Member Experience

The Bear: Beautiful Dysfunction and Why Leading a Private Club May Be Hospitality’s Greatest Leadership Challenge

The Bear: Beautiful Dysfunction and Why Leading a Private Club May Be Hospitality's Greatest Leadership Challenge

If you’ve watched the hit TV series, The Bear, you know it isn’t really about a restaurant. It’s about people. It’s about pressure. It’s about purpose. It’s about the beautiful dysfunction that exists inside every great hospitality team.

Anyone who has spent time in hospitality can recognize the characters almost immediately. The perfectionist. The quiet workhorse. The rising star. The veteran who struggles with change. The young employee looking for confidence. The leader carrying the weight of everyone else’s success while quietly battling their own doubts.

That’s hospitality.

From the outside, members and guests see polished service, beautiful dining rooms, and flawless events. But behind the scenes? Its controlled chaos packed with emotions, budgets, stress, long hours, miscommunication, staff challenges and deadlines. Yet somehow, a team comes together to create experiences that look effortless.

That’s what makes hospitality so extraordinary. The best teams are rarely perfect. In fact, they’re often wonderfully imperfect. They disagree. They challenge one another. They make mistakes. They frustrate each other. But they show up every day because they believe in something bigger than themselves.

One of the greatest leadership lessons in The Bear is that excellence doesn’t come from eliminating dysfunction. It comes from learning how to channel it. Every organization has conflicts. The difference between average organizations and exceptional ones isn’t the absence of conflict. It’s whether trust is strong enough to survive it.

Hospitality is emotional work. We ask people to care deeply about guests while caring deeply about teammates while simultaneously managing budgets, staffing shortages, demanding customers or members, impossible expectations, working long hours and chasing the relentless pursuit of excellence. Stress exposes personalities. But it also reveals character.

The strongest cultures aren’t built because everyone thinks alike. They’re built because people with different talents learn to trust one another enough to pursue a common purpose. Every successful club I’ve worked with has experienced moments that looked remarkably similar to The Bear.

There were heated conversations. Impossible deadlines. Unexpected setbacks. Staffing shortages. Equipment failures. Events that changed at the last minute. Member complaints. But when the doors opened, the team came together and delivered an experience the members never forgot.

That’s hospitality.

Leadership isn’t about finding perfect people. It’s about helping imperfect people become an extraordinary team. The best General Manager/COOs understand this instinctively. They know when to push. When to listen. When to challenge. When to encourage. When to step in. And, perhaps most importantly…when to step back.

One of the most powerful messages from The Bear is that people don’t become family because everything goes smoothly. They become family because they’ve been through difficult things together. The pressure. The disappointments. The victories. The impossible weekends. The celebrations after surviving another successful event.

Shared adversity creates uncommon trust. That trust becomes culture. That culture becomes excellence. In hospitality, we’ll never eliminate the chaos; nor should we try. Because somewhere inside the beautiful dysfunction is where great teams are born.

But as much as I love The Bear, there is one important difference between Carmy’s world and the world of a private club General Manager/COO:

Carmy has one restaurant.

A General Manager/COO has an entire community.

Imagine asking someone to be the CEO of multiple hospitality organizations operating simultaneously, each with different customers, different employees, different financial models, different personalities and different expectations.

That’s the modern private club.

Before 8:00 a.m., the golf operation is already running. The superintendent has been on property for hours preparing the golf course. The practice facilities are opening. The tee sheet is filed. The golf shop is busy.

And at the same time…

Fitness classes have started. The spa has appointments beginning. Tennis and racquet professionals are hosting lessons and clinics. Pickleball courts are full. The aquatics department is preparing for another busy day of activity. The maintenance team is solving problems most members will never notice. Housekeeping is preparing every space for the day ahead. The accounting department is closing last month while planning next year’s budget. Human Resources is recruiting for positions that turned over yesterday. Membership is selling the club’s future. Marketing is telling its story. Security is protecting the campus. Technology is making sure everything works.

