August 9, 2019

This article originally ran in BoardRoom Magazine in the May/June 2019 edition. to subscribe, click here

We are sharing this story in anticipation of RCS Intern, Ben Granish's final summer webinar, The Best Practices for Communicating and Collaborating with Millennials...

April 19, 2019

In the late 1970’s and early 1980’s, to attract Baby Boomers, clubs began relaxing dress codes and becoming more welcoming of spouses by organizing special dances to encourage husbands and wives to spend time at the club together. Now, nearly 40 years later clubs are f...

October 12, 2018

It seems the hot topic for the past few years is how to attract Millennials to the private club. I contend this is a smoke screen to a much deeper, more pressing issue that is threatening many member equity clubs – poorly run clubs due to member interference in the dai...

This article originally appeared on Golf Business Monitor in January 2017. A follow-up piece is planned for September to find out how tings are going. 

Most golf clubs operating in the 21st century know that there are changes afoot in the industry; complex changes that...

April 14, 2017

Editor's Note: Today's blog post is brought to you by RCS Strategic Alliance Partner and founder of the Howland Marketing Group, Ashley Howland. DON'T MISS her free RCSU webinar happening next week, "Communicating with a Multi-Generational Membership". REGISTER HERE. W...

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...

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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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