Jan. 9, 2024
316: Authentically You - Personally & Professionally w/ Shanna Bright
When authenticity in storytelling intertwines with the vibrant pulse of the club industry, something magical happens. Shana Bright from Private Clubs Online joins me for a heart-to-heart on just that—how genuine narratives shape membership experiences and the secrets behind engaging content. Our conversation, filled with laughter and revelations, journeys into the South Park studios for a slice of creative genius and back out to the club world, where we're prepping for 2024 with tools that promise to sprinkle innovation across our professional canvases.
Navigating the digital evolution, we take a deep look into the realm of artificial intelligence and its place amidst the club industry's communication artillery. No, it's not the plot of a sci-fi flick; it's the reality of how AI complements human finesse in crafting connections. The vibrant tapestry of club life is changing, with Instagram leading the charge in reshaping member relations. Shana and I, we don't just talk about these shifts—we explore the delicate balance between preserving traditions and embracing the new wave.
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00:00 - 2024 Club Creative Inspiration
14:18 - Exploring AI as a Communication Tool
23:02 - Embracing Risk and Overcoming Fear
30:59 - Club Industry Innovation and Collaboration
WEBVTT
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Hey everyone, welcome back to Private Club Radio, where we go over any and all the things private club related, you know, the golf clubs, the country clubs, the yacht clubs, the city clubs, the athletic clubs, the military clubs, all the clubs.
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I'm your host, denny Corby.
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Thank you so much for being here, and I'm chatting with my friend today and I realize I say my friend a lot, but I actually genuinely mean a friend of mine, shana Bright, from over at Private Clubs Online, and we have a genuine talk.
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You know, I thought we were going to do more of like me interviewing her for this one, and we were going to talk about some things, and it turned into something I didn't think it was going to.
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It was more of just a genuine friendly conversation and I feel like I was getting interviewed a little bit, but it was a really fun talk and I really enjoy Shana and the work she does and what her and Private Clubs Online are all about.
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So it's more of a conversation about getting into the minds of two weird creatives in the club space, two really weird club creatives.
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Going back on the episode, though, the question I was asking her was what are you thinking about?
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What's going on for 2024?
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And we just got to talking, and a lot of it is around the club space, but really just how?
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Seeing as we're both of the creative type, it's fun to see how other people work, what gets them going, what tools they use and how they use the tools.
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Reflecting more on our talk, authenticity was also a theme that came up, and whether it's for the work that we do for our clubs, the stuff that we put out there for them, or just being authentic in all of our communications from a personal level, from a club level, and how just being a little bit more open can lead to personal professional growth and innovation.
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But you know, looking ahead, looking to 2024, that's what this is about Me and Shana Bright, private clubs online and if you don't know Shana Bright and private clubs online, we got a problem because you should.
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She's who you go to when it comes to your membership, communications, membership retention, everything from learning how to create engaging content for your social media, many courses on strategic member communication and member events.
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She has a communications club.
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She's the bees knees, she's the real deal.
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She's one of those people.
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When she talks, people listen and she's a real good human saying she's no stranger to the club world or us here on the show.
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That's welcome, shana Bright.
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Did you enjoy Book of Mormon?
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Oh, my goodness I have.
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I never thought I was going to put a musical on my phone and there is now a musical song on my phone.
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Which one, Hasadiga Iboi.
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I love that.
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Well, I'm a huge South Park fan, which I don't think if anyone looked at me they'd be like I'm not a first South Park fan, but do you want a story about part of the reason why I love South Park?
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So when it first came out I loved it.
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I just they're humor.
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I'm totally that type of humor.
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And why does it last so long?
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When I was working for the American Film Institute, the executive producer of South Park and Garofino is an AFI alum, so my job was to go meet with alumni.
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So who did I call up and say can I come meet with you?
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She is the nicest person, she's so nice.
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In fact, if you look at the special that they did in 10 days it was they were showing how they produce a South Park episode, and they typically produce a South Park episode in 10 days.
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But it was also the release of whatever season coincided with the release of Book of Mormon, so it was a particularly hectic time.
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And the first episode of that season was the I Centipede Do you remember that episode?
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And so Anne Garofino had to be on the phone with attorneys saying is it okay if we have, you know, a mouth to bottom to mouth to bottom and like going over the legal liabilities of that particular episode and then.
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But so when I worked at the AFI and I went to go meet Anne Garofino, I got to go to the studios.
