Club + Resort Business August 2024

August 2024

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PLUS

Top Racquet Clubs Swing

For The Fences p. 24

Quality Over Quantity:

Club Culinary Sees Success

With Small Plates p. 34

LAUREL HIGHLANDS

HEADLINER 001_COV0824.indd 1

Visionary Joseph A. Hardy III took a rugged piece of land in Western Pennsylvania and transformed it into an oasis.

7/29/24 12:18 PM

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7/29/24 11:09 AM

August 2024 • Vol. 20 • No. 8

INSIDE THIS ISSUE

20

LAUREL HIGHLANDS HEADLINER

Visionary Joseph A. Hardy III took a rugged piece of land in Western Pennsylvania and transformed it into an oasis.

(Cover photo and photo above courtesy of Nemacolin)

ALSO IN THIS ISSUE

4 MASTHEAD 6 The Rob Report

C HANGE IS INEVITABLE

8 Clubhouse Notes

Insights 16 A Industry TTRACTING NON-GOLFERS

TO YOUR GOLF COURSE RESTAURANT

Examining the intersection of food and golf to draw in a broader audience.

odel Clubs 26 T MOP RACQUET CLUBS

SWING FOR THE FENCES

These clubs have placed an emphasis on their racquet programs and are reaping the rewards.

P ICKLEBALL IS MOVING FROM FAD TO FIXTURE

10 Management

A SECRET: THE GOLF COURSE DRIVE

11 A sk Max

S HOULD CLUBS HAVE

A DECORUM GUIDE?

12 Industry News

O AKLAND HILLS CC REBUILD HITS A MILESTONE

13 Industry News

C LUB’S RESTAURANT BECOMING A FAVORITE AMONG MEMBERS

14 Industry News

+ Beverage 34 FQ ood UALITY OVER QUANTITY:

CLUB CULINARY SEES SUCCESS WITH SMALL PLATES Club chefs find renewed interest in small plates and appetizers among members of all ages.

anager To Chef 38 H MOW LEXINGTON CC’S

NEW GM SUPPORTS THE CLUB’S CULINARY TEAM Kevin Rice is uniquely positioned to advocate for Executive Chef Chloe Dykes and her culinary team.

www.clubandresortbusiness.com

05_TOC0824v2RT.indd 5

I DAHO CLUB MAY PROVIDE INSIGHT INTO THE FUTURE OF PRACTICE FACILITIES

18 Sponsored Editorial Provided by Relay

C LOUD-BASED COMMUNICATION MAKES TWO-WAY RADIOS A THING OF THE PAST

40 P roducts

NEW INDUSTRY PRODUCTS

42 AD INDEX August 2024 l Club + Resort Business l 5

7/31/24 10:15 AM

THE ROB REPORT

Change Is Inevitable THE MORE THINGS CHANGE, the more they stay the same. This struck me as I visited Nemacolin in Farmington, Pa. for the first time in a decade.

Flashback to 2014 … My wife and I planned a weekend getaway to the resort, which was a little more than a three-hour drive from us. We booked a room at Falling Rock and were looking forward to some rest and relaxation.

As a golf course rater, I piggybacked our trip with a round of golf on Mystic Rock, which had hosted the PGA Tour’s best players at the 84 Lumber Classic from 2003-2006. My wife enjoyed a spa visit before heading to the infinity pool where I joined her after my round.

Dinner that night was at Aqueous, which was spectacular. Dessert was decadent.

Jump ahead 10 years and nothing you’ve read to this point is out of date.

The spa still pampers guests, Mystic Rock is as challenging as ever and the food is amazing. But change is inevitable, and this destination has seen more than its share of change. I was joined by seven other golf writers to experience it firsthand.

As a golfer, the most notable change was the addition of Shepherd’s Rock, the second Pete Dye course on property. It offers a surprisingly different challenge than its older sibling, Mystic Rock. The Nemacolin Golf Academy, ideal for those looking to perfect their swing with expert instruction, has also been added.

This time around I stayed in the Chateau, which has been meticulously redesigned to embody 18th-century French elegance. The lobby features Macchia Oro polished marble and a roaring fireplace, surrounded by opulent materials like veined marbles, crystals, and textural velvet fabrics.

The 124 guest rooms boast new wall, floor, and window coverings, luxurious bathrooms, and butler service. The fifth floor, known as The Chateau Club 6 l Club + Resort Business l August 2024

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Floor, offers exclusive access to 17 rooms, including a lavish 2,200-sq.-ft.

Presidential Suite. The adjacent Club Lounge, adorned with soft hues and glimmering chandeliers, provides a private space for breakfast, light bites, specialty teas, and evening cocktails.

The Chateau’s reimagined Lobby Bar, a transformation of the former tea room, features a brass inlay and marble accent floor, a scalloped bar, and Quartzite Esmeralda stone accents. For traditional afternoon tea, The Bleu Room offers a serene environment with custom brocade fabric seating and specialty teas served in hand-painted porcelain teapots.

Nightcap, a new venue for craft cocktails and cabaret entertainment, exudes vintage glamour with a veined marble bar and velvet jacquard upholstery. The cabaret and dining room provide an immersive viewing experience, while the Salon offers a quieter sanctuary with rich velvet upholstery and brass accents.

PJ’s Ice Cream Parlor, which is inspired by retro 1950s design and (unfortunately) opened the day after I left, features baby blue hues, mosaic tile, and colorful murals. It offers treats from Pittsburgh’s Millie’s Ice Cream, including supreme sundaes and magical milkshakes.

The Kids Club is a vibrant space for fun and adventure, featuring an arcade, pool, and creative areas for artistic exploration.

The latest programming includes activities such as Create Cafe, Kids Makerspace, Watercolor 101, and art collection

tours across the property.

Additionally, The Grand Lodge at Nemacolin recently underwent a major renovation, unveiling elegant suites, new dining options, and world-class butler service. The lodge features a grand lobby with a split staircase, luxurious furnishings, and a welcoming porte cochère. The 56 suites range from Junior Double Suites to an expansive Penthouse Suite, all designed for ultimate comfort and inspiration. New dining options include Fawn & Fable, a farm-to-table steakhouse, and Circle Bar, a late-night hangout with masterfully crafted cocktails.

In parallel with the resort’s upgrades, Nemacolin has introduced Wisteria at Nemacolin, an associate housing community designed to address the urgent need for affordable housing in the Laurel Highlands. This community offers 33 twoand three-bedroom homes and cottages, along with amenities such as a private fitness center, shuttle service, and The Market, a grocer providing fresh, locally sourced produce.

These extensive revitalizations and developments reflect Nemacolin’s commitment to providing exceptional luxury hospitality and enriching the experience for both guests and associates. I can only imagine the best is yet to come.

Rob Thomas • Editor-in-Chief

rthomas@wtwhmedia.com

www.clubandresortbusiness.com

7/29/24 11:10 AM

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7/25/24 10:39 AM

CLUBHOUSE NOTES

Pickleball is Moving From Fad to Fixture PICKLEBALL IS HERE TO stay.

That thought came to mind as I wrote about the three clubs whose racquet offerings have garnered special recognition in the 2024 Club + Resort Business Model Club program.

It’s been almost two years since I first wrote about the rising popularity of pickleball, and the new opportunity it offered to country clubs and resorts.

Since then, participation levels in the sport have continued to grow, as evidenced by statistics from USA Pickleball. Last year, pickleball maintained its status as the fastest-growing sport in the United States. The sport grew by 51.8% from 2022 to 2023, according to the 2024 Sports & Fitness Industry Association (SFIA) Topline Participation Report.

I can’t pinpoint when it happened, but there is no doubt that pickleball has now become a vital part of many country clubs’ racquet programs. This month, we are featuring three clubs with thriving racquet programs: The Philadelphia Cricket Club in Philadelphia, Pa.; BallenIsles Country Club in Palm Beach Gardens, Fla.; and Daniel Island Club in Charleston, S.C. All three offer a large number of pickleball courts, as well as professionals who provide instruction in the game.

The Philadelphia Cricket Club has eight indoor pickleball courts and four outdoor surfaces, while BallenIsles Country Club features nine pickleball courts, and Daniel Island Club offers six such courts. Racquet leaders at these sites note that pickleball is easier to learn than tennis and is a fun activity for people of all ages.

Boris Fetbroyt, Director of Racquets at The Philadelphia Cricket Club, says his members “like how easy it is to rally [in pickleball], which promotes play.

The longer the points go, the more fun members have.” Gary Henderson, Director of Racquets at BallenIsles, 8 l Club + Resort Business l August 2024

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says he believes pickleball’s significant rise in popularity is due to the sport being “easy to learn” and “sociable.”

Ben Cook, Daniel Island Club’s Director of Racquets, says all six of the site’s pickleball courts were installed “during the COVID era,” and adds the sport is “beginner-friendly.” At the same time, pickleball gives experienced tennis players a chance to try a new racquet sport that is less demanding.

“Maybe if a player feels like their better tennis days are behind them, it’s fun to go pick up a new activity [where] you feel like you could still improve,” Cook says.

