Transcript
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Hey everybody, welcome to the Private Club Radio Show, where we give you the scoop on all things private golf and country clubs, from mastering leadership and management, food and beverage excellence, member engagement secrets, board governance and everything in between, all while keeping it fun and light.
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Whether you're a club veteran just getting your feet wet or somewhere in the middle, you are in the right place.
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I'm your host, denny Corby.
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Welcome to the show.
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In this episode, we are chatting with Andrew Streffs, the AGM Assistant General Manager over at the Country Club of York, and this is a good episode.
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I always say they're all good episodes, but I really enjoy this A because it's close to home.
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Country Club of York is not too too far away from me and Andrew has a really cool journey into clubs, from restaurants to resorts to now private golf and country clubs and his approach to bringing experiences with his staff, with the customers, with all those, giving them a really cool, genuine experience, which leads to us talking about Unreasonable Hospitality Fantastic book.
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If you were at conference last year, you know how great of a talk he had, making it nice, and he talks about a couple of experiences that he's been able to do throughout his entire career, but especially at the club, making those moments for members feel special.
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That's what this is about.
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That's what we're about is making phenomenal experiences for our members.
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So we touch about that.
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We talk about some of the challenges of, you know, managing a club with a country club of York coming up on 125 years or maybe they just had their 125th year, but 125 year old club, you know.
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So it's, how do you manage a club around that while embracing exciting renovations, new facilities, you know tradition meets innovation and building that culture.
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How do you really create and build a culture and a team where not just the staff but the members and everybody feels truly connected, making the club feel like that second home.
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So this is a fantastic episode.
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I'm excited for you to dive in Total.
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Side note, the Ultimate Club Entertainment Guide is still being worked on, but I am putting a little bit more energy right now into the comedy night blueprints.
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A lot of clubs have had really bad comedy nights, had off nights, and to me that's just not cool.
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I don't like when clubs have bad events.
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Even though I don't do straight stand-up comedy, it's still close to what I do and to me clubs should not have a bad night.
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So I'm working on and putting out the comedy night blueprint how to have the best comedy nights for your club.
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It doesn't matter the size, the budget, anything.
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I'm going in-depth, it's going to be great.
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If you want early access to it, it should be done, hopefully in the next couple of weeks.
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Head over to privateclubradiocom.
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Sign up for our newsletter.
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The box pops right up.
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Put in your email.
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I'll make sure that you get it.
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Big thanks to some of our show partners Kenneth's Member Vetting, golf Life Navigators and concert golf partners, as well as myself.
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The Denny Corby experience.
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There's magic, mind reading and some comedy, but not straight standup comedy.
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The most fun member event night you're going to have.
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If you want to learn more, head on over to DennyCorbycom.
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Enough about that, let's get to the episode.
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Private Club Radio listeners.
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Let's welcome to the show, andrew Stress.
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So you've had a pretty, a pretty cool journey in hospitality, from restaurants to clubs.
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What first drew you to the club industry?
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Was there a moment where you were like this is where I'm meant to be?
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I think, having dabbled in a lot of those different areas, you obviously come to learn what you like and don't like and as and again, part of me coming back into clubs was COVID related.
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But when I look back at my career to this point, what I enjoy most is that relationship building with the members where you get the opportunity to personalize service and find opportunities to find that shock and awe moment where you can kind of take a little glimmer of something that might seem mundane but to certain people it makes all difference.
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So, for instance, we have some newer members who've been with us for about a year now and something as small as which table and which seats they prefer when they come to have a meal.
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We had a conversation we have a couple of dining rooms, but we had a conversation a couple of weeks ago and they said you know, we really love this table and in particular, these seats, because we have this vantage point of kind of people watching and it's just a very exciting little corner where, uh, you don't have a lot of attention on you but you get to see it all develop as your meal goes on.
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And I said well, I can put in your notes that these are the.
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This is the table and seats that you prefer when you're in this particular dining room, and you know, it happened so long ago that I put it in and, um, they come back and they happen to be having dinner there on new year's eve and the husband of the couple stops me, he goes.
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You know I completely forgot about this conversation that we had a long time ago.
