The stubborness of London clubs in altering their dress-code policies will get in the way of new member marketing. The next generation is not going to want to join clubs that are so restrictive.
I’m still here in London, and being a student in academia is a little more challenging than I initially thought. It has been 46 years since I was in school, so a lot of this is re-learning how to study, how to take notes, and then turn them into something readable.
I have been traveling around in my spare time, and here is what I have noticed:
In a previous note, I mentioned that I had been to three fairly historic and famous “clubs” that have been prevalent in the history and literature of England. I’ve now been to a couple more, and what I said previously still holds. They look a little worn around the edges, but they face exactly the same challenges as our clubs in the U.S. They need members, and are very competitive in searching for weddings, banquets, and events, for which membership is not always necessary.
They also face the same membership issues we do, but with one very large difference: They refuse to alter their dress codes. London is just like any large city in the U.S. (though not nearly as efficient), and casual dress is now the norm almost everywhere. So London clubs’ stubbornness in altering their policies will get in the way of new member marketing. The young English families who are the next generation of potential members have almost the exact same preferences that U.S. families have (except they smoke more), and they are not going to want to join clubs that are so restrictive about modern dress.
One of the most pleasant surprises is the food here, especially in the clubs. It is varied, well-prepared, nicely presented, and the equal of any of the good clubs in America. This was not always the case, but things turned significantly better on the culinary side starting in the 1980s. It has only continued to improve since then, and London is now the culinary equal of any city in the world.
Which brings me to the U.S. club market and its culinary scene. February is a down month for many clubs, especially in colder-weather regions, and it’s when the management and chefs take their vacations and start to plan their menus for the coming spring and summer seasons.
There’s no better place to start than our 7th annual Chef to Chef Conference, which will be held March 1-3 in Savannah, Ga., at The Westin Savannah Harbor Golf Resort & Spa. We already have a record number of chefs registered, but still have room for a few more. No better forum for club chefs exists than this one—it brings together chefs from all over the country to not only get new ideas on what is working at other properties, but also to gather recipes, banquet and menu ideas from some of the most creative chefs in the culinary profession.
As important as the seminars are, the chance to network with other chefs and club managers provides everyone with a fresh slant on common challenges, and we hear constantly that the chefs go back to their clubs re-invigorated, challenged, and enthusiastic about the coming season.
Register now at www.CheftoChefConference.com to be part of this unique and important event.
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