Through active communication among staff and with the membership, New Albany Country Club makes recreational program coordination look easy.
By Brandi Shaffer, Associate Editor

On either side of its U-shaped driveway, New Albany (Ohio) Country Club (NACC) is divided into two parts: the clubhouse and dining on the right, with the Bath and Tennis building on the left. Joining the two sides are meandering brick sidewalks set among blooming trees.

While these two parts of the campus are physically separate, the staff on both sides creates one mission to help members relax, rejuvenate and enjoy themselves. This united front is aided by consistent interdepartmental communication that has a singular focus: maintaining a meaningful dialogue with members.

A Resort in Your Backyard

“Our work always counts toward our members—we care and it shows,” says Tony Shill, General Manager of the private, 1,300-member club located in a suburb of the Ohio state capital, Columbus. Shill, whose background is in resorts, likens the club to a “resort where the guests don’t check out.” But he acknowledges the added complexities of maintaining a core membership, rather than a revolving door of guests.

“A lot of clubs live and die by membership,” he notes. “We live and die by usage and satisfaction, and that’s where our efforts are.”

Those efforts are apparent not only in the physical layout of the club’s campus—which gives equal, if not additional, space to recreational programs—but in the ongoing evolution of the fitness, tennis, aquatics and youth departments. But without dedicated, passionate staff, that “internal growth,” as Wendy Fraley, Fitness and Aquatics Director, calls it, would not be possible.

“We have people who are passionate about hospitality,” Fraley says. “Degrees don’t matter—it’s all about finding the right individuals. If you provide great service, the revenue comes.”

In nearly every communication with members, the NACC staff spreads the word about new events and programs, striving to find new ways to bring more people to the property. And with 50% of members joining the club through referrals, it’s not a bad method.

NACC’s fitness center offers 75 group fitness classes a week, including fusion classes like cy-ga, which combines cycling and yoga into a one-hour workout.

The NACC staff aims to keep the entire family at the club all day whenever possible. The aquatics and tennis programs coordinate clinic and lesson schedules, so any child interested in both can participate in both. Further, youth events like sand art and tie-dyeing will be frequently scheduled poolside, to combine amenities and keep kids engaged throughout the day.

And after a parent calls Youth Activities Supervisor Erin DeWalt to reserve a spot for his or her child for a cooking class, laser tag outing, or meet-and-greet with popular musicians like Hot Chelle Rae, DeWalt will then offer to transfer the call to the clubhouse, for parents-only dinner reservations.

Beyond Word of Mouth

Certainly, the value of word-of-mouth marketing cannot be understated at NACC, with DeWalt reporting that personal invitations are the most effective way to bring in members for new events.

However, members whose participation has waned, or those who are a bit shy, could find themselves out of the loop. As a result, technology-based marketing efforts have been implemented at the club to reach out through laptops, cell phones, iPads—and even to “tease” potential members.

The club’s marketing team developed a smartphone app for members that’s updated daily, with group fitness class schedules and details about spa offerings, as well as dining menus. Ashley Rumschlag, Membership and Marketing Director, estimates that 20% of members have downloaded the app. Further, interactive touch-screen monitors are placed throughout the club’s campus that display the same information, allowing members to coordinate their schedules.

Non-members can catch a glimpse of the club’s amenities and robust activities schedule by flicking through the digital “Happenings” document on NACC’s website. All of these digital efforts work toward increasing activity at the club.

While the staff generates plenty of ideas for entertaining members, getting members to the facility in the first place inevitably results in more ideas and usage. One well-executed pirate-themed birthday party for a child, for example, can also yield a luxurious spa party for his satisfied mother. “We’re starting to get repeating members for parties,” DeWalt explains, “and it’s so wonderful when they trust you with that celebration.”

Though the club has no member-based governing body or committees, open forums give the staff the opportunity to hear what the largely young, family-based membership hopes to find at their club.

One of the most surprisingly successful events for the youth department came through a Pokemon club party, per a member suggestion. “Twenty-five kids came with their stacks of cards,” DeWalt reports. “We just opened the door and let them enjoy their niche.”

“We’re a business, but we’re not always right,” Fraley adds. “We connect with parents, read, and keep growing.”

Little of This, Little of That

To give members the chance to try something outside their wheelhouse, the fitness and youth departments both hold “marathon” events, in which members can sample and experience other activities within the department. To help build awareness of all that’s offered, the youth program offers a mix of tae kwon do, gymnastics and tennis lessons.

