June 2022
www.clubandresortbusiness.com
®
Annual
Innovative Ideas:
C+RB’s Annual Ideas Issue INSIDE:
2022 Top Ranked Racquet Facilities
2022
Racquet Facilities
Editorial
Advertising
Digital Media/Web/Development
EDITOR
CO-FOUNDER/MANAGING PARTNER
VP, DIGITAL MARKETING
Rob Thomas
Scott McCafferty
rthomas@wtwhmedia.com 216-316-5294 1111 Superior Ave., 26th Floor Cleveland, OH 44114
scottmccafferty@wtwhmedia.com 310-279-3844
John Petersen
jpetersen@wtwhmedia.com 216-346-8790
Phil Keren
pkeren@wtwhmedia.com 216-399-9069
Tony Bolla
tbolla@wtwhmedia.com 773-859-1107
CLUB + RESORT CHEF
Joanna DeChellis
REGIONAL SALES MANAGER
CONTRIBUTING EDITORS
aburk@wtwhmedia.com
Ashley Burk
Betsy Gilliland Jeff Bollig
Jake Bechtel
Pamela Brill
Food + Beverage:
Patrick McIntyre
pmcintyre@wtwhmedia.com 216-372-8112
VP, CREATIVE SERVICES
Production services
mrook@wtwhmedia.com
CUSTOMER SERVICE MANAGER
CREATIVE DIRECTOR
shulett@wtwhmedia.com
Mark Rook
DIGITAL MARKETING MANAGER
EVENT MARKETING SPECIALIST
tmeade@wtwhmedia.com
ozemanek@wtwhmedia.com
Jen Osborne
Olivia Zemanek
DIGITAL MARKETING SPECIALIST
Video Services
oboris@wtwhmedia.com
VIDEOGRAPHER
DIGITAL PRODUCTION MANAGER
DIGITAL MEDIA SPECIALIST
Nicole Lender
Bradley Voyten
bvoyten@wtwhmedia.com VIDEOGRAPHER
Garrett McCafferty
gmccafferty@wtwhmedia.com
Finance
DIGITAL PRODUCTION/ MARKETING DESIGNER
CONTROLLER
sking@wtwhmedia.com
bkorsberg@wtwhmedia.com
VP STRATEGIC INITIATIVES
Jay Hopper
jhopper@wtwhmedia.com
CUSTOMER SERVICE REPRESENTATIVE
ecanetta@wtwhmedia.com
josborne@wtwhmedia.com
Samantha King
Stephanie Hulett
Erin Canetta
pcurran@wtwhmedia.com
nlender@wtwhmedia.com
Creative Services
kdorsey@wtwhmedia.com
EVENTS MANAGER
rhall@wtwhmedia.com
REGIONAL SALES MANAGER
Marilyn Odesser-Torpey
Kim Dorsey
SR. DIGITAL MEDIA MANAGER
Reggie Hall
jbechtel@wtwhmedia.com 440-465-1914
Design + Renovation:
WEBINAR COORDINATOR
Events
Olivia Boris
REGIONAL SALES MANAGER
hkirsh@wtwhmedia.com
dmiyares@wtwhmedia.com
Taylor Meade
jdechellis@wtwhmedia.com 412-260-9233 Course + Grounds:
DEVELOPMENT MANAGER
Pat Curran
SALES DIRECTOR
EDITOR,
vgoulding@wtwhmedia.com
Dave Miyares
PUBLISHER
ASSOCIATE EDITOR
Virginia Goulding
WEBINAR COORDINATOR
Halle Kirsh
Brian Korsberg
ACCOUNTS RECEIVABLE SPECIALIST
Jamila Milton
jmilton@wtwhmedia.com
Jane Cooper
ART DIRECTOR
Matthew Claney
jcooper@wtwhmedia.com
mclaney@wtwhmedia.com DIRECTOR, AUDIENCE DEVELOPMENT
JUNE CLUB INDEX
Bruce Sprague
bsprague@wtwhmedia.com
Club and resort properties featured in this issue
The Bridges at Rancho Santa Fe, Rancho Santa Fe, Calif. .......................11 River Oaks Country Club, Houston, Texas .....................................................20 Army Navy Country Club, Fairfax, Va. .............................................................22 Farmington Country Club, Charlottesville, Va. .....................................26, 38 WTWH MEDIA, LLC
2022
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SUBSCRIPTION INQUIRIES To enter, change or cancel a subscription: Web (fastest service):www.ezsub.com/crb Phone: 844-862-9286 (U.S. only, toll-free) Mail: Club & Resort Business, P.O. Box 986, Levittown, PA 19058 Copyright 2022, WTWH Media, LLC Club + Resort Business ISSN 1556-13X is published monthly by WTWH Media, LLC, 1111 Superior Avenue, 26th Floor, Cleveland, OH 44114. Copyright ©2022. Periodicals postage paid at Cleveland, Ohio, and additional mailing offices. Subscriptions: Qualified U.S. subscribers receive Club + Resort Business at no charge. For all others the cost is $75 U.S. and possessions, $90 Canada, and $145 all other countries. Per copy price is $3. Postmaster: Send change of address notices to Club + Resort Business, P.O. Box 986, Levittown, PA 19058. Club + Resort Business does not endorse any products, programs or services of advertisers or editorial contributors. Copyright© 2022 by WTWH Media, LLC. No part of this publication may be reproduced in any form or by any means, electronic or mechanical, or by recording, or by any information storage or retrieval system, without written permission from the publisher.
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The Berkshire Country Club, Reading, Pa. ....................................................28 Green Valley Country Club, Lafayette Hill, Pa. ................................................32 Bay Head Yacht Club, Bay Head, N.J. ...............................................................34 Champions Run, Omaha, Neb. ...............................................................36, 41 Country Club of Virginia, Richmond, Va. .........................................................37 Salisbury Country Club, Midlothian, Va. ..............................................................40 Philadelphia Country Club, Gladwyne, Pa. ................................................42 Houston Racquet Club, Houston, Texas ........................................................44 Legends Golf and Country Club, Fort Myers, Fla. ...................................46 www.clubandresortbusiness.com
INSIDE
June 2022 • Vol. 18 • No. 6
THIS
ISSUE
20
Annual
16th Annual Ideas Issue
From design and renovation projects to taking care of the environment, clubs across the country share some of their most innovative programs.
Ranked 14 Top 2022 TOP RANKED RACQUET FACILITIES
These clubs have dedicated time, money and energy to elevate the racquet experience for their members. ALSO IN THIS ISSUE
6
The Rob Report
8
Clubhouse Notes
9 10
11
THAT’S A GREAT IDEA!
CLUB LEADERS CHARTING A NEW COURSE
Golf Operations
YOUTH MOVEMENT Marketing + Membership
THE GREAT PANDEMIC PARADIGM SHIFT AND HOW TO WIN THE NEXT ERA IN MEMBERSHIP MARKETING Golf Tech
CHARACTERISTICS OF A GREAT PLAYER DEVELOPMENT COACH
2022
Racquet Facilities
4 Club Index www.clubandresortbusiness.com
47 Product Showcase
50 Ad Index June 2022
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THE ROB REPORT
That’s a Great Idea! June 2022 marks the 16th annual Ideas Issue for Club + Resort Business. Over the years, we’ve gathered some of the most innovative events and activities from across the industry. Last year, for instance, we showcased the Millennial Membership program at Woodstone Country Club in Danielsville, Pa. Thanks, in part, to the program offering lower monthly dues to single members under the age of 30, the club’s membership numbers went from 175 to 325 in just five years. In another success story, The Country Club of Jackson (Miss.) began offering a one-stop shopping experience for customized merchandise that can promote members’ own businesses. The sale of customized products through the golf shop has not only built better relationships between the members and staff, but it has also provided the club with additional revenue. At Belle Haven Country Club in Alexandria, Va., the Fitness Manager wanted to provide a fun, safe environment for teaching fitness basics to kids, ages 4-10. The club created a strategic approach to building sports performance while testing endurance. As a side benefit, the new program also yielded a surge in adult programming. This year, see how River Oaks Country Club in Houston, Texas hosted a “Paint the Pool Party,” (page 20) which marked the final poolside event before kicking off a $29 million improvement project. To make the outing especially personal, members were invited to grab a paintbrush and say goodbye to the summertime hot spot. Champions Run in Omaha, Neb. is no stranger to the Ideas issue. With a popular seventh-inning-stretch activity in mind, the club hosted its own Mascot Races (page 41). Champions Run’s primary mascot is Kraken, an orange octopus wearing a pirate hat, but the club has four 6
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I want to know what innovative ideas you are introducing at your club. Shoot me an email and we can work together on sharing your creative solutions with colleagues. other mascots: a green gator, a yellow sea dragon, a red ray, and a blue barracuda. Lifeguards donned the costumes and raced one another on the pool deck— involving members and treats from the snack bar. Club Communications have always been an important way of keeping members informed, but (nearly) gone are the days of printed monthly newsletters mailed to the home. E-mails are much more convenient, timely and cost-effective, but today’s younger members are open to even quicker forms of communication. Champions Run has them covered, too, in the form of TikTok (page 36). Raychel Reed, Social Media & Marketing Intern at the club, says “TikTok is great in the sense that you can catch and keep their attention for the span of your 15-3060 second videos.” Tree clearing can be a point of contention with golfers and non-golfers, alike. While one side enjoys the shade, privacy and natural habitat the trees provide
woodland creatures, others argue that they can be the enemy of healthy turf. But when a pest, such as the emerald ash borer, infests the property, tree removal is a must. The Peoria, Ill. Park District made the best of a bad situation at the Newman Golf Course by hiring a local chainsaw artist who carved the PPD logo into one felled tree—providing a nice addition to the grounds. Great idea! Ideas come in all shapes and sizes and don’t always originate in the U.S. I recently read a story out of the U.K. where the owner of a private 9-hole course (Hollyville) was offering free golf in exchange for help with maintenance. In Lostwithiel, Cornwall, UK, every square yard of non-playing surface at Gillyflower golf course will be used to grow fruit and vegetables or encourage flora and fauna. It is being billed as a unique “edible” and green golf course. There are even three Tamworth pigs kept on site to help trim undergrowth in a more natural manner. I want to know what innovative ideas you are introducing at your club. Shoot me an e-mail and we can work together on sharing your creative solutions with colleagues across the country … and the “pond.”
Rob Thomas • Editor
rthomas@wtwhmedia.com
www.clubandresortbusiness.com
CLUBHOUSE NOTES
Club Leaders Charting A New Course I LOVE THE MOVIE “Apollo 13.” I could watch it again and again. My favorite aspect of the 1995 Tom Hanks/Ron Howard film is its celebration of human ingenuity in the face of an extraordinary challenge. I think the best quote in the movie is from actor Ed Harris, who portrays NASA Chief Flight Director Gene Kranz. In one scene, NASA engineers argue about the safest way to bring the astronauts home. After an engineer notes the lunar module was specifically designed to land on the moon, Harris says: “I don’t care what anything was designed to do. I care about what it can do.” The film then shows how the brilliant minds at NASA craft new procedures to conserve power on the Odyssey and work with the crew to bring them home safely. It was a heroic effort that was kickstarted by a leader who challenged his employees to think differently about the resources they had at their disposal. Human ingenuity and creativity have been on display at country clubs, too, as leaders have figured out ways to innovate during the last few years. Club leaders had to recalibrate in response to both the COVID-19 pandemic and new trends in their industry. For this month’s Annual Ideas Issue, I spoke with several club leaders about new events and programs they’ve implemented due to rapidly changing circumstances. I was impressed with both their ideas and how they executed them. At Salisbury Country Club in Midlothian, Va., Reindeer Run was created in 2020 as a safe, outdoor activity during the pandemic, but was so well-liked by members that it now has become an annual event. A couple days before Christmas, members of all ages go for an easy run on the cart path through a 9-hole section of Salisbury’s 27-hole golf course. Employees dressed as holiday characters appeared on the fair8
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The pandemic, as well as the changing demographics of members, have prompted club leaders to re-examine, reassess and revise the programs and activities they offer. ways and interacted with the runners. The event ended with a snowball fight using cotton balls, followed by a post-run party, complete with hot chocolate, gingerbread waffles, a DJ playing tunes and beverages for all. Dan Jordan, Clubhouse Operations Manager at Salisbury Country Club, tells me a large number of young families have joined his club in the last five years and Reindeer Run is one of many events that cater to that demographic. When the pandemic was restricting attendance numbers at events in 2020, Philadelphia Country Club in Gladwyne, Pa. hosted five separate activities shortly after the 4th of July. Members could choose from events such as partying at the pool, having drinks in a golf cart on the fairway, or enjoying a formal dinner on the club’s patio. Attendees at each event capped off their evening watching a fireworks show. Just like their counterparts in Virginia, Philadelphia Country Club leaders tried to offer something for every member of the family.