On the flip side, I think it’s also quite possible for pickleballers (especially younger ones) to use the sport with a funny name as a starting point toward eventually playing tennis. My 18-yearold son has started playing pickleball with some friends on a regular basis and I wouldn’t be surprised if he decided to give tennis a try down the road.

It’s interesting that Cook mentions longtime tennis players turning to pickleball because it seems that the two sports were at odds with each other in the not-too-distant past. For the December 2022 issue, I interviewed Fred Fung, General Manager and CEO of Bonita Bay Club in Bonita Springs, Fla., about how pickleball had really caught on at his club. Initially, he said there had been few members who played both tennis and pickleball, but that number increased quite a bit during the COVID era. At that time, Fung said he believed

the two-sport participation rate was originally low because “your serious tennis player sometimes looks down upon pickleball because it’s less formal.”

I anticipate that the crossover between tennis and pickleball will continue to increase due in part to the fact that some racquet professionals are getting certified in both sports. The Philadelphia Cricket Club has five professionals certified in each game and BallenIsles Country Club has eight such pros, with a ninth one soon to be hired that will specialize in pickleball.

When I wrote about pickleball in October 2022, I concluded the column by noting that I was interested in how the increase in pickleball offerings at clubs would impact the organizations’ tennis programs at clubs over the long-term. I wonder whether the two racquet sports can co-exist at clubs, or will there be a tipping point when pickleball overwhelms tennis?

I would like to pose those same questions to country club leaders again. Now that pickleball is becoming a fixture in the country club world, it’s fair to ask how the rising sport affects its racquet sport counterpart of tennis. Feel free to drop me a line at pkeren@wtwhmedia.com.

I look forward to hearing from you.

Phil Keren • Senior Editor

pkeren@wtwhmedia.com

www.clubandresortbusiness.com

7/30/24 8:22 AM

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4/26/24 8:38 AM

MANAGEMENT

A SECRET: THE GOLF COURSE DRIVE Robin Shelton • CCM, PGA Master Professional, General Manager Newport Beach Country Club • Newport Beach, Calif.

THE BEST MAGICIANS IN the world all seem to have a secret

trick or a secret allusion. Something that doesn’t seem as it appears. They do something extremely special and unique that most people do not understand. Magicians have a way of doing one thing, and allowing people to think another thing.

If only there was a general manager’s secret trick for visibility. A way to be in two places at one time. A way to work more hours in less time. A way to be more visible to members at the right times. A trick that worked to the advantage of the club manager.

I have never heard a general manager or department manager say, “I wish I could spend more time at the club.”

At the same time, I’m not sure that I have heard a board member or member of the club say “Our general manager/ department manager is just too visible.”

Where is the appropriate intersection between those two statements. How does the manager weigh the need for personal life balance with the need for member visibility and hands-on management. There are plenty of reports to write, presentations to prepare, financials to review, meetings to prepare for – all which require time in the office. Yet, I’ve never heard a member say, “I wish our general manager/department manager spent more time in the office.”

Many of us know there is value in being “on the floor” during peak times – be in the grill at lunch time, be in the restaurant at dinner. To be in the dining room on Friday night, and on the first tee on Saturday morning. If we are “on the floor” during these peak times we will see members and achieve our visibility goals.

If I assume that the lunch rush is for two hours, and the dinner rush is for two hours – that means my visibility efforts will take four hours. During that time, I might see 200 members, in a four-hour timeframe.

10 l Club + Resort Business l August 2024

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I’m no world-class magician, let alone I can’t perform a card trick, but there may be a “secret” to improve with member visibility – the golf course drive.

Every day I try to drive the golf course and connect with members. This daily course drive takes me about 75 minutes to travel the entire golf course. It provides me a chance to be visible with members, to be proactive about receiving feedback, to monitor course conditions, to ensure course restrooms are clean, and make a personal introduction and welcome to guests playing with a member.

During the duration of this drive, I will have the opportunity to connect and be visible with five hours’ worth of tee times playing golf. If I assume a full tee sheet with 10-minute tee time intervals, I’ll have the opportunity to be visible and engage with 125 Members.

Not only does the golf course drive provide a chance for member visibility and engagement, it also provides an opportunity to be out of the office and connect in a different setting. Additionally, it provides a personal ‘refresher’ during the day to be outdoors and ensure I am not stuck in an office.

The golf course drive is something I commit to as part of my management routine at the club, and leads to great feedback from members as an additional visibility tool. When I see members on the golf course and then see them for dinner at night, a member response might be, “You are here all the time!”

Pro Tip – Drive the golf course against the flow of traffic starting on the 18th hole (If I see the 8 a.m. tee time on the 18th green, and then see them at dinner I’ll get great feedback on visibility and commitment).

I do not know any magic, and I could never make it as a magician in Las Vegas, but it is always nice to hear comments about visibility that starts with driving the golf course.

www.clubandresortbusiness.com

7/29/24 11:11 AM

MEMBERSHIP + MARKETING

“Ask Max” is a regular feature of C+RB’s monthly Membership + Marketing column, where Max Passino Deboer, Director of Marketing & Membership for The Club at Mediterra in Naples, Fla., answers questions sent in by readers.

The Club at Mediterra is a Distinguished Elite, Platinum Club inside the community of Mediterra, which has been named Community of the Year in Naples 12 times in 16 years.

Max is a veteran hospitality leader with a 15-year hotel career f ollowed by an almost 20-year club career, the last 13 at Mediterra.

Max is a proud member of the Membership Directors Association of Southwest Florida, whose program for exchanging ideas and information is unmatched.

Max’s passion is being helpful, so… let’s “Ask Max”!

Ask Max

Dear Max, We don’t have a decorum guide at our club, but some say we need one. Should clubs have rules on behavior and dress and if so, what should be included?

Signed, #JustCommonSense Dear Rarity, As I am sure you know, Club Decorum refers to the expected behavior and etiquette when socializing or engaging in activities at a club, whether it is a social club, sports club, or recreational club.

Otherwise known as…manners.

Manners are the cornerstone to civilized society and exist to make others feel comfortable. Social media and other modern developments have eroded civilized society to the point where manners are often ignored. Anonymity in communication is a leading contributor to this erosion. What we think and feel can conflict with what we say and do, and often, should. If others ignore the roles of polite society and get away with it, it can embolden others to do the same and we become self-serving.

Manners ensure that despite any negative thoughts or feelings we may have, we are mindful that we are all human beings just trying to do our best and we do better when we support one another. This, I feel, above anything else, is what draws members to clubs. At a club they should feel like they belong, are supported, safe, and respected.

To support and ensure members have a safe space, clubs should have an expectation of decorum that is clear, consistent, evenly applied and enforced.

Here are the top 10 areas to include.

1. D ress Code: How to dress so as not to make others uncomfortable with your appearance is a crucial part of being well-mannered. How you present yourself says a lot about your level of respect for the Club and others.

2. R espect for Others: Members should treat fellow members, guests, and staff with courtesy and respect. This includes using polite language, refraining from loud or disruptive behavior, being mindful of personal space and a zero tolerance for harassment of any kind.

3. Cell Phone Usage: Have restrictions on cell phone usage in shared spaces, such as dining rooms.

4. Golf Etiquette: Members should always observe proper golf etiquette. This includes repairing divots, raking bunkers, respecting pace of play and any other rules designed around making the golf experience a good one for all.

5. Reservations and Courtesy: Members should make reservations for club amenities in advance whenever possible.

They should be punctual with their reservation and notify the club if they need to cancel or amend their plans.

6. Guest Policies: If a member is bringing guests to the club, the club’s dress and decorum policy should be shared with them.

Members should be responsible for their guests’ conduct while they are on the club premises.

7. Socializing/Privacy: Country clubs serve as social hubs where members can interact with one another. Members should be encouraged to engage in polite conversation and be inclusive and welcoming to other members and guests.

But they should also respect the privacy of fellow members and guests, refrain from gossip or disclosing confidential information and maintain discretion in their interactions, avoiding sensitive topics in public areas of the club.

8. Sportsmanship: Members often join country clubs to engage in sporting amenities and should demonstrate good sportsmanship and fair play during competitions and games. The rules of sports should be respected as well as the decisions of referees or officials.

9. Feedback and Communication: Member feedback and suggestions should always be welcome but in the proper forum and through appropriate channels, such as club meetings or comment/suggestion forms.

10. Respect for Tradition: Many country clubs have a rich history and tradition. Members should honor and uphold these traditions, whether it is participating in annual events, observing club rituals, or honoring longstanding customs.

By creating and applying consistent decorum guidelines and demonstrating the same, you are contributing to a positive and welcoming culture to all members, guests, and staff.

Keep it real…nice,

Max

www.clubandresortbusiness.com

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August 2024 l Club + Resort Business l 11

7/29/24 11:55 AM

INDUSTRY NEWS

Oakland Hills CC Rebuild Hits a Milestone The Bloomfield Hills, Mich. club recently celebrated “topping off” the steel structure for the 110,000-sq.-ft. building. This milestone is part of a $104 million project, nearly two-and-a-half years after the original clubhouse was destroyed by a fire in February 2022.

