Club + Resort Business June 2021

June 2021

www.clubandresortbusiness.com

®

Racquet Facilities

Rulings of the

Courts

C+RB’s Top Ranked Racquet Facilities for 2021 Special Report:

SPECIALTY ICE

Kenwood Country Club Cincinnati, Ohio

GRACING THE FINEST CLUBS & RESORTS ACROSS THE WORLD THE VERDIN COMPANY 800-543-0488 | www.verdin.com

EDITORIAL

ADVERTISING

DIGITAL MEDIA/WEB/DEVELOPMENT

EVENTS

EDITOR

VICE PRESIDENT - GROUP PUBLISHER

VP, DIGITAL MARKETING

EVENTS MANAGER

vgoulding@wtwhmedia.com

josborne@wtwhmedia.com

Joe Barks

Tom McIntyre

jbarks@wtwhmedia.com 610-688-5666 office 610-416-3550 cell 175 Strafford Ave., Suite 1 Wayne, PA 19087

tmcintyre@wtwhmedia.com 216-533-9186

John Petersen

jpetersen@wtwhmedia.com 216-346-8790

Rob Thomas

rthomas@wtwhmedia.com 216-316-5294 1111 Superior Ave., 26th Floor Cleveland, OH 44114

SALES DIRECTOR

Tony Bolla

tbolla@wtwhmedia.com 773-859-1107

EDITOR, CLUB + RESORT CHEF

REGIONAL SALES MANAGER

jdechellis@wtwhmedia.com 412-260-9233

aburk@wtwhmedia.com

CONTRIBUTING EDITORS

Jake Bechtel

Ashley Burk

Joanna DeChellis

REGIONAL SALES MANAGER

Course + Grounds:

Betsy Gilliland Jeff Bollig Design + Renovation: Food + Beverage:

Marilyn Odesser-Torpey Lauren Sasala Tad Wilkes CREATIVE SERVICES

mrook@wtwhmedia.com

bvoyten@wtwhmedia.com

Pat Curran

Bradley Voyten

pcurran@wtwhmedia.com

VIDEOGRAPHER

DIGITAL PRODUCTION MANAGER

gmccafferty@wtwhmedia.com

rhall@wtwhmedia.com

FINANCE

DIGITAL MEDIA SPECIALIST

CONTROLLER

nlender@wtwhmedia.com

bkorsberg@wtwhmedia.com

Reggie Hall

Garrett McCafferty's

jmilton@wtwhmedia.com

CREATIVE SERVICES PRODUCTION SERVICES

VP STRATEGIC INITIATIVES

CUSTOMER SERVICE MANAGER

WEBINAR COORDINATOR

Brian Korsberg

Jamila Milton

Jay Hopper

jhopper@wtwhmedia.com

Halle Kirsh

hkirsh@wtwhmedia.com WEBINAR COORDINATOR

Kim Dorsey

kdorsey@wtwhmedia.com

JUNE CLUB INDEX

mclaney@wtwhmedia.com

Club and resort properties featured in this issue

DIRECTOR, AUDIENCE DEVELOPMENT

Bruce Sprague

bsprague@wtwhmedia.com

WTWH MEDIA, LLC

1111 Superior Ave., 26th Floor Cleveland, OH 44114 Ph: 888.543.2447

2011 - 2020

SUBSCRIPTION INQUIRIES To enter, change or cancel a subscription: Web (fastest service):www.ezsub.com/crb Phone: 844-862-9286 (U.S. only, toll-free) Mail: Club & Resort Business, P.O. Box 986, Levittown, PA 19058 Copyright 2021, WTWH Media, LLC Club + Resort Business ISSN 1556-13X is published monthly by WTWH Media, LLC, 1111 Superior Avenue, 26th Floor, Cleveland, OH 44114. Copyright ©2021. Periodicals postage paid at Cleveland, Ohio, and additional mailing offices.

Subscriptions: Qualified U.S. subscribers receive Club + Resort Business at no charge. For all others the cost is $75 U.S. and possessions, $90 Canada, and $145 all other countries. Per copy price is $3. Postmaster: Send change of address notices to Club + Resort Business, P.O. Box 986, Levittown, PA 19058. Club + Resort Business does not endorse any products, programs or services of advertisers or editorial contributors. Copyright© 2021 by WTWH Media, LLC. No part of this publication may be reproduced in any form or by any means, electronic or mechanical, or by recording, or by any information storage or retrieval system, without written permission from the publisher.

Club + Resort Business

SR. DIGITAL MEDIA MANAGER

sking@wtwhmedia.com

Matthew Claney

l

VIDEOGRAPHER

Samantha King

ART DIRECTOR

4

dmiyares@wtwhmedia.com

pmcintyre@wtwhmedia.com 216-372-8112

jcooper@wtwhmedia.com

ecanetta@wtwhmedia.com

VIDEO SERVICES

Dave Miyares

ACCOUNTS RECEIVABLE SPECIALIST

Jane Cooper

Erin Canetta

DEVELOPMENT MANAGER

DIGITAL PRODUCTION/ MARKETING DESIGNER

CUSTOMER SERVICE REPRESENTATIVE

CREATIVE DIRECTOR

ozemanek@wtwhmedia.com

Olivia Zemanek

REGIONAL SALES MANAGER

shulett@wtwhmedia.com

Mark Rook

jbreuler@wtwhmedia.com

Nicole Lender

Stephanie Hulett

VP, CREATIVE SERVICES

EVENT MARKETING SPECIALIST

jbechtel@wtwhmedia.com 440-465-1914

Patrick McIntyre

Pamela Brill

Jen Osborne

DIGITAL MARKETING COORDINATOR

Josh Breuler

PUBLISHER

SENIOR EDITOR

Virginia Goulding

l

June 2021

BallenIsles Country Club, Palm Beach Gardens, Fla. .....................20 Baltimore Country Club, Baltimore, Md. .................................................18 Belle Haven Country Club, Alexandria, Va. .....................................36 The Bridges at Rancho Santa Fe, Rancho Santa Fe, Calif. ......12,14 Champions Run, Omaha, Neb. .............................30, 34, 41, 46, 47 Charlotte Country Club, Charlotte, N.C. .............................................40 Cherokee Town and Country Club, Atlanta, Ga. ...............................22 Commonwealth National Golf Club, Horsham, Pa. ........................44 Congressional Country Club, Bethesda, Md. .........................42, 51 The Country Club of Jackson, Jackson, Miss. ................................32 The Country Club of Virginia, Richmond, Va. ..............26, 43, 47, 50 El Niguel Country Club, Laguna Niguel, Calif. .................................38 Farmington Country Club, Charlottesville, Va. ...........23, 29, 30, 35 The Fountaingrove Club, Santa Rosa, Calif. ........................................10 Houston Racquet Club, Houston, Texas .............................................28 The Landings Club, Savannah, Ga. ............................................................49 Philadelphia Country Club, Gladwyne, Pa. ............................................6 Philadelphia Cricket Club, Philadelphia, Pa. ..........................................21 Salisbury Country Club, Midlothian, Va. ..............................................48 Weymouth Country Club, Medina, Ohio ...............................................9 Woodstone Country Club, Danielsville, Pa. .....................................24 www.clubandresortbusiness.com

THE ROB REPORT

Living the Dream I’M NOT SURE IF it was the time of the year, the venue or the star-studded leaderboard, but the 2021 PGA Championship held my attention from the opening tee shot to the final putt on the 72nd hole.

When I was growing up, the PGA Championship was contested in August and was widely considered the “fourth major.” This was not just because of its place in the annual rotation of tournaments, but because of its perceived relative standing. The Masters has always been extremely prestigious and signaled the beginning of spring, and the U.S. Open and British Open championships were often the toughest tests of the year on some daunting layouts.

This year, however, I began thinking about the PGA Championship ahead of its May 20 start (which reflected a new scheduling position that should help the tournament gain more prominence and prestige). Because of my role covering the private club, daily-fee course and resort industry, I took special notice of the PGA Professional Championship, which was played on the Wanamaker and Ryder Courses at the PGA Village Golf Resort in Port St. Lucie, Fla. Won by former PGA Tour professional Omar Uresti, the top 20 finishers—dubbed the #TeamOf20— earned a spot in the major tournament.

Unlike Uresti, the majority of PGA Professionals competing in that qualifying event had never played on the PGA Tour. While they are all highly skilled and accomplished golfers, they’ve made their living in the club industry—working long hours giving lessons, running tournaments and outings, fitting members for equipment, and selling merchandise in the pro shop. www.clubandresortbusiness.com

For the club professionals who qualified, making the PGA Championship field was the reward for countless hours on the range before or after their day at the “office.”

For many PGA Professionals, playing in the qualifying tournament was a dream come true. For the #TeamOf20, making the PGA Championship field was the reward for countless hours on the range before or after their day at the “office.”

And for a pair of them—Brad Marek and Ben Cook—that dream was extended into the weekend.

While Dustin Johnson and Justin Thomas—Nos. 1 and 2 in the Official World Golf Ranking—missed the cut at Kiawah Island (S.C.) Golf Resort’s Ocean Course, Cook, the PGA Director of Instruction at Yankee Springs Golf Course in Wayland, Mich., and Marek, who runs his own junior golf academy out of Alameda, Calif.’s Corica Park, stayed the weekend.

Cook finished at 4-over for the tournament to earn “low club pro” honors.

At 50 years old, Phil Mickelson made history by becoming the oldest golfer to win a major championship, firing a 6-under 282 to outlast what was the deepest field of the year. But it may have been the course that emerged as the star.

Kiawah Island’s Ocean Course is no stranger to golf and has hosted the PGA Championship as recently as 2012 (won

by Rory McIlroy) and the 1991 Ryder Cup, named the “War By the Shore.” This year seemed different, though. Social media was flooded with calls to make the course a regular stop for the championship. Calling it the “Pebble Beach of the East,” unpredictable winds and acres upon acres of “sandy areas” (not bunkers) made the Pete and Alice Dye design a media darling.

The PGA Championship heads to Tulsa, Okla.’s Southern Hills Country Club in 2022. There’s no guarantee of a recordbreaking winner, but for 20 PGA club professionals, there will be a memorable experience, a break from their “9-to-5,” and a reward for countless hours of hard work and dedication.

Rob Thomas • Senior Editor

rthomas@wtwhmedia.com

June 2021

l Club + Resort Business l 5

EDITOR’S MEMO

Taking the Panic Out of Pandemic When we prepared our annual Ideas Issue last June, we got a first taste of how clubs’ management teams, after the initial shock of shutdowns and restricted operations had worn off, were rebounding to dream up and implement creative new ways to continue to serve their memberships as they had before the onset of COVID-19.

At the end of 2020, our Top Innovators coverage provided a more substantial helping of examples of how club staffs were embracing the challenges posed by the pandemic to rethink many aspects of how they’d traditionally run their properties, and in the process were coming up with new concepts that not only helped them keep their clubs alive and active for the short term, but had proved to be worth retaining as permanent parts of their operating playbooks.

And now, for this year’s Ideas Issue, we have a full smorgasbord of noteworthy new initiatives that were spawned out of necessity by last year’s upheaval, but will now be important parts of the way clubs look and function as the new normal returns. And what’s on display is spread across the full variety of operating departments, and is being offered to all segments of clubs’ memberships.

What was especially noteworthy, as we combed through the possibilities to include in this year’s collection of top ideas, was the fresh sense of enthusiasm that jumped through clubs’ descriptions of how they had developed exciting new events, venues and amenities as their staffs sat down, took a deep breath, and collectively agreed “We can find ways to beat this” after the pandemic had appeared at their front doors.

Here’s how Philadelphia Country Club’s Patrick Murphy described the thought process of the Gladwyne, Pa. club’s staff when coming up with a new concept that earned first-place honors in the Alternative Sports and Recreation category of this year’s Club Management 6

l

Club + Resort Business

l

June 2021

What was especially noteworthy as we combed the possibilities for this year’s Ideas Issue were clubs’ descriptions of how their staffs sat down, took a deep breath, and collectively agreed, “We can find ways to beat this.”

Assocation of America Idea Fair: “The closure of indoor dining was announced just as our weather turned wintry and cold,” Murphy wrote. “So our team was motivated to think creatively to develop a new winter-themed member experience [while] capitalizing on our prior COVID successes.

“We stopped dwelling on things we couldn’t control or ideas that seemed impossible to implement, and instead we asked ‘WHY NOT?’ ” Murphy continued.

“Why not take an empty parking lot, not currently utilized because private dining was severely limited, and install an amenity that would provide our members wth safe outdoor social recreation and entertainment. Something that gets members of all ages excited to visit PCC.” That “something” turned out to be a new skating amenity, using a synthetic rink that was set up in the parking lot

and with an unused event space repurpposed to serve as a skate rental/warming room. And once it was established as a new member offering, a host of other ways to maximize its value—including with other events and member services that were thought to be casualties of the time—also presented themselves.

“The reaction was overwhelmingly positive and the usage truly universal, ranging from grandparents or parents enjoying a break with a child who had been learning remotely, to couples looking for an activity before dinner,” Murphy wrote. “[The rink] also provided a way for us to still host traditional member events like the father-daughter, by turning it into a night of skating. And it provided the opportunity to create new events and services, like private skating parties followed by a lunch, and hot chocolate and beverage stations.”

Other descriptions that we found of new ideas born from a determination not to be defeated by the pandemic even included exclamations of “Why hadn’t we done this before?!” But that was followed by noting that late was better than never, and that the new successes would now serve to help mark the pandemic as a time when new traditions were spawned, and not when disaster struck.

Joe Barks • Editor jbarks@wtwhmedia.com

www.clubandresortbusiness.com

We’ve made a lot of friends on the path to success.

2,968 COURSES HAVE SWITCHED to Yamaha Golf Cars in the past 11 years.

“Buying a golf cart fleet is a long-term relationship. We deal with Yamaha because they are in it with us long after the sale.”

“Superior product, first class customer service and a great supporter of the association.

People deal with people they trust, that’s why we continue to deal with Yamaha.”

“We swapped out our E-Z-GO fleet last year to Yamaha and have never been happier. The customer feedback has been very positive.”

“We have had all three of the major golf car manufacturers. Yamaha is by far the best from all aspects. The new Drive2, with 4 wheel suspension and sound package is the top of the line!”

NGCOA MEMBER QUOTES

©2021 Yamaha Golf-Car Company

Scan here to discover key features.

YamahaGolfCar.com | (866) 747-4027

INSIDE

June 2021 • Vol. 17 • No. 6

THIS

ISSUE Racquet Facilities

16

Rulings of the Courts

Top Ranked Racquet Facilities for 2021 (Photo by BallenIsles Country Club)

24 LASTING CONCEPTS

15th Annual Ideas Issue

ALSO IN THIS ISSUE

5

The Rob Report

6

Editor’s Memo

9

Golf Operations

10 12 14 51

LIVING THE DREAM TAKING THE PANIC OUT OF PANDEMIC

A NEW WAY TO RIDE Membership + Marketing

LEARNING THE JOB ON THE FLY Golf + Fitness Technology

PUTTING THE “CUSTOM” IN CUSTOMIZED CLUB FITTING Golf + Fitness Technology

IMPROVING QUALITY OF LIFE THROUGH MOTION-CAPTURE TECHNOLOGY Today’s Manager

CIRCLE OF STARS

Congressional CC’s Kris Glaubitz’s career arc is a textbook model for the value of networking and mentoring.