Farmington Country Club in Charlottesville, Va. launched Adventure Camp in 2021 to offer summer activities for 11 to 15-year-olds, a group that is sometimes overlooked. “That age group is so difficult to program for,” Farmington’s Youth Programs Manager, Paul Shockley, tells me. “I wanted to try to get something for that … group and have them feel involved.” Shockley’s program was well-received, and will continue this summer. The pandemic, as well as the changing demographics of members, have prompted club leaders to re-examine, reassess and revise the programs and activities they offer. Just as the Apollo 13 engineers had to think of new ways to use their spacecraft ’s equipment, club leaders are reshaping their organizations with hefty doses of both imagination and hard work. This month’s issue will show the positive outcomes of these new ideas. I hope you enjoy reading the stories and perhaps find some inspiration. In the meantime, please continue to let me know about your innovations at pkeren@wtwhmedia.com.
Phil Keren • Associate Editor pkeren@wtwhmedia.com
www.clubandresortbusiness.com
GOLF OPERATIONS
YOUTH MOVEMENT By Abby Parsons • Assistant Golf Professional Coral Creek Club • 2nd Assistant Golf Professional at Whistling Straits
Club + Resort Business: How long have you been in the industry? Abby Parsons: I grew up in Pinehurst, N.C., so it feels like I’ve been in the industry since birth. All jokes aside, my dad is a golf professional and was the Director of Golf at National Golf Club (now Pinehurst #9) practically my entire life. Once I graduated college in 2020, I jumped right into the golf industry. C+RB: How long at Whistling Straits and Coral Creek Club? Parsons: I started as an intern at Whistling Straits when I graduated college May of 2020, then as an Assistant Golf Professional at Coral Creek Club in November of 2020. I returned to Whistling as an Assistant Golf Professional, went back to CCC for another season, and now I’m heading up north as 2nd Assistant Golf Professional at Whistling. After two seasons at CCC and going to my third at Whistling, I’m very lucky with my locations. Short answer: I’m going into my third season at Whistling and I just finished my second season at CCC. C+RB: How is teaching kids different from teaching adults? Parsons: With teaching kids, it’s about creating a fun environment that they want to return to. With teaching adults, it’s about providing the tools needed to accomplish their own personal goals with the game. Some adults just want to be able to get the ball in the air, some want to break par. Teaching kids is full of developing enjoyable experiences to put golf in a positive light as they get older and want to improve for themselves.
peers is always one of the best ways “ Learning to becomefrom a better youth instructor. Asking advice from coworkers and golf professionals around the country is always beneficial.
”
C+RB: What are the similarities? Parsons: Major similarity is making golf enjoyable for both parties. For kids, you want to make golf enjoyable so they feel comfortable and confident taking on the technical aspects of the game. For adults, you want to make the game enjoyable for them so they can achieve their personal goals and benchmarks. C+RB: How do you structure one-on-one lessons? Parsons: I start with an interview. I ask them for their golf background, their athletic background, their physical health background, and then finish the interview with what their goals are with taking lessons. From there, I have them hit a few irons without me saying much more than “good shot.” I ask them what clubs give them the most trouble and what their most consistent “miss” is. From here I usually explain my thoughts and I provide a drill to begin the lesson for them to feel what I am trying to employ in their golf swing. C+RB: Are there advantages to group lessons? Parsons: Group lessons encourage a teamlike atmosphere. I see golfers cheer on the people in their group when they hit a good shot, and they also learn from each other. Group lessons are also very interactive for
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everyone, and it creates a comfortable learning zone for new golfers. C+RB: What are some of the best tools/ programs for youth instructors to utilize? Parsons: There are so many tools and programs nowadays that youth instructors can utilize. Operation 36 is a great way to learn golf for youth and adults. Learning from peers is always one of the best ways to become a better youth instructor. Asking advice from coworkers and golf professionals around the country is always beneficial. C+RB: How does the club promote youth programs? Parsons: Whistling Straits has a PGA Jr. league team, as well as weekly golf camps for all ages. We have kids travel hours just to be a part of our programs and we always employ games in every session. C+RB: What advice would you give a colleague who is about to begin teaching kids? Parsons: Put fun first, technique second. As they get older, it will be easier to gauge if they are ready to learn and demonstrate new technique. It’s good to make technique catchy and easy to remember for the young ages … then make it more specific and technical as they get older and more eager to improve. June 2022
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MARKETING + MANAGEMENT
THE GREAT PANDEMIC PARADIGM SHIFT AND HOW TO WIN THE NEXT ERA IN MEMBERSHIP MARKETING By Melissa Hansen • Director of Membership and Marketing The Club at Olde Cypress
IT’S THE ELEPHANT IN the room at nearly
every private club these days. Your club is sold out. You have a waitlist. Your members pass by and make comments such as, “what are you going to do now?” “Have you just sold yourself out of a job?” The surge of membership sales over the past 24 months is no secret. But for those who think it’s time to sit back and relax (or worse – lay off your membership director), it’s time to think again. The real work has only begun. Below are three areas that need to be taken into consideration at every private club: PERSONALIZE THE MEMBER EXPERIENCE Going the extra mile is nothing new in the private club arena but creating a personalized member experience takes creativity and thoughtfulness from your team. The first tip is to follow your members back on your club’s social media platforms so you can get an inside peek into their everyday lives. Let’s take for example Eric and Jennifer Smith. You found out via Instagram they are expecting their first child, so you send a congratulatory card to the parents-to-be signed by your staff members. A little research reveals that Eric Smith
has his next tee time booked a week from today. Upon his arrival, your golf shop staff surprises him with a logoed onesie from the club to celebrate this milestone with his favorite foursome. Total cost to the club: $13 You have now created a personalized experience the Smiths will never forget. FOSTER NEW RELATIONSHIPS It’s your responsibility as a membership director to be a connector and expert relationship builder. How many times have you heard recently from your members, “there are so many new faces!”? At Olde Cypress, we recently created a group called “The YP’s of OC,” short for the young professionals of Olde Cypress. With an influx of new families between the ages of 30 – 45, it was crucial to create programming so these families could connect. We’ve hosted special YP happy hours that are ideal for networking. And via our new 5 @ 5 program, adults come out for five holes of golf at 5 p.m. on a Friday and drop their kids at our Kids Kare program for entertainment while they socialize. Home run. Jessica Payne of San Jose Country Club in Jacksonville, Fla. hosts a golf mixer called, “Members in Waiting vs. Members Who Waited.” This mixer introduces her waitlist members to her new members
surge of membership sales over the past 24 months is no “ The secret. But for those who think it’s time to sit back and relax, it’s time to think again. The real work has only begun. ” 10
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that recently joined so they can engage with those who are waiting and share the excitement of those that are experiencing the club for the first time. Bridging the gap between existing and new members is crucial. Victoria Shea at Brentwood Country Club in Los Angeles hosts member mixers segmented by the letters of the alphabet. For example, all members with last names starting with A, B and C are invited to attend on night one. This is an incredible way to allow new and current members to connect in a fun space. BE A DATA KEEPER Data trends are crucial, especially in an ever-changing environment like the private club industry. Oftentimes we assume we know the reasons members join or leave our club. Yet when we survey them and receive the actual data; well, you know what they say about assuming. It’s mission critical to consistently measure, track and report on member satisfaction to identify opportunities for expansion and address issues. An enhanced member experience will lead to satisfaction rates that soar. It will boost revenue in all areas of the club as well as improve member loyalty and retention. Clubs that are quick to resolve issues, reward loyalty, stay in touch, and most importantly, thank their members, will strengthen the positive perception that is at the root of the overall member experience. As the communicators, marketers, and the cheerleaders – it’s time to shift our roles and lean toward enhancing the overall member experience for the entire club. www.clubandresortbusiness.com
GOLF + FITNESS TECHNOLOGY
HARACTERISTICS OF C A GREAT PLAYER DEVELOPMENT COACH By Matt Kilgariff • PGA Director of Player Development The Bridges at Rancho Santa Fe • Rancho Santa Fe, Calif.
PEOPLE ASK ME WHAT I look for in an individual that is aspiring to get into the player development side of the game. I share that every player development coach should have excellent communication skills, patience, imagination, self-confidence, experience, and passion for golf and teaching. After spending 16 years working for Dick and Butch Harmon, I have learned that there are six main characteristics that are of the upmost importance when it comes to this profession. Communication Skills – This is the most important quality when it comes to teaching. Great teachers are good listeners and relay information in an uncomplicated and an easy-to-understand manner. The amount of knowledge in an instructor’s head does not matter if the student does not get the message or understand the details on execution. Golf Knowledge – Clearly, knowledge of golf is critically important. It can be gained in many ways. Observing other coaches, attending PGA Teaching seminars, watching YouTube videos, listening to podcasts, taking lessons, and reading golf and sports psychology books are just a few ideas. Keeping up on and learning details about the latest and greatest technology is also important. The goal is continuing education. “The day you think you know everything; is the day you know nothing.” Energy and Enthusiasm – It is a privilege to teach this great game. Great teachers teach as many hours as they can and love every minute of it. Your love needs to shine through with every lesson. Motivation – Golf is an extremely difficult sport. A coach must be able to give students reasons to want to practice and get better even when they are not “feeling it.” Inspiring and motivating students makes them feel good about themselves and the direction they are taking their game. Diagnosis – Great teachers can zero in quickly on the area or areas most needing improvement. This is an efficient process that
“After spending 16 years working for
Dick and Butch Harmon, I have learned that there are six main characteris-
tics that are of the upmost importance
”
when it comes to this profession.
is the best way to get to the root cause of the issue versus just treating the symptom. Once the area of improvement is identified, then a coach can go deeper. The golf swing is always a work in progress. Effective teachers observe, determine the problem and the cause, correct the problem, and work towards eliminating it. Presence – Self-confidence in ability to teach comes with time and experience. Teachers achieve this with improved knowledge and successful teaching sessions. A credible teacher can make changes in a student’s ball flight in just a few shots. Dick Harmon said, “if you can’t change your students ball flight in three shots, you will lose them.” I truly believe and live by this—challenge yourself. The best way to get started as a player development coach, is to find a good mentor. A mentor will help you gain the knowledge and confidence it takes to succeed in this rewarding profession. A good mentor will open doors and guide you to help make your weaknesses your strengths. Remember, it is a tough game and that is what makes it fun! 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.
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June 2022
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CLUB PEOPLE ON THE MOVE
JEREMY BROWN Five-Star Platinum Club and Distinguished Emerald Club, Mountain Lake in Lake Wales, Fla. named Jeremy Brown as Director of Membership and Marketing. Brown was most recently an Account Executive-US Golf Division with C3 Brands managing Texas, Oklahoma, Arkansas and Louisiana.
MATTHEW FIFE One of the oldest clubs in America, Portage Country Club in Akron, Ohio, featuring 5 million dollars in recent clubhouse renovations, named Matthew Fife as Executive Chef. Fife was most recently Executive Chef at Club Walden in Aurora, Ohio.
TYLER OWENS Named a Top 30 Yacht Club by Platinum Clubs of America, Bay Head Yacht Club in Bay Head, N.J. welcomed Tyler Owens as Director of Racquets. Owens was most recently Director of Racquets at Louisville Boat Club in Louisville, Ky.
JAMES PHANOR Family-centric Sunningdale Country Club located in Westchester Country, N.Y. named James Phanor as Assistant General Manager. Phanor was most recently Food & Beverage Director at Gaston Country Club in Gastonia, N.C.
CHRISTIAN POTTHOFF Located in the heart of Manhattan and founded by a group of artists and writers, The Century Association in New York named Christian Potthoff as General Manager. Potthoff was most recently General Manager/COO at Belle Haven Country Club in Alexandria, Va.
RUSSELL SYLTE, PGA, CMP With wide open spaces and vistas that stretch from Black Mountain to the Del Mar coastline, The Santaluz Club in San Diego, Calif. named Russell Sylte as General Manager. Sylte was most recently General Manager/COO at Hacienda Golf Club in La Habra Heights Calif.
MILES TUCKER, CCM Honored as one of the best club communities in the country, Frenchman’s Creek Beach & Country Club in Palm Beach Gardens, Fla. named Miles Tucker, CCM as Chief Operations Executive/Executive Director. Tucker was most recently General Manager/ COO at Hillcrest Country Club in Los Angeles, Calif.
