completion date of December 2023,” Saari says.

Making Fitness Fun

Bonita Springs, Fla.

THE STAFF AT BONITA BAY CLUB’S

lifestyle center in Bonita Springs, Fla. is guided by a philosophy of “Make Fitness Fun.”

“If something is fun, you want to go back, and that’s a win-win for all of us,” says Tammy Mugavero, the club’s Director of Fitness.

The facility has nearly 20,000 sq. ft. of space dedicated to fitness operations and a cafe that serves made-to-order salads, bowls and wraps, fresh-squeezed juices, smoothies, and other grab-and-go options for members and guests. Members can also visit an 8,000 sq. ft. spa and salon with amenities such as a mineral pool, steam room, and a sauna with a Himalayan salt wall.

Bonita Bay differentiates itself through its healthy lifestyle initiative known as the WAVE (Wellness and Vitality Enrichment). The three components of this wellness program are symbolized by a color-coded triangle, Mugavero explains.

“The three sides of the triangle … represent Movement (blue), Nutrition (green), and Mental/ Emotional Health (yellow) and provide a road map for all of our wellness programming,” Mugavero says. “In some way, all that we do fits somewhere in this triangle.”

The fitness center is a wall-to-wall Technogym signature facility, featuring top-of-the line Artis cardio and resistance equipment, as well as Technogym’s SkillLine for Athletic Performance, BioCircuit and an Advanced Recovery Suite.

“Having wall-to-wall Technogym equipment is a difference-maker,” adds Mugavero. “When you walk into our facility, you get the wow factor right away.”

Bonita Bay’s talented employees also help the club stand out from the crowd. The fitness center and spa together have 90 employees. Among the 43 fitness center staffers, Mugavero says there are 16 per-

sonal trainers, most of whom either have a degree in kinesiology, exercise science or another health-related field, or 25-plus years of experience in the fitness industry. The staff boasts two Licensed Physical Therapists, a Licensed Athletic Trainer, a Licensed Physical Therapy Assistant, five certified RBB coaches, five RacquetFit Certified Professionals, and the facility has the largest TPI Certified Golf & Fitness staff (20) of any club in the country.

“The diversity and quality of our staff is what makes the member experience exceptional,” Mugavero says.

Bonita Bay is one of just three clubs in the U.S. to offer the BioCircuit, an equipment line that provides a short, tailored workout featuring smart technology that adapts to the user’s body and tracks

progress. The center has the Advanced Recovery Suite, featuring NOVO XT massage chairs, Normatec Compression Therapy, Red Light Laser Therapy, zero gravity chairs, and two treatment rooms for in-house physical therapy service.

Bonita Bay is one of two clubs in Southwest Florida offering Gyrotonics and the only area club providing Rock Steady Boxing (RSB), an exercise program geared to those with Parkinson’s. Mugavero calls the club’s dedication to RSB “really special.” The club has five studio spaces for pilates and Gyrotonics, spin, group fitness, RSB, and golf-specific conditioning. The Player Performance Studio for golf-specific conditioning was the first studio to be modeled after the PGA tour trailers and fitness centers equipped by Technogym.

Fitness For Life

THE LANDINGS GOLF AND ATHLETIC CLUB

Savannah, Ga.

THE 52,000-SQ.-FT. OAKRIDGE WELLNESS CENTER (OWC) at The Landings Golf & Athletic Club in Savannah, Ga. features five large pools and 105 pieces of workout and wellness equipment. OWC conducts more than 3,900 group fitness classes and 20,000 training sessions annually. The center serves more than 265,000 members and guests in the wellness facilities.

“The OWC is a staple for The Landings Club membership,” says Drew Howard, the club’s Membership Specialist. “...The OWC is a retreat for those who want to better themselves. Whether working on your physical or mental health, members are able to find what fits their lifestyle needs.”

Gary Lorfano, the club’s Director of Membership, Marketing and Communications, says the facility has grown from 20,000 sq. ft. to 48,000 sq. ft. to more than 52,000 sq. ft. in a 15-year timeframe.

“The size, quality of equipment and programming makes our wellness center the most visited facility of our club,” Lorfano says. ”...We want our club and our wellness operations to be an indispensable part of our members’ lives.”

