Club + Resort Business February 2023

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A Club for All Seasons

(Photo Courtesy of

Alternative Activities

IT’S RARELY SMART TO assume you know what something is without experiencing it firsthand.

While you know all the wonderful things your club offers, many on the outside may think of a country club in terms of outdated stereotypes—cold and stuffy, with overly formal mandates. A manicured golf course, pristine tennis courts and sparkling pool may remain staples in the industry, but today’s club offers so much more.

Take Mizner Country Club in Delray Beach, Fla., for example. Sure, there’s the aforementioned golf, tennis and pool, but the Fitness Center offers state-ofthe-art equipment that gives members a “Connected Wellness Experience,” using technology to personalize training.

Now the club has taken the next step in ramping up its wellness and fitness program by offering Virtual Group Cycle by Technogym. Technogym has selected Mizner as its flagship venue for its newly created training program.

“Technogym’s Virtual Group Cycle offers different riding classes that combine music, visual effects, and precision performance data to create interactive training designed to inspire people to move,” says Daniyel Gavrilov, Mizner’s Director of Fitness and Wellness.

Who needs a membership to LifeTime or LA Fitness when you belong to Mizner?

Similarly, members of Detroit Athletic Club and the Edgeworth Club don’t need to leave their friendly confines to roll a few frames.

The Detroit (Mich.) Athletic Club recently redeveloped and renovated its historic Bowling Abbey. The nearly $9 million remodeling project in the 107-year-old clubhouse was successfully completed during a seven-month time-

What unique activities are you offering at your club to keep members active and engaged? Video games for the kids? Roller skating or table tennis tournaments in an emptied ballroom?

line to allow for the commencement of the club’s annual bowling season.

The first phase was an expansion of the clubhouse’s subterranean footprint to add a full-service kitchen and adjoin the dining and bowling areas in what would become a nearly 11,000 sq.-ft. space.

“Providing a more complete and inclusive member experience in The Abbey was the No. 1 priority throughout the planning and execution of this project,” says Executive Manager Charles Johnson.

The Edgeworth Club in Sewickley, Pa. offers its members duckpin bowling. Similar to its more modern counterpart, 10-pin bowling, the lanes are the same length and width, however, its balls are smaller, lighter and do not have holes.

“Our members are really in their second homes here,” says General Manager Matthew Kurtas, CCM. “The things that we have available for them are the things that they want to do and the things they

want to bring their friends to. There’s a real appetite for unique, authentic experiences. This is something you’re not going to find anywhere else in the immediate area.”

Are your members more inclined to look for a playground or the local YMCA for a pickup game of basketball? Those who belong to clubs like Greystone Golf & Country Club in Birmingham, Ala.; The Bridges at Rancho Santa Fe (Calif.); or Miramont Country Club in Bryan, Texas can shoot hoops while taking advantages of all the other club perks.

A major improvement to Greystone’s outdoor facility involved giving new life to two abandoned tennis courts. The converted area now has a concrete base for basketball and pickleball with an acrylic coating. A chain-link fence separates the courts from an outdoor pool and basketball court from the surrounding lake, while a half fence separates basketball from pickleball.

“We wanted to improve our overall lifestyle amenities,” says General Manager/CEO David Porter, CCM. “Our [new] plan tied everything together in all areas.”

Rob Thomas rthomas@wtwhmedia.com

Golf Participation Rates Continue To Rise

GOLF’S POPULARITY CONTINUES TO rise, with more beginners, youth and women giving the game a try.

Those are just some of the promising findings from the National Golf Foundation’s (NGF) annual state-of-industry Graffis Report that was released in late January.

According to the NGF report, 41.1 million people participated in the game in 2022 in an on-course setting, off-course site or both; it’s the first time the total participation level has exceeded 40 million.

There’s another first in the report: For the first time, the number of people engaged in off-course participation (27.9 million) surpassed the amount of golfers who played on the course (25.6 million). Off-course participation rates increased by 13% in 2022, while the number of on-course participants rose by 2%. Off-course participation includes golf entertainment sites such as Topgolf, Drive Shack and BigShots Golf, standalone driving ranges, and businesses with golf simulators.

At first, I was surprised that the number of off-course participants was higher than the amount of on-course players, but it made more sense as I reflected on it. The COVID-19 pandemic helped bring new players to the game and off-course sites provided easier entry points to golf compared with playing a round. Golf entertainment venues like Topgolf wisely focused on making the experience fun, with music, games, and refreshments.

It also appears off-course venues are helping to make golf more diverse and inclusive, as evidenced by the differences in demographics among the three categories of participants. According to NGF, the average age of the 15.5 million offcourse only participants (31) was lower than it was for the 12.4 million on-course and off-course participants (42), and the 13.2 million on-course only golfers (46).

Among off-course only participants, 41% were female and 40% were non-white. These proportions were higher than they were for dual participants (23% female, 22% non-white) and on-course only players (28% female, 22% non-white).

This rising inclusivity is spilling over into the on-course statistics. According to NGF, female participation at the on-course level increased for three straight years and there are 6.4 million women playing on golf courses. Females comprise 25% of all on-course golfers — which is a new top level of representativeness for this group. On-course participation among non-white players rose by 32% since 2018 and there are now 5.6 million people in this category taking swings on tee grounds, fairways and putting greens. Non-white players encompass 22% of all on-course golfers, which is a new high mark for this demographic.

The game continues to attract more newbies and young players. In 2022, there were 3.3 million first-time on-course golfers, the highest number for that metric, according to NGF. There has now been three consecutive years where at least 3 million newcomers ventured on to a golf course. The number of golfers ages 6-17 playing on the course increased by 11% last year and is now at its highest participation level — 3.4 million — since 2006.

While having more people from a wider variety of backgrounds trying out the game is a good first step, the next

goal is to keep participants interested for the long-term. I recently spoke with Greg Gilg, General Manager of Field Club of Omaha (Neb.), about his organization’s decision to offer complimentary golf lessons to its golf members. While the program has been successful, Gilg says the most common type of golfer using the free lessons is a player who is trying to lower their handicap to single digits. That’s the type of golfer who would’ve likely continued playing whether they had access to free lessons or not. Gilg adds it’s “still a hurdle” to keep beginners interested in continuing a lesson program.

I think lessons and other instructional programs are the keys to making people into long-term players. When a golfer improves and experiences success, they will have more fun and be more likely to return to the course.

I’d love to hear from head pros and general managers about what you’re doing to grow the game. Have you implemented a complimentary lessons program for golf members? How about a discounted lessons program? Are there other approaches you’re taking to ensure that you’ll have a large golf customer base for years to come? Email me your ideas at pkeren@wthwmedia.com. I look forward to hearing from you.

Phil Keren • Senior Editor pkeren@wtwhmedia.com

“Ask Max” is a regular feature of C+RB’s monthly Membership + Marketing column, where Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., answers questions sent in by readers.

at

The Club at Mediterra is a Distinguished Elite, Platinum Club inside the community of Mediterra, which has been named Community of the Year in Naples 12 times in 16 years.

Ask Max

Max is a veteran hospitality leader with a 15-year hotel career followed by an almost 20-year club career, the last 13 at Mediterra. Max is a proud member of the Membership Directors Association of Southwest Florida, whose program for exchanging ideas and information is unmatched.

Max’s passion is being helpful, so… let’s “Ask Max”!

Dear Max,

My job description includes ‘retention,’ but I honestly don’t know what that means. How can I be responsible for retention? Isn’t that operations’ responsibility?

#whydoIhavetodoeverything

Dear Retainer,

Just like operations has a huge role in sales (if your operation has issues, it’s hard to attract new members), it has a huge role in retention, that is true. But so do you. Here’s how. First, focus on the first 90 days … service after the sale. I don’t know if that’s science or common sense, but a new member will either fall in love or not within the first 90 days. How are you making those first three months special?

Try these tips:

1. Ambassadors. Do you have an Ambassador Committee willing to engage with the new member, answer questions, socialize with them, introduce them to others? Having a buddy from the start is crucial in making new members feel comfortable, welcomed and engaged.

2. Special Communications: Do you send new members little communications just for them? Remind them about an event or amenity they will especially like; a social group they might find interesting; a quick check (poll?) on how things are going? Let them know you care and are still there.

3. New Member Events: Have monthly (one annual reception is not enough) events just for new members. Make them interactive so everyone gets an opportunity to meet as many folks as possible.

There are more ideas and creative ways to welcome and engage new members and if you have some, pass them along to be shared with others but there is one more way that the Membership & Marketing Director can strongly influence retention and that is culture setting. One of the primary ways cultures of retention are set are best business practices.