BENJAMIN VANN Established in 1951, Thunderbird Country Club in Rancho Mirage, Calif., the first and original private club in the Coachella Valley, named Benjamin Vann as Golf Course Superintendent. Vann was most recently Golf Course Superintendent at Tamarisk Country Club in Rancho Mirage, Calif.
Placements made recently by Kopplin Kuebler & Wallace. More Club People announcements are published every other Wednesday on www.clubandresortbusiness.com.
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Mark Aitken, HOA Director Baker's Bay Golf & Ocean Club
Delmar Israel, Golf Course Superintendent Green Tree Country Club
Jody Sambrick, Jr. Head, Racquets Professional Baltimore Country Club
Luis Arce, General Manager Capilano Golf and Country Club
Eric Jacobsen, General Manager/COO Moraga Country Club
Christopher Selser, General Manager/COO Glen Ridge Country Club
Gavin Arsenault, CCM, General Manager The Dunes Golf and Beach Club
Jalil Khan, Head Racquets Professional Wee Burn Country Club
Desi Speh, General Manager/COO Desert Highlands Association
Lisa Axisa, Director of Membership The Yale Club of New York City
Stephen Kohr, Club Manager Myopia Hunt Club
Russell Sylte, General Manager The Santaluz Club
Gregory Brown, General Manager Meadow Club
Joe Mattingly, Director of Racquets Timuquana Country Club
Timothy Szemplinski, General Manager New Canaan Field Club
Rick Coleman, General Manager Memphis Hunt & Polo Club
David McNaughton, Director of Racquets Weymouth Club
Timothy Timlin, General Manager/COO Hammock Dunes Club
Dustin Dunn, Assistant General Manager Berkeley Hall Club
Joseph Moore, Chief Operating Officer Portage Country Club
Louis Vosloo, Director of Racquets Port Royal Club
Paige Frazier, General Manager The Cliffs at Mountain Park
Matthew Nelson, Clubhouse Manager / Operations Director Bay Harbor Yacht Club
John Welter, General Manager Algonquin Golf Club
Brent Gentel, Director of Grounds Governors Club Gustavo Goncalves, Director of Racquets Brook Hollow Golf Club Jason Hastings, Director of Golf Shaker Heights Country Club Raimund Hofmeister, CMC, Executive Chef The Pines at Davidson
Thomas Nevin, General Manager Kiawah Island Club Tyler Pickens, General Manager/COO The Country Club of Rochester Robert Pratt, Director of Fitness & Wellness The Briar Club
CLEVELAND / DENVER / JUPITER / NAPLES
Donald Young, Executive Chef Royal Palm Yacht & Country Club Ana Marija Zubori, Director of Racquets The Country Club of New Canaan Matthew Zupsic, Executive Chef Mountaintop Golf & Lake Club Annette Zwilling, Director of Athletics Piedmont Driving Club
/ SCOTTSDALE / WASHINGTON D.C.
Serving The Industry Since 1996 | WWW.KKANDW.COM Scan here to find out why KOPPLIN KUEBLER & WALLACE is the leading executive search firm and why our practices are the new benchmark for consulting on operational issues, education, training, team development, and club governance.
TOP RANKED racquet facilities BY THE NUMBERS
States most represented for Top Racquet Facilities
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“Members and guests enjoy playing on our pristine racquet courts in a palm treelined, idyllic Florida setting, while my associates and I deliver a diverse program to cater to all levels of play. It’s a pleasure to lead a creative, dynamic, and talented team whose number one goal is to exceed member expectations and provide an experience that gives lasting memories.” — Gary Henderson, Director of Racquets; BallenIsles Country Club in Palm Beach Gardens, Fla.
Top Ranked clubs that offer
pickleball and squash/Racquetball
• 96% Offer Pickleball Do not Offer • 4% Pickleball
Squash • 10%orOffer Racquetball 90% Do not • Offer Squash or Racquetball
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2022
Racquet Facilities
“The explosive growth in our racquets program at The Landings Club has been a wonderful thing for all members. The high-quality programming and amenities instill a sense of pride in their club and help us appeal to new members while continuing to engage current members. The positive momentum and vibrant atmosphere attract new participants into these great sports on a daily basis. — Chris Kader, Director of Court Sports, The Landings Club in Savannah, Ga.
2,924 SF
Average Retail/ Food + Beverage space
35,000 SF
is the largest Retail/ Food + Beverage space
“It has been a fun 14 years watching our programs at Daniel Island Club grow. And with the addition of pickleball courts, and our pursuit of a Court Tennis facility right around the corner, we will soon have one of the more unique racquet/paddle offerings in the U.S. Throw in our Lowcountry lifestyle, our commitment to USTA League play, and our top-notch professional staff … and Daniel Island Club provides an incredible venue for our members to enjoy racquet sports.” — Ben Cook, Director of Racquet Sports; Daniel Island Club in Charleston, S.C.
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TOP RANKED racquet facilities BY THE NUMBERS 2022
Racquet Facilities
number of junior players
amongst top Ranked Racquet Facilities
93 300
Average Number of Junior Players
Highest number of junior players
Average Member Usage
amongst top Ranked Racquet Facilities
42.7%
Average Number of members
100%
most members who use Racquet facilities 16
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“I am so proud to be part of such a young, active club where racquet sports are thriving. Not only are members enjoying eight stateof-the-art Plexicushion pickleball courts and our beautiful pro shop, but we also just completed our 20-court tennis complex renovation. Our racquet facilities are truly second to none.” — Jeff Cohen, Director of Racquet Sports, Woodfield Boca Raton in Boca Raton, Fla.
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YEARS F r o m O n l i n e Te e T i m e s
t o C l u b M a n a g e m e n t S o ft w a r e
Let’s raise a toast
Cheers to the clubs we are proud to call our partners Cheers to our dedicated team & last but not least Cheers to the love of bringing people together
R E S E R VAT I O N S | A P P S | W E B S I T E S | B A C K O F F I C E W W W. F O R E T E E S .C O M
TOP RANKED racquet facilities
2022 Top Ranked R Court Types Available Key:
Ranking
Club Name
•
Tennis
•
Pickleball Courts
city
State
1
Woodfield Boca Raton
Boca Raton
Fla.
2
Braemar Country Club
Tarzana
Calif.
3
The Clubs of Kingwood
Kingwood
Texas
4
BallenIsles Country Club
Palm Beach Gardens
Fla.
5
The Philadelphia Cricket Club
Philadelphia
Pa.
6
Farmington Country Club
Charlottesville
Va.
7
Daniel Island Club
Daniel Island
S.C.
8
Bonita Bay Club
Bonita Springs
Fla.
9
Army Navy Country Club
Arlington
Va.
10
Desert Mountain
Scottsdale
Ariz.
11
Blackhawk Country Club
Danville
Calif.
12
The Landings Club
Savannah
Ga.
13
The Pinery Country Club & The Club At Pradera
Parker
Colo.
14
Philadelphia Country Club
Gladwyne
Pa.
15
Quail Creek Country Club
Naples
Fla.
16
Gleneagles Country Club
Delray Beach
Fla.
17
The Lakes Country Club
Palm Desert
Calif.
18
Teton Pines Country Club
Wilson
Wyo.
19
Collier's Reserve Country Club
Naples
Fla.
20
Olympia Fields Country Club
Olympia Fields
Ill.
21
The Dominion Country Club
San Antonio
Texas
22
Quechee Club
Quechee
Vt.
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Court Type Available
•• •• •• •• •••• ••• •• •• •• •• ••• ••• •• •••• •• •• ••• •• •• •• ••• ••••
•
Platform/Paddle
•
Squash/Racquetball
Sq. Ft. Retail/F&B
Player Usage
Member Usage (%)
Interclub Teams
Junior Players
3000
500
30
20
125
650
800
47
20
125
330
600
20
18
125
2570
2406
38
19
300
3000
700
65
44
175
1000
950
35
20
250
1000
500
33
70
100
2000
1300
43
29
12
3425
830
40
14
300
2500
500
12
8
12
3000
940
44
50
125
1400
3000
40
20
300
1500
350
50
27
125
400
150
25
1
125
3500
320
35
8
30
1200
425
55
16
100
35000
250
34
3
0
160
30
0
12
800
200
28
5
0
3000
150
45
4
36
2500
400
25
13
125
1200
1007
43
5
85
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Racquet Facilities
d Racquet facilities Court Types Available Key:
Ranking
Club Name
•
Tennis
•
Pickleball Courts
city
State
23
Holly Tree Country Club
Simpsonville
S.C.
24
River Crest Country Club
Fort Worth
Texas
25
Strathmore Vanderbilt Country Club
Manhasset
N.Y.
26
Broken Sound Club
Boca Raton
Fla.
27
Haig Point Tennis Center
Hilton Head Island
S.C.
28
Lubbock Country Club
Lubbock
Texas
29
St. Andrews Country Club
Boca Raton
Fla.
30
The Bridges at Rancho Santa Fe
Rancho Santa Fe
Calif.
31
The Tokeneke Club
Darien
Conn.
32
Pinehurst Country Club
Denver
Colo.
33
The Club at the Dunes
Naples
Fla.
34
Fiddler's Elbow
Bedminster Township
N.J.
35
Harbour Ridge Yacht & Country Club
Palm City
Fla.
36
Trump National Golf Club
Potomac Falls
Va.
37
Crane Creek Country Club
Boise
Idaho
38
Sawgrass Country Club
Ponte Vedra Beach
Fla.
39
Riverside Country Club
Bozeman
Mont.
40
Deerwood Country Club
Jacksonville
Fla.
41
Tam-O-Shanter Country Club
West Bloomfield
Mich.
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Court Type Available
•• •• ••• •• •• •• ••• •• •• •• •• ••• •• •• •• •• ••• •• ••
•
•
Platform/Paddle
Squash/Racquetball
Sq. Ft. Retail/F&B
Player Usage
Member Usage (%)
Interclub Teams
Junior Players
2600
200
20
50
50
2200
28771
100
2
80
158
60
3
20
3774
986
65
18
100
1800
300
40
12
10
600
125
12
6
75
600
200
30
8
25
2000
200
25
2
60
1000
80
12
130
225
490
50
55
100
15000
200
31
11
0
900
500
53
18
100
1265
180
56
25
10
753
400
32
5
100
500
300
60
30
130
1300
600
50
50
80
700
300
40
0
75
1000
400
90
14
75
100
40
3
20
June 2022 March 2021
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2022 IDEAS ISSUE • DESIGN + RENOVATION Annual
DRESSED FOR MESS… AND SUCCESS By Pamela Brill
EMBARKING UPON A CREATIVE WAY to bid adieu to a well-used club facility, River Oaks Country Club in Houston, Texas, invited its members to put away their golf shirts and don old tees and shorts as they gathered for a Paint the Pool Party. The event, which took place last August, was a fitting send-off for a family amenity that has served membership since 1968. The Paint the Pool Party marked the final poolside event before kicking off ROCC’s $29 million East End Improvement Project, which will coincide with the club’s 2023 centennial celebration. To make the outing especially personal, members were invited
to grab a paintbrush and say goodbye to their beloved summertime hot spot. “We were looking for a way to capture [the pool’s] final moments in the most fun way possible,” says Club Manager Casey Newman, CCM. “We hosted a ‘Last Splash’ the night before, then drained the pool overnight, allowing for members to be part of the demolition.” Following its traditional communication outreach models, Paint the Pool was promoted via e-mail, Instagram, the club newsletter and website to attract member families. While there were no age restrictions, willing participants were required to
“dress for a mess.” Despite the program format’s laidback theme, the event required an all-handson-deck approach by club personnel. The culinary and beverage departments created a nostalgic menu of heyday hors d’ oeuvres and cocktails, while the youth and aquatics staffers passed out assorted painting supplies. Catering/events took care of the finishing touches, such as providing specially designed Paint the Pool souvenir cups and hiring a DJ who was stationed atop the diving board. 20
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THE GOAL:
To provide a proper send-off for the closing of the club pool and encourage member participation.
THE PLAN:
To create a festive atmosphere for eating, drinking, socializing and, of course, painting.
THE PAYOFF:
A memory-making event to help usher in a new chapter in the club’s centennial anniversary.
