March 23, 2018

Club Resort & Business recently published the first of an interesting two-part article titled "Ready, Set, Go" that discussed the importance of a carefully considered plan of action in order to achieve first-rate results for golf course renovation or restoration projec...

February 17, 2018


Some words in foreign languages don't have a simple translation into English, and omotenashi is one of them. The most widely accepted definition is "Japanese hospitality" or "Japanese service". The term gained widespread attention during the bid process...

January 12, 2018

I don't have a background in golf. My parents didn't play golf, and I had never played until just a couple of years ago. I found that I enjoyed the tradition of the game, the peace and tranquility found on the course, and the idea of the challenge--but I didn't catch "...

December 15, 2017

For many in hospitality, the holiday season is the most wonderful—and challenging—time of the year. While many of your guests are enjoying time off with friends and family, you and your team are working overtime to make that time off as enjoyable and fulfilling as you...

August 25, 2017

Have you ever taken a personality test?

These tools are becoming more and more popular with employers as we strive to hire workers with specific qualities, rather than skills. After all, skills can be taught--but inherent qualities cannot.

This is particularly importa...

June 9, 2017

Did you know?

Yes, June 14th has been declared "National Bourbon Day" and today, just for fun, I'd like to talk a little bit about one of the libation's most famous cocktail interpretations: the Old Fashioned.

Perhaps most commonly associated these days with Don Draper,...

May 19, 2017

One of the coolest things we saw at the CMAA World Conference in Orlando this year was the tremendous amount of student groups that were present and engaged on the expo floor and during training sessions. It's always exciting to see the quality and talent of the next g...

March 3, 2017

While this year’s hot topic at the 2017 CMAA World Conference was focused on the “member experience”, last year there was a lot of talk about Millennials—and their importance to the world of private clubs has not diminished.

In the January/February issue of Golf Inc., M...

December 19, 2016

Part of what we do here at RCS is strategic planning for clubs, resorts, and hotels of all sizes. Strategic planning involves a tremendous amount of variables all organized into one final report, and one of those key variables is the focus group.

According to the Market...

November 4, 2016

It's no surprise to most managers, but today's clubs host a wide range of complex demographics within their membership base each with their own specific needs. Younger club members in their 20s and 30s are more child centric and thus are interested in kid's activities...

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Whitney Reid Pennell 
Founder & President

Whitney Reid Pennell is the founder and president of the award-winning RCS Hospitality Group. She is a published author and widely praised seminar leader, with over 20 years of club operations management and consulting experience. 

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Private Club Advisor
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