Leveling Up with Lifelong Learning
p.24
Lobbies: Where Impressions Begin p. 30
Attract and Retain Members p.38
REDEFINING LUXURY
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Club + Resort Chef Editorial Advisory Committee
James Allen, CEC Executive Chef, Blackthorn Club at the Ridges Jonesborough, Tenn.
Lance Cook, WCMC, CEC, CCA, CFBE, FMP, CFSM Executive Chef, Hammock Dunes Club Palm Coast, Fla.
K. Scott Craig, CEC, CCA, WCMC Executive Chef, Cullasaja Club Highlands, N.C.
Laura Herman, CEPC
Executive Pastry Chef, Shoreacres Lake Bluff, Ill.
Vincent Horville Executive Chef, The Metropolitan Club of the City of Washington (D.C.)
Michael Matarazzo, CEC
Executive Chef, Farmington CC, Charlottesville, Va.
Robert Meitzer, CEC, CCA Executive Chef, Forest Lake Club Columbia, S.C.
Tim Recher, CEC, AAC, CWX Director of Culinary Operations, Quail West G&CC Naples, Fla.
Scott Ryan, CEC, AAC, Executive Chef, The Country Club Pepper Pike, Ohio
J. Kevin Walker, CMC, AAC
INSIDE THIS ISSUE
REDEFINING LUXURY
Boca West Country Club continuously evolves, enhancing member wellness, dining, golf, and social experiences under innovative leadership.
(Cover photo and photo above courtesy of Boca West Country Club)
22 Manager to Chef INSIDE THE CHEF-GM DYNAMIC
Mizner CC’s Mark Bado reveals the secrets behind forging lasting partnerships with chefs.
30 Design + Renovation FIRST IMPRESSIONS MATTER Clubs enhance lobbies by blending tradition with modern design.
24 Food + Beverage A HUNGER TO LEARN Chefs find long-term success and longevity at clubs that support and encourage continuing education.
38 Model Clubs BUILDING A COMMUNITY Membership and marketing teams are vital to attracting and retaining members.
6 The Rob Report AVOIDING THE KNOCKOUT
8 Sponsored Editorial Provided by Toro CREATE LASTING IMPRESSIONS WITH QUALITY EQUIPMENT
10 Fitness Operations THE CRUCIAL ROLE OF FITNESS & WELLNESS IN ACTIVE AGING
12 Golf Operations LESSONS FROM MAUI: 4 KEYS TO BUILDING A RECURRING COACHING BUSINESS IN A RESORT HOTSPOT
20 Sponsored Editorial Provided by Relay WHY LANGUAGE BARRIERS MIGHT BE A PROBLEM OF THE PAST
28 Design Snapshot ENHANCING WELLNESS AT NEWPORT BEACH COUNTRY CLUB
42 Products NEW INDUSTRY PRODUCTS
42 AD INDEX
THE ROB REPORT
Avoiding the Knockout
WHENEVER I HEAR SOMEONE
TALKING ABOUT A PLAN, I think back to Mike Tyson’s quote, “Everyone has a plan until they get punched in the face.” Nobody would ever argue that it’s a bad idea to have a plan, but you’d better be willing and able to shift when something unexpected happens.
As I was looking over the Pulse Survey conducted by McMahon Group this spring, I noticed that 92.6% of respondents agree (66% strongly agree) that it’s important to have a strategic plan in place that defines the club’s mission prior to beginning a major facility improvement project. Less than 1% disagree.
So, what is the strategic imperative of a pre-project mission statement for clubs?
A country club is more than just a place for recreation. It’s a social hub, a business entity, and a reflection of the values and aspirations of its membership. When embarking on a major facility improvement project, having a clearly defined mission statement is paramount. This strategic document serves as a guiding light, ensuring that the club’s investments align with its core purpose and long-term goals.
A mission statement is a concise declaration of a club’s purpose, values, and goals. It outlines the “why” behind the club’s existence, articulating what it hopes to achieve for its members, the community, and itself.
THE BENEFITS OF A PREPROJECT MISSION STATEMENT
Alignment of Goals: A well-crafted mission statement ensures that the facility improvement project is directly connected to the club’s overall objectives. This prevents costly diversions and ensures that resources are allocated effectively.
Member Engagement: When members understand the club’s mission, they are more likely to be invested in the project and its outcomes. This can lead to
increased support, participation, and a greater sense of ownership.
Prioritization of Needs: A clear mission statement helps the club prioritize facility improvements based on their alignment with the club’s core values and goals. This prevents unnecessary expenditures and ensures that the most impactful changes are made.
Enhanced Decision-Making: A mission statement provides a framework for evaluating potential project options. By considering how each option contributes to the club’s mission, decision-makers can make more informed choices.
Attracting and Retaining Members: A club with a strong mission statement is more likely to attract and retain members who share its values and aspirations. This can lead to increased membership revenue and a more vibrant club community.
Community Impact: A well-defined mission statement can help a club position itself as a valuable asset to the community. By focusing on projects that align with the community’s needs and interests, the club can strengthen its relationships and reputation.
Future Planning: A mission statement provides a foundation for long-term planning. By understanding the club’s core purpose, it’s easier to anticipate future needs and challenges and develop strategies to address them.
CASE STUDY: A TRANSFORMATION
Consider a club that was struggling to attract younger members. By conducting a thorough review of its mission statement, the club realized that it needed to modernize its facilities and amenities to appeal to a more diverse demographic. Based on this insight, the club embarked on a major renovation project that included adding a state-of-the-art fitness center, a family-friendly pool area, and a variety of social programming. The project was a resounding success, attracting a new generation of members and revitalizing the club’s community.
A well-crafted mission statement is essential for any club that is considering a major facility improvement project. By providing a clear framework for decisionmaking, fostering member engagement, and ensuring that investments align with the club’s core purpose, a mission statement can help create a more successful, sustainable, and vibrant club community.
This month, we feature Boca West Country Club in Boca Raton, Fla., which recently unveiled a massive expansion of its Lifestyle Center. It’s safe to say that club officials faced obstacles throughout the project—but had a solid plan in place in the event of an uppercut or right cross.
Rob Thomas • Editor-in-Chief rthomas@wtwhmedia.com
Strategy. Design. Build.
Since 1999, we have created environments that support golf, tennis and fitness retail, along with fitting studios and learning centers to retain and drive membership growth.
Our formula combines business planning, design, fabrication and visual merchandising to elevate the member experience and drive revenue.
Create Lasting Impressions With Quality Equipment
Staying competitive in a growing market.
IN THE CLUB AND RESORT INDUSTRY, first impressions are everything, setting the tone for the entire guest experience. Every detail from the moment the guest arrives contributes to the overall perception of the club’s quality and prestige. One often overlooked aspect is the shuttle vehicle—a critical component in transporting guests around the property.
A low-quality shuttle can quickly undermine the luxuriousness a resort strives to maintain. Vista, with its quiet ride, ample seating, and customization capabilities, will be a perfect complement to the club’s overall commitment to excellence.
“It’s important to make a strong first impression and providing a comfortable and spacious professional shuttle service for guests is key,” says Marissa Garin, product marketing manager at Toro. “Without this level of professionalism, resorts may not meet the expectations of guests. Therefore, it’s essential to prioritize a high-quality experience that sets the appropriate tone.”
With the demand for elevated guest care at an all-time high, it’s important to consider the growing number of guests resorts and clubs serve, especially on the golf course. Since the onset of COVID, over 500 million rounds of golf have been played annually, surpassing the early 2000s ‘Tiger Boom’ in terms of participation, according to the National Golf Foundation.
With both efficiency and luxury in mind, the Toro Vista offers a seamless blend of style and functionality. “Our shuttles feature a clean, modern design that prioritizes comfort for both the guests and the driver,” Garin says. Featuring ample legroom and storage space, guests can easily stow their belongings under the seat or on the rear flip-down seat.