Recreation Profile
New Albany Country Club
Location: New Albany, Ohio
Year Opened: 1992
No. of members: 1,300
Facilities: Pools (family—6,378 sq. ft.; adult—1,898 sq. ft.; slide—1,400 sq. ft.; baby—448 sq. ft.; indoor—2,145 sq. ft.); fitness (strength and cardio room—4,500 sq. ft., renovated April 2012; two public group fitness rooms and one private); tennis (12 clay courts, 4 hard courts, 2 grass courts); youth (junior lounge, playroom, outdoor camp hut for summer)

“We also worked on branding and developed the name Club Lane Kidz for the summer camp,” DeWalt explains. “By giving it a name, we’re zeroing in on a resort feel, so kids can feel like they’re a part of something.”

The method of creating a community is even more important for enticing the most stubborn demographic: teens. “It’s the toughest group to get,” DeWalt says. “Once you get them, though, they flock in with their friends.”

The fitness department’s marathon is a series of four introductory classes, held back-to-back at 25 minutes each. In addition to showcasing offerings to curious members, it’s also useful for advanced members who just want two hours of exercise, explains Jeffrey Stack, Fitness and Aquatics Manager.

Fitness and Aquatics Director Wendy Fraley shows off the interactive touch-screen monitors that give members quick access to fitness class schedules, events, and dining menus.

“We know every member,” Stack says, referring to the advantage the club has over big-box retail gyms. “Our front-line staff greets and takes care of members. We know if they want to be approached, or if they just want personal time.”

That knowledge also lets staff know if members are interested in expanding involvement into group fitness classes, which incorporate the social component, or personal training sessions, which include a complimentary initial consultation in a more private setting. A core group of fitness enthusiasts attends the fitness center’s monthly wellness seminars, where a dietician speaks about various topics, ranging from sleep patterns, juicing, cooking with herbs, and the benefits of wine.

“There’s always a new fitness craze,” Stack explains, “and we keep up on the pulse of the industry.” The program offers a four-month rotation schedule of group classes, with about 75 classes offered per week. The staff has even worked to combine different fitness methods through fusion classes, such as cy-ga (cycling and yoga), and spin & sculpt.

“We have a talented team, and members are always looking for the best one-hour fitness bang for their buck,” Stack says.

Fuel for Fitness

With a goal of keeping members on the property all day, the club needed to develop a method to keep them energized in a healthy way. When NACC opened in 1992, the Sports Café served as an outlet for the kitchen, but two years ago, with the nudging of members, it evolved into a multi-purpose nutritious food center.

Under the advisement of Manager Maureen Newton, who is also a holistic health coach, the Sports Café offers options for members with food sensitivities and allergies, while featuring “super foods” extensively on the menu. Cleansing programs, smoothies, to-go dining options seven days a week, and poolside service round out the offerings.

Conveniently located in the Bath and Tennis building, members can take a breather in the café, between swimming lessons or personal training sessions, for healthy refueling. With plans to develop healthy cooking classes for gluten- and allergy-free eating at home, the café is continuing to grow in step with demand.

NACC’s aquatics program offers clinics, swim and dive teams, and group lessons through which beginners can climb the “Penguin Learn-to-Swim Ladder.”

Post-workout relaxation can also be achieved through the club’s spa offerings, including Swedish massage, deep-tissue, sports massage, pregnancy massage, and rolfing, a specialized form of massage that’s not immediately pleasant but provides extensive long-term benefits. A full-service barber and salon is also available in the Bath and Tennis building.

Upping the Game

With many program coordinators and managers joining the club staff within the past five years, NACC’s management is inherently forward-thinking and brimming with ideas. But with plenty of other options in the community for tennis players, the club had to up its game.

“You need talent to fill up 18 courts,” Fraley says, nodding to Steve Miller, Junior Tennis Pro. “We have two major competitors within a mile each way. The challenge is to keep kids here because they can leave any second, especially if their friends aren’t members.”

Now in his third season with the club, Miller was brought in to help rejuvenate the program. Since his arrival, participation in the indoor tennis program has doubled (the addition of a tennis bubble hasn’t hurt, either), and the winter program is at capacity. During the summer, Miller notes, he easily puts in 70 hours a week to keep the kids happy and help them continue to improve.

The tennis staff meets frequently to assess issues and analyze the program as a team. They work together to keep what’s good and get rid of what’s fading, while staying mindful that they are running a business.

More Online
For additional images of New Albany CC’s recreation and fitness programs, go to
clubandresortbusiness.com

But for Miller, regardless of numbers and statistics, it seems that the simplest moments end up being the best reward. “My happiest moment came during the Junior Tennis Academy,” he explains. “The courts were full, the kids were having fun and getting better, and the parents were watching from the sidelines, happy with the progress.”