Tag: hosting

Bringing Innovation and Creativity to Events (Case Study)

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However big or small the event, there’s always reason to inject creativity and innovation to make it memorable for all involved. This is an approach Medinah Country Club has pioneered for over 95 years. So, what are they doing, and what can you learn? We turned to General Manager and Chief Operating Officer, Robert Sereci, for the answers.

In what ways have you brought innovation and creativity to the events you have hosted?

While we have brought innovation to many events, at Medinah Country Club we view innovation as a strategic advantage that we leverage across all facets of club operations. From food and beverage to technology, innovation plays a critical role in our success.

Despite our significant recent investments in amenities, we realize that, ultimately, these amenities are only vehicles to facilitate relationships and strengthen our community.

Our approach to events focuses on larger, traditional club events like Easter, Mother’s Day and Halloween, while consistently developing smaller events, focused on appealing to a targeted demographic who share similar interests and passions.

We also work around the seasons. Many are surprised that a golf-centric club like Medinah hosts events around ice skating, sledding, and cross-country skiing in the winter months. But this keeps members engaged, mixing with other members and makes the club more a part of their everyday lives. We even host roller skating, where we convert our ballroom into a roller rink!

Family involvement is also key, and offers an opportunity for us to be creative. For instance, we invite families to join our executive chef for an educational experience as he taps our trees for maple syrup, to learn about egg production from our farm hens, and to learn how honey is harvested from our three bee colonies, all on our club property.

We also sprinkle in ingredients which are true to Medinah, and showcase the best of what we have to offer. Our Medinah Food Truck regularly roves around the property serving parties, and we use our portable wood burning oven or smoker to supplement indoor and outdoor club events.

Who drives this commitment to innovation, and why is it so integral at Medinah?

In our case, my team and I drive this commitment. I suspect this is not that different for most other clubs. Club Boards genuinely demand innovation from their management team, yet they embrace and find comfort in conformity. Clubs are notorious for conforming with the majority and have learned to embrace the status quo in order to align with the opinions and behaviors of neighboring clubs. This pressure to conform can have a significant negative impact on management’s engagement, creativity, and ability to innovate, and ultimately the club suffers.

Innovation is not important for innovation sake. As more clubs expand their offerings and amenities become ubiquitous, we, as clubs, must shift our focus from building structures to building memories. Like the corporate world outside our gates, we have migrated into an “experience economy,” where our members place greater importance on experience. Fitness centers, spas, and racquet courts are now the norm and very few members get impressed by these shiny new toys. Today’s members are looking for, and paying for, memorable unique experiences. These unique experiences are what makes successful clubs stand out in the eyes of the current and prospective membership.

How do you capture new, creative ideas AND make them happen?

Capturing ideas is the easy part – getting buy-in and execution is the hard part.

There is no shortage of ideas. My team and I look not only to our peers for ideas, but more importantly, we look at what others outside of our industry are doing and determine if and how it is applicable to us. The truth is, many of our innovative ideas at Medinah may be innovative for the club space, but in reality, they are almost common practice in the public space. Clubs are too quick to dismiss ideas from other segments by thinking “that would never work here.” While that may sometimes be true, we seek out those principles or ideas that would work and determine what we would need to do in order for those ideas to be successful at Medinah.

What’s your best example of bringing innovation to a high-profile event? What made it successful?

While many clubs go out of their way to squash nonconformity, at Medinah, we encourage it. I genuinely promote constructive nonconformity. That type of thinking is how we introduced the Tiny House Hospitality Package during the recent BMW Championship hosted at Medinah. The goals were twofold:

How can we create a unique memorable spectator experience and capture additional hospitality at a mid-range price point? The answer – place several Tiny Homes at specific locations on the golf course.

This was the pitch – Ever dream of watching a professional golf tournament from your backyard? Now you can. Introducing the Tiny House Hospitality Package for the 2019 BMW Championship. Invite your friends and colleagues to watch the top 70 players tee off just feet from your fenced backyard. In addition to witnessing the tournament up close, you will have access to a tiny house with all the accommodations of a home.