The OWC continues to see rapid growth in member check-ins, utilization of fitness programming, spa services, child care events, and aquatics, according to Howard. The facility has offerings for all—those ranging from as young as one month old to those who are approaching 100 years old. The center welcomes more than 700 members a day.

“With two indoor pools (one heated to 90-plus degrees for therapeutic purposes), extensive cardio, strength and functional training spaces, along with studios for group classes, our club has a well-rounded facility to address everyone’s fitness and wellness needs for all seasons of life,” Lorfano states.

Whether members are looking for cardio, free weights, or full-body-workout

machines, the OWC offers 104 Technogym equipment pieces to fit every need. With team trainers available to motivate and instruct, the center performs more than 23,000 personal training sessions per year. Included in the workout area is a 2,000 sq. ft. multipurpose space called The Green, popular for strength training.

Down the hall, visitors will pass the locker rooms (each equipped with a sauna) and spa facilities. A member could attend a high-energy cycling class and schedule a massage across the hall immediately after.

The exercise studios are home to 5,000plus classes a year, and specialized workout

programs, such as W.O.W. (Women on Weights), S.T.U.D.s (men’s Strength Training Under Direction), Pilates Reformer, and the Balance & Fall Prevention program.

Visitors can step outside toward the adult-only pool and jacuzzi. There is also a building with two indoor pools, home to aquatic classes, physical therapy, infant swim lessons, lap swimming, and more.

“The beauty and tranquility of our Oakridge Wellness Center cannot be matched,” Howard says. “This oasis for physical and mental health provides a warm invitation to any member looking to be better today than they were yesterday.”

A ‘Family First’ Model

PALO ALTO HILLS GOLF AND COUNTRY CLUB in Palo Alto, Calif. opened its state-of-the-art wellness center in 2010 as a fitness-minded and familyoriented addition to its club. The wellness center is, according to club officials, a mini “club within a club” offering plenty of cardiovascular and strength training equipment, two group exercise rooms (which host 15-20 weekly classes), full-service spa, locker rooms, competition infinity swimming pool, and tennis and pickleball courts.

The pool is heated year-round, the tennis and pickleball courts are always active, the Acqua spa provides members with a sanctuary to relax, and the complimentary group exercise classes give members a chance to stay in shape. The club’s private personal training activity has tripled in the past 12 months, which is due to the worldclass instructors the club has on a staff, consisting of 11 full-time employees and 34 part-time workers.

Paul Koojoolian, General Manager at Palo Alto Hills G&CC, says his club — including the wellness center — operates with a “family first” philosophy.

“We consciously design all our programming with the entire family in mind, from the toddler to the great-grandparent,” Koojoolian says. “We aim to accommodate everyone and enhance the quality of life for all our members. We extend that philosophy to our staff as well, which sets the standard for how our members and employees interact.”

Families often arrive together at the club, each member attends their own activity and then they reunite later in the day for a meal. The design of the fitness center reflects Palo Alto Hills’ goal of being a family-friendly site. Koojoolian notes the weight room and the exercise studios on the second floor overlook the pool, playground and tennis courts.

“When parents are working out on a piece of cardio equipment or participating in one of the 20-plus complimentary group exercise classes, the floor-to-ceiling windows provide

a clear view of their kids in a swim or tennis lesson – providing a sense of connection with personal space,” Koojoolian says.

The youth room provides a dedicated safe space where children can enjoy time with their peers. Additionally, the club hosts many events for youth annually, including Kidz’ Night Out, sports camps and clinics, the Sharks Swim Team, Floating Movie Nights and Game Truck Arcade night. More than 70 youth and family events are listed in the club’s annual family guide.

There are plenty of summer activities geared toward fitness and wellness, too.

“We partner with KE Camps to run our summer camp program which has grown over the past few years,” Koojoolian says. “When you have kids begging their parents to not go home, we know we have exceeded their expectations and those of their parents as well.”

Club members can also enjoy homegrown meals during the warmer months.

