Club + Resort Business 2023

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INSIDE THIS ISSUE

16

Idea Exchange

Clubs are sharing some of their most innovative programs, such as helping in the community while building team bonds or generating revenue and pleasing the youngest members with a Teddy Bear Brunch.

Top Ranked 2023 TOP RANKED RACQUET FACILITIES

What are clubs doing to break the competition?

ALSO IN THIS ISSUE

4 MASTHEAD

6 The Rob Report HEALTH + WELLNESS

8 Clubhouse Notes THIS YEAR’S GREAT IDEAS CENTER ON GENEROSITY, INCLUSIVITY AND CREATIVITY

10 Racquet Operations WORKING WITH A YOUNGER STAFF

11 Golf Tech CREATING A SUCCESSFUL PLAYER DEVELOPEMENT PROGRAM

12 Management YOUR OFFICE OR WORKSPACE: AN INSIGHT INTO YOUR SOUL

13 Golf Operations STREAMLINING THE TEE SHEET

14 People KOPPLIN KUEBLER & WALLACE PEOPLE IN THE INDUSTRY

46 AD INDEX

(Photo Courtesy of The Club at Admirals Cove)

THE ROB REPORT

Health + Wellness

WE’VE WRITTEN AND SPOKEN a lot about how country clubs have evolved in recent years. “This is not your father’s country club” is a popular refrain. Clubs have changed because society has changed.

Today’s clubs are all inclusive. Golf courses are still beautifully maintained, but it’s not just men walking the fairways. Women and children are the fastest-growing demographic of golfers.

Tennis courts are still utilized, but the pickleball craze has swept the country and clubs have taken notice. A rising tide lifts all ships and tennis, platform tennis, POP Tennis and squash have benefitted by the renaissance of racquet sports.

Club chefs are more important than ever (our annual Chef to Chef Conference celebrates these rock stars), but dining at the club has changed, as well. Sure, fine dining is still popular, but clubs have introduced more-casual eateries, which appeal to the family-friendly vibe that’s permeating the industry.

Speaking of family-friendly, the pool area has changed with the times, too. Lap lanes and diving wells remain to accommodate competitive swim teams, but resort-style pools have been added at many properties to provide a relaxing environment for kids and sun lovers. Check out our Top Ranked Aquatics and Pools entries in the May issue to see what’s happening from coast to coast.

We chronicled Top ranked Fitness & Wellness in our April issue and included a Design + Renovation feature in our January issue. The health and wellbeing of members is obviously a huge concern of clubs.

While a treadmill and a few free weights tucked away in a secluded room may have qualified as a gym in the past, those days are long gone. Facilities at many clubs now rival (or top) what you’d find in any Life Time or LA Fitness location.

The aforementioned equipment still exists, but is now joined by spinning bikes, Yoga classes and state-of-the-art fitness-tracking technology. Addison Reserve Country Club, for instance, boasts an aerobic studio, a TRX (Total Body Resistance Exercise) circuit studio, large cardio/free weight area, Peloton studio with eight cycles, Kinesis Wall room, three pilates studios and stretching area. More than 30 classes—including water aerobics, yoga and tai chi—are offered on a weekly basis.

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

In a renovation article, Contributing Editor Pamela Brill featured what Phoenix (Ariz.) Country Club, The Olympic

Club in San Francisco, Calif., and Firestone Country Club in Akron, Ohio have done to up their fitness games.

New equipment has not only benefitted members working with personal trainers at Phoenix CC, but has enabled the club to expand its group exercise programming.

“We can better serve our members, ranging from the general population to members with sports backgrounds,” Director of Sales & Marketing Shannon Landers told Brill.

The Olympic Club created two distinct fitness spaces—each tailored to different workout regimes. The newly renovated group fitness and yoga studios were reintroduced to members last May and have since become well-frequented.

Nick Lusson, Athletic Director at the club, said they had to address competing vibes between the adjacent room. “You want a spin studio to be loud and energetic, while you want the yoga studio to be a sanctuary,” Lusson told Brill. To manage these, the team devised several sound-mitigation strategies, including soundproofing in the walls, a waterfall in the yoga studio to create white noise, and sound panels on the spin studio ceiling. Two spaces ... Many great experiences for members.

Rob Thomas rthomas@wtwhmedia.com

While a treadmill and a few free weights tucked away in a secluded room may have qualified as a gym in the past, those days are long gone.

This Year’s Great Ideas Center on Generosity, Inclusivity and Creativity

GREAT IDEAS ARE EVERYWHERE. Sometimes you just have to know where to look for them.

I found plenty of them during my first trip to the Club Management Association of America’s World Conference and Club Business Expo in Orlando, Fla. in February. One of the events was the annual Idea Fair, where clubs share new programs, services and activities that they have implemented. I was impressed with the ideas that club leaders put into action, and I am sure that many club and resort industry members found sources of inspiration that they were able to take back to their home club.

Many of those ideas shared at the Idea Fair in the winter are now showcased here in our 17th Annual Ideas Issue. Themes of generosity, inclusivity, and creativity are all on display in these stories about some of the best ideas generated by the club and resort industry in 2022.

The Club At Admirals Cove in Jupiter, Fla. offered up a healthy amount of generosity through its Champions For Change program. Club employees were encouraged to serve as volunteers for service projects such as a school supply drive, a beach clean-up and a food sorting task at a food bank. The effort assisted people in need in Palm Beach County, while allowing employees to form a stronger connection with their co-workers. The school supply drive, in particular, had a strong impact on the employees.

“It was a real eye-opener, and everyone walked away feeling like they made a difference and then asked, ‘What’s the next thing we’re going to do?’” says Brett Morris, the club’s General Manager and COO.

The Club at Ibis in West Palm Beach, Fla. wanted its workforce to be more inclusive. Leaders partnered with the Els For Autism Foundation and Best Buddies International to train and hire individuals with autism spectrum disorder and other intellectual and developmental disabilities to work at the club. In 2022, the club was a host site for the Els for Autism Work Experience Program, an endeavor which offered work training to individuals who are on the autism spectrum. Ten individuals were trained and six were hired to work at the club.

“These individuals have been a great addition… and can greatly contribute to any club with unique characteristics including strong attention to detail, honesty, focus, visual processing, creativity, and specialized skills,” says Stephen LoGiudice, the club’s General Manager and COO.

At the Detroit (Mich.) Athletic Club, leaders found a way to engage and inspire its next generation of members. For the last two holiday seasons, the club has hosted an art exhibition where young members up to age 17 are invited to paint a picture depicting a theme selected by the organization’s Family Activities Club. In 2022, 74 paintings from junior members were exhibited in the halls of the club from Thanksgiving week to mid-January.

“Members have really enjoyed seeing

the colorful works of art as they come and go from their workout or athletic classes,” says Lyz Mickley, the club’s Youth and Family Activities Coordinator.

Champions Run in Omaha, Neb. found a way to attract new members and keep older ones: Just put on a show. Every day at the pool includes multiple events that fall under the heading “The Show.” Regular activities include: the club’s Kraken mascot standing on the clubhouse roof to fire T-shirts from a cannon to pool-goers; and a contestant trying to make a half-court basketball shot to win margaritas for the adults and popsicles for the children.

“Everything we do, it serves a purpose,” says Ben Lorenzen, the club’s Creative Director. “No matter how crazy it is, it’s to create energy and I think, long-term, it’s to get more members and just be different than everybody else.”

All of these clubs’ endeavors certainly help them stand out in some way. If you’re a club general manager, I hope you find some inspiration in your peers’ accomplishments, and I hope you enjoy reading the stories as much as I enjoyed writing them.

Phil Keren • Senior Editor pkeren@wtwhmedia.com

The Otti Collection by Vincent Van Duysen Otti Right and Left Arm Sectional Chaises shown with Rectangular Coffee Table. Cushions in Perennials Rough ‘n Rowdy-Fawn Fabric | perennialsandsutherland.com

WORKING A WITH YOUNGER STAFF

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

OVER THE LAST THREE years, the racquet industry has been growing and reaching new heights. This has been unprecedented growth … something we haven’t seen in a few decades. While that is very encouraging and something we all can benefit from, there is another side of our industry that doesn’t look that promising.

The average age of racquets professionals is 55 and it is getting older over the last few years. That is not something that is sustainable over the long run, and we need to recruit younger pros into our industry or do everything we can to keep current your professionals in it.

I am fortunate that in my current position as Director of Racquets at Cherokee Town and Country Club in Atlanta, I have the opportunity and privilege to work with four full time professionals in their 20s or early 30s. That is something I don’t take for granted and I will do everything in my power to help them succeed and grow their careers for the years to come.

Here are the some of the things I have already done or currently doing to help them on their way:

1. LISTEN: I had 1-on-1 meetings with each one of them and listened to what their plans and ambitions are, what they want to achieve in the future and what they need from me to help them get there.

2. INVEST IN THEIR EDUCATION: The single biggest budget line increase this year in our department is staff development and continuing education. I am very proud of that and very thankful to my General Manager and Racquets Committee for approving that request. This shows me that they understand the importance of it and how that will help not only pros as individuals, but it will make us stronger department and club overall.

3. LIFE-WORK BALANCE: One of the major changes we have implemented is to reduce the number of hours our

pros work and make sure that they have two days off every week. Work-life balance is something that is becoming increasingly important, especially to the younger generation, and something I am committed to providing for them and everyone else on our staff. When I started at Cherokee, the average work week for our pros was about 60 hours, and currently no one is here more than 45 hours and ideally no more than 40.