4 Club Index 8

l

Club + Resort Business

l

June 2021

54 Product Showcase

58 Ad Index www.clubandresortbusiness.com

GOLF OPERATIONS

A NEW WAY TO RIDE

By Kevin Maust, PGA, Head Golf Professional, Weymouth Country Club, Medina, Ohio

WEYMOUTH COUNTRY CLUB IN Medina, Ohio added a new look to its Opening Day Weekend for the 2021 season with a fleet of scooters that members could take for a test drive as an alternative to golf carts while playing their rounds. Kevin Maust, the club’s PGA Head Golf Professional, reports that the special Demo Day was a “win.”

C+RB: How did the opportunity to host Finn Scooters arise?

Maust: We had a meeting last spring with an independent rep, Devon Holden, [about] Finn Scooters. I was able to test-drive one and loved it. We had looked into the opportunity to bring in four scooters for the club to lease, and then COVID hit.

Devon then offered the opportunity to rent a fleet of 20 scooters for this year’s Opening Day Weekend. We were able to have them for four days, including our opening-day scramble tournament. The members loved it. It was a such a neat thing to see at the club, and allowed members to experience something they do not get to do very often.

C+RB: Would you compare this to a traditional demo day or was it totally different?

Maust: We called it a Finn Demo Weekend, but it was totally different. Members were experiencing something they have never done before.

C+RB: How did you promote the event?

Maust: We just blasted it out to our members. The coolest part was seeing members bring three guests and then all four hopped on a bike. What a fun day for a Member/Guest experience at Weymouth.

“ Golf is a traditional sport, so offering something like this was exciting, not only for the members,

but for the staff to share with guests when they walked in the door.

”

C+RB: What was the scheduling process like?

Maust: We had separate tee sheets to reserve the scooters.

Our goal was to send all 20 bikes out each day, and we were able to do that. They had great battery life and could easily go over 36 holes.

Our Opening Day Tournament had 100 golfers and we had a first-come, first-serve signup to ride a bike. We had them all lining the first tee for members to look at and take a seat in before the shotgun.

C+RB: What were your members saying before, during and after the event?

Maust: Every member that tried it out was so excited to do it. Many members and guests were asking if we were getting them for the club. I would mark that up as a win!

C+RB: So it was clearly a success?

Maust: Very successful. Golf is a traditional sport, so offering something like this was exciting, not only for the members, but for the staff to share with guests when they walked in the door. Every time a member walked up and saw the bikes, they were excited and had many questions.

C+RB: What’s your plan for offering the scooters going forward?

Maust: We may look into the option of having a few in our cart fleet for next spring. It’s an opportunity and experience that can set your club apart from the rest; I would highly recommend it as something you know will be a successful venture.

C+RB: Will you host other similar events?

Maust: We have not scheduled anything yet, but it is always in the back of my mind on how to create new and exciting things around the club.

www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 9

MEMBERSHIP + MARKETING

LEARNING THE JOB ON THE FLY

By Ricky L. Potts, Jr. • Membership Director The Fountaingrove Club • Santa Rosa, Calif.

WHEN I RELOCATED TO sunny Santa

Rosa, California in 2019 to take my position at The Fountaingrove Club, I was coming to a property that was new to Troon, to a club that didn’t have a Membership Director, and that was rebuilding after the devastating Tubbs Fire of 2017 (as I write this, we are still rebuilding, and hope to open our new clubhouse later this year.)

And with all of that, I also really didn’t know what being a Membership Director entailed. Do I just answer the phone, host tours and process paperwork? Or would I be helping to prepare documentation, creating best practices and working with a Board of Directors to welcome new members to the club?

Also, while membership sales would obviously be my primary focus, I knew I couldn’t forget about membership retention, too. It costs a club a lot less money to retain a member than to go out and recruit a new one. Sir Richard Branson once said, “Recruitment is sexy; retention is about listening and improving your offering…

Nothing too sexy about that!” He’s right.

So while this was all new to me, I was up to the challenge. Additionally, Rick Ladendorf, President of Prevo Health Solutions, was here helping out through the transition. He spent a few weeks with me showing me the ropes and introduced me to the club’s customer relationship management (CRM) system. We partner with Clubessential, and the CRM would become the lifeblood of my job.

We are pulling in leads from several different places, including our website, social media, member referrals, walk-ins, Live Chat and now, thanks to a relationship with The Private Club Agency, a targeted pay-per-click campaign that is running on Facebook and Instagram. That’s not to mention cars driving by and all of the fami10

l

Club + Resort Business

l

June 2021

I really didn’t know what being a Membership Director entailed. How “ would I juggle all the leads, sell new memberships, process applications, attend committee meetings and keep current members happy? I needed to

”

develop a scalable process that would be easy to follow. lies rebuilding homes in the area. While I’m not sure how many leads a typical club has, when I landed we had over 700 active leads in the CRM. Now the challenge became: How would I juggle managing all the leads coming in, selling new memberships, processing applications, attending committee meetings and keeping our current members happy?

I needed to develop a scalable process that would be easy to follow.

THE VALUE OF THE CRM I spend 85% of my day sitting behind a computer managing leads in the CRM. But I wouldn’t be able to keep it all straight without it. From the time a potential member makes contact, we create a record in the CRM. We use A, B, C and D leads, to know where he or she is in the sales funnel. All leads start as a “C” Prospect.

Within the CRM, we can keep notes on when we communicate with these people, what their USGA handicap is, what kind of car they drive, what beers they like to drink, and more. This information is then shared with department heads to personalize every interaction.

I also use the CRM to set proper followup tasks, so as not to lose contact with these leads. We have found it takes seven “touches’’ before a potential member is ready to commit. However, there are prospects we’ve been trying to connect with for years who just aren’t ready yet.

But when they are, we will welcome them with open arms.

“NO” MEANS “NOT RIGHT NOW” If a potential member says, “No,” do you delete that record in the CRM, or do you set a follow-up task to contact them in three, maybe four months from now? The way I see it, “No” means “Not right now.”

Just because they didn’t join our club doesn’t mean we just forget about them.

They may not be ready to join today, but if we keep in touch, who knows if or when they will be ready to join.

Hopefully this gives you an overview of what the day in the life of a Membership Director looks like. I start my day with 10 or more CRM follow-up tasks, responding to e-mails, making phone calls, working with the leadership team to plan prospects’ visits, and working with the golf shop to book tee times for those visits. It never slows down, and I love it.

When I got to the property in April 2019, we had 224 golf memberships. As of May 1, 2021, we had 349, with another 16 going in front of the Board of Directors for a June 1 start. If you do the math, that means we will be sold out and starting a waiting list with the June Board Meeting.

And keep in mind, we will go from 224 to 368 without a clubhouse—our new building won’t be ready until later this year.

To come in, having never sold memberships before, quite frankly having no idea what I was doing, working with a leadership team focused on the member experience, and to get to a waiting list is something everyone on our team should be proud of. www.clubandresortbusiness.com

Customer Spotlight Club Name:

Conway Farms Golf Club

Member Made Reservations in ForeTees: 92% Members logins through the App: 91%

ForeTees Systems Used:

App, Website, Dining, Simulator, Golf & Caddie Management

ForeTees is the connective tissue between the Conway Farms membership and staff. Fully integrated between golf, dining, the app and website, the ForeTees language is instrumental with our Club’s success – communication, ease of use, and most important – exceptional customer service. No call or email goes unanswered within minutes.

ForeTees is our one stop shop for all things Conway Farms.

- Robin Martin, Operations Director

Club Software Made Simple Reservations Tee Times, Dining, Tennis, Pickleball, Simulators, Fitness and more.

Member and Staff Apps Easy Reservations, Food Ordering, Push Notifications, Club Branding and more.

Club Management Point of Sale, Financial Reports, Member Reports, Banquet Events and more.

Website and Communication Member and Public facing website, email campaigns, custom designs, and more.

www.foretees.com

sales@foretees.com

GOLF + FITNESS TECHNOLOGY

PUTTING THE “CUSTOM” IN CUSTOMIZED CLUB FITTING

By Matt Kilgariff, Director of Player Development, The Bridges at Rancho Santa Fe (Calif.)

TO BE COMPETITIVE AND INCREASE revenue, clubs’ golf staffs should be prepared to perform customized golf club fittings for members, as well as non-members.

When fitting golfers for clubs, processes and procedures for diagnosis should remain the same. However, a cookie-cutter approach is not the most effective way to meet the needs of your members and provide them with exceptional service.

The key to success for all parties is to keep the fitting experience consistent. To do this, staff members who will perform fittings should observe the primary club fitter, to understand the process of diagnosing a golfer’s specific needs. Fittings are about customer service first, and physics and engineering second.

Start the fitting process by “interviewing” the golfer. Your questions should be nonjudgmental and designed to lead the player to share with you their strengths, areas of opportunities, desired ball flight and shortand long-term goals. Be sure not to judge any book by its cover, and do not allow a player’s age, size, shape, gender or handicap cloud your fitting diagnosis and technique.

After the interview, begin the diagnosis process, starting with ball flight. Data should be prioritized starting with speed as most important, followed by launch, spin and dispersion (left or right). To correct any of these, you must begin work on the weakest part of a player’s bag.

Next, move on to scoring clubs. Key factors for these clubs include peak height, which should be the same for all scoring clubs for most golfers, and land angle, which should be the same for all scoring clubs, no matter what.

12

l

Club + Resort Business

l

June 2021

Start the fitting process by “interviewing” the golfer. Your questions “ should be non-judgmental and designed to lead the player to share with

you their strengths, areas of opportunities, desired ball flight and shortand long-term goals. Be sure not to judge any book by its cover, and do not allow a player’s age, size, shape, gender, or handicap cloud your fitting diagnosis and technique.

”

For other irons, length is the most consideration, followed by lie angle (based upon your visual observation and what the player hopes to accomplish with the shape of the ball flight) and ball speed, which should be +/- less than 2 mph/club and equals distance control.

The difference between irons should be an increase or decrease of 5 mph in ball speed. If there is a decrease, start to blend by transitioning to hybrids. If two adjacent clubs lose greater than 3° of land angle, transition to a hybrid.

For the club head, first address the size of the club head, as it provides the energy.

The larger the club head, the lower the center of gravity, which makes it easier to gain ball speed that gets the ball in the air.

For a driver, club fitting should focus on correcting a hook or slice, versus a push or pull. When fitting for a driver, do not just fit for club head speed. Pay close attention to the transition (load) at the top of the backswing. The more backspin you put on the ball with the driver, the better the chance it could curve off line, resulting in a loss of distance. To take out spin, decrease the loft by 1°, which will lead to a decrease of 500 rpm. To decrease dispersion, go shorter, heavier, stiffer or de-loft.

For the shaft, the focus should be on

how the shaft length controls the centeredness of contact and dispersion. The flex of a shaft controls club head speed and tempo (load). Heavier weight will provide more control, and lighter weight will control distance. And the amount of torque will determine a soft or hard feel.

For wedges, always use a wet towel to clean the club face, as dirt allows for the ball to roll up the face, resulting in high flight and no spin. Bounce is another key consideration; fit for grind (bounce) and then do yardage gapping. Blind test for bounce and hit balls, to get a proper feel and narrow down the selection.

More bounce will provide lower flight by controlling where the ball is hit on the face, while lower on the face will keep the flight down and spin up.

A final important step in effective club fitting is testing and communication. Resist the urge to overtest. Stop when you and your golfer get the results you are looking for. And provide just the right amount of information for your player to make an educated and informed decision.

Matt Kilgariff is a PGA professional who spent much of his career working for Butch Harmon and the Harmon Family. Prior to joining The Bridges at Rancho Santa Fe, he was Director of Player Development at The Olympic Club in San Francisco. He has also been on TaylorMade’s National Advisory Staff since 2012. www.clubandresortbusiness.com

Our first forged irons with A.I. are engineered for superior performance, iconic feel, and unprecedented ball speeds.

©2021 Callaway Golf Company. Callaway, the Chevron Device and Apex are trademarks and/or registered trademarks of Callaway Golf Company.

T H E R E’S N O T H I N G LIKE OUR BEST

GOLF + FITNESS TECHNOLOGY

IMPROVING QUALITY OF LIFE

THROUGH MOTION-CAPTURE TECHNOLOGY

By Keke Lyles, Director of Fitness and Recreation, The Bridges at Rancho Santa Fe (Calif.)

THE ADVANCEMENT OF SPORT TECHNOLOGY has opened doors in understanding biomechanics at a deeper level than ever before. Collecting and interpreting data from common movements in various sports, including golf, is not only useful for the development of an individual’s skill, but also has direct application into biomechanics in everyday life.

Specifically, motion-capture technology has the potential to improve an individual’s quality of life by developing an understanding of how to make better movements to decrease risk of injury, as well as to increase longevity of performance at a higher level.

There are four main types of motion-capture technology that have the ability to analyze a golf swing, as well as an individual’s biomechanics. These four categories are basic film, inertial systems, electromagnetic (EM) systems, and optical systems.

Basic film isn’t so basic these days. With advances in iPhone and computer processing, there are some very good applications that can capture a golf swing and gather insight into it. Some of the more popular applications include SwingProfile, V1 Golf, iSwing, and Swing Plane. The key function in these applications is the ability to capture 30 frames per second, which the user can then view and mark up. This is an inexpensive, yet very effective way to capture any swing on video.

[The technology can help to] develop an “ understanding of how to make better movements to decrease risk of injury, as well as to increase longevity of performance at a higher level.

”

More advanced film systems set up higher-end cameras and connect into a computer. One such product is Swing Catalyst. Swing Catalyst has a foot pressure or force plate, which tracks groundreaction forces or, more simply put, how the person is utilizing the ground to help them produce their movement.

The next category of motion-capture technology is inertial sensors, using a variety of old-school technology, such as accelerometers, magnetometers and gyroscopes. These sensors are usually placed on key body parts such as the hand, torso and pelvis. All of the information is then processed through the computer, and the result is a nice representation of an individual’s body in space and how it is moving.

An example of a company that utilizes this type of technology is K-Vest. These sensors will produce three degrees of freedom, which can be more easily understood as three planes of movement.

14

l

Club + Resort Business

l

June 2021

While specific joint range of motion is not as accurate, kinematic sequencing—the order in which body parts begin to move first and which move last—can be used with these sensors.

As it relates to golf, research shows that most amateur golfers will typically begin the movement at the top of their swing with their arms, then move their torso or pelvis to start the downswing.

However, tour pros and other very low-handicap golfers start the downswing with their pelvis and move up, with the arms moving last. This difference in movement is a very efficient way to produce rotational power.

Electromagnetic systems are also an effective form of motioncapture technology. Similar to the inertial sensors, the individual places small trackers on key body parts. However, with EM systems, there is also a small device that transmits an electromagnetic field, which tracks the sensors at a very precise level.