Meanwhile, the executive chef is preparing hundreds of meals to serve multiple locations. Banquets are setting rooms for weddings, board meetings, golf outings, and member events. The à la carte restaurants are preparing for lunch and dinner.

And that’s when everything is going as planned and there’s no unexpected challenge such as…

A pipe breaks.

A member walks in the office with a complaint.

A key employee resigns.

The weather changes.

A wedding moves indoors.

A board member calls.

An employee needs clarity to complete a project.

A guest has a medical emergency.

A tournament schedule changes.

A refrigeration unit fails.

A social media post goes viral.

Welcome to Tuesday!

Unlike almost any other hospitality business, private clubs don’t operate one business exceptionally well. They operate dozens simultaneously. Every department has its own culture. Its own financial realities. Its own staffing challenges. Its own definition of success.

The golf professional thinks differently than the executive chef. The superintendent faces challenges unlike those of the membership director. The spa director measures success differently than the controller. The racquets professional leads differently than the food and beverage director.

Yet somehow, every one of those departments must feel like they belong to one club, one mission, and one team. That’s where the General Manager/COO comes in. The best General Manager/COOs aren’t the best golfers. They aren’t the best chefs. They aren’t the best accountants. They aren’t the best agronomists. Their greatness comes from something else.

They make all of those talented professionals better. They create alignment where competing priorities naturally exist. They build trust across departments that could easily become isolated. They help members think like owners. They remind employees that members don’t experience the club one department at a time…They experience it as one organization.

One brand.

One culture.

One promise.

That’s why leadership matters so much. Members don’t remember organizational charts. They remember experiences. They don’t care whose department made the mistake. They simply know the club either delivered on its promise or it didn’t. That is why the General Manager/COO must think differently than almost any leader in hospitality.

Every day requires balancing member expectations, employee engagement, financial stewardship, long-term capital planning, board governance, strategic vision, operational execution, and culture. All while ensuring every department feels supported, respected, and aligned.

It’s one of the few leadership roles where you are expected to be strategist, operator, coach, diplomat, mentor, financial steward, crisis manager, communicator, and culture builder…all before lunch.

Perhaps that’s why The Bear resonates so deeply with so many of us. It reminds us that excellence is never really about food. Or golf. Or tennis. Or pools. Or clubhouses. It’s about people choosing to pursue something extraordinary together.

The greatest private clubs are not built because every department is perfect. They are built because imperfect people learn to trust one another, challenge one another, support one another, and unite around a shared purpose. That is the beautiful dysfunction of hospitality.

And nowhere is that more evident, or more inspiring, than inside a great private club. Because in the end, the greatest achievement of a General Manager/COO isn’t delivering a perfect meal, a perfect golf course, or a flawless event. It’s building a team that continues to deliver excellence, together, long after the applause is over.

That’s the real story behind The Bear. And that’s the story of every great private club.

To every chef reading this, consider this article my sincere chef’s kiss, because before anyone else can serve excellence, you have to create it.

Club + Resort Business – August 2026

Thomas B. Wallace III is a partner at KOPPLIN KEUBLER & WALLACE. Tom can be reached at tom@kkandw.com.

The Bear: Beautiful Dysfunction and Why Leading a Private Club May Be Hospitality’s Greatest Leadership Challenge2026-08-19T19:39:19+00:00

Innovations Continuing to Shape Private Clubs in 2026

Innovations-Continuing-to-Shape-the-Private-Club-Industry

In my years working with private clubs across the country, first in F&B operations and now supporting clubs through executive search and consulting at KK&W, I’ve seen firsthand how rapidly the industry is evolving. With younger demographics joining and operational complexities rising, private clubs that thoughtfully integrate technology tools and approaches are the ones building lasting member loyalty and financial strength. Here’s my perspective on the key trends in technology, events, social media, F&B, and marketing that club leaders should prioritize this year.

Technology is a part of the daily operating playbook for private clubs. Most clubs are using data to better anticipate staffing needs, manage inventory, understand member habits, and improve reservations and service through mobile platforms. When used thoughtfully, these tools can help leaders make better decisions faster; whether that means preparing for a busy dining night, managing tee time demand, or recognizing member preferences without losing the personal service that members expect.

