March 4, 2024
330: Educating & Entertaining w/ NCA's John Good
Ever had the pleasure of attending an event that felt like it was curated just for you? Join us as we sit down with John C. Good, the brain behind the National Club Association's (NCA) bespoke events and member engagement. John opens up about the upcoming NCA conference, which is set to redefine networking for private club leaders through intimate, meaningful interactions. The discussion traverses his intriguing history in music management and how those rhythms play into crafting community-focused events that hit all the right notes for professionals at every level.
From the hallowed halls of the Washington Performing Arts Society to the soulful nights at Blue's Alley, our guest shares his symphony of experiences in the arts and entertainment sector. We trace John's musical journey, touching on the balance between commercial success and artistic integrity.
We take a behind-the-scenes look at the multifaceted roles of executive leadership within professional organizations, and a sneak peek at what's lined up for the NCA conference. From sessions on innovative kitchen technology to the prestigious Excellence in Club Management Awards, we explore the unique blend of education and celebration set to unfold.
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00:00 - NCA Events and Member Engagement
10:23 - Career Evolution in Arts & Entertainment
20:27 - Expanding Job Titles and Event Planning
30:26 - National Club Conference Event Overview
WEBVTT
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We sat down with the folks at Middleby and they said well, listen, we'll just underwrite it so you don't have to charge, you don't have to worry about transportation, we'll get everybody here.
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So we were able to open up to the whole membership as actually part of the event, and then we got a couple of the chefs to do a couple of workshops.
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So now it's eligible for education credit as well.
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So it's just an off-site education event now, but it's really cool.
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Hey everyone, welcome to Private Club Radio, your industry source for news, trends, updates, anything from management, leadership, governance, food and beverage, marketing communications.
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If it's club related, we have you covered.
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I'm your host, the club entertainer, denny Corby.
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Thank you for being here.
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This episode I get to chat and bring on a good dude, john C.
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Good speaking of good.
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He is the director of events, tech and member engagement over at the NCA, the National Club Association, and I wanted to bring him on because I have Joe on.
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I have Joe on a lot and we're talking about the updates what's going on Capitol Hill, what's going on in the government.
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But the NCA they do a lot of events, also usually a little bit smaller, a little bit more workshoppy, and they have their conference coming up soon and it is gonna be killer.
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But John helps run, it is in charge of the events and the tech and the member engagement and obviously has a team as well.
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But with my entertainment background, I know how difficult it is to put on events and how much work it takes.
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So I kind of want to give you all, the audience, a little peek behind the curtain and we can learn a little bit about John, his background, cause we've had so many just fun conversations over the years and I just think he's a really good dude.
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So I just want to talk about that.
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Part of it is the events, what it takes to put stuff on and his background.
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A little bit so for those of you who don't know about the NCA and the NCA conference.
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But basically it's just a really great gathering of GMs and their boards and it really provides an opportunity for leaders in the club industry to learn from each other and build relationships.
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This conference tends to be a lot smaller and more intimate than a CMA conference and he and I go in chats about that as well.
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So we talk about the conference coming up.
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We'll all let it go off in there.
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But we talk about John's background, from music management, event planning, nonprofit management and all that which has helped equip him with the skills to oversee all of the events, and the technology and the member engagement for the NCA.
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I'm happy to have them on.
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I'm excited to have them on.
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I'm glad for you all to learn about them.
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So let's give a big, warm, private club radio welcome to our friends from the NCA, mr John C Good.
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So I mean, you know we're gonna have a full house for sure, we'll be pushing probably 300, maybe 350 on this one, just kidding.
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How many were at Chicago?
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About 250, 253.
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I think we had all told.
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I love the way your conference is Like.
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I love everyone's in the same room.
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I love the intimacy.
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I just like.
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I like that a lot.
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I think it's a different model and it's a different way of serving the membership as well.
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I mean, yeah, we like to be different, we like to make it a little more intimate.
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We don't like it to be this big expo convention thing Not to diss what CMA does, but they've got to go at a bigger scale and I've done that in my career as a meeting planner.
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We've done great, great, big ass airplane hanger, expo floors, but you lose a lot of the humanity that way.
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You don't really get the one-on-one interactions and most of our events we have more networking events than we have education events as part of our conferences, and that's not just to say we party a lot, that's to say that we give a lot more opportunity for people to network and to facilitate building relationships among the attendees.
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And who's to say that's not educational Cause?
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There I mean to me that networking that's education in itself.
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Just those conversations you probably talked to people as well.
