When a worldwide pandemic shut down our private club industry, clubs quickly pulled together to innovate, collaborate and engage with members to keep connectivity and a sense of camaraderie alive in our clubs. The Association of Club Catering & Event Professionals and Private Clubs Online immediately jumped into action and by March 20, 2020, had launched weekly, complimentary “Friday Forums” to help the clubs come together to brainstorm, share best practices and navigate uncharted territory.
Within a few weeks, nearly 500 clubs and 775 private club professionals were part of the Friday Forum community, coming together in an overwhelmingly inspiring way. In the months that followed, we witnessed the most creative use of resources, talent and skills. Club members celebrated the innovative ways the staff entertained and served them. Club pride soared. Sense of belonging skyrocketed.
Clubs have always provided a sense of community, family and a “home away from home” for our members. The pandemic provided the club community the opportunity to pivot, change, grow, innovate, do more and provide more for members. We admired clubs that utilized tactics to satisfy the creature comforts members were craving, beyond the amenities and the intangibles that the club has always offered. Clubs met personal, everyday needs and wish-list items members found to be an incredible luxury, indulgence or even just a convenience.
Until we reach herd immunity and have overcome COVID-19, we will continue to go through various stages of operation and functionality. In these ups and downs, clubs have an opportunity to provide value and meaning to their membership. Whatever members are missing or desire, is an opportunity for clubs to fill that need. Clubs should ask themselves “How can we provide a service, remove a stressor, eliminate a pain point for our members? In some way, can we replace an activity that they are no longer able to experience such as a sporting event, live concert, festival or theater?” Everyone is craving things and experiences we used to take for granted and clubs have the unique opportunity to fulfill those desires and allow members to feel “whole” and socially satisfied. Perhaps even feel a bit more “normal.”
Opportunities for Creative Offerings
For most clubs, the list of member benefits that they have always provided has probably not changed much over the years. Every now and then, they might add a new amenity, renovate, or add a new reciprocal club privilege, but the core offerings have stayed relatively similar. In this area, the global health crisis provided opportunity. One of the silver linings this pandemic brought to light is the ability to get even more creative and innovative than ever before with offerings, benefits and events. You have heard the phrase “you can’t be all things to all people.” That is true, but clubs can definitely be more to their members.
Since March 2020, many clubs have strived to be more to their members, implementing and expanding offerings including take-out menus; setting up grocery store/pantries for members to shop for both staples and luxury items; bottling to-go cocktails; creating drive-in and drive-through events; staycation adventures at the club; camping on the golf course; pop-up events; and of course, the incredible and vast array of virtual events.
Most clubs have the unique advantage in that they have real estate—space in which they can expand into and practice physical distancing. This is gold right now! Clubs are using outdoor space for fitness, dining, social events and are re-imagining indoor space for office, school and hybrid events.
Outdoor spaces allow clubs to host a live concert, controlling the crowd with limited numbers and the pod systems managed around the pool area last summer. Clubs can recreate a local sports bar in their large ballroom where members can watch a favorite team play and give each other air high-fives. Pop-up event opportunities are endless and not limited to food & beverage. Pro shops can leverage the pop-up! Intimate, high-end dining experiences are a hot ticket right now, set in beautiful outdoor spaces with irresistible dining packages. Clubs have opted for beautiful furnishings, an exquisite menu, fabulous cocktails, wine and a club-branded gift to take home.
Every week in the Friday Forum, new ideas were conceived, discussed, brainstormed and results were shared as clubs implemented what would appeal to their membership and what was manageable given their location and staff capabilities. We’ve reviewed thousands of social media posts, email and club newsletters since March 2020 and are proud to see how clubs stepped up to the plate, working together to get your team and your members through these challenging times. The categories and the clubs mentioned below stood out for their amazing ideas, best practices and inspiration for the industry at large.
Re-Imagined Holiday Events
Many holiday festivities were cancelled or modified during the pandemic, but creative clubs found new ways to celebrate, even if it was not at the same time of year that the holiday is normally celebrated!
For the San Diego Yacht Club, capacity restrictions meant getting creative for Independence Day. The holiday was celebrated over four days, with repeat events and virtual experiences so that all members could participate.
Moms deserve to be celebrated every day of the year. Oahu Country Club held an IOU Mother’s Day event in October.
Princess Anne Country Club went all out with their Jingle Drive-Through with various stops to delight their members. Kids enjoyed a letter station with a mailbox to drop their letters to Santa. Members ended the experience with hot chicken noodle soup and the club’s staff caroling in front of their Christmas tree!
Community
Our clubs have not only supported their members and staff, but they have also been an integral part of their communities. These clubs rose to the occasion to give back.