Business practices include operations but they also include Governance: Bylaws, Membership Plans, Governance Guidelines and Policies. How your club is governed directly affects the member experience and maintains equitability. Policies keep members comfortable and sets standards for conduct, dress, guest access, etc. The Membership & Marketing Director should be a valued thought partner in the creation of governance documents and enforcement. This not only becomes your culture but your reputation and therein lies retention.

Seek ’em and keep ’em, Max

Have a question you want to “Ask Max”? Send it to

Dear Max, I oversee communication, but it feels like no one reads what I put out. I send informative e-mails, manage the website, and create event promotions, but members ask me questions as if they have never seen these things. How can I communicate more effectively?

#leadahorsetowater

Dear Leader,

Oh, what a world we live in when it comes to communication. Quite often the generation that makes up our memberships did not grow up with technology, so it will likely never feel comfortable. More than that, as a society, we are on information overload. One Communication 101 rule still applies and that is repeated impressions. One impression will not get much notice, but two or more, will get seen IF it is kept short. You have heard of KISS (keep it simple stupid). Well now that is spelled KISSS (keep it simple and short stupid).

So, websites, e-mails, newsletters … all should be kept as brief as possible.

• Think blurbs not paragraphs

• Blogs not letters

• Utilize the “read more” option

• Lots of white space so it looks like fewer words

• Use bullets to fool readers into thinking there are fewer words.

• Try using member preferences. Create lists of tennis players, golfers, fitness enthusiasts, whatever the case may be, and use them to communicate information members want in small, bite-size nuggets.

When I fix the “no one reads anymore” culture we live in now, I will maybe be a billionaire, or maybe books will become obsolete, and everything will be a video.

Oh, use videos.

But until then, KISSS …

THE ROAD METHOD

By Robin Shelton • CCM, PGA Master Professional General Manager • Newport Beach Country Club

I BELIEVE IN THE ROAD METHOD – Rip Off And Duplicate … I can’t remember the last time I’ve had an original idea seen through to completion, or an idea that wasn’t influenced by others. Every time I have an idea, see an idea, or learn of an idea – I always reach out to others and see how its working or how it could be improved.

One of my mentors, Gregg Patterson, shared the best New Member Orientation with me, which I’ve ripped off and duplicated.

At many clubs, a new member joins the club, he/she pays an initiation fee, receives a welcome or congratulatory call, receives some welcome handshakes and is then “on their own” to learn the customs, traditions, and policies of the club. It can be like the first day of high school or college— excited to be there, but nervous during the first few weeks adjusting to the culture and trying to “fit in.”

Gregg taught me that every new member should go through an orientation with the Club Manager. And, not a boring group orientation about rules and regulations where the new member is “talked to,” but rather a fun and individualized interactive orientation where the member is “talked with.”

Under this orientation program, every new member receives a 30-question quiz in advance (once a mutually convenient orientation program/time has been set). At the orientation, the General Manager asks each question –every question the new member gets correct, he/she gets a drink ticket; every question the new member get incorrect, he/she has a drink ticket taken away. As the answer to each question is being discussed, a quick story is shared by the GM that explains why that question is important or the significance of each question.

This type of orientation generates the ‘BUZZ’ all clubs want, and gets members excited about the club—the intangible spirit of excitement and energy—while teaching them the 30 important parts of the club. New members walk out of the orientation with free, useful items to get more connected to the club. Current members welcome new members knowing free drinks are possible.

The purpose of the drink tickets is to help the new mem-

ber get connected into the club. If they play golf with a member, see a member at the bar they might make a connection with, or their kids get along at swim practice, they can buy the existing member a drink. Everyone likes someone who buys them a drink, and it’s a great way to get “into” a group or invited to join a golf group or a tennis match.

I used Gregg’s method and made some improvements to the orientation process that better suited my club. Gregg e-mailed the quiz in a Word document; I sent a PowerPoint/ PDF with club pictures as the background. Gregg gives away 40 drink tickets; I give away 20 drink tickets and 10 event passes/dinner certificates/special invitations/prizes/etc.

Once the “one-on-one” orientation is completed, I share an e-mail with our staff membership team (more to come on this) of all the event passes/dinner certificates/special invitations/prizes won by the new member. Our staff will then reach out and encourage them to book and use their complimentary massage, tournament entry fee, pasta night, wine dinner, training session, golf lesson, etc. When our staff or department managers reach out – to both congratulate the new members on their ‘wins’ and help set up the use of their winnings – there is a connection on the phone, and then another connection when the prize is redeemed. It is a far better system than a generic “welcome-to-the-club” call.

Our staff membership team is composed of department managers and key staff influencers. Our staff membership team meets weekly to review new members, follow up to make sure new members are using their event passes/dinner certificates/special invitations/prizes, and to track and review usage patterns of members.

The BUZZ, the intangible spirit of pride, excitement, and camaraderie, that flows through a club can’t always be measured. But member retention can be measured, and we saw a 42% retention improvement using this method. The intangible spirit grew, retention improved, sponsorship increased, and club financials hit record levels.

I’m convinced that this is the best way to do New Member Orientations – all from ripping off an idea from Gregg. By the way ... even ROAD (Rip Off And Duplicate) was ripped off.

Swing Trainer Helps Members GolfForever

By Matt Kilgariff • PGA Director of Player Development The

GOLFFOREVER DESIGNED THE ULTIMATE TRAINING system that combines fitness and golf to safely increase mobility, balance, and speed.

The GolfForever swing trainer and easyto-use app allows users to choose from hundreds of routines and stream anytime, making it an excellent training tool for golfers of every age and ability. It offers pre-round warm-up and flexibility routines, speed drills, stretching, pain-relief courses, balance training, core strength and rotational power workouts, and on course performance.

I spoke with Jon Levy, VP, Communications & Strategic Partnerships at GolfForever. He shared that using the swing trainer and customizable workout plan in the GolfForever program provides golfers with countless benefits.

The two most significant gains seen by golfers using their program include range of motion and the golfer’s ability to load into the trailing hip better in the backswing. These improvements correlate directly to more distance and consistency on the course, in addition to more energy and stamina heading to the 18th hole.

Their team is working on a detailed study this year that will prove the benefits of using the swing trainer and the GolfForever program with hopes of enlightening golfers at all levels as to the direct positive effect it can have on their game.

We installed GolfForever training stations at The Bridges at Rancho Santa Fe at all practice facilities. Our members are happy with their results and have provided positive feedback. They shared that using GolfForever helps to properly prepare them for their round. They also believe it has prevented injuries due to their bodies

and muscles being properly warmed when they hit the first tee.

I recently asked Todd Gill, our in-house Physical Therapist, what he has seen as the biggest benefit since using GolfForever with his clients. He says that golf is an asymmetrical sport. We only swing in one direction, causing muscular imbalances, specifically in the oblique and torso rotation. The GolfForever trainer helps normalize these imbalances by training movement patterns in rotation and antirotation. Training these patterns engages and strengthens core stabilizers which is critically important for performance and prevention of lower back injuries.

For me, teaching with the aid of GolfForever is beneficial for my students. It helps them understand what it feels like to be in proper position, while also teaching them how to use the ground better on the takeaway and downswing. GolfForever allows my students to understand their swings and to visualize what they are trying to achieve, resulting in them seeing

better results quicker.

In addition to GolfForever, I use a SwingCatalyst pressure plate and 2D video to show students how much better they can be. If they are not able to feel the position or understand how the feet are supposed to work, they are not going to be able to make the changes necessary to get better.

Scottie Scheffler, 2021-22 PGA Tour Player of the year, uses GolfForever to prepare for grueling seasons on the PGA Tour. I genuinely believe if GolfForever can help a golfer as talented as Scottie, it can help any golfer!

To learn more or purchase, go to www.golfforever.com and use code mattkilgariffgolf for free shipping.

Matt Kilgariff is a PGA professional who spent much of his career working for Butch Harmon and the Harmon Family. He is currently the Director of Player Development at The Bridges at Rancho Santa Fe in Rancho Santa Fe, Calif. Prior to joining The Bridges, Kilgariff was Director of Player Development at The Olympic Club in San Francisco. Matt has also been part of TaylorMade’s National Advisory Staff since 2012.

Bridges at Rancho Santa Fe • Rancho Santa Fe, Calif.