“Quiet operation is essential in a golf course setting, where etiquette requires minimal noise,” Garin says. “Our lithiumpowered option ensures a quiet ride, allowing the shuttle to move around the course without disturbing players or diners on the patio.”
The Vista series offers various sizes, 4-, 6- and 8-passenger, and power sources, Lithium and EFI gas, to meet the needs of any club or resort. The frame of the Toro Vista shuttle is specifically designed to support its intended weight. “We didn’t simply add extra parts to make it longer; the design is truly engineered to handle the load it carries,” Garin says. This ensures a smooth and comfortable ride for everyone.
The Vista shuttles include some of the best features available, including independent 4-wheel suspension, automatic parking brake, lithium power, and all-wheel hydraulic disc brakes. “By selecting and combining these top features, we’ve created something truly unique in our shuttle, offering capabilities that no one else can match,” Garin says. Each shuttle can be customized to the club’s desire, including a canopy, folding windshield, a selection of mirrors, turn signals, and beacon. Additionally, the polar white plastic body is easy to paint or wrap, allowing courses to customize their shuttles with various colors and logos, ultimately strengthening the club’s identity and aesthetic.
- By Abby Winterburn
HAVING SPENT MORE THAN two decades as a fitness professional and over 12 years in private club management, I have enjoyed seeing the tremendous growth of wellness worldwide and in clubs. The next wave is integrating preventive medicine, fitness, nutrition, and all aspects of wellness to improve healthspan (the length of time a person is in reasonably good health). We are living in exciting times where the potential to live better and longer is within our reach. The fitness and wellness professional is critical in the life-enhancing game and must ensure that people take advantage of several simple and powerful lifestyle changes by promoting, leading, and coaching active aging.
We can maintain the lean muscle mass and mobility required to engage in the sports activities we love through a lifestyle that combines physical activity, exercise, a nutritious diet, social connection, intellectual pursuits, a sense of purpose, and preventive medical care. More fundamentally, we can maintain our physical independence and freedom to live as we please. Because we all age, this is a universal issue. In other words, the role of fitness and wellness in a club is to help every person stay healthy and robust as they age. Here’s how:
Educate members on the benefits of living active lifestyles and guide them to identify their why and how Every fitness staff member is a wellness educator and ambassador who should cherish the opportunity to educate members and establish rapport. Caring for our bodies is a lifelong habit; therefore, the mindset should be relational, not transactional.
THE CRUCIAL ROLE OF FITNESS & WELLNESS IN ACTIVE AGING
By Luis Bracamonte • Fitness and Wellness Director Ocean Reef Club • Key Largo, Fla.
Education opportunities include oneon-one sessions, consultations, group classes, lectures, workshops, and social events. The goal is for members to understand why they want to be healthy and fit and how to get there. We want each member to realize their power to improve their quality of life.
Provide opportunities for every member to engage in diverse fitness and wellness programs that meet and exceed expectations. Every member matters, and they should feel that way. The fitness and wellness offerings should be inclusive, catering to every age group, fitness level, and preferred activity. While we may not be able to be everything for everyone, we strive to include everyone in our equipment selection, programs, services, and events, ensuring that each member feels valued and considered.
Create an environment that is motivating, supportive, and engaging. Simple gestures such as personal trainers acknowledging every member with a friendly greeting go a long way in creating a warm, welcoming atmosphere. The fitness and wellness team should be comprised of people who find motivating, and supporting others rewarding. When hiring, look for people skilled in their fields who also have hospitality hearts. This environment creates places and communities that inspire members to achieve their fitness and wellness goals.
Create effective programs and services, innovate, and make things exciting and fun. Time is the most precious commodity, so creating effective and efficient
programs is paramount. Just like food can be both nutritious and delicious, fitness and wellness programs and services can be both effective and fun. Some people lean toward simplicity and consistency, while others seek to change things more frequently. Luckily, the industry is not short of ideas and technologies. There is no need to reinvent the wheel; find which fits your club.
Connect with medical, sports, F&B, and other professionals to provide members with a team that works together on their behalf. People who work out regularly have stronger muscles, bones, and hearts. They have more energy, are generally in a better mood, and have more positive outlooks than their sedentary counterparts. Fitness allows people to spend more time playing sports and enjoying life. It can also help add healthier and more active years to their lives. Therefore, the fitness and wellness professional should connect with doctors, physical therapists, sports coaches, and F&B professionals to create the most optimal circle of care and performance for every member.
The fitness and wellness professional should be a role model for members. Being a fitness and wellness role model does not mean being a super athlete or living a Spartan existence. Role models dare to be better versions of themselves in public, for all to see, both victories and struggles. We are not inspired by perfection but by the will to keep growing. As a role model, the fitness and wellness professional leads, guides, educates, and motivates members to strive for their best selves.
Build Your Dream Driving Range at Landmark
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TARGET SIGNS
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BAG STANDS
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RANGE CRATES
Make it easy for golfers to prepare their next shots. Our handy dispensers can house and dole out dozens of balls. Choose from different sizes and designs to suit your needs.
LESSONS FROM MAUI: 4 KEYS TO BUILDING A RECURRING COACHING BUSINESS IN A RESORT HOTSPOT
By Claude Brousseau • PGA Master Professional and Director of Player Development Wailea Golf Academy • Maui, Hawaii
ALOHA! FOR THE PAST FIVE YEARS, I have served as the Director of Player Development at Wailea Golf Academy in Maui, Hawaii, where more than 70% of the players who come to the academy are visitors. I’m incredibly grateful and lucky to call Maui home, however, it creates an environment ripe for high turnover.
To build a successful, recurring coaching business in the land of “here today and gone tomorrow,” I’ve had to develop a specific approach with highly efficient technology, rapid results, and improvements that have led to being voted Hawaii’s No. 1 teacher by Golf Digest each year since 2019.
Here are my four keys to success that any golf professional can implement into their business:
1. CREATE IMMEDIATE VALUE, SIMPLY
Whether you teach in a vacation destination or not, you’re competing against endless activities and, often, time away from someone’s family. We only get one chance to show them instant value if we want them to return.
My key is focusing on simple adjustments that golfers can feel and then validating those changes with clear visuals. I’ve been a longtime user of V1 Sports coaching tools, including their recently released V1 COACH app, which makes it easy to record and analyze a player’s swing right there on the lesson tee. By combining in-lesson adjustments with visual feedback, I help golfers connect what they’re feeling with what they’re seeing, making the learning process more effective. The idea is matching feel and real
2. SEND EVERYONE HOME WITH A GIFT
What golfer doesn’t like a gift that shows them exactly how to play better golf?
That is why everyone who takes a lesson with me receives multiple video recaps sent from my V1 COACH app directly to the player’s free V1 GOLF app. These recaps include voiceovers, so players can easily access and recall exactly what we focused on anytime when they are at
home. Once they are connected with me in the V1 GOLF app, they can continue to chat and send me their swings from home.
3. CONSISTENT
COMMUNICATION
Staying in touch with the players after they leave Maui is key to building long-term relationships and repeat customers. I send at least one piece of communication to my database every month, showing that I’m invested in their journey to realizing their full golfing potential. This strategy has yielded 75% repeat customers for many years.
For years, my communications were spread across text, email, chat, and phone calls, but now I can send personalized messages, share drills, and track their progress all within a single app.
This consistent follow-up not only reinforces what they learned during the coaching session, but also keeps them engaged and keeps Coach Claude in their mind as the resource for their game.