4. GIVE THEM MORE RESPONSIBILITIES: All four of them express the interest in running programs and events and we have provided that first-hand experience to them. One is the coordinator for women’s ALTA and USTA teams, another runs Junior program. One volunteered to help me run an in-house pickleball league, and all of them are given a chance to promote, organize and run different events throughout the year.

5. APPECIATE THEIR EFFORTS: I couldn’t do anything without my team here at Cherokee and I want them to know how much I appreciate their help. Saying “thank you” goes a long way and that tells them that I see their hard work and effort.

6. COMMUNICATE: I have established an open-door policy, and anyone can come in at any time to discuss whatever is on their mind, it doesn’t have to be work related. We all have our daily struggles, and I am here to help in any way I can and if I can’t, I try to find the answer or point them in the right direction.

I am very proud of our collaboration and work at Cherokee, and we will continue this process into the future. I owe it to them, as they are at the beginning of their career path, and I want to make sure that they are successful and prosperous.

I also owe it to the racquets industry and all the people who helped me along the way. It is my turn to pass the torch and I am very happy to do so.

Creating a Successful Player Development Program

By Matt Kilgariff • PGA Director

I AM OFTEN ASKED TO elaborate on the value a Player Development Program brings to a club. My answer is that an excellent player development program can become the heartbeat of a club. The goal is to have offerings for all levels of players and bring them together to learn and enjoy this great game for their lifetime.

One element of a successful player development program is a strong junior program. Juniors are the future of golf. Junior programs can bring families together and create a sense of community.

Another key area of focus is on the creation of a vibrant women’s program. With a warm and welcoming program, women will not only play more golf but find and cultivate friendships that will last a lifetime.

Staffing is a critical part of the success of a player development program. Hire talented individuals that are dedicated to their craft, but more importantly people. When interviewing Director of Player Development candidates, make sure to ask interview questions that focus on the “people” part of the job description. Candidates must be able to manage many different personality types in countless situations. They must understand that they will be instructing students from all levels of society, each coming with different life and golf experiences from CEOs and elite amateurs, to novice players.

Once you have your Director of Player Development in place, empower them to create, build and orchestrate a program organically. Encourage them to build a team and programs that represent the brand of the club, meet the needs of the members, and align with the core teaching values outlined by the Director.

Teaching philosophies should be similar. The Director of Player Development needs to make sure instructors are on the same page. As I have mentioned in earlier articles, there are many ways to teach this game.

Instructors and students are unique. Each person should be treated as an individual. That said, members

and guests should know what to expect when taking a lesson. Knowing how a lesson is conducted from start to finish including the follow-up, regardless of which instructor is teaching them, makes members feel comfortable with the process.

Once priorities and expectations are understood it is time to create a professional program. Start small. Consider including at least one program for each group you are marketing to. A few examples might be Ladies’ beginner program, Operation 36 for Juniors, or a short game school for all members.

Gauge success by how quickly sign-ups fill, and from feedback received. Do not ever hesitate to make changes early on if a program does not meet expectations. Be open minded to move on and try something different. Finding the right mix of offerings takes time. So, be patient. Once you find the right formula to take care of a majority of members and guests’ needs, business will grow quickly.

A valuable player development program keeps everyone engaged and playing better golf. This includes injury prevention and creating a community. When your students feel good physically, mentally, socially, and emotionally, their scores tend to be lower. They spend more time at the club playing golf and socializing with friends and family and share positive reviews with others who may be potential member candidates. All of this equates to increased revenue in all outlets of the club.

I hope you find this information helpful and that it provides a better understanding of what a player development program can do for you and your club. Good luck starting!

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.

of Player Development

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

YOUR OFFICE OR WORKSPACE: AN INSIGHT INTO YOUR SOUL

By Kevin Daniel Lalumiere • CCM General Manager/COO The Country Club of New Canaan • New Canaan, Conn.

HAVE YOU EVER STEPPED BACK to evaluate what your office or workspace says about you? I certainly have. Have you ever modified your office or workspace in an attempt to create a personal or professional “statement”? I certainly have.

If you’ve answered yes to both, it isn’t a sign of insecurity in my humble opinion, it is instead an interesting exercise where personal countenance meets professional expression. And spending a little time in that curious mindset is often a very valuable action.

In the private club sector, a manager’s office is the site for endless meetings, reviews, and chats with members (good and bad). The spectrum of emotions and the “fun level” of activities taking place in that area is vast. So too, is the spectrum of subliminal messaging our spaces display, all by themselves. Some offices are antiseptic, sterile, somewhat impersonal and soul-less, but very, very (finger quotes) “professional.” Others look like they were designed by gathering various items during an entire afternoon spent at one of those super-cool, hipster swap meets in Brooklyn.

Environmental psychologists opine that your goal should be a balance of both. Sprinkle in personal items like family photos or vacations with your friends, but don’t completely neglect the value that a certificate, or plaque or a strategically placed trade publication will have. Reduced clutter, an orderly feel and an inviting “take a seat, I am always up for a chat” tone are just a few characteristics that you might want to consider sprinting towards.

Years ago, I worked with a club professional whose desk and office always appeared to have just survived the newly discovered phenomenon know as “indoor hurricanes.” It was the most fascinating collection of Post It notes in North America, and the office itself was known to actually cause the guest high levels of unease.

I can attest to this firsthand. Whether or not a direct correlation could be drawn between that individual’s office and their performance is debatable and may or may not be fair. In fact, this individual was widely considered one of the best in our industry. But let’s be honest, in the professional world, perception is reality, particularly in the eyes of your teammate, club member, or

supervisor. If a special order was lost, or a deadline was not met … any one of us just “stopping by” to check on things, might feel as though we’ve discovered the “why” if we stumbled into an environment such as this.

Work campuses have changed dramatically over the last 40 years; that’s a reality we all know and should accept. We are freed from the Mad Men, IBM-like conservatism as it pertains to the space where we spend (according to the experts) in excess of 1/3 of our lives. You know best what sets the right tone for you within your organization, and for you personally. Like the color and style of a suit, a skirt, a tie or (God forbid) a garish shirt; a first impression can be formed simply by walking into a person’s workspace.

Given the nature of our business in general, our time spent in the office should be limited. Necessary, but limited. We are expected to be hands on, on the floor meeting and greeting. So, if you ever find yourself writhing with pre-meeting anxiety, wishing you had just two quick minutes to tidy up your office or flip around the Blink 182 album cover hanging on your wall, it may be time to re-evaluate. Especially if you are one who frequents super-cool, hipster swap meets.

All kidding aside, like any good personality assessment, your office or workspace is a small little, organic DISC analysis, and can tell a lot about the individual occupying it. Introverts are tidy, extroverts are messy. If there is no personal touch folded into the office landscape, no family photos … that messages that you aren’t committed or may have one foot out the door. If you flaunt a collection of stuffed animals in different outfits: you’re way too comfortable.

Personally, I am guilty too often, and whilst moving too fast, of not considering what I call “the greater aesthetic” in life. As small a detail (or space) that our offices and work spaces might be, they are in fact a very interesting little insight into who we are, and perhaps even who we aspire to be.

Happy Tidying, -KDL

STREAMLINING THE TEE SHEET

By Brad McCluski • PGA Director of Golf Dedham Country & Polo Club • Dedham, Mass.

BECAUSE WE ARE A club with a tradition of no “tee times,” we have always been first come, first serve. When Covid hit and we had to establish tee times, it was a little bit of a shock for our members.

Our club has turned over in membership the last few years and a lot of young families joined. They became accustomed to tee times during Covid. When we were not regulated by the state to have tee times anymore, we went back to first come, first serve and pen to paper.

When we established Whoosh in 2022, we got rid of our pen to paper, to POS method and it has worked out really well. Our revenue for guest fees, cart fees, etc., increased dramatically because of less human error. It was also much easier to organize play on a day-to-day basis and see who may be coming to play that day as people called or e-mailed and let us know their intentions for the day.

Because Whoosh is an app, we could enter people on our “tee sheet” in one location and it would populate to our starter who was controlling the iPad on the tee box. Everything became streamlined and much more user friendly.

Whoosh’s interface is also always updating and getting better. The team at Whoosh takes suggestions and issues the professional staff at clubs may be experiencing and makes the necessary changes and updates in a quick and timely manner. They listen to your concerns and what might make Whoosh better and really focus on how to help the experience.

Before Whoosh, we did not have the best data tracking as we really only recorded rounds played. However, with Whoosh’s data, we are able to now know exactly when our golf course may be con-

gested, when carts get the most use, when guests play the most, when caddies are used more, etc.

Before, we had to eyeball it and knew from memory and what we “thought” was busy. All of this data is now used to make the best decisions, by our board, for our club and golf course as whole, and to better the member experience.

Whoosh has saved us a lot of man hours at closing, too, with us being able to close out the tee sheet and simply load it in Jonas. Before Whoosh, we had to manually enter all charges for the day and mistakes were a lot easier to make.

Because of the interface of Whoosh and making everything easier for the staff, our members benefit from it as well. From check in, to finish and even billing errors, their experience is a lot better. We were able to cut down on mistakes and the time it takes our staff to organize play all became much more streamlined and simpler.

I would highly recommend Whoosh for clubs that don’t do a traditional “tee time” method and I would still recommend it to clubs that have tee times. I think Whoosh’s interface, back office, etc., are much easier to use and navigate than other tee time systems I have used in the past.

“ We were able to cut down on mistakes and the time it takes our staff to organize play all became much more streamlined and simpler.”