“In the summer… the pool grille, which is adjacent to our fitness center, becomes the hot spot to enjoy fresh meals created from produce grown in the chef’s garden,” Koojoolian says. “The heirloom tomatoes and strawberries are grown just a stone’s throw from the playground and [our] chef willingly shares an impromptu taste with the little ones that stroll through.”

Serving All

BALLENISLES COUNTRY CLUB

Palm Beach Gardens, Fla.

THE MEMBERS AT BALLENISLES

COUNTRY CLUB in Palm Beach Gardens, Fla. benefit from a 65,000 sq.-ft sports complex that offers a multi tude of ways of exercising and keeping in shape.

“The sports complex at BallenIsles provides the ulti mate fi tness faciliti es,” says Becky Collison, the club’s Director of Marketi ng and Communicati ons.

Michelle Doherty, Health and Wellness Director at BallenIsles, says she and her staff strive to get bett er each day, and help members reach their fitness and wellness goals.

“We are constantly curious and open to new equipment, new programming initi ati ves and anything that would enhance the lifestyle and overall wellness of our community,” Doherty says.

The facility encompasses 9,000 sq. ft . of upstairs fi tness and workout faciliti es that overlook the resort-style pool and 21 tennis courts consisti ng of clay and hard courts, and nine pickleball courts. The site also includes an exhibiti on stadium court where Venus and Serena Williams have trained for more than a decade and an outdoor fi tness workout space.

Additi onal ameniti es include dedicated pilates and indoor group exercise studios, physical therapy, health-conscious indoor and outdoor dining venues, a racquet shop, a children’s play area, locker rooms, and a full-service spa/salon.

Doherty notes the center carries a variety of equipment to serve the needs of many people.

“We are selecti ve and very parti cular with equipment selecti ons ensuring we have something for everyone,” Doherty says. “Fitness and wellness is not one size fits all and we are very mindful of that.”

The BallenIsles complex offers state-ofthe-art strength, functi onal and cardiovascular equipment, and two movement studios with daily group exercise classes including barre, yoga, body blast, stretch and medita-

tion and more.

The facility includes a resort-style swimming pool, in-ground hot tub, children’s pool and play area, pool locker rooms, an outdoor patio complete with snacks and drinks, and a kids’ indoor play area with computers and video games for rainy days. The club pool and cabana offer water aerobics classes and lanes for lap swimming.

The club’s pilates studio and highly trained instructors offer classes for participants at every fitness level. In addition, a team of on-site physical therapists helps members recover from a physical setback.

“Some of our expanded services include foot and ankle specialists, fairway physical therapy, home care services, and house call specialists offering mobile medical care,”

Collison says.

Doherty adds she and her team believe exercise and fitness is beneficial to people on multiple levels.

“We believe movement is the medicine everyone needs to enhance their quality of life and overall well-being,” Doherty says. “Our team is the best of the best, not just in programming but the overall care and attention provided during each individual interaction is invaluable. Our members are an extension of our family and we treat them just as that.”

The full-service Cosmo & Company Spa & Salon is housed in the sports complex, and it, according to Collison, rivals any worldclass spa. A wide array of services are performed by highly-skilled technicians.

Taking Pride in the Outside

Refreshed patios are popping up in clubs everywhere, adding a sense of permanence to outdoor setups.

By Pamela Brill, Contributing Editor

PULL UP A LOUNGE CHAIR and lend an ear: Clubs are dusting off their outdoor spaces with polished patios that are more than just a pretty place to relax with friends. Often part of larger clubhousewide renovations, updates to these areas serve as natural extensions to casual dining, where members can unwind after golf, enjoy a predinner cocktail with friends or watch the sun set in the fresh air.

HOT SPOT

At The Cape Club of Palm City, just 30 miles north of Jupiter, Fla., the weather is pleasantly balmy year-round, making outside ameni-

Photo courtesy of The Cape Club of Palm City

THE CAPE CLUB OF PALM CITY Palm City, Fla.

ties a must for its burgeoning membership. So when the former Fox Club Florida was acquired by The Cape Club Collection last May and underwent a propertywide renovation, a refreshed patio was high on the list of priorities. Now with more seating and designated areas for after-hours dining, nabbing a spot outdoors is practically effortless.