4. STAY ORGANIZED
Because the majority of players visit me less often than once a year, organization is crucial. For years, I found myself scrambling to piece together a student’s history from various sources—swing videos in one place, drills in another, and lesson notes scattered across emails or notebooks. Now, using the V1 COACH app, I can access a player’s full profile, including their swing videos, drills, past communications, and detailed notes from previous lessons. Not only does this save me time, but it also makes each golfer feel like they’ve been top of mind, even if it’s been a while since their last session.
By focusing on these four strategies, I’ve been able to turn visitors into a loyal community of golfers who return year after year. Whether your customers are local or just passing through, the right approach can turn a one-time lesson into a lasting golf relationship. You will have golfers for a lifetime.
EARLY BIRD RATE: $2,850 (until 12/31/24) ATTENDEE RATE: $2,950 (after 12/31/24)
LATE REGISTRASTION RATE: $3,200 (after 3/8/25)
REGISTRATION INCLUDES:
• Taste of Charm City’s Club Culinary Scene Kickoff Party at Baltimore Country Club
• Breakfast, lunches and breaks on Monday and Tuesday
• Conference sessions and live cooking demonstrations
• Networking opportunities
• 2025 Club Tours
• Chef to Chef Crab Fest
• Club + Resort Chef of the Year culinary competition and reception
• Continuing-education credits
MARYLAND • MARCH 23 - 25 2025
REDEFINING LUXURY LIVING
Led by GM/COO Matthew Linderman, Boca West CC is elevating member experiences across wellness, dining, and golf.
By Rob Thomas, Editor-in-Chief
BOCA WEST COUNTRY CLUB IN BOCA RATON, FLA., is renowned for its continuous commitment to evolving and enriching the member experience. Under the leadership of Matthew Linderman, President, GM, and COO, (right) the club has undertaken transformative projects to cater to the diverse interests of its members. From wellness innovations to community engagement, Boca West is setting the standard for luxury living.
With the unveiling of the new Lifestyle Center, Linderman explains how Boca West aims to meet the varied needs of its multi-gen erational membership.
“Boca West is very attentive to our members’ needs and takes their requests and suggestions into consideration,” Linderman says. To stay ahead, the club consistently monitors luxury hospitality trends, from spa retreats to Michelin-starred dining worldwide.
The central focus of the club’s new facilities is wellness—an all-encompassing, holistic approach to fitness that extends beyond physical activity.
“Members are looking for their lives to be enriched and centered on wellness, rather than a transactional fitness lifestyle,” Linderman says. “It’s an overall mind, body, and soul experience.”
The Aquatics Center, which opened in December 2023, is part of a comprehensive renovation at Boca West CC.
Photo courtesy of Boca West Country Club
The expanded wellness center offers more than 120 movement classes per week—doubling the previous number—and includes unique programs such as “Live Well Lunch and Learn” lectures, moonlight yoga, and ballroom dancing.
Enhancements in spa facilities include specialized hydrotherapy Roman pools and a newly constructed spa garden featuring a Dead Sea salt plunge and snow showers.
In keeping with its wellness focus, Boca West launched its “Live Well” program—a concierge-driven service that has been met with overwhelmingly positive feedback.
“Live Well consists of five pillars: nourish, connect, move, focus, and recover—connecting the dots to ensure an all-encompassing life of longevity,” explains Linderman.
Boca West’s dedication to member well-being also extends into partnerships like its collaboration with the Palm Beach Sport Institute of Medicine, which provides onsite physical therapy, allowing members to continue their wellness journeys at home.
EXPANDING THE SOCIAL AND CULTURAL EXPERIENCE
Under the guidance of Director of Golf
Travis Wehrs (below), Boca West CC’s pro shop is celebrated for its outstanding service and carefully curated merchandise.
Beyond wellness, Boca West is making waves in art and culinary. Set to open in January, the highly anticipated Art and Epicurean Studio will offer members opportunities to engage with visiting artists, chefs, winemakers, and master distillers.
“The new studio will feature clay and glass kilns,” Linderman says, “as well as an open-display kitchen for hosting our Tastemaker Series.”
This initiative represents a broader ef-
fort to create unique, immersive experiences beyond traditional club activities.
INNOVATIVE GOLF AND RETAIL EXPERIENCES
At Boca West, the member experience is constantly evolving, particularly in the world of golf. Under the guidance of Travis Wehrs, Director of Golf, the club’s pro shop has achieved notable recognition, and its golf offerings continue to expand in exciting ways.
Boca West’s pro shop is celebrated for its outstanding service and carefully curated merchandise. According to Wehrs, the secret lies in active listening and strong relationships with the members.
“Our entire professional staff has worked hard to create positive relationships with our members and guests,” Wehrs explains. “All member feedback is an opportunity for us to learn about their preferences and satisfaction levels with our merchandise.”
This dialogue allows the team to stay on top of members’ evolving tastes.
“We are in constant communication with our members and can identify what they are looking for, whether it be size,
A strong sense of community is at the heart of Boca West CC’s new Lifestyle Center.
Boca West CC’s culinary program is undergoing a transformation with the opening of the new Lifestyle Center.
Under the leadership of Paul Griffin, Director of Culinary, the club continues to elevate its F&B offerings.
fabric, fit, or fashion trends,” Wehrs says.
Beyond member feedback, the pro shop team stays current by visiting vendors, attending clothing shows, and participating in PGA Section events. “We’re always on the cutting edge of fashion and technology,” Wehrs adds, “constantly introducing brands and products.”
STAYING AHEAD OF INDUSTRY TRENDS
Learning and innovation are central to Boca West’s golf operations. “Learning is a lifelong passion, and it’s one of our core values in the golf department,” says Wehrs. The club’s leadership team actively promotes professional develop-
ment, with staff attending educational events throughout the year.
The club has even developed a Boca West Golf Mentorship Program, Wehrs explains, “built to cultivate a group of like-minded professionals who strive for excellence.” This initiative ensures that the team stays ahead of trends, allowing
them to anticipate member needs.
The popularity of simulators and virtual golf experiences continues to grow, and Boca West has embraced this technology in a big way. In 2021, the club introduced the most advanced and comprehensive golf radar technology, becoming the first in the U.S. to offer it to members.
“We now have seven upgraded driving range suites, each equipped with golf radar-tracking technology,” says Wehrs.
Members have already logged more than 10,000 sessions using the tech, enjoying enhanced driving range experiences paired with bar and restaurant service.
The club also features a dedicated
retail space for hard goods known as The Golf Studio
“This interactive, technology-driven space is a one-stop shop for scheduling lessons, club fittings, purchasing equipment, and socializing with our golf professionals,” says Wehrs.
To further promote its simulators, Boca West CC introduced the “Swing –Sip – Swirl” instructional series, which combines golf instruction with wine tastings.
“Members enjoyed two hours of golf instruction while sampling wine and light hors d’oeuvres,” says Wehrs.
The event’s success was evident not only in the high participation but also in increased pro shop traffic after, as members redeemed their discount cards.
To strengthen its golf community, Boca West CC introduced the most advanced and comprehensive golf radar technology, becoming the first in the U.S. to offer it to members.
Boca West CC continues to elevate its dining facilities. With recent additions, the culinary team is reviewing menus across the property to ensure each venue has distinct offerings, maintaining the sense of “destination dining.”
CULINARY INNOVATION AND MEMBER EXPERIENCE
Boca West’s culinary program is undergoing a transformation with the opening of the new Lifestyle Center. Under the leadership of Paul Griffin, Director of Culinary, the club continues to elevate its dining offerings, balancing quality, sustainability, and member satisfaction.
The Lifestyle Center introduces several new dining venues, including Cabana Bar & Grill, Market Square, Blue Point, and Aria Bar + Rooftop. Griffin emphasizes the importance of providing distinct experiences while maintaining consistency across all offerings. “With these new additions, we are reviewing all menus across the property to ensure that each venue has distinct offerings, maintaining the feeling of ‘destination dining,’” he explains.