CLUB PEOPLE ON THE MOVE

DANIEL BATCHELOR

Featuring 44 tennis courts with multiple playing surfaces and embarking on a racquets-specific capital project in the spring of 2023, Germantown Cricket Club in Philadelphia, Penn., welcomes Daniel Batchelor as Director of Racquets. Batchelor was most recently Head Tennis Professional at Saint Louis Country Club in St. Louis, Mo.

JOSEPH ESPINOSA

Recognized for its long history and contribution to the game of golf and host course of the 2024 US Women’s Open Championship, Lancaster Country Club in Lancaster, Pa., welcomes Joseph Espinosa as Assistant General Manager. Espinosa was most recently Assistant Clubhouse Manager at Austin Country Club in Austin, Texas.

KIRK

GATES

Hillwood Country Club in Nashville, Tenn., welcomes Kirk Gates as Director of Agronomy. The 7,000+ yard course originally designed by Dick Wilson opened for play in 1957 and was renovated by Bruce Hepner in 2003 and 2011. Prior to joining the team at Hillwood Country Club, Gates was Golf Course Superintendent at Belle Meade Country Club in Nashville, Tenn.

CHRISTOPHER

MURRAY

Ranked among the finest and most recognized courses in the country with a storied history of hosting national championships, most recently the U.S. Open in 2020, Winged Foot Golf Club in Mamaroneck, N.Y., welcomes Christopher Murray as General Manager Murray was most recently Club Manager at The Honors Course Ooltewah, Tenn.

BARBARA PACELLA

After completing $18.5 million dollars in renovations to the campus in the past several years, with future work that will include locker rooms, men’s grill, addition of a golf performance teaching center, fitness expansion, nature trail, and youth activities/summer camp space, Timuquana Country Club in Jacksonville, Fla., welcomes Barbara Pacella as Director of Finance. Pacella was most recently Controller at The Cincinnati Country Club in Cincinnati, Ohio.

ROBERT SERECI, CCM, ECM

Located in the Hilton Head area of S.C. and recognized as one of America’s most prestigious residential club communities, Colleton River Club welcomes Robert Sereci as Chief Executive Officer. Sereci was most recently General Manager/COO at Medinah Country Club in Medinah, Ill.

SARAH STALEY, PHR, SHRM-CP

Wycliffe Golf & Country Club in Wellington, Fla., recognized by Audubon International Certified Clubs, America’s Heathiest Clubs, and Distinguished Clubs of BoardRoom Magazine, welcomes Sarah Staley as Director of Human Resources. Staley was most recently Director of Human Resources at Medical Specialists of Palm Beaches, Inc., in Boca Raton, Fla.

RYAN WILSON

Set on 15 acres between the Atlantic Ocean and the inland waterway with over 1,000 feet of private sandy beach, Hillsboro Club in Hillsboro Beach, Fla., welcomes Ryan Wilson as Executive Chef. Wilson was most recently Director of Culinary Operations and St. Andrews Country Club in Boca Raton, Fla.

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

Racquet Sports Abound!

The Philadelphia Cricket Club’s Site Named C+RB’s 2023 Top Ranked Racquet Facility.

NAME A RACQUET SPORT and you’ll find it at The Philadelphia Cricket Club. Members and guests using the club in Philadelphia, Pa. have their choice of five different racquet sports.

The club has two indoor hard tennis courts, nine clay courts, and 18 grass courts, seven paddle courts, 12 pickleball courts, 10 squash courts, and four padel courts.

“We take pride in our diverse range of racquet offerings,” says Boris Fetbroyt, the club’s Director of Racquets since September 2020.

Fetbroyt credits his staff of 14 full-time employees and 10 part-time workers with making the club successful.

“The true key to the success of these programs lies in our staff ’s deep understanding of our members’ needs,” Fetbroyt says. “By recognizing and capitalizing on their unique needs and preferences, we are able to curate unforgettable experiences for our members throughout their time at The Philadelphia Cricket Club.”

This combination of a diverse offering of racquet sports and a knowledgeable staff helped The Philadelphia Cricket Club earn the top ranking in the Club + Resort Business Top Ranked Racquet Facilities Recognition Program.

“The realization of our exceptional racquet facilities is the result of extensive capital planning and long-term range planning spanning several years,” Fetbroyt says. “This achievement is a testament to the continuous forward-thinking of our leadership team, who consistently prioritize

staying ahead in the racquet industry and setting a leading example.”

The club operates with an underlying philosophy and mission that Fetbroyt says is a guiding principle for the racquet facilities and interactions among employees, members and guests. The philosophy is focused on offering exceptional experiences and fostering a sense of community.

“We believe in creating an inclusive and welcoming environment where members of all skill levels and backgrounds can thrive,” Fetbroyt says. “Our mission is to offer diverse and top-quality racquet programs and facilities that cater to the varying interests and preferences of our members.”

And, Fetbroyt continues, it is the staff who are tasked with backing up this philosophy and mission.

“They are trained to prioritize member satisfaction, ensuring that each interaction is characterized by professionalism, attentiveness, and personalized service,” Fetbroyt explains. “Our staff members understand the importance of building strong relationships with our members and their guests, as well as the significance of fostering a positive and supportive atmosphere.”

When the club was founded in 1854 by a group of cricketers under the leadership of William Rotch Wister, it did not have a field of its own and played matches against teams that provided a home pitch. The club received a permanent home in Chestnut Hill in 1883, thanks to Henry H. Houston, a club member who earned a fortune with the Pennsylvania Railroad. In the 140 years since moving to what is now its St. Martins

2023

Racquet Facilities

location, Fetbroyt says The Philadelphia Cricket Club is “stronger than ever. Through construction, expansion, and centuries of social change, PCC is still standing because we were built on a solid foundation- not of grass and brick, but of connection through camaraderie and competition.”

Throughout its long history, The Philadelphia Cricket Club has prioritized offering opportunities for members to be social within their interests every day, according to Fetbroyt. A while ago, Chief Planning Officer Dan Meersman labeled this approach as “PCC 365.”

“For some, this means watching a game over dinner on the patio or volunteering as a leader at one of the many international championships hosted at our world-class facilities,” Fetbroyt says. “Others enjoy playing intraclub matches with friends or competing together in interclub leagues. For our most elite athletes, PCC needs to provide opportunities to learn, play, and compete at a championship level.”

A chance to socialize with their peers

functions as an incentive for members to try a new racquet sport. When she joined the club six years ago, member Kathy Tanner says she was “only thinking about tennis,” but was soon encouraged by others to give other racquet pursuits a try.

“Once I got here, someone dragged me out to other courts, telling me, ‘You’ve got to try this,’” Tanner shares. “Starting a new sport can be hard without an incentive to try it, and the incentive here is social. If soand-so says I have to try it, I guess I’ll try it!”

In addition to offering a venue for individuals trying out a racquet sport for the first time, The Philadelphia Cricket Club has also hosted top-level tournaments. Starting in 1918 and for nearly a century thereafter, the club hosted the Girls’ Championships of the United States Lawn Tennis Association. In 1983, the competition expanded to include a tournament for junior boys and became the USTA Junior International Grass

Court Championships, which was played at the club until 2012. Other tournaments hosted by the club include USTA National Grass Court Men’s Championships for various age groups and the Sears Cup Tennis Championships. Planned for this year is the American Platform Tennis Grand Prix Championships, which is one of four major tournaments on the American Platform Tennis Association calendar.

Fetbroyt notes he is proud his club has attained this honor and adds the recognition is the result of building top-notch facilities and offering high-level member services.

“It is noteworthy that despite being considered the oldest private club in the country, our hard work has paid off, demonstrating our commitment to excellence and innovation in the realm of racquet and providing our membership first-class amenities,” Fetbroyt says.

Plenty To Offer

A LARGE NUMBER of racquet offerings, a knowledgeable staff, a commitment to league play, and a strong retail program help make Daniel Island Club in Daniel Island, S.C. stand out among its peers.

Those are among the reasons why the club earned a high-level ranking in the Club + Resort Business Top Ranked Racquet Facilities Recognition Program.

“In our industry, Club + Resort Business is such an industry leading influencer,” says Ben Cook, the club’s Director of Tennis. “It is nice ... for our staff, club, and members alike to be held in such honor by such a reputable publication.”

The club’s racquet program has 16 tennis courts, six pickleball courts and 1,400 sq. ft. of retail space, led by a staff of 12 full-time employees and six part-time workers. Facility leaders hope to soon offer padel.

Members and guests can play on a hard, clay or grass court. When it comes to tennis or pickleball, Cook says his site tries to offer something for all members.

“You can play for fun,” Cook says. “You can play in competitive leagues. You can get private instruction. You can get group instruction.”

Cook says the cohesiveness of his staff is another feather in the club’s cap.

“We have some professionals with some pretty solid tennis backgrounds and experi-

ence working in the club industry,” Cook says. “We learned to check our ego a long time ago, and do what it takes to make Daniel Island Club a great tennis community.”

He notes the staff has a strong commitment to United States Tennis Association league play.

“We have two staff members who handle all aspects of league teams from creating rosters to doing lineups to team

communications to travel,” Cook says. “This allows most members to have a favorable ...experience by not having to deal with captain’s duties.”

The club’s retail program is another component that members appreciate.

“We have a retail manager who I often joke is the personal tennis shopper for all of our members,” Cook says. “If we don’t have it, she will find it for you.”

All Hands On Deck

BALLENISLES COUNTRY CLUB

Palm Beach Gardens, Fla.

IT IS TRULY A TEAM EFFORT at BallenIsles Country Club in Palm Beach Gardens, Fla.

Gary Henderson, the club’s Director of Racquet Sports, says the employees, the members, the management and board, and the facility itself are all major factors in helping the club stand out amongst its peers.

