Attention Florida Club Professionals: Wondering what you need to take the next step in your career? Curious how the next generation of club leaders are attracting and retaining new members?

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For years clubs have relied on hunches, intuition, general observation, and basic historical information to create a mental image of member engagement.

The results were fuzzy at best, packed with blind spots at worst, and not really tangible. It certainly was not something you would present to a board of directors. And still, too often the first sign that a member was at risk was a cancellation notice. Those days are over.

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Evolve from Record Management to Relationship Management

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Data. Dashboards. Analytics. We hear these words tossed around with ease. In its simplest form, we’re talking about numbers. Numbers collected from thousands of members, over dozens of years, across multiple systems, representing tens of thousands of transactions all colliding within a server, or a data warehouse, or a data lake (yes, that’s an actual thing). And numbers aren’t even what we really want. As club executives, we’re working to derive insights from data and then draw on those insights to shape business decisions and, ultimately, improve business performance. So without a degree in data science how are we supposed to consolidate all of this information into a report that actually means something and we can use going forward?

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“What we're finding is that individuals are starving for relationships.” That’s what Graham House, Clubhouse and Lodging Manager of Cordillera Ranch sees as one of the biggest changes - and opportunities - for clubs.

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A decade ago Apple coined the phrase "there's an app for that", and ever since brands have clamored to design that identifiable icon that will be tapped daily.  But with ‘Mobile First’ development now taking hold, many are left wondering, are apps still necessary?

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“We're here for one thing: the love of the land and how to enjoy it with family and  friends.” That’s not a statement some would expect from a private club.

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Tech isn’t going away. The question then is, “How do you add your club’s personal hospitality touch through the technology?” That's what Greg Gilg says, and what his team at the Field Club of Omaha, are constantly striving to figure out.

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Do you know someone who is moving in synch with new audiences and continuously bringing new ideas to your club? Tell us about it!

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