The advantage with this type of technology is the level of precise data collected to track and understand body positions in space.

The drawback, however, is that a significant amount of wires are required to connect to the sensors being worn.

Motion-capture technology via optical systems is a space in the tech world that is still exploding. What started a few years back with a handful of cameras tracking small markers placed on the body is now turning into one or two iPhones running applications with artificial intelligence to replace the markers.

GEARs Sports has become the go-to company in golf in this area.

The ease of use and amount of data on reports you can gather is simply top-notch, and the price point remains a bargain, especially compared to similar companies based throughout the world. Most major golf manufacturers either have or have used GEARs in their facility to gain valuable insight into golf club dynamics in their never-ending quest for research and development.

The key to all of this technology is to gain valuable objective data that allows anyone interested in utilizing detailed information in the area of biomechanics to improve movements—whether it be an instructor in golf or fitness, a physical therapist or performance coach. These various forms of motion-capture technology can provide an effective learning platform for users to receive visual feedback as they begin to learn the proper way to move. A small investment of capital, as well as training the right personnel on how to use these types of systems, can help to differentiate any club or resort property.

Keke Lyles is recognized as a leader in human performance, with experience with professional athletes and Navy Special Warfare operators. He now leads fitness initiatives at The Bridges at Rancho Santa Fe. www.clubandresortbusiness.com

GET

PORTACOOL

ON YOUR

MENU

portacool.com EVAPORATIVE COOLILNG TECHNOLOGY

Rulings of the Courts CLUB + RESORT BUSINESS HAS RELEASED its list of Top Ranked Racquet Facilities for 2021.

The following pages present the rankings of club and resort properties that submitted entries, as judged independently by a panel comprised of club professionals from several of the industry’s most well-respected properties and a leader in the world of racquet sports.

The rankings reflect the judges’ scoring of data provided on the types—tennis, pickleball, squash/paddle/racquetball— and number of courts at the property; retail/F&B size (sq.

ft.) for racquet-specific facilities; member usage (% of total membership); number of interclub teams and junior players; full-time and part-time/contract staff; photos, comments and more.

The judges scored each entry independently, assigning points to the various aspects of the data and information submitted.

In addition to the profiles of the Top 5 ranked clubs included in this issue, details about the programs of all of the Top Ranked Racquet Facilities will be presented online at clubandresortbusiness.com and across our social-media platforms.

Location

Tennis

Pickleball

Platform/ Paddle

Squash/ Racquetball

Retail/F+B (sq. ft.)

% Member Usage

Full-Time Staff

Part-Time Staff

Baltimore Country Club

Baltimore, Md.

•

•

•

•

2,500

43.3

4

5

2

BallenIsles Country Club

Palm Beach Gardens, Fla.

•

•

2,570

92

16

2

3

Philadelphia Cricket Club

Philadelphia, Pa.

•

•

•

42

13

2

4

Cherokee Town & Country Club

Atlanta, Ga.

•

•

•

1,100

70

12

7

5

Farmington Country Club

Charlottesville, Va.

•

•

•

1,000

30

10

8

6

Wayzata Country Club

Wayzata, Minn.

•

•

•

65

1

25

7

Army Navy Country Club

Arlington, Va.

•

•

3,425

40

15

7

8

Bonita Bay Club

Bonita Springs, Fla.

•

•

2,530

35

13

9

9

The Pinery Country Club/ The Club at Pradera

Parker, Colo.

•

•

1,500

50

4

5

10

Navesink Country Club

Red Bank, N.J.

•

•

•

64,000

39

4

9

11

Sleepy Hollow Country Club

Scarborough, N.Y.

•

•

•

•

800

60

3

2

12

Philadelphia Country Club

Gladwyne, Pa.

•

•

•

•

25

3

5

13

The Country Club of Virginia

Richmond, Va.

•

•

•

4,042

31

14

1

14

Sea Pines Country Club

Hilton Head, S.C.

•

•

1,500

25

3

2

15

Bradenton Country Club

Bradenton, Fla.

•

•

20,000

45

1

7

16

The Dominion Country Club

San Antonio, Texas

•

•

2,500

20

4

21

17

Montclair Golf Club

West Orange, N.J.

•

•

300

30

4

4

18

Hampton Hall Club

Bluffton, S.C.

•

•

1,600

30

2

0

19

The Landings Club

Savannah, Ga.

•

•

•

1,114

40

14

3

20

Country Club of Detroit

Grosse Pointe Farms, Mich.

•

•

•

400

40

1

12

Ranking

1

16

l

Club

Club + Resort Business

l

March 2021

•

•

www.clubandresortbusiness.com

e

Racquet Facilities

Ranking

Club

Retail/F+B (sq. ft.)

% Member Usage

Full-Time Staff

Part-Time Staff

•

1,000

65

4

1

•

•

400

40

13

6

Danville, Calif.

•

•

2,800

60

8

13

500

40

2

2

30

4

2

Location

Tennis

Pickleball

Fort Worth, Texas

•

Dallas, Texas

Platform/ Paddle

Squash/ Racquetball

21

Colonial Country Club

22

Northwood Club

23

Blackhawk Country Club

24

Desert Highlands

Scottsdale, Ariz.

•

•

25

Waynesborough Country Club

Paoli, Pa.

•

•

26

Blue Hills Country Club

Kansas City, Mo.

•

•

900

60

7

4

27

Boca Woods Country Club

Boca Raton, Fla.

•

•

28,000

5

2

2

28

Porters Neck Country Club

Wilmington, N.C.

•

•

50

3

5

29

The Clubs of Kingwood

Kingwood, Texas

•

•

40

6

8

30

Bayside Resort Golf Club

Selbyville, Del.

•

•

20

6

24

31

Columbia Country Club

Chevy Chase, Md.

•

•

2,000

35

15

10

32

Maryland Club

Baltimore, Md.

500

35

2

0

33

West Bay Club

Estero, Fla.

•

57

2

3

34

Reunion Golf & Country Club

Madison, Miss.

•

1,300

65

5

15

35

Canoe Brook Country Club

Summit, N.J.

•

•

•

900

23

4

4

36

Ansley Golf Club

Atlanta, Ga.

•

•

•

1,100

42

6

2

37

The Club at New Seabury

Mashpee, Mass.

•

•

800

34

3

5

38

Detroit Athletic Club

Detroit, Mich.

30,000

22

3

0

39

Sand Valley

Nekoosa, Wis.

•

N/A

1

12

40

Hollywood Golf Club

Deal, N.J.

•

•

1,500

40

5

4

41

Sawgrass Country Club

Ponte Vedra Beach, Fla.

•

•

1,300

40

9

2

42

The Topeka Country Club

Topeka, Kan.

•

•

1,000

29

1

3

43

The Club at The Dunes

Naples, Fla.

•

15,000

28

2

2

44

Riverside Country Club

Bozeman, Mont.

•

•

600

35

1

2

45

Collier’s Reserve Country Club

Naples, Fla.

•

•

144

20

1

3

www.clubandresortbusiness.com

•

•

1,500

•

•

•

•

•

•

•

•

March 2021

l

Club + Resort Business l 17

Racquet Facilities

1

BALTIMORE COUNTRY CLUB BALTIMORE, MD

WITH A RICH TRADITION of hosting the Davis Cup and other professional events, the state-of-the-art tennis facility at Baltimore (Md.) Country Club (BCC) offers top-notch programs for all ages and abilities. The club’s racquets program consists of tennis, paddle, pickleball, squash, badminton and table tennis.

In the past three years, BCC has seen an incredible growth of more than 300 percent in its racquets program. The key to BCC’s success is not only the facilities, but the people that bring those facilities to life. The staff embodies hospitality and BCC’s Simple Trust of “Favorite People Make Favorite Places.”

BCC’s organizational culture and core values are well-known in the community and highly regarded by both the club’s staff and members. The club offers six racquet-sport options, with the average member playing at least three times per week.

BCC has become a national name in racquets and a leader in the country in innovation and pushing the racquets industry into the future. Its world-class professional staff brings the best programs in the country to BCC daily. Whether members are just starting out, or are seasoned players, the club has something for everyone, at every level and every age.

Paddle tennis, arguably the most social of any racquet sport, combines tennis and squash, providing a fun, yet challenging activity for the entire family. At BCC, two international singles squash courts, and a hardball doubles court, offer everything from clinics to world-renowned tournaments for all types of squash players.

BCC welcomes paddle enthusiasts and all members to one of the fastest-growing, most social sports at the club. Last year BCC 18

l

Club + Resort Business

l

June 2021

had the busiest season in its history and this year continues to see incredible participation and growth. New clinics and special events are added monthly. BCC continues to welcome the best players in the country, to create memorable experiences for its members they cannot get anywhere else.

Pickleball is the fastest-growing sport in the United States and officially a hit at BCC. The club regularly welcomes the top-ranked players in the world, including Ben Johns and BCC’s Head Racquets Professional, Collin Johns. BCC was the first club in the world to have dedicated clay pickleball courts, which has allowed it to host the U.S. Clay Court Pickleball Nationals, the largest clay-court tournament.

BCC has quickly become a top destination for pickleball, with the program continuing to grow every day. Whether members have never played before, or are seasoned players, the club welcomes players to come try it. www.clubandresortbusiness.com

Racquet Facilities

2

BALLENISLES COUNTRY CLUB PALM BEACH GARDENS, FLA.

BALLENISLES COUNTRY CLUB’S 62,000SQ. FT. Sports Complex in Palm Beach Gardens, Fla. features 23 courts—20 Har-Tru® clay courts, two permanent pickleball courts and one hard court. Future plans will add seven pickleball courts by the end of 2021.

20

l

Club + Resort Business

l

June 2021

The impressive stadium court at BallenIsles provides an expansive 500-seat venue, where tennis greats Venus and Serena Williams trained for more than a decade. Invitational tournaments at BallenIsles regularly feature world-ranked players, and the list of those who’ve played the stadium court includes former and current Grand Slam champions.

BallenIsles tennis and pickleball programs feature year-round exhibitions, club tournaments, and clinics for all ages. Both the avid and novice player can count on an exceptional racquet sports experience and friendly concierge service that provides guidance into an active tennis lifestyle.

In addition, BallenIsles has an excellent Junior Development Tennis Program, led by former world-ranked players Gary Henderson and Andrei Daescu.

The complex also offers a full-service tennis shop for all tennis member needs.

www.clubandresortbusiness.com

Racquet Facilities

3

PHILADELPHIA CRICKET CLUB PHILADELPHIA, PA.

FOUNDED IN 1854, THE PHILADELPHIA (Pa.) Cricket Club (PCC) is one of the oldest country clubs in the country.

With a trio of campuses, the club offers its membership three different types of surfaces on which to play tennis—21 grass courts, nine Har-Tru courts, and two hard courts.

Tennis players enjoy a pavilion with an indoor/outdoor fireplace, two outdoor decks, and comfortable inside seating areas to complement a fully stocked bar.

In addition, PCC has four platform courts, eight singles squash courts and two doubles squash courts. The club’s newly renovated platform tennis facility includes four courts, all lit for night play, and a pavilion with an indoor/outdoor fireplace, two outdoor decks, and comfortable inside seating areas to complement a fully stocked bar.

PCC also boasts four permanent pickleball courts. Pickleball players can enjoy play on the platform tennis courts, indoor courts, or the newly constructed outdoor sports courts throughout the year.

PCC participates in men’s and women’s interclub leagues and offers a variety of organized team practices, clinics and private lessons. Friday-night socials are scheduled throughout the season, and club tournaments include men’s,

www.clubandresortbusiness.com

women’s and mixed championships on both the Har-Tru and grass courts.

PCC also offers a QuickStart junior tennis program for those learning the sport, with a smaller court and lowcompression balls, as well as private instruction, clinics, a summer tennis academy, and interclub competition for more accomplished juniors.

Photo by Caronchi Photography Courtesy NorthBusiness Palm Beach 21 CC June 2021 andClub + Resort

l

l

Racquet Facilities

4

CHEROKEE TOWN AND COUNTRY CLUB ATLANTA, GA.

CHEROKEE TOWN AND COUNTRY CLUB (CTCC), with two Atlanta, Ga.-area locations—the Town Club in Buckhead and the Country Club in Sandy Springs—boasts a racquets program that is a hive of activity. Members and their families flock to the courts for up to 50,000 plays each year through tennis, platform tennis and pickleball.

The club also gets several thousand visits by its members, their families and guests for socials, shopping, meetings, and advice.

CTCC saw record numbers in 2020 through 49,000+ racquet plays, in addition to record numbers in shop and concession sales. Its programs and services are designed to address the various outlets these racquet sports provide for the membership: social interaction, skill development, exercise, competition, skill expression, physical and psychological well-being, and leisure time spent with a fun pastime.

22

l

Club + Resort Business

l

June 2021

The club offers a year-round program that consists of 140+ events via league play, mixers, interclub competition, programs and events. The racquets program consists of a vibrant league program of more than 70 teams a year.

CTCC has 12 clay and four hard tennis courts, two platform courts and two dedicated pickleball courts. It also has a growing clay court pickleball program in the wake of the pickleball explosion.

The staff consists of nine certified tennis professionals, seven certified pickleball instructors and four certified paddle professionals.

CTCC is the host for the Atlanta Senior Invitational (ASI) Men’s Prize Money National Tournament that boasts more nationally ranked players for ages 30 through 80s than any other.

www.clubandresortbusiness.com

Racquet Facilities

5

FARMINGTON COUNTRY CLUB CHARLOTTESVILLE, VA

IN THE PAST NINE YEARS, the overall growth of the racquets program at Farmington Country Club in Charlottesville, Va. has increased dramatically. The club went from 200 resident member racquet players to 850 resident member players.

By sport, Farmington has 700 active tennis players, 50 active pickleball players and 100 active paddle players. The club went from $125,000 in lesson revenues to $680,000 as of 2020.

This increase was achieved by the club’s staff meeting higher customer-service demands; developing a higherquality staff of teaching professionals, with four former Racquets Directors on staff; and by designing and implementing a program for all levels of players—including players who wanted competitive events as well as those who just wanted to play socially or for exercise.

Farmington now has seven full-time teaching professionals—each responsible for a different area of the program, giving them a sense of ownership to the program. In the summer, the club adds eight more part-time professionals to help with the demand of the junior camps.

The Racquets Department offers a wide variety of social and tournament calendar events per year, such as: 30 www.clubandresortbusiness.com

platform events, including an American Platform Tennis Association NRQ event for men and a PCQ event for women; 40 adult tennis events; 20 junior tennis events; and 10 pickleball events.

In addition, Farmington has 1,000-sq. ft. of retail space dedicated to its racquets facilities and programs that produces $225,000 in annual revenue.

Along with what Farmington currently has, the club has approved plans to build four more indoor tennis courts, one more platform tennis court, two more clay tennis courts, and a brand new, larger racquets pro shop that will help take the programs and facilities to even greater heights.