Each restaurant will have its own unique flair, but the promise of top-tier quality will remain a constant. “In Blue Point, we’ll be bringing in Turbot from Spain, while at our food truck, we’ll be cracking fresh Maine lobsters for lobster rolls,” Griffin says. “The experiences differ, but the focus on exceptional quality ingredients remains the same.”
CREATING CONNECTIONS
With the Lifestyle Center, Boca West is expanding its range of amenities and dining venues, offering an enhanced experience for members. Leslie Kennedy, Director of Membership & Marketing, is at the forefront of this transition, ensuring that the club’s community continues to thrive.
Building a strong sense of community is essential to the Boca West experience. Kennedy emphasizes the importance of initiatives that help members forge meaningful relationships, such as the “Coffee and Chat” event, organized by the membership department.
“It brings together members of the Membership Committee and new members, encouraging interaction and helping people connect,” she says.
This monthly event has proven successful in fostering new friendships and
making new members feel welcome. Additionally, the club offers the “Explore Boca West” passport for new members, featuring more than $900 worth of fully complimentary perks, such as golf lessons, massages, and dining experiences.
“As new members take advantage of these perks,” Kennedy says, “they meet department heads and get personally introduced to different areas of the club.”
This hands-on introduction helps new members feel integrated into the community right from the start. C+RB
How 100+ Businesses Are Solving Language Barriers
Don’t let language barriers hurt safety or customer satisfaction.
IT’S OLD NEWS THAT MOST INDUSTRIES ARE EXPERIENCING STAFFING SHORTAGES AND LABOR CHALLENGES, and the hospitality industry is no exception. According to AHLA, 76 percent of hotels are experiencing staffing shortages. If communication is not effective, it can lead to misunderstandings, and frustration among employees, ultimately contributing to higher turnover rates. A key to expanding the pool of applicants and retaining staff may be found through improved communication tools.
Nearly 74 percent of properties employ non-native English speakers, according to Relay’s 2024 Hospitality Report. Diversity is an asset in many ways, however, when language barriers are introduced into hospitality environments it can pose communication and safety obstacles that may result in reduced customer and employee satisfaction.
“We’ve heard about challenges where a housekeeping team that’s mostly Spanish speaking can’t communicate with the Englishspeaking front desk,” says Scott Hiller, product manager at Relay. “They often have to call in a translator, which takes time, costs money, and distracts from the main job duties. We’ve also heard that some organizations struggle to hire because they require English proficiency to communicate with their team, which limits their workforce options.”
The hospitality industry cannot afford to pass over qualified applicants simply because there is a language requirement. Relay’s TeamTranslate® enhancement allows live translations through a lightweight communication device that operates over Cell and WiFi.
Relay devices also have built-in panic buttons and location tracking to ensure employees and customers in emergencies can receive the fastest response times. Nearly, 94 percent of hotel professionals reported more peace of mind knowing the precise location of their employees, according to Relay’s 2024 Hospitality Report.
TeamTranslate works with 31 languages. Teams can configure their devices to translate into everyone’s native language automatically. This helps in many different situations. Security can communicate with other team members and respond to panic alerts or safety risks on site. In fact, with Relay, addressing safety issues is on average six minutes faster per incident, according to Relay.
The live translation abilities not only help employees communicate but also aid in the retention and long-term success of employees. “In April, we officially launched the feature, and within
the last three months, over 100 customers have adopted it,” Hiller says. “Customers have shared great stories, such as a housekeeper who was promoted to house inspector because she could now communicate effectively with the English-speaking teams like the Front Desk. It helped her advance, and the company retained a valuable employee.”
Ensuring employees are safe and fulfilled in their roles is easier with TeamTranslate. Beyond its translation integration capabilities, Relay communication devices are lightweight and have better connectivity, safety or panic abilities, and reliability than traditional radio systems. In fact, 84 percent of Relay customers reported increased operational efficiency, according to Relay.
Finding solutions to multiple pain points is not always achieved with one device. In this case, Relay is a single fix to common pain points operators, employees, and customers face across the hospitality industry. Relay’s TeamTranslate enables seamless multilingual communication and improves safety response times. By addressing these key operational pain points, Relay helps hospitality operators enhance employee satisfaction, retention, and overall efficiency.
- By Ya’el McLoud
Inside the Chef-GM Dynamic
Mizner CC’s Mark Bado reveals the secrets behind forging deep, lasting partnerships with chefs, transforming club kitchens through trust, collaboration, and shared vision.
By Joanna DeChellis • Editorial Director
FOR NEARLY 30 YEARS, Mark Bado, MCM, CCE, General Manager/COO of Mizner Country Club (Delray Beach, Fla.), has been a steady force in club management, supporting chefs as they shape the future of food and beverage operations at some of the nation’s most prestigious clubs. His approach is simple yet profound: build deep relationships with chefs, not just as colleagues, but as trusted partners.
From raising the bar at Kansas City Country Club (Mission Hills, Kan.) to leading Myers Park Country Club (Charlotte, N.C.) through the pandemic to overseeing a massive renovation at Houston Country Club and now guiding Mizner CC into its next chapter, Bado has worked hand-in-hand with culinary heavyweights like Andrew Kneessy, Scott Craig, Zeb Hartline, and Daniel Montano, redefining what true collaboration means. In this exclusive interview, Bado opens up about the grit, the grace, and the lessons learned in forging chef-GM alliances that stand the test of time.
Club + Resort Chef (C+RC): Thank you for taking the time to speak with us, Mark. Let’s jump into it. You’ve worked at a number of high-profile clubs. What led you to make the move from Myers Park to Houston Country Club?
Mark Bado (MB): At the time, Houston Country Club was undergoing a massive construction project. They were looking for a change agent, someone to help rebuild the team as they emerged from
construction. That opportunity intrigued me, and I felt good about the management team we built there. We had a chef who was an Olympic chef and a mentor to many, but he was ready to retire. We hired Zeb Hartline, who had the energy and resilience to handle the challenges that came with such a large and impressive food and beverage program.
C+RC: [Chef Hartline] has made a huge impact at HCC. What stood out to you about him during the hiring process?
MB: [Hartline’s] background was mostly in hotels, which was a bit of a risk for us, as the club world operates differently. But his work at Marriott showed that he could handle the kind of high-volume, high-expectation environment we had at HCC. What really impressed me was his resilience. We were still under construction when he joined, and we didn’t have a fully functioning banquet kitchen. [Hartline] took it in stride and managed to pull off large-scale events out of our a la carte kitchen.
C+RC: That must have been a huge challenge for him and his team.
MB: It was. There were times when we were doing two or three banquets a night, serving hundreds of people, all while working out of just the a la carte kitchen. It was a tough situation, but Chef and his team made it work. “Can’t” just wasn’t part of our vocabulary.
C+RC: You’ve also worked closely with Scott Craig, who is now at Cullasaja Club (Highlands, N.C.). Can you talk about your relationship with him, especially during the pandemic?
MB: [Craig] and I go way back, and we’ve shared some really tough times together. During COVID, he helped lead the industry by creating a reopening playbook that ended up with hundreds of downloads. We didn’t have a blueprint, but we just jumped in and figured it out.
At Mizner, when our Executive Chef resigned to take a job in the Midwest, and we were heading into the holiday season, I reached out to [Craig]. It was his
son, Mason, who said, “Dad, your friend needs help,” and [Craig] didn’t hesitate. He left his family at home, came to Florida, and stayed for weeks to help us get through the holidays. That’s what you do for your friends. I’m forever indebted to him for that.
C+RC: That kind of loyalty is rare. What do you think other GMs can learn from the relationships you’ve built with your chefs, like [Craig], [Hartline], and now Daniel Montano at Mizner?