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But we were sitting here and we were like God, we really love this table, he goes.
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I had to stop and look at my wife and he goes.
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Andrew did this and she was like he goes.
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Don't you remember that conversation we had in the other dining room?
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And we're here because you took notice of something that seemingly small, but it made to them, makes to them such a difference and, um, you know, that's just one little thing.
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But once you get to know them and then maybe you have a new product for food or beverage that you think might excite them or fit what their interests are, and they get oh, my God, you know, this is such a better club because you have a passion for wine, or you just pay attention to the details and make our enjoying, our experience that much better.
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So it's really just those little nuggets of information that, if you catalog them correctly and the hotel industry does a great job of this with you know, preference of you know linen and pillow and, you know, do you want a high room floor, low room floor near an elevator, away from an elevator, like they?
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they catalog all those things.
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So I've tried to just collect all those best practices and, you know, turn country club new york into the best experience it can be you know it's funny you bring that up because even though I have like so, like you you mentioned that with uh, hotels, I'm like somewhat particular, like I, oddly enough, love hotel rooms low floor, close to the elevator, and I guess no one really likes that, and every time like I there always go.
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So I have one like right next to the elevator.
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Do you want I go?
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Yes, because I hate lugging luggage down a carpeted hallway like it is a bane of my existence.
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Okay, so like, whenever like that actually happens or they like give it to me, I'm like, oh, thank goodness, um, but yeah, it's so.
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It's those little things that make you go like, ah, they at least they like read, they paid attention, like they just saw it right and when it, when that happens, you're like, gee, this is just pleasant to me, um, whereas my wife and I joke because whenever we always prefer a high floor.
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But we always end up getting put in like the furthest corner and the furthest top floor and and we laugh about it on the walk there it's like why?
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how does this happen to us every time?
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but we always generally request the high floor just in case there's a view or whatever the case is.
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But um, and when we were, we had a condo in philly before we moved here.
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Our walk from the parking lot was so far because it was such a long building that we're just used to it, so we don't mind the walk, but it just makes us laugh every time.
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We get like, okay, you're gonna go to the top floor or whatever the floor is and you're gonna go down like two or three hallways, and we just laugh at each other when it happens because it's like it's just, it's part of our travel experience not to like defend myself, but normally when I travel it's for like shows and work and stuff oh, I'm sure you have a ton of stuff so to me it's not really that much.
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It's like usually like two pieces of like luggage, but just one of those like I don't know, I don't like waiting.
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I get like antsy for, like you know, when I have to go to my gigs and do certain things, okay, so I don't want to be like the top floor in the corner and I have to wait for the elevator, I just get like antsy.
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So like it's why I just want to like all right, I just want to get to the.
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If it's like you know, vacation stuff, oh, fair game, give me the top, you know, wherever, I don't care, uh, but yeah, when, with you know, working in restaurants, resorts, you know clubs, back to clubs, uh, is there or do you see like a difference in how you can approach creating these experiences in in each of those settings?
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Do you have more flexibility in clubs to help with that?
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Do you think, and were you also doing that for guests even when you were back in restaurants?
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Yeah, ironically, one of my members I have now owns a home that's a block away from the hotel I used to run the restaurant in in South Carolina Stop, yeah, small world.
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So the guy happened to be wearing a Wild Dunes quarter whatever from from down South and I happened to point it out to him.
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I said you know, I used to run the restaurant and the boardwalk in there.
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He goes you're kidding, he goes, we have, we, we own grand pavilion home, two, 35 or whatever the number is.
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I said, oh God, and so then of course we.
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Then I was like, so you know this person and this person.
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He goes, yeah, we're down there, you know we're renovating it right now, but we're down there, uh, you know the majority of the summer, the majority of the fall, and um, so he, he knows my entire staff I I used to work with before I moved back to pennsylvania and now, every time you, know they go down and come back.
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He goes, oh, you know we know we ran into JoJo the bartender, Leanne the server, and they say hello and it's just a fun banter, I guess, back and forth with you know, how are they doing?
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Has anything changed?
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Because I still keep up with some like hotel, I still follow what Hyatt does because I was at a hyatt property where that was and um, so I still follow up on like some of the hotel happenings and whatnot.
