CLUB MEMBERSHIP AND MARKETING CONFERENCE R4.pdf · to create The Oaks Club where she is recognized as the Grande ... Pre-Conference Electives *Additional payment required for participation

Your #1 Resource for Club Membership & Marketing Education INCREASING MEMBERSHIP GROWTH, USAGE, RETENTION & SATISFACTION

EARLY REGISTRATION PRICING THROUGH MAY 1, 2018GROUP PRICING AVAILABLE

CMAA, CSCM & PGA CONTINUING EDUCATION CREDITS

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23rd Annual

CLUB MEMBERSHIP AND MARKETING

CONFERENCEChicago • September 17 & 18, 2018

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We are excited to be

hosting our 23rd Annual

Club Membership and

Marketing Conference at the

beautiful Palmer House Hotel in

Chicago, IL. The story behind this

distinguished property is charming

and includes a unique connection to the

private club industry. Chicago millionaire,

Potter Palmer, commissioned and gifted the hotel

to his new wife, Bertha Honore Palmer. Nearly a century

ago, Mrs. Palmer purchased 1,000 acres in what is now Osprey, Florida and built

her dream home on the property naming it “The Oaks”. Her heirs sold the land

to create The Oaks Club where she is recognized as the Grande

Dame and her legacy thrives. We look forward to weaving

elements of Palmer family history into our conference

programming and welcoming you to Chicago!

PARTNERS

PARTNERS

Event Snapshot/Overview

Saturday, September 15, 20188am-11am: Leadership Coaching Appointments8am-11am: Pre-Conference Electives12pm-5pm: Medinah Country Club Tour

Sunday, September 16, 20189am-5pm: Leadership Coaching Appointments9am- 5pm: Pre-Conference Electives1pm-3pm: CMP Examination5-5:30pm: 1st Time Attendee Connection Point5:30-7pm: Silent Auction & Opening Reception

Monday, September 17, 20187am-5pm: Professional Headshots7am-8am: Registration & Continental Breakfast8am-12pm: General Education12pm-1:30pm: Exhibitor Showcase with Lunch1:30pm-4pm: Breakout Education4pm-5pm: Exhibitor Showcase with Reception6pm-10:30pm: Networking Event at Union League Club of Chicago

Tuesday, September 18, 20188am-4pm: Professional Headshots8am-9am: Continental Breakfast9am-12pm: General Roundtable Breakout Education9:30am-11:30am: Off-site Yacht Club Roundtable Breakout Education9:30am-11:30am: Off-site City/University/Athletic Club Roundtable Breakout Education12pm-1:30pm: Exhibitor Showcase with Lunch1:45pm-2pm: MembershipChallengeAwards&OfficerAnnouncements2pm-4pm: Closing Keynote Education

Conference Registration & Hotel Room Blockwww.askpcma.org/conference

Our Core Conference Objectives:

Cultivate Progressive Leadership through niche-specific networking and education opportunities.

Expose Proactive Industry Market Research through extensive field work, industry analysis and decades of experience.

Discover Relevant Programming Opportunities developed through case studies, success stories and peer perspectives.


Benefits of Attending

Why is PCMA’s Annual Conference Such a Great Deal?

Curious about the market relevancy trends affecting our industry? Interested in case studies and success stories?

Looking for the opportunity to connect with like-minded peers? You will leave the PCMA conference feeling

inspired, informed and supported by a network to call upon long after the conference is over.

Engage in the 9 hours of dynamic educational experiences featuring a mix of general sessions, breakout

sessions, and roundtable discussions.

Earn continuing education credits. The conference experience affords you credits accepted by CMAA, CSCM

and PGA to keep you up-to-date and compliant.

There’s no getting around it – traveling can be expensive. PCMA conference registration includes all meals

except dinner. Plus, there is early registration pricing featuring a savings of $100 in addition to discounted hotel

accommodations. And, complementary leadership coaching and professional headshots are provided at no

additional charge - both huge value adds!

Be proactive during the 3 hours of time dedicated to connecting with and learning from niche specific industry

vendor resources that can impact your club operations.


Budgets may be

tight, but the 23rd

Club Membership &

Marketing Conference

remains a bargain when it

comes to bang for your buck.