MB: It’s all about having a supportive, accountable relationship. You have to be there for each other, especially when things get tough. There are always going to be disagreements, but when you’re in the trenches together, that’s where real trust is built.
I want to have a deeper emotional relationship with the chefs I work with because we spend more time with these people than we do with our own families. It’s not just about being the boss—it’s about creating a partnership where we’re all pulling in the same direction.
C+RC: That’s a powerful approach. Speaking of [Montano], how is he settling in at Mizner?
MB: [Montano] is doing great, though he’ll tell you he’s not fully up to speed yet—none of us ever are! But he’s a strong leader and has the support of an amazing team.
We’ve also hired an AGM who understands the culture here in Southeast Florida and will work closely with him. It’s been a learning curve, but he’s handling it well.
C+RC: It’s clear you have a real knack for fostering relationships with chefs. What advice would you give to other GMs who might not have that kind of connection with their culinary team?
MB: It starts with setting clear goals and expectations, but it’s deeper than that. You need to be in the trenches together, sharing those hard experiences. That’s where real bonds are formed. You also have to let them do their job, be there to support them, provide the tools to be successful, and hold them accountable.
When you have those bonds, you can hold each other accountable in a way that’s constructive, not destructive. It’s about building a shared foundation of values and working toward the same goals as a team. C+RB
Mark Bado, MCM, CCE, Mizner CC’s GM and COO, has a history of building and fostering strong, collaborative partnerships with club chefs, including Daniel Montano, CEC, (left) who recently joined the club as its Executive Chef.
A HUNGER TO LEARN
Chefs find long-term success and longevity at clubs that actively encourage continuing education, from conferences to certifications and more.
By Isabelle Gustafson • Senior Editor
AS THE CLUB CHEF WITH, PERHAPS, THE SINGLE MOST PROFESSIONAL CERTIFICATIONS, Lance Cook is uniquely qualified to tout the benefits of continuing education. With the support of his club behind him, it comes down to Cook’s commitment to lifelong learning and to continuously better himself as a chef and leader.
Cook is a World Certified Master Chef (WCMC) through the World Association of Chefs’ Societies (Worldchefs), a Master Member of the World Master Chefs Society (MWMCS) through the World Master Chefs Society, a Certified Club Culinary Director (CCCD) through the Club + Resort Chef Association (CRCA), a Certified Executive Chef (CEC) and a Certified Culinary Administrator (CCA) through the American Culinary Federation (ACF), a Certified Food and Beverage Executive (CFBE) through the National Registry of Food Safety Professionals (NRFSP), and a WSET (Wine & Spirit Education Trust) Level 2.
“You have to have a hunger to learn, to push yourself and get out of your comfort zone,” says Cook. “You’re going to be rewarded with knowledge, [and] you’re going to be rewarded with those letters after your name, branding yourself and setting yourself apart.”
And he’s not satiated yet.
Lance Cook plans to take the CMC exam, though he’s put training on hold while he acclimates to his new role as Forsyth CC’s Director of Culinary Operations. Pictured is a CMC Assessment in Livonia, Mich., in 2023.
Following seven years as Executive Chef of Hammock Dunes Club in Palm Coast, Fla., Cook joined Forsyth CC in Winston-Salem, N.C., as the Director of Culinary Operations in June, a role he says he secured because the club’s late General Manager and COO of 22 years, Lee Smith, took notice of his certifications and commitment to learning.
“He [was] very supportive of continuing education,” says Cook of Lee, who he’d worked with originally in 1998 at Wilson (N.C.) Country Club. “We parted ways, but we kept in touch. Through social media, he’d been watching; he said, ‘Chef, I love what you’re doing. You’re still hungry and motivated. What do you think about coming up here and doing a tasting for my search committee?’ I said, ‘Absolutely, sir.’”
“I actually got this job because [I’m a] Certified Club Culinary Director,” Cook adds. “I think that one specific certification grabbed his attention—then came the offer.”
Later this year, Cook plans to complete his WSET III. He’d also been training to take the Certified Master Chef (CMC) exam, though he put this on hold for one year while he acclimates to his new club.
“The Certified Master Chef motto is ‘forever the student,’” notes Cook. “I don’t think any one individual knows everything there is to know about food. Even [CMCs], they’re still learning on a daily basis.”
KEEPING SKILLS FRESH
While he got his start at restaurants, Executive Chef Benjamin Guaman has been in clubs for many years, the past 14 of which at Governors Club in Chapel Hill, N.C. Guaman loves the club culinary world for the emphasis placed on continuing education, as well as the variety of events and the relationships built with members.
“My club’s members are so diverse,” notes Guaman, “from many different backgrounds, places, countries and states. They’re always asking for something new.”
To accommodate the membership’s needs, Guaman updates menus often, staying abreast of the trends and keeping his skills fresh through certifications and conferences, including the Chef to Chef Conference, as well as PlateCraft, which Guaman is attending for the second year after the inaugural event last November.
Forsyth CC Director of Culinary Operations Lance Cook won the ACF-sanctioned Cabbage, Potato, and Bacon Festival in Hastings, Fla., in April.
From left to right:
Governors Club Executive Chef Benjamin Guaman and The Country Club of Virginia Executive Chef Andrew Haapala at the inaugural PlateCraft event hosted by Cullasaja Club in 2023. The Patterson Club’s Executive Chef, Geo Lanez, led a session on advanced garnish techniques.
Governors Club Executive
Attendance at these events is made possible, Guaman says, thanks to support from his club and in particular General Manager and COO Doug Shifflett.
“It’s another thing that’s kept me here [for 14 years],” Guaman says, “that my GM is very proactive, always making sure that we— not just me, but the directors of each department—are going out and seeing what we can bring back to the club. … It’s crucial that chefs have a GM who encourages us to go out there, meet people, benchmark, see what other clubs are doing, and then come back with new ideas.”
At Coral Bay Club (Atlantic Beach, N.C.), Executive Chef Genevieve Guthrie, too, has always been encouraged to pursue opportunities for learning.
In fact, 2024 marked five Chef to Chef Conferences for Guthrie; and because Coral Bay is going through a complete renovation of its clubhouse, she was able to bring three other members of her team.
“I didn’t know [Chef to Chef] existed until my first year [as Executive Chef]. One of our members was a member at a different country club, and he was talking to James Patterson [Corporate Executive Chef, McConnell Golf] who told him about the conference. He came back to the club and said, ‘Genevieve needs to go to this.’ And that’s how it all started.”
At her first conference in New Orleans, she made a reservation
for one at Commander’s Palace, a famous Creole restaurant.
“By the time I made it to the restaurant, there were four of us,” she says, “We had a great time.”
And Guthrie has kept all of those inital connections to this day.
“We still talk. We still send out group texts. We’ll encourage each other, and we still contact each other to help out as well,” she says. “When I was designing a new kitchen, a lot of the contacts that I made at Chef to Chef, I was sending them the blueprints to ask their opinion.”
JUST JUMP IN
Guthrie says she’s adapted ideas from Chef to Chef at her club, and she always appreciates the networking and the opportunity to connect with chefs who experience similar challenges.
“I also think some chefs get into a rut, and when they go to these conferences, it’s rejuvenating, it’s inspirational,” she says. “I take so many notes each year, and I still go back and re-read them.”
Coral Bay has a new General Manager who’s encouraging her to get certifications, too—something she’s considered in the past but hadn’t yet committed to.
Chef Benjamin Guaman (right) was among attendees at PlateCraft 2023 at Cullasaja Club. The event is designed to create club chef connections, foster continuious learning and advance culinary skills.
Bay’s going through
“I think continuing education is very important,” Guthrie notes. “It’s not that I don’t think I can [get certified]; it’s just those internal nerves that you have to fight.”