Photo by Caronchi Photography Courtesy NorthBusiness Palm Beach 23 CC June 2021 andClub + Resort

l

l

LASTING CONCEPTS Our 15th Annual Ideas Issue highlights creative new events and approaches, born out of pandemic necessity, that have earned permanent popularity.

MEMBERSHIP

ONE FOR THE AGES

By Betsy Gilliland, Contributing Editor

WHEN GENERAL MANAGER TIM O’NEILL arrived at Woodstone Country Club in Danielsville, Pa., five years ago, the secluded destination had 175 members. Today, Woodstone, which includes lodging, an 18-hole golf course, and foodand-beverage services, has 325 members.

The increase in numbers is due in no small part to a “Millennial Membership” program that the property, which is located in a remote part of the Lehigh Valley 30 miles north of Allentown and 30 miles south of the Pocono Mountains, launched three years ago.

To test the market, Woodstone initially limited Millennial memberships to the first 30 applicants to the program. The membership spots were filled within a couple of months, so the next year 30 more memberships in the category were offered. Then COVID hit and more people wanted to to play golf, and Woodstone added still more millennials.

24

l

Club + Resort Business

l

June 2021

Millennial members must be under age 30, and their average age is 25. The membership is available to singles only, and they have full privileges including unlimited greens fees, access to all property facilities, a half locker, bag-room storage, USGA handicap, and special lodging rates.

Tyler Smith, a 25-year-old millennial member, joined at age 22 as soon as he graduated from Moravian College in Bethlehem, Pa., where he played on the school’s golf team. “As someone coming out of college, monetarily, it just made sense,” says Smith.

Smith originally became a member of Woodstone as a 16-year-old when his family joined the property. “I was playing high school golf, and my dad wanted me to have a more challenging golf course to play,” he says.

Membership dues for Millennial members are $130 a month. They do not have

to pay a food-and-beverage minimum, but O’Neill says they spend an average of $500 to $600 a month at the property.

“They don’t limit us whatsoever. We can play in the club championship and the member-member,” says Smith, who has won the club championship the past two years. “With no limitations on what we can do, we feel like a full member.”

When Millennial members turn 30, they age out of the program into the Young Executive category. Dues increase to $380 a month for young executives, but this type of membership is also open to couples.

With an average of $18,000 per month in dues and more than $100,000 in revenue in the property’s wedding and event business, Millennial memberships have increased Woodstone’s bottom line.

“We do 80 weddings a year. It’s been a pipeline for us. They have baby showers and bridal showers here,” says O’Neill. “It www.clubandresortbusiness.com

has increased our golf rounds and participation in all of our events. It creates positive energy throughout the club.”

Smith, a car salesman, often brings his clients to Woodstone to play golf and build relationships with them. He goes to Woodstone for a meal a couple of times a month, often with his family. He also planned a golf outing at the property in June for 40 people, including his customers, friends and other Woodstone members.

With an entry fee of $150, the four-man scramble includes 18 holes of golf, an allday comped beverage cart, food and drink at the turn, a full Italian buffet after the round, competitions, prizes, and a gift bag.

“It’s a way to give back to the people that have bought from me,” says Smith.

Although he has lined up six or seven sponsors, Smith is funding the tournament himself this year. He plans on it becoming an annual event and using it to benefit a charity in the future.

Woodstone has reaped cultural benefits through the Millennial program as well. The

Taking advantage of Woodstone CC’s Millennial Membership “just made sense monetarily for someone coming out of college,” says Tyler Smith, who has planned his first golf outing for 40 people this year.

club’s average member age has dropped from 68 to 58. And where previously the property had few female members, a 60/40 split between male and female Millennial members has also changed the atmosphere at the property. “We’re welcoming,” O’Neill says. “We don’t have ladies’ day. The golf course is open to everyone. Men and women play in the member-member and other tournaments.”

The category also carries an emphasis on learning how to be a private-club member,

THE GOAL:

Launch a Millennial Membership program at Woodstone CC that not only attracts younger members, but also helps to teach them how to be a member of a private facility and become better people.

THE PLAN:

Through social media and word-of-mouth, Woodstone promoted the program that gives single Millennial members full privileges and access to property amenities. Millennials pay monthly dues of $130. When they turn 30, they age out of the program into the Young Executive category. Dues increase to $380 a month for young executives, but this type of membership is also open to couples.

THE PAYOFF:

Through the Millennial Membership program, Woodstone has increased its bottom line with an average of $18,000 per month in dues and more than $100,000 in revenue from the wedding and event business. The average age of members has fallen from 68 to 58, and the property is growing the game of golf. Millennial members are learning how to be private-club members, undertaking the responsibility of paying monthly statements and building relationships and social skills.

www.clubandresortbusiness.com

O’Neill adds. “The big picture is to teach integrity and to develop the young men and young women into better people,” he says.

“How else can a young person learn to be a private-club member unless they’ve grown up in a club with their parents?”

The property also teaches Millennial members how to be respectful. “Don’t change your shoes in the parking lot. Don’t show up with your hat on backwards,” O’Neill says.

In addition, he adds, “You represent Woodstone. When you show up at another course with a Woodstone tag on your bag, you act like you’re supposed to act.”

In turn, Smith confirms, the staff treats the millennials with the same courtesy and respect they show to other members.

“They call me Mr. Smith,” he says.

Woodstone’s older members have also taken the younger ones under their wing to teach them about private-club membership, rules, etiquette, dress codes, how to pay a bill on time, and responsibility.

“We asked our older members to help.

We asked them to play golf and participate in events with the millennials. The membership has been very supportive,” O’Neill says. “Everybody on the staff is constantly talking to these young kids. You have to June 2021

l

Club + Resort Business

l

25

MEMBERSHIP

spend time with them.”

Woodstone doesn’t offer any formal classes about membership to the millennials. “They learn on their own through experience,” O’Neil says.

The majority of Woodstone members work in blue-collar industries, notes O’Neill, and most of the millennials did not grow up in a country club. They are up-and-coming young professionals, he adds, and the property has not yet had to revoke the membership of anyone in the category.

Woodstone also recently upgraded its software to keep millennials more connected to the property through technology and apps.

“We are trying to cater to the millennials and younger members,” says O’Neill. “They teach the older members how to download the app, and the older members teach them about private-club membership.”

Smith, who has met other professionals at Woodstone and tries to patronize their businesses, says millennial members and older members “feed off of each other.”

“We all teach each other, whether it’s about golf or technology,” he says. “I feel really comfortable at Woodstone. I don’t plan on leaving.”

Woodstone marketed the Millennial Membership program on social media, and the young members refer prospects as

The Millennial Membership category helped Woodstone CC raise awareness about its remote location and boost total membership by 150 in five years.

well. “They refer their friends the most out of any generation,” O’Neill notes.

The 60 available Millennial Membership spots are currently filled, and Woodstone has a waiting list for the program. When a millennial ages out of membership, however, it opens up a spot for someone else to join. Woodstone now can take in four or five new millennials a year because of the aging-out process, O’Neill says.

Other properties throughout the in-

dustry should adopt a similar approach to increase revenue and to teach social skills and responsibility to young people, O’Neill believes. If some members are hesitant to change their traditional culture, he encourages them to “liven it up.”

“Any sort of private club needs to accommodate their younger members, and they have to do that based on price,” he says. “They have to give them access so they can feel it, touch it, and have fun.”

TO CONNECT BACK-OF-THE-HOUSE STAFF with members and increase member engagement and enhance membership value in a fun, COVID-safe way during an uncertain time, The Country Club of Virginia (CCV) in Richmond, Va. created a new “mini” chili cookoff event for which the club’s chefs submitted their best chili recipe and prepared 8 to 10 gallons each. A sampling station was set up where members could taste-test all of the entries, vote for their favorite and then purchase chili to go. The event generated $500 in chili sales in one night and orders totaling 54 gallons and nearly $2,600 in total sales. The winning chef received a gift card and trophy to display in his dining venue, as well as club-wide bragging rights. The event proved to be so popular, CCV then followed up with a soup cookoff and bartender “shakeoff” that also generated equally warm receptions and payoffs.

26

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

PICKUP & DELIVERY SOLUTIONS Self Service Heated Shelf #HS5-203913-HT shown 2-, 4- & 5-shelf options available

HS2-203913: 20” tall (including legs), 27.2” wide, 20.2” deep (not including accessories)

HS4-203913: 50.8” tall (including legs), 44.2” wide, 20.2” deep (not including accessories)

Scan the QR code for more!

HS5-203913: 65.2” tall (including legs), 44.2” wide, 20.2” deep (not including accessories)

QuikDelivery Cart Hold & Serve #QDC3 Shown with optional 8” Never Flat Casters and optional strip curtains Optional plexiglass shield to protect server and recipients.

KoldCube3TM Hybrid Insulated Indoor/Outdoor Cold Cabinet

Cut the Cord!

#KC-UA-11 (patent pending) - Use indoors and outdoors - Outdoors keeps products chilled for 4 hrs - Digitally controlled temperatures 5925 Heisley Road, Mentor, OH 44060-1833 • Toll Free: 877-CRESCOR •

www.crescor.com

DESIGN + RENOVATION

SWEETENING THE DEAL

By Pamela Brill, Contributing Editor

AN EXISTING ICE CREAM BAR became a to-go hot spot for members of the Houston (Texas) Racquet Club (HRC) during the height of the pandemic. Thanks to an innovative twist in service and the ability to streamline the menu for curbside pickup, “Just Chillin’” has reached new heights as a favorite destination for kids of all ages.

The transformation of this space began in 2017, when the club refocused its amenities to be more family-centric with the addition of a 500-seat, dine-in family restaurant. Prior to this renovation, the club had a small snack shack where sales of Dippin’ Dots, while modest, inspired a new dining concept.

“The sales were minimal, but we saw an opportunity to create the concept of not only a to-go area, but a go-to favorite spot for kids,” says Director of Recreation Sicily McCambridge. Just Chillin’s initial menu featured made-to-order milkshakes, slushies, sundaes and smoothies, followed by the addition of handcrafted cakes (whole or by the half-slice), decorated cookies, cake pops and cupcakes. The result was a bustling business that boosted F&B revenues well into 2019.

28

l

Club + Resort Business

l

June 2021

THE GOAL:

Maintain the momentum of a popular to-go snack shop at the Houston Racquet Club and streamline business from a healthy pre-pandemic model to a flourishing operation for the long haul.

THE PLAN:

Develop a refreshed menu that expands to-go options, introduce a brand mascot and update merchandising that maximizes shelf space.

THE PAYOFF:

A memory-making experience that satisfies the sweet tooth.

www.clubandresortbusiness.com

Loc

Primed for its next stage of development, Just Chillin’s functionality had quickly outgrown its usefulness in its allotted space. Just as the staff was preparing to revamp operations, the onset of the pandemic forced the club to stop and reassess its practices. But rather than look upon this setback as a detriment, the team saw a ripe opportunity for change.

“With the screeching halt of COVID on the horizon, we were pleasantly forced to consolidate and streamline the to-go ordering process,” says Executive Chef Adam Heath. “Whether it was through the new dedicated iPhone call line or the HRC app, we took all challenges we were faced with and turned it into a system that rivals even the Chick-fil-A drive-through process.”

Utilizing the app, members placed their orders, texted the club upon arrival and received their selections. “Touchless pickup was in high demand, so dedicating two of our closest parking spots became essential,” notes Heath.

Following members’ return to the club, the team was ready to revamp its menu and create a more structured business model that would lend itself to continued growth. “With a consolidated themed menu focusing on limited ‘Insta-worthy’ shakes and cupcakes, we were able to make a large impact quicker than expected, adding a newly assigned mascot and more pass-through offerings like retail candy, healthier gluten-

To be compliant with COVID-19 safety measures, the golf staff at Farmington Country Club in Charlottesville, Va. quickly adjusted food-and-beverage operations for all tournaments held in 2020. The golf team set up several food stations on the golf course during the events, allowing members to remain socially distanced while staying well-fed and hydrated. The golf team worked with Farmington’s Food and Beverage department in selecting a menu of easy-to-eat items to avoid a mess and maintain a nice pace-of-play flow. Servers, wearing masks and gloves, were on hand to assist members when needed. Members appreciated the extra effort and were still able to enjoy tournament play during a trying time.

Everyone Needs A Fresh Start Tri-C Club Supply still has the same clear vision and small business vibe to provide you the best buyer experience in the industry!

Family-Owned & Operated Since 1978 Locker Room Amenities and Much More!

800.274.8742

www.DuffysTriC.com

DESIGN + RENOVATION

DETERMINED TO GIVE THE FAMILIES AT FARMINGTON COUNTRY CLUB in Charlottesville, Va. a memorable Halloween event, the club staff warmed up the pool, filled it with pumpkins, and invited members to participate in the club’s very first “Pumpkin Splash.”

Social-distancing measures were in place as families arrived at the pool to assigned tables and then went swimming to select their pumpkin. Carving kits, along with light snacks and beverages, were provided at each table for families to carve jack-o’-lanterns. Halloween movies played on a big screen and the pool area was decorated in a festive theme, complete with an inflatable castle at the pool entrance.

With staff and lifeguards present, two seatings were provided, with the younger children filling the first session. A 30-minute buffer between seatings allowed for sanitization, clean up, and a reset.

and nut-free bars and fruit-like snacks that really help sell the ‘candy and Shake Shack’ look,” says Heath.

Also helping to set the scene are displays of bulk candy, with mason jars and jumbo spiral pops lining the upper shelves. Two full-time staff members have also been added to the mix, churning out Just Chillin’s signature salted chocolate chip pretzel shakes and unicorn cotton candy shakes. “It really is hard to not stop there and pick something up on your way out of the club,” notes Heath.

As demand for sweet treats persists, HRC plans to add a refrigerated pastry case in mid-July to accommodate even more confectionery creations. Chief Operating Officer Thomas Preuml, CCM, CCE, could not be more pleased with how well Just Chillin’ has been received by membership. “I love seeing the little kids getting onto the small steps at the pickup window, knocking on the glass and asking staff, who they have built relationships with, for their favorite sweet treat,” he says. “Those childhood memories at their club will stay with them forever.”

30

l

Club + Resort Business

l

June 2021

Champions Run in Omaha, Neb. partnered with a local airplane club to offer kids the chance to fly remotecontrol planes on the driving range. Kids came out and were able to fly planes with the assistance of the airplane club’s pilots, as the controls could easily be switched between pilot and instructor.

Over 75 kids came out for an event that became “an instant classic.” Multiple planes flew over the driving range, and the airplane club also brought in a flight simulator for kids to practice flying on.

The event then ended with a remote-control aviation show.

www.clubandresortbusiness.com

Appeal to vegans.

Oh, and everyone else.

MAKE IT INCLUSIVE. MAKE IT IRRESISTIBLE.

VEGAN ALFREDO Get a FREE sample at

MINORSFOODSERVICE.COM

All trademarks are owned by Société des Produits Nestlé S.A., Vevey, Switzerland. Open to Foodservice Operators in the 50 US & DC, 18+ (19+ in AL/NE).

While supplies last or 12/31/21.

