Crushing Club Marketing

Most successful businesses have a defined sales process. One that identifies the best prospects, converts them into leads and then nurtures those leads with emails into customers. Most private clubs are missing this process. If your club has enjoyed a waitlist, this isn’t a big deal, but what happens when the well runs dry? In this episode we’re talking about lead management with Kevin Page, Managing Director at StoryTeller and lead HubSpot strategist and lead management expert. We'll dive into managing new prospective member leads, increasing efficiency and helping clubs avoid reactive membership recruitment. Key Moments Podcast Transcript Ed Heil: You are listening to Crushing Club Marketing, a podcast for progressive club leaders ready to increase their club's revenue. Time for change begins right now. Most successful businesses have a defined sales process, one that identifies the best prospects, converts them into leads, and then nurtures those leads with emails into customers. Most private clubs are missing this process. When your club has a waitlist this isn't a big deal, but what happens when the well runs dry? Today we're talking about lead management with Kevin Page, StoryTeller's lead HubSpot strategist and lead management expert. Hey, Kevin Page in the house. How's it going, Kev? Kevin Page: [00:00:48] I'm great. How are you, Ed? Ed Heil: [00:00:49] Awesome. Well, thanks for joining us today. And, I know that our audience is, is interested in this topic because, you know, as you know, working with many of our clients and in clubs that, the actual like, how would you say the actual, like, member application and intake process for that is, is not always the same at every club. And, it can differ from club to club, but in general, it's a pretty outdated process. Like in your work in, in the clubs you've worked. What sort of the typical process when someone expresses an interest or goes to a website to learn more about about a club. Kevin Page: [00:01:36] Yeah. Good question. Often times, you know, these, clubs will have some type of form on the website, whether that be, contact us form, request a tour, download our membership pricing, something along those lines. And that will send a notification to the membership director that membership director, you know, typically is doing one of two things right there, either reaching out and sending, you know, some type of personalized email, to try to nurture that relationship and get to know the person a little bit better, or oftentimes, they're just sending over whatever information that that particular person is asking for. And, you know, crossing their fingers and hoping that an application comes in soon after. Ed Heil: [00:02:22] Right. And so, I mean, I'm in truth, I think that we see a lot as well is that there isn't a, you know, there there might be some sort of like download, get our membership guide or something like that. But in so many cases, especially the more, gosh, what would you say? Maybe the more conservative clubs are just like, hey, request a tour, get more information or something like that. And while, you know, I think that it's not like it's not that that doesn't work, right. I mean, it's not like there isn't you're not getting that information, but they're missing allowed, missing out quite a bit if all they're doing is responding. Just. What, like a notification? That's what a lot of people get using club software today is they'll get a notification in their inbox, their email saying, hey, Kevin Page, apply to be a member today. Right. So. They're missing out a lot of stuff, aren't they? I mean, as far as what they could glean from that person. Kevin Page: [00:03:26] Yeah. Well, what what we oftentimes find when we're working with, with new clubs or consulting with new clubs is there's not much else after that initial outreach. So that initial outreach, many of these membership directors and clubs are, you know, really great at and being on...