CLUB PEOPLE ON THE MOVE

KENT CHALMERS, PTR, PPTR, PPR, USPTA ELITE

Wellesley Country Club, located in Wellesley, Mass., welcomes Kent Chalmers as Director of Racquets. Last year the club completed a $14-million racquets renovation and opened a brand new racquets facility. Chalmers was most recently Racquets Director at L’Hirondelle Club in Baltimore, Md.

CHRISTA EVANS, CCM

A charming upscale residential environment featuring wonderful marshes and creeks and a Beach Club that is undergoing a $5.7-million renovation, The DeBordieu Club in Georgetown, S.C., welcomes Christa Evans as General Manager/COO. Evans was most recently General Manager/COO at Chester Valley Golf Club in Malvern, Pa.

ERIC HOGAN

Exmoor Country Club in Highland Park, Ill., a club with a well-deserved reputation of being one of the finest member-owned, family-oriented private clubs in the country, welcomes Eric Hogan as General Manager/COO. Hogan was most recently General Manager/ COO at The Doylestown Country Club in Doylestown, Pa.

CARL HORACE

Set on 15 acres between the Atlantic Ocean and the inland waterway with over 1,000 feet of private sandy beach, Hillsboro Club in Hillsboro Beach, Fla., welcomes Carl Horace as General Manager. Horace was most recently Director of Operations at The Club at Quail Ridge in Boynton Beach, Fla.

ERIC JUNKINS

Featuring a championship golf course, state-of-the-art racquet facilities, a family-friendly pool environment, and diverse food and beverage outlets, Whitford Country Club in Exton, Pa., welcomes Eric Junkins as Golf Course Superintendent. Junkins was most recently Director of Agronomy at Hidden Creek Golf Club in Egg Harbor Township, N.J.

MARTIN MATSUZAKI

A club like no other offering 18 holes of golf designed by the iconic Robert Trent Jones, II, a state-of-the-art golf facility, and an upscale pro shop boutique, The Bridges at Rancho Santa Fe, in Rancho Santa Fe, Calif., welcomes Martin Matsuzaki as Director of Golf. Matsuzaki was most recently Head Golf Professional at Toscana Country Club in Indian Wells, Calif.

C. STEVE MORRIS

Known for casual elegance and authentic charm, nestled in Western North Carolina’s Blue Ridge Mountains, between the resort towns of Blowing Rock, Boone, and Banner Elk, Hound Ears Club welcomes C. Steve Morris as Chief Financial Officer Morris was most recently VP of Finance at Valtim, Inc. in Lynchburg, Va.

MATT VOSKUIL

Home of The Players Championship, birthplace of the TPC Network, and backdrop to the PGA Tour’s Global Home, TPC Sawgrass in Ponte Vedra Beach, Fla., welcomes Matt Voskuil as Executive Chef. Voskuil was most recently Group Executive Chef at Ocean House Management in Westerly, R.I.

Placements made recently by Kopplin Kuebler & Wallace. More Club People announcements

Chris Alexander | General Manager True North Golf Club

Leslie Alvarez | POA Property Manager St Andrews Country Club

George Bigley | General Manager Willowbend Country Club

John Johnstone, CMC | General Manager/COO The Ford Field & River Club

Daniel Jones | General Manager Birchwood Country Club

Ray Kuh | Assistant General Manager SaddleBrooke Homeowners' Association #2

J Daniel Campbell, CCM | General Manager/COO Westmoreland Country Club

Mario Campuzano, CCM | General Manager/COO Long Cove Club

Justin Castle | Vice President of Operations/AGM Mountain Lake

Michael Cochrane | Head Platform Tennis & Pickleball Professional Saucon Valley Country Club

Eric Dietz, CCM, CCE, PGA | General Manager The Tree Farm

Andrew Gerbutavich | General Manager/COO Millbrook Golf & Tennis Club

Jeff Isbell, CCM | General Manager Renaissance Golf Club

Al Jader, Esq | General Manager/COO Valley Country Club

Benjamin Lesnick | Executive Chef The Country Club of Jackson

Jason Marciniec | Director of Golf Governors Club

Liam McAuley | Clubhouse Manager Colorado Golf Club

Ian Munroe | General Manager Winter Park Racquet Club

Casey Newman, CCM | General Manager/COO Lakeside Country Club

Ryan O'Neil | General Manager The Peninsula Golf & Country Club

Theresa Ostrander | General Manager The Villages Golf & Country Club

Alp Ozsoy | General Manager Bonita Bay Community Association

George Parker, CCM | General Manager Cove Club at Cabo Del Sol

Brooke Radcliffe | General Manager Riomar Country Club

Jay Rand | Communications Director Fisher Island Club

Kevin Rodgers | Director of Finance Westmoreland Country Club

Joseph Roediger | Chief Operating Officer Woodmont Country Club

Erik Rothman | General Manager/COO Stamford Yacht Club

Craig Schaner, CCM | General Manager/COO Denton Country Club

Steven Scrima | General Manager/COO OK Corral Gun Club

Kenneth Shore | General Manager/COO University Club of Memphis

Jared Smith | Assistant General Manager River Crest Country Club

Franck Steigerwald | Executive Chef Piedmont Driving Club

Jeffrey Strahl, CCM | General Manager BraeBurn Country Club

All Seasons A Club for All Seasons

From golf and tennis to cross country skiing and ice skating, Glens Falls Country Club in Queensbury, N.Y. offers a wide variety of activities to its members.

By Phil Keren, Senior Editor

GLENS FALLS COUNTRY CLUB IN Queensbury, N.Y. is a club for all seasons. Morgan Beldock, who has served as the club’s Director of Membership, Marketing and Communications for nearly three years, says Glens Falls’ location, scenery and highly regarded golf course distinguish it from other facilities in the area.

“It is almost a little piece of paradise nestled between the Adirondack and Vermont mountains,” says Beldock. “In the fall, the views are absolutely stunning. You pair that with our nationally ranked Donald Ross [-designed] golf course and year-round activities and events, [and] there really isn’t a better place to belong.”

General Manager Darin Crippen agrees, noting the area’s distinctive topography is seen “throughout the golf course and also gives us some great sledding hills for the kids and some challenging ups and downs for the cross country skiers. Our

outdoor ice rink is also something that no other regional clubs have.”

About half of the club property is in Queensbury and the other half is in North Glens Falls.

With the club located between Lake George and Saratoga Springs in a tourist area consisting of many second homes, Beldock says she thinks many people believe Glens Falls is primarily a summertime facility. But, she points out that “over two-thirds of our members have primary residences in the surrounding counties to the club. I think being open year-round and offering winter activities does give us a boost compared to other local clubs here, but it also encourages families to join.”

Darin Crippen, General Manager

Photo Courtesy Glens Falls Country Club

Glens Falls Country Club in Queensbury, N.Y. offers an 18-hole golf course, with nine sets of tees (ranging from 4,791 to 6,505 yards), a beach, four Har-Tru tennis courts, three heated platform tennis courts, an ice skating rink and multiple dining areas.

OVERVIEW AND HISTORY

Glens Falls Country Club offers an 18-hole golf course with nine sets of tees (ranging from 4,791 to 6,505 yards), a beach, four Har-Tru tennis courts, three heated platform tennis courts, an ice skating rink and multiple dining areas. In the summer, a different surface is installed on the platform courts so they can be used for pickleball. In the winter, Glens Falls members can use the golf course for cross country skiing, snowshoeing and sledding.

Meetings to discuss establishing a country club in Glens Falls took place in the fall and early winter of 1911, according to Beldock. She says 190 people signed up for membership by March 1912, two months before a decision was made on where the club would be built. The club initially had a 9-hole golf course, and the first foursome played a round on April 17, 1914; The course expanded to 18 holes in 1922. There was an early challenge when the clubhouse was destroyed in a fire in 1923, and a newly constructed structure opened in 1924.

The Glens Falls Open, a professional golf tournament, was played at the club from 1929 through 1939.

From the mid-1950s to the early 1960s, many improvements occurred, including installation of automatic sprinklers on the golf course, an upgrade of the kitchen facilities, an expansion of the dining area, and construction of a bar.

MEMBERSHIP RECRUITMENT, RETENTION

Club officials say word-of-mouth support from current members plays an important role in attracting new members. Staff members also continue to work on ways to improve members’ experience to lock in their commitment for a long period of time.

“It is very common to see multiple generations of families as members,” Beldock shares. “We have a current member who now has his father’s locker and together, they have had the same locker for a combined 65 years.”

Crippen, who started working as GM in December 2021, adds, “Our members love GFCC the way it is, but they also love seeing the constant improvements that we implement.”