Situated at the rear of the clubhouse and overlooking the ninth hole, the new patio replaces 12 feet of pavers with a whopping 3,200 sq. ft. that ties into its natural surroundings.

“There is a large lake and vibrant wildflowers that you can see while sitting on the patio,” describe Kristi Tower, General Manager, and Christina Intoccia, Club Controller. “We added a fountain to the lake, which lights up at sundown each night.”

A 160-foot-long by 5-foot-tall stone wall encases the seating area, which includes numerous options.

“We knew from the start that we wanted to have a variety of furniture and seating options that were equal parts elegant and comfortable,” say Tower and Intoccia. Realizing that the stunning view would serve as the focal point, they opted for sectionals and chairs surrounding eight fire pits on the patio’s perimeter, along

with umbrella-covered glass tabletops nestled closer to the clubhouse.

Like the patio itself, accommodations for this popular destination have also grown, from 24 to 75 seats, enabling the club to maximize its usage. Stamped concrete flooring was installed with footers to allow for a future roof, at which time lighting will also be added. And while the patio is primarily for al fresco dining, the space is also available for private parties, such as wedding ceremonies, baby showers and birthday parties.

To maintain the patio landscaping year-round, an irrigation system installed along the edge allows for easy watering. And when southern Florida is hit with sudden downpours, the club makes good on its investment of assorted covers for fire pits and sectional cushions.

Since the patio’s reopening late last year, members have flocked to the space and their enthusiasm has spawned a regular event—once a month, the Cape Club of Palm City hosts Fire Pit Friday, complete with specialty cocktails and live music.

“Members are commenting on the beauty of the patio and how much they love bringing their extended families and guests for the relaxed atmosphere, comradery and breathtaking view,” say Tower and Intoccia.

“Members are commenting on the beauty of the patio and how much they love bringing their extended families and guests for the relaxed atmosphere, comradery and breathtaking view.”

— Kristi Tower, General Manager, and Christina Intoccia, Club Controller

The renovated patio at The Cape Club of Palm City overlooks a large lake and vibrant wildflowers. The club added a fountain to the lake, which lights up at sundown each night, so members can relax and enjoy the outdoors.

THREE-SEASON FRIENDLY

Patio weather in western Michigan has a limited window, but thanks to a soon-to-be-opened structure at Kent Country Club in Grand Rapids, the season just got a bit longer. A major update to its dining and patio area, which has been under construction since last December, is set to open in mid-May and will help maintain the facility’s reputation as a pioneer in the Michigan private club community.

“Historically, the patio is the most popular space to dine in the summer, and a major reason for the project is to extend member engagement to multiple seasons,” says General Manager Ward Sutton, CCM, CCE, PGA MP. The covered patio, located near the 18th green, will accompany a casual dining area, bar and porch, amassing 5,586 sq. ft. The project reflects a more contemporary vibe for Kent Country Club. Sutton characterizes it as “an

KENT COUNTRY CLUB Grand Rapids, Mich.

update on the existing traditional style of the clubhouse, to a more modern design.” The patio’s cement flooring will be stained and finished to distinguish itself from the parquet tile and carpeted area in the dining room. The addition of LED lighting, along with decorative sconces, pave the way for a clubhouse-wide conversion over the next two years.

The outdoor space is outfitted with standard patio tables and chairs which, notes Sutton, “allow for flexibility in group size, member comfort and ease of movement for service staff.” While the patio can seat 62 members—the same capacity of the previous design—the bar and dining space will accommodate up to 108 patrons, a bump up from the previous layout.

To create two distinct areas between the indoors and out, sliding glass windows and nana walls will be installed to create an open-air feel. Clear PVC, removable windows, which will be added in the fall, will outline the patio’s exterior and allow for three-season dining. Infrared heaters and fans will be integrated into the roof for seasonal usage, and the steel cover allows for a possible second story if the patio is well-received.

Speaking of membership approval, the project was initially met with some hesitancy, which prompted management to develop a detailed communication strategy. In addition to a Q&A session with the design committee, monthly club newsletter updates and weekly social media posts, Sutton has taken an active role in promoting the positivity of the new space.

