November 15, 2019

Business owners know that nothing beats customer loyalty. Loyalty is what keeps people coming back for more and telling their friends about your business. Studies show that the average business loses 10-25% of its customers each year, and in some industries this number...

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...

October 4, 2019

It’s finally fall, and football season is in full swing. Whether the team you root for plays on Saturday, Sunday, or at the local high school, there is no denying how much hard work the players put in day in and day out to help achieve their goal of victory each week....

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...

February 17, 2018

O-mo-te-na-shi.

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...

August 4, 2017

Here’s a familiar sight at every golf club: Long-time members arrive, eager for a relaxing day on the course. Their tee time comes up, and after stopping in the golf shop for their cart reservation, they go out to the first tee to begin their round. They’re cheerfully...

July 21, 2017

“If you don’t get culture right, nothing else matters.”

John Taft, CEO, RBC Wealth Management

The word “culture” has many meanings. For most people, it refers to a community’s shared tastes and values, including things like social norms, music choices, food and fashion p...

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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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