ASSOCIATION FOR MEMBERSHIP AND MARKETING PROFESSIONALS AT PRIVATE CLUBS


 


  •  About Conference
    • Your #1 Resource for Club Membership & Marketing Education

      Influencing Membership Growth, Usage, Retention & Satisfaction


      Early Registration Pricing Through May 1, 2019
      Group Pricing Available
      Approved for CMAA, CSCM & PGA Continuing Education Credits
       

      Important Links

      Conference Info
      Conference Schedule
      Conference Registration Form
                              Tools For Gaining Approval
      Benefits of Attending
      Request To Attend Letter

       

      Our Core Conference Objectives:

           
      Cultivate Progressive
      Professional Leadership...
      through niche-specific networking, education and recognition 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.


       
       

      Our Conference Venue:

       
      Effortlessly blending Asian and Texan influences, Renaissance Dallas at Plano Legacy West Hotel redefines cosmopolitan luxury for business and leisure travelers. This beautiful hotel will be just three years old at the time of our event offering a fresh and modern backdrop to our conference experience. 

      Our host hotel is a perfect example of creative design and full-circle branding.  We are excited to partner with Club Passports to offer a deeper understanding of this unique property and the stories behind the aesthetic and culinary decisions.  Upon arrival, you will want to download an app for an interactive and fun way to explore all the fine details this venue showcases.
       
      Attendees can look forward to balancing conference education and networking with lots of opportunity for retail therapy, el fresco dining or family fun.  The prime location of our host hotel is just steps from trending Legacy West, and is also within walking distance of The Shops at Legacy

      In recent years publications have named Plano, TX, among the top ten best places to live and best cities for families.  If you are considering bringing your kids this year, there are some great family-friendly attractions like Go Ape and Crayola Experience nearby. Or walkable kid-friendly hangouts like Box Garden, Shake Shack, Sprinkles Cupcakes, Sugarfina and Barnes & Noble. 





       
       
         

      Hotel Accommodations:

       
      Renaissance Hotel at Legacy West
      6007 Legacy Drive
      Plano, TX 75024
      Reserve Online 
      Reservation Center: 1.844.781.7383
      Group Name: PCMA 24th Annual Club Membership & Marketing Conference
      Group Code: PCM





  •  What Your Peers Are Saying
    • "As a new Member of PCMA, I can tell you the conference went above and beyond all my expectations. A conference where each presentation was followed by annotations from those in attendance allowed me to hear from many perspectives how one item, one issue or one creative idea can be applied in so many different ways. Dallas here I come!"
      Bill Shaw - General Manager/COO at Worcester Country Club in Worcester, MA
       
      "I took the opportunity to attend the 2018 PCMA National Conference and found it to be remarkable. It was a gathering of experienced Membership Directors and Club leaders specially addressing strategies and tactics related to membership recruitment, retention and ultimately the most important objective; member delight. The entire conference had one singular focus. I found the in-depth programs, discussions, networking opportunities and professional interactions to be excellent but more importantly immediately applicable. Next year’s conference is already on my calendar."
      Scott Julien, CCM, CCE - General Manager at Thunderbird Country Club in Rancho Mirage, CA

      "PCMA’s Annual Conference is a superb event, packed with boundless knowledge. There are a variety of formats offered within the agenda that have allowed me to engage with many different Club Membership and Marketing Professionals from all over the country. The experience is always very conducive to networking and learning from the leaders in the Club Membership and Marketing field."
      Rachel Leatherwood, CMP - Member Services Coordinator at River Crest Country Club in Fort Worth, TX

      I have been a member of PCMA for many years and it is amazing how the golf industry has evolved and changed over the years.  PCMA gives you the tools, the networking options and the education to be successful in a very competitive marketplace.   The friendships that you develop and the knowledge you obtain while attending a conference is invaluable.  You will continue to rely on it throughout the years.   Without the leadership of this terrific organization Membership Directors would not be the force they are today in Clubs and for that I am extremely grateful! 
      Shelly Anderson, CMP - Membership Director at The Club a The Strand in Naples, FL
       
      "Attending PCMA conference has become the highlight of my professional year. I came to my first conference not fully knowing what to expect, but with that one and each since, I continue to walk away rejuvenated and refocused. Plan to hear some excellent speakers on both a personal and professional level, gain some valuable insight into other clubs’ best practices, and take home the latest on industry trends. Nowhere else can I gather so much information, make so many connections, and have such a great experience in the process as the annual PCMA conference."

      Roxanne Filby - Director of Member Relations at Country Club of Lincoln in Lincoln, NE


  • Benefits Of Attending
    • Why is PCMA’s Annual Conference Such a Great Deal?


      Budgets may be tight, but the 24th Annual Club Membership & Marketing Conference remains a bargain when it comes to bang for your buck.  Here are five reasons why:

      1. 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.