“A drum artist played along to the music, but also allowed for members and their children to splatter paint by banging the drums themselves,” notes Newman. “It was a riot!” With 150 members in attendance and 250 on hand the night before at the Last Splash, ROCC considered this event a whopping success—not only for the camaraderie, but for the last memories that will take the club into its next century. As a testament to the evening’s popularity, members shared their sentiments on the
pool itself with special messages rendered in—what else—paint. “Children, parents and grandparents alike have enjoyed years of relaxation, swim team and family time around the pool,” says Newman. “It was really special to allow them to say goodbye in this messy, but sentimental way.” And, she adds, no one complained about having messy clothes. Coming full circle, ROCC members will be able to don their club finest when the East End facility opens this October. Designed with a resort-style family pool, slide and
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dive well, children’s wading pool and competition lap pool, the comprehensive layout will have plenty of swim options for all ages and abilities. The wet areas will be complemented by six covered pavilions, along with new poolside dining space, indoor/outdoor bar area, playground and sports court and poolside member locker rooms. In addition, the second floor of the club will house expanded pre-function space, covered terrace and a youth activities center. With so many recreational luxuries in the queue, the fabled pool site may quickly become a distant memory, but Newman is excited by the prospect of creating new milestone moments for generations to come. “It is most exciting to think about the centennial year in these new spaces and all the new memories that will be made,” she enthuses. June 2022
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2022 IDEAS ISSUE • DESIGN + RENOVATION
BRIDGING THE TENNIS/GOLF GAP— AND BRINGING MEMBERS TOGETHER By Pamela Brill
CLUBS ARE KNOWN TO REPURPOSE underperforming spaces to boost their usage. Such was the case at the Army Navy Country Club, which recently underwent a tennis-to-pickleball-court conversion. While the initial idea involved some coaxing, membership has since come to embrace this new sports facility. The first leg of the renovation began in 2019 at the Arlington, Va. facility, where two underutilized outdoor asphalt courts were in dire need of attention. Since the proposed job of repairing the cracked surfaces would be costly, the club’s tennis director suggested alternative synthetic surface overlays which would not only remove the cracking, but be better suited for pickleball. 22
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“The recommendation was made both on external market data showing the rapid growth of pickleball and our own internal tests, where we saw very large participation numbers for intro pickleball clinics on taped-lined temporary courts with portable nets on our indoor tennis courts,” explains Patrick King, CCM, CCE, ECM General Manager/COO. Under the guidance of Joe Wang, Assistant General Manager and Director of Tennis, the club decided on a TitanTrax Shield synthetic overlay to outfit the Arlington courts that quickly proved its worth; the first intro event at Arlington attracted 120 participants, two-thirds of which were non-tennis playing members. www.clubandresortbusiness.com
Annual
DESIGN + RENOVATION
THE GOAL:
To create the best return on investment; drive usage to a previously underutilized facility; to introduce a third major sports activity, adding value to club membership.
THE PLAN:
To convert existing tennis courts to pickleball courts using sister campus as a model.
THE PAYOFF:
High retention of pickleball-playing members; broadening racquet facilities offerings; boosting member relations.
Having demonstrated supreme value— not only by achieving a strong ROI incentive and driving usage to the courts, but by a brand-new sport to the club’s recreational offerings—management proposed a similar renovation to the Fairfax, Va. site. Despite these advantages, the job was initially met with member resistance, made up of a vocal tennis community that opposed the change. Wang notes how the club’s board
Despite seeing a successful tennis-to-pickleball conversion at its sister campus in Arlington, Va., the Army Navy Country Club was initially met with resistance at the Fairfax, Va. site.
and committee leadership were tasked with the challenge of creating an actionable plan for a sport in which most members were unschooled. “Ultimately, we had to show the demand with test pickleball events on temporary courts,” says Wang. “And we stressed the business case that we could create a thriving new activity with almost zero incremental investment. Operationally, we were able to
The renovated space at the Fairfax, Va. site includes four pickleball courts and a tennis court with blended lines to add two extra pickleball courts. 24
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leverage existing competencies within the tennis department to run the new activity with nominal operating budget increases.” Once the greater club community was on-board, the Fairfax project kicked off in 2021, converting the court surfaces and replacing some of the aging perimeter fencing. The 120’ x 108’ space has been laid out to accommodate four pickleball courts and a tennis court with blended lines to add two extra pickleball courts. By identifying the demand along with usage patterns and needs, the club has also laid the groundwork for future renovation plans. Currently under consideration is additional space for surrounding viewing and social areas, as well as court covering for year-round play. With its prime location surrounded by the clubhouse, pool area and parking lot, the Fairfax courts are primed for future growth. Despite member pushback on the original proposal, the club has amassed a strong pickleball following that benefits the existing tennis-playing community. According to Wang, more than 500 member households have picked up the sport in the last two years. “Rather than taking away from the tennis community, it is now viewed as a www.clubandresortbusiness.com
complementary activity that sometimes relieves pressure from the high demand on tennis facilities,” he says. With socials, tournaments and pickleball clinics all filled to capacity, he is confident the club made the right decision, not only for its bottom line, but for member satisfaction. “The sport attracts members from all areas of the club, knocking down some traditional barriers between tennis and golf and bringing our large community closer together,” he adds. Since the racquet facility conversion project’s completion, the club has continued to further its commitment to the new pickleball courts. Seven of the tennis pros have been trained and certified in pickleball instruction, and staff has created a teaching video in conjunction with professional pickleball player Zane Navratil. Next, select club personnel will visit Navratil’s home training center in Lake Geneva, Wis., for an intensive private-training workshop. “Our goal is to have the best pros and programs running those lines at Army Navy CC,” says Wang.
MASTER PLANNING
ARCHITECTURE
INTERIOR DESIGN
PROCUREMENT
Navesink Country Club, Red Bank NJ
DESIGN AND ARCHITECTURE FOR PRIVATE CLUBS & HOSPITALITY PETER CAFARO PCAFARO@JBD-JGA.COM 401.721.0977 www.clubandresortbusiness.com
June 2022
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2022 IDEAS ISSUE • ENVIRONMENT
WASTE NOT, WANT NOT By Betsy Gilliland, Contributing Editor
SOMETIMES THE SMALLEST GESTURE CAN make the biggest impact. With its cork recycling program, Farmington Country Club in Charlottesville, Va., is undertaking an easy initiative to have an outsized effect on the environment. And it all started when one staff member made a simple suggestion. Bartender Tom Shaw brought up the idea of launching a property-wide wine cork recycling program, and with encouragement from Beverage Manager Andrew Woodland, he organized the initiative that got underway in November 2021.
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“It’s a small step, but it’s something we can do to eliminate unnecessary waste,” says Food & Beverage Service Manager Rebecca Wyskiel. To recycle the wine corks, Farmington has partnered with a local business called Re-Cork C’ville. The initiative was started with the hopes of decreasing unnecessary waste and reducing Charlottesville’s carbon footprint through recycling used wine corks from consumers, vineyards, restaurants, and retailers. Of the almost 15 billion wine corks that are sold into the world market each year, the major-
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Farmington Country Club is no longer disposing of the corks used in wine bottles. Instead, the club is working with a local company to recycle them and reduce the area’s carbon footprint.
ity of them end up in landfills. Because it is 100% natural, biodegradable, and renewable, however, cork is a perfect product for recycling. It can be used to make products such as cork flooring, shoe soles, soil conditioner, sports equipment, building insulation, and more. At Farmington, food and beverage outlets across the club informed their teams to no longer dispose of corks. Instead, four different outlets throughout the property collect them in designated bins. Once the bin is full, the Food and Beverage managers deliver them to Woodland’s office. When the bin in his office is full, he delivers them to Re-Cork C’ville, which has several collection sites in the area, for recycling.
THE GOAL:
Farmington Country Club initiated a wine cork recycling program to help reduce its environmental impact.
THE PLAN:
Through a partnership in the local community, the property collects the corks onsite and delivers them to an area business for recycling.
THE PAYOFF:
Farmington supported a staff member who was passionate about the project and is doing its part to be a good environmental steward.
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Woodland has been working with Re-Cork C’ville to market the recycling system as well as to spread awareness about the project to the Farmington membership. He has promoted the program in Farmington’s newsletter and in its Wine Society newsletter. Farmington’s Wine Society has monthly wine tastings, and corks are recycled from these events, as well. The membership has bought into the program with so much enthusiasm that their efforts have extended beyond the property itself. “Some members have brought in their own corks from home to help with the initiative,” says Wyskiel. In recognition of its cork recycling efforts, Farmington was the winner of a 2022 Environmental Impact Award at the Club Management Association of America World Conference and Club Business Expo. To date, Farmington has contributed about 1,500 corks to the cause, and Re-Cork C’ville has collected more than 3 million corks as of May 2022. All collected corks are sent to CorkClub, an organization that recycles corks to benefit forest and ocean conservation. CorkClub donates to select non-profit entities that clean plastic from the oceans and prevent deforestation. Wyskiel says other properties can adopt a similar program, as well. “It’s easy to do,” she says, “and other properties can partner with a local company to make it happen.” June 2022
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2022 IDEAS ISSUE • ENVIRONMENT
‘THE RIGHT THING TO DO’ By Betsy Gilliland, Contributing Editor
LIKE HIS PEERS, JUSTIN MILLER, Golf Course Superintendent at The Berkshire Country Club in Reading, Pa., believes that any property that doesn’t take care of its golf course with eco-friendly inputs is virtually committing maintenance malpractice. To support his view, he brought up the idea of pursuing Audubon Cooperative Sanctuary Program certification when he joined the staff at The Berkshire 18 months ago. “We need to be thinking about the environment,” Miller says. “Not only does it look good, but it’s the right thing to do.” To become eligible for ACSP designation, a golf course must implement and document environmental management practices in six areas – environmental planning, wildlife and habitat management, chemical use reduction and safety, water conservation, water quality management, and outreach and education. The Berkshire submitted its environmental assessments this past winter, and currently the property is collecting the data and materials it needs to pursue certification. General Manager Paul Bovenzi, COO, anticipates that the property will have enough data to submit for the next steps once the golf season ends in the fall. “It’s a point of pride for our team that they’re making a positive environmental impact, but it’s also a point of pride for our membership,” says Bovenzi. “They’re excited to see wildlife. This is a sanctuary for them. When you see native wildlife, you feel like you’re somewhere special.” About a year ago, the property, with the aid of the local Boys & Girls Clubs, built and 28
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With help from the local Boys and Girls Clubs, The Berkshire installed bat boxes and bluebird boxes in native areas. Staff members also maintain three bee hives, which will enable the club to produce its own honey.
installed bat boxes and bluebird boxes in native areas. Staff members also found a bee’s nest in a tree on the property and had a beekeeper extract the bees from the hive and relocate them into three hives. The Berkshire staff members need to be trained to manage the beehives, as well, which will enable the property to produce its own honey one day. “Speaking with members, they’re excited to have the opportunity to have their own locally grown honey,” says Bovenzi. Along with bluebirds and bats, other wildlife on the property includes deer, a family of red foxes, and bald eagles that nest along the rivers. In other environmentally friendly efforts, the maintenance staff uses integrated pest management strategies to monitor the threshold for insects and pests. To meet chemical use and safety standards, the grounds crew has reduced its chemical applications and scouts for disease on a daily basis. “If we do need to spray, then we stay away from environmentally sensitive areas,” Miller says. Water conservation efforts got underway before Miller arrived at the golf course. In 2015, The Berkshire put in a new irrigation system, which has saved the property millions of gallons of water. “It allows us to water where we need to
water, when we need to water,” says Miller. When the new irrigation system was installed, the property also started using river water instead of city water. In addition, the grounds crew tests the property’s water quality every year. In its effort to pursue ACSP certification, The Berkshire staff also has discovered that patience is a virtue because nature has a timetable of its own. Although the birdhouses have full occupancy now, for instance, the birds didn’t flock to them right away. “When we put the birdhouses and the bat boxes up, we thought there would be immediate occupancy. That took longer than I thought,” says Bovenzi. “It took a year for the birds and bats to inhabit the boxes.”
As part of the outreach and education component, The Berkshire holds an annual event with the local Boys & Girls Clubs. The property plans to reach out to other community groups to get involved as well. Environmentally friendly efforts also have extended to other areas of operation at The Berkshire. The property has a recycling program and an onsite garden where culinary staff members grow their own vegetables and herbs. “We prepare the garden every year for them, and the culinary team takes care of the harvesting and day-to-day operations,” says Miller. “They couldn’t do that without safe, clean soils to grow the products.” He hopes that the golf course will be fully ACSP-certified in the next one or two years.
THE GOAL:
The Berkshire CC is endeavoring to be a good environmental steward as it pursues Audubon Cooperative Sanctuary Program certification.