It is also undoubtedly among the reasons BallenIsles Country Club attained a highlevel ranking in the Club + Resort Business Top Ranked Racquet Facilities Recognition Program.

“[We’re] very proud and honored to be recognized,” Henderson says. “With the growth of pickleball and the increase of tennis events at BallenIsles over the past year, we appreciate our team and their

dedication in making lasting memories for our members and guests.”

The club has 21 tennis courts and nine pickleball courts, along with 2,570 sq. ft of retail space, all of which is overseen by 14 full-time employees and seven part-time workers.

“The employees have delivered exceptional service with increased participation and traffic and made it look easy,” Hen-

derson says. “We have highly experienced maintenance staff who maintain the courts to the highest level. The shop staff learn about each product from shoes to racquets to material used in apparel so they can give a quality retail experience.”

Plenty of amenities are offered at the courts. The canopies for each court offers towels, cups, water fountains and fans for the players. There are also drink stations with iced towels and Gatorade, as well as a stadium court that seats up to 500 people.

The club’s management and board plays a key role in organizing special events at the club.

“These events consist of a concierge welcome desk, themed playing activity and dining after play ensuring everyone leaves with a smile and a lasting memory,” Henderson says.

The members provide feedback to club employees and this allows the staff, Henderson adds, to “deliver quality experiences again and again.”

Members Are No. 1

THE STAFF AT THE OAKS CLUB in Osprey, Fla. is focused on enhancing the member experience.

“We personalize and specialize our programs and events specifically to the wants and needs of the members,” says Andrew Sirota, the club’s Director of Racquets. “We are constantly soliciting feedback and input from our members to create our schedule of programs. This allows for all members to be able to find an activity that suits their preferences.”

Sirota adds he is “humbled and proud” that his facility “scored well” in the Club + Resort Business Top Ranked Racquet Facilities Recognition Program.

“To know that my peers and colleagues in the industry recognize how special The Oaks Club is, makes me understand how

Racquets For All

A picturesque setting in the Blue Ridge Mountains, buildings reflecting Jeffersonian architecture, and a diverse set of racquet facilities all help distinguish Farmington Country Club in Charlottesville, Va. from its counterparts.

Even with those distinctive attributes, the quality of the people is what makes the club stand out the most, according to Head Racquets Professional Jonathan Sarosiek.

fortunate I am to call this place my work home,” Sirota says.

The club’s racquet program offers 12 tennis courts, four pickleball courts, and 550 sq. ft. of retail space. In addition, there are

five full-time employees and two part-time staffers who Sirota says are “constantly learning and training” to remain up-tospeed on all of the latest coaching techniques to improve members’ racquet skills.

“We have the best racquets staff in the country, the most supportive membership around, and we are very lucky to call Farmington Country Club, home,” Sarosiek says. “We, as a racquets staff, are so fortunate to have such amazing support from our membership, our GM/CEO, Joe Krenn, the other hardworking departments at FCC, and the board. Leadership and culture perme-

ates through the club on a daily basis, and resources are given to ensure our membership are given first-class facilities, creative programming, and unparalleled service.”

The club offers 18 tennis courts, 11 pickleball courts, three platform/paddle courts, and 1,000 sq. ft. of retail space, all supported by a staff of 12 full-time employees and 16 part-time workers.

GIVING BACK MAKES ADMIRALS COVE EMPLOYEES FEEL LIKE CHAMPIONS

By Phil Keren, Senior Editor

MANY EMPLOYEES AT THE CLUB at Admirals Cove in Jupiter, Fla. in 2022 forged new connections with one another and the larger community through a new volunteer outreach program.

Brett Morris, the club’s General Manager and COO, notes that employees in an organization often feel their job is “transactional,” but says Admirals Cove sought to offer more.

“We realized that with five generations in the workforce, the commonality amongst

them all was a sense of belonging and purpose,” says Morris. “... Giving back to an organization that needs volunteers creates a sense of worth.”

In 2022, the club started Champions For Change: Culture & Crisis Team, which gave employees opportunities to perform volunteer service work in the community. Morris says the club focused on finding projects that “resonated” with club employees, as well as ones where staffers from each department could participate.

Admirals Cove employees helped with a school supply drive, and a beach clean-up, packed meals for a food bank and sorted diapers for new mothers who are struggling to pay for basic necessities. Each outing was limited to about 15 to 20 employees, and Morris says they encouraged new staffers to attend each program. About 50 Admirals Cove employees have participated in Champions For Change so far.

The initiative kicked off in June 2022 when Admirals Cove volunteers worked with Friends of Juno Beach to pick up more than 40 pounds of trash and debris on the beach.

“Those who attended were surprised at just how rewarding the experience was and how much they enjoyed spending time with fellow co-workers in a new and different setting,” says Morris.

The school supply drive was conducted in conjunction with The Education Foundation of Palm Beach County in August 2022. Finding out there were many area young people who needed assistance buying basic education tools spurred Admirals Cove’s effort.

“Our county is an affluent area, but we learned that one of every five kids does not have money for school supplies,” Morris says.

One volunteer, Simona Vasu, the club’s Director of Hotel Operations, says she was

“shocked to discover there are so many children in need right here in Palm Beach County. Stuffing backpacks for the kids in our community uplifted my soul, knowing that even a small role can shape their future.”

Pamela Caldwell, the club’s Director of Wellness, agrees, and adds she enjoyed interacting with her co-workers in a different environment.

“It was eye-opening and gratifying to be able to impact a child while getting to know your colleagues on a more meaningful level,” Caldwell says.

For the school supply project, Morris notes a team of club volunteers donated notebooks, folders, and glue sticks and then organized an assembly line to fill hundreds of backpacks with those items. Volunteers wrote notes of gratitude to the children and inserted them into the backpacks. That outreach effort was successful and inspired club employees to continue finding ways to donate their time.

“It was a real eye-opener, and everyone walked away feeling like they made a difference and then asked, ‘What’s the next thing we’re going to do?’” Morris shares.

Volunteers sorted diapers for Healthy Mothers, Healthy Babies in October 2022

and packed meals at the Palm Beach County Food Bank a month later.

The volunteering activities led to employees forming friendships outside their work environment, as well as with staffers in other departments at the club. A couple employees told Morris they previously received assistance from some of the organizations that the club was working with.

“That really connected with me and them,” Morris notes. “Working side-by-side with them has strengthened their identity with me and the club.”

Kathy Kelly, the club’s Director of Administration, shares the outreach work was “very personal to me because it wasn’t long ago I was on the receiving end of organizations like this.”

Other employees discussed how much they enjoyed doing the service work.

Marco Arconte, the club’s Director of Food & Beverage, describes the experience as “incredibly fulfilling and enlightening.”

“It feels like we’re really making a difference in our community and getting to know my co-workers on a different level is the cherry on top,” Arconte says.

Nate Fanberg, the club’s Communications and Marketing Manager, adds: “I couldn’t have anticipated how much our staff would

THE GOAL:

Leaders at The Club at Admirals Cove in Jupiter, Fla. wanted to find ways for their employees to give back to the community and encourage workers from various departments to get to know each other better.

THE PLAN:

To accomplish these goals, the club in 2022 started Champions For Change: Culture & Crisis Team, a program that allowed employees to participate in several volunteer service activities. The outings last year were a beach clean-up, school supply drive, organizing food at a food bank and sorting diapers for a group that assists new mothers in need.

THE PAYOFF:

Champions For Change has accomplished club leaders’ goals, according to Brett Morris, General Manager and COO. He says his staffers have enjoyed helping people in need, while also bonding with their co-workers in other departments at the club.

genuinely enjoy getting out into the community. We all came back so reinvigorated and immediately started thinking of other ways we can give back.”

Doing these service projects adds another dimension to how the club is viewed in Palm Beach County.

“It lets the community know we are more than a private club,” Morris says. “We are your neighbor.”

The club recently took a few months off from volunteer work, but Morris says many of his employees ask when the next outreach effort will happen.

“Our next objective is to help a local school and create a space for teachers and students to go when they feel overwhelmed,” Morris says. “The pandemic affected students and teachers, so this little escape for them will be a terrific mental health break.”

HOLIDAY ART EXHIBIT BRIGHTENS SPIRITS AT DETROIT ATHLETIC CLUB

By Phil Keren, Senior Editor

PAINTINGS OF SANTA’S REINDEER VISITING a swimming pool, snowmen having a picnic and Santa playing baseball were among the works displayed at the Detroit Athletic Club’s Youth Art Exhibition during the 2022 holiday season.

It was the second year that the Detroit, Mich. club’s Family Activities Club had hosted the event giving younger members a chance to show off their artistic talent. The club asked children to create a painting depicting the theme, “What Winter Characters Do In Summer.” In 2022, there were 74 entries, which was twice as many as the year before, according to Lyz Mickley, the Detroit Athletic Club’s Youth & Family Activities Coordinator.

The age range of exhibit participants was 1 to 17 years, but Mickley notes a majority of artists were between the ages of 5 and 8.

How did the event get started?

Detroit Athletic Club’Assistant General Manager Tai Tran says his organization always seeks “new ways to engage future generations of members, many of whom are parents wanting to start sharing the [Detroit Athletic Club] experience with their children.” Hosting a Youth Art Exhibition was seen as a way to appeal to children, parents and grandparents at the club.

Mickley adds the initiative was started in winter 2021 as a way to get children more involved in the club and to give them a chance to see their paintings displayed in the corridors of the club.

Each child who signs up for the art exhibition receives a take-home kit consisting of a small set of brushes, washable paint, canvas and paint tray. The kit costs about $25. There is a specific day for youngsters to pick up their supplies, however, some of the older participants used their own paints and brushes. The youth members then returned their completed work on a designated date.

