March 10, 2024
332: The Unwritten Melody of Club Culture w/ Ira Berkowitz
From strumming the sax to steering a country club, my guest Ira Berkowitz plays the melody of an unconventional career shift that'll tune your interest to the harmonies of club management. Together, we chat through the corridors of Springford Country Club, bouncing from laughter to lessons learned, revealing an industry that harmonizes tradition with innovation.
Our conversation waltzes through the evolving fairways of golf club culture, where the character of clubs like Meadowlands and Springford emerges from the unique blend of location, leadership, and a century's worth of stories. We'll explore how the pandemic played a disruptive riff, yet led to inventive refrains in operations and member engagement. Discover how a club's spirit endures, even when the tempo of tradition meets the upbeat demands of modernization.
And as the final note of our symphony, we muse on the pivots and pirouettes that have shaped private club operations in the wake of COVID-19. From adapting event spaces to the symphonic shift in member preferences, these tales from the clubhouse resonate with the creative cadence of industry pros. So, tune in and let the concerto of club insights and personal anecdotes enrich your understanding of the private club world.
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00:00 - Club Management and Industry Insights
18:36 - Club Management and Job Transitions
23:48 - Evolution of Golf Club Culture
35:33 - Navigating Changes in Private Club Operations
WEBVTT
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Hey everyone, welcome back to Private Club Radio, your industry source for news, media trends, updates, whether it's communications, marketing, leadership, management, food and beverage governance.
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We got you covered.
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I'm your host, denny Corby.
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Thank you so much for being here.
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Means the world.
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This episode I'm chatting with Ira Berkowitz, gm of the Springford Country Club in my home state here in Pennsylvania, and it's a great conversation.
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We have a lot of good laughs.
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He's a really good, genuine human being.
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He was a previous guest on here with Gabe many, many, many, many years ago.
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But this episode what I enjoy is why I love the club world is because it's so open and so helpful in so many ways, and this episode reinforces that.
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Because you don't need to be from the club world to be in the club world.
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And when I say that it's if you enjoy architecture, there's people who specialize in architecture for clubs.
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If you like accounting and finance and money, there's companies and organizations and people who specialize in that for private clubs.
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And as long as you have a good work ethic and you're open and you're humble and you're a good human, there's room for you here, because there's people in the industry who aren't any of those and they're here.
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No, but this goes to show because he comes from, just like me, the entertainment background.
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So spoiler alert, shameless plug.
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If you're looking for really fun club entertainment, head on over to dennycorbycom.
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I do a killer, magic, mind-wraining and comedy show for clubs, just saying.
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But Ira is a saxophone player who is a band leader and that's how he got his start in clubs was from performing and doing so many events at clubs and he just found himself in a position where this kind of sprang up and it just goes to show.
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Everyone has their own unique stories, their own backgrounds, and that's why I love the shows, why I love chatting with people, is it's not just learning about what they're doing right now, but it's what their story is, how they got here, what they learned along the way and what's gotten them to this point.
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So he and I talk about one of my favorite things.
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I ask how do you balance tradition and innovation?
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We talk about the pandemic a little bit, even though we're sort of past it, but just how much that had a significant impact on it?
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And I asked because he's been at his club for 20 years.
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He's been at his club for 20 years.
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So for me in my head I was wondering like, hey, how you've seen a huge progression.
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So what did that look like?
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Talking about coming in and out of it, I still just find the whole situation fascinating.
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But at the root of it, we're talking about building and maintaining super, super strong relationships with the members and the professionals in the industry, and he opens up and shares how he thought the club world when he first started it was like it was a competition, but it's not.
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We're not in competition.
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We're all here to help each other in sharing information and learning from other clubs, other club managers, other club professionals is essential for personal and professional growth and success.
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So this is just a really good conversation.
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I've chatted for way too long, so please welcome the musically talented, the very fun Ira Berkowitz.
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That is so much clear, so much clear.
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How are you?
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I'm good man how you doing?
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I'm doing well, just really jealous.
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Those 50 degree days last week really messed it up in this silly weather.
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Now, no, do you guys get hit with the much of snow down there?
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We had about five inches.
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That's more than us, surprisingly.
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Normally you guys down south, there near Philly, get a little bit less than us.
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Philly didn't get much.
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We're about 30 miles west, so Western Montgomery County, like the George King of Prussia area.
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I know for me when I passed the tunnel in Lehigh Valley once I get through there, usually the weather's a lot nicer, mm-hmm.
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We got spoiled the last two years, but next to nothing.
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And then oh, Global warming.
