Latest Thinking

Advice For Hospitality Grads

As a hospitality grad, you’re on the cusp of a career that won’t look like it has in the past. ...

Tips For Clubs To Speak To Juniors

As your club gears up to host summer programming that targets youth, the marketing and smartphone preferences of Boomlets must be at the forefront of any advertising campaign....

Watch The Masters and Think About Golf’s New Rules

Fans (pardon me…patrons) will soon focus their attention to Augusta, which from a business perspective, kicks off the real golfer season around the U.S. It seems that by watching the best players in the world navigate the risk and reward of Amen Corner, our inner golfer is awakened. Yet, amidst the pageantry and rich heritage of The Masters, the USGA is concurrently making innovative changes so the game of golf can be more user friendly....

Four Trends SMART GM’S Are Using To Their Advantage In 2017

We are living in the expectation economy and clubs must understand how the needs of your members are rapidly changing. ...

Are You an Innovator or Laggard?

One goal every club manager can’t afford to miss is becoming an industry innovator by adopting technology that improves the club experience for members. What does it take to be perceived as an “innovative” GM in 2017? ...

Remember the days when getting a Facebook account really meant something?

Understanding the difference between innovators and laggards—and each group’s defining characteristics—is critical for club managers when adopting a digital media strategy. While by age group, the average club falls into the laggard category by default, members’ economic wealth and social influence may allow clubs to convert them into innovators....

How Are You Telling Your Story?

There has been a dramatic shift in the way that American brands communicate with consumers. Thanks to the advent of visual social media platforms such as Instagram, Snapchat and Pinterest, communication is moving away from words and towards visual presentations. In the midst of this shift, marketers have recognized that consumers are clamoring for brand stories to be told in images, rather than words. Club managers who can market an experience in a picturesque setting, should welcome this communication transformation....

Saving Time is a Win for All

As American schedules become crammed for time, club managers must pick up on the cue their members are sending: Time is of the essence....

Trends in the Personalized Experience

As consumers spend an increasing amount of time on their smartphones, private clubs must begin the personalization process through smartphone apps. A club’s app must contain offerings that personalize visits and provides access to offerings not found elsewhere....

5 Things You Should Know About Golf & The Olympics

When is the last time something this significant disrupted our sport? That alone is reason to market the event at your club. Merchandise, member viewing events, junior tournaments and even an Olympic pool (the betting kind), should be part of a club’s marketing plan in August....

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