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It's like you know they say sometimes like the after parties and like you know, we're just two people just chit chatting, like that just brings it all together.
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It's those like little moments.
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So it's nice that you've recognized that and brought that into play to allow people to network, connect, yeah, yeah.
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I think a lot of our members look to our event to be that touchstone where they can sit down with their guys they haven't seen for a year commiserate you know, we're all dealing with the same issues right To sit down and say, well man, what'd you do about this, how'd you do this?
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And it's a very intimate sort of exchange of ideas.
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It's a good model for us and I think it's always been that way with the national club conference.
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Yeah, I mean, I was just at PGA show and there was like a thousand vendors.
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Oh, it's huge.
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I did 22,000 steps.
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Did you wear a pedometer?
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Well, my apple walk and my wife we have like a step competition so she's always like how many steps she got.
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So she went radio silent when she saw me walking around PGA she was watching my stats.
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My dogs were barking but like that's just a whole different animal.
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Yeah, even just like.
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I think the relationship between the vendors and the attendees is yeah, and I think it's why I enjoy the NCA is coming from like the magic background.
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All the magic conferences like little, like things that I've done.
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They're all similar, they're all smaller.
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Everyone's mostly in the same room.
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You chit, chat, you hang out, you build those relationships, those connections.
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Yeah, so I'm super stoked for this year.
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How long have you been with the NCA for?
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I've been with them for coming on, I guess eight years now.
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Which flew by, I mean flew by.
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No, I can't believe.
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Let's see no, my first conference was 2018.
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So 2018, 18, 19, 20, 21, 22, 24, seven years, so close You're off by 30%.
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This is why I'm not an accountant.
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The math doesn't come easy to me.
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No, I was just talking with somebody because we were talking about school and math and I was in.
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I was in the dumb math but of the great ahead of me.
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Oh well, there you go.
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So, I don't know how that worked.
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Yeah, Like me and my friends were like so you're smart, but not like You're so advanced yeah.
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But then, but then I.
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Then I got into the class and I was like no, I think I'm really dumb, Cause I you know you like look around at some of the people.
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You're like, am I really in this room?
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All right, well, okay, so funny story.
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So my, my degree is in music.
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You know that.
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Right, it's in music management, which is basically a business minor and a music major, sort of smashed together.
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Right, it was back in the day when this there were only four of these degree curriculums in the United States being offered, right.
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It was like JMU where I went, and like I think Miami, north Texas state and like Berkeley were the only places that offered this degree curriculum a BMM bachelor of music management.
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So I took a class called math for music majors.
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I kid you not, it was called math for music majors and it was specifically made for our curriculum and what it was was sort of like numeric problem solving.
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Like, if you've got a gig in Wichita, right, and you've got a recording session, you know, across the bridge in another city, what route do you take so you don't have to cross the same two bridges at the same time.
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It's like you know what, though.
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I like that.
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I mean it.
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I guess it does build the skills you're going to need in your daily application of your degree curriculum, but it was pretty dumb down.
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I mean.
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You know, it's not like we're going to be doing any kind of advanced math, we're not going to be sending anybody to the moon, essentially, but I can get to my gig on time and not retrace my steps you know.
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But if the gig is on the moon, you're in luck.
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Yeah.
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I cannot wait for National Club Association 2025.
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To the moon, on the moon, on the moon.
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So was is the NCA your first like dip into the club world, or were you doing stuff with it before?
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How'd you end up at NCA?
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Oh, did I end up at NCA?
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Okay, so let's go back to the beginning.
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That's a very good place to start.
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So my degrees in.
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I'm assuming this is the meat of the show now, right, oh it's, you know.
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Yeah, it was a little bit earlier, but yeah.
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So my degrees in music management, I entered the nonprofit world.
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That was my first.
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My first jobs were doing music production and presentation as a nonprofit organization.
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So I worked with a lot of the major presenters here in the Washington DC area.
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I started with the Washington Performing Arts Society with Patrick Hayes if that means any of the Helen Hayes awards and those guys way back in the day back when we were analog, before computers, before cell phones, back then, Eight tracks, Eight tracks and we were.
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We were presenting performances at places like the National Cathedral and the Kennedy Center for the performing arts and that type of stuff, and then I left.
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I was writing musicology content, I was writing program notes for the performances that we were presenting, which is hilarious because the entire time I was in college I never turned in a term paper.
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I never turned in a composition that wasn't, you know, music composition.
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You know notes notes on a notes on a staff kind of thing.