THE NEW CLUBHOUSE AT OAKLAND HILLS COUNTRY CLUB in Bloomfield

Hills, Mich. is taking shape, marked by a recent “topping off” ceremony celebrating the completion of the steel structure for the 110,000-sq.-ft. building. This milestone is part of a $104 million project, nearly two-and-a-half years after the original clubhouse was destroyed by a fire caused by a contractor mishap with a blowtorch.

The timing coincided with the U.S. Junior Amateur Championship and a visit from Tiger Woods, who was supporting his son Charlie in the tournament. This is the club’s first major event since the fire, with club activities having been held in a 12 l Club + Resort Business l August 2024

12-15_News_0824V4RT.indd 12

temporary tented structure and outdoors. The new clubhouse is scheduled for completion by spring 2026.

During the “topping off” ceremony, members and staff signed the final steel beam before placing it, following the tradition of placing an evergreen tree on top. However, the historic elm tree next to the clubhouse was removed earlier this year as it would not have survived the construction.

The U.S. Junior Amateur Championship, although not a significant revenue generator, drew attention to the club and its progress as it prepares to host the U.S. Open in 2034. Oakland Hills’ recently

renovated South Course has hosted numerous golf events, with its last major being the PGA Championship in 2008.

The clubhouse rebuild project exceeded its initial cost estimate by more than $20 million. It is funded by a $48.1 million insurance payout and member assessments. Initially, members were assessed $42,000 each, to be paid over 20-25 years. An additional assessment of $18,500 per member was later added to cover the cost overruns.

The new clubhouse was designed by Southfield-based Neumann/Smith Architecture, with Lansing-based Clark Construction Co. managing the construction. www.clubandresortbusiness.com

7/29/24 11:13 AM

Club’s Restaurant Becoming a

Favorite Among Members Tavern 59 opened at The Club at the Strand in Naples, Fla. in March 2023. The 7,000-sq.-ft. restaurant features both indoor and outdoor seating areas, designed to accommodate various dining preferences and occasions.

SINCE ITS GRAND OPENING in March

2023, Tavern 59 has quickly become a beloved spot for members of The Club at the Strand in Naples, Fla. As one of the club’s three private restaurants, Tavern 59 offers an inviting and contemporary space where members can enjoy meals in a relaxed setting.

Spanning approximately 7,000 sq. ft., Tavern 59 provides ample space for members to unwind and savor the culinary delights prepared by the club’s talented chefs. The restaurant features both indoor and outdoor seating areas, designed to accommodate various dining preferences and occasions.

The indoor seating area comfortably

accommodates about 70 people, offering a cozy yet modern ambiance. Multiple TVs are strategically placed to keep members updated on current events, making it an ideal spot for both casual lunches and catching up on the latest news.

For those who prefer dining al fresco, the outdoor seating area under cover with added awnings provides a serene environment. With space for about 40 members, it’s perfect for enjoying the beautiful weather while indulging in a delightful meal.

At Tavern 59, the staff members take pride in offering a diverse menu with casual options for lunch and a delightful dinner service. The culinary team crafts a variety

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of dishes to cater to different tastes and preferences, ensuring there’s something for everyone. Whether you’re craving a hearty sandwich, a fresh salad, or a savory entrée, the Tavern 59 menu has it all.

For those special occasions or important business meetings, Tavern 59 boasts a private dining room. This exclusive space is perfect for celebrating momentous occasions or hosting private meetings, providing an intimate and elegant setting for any event.

Tavern 59 has two golf simulators provided by Foresight Sports. These simulators allow members to virtually play renowned courses such as St. Andrews, Pebble Beach, and Spyglass Hill. Beyond recreational play, the simulators are also used for golf lessons and fitting members with new sets of clubs, enhancing both their skills and equipment.

Why is the site called Tavern 59? In the world of golf, the number 59 holds a special significance. It’s the lowest score achieved by eight professional golfers – one on the LPGA Tour, six on the PGA Tour, and one on the Champions Tour.

A golf score of 59 is 13 under par on a par 72 course, 12 under on a par 71, or 11 under on a par 70. This powerful and mysterious number symbolizes exceptional performance and achievement in golf, much like the exceptional dining experience that employees aim to provide at Tavern 59.

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INDUSTRY NEWS

Idaho Club May Provide Insight Into the Future of Practice Facilities “The Barn” at the River Club in Boise, Idaho is a unique facility with 10 bays designed for yearround use. Four of the bays are equipped with Trackman. It occupies only half an acre of land, and features artificial turf which requires very little maintenance. “On a lot of sites, the wisdom of using 12 acres or more of land and a lot of water just to allow people to whack balls is debatable,” says golf course architect Brian Curley.

“FOR MANY GOLF COURSES, driving ranges are not a good use of space or resources,” says golf course architect, Brian Curley. “On a lot of sites, the wisdom of using 12 acres or more of land and a lot of water just to allow people to whack balls is debatable.”

Curley has had the opportunity to put his beliefs into practice at the new, stateof-the-art practice facility, “The Barn” at the River Club in Boise, Idaho. The River Club course was opened in 1916 as Boise Country Club, designed by Chandler Egan.

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in 1930. Club + Resort Business reported on its move away from that name in October 2020.

In 2018, the private course was acquired by California developer Will Gustafson, who hired architect Curley to reimagine it. Part of the project required reducing the amount of land occupied by the golf course to allow for 20 acres of future development along a busy eastwest transportation corridor. Curley’s new design involves shortening the course from 6,376 yards, par 71, to around 5,800 yards, par 68. He says the changes will

essentially equate to the removal of back tees, and will result in no loss of effective distance for the vast majority of golfers.

Another significant element of the design is the addition of a well-appointed netted area for warm-up, designed to replace the driving range that was lost to development in the 1970s. The Barn is a unique practice facility with 10 bays designed for year-round use. Four of the bays are equipped with Trackman to provide golfers with instant feedback on their swing.

In Boise, where summer temperatures often approach 100 degrees, The Barn www.clubandresortbusiness.com

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allows golfers to remain cool and comfortable, as they practice their swing under the misters and fans, while enjoying full bar and food service ordered via their smartphone. In the meanwhile, a robotic golf ball retrieving vacuum (as yet unnamed) keeps things tidy by retrieving the hundreds of golf balls, returning them to a large bin to be, once-again, distributed to golfers.

In chilly winter months, The Barn transitions to a full-service simulator building, with golfers swinging into screens with high-definition projections of hundreds of different golf courses, while heaters provide protection from the elements. The ability to convert The Barn from a summer to winter golf amenity is what makes it an invaluable asset to the River Club and its members.

“In many markets with seasonal golf climates, it is far more important to have a good golf course than it is to sacrifice course quality to accommodate a practice range,” Curley says. “In these circumstances, driving ranges are becoming [a] thing of the past. Golfers, especially younger players, are perfectly content to hit balls into a warm-up net with instant statistical feedback. Watch Tour professionals like Bryson de Chambeau practice nowadays: they don’t actually watch the ball flight. They make the swing and turn straight to their Trackman to get the information they need. If a practice facility/simulator center is well done, it can be a major positive amenity that allows members to be active year-round. The combination of a high-tech, fair-weather warm-up facility

that serves as a simulator building when weather is foul is a winning combination that provides members with the best possible golf experience year-round.”

Curley’s new practice facility at the River Club, which officially opened last month for the golf season, occupies only half an acre of land, and features artificial turf which requires very little maintenance.

“It is about a hundred feet deep to the net, a distance that makes it easy to get a feel for ball flight. While hitting, you look straight down a long corridor of existing golf, so it feels like hitting into a fairway,” he says.

The Barn enabled Curley to satisfy the owner’s demanding design standards while optimizing the golfer’s experience.

“The place rocks! This is the future! People are crazy about it!” he says.

ELEGANT. DURABLE. STACKABLE. CUSTOM WOOD CHAIRS

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August 2024

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INDUSTRY INSIGHTS

Attracting Non-Golfers to Your Golf Course Restaurant Examining the intersection of food and golf. How can clubs attract non-golfers and draw in a broader audience to their dining establishments?

By Rob Thomas, Editor-in-Chief

IN A RECENT CLUB + RESORT TALKS

podcast that featured Danny Klein, Editorial Director of QSR and FSR magazines, Club + Resort Business Editor-in-Chief Rob Thomas delved into the intersection of food and golf, discussing how golf courses can enhance their dining facilities to attract non-golfers. Here are some key insights and practical advice for golf courses aiming to draw in a broader audience to their dining establishments.

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UNDERSTANDING THE MARKET Klein highlighted the rising trend of “eatertainment,” a fusion of dining and entertainment exemplified by places like Topgolf and Dave & Buster’s.

This concept taps into the younger generation’s preference for experiencedriven outings. Golf courses can take inspiration from these models to create a dynamic and inviting atmosphere that appeals to non-golfers.

KEY STRATEGIES TO ATTRACT NON-GOLFERS High-Quality Food and Beverage Offerings Quality and Pricing: Ensure that the food is of high quality and priced appropriately. A well-executed menu that offers value for money will naturally attract repeat customers and generate positive word-of-mouth.

