Business Women Are Missing Out By Skipping The Golf Course

Jhaneel Lockhart

As more women move up to senior positions in the workplace, they might need to start spending some time on the golf course. 

“Golf is a great way to build relationships with clients, prospective clients, people within your company,” says Adrienne Wax, co-author of Even Par: How Golf helps Women Gain The Upper Hand In Business. “If you can talk about golf, all of the sudden, you have a reason to talk to the CEO or your boss two levels above you ( via The Glass Hammer).” 

Despite the fact that golfing can increase your relationships and possibly help you get ahead, there's a reason women aren't rushing to golf courses en masse.

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Private members’ clubs find favour with conscientious Millennials

In the cavernous, smoke-filled rooms of the gentlemen’s clubs of the late 1800s, men would gather after work under the light of gleaming chandeliers, surrounded by fine oriental rugs, wine-coloured Chesterfield sofas and plush wing-back chairs. Here, they could swill whisky, play billiards and relax with like-minded aristocrats.

But these stuffy, labyrinthine clubs have increasingly become monuments to the past as new and exciting players firmly establish themselves as a fixture in the Millennial routine.

In other words, standards are changing: while well-off Millennials still want the prestige and exclusivity offered by private clubs, they are also looking for a holistic lifestyle experience. This could include a technologically advanced workspace, a sophisticated spot in which to network and drink, or a dedicated area for fitness and wellness.

While legacy clubs still exist in dusty old buildings, young entrepreneurs are eschewing the cigars and pageantry in favour of airy, modernised townhouses where business and pleasure blend together seamlessly.

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The Tennis Club at Newport Beach partners up with Private Club Marketing

We are pleased to announce Private Club Marketing has entered into a Club Management Partnership with The Tennis Club at Newport Beach, next to Fashion Island and Newport Beach Country Club.

Private Club Marketing will work with the existing ownership and management. Many new improvements are already underway including; resurfacing of tennis courts to US Open Tennis Championship's quality (with US Open colored courts), addition of 12 Pickleball courts, match arranging, a new food and beverage partnership with Newport Beach Country Club and some great upcoming social member events.

Stay tuned for more exciting updates.

Private Members’ Clubs Give Up Armchairs for Workspaces

Ambience of unalloyed comfort gives way to challenge shared office market

Soon after the launch of London’s lavish private members’ club 12 Hay Hill, its boss Stephanos Issaias had to throw out all the sofas and chairs on one of the floors and replace them with less comfortable seating.

Unlike many traditional private clubs, 12 Hay Hill allows members to mix business and pleasure: laptops and smartphones are permitted in its lounges, luxury serviced offices are available to rent.  But some of its members, who today pay £3,800 a year for the privilege, had complained that the comfy sofas that were perfect for reclining with a drink or a book, were not appropriate “for holding meetings”, according to Mr Issaias.

Such are the dilemmas faced by a new type of club that is springing up in the UK capital. Dubbed “club-working” spaces, these offer the exclusivity and social networking of the City clubs of old, combined with the work-friendly environment of WeWork, the $20bn shared office provider.  The rising popularity of working in places other than traditional offices has been driven by IT that has made it ever easier, and the growing cost of space in London.

The trend is also catching on outside the UK. In the US, city clubs such as Jonathan Club in Los Angeles and New York’s The Union League Club “have been adding co-working areas into their interiors and updating their look to make it more modern” in a bid to attract millennial professionals, according to Zack Bates, chief executive of Private Club Marketing, which promotes clubs and hotels.

Read the full article on the Financial Times: https://www.ft.com/content/292f1f4c-a7aa-11e8-8ecf-a7ae1beff35b

Golf & Entrepreneur Magazine Podcast Interview

Ryan Walker, Publisher of Golf & Entrepreneurship Magazine sat down with Zack Bates for the G&E podcast to talk about how Zack got his start in the golf and club business, and how Private Club Marketing came to be one of the most influential membership advisory firms to Top 100 private clubs and luxury brands throughout the U.S.

Listen to the podcast at the link below, or check it out on iTunesSpotify, or Stitcher.

Click Here to Listen

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5 Takeaways from the Florida Membership Marketing Summit

For anyone working in membership sales and club marketing, there was no better place to be this May than the Inaugural Florida Membership Marketing Summit. Held in Naples, Fl the event was an opportunity to learn and share with other membership thought leaders and practitioners working to promote membership at over 80 resort, golf, yacht and country clubs. This year, it was encouraging to see five different presentations that featured customer service, social selling, and marketing technologies. The summit also served as a great opportunity to learn about some of the challenges and opportunities in the private club industry, specific to Florida.

Here are five quick takeaways from the Summit:

Customer Service is a Contact Sport
Getting your club staff to recognize that they are part of the membership sales and retention process. From remembering names to preferences, to a simple smile. Here are the 5-E's to improve your customer experience.