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So, Mr Berkowitz, I'm thrilled to have you on.
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I know you've been on here before, but I love your story.
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You've been in the club world for how long now?
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September 1992.
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And it's funny because you know that exact date.
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Why, oh why?
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Because I had left the music industry and I was a band leader playing weddings in Bar Mitzvahs for almost 20 years and my wife and I actually met at a large like Smorgasburg style restaurant banquet center, wedding center back in the 70s and we ended up co-general managers of that place for, let's see, 1987 to just the end of 91.
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We were managing the whole place together, but prior to that we were running the banquet department.
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I was there about 19 years and when that closed and just had banned I said, do I stay in hospitality?
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But what do I do?
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And I actually saw an ad for a country club in the mainline area of Philadelphia.
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It was for an assistant and I knew nothing about country clubs other than I played that country club with my band.
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So what a learning experience.
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So, and what that was the day?
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Wasn't there a funny story around that you were telling me with?
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Like, you had a gig, but it wasn't at the same gig you had the club at, or something?
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Well, yeah, when I actually I opened a newspaper and I saw this ad for was Radner Valley Country Club in Villanova, pennsylvania, and I said to my wife I said I'm going to send my resume for this assistant manager's job at Radner Valley Country Club and her reaction was what do you know about country clubs?
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I said I played Bar Mitzvah there.
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I know the building.
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That was it.
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I know the building, I know the layout, I can manage it.
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And then, how long were you there for?
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Well, I was there.
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I stayed there about two years.
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I left on my own back in 93.
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So into my second year there, a friend of mine approached me and kind of demanded that I give him my resume because his boss was a member at Spring Ford Country Club in Reuters, ford, pa.
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And Spring Ford at that time was planning to build an addition and double the size of their buildings so they were looking for a new manager.
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My first reaction was no, I don't need that.
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I'm at Radner Valley, blah, blah, blah, and my GM, she had told me when I got hired that you know when she retires which she told me was about three years that if they like me I'd become the general manager.
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I'm like, yeah, right, okay.
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But I gave my resume to my buddy and I ended up having an interview at Spring Ford in 93.
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But they weren't quite ready because they hadn't start construction yet.
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So the interview went well.
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But I got the standard letter that says thanks for interviewing.
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We promoted our current assistant.
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But there was a handwritten note on the bottom of the letter that says we'll be in touch and it was signed by the House Committee chair.
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So I'm like, what does that mean?
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Yes, no, or maybe.
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So I put it off to the side.
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14 months goes by and it was July in 1994.
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I work at Radner Valley and my barn manager approaches me.
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He says you're getting a call today and I said from who?
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And he was friends with members here at Spring Ford.
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He says from up there, what is up there?
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And he says Spring Ford.
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I said get out of here.
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So I was actually going to a friend's wedding that night.
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So I had a rare Saturday night off Walk into my house it's about 3 30 in the afternoon because he had to be at the wedding.
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By five phones ringing, I pick it up and it's the house chairman.
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We're ready.
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Are you ready?
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Can you stop by the club tonight?
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I said I'm going to a wedding because we'll see you Monday morning at 9am.
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You can't make this stuff up.
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So I come back here, spring Ford, that Monday 9 o'clock.
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Meet with a couple more guys, go home one o'clock.
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The phones ringing.
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We need you to meet us again tonight at five o'clock at the club president's house.
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He lives in Valley Forge.
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Okay, give me directions.
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This is way before GPS, right.
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So I get to his house that night.
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They offer me the job to become manager here, but they're still under construction, including the kitchen.
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They only had a food truck parked next to the grow room on the lower level to service the members at that time.
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This is 1994.
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Food trucks before before they even cool Before they were a thing.
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And then, you know, I told them.
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I said, listen, you know, you're really, you're working out of a construction trailer with the offices.
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I said why don't I give Radner Valley sufficient notice to leave and not start until after Labor Day?
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So finish out the summer season and they go?
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Okay, that's a good idea, that's fair.
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So you know, next day I went to Radner, gave my GM my notice.
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I wasn't too happy but she said well, find your replacement, All right.
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So I did a couple of searches.
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I found a guy was looking to get into country clubs, met with him, hired him and at least I was able to spend about a month with him in transition, which was good.
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Right, that's really good.
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And I was like I'm going to be there, come here.
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And it was like three months later my replacement that I replaced myself with at Radner.
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He calls me and he goes, guess what?
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She quit, I'm now at GM, so he becomes GM, I'm GM, it's all good, right, but yeah, it's wild.