GOLF OPERATIONS

BRAND NEW OPPORTUNITIES

By Betsy Gilliland, Contributing Editor

WHEN A COMPANY GETS ITS name out in front of the public, it’s good for business. As it turns out, getting someone else’s name out in front of the public can be good for business, too.

The Country Club of Jackson (Miss.) has been helping its members promote their personal businesses with an initiative started by the pro shop. Members, many of whom are business owners, can order customized merchandise that displays their corporate logos at discounted prices.

Head Golf Professional Jason Prendergast, PGA, who owns the golf shop and the merchandise, had been filling orders for two or three members who own their own businesses. Because of his additional duties, however, he didn’t always have to time to give the initiative the attention it merited. But since Assistant Golf Professional Taylor Ross, PGA, started working at the pro shop in March 2020, she has taken the program and run with it.

32

l

Club + Resort Business

l

June 2021

“We have a corporate pricing structure for our membership,” says Ross. “The bigger the order, the higher the discount.”

Members can order logoed items including shirts, hats, towels, golf tees, golf bags and umbrellas. Minimum orders depend on the vendor, but typically, hats and golf balls are available in quantities of 24, 48, 72, or 96. Golf tees come in quantities of 1,000. However, the pro shop can also order a single logoed shirt for a member. “Once we create a logo, we can put it on anything they want,” says Ross.

Vendors used for the program include Peter Millar, FootJoy, Imperial, Titleist, Callaway and Fairway & Greene, and Ross says the program has enhanced the Country Club of Jackson’s relationship with all of them.

“Some of them have given us a deeper discount than we expected,” she says. “Some vendors offer tournament pricing or 25% off wholesale prices. The corporate prices are lower than the shop prices.” www.clubandresortbusiness.com

THE GOAL: To promote the initiative, Ross features information about the service in the club’s newsletter every three or four months. She includes photos of logoed items with the writeup as well.

Ross also handles the social-media accounts for the pro shop, and she posts pictures of the new products and corporate orders on Facebook and Instagram.

The membership has taken notice.

In March, the Country Club of Jackson had seven corporate orders, and the pro shop got three new orders after the release of the April newsletter.

“Honestly, I didn’t think people even read it,” Ross laughs.

The orders have been as varied— and effective—as the membership.

The pro shop made 96 campaign hats for a member who ran for Mississippi Supreme Court. (He won.)

An attorney who has a membership

at the property ordered customized golf balls, which can include three lines of text, during a Titleist promotion in which members could buy three dozen golf balls and get a fourth dozen for free.

Afterward, Ross called his office and asked someone to send her the company logo file, and she had a shirt made with his company logo for him as a thank-you. Now, he plans to place two orders a year.

Another member has a top position at the local Renasant Bank, which has ordered shirts from different companies. While the bank can order shirts in a 60/30 split from two separate companies, it works out to one 90-shirt order for the pro shop.

“We don’t do orders per vendor,” Ross notes. “We do them per shirt.”

CCJ hosts a large tournament every year, and the pro shop creates shirts

Have the golf pro shop at The Country Club of Jackson (Miss.) better serve its members by offering a one-stop shopping experience for customized merchandise that can promote members’ own businesses.

THE PLAN:

The golf shop takes orders for customized products with company logos. Available items include golf shirts, hats, bags, umbrellas, and tees. By ordering through the golf shop, members can get the logoed items at discounted prices. To encourage sales, the golf shop often surprises members with a sample product that includes their company logo. The golf shop also promotes the service in the newsletter and on social media. Golf shop personnel handle the transactions from start to finish.

THE PAYOFF:

The sale of customized products through the golf shop has built better relationships between the members and the staff. In return, the membership provides the golf shop with more business. When members buy from the golf shop instead of another vendor, they demonstrate their loyalty to the property.

GOLF OPERATIONS

After Assistant Golf Professional Taylor Hall arrived at The Country Club of Jackson in March 2020, she has built up the service that provides logoed items for members’ businesses or other purposes—even making 96 campaign hats for a member running (successfully) for the Mississippi Supreme Court..

with the Country Club of Jackson logo, along with the leading sponsor’s logo, for the event.

“For outings or big corporate events, we do co-branding with our logo and the company or sponsor logo,” Ross says.

As the site of the Sanderson Farms Championship, a PGA Tour event in the fall, CCJ also offers members a shirt with the property’s and tournament’s logos on it.

To place an order, Ross only needs to know the item requested, quantity, color, and size.

She also needs the digital stitching file (DST) of the logo to place an order, and she keeps a file of DSTs on her computer as well as an Excel file of the pricing structure.

A new order can take a month to come in from the time the logo is submitted.

However, if CCJ already has a logo on file through previous transactions, a company can expect to receive its order in about

two weeks.

Ross requests an image of the merchandise with the logo before production. “The member has to approve it before we go to production,” she notes.

The property has a digital catalog of available items as well as physical catalogs that members can take with them to pass around among the employees at their companies. Members can also visit vendors’ websites to view available selections.

“All they have to do is get sizing and approve logo images,” says Ross. “Other than that, we do everything for them. We even individually bag items and tag them with the person’s name when they arrive, so they do not have to sort through them at their office. I package everyone’s orders for them, so all they have to do is hand them out.

“I have gotten a really good response from this,” Ross adds. “It helps that they

don’t have to keep track of anything, since I do that for them after the order is handed over.”

While Ross and Prendergast get a cut of the sales, they put most of the proceeds back into the initiative, to get more product samples. In addition, Ross says, “We have been lucky enough to get orders from businesses that have no member relationship by word-of-mouth.”

She encourages other properties that might consider offering the service to create sample products for members.

“Don’t tell the member you’re putting their logo on a product,” she says. “A lot of companies have marketing departments, so I can call them for the logo.”

It’s well worth it to spend $50 on a sample, Ross adds, and properties can incorporate sample costs into their budget as well.

TO GIVE MEMBERS AND GUESTS AT CHAMPIONS RUN in Omaha, Neb. a place to snap a picture that would let their families and social-media followers know they were at the club, the staff constructed a “Big Chair” out of wood that is about eight feet tall and was then painted with the club name and a tropical theme. Over 1,000 photos were tagged and shared by members in the first six months of the “Big Chair”’s popularity.

34

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

POOL SCHOOL PASSPORT STATION 1 Front Gate/Sign In Wristband Towels Managers Office/First Aid Family Changing Room

STATION 5 Deep End Diving Board Adult Area Starting Blocks

STATION 3 Shallow End Lap Lanes Clock - Rest Period

STATION 2 Baby Pool Beach Entry/Zero Depth Bathhouse/Showers Equipment Bins

ft

Farmington

ft

STATION 4 PoolSide Grill/Water Station Teen Room Back Gate/Cover Policy

STATION 6 Questions?

Refreshments LPST Opportunity

FARMINGTON FITNESS

ming t far

Co on un

ft

Fit

y Club

www.clubandresortbusiness.com

NAME:

tr

THE POOL SCHOOL AT FARMINGTON COUNTRY CLUB (FCC) in Charlottesville, Va. provides children ages 4 to 8 years old with a full facility tour, safety discussion, pool etiquette, club rules, and the opportunity to complete a Lap Pool Swim Test.

With one visit to the pool in the early season, children and parents are provided information on aquatic programs, swim team, lessons, and schedules. Children are given a Star Chart and Passport and are led in small groups from station to station. At the stations, they review the check-in desk, locker rooms, shallow water, deep water, lifeguard stations, entrances and exits, and all aspects necessary to make for a fun and safe pool season. The children mark their progress through the stations by adding stamps and stickers to their passports.

At the end of the final station, children can take a Lap Pool Swim Test. Successful completion of the test earns a Frog bracelet that allows the child to utilize the entire pool without a guardian within arm’s length.

ness

The process for each group requires approximately 45 minutes. This program also allows for registration for swim lessons, swim team, and other FCC programs on the same day. The Pool School has given members and their children a fun, easier, and more informative way to register for the pool season.

June 2021

l

Club + Resort Business l 35

FITNESS + RECREATION

GIVING FITNESS A JUMP START

By Pamela Brill, Contributing Editor

AS THE SAYING GOES, NECESSITY is the mother of invention, and in the case of Belle Haven Country Club in Alexandria, Va., the pandemic sparked the implementation of Little Jumpers, a fitness program that provided an outlet for kids 4 to 10. While the club had previously offered similar programs, attendance retention never caught on.

“At Belle Haven, we have a myriad of youth programs already on the schedule, so breaking into the club’s internal market can be a struggle,” explains Fitness Manager Veronica Clark. “COVID-19 proved to be the perfect time to start, as we began to experience a surplus of kids because of the capacity limits implemented by the Virginia state government.” The program kicked off in November 2020 and ran through April 2021.

Billed as an athletic training program that sought to teach the basics of fitness while increasing strength, power and agility, Little Jumpers ran eight-week sessions divided by age. The program was marketed to members via a special mailer and digital billboards situated throughout the club, yielding 20 registered participants for the first session.

According to Clark, the program’s twomonth duration was based on a multilateral Linear Periodization performance model, allowing for a gradual increase of workout intensity without running the risk of overtraining.

“The primary purpose of the multilateral phase is to help kids build a foundation with which they can effectively develop complex motor abilities, allowing them a smoother transition into the specialized periodization models we see in athletes over 15 years old,” she adds.

With classes divided into four themed increments, each participant underwent warmup exercises, footwork and strength training, agility training and game/fun time. Step-up/ footwork exercises included single and double leg box jumps, while whole weight/strength exercises ranged from dumbbell snatches to 36

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

planks. This mix of fitness styles provided a balance of activities without overtaxing young members.

To ensure proper member safety, instruction was provided by Clark, a certified strength and conditioning specialist and certified exercise physiologist, along with a college-aged training assistant studying youth fitness. Classes were primarily held outside and in the case of inclement weather, they moved to one of the club’s three ballrooms. Indoors, all participants were required to wear masks, class size was reduced to 10 students, and all equipment was wiped down after use.

As word of Little Jumpers spread throughout Belle Haven’s membership, interest level surged, prompting the club to add extra session dates and times. Clark credits the program with helping to attract and retain younger families. “Many parents

were looking for a place to send their kids after school to give them structure, while also allowing them a chance to let loose,” says Clark. “The program itself was fluid, to allow the kids a chance to express themselves while also providing a learning and nurturing environment.”

And while the advent of Little Jumpers was not needed to generate an uptick in the club’s already-robust youth programming, it did lead to more adult members (parents of Little Jumpers attendees) registering for evening Group X classes.

The program amassed 61 members over six months, with location limitations dictating a fall/winter-only schedule. Clark says she will use the summer pause to make gradual improvements to Little Jumpers before restarting in September. On the agenda is the implementation of a countdown clock, to help students stay on task.

“Due to COVID restrictions, we were unable to use our Group-X studio, but restarting in the fall, this will no longer be the case,” she notes. “Having a permanent location for Little Jumpers will help in retaining the attention span of the kids.”

THE GOAL:

Provide a fun, safe environment for teaching fitness basics to kids 4 to 10 at Belle Haven CC.

THE PLAN:

Create a strategic approach to building sports performance while testing endurance.

THE PAYOFF:

A dedicated beginner fitness program for kids that also yielded a surge in adult programming.

DURABLE. ELEGANT. STACKING. SUSTAINABLE CHAIRS MADE IN THE USA

VISIT EUSTISCHAIR.COM TO SEE MORE www.clubandresortbusiness.com

978-827-3103 SALES@EUSTISCHAIR.COM

June 2021

l

Club + Resort Business l 37

FOOD + BEVERAGE

WHETTING THEIR APPETITES

By Pamela Brill, Contributing Editor

WHILE MEMBERS OF EL NIGUEL Country Club (ENCC) in Laguna Niguel, Calif., were missing much of their regular routine at the club last year, they were especially hungry for a memorable dining experience. Because meals on the premise were not possible, management decided to offer the next best thing, and so the cliub’s virtual summer cooking series was born. “[Executive Chef Bruno Massuger] wanted to reach members during a time when they may not have been able to join us,” says Clubhouse Manager Lori LeBard.

With California having undergone a stayat-home order twice during the pandemic, the club’s then-president, Ryan O’Kane, decided to team up with Massuger to create the first at-home cooking demonstration, “Mastering the Grill.”

This program, along with other virtual cooking events, was promoted on ENCC’s website, social-media videos and in the “Foodie News Weekly” e-mail blast. Tickets were $50 (not including tax) for two.

Prior to the event, members picked up pre-packaged fresh provisions from the club for grilling at home, including tri-tip steak, salmon, dry rubs and vegetables for the side dishes. Registered participants were able to access the event via Zoom or

THE GOAL:

Satisfy members of El Niguel Country Club in search of regular F&B experiences while away from the club and jumpstart monthly programs with added incentives.

THE PLAN:

Create instructive tutorials in an engaging interactive format and wow members with personalized dining options that cater to their interests.

THE PAYOFF:

Successful events that maintain member connections.

38

l

Club + Resort Business

l

June 2021

Instagram Live and follow along using the provided recipes. The event was capped off with a Q&A conducted by Massuger, who answered members’ “burning questions” about grilling tricks and tips. With about 50 members in attendance, the event was deemed a success and a welcome reprieve from pandemic living.

Once the club was able to resume operations, albeit with safety restrictions in place, in-person events resumed, beginning with a whiskey dinner in late September. Held outdoors on the terrace patio. the four-course dinner highlighted four of Woodford Reserve’s flavor profiles, prepared in an intimate format. Tickets were $100+ per person.

To transform the club’s Lakeside Terrace into a Woodford Whiskey Club, the space was outfitted in the brand’s signature copper and rose gold colors. Tables of six or fewer were spaced apart to allow for social distancing . A local mixologist was on hand to craft an “ENCC smoked old www.clubandresortbusiness.com

El Niguel CC’s “Mastering the Grill” virtual cooking demonstration and its special Whiskey Club dinner helped members stay connected even during California’s two stayat-home periods..

fashioned” featuring specially branded ice. “We educated members on the flavor profiles of four different whiskeys as well as their history and origin,” says LeBard. After indulging in a spirited meal, each attendee went home with a commemorative gift set to mark the occasion.

But the experience did not end there.

The dinner served as a launching pad for the Whiskey of the Month Club, for members to imbibe premier cocktails in the comfort of their homes. Members have the

option to receive curated whiskey, scotch or bourbon gift packages that can be picked up curbside. The promotion has been marketed to prospective participants outside the club’s golf shop, showcasing monthly offerings, and on the golf course, where players are treated to beverage samples. As an added incentive, members who join the whiskey club are given priority seating at upcoming tastings and events.

Because not all members were not yet keen on returning to the club, even as

restrictions had eased, the virtual cooking series expanded to attract an even younger demographic. During the holidays, the club offered a Christmas cookie decorating virtual event. Kids were provided with links to demo videos and cookie boxes for housing their finished creations—adding a little sweetness to an otherwise challenging year.

Lifestyle Design TO ENHANCE THE MEMBER EXPERIENCE

Bringing members together with designs that foster community and camaraderie.