“Once the artwork comes back, I work with our art curator and we add the hanging hardware required and we create a small name tag for the wall with each art-

ist’s name, age and name of the painting,” Mickley says.

The artwork was displayed in the club’s hallway from the week of Thanksgiving through mid-January.

“Members have really enjoyed seeing the colorful works of art as they come and go from their workout or athletic classes,” Mickley says. “It is a welcomed change from some of our normal more historical artwork that hangs in that hallway on rotation.”

After the holidays, a reception was held on a Saturday in mid-January to honor the young artists who took part. Members

enjoyed cookies, coffee, hot chocolate and fruit punch while they viewed the paintings. Attendees were asked to gather in a small fitness studio to hear speeches from the Family Activities Club chair and the club’s art curator thanking the children for creating their works of art. The youngsters were then able to take their art home.

Mickley says she thinks the rising number of families getting involved in the club was one reason that the number of art exhibit participants doubled from 2021 to 2022. In addition, more youngsters became interested “after they saw the artwork hanging in the hallways... the first year.”

While the event has been successful, Mickley notes club leaders are talking about making some adjustments to the next exhibition.

“We hope to possibly have a painting pizza party to kick off the event and have

the kids paint their artwork here at the [club] to get them hung up easily,” Mickley shares. “We also may include two [different art kits]...one for younger artists [with] washable [paint], and one for older artists [with] acrylic paint. We have also talked about including a custom [Detroit Athletic Club] artist smock for them to keep.”

The expected theme for the 2023 exhibition is “Your Favorite Thing to Do at the [Detroit Athletic Club].”

THE GOAL:

Detroit Athletic Club officials say they were looking to create new events and programs to engage future generations of members.

THE PLAN:

In 2021, the club’s Family Activities Club started hosting a Youth Art Exhibition during the holiday season. Club members up to age 17 were invited to create a painting depicting a theme selected by the Family Activities Club. Each child who signed up for the exhibition received a take-home kit of art supplies and then returned a painting to the club to display in the athletic hallway from Thanksgiving week through mid-January.

THE PAYOFF:

There were 74 pieces of artwork submitted for the holiday exhibition in 2022, which was twice as many as the year before. Members enjoyed viewing the paintings during the holiday season as club officials noted the children’s artwork was a unique departure from the historically-themed pieces that are displayed on a rotating basis.

GIRL POWER

By Rob Thomas, Editor

A CONVERSATION BETWEEN A PAIR of golf professionals at Congressional Country Club led to the beginning of the Girls’ Golf Club at the Bethesda, Md. property. Mackenzie Cohen, a First Assistant, and Stacy Miller-Arndt, the club’s Director of Junior Golf, discussed how to increase girls’ participation in golf and keep up the excitement and enthusiasm for the young ladies.

“The LPGA USGA hosts a national Girls Golf Club for golf courses and country clubs all over the world,” Miller-Arndt says. “We decided to open a club at Congressional to encourage our girls to join golf and for a supplement program to the current classes.

“The Girls Golf Club allows our girls to learn golf in a friendly environment and build life skills such as confidence, perseverance, meeting friends and speaking in front of friends,” she continues. “Our classes are one hour of golf instruction, etiquette, and long-term athletic development, and one hour of arts and crafts and a snack.”

Cohen and Miller-Arndt discussed a way to reach out to the club’s current girl golfers, as well as potential new golfers.

“We attended a Girls Golf Club information seminar and planned the first two months of instruction and crafts,” Miller-Arndt says. “We also reached out to a few parents for feedback on our ideas. Once we set the dates, we published the Girls Golf club an-

nouncements through our e-mail groups and through word of mouth to girls and parents.

The biggest challenge was the fast growth and popularity of the program … a good problem to have.

“We sold out each month for three months straight,” Miller-Arndt says. “The Girls Golf Club grew so fast that we had wait lists for the program each month. We were hosting 30 girls per month.

“For 2023, we now offer two programs each month so participants can choose from one of the two options,” she adds. “This has allowed us to have space for every girl to participate. We host the same craft and golf topic so the girls do not feel like they will miss if they choose one date over another.”

Miller-Arndt says they also had some of the older girls concerned with being the oldest in the group and having others their age to participate with.

THE GOAL:

To increase girls’ participation in golf and keep up the excitement and enthusiasm for the young ladies.

THE PLAN:

Use e-mail groups and word of mouth to inform girls and parents at the club of the new Girls’ Golf Club.

THE PAYOFF:

The fast growth and popularity of the program caused the club to increase the number of sessions offered.

“In this situation, we created leadership opportunities for our older girls to help run some of our activities in the class, allowing them to help set a positive example for our younger participants,” Miller-Arndt says.

Congressional communicated the new program through a series of Junior Golf emails and Golf Update e-mails.

“After the first month, our members and juniors were raving to friends about how much fun they had at the Girls Golf Club,” Miller-Arndt says.

Since the Girls Golf Club was so popular in 2022, the club is now hosting twice-amonth sessions from March to December.

“This will allow all the girls to be able to participate in the program,” Miller-Arndt says. “We also give back to our community every other month. In April, we will make bracelets for the National Childrens’ Hospital and in June we will make friendship cards for a local senior citizens’ home.

GLOW THE GAME

By Rob Thomas, Editor

WHILE BROKEN SOUND CLUB IN Boca Raton, Fla. has always been committed to providing unique and innovative experiences for its members, XGLOsive Tennis was a first for the property.

“It was an exciting opportunity to engage our members in a fun and interactive way while also promoting the health benefits of tennis,” says Director of Marketing Jessica Gonzalez.

The idea for XGLOsive Tennis came from Director of Racquets and Recreation Arnaud Delanoe, who was inspired by similar events at other clubs. From there, staff worked with XGLOsive, a company that specializes in producing innovative sports experiences, to bring the event to life.

The planning process involved coordinating with XGLOsive

to ensure all the necessary equipment and resources were in place, as well as communicating with the club’s staff and members to promote the event and generate interest.

“We utilized various channels to communicate the XGLOsive Tennis event to our membership, including our digital newsletters, social media, and in-person promotions,” Gonzalez explains. “We wanted to ensure that all members were aware

of the event and had the opportunity to participate if they were interested.

“The success of the XGLOsive Tennis event was dependent on the efforts of our staff, who worked tirelessly to ensure that all aspects of the event were executed flawlessly,” she adds. “From coordinating with XGLOsive to setting up the courts and managing the logistics of the event, our staff played a critical role in making the event a success.”

The XGLOsive Tennis event was a huge success. It generated a lot of excitement and enthusiasm among members, and the club saw “a great turnout,” Gonzalez says. “Members of all ages and skill levels participated in the event, and it was a fantastic way to bring the community together around a shared interest in tennis.”

Broken Sound Club is “definitely considering” offering XGLOsive Tennis in the future, Gonzalez says.

“The event was so well-received that we think it could be a regular feature in our racquets programming,” she explains. “We are always looking for ways to improve and enhance our events, so we will be taking member feedback into account as we plan future XGLOsive events.”

THE GOAL:

Engage members in a fun and interactive way while also promoting the health benefits of tennis.

THE PLAN:

Work with a company that specializes in producing innovative sports experiences and communicate the event to members via digital newsletters, social media, and in-person promotions.

THE PAYOFF:

The event was a huge success, generating a lot of excitement and enthusiasm among members, and the club saw “a great turnout.”

Locker Room Amenities & Supplies

PICKLEBALL WITH THE PRO

By Rob Thomas, Editor

WHILE PICKLEBALL REMAINS THE FASTEST growing sport in America, the Pickleball Three & Me initiative at The Country Club of Virginia in Richmond, Va. came about as a supplement to larger group programs.

“Compared to tennis and squash, we’ve seen less demand for private lessons in pickleball; however, members were still looking for an instructional product that allowed them to play doubles with the club professional as the fourth player,” says Rob Oakes, USPTA, PTR, PPR, PPTR Director of Racquet Sports at the club. “For our stronger players in particular, there was also significant value in actually playing with a professional as part of the session.”

It also allowed the three members more flexibility with scheduling, Oakes says.

As for taking the initiative from idea to implementation, it was fairly organic.

THE GOAL:

Increase interaction and instruction within pickleball programming.

THE PLAN:

Help beginners and developing players, while also providing experienced players with more of a challenge.

THE PAYOFF:

Beginning players benefitted via game-action instruction with professionals.

“Our professionals started talking to a few members that expressed interest in playing with them,” Oakes says. “From there, our staff got together to discuss the trend and it seemed like something that could apply more broadly, and it did.”

In addition to word of mouth from players that were already enjoying the instructional product, the club used its monthly targeted e-mail and digital signage around the racquets facility.

Oakes reports that there weren’t any unexpected challenges.

Essentially the program allowed members to book a private lesson with a professional and simply invite two others to join them at the session,” he says.

Based on the success, Pickleball Three & Me will continue at the club … with only slight tweaks.

“The only evolution has been that our introductory- and beginner-level players have actually started to prefer a ‘four and me’ so that the pro can watch them play as opposed to playing as the fourth,” Oakes says. “Those players began to prefer this product because they felt they were playing too different with the professional playing.”

FLOWER POWER

By Rob Thomas, Editor

LADIES ATTENDING THE MOTHER’S DAY Brunch at Greystone Golf & Country Club in Birmingham, Ala. were treated to a bouquet from the club’s flower bar. A few weeks before Mother’s Day, staff made a bulk order to purchase the flowers for members. That morning, the club displayed the flowers, and members were provided with a bouquet sleeve and bow for presentation to their loved one.