Websites are constantly evolving. No longer is your website an online brochure. It should be a critical part of your membership and marketing team. Remember the early days of websites? Some businesses didn’t think they even needed one. They were really basic and let’s face it, were more of a digital brochure. Lots of copy, a few pictures and of course, no video. In the early years, the idea of having a website that could drive new members, increase revenue and answer questions for members and prospective members was unheard of. It just didn’t exist. Today, people who come to your website want to know more about your amenities, your staff and mostly, they want to know about your members to see if they’ll fit in. They are looking for answers and they want them now - are you able to help them, even if it’s after hours? In this episode, Lisa Schmidtke, a seasoned website developer and designer, and I get into websites to talk about what you can do to make your website the top performing of your membership team. Episode Highlights: Podcast Transcript Ed Heil [00:00:00] Hey there, Lisa. How are you doing today? Lisa Schmidtke [00:00:03] I'm great. How are you, Ed? Ed Heil [00:00:04] I'm doing just fine, thanks. Thanks for for joining in on the fun here with Crushing Club Marketing. Lisa Schmidtke [00:00:10] Happy to be here. Ed Heil [00:00:11] All right. So in full disclosure, Lisa and I do work together. So the conversations that we're having have been had before to some degree, but to frame it up for you to just, you know, to be able to hear some some different thoughts around web design and development, you know, we thought that it might be helpful for Lisa to share her insights because Lisa, as we mentioned, has her career has been in building and designing websites and and so much more expert in this area than I am, for sure. So looking forward to the conversation today, Lisa. Lisa Schmidtke [00:00:51] Yeah, I am as well. Ed Heil [00:00:52] All right. So let's just talk a little bit about we'll just dive right into this because club websites are, you know, depends first of all, it depends on the type of club you're at. We recognize the fact that there are some clubs and there's very few, but there are, you know, the elite clubs in this country that really don't need to worry about this. I mean, in my opinion, I think in I think you would agree that all clubs really should think about how they're presenting themselves online these days, because it's an opportunity to show your club off and your space, your membership to some degree. But recognizing this might not be a priority for some clubs or for the vast majority of other clubs. How they look and come across online is pretty important. Lisa Schmidtke [00:01:37] Yeah. Yeah. I would agree. In just like you said, even if they're not using it as a marketing tool or a lead generation tool, you know, inevitably somebody, one of their members may be a guest of a member is going to go to access the website. And, you know, it's got to reflect the vision and the professionalism of the course. Ed Heil [00:02:00] Yeah. And so when we talk about websites and the conversations that we have with club leaders, so often they go to the functionality of the back end and there are some very strong developers of the back end experience for for members and they're getting better and better. And that member experience in the back end is getting better and better. Well, we're going to talk about today is really that front end that what we always refer to internally is the public face and that part of your website where when I'm searching your club and I find you that side of the website, that is where we're going to spend most of our time today. And so let's just start with there. Like why does that matter? Why? Why are we spending time today talking about the importance of that side of the website? Lisa Schmidtke [00:02:53] Yeah, you know, I say it's because, you know, as far as the...

John Schultz, CEO of Club Leadership Alliance, has been around the block - a bunch of times! Prior to his current role, he was the GM for over 20 years at Carmel Country Club in Charlotte, North Carolina. Taking over a club with financial challenges, he put his flywheel in motion and turned the club around with more than 60 million dollars in capital improvements in 2 decades. Balancing the shifting demographics of new, younger members with longstanding members, facilitating town hall discussions, managing the conflict and debate that goes with member assessments and day to day communication challenges that are hand-in-hand with running a club, Schultz has done it all. John Schultz built his career at Carmel Country Club with more than 20 years of service AFTER doing 9 years of military service as a United States Marine. There were probably some days as a Staff Sergeant in the Marines that were easier than his days as a General Manager, but that’s another story! Needless to say, when you stay in one place for over 20 years, you did a lot of things right and you also dealt with a lot of change. Today, John Schultz is the CEO of the Club Leadership Alliance which is a collaborative effort between The McMahon Group, Club Benchmarking and Kopplin, Kuelber and Wallace. Their mission is to aggregate the best practices they’ve seen from the hundreds of clubs that they work with and then help clubs take advantage of the knowledge they have gleaned. What better guest could we have for an episode on change management and managing shifting club demographics and dynamics? Episode Notes Episode Transcript Ed Heil [00:00:01] You are listening to Crush and Club Marketing, a podcast for progressive club leaders ready to increase their club's revenue. Time for change begins right now. John Schultz, CEO of the Club Leadership Alliance, has been around the block. Prior to his current role, he was the GM for over 20 years at Carmel Country Club in Charlotte, North Carolina, taking over a club with financial challenges. He put his flywheel emotion and turned the club around with more than $60 million in capital improvements in two decades. In this episode, John Schultz shares his stories of change management, navigating, shifting club demographics, member assessments and of course, member conflict. Balancing the evolving needs and goals of private clubs, including the shifting demographics of new, younger members with long standing members, town halls, conflict and debate that goes with assessments and day to day communication challenges that frankly, just go hand in hand with running or leading any business, including clubs, are endless, all you club leaders know. Our guest in this episode, John Schultz, has been there and done that. He built his career at Carmel Country Club with more than 20 years of service, after doing nine years of military service, which I'm sure there were some days in the Marines that might have been easier than his days as a GM, but that's probably another story for another podcast. Needless to say, when you stay in one place for over two decades, you do a lot of things right, and you also had to deal with a lot of change. Today, Schultz is the CEO of the Club Leadership Alliance, and it is a collaborative effort between The McMahon Group, Club Benchmarking and Kaplan, Keebler, and Wallace. Their mission is to aggregate the best practices they've seen from the hundreds of clubs that they work with, and then help clubs take advantage of the knowledge they have gleaned. What better guest could we have for an episode on change management and managing shifting club demographics and dynamics? Thanks so much for joining me today. John Schultz [00:02:13] Glad to be here. Appreciate being invited. Ed Heil [00:02:15] Well, this is a I know this is an important topic for a lot of people. Leadership positions at clubs, and and man, with your your history at Carmel Country Club for almost 20 years. I guess the first...