Diverse Menu: Consider offering a diverse www.clubandresortbusiness.com

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To attract non-golfers, golf course restaurants should focus on high-quality, appropriately priced food, diverse menus, and exceptional service. Creating a unique experience with a welcoming atmosphere, entertainment options, and effective marketing is essential. Engaging the local community and ensuring inclusivity, such as family-friendly options, can further enhance appeal and profitability.

welcoming to everyone, not just golfers.

This includes clear signage indicating that the restaurant is open to the public and not exclusive to golf course members.

Family-Friendly Options: Providing a family-friendly atmosphere with kidfriendly menus and activities can attract families looking for a casual dining option.

menu that caters to various tastes and dietary preferences. This inclusivity can make the restaurant a preferred choice for different customer segments.

EXCEPTIONAL SERVICE Hospitality: Excellent service is a cornerstone of the hospitality industry.

Train your staff to provide a welcoming and attentive experience to every guest, making them feel valued and appreciated.

Consistency: Consistent quality in both food and service helps build a loyal customer base. Ensure that every visit meets or exceeds customer expectations.

UNIQUE DINING EXPERIENCE Ambiance and Atmosphere: Create an inviting and enjoyable dining environment. This could involve live music, themed nights, or special events that make dining at the golf course a memorable experience.

Entertainment Options: Consider

integrating activities such as live entertainment, trivia nights, or special culinary events to draw in non-golfers.

These events can make the restaurant a destination in itself.

EFFECTIVE MARKETING Local Community Engagement: Engage with the local community through targeted marketing efforts. Use social media, local publications, and partnerships with nearby businesses to spread the word about your restaurant.

Promotions and Events: Offer promotions, discounts, or special events to attract new customers. Highlighting unique aspects of your restaurant, such as a signature dish or a themed night, can also draw attention.

CREATING A WELCOMING ENVIRONMENT FOR ALL Inclusivity: Make sure that the restaurant feels accessible and

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LEARNING FROM THE BEST On the podcast, Klein pointed out that successful concepts like Topgolf have mastered the art of combining quality food with entertainment. This approach not only attracts golfers, but also appeals to those looking for a fun night out.

Golf courses can replicate this success by ensuring their dining facilities offer more than just a meal—they provide an experience.

For golf courses looking to attract non-golfers to their dining establishments, the key lies in offering high-quality food, exceptional service, and a unique dining experience.

By focusing on these elements and effectively marketing to the local community, golf course restaurants can become popular destinations in their own right, drawing in a diverse and loyal clientele.

By implementing these strategies, golf courses can transform their dining facilities into thriving hubs that cater to both golfers and non-golfers, enhancing their overall appeal and profitability.

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EFFECTIVELY MANAGING RESORT OPERATIONS HINGES ON ONE CENTRAL TOOL: COMMUNICATION. Clear communication is essential for success in golf clubs, and managers seek modern solutions to outdated radio systems.

“We’re in a service-based business striving to be as efficient as we can, and communication is key to that efficiency.” says Jason Chick, director of golf at The Country Club Of Sapphire Valley, “I like using devices that can make my life easier, and in getting away from traditional radios, I felt like Relay was a value add.”

Chick oversees a seasonal country club of around 300 members in Cashiers, North Carolina. To improve communication, he upgraded from traditional radios to Relay, a cloud-based system offering unified communications through Relay+ devices, the Relay App, and its Dashboard.

“I could be in Asheville and still communicate with my staff at the club as if I was

on the property, and that’s not something that traditional radios could do.”Chick says, “Being able to operate different channels and adjustability was really nice.”

Relay excels in mountainous terrains like Sapphire Valley, where traditional radios face communication challenges. Relay has partnerships with all three major carrier networks in the US, and will automatically switch to the cellular carrier that gives you the best coverage in your area – no matter where you are.

“We have limited cell phone coverage, so my concern was how it was going to react, going from Wi-Fi to cell phone data coverage.” Chick says, “Because it works on the data network and not the voice network, I found that it functioned really well in our limited cell phone area.”

Relay+, a light, water-resistant, and durable device, shines with features like live translation, push-to-talk voice, and support for broadcast and emergency alerts

that are making two-way radios a thing of the past. “Relay+ is really beneficial.” Chick says, “We used to carry those old, big Motorola radios. Now, it’s a simple, small device that functions more easily.”

Designed with managers in mind, the Relay App complements Relay+ by enabling real-time indoor and outdoor tracking, communication for staff, setting up locations, assigning beacons, and more. Using these tools hand-in-hand has been beneficial in improving Chick’s daily operations.

“It’s a different functionality we didn’t have with traditional radios.” Chick says, “Now, I can look at the map and figure out if somebody has been to comfort stations or picked the range.”

Adopting Relay not only improved internal operations but also enhanced the guest experience. “Relay has totally changed my environment, making it more likely that my staff members use Relay+ to communicate,” Chick says, “It shows in how we provide service to our members and improve safety during events.”

Transitioning from traditional radios to Relay wasn’t just about embracing new technology; it’s about addressing communication challenges head-on. By streamlining service levels and improving communication efficiency, Relay isn’t just enhancing communication—it’s elevating the guest experience, one seamless interaction at a time.

- By Drew Filipski

For more efficient golf course communications, visit the www.relaypro.com/solutions/golf-courses/ 18 l Club + Resort Business l August 2024

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3/25/24 9:52 AM

» Nemacolin

Laurel Highlands Headliner Visionary Joseph A. Hardy III took a rugged piece of land in Western Pennsylvania and transformed it into an oasis.

By Rob Thomas, Editor-in-Chief

HISTORY MAY REMEMBER THE NAME NEMACOLIN as a tribal leader who helped carve a path across the Allegheny Mountains to the Ohio River Valley, but today’s travelers are more likely to associate the name with luxurious and plentiful amenities.

The property can trace its roots back to the late 1940s when Pittsburgh industrialist Willard F. Rockwell purchased some land, though the makings of what is seen today began 20 years later when he established the Nemacolin Trails Hunting Reserve, which included a new hunting lodge.

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The visionary Hardy family took over in 1987 when Joseph A. Hardy III, founder of the 84 Lumber Company, fell in love with Nemacolin and purchased a large portion of land. The rest may be history, but this resort is laser focused on the present … and future.

Now led by Joe Hardy’s daughter, Maggie Hardy and her son, PJ Magerko Liquorice, the resort has spent more than $500 million on additions and upgrades since 2021.

ATTRACTING GUESTS Managing Director Trey Matheu has been in the hospitality industry for more than 30 years—and at Nemacolin for over two decades—so he’s uniquely qualified to expand on the resort’s evolution.

“We truly consider ourselves a collection of collections here at Nemacolin. We are fortunate enough to have an owner who continually invests in the property and has many diverse interests,” Matheu says. “Our reach expands from fine art to the latest golf technology and everything in between. We pride ourselves on not only having something for everyone, but a variety of options within that given genre, such as spa and wellness, outdoor experiences, wildlife adventures, and family fun.

“We make each guest feel like Nemacolin is their personal second home,” he adds. “We set the bar with our associate authenticity and provide an experience that feels organic while delivering an elevated service.” www.clubandresortbusiness.com

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Photo courtesy of Nemacolin

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» Nemacolin

Woven through 150 acres in the Laurel Highlands, the Rod & Range Club boasts a top sporting clay facility and access to premier fishing streams. Nemacolin also offers guided Class III rapid tours and features two Pete Dye-designed golf courses and a Golf Academy.

That elevated service attracts guests from across the globe, creating unique marketing opportunities for VP of Sales & Marketing Christopher Baran and his team. Baran’s data indicates that a majority of guests come from surrounding drive areas, including, but not limited to: New York, New Jersey, Ohio, West Virginia, and Washington, D.C. That said, they have welcomed international guests and experienced an extended reach to Texas, California and Florida visiting the property in recent months.

Guests can take a swing and enjoy the fun of Nemacolin’s thrilling 18-hole Fallingbrook miniature golf course.

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“We deliver a holistic approach to the marketing efforts here at Nemacolin, and we are tremendously diverse in what we offer,” Baran explains. “Our local guests are met with various offers and promotions that allow them to experience Nemacolin throughout the shoulder season months since much of that audience travels abroad or to see family during the holiday season. With our national guests who tend to visit us during our high season in the summer, we really focus on reaching those guests further out in their travel planning as we assist them with a curated getaway.”

DOUBLE DYE DESIGNS Christopher Anderson, Director of Golf at Nemacolin, has been in the golf industry for 17 years—15 on the turfgrass side, and now two on the golf operations side. He described what makes the two Pete Dye-designed courses special and unique, considering there’s more than two decades of work separating the two layouts.

“Mystic Rock is a tough Pete Dye test. [It] opened in 1995 with small fairways and greens, but big bunkering,” Anderson explains.

“The greens are very subtle in how they break. Keeping it in the fairway provides the opportunity to attack the greens on your second shots.

“Shepherd’s Rock opened in 2017 and offers a different test,” he continues. “Big, wide fairways paired up with big, sloping greens.