Club's Need a Multi-Faceted Marketing Strategy
Susan Green from the Oaks Club put together a panel of experts on club marketing. From social media to curated content in print, web, and video all need to be part of your marketing strategy moving forward. When establishing a marketing plan be sure to include ways to show ROI for every dollar spent. If you cannot give definitive ROI and tracking, move on. Here are some great ways Private Club Marketing can assist your club to execute its marketing strategy.

Automated Chatbots are an Asset to Signing New Business
Setting up automated chatbots to answer simple questions like “when is Taco Tuesday? Or, what's the Dress Code?” can drastically improve member and guest communication and free your membership and admin team up from these daunting questions that members constantly reach out to ask you. In addition, a non-automated chatbot can allow you to connect with more website visitors looking for membership and event information. Check out Private Club Marketing's website for an example of how Chatbot's work. CLICK HERE

Your Club Should be on Social Media (Regardless of non-profit status)
Whether you like it or not, most of your members are already on social media platforms like Facebook and Instagram. Fish where the fish are! Try to limit advertising all the time on your posts (especially if your a not-for-profit club). Members want to see what's coming up and been happening at your club – share those and watch your social media engagement grow. Here's our Social Media Tips for Private Clubs.

Elevate your PR Strategy
Have new and exciting things coming up at your club that you want the local paper to write about? Be sure it's newsworthy to the public and not just your members. Start fostering relationships with your favorite writers, bloggers, and photographers sooner than later (recommend before you start a major renovation or announcement). When submitting news to your local paper it's best practices to have a press release already written and completed for the paper's editorial team. That way they have most of the work done and may just need to follow up on a quote or 2 from your press release.

The 5-E’s: Customer Engagement is a Contact Sport

Companies that sell “luxury” like designer handbags, travel and country club memberships tend to make customer service a top priority. These brands target an affluent demographic that expects nothing but the best, especially when they're spending a lot of money on your services and products.

Private Club Marketing is known for working with exclusive golf, city and yacht clubs, as well as luxury brands like Macallan, Aston Martin and Four Seasons Hotels, has learned a lot about what the luxury market wants from the businesses they patronize.

“When dealing with high-net-worth individuals (and families), it is important to portray trust and professionalism. Excellent customer service is the best way to put a customer at ease. Successful customer service representatives will portray empathy and will make the customer feel comfortable engaging with your brand and invite their friends to do so as well.“

Below we’ve included John DiJulius’ 5-E’s of Customer engagement for your enjoyment.

FAB FIVE – We hate platitudes. Don’t tell your team to be present or to make or exceed expectations. Tell them how, make it black & white, and make it measurable. One of my new favorite systems for making a member connection are the “5-E’s.”

  1. Eye Contact
  2. Ear-to-Ear
  3. Enthusiastic Greeting
  4. Engage
  5. Educate

Why? – We love these for five reasons:

  1. They are so simple to do
  2. They can be effective with every member
  3. The first four take zero time to execute
  4. They demonstrate genuine hospitality
  5. No one else is doing them

Eye Contact – This eliminates the head down, uncaring, robotic feeling when the front-line just asks, “next?”  A great training method for this is to audit the employees by periodically asking them, “What was the color of the member’s eyes?” (maybe a bit too creepy, though).

Ear-to-Ear – Smile.  A smile is part of the uniform, and a smile has teeth. Demonstrate a positive attitude and tell the member that you are happy to serve them.

Enthusiastic Greeting – Your greeting must demonstrate genuine warmth and not just a trained greeting. It should be one that shows enthusiasm in the voice coupled with a smile and eye contact.  You are now giving genuine hospitality as if the member was an old friend visiting at your home.

Engage – THIS IS THE ONE, the secret ingredient that most clubs do a poor job of mandating, training, showing its importance, and hence they provide little direction to employees on how to execute. This doesn’t have to be a ten-minute conversation.  Every single member can be engaged within the time it typically takes to serve them, be it 90 seconds in a grab-and-go environment or a 45-minute meeting. This action demonstrates that they are not a herd of cattle, or one of a hundred member.  It eliminates the “too task focused on the transaction” versus having an “interaction” with someone.  In the incidences where you know the member — make that known.  Utilize any member intelligence you can, from info in a database to recognizing their bagtag, or a picture of their twins on the desk, a hat, college shirt, tie, glasses, or anything else you can point out.

Educate – This is the one that may slightly affect time of service in industries that are built around rapid pace (fast food) and may have to have an above & beyond action when it is warranted, i.e. a new member unfamiliar with a menu. For the rest of us it should have zero impact on productivity and be demonstrated every single time. Think of companies like Ritz-Carlton and Apple stores. Their employees are brilliant about their products and application.

 

Contact us to learn more

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Private Club Marketing, recognized as Platinum Clubs of America‘s preferred Membership Marketing Firm, is a luxury marketing, branding and membership sales consulting firm specializing in private clubs, golf communities, resort destinations, boutique hotels, estates and unique lifestyle environments. We help Developers, Owners, Financial Institutions, and Management Companies make big decisions on envisioning, strategy, marketing, sales, and organization.