STRATEGIC PLANNING MASTER PLANNING ARCHITECTURE INTERIOR DESIGN PROCUREMENT

SIGN UP FREE! for club industry trends & insights BALD HEAD ISLAND CLUB North Carolina

Follow @chambers1899

MD 410.727.4535 / TX 972.253.3583 / MN 612.295.0725 / DC 202.851.3201 / FL 239.673.1790

www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 39

GOLF OPERATIONS

TEMPORARY SOLUTION, PERMANENT BENEFITS

By Rob Thomas, Senior Editor

IN APRIL 2020, JUST AS COVID was expanding its grip on the country, an Executive Order in Mecklenburg County, N.C. closed driving ranges across the state because of social-distancing concerns. Like many clubs and facilities, Charlotte (N.C.) Country Club was forced to shut down its range for nearly four weeks.

But coinciding with the government-mandated closure, golf was booming.

“During the midst of the pandemic, our golf course was seeing historic levels of golf rounds.

As we know, golf was one of the few things we could all do safely at the time, and we were at capacity nearly every day,” says Clubhouse Manager Quinn Moe. “When it was announced that we had to close our driving range, our golf professional staff, Golf Committee, and Superintendent came together with the idea of transforming our practice facility into a six-hole, par-3 golf course, which we called ‘The Loop’ ” Moe says.

Golf Course Superintendent John Szklinski designed the layout using the whole practice facility, and the club incorporated its short-game area adjacent to the driving range, to maximize 40

l

Club + Resort Business

l

June 2021

space, Moe says.

“Our Agronomy staff got the course ready for play in a very short amount of time [under a week],” Moe says. “We are blessed with a large practice facility that was very conducive to being transformed into a short course. We cut the greens down shorter than usual, created tee boxes, and removed other targets on the range. Our golf professional staff managed tee times and the first tee, just as we would our golf course.”

Tee times were managed through ForeTees online, in the same way rounds are scheduled for the regular golf course.

Based on usage numbers, the temporary course was a success.

“In the three-and-a-half weeks The Loop was open, we did over 1,000 rounds,” Moe says. “It was a wonderful mix of members who came out to play. We had older members who had said they hadn’t played golf in years because our regular golf course was too challenging; we also had junior golfers who were just beginning to pick up the game, as well as members finishing their day by playing The Loop with one golf club

THE GOAL:

Alleviate some of the growing demand for tee times at Charlotte CC while also utilizing the driving range that was shut down due to COVID restrictions.

THE PLAN:

Golf Course Superintendent John Szklinski designed “The Loop”—a six-hole, par 3 layout using the whole practice facility and incorporating the short-game area adjacent to the driving range to maximize space.

THE PAYOFF:

In the three-and-a-half weeks The Loop was open, the club did more than 1,000 rounds.

Members who hadn’t played in years because the normal course had become too much for them were able to enjoy the short course.

www.clubandresortbusiness.com

and a beverage, after playing a full 18 holes.”

It took about 45 minutes to play The Loop—and that was one of the draws for members whose overall response was “extremely positive,” Moe says.

“The amount of time it takes for a full 18 holes is an issue for the game of golf, and the quick nature of this short course was very appealing,” he explains. “Although most folks were working from home during this time, it is still a big commitment to come out to the club for five hours to play golf, and this was a great alternative.”

While the practice facilities returned to normal usage once the mandate was lifted, the popularity of the temporary design created a number of thoughts about how the experience could change the overall presentation of golf options at Charlotte CC. “The Loop demonstrated its short-course popularity and stimulated member discussion of possible future campus enhancements at Charlotte Country Club,” Moe says. “The short-course trend in golf is a progressive one that addresses some of the big-picture issues for the game.”

To bring new participants into its groupfitness program, Champions Run in Omaha, Neb. offered “Spin at the Sand Bar” as a fun way to work out outside at its poolside Sand Bar in a non-threatening environment.

The spin bikes were brought out to the Sand Bar every Thursday night for a “reggae ride” that lasted about 30 minutes. Halfway through the ride, the club’s bartender served tropical drinks for the “cool down” ride. The class sold out in advance every week for the entire summer, and brought in many people who had never previously taken a groupfitness class.

MADE FOR GENERATIONS OUTDOOR FURNITURE & FIRE PITS

OWLEE.COM | 800.776.9533 | Since 1947 | Manufactured in the USA www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 41

YOUTH PROGRAMS

ALL IN THE FAMILY

By Joe Barks, Editor

WHEN CONGRESSIONAL COUNTRY CLUB (CCC) in Bethesda, Md. was unable to hold its traditional “Congo Kids” summer camp program in 2020 while COVID-imposed restrictions were in place, the staff put a new spin on the camp concept by building it around attendance by siblings from among the club’s membership.

The 2020 version offered “Playdates” for up to four “Congo” siblings, ages 4 and up, to engage in two hours of structured and themed activities held in various areas of the Congressional property.

From Monday through Friday, June through August, two Playdates were offered each day—an AM Playdate from 9 to 11 and a PM Playdate from 1 to 3.

The schedule of themes and activities for each day included: Monday: Nature & Exploration Tuesday: Mad Science Wednesday: Arts & Crafts Thursday: Sports & Recreation Friday: Fun in the Sun The program was promoted with a simple “Why”: “Because Mom and Dad need a break, too (and should enjoy amenities at the club), and Congo Kids need to have fun safely and together!”

And the planning, and promotion, was so effective, the first two weeks of Playdates were sold out, and over 55 sessions were held in total before school resumed.

“The idea took a substantial amount of planning to ensure all proper safety measures were executed,” says Alex Sarris, CCC’s Director of Member Events. “To name a few examples: A health form was completed daily by parents, temperature screenings for each child were taken before the Playdate began, and parents had to authorize who their child could be with in Playdates during the same session. Most sessions were reserved by siblings and same-household families.

THE GOAL:

Develop a safe and acceptable version of the popular “Congo Kids” summer camp while Congressional Country Club had to operate under pandemic-imposed restrictions.

THE PLAN:

Restructure the camp concept around attendance by siblings from among the club’s membership, with “Playdates” built around daily themes and activities.

THE PAYOFF:

The first two weeks of Playdates sold out and over 55 sessions were held in total through the summer.

42

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

“Themes for each day were created to mirror our camp program, and put fun, structured and educational activities in place, so no Playdate was ever the same,” adds Sarris. “Each session had at least one take-home item the child could share with their parents. The themes allowed for kids to select the type of fun they wanted to participate in, and didn’t target an age group or male/female activities.

“The Playdates were a HUGE hit,” Sarris says.

“Kids could be with their friends in person, at the club, and safely, while parents had an opportunity to enjoy another area of the club and have some ‘adult’ time. Parents provided overwhelming feedback, and kids started creating a buzz about how they had the “best Playdates ever!” at the club.”

After the facilities of The Country Club of Virginia (CCV) in Richmond, Va. were closed for the first time in club history as a result of COVID-19, the staff searched for a way to provide an unconventional opportunity for members to still visit and experience the personal service the club is known for. The answer: “Free Coffee Friday,” a drivethrough event that served complimentary coffee and a treat while also showing members they were being thought of and adding membership value during an uncertain time. The service proved popular enough that it was continued for a time even as the club reopened.

COURSE + GROUNDS

CRAFTING A SOLUTION

By Betsy Gilliland, Contributing Editor

SOMETIMES HIDDEN TALENTS ARE BEST when they’re out in the open. Since the coronavirus pandemic began last year, Eddie May, a semi-retired golf course superintendent and member of the Commonwealth National Golf Club maintenance staff, has been sharing his woodworking skills with the Horsham, Pa., property. As a result, everyone is benefiting from his artistry.

Commonwealth National has saved money by acquiring new furnishings and other wood items by having them made in-house. The golf course is doing its part to be environmentally friendly by repurposing and recycling trees that have been cut down on the property for the projects. And, performing his craft in his on-site woodworking shop, the 65-year-old May found a way to remain productive during COVID while working apart from other staff members because of his age.

This win-win-win all started with a simple request.

“The general manager asked if we could make a bench. I asked the crew, and Eddie said, ‘I’ll give it a shot,’” says Grounds Superintendent Ian Thomas.

He did more than give it a shot. He spent a year making 18 benches for the men’s locker room. The benches, like the other pieces he makes, have a rustic primitive look, which May says is a cross between Nakashima- and Shaker-style furniture.

The property could have paid as much as $1,000 each for the locker room benches if it had purchased them, Thomas says.

May also has crafted golf course accessories; tables, including one for the foyer of the Manor House at Commonwealth, an 18th-century fieldstone farmhouse; desktops; custom cabinetry; a ring-toss game; a giant Jenga game; and, Thomas 44

l

Club + Resort Business

l

June 2021

After Eddie May volunteered to “give it a shot,” he became the go-to guy for not only making 18 locker room benches at Commonwealth National GC, but also tables, signage, golf course accessories, and even a bacon display stand and ring-toss and Jenga games.

says, anything else General Manager David Heiser “thinks up for him to try to make out of wood.”

“We also do our own signage now, too,” adds May. “We make signs for the buildings, directional signs, and signs for outings.”

He first built something for the property nearly two years ago, when he constructed a display stand that the club’s chef uses for hanging his gourmet bacon.

“They wanted us to use reclaimed lumber from the golf course,” May says of how it all started. “Once they realized I had some skills in woodworking, things started to accumulate.”

Commonwealth National bought an Alaskan chainsaw mill to convert 8-foot logs into lumber, which is made from cut-down or overgrown red oak, maple, ash, and poplar trees. www.clubandresortbusiness.com

“We used to use it for firewood,” says Thomas. “Now, an old dead tree gets to have life inside of the building.”

Some of the ash trees that May uses have been taken down because of disease, but that only enhances the pieces. “A lot of people like the worm holes in the wood projects,” he says. “It gives them character.”

The maintenance staff stores the logs in a dump site, and none of the removed trees go to waste. “If we have to take down a tree on the golf course, we make it into lumber,” says May. To give him space to work, the grounds crew turned an old storage room in the maintenance building into “Eddie’s Custom Shop.”

“My shop that we created functions as a quarantine,” May notes. “I don’t have a fully equipped wood shop. We’re using some rudimentary tools.”

May does most of his woodworking

THE GOAL:

Recycle and repurpose cut down or overgrown old trees on the Commonwealth National Golf Club property while also keeping an older maintenance staff member employed, as well as isolated from other crew members, during the coronavirus pandemic.

THE PLAN:

Commonwealth National bought an Alaskan chainsaw mill to convert cutdown trees into lumber and turned a storage room in the maintenance building into a woodworking shop, where a crew member makes everything from locker room benches and tables to signage and flower boxes.

THE PAYOFF:

The property has saved money by building furnishings and other items inhouse, and this initiative gives it the opportunity to showcase the skill set of one of its staff members.

projects during the fall and winter, and not at the height of the golf season.

“It’s not my primary job,” he says. “I’ve been in the golf industry since 1973. It’s a nice change of pace. It’s nice to get off the golf course and do something that taps into your creative nature.”

May worked as a superintendent for about 35 years, including a two-year stint from 1989 to 1991 during the construction of Commonwealth National’s 18-hole, Arnold Palmer Signature golf course. He returned to the property in 2008 to join the maintenance staff.

GRAB & GO

MOBILE LINENLESS SOLUTIONS

Southern Aluminum’s linenless products can be rapidly deployed through ease of set-and-strike features within lobbies, restaurants, club lounges, event spaces, and more for dynamic F&B activations.

800.221.0408 www.southernaluminum.com MADE IN THE USA

www.clubandresortbusiness.com

FOLLOW US

June 2021

l

Club + Resort Business l 45

COURSE + GROUNDS

In addition to the giant Jenga game that he made for the club, Eddie May also restored an antique game for one of the club’s owners.

He also spent 15 years as the superintendent at Blue Bell (Pa.) Country Club, overseeing the construction and grow-in of that golf course as well.

“In the early days, you really had to be a jack-of-all-trades,” says May. “I developed some skills in metal fabrication and woodworking.”

May completes every project himself from start to finish, including painting the pieces.

Reports of his talents have been featured in the Commonwealth National newsletter, and he has refinished a piece

The locker-room benches made in-house could have cost as much as $1,000 each as an outside purchase, the club estimates.

of furniture for the CEO. He also has restored an antique game for one of the principal owners. The game had belonged to him as a child, but he had May restore it for his grandchildren. Since he does his woodworking on company time, May’s efforts have been confined to projects for Commonwealth National, rather than the membership.

This year the property also cleared an area near the clubhouse to install a garden, and naturally, May has been instrumental in its construction and upkeep.

He built the 4-foot-by-8-foot container

boxes for the garden, and planted them with vegetables such as corn, tomatoes, peppers, zucchini, and cucumbers, as well as flowers to use for floral arrangements.

He also waters the flowers and vegetables.

“I’m just responding to their requests,” May says.

Others view his craftsmanship a little differently, however.

“The golf course is natural, and this is one way to use one of the club’s natural resources for a new purpose,” says Thomas. “And I think it’s good to showcase employees’ talents.”

To position the club as a teaching facility, Champions Run in Omaha, Neb. created an internship that allowed a college student to experience every aspect of a country club’s operation, from dining and banquets to swim team and pool cleaning to learning about agronomy. The first intern in the program, Brogan Kanger (pictured at left), performed so well in all aspects that after he graduated from the University of Nebraska-Lincoln, he took a full-time position at Champions Run as Internship Coordinator and Assistant Manager.

46

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

At the first annual Fall Fest at Champions Run in Omaha, Neb., a pumpkin-patch atmosphere was created on a Sunday afternoon for members and guests, with fall foods (such as chili, turkey legs, pie, etc.) complementing activities such as corn pits, duck races, inflatables, live music, and local vendors showcasing their fall products. A record number of people attended the event, which was also notable for the high degree of communication and cooperation among the various club departments: The event was held on the golf course, so the golf crew had to be prepared for the foot traffic; the kitchen staff had to coordinate what food to serve, when, and how much; and the pool and fitness center staff had to team up to recruit summer help to work the event.

“Christmas on the Course,” a holiday event with a pandemic pivot, was created at The Country Club of Virginia (CCV) in Richmond, Va. out of a need for a new offering after increased government mandates and guidelines were enacted right before the holiday event season. The event was a COVID-friendly, outdoor holiday event that featured a walking “light tour” on a three-quarter mile loop of one of CCV’s golf courses. Following the mandated restrictions, the event had an overall maximum capacity of 250 per night and was set up with reservations for up to 25 members at a time every 30 minutes. The setup allowed social distancing as members enjoyed interactive light and sound stops, as well as bars and hot chocolate stations. Member demand was so strong that the two scheduled “Christmas on the Course” events sold out in 10 minutes, creating the need to add a third night.

www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 47

SPECIAL EVENTS

GOING OUT IN STYLE

By Pamela Brill, Contributing Editor

END-OF-THE-WEEKEND DREAD IS NOT ON the agenda at Salisbury Country Club in Midlothian, Va. If anything, it’s quite the contrary, thanks to last year’s launch of “Sunday Funday,” a series of kids’ programs with an F&B component that aim to drive business while families are already at the club.