Here are five reasons why:


8am-11am: Leadership Coaching AppointmentsWe invite you to take advantage of a fantastic opportunity to meet individually or join a group session with PCMA’s professional development and leadership coaches. You will experience a supportive environment to share thoughts and challenges, explore solutions to problems you might be facing and identify clear paths towards meeting your goals. These complimentary sessions are sure to fill up quickly so take action and sign up today by emailing [email protected].

8am-11am: Pre-Conference Electives*Additional payment required for participation. The afternoon Medinah Country Club Tour is included with Saturday elective registration and is required for full elective participation credit.

Elective Course Name Pending instructed by Donna CoyneMore information coming soon.

Strategic Membership Marketing Management instructed by Rick Coyne**Active CMP status is a prerequisite for this course

This course is designed for club professionals wanting to understand better the importance of incorporating the fundamental principles of strategic marketing management, strategic planning, leadership, and follow-through. The emphasis is on creating a vision, getting buy-in from both the volunteer members and the management team. Commitment to persistent execution and measurable outcomes will also be covered. Understanding that knowledge and awareness of the club’s vision allows every committee and department to develop their own goals, along with the coordinated strategies to achieve these goals, is a key element in a club’s long-term success.

• Creating and implementing a clearly articulated vision• Focusing on the club leadership as it’s defined in the mission statement• Defining key result areas of a strategic plan• Understanding how to develop and implement strategic goals• Providing measurable results as defined by a strategic plan• The course is specially designed to educate membership and marketing professionals on a strategic, rather than a day-to-day level

12pm-5pm: Medinah Country Club TourMedinah Country Club is known worldwide for its iconic clubhouse and its world-class legacy of incomparable golf. Medinah Country Club is one of only two clubs to have hosted the U.S. Senior Open, Western Open, U.S. Open, PGA Championship, and Ryder Cup! In addition, Medinah will host the upcoming 2019 BMW Championship.

Medinah also has a rich tradition of club amenities, from the new and innovative Golf Learning Center to farm to table organic produce grown on property, this unique opportunity to visit one of the most iconic yet progressive and innovative clubs in the country is not to be missed. As General Manager Robert Sereci describes the members experience, “We are building a community with a stream of experiences for all family members. The golf courses, like our farm-to-table garden and food truck, represent things that create experiences that will amplify our neighborhood.”

Our tour of Medinah Country Club will begin with Meacham’s Garden, followed by a visit to their new Racquet Center and Golf Learning Center. Next, we will head to their Skeet and Trap Lodge for a “Taste of Medinah” featuring creations from their food truck. Lastly, we will see the 1920s Byzantine style Clubhouse, with its breathtaking rotunda dome, and finally finishing in The Shop at Medinah, where participants can purchase Club gifts and gear.

This is a ticketed event and requires separate registration. Bus will depart from Palmer House Wabash Entrance. Club casual attire is recommended.

Saturday, September 15, 2018

Event Schedule


9am-5pm: Leadership Coaching Appointments Continued9am-5pm: Pre-Conference Electives

*Additional payment required for participation.

Strategic Membership Marketing Management Continued

Digital Marketing Bootcamp with your personal trainer, Gabriel Aluisy

Get your club’s online marketing efforts into shape in this one day interactive program. We’ll cover all things digital from social media marketing to email blasts and from productivity tools to search engine optimization. If you’ve ever felt overwhelmed by technology or unsure of where to start, this is the perfect primer into the most powerful and cost-effective membership building platforms out there. And if you’ve been successfully marketing your membership online, you’ll learn new techniques and emerging trends so you can stay ahead of the curve. Here are just a few things you’ll take away:

• Learn how to generate qualified membership leads online without gimmicks or discounts • Discover effective techniques for making your content go “viral” • Explore little known tips, tricks and hacks for Facebook, LinkedIn, Instagram and other social networks • Get the recipe to turn your members into marketers without sacrificing privacy or prestige • Find out how to analyze and make use of website analytics • Learn the art of telling a great story online • Uncover emerging online trends and best practices

We’ll develop your marketing muscles together and you’ll come away from this program with confidence, with understanding and with the skills to be a positive force for your club online.

Elective Course Name and Instructor PendingMore information coming soon.