In regard to AI, I’m having déjà vu all over again. I remember during the pandemic when every week, the landscape of our understanding changed rapidly. I have an eerily similar feeling these days about our understanding and use of AI and how it is impacting our professional (and personal) lives in real time. Similar to the way a map opens up as you run forward in a video game, is our understanding of AI technology. Because of this, privacy and proprietary content protection should be paramount in your approach here.

The key is balance: technology should enhance, not replace, the personal touch that defines great clubs. Boards and General Manager/COOs who invest here with clear governance around data and ethics will be best positioned for the future.

Events have moved beyond standard programming to become powerful drivers of engagement. Multigenerational and wellness focused gatherings are particularly strong, aligning with members’ desires for meaningful connection. Smaller group, intimate formats like seasonal tasting menus in limited settings create the kind of shared moments that turn members into advocates.

From my F&B background, I advise clubs to lean into local supplier partnerships and story-driven events. Personalization based on real member data makes the difference between good attendance and unforgettable nights that reinforce why members belong.

For out of the box, fun and interactive ideas, check out Ben Lorenzen – Creative Director and Chief Memory Officer at Champions Run in Omaha, Nebraska.

Social media platforms are vital for recruitment and community-building, but they must reflect a club’s exclusive character. Successful clubs share genuine glimpses of member milestones, vibrant dining scenes, and behind-the-scenes energy while protecting privacy through policies like no-phone zones in key areas. Instagram and targeted private groups work especially well.

The “privacy paradox” is real: the most sought-after clubs maintain discretion yet generate buzz through strategic, high-quality content. Focus on value-first posting and member spotlights to build authentic connections without compromising the member experience.

We all know that food and beverage remains one of the most important definers of member satisfaction. Traditional items like hot dogs, while still loved, have ceded ground to premium, chef-driven offerings: fresh handhelds, seasonal local ingredients, healthy grab and go options, and creative low- and no-alcohol beverages.

Outdoor dining expansions and mobile service are delivering strong returns. Clubs that treat F&B as a true hospitality program (emphasizing service culture, staff training, and functional wellness options) see higher satisfaction and covers. It’s about delivering indulgence that also aligns with how members want to live and feel today.

Effective marketing today highlights lifestyle, community, and personalized value. With waitlists common at many clubs, the focus should be on clear storytelling around wellness amenities, flexible programming, and the sense of belonging that sets private clubs apart. Data-driven targeting helps reach younger professionals and multigenerational families who prioritize experiences.

In my work with clubs, I emphasize authenticity and integration: every touchpoint, from digital presence to on-site experiences, should reinforce why membership matters. Clubs that do this well turn prospects into engaged members who stay for decades.

Private clubs remain resilient because they answer a deep human need for connection and excellence. By embracing these trends with intention, leveraging technology and data while preserving warmth, service, and tradition, clubs will continue to thrive.

The BoardRoom Magazine 

Sam Lindsley is a search and consulting executive with KOPPLIN KUEBLER & WALLACE, a consulting firm providing executive search, strategic planning and data analysis services to the private club and hospitality industries. He can be reached at sam@kkandw.com or (833) KKW-HIRE, ext. 712.

Innovations Continuing to Shape Private Clubs in 20262026-08-04T20:58:03+00:00

Stop it!!! I’m Done With “Technology Overload”

Stop-It-I'm-Done-With-Technology-Overload

After working in the private club industry for over 54 years, I have watched technology evolve and deliver many wonderful benefits that improve our business and personal lives. But I am concerned that too much technology is beginning to erode the quality of our business relationships and, even more importantly, our personal and family relationships.

I recently received a message on my phone that began with the disclaimer, “Please excuse any grammar or spelling errors since this message is being sent from my cell phone.” NO! Sorry, I will not allow you to “dumb down” the English language just because you don’t want to take the time to send me a grammatically correct message. Stop it! Communicate like an adult who knows how to write a simple declarative sentence without spelling errors.