Glens Falls staff primarily uses email to communicate with the club’s 472 members (344 are golf members and 128 are social members). Regular messages sent out to members include a weekly publication listing upcoming events, new products and specials, and a monthly newsletter containing submissions from managers and committees.

“We have push notifications on our mobile club app, and an online event calendar listing everything from golf to social events,” Beldock says.

Crippen adds that television monitors throughout the club grounds are used to advertise events.

WINTER ACTIVITIES

While winter is often a slow time for clubs in the northern part of the U.S., plenty of activities occur at Glens Falls during the cooler months. Members and their guests can cross country ski, snowshoe and sled on the golf course. There is also an outdoor ice skating rink where people can either skate or play a pick-up hockey game.

The most popular wintertime activity at Glens Falls is platform tennis, with about 70 members participating in events connected with that activity, according to Beldock.

“We have socials that include all levels of players and are a fun, round-robin style of play averaging between 20 and 30 players,” Beldock says. “We hold one of these a month, and our tournaments are normally capped at around 20 players.”

The maintenance of the winter facilities is a cooperative effort between club employees and members.

“We clear the snow off the paddle courts and the skating rink, but we have members that flood the skating rink and even the paddle program mostly manages itself,” Crippen says.

Locker Room Amenities & Supplies

Above, Glens Falls Country Club offers platform tennis during the winter months. At right, the club has an ice skating rink where people can skate and play hockey. General Manager Darin Crippen says members help maintain the skating rink.

GOLF/RACQUET SPORTS

A changing of the guard has happened in the golf department, with the hiring of a new Head Golf Pro — Benton Sullivan — and a new Grounds Superintendent — Noah Tubbs. Sullivan replaced Tom Haggerty, who retired in 2022 after a half-century of service, and Tubbs assumed the reins from Chris Frielinghaus, who also stepped down last year after more than three decades in the top position. Sullivan and Tubbs previously worked as assistants in their respective departments at Glens Falls and both say they enjoy working at the club.

“I enjoy interacting with the members and making their golf more enjoyable,” Sullivan says. “A big perk is our hidden gem Top 100 golf course that we have. I also have a great staff and we all go by a couple of mottos that we use all the time: ‘Where else would you rather be?’ and ‘We are in the happiness business.’ My staff goes above and beyond to make those things happen every day.”

Tubbs says he’s committed to keeping the golf course in top shape and offers praise to his employees.

“I enjoy working at Glens Falls because of our Top 100 hidden gem golf course and challenging myself to keep making

improvements so that we remain on that elite list,” Tubbs says. “I also love the location of the club along with my outstanding staff. They are a bunch of characters that keep me on my toes, but they work hard and we all have fun.”

Crippen says the club hired a new Director of Instruction — Scott Berliner — who will implement new clinics for beginners and children.

Stephen Thirolle was hired as the new racquet pro in 2022 and Crippen says Thirolle tripled the amount of offerings for lessons and clinics for tennis and pickleball. There are member-led instructional clinics and round-robins for platform tennis, according to Beldock.

“When it comes to racquet sports…our members are welcoming of all levels and skills,” Beldock says. “They encourage new players to come to round robins…and help them improve.”

STAFFING RECRUITMENT/RETENTION

Glens Falls has 75 employees — 25 full-time, year-round workers and 50 seasonal ones. Crippen says recruiting employees has been challenging during the past year due to “extreme labor shortages,” but notes the club usually retains workers once they see “how great the membership is.” He cites multiple steps the club took to keep employees on the payroll: increasing the amount of Paid Time Off for full-time, year-round staff; allowing workers to play the golf course on Mondays; staff events; and appreciation parties.

Offering employees the chance to use the golf course has proven to be a successful perk.

Glens Falls Country Club has both a new Head Golf Pro — Benton Sullivan — and a new Grounds Superintendent — Noah Tubbs. Sullivan says he enjoys “interacting with the members and making their golf more enjoyable.” Meanwhile, Tubbs adds, “I also love the location of the club along with my outstanding staff.”

“We have been highlighting that [privilege] in our job postings and have been getting some very good hires,” Crippen says.

One of the most appreciated policy changes, Crippen adds, “was to give all staff a 30-minute paid lunch break, essentially by letting them go home 30 minutes earlier than previously scheduled.”

Beldock says she believes most employees would say that interacting with members is their favorite part of working at the club. For her part, Beldock says working at Glens Falls is as rewarding and enjoyable as any job she’s ever had.

“Working at GFCC is truly like being a part of a family,” she shares. “Our members are second to none, and I come in every day wanting to serve them. They take their time to get to know each of our staff members and relay their appreciation of the job we do.”

EVENTS

Glens Falls’ member-guest events for men’s golf, women’s golf, tennis, pickleball, platform tennis, and duplicate bridge are all well-attended, but Beldock says the three-day men’s golf event draws the most interest.

“We accept 66 teams, and the event sells out within 20 minutes each year,” she says. “Some of our male golfers get in line at the pro shop three-plus hours before signups open, hoping to get a spot.”

The tournament itself starts with practice rounds followed by a stag night dinner on Thursday and concludes with a cookout next to the scoreboard on Saturday.

Beldock says her favorite event is a Turkey Trot organized by a contingent of members. The 100 or so attendees get to participate in a fun and unorthodox round of golf.

Glens Falls Country Club offers four Har-Tru tennis courts, and three heated platform tennis courts that are converted into pickleball courts during the warmer weather. This year, the club plans to add four to six pickleball courts, and put in a fourth platform tennis court.

“You may start on one hole but end up finishing on another,” Beldock says. “We have anchored boats in Round Pond for a grand finale and even had members tee off from inflatable mattresses.”

Chili and warm sliders are served to players at various spots on the golf course, and whole turkeys and pies are given as prizes to the winners of each flight.

Each April, on the eve of the opening round of The Masters Golf tournament, the club hosts a Masters party in the Grille Room within the clubhouse.

Each year, Glens Falls Country Club hosts a Masters party on the eve of the Masters Golf Tournament. “We have Masters tablecloths and all kinds of memorabilia on the table and we replicate the same menu offered at the Masters tournament,” says General Manager Darin Crippen.

“We have Masters tablecloths and all kinds of memorabilia on the table and we replicate the same menu offered at the Masters tournament,” Crippen says.

The event includes a pool where members try to predict the Masters’ winner, guess the number of tees or balls in a vase, and answer questions in a Masters quiz.

“It is the kickoff to the season and it is often around the time some members who go to warmer weather [in winter] start to come back, ” Beldock says.

Glens Falls typically hosts carnival-style outdoor winter events that include ice skating, platform tennis, sledding and cross country skiing. There is live entertainment, streaming of football games onto a TV, a bonfire, three-on-three hockey games for adults and children, and a paddle clinic or one-day tournament.

This photo is from an event called “Tribute Party,” which celebrated Glens Falls Country Club’s 110th birthday in July 2022. The event also paid tribute to Head Golf Pro Tom Haggerty and Superintendent Chris Chris Frielinghaus, both of whom retired last year.

Looking ahead, renovation of existing facilities and the addition of new structures are expected during the next few years. This year, the club plans to make about $1 million in improvements to the golf course, add four to six pickleball courts, put in a fourth platform tennis court, and construct an events gazebo on the beach property. Officials are also eyeing an estimated $10 million project to either renovate or replace the clubhouse and the golf house in the next several years.

“I was hired to manage GFCC through this process,” Crippen says. “...Zoning issues on the property have slowed this process, but we expect to be doing the clubhouse in the next two to three years and golf house in three to five years.” C+RB

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Not Your Pop’s Pro Shop

Shopping at the club has evolved into an unexpected retail experience.

By Pamela Brill, Contributing Editor

A COMFY PAIR of pajamas. A heavenly scented candle. An eye-catching charcuterie board for your next cocktail party. A few years ago, members would be hard-pressed to find one of these items in their club’s pro shops, but these days, they are becoming more prevalent on store shelves and in shopping bags.

As facilities update their clubhouses with shops that go beyond club fittings and racquet restringing, members can expect to see more shops that carry home décor, children’s gifts and other goods that speak to their penchant for fine merchandise. Be it a modest update or a top-down renovation, retail venues that go beyond the basics are catching on.

CREATING A DESTINATION STATION

At Lantana (Texas) Golf Club, pro shop upkeep is just as important as fairway maintenance. Designers had this in mind when they updated the clubhouse last June and moved the retail shop to a more accessible location. The changes have translated to a venue that has allowed Lantana to expand its merchandise and reposition itself as a lifestyle goods retailer.