“I usually give three to four tours to various groups each night through the construction area during the dinner service,” he says. “I think the buy-in to the project, from vote to current, has grown; there is definitely a feeling of momentum and enthusiasm for the project and excitement for its completion.”

ON THE HORIZON

Ever since the idea of creating a new outdoor patio was introduced to the membership at Brookfield Country Club last year, the level of enthusiasm for the project has been tremendous. Construction at the Clarence, N.Y., facility is part of an extensive clubhouse

“I think the buy-in to the project, from vote to current, has grown; there is definitely a feeling of momentum and enthusiasm for the project and excitement for its completion.”

— Ward Sutton, CCM, CCE, PGA MP, General Manager

BROOKFIELD COUNTRY CLUB

Clarence, N.Y.

overhaul, which will provide a slew of new spaces, including a members’ grill, banquet/ballrooms, locker rooms, wellness space and, of course, outdoor patios.

“We were prompted by a review of where to go forward,” explains General Manager/COO Mark A. Maier of the reason for the multiphase project. “The patios are being developed to make [this] more of a lifestyle area and accommodate a greater dining capacity.”

Taking advantage of the view that showcases a sprawling golf course, club dining facilities were relocated to the back side of the course, with patio space spanning the surrounding areas. The grill room, member grotto and halfway house each have their own respective patios, illuminated by sconces and individual ceiling fans with lights on each bay. Stamped concrete flooring was chosen for its ease of maintenance and durability. Overhead, fixed ceiling radiant heating units lock in the warmth during the colder seasons, helping to extend the outdoor dining season. Meanwhile, two fire pits positioned between the men’s and ladies’ locker/card rooms offer a cozy spot for socializing. Members can also grab a seat at one of the bar-height tables or gather around long, rectangular tables, outfitted in a sleek, slate gray metal.

With the first leg of the patio project due to be completed in May and the additional spaces slated for Labor Day 2024, members are anxiously awaiting the unveiling of the outdoor oasis.

“They are excited by the diversity of amenity platforms that will be available to them,” says Maier. A total of 25 presold sports social membership, along with a waitlist, are indicators of the strong buzz that the project has generated.

As Brookfield Country Club approaches the celebration of its 100th anniversary—just four years away—the new clubhouse and surrounding patio area will be ready to serve as party central. And not just for the existing membership, but for generations to come. C+RB

SUMMING IT UP

> Clubs are addressing the need for expanded outdoor dining with larger patio footprints.

> Covered patios with an added heating element can be utilized during shoulder seasons.

> Patio design enhancements like fire pits and lounge chairs add a playful, casual feel to the space.

“The patios are being developed to make [this] more of a lifestyle area and accommodate a greater dining capacity.”

— Mark A. Maier, General Manager/COO

TO-GO SALES REMAIN HEALTHY AFTER COVID

Take-out sales are not quite as high as during the peak of the pandemic, but clubs are still experiencing a lift in to-go orders.

By Marilyn Odesser-Torpey, Contributing Editor

ON A TYPICAL EVENING BEFORE the pandemic struck, Kenwood Country Club in Cincinnati, Ohio would average between 75 to 100 a la carte dinner takeout orders, according to Sean Sennet, the club’s Executive Chef. To make it easy for members to pick up their orders, a camera was installed outside of the tavern so food runners could identify their cars and quickly deliver their orders curbside.

With that system in place, Kenwood was ready when, during the height of the COVID crisis, takeout orders nearly tripled. To expedite the orders, Sennet offered an abbreviated menu offering six items for lunch down from 14 and half the usual number of selections for dinner.

Members always enjoyed Sennet’s “specialty nights,” such as barbecues outside on a smoker or fajita or taco nights, so he retained them in the takeout menu rotation “to keep things interesting and different.”

Since the reopening of the dining room, Kenwood has continued to do “a great carry-out business,” which is branded Kenwood Karry-out, even though sales have leveled off to between 135 and 145 orders per night, Sennet reports. He adds that specialty night fare continues to be very popular.

In the summer months, takeout is also available at the Pavilion, a seasonal restaurant between the pool and the driving range. There, members can order to-go fare ranging from the signature Kenwood Wagyu beef burger to pulled pork, chicken and pizza.