The bunker style is different as well with them being more ‘pot like’ bunkers. There are 139 total bunkers on Shepherd’s Rock.” www.clubandresortbusiness.com

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The Chateau, a beloved accommodation among Nemacolin patrons, has been meticulously redesigned to embody 18th-century French elegance. Upon arrival, guests are greeted with first-class, white-glove service at a grand porte cochere. The lobby features Macchia Oro polished marble and a roaring fireplace, surrounded by opulent materials like veined marbles, crystals, and textural velvet fabrics.

Superintendent CJ Ricker is tasked with maintaining these sprawling designs.

“One of the primary challenges in managing our two golf courses is their vast size and total area,” Ricker says. “While I strive to personally oversee all 36 holes daily, it is not always feasible, especially when we have tournament prep or renovations. When this happens, I rely on my management team to keep me informed about the condition of both courses on a day-to-day basis and let me know about any potential issues on each course.”

While tournaments are demanding. The day-to-day maintenance makes event prep less daunting.

“The only significant difference in our routine is adding an extra cut or roll to the greens to ensure competitive conditions for the players,” Ricker explains. “On a daily basis, we maintain the greens at a speed of 11-12 on the Stimpmeter, so that when tournament time arrives, only minimal adjustments are needed to achieve the desired conditions.”

As if two championship golf courses weren’t enough, the resort unveiled a state-of-the-art academy in 2021 “The Nemacolin Golf Academy offers us a year-round golf experience and also a fantastic teaching facility for our guests and members who would like to take lessons,” Anderson says. “We have two full-time instructors offering lessons and different schools throughout the year. In case of a bad weather day or a snowy winter, we can offer golf on the Trackman 360 simulators any day of the year.”

MEMBERSHIP HAS ITS PRIVILEGES Unlike most resorts, Nemacolin features a membership program. The Woodlands Club offers three membership levels — Resort, All-Access, and Corporate — each with unique benefits and exclusive opportunities.

Matt Szczupakowski, Director of Membership Sales at Nemacolin, has two championship golf courses, world-class spa services, luxe accommodations, indulgent Five-Star dining, and endless adventures in his holster.

“What makes membership so truly special here at Nemacolin is it is truly a one-of-a-kind membership platform,” Szczupakowski says. “An opportunity that creates truly curated experiences for all of our members and their guests to enjoy the resort lifestyle but have all the familiarity of what a traditional private country club has to offer.

Shepherd’s Rock opened in 2017 and boasts big, sloping greens.

There are 139 total bunkers on the Pete Dye layout, as well.

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Explore The Grand Lodge’s Circle Bar (above) for sparkling conversation and fine libations. Feeling lucky? Test your luck at The Casino at Nemacolin (left), featuring 26 table games and 600 slots.

“We do amazing events—one-of-a-kind events—bringing in celebrities from all over the country to have these one-of-a-kind opportunities to bring people together,” he continues. “We have amazing experiences to play two fantastic Pete Dye-designed golf courses, a futuristic spa, world-class pools and amenities that are open year-round, and plenty of activities for the family to enjoy … where everyone has something to be able to enjoy when they are here with us.”

DECADENT DINING Nemacolin boasts more than 18 restaurants, lounges, and eateries. There is truly something for every palate and inquisitive taste throughout the resort. Martin Fairley, VP of Food & Beverage, is in charge of feeding all the members and guests.

From the Five-Star, chef-driven Lautrec in The Chateau; Fawn & Fable, a modern take on a steakhouse and grille in The Grand Lodge; and the seafood-driven Aqueous at Falling Rock; to casual dining indoors, outdoors, poolside, slopeside at The Peak, and dinner and show at Nightcap, it’s not an embellishment to say Nemacolin has something to suit every diner’s taste.

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“Coming at the end of the summer, Gusto! will be our newest dining opportunity, serving pastas and pizza freshly made from scratch and the very freshest ingredients while offering simple but elegant Italian cuisine indoors and out,” Fairley adds.

In addition to hosting large conferences such as the Engage!

Summit for luxury wedding and event planners, Nemacolin’s walls seemingly have no boundaries.

“The largest events of the year can span from weddings to special events such as The Summer Solstice Celebration we hosted this past June,” Fairley explains. “It was an exquisite event to showcase the reopening of The Chateau, and it boasted a spectacular guestlist of 300+ people.

“For the second holiday season, we look forward to welcoming our guests and members at the end of the year to enjoy Hardy’s Holiday Village where guests of all ages can come and experience an extravaganza of fun, whimsy, gifts, food, and visits with elves and the jolly guy in the red suit,” he adds. “Throughout the year, we pride ourselves on hosting world-renown musicians and artists as a showcase of entertainment for those desiring a luxury getaway.” www.clubandresortbusiness.com

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The Peak offers limitless, year-round fun with poolside cabanas, live entertainment, dining, and vibrant atmosphere. Guests enjoy pools, high ropes, Jeep tours, cosmic bowling, axe throwing, and exceptional dining, creating endless adventure and excitement.

LABOR OF LOVE Labor is an ongoing issue across the industry, so Nemacolin gets creative when it comes to attracting and retaining employees.

“Our owner and CEO, Maggie Hardy, is truly committed to her associates,” Matheu says. “We pride ourselves as an employer to be the preferred option in luxury hospitality employment. Maggie has made a $50 million investment in the culture of the associate population through a project called Wisteria. This multifaceted project includes a state-of-the-art recreation center, dining facilities, and a personalized food market for all associates. We also offer our associates a variety of housing options to ensure that every associate experiences a sense of home and happiness outside of work.”

Fairley praises Maggie Hardy’s heart, as well.

“We’re grateful to have an owner that truly believes in putting associates first,” he says. “While in the workplace, we quickly identify those who have the potential to grow within the company and make sure they receive the right training and mentorship to invest in and progress in their career at Nemacolin.

“The boundaries are removed when it comes to how quickly someone can grow or what department they need to stick with,” Fairley adds. “We guide them the best we can and help them finding their own path, and this is what keeps us well-staffed throughout the year.”

The golf side boasts flexibility.

“We attract and retain our associates by being as flexible as possible and also giving them the opportunity to caddie, as well,” Anderson says. “Almost half of our golf operations staff is part of our caddie program. We have been fortunate to have three or four interns the past couple of years, as well, to help during our busiest months.”

Ricker credits the HR department for his staff.

“Our recruiting team does a wonderful job at attracting local talent to fill our full-time staff year-round,” he says. “We rely heavily on our H2B program, as well, that makes up half of our staff during the peak season.

“One goal of mine when I started here was to build a turf program of interns and AITs [Assistants in Training] like we had at my other jobs in the past,” Ricker continues. “My team and I travel to local GCSAA events as well as college fairs at different turf schools to try to attract the next young talent in our industry. I also encourage our management staff to volunteer at PGA Tour events to branch out and network to try to help grow our turf program at Nemacolin.

“I try to retain employees by creating a welcoming teaching environment that fosters learning and growth,” he adds. “I try to work alongside our associates and lead by example with a positive attitude.” C+RB

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TOP RACQUET CLUBS S

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Photo courtesy of The Philadelphia Cricket Club

S SWING FOR THE FENCES A trio of facilities expand their offerings and provide a variety of programming for every age group, ability level.

By Phil Keren • Senior Editor

CLUB + RESORT BUSINESS THIS MONTH is highlighting clubs that provide top-level racquet programs: The Philadelphia Cricket Club in Philadelphia, Pa., BallenIsles Country Club in Palm Beach Gardens, Fla., and Daniel Island Club in Charleston, S.C. These clubs offer state-of-the art facilities, as well as a variety of programs and activities for members of all ages.

Each site is also doing more to capitalize on the rising popularity of pickleball. Here is a look at what each of these clubs provides to members and guests.

THE PHILADELPHIA CRICKET CLUB KEEPS MEMBERS ENGAGED The Philadelphia Cricket Club prides itself on staying ahead of the curve in the racquet sports world.

“We build facilities for the future and program for the present,” explains Boris Fetbroyt, the club’s Director of Racquets. “All our programming is designed to engage the members we have.”

Members have plenty of racquet sports to choose from.

The club has 18 grass tennis courts, nine Har-Tru courts, two indoor hard courts, eight indoor pickleball courts and four outdoor ones, as well as seven paddle (platform tennis) courts, four padel courts, eight singles squash courts, and two doubles squash courts.

The club has five racquet professionals, four of whom are certified in tennis, pickleball and paddle, while the fifth has certification in tennis and pickleball.

There are also seven squash professionals and four padel professionals.

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Members at The Philadelphia (Pa.) Cricket Club have plenty of racquet sports to choose from. The club has 18 grass tennis courts, nine Har-Tru courts, two indoor hard courts, eight indoor pickleball courts and four outdoor ones, as well as seven paddle (platform tennis) courts, four padel courts, eight singles squash courts, and two doubles squash courts.

“Our members like fun,” says Fetbroyt when asked why pickleball has developed such a large following. “We’re known for our social environment at every skill level. They like how easy it is to rally, which promotes play. The longer the points go, the more fun members have.”

Although the club has not added more pickleball courts since 2020, Fetbroyt notes the four padel courts opened in 2023.