Forsyth CC’s Cook believes nerves—and fear of failure—are only natural, but he finds opportunity and motivation in failure, too.
“Whether it’s a [CMC] exam, or even one of the classes for certification, if you fail something, that determines what you’re going to do next,” he says. “Either you’re going to be done with the process, or you’re going to refine it. That’s my mentality, if I ever don’t do well at something—I’m going to go back and crush it.”
“From competition, my favorite metals are my bronze medals,” Cook adds. “I learned the most because of the situations that each of them represented.”
Ultimately, success comes down to preparation.
“When I was at Hammock Dunes Club, I had a pastry chef who wanted to go for her CEPC,” Cook notes. “I said, ‘Put together a menu, get all the requirements in there, and then we’ll practice it.’ So she practiced it, and she went 30 minutes over on her time. I said, ‘Let’s look at your menu and see what we can alter.’ After that first run, she did a revised run, and she was 20 minutes under. The next week, she took that routine she practiced, and all the evaluators said she was by far the best they had ever seen. The biggest thing is practice. You have to practice your routine in order to be successful.”
Cook notes his own certifications give him an extra sense of credibility, especially with a new team. At Forsyth, he’s already motivating others to become certified themselves; two of the club’s chefs de cuisine are preparing to take their CEC exam.
“I always tell people, no matter what certification you go for, just jump in,” says Cook. “Jump in where you qualify. You might not qualify for the CCCD, for example, but you might qualify for the CECC (Certified Executive Club Chef). So jump in there, and
then, over the years, try to get the other qualifications. … It pushes people out of their comfort zones, to do different things than they would normally do. And that’s always the goal.” C+RB
Chef to Chef 2024 in Austin marked five C2C conferences for Coral Bay Club Executive Chef Genevieve Guthrie; and because Coral
a complete renovation of its clubhouse, she was able to bring three other members of her team.
Enhancing Wellness at Newport Beach Country Club
The new outdoor fitness center offers a holistic approach to wellness, including classes, recovery modalities, and health seminars.
By Rob Thomas, Editor-in-Chief
IN THE WORLD OF LUXURY CLUBS, Newport Beach Country Club (NBCC) has always stood out for its commitment to offering a premier experience for its members. Situated in the picturesque setting of Southern California, NBCC has become synonymous with top-tier amenities, from its renowned golf course to its exquisite dining options. However, the club’s latest addition, an outdoor fitness center named “The Cove,” is set to redefine the wellness experience at NBCC.
Robin Shelton, PGA Master Professional and General Manager, and Bianca
Gillett, Director of Fitness and Recreation, joined the Club + Resort Talks podcast to discuss this new venture. The conversation revealed not just the impressive physical attributes of The Cove, but also the club’s holistic approach to fitness and wellness, spearheaded by Gillett’s innovative vision.
A HOLISTIC APPROACH
Gillett, who has been with NBCC for three years, has a background in kinesiology and extensive experience in the fitness industry. Her journey with NBCC began when the club’s owners, familiar with her
work from a previous fitness facility, invited her to bring her philosophy of integrative health and wellness to the club.
“Besides just looking at your workouts,” Gillett explains, “we have to look into your diet, stress management, blood work, IV testing, and recovery. It’s a whole view; you can’t just do one single component.”
This comprehensive approach has become the cornerstone of the fitness offerings at NBCC, and it’s a philosophy that is deeply embedded in the club’s culture. Under Gillett’s leadership, the club has introduced a range of wellness services, in-
cluding access to a naturopathic medicine doctor, recovery modalities like air compression therapy, and soon-to-be-installed cold plunges. Additionally, the club hosts health seminars to educate members on various aspects of wellness.
“Now that we have the baseline of all the amenities and facilities,” Gillett adds, “we can grow, teach, expand, and change lives here.”
THE BIRTH OF THE COVE
The idea for The Cove was born out of necessity. As the indoor fitness center grew increasingly busy, the club recognized the need for additional space. Gillett, known for her passion and enthusiasm for fitness, was given the green light to create this new outdoor space.
“There is no special piece of equipment that any club is going to order that will make an outdoor space that much better than another one,” Gillett says. “What it really comes down to is hiring, staffing, philosophy, and vision.”
The success of a fitness center is not just about the equipment, but about the environment, the staff, and the overall experience, she believes.
The Cove features a range of equipment, including a state-of-the-art ski ergometer, a curved treadmill, and a monkey rack—a popular feature in rooftop gyms. To enhance the member experience, The Cove also offers eucalyptus cold towels, waters, coffee, and fitness center snacks made fresh in the club’s kitchen. These thoughtful touches contribute to making The Cove a welcoming and enjoyable space for members.
FINANCIAL CONSIDERATIONS
From a financial standpoint, the creation of The Cove was a significant investment, but one that is expected to pay off quickly. Shelton revealed that the club spent approximately $500,000 on the construction and outfitting of The Cove. “We made sure if we were going to do it, we were going to do it right,” he said.
The club’s careful planning and com-
mitment to quality have paid off. Shelton anticipates that the return on investment will be realized within a year, thanks to the high usage of the facility by members.
“There’s a win on the financial side, but the bigger piece is the win on the member satisfaction side,” Shelton says. “When you have a team here as talented as what we have, led by [Gillett], it gives us an opportunity to keep doing more and expand our programs.”
SAFETY AND MEMBER EXPERIENCE
One of the primary concerns with any fitness facility, especially one that involves heavy equipment, is safety. Gillett emphasizes that safety protocols are a top priority at NBCC.
“Luckily, when you’re working at a country club, you’re surrounded by intelligent people,” she says.
To ensure member safety, the club has full-time staff monitoring both the indoor fitness center and The Cove. Members are educated on the proper use of equipment, and safety features like gated doors and equipment spacing are carefully considered in the design.
The addition of The Cove has also positively impacted the overall member experience at NBCC. By moving group classes to the outdoor space, the club has alleviated congestion in the indoor fitness center, creating a more comfortable environment for all members. The opportunity to work out in the fresh air of Newport Beach, with its consistently blue skies and sunny weather, is an experience that few other clubs can offer.
LOOKING TO THE FUTURE
As the conversation turned to the future, both Shelton and Gillett expressed optimism and ambition. Gillett, known for her drive and vision, hinted at expanding NBCC’s wellness offerings even further.
“We’re going to keep doing what we’re doing but better,” she says. “We’re only going to double down on the naturopathic medicine services, hosting more seminars, adding more classes, and growing the golf and fitness side of things.”
Shelton, taking a broader view as the club’s General Manager, shares Gillett’s sentiments while acknowledging the challenges of predicting the future.
“My crystal ball breaks a lot, but I think that there are a lot of things people can buy, but they can’t necessarily buy health,” he says. “We can help them with it—to help them live longer and better.”
In the next five to ten years, Shelton envisions ongoing innovation and expansion of NBCC’s offerings, always focused on enhancing the member experience. From creating more outdoor spaces to further integrating fitness and wellness into the club’s culture, the future looks bright.
The addition of The Cove is more than a new facility; it’s a reflection of the club’s commitment to holistic wellness and member satisfaction. Under the leadership of Shelton and Gillett, NBCC is setting a new standard for private clubs, where health and happiness are the ultimate goals.
As Gillett aptly puts it, “We’re not just a fitness center; we’re a community dedicated to improving lives.” And with The Cove, that dedication is on full display. C+RB
First Impressions Matter
Clubs enhance first impressions by blending tradition with modern design in their lobby renovations.
By Rob Thomas, Editor-in-Chief
YOU NEVER GET a second chance to make a good first impression. Because the first thing that greets members and guests at the club is the lobby, properties are taking invaluable steps toward refreshing their grand entrances.