Sunday, September 16, 2018

Event Schedule

5pm-5:30pm: 1st Time Attendee Connection Point @ Chicago Yacht ClubLet’s be honest...Being a first timer at a big event can be a little awkward no matter how outgoing you might be. This event offers conference newbies the opportunity to get acquainted with the PCMA team, our conference ambassadors and fellow first timers. It’s also a great time to have your questions answered and make some new friends to sit with during conference education in the upcoming days. This event will lead into our Silent Auction and Opening Reception.

5:30pm-7pm: Silent Auction & Opening Reception @ Chicago Yacht ClubBegin the dialogue right away during our opening reception at Chicago Yacht Club. Meet and mingle with a network of colleagues, friends and PCMA’s professional club resource partners. Embrace this opportunity to build new club relationships in a professional and friendly atmosphere.

Our opening reception will also feature a silent auction. Auction items will be provided by PCMA regional chapters and professional club resource partners. Funds generated through the auction will support chapter development opportunities.

2018 Membership Challenge entries will be on display for your review. We will invite you to participate in awarding your peers by voting for your favorite entry during the event. If you’d like to learn more about submitting an entry, please navigate to www.askpcma.org/conference.

*Transportation to Chicago Yacht Club will not be provided by PCMA. All conference attendees are invited to attend, however pre-registration is required for admittance. Club casual attire is recommended.


7am to 5pm: Professional HeadshotsOur friends from EA Photography will be taking complimentary professional headshots of all conference attendees. Please be sure to set aside time to have your photograph taken.

8am-9:15am: Opening Ceremony & State of the Industry – Rick Coyne, PCMA

As a leader in your organization, one of the key responsibilities is to identify opportunities and best practices. As the landscape of the private club industry continues to shift, challenging even the most professional of teams, the really successful clubs are creating strategies that are both insightful and innovative.

However, perspectives on opportunities often differ based upon life experiences, gender, age and a variety of other factors. Therefore, another role of leadership is to provide proven examples of how to innovate and improve your club’s brand position.

This state of the industry perspective looks at specific, proven best practices and the ways in which clubs are creating greater brand relevance to both members and potential member candidates. The private club landscape has changed and continues to challenge. Successful clubs are opening their minds to a new perspective on solutions.

9:30am-10:30am: The Evolving Club – Trevor Coughlan, Jonas SoftwareWorldwide, the club business is in a time of transition. New technology, social expectations, and the modern family dynamic are significantly impacting the services members expect from their clubs. Add to this, the largest generational shift the club businesses has ever seen, and opportunities for success as well as failure abound. While we’ve all seen these trends impact many other aspects of our lives, and even entire industries, the club business which prides itself on history and tradition can be reluctant to embrace this new reality. In this session we will examine many of the changing aspects of society, as well as the impact that Millennials and even Generation Z could have on our businesses. We will dive into current technological trends, and will shed light on how clubs can attempt to better understand their target demographics. Finally, we will peek behind the curtain at some of the most respected and forward-thinking clubs to see how they are embracing the changes we’ve already begun to see.

10:45am-11:45am: Goals, Governance, and Gumption A Carmel Case-Study – John Schultz, Carmel Country Club

“You should be here!” Cole Swindell, County Music Recording Artist, had it right when he sang those lyrics to over 2,000 members and guests at the first annual Benefit Concert held on the Carmel driving range in 2017. Carmel is a home away from home, a place people want to be. Utilizing this business model, in 2004, Carmel shifted its vision and strategy to create a club atmosphere where culture is contagious. The Club focused on improving internal engagement through exceptional experiences, fantastic facilities, and clear communication. In turn, members were impelled to take an active role in recruitment by sharing stories and inviting colleagues, friends and family to partake in the fun. With a continuous stream of interest, Carmel met its membership max in 2017 and introduced a waitlist! This session showcases the gumption necessary to succeed using Carmel as a case-study for effective goal setting, governance, facilitation, marketing, and more!

Monday continued on next page.

Monday, September 17, 2018

Event Schedule


12pm-1:30pm: Exhibitor Showcase with LunchEnhance your conference experience by engaging in our networking lunch where you’ll havethe opportunity to connect in a relaxed atmosphere. Enjoy lunch and engage with PCMA’s premier industry partners who are positioned to move your club forward.