During our family reunion over the recent holidays, I gathered all 12 of my nieces, nephews, grand nieces and nephews and in my best “Scrooge persona”, told them that from now on when I call them, I expect them to answer my calls and to call me back in a timely manner if they were occupied.

“But Uncle Dick, I am very busy,” one of my college-age nephews said. Stop it! You have no clue what “busy” is. Just spend a day with a private club general manager and you will then understand what it is like to be busy.

A few years ago, my business partner, Tom Wallace, was in town with his then-21-year-old son, Blair, and 17-year-old daughter, Bailey, and I decided to take them to Dominick’s, my favorite restaurant in Scottsdale.

Knowing how today everyone is glued to their cell phones, I told them that my only rule was that all cell phones would be left in the car during dinner. “Oh, but we need our phones,” they proclaimed. Stop it! After I dispensed with their verbal protestations, we enjoyed the evening and each other, without cell phones.

Walking out of the restaurant after dinner, Bailey commented, “You know that was some interesting conversation.” Yes, imagine what can happen when we get rid of the dis-tractions.

I don’t frequent fast food restaurants very often, but on a recent business trip, I walked into one of the better-known chain establishments and decided to order a cheeseburger, but without onions—one of the few items I am allergic to.

The restaurant, to my dismay, now requires you to place your order by using a free-standing computer screen. God forbid that we should be allowed to talk to a real person at the counter! After 10 minutes of trying to manipulate the order without onions, I gave up because it didn’t offer that option. Meanwhile, the line behind me had surged to a dozen people. Stop it! I walked out without any food and vowed to never, ever return to that chain restaurant.

My most recent airport experience also gave me an ex-ample of technology at its worst. I am “old school” when it comes to printing boarding passes, even though my business partners ridicule me.

Standing behind the family of four, I watched them try to find their boarding passes on their phones, which is now the preferred method among airlines. After a few minutes of an unsuccessful search, the gate agent finally had the family step aside as he tried to correct their apparent unsuccessful loading of their confirmation numbers. We were only delayed 10 minutes in our departure thanks to fumbled technology. Stop it!!

How tired am I of passwords? And if you forget a pass-word, you get to start all over. I recently tried to make a tee time on the website of my neighboring golf course. What had previously been a seamless experience has been altered because you now need a “password” to make a reservation. I won’t do it.

I called the course and asked the head golf professional why they added that feature. He said he didn’t know, but in his words, “it has created more confusion than it is worth.” I am convinced that if this trend continues, I may need a pass-word to use the bathroom in my own house. Stop it!

And finally, am I the only person who is tired of getting text messages from people you barely know? I don’t care what you are doing with your dog this afternoon, or when you are getting a haircut or what the weather is like in your city. I’m not going to carry on a conversation with text messages.

Stop it! I am done with “technology overload.” This much I know for sure!

THE BOARDROOM MAGAZINE – January/February 2026

“This Much I Know for Sure” is a regular feature in BoardRoom magazine. Dick shares some of his reflections based on his 50-plus years of working in the private club business.

Stop it!!! I’m Done With “Technology Overload”2026-02-18T02:39:29+00:00

Leveraging AI in Membership Marketing & Communications

Leveraging-AI-in-Membership-Marketing-and-Communications

The October issue of Notable shared survey insights about AI in clubs and reported 66% of survey respondents agree or strongly agree that AI has the potential to significantly enhance the member experience. According to Hannah Eanes, marketing specialist with Kopplin, Kuebler and Wallace, AI has been a game changer for membership, marketing and communications professionals at private clubs. “While AI will never replace the warmth of a membership relations manager or the intuition of a seasoned membership sales director, it is transforming how these team leaders manage information, personalize experiences and engage members and prospects,” she explained. “AI represents the opportunity to do more with less, which resonates deeply with these professionals who often wear many hats in their roles.”

