Member Experience

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.

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.

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.

Good communication keeps the audience in mind. “Focusing on the audience, what they value, and what motivates them helps you build trust and credibility,” according to Hannah Eanes, Marketing and Operations Specialist with KOPPLIN KUEBLER & WALLACE. “When your audience feels acknowledged and respected, they are much more likely to tune into what you are trying to share with them.”

Whether it is social media content, email marketing, an informational video, or a letter to members on the state of the club, Eanes recommends crafting the communication from the reader’s perspective. Why does this matter to them? Why do they care? What problem is it solving? These are all good questions to ask yourself. “I think one of the biggest opportunities often missed when communicating is not being patient with the message you are trying to share. We have seen much stronger engagement across all our communication channels by dedicating time to understanding the ROI from the perspective of the recipient,” she explained.

When it comes to communicating with members, consider the following tips from Eanes:

› Keep it simple and clear. Fewer words are usually better.

› Ensure the information is time sensitive and time relevant.

› Be adaptable. If you are sharing something in multiple ways, be sure to make appropriate adjustments to your delivery.

› Create opportunities to learn more and improve your understanding of your audiences as much as you can.

› Respect different perspectives. The people reading the communication have different backgrounds, values, experiences, and viewpoints.

› Be authentic and consistent.

NOTABLE – November 2024

Hannah Eanes, PCM, CDMP, is a marketing and operations specialist with KOPPLIN KUEBLER & WALLACE, a consulting firm providing executive search, strategic planning and data analysis services to the private club and hospitality industries. She can be contacted at: hannah@kkandw.com or (214) 535-3070.

Could your club be more fun? Take a moment to think about that question. If you answer “yes,” we have an extreme opportunity. Clubs should be all about fun.

Everyone’s perception of what makes a club fun is unique, but I believe everyone agrees that the club is a place where people go to feel like kids again. Whether it’s the thrill of a great game on the course or courts, spending time with people you care about, or the pride you feel watching your children or grandchildren take their first swimming lessons…whatever it is, clubs can create memorable experiences and unlock the nostalgia in all of us.

So, how do we create more fun? The best part about fun is you don’t need extravagant budgets to achieve it (though sometimes it helps). The key to creating more fun is to experience it ourselves. How can we help our members have fun if we aren’t having fun? Whether at work or home, it’s time to start incorporating fun into our day-to-day lives.

Ask yourself, “What can I do that’s fun?” If you’re having a tough time thinking of something, remember fun is also about unlocking the imagination.

Here are some things I like to do for inspiration:

• Treasure hunts with my kids. Whether at the club before or after hours, or around the house, I love watching them attempt to decipher my poorly drawn maps and find a treasure full of candy and coins.

• Play “The Floor is Lava!” I had so much fun doing this with my kids that I created an event for it at the club, and guess what? It was a huge hit! I transferred to my work the power of fun I unlocked at home.

• Sing. I am an awful singer, but I do some pretty good renditions of Disney songs. (If you follow us on Instagram @championsomaha, you probably know what I’m talking about.) The same applies here—are you hosting karaoke nights at the club? People love to sing. Allow them to have fun and do it.

• Try something new. I have learned so much about fun working with other people to research and identify new things, and then figuring out how to adapt them for our club. This can be challenging and overwhelming, but there is so much fun in the accomplishment and joy we experience from our member families.

Still struggling to find the fun? We all go through ruts, but the good news is you have help. Start by feeding off the people around you—your peers, staff and family. Getting more people involved in the fun encourages sustainability and strengthens the outcome.

Find your fun people at the club and in your life and get them on your bus. Let them know your goal of making time for fun every day and ask them to help you bring the fun to fruition.

Maybe it’s putting some kind of competition together, scheduling time for playing pickleball as a staff team or creating new content for social media.

Speaking of social media, it’s another place to get ideas and inspiration for fun. One best practice that has worked for me isn’t following other clubs for fun ideas. I follow gym teachers and summer camps. These people are in the fun business and live in the trenches of creativity every day.

Lastly, fun and entertainment go hand in hand. “Are you not entertained?!” yelled Marcus Aurelius in the movie “Gladiator.”

Gone are the days of simply having the standard club amenities. Members are looking to be entertained. Whether it’s a creative spin on a traditional golf outing or a belly flop contest with your staff at the pool, members are seeking unique experiences that add value to their membership. Having a championship pool or stunning golf course is not enough.

Ultimately, if you are entertaining your members, they are having fun, and hopefully, you are too. By providing engaging and memorable experiences, you enhance the value of your club and foster a vibrant and lively community. It’s time to elevate your club’s entertainment quotient and ensure that every visit leaves your members eagerly anticipating the next.

Any club lifestyle and culture has time and space to create more opportunities for fun, and as a leader, it starts with you. Never lose the child in you.

In the movie “Hook,” Rufio, one of the Lost Boys, says to Peter Pan, “All grown-ups are pirates.” Never become a pirate. Make your club more fun today.

Need help? I’ve got you. Call, text or email.

THE BOARDROOM MAGAZINE – September/October 2024

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.