“2022 was the first time we offered the Flower Bar,” says General Manager David Porter. “Previously, we gave moms a small gift of chocolates at the table.”

The Flower Bar didn’t take much convincing to go from idea to implementation.

“I saw a flower truck selling flowers by the stem at a farmer’s market,” Porter explains. “Once the idea was shared with the team everyone got excited. We found a wholesaler to sell us the flowers and arranged the table inside our foyer with each selection grouped tighter.

“A staff member helped each mom through the line to choose their bouquet, add baby’s breath or other greens and we wrapped it for them,” he adds. “It quickly turned into little kids coming through to prepare a bouquet for mom.”

THE GOAL:

The club communicated Mother’s Day Brunch to members through its newsletter and e-mails, but the actual Flower Bar was a surprise.

“It was a huge success because the moms felt very special … it gave the fami-

Surprise moms with a flower bar at the annual Mother’s Day Brunch.

THE PLAN:

Staff ordered bulk flowers in advance and helped members build a bouquet.

THE PAYOFF:

Moms felt special and the process gave families an activity while showing the members that the team cares and thinks in a creative way.

lies an activity and showed the members that the team cares and thinking in a creative way,” Porter says.

The biggest challenge was not knowing which flowers would be most popular and staff learned four types is enough.

“Also, that Gerber Daisies are very popular,” Porter adds. “Definitely need to stock up on those in the future.”

The club plans to offer the Flower Bar in the future, with one small adjustment.

“We will offer the flower bar again, but I think we will get the historic flower truck and park it outside the front doors of the club,” Porter says. “It will be more impactful and support a local farm.”

CLUB GIVES MEMBERS AS MUCH FUN AS THEY CAN BEAR

By Marilyn Odesser-Torpey

EVERY CHRISTMAS AND HANUKKAH SEASON, The Country Club at Mirasol in Palm Beach Gardens, Fla., hosts top-tier, family-centric events for members and their children or grandchildren. Last year, the Mira Bear Brunch gave young ones the opportunity to build their own teddy bears and choose their favorite foods from a special buffet built just the right height for them while adults had their own buffet table and fare.

“By far, this event was one of the most well-attended and best received,” says Zach Recckio, the club’s Restaurant Manager.

The bespoke event was the inspiration of Keeley Abramo, Director of Catering and Events. Lindsay D’Eredita, Catering and Events Assistant, ordered the bear-making kits from Noah’s Ark Animal Workshop. Originally, D’Eredita ordered 180 kits, but when the reservations started pouring in, she ordered an extra 20. The bulk discounted price of the bears was between $12 and $14 apiece.

“The average age of our membership is around 65 and, especially at holiday times,

THE GOAL:

they bring their grandchildren to the club,” says Recckio.

Most of the children who participated in the teddy bear brunch were between the ages of four and seven.

For the event, the lounge was transformed into a bear workshop with various stations. Children got to choose from three different bears of various colors. Next was the stuffing station.

The next station was a “wish station” where each child would choose a star representing the bear’s heart, and wish upon the star. The star was then placed inside the teddy bear and sewn up. Finally, the children named their new special friends and filled out birth certificates for them. The certificates were made by the club and featured its logo.

Following the bear construction was a lavish brunch with separate buffet tables for the children and the adults. Kid favorites on their buffet included teddy bear-shaped pancakes and a cereal bar with favorite cereals and milks so they could create their own special bowl. The adult buffet included

To bring members and their families together for a fun and innovative event during the Christmas/Hanukkah holidays.

THE PLAN:

Order kits to make stuffed bears that children would build and take home. Bear-making would be followed by a festive brunch with two buffet tables, one just for children and the other with more adult fare.

THE PAYOFF:

About 300 members and their families attended including about 150 children. The brunch brought in more than $14,000 in revenue for the club. A waiting list of about 150 emphasized the immense popularity of the event.

smoked salmon, omelets, hot breakfast sides and a yogurt bar.

“Member cost for the two-hour event was $32 for adults, $25 per child. Food and beverage revenue was over $14,757, making this one of the most profitable brunches for the club,” Recckio says.

To execute the bear building and brunch, 25 front-of-the-house staff and 15 to 18 in the kitchen were required. No extra hires were necessary.

The club promoted the bear brunch through e-mails, including weekly calendars (Recckio pointed out that members are very responsive to e-mails). Digital signage boards also displayed flyers.

Recckio says that the club would host this event or similar event during the upcoming holiday season. Just walking around and seeing members and their families have so much fun, he adds, felt great for him and his crew.

“The only thing we would change, would be splitting the event up into multiple seatings,” he says. “That would allow us to make the process run smoother and accommodate more members.”

A FARM-FRESH CLUBHOUSE MAKEOVER

By Pamela Brill

TO ADD GREATER MEMBERSHIP

VALUE to its Five Farms campus while maintaining a presence at the Roland Park facility, Baltimore (Md.) Country Club unveiled an $18 million clubhouse update last September with tremendous results. Significant improvements were made to the two front entrances, as well as the indoor and outdoor dining, resulting in multiple venues to further the club’s lifestyle amenities portfolio.

“BCC’s leadership recognized the need to invest in the future of the club beyond its golf courses,” explains General Manager/ COO M. Kent Johnson.

After culling input from focus groups, town halls and surveys conducted by the McMahon Group, the need for a restructured facility at Five Farms became evident.

“The clubhouse would serve as a hub for socializing and gatherings, equipped with enhanced food and beverage facilities, to cater to the growing needs and demands of the membership,” Johnson adds.

The club’s myriad food and beverage areas were reconstructed to expand occupancy for indoor and outdoor dining. The Trophy Bar was outfitted with 22 seats, high-top bar tables and four televisions for

year-round usage. Meanwhile, the indoor/ outdoor Adirondack Bar sports the same seating capacity, but features mobile sides, infrared heaters, a wood-burning fireplace and six televisions.

Members have several options for dining inside: the 1924 Grille casual eatery with five banquettes and additional tables, the Elm Room that was formerly an outdoor patio, or the Oak Room whose moveable walls can open the space between both rooms to hold 200 people. Regulars also have the luxury of hosting a private event for up to 12 guests in the wine room, or

they can enjoy a cocktail al fresco on the newly constructed rooftop terrace.

Thanks to these refreshed venues, total dining capacity rose from 160 to 335 seats across all indoor/outdoor and bar facilities. Flexibility in the layout of the event spaces can support 400-500 members when seating is not required.

“We aimed to create spaces that seamlessly integrated with one another, avoiding the segmentation of members and guests in separate rooms,” explains Johnson.

During construction, BCC relied upon its city campus in Roland Park for a la carte dining services and introduced a casual bistro at the Five Farms pool complex.

THE GOAL:

Update clubhouse with a full roster of lifestyle amenities.

THE PLAN:

Undergo a Phase I renovation that enhances multiple dining facilities and social spaces.

THE PAYOFF:

Member satisfaction with notable revenue increases.

The Oak Room at Baltimore Country Club’s Five Farms campus boasts moveable walls that can open the space to accommodate up to 200 people.

“The Petite Farms Bistro utilized our pool café kitchen [before the pool season] and a system of clear tents and accent lighting to provide an inviting space for our members and guests,” notes Johnson.

Access was provided via a temporary entrance, enabling patrons to visit the bistro with ease. After the pool was opened, the bistro concept was integrated into operations until the project was completed.

Before the final nail was hammered into the clubhouse, members were given a sneak peek of the overall project. BCC’s Digital Content Coordinator Rachel Barnes provided weekly vlogs of the progress, and

hard hat site tours were offered periodically to interested members. But one month before the expected completion date, tours were suspended and the finishing touches were kept under wraps to heighten the suspense.

And it was well worth the wait; BCC’s members have embraced the new spaces wholeheartedly. According to Johnson, Five Farms’ clubhouse and dining facilities have

seen an 80-percent usage increase year to date and are continuing to satisfy membership’s needs while propelling the overall brand forward.

“BCC has been fortunate to be recognized among its peers, and the completion of this project only helps to reinforce that recognition not only with our peers, but also with guests who visit from other clubs,” notes Johnson.

LINENLESS SOLUTIONS

The Trophy Bar was outfitted with 22 seats, high-top bar tables and four televisions for year-round usage.

THE CLUB AT IBIS STRIVES TO BE EMPLOYER FOR EVERYONE

By Phil Keren, Senior Editor

ONE CLUB IN FLORIDA HAS taken a proactive approach to creating a diverse and inclusive workforce.

The Club at Ibis in West Palm Beach, Fla. is working with the Els For Autism Foundation and Best Buddies International, a pair of organizations that support the training and work placement of individuals with autism spectrum disorder (ASD) and other intellectual and developmental disabilities (IDD). The club started working with the Els For Autism Foundation in 2020 and Best Buddies International in 2022.

“The Club at Ibis strives to be the ‘employer of choice’ for all employees,” says Michelle Moran, the club’s Director of Human Resources.

The Els For Autism Foundation is a non-profit organization serving individuals with ASD and their families around the world.

The club in 2022 served as a host site for the Els for Autism Work Experience Program, a 10-week endeavor which offered work training to individuals who are on the Autism spectrum. During the program — which met three times a week — participants were assisted by an Els for Autism job coach as they performed duties in a designated work area. More than 1,200 hours of on-the-job

training were provided to 10 participants, and six were then hired to work at the Club at Ibis.

“These individuals have been a great addition to the club, working in food & beverage, banquet set-up, culinary, laundry, and golf outside operations, and can greatly contribute to any club with unique characteristics including strong attention to detail, honesty, focus, visual processing, creativity, and specialized skills,” says Stephen LoGiudice, the club’s General Manager & COO. He also praises the employees’ attendance, punctuality, job tenure and compliance with club policies and procedures.

