Advertise on podcast: Crushing Club Marketing

The private club world is navigating a generational transition unlike anything it's seen before — and it's happening on two fronts at once. Members are getting younger, and their expectations are fundamentally different from the generations before them. They're not joining for status. They're joining for experiences, community, and a lifestyle that fits who they are. At the same time, the people running clubs are changing too — and that part of the story doesn't get nearly enough attention. Dr. Rod Warnick has spent more than 40 years at the University of Massachusetts Amherst studying hospitality trends and training the next generation of private club leaders. What he's seeing in his classroom right now is remarkable: finance students, technology professionals, operations managers, and communications specialists who are choosing club management over Wall Street and corporate careers — and bringing a level of business sophistication to the field that the industry has never seen before. In this conversation, Dr. Warnick shares what the data and his decades of experience tell him about where clubs are headed, why the lifestyle shift is reshaping what membership means, how the next generation of GMs is being trained to lead boards and build community, and why — despite all the uncertainty — he's genuinely optimistic about the future of private clubs. If you lead a club, sit on a board, or are simply paying attention to where this industry is going, this is a conversation you'll want to hear.

Frank Cordeiro, COO at renowned Colonial Country Club in Ft. Worth, TX discusses the dangers of complacency in the private club industry. He argues that while many clubs are currently thriving post-pandemic, leaders must look beyond today's success to avoid the fate of once-dominant companies like Kodak or Blockbuster. The conversation covers the necessity of data-driven decision-making, the importance of innovating for the next generation of members, and how proper governance can align a club's traditional identity with modern needs. Key Moments 00:00 - Today's Featured Article Ed Heil introduces an insightful piece co-authored by Frank Cordeiro and Ray Cronin, focusing on the connection between US population demographics and the ebb and flow of club memberships. 01:32 - The Importance of Informed Decision-Making Frank describes his long-standing partnership with Ray Cronin and how they championed the use of high-quality data in an industry that previously relied on assumptions. 03:54 - The Danger of Complacency During Peak Times Frank warns that "success is not permanent." He uses examples like Blockbuster and Toys 'R' Us to illustrate how industry leaders can fail if they stop innovating during profitable years. 08:21 - Correcting the Misconception of Pricing A look back at the industry decline between 2000 and 2017. Frank explains that clubs wrongly blamed high pricing, when the real issue was a demographic shift they weren't tracking. 10:11 - The "Flight to Quality" Strategy Frank shares an anecdotal example from the 2008 recession: clubs that maintained high standards and premium amenities thrived, while those that cut prices to compete on cost eventually failed. 15:47 - Understanding the "Next Member" Demographic A discussion on the shift toward Gen Y and Gen Z. Frank emphasizes that leaders must ask what these future members will value, rather than assuming current preferences will last forever. 17:30 - Converting Tradition into Modern Value Frank explains how Colonial Country Club (nearly a century old) remains forward-looking by converting underused dining spaces into high-tech shared workspaces for remote professionals. 19:40 - Identifying Member Commonalities Rather than letting generational differences create conflict, Frank suggests looking for common ground—like how both a 30-year-old and a 70-year-old likely value a good smartphone and high-quality dining. 21:12 - Leading vs. Lagging Indicators Frank highlights the need to watch societal and behavioral shifts (leading indicators) rather than just reacting to past financial performance (lagging indicators). 22:54 - Redefining Strategy and Governance A critique of the "12-month cycle." Frank argues that true strategy involves 5-to-10-year planning, moving away from micro-tasks and focusing on long-term institutional evolution.

In this episode of Crushing Club Marketing, Ed Heil sits with a 30-year Disney executive, Barry Jacobson, to discuss his extensive experience at Disney and private clubs. The conversation focuses on what it takes to create exceptional guest and member experiences through culture, standards, and leadership. Watch to learn how your club can elevate service quality, build community, and foster a passionate team to deliver memorable moments. Summary: 00:00 Introduction to Barry Jacobson's Career Journey 02:56 The Disney Experience: Creating Magical Moments 05:51 Private Club Management: A Personalized Approach 08:52 Hiring and Onboarding: The Disney Way 11:50 Attention to Detail: Standards and Behaviors 14:55 Core Values and Team Dynamics 20:04 Transitioning Club Culture: Listening and Learning 22:42 The Importance of Leadership in Experience Management 24:09 People, Purpose, and Profit: The Disney Philosophy 27:11 Hiring for Fit: The Role of Assessments 30:28 Consistency and Quality in Service 32:47 Adapting to Generational Shifts in Club Membership 39:58 Creating a Sense of Community in Clubs 42:35 Building a Positive Work Environment for Staff