Club communicators manage everything from event promotion to member engagement—often with limited resources. As members expect more personalized and timely messaging, AI is helping membership, marketing and communications professionals elevate impact and efficiency such as:

  • Content Generation—AI tools draft newsletters, emails and social posts from a single prompt. AI can incorporate event data, weather updates and seasonal highlights which allows professionals more time for adding creativity and club specific flair. This allows the communications team to focus on strategy and storytelling versus filling the white space.
  • Member Retention—AI-driven insights are giving clubs a clearer view of member behavior and preferences. By analyzing participation, communications and engagement trends, membership teams can anticipate needs, tailor outreach and identify early signs of disengagement—strengthening loyalty and reducing the risk of member attrition.
  • Member Engagement—Members increasingly welcome technology that enhances speed, reduces wait times, improves clarity and adds convenience. AI integrations that assist with booking lessons, reservations, spa services, etc., and inform the club of member preferences allow staff to spend more time delivering exceptional, personal service.

While AI adoption does provide numerous benefits, Eanes warns that protecting member data and avoiding over-automation are essential to ensuring authenticity and the personal relationships that define private clubs.

Notable – November 2025

Hannah Eanes, PCM, CDMP, is a Marketing and Operations Lead with KOPPLIN KUEBLER & WALLACE and can be reached via email: hannah@kkandw.com.

Leveraging AI in Membership Marketing & Communications2026-01-23T20:52:46+00:00

Leveraging AI for Smarter Member Communication

Leveraging-AI-for-Smarter-Member-Communication

Harnessing the capabilities of artificial intelligence in meaningful, measurable ways has been a game changer for membership, marketing, and communications professionals at private clubs. While AI may never replace the warmth of a membership relations manager or the intuition of a seasoned membership sales director, it is transforming how these team leaders manage information, personalize experiences, and engage.

For many private clubs, AI represents an opportunity to do more with less. This concept resonates deeply with membership, marketing and communications professionals, who often wear multiple hats and operate as utility players. Whether managing member relations, promoting events, onboarding new families, or producing a steady stream of content, these professionals juggle a wide range of responsibilities with limited resources. At the same time, members expect communication that is timely, personalized, and engaging. AI is becoming a valuable partner in helping meet expectations while maximizing influence.

Where AI Is Making an Impact
Professionals in these roles are adopting AI tools not for novelty’s sake, but to address very real challenges: juggling club-wide tasks, supporting fellow department heads, not enough time, and high expectations. From in-person commitments to content creation to data analysis, here are some of the areas where AI is making a difference:

  1. Content Generation
    AI tools are being used to draft newsletters, email campaigns, and social media posts through a single prompt. This allows communication teams to focus more on strategy and less on staring at a blank screen. At a yacht club for example, the communications manager uses AI to generate initial drafts of weekly “Dockside Digest” emails to members. The tool can be used to pull in recent event data, weather forecasts, and seasonal activity highlights while giving the club professional more time to focus on storytelling and adding their own flair. The key is allowing AI to provide a foundation to build from, and support the club-specific creative process.
  2. Member Retention
    Industry-specific technology solutions have been enabling clubs to better understand member behavior and preferences by analyzing patterns across activities, communications, and engagement for some time now. AI continues to improve those insights. Armed with this information, membership and marketing professionals can deliver more targeted messaging, anticipate needs, and proactively address signs of disengagement or opportunity, ultimately guiding decision-makers, strengthening loyalty, and reducing risk.
  3. Member Engagement
    While the personal touch remains essential in private clubs, members increasingly welcome technology that enhances their experience, especially when it improves speed, clarity, and ease of interaction. Integrating AI into service touchpoints that help streamline booking lessons, court/tee times, spa services, event reservations, or informing the club of member preferences allows the staff to focus more on delivering high-quality, personalized service. When implemented thoughtfully, AI enhancements can significantly increase member satisfaction. Real-time responses, reduced wait times, and accurate information all contribute to a smoother experience that prioritizes members’ needs while supporting team member bandwidth.

Cautions and Considerations
Clubs must be mindful in their adoption and transparent in their use of AI. Member data privacy should be a top concern, and over-automation can jeopardize authenticity and the personal relationships that are at the heart of private club culture. Some key elements to keep in mind when using AI as a membership, marketing, and communications professional at a private club include:

AI should assist, not replace, human connection and a narrative authentic to the club. It’s the people behind the technology who convey the values, voice, and traditions that make each club culture unique.

