At The Club at The Strand in Naples, Fla., membership has a way of traveling well beyond the front gates.
From the icy landscapes of Antarctica to the temples of the Far East, the savannas of Africa, the coastlines of Italy and France, the turquoise waters of Bora Bora and destinations throughout the United States, one familiar symbol keeps appearing: The Strand Flag.
What began as a simple way for members to share their travels has grown into one of The Strand’s most beloved communications traditions: “Where in the World Is The Strand Flag?”
Throughout the year, Strand members tuck the club flag into suitcases, carry-ons, and cruise luggage as they head off on adventures near and far. Once they arrive, the flag comes out for a photograph—sometimes in front of an iconic monument, sometimes overlooking a spectacular landscape, aboard a cruise ship, outside a centuries-old temple, or simply somewhere that captures the spirit of their journey.
The members then send their photos to the club, along with a short summary of where they traveled, what they experienced, and what made the trip memorable.
Before long, their adventure becomes part of The Strand’s Daily Mail, the daily newsletter at the club, where fellow members can travel along with them from home.
A flag that connects a community
The appeal of the series extends far beyond beautiful vacation photographs.
Every submission carries an unmistakable message: even when Strand members are thousands of miles from Naples, their club community remains part of the journey.
The flag has become a symbol of belonging.
Members enjoy finding creative locations to display it, and the resulting photographs offer a glimpse into the extraordinary range of experiences within The Strand community.
Each photograph is different, but the connection is the same.
For members reading the newsletter, the series also creates conversation.
Friends recognize familiar faces, discover new destinations, and often find inspiration for their own future travels. When members return to the club, their featured adventures frequently become natural conversation starters.
In that way, “Where in the World Is The Strand Flag?” does something powerful for club communications: it turns members into storytellers.
Born from the need to stay connected
The tradition grew from an even larger communications story at The Strand.
During the COVID-19 shutdown, when normal club life was suddenly disrupted and members could no longer gather as they once had, The Strand’s Daily Mail took on a new level of importance.
It became the voice of the community.
At a time when face-to-face interaction was limited, consistent communication provided reassurance and connection. The Strand’s Daily Mail gave members a dependable source for club news, operational updates and community information while also offering something equally important—a sense that club life and relationships were continuing.
Communication became more than an informational tool. It became a way to maintain trust.
That commitment to consistent, transparent contact helped keep year-round and seasonal members connected to The Strand even when they were away from the club. It also opened the door for more personal storytelling, inviting members to become active participants in the content rather than simply readers.
From that environment grew traditions such as “Where in the World Is The Strand Flag?”
From newsletter to community storybook
Today, The Strand’s Daily Mail is distributed to members six days a week, providing a steady mix of club updates, upcoming events, dining information, golf news, member stories, community features and photographs.
“Where in the World Is The Strand Flag?” has become a recurring favorite because it reflects something that cannot be manufactured through traditional marketing: genuine member enthusiasm.
There is no elaborate campaign required.
The members provide the destination. They provide the photograph. They provide the story.
The club simply gives those experiences a platform.
That authenticity is what makes the feature resonate. Rather than telling members how meaningful the Club community is, the photographs demonstrate it. Members willingly make room in their luggage for a Strand Flag because they want to take a piece of their club with them.
And when that flag appears halfway around the world, it says something about the relationship members have with their club.
Taking The Strand around the world
Private clubs often devote considerable attention to creating meaningful experiences within their properties. “Where in the World Is The Strand Flag?” demonstrates that a strong sense of community can extend far beyond them.
The program requires little more than a flag, an engaged membership, and a communications platform willing to celebrate their stories. Yet it continually creates fresh content, strengthens member recognition, highlights the personalities within the club, and reinforces a shared sense of pride.
Most importantly, it reminds members that they are part of something larger than a place.
The Strand may be in Naples, Fla., but through its members, its spirit has traveled across continents, oceans, and countless memorable destinations.
And somewhere, on the next great adventure, there is a good chance a Strand member is already unfolding the flag, finding the perfect backdrop, and preparing the next answer to a favorite question: Where in the world is The Strand Flag