“They were added because the sport began gathering interest locally during the pandemic, after we were aware of its quick growth in the international racquet community,” Fetbroyt says. “We are always one of the first in our area to invest in sports that will provide greater access, exciting challenges, and social opportunities to our membership. This was true when we built our pickleball courts and it’s been true of padel.”

Lila Smith, Philadelphia Cricket’s Director of Communications, says the club has 1,840 memberships totaling 4,597 members. Leagues, outings, tournaments, weekly clinics, and club trips to professional tournaments are available for both adult and junior members.

Fetbroyt notes the club creates and develops its programming by learning about members’ interests and needs through face-to-face conversations.

“We learn who they are, their other hobbies and interests, who they play with, what their goals are, their skill levels, and what drives them to spend time at the club,” Fetbroyt says. “Making member relationships a priority helps the racquets staff and creates the environment needed for our racquets program to succeed.”

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graphic make-up of each racquet sport is different and therefore requires a slightly different approach to programming.

“We don’t take a one-size-fits-all approach to programming across all racquet sports,” Fetbroyt says. “We also learn the dynamics of each group to best deliver on their wants and needs.”

In addition to regular social interactions with members, Philadelphia Cricket staffers generate and review data reports from ForeTees to help direct program growth.

“We look at court occupancy for each sport,” Fetbroyt says.

“Understanding court usage by volume and popular booking times for each racquet sport really helps us with programming. We also look at lesson trends to monitor the type of lessons members prefer between private, semi-private, and group lessons.”

Philadelphia Cricket is the site of a couple signature racquet tournaments. The club hosted the Chestnut Hill Classic, a PSA Bronze event, in November 2023, and will stage the event again this year, according to Smith. The club will also host the 2025 APTA National Paddle Championship. Since they are hosting national-level racquet events, Smith notes club leaders take great pride in the quality of their facilities.

“Those same facilities are where our members play, elevating their experience no matter their sport,” Smith says. “When we built our padel courts before anyone else in the area, we built them with the same standards in mind: they needed to be ready to host the best in the world. Whether it’s being the first, being the best, or hosting the world’s finest athletes at our club, making history is what we do.” www.clubandresortbusiness.com

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BALLENISLES CC CONTINUES TO GROW RACQUET OFFERINGS Expansion is the name of the game at BallenIsles Country Club.

The club offers 20 tennis courts (19 Har-Tru clay courts and one hard court), and nine pickleball courts, all set up outdoors, but club leaders are moving forward with plans to increase these numbers.

“We are converting our two original pickleball courts and one hard surface court into six pickleball courts,” says Ryan Walls, the club’s General Manager since 2017. “Now, we are rebuilding the hard surface in place of a clay surface next to our new 3,000-sq.ft. racquet shop and we have built/are building two new Har-Tru courts to replace the ones lost from the hard surface and racquet shop. When all is done, we will have 13 pickleball courts, one hard surface and 20 or so Har-Tru.” Gary Henderson, the club’s Director of Racquets, says two more racquet professionals will begin working at the club in August, giving BallenIsles 12 racquet professionals — eight who teach tennis and pickleball, and four who are exclusively tennis instruc-

BallenIsles Country Club in Palm Beach Gardens, Fla. offers 20 tennis courts (19 Har-Tru clay courts and one hard court), and nine pickleball courts. After expansion work occurs, the club will eventually have 13 pickleball courts.

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BallenIsles Country Club had 2,668 members from 1,533 memberships as of the end of June. The club offers weekly clinics throughout the course of the season, as well as a monthly calendar of tennis and pickleball events where members will have a chance to learn from some of the top professionals. Andrei Daescu, who is ranked in the top five in the world in pickleball, hosts events and clinics at clubs throughout the year.

tors. As this story was being finished, Henderson says the club was conducting interviews for one more pro who would specialize in pickleball, but could also teach tennis.

The club had 2,668 members from 1,533 memberships as of the end of June, according to Walls. BallenIsles offers private and group lessons in both tennis and pickleball for all ages and ability levels, as well as tennis and pickleball camps during school vacations. League play is offered for pickleball and tennis in local leagues, as well as in USTA for tennis.

BallenIsles Country Club has experienced a lot of growth in the number of members playing pickleball. Gary Henderson, the club’s Director of Racquets, says he believes this rise in popularity is due to the sport being “easy to learn,” and “sociable.”

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Henderson adds the club’s mission is to be inclusive for players of every ability level, and to provide “exceptional member experiences whether it’s learning, socializing, or competing, creating lasting memories.”

The club has experienced a lot of growth in the number of members playing pickleball. Henderson says he believes pickleball’s significant rise in popularity is due to the sport being “easy to learn” and “sociable.”

“It can be squeezed into a length of time that suits the player, [offers] good exercise and [it’s] very tactical,” adds Henderson, who has worked at BallenIsles since 2018.

The club offers weekly clinics throughout the course of the season, as well as a monthly calendar of tennis and pickleball events where members will have a chance to learn from some of the top professionals. Andrei Daescu, who is ranked in the top five in the world in pickleball, hosts events and clinics at the club throughout the year. Two members of the professional tennis women’s circuit, Lauren Davis and Alycia Parks, train at BallenIsles when they’re in the area.

“Our world-class facilities have beautiful landscaping with drink stations, iced towels, LED lighting and seating areas,” Henderson says. “[The club has] three high-quality ball machines and SwingVision technology video analysis.”

Walls notes there are an assortment of methods in which BallenIsles leaders work to determine the type of programming and events they should provide to members. A racquet committee made up of members provide feedback, staff members regularly www.clubandresortbusiness.com

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Daniel Island Club in Charleston, S.C. offers 16 tennis courts, six pickleball courts, eight tennis professionals and two pickleball professionals to serve the club’s 1,700 memberships.

converse with members, surveys are occasionally conducted, industry trends are regularly monitored, and usage reports are reviewed on a monthly basis.

“We lead with intuition and professional risk/knowledge,” Walls says. “...[We] use, borrow and improve upon great ideas from others. We create new ideas constantly.”

Becky Collison, the club’s Director of Marketing and Communications, notes the club’s app has a field labeled “Compliments and Concerns” where members can share their thoughts.

DANIEL ISLAND CLUB OFFERS ‘SOMETHING TO EVERYONE’ “We just want to be able to offer something to everyone.”

That’s how Ben Cook, Director of Tennis at Daniel Island Club in Charleston, S.C., describes the philosophy of his facility that offers 16 tennis courts and six pickleball courts. The site has 10 racquet professionals — eight for tennis and two for pickleball — to serve the club’s 1,700 memberships.

The professional staff creates close to $1 million annually in

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Daniel Island Club offers members weekly round robins, club championships, holiday mixers, a USTA Level II national adult event, year-round USTA leagues, and yearround lessons/clinics/camps.

The club has hosted charity fundraisers for the Lowcountry Autism Foundation, underprivileged youth tennis pograms, and breast cancer groups.

on-court instruction. Meanwhile, the retail program has a retail manager who tracks an inventory that at times nears $100,000 with annual sales of more than $300,000.

At the halfway point of 2024, the club is experiencing a very successful year.

“Through the end of June, we are on track for 80,000 combined tennis and pickleball members and guests playing at our facility,” Cook says.

Daniel Island’s tennis professionals work with hundreds of USTA Adult League players at the 2.5 to 5.0 levels, with junior players

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ranging from novices to national level and college players.

The club has close to 1,500 examples of members playing USTA league tennis at a wide range of age and skill levels, and in mixed and combo leagues.

To coordinate this, Cook says, “We have staff that serve as [nonplaying] captains for all of our league teams. Those staffers publicize sign-ups, do the sign-ups, do the USTA registrations, make weekly line-ups, make playing decisions, [send] e-mails [about] where we’re playing.”

Cook himself manages some of the men’s USTA league teams

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at Daniel Island, while another tennis professional, Ann Harrah, coordinates the majority of the women’s USTA league teams.

“We want to make our league tennis experience as easy, as pain-free as possible,” Cook says.

At the same time, Cook notes that some members want to take charge of their leagues. Staffers learn about league members’ needs through surveys they conduct.

The club offers members weekly round robins, club championships, holiday mixers, a USTA Level II national adult event, yearround USTA leagues, and year-round lessons/clinics/camps.

Daniel Island has hosted charity fundraisers for the Lowcountry Autism Foundation, underprivileged youth tennis programs, and breast cancer groups.

The club also provided assistance to the Credit One Charleston Open WTA event and the USTA Girls 18’s National Clay Courts, and typically hosts an annual USTA Level II Women’s National for competitive senior ladies each March. This age group event attracts players in the 40s, 50s, 60s, 70s, and 80s age categories.

Like other clubs around the country, Daniel Island has expanded its pickleball offerings during the last few years to cash in on the sport’s skyrocketing popularity. All six of the club’s pickleball courts were

MASTER PLANNING

installed during the “COVID era,” according to Cook, and members have access to instruction from two accomplished pickleballers. Pickleball professionals Olivia McMillan and Garrett Singletary are “very active on the national pickleball tours,” Cook says.