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I think they've changed locations since then, but it was in Santa Monica.
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It was like in warehouses in Santa Monica or something, and it was so cool because all the desks, they could create their little cubicle however they wanted.
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There was like a tiki hut and one and you know it was really cool.
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But the coolest thing for me was Matt and Trey's office, because theirs was a really large enclosed office and in the middle of their office was the tatami mat, a raised tatami mat, and it's Trey I think it's Trey that spent some time in Japan and actually married a Japanese woman, so that when you hear any of that stuff in Japanese and the in the episodes it's like authentic.
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So his that the raised tatami mats.
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What they would do is, in writing the episodes they had the plush dolls and they'd sit on the tatami mat with the plush dolls and act out some of the scenes and it was just.
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It was really cool to kind of see that creative process, like how you know how something like that comes to life.
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And this was in the very early days.
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I mean, this is, like you know, before 2000,.
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It was like 1998, 99, something like that.
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So you know a while ago, but but it was just.
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I've never forgotten that experience because it was just so, so cool.
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And Anne, you know she was working with Comedy Central, with the Canadian what is it?
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Kids on the Block or something.
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The Canadian show on Comedy Central Can't remember what it was that got canceled.
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But Comedy Central said, hey, would you like to produce this cartoon?
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She's like what?
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And so she said, sure, ok, I'll give it a shot.
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And the rest is history.
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She's still with them.
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That's awesome, that's cool, that's so neat.
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Because I just can't get that visual out of my head of like them, just like playing.
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Yeah, I mean it makes sense.
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You know, since they voice all the characters, it probably helps to have that acting of it in their body.
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You know, while they're voicing and recording the episodes, to have actually played it out, you know, on a stage.
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So I think, like the performer in me is like that's genius, because, of course, like you play with like your props, like that's part of you know, like you just play, you just never know like what line is going to come out, having you know a little like Cartman in your hand or something Like whatever, but yeah.
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So I think I think a topic today you want to talk about hiring, interviewing.
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Let's, let's ask this, so just kind of playing off of of South Park and the the Trey and Matt story, you know, where do you, you know, for your creative inspiration?
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Where do you go for creative inspiration?
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Like, how do you get creative?
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I'll turn the tables and start interviewing you.
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About me this you're supposed to help me out with my marketing Mondays.
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No, we'll talk about that too.
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No, it's it.
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Oh, it depends.
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It depends the who, what, where, when, why I get a lot of my creative juices from other people and like energies, so like it's hard for me to script things, so to speak.
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I need to like do it Like I need people, I need this, I need that back and forth energy and banter, yeah, and it's sort of why I like AI a little bit, because it's that quick To me.
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It's using it as that like little friend that's off the side, whereas you know, I just want to like have a quick little something with somebody that I just use like a chat, gtp ish, sort of as that Like hey, what about this?
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It's just that like without, because I think sometimes when you talk to people as well, you're like I don't want to sound dumb, but so that's where I use that little bit and I just like consuming things Like.
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So I just take, I like to learn a little bit about everything.
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Yeah.
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So I just like I don't know I I'm always listening to different things, listen to different people speak.
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One one thing I've been trying to do lately is taking different driving routes to different places that I go to often.
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So, instead of taking the same route, switching it up, so taking back roads, taking a shorter route, a longer route taking, you know, just just you know, if I it's one of them, I have to be somewhere, like a specific time to, oh, I'll go up this one.
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I've been up that road before, just you know.
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So, just as I'm driving, listening to a podcast, doing whatever, going somewhere, just taking different routes and just exploring a little bit more, that's been, that's something I've been having having some fun with.
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That's kind of like the putting your pants on with the different light first.
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That is so weird.
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Right.
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I mean that's where you because you're out of your comfort zone you just do something the same way, you don't even think about it.
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So, driving tune from work or you know whatever, you're always taking the same route.
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You're always doing the same thing.
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But then when you change it up, that's when your brain opens up and creativity just spills out.
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The synapses.
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Right.
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Your brain's like what are we doing?
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Why are you putting in your left leg first?
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You're taking a different street.
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This is crazy madness.
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That's funny yeah.
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I know I thought I was going to solve all the problems of the world on my drive up here, but I found that I was so busy right up until the moment I got in the car that I just like it was everything I could do to stay awake and the whole the whole two days that it takes me to drive here.