Not only was this the first time a Tiny House has been used in this way, but also the first time a Tiny House has been featured on a course during a professional tournament. This was a massive success and will likely now be a standard hospitality offering for future tournaments. The positive press we received was truly remarkable.

What else can other clubs learn from Medinah, whether they are staging high-profile events or member events?

In order to foster innovation, you must have a culture that not only encourages those who are innovative, but, more importantly, doesn’t penalize those who fail. Too many clubs focus on the ideas and innovation, and not enough on developing a culture of trust, where innovation and creativity is celebrated.

As the COO at Medinah, I have worked tirelessly to strengthen the trust between myself and the board. The board has provided me with a large safety net. In return, I have provided my team with an even larger safety net, allowing them to take risks and challenge the status quo. There are very few mistakes my team can make that I cannot get them out of.

Clubs must become comfortable with the unknown. If you want to accomplish something unique and memorable, you must be willing to take on risk. In general, clubs are culturally rigid and, as a result, are very risk averse. Club boards and members have a very low tolerance for failure and so club managers take fewer risks, thus, innovation comes to a standstill. Arguably, clubs with greater recognition and resources can afford to take more risk, but I believe the exact opposite to be true. When a small, unrecognizable club fails, the city may be aware; however, when a club with a global brand fails, the whole world will know.

How to Develop an Enviable (and Profitable) Events Calendar

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A thriving events calendar, if delivered well, can propel member satisfaction and loyalty to new levels. But first you need to understand what works, and how to measure event success. We enlisted the help of GGA’s Patrick DeLozier, who has over 14 years’ experience delivering events at some of the top clubs in the country, to explain what clubs need to know.

A thriving events calendar has been a staple at the top clubs I have been fortunate to manage in recent years. Are they hard work? Yes, absolutely. Are they worth it? Without a doubt.

I have witnessed first-hand how events create memorable and meaningful moments in people’s lives, strengthening the bonds they have with a club and enriching relationships with other members.

While a number of events you deliver may not quite achieve this ‘magic’, there is a formula and steps you can take to deliver a compelling events calendar.

Keeping it fresh

The key to delivering outstanding club events lies in not standing still. Inject some creativity and fresh ideas into each and every event. This does not mean needing to stage new events every year, but adding new twists or new dimensions to established, traditional ones.

Sometimes this could be as simple as hosting an event in a different area of your property. Not only does this create a different ambience, it also serves to introduce members to parts of the property they may not normally see, or facilities they may not typically utilize. This is something we would routinely do at Augusta National to great success and satisfaction amongst members.

Timing it right

Simply put, one of the critical things to get right is timing. It can be easy to overlook, but so fundamentally important. Clubs of a certain size will need to communicate with other departments to avoid internal date conflict with other events, but all managers should also be attuned to events happening elsewhere either in the community or beyond.

Sports events, school events or charity fundraising events may all impact your club’s event calendar, so don’t fall into the trap of choosing the wrong date and marketing the event before needing to change. The same can be true of major sporting events such as the Super Bowl or The Ryder Cup. Set dates carefully, then market them with confidence and assurance.

Understanding what works

Fundamentally, you want members to engage with and enjoy the events your club chooses to stage. And when it comes to measuring success, their satisfaction should feature prominently. But events need to be well attended for them to be viable, both from a satisfaction standpoint for members and commercial standpoint for the club.

At the point of conception or planning, it will help to determine what constitutes reasonable participation numbers for particular events. This will provide a sound barometer of success not only for the current year, but future years too. If the popularity of certain events begins to grow, you can begin to unpick the reasons why and use the insights to fuel ideas for new ones.

When it gets to the events themselves, attend. Especially If you are relatively new to the club; it will give you the opportunity to engage with members and see for yourself how the events are received. Although we want to put a measure next to all aspects of an event, sometimes you have to accept some events carry a special aura – which you can only experience by being there.

Beyond the event, there can be a tendency to focus on what’s next, but don’t miss out on the crucial feedback and insights. There should always be a team debrief for those involved in the event delivery. Typically, we would spend 10% of the time on what went well and 90% of the time on how we could improve, with all staff and committee members challenged to come up with new ideas covering all aspects of event delivery.

