December 19, 2019

To our friends in the hospitality industry, ‘tis the season to be at the top of your game delivering amazing experiences to your customers as they partake in merriment this holiday season. It’s also a time when we are asked to attend company parties, friends’ holiday e...

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...

January 4, 2019

As the new year is upon us and many look to make resolutions for the coming year, I recommend instituting, or improving a Department Head Retreat. RCS Hospitality Group recently hosted a webinar on the importance and value associated with creating a strong governance c...

November 23, 2018

How will automation affect the private club world? ​ 

A constant conversation with board members and management staff at all levels is the challenge of providing consistent levels of service in an increasingly difficult employment environment. There is much discuss...

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...

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...

October 5, 2018

A member gets in another member’s face on the first tee and starts yelling expletives, irritated over who has priority on the tee. Fellow members and guests witness the incident and report it to the pro shop, but nothing is done to admonish the members outrageous behav...

July 27, 2018

The term “bespoke” is rooted in the verb “discuss”. The word refers to the practice of discussing, arranging or commissioning beforehand in ordering goods or services. Bespoke is primarily known for its centuries-old British tradition of custom made shoes, suits and dr...

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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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