Best Buddies International is a non-profit group that works to end the social, physical and emotional isolation of people with intellectual and developmental disabilities. Moran says while the club does not have a structured program with Best Buddies, the club is on the organization’s list as an eligible employer.

“If they have a candidate that fits our needs we proceed with a direct hire,” Moran says. “They will provide an on-site job coach until the individual becomes comfortable with their tasks.”

The club so far has hired two employees that came to them through their affiliation with Best Buddies.

Matthew works at The Club at Ibis as part of the club’s commitment to diversity, equity and inclusion through partnering with the Els For Autism Foundation.

Melissa and Ashyn recently worked at The Club at Ibis as part of the club’s partnership with the Els For Autism Foundation.

From left, The Club at Ibis General Manager/COO Stephen LoGiudice is pictured with Noah, who was named the club’s Employee of the Year in December 2022.

A local culinary professor told club leaders that a young man named Noah was one of his best students. Noah was hired by The Club at Ibis to work as a prep cook in March 2021.

“His enthusiasm and passion for the industry was quickly identified and he has continued to eagerly learn new skills and improve his skills,” LoGiudice says. “He is an exemplary employee and is loved by all his peers.”

Noah’s dedication and work ethic were rewarded when he was named the club’s Employee of the Year in December 2022.

LoGiudice adds the program has been praised by members, some of whom have family members who have been diagnosed with ASD or IDD. Members appreciate both the opportunities afforded to these individuals and the employees’ dedication to their jobs.

“[The program] has been warmly embraced,” says Moran.

She notes that having a diverse workforce yields many benefits, including higher morale and productivity, a larger talent pool, collaborative perspectives and less turnover.

The Club at Ibis this year is once again serving as a host site for the Els for Autism Work Experience Program where four participants are being trained for the workforce.

THE GOAL:

The Club at Ibis in West Palm Beach, Fla. wanted to take steps to have a more diverse and inclusive workforce.

THE PLAN:

The club partnered with the Els For Autism Foundation and Best Buddies International, a pair of organizations that support the training and work placement of individuals with Autism Spectrum Disorder (ASD) and other Intellectual and Developmental Disabilities (IDD). The club served as a host site for the Els for Autism Work Experience Program, a 10-week endeavor which offered work training to individuals who are on the Autism spectrum.

THE PAYOFF:

The club now has several employees who were either trained in the Els for Autism Work Experience Program or were referred to them by Best Buddies International.

POP GOES THE PIZZA AND UP GO FOOD SALES AT BAY HEAD YACHT CLUB

By Marilyn Odesser-Torpey

LOOKING FOR A WAY TO reinvigorate an unused outdoor deck space, provide an additional dining option for members and establish a new foodservice revenue stream, Bay Head Yacht Club purchased three portable propane-fueled ovens and then introduced a pop-up pizza kitchen which was open last summer on evenings and was eagerly tracked by members through social media.

After Hurricane Sandy cut her swath of destruction through New Jersey in 2012, the Bay Head Yacht Club in Bay Head, N.J., elevated its restored clubhouse 12 feet to prevent damage from future storms. That left a good-size deck area underneath which the club used for dining service during the COVID shutdowns. But with indoor dining restored, that deck was left vacant until club management thought of using it as the site

THE GOAL:

of a pop-up pizza kitchen that would expand member dining options, provide another revenue stream and relieve stress on the main dining room during peak service periods rather than expanding normal a la carte service to unsustainable levels.

Launched last July, the al fresco pizza pop-up was open only on certain dates that were relayed to members via Instagram and other social media platforms, creating a cachet around the concept, and making it exciting for members who looked forward to each event.

The pizza pop-up was especially popular with younger members who would much rather just “pop” by on a Saturday evening than plan for a sit-down dinner. It was also a popular family option. Requests for the pop-up kitchen remained strong throughout the summer.

To reinvigorate a vacant outdoor space and utilize it to expand the availability of casual and family dining options at the club, create a new revenue stream, generate member anticipation and excitement on slower nights and relieve stress on the kitchen during heavy a la carte nights and events.

THE PLAN:

The club purchased three portable propane pizza ovens with the idea of offering a pop-up pizza kitchen where pies would be made on-site in the vacant area beneath the elevated clubhouse dining room. It is positioned as a pop-up event to avoid poaching members from the club’s main dining room. Members could track the dates of the pop-up events through Instagram and other social media channels.

THE PAYOFF:

Member excitement about and attendance at the pop-up pizza kitchen events far exceeded the club management’s expectations. The club sells an average of 125 to 150 pies on pop-up nights without having a negative impact on main dining room sales. This year, the pop-ups will be held every Wednesday night from the end of June through Labor Day.

JERSEYTOMATOES$12

Burrata,balsamic,basil

BABYGEMLETTUCE$12

Bacon,tomatoes,pickledonions,gorgonzoladolce, buttermilkdressing

WILDMUSHROOMPIZZA$13

Ricotta,rosemary,truffleoil

MARGHERITAPIZZA$13

Buffalomozzarella,SanMarzanotomatoes,basil

TOSCANAPIZZA$15

Fennelsalami,roastedredpeppers,garlicconfit,arugula

BUILDYOUROWNPIZZA$14

Traditionalcheesepizzawithchoiceoftoppings:

Chicken, fennelsalami,roastedredpeppers,mushrooms, peppers,onions,arugula,basil,rosemary,truffleoil, garlicconfit

HAZELNUTNUTELLABOMBELINNI$9

TIRAMISU$9

This year the ovens will be fired up on Wednesday evenings from the end of June through Labor Day, according to Clubhouse Director James Creamer. To avoid poaching diners from the clubhouse, the pop-ups are scheduled for quieter times in the dining room or evenings when a full house is expected, particularly during special events.

On any given pop-up night last summer, the club sold between 125 and 150 personal-size pies, generating extra revenue from a part of the club that had been dormant. Because they are assembled and baked on the spot, the pizzas are available on a first-come, first-served basis.

The portable ovens required little investment. Last year, the pop-up kitchen was oper-

After Hurricane Sandy hit in 2012, the Bay Head Yacht Club elevated its restored clubhouse 12 feet to prevent damage from future storms. The club then introduced a pop-up pizza kitchen underneath.

ated by three staffers which will be increased to four this summer to meet the demand.

Each pizza takes a turn in each of the three ovens set at different temperatures. The first one crisps the crust, the second melts the cheese and the third gives the pie a nice golden-brown finish. Each thin-crust pizza requires about two minutes to pre-

pare from start to finish in a process that Creamer compared to a conveyor belt.

To expedite the preparation process, staff limited the topping choices to three: mushroom with truffle oil and arugula, margherita with mozzarella and basil, and the always popular pepperoni.

“We stayed away from offering too many

toppings or specialty pizzas so we could keep the production line moving at a steady pace,” Creamer explained.

Depending on member response to the pop-ups being a regular Wednesday evening feature this summer, the club will consider expanding them into the fall when al fresco dining is still viable.

CHAMPIONS RUN OFFERS ENERGY, ENTERTAINMENT IN ‘THE SHOW’

By Phil Keren, Senior Editor

ON A TYPICAL DAY AT the pool at Champions Run in Omaha, Neb., there’s a good chance members and guests will hear the song “Mr. Brightside” by The Killers.

When the energetic opening chords of this tune begin playing, regular pool-goers will know to turn their attention to the roof of the clubhouse, where an employee dressed as the club’s Kraken mascot will begin firing T-shirts out of a cannon. Money and drink gift certificates are attached to the shirts.

“When people hear that song come on at the pool…you see all the eyes gravitate to the roof,” says Champions Run Creative Director Ben Lorenzen. “...That’s always a fun one because it generates a lot of energy.”

This activity and others such as a foam party, half-court basketball shot and a treasure hunt are all part of “The Show,” a line-up of promotional games, activities and giveaways which happens in some form or fashion at the Champions Run pool every day.

“‘The Show’ kind of happened organically,” Lorenzen says. “We just started doing promotions at the pool, things to entertain our members…and it just kind of evolved to more and more and more.”

One of the early events was a half-court basketball shot where if the shooter hits the shot, every adult wins a free margarita and each child gets a popsicle. Eventually, Lorenzen says he and Champions Run Marketing Manager Raychel Reed decided to take the various promotional activities they’d already been doing and “package [them] up where it’s very structured in the sense that we have a plan when we come in for the day.”

Reed says they began scheduling events for specific times and providing the sched-

ule to the lifeguards so they could prepare for each activity.

“Every day is very scripted by the minute, essentially,” Lorenzen says. “We know that at 1:00, we’re doing this. At 1:20, we’re going to do this.”

Lorenzen compares the scheduling of these promotional games in “The Show” to what professional sports teams do when they have contests during timeouts and halftime.

“The Show” happens every day of the week “in some capacity,” Lorenzen explains. “...There’s always a Show.” On some days, activities may only last for an hour, while other days — particularly weekend days — may contain five to six hours of games.

“The goal being to keep [members and guests] there longer, spending more money [and] taking more photos and videos of all the craziness that’s happening,” Lorenzen says.

As with “Mr. Brightside,” and the T-Shirt cannon, the playing of music alerts members and guests that another installment of “The Show” is about to happen.

“Music is such a huge piece of everything

we do,” Lorenzen says.

The use of a foam cannon to create a foam party is accompanied by a song from the movie, “The Greatest Showman,” while children take part in a unique treasure hunt as the theme music from “Pirates of the Caribbean” is played over the sound system.