Externally, send a feedback form to event attendees (do this quickly, so that you collate as many insights from the most members possible while the event is still fresh in their memory). This will enable you to identify areas for future improvement and pick up on any negative feedback (where appropriate).

Bringing it all together

By implementing this defined approach to event delivery, from planning through to evaluation, you will establish a culture of measuring success, defining continuous improvement, and translating this through to the events you choose to stage.

Combine this with a sprinkling of creative flair and you should have the basis for a calendar of thriving, well-attended events.

It may take some time to get there, but the impact on member satisfaction and the bottom line will be more than worth waiting for.

Boosting Your Club’s Brand Through Events

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Sustaining a lively events calendar can be challenging – on a practical level, operational level and commercial level. However, even though they may not always pay their way, they are fundamentally important to conveying what your club is, and what it represents. GGA’s Linda Dillenbeck explains why.

Beyond access to an enjoyable round of golf, people join golf and country clubs to socialize with each other and participate in unique experiences. To many, the social aspect of country club life is even more important than the golf, particularly when only one member of the household is an avid player. Whether it is a member/guest golf event, wine tasting dinner, holiday celebration or speaker series, events will build relationships and friendships within the membership that will increase the sense of community throughout the club.

Equally important is the fact that well-planned and thoughtful events will provide the Club the opportunity to enhance its reputation and standing among members. One of the best things that can happen after an event is to have participants telling their friends about the incredible experience, which creates a desire to be part of that experience.

Anyone who has planned an event understands that success doesn’t happen by accident. Rather it requires a combination of creativity, organizational skills, cooperation and, most importantly, a keen attention to detail.

Present Your Brand in a Creative and Consistent Manner

The type of events to include on your club’s social calendar should reflect “who you are” as a Club, but that doesn’t mean they can’t be fun and have a creative theme that sets your event apart from the myriad of options available to private club members.

Creativity does not have to mean expensive. As a private club member I recently spoke with told me, “My favorite event is the Show Up and Shut Up Halloween tournament.

“Everyone comes dressed in costume and on two holes you hit your drive wearing a pumpkin on your head. It’s so different from so many other events in which I play and provides an entire day of fun and entertainment for my guests.”

While a Show Up and Shut Up event might not be in keeping with your brand image, that should not discourage your creativity in developing themes and memorable touches more in keeping with your brand. This might be a badge of honor tee gift (think beyond shirts, hats and golf equipment), a surprise egg with a special present in the annual Easter celebration or a wine not available to the general public presented by the winemaker during a special dinner. Your goal should be to think different, because when you do, your brand and club will become known for its must-attend events.

The Devil is in the Detail

Small details can have a big impact. They can be the difference between a good event and a great event, between memorable and forgettable, or the difference between clearly communicating who you are and being vague and predictable.

Are all names spelled properly on place cards? Are the pins set in spots that will allow for a quick pace of play? Is there an adequate quantity of the proper wine glasses for the tasting? Can your team identify all members by name? Is there adequate signage to direct guests to the proper place within the club? All of these questions and more should be asked and answered before event day.

Events Create Content

Another benefit of a robust event schedule is that is provides fresh content for your club newsletter, social channels and website. To capture the content, a staff member should be assigned the task of taking photos, not only of the members and guests, but of the special details. For example, the place setting for a wine dinner, the line-up of carts or the baskets of treats to be given out during a Halloween event. Pictures are a very effective way to tell your event story so create a wish list of the images you want and need, and take plenty.

To encourage participants active on social media to post about their experience create a hashtag of your event name and include it on invitations, golf carts and tables. This will help to expand your story across all social platforms.

When appropriate, it is beneficial to consider inviting a prominent member of the media to participate in your event. For example, the food writer might be invited to a wine tasting dinner or the business editor could be invited to a speaker series session featuring a noteworthy presenter.

Successful events don’t happen by accident. They require a lot of hard work. But when done properly, events will provide members and their guests with experiences they can’t get anywhere else. When that happens, your brand becomes the talk of the town – and that will deliver prospects to your door.

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