Rumson (N.J.) Country Club chronicled the renovation by developing a monthly publication that shares stage-by-stage details via candid reporting and video updates.
When a clubhouse undergoes a renovation and is suddenly off limits to membership, a sense of frustration and an innate curiosity to understand what’s happening behind the scenes can prevail. In an effort to satisfy and inform its members of the project’s progress—and to build excitement for the eventual unveiling—Rumson (N.J.) Country Club decided to chronicle the renovation by developing a monthly publication that shares stage-by-stage details via candid reporting and video updates. The results have exceeded management’s expectations and have strengthened the level of transparency between club and members.
Dubbed Behind the Fence, the publication launched in July 2023 with the intent of “communicating nitty-gritty details of the project to membership, as ultimately, the members all share ownership of this project and the clubhouse, and it was imperative to them to remain in the loop,” says Director of Grounds and Facilities Benjamin R. Stover.
The title of the publication is the brainchild of Art Tildesley, club member and leader of the project’s oversight committee, who believed that the installation of a large construction safety fence bordering the clubhouse could promote monthly updates to membership. “[It was] a creative way to get a look behind the giant fence of all the work going on that they wouldn’t be able to see day to day,” says Stover.
The “Behind the Fence” publication is the brainchild of Art Tildesley (right), club member and leader of the project’s oversight committee, who believed that the installation of a large construction safety fence bordering the clubhouse could promote monthly updates to membership.
Behind the Fence appears in members’ e-mail inboxes on the first of every month. The three-page publication follows a standard format, specifically designed for consistency and ease of reading. The opening page contains a header image, opening letter from the project team, the previous month’s project highlights and a spotlight section.
“We try to utilize the spotlight section to bring a more anecdotal vibe to the publication by focusing on external, but related topics, such as our club’s past renovations, the benefit of 3D imaging in our project and ‘Get to Know …’ interviews that feature various project team members,” says Stover.
On the second page, readers can find project details in four key areas: Exterior, Interior, Mechanicals and Logistical Impact to Members. The final page acts as a photo gallery of the past month’s progress, along with a ‘what’s to come’ box to build momentum. Content is determined mid-month by Stover, Tildesley and Communications Coordinator Kada Cernek, who is tasked with writing and designing the publication. The final product is then edited and approved for distribution prior to the monthly roll-out.
Further enhancing the newsletter is a video component, designed to appeal to those members not inclined to read through the entire publication. “While the dialogue in these productions is a repeated variation of the written copy, we use the visual aspect to give readers a chance to see behind the [literal] fence,” explains Stover. The original plan was to feature a different team member each month, but Tildesley and Stover wound up taking on the reporting. Walk-though-style footage is supplemented by a construction cam that captures the crew on the job. The success of Behind the Fence is evident through its high open rate: 80 percent of its 1,100 members. While hard copies are not produced or mailed out, members can access the current issue online through their exclusive log-in. Back issues, including video productions, are archived on a dedicated page within the club’s website. Eleven editions have been published as of May 1, and the final issue, which is expected to drop during winter 2024-2025, will serve as a culmination of the complete series.
“We hope to have the entire project team featured on one of the final videos as well,” notes Stover.
As Rumson Country Club eagerly awaits the unveiling of its new clubhouse, the enthusiasm of its membership is already palpable simply by reading all about it.
“Our team has received countless compliments on BTF, especially regarding the clarity of details on the exact work going on at their clubhouse, as well as the full transparency of information that we promise in every issue,” says Stover. “Our team loves being able to create something so meaningful for the membership that we know will live on for hundreds of years in the archives of Rumson Country Club.”
The Goal: Keeping members informed on long-term clubhouse construction.
The plan: Creating a monthly publication that goes behind the scenes to highlight the stages of development.
The payoff: A satisfied, informed and excited membership.
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