10 Things You Didn’t Know about the Kentucky Derby

As far as live horse racing track competitions go, the Kentucky Derby is the crown jewel of live horse races. Since the official race is almost here, we want to share some Kentucky Derby facts so that you can impress your friends over a refreshing Mint Julep.

10 Kentucky Derby Facts

The Kentucky Derby has never, ever been canceled

The Run for the Roses has lived through some hard times in American history. But since its founding in 1875, the race has never been canceled. Come rain or shine, come depression or war, come what may, there will always be a race on the first Saturday in May.

Space is limited

Only 20 of the best of the best thoroughbred racehorses compete every year. When you compare this to the number of horses born every year, that’s less than one percent of horses that get a chance to run.

Extravagant hats are a deep-rooted tradition

Kentucky Derby facts aren’t all about the horses. The founder of the first race in the Triple Crown series wanted this event to compare to Paris Fashion Week. To this day, women come dressed to the hilts. Every year gets more and more fabulous.

Female horses don’t always run the live horse racing track

One of the more troubling Kentucky Derby interesting facts for owners of female thoroughbred horses to hear is that only three fillies have won the competition.

Horse lovers know how to party

Kentucky Derby facts for kids that could get them excited about the festivities is that for over 60 years, there are two weeks of parties, parades, and events before the great race. Those familiar with the scene call it the Kentucky Derby Festival.

Triple Crown winners are the most physically fit thoroughbred horses

Racehorses in Kentucky are strong athletes. To win the Triple Crown, a horse must take first in three competitions all held within the same month. Can you imagine the kind of energy that takes? Some interesting Kentucky Derby facts trivia you could spread is that only 12 horses have ever been honored as Triple Crown winners.

It costs a pretty penny to enter

It’s not polite to talk about money, but when talking about Kentucky Derby facts, we’ll make an exception. If all deadlines are met, it costs over $50,000 to enter the race.

Mint Julep is the official drink of the race

A hot day at the live horse races requires a refreshing beverage. Mint Juleps are the official drink of race lovers. Attendees drink more than 120,000 of these things during their visit at the track.

You can win big

On top of a sweet blanket of roses, Derby winners take home $2 million. That’s a nice chunk of change.

People bet big

When it comes to Kentucky Derby facts, it’s no surprise that people bet big. But would you be impressed if we told you people bet nearly $209.2 million in 2017?

A lot of luck and just $1 could’ve made you $75,974.50 richer at the 2017 Derby. All you would’ve had to do is pick the top four horses in the 2017 Kentucky Derby in the correct order.

#LiveUnderPar: PGA Tour Launches New Advertising Campaign

For the first time in more than 20 years, the PGA TOUR is launching a new advertising campaign designed to capture and celebrate the energy and spirit of today’s TOUR. Titled “Live Under Par,” the campaign plays on golf’s unique scoring language to portray the relentless pursuit of excellence by TOUR players, both competitively and in how they embrace the values of the game like sportsmanship and respect, as well as the PGA TOUR’s ingrained mission of giving back.

The thematic of “Live Under Par” immerses spectators into the contagious excitement of the sport, showcasing its vast 360-degree impact both inside and outside the ropes. As part of the current integrated marketing strategy of the TOUR, the campaign aims to reach beyond the core golf fan and attract new and diverse fan segments to the sport. Further, it will serve as a call to action for dedicated golf fans to share their passion for the game and invite newcomers to “join the PGA TOUR.”

“Live Under Par” will itself live across all social-media channels in addition to print and TV.

The direction of the new creative found its impetus in a comprehensive audience study that revealed, among other things, that while hard-core golf fans look to broadcasts for the technical content you’d expect (“tips” and “advice” for their own games, for instance), another demographic the PGA Tour dubs “Sports Socialites”—and make up nearly a quarter of golf’s viewers—are looking for far more social and interactive content, including “player access” and the chance to “connect to others.”

Perhaps most telling is that while older viewers enjoy the usual competitive drama of televised tournaments, younger viewers are looking for “social connections” and for the players to be “relatable.”

GolfInc Business Names Private Club Marketing Amongst The Best on Social Media

Private Club Marketing was recently listed on GolfInc Business as one of the best 10 social media accounts to follow online

The exclusive memberships of some of the world’s most expensive and swanky private members’ clubs enjoy much more than just eye-catching décor, unique amenities and fabulous views. They open windows onto vibrant communities, boast superb dining and drinking options, and — most importantly — offer truly one-of-a-kind experiences. Whether it’s a private snow topped mountain to go skiing with your closest friends, or a rooftop sanctuary in the middle of the city to rub shoulders with Hollywood elite here are our picks for the 10 best private club social media accounts you should follow.

Click here to view the list