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But that was kind of the and the scariest one I guess.
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One of the first members I met at a country club of york.
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You know, oh, where are you from?
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What do you do?
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You know where did you come from?
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And uh, oh, you have a wife, yeah, where my in-laws are outside chicago.
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You know what do you do for a living?
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Oh, I'm in the knife sharpening business and the the first member, one of the first members of the first dinner services I worked at, um, happened to do business with my father-in-law in chicago.
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Uh, this company was looking at acquiring his knife sharpening business um years ago and he goes.
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So I'm like wow, like the six degrees of separation is just wild anywhere.
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But um, you know that it just becomes a sense of familiarity and, uh, love builds a level of trust Once those like little stories come out or uh, which?
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So to I guess.
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To answer your question, um, it happens anywhere, as long as you're willing to have a conversation with someone.
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It could.
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It could happen at the, you know, if you're in line at the grocery store and you just strike up a conversation with someone.
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So I don't think any hospitality transcends, you know.
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I don't know if you're familiar with, uh, will Garda, um, unreasonable hospitality, I mean Unreasonable Hospitality.
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Make it Nice, yeah, make it Nice.
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That book in particular and his message about how customer service or hospitality, transcends business.
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Any business will benefit from better customer service.
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Any business will benefit from better customer service as long as you pay attention to the details and you look for opportunities to do the right thing or to make somebody's day.
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I think that's what I guess the common element in any hospitality business is is just looking for a reason to make someone's day look a little bit better.
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Whether that's just a moment the length, yeah.
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Whether that's a just a moment, you know the length of time that they come in for a meal.
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Or whether it's a stay at a hotel or a resort or wherever you might be traveling uh, when I was just down in the uh bvi we were scuba diving and afterwards I was talking to the one scuba instructor and I was like, oh, like you know where, where you're from, she's like new new zealand, how about you?
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I was like, oh, pennsy, like you know where, where are you from.
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She's like new New Zealand, how about you?
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And I was like, oh, pennsylvania, and she's like, oh, I lived in Pennsylvania for for two summers.
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I go, oh, where she goes beach Lake.
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I go, oh, in the Poconos, the summer camps, cause it's just one of those.
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I just put, like you know, the connection and, just like the, the whole conversation and vibe just totally changed it was yeah, you're my kind of people like I know we share a common thread.
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It was.
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It's almost scary even sometimes when you're like the story about, like the person that you know, know I connected with from South Carolina and back.
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And the fact that this guy happened to know my father-in-law.
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You know, ok, I am in the right place, I am around good people, a level of comfort there that you know, otherwise just anybody that might be kind of passing by yeah.
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So yeah, and in the club you're in now is is pretty cool, cause you're, you're, you're there recent right.
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It's hasn't been been too too long.
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I just said a year on the eighth.
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Yeah, so it's 365 days around the sun, but what's, what's what's you know?
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F after has it been, what's it been like um?
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so the culture is great.
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I think the membership where I am now, compared to maybe some other hotels or other clubs I've been at in the past, there's they want to get to know you just as much as you're there to service them.
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So there isn't this.
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Um, you know the negative stereotype would be clubs are stuffy, right, it's like the anti stuffy club, where they want to get to know you.
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They want to know if you have a significant other kids.
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You know what are your hobbies, have you been out to?
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Oh well, if that's the case, let me connect you with so-and-so.
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So when word got out that we have we rescued two cats like all the cat loving members of the club somehow knew and I'll never forget on.
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We were doing our holiday brunch in december and this one particular family happened to find out we have cats and she happened to.
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She makes organic catnip and knits these little pouches with catnip in them and like, gave me like five, like a half a dozen to take home so that our cats could enjoy them for the holiday.
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Like that's the kind of stuff that just blows my mind.
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Their own catnip is just their own homegrown pot it's, it's, it's organic, it's a good you know.
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And and then all of a sudden she's, you know, telling me about all the different uh, you know shelters in the area and, um, you know, there's a rumor that one of our members is, you know, has a bad reputation for abusing animals and like you find out all the crazy dirt.