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But the cool thing about, you know, coming into a country club management you know I didn't major in that as a music major and the private club industry, which I didn't realize membership owned, like we are.
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There's really no competition.
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So that, as the newbie at the time, you know the guys on meeting who are general managers at you become a member of the club managers association, right.
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And we had the Philadelphia vicinity chapter.
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Well, they take you under their wing and they're explaining that you're not in a restaurant business, you're in member dining.
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You have 300 bosses and I'm like, okay, what does that mean?
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But until I started going to the education sessions, conferences, I remember specifically Greg Patterson stood up there and mentions that you know the buzz and the love.
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If you don't know you're in a happiness business, you should get out of it.
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And that's when the bells clicked.
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You know, but not for profit.
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We're a home away from home.
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All those sayings are so true about a club.
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You know it's a family based business.
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You know everybody has your back employees, members, everybody.
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So it's cool thing.
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What's it been like I was going to say what's it been like being in the same club for 20 years?
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Okay, so mine's a little bit different and you know when I was last on this, this program with Gabe Said you know, never burn a bridge right.
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So how I left, radner gave plenty notice.
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Replace myself, come to spring forward.
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We were pretty much the only game in town as a private club back then in the 90s.
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It's interesting that we're Western Montgomery County, suburban Philadelphia, but Eastern Montgomery County is saturated with country clubs.
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They're on top of each other.
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Here there's only a few.
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We're pretty far from one another.
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But in 2004 another club opened up about 10 minute drive from here, a one-on-one private club, and they gave us the first time.
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This place had competition and and I brought in creative coffee marketing and we did some programs here, kept us in on track.
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But the club industry is political, right, would you say.
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Yeah, just a little.
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So the board changed a little bit and Let me just say that we parted ways after my 12 year tenure here at spring for it and at that point I was like, okay, what do I do?
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And actually you know I, when I left here, I helped him out with some weddings For the next month.
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I actually met my replacement and spent the day with him, because if you're gonna stay in this business, you're gonna know that person anyway.
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So I leave here.
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Actually, there wasn't a club open in the area that I was interested in and I said you know I need to work.
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So I ended up a buddy of mine was the general manager at an Nissan dealership Just around, pretty much around the corner from this club and I ended up selling cars, right.
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The crazy part is I'm selling cars to members at Springford, right, and they found me.
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So.
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So this is 2006, right, I'm doing this January of 2007 a friend of mine who was a club manager, general manager who I sold the car to.
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He called me and he said you done selling cars, when you get home tonight, send your resume to Meadowlands Country Club in Bluebell, pennsylvania.
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My first reaction was, nah, I don't think so.
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And Now it was a couple of years ago.
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It's.
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It's different today and it's healthier today.
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But years ago there was Certain tags for clubs yet Italian clubs, irish clubs, jewish clubs, blah, blah, blah.
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So my last name is Berkowitz, right?
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So he says Berkowitz, you, it's Meadowlands.
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I said are you trying to say something to the Jewish thing?
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So I got home, read the job description, showed it to my wife it was almost identical what I did here at Springford, ended up sending my resume to Meadowlands.
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I Did want to like three interviews with them and was offered a general manager's job down there, and so I started in 07 at Meadowlands, which is only about a half hour ride from my house.
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Figured okay, let's see how this goes now.
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I was at Meadowlands Until just about the end of 2015, so I started there in 2007.
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They were selling the club, the members were selling the club as, as it, let's say, the club needed to diversify a little bit.
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And my last, my last December of 14, besides Hanukkah party, I had brunch with Santa, and April 15, in addition to pass over Saters, we did a spring event with Easter Bunny.
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Whoa, you have to do that.
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You know, my wife converted for me, right?
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Okay, so we celebrate everything and and the club at that point went through some stuff and I knew it was gonna be sold, but I wasn't really actively looking to go anywhere.
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Okay, it's gonna be sold to one Gentlemen who I knew and his mother was a member of the club and he had just purchased a restaurant right around the corner from the club it's very famous to bluebell in and I figured, okay, I guess they don't see how this pans out.
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Now again, I'm not really actively looking.
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The end of September of 2015 I get this phone call from the current president at spring forward country club and he says to me I have two questions for you.
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Say yes or no.
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I said, okay, what's the first question?
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He says are you looking?
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Look, you know so-and-so is buying the club and did you hear I interviewed in another place, in Exiton, but it's too far.
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I'm not driving the Exiton because, yeah, I heard you interviewed and it's because a guy from spring Ford who was at that club asked me to interview.
