Terra S. H. Waldron, CCM, CCE, ECM, is the chief operating officer of Greensboro Country Club in Greensboro, N.C., and chair of the NCA board of directors. Earning and maintaining her certifications, successfully operating several clubs throughout her 35-year career, and leading several industry organizations is quite impressive, and once you meet Terra, you quickly understand that her professional successes are a natural extension of her authentic personality replete with conscientiousness, curiosity, communication skills and solid character.
Roots
Terra grew up in Hagerstown, Md., a very small town of 55,000 at the time, and remembers her childhood fondly. After graduating from high school, Terra pursued a hospitality degree, attending Cornell University, the University of North Carolina at Greensboro and the College of Charleston to gain additional competencies and education for her profession to enhance the career and vocation she loves.
Today, her tight family unit is small but mighty; she remains close to her sister and her family, and to her husband, John.
“I will be married to the absolute love of my life for 40 years in October. We do not have children; being career orientated, we sometimes chose to live apart in different cities for a time—based on sound career decisions, one of us might have preceded the other to a new city. We always made it work.”
She describes her partnership with her husband as one of the greatest accomplishments of—and assets to—her life, “I found a partner who understands the stresses and demands of the profession; we are true partners. Work-life balance comes with both partners communicating and understanding each other’s priorities. You can learn and enjoy new interests and prioritize time to do them together on a regular basis. Work should not be the end all, be all.”
Perfect Timing
Terra and John moved east to Greensboro last year when she accepted the COO position at Greensboro Country Club (GCC), but they keep a property in Scottsdale, Ariz. The position was available two years ago, but that was not the right time for her to leave Desert Highlands, where she had been chief operating officer and vice president for 12 years. When the opportunity arose again, GSC asked if she was available and the timing was right. Having been in Greensboro at Sedgefield Country Club between 1999-2004, she knew the area and the club well.
“I attended the University of North Carolina at Greensboro for additional finance education. The board wanted someone with a strong record of good governance and extensive renovation experience, and their needs were a great match with my experience.”
The club has two campuses located 10 miles apart. Its amenities include a historic Donald Ross course and a Donald Steel course, a 12,000-foot fitness center, two large pools, two large clubhouses, indoor and outdoor tennis, paddle tennis and a new golf teaching pavilion. Its membership is comprised of approximately 3,600 (including spouses and children). Terra notes that GCC is a very traditional legacy club extending three and sometimes four generations—a very different culture from the home owners association culture she left in Scottsdale.
Passion
With a career spanning 35 years and counting, various ascending positions at seven clubs, local and national affiliations, certifications, accolades and awards, Terra has learned a few things along the way and her passion for the industry has not waned. When asked what her favorite aspect of the club industry is, she responds, “Using my education, competencies, experience and talent to assist and make an impactful difference in the lives of the members I serve, the staffs I lead and mentor, and the greater community.”
Terra has been recognized for her commitment to excellence in the private club profession: She was listed by Forbes as one of America’s most influential women in the Western U.S. in 2015 and was awarded the 2015 Excellence in Club Management Mead Grady Award co-sponsored by Club & Resort Business and McMahon Group. In 2016, the Club Managers Association of America (CMAA) named her the Club Executive of the Year. Most recently, she was selected for CMAA’s inaugural class of 2019 Fellows in recognition of her leadership, integrity, involvement and contributions of club management professionals.
Fostering outside interests and curiosities are important to her. In addition to professional interests and accomplishments, Terra has a love of horses and an interest in using these majestic animals and the unique bonds that they can form with people of all ages and those with disabilities. Their four horses are all still in Arizona: one Arabian, one Polish Arabian, one half-Arabian/half-Warmblood and one quarter horse.
“Three are retired, but the one that still shows won Reserve Champion in his class in the Scottsdale Arabian Horse Show, which is a pretty big deal,” says Terra. “The horses help me keep my sanity. One of the great things about them is I can tell them secrets, and they will never tell.”
Other interests include international food, wine and travel. Terra loves all types of cuisine but is partial to Vietnamese food because it is spicy, clean and different. As for wine, a little bubbly or a good Cabernet will do just fine. She has traveled extensively overseas, throughout the western U.S. and Mexico.
“Our favorite trip was about two years ago where we took a train from Vancouver, BC, across the Canadian Rockies to Quebec, Canada, in a private berth—Orient Express style. Experiencing new cultures, appreciating different kinds of food, and meeting new people brings a different perspective to our lives. It’s enriching.”
Call out: When asked to tell us something most people don’t know about her, she replied, “I like to donate time and money to causes anonymously or quietly.”
Callout:
“NCA’s three pillars—Advocacy, Insight and Governance—are critical in today’s political climate. Those before me have paved the way to produce publications to help private clubs, boards, COOs and the industry stay relevant. Our logo has the Capitol in it; our industry needs an organization to represent private clubs on Capitol Hill as bills get proposed and to challenge laws and legislation that negatively impact clubs.”
Bridget Gorman Wendling is a frequent writer for Club Trends, Club Director and Club Business.