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Like she just went down the rabbit hole and like couldn't stop and I'm just like half an hour in, I'm like I gotta let me go check on some other tables.
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So make sure that like brunch is still happening, um, but, like the sweetest people out here, they really are the salt of the earth and, uh, you know they're just as invested in, you know the employee experiences you know, compared to what we're there for professionally to provide a service for them.
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So it's a pretty unique culture and membership in that regard that they're just as invested in your support and you're going to have bad apples anywhere.
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But by and large, I mean I thoroughly enjoy working with them and I'm excited about the progress we've made in certain areas and, hopefully, what this renovation will bring for them.
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Our ballroom is under renovation, the ladies' locker room is under renovation and our pool is currently a pile of dirt that will hopefully become a brand-new pool by Memorial Day pile of dirt that will hopefully become a brand new pool in uh by memorial day.
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So yeah, um, and we're both, you know, reactivating a what was a casual outlet space.
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It's currently kind of been used as an event venue.
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Into a couple days a week, we're going to try reactivating that for, like a casual outlet that used to be like the men's only 19th hole and then became a small kitchenette kind of situation when our upstairs restaurant was getting renovated back in 2012.
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And then COVID kind of killed it and we're bringing it back.
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So they're excited about that next month, yeah, because it's a very rich historic club.
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It's 125 years.
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Yeah, so the 125th anniversary was last year, so it moved locations in town.
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It was originally where the York College of Pennsylvania campus is currently, and then they bought a plot of land on this Hill that kind of overlooked the city.
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Um, and the current building was built in 1928.
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So pretty, uh, we've built, we've renovated it and added to it since its original building, but, um, it's kind of cool with a big plaque out front, that's, you know, bronze.
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That's been there since 1920.
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Yeah, has it been tricky at all to keep members on board and excited for some of these major changes.
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Yeah, I mean, last year there was definitely a pretty significant divide as to, you know, the younger members that want the new facilities because they anticipate using them for you know a period of time, versus those that have, you know, been there for some of their entire life.
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And you know I miss when the club used to be and you know I just want it the way it is and I don't want to spend any more money because, whatever reason, we may not be around long enough to see the completion of some of these things.
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But by and large, I think our board, the board president, our general manager, have done a really great job at communicating the vision and the benefits of it and ultimately, um, once the the vote did pass, the pretty significant um, I guess statistic that was.
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It shows that the level of trust was.
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You know, we assessed members and about 60% of them paid the entire assessment up front.
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They didn't, they didn't want to finance it and that's a pretty, pretty big level of trust.
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Just fund it.
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It helped us out financially with how much we had to lend from the bank to complete it, but the vast majority of members are on board for it.
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You can't always please everyone, but I do think that the community sees the value and the stature of the property as a part of their community and they're heavily invested in in keeping it that way for generations, because it's been part of their family lineage that they've been members for.
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so long, yeah, so it's good.
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So a lot of the members see the big picture.
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They're excited about it.
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They're, they're engaged with it.
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But I think that that also probably comes down to you and the staff also.
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You know, getting that message across and making making sure that you're excited and know what's going on and communicating properly, and you know that all just helps and adds yeah, I mean it definitely.
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Yeah, it definitely trickles down.
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But if you have a unifying idea that you know we're going to upgrade our facilities and invest in our team and ultimately it's for your benefit, and then attracting new members because of it is only going to benefit everybody, because you know the lifeblood of your club is your members, so the more of them that you have, assuming that your facilities are not beyond capacity, so you know everybody can still get a tea time, everybody can still get a dining reservation court time, you know, at the racket facilities and a chair at the pool court time, you know, at the racket facilities in a chair at the pool, assuming all those things are are growing and it fits the membership needs.
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I mean, ultimately you want to attract other members that are like-minded and and want to take part in that environment.
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Yeah, um, and then the staff gets excited because they get to work in these new areas that are, you know, the shiny new thing and you know one of our principles that we're always going to look back at are we get stewards of the resources in the facilities from a professional standpoint is, you know you're participating in a very critical chapter in the club's history and building these new facilities to attract new members for generations to come.
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Did you?
