The Union League of Philadelphia takes great pride in taking calculated risks and blazing the trail in the club industry. Never one to rest on its laurels, the club embraces change and always looks to the future with one goal in mind: to add the most value for its members.
In 2003, the League earned Platinum status for the first time and rose steadily over the years to the #1 Best City Club in the Country in 2012—and again in 2014. Earning this distinction for the second time shows the club’s continued commitment to excellence. The League, led by General Manager Jeffrey P. McFadden, CCM, CCE, ECM, its professional management team and a dedicated group of officers, directors and volunteer leadership, embraces challenges and looks constantly forward. Over the last decade, with the tumultuous economy, when it would have been safe to maintain the status quo, the League took risks. With the risks came reward—a thriving membership, a renovated clubhouse and a dream realized in the form of two satellite facilities to further enhance League membership.
Every decision is made with the intention of improving League life for members and ensuring a bright future for League members of tomorrow. Over the past 15 years, the League has seen revitalization in Center City Philadelphia with members taking up residency. Philadelphia, like most major cities, is blending residential and commercial properties to become a more vibrant city seven days a week/24 hours a day, unlike 30 years ago when the city folded up at 5:00 p.m.
The League has seen a spike in membership that parallels this growth. However, the growth is very distinctive in its characteristics. A majority of the folks moving into Center City fall into two groups, those ages 25 to 40 post college and before marriage and a family; and those over age 60 who are empty-nesters but who do not want to move full-time into a retirement mode. The League has had to adjust its strategic planning to accommodate both of these categories. “Our strategic plan has evolved to target and appeal to these two specific demographic groups, the ‘before children’ and ‘after children’ demographic,” says McFadden.
“Our research shows they have the most time and the disposable financial capacity to enjoy a private club. The caveat is that they are looking for value for their dues dollars in a time when city club dues have become a luxury item. Dues have become a luxury item because the business of running a quality club has become expensive. Employee cost and direct costs have increased significantly. To justify dues, our plan is to add amenities that over time will break-even on their own and add a sense of value.”
A Vision and a Mission The League maintains a strong commitment to continued growth while honoring tradition and a determination to exceed even the highest expectations. Founded in 1862 as a “patriotic society” to support the policies of Abraham Lincoln, the Union League has remained strong and true to its mission over its 152-year history and today supports the community through the work of its foundations. The membership’s diverse backgrounds and varied interests make the League a vibrant and exciting place to be, and for most members, it’s a home away from home. A nod to its dedicated members, the League membership total is at a 20-year high.
Visionary leadership, a long history of good governance—both volunteer and professional—and a detailed strategic plan have ensured success. Through several comprehensive surveys of the membership over the last 15 years, the League has been able to determine areas of particular interest and to facilitate a plan to not just meet, but also exceed expectations.
The League surveys members every year with “out of the box” ideas and thoughts generated through committee leadership. What has helped establish this creative type of leadership is rooted in their committee structure. Almost all major decisions and strategy germinate at the sub-committee level where club leaders delegate responsibility. Unlike most private clubs, where a 12-member board makes most of the decisions, the League pushes the strategic planning process and governance down the leadership ladder to the sub-committee level. This structure allows members to feel a part of the process and the real governance of the club. Says McFadden, “It is uncanny the amount of creative thinking coming out of the membership when you decentralize the leadership.”
League staff are also empowered to play a role in strategic planning and implementation. “We fully appreciate our success as it has been a very conscious effort and we are humbled by the overwhelming support of our membership,” says new League President Greg Montanaro, the youngest League president to date at 39 years of age. “Our staff is fully committed to outstanding service. Jeff leads his staff by example and trusts his team to make the right decisions. He instills an important message, ‘the answer is yes. Now, tell me the question.’ It is by this mantra that employees embrace every situation with a positive attitude and a desire to succeed,” says Montanaro. All photos courtesy of The Union Planning for Success As is always the case with Union League projects, renovations, and new amenities, a detailed strategic plan was developed and the strategic planning process includes the entire leadership team at the League.
The commitment to improving League offerings and expanding its facilities is not taken lightly. The outlook for Union League membership is expected to grow and prosper as the club implements initiatives to drive member satisfaction and usage for today and tomorrow. The League believes innovative facilities drive successful clubs and continually looks to make this a reality.
After finishing a major renovation to the ballroom and main kitchen and improving food and beverage offerings, the League added Mise en Place and Cellar 62 in early 2014.
Mise en Place—“everything in place”— is the foundation of the kitchen and provides members with the opportunity to enjoy private dining “up close and personal.” The original use of this cozy 20-seat kitchen was for private member dining with a personal chef, but has expanded to include special events for members to experience themed cuisine and an exclusive culinary experience with Executive Chef Martin Hamann and his team.
Another recent project, Cellar 62 provides a unique two-story venue for wine sampling and expert pairings. This inviting space features 4,000 bottles of wine from every country. Heated floors, cool brick walls and classic décor offer an intimate space where members can enjoy vintage wine, champagne and cuisine from 1862, the club’s fine dining room. Events for wine lovers and connoisseurs are hosted throughout the year in addition to being available for private member functions.
Satellite Facilities Not a year has gone by in more than a decade without a major renovation to the League facilities and 2014 was no exception—in fact, 2014 was a year of additions. Two satellite facilities, The Bungalow and The Union League Golf Club at Torresdale, were added to the League’s list of amenities.
