Private clubs are steeped in tradition, but despite their solid, time-honored foundations, certain elements of current trends infuse themselves into daily club life. Some of these elements are the fly-by-night fads of a culture constantly on the move, and others are the unique elements of our evolving society that will become traditions of their own.
Part of being a successful private club is remaining relevant in the eyes of your members. Though clubs value tradition and hold fast to tried and true staples of both business and leisure practices, reflecting members’ values and ideals—some of which can change with the times—is a lynchpin of success.
The goal is not to be “trendy,” but instead to recognize which trends are likely to become ingrained into the fabric of our society, altering the ways that members live their daily lives. While it can be a welcome change to briefly try out the latest food fad—molecular gastronomy, for example—identifying larger tenets of our changing culture are important in order to provide offerings that truly resonate with member needs.
Some trends, like changing technology, demographics and lifestyle elements, have lasting effects on member preferences and the ways in which members interact with the club environment. For example, while e-mail may have seemed like a superfluous fad at first (the telephone was more than sufficient for communication, right?), it’s now become the primary means of communications for many business and personal interactions.
Other trends, however, may not have that kind of longevity. For example, even as we speak, social media is supplanting e-mail as the trend of the moment, and, like snail mail, e-mail may soon be relegated to being just another tool in the communications toolbox. Figuring out which new trends are the latest in a running stream of fads and which indicate lasting cultural and lifestyle shifts is the key to ensuring that your club stays relevant without sacrificing its traditional and comforting appeal.
Striking the balance between keeping pace with member needs and maintaining a sense of comfortable familiarity can be difficult for any club—but it’s absolutely impossible for clubs that aren’t looking toward the future at all. Clubs should carefully consider their offerings in comparison to current member needs, and, to do that, need to diligently educate themselves about the latest societal trends affecting their members’ lives. Knowledge is power, and the ability to understand the importance of the latest trends stems from knowing what those trends are in the first place.
Because change is kinetic and constant, clubs must continuously monitor trends and have mechanisms in place for club leaders (both staff and volunteer) to share the knowledge and apply the information to club practices. The challenge lies in knowing what information can be applied strategically and implementing those changes. That which one club chooses to embrace may not work well for another. There are few “right” answers. The way in which a given club acts—or reacts—to trends and issues must be a reflection of that club’s unique culture, organizational style and strategic plan. There is, however, one “wrong” answer: to ignore the changing world in which we operate. An ostrich with its head in the sand may not see the other animals run by, but that doesn’t mean it still won’t be left in the dust at the end of the day. When clubs are properly informed, they can take judicious, strategic steps to ensure that they are embracing those trends that will become traditions while keeping up with member demands. As society changes, clubs will need to adapt to the changing needs of their members—both now and in years to come.
For vital information on the trends affecting the private club industry today, be sure to read NCA’s2011 Trends & Issues: A Private Club Perspective. NCA’s signature report highlights the primary concerns of private clubs and details issues such as the aging member population and the up-and-coming generation of club members, as well as the latest food and beverage, lifestyle and technology trends that influence the way clubs prepare for their future. For additional information, visit www.nationalclub.org.
Thomas E. Gaston, Jr., CCM, is general manager of The Pacific-Union Club in San Francisco. He is secretary of the National Club Association Board of Directors and chairs NCA’s Communications Committee.