00:22:08.737 --> 00:22:42.923
Did you I don't know, this is like a I don't want to say this as like a negative thing maybe, but with a club as historical as yours 125 years did you expect maybe a little bit more pushback or like, were you guys maybe anticipating more of that, seeing as, like you know, because clubs are all about tradition and you don't get a club to to 125 years by, you know, being like, yeah, whatever, so like, did you expect maybe a little bit of like flack, or or did you have kind of the approach and the game plan already in mind and that kind of helped move it into place?
00:22:44.085 --> 00:22:47.048
I think so we definitely planned on.
00:22:47.048 --> 00:22:49.355
We definitely planned on a few things.
00:22:49.355 --> 00:22:53.222
We planned on, you know, it being ultimately successful.
00:22:53.222 --> 00:22:55.847
We had a bigger scope project.
00:22:55.867 --> 00:23:06.182
We we probably scaled it back by about 50 really uh, initially yeah, initially it was going to be like a bigger uh, probably about a 20 million dollar or so project.
00:23:06.182 --> 00:23:07.505
That initially got voted down.
00:23:07.505 --> 00:23:13.306
It was very, um controversial, but it included, um all these types of differences.
00:23:13.306 --> 00:23:36.604
So it included a brand new build out of a brand new restaurant on our ground floor with with like brand new golf simulator floor with, uh, with like brand new golf simulator um amenities, a brand new pool, brand new ladies locker room, the ballroom upstairs and a couple other little upgrades here and there.
00:23:36.604 --> 00:23:38.007
But, um, ultimately the pool had to get done.
00:23:38.007 --> 00:23:39.108
It was built in the seventies.
00:23:39.108 --> 00:23:43.478
It was 50 years old, it was leaking water, it had a big crack in it, it was leaking chemicals and water.
00:23:44.361 --> 00:23:48.037
So that was like yeah, so that yep.
00:23:48.357 --> 00:23:56.804
So that one that was kind of the unifying theme was the pool has to get done, all these other things that you're trying to add, you know.
00:23:57.596 --> 00:23:58.656
Sorry did me interrupt.
00:23:58.656 --> 00:23:59.317
So was it?
00:23:59.317 --> 00:24:01.760
When you say it was cut in half, was it kind of like?
00:24:01.760 --> 00:24:03.482
You asked the members, like what do you want?
00:24:03.482 --> 00:24:05.144
And they were like we want this and you're like all right.
00:24:05.144 --> 00:24:09.711
And then you gave it to them like here's what it's going to cost, and then they were like oh well, we really don't want that.
00:24:16.339 --> 00:24:17.801
Like is that how it sort of went?
00:24:17.801 --> 00:24:34.907
Like okay, if surveys and focus groups on, hey, we're considering doing renovations, since the last time we did anything major was over 10 years ago, and what are the areas in which you'd be interested in seeing some changes?
00:24:34.907 --> 00:24:37.423
And the pool was top of the list.
00:24:37.423 --> 00:24:53.172
List Additional adult and family dining was part of the top five, and then golf simulators was part of that top five, and cosmetic upgrades to our ballroom were part of that top five.
00:24:53.615 --> 00:24:54.497
No particular order.
00:24:54.497 --> 00:25:09.366
So we put together this grand plan to address all five of those, and then the sticker shock came in, when it was this $20 million deal, and they were like, well, we don't really need golf simulators.
00:25:10.115 --> 00:25:11.540
Nobody's going to use them.
00:25:11.540 --> 00:25:12.324
Nobody's going to use them.
00:25:12.324 --> 00:25:15.482
We don't need a brand new restaurant downstairs.
00:25:15.482 --> 00:25:16.226
We already have one.
00:25:16.226 --> 00:25:29.548
You just got to reopen it With them not understanding that the kitchen equipment had been stripped out of that years ago, um, and repurposed into either our pool kitchen or the upstairs kitchens and um.
00:25:30.876 --> 00:25:44.087
So we essentially addressed three of the five in a scaled back model, um, and we're going to try to do what we can to reactivate this one space with what we have as is.
00:25:44.087 --> 00:25:52.469
But you know, and assuming that it goes well in February, then you know it could be an even greater experience.