Keep member privacy and data protection front and center. As clubs collect more data to personalize experiences, they must also uphold the highest standards of confidentiality and security. Be transparent with members about how their information is used, ensure systems are compliant with data protection regulations, and work only with trusted vendors who prioritize cybersecurity. Trust is a cornerstone of private club membership, and protecting personal data is essential to maintaining that trust.

Train your team. Equip staff with clear guidelines on how to use AI tools effectively and responsibly. This includes understanding the limitations of AI-generated content, reviewing outputs for accuracy and tone, and avoiding the input of any proprietary or sensitive club information into public AI platforms.

What’s Next?
We can expect to see more integration between AI and the day to day of club operations, club management software, CRM systems, and member engagement platforms. Professionals who get comfortable with AI now by experimenting with low-risk tasks and learning its strengths will be better positioned for long-term success.

Membership, marketing, and communications professionals have always been at the forefront of change in the private club world. With AI, they have a powerful new tool to deepen member relationships, improve operational agility, and tell the club’s story more effectively. These professionals aren’t just adopting new tools, they’re tasked with researching, testing, and leading the charge on how innovation can enhance workflows, making them essential influencers of the club’s future.

Club Trends – Summer 2025

Hannah Eanes, PCM, CDMP, is a Marketing and Operations Lead with KOPPLIN KUEBLER & WALLACE and can be reached via email: hannah@kkandw.com.

Leveraging AI for Smarter Member Communication2025-10-17T08:00:56+00:00

Reimagining Member Engagement

Reimagining Member Engagement in Private Clubs

Member engagement is the heartbeat of any organization. As clubs navigate generational shifts, they must find new ways to create dynamic, memorable experiences that keep all members involved and invested in their club community. From personalized onboarding to creative, out-of-the-box events, there are many strategies for engaging members across different demographics.

The Power of Personalization: Making Every Member Feel Special

Jeff Murray, CCM, CAM, FMP, former General Manager/COO of Bishops Bay Country Club in Middleton, WI, emphasizes the importance of personalized member engagement. The Clubhouse Manager, Cheryl Burns, transformed the member experience by adding personal touches to make individuals feel valued.

“She’ll get a personalized bottle of champagne or arrange for special cakes and flowers based on what she knows about [the] members,” Murray says. “It’s about making their milestones and celebrations even more memorable.”

Beyond personalized gestures, Bishops Bay also ensures that every piece of member feedback is acted upon. Their Net Promoter Score (NPS) system assigns follow-up responsibilities to managers, tracking every suggestion or complaint and ensuring members see real results. “If you don’t communicate the results of feedback, members stop providing it,” Murray says. “Engagement is about showing members they have a voice and that we care.”

Creating Unique, Immersive Experiences

Ben Lorenzen, CCM, Champions Run (Omaha, NE) Creative Director and Kopplin Kuebler & Wallace Search Consultant, believes that engagement is about creating experiences members can’t find anywhere else. “If your events aren’t cool, members won’t come,” he says. “It has to be unique, different, and something they can’t experience anywhere else in town.”

One of Lorenzen’s standout events was The Wine Heist, a fusion of history, art, and fine wine. The club used AI to research the world’s most famous stolen paintings and re-created them in an underground gallery. Members were guided through an immersive art exhibition paired with wine tastings, each inspired by a different stolen masterpiece. “It felt like an illicit art experience,” Lorenzen recalls. “Members were blown away. They had never experienced anything like it.” His philosophy? Events should be more than just entertainment; they should be an exclusive adventure. “We’re competing not just with other clubs, but with every entertainment venue in our area,” he says. “If we want people to engage, we have to give them something unforgettable.”

Enhancing the Member Experience Through Dedicated Roles

Kate Reinhart, CCM, Director of Food & Beverage at Baltimore Country Club, Baltimore, MD, has implemented a forward-thinking approach by appointing a Director of Member Experience to ensure consistent, proactive engagement. This role focuses on personalized interactions, enhancing the club’s service culture, and fostering meaningful relationships with members, according to her Idea Fair entry.