“Our special events manager, T. C. Clubb, noticed the large group of kids coming off the course on Sundays after golf clinics and thought, ‘Now do we capture those kids and then their parents who are here to pick them up?’” says Director of Food & Beverage Brian Gillert.

The program debuted last July with an ice cream flights theme, and then took place every other Sunday. Promoted in weekly e-mail blasts and social media, new Sunday Fundays announcements are made 1 to 2 days in advance and open up to online registration. Different desserts were spotlighted each Sunday, from crazy milkshakes to BYO ice cream sandwiches. As demand for the program grew, averaging 50 covers each time, the menu became even more creative.

Special attention was given to seasonal treats and holiday-influenced selections, including an Easter basket drive-thru and

Different desserts are spotlighted for each Sunday Funday, from crazy milkshakes to build-your-own ice cream sandwiches.

48

l

Club + Resort Business

l

June 2021

THE GOAL:

Drive more business following Sunday golf clinics at Salisbury CC and create more family-focused opportunities, before, during and after the pandemic.

THE PLAN:

Concoct mouthwatering dessert recipes and to-go kits for holidays, seasonal events and everyday fun.

THE PAYOFF:

More buzz created for club-wide programming.

Cinco de Mayo churros. “We were always accommodating for [food] allergies and dietary restrictions, but a lot of these items I would definitely consider [as] items consumed on ‘cheat dates’ for those watching their figures,” quips Gillert.

When the club noticed that many of the same kids were attending week after week, Gillert and his team decided to offer a “Frequent Funday” punch card as an added incentive. Seven punches entitle the card holder to a free treat on their next visit.

Over 100 Funday punch cards are currently in circulation.

Once COVID forced the club to shut down, it gave Salisbury’s members a chance to experience Sunday Funday in an entirely different format: taking (and making) the fun in the comfort of their own homes. The first kit, a make-your-own-ice-cream cone packaged in a reusable plastic bag, was available for drive-thru pickup. After selling 150 kits, the team followed up with an injectable donut-hole kit, complete with a plastic, jelly-filled syringe.

“We always include everything they would need in the kit, down to semolina flour in the pizza kits or sprinkles for the take-and-bake mug cake,” notes Gillert.

Sunday Funday has affirmed that Sunday is indeed the best day of the week, and the payoff for the club has been substantial, with nearly one-third of members participating. Not only has the staff been able to engage a growing family membership, it has helped to drive interest in other areas of the club.

“We have prospective member tours asking about the program, and we have nonmembers from the neighborhood calling to try and order the kits,” enthuses Gillert. His team is ramping up for continued success this summer by finding ways to incorporate other parts of the club campus, including the pool, in the Sunday Funday series.

In a similar vein, the club hosted its first annual “color run” last September as a way to make better use of the property.

Held outdoors on one of the golf nines, the event drew 150 participants dressed in white T-shirts and neon sunglasses.

Doused in a rainbow of colorful powders (see photo above), members made it the finish line where they were met by an ice cream truck—the cherry on the top of a perfect day. www.clubandresortbusiness.com

GETTING ON A ROLL

By Pamela Brill, Contributing Editor

DURING THE PANDEMIC, MEMBERS OF The Landings Club in Savannah, Ga., learned how to roll with it—quite literally. In 2020 December, the club hosted a Skate Night as part of its “Sunday Funday” series, complete with a mini arcade set-up. While The Landings boasts a dynamic membership that continues to expand with young families, programs including this one are designed to be all-inclusive.

“The club makes it a priority to offer events that cater to all age ranges and give members numerous opportunities to come together and do what they love, with the people that they like,” says Palmetto Club Manager Ian Munroe. Programming/Special Events Manager Justin Brown seconds this sentiment. “This event especially catered to all generations, from those who used to enjoy the roller rink back in their heyday, to stir-crazy kids who have never been to one before,” he adds.

To pique members’ interest, the club used a multi-tiered promotion plan: a daily e-mail blast listing The Top 5 events, along with website and mobile-app posts that include menu and entertainment options and enable one-click registration. Tickets for Skate Night included all amenities: food, skates rental and arcade games.

Transforming the club’s 4,800-sq. ft. ballroom into an authentic skating rink began by dividing the space into two separate zones via an air wall. An outside skate company was hired to lay out a sectional skating rink, while a local event company supplied the arcade games, including Pacman, Air Hockey, foosball, Space Invaders and basketball speed shootout, which were housed in the banquet foyer.

Refreshments mirrored the menu of a skating rink: pizza, corndogs, cheeseburger sliders, tater tots, chips cookies and brownies.

A full bar for adults and a beverage station for the kids rounded out the snacks.

To adhere to proper safety precautions, the club held three skate sessions limited to 70 people on the floor at one time. Masks were required and provided, along with gloves and a hand sanitizer station. Staff periodically sanitized the arcade games, and all food stations were manned by clubhouse personnel to minimize the chance for contamination.

“Seating was spread out so that our members could enjoy their food socially distanced, and the roller rink was set at a limited capacity to avoid overcrowding,” says Munroe.

With 200 members in attendance, Skate Night was deemed a success. Holding events like this early in the day, Munroe notes, “gives Mom and Dad or Grandma and Grandpa the chance to socialize with their friends while the kids enjoy the club and tire out.” And with several attendees having booked reservations at restaurants after the event, this program helped to generate additional F&B revenues.

Being able to enjoy a fun outing without having to leave the premises was a tremendous advantage for pandemic-weary members. “They simply trust us more than the rest of the world to keep them safe, because we have shown consistently that we can do so through our high safety standards,” says Monroe.

As the club resumes full operations, a complete roster of events are scheduled for the remainder of the year, including themed dinners (like the Last Night Aboard the RMS Titanic and Dinner on the Orient Express), a father/daughter dance and the annual Food and Beverage Festival in July.

THE GOAL:

Create a program at The Landings Club with multigenerational appeal.

THE PLAN:

Transform the clubhouse ballroom into a makeshift skating rink, complete with food stations, a bar and arcade area.

THE PAYOFF:

A well-attended outing with rave reviews from membership, plus post-event reservations at property-wide restaurants.

www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 49

IDEAS

WITH LIMITED STORAGE SPACE, the pool furniture at The Country Club of Virginia (CCV) in Richmond, Va. tended to spend the winter exposed to dirt, weather, and nature, limiting its longevity and creating a greater need for repairs. Rather than going to the effort and expense involved with procuring custom-made covers to cover all of the pool furniture, the CCV staff hit on the idea of looking into finding ready-made and available covers for other items that could fit the measurements it took for the pool furniture.

That led to finding that a cover made for a fountain could work to fit over three stacked dining tables, and that a standard grill cover could properly protect ten stacked lounge chairs. By finding ways to cover all of its pieces with these kinds of solutions, CCV has added years to the average life span of its pool furniture while also saving 20% on capital replacements.

At The Country Club of Virginia (CCV) in Richmond, Va., snaps were used to replace failing Velcro that is used to hold the golf bag rain cover in the up position on golf carts. Purchasing new bag covers would cost $400 each, so the club was looking at a total of approximately $56,000 to replace all of its golf cart covers. But using the snaps, the cost to repair the golf carts for all three of the courses was only $115, or 82 cents per cart.

50

l

Club + Resort Business

l

June 2021

With health and safety guidelines in place as a result of COVID-19 and the threat of Halloween at The Country Club of Virginia (CCV) in Richmond, Va. being cancelled, the creation of candy chutes saved the day.

The chutes were built with six-foot mailing tubes, PVC pipes, glue, paint, and lots of creativity. Costumed staff were positioned with them throughout the property in a socially distanced manner, and the lure of trick-or-treating in this fashion led to a 25% increase in participation. Kids enjoyed catching the treats from the bottom of the tubes so much, CCV plans to keep them for trick-or-treating this year as well.

www.clubandresortbusiness.com

TODAY’S MANAGER

CIRCLE OF STARS Kris Glaubitz has drawn on strong mentoring relationships and his own extensive management experience to help Congressional CC attain new levels of excellence, while also earning personal “Rising Star” recognition.

By Joe Barks, Editor

Long before it was popularized in movies and at drive-thru windows, “pay it forward” was established as an integral part of the club management profession, through the industry’s strong emphasis on the value of professional networks and the importance of mentoring relationships.

And a textbook model for how well networking and mentoring can be used to develop talent and foster exceptional performance can be found in the career arc of Kris Glaubitz, CCM, the Food and Beverage Director of Congressional Country Club (CCC) in Bethesda, Md., and the 2020 recipient of “Rising Star” honors through the Excellence in Club Management Awards (see box, pg. 53).

Like many, Glaubitz’s first exposure to the club business came when he was only focused on an immediate, short-term need: finding a part-time

job while in college. But after working at a ClubCorp property as he finished his degree in Business Management at Texas State University, Glaubitz—also like many—didn’t immediately think of considering clubs as an option for full-time employment.

“Following my graduation, I did not know you could make clubs a career,” he says. “So I got a ‘real’ job where you don’t have to work nights, weekends and holidays—but I soon realized that I was not going to be fulfilled in that environment.”

Glaubitz’s work as a banquet server while in college, though, had made a lasting impression on Tony Mowles, the Banquet Manager who had hired him for that job and then advanced in his own career to become a General Manager at Wildflower Country Club in Temple, Texas. Mowles gave Glaubitz an opportunity to come back into clubs as

www.clubandresortbusiness.com

June 2021

l

Club + Resort Business l 51

Photo by Manda Weaver

TODAY’S MANAGER

Congressional CC’s F&B team came up with inventive ways to remain connected with and provide services for the club’s membership under pandemic-imposed restrictions, including finding new, safe venues on the property for weddings and other events, and converting a poolside pavilion into a popular cafe concept.

Wildflower’s Service Director, and that started him on a career path that eventually led to a referral, by Mowles, to another General Manager, David Gardner, who hired Glaubitz to be Clubhouse Manager of Ridgewood Country Club in Waco, Texas. Gardner also helped Glaubitz get involved with the Club Management Association of America and start successful pursuit of his CCM certification, all of which further cemented his immersion in the industry and commitment to the profession.

As Glaubitz continued to progress in his career, becoming an Assistant General Manager at Ridgewood and then Assistant Clubhouse Manager at Houston Country Club, his involvement with industry organizations also led to his being matched up through a formal mentoring assignment in 2013 with Jeffrey Kreafle, then the General Manager/Chief Operating Officer of Bellerive Country Club in St. Louis, Mo.

That relationship, and the counsel that Kreafle provided through it, then proved especially valuable as Glaubitz took a GM/COO position of his own with Oak Hills Country Club in San Antonio, Texas, where he helped to direct major golf course and clubhouse renovation projects. With those successes under his belt, Glaubitz then set his sights on finding “new challenges of a larger size and scale”—and as it would turn out, Kreafle was now Chief Executive Officer of Congressional, where 3,500 members, a 100,000-sq. ft. clubhouse, a $13.5 million food-and-beverage operation and 4,000 member events a year could certainly meet that standard.

Adding to all that its operation involves on a daily basis, Congressional was also five years away from its centennial in 2024 when Glaubitz arrived in 2019, and had signed a landmark agreement the previous year to host eight PGA championship events, including the PGA Championship in 2031 and the Ryder Cup in 2036. And to prepare for that stretch, an extensive renovation/restoration of Congressional’s Blue Course that Kreafle calls “unparalled in scale” and “transformational in scope” was also set to begin.

MORE IMMEDIATE CONCERNS Glaubitz plunged right in to work with his new team at CCC and lead the development of some exciting and progressive new concepts for all that was on the club’s long-range horizon.

Kris Glaubitz and Jeffrey Kreafle, Congressional CC’s Chief Executive Officer, began a mentoring relationship in 2013, when both worked for different clubs, that then brought them together at CCC in 2019.

“Jeffrey has influenced me to learn and achieve more of my personal and professional goals in a short time than I thought possible,” says Glaubitz. “He challenges you to think that ‘If your dreams don’t scare you, then they are too small.’ ” 52

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

HONORED

BY THEIR PEERS

The F+B team has much to look forward to as CCC approaches its centennial in 2024 and prepares for eight PGA championship events in the next 15 years. Back row, left to right: Jeff Turok, Certifed Sommelier, Beverage Director; Matthew Morrison, Executive Chef; Mario Campuzano, CCM, Assistant General Manager. Front row, left to right: Kris Glaubitz, CCM, Food and Beverage Director; Jenna Schulten, Food and Beverage Manager; Rachel Kreuger, Banquet Director; Trevor Maurer, Certified Cicerone, Founders’ Pub Manager.

For the upcoming 100th anniversary, a Centennial Wine Bottle Program was created, securing a commitment from a top winery to issue an exclusive new premium, CCClogoed vintage in each of the four years leading up to 2024, with a limited amount released for consumption in the club’s dining rooms and the remainder set aside to become a four-bottle collector’s edition.

As these and other projects were being planned, however, another concern suddenly arose: how to get Congressional through 2020. With the club shut down completely for seven weeks, the priority became how to remain connected with CCC’s vast membership.

“Our challenge is always to find ways to make Congressional feel small and personalized,” says Kreafle. “In the midst of the pandemic, Kris took ownership of how he and his team could move quickly to adapt their operation and produce a safe environment, while also providing as much service to our members as possible.”

Some of the effective solutions that were implemented included: • Turning what had been CCC’s seasonal poolside pavilion into a cafe concept with proper distancing and other safety precautions, along with full capabilities for to-go orders. Food menus were expanded to include more breakfast and lunch options, and beverage service was extended to ofwww.clubandresortbusiness.com

fer a barista-style coffee bar, a full bar for alcoholic drinks, and retail sales.

“We never imagined having our summer pavilion open throughout the year, but it was exciting to see members enjoy it, even in heavy winter jackets,” Glaubitz says.

“We’ve come to realize that post-pandemic, this type of operation may still be very much desired.”

(During the holidays, the cafe also became a pop-up shop where over 180 different items were sold as part of an Eat, Drink and Be Merry Unique Boutique.)

• While many of the weddings scheduled to be held at CCC during 2020 were postponed, the staff found unique ways to accommodate those who didn’t want to wait, including using the newly completed 16th green on the Blue Course as an especially attractive ceremony site, with an historic chapel located just outside of the CCC property serving as a unique backdrop.

It marked the first time any of CCC’s golf courses had been used for weddings, and may be another idea carried forward.

Through it all, Glaubitz has found new fulfillment in how he and his team responded. “It reinforced the importance of the role that every team member plays in achieving excellence,” he says. “And confirmed for me that I want to continue to invest in others, the way others have invested in me.” C+RB

The Excellence in Club Management (ECM) Awards were established by the McMahon Group, Inc., the St. Louis-based consulting firm, in 1997 and have been co-sponsored by Club + Resort Business since 2006. The National Club Association became an additional sponsor in 2018.

The annual awards are selected through nominations submitted on behalf of qualified candidates by other parties. Award recipients are selected solely on the basis of their achievements at the club they currently manage.

Awards in four categories are given each year: • The James H. Brewer Award, for a manager of a Country/Golf Club with 600 or more full-privilege members • The Mead Grady Award, for a manager of a Country/Golf Club with fewer than 600 full-privilege members • The Mel Rex Award, for a manager of a City, Athletic or Specialty (Non-Golf) Club • The “Rising Star” Award for an assistant club manager Lifetime Achievement Awards for a retiring club manager are also included as part of some years’ ECM honors.