Episode Description: Gregg Patterson has been studying private club culture since 1974. What he's found is that the generational divide everyone worries about is mostly a story clubs tell themselves. In this episode, Ed sits down with Patterson, longtime general manager of The Beach Club in Santa Monica and founder of Tribal Magic, to dig into what actually holds a club together across generations. They cover the real purpose of a rigorous admissions process, why board education starts years before anyone gets appointed, and how a general manager functions less as an operator and more as an institutional compass. Key Moments: 3:16 Why the Generational Divide Is Overstated 6:17 Tribal Magic and the Role of Admissions 7:58 What a Rigorous Process Is Actually Screening For 13:20 The GM as Educator and Influencer 16:35 Smelling the Future: Board Culture and Governance 23:17 How to Develop Board Members Before They Serve 32:41 Repairing Culture After the Pandemic Membership Rush 36:43 Building the Right Team Around Your Gaps

Producing a video for one of the most historic clubs in the country is one thing. Producing one that actually does it justice is another. In this episode, Ed sits down with StoryTeller's Creative Director Steve Mulholland to revisit the brand anthem video they produced for The Olympic Club in San Francisco. Three days of filming. Two very different locations. A club with more than a century of history. And a bar that was, by everyone's admission, set pretty high. Steve walks through how the project came together, from the planning decisions that shaped the shoot to the choices that made the final piece memorable. They talk about why messaging comes before cameras, what smart interview subject selection actually looks like, and how the first 15 seconds of a video can either earn a viewer's attention or lose it. Key Moments: 00:00 Introduction to the Olympic Club Video Project 02:57 The Scope and Planning of the Production 06:13 Crafting the Messaging and Storytelling 08:59 Interview Selection and Participant Dynamics 11:57 Cinematic Techniques and Visual Storytelling 18:57 The Role of Music in Video Production 28:07 Memorable Elements of the Olympic Club Video

In this episode, Pat Damer, SVP of Revenue at Arcis Golf (70 properties, $1B portfolio), shares with Ed Heil how his company transformed from managing 3 clubs to 70 by prioritizing revenue operations, smart technology adoption, and member-first service. From sticky note CRMs to enterprise automation, Pat walks through the practical evolution of club operations and why revenue growth creates better member experiences. This conversation cuts through the usual tech-versus-tradition debate with clear examples of how automation enhances, not replaces, exceptional service. If you're managing one club or scaling multiple properties, Pat's perspective on starting small, getting quick wins, and choosing the right tools will give you a practical path forward. Episode Highlights: 01:23 – The rocket ship years: Growing from 3 clubs to 70 properties 04:18 – Investment philosophy: Why deferred maintenance and member experience both matter 06:19 – The "declare your major" conversation that shaped Pat's revenue-first approach 08:39 – Why revenue fixes more problems than cost-cutting 09:18 – Operational software vs. experience software: Understanding the distinction 14:42 – The HubSpot pivot: Moving from Salesforce to an integrated CRM platform 22:30 – Lead generation reality check: Why most clubs don't need traditional pipeline management 26:04 – Member journey automation: Pre-arrival, birthdays, and personalized communication 31:40 – The integration challenge: Why siloed systems create operational friction 37:46 – Technology and exceptional service aren't mutually exclusive 40:34 – First steps for club leaders: Start small, get quick wins, build buy-in