Pickleball is enjoyed by members of all ability levels who may have differing reasons for taking up the sport. “[Pickleball] is giving people of less skill sets an opportunity to find the racquet sport that is beginner-friendly,” Cook adds. “I think everyone will admit that [pickleball] is easier to pick up than tennis is.”

At the other end of the spectrum, pickleball offers a new opportunity to veteran and top-level tennis players.

“For players of higher skill sets and [ones] that may be life-long tennis players, it’s something new and refreshing,” Cook observes. “...Maybe if a player feels like their better tennis days are behind them, it’s fun to go pick up a new activity [where] you feel like you could still improve.”

Looking ahead, club leaders are hoping to add a third racquet sport.

“Padel is definitely on the horizon for us,” Cook says. “That would fall in line with our mission to offer something for everyone…We are studying the possibility of adding two padel courts [in 2025].” C+RB

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FOOD + BEVERAGE

Quality Over Quantity: Club Culinary Sees Success With Small Plates Club chefs find renewed interest in small plates and appetizers among members of all ages.

By Isabelle Gustafson, Senior Editor, Club + Resort Chef

AT TROON COUNTRY CLUB in Scottsdale, Ariz., shareable small plates are increasingly popular among certain members, says Carlos Lechuga, the club’s Executive Chef, who’s among Club + Resort Chef’s 2024 class of 40 Under 40.

“They do very well in the bar, especially with the golfers who come off the course at four o’clock and don’t want a heavy dinner, so they split two or three small plates.”

In total, Troon CC has three dining venues: a casual but elevated bar, a poolside grill and a brand-new restaurant that opened earlier this year called Vista, which features innovative, elevated cuisine, including a five-course prix fixe menu that’s rotated every week during the season.

“We do have some heritage members who like what they like, and that’s perfectly fine,” Lechuga notes. “But we built this new restaurant, Vista, for the members who want to try something new. One of the things I often say in our leadership meetings is that the bar is for eating, but Vista is for dining. This is where members come to try something unexpected.”

In addition to the prix fixe menu, Vista features an a la carte section, which Lechuga says is relatively simple, with a special focus on items made in-house. Lobster gnocchi, cavatelli, and a classic surf-and-turf option are among the popular a la carte offers.

Both for prix fixe and a la carte, Troon CC’s menu-planning process is very collaborative.

“I like to [involve] the cooks,” he says. “I plant a seed, and then they can grow from it. If they come up with a good idea, we’ll work it into the menu.”

The club also checks in with the membership regularly to learn

more about ever-evolving preferences. “[Shareability] is important to the membership, especially giving them variety,” says Lechuga. “And I always have [members] who are interested in healthy options. If they’re trying to cut back on carbohydrates Executive Chef Carlos Lechuga says or watch calories, they shareability is important to Troon can order salmon and two CC’s membership, as well as having healthy menu options. sides of vegetables. Even in the bar, I still have healthy options. I’ll do a hummus plate. I always have five salads on the bar menu. With fish and chips, you can order the fish seared, rather than fried, and you can get it with a side salad instead of fries, which has become popular here as well.”

Lechuga has spent most of his career in the Scottsdale area, so he knows it well—the local food, the seasons, and the people.

“Not only [the members], but I keep in touch with other chefs and cooks that I’ve worked with in the past, who are now at other resorts. I can call them and ask, ‘What are you doing over there?

What’s trending with your guests?’ I can pull ideas from other [properties] in Scottsdale and try to make them apply to benefit my club.”

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Executive Chef Brandon Wheelock finds Estero CC members of all ages are interested in international options, such as the tempura duck breast bao bun appetizer (left). Find the full recipe at recipes.clubandresortchef.com.

BALANCING OLD AND NEW At Estero (Fla.) Country Club, Executive Chef Brandon Wheelock, CEC, WCEC, aims to keep a diverse, weekly food-and-beverage offering for the club’s 1,000 members.

In the nearly 11 years since Wheelock started at his club, the food and beverage operation has changed significantly.

“We finished a $6 million renovation about two years ago, and with that, we completely changed the [F&B] offering,” Wheelock says. “We updated and modernized our operation, and we continue to do so today.”

Compared to 10 years ago, Estero CC’s menus are much larger, with a focus on seasonal and fresh ingredients, while still keeping true to tradition. In keeping with member preferences, there’s a robust appetizer selection.

“We offer an a la carte dinner menu that has three or four different appetizers, but we also offer our all-day menu, which features an additional three or four appetizer options. We’re running 36 l Club + Resort Business l August 2024

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two menus simultaneously; together, there’s always around eight different appetizers to choose from.”

Mainstays include chicken wings and the shrimp lettuce wrap.

“Members are recently calling for lighter, healthier options,” Wheelock notes, “while still indulging at times.”

Estero CC’s median membership age is in the early 70s, Wheelock says, so he attributes members’ renewed interest in small plates both to a lightened appetite and a desire to stay healthy.

Finding the right balance between new items and old favorites remains important.

“I’ve found that they will try new things,” says Wheelock. “And they’re excited to try new things, but over time, they might revert back to what’s comfortable to them.”

Of course, Wheelock notes, there are challenges that come with a larger menu. “We try to operate at max capacity so adding anything additional can present challenges, especially when it comes to ingredient storage,” says Wheelock.

Still, the club recently relaunched a brand-new small plates section on its a la carte menus—smaller than entrees but larger than appetizers—with a focus on lighter and healthier items.

“We first [offered small plates] around eight years ago, but it didn’t hit as hard as we wanted it to, so we moved away from it,” Wheelock notes. “We recently conducted a focus group for the food and beverage department. The primary takeaways from the feedback were the desire for small plates and lighter, healthier options. This was the first [focus group] we’ve done, but we plan on doing more in the future, probably three or four a year.”

The new menu has five small plates, all scratch-made, including a local black grouper, as members love fresh, local fish options. www.clubandresortbusiness.com

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Executive Chef Drew Tait and his culinary team at The Forest CC recently added a small plates section to the club’s a la carte menu. Offers include the blackened shrimp and summer corn cakes (right). Find the full recipe at recipes.clubandresortchef.com.

MEMBER SATISFACTION As The Forest Country Club’s membership continues to grow, so too does its food-and-beverage offer. “We have about 600-700 members,” says Drew Tait, Executive Chef of the Fort Myers, Fla.based club and among C+RC’s 2024 class of 40 Under 40. “In the past three years, we’ve brought in roughly 50-60 new members every year. The age demographic has probably dropped six or seven years in that time.”

With this dip, the club’s received new requests for the kitchen to stay open later, especially on the weekends. Now, Tait and his team are contemplating their options.

“Something we’re considering for this next season is a late-night menu,” Tait notes. “This would be a way to take baby steps into limiting our staff, being able to run the kitchen with one or two people so it doesn’t have as much of an overhead cost to it, while still being able to offer something for the members. We might run it until 10 p.m., maybe a little later if necessary. The menu would probably feature five items and pizzas.”

Tait’s no stranger to bold new initatives. Two years ago, The Forest CC introduced a brand-new sushi program, which Tait notes fits well with an appetizer or small plate menu.

“It also fits with a lot of members who are looking for lighter, healthier food,” he adds. “It’s a good program for a lot of clubs to run, but it can be hard to get off the ground. … We don’t have a sushi chef. I actually learned how to do sushi. Now most of our cooks know how to do it, and we have a few cooks who are really good—they do an excellent job.”

When rolling out a new sushi program, Tait recommends chefs start with the basics. “Look for really good ingredients. Start with a spicy tuna roll, a vegetable roll and a Cali roll. You could start a sushi program with three rolls until your team gets up to speed and everybody’s more comfortable with the process, and then build it from there. We started with five rolls on the menu, then we added sashimi and nigiri. We dabble in different things and see how they sell and if the members like it. That said, the spicy tuna roll will probably always be the top seller.”

When The Forest CC was renovated in 2020, the club added a tiki bar, which features a large patio area.

“We have a bar menu that runs in both our inside bar and our tiki bar,” says Tait, adding that members can order from different menus, including the sushi menu. “[Right now], we also feature

grouper nachos, blackened shrimp corn cakes as well as steak and frites with truffle fries. That’s one of our best-selling items.”

Recently, the club added a small plate section to its a la carte menus. Tait recommends using this section as an opportunity to get the cooks more involved in menu-planning.

“Give responsibility to a younger lead line cook, or even a sous chef, and say, ‘every week, come up with three to five items that we can rotate on the small plate menu, and let’s talk about them.’

It gives you a chance to talk about plating, portion control—touch on those things we don’t always get to talk about every day, while also giving them more responsibility and ownership.”

At The Forest CC, Tait has found that older members gravitate toward small plates because of the portion sizes, while younger members love the shareability factor.

“Cost per person is a little bit less, so that’s also a driver,” he adds, “but also being able to try new things without risking your whole entrée.”

Clubs do have to consider average check and how appetizers or a small plates menu will impact F&B revenue.

“If we looked at our average check from 2020,” Tait says, “when we didn’t have sushi, when we didn’t have such a robust pizza program, when we didn’t have a small plates menu, our average check was higher because people were ordering entrées. Now we’re doing a little bit more volume, but our average check has gone down. [We’re trying to find] that balance—drive entrée sales, while still being able to offer appetizers and small plates.”

