• Beyond The Baselines

  • 著者： Ed Shanaphy
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Beyond The Baselines

著者： Ed Shanaphy
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  • Management Consultancy from Experts in the Country Club Industry
    Content owned by SBW Associates, Inc
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Management Consultancy from Experts in the Country Club Industry
Content owned by SBW Associates, Inc
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  • Club Communications Are Key To Success

    Club Communications Are Key To Success
    2025/01/16
    Danielle Chavez, Founder, Club Design Studio The daily questions we ask ourselves over club communications – how often should we email our members? Is it possible or should we make the weekly newsletter shorter? How do we integrate the club's website into our marketing strategy? – all these questions and more take center stage in this podcast with Club Design Studio’s fearless leader Danielle Chavez. Communication is at the heart of a club – whether it’s members conversing with each other, staff and management promoting food specials or golf programming, or whether It’s marketing through email, social media and the club's website. And, Danielle has her fingers on the pulse of all of these segments of communications. Achieving club communications, keeping the portals where members consume their information, fresh and inviting while still adhering to a club-like tradition in terms of media, is not an easy task and it's finding the correct mixture of creativity versus traditionalism that interests Danielle. Danielle discusses the need for scheduling and creating an entire communications strategy based on researching and working with each club as every club is different. As Danielle says: “Get to know the club…” before you do anything, propose anything, or create any materials. Let's dig a little deeper and find out if hashtags are remain relevant for club communications. And we find the dangers in overusing Canva, the new In-Design for the lay creator, which is completely transforming art and communications not only for the private members club industry but across all commerce and business! And is it actually possible to create a template that doesn’t get stale over time? Communications, Marketing and Sales Clubs far too often blend a position that encapsulates marketing, communications and even, sometimes, sales or new membership. But in reality, these are three very different roles, taking the individual in various directions. A common diagnosis for Danielle and her firm. In turn, Danielle’s firm supports clubs in trying to better communicate the club’s events, programming and membership news through these three, distinct areas, rather than the club having to appoint two new positions. But now, during a week where Tik Tok might be the first major social media network to be banned in the USA, we investigate social media and private members clubs. Let’s talk fonts and point sizes in detail and strategy and calendar marketing at a macro level with the founder of Club Design Studio, Danielle Chavez.
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    50 分
  • Do The Pro Tours Affect Racquets At Clubs

    Do The Pro Tours Affect Racquets At Clubs
    2024/12/20
    by Ed Shanaphy There's always that guy. The guy that is on the sidelines of every tournament, from a WTA qualifier to an ATP Masters to a Grand Slam. The guy who amazes onlookers through his building of a network. The guy who continues to work, even after retirement and sleeps in the back of a Suburban on the way to the next event. The guy who finally creates such volumes of great work, it brings him to the top of his profession from roots deep in the industry. The guy that becomes a legend and works with legends. On the tennis tour, that guy is Gary Kitchell. Kitchell, or Kitch as he is called by hundreds - if not thousands - of his colleagues and friends, is known around the world as one of the leading physiotherapists who has graced tournament tennis courts across the globe. From the hallowed lawn of Centre Court at Wimbledon and the hard cement of Louis Armstrong Court at the US Open to the back courts at the 1990s Volvo ATP Tour stop in New Haven, Kitchell has worked with some of the greatest tennis players of all time. From the era of Borg and McEnroe, to the following upstarts Sampras and Agassi, to Federer and through to today's Tommy Paul, Reilly Opelka and Maria Sakkari, Kitch has treated injuries, reduced stress on the body and helped strength train numerous number one players to new heights. Gary loves tennis. It's always been a part of his life. His early days saw him teaching the indoor season in his native New Jersey. Soon after, he followed the sun as most instructors do and playing in semi-professional tournaments and was noticed at a small club in Vero Beach, Sea Oaks, at which he started his road along the highways and byways of the professional tours. His views of the professional tennis tours are from an interesting objective - a viewpoint from outside the employ of either the men's or women's tour but from within the fires that comprise the professional game and the travel demanded of today's tennis stars. He sees the challenges that the professional tour faces today as the Davis Cup limps along while the Laver Cup becomes a global phenomenon. He also sees the difficulty private members clubs may have using the professional game as a catalyst to new members as the tour lengthens its season and the tournaments are diluted by so much television and streamed coverage. An understanding of the professional game helps Gary to see where tennis may be headed on the amateur level at tennis and country clubs across the country. A commitment to building a community and social network at any club needs to be a priority to continue the sport's growth as it faces challenges from pickleball and padel. As a member of several private members clubs, Gary has some sage advice for club managers and directors in the club management arena. Join Gary on the BeyondTheBaselines.com podcast.
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    44 分
  • A Touch Of Management Class