THE PLAN:
The property has submitted environmental assessments and is collecting the data and materials it needs to pursue Audubon Cooperative Sanctuary certification, which it hopes to achieve in the next couple of years.
THE PAYOFF:
The membership and the maintenance staff have taken great pride in their efforts to have a positive effect on the environment.
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2022 IDEAS ISSUE • GOLF OPERATIONS
SPECIAL FOR YOU By Rob Thomas, Editor
THE GOAL:
Enhance the idea of a pop-up shop by using a logo specific to a very popular men’s event as the basis of the boutique shopping experience.
THE PLAN:
The club worked with a product representative to determine a handful of products that would fit the “younger” vibe of this event.
THE PAYOFF:
The program was well-received by members and sales were better than anticipated. Using preorders kept the club from being left with overstock.
THE COUNTRY CLUB OF VIRGINIA has done pop-up shops for golf events in the past, but this year, the team enhanced the idea of a pop-up shop by using a logo specific to a very popular men’s event as the basis of the boutique shopping experience. Members could purchase items on the spot in the pro shop, or specialorder items with the tournament logo. “The goal was to provide unique merchandise options for players participating in our most popular men’s event,” says Summer Lee, Head Golf Professional at the Richmond, Va. club. “In the past, we’ve given away caps with the exclusive tournament logo that have been a member favorite. Creating the boutique experience allowed us to offer more product line that players could purchase with the logo that would only be offered for this one event.” 30
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The club worked with a product representative to determine a handful of products that would fit the “younger” vibe of this event. Offerings ranged from shirts, pullovers, golf bags, and luggage, to belts and more. “Members were made aware of the options in advance of the tournament and samples were available in the shop,” says Lee. “This allowed members to preorder the merchandise they liked to receive the day of the event.” The program was well-received by members and sales were better than anticipated, says Lee. Using preorders kept the club from being left with overstock. The club will be planning soon for the 2022 version and is considering if this would work for other events. “This is a very unique event that focuses on a slightly different group of members than many of our golf events,” Lee says. www.clubandresortbusiness.com
Annual
2022 IDEAS ISSUE • ACTIVITIES
Topping the
PING PONG PODIUM By Rob Thomas, Editor
WINTERS AT GREEN VALLEY COUNTRY Club in Lafayette Hill, Pa. can get a little long and cold. With that in mind, Head Golf Professional John Cooper purchased a ping pong table to create some excitement in the offseason for members to visit and play with the staff or with each other. Along with Golf Shop Manager Jackie Coll, the team quickly learned that there was a large part of the membership that was pretty good at ping pong. “We found that everyone who came to play had fun,” Coll says. “Our weekend mornings during the off season were quickly filled in with ping pong all day and it was a great way to create a little camaraderie in the offseason.” In the first off season, the club had more than 100 members come to play ping pong. The golf professionals and shop staff would play with the members and
host singles and doubles matches. After a season of playing, someone joked about having a tournament … which started the ball rolling. The golf staff took the idea to the Assistant General Manager, who was immediately on board. His feeling was if the members want something, the club should at least try it once. The General Manager was also quickly in favor of the event. The first tournament featured a double elimination bracket—three games to 21 in each match, changing serve after five points. That was changed to five games to 11 in each match for the most recent tournament. To have a winners and losers bracket, the club needed to have at least four tables. In addition to Cooper’s table, they borrowed one from the indoor tennis facility, and two from members.
THE GOAL:
Give members a reason to visit the club during the “offseason.”
THE PLAN:
Set up ping pong tables in the grand ballroom and host double-elimination tournaments.
THE PAYOFF:
What began with one table in the pro shop has quickly grown into a popular way for members to quench their competitive thirst when it’s too cold to play golf.
Green Valley’s grand ballroom seats 500 and—when not being used for a wedding, mitzvah, gala or charity event—proved to be the perfect place to have a ping pong tournament.
Ma ma ava
cou
What began as a way for members to kill time when it was too cold to play golf, has morphed into an annual, double-elimination ping pong tournament with four tables set up in the Green Valley Country Club’s grand ballroom. 32
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G r e e n V a l l e y C ou n t r y C l u b W i n t e r P i n g P on g Tou r n a m e n t s J oin us f or Dinner & Ping Pong
Sign-up individually
Bracket To u r n a m e n t (double elimination)
$ 3 5 .0 0 p er p er s on - I n cl u s i v e of d i n n er & P r iz es
E ach mat ch is B est of 5 G ames t o 1 1 p oint s
The staff created a bracket on Excel and had it up on a projector. After a match, players would report to the scoring table. Then the players are told what table to go to for the next match. To keep members hydrated and nourished, the club offered happy-hour-style hors d’oeuvres available to the player for $15.00 and a signature bar, though most of the players just wanted water as they were running around so much. Participation has ranged between 16-32 members—between the ages of 15-75—with assistant professionals hopping in if numbers are needed. Michael Berkman, a member of Green Valley Country Club and past champion, has embraced the events. “Ping pong at the club is great,” he says. “Everyone seems to think they are good, but in reality, most people are about the same, which makes this a really fun club event.” Fellow member Tyler Joseph agrees. “The pro shop has done a tremendous job of managing these tournaments and making sure they continue each and every year,” he says.
I n t h e of f s ea s on , t h e G ol f P r o S h op h a s a p i n g p on g t a b l e a n d w e h a v e f ou n d t h a t ou r m em b er s l ov e com i n g t o t h e C l u b t o p l a y p i n g p on g . O v er t h e p a s t f ew s ea s on s , w e h a v e i m p l em en t ed M em b er P i n g Pon g N i g h t s i n t h e B a l l r oom . We h a v e f ou r p i n g p on g t a b l es a n d r u n a b r a cket t ou r n a m en t f or s i n g l es & d ou b l es .
Ages of members participating in Green Valley’s ping pong tournaments have ranged between 15 and 75.
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Annual
2022 IDEAS ISSUE • COMMUNICATION
RALLYING CRY By Rob Thomas, Editor
AFTER NEARLY TWO YEARS OF not being able to utilize Bay Head (N.J.) Yacht Club to its fullest potential (due to COVID), the staff explored the idea of creating a campaign to drum up excitement about returning to the club in a more normal fashion, in turn increasing the utilization of the club and F&B sales. Tyler DeFilippo, Communications Director at Bay Head, says the planning process actually stemmed from a weekly winter communications team meetings when the idea was pitched to create a slogan for summer 2021. “This idea grew organically through a simple group text between the department heads and some key managerial staff – just bouncing different slogans of off each other,” he says. “Once we had a handful of solid choices, we pitched our club’s Commodore on the idea and left the final choice of slogan up to her. She enthusiastically chose the ‘I’d rather be at BHYC’ slogan.” Once the slogan was chosen, the communications team had what you could call an “aha moment,” DeFilippo says. “Since we already had this great slogan, why not take it a step further and turn this into a visual campaign as well,” he says. “That is when we decided to design the sticker sheets that would be mailed to the membership to get them excited for the upcoming season. “We also recycled the design and used it on tshirts and hats that were specific to different activities that happen around the club, ie. ‘I’d Rather Be 34
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Sailing at BHYC’ or ‘I’d Rather Be Playing Tennis at BHYC.’ At this point, we had gone all in and truly made this the summer that you would ‘Rather be at BHYC!’” The overall cost to fulfill this campaign was relatively minor. The merchandise (which was sold at the club’s Ship’s Store) was priced to offset the cost of the actual goods. “The idea behind this was to keep the price very low so more members would purchase and spread the slogan and we essentially just broke even on this,” DeFilippo says. The sticker sheets that were mailed to each member were printed and mailed for a total of $1,000. Once the stickers were mailed and members had received them, Bay Head turned it into a social media campaign asking members to hashtag the slogan and send pictures of them utilizing their sticker—on laptops, water bottles, or anywhere else they wanted to share their BHYC pride. www.clubandresortbusiness.com
The “Rather Be At BHYC” campaign proved to be a success, with record participation numbers and drastic spikes in dining reservations compared to previous years.
The club used the slogan throughout the spring on social media posts when announcing summer events and also themed the center spread in the summer edition of its summer publication around this slogan. The campaign, which focused on increasing utilization numbers at the club, was a resounding success. “We measured this success by simply looking at reservation numbers and sales numbers across the board,” DeFilippo says. “Every one of our five Club Nights (special summer events) was completely sold out to the maximum capacity allowed by our venues. “We additionally saw record attendance in our adult tennis programs as well as drastic spikes in our dining reservations compared to previous years.” He adds. “All in all, we definitely benefitted by creating a central theme for our membership to rally around and a fun way to engage every aspect of the club in a time when people needed something to cheer them up.” www.clubandresortbusiness.com
THE GOAL:
Drum up excitement about returning to the club in a more normal fashion following COVID restrictions, in turn increasing the utilization of the club and F&B sales.
THE PLAN:
Create a catchy slogan for external club communications, followed by visual representation in the form of stickers.
THE PAYOFF:
Each of the club’s five special summer events was completely sold out and adult tennis programs saw record attendance. There were also drastic spikes in dining reservations compared to previous years.
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2022 IDEAS ISSUE • COMMUNICATION
TIMELY COMMUNICATIONS WITH TIKTOK By Rob Thomas, Editor
PRINTED ISSUES OF A CLUB’S monthly newsletter may be hanging on at a few properties across the country, but they’ve quickly gone the way of the dinosaur. Today’s members want quick, entertaining and easy-to-digest information. That’s exactly what they’re getting at Champions Run in Omaha, Neb., thanks to TikTok. Raychel Reed, Social Media & Marketing Intern at the club, says there’s a “very wide variety” of information being shared on TikTok. “I like to promote new food specials, new drinks, and overall, just any fun things we do here,” Reed says. “I have learned that people like the short and fast-paced videos. People don’t always have time to watch 2- to 3-minute videos, so TikTok is great in the sense that you can catch and keep their attention for the span of your 15-3060 second videos.” Reed says the age group of people on TikTok is quite broad, with a lot of the younger members having an account. While many of the older members don’t have TikTok, the club can copy the URLs onto Facebook for that crowd to be able to view the videos. Along with Ben Lorenzen, the club’s Creative Director & Director of Aquatics & Fitness, Reed manages the TikTok and keeps up with the trends. “When creating TikTok videos, trends are a huge thing you want to follow in order to get those views,” she says. “I like to try to take current trends and figure out a way to relate those trends to our membership. Trends move very quickly, sometimes they will be around for two weeks, but some can be around for a few days, so once you see a trend, you want to hop onto that pretty quickly.” There’s no set schedule for posting to TikTok, but Reed says consistency is key with the app. “The more you post, the better,” she says. “The algorithm is set up very different than any other social media apps, so if you post three TikToks a day, your members phones aren’t going to blow up like they would if you posted three times on Instagram. “That being said, some people might not even see all the TikToks you made that day, so if there is something you really want to promote, you should always be posting those on your ‘larger’ platforms—such as Facebook—to ensure they see it.” 36
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THE GOAL:
Provide members with quick, entertaining and easy-todigest information.
THE PLAN:
Use TikTok to provide information in 15-30-60 second videos.
THE PAYOFF:
Younger members who have TikTok accounts are being kept up to speed on club news, while even older members can enjoy the videos via forums such as Facebook.
www.clubandresortbusiness.com
SAFETY MATS FOR SWIM PROGRAMS By Rob Thomas, Editor
UNDERSTANDING THAT SOME OF THEIR youngest members— 3- and 4-year-olds—were often too excited to wait their turn during group swim lessons at the Country Club of Virginia, the club got to work on a remedy. The Richmond, Va. club needed to find a way for its instructors to spend less time managing the class … and more time focusing on teaching skills. “In the offseason, our Aquatics Department researched the importance of visual cues for this age of children and repurposed retired pool floats into a waiting zone for participants, hoping this would improve the group swim lesson experience,” says Aquatics Manager Danielle Flanagan. The retired pool floats served as defined waiting spaces, adding an additional layer of safety to group swim lessons. This allowed instructors to focus more on skill improvement in the water, with less distractions in the form of behavior modification.