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That's what I did, it for the exercise of interviewing.
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And the second question was do you want to talk to me about coming back to spring?
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For now, that's a headspin.
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And I said well, it's been ten years since I walked out the door and I had asked a few questions, including who's still there, and was my old assistant back?
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And he said yeah, and I went, wow, and Financially they were stable, which is a good thing, and I walked back in here December 1st of 2015.
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Been here now since then.
00:18:26.739 --> 00:18:27.744
So I did a 12 year run.
00:18:27.744 --> 00:18:32.325
Now I am an over an eight year run at the same club, with a little break of nine years.
00:18:32.325 --> 00:18:35.152
I did there from clubbing between and the first one.
00:18:35.152 --> 00:18:42.096
I stayed two years and left on my own behalf, but I left metal ends on my own behalf, which is now called bluestone, by the way.
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So new owners, new name.
00:18:44.431 --> 00:18:53.974
But yeah, when I first got into this business, you know, and it took a few months from a lot of head spins Like what the heck am I in?
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You know it's different.
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I I opened up one of the club management magazines and I saw the tenure for a general manager at a country club is Two and a half years.
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I was like, oh my god, what did I come into?
00:19:08.515 --> 00:19:08.815
Right?
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I don't want to travel this country.
00:19:10.778 --> 00:19:14.636
I'm a guy who likes to stay in the spot for a while.
00:19:14.636 --> 00:19:17.065
Yeah, and whatever the heck I've done.
00:19:17.065 --> 00:19:19.270
I think I've done that, you know.
00:19:20.053 --> 00:19:29.250
I was very impressed to have that level of a run, knowing that Like and yeah, so what, if can you?
00:19:29.250 --> 00:19:37.833
When you left Springford the first time, right, can you go into like what, what was going on there?
00:19:37.833 --> 00:19:40.029
Can you go into that at all, or is that a little bit under?
00:19:41.288 --> 00:19:46.509
It was a board change, a major board change, and and what?
00:19:46.529 --> 00:19:46.891
does that?
00:19:46.891 --> 00:19:50.592
What does that mean, like what's a, what's a major board change?
00:19:51.105 --> 00:20:01.736
Well, when you have a couple spots open for board elections or members to get on the board and you only have, let's say, three openings and three people running, everything's good.
00:20:01.736 --> 00:20:13.685
But when you have six opening, three openings and six people running, there's agendas and egos involved and when that happens, the handwriting's kind of on the wall and they start.
00:20:13.685 --> 00:20:23.820
One guy started micromanaging me a lot my assistant, who was here at that point in 2015, no, 2005,.
00:20:23.820 --> 00:20:28.954
When things got crazy, she started 1985, she was 16 years old.
00:20:28.954 --> 00:20:31.531
So by 2005, she's here at 20 years.
00:20:31.531 --> 00:20:34.551
She runs the office, she's the assistant club manager.
00:20:35.944 --> 00:20:49.490
She left and I was like oh boy, and I hired another person, but it you could see a comment and they actually asked me to interview for my own position and I was like this is crazy.
00:20:49.490 --> 00:20:53.853
But I did it and I was like I'll just stay until they asked for my keys.
00:20:53.853 --> 00:20:58.653
Okay, so it wasn't until March 31st of 06th.
00:20:58.653 --> 00:21:01.710
They asked for the keys, but this was the crazy part.
00:21:01.710 --> 00:21:06.510
They said how many weddings do you have booked in April, because the new guy's not starting until May 1st?
00:21:06.510 --> 00:21:08.169
I said I have three.
00:21:08.169 --> 00:21:13.126
Well, can you still run those and can you spend the day after day with the new guy Now.
00:21:13.126 --> 00:21:14.189
Where the heck am I going?
00:21:14.189 --> 00:21:16.234
Right, I don't want to make enemies.
00:21:16.234 --> 00:21:17.057
I live out here.
00:21:17.057 --> 00:21:20.393
I got friends at this club and I did all that.
00:21:20.393 --> 00:21:21.415
You know.
00:21:22.106 --> 00:21:28.970
And I left and when you look back, some things happen for the best, right, and I think that was a good move.
00:21:28.970 --> 00:21:43.413
I ended up going to another club, eventually, being metal lands, and the funny part is people would ask me and I don't want to take this the wrong way, but they go how does metal lands compare to Springfork?
00:21:43.413 --> 00:21:48.654
And Springfork is a down the earth, just a friendly membership, great membership.
00:21:48.654 --> 00:21:53.055
I said metal lands it's the Jewish version of Springfork.
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