A Selection Committee comprised of a peer group of leading club managers conducts the judging for the ECM Awards.

A full listing of the judges, in addition to information on past winners and on how to nominate candidates for future years’ awards, can be found at www.clubmanageraward.com.

Because the annual ECM Awards Dinner could not be held this year, the 2020 recipients of the Excellence In Club Management were announced through a special webcast on March 2nd. The webcast, sponsored exclusively by ForeTees, was conducted in an “Academy Award” format that included remarks from the award winners after they were announced. The full webcast can be viewed at https://clubmanageraward.com/ project/2020-excellence-in-club-management-awards-broadcast/

June 2021

l

Club + Resort Business l 53

PRODUCT SHOWCASE

� ��� � � � � � �� �� � ��

K������ E�������� Ice Ice Baby

Product: Sphere Undercounter Ice Machine Features: ▶ First to make spherical ice in North America ▶ The demand for unique cocktail design at a reasonable cost is high ▶ Makes clean, clear 1.8-inchdiameter ice balls for amazing cocktail presentations with minimal dilution ▶ Eliminates the mess of ice molds or the high price of third-party ice vendors ▶ Sphere ice looks beautiful, is more sanitary and is more profitable than any other option in the market today ▶ Fits neatly under a bar, taking up less than 25 inches wide of all-important undercounter space ▶ Makes up to 50 lbs. (500 spheres) of ice production per 24 hours ▶ Built-In storage bin with 36-lb. capacity ▶ Durable stainless-steel exterior with easy-to-remove-and-clean air filter

Hoshizaki America

www.hoshizakiamerica.com

Tea, Please

Product: Iced Tea Brewers and Dispensers Features: ▶ Clubs can satisfy the increasing demand for self-serve beverages as dining services continue to open up ▶ Available in a wide variety of G4 and G3 digital technology models for ultimate programming flexibility ▶ Operators can choose from low-profile and sweet tea brewers to combo brewers and more, each designed to fit effortlessly in any operation ▶ Sleek design and stainless-steel construction ▶ Each Curtis iced tea dispenser is NSF® Certified and built to withstand rigorous foodservice environments ▶ TCN Narrow Tea Dispensers offer a small footprint perfect for operations with limited counter space ▶ The TCO tea dispenser is available in a variety of sizes and its oval design has no sharp edges or corners ▶ Touchless dispensing adapters allow for a hands-free, 100% contactless beverage dispensing experience

Golden Griddle

Product: Legend Heavy-Duty Deluxe Griddle Features: ▶ 30,000-BTU/hr burners every 12” ▶ One snap-action thermostat for every burner ▶ Automatic pilot ignition with 100% safety valve ▶ Larger 4-1/2-quart grease drawer with baffle ▶ A full 24”-deep cooking surface ▶ 1”-thick, 24”-deep polished cook surface ▶ 4” back splash and tapered side splashes ▶ 3-1/4”-wide grease trough ▶ Stainless-steel front and sides with 4” (102mm) legs

Montague Company

www.montaguecompany.com

To INFINITY and Beyond

Product: INFINITY® Series Rotors Features: ▶ Offer innovative features and benefits to help bring outstanding irrigation results to superintendents and grounds managers ▶ SMART ACCESS feature allows crews quick and easy access to internal components, including solenoids, pilot valves, 2-wire control modules and wire splices— all without digging ▶ Provides significant labor and operational savings ▶ SMART ACCESS compartment is designed for future upgrades as new technologies become available ▶ Provides system protection by isolating all electrical components, such as wire splices, from soil and moisture to prevent ground shorts and keep the system operating smoothly ▶ Allows easy access to facilitate troubleshooting and repairs ▶ Incorporates a patented CHECK FLOW feature that allows pilot valve removal without turning the water off

Toro Irrigation www.toro.com

Curtis

www.wilburcurtis.com

54

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

PRODUCT SHOWCASE

F��� + B������� Great Balls of Butter

Down-Under Delight

W.Black Australian Wagyu Features: ▶ The natural Wagyu earthy-caramel sweetness shines through.

A silky texture, rich in good fats, Omega 3 and Oleic acid.

The white grain-based diet allows the unique flavor profile to shine ▶ Independently graded using the AUS-MEAT Australian grading system that provides rigorous independent grading.

Customers can be confident in the consistency and integrity that W.Black delivers every time ▶ Utilizing a unrivaled lineage of full-blood Wagyu Sires.

Genetics are DNA-tested for marbling, eye-muscle area and growth rate, to deliver superior Wagyu cattle ▶ Only the finest cattle are chosen. Twelve months spent roaming on natural pastures, before a 400-day bespoke Japanese white-grain diet

Product: Premium Butter Balls Features: ▶ Market leader in premium shaped butters ▶ Made with smooth, creamy European-style butter ▶ These shapes have been a hallmark of the fine-dining experience for decades ▶ Ideal for weddings, special events, or your daily menu ▶ Your members will know that you have thought of everything when you serve these extraordinarily shaped butters

Butterball® Farms Butter www.butterballfarms.com

W.Black Australian Wagyu 256.749.3987 www.wblack.com.au

Coffee or Tea?

C�����

Product: Dubuque Coffee Company Features: ▶ Coffee blends or varietals that meet every need ▶ Iced tea that is custom-blended ▶ Full line of flavored iced teas ▶ Customized lemonade programs ▶ Specialty hot tea line ▶ A full assortment of brewing equipment with service support

The Dubuque Coffee Company 314-227-6680 www.dubuquecoffee.com

Timely Remembrance

Product: Verdin Golf Course Clock Features: ▶ Many two- and four-faced models ▶ Clocks are custom-made and UL-approved ▶ Superior Moonglow backlit dials are shatterproof ▶ Custom headers, colors, and dials with logo ▶ Optional installation and maintenance by Verdin technicians

The Verdin Company

800-543-0488 • www.verdin.com www.clubandresortbusiness.com

June 2021

l

Club + Resort Business

l

55

PRODUCT SHOWCASE

O������ F���������� Strike Up the Brand

Product: Branded Umbrellas Features: ▶ Showcase your club logo with printed umbrellas by Bambrella ▶ Adding a monogram or logo to your umbrellas is an excellent way to highlight your brand and elevate the look of your outdoor spaces ▶ These can be done on any of our center-pole umbrellas, offset umbrellas and pavilions ▶ With currently over 150 clubs served, Bambrella is the club manager’s choice for shade ▶ Send us your logo for a free quote today

Bambrella

www.bambrellausa.com

Sun Power

Product: Wattsun Umbrella Features: ▶ The charging station has two USB ports ▶ Features include wall-outlet charging speed and an eight-hour battery backup ▶ The umbrella’s frame consists of flexible fiberglass ribs, a heavy-duty hub, and a 1 1⁄2”-diam., one-piece aluminum pole available in seven finish colors ▶ The canopy comes in five sizes and is available in marine- or furniture-grade solution-dyed acrylics

FiberBuilt Umbrellas & Cushions

866.667.8668 • www.fiberbuiltumbrellas.com

T����� + C�����

Chair Fit for a President

Product: Eustis—Kennedy 23 Arm Chair Features: ▶ A newer design of the popular Kennedy chair ▶ Named for the arm height of the chair, which measures right at 23 inches ▶ Popular choice among country clubs, grill rooms, lounges, etc. ▶ Made to order and comes with a 20-year warranty ▶ Carefully engineered in the USA with the proprietary Eustis Joint®

Eustis Chair

www.eustischair.com

Versatile Comfort

Product: Nestor by MTS Seating Features: ▶ Perfect for dining, meeting and in-room applications ▶ Contemporary design blends upholstery, metal and wood ▶ Nests 8-high, providing style with utility ▶ COMFORTweb® seat utilizes premium foam, supported by stretch bands, to create an extremely comfortable seating experience ▶ Handsome square-tapered wood legs are supported by the strength of a steel frame ▶ Proudly made in the USA

MTS Seating

734-847-3875 • www.mtsseating.com

Satin Dining

Product: Satin Band Damask HD Features: ▶ Elegant Damask napkins and tablecloths ▶ HD (high-definition) pattern with bold, distinct color effect and high contrast ▶ Available in a range of colors and standard sizes ▶ Easy-care 100% polyester ▶ Wrinkles little to none when handled properly ▶ Spun/filament fabric for soft, cotton-like feel ▶ Soil-release finish ▶ Excellent color retention ▶ Lock-stitched hems

Hunt Textiles

www.hunttextiles.com 56

l

Club + Resort Business

l

June 2021

www.clubandresortbusiness.com

PRODUCT SHOWCASE

P��� + P����

A�������� The End of Radios

Mighty Deck

Product: RecDeck™ PVC Flooring Features: ▶ Now includes UV inhibitors and a unique composition of materials that allow it to stand up to the most extreme weather ▶ Virtually unaffected by most pool and deck chemicals ▶ Thick reinforced PVC membrane can be used in any recreational area where slip resistance, watertight integrity and long-term ease of maintenance are required ▶ Ideal solution for common deck problems including cracking, flaking, de-lamination, spalling and peeling ▶ Offers an aggressive slip-resistant texture and superior anti-fungal formulation ▶ Can be installed over foam for added comfort in hydrotherapy, active aging applications or wherever extra fall protection is required ▶ Available in three colors ▶ Made in USA

Product: Relay+ Features: ▶ Connects over WiFi and cellular network for seamless coverage across your course ▶ Eliminates the need for repeaters ▶ Relay survives anything from drops in water to drops on concrete ▶ Small and lightweight—no protruding, breakable parts like antennas ▶ Less repairs and replacements translates into more savings ▶ Talk in groups or in 1:1 private conversations ▶ Create unlimited channels ▶ Wired and bluetooth headset-capable ▶ Use the Relay dashboard to track, manage and even communicate with your team

Relay

www.relaygo.com

Automatic Antibacterial Product: New Automatic Dispensers Features: ▶ Comes in both wall-mount and floor-stand styles ▶ Easy-to-fill reservoir means no messing with cartridges ▶ Pairs great with the new Club Classic Gold Antibacterial Hand Soap ▶ Also perfect for dispensing Club Classic Hand Sanitizer gallon refills

RenoSys

Fore Supply Co.

800-783-7005 • www.renosys.com

800-543-5430 • www.foresupply.com

SPF by the Gallon Join the Club

Product: ClubProcure Features: ▶ Program offers clubs 150 ways to save time and money ▶ More than 3,000 clubs nationwide leverage ClubProcure’s strategic relationships with well-known, national companies to gain tremendous buying power ▶ Pick and choose which offerings work best for your needs ▶ This year marks the 25th anniversary of ClubProcure serving the club industry

Product: Palm Island Sunscreen Features: ▶ Palm Island Sunscreen gallons available in SPF 15 and SPF 30 ▶ Fragrance-free and lightly scented options ▶ Also available in spray and pump bottles ▶ Broad spectrum, protected against both UVA and UVB rays ▶ Made in USA

Duffy’s Tri-C Club Supply www.duffystric.com

ClubProcure

www.clubprocure.com www.clubandresortbusiness.com

June 2021

l

Club + Resort Business

l

57

PRODUCT SHOWCASE

O������ F��������

Modern Modular

Product: Portable Bar Features: ▶ Easy to maneuver over any surface ▶ Portable bars feature secure, 8” locking casters ▶ The largest bar is 96” (also available in 72” and 48”) ▶ Available in several color combinations ▶ Fully customizable

Product: Modular Seating Pieces Features: ▶ Outdoor spaces that adapt perfectly to the occasion ▶ Left-arm, right-arm, armless and accessories can be configured into a variety of seating arrangements ▶ Makes multi-use areas attractive and comfortable.

The poolside becomes an outdoor nightclub ▶ Modular seating makes specialty spaces unique ▶ Features RELAXplus® cushions, an innovation from Tropitone ▶ Cushions deliver a construction comparable to the most comfortable and durable cushions used for indoor furniture ▶ Cushions utilize materials specifically designed for demands of the outdoors

Landmark Golf Course Products

Tropitone

Drinks on the Go

www.tropitone.com

888-337-7677 • Rinowood.com

Hand-Woven Wonderful

Product: Coeur d’Alene Collection Features: ▶ Coeur d’Alene Collection is an elegant, versatile contemporary design in a beautiful oyster resin weave ▶ The modular aspect allows configurations for any setting ▶ All pieces of Coeur d'Alene are hand woven, strand by strand, by highly skilled artists and have the look and feel of real rattan ▶ The 22- piece collection includes seating, modular and dining options with dining, balcony and bar stools, plus occasional and coffee tables ▶ Tabletops are stamped aluminum ▶ Available in 26 frame finishes and an array of fabrics

Texacraft

www.texacraft.com

ADVERTISER INDEX CALLAWAY GOLF COMPANY www.callawaygolf.com

13

EUSTIS CHAIR 978-827-3103 / www.eustischair.com

CHAMBERS USA www.chambersusa.com

39

11, 19 FORETEES sales@foretees.com / www.foretees.com

CLUBPROCURE 800-363-5480 / www.clubprocure.com

59

HOSHIZAKI www.hoshizakiamerica.com

CRES COR www.crescor.com

27

MINOR’S www.MinorsFoodservice.com

DUFFY’S TRI-C CLUB SUPPLY CO. 800.274.8742 / www.DuffysTriC.com

29

OW LEE 800.776.9533 / www.owlee.com

41

PEACOCK + LEWIS AIA www.peacockandlewis.com

35

33 ETHOS CLUB & LEISURE 972-341-8133 / www.ethosclubandleisure.com 58

l

Club + Resort Business

l

June 2021

37

2 31, 60

PORTACOOL www.portacool.com

15

RENOSYS 800-783-7005 / renosys.com

43

45 SOUTHERN ALUMINUM 800-221-0408 / www.southernaluminum.com THE VERDIN COMPANY 800-543-0488 / www.verdin.com

3

YAMAHA 866-747-4027 / YamahaGolfCar.com

7

www.clubandresortbusiness.com

The savings really do stack up.

Below you will see the average savings that over 12,000 chefs, superintendents, pro shop merchandisers, and club managers gain from a ClubProcure membership. While provided tremendous purchasing power, they still hold the freedom to select the ClubProcure contracts and programs that fit their needs. ClubProcure is a procurement platform designed specifically for golf and country clubs. These are just a few of the reasons why over 4,000 properties leverage ClubProcure to improve their bottom line.

food and beverage $4,353

turf equipment $3,185 clubhouse needs $2,475 fertilizer/chemicals $1,375 general maintenance $770 pro shop supplies $485 course accessories $350

How much could you save in 2021?

Ready to start saving? Contact us today.

800.363.5480

l

www.clubprocure.com

Raise the bar.

Not your food costs.

MAKE IT LEGENDARY. MAKE IT ON BUDGET.

Get inspired at

MINORSFOODSERVICE.COM

All trademarks are owned by Société des Produits Nestlé S.A., Vevey, Switzerland.