Episode Summary: In this episode, Ed sits down with Tom Wallace of Kopplin, Kuebler & Wallace to unpack why governance often breaks down during leadership transitions at private clubs. Drawing from his experience facilitating hundreds of board retreats, Tom shares a clear benchmark: only about 25% of clubs have governance truly dialed in. The conversation explores stewardship versus short-term decision-making, the importance of structure over personality, and how written systems, succession planning, and member communication protect a club's mission, vision, and values. It's a grounded, practical discussion on how strong governance is built intentionally and sustained over time. Key Moments: *]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "96be3759-520c-432d-b7ad-d6b56181bb53" data-testid= "conversation-turn-6" data-scroll-anchor="false" data-turn= "assistant"> Why only a quarter of clubs are truly prepared Tom explains how clubs tend to fall into three groups: those with governance fully structured, those actively working toward it, and those stuck in a cycle of dysfunction where each new president resets priorities. Stewardship over "leaving a mark" The conversation highlights how strong presidents think like stewards, focused on long-term health rather than personal projects or visible wins during their term. A leadership lesson from Arnold Palmer Tom shares a story from his time at Oakmont that shaped his philosophy on leadership: clubs existed long before any one leader and will continue long after, making long-term thinking essential. When governance goes wrong, it shows up physically An example of a clubhouse filled with rooms named after past presidents illustrates what happens when guardrails are missing and decisions are made in isolation. The intersection of member culture and staff culture Tom explains that the strongest clubs are built where member culture and team culture align, and why governance plays a critical role in keeping those cultures connected. Early warning signs of governance drift Ignoring data, lacking a strategic plan, or focusing on short-term issues are all indicators that governance may be quietly eroding before problems surface publicly. Why structure protects everyone From strategic business plans to board policy manuals and orientations, Tom outlines the written systems that stabilize clubs through leadership transitions. "If it's not written down, it doesn't exist" A Ritz-Carlton principle reinforces why documentation and clarity are essential, not bureaucratic, in complex organizations like private clubs. Governance as guardrails, not handcuffs Tom compares good governance to bumper bowling: it doesn't guarantee perfect outcomes, but it prevents leaders from sending the club off course. How to spot a strategic board What boards talk about matters. Strategy, capital planning, and long-term direction signal health; operational minutiae signal trouble. Succession planning as a leadership responsibility Strong clubs know who their future presidents are well before transitions happen, creating continuity rather than disruption. Committees as the leadership pipeline Tom explains why committees should serve as the proving ground for future board members, with performance and collaboration guiding recruitment. Younger members and the owner mindset The episode explores how clubs must intentionally teach stewardship and volunteer expectations during member onboarding to avoid transactional relationships. Why board retreats accelerate alignment Tom closes by sharing how retreats create self-awareness, clarity, and a realistic multi-year roadmap, reinforcing that good governance is a process, not a one-time fix.

Episode Summary: In this episode, Ed sits down with industry leader Kris Butterfield Cance to explore one of the most urgent challenges facing private clubs today: generational transition. From outdated bylaws to evolving member expectations, Kris breaks down what clubs must rethink if they want to stay relevant and financially healthy in the next decade. She shares practical examples from her work at Bethesda Country Club and La Cumbre Country Club, offering a front-row view of what successful evolution looks like. This conversation is a candid, realistic look at how clubs can honor legacy while creating space for the future. Key Moments: 3:20 — Why Kris wrote her Boardroom Magazine piece Kris explains the conversations and frustrations she heard at PCMA that inspired her to address generational stagnation head-on. 5:15 — What younger generations actually want from clubs From flexible programming to redefining tradition, Kris breaks down what Gen X, Y, and Z members value in club experiences. 7:55 — Balancing legacy expectations with modern needs Ed and Kris discuss how clubs can preserve tradition while adapting formats, events, and amenities. 10:05 — Community as the real differentiator A look at why everyday experiences—card rooms, family zones, outdoor gathering spaces—matter more than once-a-year blowout events. 12:25 — The financial urgency behind generational transition Kris and Ed dive into wait lists, initiation fee trends, and the wealth transfer that will shape clubs through 2045. 14:10 — How one traditional club successfully modernized Kris shares the transformation at Bethesda and how they rebalanced their member demographic. 17:50 — The importance of board clarity: mission, vision, values Kris explains why cultural alignment must start in the boardroom and how clubs can implement practical systems. 22:20 — Transparency without oversharing They unpack the difference between healthy transparency and giving members unnecessary or harmful detail. 26:55 — What data reveals about actual member behavior Kris explains how usage patterns—not just event attendance—should inform decision-making. 31:00 — Should younger families "skip the line"? Kris addresses the controversial question of whether clubs should prioritize young applicants over older prospects. 34:40 — Final takeaway: Relevance over replacement Kris closes with the core truth: clubs don't need to choose one generation over another; they need to stay relevant to all.

