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Conference Education


 

Monday, September 21, 2020

1:00pm to 4:30pm Eastern

 Opening Keynote - All Attendee Education
    
  
State Of The Industry

Presented by Frank Vain, President, McMahon Group

 

As we head into the last quarter of 2020, it is becoming possible to distinguish between short-term effects from covid-19 and the sustainable, structural changes that will impact society and clubs far into the future. Pursuit of a safe harbor, work from home and shuttered schools are changing social habits, dining preferences, demand for golf and other recreation. This session will review innovative ideas that worked for clubs in summer 2020 and share tips and suggestions club leaders can in planning for 2021 and beyond.

  
 Breakout Education Options - Select To Attend 1 Of The 2 Following Options
    
  
Ask, Learn, Act and Repeat: Using Research to Influence Retention and Grow Membership!

Presented by Dawn Kruger, Owner, Peak Surveys

 

Whether you are planning for capital improvements or interested member priorities and satisfaction, effective market research is critical in guiding decisions to enhance your member experience. In these modern times it is technologically easy to deploy a survey and gather data. But then what? Is the information that you have collected valid, actionable, and valuable? Is it going to identify what is truly most important to your members and lead you to exceed their expectations, resulting in satisfaction and loyalty? In this session you will learn the multitude of research options, the best fit for your member demographic, and how to apply the data to continuously improve amenities, programs and most importantly, grow your club membership.

Expected takeaways include best practices for:

  • Formulating valid unbiased questions
  • Determining best feedback method for your members
  • Feedback frequency
  • Incentivizing participation
  • Designing a continuous feedback loop
  • Garnering board/committee leadership, staff team and general membership buy-in
 
 

  
Ask The Experts - Maximizing Your CRM & Leveraging Digital Strategy To Build Engagement

Presented by Shannon Herschbach and Mike Phelps, Founders, Pipeline Agency

This online presentation will focus on how to maximize the effectiveness of a Client Relationship Management (CRM) software for private clubs.

 Over the past several years, many clubs have realized the importance of CRM software as an effective way to capture member data, and as a communications platform for both members and prospects. Now, with limitations on club access, the ability to manage your contacts digitally and leverage tools that facilitate virtual engagement is an essential business practice.

It’s important to recognize the true capabilities of CRM software stretch far beyond what most clubs might realize. In this session, the Principals of Pipeline will discuss and demonstrate how CRMs are being used as a platform to solve a variety of challenges for Membership, Marketing, and Communications professionals at all types of private clubs.

Pipeline pioneered CRM in the private club industry, introducing the first club-specific CRM in 2009. Since then, they’ve continued to innovate and develop niche solutions using CRM to help address the marketing needs of hundreds of private clubs.

This session will offer relevant examples of how clubs are successfully implementing CRM technology to reach prospective new members, engage prospects, facilitate the new member application process, and stimulate member referrals.

Expected takeaways include:
  • Marketing – How CRM makes digital marketing campaigns smarter and more effective
  • Nurturing – Moving beyond ‘drip’ communications and successful lead engagement strategies
  • Pre-Boarding – Modernizing the membership application process
  • Onboarding – How CRM transforms new member onboarding into a signature experience
  • Referrals – Making your member referral program frictionless using CRM
  
 Roundtable Breakout Discussions - Select To Attend 1 Of The 4 Following Options
  
 Roundtables continue to be a favorite for conference veterans and newbies year after year. Discussing best practices on conceptual topics and exploring inventiveness are the driving forces behind these sessions. This opportunity is not to be missed, generating tons of new ideas, concepts to share with fellow club executives and programs that are “right now” implementable. A variety of topics are discussed and participants are paired with their most compatible peers for the discussions. PCMA roundtables are top-rated education and networking experience within the conference line-up.
  
 
  • Real Estate Affiliated Clubs - moderated by Donna Coyne & Rosie Slocum
  • Yacht Clubs - moderated by TBD
  • City, University and Athletic Clubs - moderated by TBD
  • < 2 Year Tenure - moderated by TBD
  • General Club Discussions Grouped by Initiation Fee - moderated by TBD
    
 
  
 

Tuesday, September 22, 2020

1:00pm to 4:30pm Eastern

 Opening Keynote - All Attendee Education
    
 
 
Curating Member Experiences That Beat The Competition
Presented by David Avrin, Author & Consumer Experience Guru
 In the most competitive business environment in modern history, the winners today are often those who are remarkably easy to do business with. Being better tuned-in to the increasingly unique wants and needs of our customers and clients creates better experiences and increased loyalty. In this eye-opening, high-content and very entertaining presentation, popular Customer Experience and Marketing expert David Avrin, CSP shines a light on a profound shift in customer expectation, while showing your team everyone’s role in eliminating barriers, engaging prospects and creating Customer Experiences worth sharing.
  