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Annual
2022 IDEAS ISSUE • YOUTH PROGRAMS
TWEENS, EARLY TEENS
TACKLE ADVENTURES By Phil Keren, Associate Editor
THE TWEEN AND EARLY TEEN years can prove challenging for both parents and their children. Young people in that age range are journeying from childhood to adulthood, and sometimes struggle to find a place to fit in. In 2021, Paul Shockley, Youth Programs Manager at Farmington Country Club in Charlottesville, Va., tackled the challenge of offering activities geared toward youth members in the 10-to-15-year-old age contingent. “That 10- to 15-year-old age group is so difficult to program for,” Shockley says. “I wanted to try to get something for that … group and have them feel involved in the club, [and] have the parents excited that the kids are doing something with the club.” Shockley in 2021 launched Adventure Camp and offered it for one week each in June, July and August to Farmington Country Club members who were 11-to-15 years old. Shockley adds that while the camp is publicized as being for 11 to 15 year olds, he says 10-year-olds are allowed to attend if they meet height and weight guidelines for all of the activities, particularly zip lining, the rope course and kayaking. Activities included hiking, natural water slides, rock climbing, zip lining, summer tubing, kayaking, bowling, cooking classes, archery, and a visit to an escape room. The tweens, early teens and their families were, Shockley says, “super stoked and happy that we were offering something for them.” 38
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There were 12 spots available each week, and Shockley notes, “We sold out all three weeks with a wait list.” He concedes he also wanted to do many of these activities himself, and initiating the camp gave him a chance to experience some adventures. “It was fun for me, too,” he says. Shockley says he originally selected about 15 activities that he would offer during the three weeks, and the goal was to provide a different set of programs in each week. That way, if some youngsters participated in all three sessions, they would not repeat any activity. Ultimately, the list was narrowed to about 11 activities during the course of a three-week period. Some of the more popular activities—such as zip lining, rock climbing, hiking and the escape room— were offered more than once.
“Anything that the kids loved, we added in,” Shockley says. For one of the days during the day camp week, participants remained on club property and played tennis, swam, fished and tried archery, axe throwing and knockerball. In knockerball (image above), each player puts their upper body inside an inflatable plastic sphere with handles and shoulder straps. All types of games can be played with each youngster running around in an area inside their own plastic bubble. “The kids love it,” Shockley says. “It’s tons of fun!” Knockerball activities included team competitions, races, and a last-person standing contest. Youngsters also ventured into the kitchen to make tacos and pizza from scratch. The club’s chef, Charlie Figueroa, is “really creative and does a good job with the www.clubandresortbusiness.com
THE GOAL:
Leaders at Farmington Country Club in Charlottesville, Va. wanted to take steps to help members in the 10-to-15 year-old age group feel like they’re part of the club. This demographic group is sometimes overlooked in club programming and activities.
THE PLAN:
The club offered a program called Adventure Camp for members in the 11-to15-year-old age group to do activities such as hiking, rock climbing, zip lining, summer tubing, archery and tennis. Though the camp is publicized as being for 11-to-15 year olds, 10-year-olds can participate if they meet height and weight guidelines for all of the activities.
THE PAYOFF:
Both the children and their parents enjoyed the offerings at Adventure Camp in 2021, according to Paul Shockley, Youth Programs Manager at Farmington Country Club. The tweens and early teens felt more connected to the club and their parents were happy that their children experienced new adventures and spent less time looking at their phones. The program is being offered again in 2022.
kids,” Shockley says. “They love it.” For the other days of the week, Shockley and one other staff member, along with 12 children, rode inside a club-owned shuttle to the off-site excursions. The rock climbing wall, zip line, summer tubing and indoor water slides are all offered at Massanutten Resort in Elkton, Va., while kayaking occurred on the Rivanna River. Campers saw waterfalls and took a plunge in swimming holes such as White Oak Canyon, which offers a natural water slide. The hikes and other nature activities gave tweens and early teens a chance to enjoy the outdoors without being distracted by their phones. Since cell service isn’t available in some of these locales, many campers left their phones in the shuttle. “The parents liked those [trips] the most mainly because there’s no cell service where we go,” Shockley says. “[The young people will] take pictures [on their phone], but they can’t text, they can’t do the other apps that they’re typically on, so the parents love that the kids are getting out in nature.” In some cases, tweens and early teens were experiencing some of these activities for the first time, with Shockley saying the escape room triggered the nerves of some campers. “You could tell, on the bus on the way there, a couple of the kids had some nervous energy,” Shockley says. In contrast, he says youngsters were “sprinting in the parking lot” when they visited the rock climbing wall and zip line.
This year’s program will be similar to the 2021 version, but Shockley notes a few more hikes and nature activities will be put on the itinerary, while kayaking will likely be dropped and replaced with a river tubing activity. All three weeks for the 2022 Adventure Camp were sold out at the time this article was written in late May. “A lot of the kids look forward to it,” says Shockley, who adds most of the youngsters who participated last year are returning in 2022. As of now, Adventure Camp is the only summer camp that the club offers for 11-to15-year-olds, but Shockley hopes to offer additional programs for the tween/early
www.clubandresortbusiness.com
teen group in 2023. With activities for adults and other camps for children ages 4 to 10, Shockley says he’s pleased that he was able to introduce a new camp that appeals to a group that is sometimes overlooked. “Those kids will go sit at the pool deck and talk to their friends or sit at the pool and just stare at their phones the whole time,” Shockley says. “I think that’s just nice to be able to touch that age group that we typically don’t have an easy way to program for and get involved in the club. They enjoy coming out and feeling like they’re a part of it.”
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2022 IDEAS ISSUE • YOUTH PROGRAMS
CHRISTMAS TIME ON THE LINKS! By Phil Keren, Associate Editor
IT’S NOT EVERY DAY THAT you’ll see Santa Claus and the Grinch on a golf course, but one country club outside of Richmond, Va. offered its members a unique holiday experience just a couple of days before Christmas. For the past two holiday seasons, Salisbury Country Club in Midlothian, Va. has hosted Reindeer Run, where members of all ages jog on a cart path through a section of the golf course and see many club staff members dressed as holiday characters on the fairways. The event was first organized in 2020 when the club could not host indoor holiday programs and was trying to stage as many outdoor events as possible during the COVID-19 pandemic, says T.C. Clubb, the club’s Events Manager. Due to public gathering restrictions, Clubb says they could only allow 20 people at a time on the course every 15 minutes for the inaugural Reindeer Run in 2020. “That was a challenge,” recalls Dan Jordan, the club’s Clubhouse Operations Manager.
THE GOAL:
Salisbury Country Club leaders wanted to offer a family-friendly outdoor holiday event during the COVID-19 pandemic to a membership group that now includes more families with young children, according to Dan Jordan, Salisbury’s Clubhouse Operations Manager.
THE PLAN:
An event called Reindeer Run was organized on a portion of Salisbury Country Club’s golf course two days before Christmas. Participants could run on the cart path for approximately 1½ miles while waving to, and visiting with club employees dressed as the Grinch, the Gingerbread Man and toy soldiers. Santa Claus cruised around on a cart to visit with children. After the first event in 2020 had a lot of COVID-19-related restrictions, the 2021 follow-up offered more activities, including a post-run party.
THE PAYOFF:
What started as a new event created due to COVID-19 restrictions has now become an annual holiday “save the date” at the club. There were 140 attendees at the 2021 Reindeer Run.
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The event was successful and was continued on a larger scale this past year, with Clubb saying the 2021 Reindeer Run “was more fun because there were more activities with it.” About 140 club members of all ages gathered under a colorful balloon arch near the club patio while donning event T-shirts and festive attire such as reindeer antlers, holiday sweaters, or red or green tutus. Clubb says runners are encouraged to arrive about 15 minutes before the official start to take group photos. Following a 3-2-1 countdown, participants ran for about 1 ½ miles on the cart path and caught glimpses of club staffers dressed as the Grinch, Olaf from “Frozen,” toy soldiers, and the Gingerbread Man in different locales throughout the 9-hole layout. “We have all the characters along the course just tucked away in different spots where [participants] might not realize that they’re there,” Clubb says. Santa Claus also travels around in a cart to check in on the children a day before he heads out to make his annual deliveries on Christmas Eve. “Our staff is awesome and they get into character,” Clubb says. “Our Grinch was absolutely amazing, just running around and being hilarious. The members loved it. The Gingerbread Man is waving at people and you have the two toy soldiers actually marching up and down the course ... we try to disperse [the characters on the course] to keep people entertained.” The Grinch is stationed on a large, open area of the course so runners can see the Dr. Seuss character for a longer period of time. Groups ventured along the path at their own pace and stopped to take photos with the holiday characters. Runners ended their journey with a snowball fight using cotton balls; this concluding section was coordinated by a well-liked club employee who works with the youth golf program. “The kids loved that,” Clubb says. “A snowball fight when there’s no snow.” Golf course employees posted signs at various points along the cart path to let non-golfers know which way they should turn when they reach some “forks in the road,” Clubb says. Once the run was finished, members could get a hot chocolate served by a staffer dressed as Buddy the Elf and gingerbread-flavored waffles from a waffle truck vendor. www.clubandresortbusiness.com
EVERYONE WINS DURING MASCOT RACES By Phil Keren, Associate Editor
The members then went to a party on a covered, heated outdoor patio with a DJ playing music, bringing out a bubble machine and giving youngsters a chance to try out hula hoops. Children had a chance to create a decorative jar with glitters and stickers with reindeer food (oats) that they could take home and leave out for the reindeer on Christmas Eve. Their parents enjoyed a drink while the youngsters engaged in the activities and sampled some sweet treats. “It was a ton of fun,” Clubb says. Noting that COVID-19 restrictions prevented the post-run party from happening in 2020, Jordan says “It was nice to have the social aspect back” in 2021. A surprise feature was club employees dressed as holiday characters doing a Cha Cha Slide routine which was a big hit with the members. Clubb adds that the after-run party is a “key” component of Reindeer Run for the adult members. “They want to be able to hang out and just chill out and have fun with other members, too,” she says. The event is advertised starting in October. Clubb says she purchased costumes and found staff members who were willing to dress up and participate. A critical aspect was implementing a plan to ensure that the post-run party was happening as soon as the first group of runners finished their journey. Registration for the event ends about two weeks ahead of time so Tshirts can be ordered for each participant. Jordan praises Clubb for organizing a new event for members and figuring out how to make it a great experience during the pandemic. Nine of the course’s 27 holes were closed during the afternoon for the Reindeer Runs during the past two years. Employees such as the golf course superintendent, pro shop staff, and club chef all supported Clubb as she rolled out plans for the event. “It’s a team effort led by T.C.,” Jordan says. Jordan notes Reindeer Run is one of many events that his club is offering in response to the changing demographics of its membership. “In our membership, a large demographic of young families joined [the club] in the last five years and it’s changed everything we do and it’s fantastic,” Jordan says. Reindeer Run is an example of an event that happened because the pandemic forced the club to take a creative approach to organizing programs. “It’s just great family fun,” Jordan says. “Now it’s going to become an annual event, all started by [club leaders saying], ‘let’s do something during COVID. What do we do?’” Salisbury CC General Manager Evan Sherwood praised his entire staff for their work on Reindeer Run and other events. “We are incredibly fortunate to have such a diverse team full of behindthe-scenes heroes that make all of our programming possible,” Sherwood says. “Salisbury is a special place full of talented individuals who help exceed member expectations daily.”
GREAT IDEAS ARE EVERYWHERE. YOU just have to keep your eye out for them. Brogan Kanger, Assistant Manager and Internship Coordinator at Champions Run in Omaha, Neb., says club officials were looking for ways to entertain members while they were at the pool last summer. The club’s general manager showed co-workers a video of a mascot race at a Washington Nationals game and the Kraken Server Races were born. Ben Lorenzen, the club’s Creative Director, notes the races symbolize Champions Run’s effort to keep members engaged. “We’re looking for ways to entertain our members throughout the day,” Lorenzen says. Champions Run’s primary mascot is Kraken, an orange octopus wearing a pirate hat, but the club has four other mascots: a green gator, a yellow sea dragon, a red ray, and a blue barracuda. Four lifeguards donned the costumes, and raced one another on the pool deck. A child is paired with a mascot and sits in a chair. The mascots ran to the pool deck bar, grabbed a slushie, delivered it to the child they’re paired with, returned to the bar to retrieve a cream pie, scampered back and gently put the pie in the child’s face. “People would stand by whoever they thought was going to win and ... whatever mascot won, everyone who bet on that mascot won free ice cream,” Lorenzen says. The impromptu races were shown on the club’s social media outlets and has helped attract some new members. “It’s just one of those things that helps us stand out,” Kanger says.