Thinking beyond its 250,000-squarefoot building—the Union League’s home on Broad Street is a little quieter in the summer—brought the League to Stone Harbor, N.J., to develop a beachside destination dining room for League members.
“We chose the location of Stone Harbor due to the fact that we had more than 550 members who have a vacation home on the seven-mile island or who rent for two or more weeks on the island,” says McFadden. “We have an additional 500 members who vacation in the summer within a 30-minute drive of Stone Harbor.”
The League purchased a dilapidated restaurant in March 2014 and six weeks later transformed the 75-seat restaurant into “The Bungalow.” Seasoned and new staff members formed a team, quickly trained to the League’s standards of service, and The Bungalow opened Memorial Day weekend through Labor Day. During the first 100 nights, The Bungalow’s service averaged more than 80 members and guests each night—far exceeding expectations.
During the off-season, modifications are being made to table setup and menu options are being tweaked as The Bungalow prepares for an even busier second summer.
The Union League Golf Club at Torresdale Following the success of The Bungalow, the League marched forward to the next major project, which had been in discussion for years—purchasing a golf course and taking on another major renovation. While several viable options had been explored in prior years, this venture made the most sense and is the best fit for the League.
“As for the golf course, we chose the location because it is in the city and we are a “city centric” institution,” says McFadden. “Members living in Center City can be at the golf club within fifteen minutes. We studied traffic patterns, demographics of where members live and work, and this location was perfect. The pool, tennis, outdoor dining and trap shooting facilities also appeal to nongolfers who live in the city.”
On March 6, 2014, the League’s leadership presented the membership with a detailed plan—after unanimous board approval—to create a unique partnership with Torresdale Frankford Country Club. After several town hall meetings and months of spirited discussion, on April 16, at a special membership meeting, the League’s membership overwhelmingly voted in favor of the proposed deal.
Torresdale Frankford deposited the golf course, clubhouse, and all real assets and liabilities of the club into the new LLC. The Union League assumed about $2.5 million in liabilities and agreed to invest $8 million in the golf course and the facilities leveraged against the 150- acre asset.
Effective July 1, 2014, The Union League of Philadelphia announced the acquisition of a new LLC in which the Union League is the sole member, owner and operator of Torresdale Frankford Country Club, now known as The Union League Golf Club at Torresdale. The Union League Golf Club at Torresdale is located in the northeast corner of Philadelphia, only 12 miles from Center City and about 20 minutes door to door from the League.
Union League members gained full privileges at Torresdale from July 1 through October 1, 2014, at which time the club closed for the extensive renovation. The projected re-opening is late spring/early summer 2015.
Strategic planning for this facility was extensive. “We started the process by asking everyone, how did snowboarding solve the skiing crisis and what can we do to solve the issues facing golf?” says McFadden. “We had more than 120 hours of meetings attended by more than 40 League leaders, including members and staff.
“Out of this process came great ideas on how to structure the memberships, such as providing 100 percent complimentary golf lessons to all members and a $1,000 buyers club, where members pay $1,000 in additional annual dues and receive 100 percent of all merchandise and goods in the pro shop at our direct cost,” says McFadden.
Within this new satellite facility, Union League members enjoy an 18-hole Donald Ross golf course, a swimming pool, trap shooting, tennis, a ballroom, a dining room and bar and grille. Additional amenities, special events and offerings will be available in the months following the reopening.
There are no additional dues for League members to use the dining operations, tennis, pool and trap shooting. Members have the opportunity to purchase unlimited golf at an additional annual fee, which will offer exclusive tournament play, complimentary clinics, the option to reserve tee times 14 days in advance, bag storage and a locker. For those members who may not have the time for unlimited golf, there is an option to play golf up to five times a year by paying a daily fee.
Upon completion of the renovation and operating under a restructured Union League staff, operations will run as all Union League operations do, offering five-star service with a desire to exceed expectations in each interaction. Looking Forward As The League plans for the future, it continues to look for the same visionary leadership for its board, management team and current membership that has positioned the club as it is today. “Great clubs do not happen by accident; they plan for success and achieve it,” says McFadden. “The League’s recent successes can be attributed to effective planning and tireless effort to produce the best club for our members.
“Adding amenities like the facilities at Torresdale, The Bungalow, Mise en Place, Cellar 62 and improving service in all facets of League life will continue to improve our institution, our offerings and our membership for future generations,” says McFadden. “And at the end of the day, after the renovations and additions, the goal remains: a thriving and proud membership who find unparalleled value in their home away from home.”
The League’s vision includes continued expansion with additional member amenities. “Though as we approach a waitlist for membership we have to be cognizant not to grow beyond our own capabilities, but to add amenities that over time will break-even on their own and add value for our members due’s dollars,” says McFadden. Some ideas on the horizon include a spa, a world-class squash facility, increased fitness capabilities, an employee/member medical center, a hunting preserve with cabins, and really outside the box, a Union League of Philadelphia member aircraft or private member airline.
“We will continue to renovate, expand and grow as we embark on a future of which our founders would be proud. We continue to be inspired by our membership and their devotion to their club and we look forward to shaping the League of the future, not only for our membership but also for the City of Philadelphia and the surrounding area,” concludes McFadden.
Erica Martin is the communications and marketing director for The Union League of Philadelphia. She can be reached at 215-587-6454 or by e-mail at [email protected].