 Breakout Education Options - Select To Attend 1 Of The 2 Following Options
    
 
 
Difficult Situations & Conversations
Instructed by Crystal L. Bailey, Director at The Etiquette Institute of Washington
 

As a professional within the member-centric private club industry expectations are high and you are no stranger to navigating difficult conversations or handling sticky situations. Heck, there is probably one walking into your office as you read this session description! The secret to prevailing when you find yourself presented with challenging circumstances is all in how you position your response. That’s right! Your response can dictate the outcome. This workshop will address seven challenging interpersonal conflicts and how to overcome them. Learn to use powerful, precise and positive language to achieve the results you want.

Expected takeaways include:

  • How to maintain grace under pressure
  • Dealing with difficult personalities
  • Managing expectations
  • Preparing for difficult conversations
  • Tapping into your inner negotiator
  • Owning your errors
 
 
 
Ask The Expert - Trending Legal Issues Facing Private Club Membership & Marketing

Presented by Robyn Nordin Stowell, Member, Sherman & Howard

 Leading during a pandemic has caused us all to bend and flex our operations and value propositions in ways we never imagined. It has also presented new challenges and scenarios to navigate. As a result, this session will help you understand the primary issues you need to be on top of with respect to private club membership and marketing; so you can be educated and prepared when making decisions and recommendations in an evolving climate. With that said, we don’t know what we will be presented with in the upcoming months so we will be confirming our discussion questions for Robyn in the weeks leading up to conference. Additionally, you will be invited to submit your #1 question for Robyn when you RSVP for this session. This will help us organize content in advance of the live session, and ensure the most high priority issues are covered.
 
 Roundtable Breakout Discussions - Select To Attend 1 Of The 4 Following Options
  
 Roundtables continue to be a favorite for conference veterans and newbies year after year. Discussing best practices on conceptual topics and exploring inventiveness are the driving forces behind these sessions. This opportunity is not to be missed, generating tons of new ideas, concepts to share with fellow club executives and programs that are “right now” implementable. A variety of topics are discussed and participants are paired with their most compatible peers for the discussions. PCMA roundtables are top-rated education and networking experience within the conference line-up.
  
 
  • Real Estate Affiliated Clubs - moderated by Donna Coyne & Rosie Slocum
  • Yacht Clubs - moderated by TBD
  • City, University and Athletic Clubs - moderated by TBD
  • < 2 Year Tenure - moderated by TBD
  • General Club Discussions Grouped by Marketing Budget - moderated by TBD
 
 
  
 

Wednesday, September 23, 2020

1:00pm to 3:30pm Eastern

 Opening Keynote - All Attendee Education
    
 
 
How To Be Heard Above The Noise!
presented by Dick Bruso, Branding & Marketing Expert
 

During this special online keynote presentation, powerful tools will be provided to help you and the private club you represent truly stand out in a noisy and evolving marketplace - particularly in light of the Coronavirus pandemic.

We all understand competition for luxury dollars, discretionary free-time and unique experiences has increased dramatically. Private clubs are battling to keep up, and now have the added pressure of ensuring safety and instilling trust. 

This session will offer guidance in expanding your internal and external target market awareness through proven brand recognition techniques, marketing initiatives and strategic networking.

Relevant examples of powerful branding, unique positioning and creative marketing approaches successfully implemented by your private club peers will be spotlighted throughout this inspiring presentation.

Expected takeaways include:

  • The secret of applying the “umbrella” approach to branding that will cover the most meaningful services and amenities offered by your private club
  • How to refine your specific value proposition to increase membership retention and sales
  • The significance of building brand recognition internally and externally
  • Maximizing key members and community partners
  • Cultivating quality "centers of influence" to significantly enhance your membership development efforts
  
 Closing Keynote - All Attendee Education
  
 
 
TBD

Presented by Dan Clark

 Session details coming soon....