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So I'm looking forward to the way home having that you know, well rested new year.
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You know, looking at at having some creative ideas, you know pop in my head and things like that.
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But I'm, you know I'm excited for excited for the new year, excited for new collaborations and new ideas.
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But AI is definitely that thing that is.
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I think we all have to pay attention to it in a variety of different ways.
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I know I'm going to be talking with the Florida chapter of CMA about not only the uses like how we can use AI in clubs but also where's the line that we cross between you know okay, and it's helpful and it's a good assistance for when we're in a time crunch to we're plagiarizing or it's not our work, or where's the moral and ethics of AI.
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I think that's going to be kind of an interesting topic to focus on in the new year.
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It's funny that Sean bombed us before, but he and I were talking about like automation and AI as tools, and that's the word that kept coming up.
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It's like it's just a tool.
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It's just a little, just a part.
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We have to put in all the same work, still do everything, but it's just another tool in the arsenal.
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Right, absolutely.
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I mean that's, I think, the thing with communication directors, and we may have talked about this before, but you know, 10 years ago, what did the communication toolbox look like for clubs?
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And then, now, going into 2024, what does that communication toolbox look like?
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What tool are you going to access today to help you do your job or to help you better communicate with your members or the community, or whoever your audience is, your potential members or what have you?
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But AI, definitely, I agree, like that's how we should phrase it is.
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It's a tool, it's something that can be used.
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It doesn't have to be used every single day, doesn't have to be used every single time, but it's not going to take over our job or anything like that.
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It's just that quick little.
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What's that other?
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You know, just giving it some, just having that quick little conversation with it.
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That sounds weird to say.
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Even say so, you know, you just brought something up.
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That's kind of neat.
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You know the toolbox, the tool belt from 10 years ago, you know, from 2014 to 2024.
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What do you?
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How do you see they compare?
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What are some of maybe the same similar tools, different tools, any tools that don't really work anymore, any tools to get rid of?
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I kind of like that little route.
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Yeah, but you know, I was just talking with somebody kind of short term memory brain here.
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I was just talking about with somebody about newsletter productions and how back in the day, like one of my first jobs out of college, I ended up working at my alumni association and I, you know, my career started in kind of alumni relations, which is a very good segue into member relations.
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But we did a newsletter in that day and age, in the 90s, by we cut and paste.
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We cut clip art out of a book and put it on a board.
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We'd have all of our texts and stuff on a board and we'd present that to the printer.
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So anyone who's a generation X and above will understand exactly what I'm talking about If you don't know the clip art book and the board that you used to have to put your newsletter on.
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You're young and spry and have your whole life ahead of you, but that's how we used to produce newsletters and they were printed and then we would have to print the envelopes or the labels or whatever.
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It was a process to get this out.
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I mean, you're talking about an educational institution, so we're talking about hundreds of thousands of alumni that we would send this newsletter to, and we would.
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It was different than the magazine because it was more like about the clubs and chapters within the alumni association.
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So it would be like the DC chapter or the New York chapter or the LA chapter.
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But anyway we, you know, put them all in envelopes.
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We'd have to sort them by zip code, take them over to the mail.
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It was a process, it was a major process.
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I'm glad we're not in those in those day and ages.
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I would say the you know some of the things that I think we've seen, especially with social media, which have been, when I first kind of came back into clubs as a consultant social, nobody knew how to use social media.
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Everyone was like, well, should we use it, should we not use it?
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But we're a private club but it's public, and it was like, oh, my goodness, let's calm down and have a conversation about this.
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This can be really really useful.
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Everyone was very concerned about it being advertising because of the 501C7, you know, status and all that.
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And you know social media is, as you know, is not advertising, it's storytelling, it's content, it's connections, and so it was kind of the getting people to understand that just because your club is on social media and it's public does not mean that you're advertising.
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Yes, you can talk about the events that are happening at your club before they happen and invite your members.
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It doesn't mean the pub public is going to show up or, you know, doesn't mean that every and it.
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Also, I think clubs have this total misunderstanding that if they establish a social media account and at least it was 10 years ago if they establish a social media account or if they make their private Instagram, all of a sudden they decide we're going to make it public that everyone in their mother is going to flock to that set, flock to the account.
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You know people from all over the world are going to be like oh, the happy Valley Country Club made their Instagram account public.
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Oh, we've got to follow them, we've got to go to their events.
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Oh, wow, that's so exciting.