For the treasure hunt, hundreds of keys are thrown into the pool, but only one will open a treasure chest holding items such as T-shirts and candy. Children dive into the water, grab a key, hop out of the water and try the lock to see if the key unlocks the chest.

“All these kids are trying to get keys,” Lorenzen says. “Well if it doesn’t work they throw it back in…It’s just hilarious to watch these kids dive for keys, run out, try to open the treasure chest, it doesn’t work, throw it back in.”

One newer activity is a game called “Gone Fishing.” A $100 bill is attached to a string on the end of a long pole and a contestant goes into the pool wearing goggles covered in spray paint. Without having vision, the player must rely on the crowd to yell instructions in an effort to nab the

currency from the end of the pole.

“Everybody’s yelling at them,” Lorenzen says. “‘No, go left, no go right.’”

Champions Run offers a special way for members to get to their poolside chairs. When pool-goers arrive at the entrance, they ride to their seats in a PediCab named the Kraxi Kab.

As with so many components of “The Show,” members will take photos and videos of themselves riding in the Kab and sharing it with their followers on social media.

“Everything we do, it serves a purpose,” Lorenzen says. “No matter how crazy it is, it’s to create energy and I think, long-term, it’s to get more members and just be different than everybody else.”

While members coming to the pool know they can expect some iteration of “The Show” each day, they are generally kept in the dark about which activities will happen.

Lorenzen praised the lifeguards and food and beverage employees for serving as the

THE GOAL:

Champions Run in Omaha, Neb. was looking for ways to keep members and guests at the pool longer by keeping them entertained.

THE PLAN:

The club’s creative and marketing leaders decided to package its various promotional games, activities and giveaways into a full program called “The Show.” Activities include the club mascot firing T-shirts from a cannon, a half-court basketball shot, a foam party and a treasure hunt.

THE PAYOFF:

Members and guests enjoy attending the Champions Run pool to experience the energy and excitement created by the activities that happen as part of “The Show.” Club officials feel this endeavor has helped boost membership.

entertainment team.

“They’re the ones who are selling the idea of ‘The Show,’” Lorenzen says. “They buy into it and that’s what makes it so special.”

Lorenzen and Reed agree that “The Show” has helped bring in new members. Members enjoy the fun and unpredictable experience offered by the Champions Run staff. Reed says she conducted a survey where she asked members to name their favorite event at the club. About 80 % of

respondents named various promotional activities from “The Show.”

“[They said] this isn’t an event but I love the T-shirt cannon,” Reed shares. “This isn’t an event, but I love the mascot races…People buy into our promotions for ‘The Show’ more than anything.”

Reed says the T-shirt cannon is her favorite activity, while Lorenzen is partial to the half-court shot because a made basket means that everyone wins.

FARMINGTON COUNTRY CLUB HELPS MEMBERS IMPROVE GOLF SWINGS, PHYSICAL FITNESS

By Phil Keren, Senior Editor

AN OFF-SEASON PROGRAM AT A Virginia country club aims to improve members’ golf swings and overall physical fitness by using principles of biomechanics.

Farmington Country Club in Charlottesville, Va. in early 2022 offered a five-week initiative called Fitness to Fairways.

The goal was to help members improve their form and add more power to their golf swing. Members can now access an interactive coaching app that will help them develop their skills throughout the season.

“The program allows the fitness team to work in tandem with ...golf professionals in providing members with a year-round fitness and golf plan,” says Taylor Babcock, the club’s Head Golf Professional.

The class used biomechanics to identify key weaknesses in a golfer’s swing and then guided members through exercises to strengthen muscles and improve range of motion, says Babcock, who led the class with Kasey Patterson, Fitness and Aquatics Director.

“[The class] provided personalized

THE GOAL:

corrective instruction with immediate feedback,” Patterson says.

The class began with a Titlesist Performance Institue I analysis, where the eight participants performed movements such as a spinal twist that imitated golf swing mechanics that affect the efficiency of the swing.

“It allowed for a starting point for members to see mobility deficiencies,” Patterson says.

In the first week, the focus was increasing participants’ range of motion and mobility. Thus members performed upper

Professionals at Farmington Country Club in Charlottesville, Va. wanted to offer a program that highlighted the importance of strength, balance, and mobility in golf, and improve upon each quality to enhance a player’s skills.

THE PLAN:

The club initiated Fitness to Fairways, a five-week program designed to bridge the gap between physical fitness and golf performance. The clinic used biomechanics to identify key weaknesses in a member’s golf swing and then progressed members through strategic stretch, and strength movements designed to correct those weaknesses.

THE PAYOFF:

Members appreciated the opportunity to work closely with the club’s fitness and golf professionals and benefited from additional training and advice received outside of the clinic through an interactive coaching app.

and lower body foam rolling. A dynamic warm-up routine of six exercises was created for members. “We gave them specific stretches from the general group of exercises for them to emphasize based on their TPI assessments,” Patterson says.

In week two, participants performed the warm-up routine, then upper body and core strengthening movements, and static upper body stretching. They did lower body and core strengthening movements, and static lower body stretching.

In week three, instructors conducted more TPI assessments by using video analysis and participants engaged in advanced mobility and strengthening movements for their upper and lower bodies.

In the fourth week, members performed advanced strength and balance movements for their upper and lower bodies. In the fifth week, final assessments occurred with video analysis. Members worked with golf speed sticks and did strength/balance progressions to connect their strength improvements to their golf swing.

The program was a definite hit and members from this core group continue to do golf andpersonal training lessons to this day.

CASHLESS KUDOS

By Rob Thomas, Editor

MANY MEMBERS AT GREYSTONE

GOLF & Country Club in Birmingham, Ala. wanted to tip the Outside Services team, but they didn’t always have cash on hand. Greystone is a cashless facility, and they just didn’t carry cash. Seeing a need that could be filled, the club sought a way to offer cashless tipping in a format that could be pooled and equally shared amongst the staff scheduled that day.

TipBrightly helped Greystone fill that need with QR Codes leading to a branded landing page that allowed members to enter their tip amount and provide the club with instant feedback. Users can choose to pay the processing fee or have the processing fee taken from the tip (most pay the fee in addition to the tip). Greystone then had these QR Codes printed on polymetal signs and mounted outside the bag drop loca- tions at both courses and on the golf cart GPS screens to maximize reach.

“Members are permitted to provide cash tips to the staff at Greystone,” says General Manager David Porter. “Our world is less cash focused, so members often need to remember to get cash before coming to the club or they do not tip. An ATM was not something we wanted on property, which led to researching options. A senior staff member saw a QR code for tipping valet at a resort, so we looked into that idea.”

The club promoted the new initiative via e-mail and signage at the bag drop area.

“After researching several providers, [TipBrightly] was the right fit for us because it was simple to use and interface for accounting to use and allowed for pooling tips,” Porter explains.

The employees’ tips have gone up about 20 percent by offering a user-friendly approach for members, which in turn helps with morale and retention.

“The challenge is getting more members

comfortable with scanning a QR code and the steps for payment,” Porter says. “We are working on expanding this to beverage carts, servers and bartenders for any additional gratuity above the automatic 18% on each charge.”

THE GOAL:

Provide an easy way for members to tip the Outside Services team.

THE PLAN:

Partner with TipBrightly to generate QR Codes leading to a branded landing page that allowed members to enter their tip amount and provide the club with instant feedback.

THE PAYOFF:

Tips have gone up about 20% by offering a user-friendly approach for members, which in turn helps with morale and retention.

POOL PASS

By Rob Thomas, Editor

KNOWING MANY FAMILIES AT THE Country Club of Virginia have two working parents and tend to hire babysitters to take care of their children during the summer months, the staff set out to provide a costeffective solution to visiting the Richmond, Va. pool facilities.

“Our guest fee for adults is $10 per visit,” says Communications Director Ashley Payne. “To offset the cost, we created the babysitter pass.”

Member families can buy a babysitter pass for their family for the summer pool season. The pass covers the cost of all visits to the pool by the member child’s babysitter or caretaker. The pass is transferable to any babysitter the family hires, but the babysitter must be accompanying the member child to use it. The cost of the pass is $150 per family for the summer season.

“The option to purchase a Babysitter Pool Pass was advertised to the membership in summer communications about the Aquatics Complex Hours, youth-targeted blasts, and was a talking point for pool staff

THE GOAL:

Provide a cost-effective solution to families who have babysitters bring their kids to the club’s pool.

THE PLAN:

Instead of paying the adult visitor fee of $10 each time the babysitter brings the kids, families can purchase a pass for $150 to cover the season.

THE PAYOFF:

The number purchased nearly doubled from 2019 (37 passes) to 2021 (70 passes), and 80 passes were purchased in 2022.

when checking in members and guests at the gate, as needed,” Payne says.

Members could complete an online form to pre-register for a pass, or in person at the pool.

“In the past three years this pass has gained member approval by the number purchased,” Payne says. “It nearly doubled from 2019 (37 passes) to 2021 (70 passes), and 80 passes were purchased in 2022.

“We just opened the pool for the 2023 season and are already at 52 passes the day after Memorial Day,” she adds.

The pass has made the check-in process more efficient, as the babysitter no longer has to check in as a guest each time they bring the kids to the pool. Additionally, it has made bringing a babysitter to the pool more convenient for the families as there is only one pass needed per family, and the babysitter does not need to memorize the member account number or know how to spell the child’s full name.

“All in all, the pass is a benefit to all parties involved—members, guests, and staff,” Payne says.

Use Outdoors...

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Modern solutions for the entire club

Whether your club has one department or many, Whoosh has a solution for you!