Reimagining Member Engagement
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.