The private club industry enjoys a steady resurgence, with waitlists becoming the norm in markets across the U.S. Furthermore, experts predict the greatest generational wealth transfer in history, from Boomers to Gen X and Millennials, by 2045. So, how will this new generation spend its time and money? Frank Vain, CEO of the McMahon Group, joins us this episode to share his perspective on the future of private clubs, and what he believes will be critical for their continued success. Vain's perspective is unique. As the leader of the McMahon Group, he works with club leaders nationwide, surveys members, creates long-range strategic plans, and provides counsel. Therefore, he has a pulse on the industry and insightful thoughts on what clubs are, and should be, considering as they plan for the future. Generational experts will tell you that Gen X, Y, and Z value very different things than Boomers, and they measure their status and identity in distinct ways. How clubs adjust to these various demographics could be the difference between continued success and failure. The make-up of future club members is changing, and club leaders are struggling to keep longtime members happy while attracting new, younger ones. This balancing act involves many factors, and Frank Vain and his team at The McMahon Group help each club discover the right approach -- because, as we know, all clubs are unique! Key Moments Podcast Transcript Ed Heil [00:00:00] You're listening to Crushing Club Marketing, a podcast for progressive club leaders looking to increase their club's revenue. Time for Change begins right now. Ed Heil [00:00:12] The private club industry continues to enjoy a resurgence, with waitlists becoming the norm in markets around the U.S.. On top of that, experts predict the greatest generational wealth transfer in history from boomers to Gen X and millennials by 2045. So how will this new generation choose to spend their money and time? Frank Vain, CEO of the McMahon Group, joins me today and shares his perspective on the future of private clubs and what he believes will be critical to the continued success of private clubs in the future. Ed Heil [00:00:44] Thanks for listening. So, Frank Vain has a unique perspective as the leader of the McMahon Group. He works with club leaders across the country. Surveying members, creates long range strategic plans for clubs and provides his counsel, his advice is experience to club leaders so that clubs can make the best decisions for their clubs. He has a pulse on the industry and a perspective on what clubs are doing and what they probably should be doing as they plan into the future. And generational experts will tell you that the values of Gen Xers, Gen Y, Gen Z was totally different than the values of Boomers. And they'll also explain to you how they measure their success or their status or credibility in a totally different way. So for Boomers, where a country club is totally, you know, status type thing, it is not really the case necessarily for Gen X, Y and Z peers. In fact, they're more concerned and more interested in experiential type of engagements than they are things like club memberships. So the landscape of future club members is changing. And yet club leaders today who are typically a little bit older are trying to figure out how to balance keeping longtime members happy while attracting young, newer numbers or new younger members, if you will. There are so many factors in this balancing act to consider, and Frank and his team at the McMann Group are helping to figure out what is right for each club. Because, as we all know, all clubs are different. So here's my conversation with Frank Vain. Well, Frank, thanks so much for joining me today. Frank McMahon [00:02:36] Well, great to be here. Thanks for having me. Ed Heil [00:02:38] Yeah. So, boy, a lot to cover today. And in what you have called the golden age of clubs or some variation. Sorry, I don't have that, but the...

