Strategic Private Club Communications: Beyond the Club Newsletter
Crushing Club Marketing Podcast
Release Date: 03/06/2025
What Your Club's Tech Stack Is Missing and Why It Matters
Crushing Club Marketing Podcast
In this episode, Pat Damer, SVP of Revenue at Arcis Golf (70 properties, $1B portfolio), shares with Ed Heil how his company transformed from managing 3 clubs to 70 by prioritizing revenue operations, smart technology adoption, and member-first service. From sticky note CRMs to enterprise automation, Pat walks through the practical evolution of club operations and why revenue growth creates better member experiences. This conversation cuts through the usual tech-versus-tradition debate with clear examples of how automation enhances, not replaces, exceptional service. If you're managing one...
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Why Board Transitions Break Good Clubs (And How to Fix It)
Crushing Club Marketing Podcast
Episode Summary: In this episode, Ed sits down with Tom Wallace of Kopplin, Kuebler & Wallace to unpack why governance often breaks down during leadership transitions at private clubs. Drawing from his experience facilitating hundreds of board retreats, Tom shares a clear benchmark: only about 25% of clubs have governance truly dialed in. The conversation explores stewardship versus short-term decision-making, the importance of structure over personality, and how written systems, succession planning, and member communication protect a club’s mission, vision, and values. It’s a...
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The Private Club Member Lifecycle: Balancing Legacy and Future
Crushing Club Marketing Podcast
Episode Summary: In this episode, Ed sits down with industry leader Kris Butterfield Cance to explore one of the most urgent challenges facing private clubs today: generational transition. From outdated bylaws to evolving member expectations, Kris breaks down what clubs must rethink if they want to stay relevant and financially healthy in the next decade. She shares practical examples from her work at Bethesda Country Club and La Cumbre Country Club, offering a front-row view of what successful evolution looks like. This conversation is a candid, realistic look at how clubs can honor legacy...
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Private Club Leadership is Changing: A Conversation with Joel Livingood
Crushing Club Marketing Podcast
The role of the General Manager is evolving — and so are the expectations of private club leadership. In this episode, Ed Heil sits down with Joel Livingood, General Manager and COO of Interlachen Country Club, to unpack how mission, culture, and governance are redefining what it means to lead a modern club. Joel shares how Interlachen turned alignment into its greatest strength — guiding nearly a decade of growth, investment, and transformation. From establishing clear governance with the board to building a culture of empowerment among 400 team members, his approach offers a blueprint...
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Inside the Mid-Year Golf Life Navigators Report: Trends Shaping Private Clubs
Crushing Club Marketing Podcast
In this episode, Ed Heil and Jason Becker discuss the insights from the Golf Life Navigators mid-year report, focusing on trends in private club memberships, generational shifts, and the integration of real estate with golf communities. They explore the importance of understanding consumer preferences, the impact of service-based amenities, and the financial health of clubs in a changing market. Summary: 00:00 Introduction and Background on Golf Life Navigators 02:59 Understanding the Mid-Year Report and Its Importance 06:01 Generational Trends in Private Club Membership 09:01 Transition Times...
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The Culture Conversation Club Leaders Can’t Ignore: Why Your Staff Should Shape Your Strategy
Crushing Club Marketing Podcast
Private clubs are no longer just competing with each other for talent—they’re competing with every employer offering a flexible, supportive work environment. In this episode, Ed Heil talks with Meridith Picarelli-Khattar, Certified Club Manager and Certified Chief Executive, about what it really takes to build a team that delivers exceptional member experiences. Drawing from over 20 years in club leadership, Meridith shares why investing in people-first policies like parental leave, flexible scheduling, and employee development is no longer optional—it’s essential. If your club is...
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What Private Club Leaders Need to Know Before Producing a Club Video
Crushing Club Marketing Podcast
In this conversation, Ed Heil and Steve Mulholland discuss the intricacies of video production, emphasizing the importance of storytelling and understanding the audience's needs. They explore how to capture the essence of a club through various filming techniques, including documentary styles and the use of drones. The discussion also covers the significance of finding the right voices for interviews and mastering the art of conducting them effectively. In this conversation, Ed Heil and Steve Mulholland delve into the intricacies of video production, focusing on the art of cinematography, the...
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The State of Private Club Governance: Survey Findings and Solutions
Crushing Club Marketing Podcast
Private clubs often pride themselves on tradition—but without strong governance, even the most respected institutions can find themselves unprepared for what’s ahead. In this data-driven conversation, Ed Heil talks with Joseph Abely, Executive Consultant at Club Benchmarking and lead author of the Club Benchmarking 2025 Governance Report. Rather than offering surface-level advice, Joe draws on insights from over 400 clubs to reveal what actually moves the needle: board education, succession planning, and long-term strategic thinking. The findings are clear—clubs that prioritize these...
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Where Tradition Meets Tomorrow: Dr. Bonnie Knutson on Creating Value in Modern Private Clubs
Crushing Club Marketing Podcast
What defines value in today’s private club? It’s not the square footage of your dining room or how fast your greens roll—it’s how your members feel when they engage with your club. In this episode, Ed Heil is joined by Dr. Bonnie Knutson, professor at Michigan State University’s School of Hospitality Business and longtime private club member. Together, they explore why exclusivity isn’t the draw it once was, how member experience now drives perceived value, and what progressive clubs are doing to evolve with generational expectations. From redefining reputation to creating...
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Why Every Club Leader Needs a Crisis Management Plan
Crushing Club Marketing Podcast
No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it’s a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be...
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In this episode, we chat with Jackie Singleton and Kristen LaCount from The Country Club about their approach to club communications. From the evolution of their communications department to managing capital project messaging, they share practical insights on building member trust through transparent, consistent communication across multiple channels. Learn how they've developed a culture where communication is prioritized at every level and how they effectively manage messaging for major club initiatives.
Key Moments:
- Setting the Stage [00:00:25]: Ed introduces Jackie and Kristen, discussing how The Country Club stands out with a dedicated communications team.
- Communications Evolution [00:01:17]: Jackie explains how club communications has grown from a unique position to an industry-standard role with its own CMAA summit.
- Early Communications Efforts [00:05:06]: Discussion of how the communications role originated around 2006-2007, initially to handle website needs and online reservations for curling events.
- Communications Channels [00:08:58]: Jackie outlines their primary communication methods including website, email, push notifications, and strategic use of printed materials.
- Member Segmentation [00:10:23]: Insights into their email segmentation strategy implemented in 2013-2014, allowing members to opt in/out of various interest-based communications.
- Capital Project Communication [00:12:31]: Kristen describes their approach to major project communications, emphasizing committee representation and strategic messaging.
- Campus Conversations [00:16:41]: Jackie shares how they created a dedicated website section for capital planning information to combat rumors and provide easy access to facts.
- Video Production Approach [00:37:39]: Discussion of their video strategy focusing on authenticity over polish, producing 200-250 videos annually using simple equipment.
- Squirrel Squad [00:34:34]: How they use different social media approaches for members versus employees, including their famous "Squirrel Squad" initiative for staff recruitment and culture building.
- Tactical Advice [00:55:09]: Jackie provides practical starting points for clubs looking to enhance communications, including coordinating departmental emails and establishing a consistent club voice.
- Philosophical Approach [00:52:01]: Kristen offers strategic guidance on building support for communications initiatives by benchmarking against other successful clubs and finding internal champions.
- Budget Reality [00:49:38]: Jackie notes that their communications budget is approximately 2% of overall club spending, primarily on labor rather than technology or external services.