January 24, 2020

We’ve had the pleasure of spending the past several days at the NGCOA Golf Business Conference and the PGA Merchandise Show. These events really get us excited for the direction that the industry is taking, and it’s always a treat to be featured as a speaker—thank you...

November 8, 2019

This article first appeared in the March 2019 issue of BoardRoom Magazine

Research shows that 60-90% of strategic plans fail. Developing a strategic plan takes discipline, brutal honesty, and requires foresight with trends, the economy, and society. Consider, for exampl...

November 1, 2019

In case you missed our BIG announcement this morning, just in time for the holidays, we are giving away an iPad to one RSCU subscriber; either a new subscriber, or a subscriber who renews for the 2020 year by December 15th.  How you choose to use this iPad is completel...

October 23, 2019

CHARLESTON, S.C. (October 23, 2019) – The National Golf Course Owners Association (NGCOA) and RCSU (RCSUniversity), the virtual training division of RCS Hospitality Group (RCS), will provide NGCOA members with curated hospitality training resources to elevate their bra...

October 18, 2019

There are few sports quite like baseball—nearly everyone you meet has some sort of baseball memory; even if you are not a fan, chances are you have attended at least one baseball game in your life. Baseball teaches us to root for the underdog, believe in superstitions...

September 20, 2019

This article first appeared in the March 2016 issue of BoardRoom Magazine

Arnold Palmer once said, “Golf is deceptively simple, endlessly complicated.” I would like to borrow the sentiment for service. Creating WOW service is deceptively simple, yet endlessly complicate...

September 6, 2019

Earlier this year, as a part of the World Economic Forum Annual Meeting; the organization issued an article that boldly stated “ The shift to an experience economy has the power not only to change how we spend our time and money, but also to promote inclusion and democ...

August 23, 2019

It’s no secret that the traditional private club model is changing and while change may feel a bit scary (Look how far this club in Europe is going),the only constant in this world is change and without it, there is no moving forward. Global club trends and consumer ex...

August 16, 2019

Recently, I traveled to Charlotte to assist a club with interviews for a position we were working to help them fill. The trip began with all the trappings of what makes travel for work enjoyable—staying at my new favorite hotel brand, AC Hotel, with beautiful views of...

July 19, 2019

Recently I spoke to a general manager, who expressed interest in taking his club’s training experience to the next level. Since I am intimately involved in the perfect solution for this challenge, I suggested virtual training as a solution. The general manager’s respon...

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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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