In the world of City Clubs, Jeff McFadden is well known and well-respected. As the CEO of the Union League of Philadelphia he has developed a national reputation as a club leader. Ask GM's who know him and they use adjectives to describe him like "Brilliant", "Visionary" and "remarkable." In this episode, Jeff shares his involvement in transforming the Union League from a club in financial trouble generating about $7 million in annual revenue to a club that does about 100 million annually. He also shares his perspective on breaking away from old financial models and how to engage new, younger members with long-time club personalities. Is now the time to double down and invest in your club? Listen to Jeff's thoughts on that topic as well. Noteworthy Moments: Episode Summary: For club leaders who feel stuck in the "same old, same old" Jeff provides a fresh take on some long time issues. He also offers some insightful thoughts around managing the issue of engaging younger new members while keeping long time members excited about the club. As the General Manager, now CEO of the Union League of Philadelphia, Jeff is gone from managing day to day operations of a city club to running a $100 million business. If you're someone hoping to create this kind of growth at your club and this type of career track for yourself, you'll appreciate Jeff McFadden's Perspective Let's Connect If you find Crushing Club Marketing helpful please share it with a friend and be sure to subscribe and rate this podcast. Also, find more information on private club marketing services from StoryTeller, check out our website here. If you'd like to connect with Ed Heil on LinkedIn, feel free to send a request! Transcript Ed Heil: [00:00:00] You're listening to Crush and Club Marketing, a podcast for progressive club leaders looking to increase their club's revenue. Time for Change begins right now. In the world of city clubs. Jeff McFadden is well-known and well-respected as the CEO of the Union League of Philadelphia. He's developed a national reputation as a club leader, as GM's who know him and these adjectives to describe him like brilliant, visionary and remarkable. In this episode of Crushing Club Marketing, I catch up with Jeff to learn more about his involvement in building the Union League from a club in financial trouble to a club that does about 100 million in revenue annually. He calls it accidental brilliance, but there's more to it than that. [00:00:44][44.7] Ed Heil: [00:00:46] Your name has come up in so many conversations regarding just what a strong leader and visionary you are and in the work you've done at the Union League. And I know that it's difficult to talk about yourself in that way. But there was a quote that I read from Jason Straka from the Frye Straka, a global golf course design firm and Jason Straka, said Union League CEO Jeff McFadden is one of the most respected general managers associated with the golf business. He's credited with vastly expanding the Union League's social and business opportunities, knowing that many of their members on a vacation home down on the Jersey Shore and or vacation there quite a bit. Jeff saw an opportunity for a second golf facility, and obviously this is referring to one of the the golf clubs that the union now owns. But when you hear those kind of accolades, and that, what goes through your mind. [00:01:46][60.0] Jeff McFadden: [00:01:47] Well, first of all, what goes through my mind is I pay Jason, which is a good thing. And that's probably why he had those nice accolades about us. But when he and Dana Frye did at Union League, National is just over the top. It's the Disney World of golf. It's spectacular. Over the last year, 27 holes. And now we're proud. I'm very proud of what I did. I think a lot of what we've done over the last 25 years was accidental brilliance through really just perseverance, hard work, you know, trying to get the right strategy and then keeping your head down...

You’ve seen them on websites and whether you choose to use them or not "Chatbots" and text communication is here to stay for the foreseeable future. On the good side, text and chat can simplify your life as a website visitor, improve your efficiency and filter out your best prospects for membership. On the other hand, it can feel cold and impersonal. And yet, we’re learning how to use them to get what we want without having to wait. So what’s the secret? Originally recorded coming out of the throughs of winter, Evan Dean from HubSpot helps us understand conversational marketing and how chatbots work best in business. You may bristle at the topic, but remember the next generation members would rather text than talk!

Hiring outstanding people is really hard and keeping them can be equally difficult - especially if there are management or leadership issues. If you’re a leader trying to figure out how to inspire your team, elevate those who surround you or maybe you’re trying to get more out of your team you may need to take a look at yourself in the mirror and ask yourself am I my own worst enemy? Do you have the kind of people who will tell you when you get off the rails? Do they help you, help yourself? If they do these things, you may have great followers and they are the people who can help you become a great leader. Dr. Sue Tinnish says great leaders need great followers. But what does that mean? And how can a leader develop great followers? Dr. Tinnish is an executive coach with a PhD in Organization Development. In this episode, we dive into the idea of great leadership and "followership".

For the first time in years, many private clubs have a waitlist for new members. For the clubs who have always had waitlists, this is nothing new. On the other hand, hundreds of clubs are learning to manage a waitlist for the first time. This is both exciting and terrifying with members lined up to join clubs and with membership directors wanting to make sure these "hot" prospective members can be converted into full, dues paying members. Jason Becker, the CEO of Golf Life Navigators, recently surveyed more than 500 people to learn what people will and will not tolerate as it relates to Private Club Waitlists. In this episode, Jason shares with us the insights gained and some practical tips for those managing a waitlist for the first time.