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So it's hilarious that my first job was actually writing musicology, you know, ethnomusicology, research papers on major symphonies performed by you know major symphonic organizations around the country.
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So I was submitting all this stuff to Stagebill Magazine, which was then the program magazine at the Kennedy Center, and they called me up one day and they said, hey, listen, if you can write this stuff, can you edit it?
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I'm like sure, how hard can it be, right?
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So they hired me as an assistant editor there and I was then crunching copy for all the performances that came to the Kennedy Center and and my boss burnt out very quickly and within six months I was the editor and I was running Stagebill Magazine not only for the Kennedy Center but we also did the National Theater and we did a lot of the presidential inaugurations right.
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So did that for a while.
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And then I got a call from Wolf Trap and a woman that I had worked with back at the Washington Performing Arts Society, a development officer there, said hey, you can write, you can edit, you think you can write grants because we need a grant writer over here at Wolf Trap.
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So I said, sure, I can do that.
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So I joined them and started writing their grants, you know, to the National Endowments for the Arts and for the Virginia Commission for the Arts and all this kind of stuff, and that was a great experience.
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It really was.
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Wolf Trap was a ton of fun.
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So where the Kennedy Center is the National Monument for the Performing Arts, wolf Trap is the National Park for the Performing Arts and it's a.
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It's a synergy between the National Park Service and a private foundation, the Wolf Trap Foundation, and Phyline Schaus was one of the founders, also a contemporary of Patrick Hayes.
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This is the old guard of arts presenters, you know, in DC, and it was a great place to work.
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I worked there and I got a call from Blue's Alley.
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They were looking for an executive director.
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I'm a jazz musician, if we hadn't mentioned that before.
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I went over to Blue's Alley and it was just like hopping rocks from one organization to another organization very early in my career, based on my skill set, which was communication, writing, production, understanding all that stuff that has to go into the background, and then communicating that to people who are potential funders, I was sort of the silver bullet in the development phase.
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A lot of organizations go through this.
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I'm sure clubs go through it too.
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When it comes down to membership and marketing people.
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Okay, we've sealed the deal on the grants, now we need someone to do grassroots fundraising.
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Okay, now we got the grassroots down.
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Now we need major donors to be kind of built up, and I sort of moved around a lot of organizations doing that kind of thing and then I got out of the arts.
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I went to the dark side, as I like to say.
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I got out of the dark side Corporate America.
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No, not even no for-profit arts.
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So I was selling entertainment.
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I came on with a group called Jandavis Entertainment and I was selling corporate entertainment to clubs and corporations, that kind of stuff Not art per se, but a commodity of entertainment music, magicians, national accents, like that and that was great.
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It was good, it paid the bills.
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I'd recently gotten married, I was raising kids, you know, had to do all that good stuff, but I didn't really feel good about it.
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I mean, I wasn't really doing art anymore.
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I was really just kind of filling a bill for background music and a corporate reception or something like that, you know.
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And while I was finding work for artists which I do champion that I do want I always champion live music and live entertainment, especially in these days of a lot of recorded, a lot of access to streaming services, things like that you could replace actual musicians doing, you know, practicing their craft.
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I was always finding work for people.
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That always makes me feel good and I still, to this day, have an entertainment agency, partly because it's like the mob, you know, once you're in you can't get out, you know.
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People still call you.
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You're still doing that thing, you're still helping people.
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You still got that stuff Exactly.
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I know you're out of the business, but my daughter's getting married and yeah, yeah, okay, I hope you have.
00:14:00.261 --> 00:14:08.743
So I still have a shingle good management group and I do national acts and I do award ceremonies and you know that kind of stuff.
00:14:08.743 --> 00:14:11.889
On the side it's kind of few and far between and it's sort of like pizza and beer money.
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It's not really like a living, but you can't get away from it, you just can't.
00:14:17.049 --> 00:14:20.306
And it's good to get your feedback in it every now and again.
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And you know, do something.
00:14:20.990 --> 00:14:24.889
So that's always fun and I still perform, of course.
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I mean, you know, in the evenings, pit orchestras, corporate gigs, don't do clubs much anymore because clubs are a young man's game and I don't want to be staying out till four and five in the morning.
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Come on smelling like you know, stale beer and cigarettes for 50 bucks, you know, or?
00:14:40.839 --> 00:14:50.754
whatever, when you say club gigs, you don't mean country club, you mean like, like, like, like the old school clubs, like the night clubs, the night club gigs, yeah.
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Now my son has just gotten into that game.
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He's now a bouncer at a couple of clubs downtown in DC now.
