June 7, 2019

Graduations season brings many speeches.  Most will focus on the fact that graduates have their whole life ahead of them and can accomplish whatever they set their minds to, with hard work and dedication. 

I had the pleasure of attending my nephew’s high school gra...

November 16, 2018

Your club has history. A lot of history. And while you want to pay tribute to the rich past, as the operator you are also looking to remain relevant in a very modern, fast-paced world. Sound familiar? If you know your "brand" needs a facelift, be sure to look beyond ju...

September 8, 2017

An earlier version of this article was originally published in BoardRoom Magazine in 2014.

Author Marc Goben, in his book Brandjam, makes a case for emotional branding suggesting that brands today must shift from communications and commodities to emotion and inspiration...

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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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Michael Fay, CCM, CCE
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“The RCSU webinars are exceptional sources for actionable and helpful information! I refer to them as “power hours” because they are jam-packed with great content and full of energy and passion for the industry."
Jackie Carpenter, CCM
Private Club Advisor
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