00:25:52.469 --> 00:25:55.684
But you guys voted that piece out of the original deal.
00:25:55.684 --> 00:25:57.722
So we'll do the best that we can.
00:25:57.722 --> 00:26:03.738
But you know, this is what you guys, you told us that you want, so we're going to try to deliver on that.
00:26:03.798 --> 00:26:05.545
Yeah, um, so we kind of.
00:26:05.545 --> 00:26:12.786
You know, once the top five got rounded out, it then became okay, like, how do you make the greatest impact with, you know, the resources on hand?
00:26:12.786 --> 00:26:18.174
So if they decide down the road they want to, you know, build out another restaurant, sure, we can always go back to it.
00:26:18.174 --> 00:26:38.643
We already have the planning done, um, but we'll address, you know, the greatest need, and then we'll work on some of the pet projects or, uh, you know, new technologies, things like that, as we go what's it like going from uh you know director of food and beverage to now agm?
00:26:39.243 --> 00:26:44.439
I think the you're just involved in more, you're the face of all things.
00:26:44.439 --> 00:26:54.221
Instead of just food and beverage, we just brought on a brand new head golf pro, getting him acclimated.
00:26:54.221 --> 00:27:01.904
And hey, in what areas do you see that you want to make changes to your department since our previous head pro's departure?
00:27:01.904 --> 00:27:15.577
Same thing with rackets, instead of just you know, when you're thinking of all these big plans to the clubhouse, okay, well, what are we doing to the golf course to improve that experience?
00:27:15.577 --> 00:27:16.159
And they have.
00:27:18.221 --> 00:27:31.779
We kind of have a annual golf improvement program that tackles like one big thing on the golf course every year and it's named after one of our founders, so the, the C O Mercer Smith project of the year.
00:27:31.779 --> 00:27:37.644
You know, two years ago it was expanding the large putting green right in front of the clubhouse.
00:27:37.644 --> 00:27:50.957
Before the, the first T in the halfway house, um, we added one of those giant you know signature clocks that you'll see at some of the um you know signature golf courses around the country.
00:27:50.957 --> 00:27:53.222
That was a big deal for us this past year.
00:27:53.222 --> 00:27:59.440
Um, in years past they redid a, a bunker complex on a couple different holes.
00:27:59.440 --> 00:28:03.808
They redid a t complex as well on the 13th hole.
00:28:03.808 --> 00:28:07.542
So there's getting more involved in that side of it.
00:28:07.583 --> 00:28:09.448
That's beyond just food and beverage.
00:28:09.448 --> 00:28:13.923
That is another, you know, drawing factor we have.
00:28:13.923 --> 00:28:18.398
We have a donald ross golf course, so, um, we're very proud of it.
00:28:18.398 --> 00:28:35.430
We want to make sure we're keeping the original roots of the initial plan together so that it's as accurate to his vision as possible, without modernizing it, without compromising the integrity of it.
00:28:35.430 --> 00:28:38.784
And then our Rackets program is growing.
00:28:38.784 --> 00:28:45.787
So what are the growing needs of that program and how do we upgrade those facilities that are loosely connected to our pool complex?
00:28:45.787 --> 00:28:46.859
That's getting done this year.
00:28:46.859 --> 00:28:50.240
What's the next step beyond this?
00:28:50.240 --> 00:29:04.280
Pool renovation for them, Addressing even simple things like sidewalks and bench areas and shade coverage, if you're outside the growing interest of pickleball and and stuff like that.
00:29:04.280 --> 00:29:27.586
So it's instead of just food and beverage, you're taking a more global view of the overall needs of the business instead of kind of a specialty area that you know I happen to grow up in, but I still have interest in golf, I have interest in tennis and and the pool and the program, social programming and things like that unexpected.
00:29:29.128 --> 00:29:34.298
what's more, I'm looking for um total brain fart like how did like uh?
00:29:34.298 --> 00:29:36.968
Going from you know the food and beverage to aging.
00:29:36.968 --> 00:29:37.430
Like what?
00:29:37.430 --> 00:29:40.346
Were there any like unexpected challenges you didn't expect?