By developing and implementing a strategic digital communications approach to the club’s marketing and communication, Cathy Zehms has created a content ecosystem at the Green Bay Country Club not seen in most private clubs. In her first 4-years membership increased more than 160%.

What does it take to keep your private club membership thriving during a crisis? Engagement and innovation. That's what Dave Porter and his team at Greystone Golf and Country Club in Birmingham, AL did when the pandemic swept the country in 2020. Listen to how he helped lead his staff and membership through this incredible time.

When Minnesota golf courses were forced to close at the start of the coronavirus pandemic, Joel Livingood was already preparing for the next step. It's what he's done since taking over as GM at Interlachen Country Club in Edina, MN in 2017. With solid financial footing and a steady hand, Livingood led his team and membership through one of the most extraordinary years in U.S. history.

At the start of the Coronavirus pandemic in 2020, private clubs, like most businesses were cast into a future of uncertainty. One role that proved to be critical at Bethesda Country Club is that of the membership director. Kris Butterfield, Director of Membership Marketing and Communications expanded her responsibilities in ways she never would have expected and it paid off for her club and for her professionally.

If the goal of private club marketing is to influence thinking and behavior, then a basic understanding of the brain can increase the chances of success. In this episode, we speak with Laura Leszczynski, Vice President of Marketing and Brand Strategy at Strategic Club Solutions.

Chris DeConna is a marketing coordinator and graphic designer at The Ranch Country Club in Westminster, Colorado – and he’s changing the game for club communications. Even though he’s spent about 4 years working in private clubs, Chris’s background is outside the industry. His most formative communications training coming while working in college athletics as a media relations specialist. By following and observing what athletic departments from the University of Michigan, the University of Texas, and Duke University were doing, Chris recognized they were on to something.

Getting your club to buy into the idea of social media and starting a Facebook or Twitter account is challenging enough. Getting your staff to participate with meaningful and helpful content can be even more difficult. Yet, Chris Tritabaugh, Superintendent at Hazeltine National Golf Club is elevating his club's international prominence, engaging members and building his personal brand through his Twitter handle @CT_turf. Chris started his account in 2009, a time when Twitter was just stepping into the light as a communication platform. At the time it had already established itself for those "in the know" as a new social media tool, but for most people in the private club space, it was perceived as risky at best and reckless at worst. Still, Tritabaugh began setting fire to a community of avid golf fans and turf experts around the globe.

Proactive communication using social media and video kept the team at Pelican Isle Yacht Club ahead of the conversation when it came to a multi-million dollar remodeling project. It was also a key part in a record-setting membership drive that occurred once the renovation was complete. We connected with Pelican Isle's Kathie Pedit, marketing sales and membership director, and Megan Somerville, membership coordinator, to learn their secrets to success.

You want a younger membership yet you need to retain your existing legacy members, as well. But each demographic has different needs and interests. What’s more, each demographic values things like luxury, status, and relaxation differently. While some of your older members may go to the club to get away from work, your younger members may want a place to hunker down and treat the club as a second home or office. If you find that hard to believe, then you’ll want to check out this episode of Crushing Club Marketing. Our guest, Amy Lynch, CEO of Generational Edge, is a generational expert and breaks down all you need to know about marketing to different generations.

Adapting to a changing industry is difficult no matter the business, and the private club industry is going through that today. The Country Club in Brookline, Massachusetts, is one of the most historic country clubs in the industry, yet they’ve been able to stay on top of the latest marketing and communications trends. This club may ring a bell to some of our listeners who tuned into an earlier Crushing Club Marketing episode with guest Jackie Singleton, the director of communications and technology at The Country Club. In this week's episode, we take a look at how The Country Club has created a strong culture that begins with exceptional leadership. Assistant General Manager Kristen LaCount shares how clear vision and strong leadership have propelled the Country Club on a steady path of embracing and implementing change.

What if finding your ideal golf club was like online dating? You get matched with the club that’s right for you based on location, commonalities, and shared interests. It’s a concept the online service Golf Life Navigators is based on, and the site has revolutionized the way members are conducting their search. In this episode of Crushing Club Marketing, we talk with Golf Life Navigators Co-Founder and CEO Jason Becker, who shares valuable insight from the service's matching process and how it can help club marketers position themselves to potential members.