The 800-sq.-ft. pro shop, situated in the front of the clubhouse, is the first point of entry for Lantana members and guests. While the original footprint remained intact—including storage, office space and a dressing room—the new spot offers greater visibility and more convenient access.

Photo courtesy of Lantana Gof Club

LANTANA GOLF CLUB

“We’re fortunate that every day, our members pass through this retail location: on their way to play golf, dine or meet friends,” says Linda Garland, National Retail Director for Arcis Golf, which manages the property. Foot traffic amounts to approximately 100-150 visitors per day.

New life has been breathed into the space, formerly occupied by offices and a cart barn, and features an open concept floor plan. A classic, neutral color palette was chosen to not detract from the product on display, while wall fixtures are designed with built-in lighting to accent featured items. A mixture of wall fixtures and built-ins are peppered throughout the shop, providing the flexibility to swap out items and showcase newer merchandise. For instance, a wall display with shelving can house folded apparel and bags or, when readjusted, hanging items.

“These units have a variety of flexibility, and each section can look different and give the customer a new journey at each different point,” notes Garland. Floor fixtures can also be restructured in a similar fashion, enabling the shop to adjust its displays

with the changing season or when new brands come in.

With this higher level of customization, Lantana Golf Club has been able to broaden its retail inventory significantly.

“Expanding into unconventional items is the cornerstone of our retail philosophy and our positioning as a ‘lifestyle’ shop,” says Garland.

Golf balls and apparel have now found themselves competing for space with a full range of gifts and home décor—everything from cocktail napkins, wine bottles openers and charcuterie boards, to blankets, baskets and candles. Feedback from customers has been phenomenal, as evidenced by a 30-percent increase in retail sales. Garland believes that the shop’s new location, coupled with a comprehensive merchandise selection boasting greater appeal, has helped to motivate members to visit this portion of the clubhouse more regularly.

“In the past, social members may have not walked into the old golf shop, but now they have a reason to walk through the new retail space and see what is being offered or highlighted,” she says.

Lantana, Texas

“Expanding into unconventional items is the cornerstone of our retail philosophy and our positioning as a ‘lifestyle’ shop.”

— Linda Garland, National Retail Director for Arcis Golf

LIGHTER AND BRIGHTER

The shopping experience at Cleveland Country Club in Shelby, N.C., has become more illuminating, thanks to a recent redesign. Following the clubhouse grounds and club dining facelift of the 90-year-facility in 2021, updating the pro shop with a refreshed interior with new lighting, fixtures and flooring has enhanced the space dramatically without requiring a complete overhaul. The two-month-long project was made possible by a legacy gift from the family of Gordon McLarty, a long-time member of the club’s men’s league.

CLEVELAND COUNTRY CLUB

Shelby, N.C.

By opening up a wall and installing large windows and French doors in the 900-sq.-ft. shop, the interior is now flooded with natural light.

“The footprint of the shop is so small that this had made a very big difference in the space,” says General Manager Allyson Kahl Darling. “It was our intent to provide the entrance (awning, doors and windows) with the modern feel of the rest of the clubhouse, while keeping the interior of the golf shop more classic and traditional.”

Additional inset lighting was installed throughout, while carpeting was swapped out with wood flooring.

Helping to better showcase the shop’s product selection is new custom millwork, including a standalone kiosk, built-in merchandise cabinets, counter space and wall-mounted displays. Of particular note are commemorative photos and other memorabilia that pay tribute to McLarty and his love of golf.

“Not only do all the new fixtures provide more space for inventory displays, but changing the layout of the space increased the ‘flow’ of the shop as well as its merchandise visibility.”

— Allyson Kahl Darling, General Manager

BEYOND GOLF SHIRTS AND CLUBS

Today’s pro shops are stocking their shelves with gifts galore. Here’s a sampling of what’s trending.

Colorblock candles from Paddywax. Paddywax.com Golf bib and rattle set from MudPie. Mudpie.com Puzzle from House of Henry. HouseofHenry.com

ARIZONA BILTMORE GOLF CLUB

Phoenix, Ariz.

Since the retail shop’s reinvention, Cleveland Country Club has been able to provide a much more satisfying shopping experience for its membership. And with its prime location on the first level of the three-story clubhouse, prompting all golfers to pass through on their way to the locker rooms, golf lounge and game area, the aesthetically pleasing shop and all its offerings are hard to resist.

“Not only do all the new fixtures provide more space for inventory displays, but changing the layout of the space increased the ‘flow’ of the shop as well as its merchandise visibility,” adds Darling.

BUILDING OUT RETAIL

Members at the Arizona Biltmore Golf Club are eager to peruse freshly stocked shelves of a redesigned pro shop, slated to open later this month. It’s all part of a two-part clubhouse enhancement project that will include a new 19,500-sq.-ft. building, complete with underground golf cart storage, locker rooms and restrooms.

The original pro shop, which dates back to 1928, was overdue for a facelift, according to Cameron Kaplan, Director of Marketing for JCM Partners, which manages the property.

“With the club’s close proximity and relationship with the historic Arizona Biltmore Resort, we expect new sales opportunities for ... non-traditional items.”

— Cameron Kaplan, Director of Marketing for JCM Partners

“The 95-year-old structure, while charming, is in need of constant repair and does not offer the modern amenities for members and guests,” she explains.

The soon-to-be updated facility will be adequately designed to house the 6,300-sq.-ft. shop (a modest bump up from the previous 6,000-sq.-ft. design), along with 13,000 sq. ft. dedicated to golf cart storage and a 7,500-sq.-ft. cart barn.

Members will not feel displaced by the new shop, located a mere 30 yards southeast from the original building. Kaplan describes the single-story structure as “a luxurious estate conversant with its immediate neighbors, merging seamlessly into the community.” The Frank Lloyd Wright-inspired architecture features smooth plaster earthtone walls, natural ledgestone walls and sandstone tile walls, while embodying design elements from the Biltmore resort community, such as concrete Biltmore block and patina copper fascia.

Stepping inside, visitors are instantly welcomed into the cool confines of the store, where large windows look out onto the Adobe Golf Course and views of downtown Phoenix in the distance. On the left-hand side, additional windows frame the cart staging area and an eye-catching water feature, which speaks to the modern and sophisticated vibe. Colorful rugs, natural millwork and leatherwrapped floating ceilings further enhance the shop’s contemporary vibe.

A check-in counter is located just past the merchandise displays, comprised of different fixture styles. Among

these are a geometric slat wall that transitions into a built-in shoe display, a feature hat wall with LED lighting and slatwalls outfitted with men’s, women’s and children’s apparel. Four-way and two-way displays and nesting tables also showcase assorted goods, while a golf checkout counter is decked out with logo golf balls and additional glass shelving.

With so many options for merchandising, the golf shop is designed to expand its product selection beyond the traditional mix. Shelves are currently being stocked with such items as jewelry, resort/active wear, kids’ golf shirts, baby onesies and children’s books from local authors—a breadth of goods that was not feasible with the previous design.

“With the club’s close proximity and relationship with the historic Arizona Biltmore Resort, we expect new sales opportunities for these non-traditional items,” notes Kaplan. C+RB

SUMMING IT UP

> Pro shops in central clubhouse locations offer the advantage of greater visibility.

> Restructuring floor plans fosters expansion into other product categories.

> Fixtures that can be customized allow shops to showcase new merchandise as needed.

FRIENDLY SPIRITS

From novice imbibers to dedicated oenophiles, club members enjoy the adventure of wine and spirit pairing dinners.

By Marilyn Odesser-Torpey, Contributing Editor

Every quarter and in some quarters every month, The Bridgewater Club in Carmel, Ind., offers its members the opportunity to explore the world of local and international food-friendly wines and spirits at tasting dinners crafted by Ron Duprat, the club’s Food and Beverage Director/Executive Chef. This year he plans to offer pairing dinners in October, November and December.

“Our members have very refined palates and travel around the world dining at Michelin-starred restaurants and some of them know more about wine than some sommeliers,” Duprat explained. “They’re very receptive to new food-and-beverage combinations.”

Duprat likes to draw from his French- and Afro-Caribbean-inspired cooking styles to create innovative pairings. He often chooses game meats such as elk, venison, goat and oxtail to make the dinners even more of a culinary adventure.

Most of the prix fixe tasting dinners sell out, he said.

Ron Duprat, Food and Beverage Director/Executive Chef The Bridgewater Club

To surprise members, sometimes he will host “pop-up” wine dinners in place of the regular dining room menus.