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It's like you're lucky if you have 50% of your members who follow the page, right?
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So I think, in terms of social media, the social media landscape has changed so much from 10 years ago.
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I think you know Facebook.
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Maybe people have some Facebook groups that are private, that are serving them well, but I don't see a lot of activity on Facebook.
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Everyone's on Instagram and I think we'll probably.
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I don't know what changes are really on the docket for Instagram this year, but, you know, anyone who's using it can see that there's a lot more advertisements, that they are starting to tweak the features a little bit.
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There's the subscriptions, but you have to have a certain number of followers and it's kind of for celebrities or, you know, influencers or whatever.
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So I think that, though, the Instagram still is super flexible for clubs in terms of being able to share what you want to share with the audience you want to share it with, whether you're, you know, private or public, and that it's easy for members to follow the club and to get the content that they want to get from the club, whereas Facebook has so many different features baked into it.
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It's hard, facebook's hard, it's easy, and there's so many layers to Facebook.
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There's all sorts of stuff on the screen whether you're looking on your phone or your laptop or desktop.
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It's just too much.
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You know.
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So, and I think that for clubs, I think that there's, you know, some of the scheduling tools like later I use later are really super helpful in creating that content and communication plan and being able to use that in tandem with your Excel sheet, whether you've purchased the content and communication plan for me or you've created your own, or you've found something else online that you're using.
00:19:53.409 --> 00:19:54.722
Well, let's talk about.
00:19:54.722 --> 00:20:00.943
Let's talk about we were talking about marketing or communication tools toolbox.
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We also talked about a little bit about creativity and inspiration for creativity, but let's since this is kind of the end of 2023, do you want, do you, would you like, to talk about kind of not a 2023 in review, but like things you're taking in, things you're leaving behind, things you're taking into 2024, kind of thing.
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What are you leaving behind and what are you taking forward?
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So in 2023, I think what I'm going to leave behind is I know this is a kind of a cookie cutter answer, but just fear, like I think.
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Sometimes I approach things and I know I have good ideas, but I'm afraid.
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I'm afraid to try it, I'm afraid to take a risk and I want to leave that behind because when I have taken the risk, when I have taken the leap, it has always worked out.
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It has always been like trust your gut.
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You know the industry, you know how you're helping the industry, you know you are helping people.
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Just take the risk, just do it.
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Whatever brilliant idea pops into your head, go for it.
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I think that's true even for some clubs.
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You know there's hesitancy because, oh, what if it doesn't work out?
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Well, okay, it doesn't work out, then no big deal, no one cares.
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Just try it, cause it might be the best thing you've ever done.
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And the thing is, if it doesn't work, no one cares Like it's not gonna work.
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No one cares, no one's gonna remember, no one's gonna remember.
00:21:41.200 --> 00:21:51.628
At least once in each conversation, each recording I've had in the past three days, at some point this theme has come up in some capacity.
00:21:51.628 --> 00:21:53.943
Just do it, no one cares, like just give it a try.
00:21:53.943 --> 00:22:02.429
I was talking with Ben, we were talking about his creative summit episode will be coming out, and we were also just talking about just same thing.
00:22:02.429 --> 00:22:05.465
Just how do you know how they do things really well there?
00:22:05.465 --> 00:22:06.728
It's like we just try it.
00:22:06.728 --> 00:22:07.529
It doesn't work.
00:22:07.529 --> 00:22:07.990
It doesn't work.
00:22:07.990 --> 00:22:09.354
We just try different things.
00:22:09.354 --> 00:22:14.086
We throw stuff, see what sticks, and if it doesn't work, we try to figure out why.
00:22:16.326 --> 00:22:36.125
And then same thing with, like you know, shawn, the state it's just trying different things and cause it's something so small he and I were just talking about is when you, on your form, don't put submit, say you know, sign me up, or like put something there, and it's like no one's gonna quit your club because it doesn't say submit.
00:22:36.125 --> 00:22:41.586
Like no one's gonna be like oh, you know what, I'm out, they're getting a little too edgy.
00:22:41.586 --> 00:22:45.608
And same thing, like if you have like an event and it doesn't really work, no one cares.
00:22:45.608 --> 00:22:47.859
Yeah, like no one cares.
00:22:47.859 --> 00:22:54.826
At the end of the day, there's so much other worst things to worry about, and because maybe people didn't show up or it wasn't like a hit, it doesn't matter.