A SEAMLESS BLEND OF TRADITION AND MODERNITY
The River Bend Club in Great Falls, Va., has recently unveiled a stunning renovation of its Seneca Lounge and Foyer. The project aimed to create a more inviting and contemporary space while preserving the club’s rich heritage.
Great Falls, Va.
“The new lounge and foyer are much nicer, welcoming, and warmer. It’s a pleasant area to sit and wait for fellow members and guests.”
- Lee MacKay, CCM, General Manager/COO
The impetus for the renovation was a desire to modernize the outdated clubhouse dining areas, particularly the entrance foyer. General Manager/COO Lee MacKay, CCM, explains, “The area needed to be more welcoming and inviting to members and guests.” By addressing the lobby, the club sought to create a positive first impression and set the tone for the overall experience.
The renovation involved a comprehensive overhaul of the Seneca Lounge and Foyer, encompassing new finishes, furnishings, and architectural elements. The design team carefully selected materials and colors to create a cohesive and sophisticated atmosphere that complemented the club’s existing character.
Funding for the project came from the club’s cash reserves, allowing for a seamless implementation of the renovation plans. The timeline for the project spanned from 2019 to 2021, during which the club’s operations continued uninterrupted.
Response to the renovation has been over-
whelmingly positive. Members and guests have praised the updated spaces for their enhanced comfort, elegance, and modern appeal. As MacKay notes, “The new lounge and foyer are much nicer, welcoming, and warmer. It’s a pleasant area to sit and wait for fellow members and guests.”
Key features of the renovation include:
• Distinct seating groups in the Seneca Lounge for various social interactions
• A sophisticated color palette featuring blue-gray wainscot and stained elements
• Custom millwork and decorative accessories for visual interest
• New portals and a functional credenza in the Seneca Lounge
• Updated foyer with new moldings, wallpaper, and lighting
• Comfortable and stylish seating in the foyer
RIVER BEND CLUB
OLD OAKS COUNTRY CLUB
Purchase, N.Y.
“Addressing the lobby specifically was crucial because it serves as the first impression for members and guests. The lobby sets the tone for the entire club experience.”
- Iwona Sterk, General Manager
ENHANCED AESTHETICS AND FUNCTIONALITY
At Old Oaks Country Club in Purchase, N.Y., a recent renovation has transformed its iconic clubhouse, with a particular focus on the lobby. As the club strives to remain a leader in the competitive country club landscape, this renovation enhances both the aesthetics and functionality of key areas, creating a more inviting environment for members and guests.
According to Iwona Sterk, General Manager of Old Oaks, the decision to renovate the lobby and other major parts of the clubhouse was driven by several factors. “The renovation was spurred by the commitment to enhance member satisfaction, modernize our facilities while preserving the authentic and historically significant features of the clubhouse, and maintain a competitive edge—not only within the local area but also on a national scale,” she says.
Beyond these strategic goals, the decision was also influenced by valuable member feedback. “Addressing the lobby specifically was crucial because it serves as the first impression for members and guests. The lobby sets the tone for the entire club experience,” Sterk explains. “Renovating the lobby created a more inviting, aesthetically pleasing, and functional environment.”
The renovation, completed in the fall and winter of 2022/2023, involved significant upgrades across the main floor of the clubhouse, including the grand hall, women’s card room, living room, library, bathrooms, Oak Room, dining room, and main kitchen. On the lower level, the front desk area, lobby, hallways, and bathrooms were also revamped.
The lobby renovation at Old Oaks Country Club created a more inviting environment for members and guests.
Sterk notes that members have responded positively to the changes. “Members have expressed appreciation for the modernized yet tasteful updates that blend contemporary design with the clubhouse’s historical charm,” she says. “The balance between tradition and innovation resonates well with both longstanding and newer members.”
Additionally, the enhancements have improved functionality in key spaces. “Members have also commented on the enhanced comfort and usability of spaces,” Sterk adds, “such as the lobby, dining areas, and common rooms. They are finding these areas more conducive to hosting private events or casual socializing.”
The renovations have not only elevated the club’s aesthetic appeal but have also fostered a sense of pride within the membership. “As the renovated clubhouse has raised the club’s profile,” Sterk says, “members feel a renewed sense of pride in being associated with the club.”
HUNTING CREEK COUNTRY CLUB
Prospect, Ky.
“The updated space enhances functionality while providing a welcoming atmosphere for both members and guests, all while maintaining a modern and visually appealing aesthetic.”
- ELisa Wade, Marketing & Membership Director
INTRODUCING CONTEMPORARY ELEGANCE
Hunting Creek Country Club, located in Prospect, Ky., recently completed a stunning lobby renovation as part of a larger clubhouse transformation. With a focus on enhancing both functionality and aesthetics, the updated space plays a critical role in creating lasting impressions for both members and guests.
According to Lisa Wade, Marketing & Membership Director at Hunting Creek, the decision to renovate the lobby was driven by its significance as a central hub within the clubhouse. “The lobby is a high-traffic area that influences first impressions for prospective members and lasting impressions for existing ones,” Wade explains. Recognizing the importance of this space, Hunting Creek partnered with a Louisville-based interior design firm to create an entryway that reflects the club’s contemporary brand identity.
“The updated space enhances functionality while providing a welcoming atmosphere for both members and guests, all while maintaining a modern and visually appealing aesthetic,” Wade says. The lobby, unveiled to members in the summer of 2020, retained its original 932-sq.-ft. layout, but introduced a new level of sophistication and usability.
The renovation focused on transforming the lobby into a more social and inviting space. “The new ambiance offers a comfortable yet chic lounge atmosphere,” says Wade. By reconfiguring the layout, the design team expanded seating capacity from five to eight guests, adding a second couch to increase comfort and intimacy.
Designers selected a palette of soft, warm neutrals with blue accents, creating a serene yet stylish environment. High ceilings with stained wood beam boards and a blend of downlights and lamps add a soft glow to the space, enhancing its welcoming feel. Custom area-rug carpeting lends a sense of coziness, while the original fireplace remains as a central feature of the lobby, grounding the modern design in the club’s tradition.
The lobby’s open design connects it seamlessly with other key clubhouse areas, including the Fireside Room, the golf simulator room, and the hallway to the grill room. The flow extends to the outdoor patio, allowing guests to transition easily between indoor and outdoor spaces, which has been a popular enhancement.
made the lobby an ideal space for meetings and tours, further enhancing the club’s appeal to prospective members.
Since its reopening, the updated lobby has garnered praise from both members and guests. The emphasis on warm neutrals with blue accents has struck a balance between sophistication and comfort, making the space feel relaxed yet refined. “The design’s focus on creating a welcoming and stylish atmosphere has resonated well with everyone,” Wade notes.
The renovation project, funded entirely by club members, has not only upgraded the lobby’s functionality but also reinforced the club’s commitment to providing a top-tier experience for all who visit Hunting Creek.
CUSTOM WOOD CHAIRS
BUILDING A COMMUNITY
Private clubs succeed by blending technology, personalization, and community to attract and retain engaged members.
By Rob Thomas • Editor-in-Chief
PRIVATE CLUBS MUST DO MORE THAN SIMPLY OFFER EXCLUSIVE AMENITIES—they need to create a sense of belonging and community that attracts new members and keeps existing ones engaged.
Attracting and retaining members is no longer just about luxurious golf courses or upscale dining; it’s about fostering personal connections, curating unique experiences, and using strategic, innovative marketing techniques.
Melissa Hansen, Director of Membership & Marketing at The Club at Olde Cypress (Naples, Fla.), along with Ben Lorenzen, Creative Director & Director of Aquatics & Fitness, and Raychel Reed, Marketing Manager at Champions Run (Omaha, Neb.), share their insights on the art of private club membership—emphasizing the
importance of delivering value and cultivating a loyal, vibrant community to stay relevant.
