The holiday season is a time when private members clubs can shine, providing warm and memorable experiences for their members. A great resource for clubs to elevate their holiday offerings is Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. As a former co-owner of Eleven Madison Park, one of the world’s top restaurants, Guidara's insights on exceptional service are invaluable, especially for clubs seeking to create meaningful connections with members and guests. Here are some key takeaways private clubs can incorporate from Unreasonable Hospitality this holiday season.
1. Personalize Every Detail
Guidara emphasizes that the little details make the biggest difference. For private clubs, the holidays are a perfect time to focus on personalization. Small, thoughtful touches—such as handwritten holiday cards from staff, custom cocktails based on members’ preferences, or even recognizing special occasions within families—go a long way in making members feel appreciated. Clubs could also keep track of members' preferences throughout the year and use this data to personalize experiences. For instance, knowing a member's favorite wine or dessert and surprising them with it during a holiday event can leave a lasting impression.
2. Empower Your Team to Go Above and Beyond
One of the most powerful ideas in Unreasonable Hospitality is the concept of empowering staff to create memorable moments on the spot. Clubs can adopt this by allowing team members to take initiative to “wow” members, without needing layers of approval. For example, if a member is hosting out-of-town family members, the staff could surprise them with complimentary passes to a holiday event. By encouraging team members to act in the moment, clubs can provide experiences that are unexpected and delightful.
3. Create a Sense of Belonging
Guidara suggests that true hospitality is about making people feel like they belong. For private clubs, the holiday season can bring both regular attendees and those who only visit occasionally. Creating a welcoming environment for everyone ensures that even less frequent members feel at home. Consider welcoming members with a personalized greeting or small gift, like club-branded holiday ornaments or handwritten invitations to upcoming events. Thoughtful gestures help strengthen the connection members feel with the club, encouraging them to return more often in the new year.
4. Focus on ‘Magic Moments’
The holidays are an opportunity to provide magic moments that members will talk about for years to come. Guidara talks about the importance of surprising people with experiences they never expected. Imagine hosting a surprise visit from Santa at the club’s family holiday brunch or offering complimentary seasonal pastries at check-in throughout December. These little moments create stories that members will share, both inside and outside the club, enhancing the club's reputation and fostering loyalty.
5. Practice Radical Generosity
Guidara’s approach to hospitality often involves going to seemingly unreasonable lengths to provide exceptional service. During the holidays, this idea can be incorporated by offering a little extra. A surprise holiday treat box for members, a waived guest fee for holiday visitors, or a complimentary glass of champagne with dinner reservations are small gestures that can make a big impact. Radical generosity doesn’t need to be costly; it's about creating a sense of value and making members feel truly appreciated.
6. Share the Club’s Story
Guidara emphasizes the importance of storytelling in creating emotional connections. Clubs can tap into this by sharing the history or holiday traditions of the club. Perhaps the club has an iconic decoration, or a long-standing event that members look forward to every year. Sharing the origins and stories behind these holiday traditions—whether in the club newsletter, at the start of an event, or through social media—adds to the club's sense of legacy and belonging.
7. Create Connection Opportunities Among Members
Unreasonable Hospitality highlights the importance of building connections between guests. Private clubs can emulate this by fostering an environment where members get to know each other better. During the holiday season, clubs can host mix-and-mingle events, holiday-themed member dinners with curated seating arrangements, or even family-friendly activities that encourage members to interact. These opportunities help members feel more connected to the club and each other, creating a vibrant and inclusive community.
8. Gather and Implement Feedback
Guidara is a big advocate for listening to guests and using their feedback to improve the experience. Clubs should take advantage of the holiday season to gather feedback on events, menus, and other offerings. This feedback can provide valuable insights into members' preferences and set the stage for improvements in the coming year. A simple feedback card at the end of a meal or a follow-up email after a holiday event can encourage members to share their thoughts, which will only help elevate the club’s experience further.
Conclusion
The principles in Unreasonable Hospitality can help private clubs create an extraordinary holiday experience for members. By focusing on personalization, empowering staff, and creating memorable moments, clubs can build stronger, more lasting connections with their members. The holiday season is the perfect time to go above and beyond, showing members just how much they are valued. With these lessons in mind, private clubs can turn the holidays into an unforgettable season of warmth, joy, and unmatched hospitality.