While burgers, filets and fried chicken are among the bestsellers for take-out from the Kenwood Karry-out menu, Sennet sold an average of 100 orders a night of beer battered North Atlantic cod during Lent. Any “catch of the day” whether halibut, sea bass or salmon, does well and, perhaps surprisingly, the club sells a lot of sushi and sashimi to go.

Sennet noted that during COVID the club sold a great deal of soup to go in pints and quarts. The soup offering is still strong, especially when it is promoted, he states.

Cooking for so much take-out has not presented any particular challenges in the club’s kitchen. One of the only changes is when a member requests a piece of meat cooked to medium rare, the kitchen cooks it to rare, allowing it to come up to medium rare in its packaging during the ride to the member’s home, Sennet says.

He promotes Kenwood Karry-out, including offers for special event meals for holidays such as St. Patrick’s Day and Easter, in his weekly member e-mails.

SMALL BUT MIGHTY

At Saratoga Golf and Polo Club in Saratoga Springs, N.Y., take-out usually peaked when members were trying to reach their minimums, says John Ireland, the club’s Executive Chef. During the COVID crisis, that number quadrupled, especially family meals for four.

“We would go in early and be prepping like crazy all day,” he recalls.

Although Ireland does not offer family meals now, takeout orders are at least double what they were pre-COVID. Mostordered items include chicken saltimbocca, pizzas, salads and “a lot of beef tenderloins.”

Anything on the menu is available for take-out except for some items that are “meant to be super crispy” or should not have added moisture, he says. Other items must be strategically packaged, such as chicken Parmigiana for which the sauce is delivered in a container on the side to keep the dish from getting soggy.

Although it is a “small operation,” with five or six people cooking, the kitchen easily handles the to-go orders from production through delivery, Ireland points out. Pick-up is also a breeze for members.

BOOSTING THE BRAND

Take-out can do more for a club than just increase food sales. It can also support and strengthen the club’s brand.

For Sean Sennet, Executive Chef at Cincinnati, Ohio’s Kenwood Country Club, the dramatic rise in to-go orders during the peak days of the pandemic presented an opportunity to elevate the club’s Kenwood Karryout and bring it to the forefront. After much research and trial, Sennet sourced packaging that presented the food in a more upscale manner while keeping its integrity intact during the drive from the club to the members’ homes.

“We replaced the old plain plastic and brown paper bags with reusable bags in nice colors with our logo,” he explains. “For sushi, we elevated the packaging to heavier-duty boxes.”

He is happy with the rebrand and said that members

appreciate the stronger, more attractive and reusable packaging.

Charles Myers, Executive Chef at Summit Hills Country Club in Crestview Hills, Ky., also revamped all of his to-go packaging “from boxes and bags to cutlery.”

“The only item that has remained the same are the ketchup packets,” he notes.

Among the major changes were a switch from plastic bags to heavy paper shopping bags with handles and from recycled plastic containers to clear-top clamshells. Cutlery was swapped out for a more durable kind that holds up better for all applications.

“The recycled containers would sag when you stacked them with hot foods in them and the new ones hold their shape much better when stacked,” he explains.

Recipe

VEGAN PAD THAI

YIELD: 2 SERVINGS

INGREDIENTS:

2 oz. CinSoy or Local Extra Firm Tofu, medium dice

1 oz. cornstarch

1 qt. peanut oil

2 tsps. toasted sesame seeds

3 oz. rice noodles, cooked

1 oz. carrots, shredded

1 oz. bell peppers, julienne

1 tbsp. green onion, cut bias

2 oz. broccoli florets

.25 bunch cilantro, chiffonade

1-1/4 lime, quartered

1 oz. roasted peanuts

2 fl. oz. Vegan Pad Thai sauce

(Recipe follows)

SUBMITTED BY SEAN SENNET, EXECUTIVE CHEF, KENWOOD COUNTRY CLUB, CINCINNATI, OHIO

INGREDIENTS FOR VEGAN PAD THAI SAUCE:

3 cups sweet Thai chili sauce

1 cup low-sodium soy sauce

5 cups light brown sugar

2 cups rice wine vinegar

1 cup Sriracha hot sauce, or more, to taste

2 cups creamy peanut butter

PROCEDURE:

1. Combine all ingredients for the sauce and set aside.

2. Heat a wok on medium and add oil for frying. Heat until 350 degrees.

3. Toss tofu in cornstarch to coat. Add to wok and fry until crispy. Remove from oil and toss with salt and toasted sesame seeds.