    A Touch Of Management Class
    2024/12/01
    An Historic Club's Metamorphosis Through Consultancy to Interim Management To Long-Term Strategy Completion Pretty Brook Tennis Club first called BeyondTheBaselines.com in late 2019. The club was dropping members as if members were falling leaves on a cold November, football Saturday at the famed university in the club's hometown of Princeton, NJ. The president mentioned the club's membership was at just 155 member households, significantly down from its glory days when it boasted over 200. Although the five clay courts were busy on weekend mornings, the club was having difficulty finding younger families who might join. Pretty Brook was founded in 1929, however, its younger upstart just down the road, Bedens Brook was literally stealing the younger thunder and attracting the families that would be the lifeline to Pretty Brook as it headed toward its hundredth year. Princeton University is known for its eating clubs. Pretty Brook had started to resemble one of these old-fashioned institutions - a stodgy eating club rather than a modern racquets facility. Not exactly fraternities, the eleven Princetonian eating clubs are situated on Prospect Avenue just off campus. Several eating clubs still "bicker" (the phrase coined for admission decisions) as to which underclassmen they should admit. Bickering had been going on at Pretty Brook - perhaps a halcyon look back to their university days by the numerous Princeton graduates who were members of the club and had served at the board level and inside the admissions committee for years. Nonetheless, the club was at a crossroad between tradition and modernization. The Princeton University Campus on our first day of Interim Management As a management consultancy to the club, we did some of digging. The club, which boasts one indoor tennis, five outdoor clay tennis courts, two platform courts, one indoor tennis and two squash courts, wasn't jam-packed on the weekends, or really at any time during the week. Average usage on a summer's weekend morning we found from the data was 3.4 courts out of 5 of the clay courts. Mid to late morning wasn't busy on the weekends on the indoor in the winter either. And, squash was really reserved to young students from Lawrenceville preparatory school who wanted additional coaching and a practice facility. They weren't a part of the club's social scene and a squash club championship hadn't been held in recent years. As we assumed the interim general manager's role, we made changes and clarifications to the membership application process, the ethos of welcoming members and their guests, and started on the road to revitalizing and refurbishing the club's grounds and programs. Trees were cut. Irrigation was improved and ponds were reconfigured and fortified. Club championships were reintroduced in squash. The staid prizes of glass tumblers were replaced with celebrated gifts and clothing, and branded retail was introduced - all symbols with which members could show pride in their club. Change Creates Momentum Thankfully, the board was largely open to change, given the membership situation. Through our mentorship, we investigated methods and programming to create greater court usage and larger revenues. We discussed membership drives. With Corey Ball, the Director of Tennis whom we were fortunate to inherit from the previous management firm, we were allowed to make substantial changes. We moved the teaching court during certain times for Live Ball and 105 from the traditional teaching court, shaded at the back of the club, to the center two courts under the eyes of those on the patio lunching. This shift brought instruction and social tennis to the forefront of the club. Perhaps impossible just a few months previous, we were now filling three courts with 24 members on a social night rather than having years-old, closed doubles games with only half the players across those three courts. And,
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    32 分
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