From digital strategies such as gated content to tailored onboarding experiences, the modern approach to member engagement is multifaceted. For example, offering gated access to membership benefits serves as an educational tool that converts prospects into loyal members, while personalized follow-ups and dynamic onboarding processes ensure new members feel welcomed and appreciated.
As the industry evolves, it’s clear that the future lies in blending technology, personalization, and entertainment to create experiences that members will cherish, helping clubs maintain thriving and engaged memberships for years to come.
The Art of Attracting and Retaining Private Club Members: A Personal Perspective
By Melissa Hansen • The Club at Olde Cypress
As the Membership & Marketing Director of a private club, my role centers on one key mission: Ensure a vibrant and thriving community by attracting new members and keeping the existing ones engaged and satisfied. Attracting and retaining members is an art that requires a blend of creativity, strategic thinking, and an understanding of the needs of both prospective and current members.
ATTRACTING NEW MEMBERS:
OUR GATED CONTENT STRATEGY
When it comes to attracting new members, we’ve embraced digital strategies that not only engage but also educate prospects on the value of joining our club. One strategy that has proven particularly effective is the use of gated content.
For example, we provide gated access to “Discover our Membership Benefits.” This piece of content dives into the lifestyle our members enjoy, from world-class golf facilities to personalized dining experiences and our tight-knit community spirit. Prospects who are truly interested in what our club has to offer will provide their e-mail to access this resource, giving us an opportunity to nurture that relationship. We follow up with a personalized email series that highlights upcoming events, member testimonials, and benefits of club membership with one goal in mind: to create FOMO.
RETAINING MEMBERS:
A STRONG ONBOARDING PROCESS
Attracting members is just the first step. The real challenge lies in retaining them. We’ve found that the key to long-term member retention is an exceptional onboarding experience, particularly during the critical first year. In my experience, a strong onboarding process sets the tone for a new member’s entire journey with the club.
One tool that has made this process seamless for both our team and new members is an automated onboarding email series. This series is designed to welcome members, provide them with crucial information about the club, and introduce them to the full array of benefits they now have access to. It’s not just about outlining club rules or sharing event calendars—it’s about nurturing a connection.
In the first 12 months, new members are learning the ins and outs of the club, and we aim to make them feel like part of the family from day one. Our automated email series is tailored to deliver relevant content at each stage of their first year, such as:
• Invitations to exclusive welcome events
• Information on club traditions and history
• Personalized introductions to existing members
• Guides on how to get the most out of the club’s amenities
This approach has dramatically improved our retention rates, as it eases new members into the culture and community, making them feel valued and connected early on. The more engaged they are in their first year, the more likely they are to develop a longterm affinity with the club.
THE FUTURE OF MEMBERSHIP AND MARKETING
As the world continues to evolve, so do our strategies. Technology, automation, and personalized content are the future of private club membership marketing, and those who can blend these elements into their efforts will continue to see success. For me, the thrill of welcoming new members and watching them thrive within our community is what makes this job so rewarding.
We are not just selling a membership; we’re offering a lifestyle, a network, and a sense of belonging. And by nurturing relationships from the very first interaction to ongoing engagement, we can ensure that our club remains a place members are proud to call home for years to come.
Entertain, Inform, and Personalize: Creating Memorable Member Experiences
By Ben Lorenzen and Raychel Reed • Champions Run
At Champions Run, keeping members informed, entertained, and engaged is more than just a responsibility—it’s our passion. We know that the key to cultivating a vibrant, active membership lies in a combination of transparency, personalization, and, most importantly, entertainment. It’s not just about signing up for a membership; it’s about stepping into a world where everyone feels welcome, valued, and like they truly belong.
TRANSPARENCY AND SOCIAL MEDIA: THE FIRST STEP
In the digital age, social media is our biggest ally in keeping members—especially new and prospective ones—connected. We keep our content open and accessible because, at the end of the day, you still have to sign that initiation check to experience the full magic of membership. Sure, you might catch glimpses of it on your mobile device, but nothing compares to the in-person experiences we offer.
Social media gives potential members a taste of what we’re all about, showing off the vibrant community, incredible events, and unique experiences that make our club special. From behind-thescenes stories to highlights from member events, we share it all. But while we’re open, we always make sure to remind people that nothing beats being part of the action firsthand. We create a digital presence that reflects the energy and excitement of the club—but we don’t stop there.
ENTERTAIN OVERSELL: MEMORABLE MOMENTS THAT MATTER
One of the core principles of our approach is to “entertain over sell.” In our experience, when you focus on creating unforgettable moments, the selling part takes care of itself. One of my personal favorite events that exemplifies this philosophy happens poolside, in an event we call “Frozen Friendship.”
We play the iconic song "Time of My Life" from Dirty Dancing, and our F&B staff, lifeguards, and bartenders make their way around the pool, asking kids on “ice cream dates.” With red roses in hand, they approach the children, asking, “Will you accept this rose?” in a playful nod to The Bachelor. There’s nothing like seeing the look on a child’s face when they are chosen for this fun, spontaneous experience. In fact, we had one family who, after their child was selected, decided to sign an $8,000 initiation check on the spot to become a social member (they were at the pool as guests that day).
This is the magic we aim to create—it’s not about pushing membership, it’s about creating moments so special that people want to be part of the community that makes them happen. You never know how much impact a single, thoughtful gesture might have.
FOAM PARTIES: BUBBLE-FILLED FUN
Another example of how we entertain over sell is our legendary foam parties. Anyone who has hosted one knows exactly what
we’re talking about—there’s something about seeing kids covered head to toe in bubbles that brings out the cameras and the joy. Our members and guests absolutely love it, and it’s not uncommon to see parents pulling out their phones, snapping photos, and sharing the fun on their social media.
The beauty of these events is that they turn a simple day by the pool into something extraordinary. When we can create experiences that families want to capture and share, it’s not just a great event—it’s free, organic marketing for the club. People see their friends’ photos and want to know how they can be part of the fun. And once we hook them with entertainment, it’s up to us to deliver on that promise consistently.
PERSONALIZATION: THE KEY TO MAKING MEMBERS FEEL WELCOME
It’s not enough to entertain; you also have to make each member feel like they’re a part of something special. One of the ways we do this is by creating custom member boxes for our new members. These aren’t just run-of-the-mill welcome kits—they’re personalized experiences in a box.
Working with a custom apparel and design group, we create custom cups, apparel, and other swag tailored to each new member. We even add candy for families with kids to make sure every member of the family feels included. Once the boxes are ready, we hand-deliver them to the member’s home, creating a personal, thoughtful touch that helps new members feel welcomed and appreciated from day one.
It’s this attention to detail that sets us apart. The personalized messages, the customized merchandise, and the thoughtfulness of the entire experience lets new members know they aren’t just another name on the roster—they’re a valued part of our community.
DELIVERING ON THE PROMISE
Once we’ve captured someone’s attention and welcomed them into the fold, it’s essential that we continue to deliver on the promise of entertainment, personalization, and value.
Consistency is key. Whether it’s through regular events, personalized communication, or simply making sure that every touchpoint with the club is a positive one, we aim to make sure that each member feels like their experience with us is just as special on day 100 as on day one.
ENTERTAINMENT AS THE SECRET INGREDIENT
At the end of the day, the formula is simple—entertain over sell, personalize the experience, and don’t get in your own way. Too many clubs tend to overthink things, talking themselves out of great ideas before they get off the ground. We’ve found that when you trust your instincts, focus on what makes people smile, and create moments of magic, the rest falls into place.
Membership is about belonging to a community that makes every moment feel special. When people are entertained, informed, and made to feel appreciated, they become advocates for your club. And that’s the kind of magic we aim to create every day.
PRODUCT SHOWCASE
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