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2022 IDEAS ISSUE • HOLIDAY PROGRAMS
CLUB GIVES MEMBERS 5 WAYS TO CELEBRATE THE 4TH By Phil Keren, Associate Editor
PHILADELPHIA COUNTRY CLUB TYPICALLY HOSTS an Independence Day Extravaganza, but had to rethink the normal plans when outdoor events had attendance restrictions during the COVID-19 pandemic in the summer of 2020. With the coronavirus forcing the cancellation of many 4th of July events, club officials tackled the challenge of offering a holiday celebration for its members. “The team really came together and we [said], ‘we do separate events, we can make it work,’” says Missi Johnson, Clubhouse Manager at Philadelphia Country Club. “We really just had multiple brainstorming sessions as a management team.” The club’s usual Independence Day Extravaganza typically involves a heavy amount of planning where everyone on the management team plays a role. So, Johnson says, “it was very normal” for the management group to do a large amount of planning and coordinating for this alternative event. “Everyone was really excited to have the opportunity to be able to put on an event like this,” Johnson says. The club decided to host five distinct events in separate areas on its property on the same day in mid-July of 2020. The events were: Cocktails and Carts; Dinner and a Show; Picnic at the Pool; Drive-In and Dine; and Dessert After Dark. The evening culminated with everyone watching the same fireworks show. Each event was restricted to no more than 200 people, according to information provided by the club at the Club Management Association of America’s Idea Fair. Prospective attendees had to select one 42
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of the events and register for it on the club’s website. “They were all priced differently and appropriately for what the experience was,” Johnson says. She notes there was a lot of coordination that needed to occur among club employees for the offering of events. “We had the arrival for some of the different experiences at different times so we could move staff around [to different locations],” Johnson says. “... We didn’t have our full staff at that time for a multitude of reasons.” For Cocktails and Carts, members enjoyed drinks while sitting in a cart on the 10th hole fairway. Dinner and a Show gave members a chance to have an outdoor five-course meal. Picnic at the Pool was for members who wanted to spend the evening in a casual setting with their children. Drive-in and Dine was an event where people could park on the cart path along the course and enjoy it as a “tailgate” type of activity. The club tried to provide something for everyone since members had varying
comfort levels regarding attending an event during the pandemic. Drive-in and Dine had the most social distancing, while Picnic at the Pool offered the highest level of interaction. “For the drive-in option, we did that because we thought it would be fun to come in with your family and essentially stay in your car and stay together, [and] not really have to interact with anyone else,” Johnson says. “Whereas, obviously the pool party was more interactive ... more people were together, moving from group to group.” Since club officials had discussed possibly hosting outdoor movie nights, Johnson says Cocktails and Carts offered a chance to test the concept. Staff members parked the carts on the 10th hole fairway and assigned a cart to each registered group. Johnson says staff diagramed the set-up similar to the way assigned seating occurs for a wedding. “[Attendees] had that space, they had their assigned golf cart, but they couldn’t drive them around,” Johnson says. “... We had [the carts] all parked and staged and set up appropriately distanced apart.” www.clubandresortbusiness.com
Fol
THE GOAL: Dinner and a Show, which was the most formal event, happened on the club’s outdoor dining terrace. Due to the pandemic, a buffetstyle meal could not be offered. “It had the nice menu cards, linen napkins,” Johnson says. “It was a nice dinner and then the members just hung out until the fireworks started.” For Dessert After Dark, members arrived close to dusk and enjoyed dessert and drinks while sitting on blankets on a large hill near the dining terrace. Having these multiple activities during the pandemic meant that club staffers had to figure out distancing and restroom accessibility issues. It was essential to provide clear communication with members leading up to the event. “We sent out very clear directions and rules and guidelines prior to [the events],” Johnson says. Instructions told attendees when they should arrive for their event and where they should park. Johnson notes the membership
enjoyed the festivities. “I think they really thought it was so creative and so neat,” she says. “... Coming out of it, everyone was [saying], ‘I think we should do this every year.’” But Johnson says since it would be difficult to do a hybrid event, the choice would be between the five separate activities in 2020 or the one traditional carnival-style event on the golf course. “The members would much rather be all together and on the fairway having a great time,” Johnson says. The traditional event returned in 2021, but Johnson says the 2020 activities reflected club management’s determination to provide members with a sense of normalcy during the pandemic. “It was a great way to celebrate that year when everything else seemed to be canceled ... I know [the members] felt very lucky that we were able to do it and make it work and that it was safe and enjoyable for everyone,” Johnson says.
With the COVID-19 pandemic restricting the number of people that were allowed to attend an outdoor event in 2020, Philadelphia Country Club’s management team tried to figure out how to offer an Independence Day celebration for its members.
THE PLAN:
The club’s management team had multiple brainstorming sessions and crafted a plan to host five separate activities on club property on the same day in mid-July: Cocktails and Carts; Dinner and a Show; Picnic at the Pool; Drive-In and Dine; and Dessert After Dark. The evening culminated with everyone watching the same fireworks show.
THE PAYOFF:
The events were well-attended and gave club members a unique way to celebrate the country’s birthday in a year that had been anything but normal.
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Annual
2022 IDEAS ISSUE • HOLIDAY PROGRAMS
BUILDING A LEGACY OF SUPPORT By Phil Keren, Associate Editor
WHEN THOMAS PREUML’S BOSS ASKED him to build a gingerbread house more than three decades ago, it collapsed. “I had no idea what I was doing,” says Preuml, who was at that time working as a chef at the Heritage Club in Houston. Since then, Preuml’s creations of the holiday staple have been much more successful and those efforts have raised hundreds of thousands of dollars for the M.D. Anderson Children’s Cancer Hospital in Houston. He has built a gingerbread house for many of the last 30 years; during the most recent 13-plus years, Preuml has constructed the festive house while working as Chief Operating Officer at the Houston Racquet Club. Fundraising occurs in a variety of ways throughout each year, which culminates in the display of Preuml’s house—along with others provided by area clubs and organizations—at M.D. Anderson Children’s Cancer Hospital. “It’s just become a real, real important part of our club’s tradition,” Preuml says. “... The racquet club’s a very social, laid-back kind of club ... Private clubs sometimes get perceived as being selfcentered ... we’re a huge believer in community support.” HOW IT STARTED When he was a chef at the Heritage Club in Houston, Preuml created gingerbread houses in 1991, 1992 and 1993 as holiday decorations for the club. In 1993, M.D. Anderson Children’s Cancer Hospital had a holiday party in the Heritage Club. Preuml recalls receiving word that a hospital representative wanted to speak with him. The official complimented Preuml on his gingerbread house creation that was displayed in the club. “She asked me, ‘what are you going to do with it when the holidays are over?’” Preuml shares. “I said, ‘well, nothing.’ She goes, ‘I’d like to buy it from you.’” Preuml notes he had a family member who was receiving treatment for colon cancer at the hospital at the time and decided to donate the house to the hospital. After that initial donation, Preuml continued building a gin44
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Houston Racquet Club Chief Operating Officer Thomas Preuml (back row, third from left) has, for many years, built a gingerbread house that is displayed at M.D. Anderson Children’s Cancer Hospital in Houston during the holidays.
gerbread house for a good amount of the next 29 years and a fundraising component has been part of the project. There was a period of time when the person who raised the most money then wrote a check to the charity of their choice and the house was then delivered to the site receiving the funds. In his first year as COO at Houston Racquet Club in 2008, Preuml built a gingerbread house solely for decorative purposes. When a club member offered to purchase the house, Preuml suggested the member write a check to a preferred charity. In 2009, that same member became president of the club’s Board of Directors and helped garner board support for Preuml’s gingerbread house project. Since then, both the gingerbread house built by Preuml and the money generated through fundraisers went to M.D. Anderson Children’s Cancer Hospital. HOW IT GREW At a Club Management Association of America event in the early 2010s, Preuml told other club leaders about the gingerbread house project. The managing director of the clubs’ state chapter (Texas Lone Star Chapter) spread the word about the gingerbread work and Preuml says other clubs and organizations then decided to provide additional gingerbread houses. Today, The Forest Club, River Oaks Country Club, Texas Corinthian Yacht Club, The Petroleum Club of Houston, The Briar Club and San Jacinto College all contribute one or more gingerbread houses for the effort. www.clubandresortbusiness.com
THE GOAL:
The leaders at Houston Racquet Club are “a huge believer in community support,” says Thomas Preuml, the club’s Chief Operating Officer. As a result, one of the club’s goals is to help the community it operates in. One of the ways it provides assistance is through its annual gingerbread house project.
THE PLAN:
About 40 gingerbread houses are delivered by the organizations to M.D. Anderson Children’s Cancer Hospital a few days before Christmas and are displayed in a food court space. “It’s pretty cool,” Preuml says. MAKING THE HOUSE Preuml spends a few hours each day during a one-week period baking and building the house. He has a Bake Day, where he makes the dough, two members of the club’s pastry team roll out the dough, and it is put into the oven. For a few hours each day during the rest of the week, Preuml will spend time building and decorating the house. “I build that whole thing by myself every year,” says Preuml, who estimates he spends 25 to 30 hours building the house. “I bake on a Saturday and then we put it on display [in the club] the following Saturday.” The house is displayed in the Houston Racquet Club for a few weeks before it’s transported to the hospital. DONATIONS There is a Facebook page where people can make donations, but donors can also still submit old-fashioned checks. The Houston Racquet Club also hosts fundraising events throughout the year. At Freezin’ For A Reason, members go down a water slide or jump into an unheated pool to help raise money. A few years ago, one board member said he would wear a Speedo for his plunge into the pool as long as $1,000 was pledged. “Since then, we’ve got members challenging each other to do it, and next thing I know, I’ve got my board president and that guy jumping in for a combined $10,000,” Preuml says. Other fundraising events include a Pink Ride in October and a holiday ornament sale. In 2021, $63,629 was raised for the hospital and a total of $354,000 has been donated to the facility. Preuml says he wants to reach the $1 million mark when he retires in about 10 years. “It’s just a little something that started as ‘build me a gingerbread house,’ and it turned into a community project,” Preuml says.
After building gingerbread houses for other fundraising efforts in other places where he worked, Preuml implemented the project at the Houston Racquet Club more than a decade ago. Each year, Preuml, who is also a certified chef, has created a gingerbread house that is displayed at the club for a few weeks and then transported to M.D. Anderson Children’s Cancer Hospital in Houston. In conjunction with the gingerbread house creation, the club hosted fundraising events and members made donations. Over the years, other clubs donated gingerbread houses that were also displayed at the hospital during the holidays.
THE PAYOFF:
To date, Houston Racquet Club’s Gingerbread House Project has raised about $354,000 for M.D. Anderson Children’s Cancer Hospital.