00:22:54.826 --> 00:22:57.346
Like you just gotta try and move on and just see what works.
00:22:57.346 --> 00:22:59.022
So failure, oh my God, it's perfect.
00:22:59.880 --> 00:23:05.430
There was a club three years ago, so this would be the third year that they did an event.
00:23:05.430 --> 00:23:20.568
I cannot, for the life of me, remember which club, but the event person, the event planner at the club, knew that it would be a good event and it was like a story, holiday story time with the Grinch or Santa or something.
00:23:20.568 --> 00:23:23.526
And the first year it was a bomb.
00:23:23.526 --> 00:23:26.467
Barely anybody came, barely anybody knew about it.
00:23:26.467 --> 00:23:34.987
And she looked at her, you know, basically looked at well, what else was going on?
00:23:34.987 --> 00:23:36.465
How did we advertise?
00:23:36.465 --> 00:23:37.082
What did we?
00:23:37.182 --> 00:23:45.250
You know, it was the first one, and so the next year she said I'm gonna do it again Cause I just know, I just know it's gonna be a hit.
00:23:45.250 --> 00:23:52.967
There's like 75 kids and all the members stayed for dinner and you know, it was just, it was a huge, it was a huge hit.
00:23:52.967 --> 00:24:00.249
And she was right, she listened to her gut, she didn't, you know, she didn't get fearful, she just went for it and it's now a tradition at the club.
00:24:00.249 --> 00:24:02.067
So this year would be the third year that she did it.
00:24:02.067 --> 00:24:05.170
I'm sure they had more than 75 kids and you know.
00:24:05.170 --> 00:24:13.770
So that's what I'm leaving behind in 2023 is fear and the adversity to taking a risk.
00:24:13.770 --> 00:24:15.846
What are you leaving behind in 2023?
00:24:18.500 --> 00:24:19.665
I was gonna make something funny.
00:24:19.665 --> 00:24:21.728
I was like I was gonna have to edit it out of the podcast.
00:24:21.728 --> 00:24:24.910
Anyway, probably the same.
00:24:24.910 --> 00:24:26.565
It's just that, say it's it's.
00:24:26.565 --> 00:24:29.186
I think it also comes towards like the end of the year.
00:24:29.186 --> 00:24:38.968
You start the new year, you're like, oh, you're figuring out what, what works, and then you get back into like a I don't want to say a rut, cause that's not the right thing, but you know, you just get set into your ways.
00:24:38.968 --> 00:24:43.652
I've been so similar like same thing with the ride, ride home.
00:24:43.652 --> 00:24:47.482
It's just, sometimes you just need that little little reminder.
00:24:47.482 --> 00:24:51.368
I've been consuming a lot of the Rick Rubins lately.
00:24:51.368 --> 00:24:52.525
I don't know if you know, him.
00:24:52.660 --> 00:24:55.048
He was the producer for Def Jam.
00:24:56.002 --> 00:24:58.267
Okay, and he wrote the book the Creative Act.
00:24:59.960 --> 00:25:08.586
It's just about how you know, like so when you go to his studio and work with him, there's no, you don't see the plaques, and there's no mirrors and TVs.
00:25:08.586 --> 00:25:12.626
And you know he always says how you do one thing, try to get a different way next time.
00:25:12.626 --> 00:25:13.805
It's probably not going to work.
00:25:13.805 --> 00:25:24.948
But even if you already have your set way that you know works, come out of, come about a different angle, a different way, because you might just realize a different part of the process or just see, see something from a different angle.
00:25:26.067 --> 00:25:35.244
And so just always trying to just continue a little bit, always try to, you know, move, move the needle forward, kick fear in the ass.
00:25:35.941 --> 00:25:38.134
I don't know if that's going to stop my.
00:25:38.214 --> 00:25:44.748
Apple ratings there by saying the word tushy, but but no, I think that that is.
00:25:46.550 --> 00:25:50.026
yeah, fear I like that Fear is trying stuff, just trying it out.
00:25:50.026 --> 00:25:52.557
Right, no one cares.
00:25:52.557 --> 00:25:53.351
No one cares.
00:25:53.351 --> 00:25:56.525
No one cares, I care, I care about you.
00:25:57.480 --> 00:25:59.482
You know, stop it, Don't, don't, don't.
00:25:59.482 --> 00:26:00.728
Let's not get deep right now.
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