One of the club’s most effective initiatives is the Culture & Connection training for staff, which emphasizes service-oriented behaviors that create a welcoming atmosphere. Additionally, the Member-able Moments program encourages staff to collect and utilize member preferences to deliver tailored experiences, whether through customized dining recommendations or personalized event invitations.

Baltimore Country Club also leverages a robust feedback system that includes relational and transactional surveys to refine its offerings continuously. By actively listening to and acting on member feedback, the club ensures that it stays ahead of evolving preferences and maintains a strong connection with its members.

Engaging Younger Members with Social-Driven Programming

Victoria Shea, Director of Marketing & Communications at The Valley Hunt Club in Pasadena, CA, has tackled the challenge of engaging younger generations by blending social events with club traditions.

Shea and her team developed a Cocktail Contest Party, where members compete in a mixology challenge while answering club trivia questions. The winning cocktail becomes the club’s Drink of the Month and is featured in the main dining area, along with a framed photo of the winning team.

“This event brought younger members into a fine-dining space they typically wouldn’t visit,” Shea says. “Now they bring their friends to see their photo and try their cocktail, reinforcing their connection to the club.”

For younger families, Shea’s Casual Fridays provide a relaxed, inclusive atmosphere. “Kids don’t want to just sit and color anymore,” she says. “We designed a space featuring board games, ping-pong, movies, and casual dining, allowing parents to unwind and enjoy a relaxed evening without worrying that their children, who prefer to run around, are disturbing other members.”

The Role of Data and Feedback in Engagement

Both Murray and Lorenzen highlight the importance of collecting and utilizing member feedback to refine engagement strategies. Bishops Bay Country Club conducts an annual member survey along with pulse surveys for special events. “It’s not just about gathering data,” Murray says. “It’s about using it to make real changes.”

Lorenzen takes a similar approach, tracking social media engagement and membership behaviors to tailor content and event offerings. “The next generation isn’t checking emails or reading print newsletters,” he notes. “They’re on Instagram, TikTok, and club apps. If you’re not meeting them where they are, you’re missing them entirely.”

Bridging the Generational Gap

One of the greatest challenges clubs face is balancing the needs of long-standing members with the preferences of new generations. “You have your seasoned members who love tradition, and then you have younger families who want a more relaxed experience,” Murray says. “The key is providing both.”

At Bishops Bay, their White Party serves as an elegant yet informal way to welcome new members while celebrating club heritage. The event features live entertainment, open bars, and department heads presenting club programs in a relaxed setting. “Some new members won’t come to a formal orientation,” Murray says. “This party gives them an introduction to the club in a way that feels social and fun.”

Similarly, Lorenzen’s approach at Champions Run is to show older members that innovation doesn’t mean abandoning tradition. “The grandparents are the key,” he says. “If you make their grandkids’ experience unforgettable, they’ll embrace the fun too.”

Looking Ahead: The Future of Member Engagement

As the club industry continues to evolve, engagement strategies must continue to innovate. The next generation of members expects personalization, unique experiences, and digital convenience. From Al-driven event planning to mobile apps that streamline communication, the future of engagement is rooted in meeting members where they are.

Shea, Murray, Lorenzen, and Reinhart have proven that when clubs prioritize creativity and personalization, they create spaces where all generations feel welcome, valued, and eager to return. Whether through immersive events, tech-driven communication, or casual family-friendly programming, clubs that innovate in engagement will continue to thrive in an evolving landscape. Innovation and personalization are no longer optional. They are essential strategies for clubs that want to maintain relevance and long-term member loyalty.

Club Management – March/April 2025

Ben Lorenzen, CCM, is a search and consulting executive with KOPPLIN KUEBLER & WALLACE, a consulting firm providing executive search, strategic planning and data analysis services to the private club and hospitality industries. He can be contacted at: ben@kkandw.com or (402) 321-3083.

Reimagining Member Engagement2025-04-11T18:41:35+00:00
Go to Top