“Depending on the wines, everything on the menus for those dinners might be French, Italian or other international cuisine,” he said.

One of the most memorable pairings for Duprat was a tasting dinner featuring Horse Soldier bourbons named for the small special operations teams of Green Berets who fought on horseback in northern Afghanistan in response to the 9/11 attacks. He explained that the members were engaged as much with the story behind the bourbons as they were with the spirits themselves.

OUTSIDE THE BOX

Alexander Learned, Food and Beverage Director at Wichita Country Club in Wichita, Kan., usually hosts four wine dinners per year. One is usually for the local Food and Wine Society (“multiple club members belong to this group and luckily we are their favorite place to host events in town,”) and another is a charity dinner for a community medical clinic.

Pairings give Learned a chance to

“think outside the box.” One club-favorite event is a fourcourse “dueling wine lunch” during which he serves varietals from two different wineries.

Not all tasting events at the club involve meals. One recent tasting consisted of bourbons and cigars at a bonfire on the south lawn.

For a high-end bourbon tasting, passports were distributed to guests. With each bourbon sampled by the guests, they would receive a stamp on the passport (each guest received one sample of each bourbon) along with tasting notes. Guests took the passports home so they could easily recall the bourbons they liked best.

Learned also invites master vintners and distillers and liquor distributor sommeliers to lead wine or liquor education classes.

“We have a large group of people who love to learn about and talk in depth about wine, so these classes are well attended,” he said.

One recent class was on high-end red wines, eight in total. Another was a journey up the West Coast comparing wines from various locations and exploring why they taste different. Still another focused on nine Spanish wines.

As for food served during these classes, members have indicated that they like a heavy hors d’oeuvres buffet or an array of foods from a certain country or region, such as a recent Italian antipasto salad, fig and brie flatbread and charcuterie board.

Alexander Learned usually hosts four wine dinners each year at Wichita CC.

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New this year will be a class in which members will learn to craft six different cocktails. Learned expects that class to be well received by members.

One of the highest attendance events at the club was a visit that a distributor had set up at the club with the Vice President of Rombauer Vineyards of California.

“Members respond particularly well to big names that they know, and they like to hear the back story of the winery,” Learned stated.

Learned uses pairing dinners to introduce members to new wines and liquors.

“Our members are more adventurous at an event than they are at a regular dinner in the dining room,” he explained. “Once they have tasted the wine or liquor, they are more likely to order it in the future.”

To promote exclusivity, he offered a series of intimate wine dinners with a guest limit of 20 instead of the usual 50 participants. At one, he did not tell the guests the price of the wines at the beginning but served “big baller” foods to pair with them. Guests were surprised to find out that the reds were priced at only $10 to $12 per bottle and the whites $8 to $9. That night, the club sold 20 cases of the wines, Learned reported.

Learned chooses the wines and spirits for the pairings, then hands his tasting notes over to the chef to design the menu.

“Although the chef may ask me for my opinion on a few things, he has full creativity to do what he wants,” he notes.

BEER & SPIRITS

This year, Greeley Country Club in Greeley, Colo. has tentatively scheduled four wine dinners, two craft beer dinners and one spirit dinner, according to John Weatherford, Executive Chef/Food and Beverage Director. Seventy-five percent of the wine dinners are vineyard specific. The others run the gamut from Spanish wines to recognizing women winemakers.

Members enjoyed Smoked Cheesecake with Brandied Peaches and Spicy Pecan Praline (left) and Roasted Lamb Rack with Foie Gras and wild Mushroom Orecchiette Pasta (above) at the Fourth Annual Cigar Dinner at Wichita CC.

Craft beers receive their time in the spotlight at Greeley CC, thanks to John Weatherford.

Pairing dinners can be considered a service to membership.

SMALL IS BIG

Wine and spirits pairing dinners traditionally consist of four to six courses ranging from appetizer to dessert. But some chefs are choosing to serve one- or twobite small plates to give members a broader tasting experience.

Ron Duprat, Food and Beverage Director/Executive Chef at The Bridgewater Club in Carmel, Ind., said that his members enjoy the 12 to 14 “small bites” he creates to go with each wine or spirit selection.

“That seems to be the trend of 2023,” Duprat pointed out.

Alexander Learned, Food and Beverage Director at Wichita Country Club in Wichita, Kan., also likes to serve “big baller foods in small portions with big flavor.” A recent “crowd favorite” was venison loin and the next pairing dinner will feature wild boar rack.

“The food presentation should say ‘wow,’” he added.

Members of The Bridgewater Club enjoy 12-14 “small bites” created by Ron Duprat, Food and Beverage Director/Executive Chef.

Most of the prix fixe pairing dinners feature six or seven courses. The Spanish pairing will have at least five tapas-style courses. The dinners begin with a reception at which wine and passed hors d’oeuvres are served.

Sometimes the wine inspires the food and other times it is just the opposite, Weatherford explained.

“For one dinner on northwestern wines we chose a wine because it complimented the oysters we wanted to serve for the first course,” he said.

Weatherford pointed out that these pairing dinners are all about building relationships and trust with the members.

“The first year I was here we did one wine dinner, then, when that was successful, we hosted a beer dinner and now we’re adding a spirits dinner,” he said.

Last year, the club had a tasting of Alabama’s John Emerald Distilling Company spirits without a dinner and

WomenofWineDinner

Reception

Passed Honey Glazed Roast Pork Belly Canapes

Apple Slaw, Pickled Mustard Seeds Borgoluce,ProseccoBrutLampo

Plated Dinner

Jumbo Lump West Indies Salad

Toasted Baguette PineRidgeVineyards,CheninBlancViognierWhiteBlend

Seared Scallop

Crispy Prosciutto, Fried Sage, Lemon Brown Butter ShannonRidge,HighElevationCollectionChardonnayLakeCounty

Seared Duck Breast

Roasted Beet Puree, Swiss Chard, Cherry Pomegranate Gastrique MaysaraWinery,PinotNoir3DegreesMcMinnville

Veal Osso Bucco

Boursin Polenta, Roasted Asparagus and Baby Carrots, Wild Mushroom Sauce HonigVineyardandWinery,CabernetSauvignon

Raspberry White Chocolate Clafoutis

White Chocolate Mousse, Raspberry Gelee Brooks,PinotNoirRoseWillametteValley

this year a selection of spirits will be paired with food. With each course, guests will receive a sample of the spirit and a cocktail in which it is the star.

Weatherford has tried to host pairing dinners for as many as 50 guests but says he has found somewhere in the mid-30s to be a more manageable number. Every one of the pairing dinners the club has held so far has sold out.

“To keep prices reasonable, we break even on the food and wine,” he said. “We consider these dinners to be a service to our membership.”

Weatherford emphasized that he loves doing these pairing dinners because “they are the truest expression of the experience we want our members to have at the club.” He said that it also gives him great pleasure to see members trying new food and beverage alone or in combinations. C+RB

Raspberry White Chocolate Clafoutis caps the Women of Wine Dinner at Greeley CC. White Chocolate Mousse, Raspberry Gelee are paired with Brooks, Pinot Noir Rose Willamette Valley.

Pacific N Northwest Wine Dinner

Clubs pair everything from appetizers and entrees to desserts with wines to prepare an exceptional experience for their members.

SUMMING IT UP

> To surprise members, consider hosting “pop-up” wine dinners in place of the regular dining room menus.

> Not all tasting events have to involve meals. Pair bourbons and cigars at a bonfire, for instance.

> Wines don’t need to be expensive. Pairing less-costly options with great food can lead to added revenue in case sales.

Shine On Shine Bright

THE ANNUAL WORLD CONFERENCE AND Business Expo takes place in Orlando, Fla. this year. The 2023 edition of the Club Management Association of America’s flagship event is scheduled for February 24-28 at the Gaylord Palms Resort & Convention Center.

Featured Speakers include Erik Qualman, Cal Ripken, Jr., Dethra Giles, Scott Mann, Heather Younger and Dominique Crenn.

Erik Qualman, a digital leader, author of Socialnomics, professor, speaker, and entrepreneur, will kick off general sessions

February 24. His Socialnomics work is used by NBCUniversal, NASA, and more than 500 universities. Qualman was formerly a sitting professor at Harvard & MIT’s edX labs. NYU Stern signified Qualman is to digital leadership what Deming is to quality and Drucker is to management. He received an honorary doctorate for his groundbreaking work, What Happens in Vegas Stays on YouTube. Qualman is the founder of Equalman Studios which has produced film and animation projects for the likes of Disney, Cartier, CompuCom, Chase, Hearts on Fire, IBM, and many other global brands. The studio wrote and produced the world’s most-watched social media video “Social Media Revolution.”