1:45pm-2:45pm: Breakout EducationMembership Sales Education TBDPresenter Pending

Panel Education - Women in LeadershipModerator & Panelists Pending

3pm-4pm: Breakout EducationAmplify Your Creativity: Innovative Events for Improving the Membership ExperiencePresented by Gabrielle Martin, Hickory Hills Country Club

Creativity isn’t a natural talent of every club professional or property, but it is an essential component of becoming distinguished within the dynamic landscape of your target market. This session is designed to help you Get Your Creative On! And, will encourage event programming possibilities you didn’t think were within reach for your organization. The tenacity and ingenuity of our presenter, Gabrielle, is inspiring as she shares stories of overcoming obstacles and objections. Featured takeaways include: • Proven examples of unconventional club events and experiences that promote membership development• Ideas for rejuvenating recurring events• Techniques for working with a small (or non-existent) budget, maximizing your connections and establishing strategic community partnerships• Unique facility usage and resource innovation

Panel Education: Social Media for 501(c) Non-profit ClubsModerator & Panelists Pending

4pm-5pm: Exhibitor Showcase with ReceptionEnjoy a refreshing beverage while connecting with our premier industry partners and fellow conference attendees.

6pm-10:30pm: Club Networking Event @ Union League Club of Chicago

Join us for a spectacular James Bond inspired evening featuring a wine dinner and after party. Attendees can expect a beautifully prepared culinary experience along with creative theme related touches. VIP credentials presented upon arrival will be the key to your table assignments. Our signature progressive style dinner provides you the opportunity to engage with a dynamic group of peers. By mixing up table assignments between each course you can enjoy the company of long-time friends and become connected to professionals you may otherwise not meet. More information regarding the details of this event will be added here once they are confirmed.

*Transportation to Union League Club of Chicago will be provided by PCMA. This is a ticketed event and requires separate registration. Cocktail attire is recommended.

Monday, September 17, 2018 Continued

Event Schedule


8am-5pm: Professional Headshots Continued9am-12pm: Roundtable Breakout Education

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 this session. 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. Roundtable are top-rated education and networking experience within the conference line-up.

General club attendees will stay onsite with the option to choose from three roundtable segments all in their own separate education rooms: Real Estate Clubs, Club Marketing by Initiation Fee/Club Marketing by

Budget, <2 Year Tenure.

Yacht club attendees will travel to Chicago Yacht Club, city/university/athletic club attendees will travel to the Union League Club following continental breakfast at the hotel.

*Transportation to the off-site venues will not be provided by PCMA.

12pm-1:30pm: Exhibitor Showcase with LunchEnhance your conference experience by engaging in our networking lunch where you’ll have the opportunity to connect in a relaxed atmosphere. Enjoy lunch and engage with PCMA’s premier industry partners who are positioned to move your club forward.

1:45pm-2pm: Membership Challenge Awards & OfficerAnnouncements

The new generation of private club membership and marketing professionals is more impressive than ever. A more challenging and competitive club membership environment is bringing out the absolute best in club membership and marketing inventiveness. The Club Membership Challenge recognizes and awards clubs for successful membership recruitment, relations, retention and event initiatives.

Learn more at www.askpcma.org/conference and open the tab titled The Club Membership Challenge.

2pm-4pm: Closing Keynote Education – Arte Nathan

More Information coming soon.

Tuesday, September 18, 2018

Event Schedule

PCMA contact information:316 S. McKenzie Street, Suite 110Foley, AL 36535

[email protected] www.askpcma.org/conference

PARTNERS

PARTNERS Conference Registration & Hotel Room Blockwww.askpcma.org/conference

Exhibitor ShowcaseAnnual conference is a great opportunity to connect with like-minded peers, but also to explore industry tools and resources that can benefit your club. We are excited to be hosting our first partner exhibition in 2018 featuring membership marketing specific solutions in conjunction with our networking lunches. You will have direct access to experts behind the brands leading our industry, tools you need to succeed and answers to challenges facing your organization.

If you are a potential exhibitor interested in partnering with PCMA, please contact [email protected].

Documents

CLUB MEMBERSHIP AND MARKETING CONFERENCE R4.pdf · to create The Oaks Club where she is recognized as the Grande ... Pre-Conference Electives *Additional payment required for participation