David Bachman, general manager of Spring Brook Country Club wanted to help their local hospital, Morristown Medical Center. The club is now an ongoing supplier of food, beverages and PPE to its adopted hospital. This idea inspired the launch of ClubsHelp, a nationwide network of hundreds of clubs that provide much needed supplies and relief to frontline workers (see the fall issue of Club Director for more on ClubsHelp).
From the first day of lockdown, Union League Club of Chicago began donating food and supplies to local organizations.
Big Canyon Country Club took care of its club staff, working or furloughed, with family meal packs. Staff wore their BC logo clothes during the drive-thru pick up, and cookies and brownies were given to kids who came along for the ride.
Communications
Communication is everything, especially in times of great uncertainty and these clubs have done an exceptional job of keeping their members well informed and secure in the club’s commitment to their members.
Ansley Golf Club kept their members up to date at every turn during initial lockdowns and re-opening with critical notices and announcements pertaining to members and staff. Their Holiday Guide provided to members was thorough and cheerful, uplifting spirits in the club and even included a fantastic video message.
Birnam Wood Golf Club turned to video to share important club news and found it so effective, they have continued to expand their member communication through a variety of video messages.
At the start of lockdowns, Charlotte City Club was under renovation, and did double duty keeping members informed as to the club’s status. Club members stayed engaged virtually through the adventures of Jingle, the club’s holiday elf.
Operations/Safety
Safety first is the top priority right now and these clubs have done an exceptional job in keeping both staff and members safe through a shift in operational procedures:
Mizner Country Club produced detailed and thorough safety videos to walk members through the club to set expectations.
Chief Engineer, Roger Soto, at The Fort Worth Club installed UV lights, EMist sanitization and more, all documented and shared with members through various communication channels.
The members of Cullasaja Club received an engaging and informative digital newsletter outlining all of the safety procedures the club was undertaking. The electronic publication included videos from all the departments.
Staff Recognition
Clubs’ best assets are their employees and members come to know staff as family. These clubs have protected and helped their staff and also kept them in communication with the members:
Be it showing off the staff members’ work-from-home arrangement or conducting excellent get-to-know-the-staff interviews, Sherwood Country Club found a way to spotlight staff members, much to the members’ delight.
When the members began showering the staff with support, the Los Angeles Athletic Club gave a face to the recipients with a gorgeous photo shoot of all the staff who were recipients of member generosity.
Food & Beverage
Culinary teams have never been put to the test quite like they were in 2020. They embodied the word “pivot.”
Bottled cocktails became a hit with members of Jonathan Club. Beautifully packaged and privately labeled, the cocktail kits became a member must-have item.
The pastry team at Addison Reserve Country Club offered gorgeous handmade chocolate bonbons, in addition to any number of pretty pastries. But the mission of delivering 600+ meals to members’ homes for Passover earned the team top praise.
The team at Shawnee Country Club had a huge hit on their hands with their Holiday Steak Boxes. Each came with the chef’s house-made bacon maple jam and boursin cheese. The club sold more than 475 boxes for $100 each. Members also enjoyed their 12 Days of Wine advent box.
Private Events
As we know, private events took a huge hit in 2020 (and into 2021) due to being unable to gather in large groups. This was enough to create a shift in the thinking and marketing plans of some clubs to continue to create revenue streams and serve members and event hosts in the best way they could.
The Commonwealth Club helped their clients rethink their wedding plans with an extensive photo shoot of micro-wedding set ups. The extravagant table settings would make any anxious bride say “Yes!” with delight.
The Pack-a-Party program offered by the Houston Racquet Club allowed members to order luxury picnic baskets for date night, picnics or celebrations. The petite cakes and add-ons enhanced the elegance (and revenue).
Pop-Ups
One of our favorite things to see emerge to surprise and delight the members is the effective use of a pop-up. Here are some clever and whimsical pop-ups that have in most cases, not only surprised the members, but also have helped local vendors, retail stores and restaurants.
Daniel Island Club hosted a Sip and Smoke event with members, which was served from a handsomely refurbished, vintage Airstream, complete with leather seating. The pop-up included cigars, bourbons, whiskey and bubbles.
Initially unsure of what a social suite would be, the Inverness Golf Club developed a truly private, members-only experience. Set among the picturesque grounds of the club, a limited group of members (up to 12) get the club chef all to themselves. The exclusive menu is enjoyed by candlelight at beautifully set, luxurious tables before members retire to the sunken campfire and casual seating.