At clubs, the primary goal is always to keep members happy.

“Member satisfaction is paramount,” Tait notes. “Average check is important, but giving members what they want is our ultimate goal.” C+RB

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MANAGER to CHEF

Chef-turned-GM Kevin Rice is uniquely positioned to advocate for Executive Chef Chloe Dykes and her culinary team at Lexington CC.

By Isabelle Gustafson, Senior Editor

KEVIN RICE, CCM, GENERAL MANAGER and COO of Lexington (Ky.) Country Club, was a chef for more than 30 years before he made the transition into club management.

“I ran high-end restaurant companies, usually around Louisville, Ky., the majority of my career,” he says. After coming to Lexington CC earlier this year, he’s working to support Executive Chef Chloe Dykes and her culinary team in any way he can as they meet and exceed the needs of a growing membership.

“I’m very much enjoying my new position here,” says Rice. “I am grateful for the opportunity I’ve been given to work with Chef [Dykes] and this fabulous group of people.”

How Lexington CC’s New GM SUPPORTS THE club’s CULINARY TEAM

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Club + Resort Chef (C+RC): What spurred your transition from chef to GM? Kevin Rice (KR): I studied accounting before I became a chef. I enjoy numbers along with the creative side. When I entered the club business, I was working as a club chef. But as I got older, frankly, my hands, like many people who’ve spent 30 years in the kitchen, are not quite the same anymore.

I wanted to make room for other people. I was at the last club for 10-anda-half years, so that allowed a natural progression for the team as I moved on to my clubhouse manager role. www.clubandresortbusiness.com

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I really enjoy the entire hospitality industry. I was looking to use the other skills that I have, the tools in my toolbox.

C+RC: What attracted you to Lexington?

KR: Its rich history. It was founded in 1901. The club is also very healthy; financially, it’s very sound. And Chef [Chloe Dykes] is here.

One of the most important things for me was that the staff at the club was very strong and very competent, so that I could be a resource, but not have to involve myself in the daily operations.

I didn’t want someone to hire me as a GM who was expecting me to run the kitchen. With Chef [Dykes] here, with how talented she is, with the engagement she has with the staff, that was a huge selling point for me.

And it made the transition much easier.

It allows me to actually focus on the job that the membership and the Board of Directors hired me to do—concentrate on the overall health of the organization.

Chef and I get along splendidly; we’re like two peas in a pod. She’s so talented that I don’t need to give her feedback.

Instead, she comes to me to bounce ideas or ask questions. I never have to sit her down to try and elevate her performance because she’s already exceptional.

I simply get to enjoy her cooking.

C+RC: What do you think makes her stand out as a club chef?

KR: When I started in the chef business, back in the day, chefs really didn’t want to work in country clubs. But in the past 20 years, it has become such an important element of of a well-rounded club, to have a really strong food and beverage program.

With [Dykes], what impresses me is that even though we cook slightly differently, she’s one of the first chefs I know, besides myself, who, for Mother’s Day or Easter, makes her biscuits by hand, from scratch.

That attention to detail—these are things she was already doing before I was here.

She does fabulous nine-course meals, [but] it’s not just those large meals; she also understands the importance of the smaller things that I think many chefs miss. Yes, you need to be able to produce a great steak, and you need to be able to perfectly sear a piece of tuna, but the club sandwich also needs to be the best club sandwich. Your hamburger needs to be the best hamburger in the city, the chicken wings need to be the best chicken wings. What I enjoy so much about [Dykes] is that she sees the importance of the quality of the kids’ food along with the quality of the food she’s going to post on her Instagram or her LinkedIn account.

nary team and what they do. The majority of what I’m doing now is about catching up on deferred maintenance, [such as] enhancing the appearance of the patio.

For instance, in the back, we have a casual seating area in front of our fire pit, and we replaced all of that furniture, we added large plants, we adding string lights. Most of what I’m doing now, as far as adding to the dining experience, has to do with the aesthetics of the dining areas, especially outside on the patio. My goal is to improve the look and feel of the dining spaces so that when the food is served, those spaces match the level of food that is coming out of the kitchen.

C+RC: Do you remember your first impression of her and of Lexington CC’s culinary program?

KR: When I walked in and met her, when I was able to walk through the kitchen and into the walk-in, everything was in its place, everything was labeled, everything looked exactly the way I would have expected my own walk-in to look. She understands that all of those things are very important; it all feeds into [our ability to] deliver the highest possible culinary experience for the members.

C+RC: Is there anything Chef Dykes is hoping to change this year, or anything she’s asked for your support with?

KR: The equipment used for banquets and specialty buffets needs to be upgraded. No one except her could see it. But I saw it as soon as I walked in. The equipment is outdated and doesn’t showcase her food in the way it deserves. So we’ve started the process of upgrading those presentation pieces significantly.

C+RC: Describe the dynamic between you and Chef. Do you relate in a culinary sense or in personality?

KR: [We’re similar] only in a culinary sense; personality-wise, we are very different people. Most importantly, as far as the culinary product, we see through that same set of eyes as to how high those expectations should be and how you get buy-in from the culinary team so you’re delivering that on a very consistent basis for the members.

C+RC: Are there any big plans for the remainder of this year, or any changes you hope to implement?

KR: I feel so comfortable with the culinary team here that I have zero plans on changing anything. I am here to support the culi-

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C+RC: It must be nice for Chef Dykes and the culinary team to have someone with food and beverage experience to advocate for them.

KR: Yes, and people listen to me because of my background, which is helpful.

[Lexington CC] brought me in to get these types of projects done.

The types of places I came from, everything needed to be just so. It’s shocking how, once you get everything to be at that higher level, your glass of wine tastes better, your fish tastes better. Years of listening to designers has really helped me.

That’s one thing I’ve heard from Chef—she’s appreciative of the fact that I fight for [the culinary team] the way I do.

[Granted], I don’t have to fight hard because the membership adores her; they don’t want her to go anywhere. C+RB August 2024 l Club + Resort Business

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Product: The Six Collection Features: ▶ The Six Collection seamlessly blends style and functionality ▶ The hexagonal design allows you to arrange multiple chairs effortlessly, creating a larger open seating arrangement tailored to your space ▶ The rope detailing adds a touch of elegance and a tactile element, elevating the overall design ▶ Ultimate comfort with the plush cushions on every piece ▶ High performance aluminum frame ▶ UV resistant fabric

Tropitone

www.tropitone.com

Drink Delivery

Product: Cucina Teak Bar Cart Features: ▶ The Cucina teak modern bar cart features rubber-capped glass wheels in front and locking wheels in back ▶ Teak slatted top with silicone joints is watertight and stainless-steel handles offer access from either side ▶ Three tiers and two pull out trays offer a plethora of storage and serving solutions ▶ Lower shelf features stainless steel metal rim and segmented caddy to keep items secure while on the move ▶ Constructed of solid natural teak with marine grade silicone joints ▶ Teak wood bar cart measures 37 inches in length x 23 inches in width x 30 inches in height

Country Casual Teak

www.countrycasualteak.com 42 l Club + Resort Business l August 2024

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Product: QD4P Insulated Heated Cabinet Features: ▶ Efficiently dries up to four pairs of athletic shoes ▶ Provides quick heat with a high/low temperature switch ▶ Black powder coated aluminum outer panels, stainless steel interior and base plate ▶ Comes standard with two chrome plated wire grids ▶ Clear easy-open side-by-side doors with magnetic latches ▶ Includes 1-inch adjustable legs ▶ Fits easily on a countertop or table

Cres Cor

www.crescor.com

ADVERTISER INDEX CHAMBERS USA

2

CRES COR

9

EUSTIS CHAIR

15

JBD/JGA DESIGN AND ARCHITECTURE

33

LANDMARK GOLF COURSE PRODUCTS

3

NORTH AMERICAN BANCARD

43

OW LEE

31

PEACOCK + LEWIS AIA 561-626-9704 / 239-631-2332 www.peacockandlewis.com

29

RELAY

19

SALSBURY INDUSTRIES

32

THE VERDIN COMPANY

44

www.chambersusa.com

www.crescor.com 978-827-3103 / sales@eustischair.com

401-721-0977 / Pcafaro@JBDandJGA.com

888-337-7677 / Rinowood.com

866-481-4606 / www.nynab.com 800-776-9533 / www.owlee.com

www.relaypro.com 800-Lockers / www.lockers.com 800-543-0488 / www.verdin.com

YAMAHA

866-747-4027 / www.yamahagolfcar.com

7

www.clubandresortbusiness.com

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© 2024 North American Bancard, LLC (NAB). All rights reserved. NAB is a registered ISO of BMO Harris Bank N.A., Chicago, IL, Citizens Bank N.A., Providence, RI, The Bancorp Bank, Philadelphia, PA, and First Fresno Bank, Fresno CA. American Express may require separate approval. *Durbin regulated Check Card percentage rate. A per transaction fee will also apply. **Some restrictions apply. This advertisement is sponsored by an ISO of North American Bancard. Apple Pay is a trademark of Apple.

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