The role of the General Manager is evolving — and so are the expectations of private club leadership. In this episode, Ed Heil sits down with Joel Livingood, General Manager and COO of Interlachen Country Club, to unpack how mission, culture, and governance are redefining what it means to lead a modern club. Joel shares how Interlachen turned alignment into its greatest strength — guiding nearly a decade of growth, investment, and transformation. From establishing clear governance with the board to building a culture of empowerment among 400 team members, his approach offers a blueprint for sustainable leadership in today's complex club environment. Summary: 00:00 Introduction and Overview of Interlachen's Transformation Ed and Joel discuss Interlachen's decade of change, from major renovations to family-focused investments and restored golf facilities. 03:45 Finding Direction After 2008 Joel explains how recovery began with defining the club's mission and values — the foundation for every decision that followed. 06:45 Balancing Heritage and Progress How Interlachen honored its legacy while adapting to the expectations of modern members. 09:20 Turning Mission into Action The club's mission to "enrich members' lives through outstanding championship golf and family experiences" becomes the guide for culture and operations. 12:30 Embedding Values Across the Club Tradition, excellence, innovation, and stewardship influence hiring, culture, and communication. 15:10 Building the Interlachen Brand Joel discusses intentional storytelling, brand consistency, and how the club communicates its values internally and externally. 18:30 Leading a 400+ Person Team The power of showing up, removing roadblocks, and building a workplace rooted in purpose and growth. 21:10 Empathy as a Leadership Skill Why understanding team members' lives beyond work has strengthened culture and retention. 24:50 Governance and Board Alignment How defining roles between board and management turned governance into a strategic advantage. 28:00 Accountability and Trust Why results, transparency, and shared goals have built long-term trust at Interlachen. 31:15 High Standards, Honest Expectations Setting clear expectations for excellence without shying away from the difficulty of achieving it. 34:10 Managing Board Involvement and Feedback Joel's three strategies for addressing operational overreach and maintaining collaboration. 37:10 The Evolving Role of the GM How today's leaders balance visibility, focus, and flexibility in an increasingly complex club world. 40:10 Advice for Emerging Leaders Joel's three essentials: work hard, stay positive, and adapt quickly. 42:10 Why Business Fundamentals Still Matter Joel explains why today's club leaders must think like business operators and treat experience as the product.

In this episode, Ed Heil and Jason Becker discuss the insights from the Golf Life Navigators mid-year report, focusing on trends in private club memberships, generational shifts, and the integration of real estate with golf communities. They explore the importance of understanding consumer preferences, the impact of service-based amenities, and the financial health of clubs in a changing market. Summary: 00:00 Introduction and Background on Golf Life Navigators 02:59 Understanding the Mid-Year Report and Its Importance 06:01 Generational Trends in Private Club Membership 09:01 Transition Times and Market Dynamics 11:59 Demographics of Golf Life Navigators Users 14:59 Real Estate Integration with Private Clubs 17:55 Shifts in Preferences for Gated Communities 21:02 Lifestyle Amenities and Member Preferences 23:58 The Role of On-Site Brokers 27:00 Trends in Food, Beverage, and Health Amenities 30:00 Golf-Specific Trends and Member Interests 32:55 The Importance of Clubs Within Clubs 35:48 Future Trends and Service-Based Amenities 38:52 Financial Health of Clubs and Membership Models

Private clubs are no longer just competing with each other for talent—they're competing with every employer offering a flexible, supportive work environment. In this episode, Ed Heil talks with Meridith Picarelli-Khattar, Certified Club Manager and Certified Chief Executive, about what it really takes to build a team that delivers exceptional member experiences. Drawing from over 20 years in club leadership, Meridith shares why investing in people-first policies like parental leave, flexible scheduling, and employee development is no longer optional—it's essential. If your club is thinking about how to retain top talent while staying true to its values, this episode offers practical, thoughtful guidance you won't want to miss.