Cal Ripken, Jr. will highlight the Opening Business Session February 25. One of the true legends of baseball, “Iron Man” Cal Ripken, Jr. broke several professional records during his 21 seasons, but none is as sacred as his consecutive-games-played record. Shattering Lou Gehrig’s streak of 2,131 games by more than 500, Ripken displayed perseverance, endurance, and an everyday work ethic that endeared him to fans, transformed him into a national icon, and some argue, even saved baseball at its darkest moment.

Attend the official World Conference

kick off to meet the candidates for the 2023 CMAA Board of Directors during the Candidates’ Forum. Honor and recognize the professional development achievements of CMAA members, including the 2022 Certified Club Managers, Certified Chief Executives, and Master Club Managers, and be present for the unveiling of the 2022 class of CMAA Fellows. President & CEO Jeff Morgan, FASAE, CAE, will highlight key developments in the annual State of the Association address.

That evening, Dethra Giles takes the stage. Giles is a four-time TEDx speaker, ranked a Top 100 HR Influencers by Engagedly Inc, selected as HR Gazette’s HRchat Pod Top 22 most influential experts in HR, and is a host of the Happily Ever Employed podcast. As the CEO of ExecuPrep, she leads an international Performance Optimization Consulting firm specializing in Diversity, Equity, and Inclusion. Her methods and impact have earned her the title “University tested, and industry approved.” Her unique blend of advanced education and industry experience provides her the needed expertise to impact executives and high potential teams. According to Giles, every organization can have optimum performance; her job is to make what is present work

The CMAA’s flagship event heads to Orlando, Fla.

A C+RB Staff Report

Companies like Technogym exhibit on the show floor during the Business Expo. Industry professionals can see everything from locker room accessories and furniture to the latest in golf carts and software.

in a way it had not worked before and provide coaching, training, and structure to fill in the gaps. By optimizing employee performance, organization structure, and leadership, Giles makes magic happen within organizations.

Before Scott Mann speaks at the CMAA Member & Chapter Awards Breakfast February 26, the CMAA will celebrate and recognize the individuals and chapters who’ve made a difference in the community. Award presentations will include: 2022 Club Executive of the Year; new inductees to the 25-Year Club; The Club Foundation’s 2022 scholarship recipients; the Idea Fair; top chapter earners in the New Member Recruitment Contest; and the coveted Chapter of the Year Award. Additionally, The Student Chapter Award winners, officially presented at Saturday’s Student Achievement Lunch, will be spotlighted. After the awards presentations, hear from the “Warrior Storyteller,” retired Lt. Col. Scott Mann. Mann is a former U.S. Army Green Beret who specialized in unconventional, high-impact special operations missions in do-or-die environments all over the globe. In a distinguished 23-year military career, he operated at the highest

levels of the Special Operations Community and is widely recognized for his successful leadership of teams in complex situations. He grabbed global headlines when, alongside fellow Green Beret veterans and other volunteers, he led “Pineapple Express”—a grassroots leadership campaign using Rooftop Human Connection Skills to honor a promise and save more than 1,000 Afghans from a life-threatening situation amid America’s withdrawal from Afghanistan. He brings an innovative approach to problem solving—one that has empowered people from all walks of life to get surrounded on purpose to achieve something much greater than themselves.

Heather Younger, the Founder & CEO of Employee Fanatix, a leading employee engagement and consulting firm, speaks the morning of February 27. She is a keynote speaker, a diversity, equity, and inclusion strategist, and the world’s leading expert on listening at work. Drawing from her personal experiences as the only child of an interfaith and interracial marriage, Heather is committed to inspiring leaders everywhere to flex their empathy muscles and master the art of active listening to ensure every employee feels valued,

heard, and supported.

In this session, The Art of Caring Leadership, Younger will cover these interactive topics: Listening; Self-Leadership; Resiliency; and Safe Spaces.

Chef Dominique Crenn, owner of Atelier Crenn in San Francisco, Calif., headlines the Closing Business Session February 28. She focuses on cuisine as a craft and the community as an inspiration. In 2018, Crenn became the first female chef in the U.S. to receive three Michelin Stars. She also owns Petit Crenn, an ode to the home cooking of Brittany; and Bar Crenn, a wine bar that pays homage to the Parisian salons of the early 20th century. In 2021, she was honored with the World’s 50 Best Icon Award for her constant presence in the international culinary community, promoting innovation, sustainability, and equality through her restaurant ideals and participation with various panels and summits.

Session Highlights will include the official Board of Director and Bylaws election results; the farewell address from outgoing CMAA Chairman Mitchell Platt, MCM, CCE; and a preview of the 2024 World Conference and Club Business Expo in Las Vegas, Nev. C+RB

‘Fore’ Supply Company

Booth 719

For more than 77 years, Fore Supply Co. has been the original club supply company. Founded in 1945, Fore Supply Co. began by operating out of a two-car garage on Chicago’s Northwest side. Seventy-five years later, much has changed in the industry, but Fore Supply Co. remains a leader and innovator, still focused on being a one-stop shop for all customers.

Bambrella

Booth 422, 423

Bambrella Umbrellas manufactures premium shade products at a moderate price point. Made from either sustainable natural laminated bamboo or contract-grade aluminum, the durable umbrellas are wind-tested from 58 to 76 mph. The combination of marinegrade stainless steel with the rich look of the bamboo makes for a beautiful and strong umbrella, and the rust-free aluminum has a clean style and superior wind resistance.

C2 Limited Design Associates, LLC

Booth 624

C² LIMITED DESIGN ASSOCIATES prides themselves on bringing a highly creative and collaborative approach to every stage of conceptual planning, design and project implementation. In doing so they ensure a holistic contextual integration of an assignment’s architectural backdrop, interior décor, and landscape design while successfully managing their client’s programmatic, budgetary and timeline expectations.

Chambers

Booth 716

For more than 120 years, the underlying philosophy of The H. Chambers Company has always been: to be and provide the best. Since 1899, Chambers has evolved from its humble beginnings in interior design to become an award-winning planning and design firm specializing in private clubs, hospitality design, and related markets.

Club Safety Solutions, LLC

Booth 531

Club Safety Solutions offers OSHA site assessments, managerial & line employee education, emergency planning & safety policy implementation.

Clubessential

Booth 801

Through an integrated mobile-first approach, the industry’s first predictive analytics tool (Membership Analytics Predictor (MAP), and geo location-based marketing, Clubessential provides unmatched insight into member activities and the ability to connect in meaningful ways that build deeper engagement. That’s why more than 1,300 clubs serving more than 2 million members across the globe trust Clubessential technology to help them accelerate club experiences from essential to extraordinary.

DENEHY Club Thinking Partners

Booth 407

DENEHY Club Thinking Partners is a full-service executive search and management consulting firm serving the private club and boutique resort industries. The company adds peripheral vision derived from years of working every day with peer clubs and resorts.

Earth Networks, an AEM brand

Booth 300

Earth Networks provides comprehensive severe-weather intelligence for member safety. The company equips operations managers and superintendents with a turnkey solution to constantly monitor lightning and dangerous weather conditions and issues customized alerts to approaching severe weather in real time.

Eustis Chair

Booth 700

Eustis Chair designs and manufactures the most durable and highest stacking and non-stacking hardwood chairs and bar stools available for commercial use. Our stacking chairs come with a 20-year warranty. We also manufacture custom tables to fit your space. Every Eustis Chair product is sustainably made to order in the USA. Contact us today for pricing, samples, or to learn about our custom capabilities.

FiberBuilt Umbrellas & Cushions

Booth 1328

For more than 20 years, FiberBuilt Umbrellas & Cushions has been manufacturing shade products, bases, and cushions for hotels, restaurants, country clubs, timeshares, and cruise lines. Popular models for the club market include the signature Prestige Collection with one-piece poles, heavy duty hubs, and powder coated and proprietary FiberTeak™ simulated wood finishes. Other important shade products used at clubs and resorts are Cantilever, Beach, Pavilion and Cabana models. Corporate headquarters and production facilities are located in Pompano Beach, Fla. and products are shipped worldwide.

ForeTees

Booth 723

ForeTees provides cost-effective solutions that allows their customers to adequately handle the increased demands on club staff and resources. ForeTees utilizes their flexible reservation system, aptly named “FlxRez,” to build hundreds of reservation systems for areas of the club that had never required reservations prior to the pandemic.

