September 13, 2016

In a competitive marketplace, private clubs that do not have a unique value proposition find themselves trying to compete on price, resulting in cost cutting measures. This practice affects product and service quality and the club’s brand perception, unless the club’s...

July 19, 2016

As many of us struggle with the changes in our industry, the continuing challenges with the economy and an aging membership, many are recognizing the need to reinvent their clubs and oftentimes their own management or leadership style. 

During a reorganization, turnarou...

July 12, 2016

Arnold Palmer once said, “Golf is deceptively simple, endlessly complicated.” I would like to borrow this sentiment for service. Creating WOW service is deceptively simple, yet endlessly complicated. If it weren’t, everyone would be doing it!

The Ritz Carlton, after who...

June 27, 2016

Customer service means different things to everyone. Wikipedia defines customer service as "The provision of service to customers before, during and after a purchase.” Businessdictionary.com defines it as “All interactions between a customer and a product provider at t...

June 20, 2016

Legendary golf instructor, Butch Harmon, has ten rules to change a golf swing. Clubs making cultural or business model changes sometimes fail for the same reasons it is so difficult to change a golf swing. Borrowing a few of these rules from Mr. Harmon, I have come up...

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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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