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www.clubandresortbusiness.com
June 2022
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Annual
2022 IDEAS ISSUE • HOLIDAY PROGRAMS
AN ELEGANT WAY TO CELEBRATE THE HOLIDAYS By Phil Keren, Associate Editor
MEMBERS OF A CLUB IN Fort Myers, Fla. have a chance to participate in an elegant holiday event each year. Legends Golf and Country Club has hosted a Red Carpet Christmas event since 2010, according to its General Manager and Chief Operating Officer, Ranae Frazier. “The goal of this event was to create an exciting experience and add an unexpected element of excitement,” Frazier says. A highlight of the event is horse-drawn carriage rides, which were started in 2019. “We like to create an element of wonder, magic and elegance during the holiday season,” Frazier says. “One of the ways to achieve this during our annual Christmas dinner is by offering our guests the memorable experience of a horse drawn carriage ride throughout our community.” The horses arrive a couple hours before the event so they can acclimate to their new environment and guests can take photos. “The striking silver and black tack that the horses wear is adorned with bells and holly, and makes for a very festive sight and sound as their hooves clop along the pavement,” Frazier says. Guests take the carriage ride and then are dropped off at the entrance for the Red Carpet Christmas event. As guests step out of the carriage to walk up the red carpet, they are offered a glass of champagne while either a string quartet performs classical Christmas melodies or a choral quartet sings Christmas carols. The musical feature has alternated between string and choral quartets over the years. “All of this ... ensures a most memorable Christmas,” says Frazier, who adds the event is attended by 350-plus guests annually. 46
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Legends Golf and Country Club in Fort Myers, Fla. has hosted a Red Carpet Christmas event since 2010. Starting in 2019, a carriage ride was added to a program that includes a dinner and a holiday music performance. www.clubandresortbusiness.com
PRODUCT SHOWCASE � ��� � � � � � �� �� � ��
Pie Prep
Product: Pizza Prep Tables Features: ▶ Newly redesigned refrigerated prep tables that know when you’re working and when you’re not ▶ Dual Controller system with patent-pending technology that keeps food at ideal temperatures in rail and cabinet while requiring less labor and maintenance ▶ Night/Day mode is activated by a light sensor inside the rail that allows the set point temperature to drop when the lid is open to keep food cool ▶ Once the lid is closed, the temp will return to a normal set point so food can stay in the rail overnight without freezing ▶ Improved airflow in the rail ▶ Front-mounted removable air filter
Hoshizaki America, Inc. www.hoshizakiamerica.com
iCook
Product: iCombi Pro Product Line Features: ▶ iCombi Pro combi oven is available in seven sizes from the XS to 20-full sheet from dealers across North America ▶ Higher productivity ▶ Shorter cooking times ▶ Lower energy consumption ▶ Provides outstanding consistency of results, even at full loads ▶ Time and energy-optimized cooking for high-production kitchens ▶ Indicates which foods can be cooked together, and items can be prepared as quickly as possible, produced in the most energy-efficient way, or sequenced to be ready at a specified time ▶ Tells operators when to load and take out each food item to align with the production plan ▶ Ultra-fast, approximately 12-minute interim cleaning cycle
Rational
www.rationalusa.com
Legendary Option
Product: Legend® Steakhouse Broilers Features: ▶ Now feature optional refrigerated bases with Turbo Coil® refrigeration ▶ New option keeps proteins within easy reach, speeding production, enhancing freshness and maximizing efficiency ▶ Turbo Coil refrigeration delivers precision temperatures (without icing) and unprecedented cooling power—right where chefs need it ▶ Environmentally friendly R290 refrigeration with glycol means zero GWP (global warming potential) ▶ Satisfies tough Kyoto and Montreal Protocols ▶ Five-year evaporator coil and core warranty offered with this add-on ▶ On the hot side, Legend Steakhouse Broilers offer exceptional infrared, high-speed radiant heating ▶ Intense infrared heat waves are directed downward by the radiants, exposing all meat surfaces for perfect broiling ▶ Cool air currents pass up and over the meat, supporting perfect combustion to maintain radiant temperature ▶ “Sizzle plates” atop these broilers reach a full 600º F, which helps seal in the meat juices before broiling steaks ▶ Adjustable broiler drawers have positive locking counterbalanced grid assemblies to give cooks more confidence ▶ Roaring 42,000 BTU cast-iron burners deliver infrared heat as high as 1,800° F
The Montague Company
www.montaguecompany.com
Cool Rolling
Product: KoldCube3 Hybrid Insulated Cold Cabinet Features: ▶ Transport and hold cold food safely indoors or out, with or without a cord ▶ Use indoors with standard 120-volt electric, then unplug and use outdoor cooling system ▶ Cutting-edge battery and solar power hold up to 4 to 6 hours outdoors without a cord ▶ Provides capacity up to (22) 12 x 20 steam-table pans ▶ Heavy-duty 8” all-terrain swivel casters, front two with brakes ▶ Smooth interior coved corners prevent food particle/grease buildup ▶ Constructed with sun-reflective coating to shield the unit from sun rays
Cres Cor
www.crescor.com www.clubandresortbusiness.com
June 2022
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PRODUCT SHOWCASE
Golf Cars
Give Me Liberty
Product: Liberty Golf Car Features: The all-new Liberty is a first-of-its-kind vehicle with four-forward facing seats. It is exclusively an ELiTE lithium vehicle, powered by a proven, maintenancefree Samsung SDI lithium battery system that allows golfers to stay on the course all day. Features: Four Forward-Facing Seats ELiTE Lithium Powertrain Unmatched Handling & Control Optional 4-Bag Attachment Functional Dash with Added Storage
E-Z-GO®
www.ezgo.txtsv.com
Maximum Performance
Product: UMAX Rally™ 2+2 Features: ▶ Comfort—With luxurious bucket seats from Yamaha’s Viking® utility Side-bySide, an automotive-style dash, and a spacious window for ingress/egress, it has all the comfort guests or staff could ever need for any trip. ▶ Performance—Equipped with Yamaha Genuine wide fender flares and front brush guard that are specifically designed for Rally models. Plus it has lifted suspension for increased clearance, a 402cc engine, and durable 23-inch all-terrain tires that make the UMAX Rally 2+2 the ideal travel companion for anywhere ▶ Capacity—Every errand is made easy, with plenty of storage from the extra basket area between the front and rear seats to the under-hood compartment that is perfect for devices and tools or extra groceries ▶ Versatile—From the club to everyday life, with convertible rear seats this can easily go from carrying equipment to carrying family and friends
Yamaha
www.UMAXRally22.com
amenities Locker Room Groom
Product: American Crew Grooming Products Features: ▶ Tri-C Club Supply is the exclusive distributor of American Crew Products for club locker rooms. ▶ Professional products your members will enjoy ▶ Quality ingredients for hair and body ▶ Inspired by the American lifestyle ▶ American Crew products are made in the USA.
Tri-C Club Supply 734-425-8990 www.DuffysTriC.com
Splash Hog
Product: Vertical Urinal Screens and Antimicrobial Urinal Mats Features: ▶ Splash Hog Vertical Urinal Screens stop splash where guys actually aim ▶ The only urinal screens on the market that extend up the back wall ▶ Embedded with an enzymatic drain cleaner to keep drains clear ▶ Comes in 5 fragrances that last 45-60 days and are 100% recyclable ▶ Screens available for both full-size and compact wall mount urinals ▶ WizKid Antimicrobial Original Urinal Mats are designed to protect floors below wall-mount urinals ▶ The mats kill 99% of germs in under six hours, stopping odors before they start
Fore Supply
www.foresupply.com 48
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www.clubandresortbusiness.com
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Park It Here
Product: Park Avenue Stacking Wood Chair Features: ▶ Stacks 10 chairs high ▶ Unmatched 20-year warranty ▶ Custom-made in the USA ▶ Available with or without arms ▶ Sustainable solid hardwood frame ▶ Eustis Joint construction for added durability
Eustis Chair
www.eustischair.com
An Unsurpassed Sit Product: Chivari by Gary Platt Features: ▶ Pillow soft and highly durable ▶ Made with an exclusive foam for an unsurpassed sit ▶ Completely customizable with a wide range of upholstery and finishings ▶ Hand-crafted in the USA to your exact specifications
Cantilever Canopy
Product: Eucalyptus 13 ft. Square Cantilever Umbrella Features: ▶ Our expansive 13 ft. square canopy provides ample shade and is securely suspended on the vertical eucalyptus and powder-coated steel cantilever structure ▶ Canopy opens and closes easily with the turn of the crank mechanism ▶ Canopy rotates on the base 360 degrees and locks into eight positions ▶ Square cantilever umbrella includes the substantial base, made of steel and concrete pavers with powder-coated metal cover. The entire base weighs approximately 350 lbs. Optional rubber mat protects from footprints and scuffs ▶ Base includes wheels and rolling tool to maneuver umbrella across short distances ▶ Includes cover bag for storage ▶ Wind rating: 18 mi./hr (30 km/hr)
Country Casual Teak
www.countrycasualteak.com
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Sierra Nevada Hospitality
www.garyplatt.com/hospitality
On the Verge
Product: VERGE Outdoor Collection
Features:
▶ A purpose-driven mod-
ern collection of picnic table, event style table, and standalone benches ▶ Made in the USA and constructed with domestically sourced highgrade aluminum ▶ Designed to be activated between indoor and outdoor use ▶ Effectively outfit outdoor dining, venue, or recreational spaces ▶ Protected with durable UV powder coat finishes to withstand inclement weather ▶ Optional sublimated surfaces available to customize any setting, space and landscape
Southern Aluminum
www.southernaluminum.com
Timeless Classic
Product: Golf Course Clocks By Verdin Features: ▶ A course clock by Verdin is a rewarding investment ▶ Establish a distinct identity ▶ Accent a favorite gathering spot ▶ Commemorate an important anniversary ▶ Honor the contributions of a key member ▶ Family-owned since 1842, Verdin customizes each clock with selections of color, dials, logos, name panels and fonts. ▶ Nearly 500 course installations worldwide ▶ Premier supplier of decorative post clocks for golf clubs and courses ▶ The sixth generation of the Verdin family of skilled artisans leads the industry with old-world craftsmanship, modern technology, and innovation.
The Verdin Company
800-543-0488 • www.verdin.com www.clubandresortbusiness.com
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PRODUCT SHOWCASE
M����� S������� + A��������� Join the Club
Product: ClubProcure Features: ▶ Program offers clubs 150 ways to save time and money ▶ More than 3,000 clubs nationwide leverage ClubProcure’s strategic relationships with well-known, national companies to gain tremendous buying power ▶ Pick and choose which offerings work best for your needs ▶ ClubProcure has been servicing the club industry for more than 25 years
ClubProcure
www.clubprocure.com
Essential Software
Product: Member Experience and Club Management Software Features: ▶ Everything needed to streamline operations in one fully integrated suite powered by real-time data-sharing between website, reservations, accounting and POS modules ▶ MAP—the club industry’s first predictive analytics tool ▶ Payments—one platform for payments and processing ▶ Mobile—enhance member engagement everywhere ▶ Websites—stunning digital representations of your club ▶ CRM—close more membership sales in less time ▶ Reservations—convenient web and mobile booking options
Clubessential
www.clubessential.com
What's NEXT?
Product: NBC Sports NEXT Features: ▶ Unifies and streamlines NBC Sports’ three newly named groups: Youth & Recreational Sports, Golf, and Betting, Gaming & Emerging Media ▶ 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 ▶ Apps improve how to manage and engage customers’ passions in the areas of youth and recreational sports, golf, and the growing markets of sports betting, gaming and emerging media ▶ Provides greater value to partners looking to connect with audiences across the NBC Sports Next portfolio ▶ Fuses the team behind products and services like GolfNow, TeeOff and GolfPass, which better connects golfers and golf facilities around the world through innovative technology and services that create optimum golfing experiences
NBC Sports Next www.nbcsports.com
ADVERTISER INDEX CHAMBERS USA
23
LANDMARK GOLF COURSE PRODUCTS
51
CRES COR
52
NEXT SPORTS X TECH / EZSUITE www.business.golfnow.com
33
EUSTIS CHAIR
37
PEACOCK + LEWIS AIA
FORETEES
17
SIERRA NEVADA HOSPITALITY
45
SOUTHERN ALUMINUM
43
STRATEGIC CLUB SOLUTIONS
31
www.chambersusa.com www.crescor.com 978-827-3103 / sales@eustischair.com sales@foretees.com / www.foretees.com
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HOSHIZAKI AMERICA www.hoshizakiamerica.com JBD/JGA DESIGN AND ARCHITECTURE 401-721-0977 / Pcafaro@JBDandJGA.com
KOPPLIN KRUEBLER & WALLACE www.kkandw.com
50
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888-337-7677/ www.rinowood.com
561-626-9704 / 239-631-2332 / www.peacockandlewis.com 800-969-0999 / garyplatt.com/hospitality 800-221-0408 / www.southernaluminum.com www.StrategicClubSolutions.com
YAMAHA
866-747-4027 / YamahaGolfCar.com
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www.clubandresortbusiness.com
Luxurious Bag Drop Areas Start at Landmark Creating an elegant and luxurious bag drop area is as simple as furnishing it with Landmark Golf Course Products. Our goods are made from sturdy Rinowood™, a beautiful and dense hardwood, to stand the test of time and help elevate your course and clubhouse to a world-class property.
Rinowood.com 1-888-337-7677
PODIUMS Greet guests in style with our podiums, which can be tailored specifically to your clubhouse. Choose from multiple designs, material combinations, and personalized logo options. Plus, all models have shelved storage and umbrella-ready options—see below for more.
UMBRELLAS Finish your entrance with flair. Our umbrellas come in different sizes, finishes, and base options—as well as hundreds of colors and patterns.
BAG RACKS Make it easy for members and guests to drop off and pick up their bags. Each one is available in multiple stall sizes and designs, and can be customized with your logo.
INTRODUCING THE
3
KoldCube
™
Amazingly Innovative Completely Portable
The ONLY mobile REFRIGERATED cabinet with 3 BUILT-IN power sources
Use Outdoors...
Scan the QR code to view KoldCube3 spec sheet and additional information.
CUT THE CORD WITH THE
MODEL KCUA11 PATENT PENDING
And Indoors...
KoldCube3
•
Achieve long-term cold holding with or without grid electricity!
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Eleven sets of extruded aluminum pan slides accommodate 18 x 26” or 12 x 20” pans with ample capacity.
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Heavy duty all-terrain wheels, two with brakes, provide mobility when fully loaded and stability during even the roughest transport.
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Customize the door with your logo!
™
Built for rugged transport
Fully customizable door graphics available
Serve food indoors or out