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So he's a big, big guy in the black Jacket.
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You know the earpiece, yeah.
00:15:09.048 --> 00:15:11.812
Yeah, nothing says you made it like you got in your piece, I reckon.
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Look at us, I actually, so I love weird stuff, and so for sometimes I like to see what I can just get away with also, so I bought fake earpieces.
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So it looks like, so it goes like, it's like a piece.
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It goes.
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But it just ends like it just there's no, it doesn't go anywhere, just goes like the back of your shirt but it clips in and it's amazing you have like a clipboard and in like an earpiece and you look like you're supposed to be there.
00:15:42.841 --> 00:15:44.174
You can get in almost anywhere.
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Yeah, not that I have.
00:15:50.134 --> 00:15:51.418
Can you please elaborate on that?
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What parties have you get crashed?
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PGA show Kidding.
00:16:00.673 --> 00:16:03.850
So now 2017, what's going on?
00:16:03.850 --> 00:16:05.870
So now we're going to get into 2018.
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How did NCA come along?
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Well, okay, so I then got out of.
00:16:11.477 --> 00:16:23.809
Well, I got into trouble first, so I produced, I founded my own organization called the Virginia Jazz Service Organization and we would help artists within the Commonwealth of Virginia to kind of get their game together and move them to the next level.
00:16:23.809 --> 00:16:59.870
So we'd help them not only with their marketing kit and their you know how to present themselves and how to manage their business, but we would also write grants for them and, you know, give them the opportunity to create something they might not otherwise be able to do because they're slogging around on the daily grind, you know, doing gigs wherever, and as part of that, I presented a series of jazz festivals at the University of Virginia with WTJU, which is the jazz station down there, and they were the first one was very successful called a Jazz in Virginia, and we brought in national artists to give workshops during the day and then concerts during the evenings, and artists would come in from all over the country to see something.
00:16:59.870 --> 00:17:00.254
Well, I did one.
00:17:00.254 --> 00:17:18.961
There was a John Coltrane retrospective and we had Ravi come in and we had, you know, family members and people that he played with in the past and it we had a weather condition that weekend and it just killed my attendance and I took a beating and I had my own personal funds in it and I lost.
00:17:18.961 --> 00:17:19.808
I lost everything.
00:17:19.808 --> 00:17:21.829
So let's just say that.
00:17:21.829 --> 00:17:25.849
So it was like, well, okay, gotta, gotta pay off this debt now.
00:17:28.934 --> 00:17:37.869
So I took a gig in Galveston, Texas, with the Galveston Island Outdoor Musicals as a development officer again again going back to the skill set that I used before and got out of debt.
00:17:37.869 --> 00:17:39.606
Right, it was a good paying gig.
00:17:39.606 --> 00:17:41.849
It was a long way from home, but you know it worked out.
00:17:41.849 --> 00:17:51.656
And then I came back here and took a job with and then I got out of debt and I came back here and took a job with and this is the joke I went from the music business to the bankruptcy business.
00:17:51.656 --> 00:17:52.913
It's a natural segue.
00:17:52.913 --> 00:17:54.894
Every artist goes through it.
00:17:55.869 --> 00:18:13.538
But I took a job with the American Bankruptcy Institute and that is it's basically the National Association for the bankruptcy industry, for the insolvency professionals, and I did all their meeting planning and I did all the work, because I never really considered it, but it's exactly the same skill set.
00:18:13.538 --> 00:18:27.337
From doing concert production and promotion, You're dealing with contracts, ticket sales, marketing, logistics, F&B, right, it's all the same skill set and now I can just apply it to doing it with better hours and less temperamental personalities, right.
00:18:27.337 --> 00:18:45.869
So I was with ABI for, like God, I was with them 16 years doing nonprofit management and events, production, promotion and that kind of stuff, and at the same time I was learning a lot about continuing legal education, because they also have accreditation programs, same as we do in our industry.
00:18:45.869 --> 00:18:49.869
And it was just, it was a good gig.
00:18:49.869 --> 00:18:53.259
I left there, came to National Club Association.
00:18:54.392 --> 00:18:54.732
Gotcha.
00:18:55.890 --> 00:19:09.681
So, and here I'm the director of events and I think they hired me because they anticipated doing more and more events, more small events, as well as the National Club kind of thing, as well as the National Club Conference and some of the larger gigs that we do every year.
00:19:09.681 --> 00:19:17.035
They were talking about doing more BLI type stuff, right, where they're doing just a small 28 people learning here and here and there, and then never kind of came to fruition.