Indoor dining restrictions urged Sahalee Country Club to ramp up their “surprise and delight” activities in an effort to keep
members engaged and provide value for their due’s dollar. A beignet tent, slider bar at the turn, free breakfast burritos and street tacos were all pop-up surprises that kept members coming to the club.
Member Engagement
When members cannot visit the club, member engagement becomes a critical component of retention. These clubs understood how to keep a strong connection.
If everyone could have a Ben Lorenzen at their club, then all clubs would be masters of member engagement like Champions Run. Led by Creative Director Lorenzen, all of the staff participates in bringing the fun to everything they do through creative, one-of-a-kind events and videos that make promoting and recapping events truly spectacular! (For more on Champions Run, see their case study in the fall 2020 issue of Club Trends.)
It’s hard to keep track of 4,000+ members and five properties and make every member feel special. The Union League of Philadelphia, with a communication team lead by Communications and Marketing Director Erica Martin, does that through an effective communication strategy. Balancing news and information, club events, history and member stories, Union League members always know what’s happening and frequent the club.
How do you keep kids entertained when you are required to stay at home? Enter the amazing Merion Cricket Club’s Kid Clubhouse Manager Kelsey Hudson. She kept members engaged by sharing games (even inventing some), crafts and activities families could not only do at home, but also make with items they already had handy.
New Traditions
Chalk art, painted rock gardens, a scavenger hunt by car, drive through experiences and other events have become the new normal. Some of the innovative ideas that have emerged have been so successful that many clubs will keep them in the future. Here are some ideas that will endure beyond the pandemic to become new traditions at the clubs.
What’s old became new again with drive-in movies, as demonstrated by Admiral’s Cove with a spiffy concession stand, and Shady Canyon Golf Club which marked off parking spots on the driving range for proper social distancing.
2020 graduates shined in the spotlight a bit brighter last year. With graduate profiles (well done, MacGregor Downs Country Club) and special ceremonies at the club, clubs look forward to celebrating future grads in similar fashion.
Mountain Air Country Club held their inaugural Independence Day Golf Cart Parade, in lieu of traditional 4th of July celebrations. Golf cart parades became the main attraction for other holidays too, like Halloween and Christmas.
The Amelia Island Club makes a simple drive-thru dinner night (roasted chicken dinner for two) a festive occasion. At the height of summer and COVID-19 frustrations, the Ice Cream Anti-Social struck the right tone. The drive-thru experience quickly became a member favorite at clubs.
Top 5 Overall
These clubs did everything right. Effective and timely communication with members, unique offerings, member engagement, establishing new traditions and satisfying what members needed in the moment.
5. As a city club in California, the University Club of San Francisco faced extreme challenges in service, engagement and retention. Yet, the creativity of the team blossomed under pressure and members enjoyed newsletters targeting specific activities they could safely enjoy in the surrounding area, a vast array of virtual events and activities and great staff communication with their very well-missed members.
4. Fun events, weekly themed cupcake experiences, great social media communication and the extraordinary Game Room To-Go Box, lands Lakewood Yacht Club in our top five.
3. The Olympic Club shares the rich history of the club through the #TBT (throwback Thursday) hashtag, often with timely posts, relative to holidays and current events. They also do an amazing job with members profiles and all types of member communications.
2. Hawaii also faced tougher restrictions, but the Outrigger Canoe Club rose above those challenges and managed to keep members well informed and connected. The club staff were able to take advantage of the windows of time with lifted restrictions with dining and event options, but also virtually entertained members when the club was closed.
1. The Country Club at Mirasol has received numerous accolades for their Virtual School and Random Acts of Kindness programs. In addition, the club contributed to their local hospitals, found ways to bring fitness outdoors, planned numerous virtual programs and took extra care with social media posts, marking photos with unmasked members as “pre-COVID.” For so many reasons, Country Club at Mirasol serves as our best, Best Practice.
So why did it take a pandemic to shift our thinking and begin to innovate? The challenge is now this: How do we continue the quest to bring innovation and relevance to our industry and not return to old habits? Your members have seen what you are capable of and there is no going back. A mindset that sparks hope for an even better future is welcome here and now. There is no idea too big for this moment. Bring your boldness, for you are surrounded by visionaries who will shape our industry—world changers and chain breakers and community builders. Imagine the extraordinary potential. Let’s take giant leaps and bold steps to keep planning events and experiences which enrich the lives of our members.
Shanna Bright is the founder of Private Clubs Online and a private club industry consultant. She can be reached at [email protected]
or visit privateclubsonline.com. Lynne LaFond DeLuca is the executive director of the Association of Club Catering & Event Professionals and a private club industry consultant. She can be reached at [email protected], or visit the website at TheACCP.com.