In this conversation, Ed Heil and Steve Mulholland discuss the intricacies of video production, emphasizing the importance of storytelling and understanding the audience's needs. They explore how to capture the essence of a club through various filming techniques, including documentary styles and the use of drones. The discussion also covers the significance of finding the right voices for interviews and mastering the art of conducting them effectively. In this conversation, Ed Heil and Steve Mulholland delve into the intricacies of video production, focusing on the art of cinematography, the emotional impact of storytelling in sports, the crucial role of music, and the importance of editing. They share insights on how to effectively capture compelling visuals, the significance of sound in enhancing viewer experience, and the challenges of editing to create a cohesive narrative. The discussion also touches on practical advice for aspiring producers, emphasizing the need for collaboration and clarity in messaging.   00:00: The Importance of Story in Video Production 05:52: Capturing the Essence of Your Club 12:05: Finding the Right Voices for Your Message 18:02: The Role of B-Roll and Aerial Shots 24:23: The Art of Cinematography 30:30: The Role of Music in Video Production 37:17: Editing: The Heart of Storytelling

Private clubs often pride themselves on tradition—but without strong governance, even the most respected institutions can find themselves unprepared for what's ahead. In this data-driven conversation, Ed Heil talks with Joseph Abely, Executive Consultant at Club Benchmarking and lead author of the Club Benchmarking 2025 Governance Report. Rather than offering surface-level advice, Joe draws on insights from over 400 clubs to reveal what actually moves the needle: board education, succession planning, and long-term strategic thinking. The findings are clear—clubs that prioritize these elements don't just function more smoothly; they outperform their peers financially and operationally. If your board meetings are focused on operational fixes instead of future vision, this episode is your wake-up call.

What defines value in today's private club? It's not the square footage of your dining room or how fast your greens roll—it's how your members feel when they engage with your club. In this episode, Ed Heil is joined by Dr. Bonnie Knutson, professor at Michigan State University's School of Hospitality Business and longtime private club member. Together, they explore why exclusivity isn't the draw it once was, how member experience now drives perceived value, and what progressive clubs are doing to evolve with generational expectations. From redefining reputation to creating "Instagrammable" moments, Bonnie shares research-backed insights and memorable metaphors that will challenge how you think about membership, communication, and strategic planning. Whether you're managing daily operations or setting long-term vision, this episode offers a roadmap for making your club not just relevant—but irresistible.

No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it's a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be better prepared tomorrow Key Moments: Andy's Background in Crisis Communication [00:00:00] – From journalism to military media training to law enforcement, Andy shares how his career shaped his crisis communication expertise. A Lifelong Connection to Private Clubs [00:04:00] – Andy reflects on growing up golfing with his father and why he chose to raise his own kids in a private club environment. Common Misconceptions About Crisis Planning [00:07:30] – Andy outlines the three biggest myths leaders believe about crises: it won't happen, others will handle it, and you can't plan for it. Real-World Examples of Club Crises [00:11:00] – From tragic accidents to internal disputes, Andy explains how crises at clubs take many forms—most without media coverage. Risk Management Through a Communications Lens [00:14:00] – Why crisis planning can't be left to legal teams alone, and how to look at risk from a PR standpoint. The Speed of Crisis in the Digital Age [00:16:30] – How social media has changed the game, and why clubs need to respond faster than ever before. Choosing the Right Spokesperson [00:20:00] – Why credibility, clarity, and media training matter more than titles when selecting someone to represent the club. Balancing Transparency and Legal Advice [00:24:00] – Why withholding information often backfires—and the case for addressing bad news head-on. Internal Communication Builds Credibility [00:28:00] – Andy shares how consistent member communication builds trust long before a crisis occurs. Club Governance Challenges [00:32:00] – Volunteer boards, dues increases, and why the club communication structure can break down under pressure. Taking Action: Where Club Leaders Should Start [00:36:00] – Practical next steps: scenario planning, identifying spokespeople, and media training for key staff. Final Thoughts on Reputation and Readiness [00:40:00] – Why club reputation is more vulnerable than ever—and why preparation makes all the difference.