00:19:17.035 --> 00:19:19.553
But this was back.
00:19:19.553 --> 00:19:26.448
Henry Wolmeyer was the executive director at the time, or the president CEO, and, um, we started to find out.
00:19:26.448 --> 00:19:28.534
Well, we had some staff changes.
00:19:28.875 --> 00:19:35.045
I can pick that up, you know, I have, I have that skill from being an executive director in my world.
00:19:35.045 --> 00:19:38.875
I can pick that up and suddenly my you know, my job title started to expand a little bit.
00:19:38.875 --> 00:19:42.205
So now I'm director of events and Technology.
00:19:42.205 --> 00:19:50.035
Okay, because I mean we know, right, we know how to handle the tech, we know how to handle AV, we know how to handle phone systems, databases, you know that kind of stuff.
00:19:51.630 --> 00:20:01.704
And then that got even a little bit more like oh well, if I started doing the webcasts, I started doing a lot more outreach, member engagement, you know, direct distance education type stuff.
00:20:01.704 --> 00:20:05.054
So now I'm the director of events and technology.
00:20:05.054 --> 00:20:30.958
Oh, and member engagement too, which is sort of a nebulous thing, but it means that basically I'm Sort of out there banging away helping the industry communicate with one another, making sure that they're involved in our organization, making sure that we're giving them the services that they're looking for, and sort of act as a as an intermediary to all of our staff Communications and marketing and kind of kind of doing all that kind of stuff, cheerleading, as it were.
00:20:35.648 --> 00:20:37.605
So I wasn't gonna cheerleading, I like it.
00:20:37.945 --> 00:20:44.411
It's a long story, long story long, like you say, but it's basically taking the skill sets that we've developed over the years and then applying them to a different market.
00:20:44.411 --> 00:20:47.085
It's really not it's really not rocket science.
00:20:47.085 --> 00:20:54.770
And it's really rewarding because it's doing the things that I love to do engaging with people, communicating, you know, putting on good shows, eating good food.
00:20:54.770 --> 00:20:56.855
You know, hey, how can you go wrong?
00:20:56.855 --> 00:21:02.657
And for NCA, it's it's, it's great fun because I'm doing it with people who understand the whole process.
00:21:02.657 --> 00:21:04.451
You know, gm's.
00:21:04.451 --> 00:21:07.045
They're doing the same thing at their club every day, right?
00:21:07.045 --> 00:21:08.208
So I know one.
00:21:08.208 --> 00:21:14.386
The quality standard has to be here no beans and weenies, right?
00:21:14.386 --> 00:21:18.037
I Mean that's kind of easy.
00:21:18.096 --> 00:21:19.625
When someone comes, you say what's your budget for this?
00:21:19.625 --> 00:21:29.596
Well, regardless of what my budget is, I have to put an event that's going to resonate with the members and or show them something that they can then use at their club, and that's the really cool thing.
00:21:29.596 --> 00:21:40.265
Like for, for instance and I know I'm scattered, I'm all over the place but at this year's conference, we're doing an event on Tuesday afternoon with Middleby Innovation kitchens, which is gonna be awesome.
00:21:40.265 --> 00:21:41.671
It's going to be awesome.
00:21:41.671 --> 00:21:48.289
I went there in December and I did a little advanced work for the conference, did some site visits and went over to Middleby and saw it and it is huge.
00:21:48.289 --> 00:21:52.419
It's like Disney World, it's like a playground for food and beverage.
00:21:52.419 --> 00:22:06.638
It's amazing the innovations, the stuff they're doing, the robotics, the new technologies and service things and oh, it's the coolest and we get to spend two and a half three hours over there with them showing us all the cool stuff.
00:22:07.407 --> 00:22:09.019
It's great mixing, mingling, learning.
00:22:09.343 --> 00:22:10.266
Oh yeah it.
00:22:10.266 --> 00:22:12.407
I mean I'm really looking forward to that, that part of the event.
00:22:12.407 --> 00:22:31.258
And we started out selling it as An optional event and we sat down with the folks at Middleby and with Bolter the pair, the Citroën company, and they said, well, listen, you know, we'll just underwrite it, so you don't have to charge, you don't have to worry about transportation, we'll get everybody here right.
00:22:31.258 --> 00:22:35.914
So so we were able to open up to the whole membership as actually part of the event.
00:22:35.914 --> 00:22:42.571
And then we got we got a couple of the chefs to do a couple of workshops, so now it's eligible for education credit as well.
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