4. Remove, strain and reserve oil for deep frying, reheat wok on medium-high and add 2 tbsp. of the reserved peanut oil.

5. Add carrots, bell peppers and broccoli. Stir fry until the vegetables have a nice aroma and are starting to color.

6. Add sauce to vegetables and bring to a simmer. Add noodles, green onion and tofu and stir to coat. Adjust seasoning as necessary.

7. Remove and place in carryout container and garnish with cilantro, peanuts and lime.

Recipe

IRENE SALAD WITH PONTE DRESSING

YIELD: 1 SERVING

INGREDIENTS:

4 cups fine shredded iceberg lettuce

1 cup julienned ham

1 cup julienned turkey

1/2 cup julienned tomatoes

1 diced egg

2 tomato wedges

2 egg wedges

1/2 cup Ponte (House) Dressing (recipe follows)

PROCEDURE:

• Mix all ingredients except for tomato and egg wedges and dressing thoroughly in a bowl. Garnish with tomato and egg wedges.

INGREDIENTS FOR PONTE (HOUSE) DRESSING:

4 gallons mayonnaise

3 cups yellow mustard

1 1/2 cups apple cider vinegar

2 tsps. white pepper

6 cups sugar

PROCEDURE:

1. Add all ingredients except mayonnaise to a 20-quart mixer and mix for 1 hour.

2. Add mayonnaise and mix for 30 minutes.

“Members simply have to drive up to the portico and we’ll have someone run out and put the order in their trunk,” he states.

Like Sennet, Ireland uses e-mail blasts to promote takeout.

THERE’S AN APP FOR THAT

Summit Hills Country Club in Crestview Hills, Ky., does not actively promote carry-out meals, but will provide them for members who request them. Prior to the pandemic, takeout probably accounted for less than 5% of food sales, said Charles Myers, the club’s Executive Chef.

COVID and subsequent renovations of the main kitchen and dining room made takeout from the club’s summer kitchen the only option for members and, since then, there has been an uptick in to-go meals of between 10% and 15% of food sales, Myers reports. Members can get anything on the regular menu for take-out and tend to prefer easy-to-tote items such as chicken wings, tenders, wraps, buffalo chicken wraps and salads—particularly the club’s signature Irene Salad (above), a chopped chef’s salad, that has been on the menu for 40-plus years.

“We don’t sell a lot of steaks for take-out,” he points out.

During the height of the pandemic, family meals were “a really big thing,” but, with the return of meals being served

in the dining room, labor constraints prompted Myers to discontinue them. However, he is exploring the possibility of bringing family meals back for the slower months of October and November.

“We would rotate staples in and out such as fried chicken, baked spaghetti and maybe an Asian-influenced stir fry with egg rolls,” he says.

To streamline the ordering process for take-out, Summit Hills recently introduced a mobile app. Orders from the app go directly to the kitchen, “taking the middleman out of the process,” he states.

“This process is faster and more accurate, which should result in even higher levels of member satisfaction,” he adds.

Most of the time, the kitchen adeptly handles the to-go orders along with orders from the dining room.

“For some reason we get most of our to-go orders prior to our dinner rush,” Myers explains. “These orders usually come in between 5 to 6:15 p.m. while our dining room rush starts at 6:15 to 6:30 p.m.”

During exceptionally busy times, such as Friday evenings in the summer and bingo nights during which there can be between 400 and 450 orders flooding into the kitchen within an hour and a half, Myers suspends takeout to avoid overwhelming the kitchen. C+RB

SUBMITTED BY CHARLES MYERS, EXECUTIVE CHEF, SUMMIT HILLS COUNTRY CLUB, CRESTVIEW HILLS, KENTUCKY

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