GSI Executive Search

Booth 731

Together with Ethos Alliance companies Ethos Club & Leisure and Addison Law, GSI Executive Search now offers current and future clients unprecedented single-source access to top operational consulting, human capital management, legal advisory services and executive placement services that otherwise would only be available through separate providers.

Hunt Textiles

Booth 1337

Since 1977 Hunt Textiles has provided a wide range of wholesale linen products such as terry towels, kitchen towels, bed linen, napkins, tablecloths, aprons, and uniforms to textile rental companies, hotels, motels, resorts, country clubs, spas, car washes, institutional and governmental entities, health clubs, healthcare facilities, and other distributors.

JBD JGA Design and Architecture

Booth 701

JBD JGA Design & Architecture, a ClubWorks Company, offers award-winning hospitality design and full-service solutions for clubhouse master planning, architecture, interior design and procurement. An integrated approach to each project’s distinctive personality and requirements, along with dedicating equal attention to function and form, blends interior design with inspired finishes.

Jonas Club Software

Booth 223

Jonas Club Software’s new texting platform allows clubs to send various types of messages including: booking and reservation confirmations and reminders, targeted marketing messages, and two-way chatting with members. This platform also provides clubs with advanced segmentation tools to enhance member communications. The new service was on display at the PGA Show in Orlando, Fla. in January.

KECAMPS

Booth 913

KE Camps brings a traditional day camp program to your country club and provides the most memorable and entertaining experience possible. KE accomplishes this through creative and meticulous planning and selection of appropriate activities. Camp success is secured by providing a highly qualified professional staff, attentive to the needs of each and every child, his or her parents, and club personnel.

Landmark Golf Course Products

Booth 830

Landmark Golf Course Products are America’s leading manufacturer of luxury-brand outdoor furniture for the golf course industry. Using the finest quality raw materials, construction techniques, and hardware, matched with a focus on longevity, our products are designed to stand the test of time. It is our commitment to grow as a problem solver, solutions provider, and source of distinctive, quality furnishings. Our flexibility allows us to design and manufacture exactly to your specifications. Our sustained reputation for customer service makes it easy. Our superior craftsmanship makes it possible. At Landmark, we build more than just furniture, we build trust.

McMahon Group

Booth 607

McMahon Group’s primary goal is to serve clubs and their leadership by helping to achieve maximum satisfaction for their members.

NBC Sports Next

Booth 807

NBC Sports Next brings together SportsEngine and GolfNow, two leaders in their respective markets, and NBC Sports Enterprises, the high-growth portfolio of gaming, betting and content products, under a united brand to bolster innovation and provide better, more intuitive sports experiences.

Northstar Club Management Software

Booth 1217

Northstar has introduced Marketplace—Delivering the essentials at your doorstep. Members can now stay indoors and stay safe and order their groceries through their club’s website or use the new Marketplace option in the ClubNow Mobile App.

Peacock + Lewis Architects and Planners, LLC

Booth 634

Peacock + Lewis is a hospitality and club amenities design firm with a rich history of creating transformative outcomes for our long and distinguished list of clients. Located in South Florida among the highest concentration of private clubs and destination resorts in the world, P+L creates customized, noteworthy, and award-winning solutions fitting each clients unique requirements. Since 1961 P+L has maintained a culture and value system of client satisfaction in club master planning including hospitality and recreational amenities and Architectural and Interior Design services.

PREFERRED CLUB Insurance Program

Booth 523

Preferred Club is the leading club insurance provider trusted with underwriting authority and proprietary access to “A” rated or better insurance carriers, which enables our underwriters to accommodate the broadest spectrum of risks in the golf industry with all lines coverage.

Prestwick Golf Group

Booth 1017

Prestwick provides timeless sophistication in a remarkably sustainable way. We help elevate outdoor spaces with thoughtfully designed furniture and customizable site furnishings for the golf and hospitality industry.

RealFood Hospitality, Strategy & Design (a Troon Company)

Booth 1408

RealFood’s services are tailored to help clubs and resorts raise the bar in food and beverage. Especially in today’s climate of staffing challenges and ever-increasing expectations, RealFood supports clients to improve their F&B operations, reimagine existing dining amenities, and design new concepts. Understanding the unique challenges of club operations, RealFood focuses on opportunities that result in extraordinary member and guest experiences, consistent operational excellence and strong financial performance.

Relay

Booth 203

Relay+ is a cellular walkie-talkie no bigger than a Post-It note and unlike clunky outdated two-way radios, Relay+ is powered by Wi-Fi and 4G LTE for an unlimited, nationwide range in a sleek and simple push-to-talk design. Communication is fast and in real-time. Relay+’s compact size and water-resistant parts makes for easier disinfection compared to popular personal-use smartphones that are generally heavy bacteria sources.

Southern Aluminum

Booth 429

Southern Aluminum is the leading producer of forward-thinking, stylish lightweight furniture solutions. Since 1978, our talented teams have delivered a unique line of exceptionally crafted linenless furniture to industries ranging from hospitality and education to government, healthcare and more. Recognized for product strength, superior durability, advanced functionality, and contemporary design aesthetics our unwavering commitment to the highest quality, sustainability and attention to detail is reflected in everything we do. Magnolia, Arkansas is the home of our manufacturing facility, where every product produced carries the heart, energy, and passion of the dedicated people behind our brand.

Strategic Club Solutions

Booth 622

Strategic Club Solutions partners with clubs across the country to create happy members, hire the right people and plan for a strong future. Their award-winning team of professional problem solvers uncovers opportunities and blind spots, facilitates proactive planning, trains and motivates staff and creates extraordinary experiences for members and guests. They are leading innovators and educators in the club industry as highly-ranked national speakers.

The Toro Company

Booth 822

Toro entered the golf equipment business in 1919 when we mounted five reel cutting units to a Toro tractor to maintain the fairways at The Minikahda Club in Minneapolis. Today, we hold the leadership position in nearly every product category in which we compete. Our high-quality products, exemplary service and support, and a legacy of trusted relationships industry-wide have combined to make Toro the global leader of innovative turf maintenance equipment and irrigation technologies for the golf market.

The Verdin Company

Booth 425

Family owned since 1842, The Verdin Company is the premier supplier of bells, carillons, clocks, and towers with more than 55,000 landmark installations worldwide. In a field that requires highly specialized skills, the Verdin family passes their knowledge to the next generation and the artisans who work for them. The sixth generation leads the company with old-world craftsmanship, modern technology, and innovation.

Tri-C Club Supply-Duffy’s

Booth 934

The Linsell Family and the entire Tri-C Club Supply Team combine their talents, passions and knowledge of the club and sports industries to bring our loyal customers the very best products and the very best service. Customer service is the name of the game!

Tropitone Furniture

Booth 417

Since Tropiton® Furniture’s beginning in 1954, the Tropitone brand has been synonymous with total performance in the commercial marketplace. With the widest selection of outdoor patio furniture styles, finishes, colors and fabrics, Tropitone furniture offers clients endless customization options throughout the hospitality industry. Furniture offerings range in style between contemporary, transitional, and traditional categories providing solutions to any outdoor area. The portfolio of commercial products is specifically designed for any public seating space, dining and poolside areas, bars, balcony spaces and more.

Whoosh

Booth 302

Whoosh is a modern hospitality technology company focused on streamlining club operations and improving the member experience. Our cloud-based, tablet-centric software features a modern, intuitive interface and untethers staff from the counter so they can be where the members are – like the first tee. We have worked with 150+ industry professionals to understand the gaps in legacy technology and built several products that are novel to the industry, including: tablet-based staff software, drag & drop functionality, integrated waitlist and caddie tracking solutions, integrated SMS texting, flexible restriction management, shotgun and variable start hole management solutions.

Yamaha Golf-Car Company

Booth 813

Yamaha Golf Car sets the standard in performance, versatility, and comfort for golf, utility, and personal transportation vehicles so to inspire enjoyable experiences on and off the course. From the Drive2™ collection to the UMAX™ lineup, Yamaha continuously creates industry firsts and stays proven as The Easy Choice .

SPECIALIZING IN PRO SHOP AND SIM STUDIO DESIGN-BUILD

2Hemispheres recently partnered with Portland Golf Club to remodel their pro shop to mirror the look and feel of the main club house, creating an integrated member experience. The project included a full business assessment that led the custom design process, a refined space-plan to visually open up the shop, and an improved member services zone. The result was a stunning makeover that aligns with the Portland Golf Club’s vision for the future.