      2. Engage in the 9 hours of dynamic educational experiences featuring a mix of general sessions, breakout sessions, and breakout roundtable discussions.

      3. Be proactive during the 4 hours of time dedicated to connecting with and learning from niche specific industry vendor resources that can impact your club operations.

      4. Earn continuing education credits. The conference experience affords you credits accepted by CMAA, CSCM and PGA to keep you up-to-date and compliant.

      5. There’s no getting around it – traveling can be expensive. PCMA conference registration includes all meals except dinner. Plus, discounted hotel accommodations and professional headshots are provided at no additional charge - both huge value adds!

      A Success Story...

      "Like many clubs, Sawgrass was hit hard by the economic downturn. We were struggling to find that “magic bullet” that would bring in new members and turn our club around. Searching for answers I turned to PCMA and was introduced to Club 360, the concept of engaging all of the club’s assets to enhance usage and satisfaction of our members. It was logical and innovative idea and I decided to take it back to the club.

      With the support of our team, I began providing regular, relevant reports to our board, management and department heads featuring national and local market trends, our competition, demographics and member usage. For most of the team, this was new information and really opened our eyes to new opportunities.

      Through knowledge, we were able to build a marketing plan that appealed to our specific marketplace and an emerging new family market. Essentially, we made a calculated effort to address our dress codes and to feature creative events directed specifically to the market we were trying to attract. The programs were wildly successful and created a buzz that Sawgrass was the “fun” club.

      The Result: Membership grew to capacity at 1475 members with a 3 year wait list, we completed over 13M in renovations, built a new fitness center, and renovated our Beach Club. Our members just approved a new 24.5M teardown and rebuild of our Clubhouse.

      The Club 360 approach provided the knowledge and confidence our Board, Management and staff needed to make the long-term decisions to propel our club forward to the future. The bottom line, conference attendance and the concepts learned can make an extraordinary difference to you and your club."




      Janet Collins, CMP
      Director Membership Services
      Sawgrass Country Club
      Ponte Vedra Beach, FL
  • Wellness Experience & Club Tour

    • Sunday, September 22nd, 2019

      8:00am to 1:00pm - Four Seasons Golf & Sports Club 
      Wellness Experience and Club Tour

      We are excited to offer you an opportunity to experience the award-winning Four Seasons Golf and Sports Club wellness programming. After an $8 million extensive renovation, the club is better than ever with new studios, state-of-the-art equipment, healthy living resources and enhanced programming. 

      Our wellness experience will allow you to use your time to improve and enhance your mind, body and overall well-being. Led by a team of experts through the 170,000 sq. ft. fitness center, healthy living area and spa, you will be guided through the complete wellness program to help spark ideas for your own member wellness activities while rejuvenating your spirit.

      Below you will find descriptions for some of the activities you might expect to sample while on property. Please note, all activities will be instructor led, introductory, informational and suitable for all fitness levels.

      Antigravity Aerial Yoga: Discover the power, excitement and pure joy of moving freely in all directions of open space. Through this step-by-step technique, you will learn all you need to flip, swing and fly through space without even noticing that you are working out. Lean in and learn the art of letting go while activating feelings of strength and synchronicity.

      Surfset®:
      As seen on ABC’s Shark Tank, Surfset® mimics the physical demands of surfing including balance, strength and cardio. Surfset® is a total body workout that challenges your balance and stabilizer muscles to create a lean and strong physique

      TRX:
      This total body workout was developed by a Navy Seal and uses gravity and bodyweight to develop strength, flexibility and a solid core. TRX® is a great option for all ages and fitness levels.

      ViPR:
      ViPR utilizes Loaded Movement Training combined with task-oriented movement patterning with resistance training. Agility and strength come from moving the body in a multitude of purposeful tasks with load. ViPR bridges the gap between movement and strength training. It combines full-body movement with load, enhancing the vitality, performance and reconditioning goals of clients and athletes. ViPR introduces a new concept in fitness and sports conditioning.

      Pickleball:
      Experience the sensation that is sweeping the nation and one of the biggest trends in private clubs. Pickleball is a paddle sport that combines elements of badminton, tennis, and table tennis. Two or four players use solid paddles made of wood or composite materials to hit a perforated polymer ball, similar to a Wiffle Ball, over a net. The sport shares features of other racquet sports, the dimensions and layout of a badminton court, and a net and rules somewhat similar to tennis, with several modifications.

      Recommended attire: Athleisure, Yoga and/or Athletic Wear – Closed Toe Athletic Shoes and Short Sleeve or Long Sleeve Shirts are Required – No Tank Tops.

      Important: This is a ticketed event and requires separate registration. The experience will include a healthy morning snack, a preview of their premier wellness resources and a club tour, concluding with lunch featuring nutritional education. Bus transportation between the Renaissance Legacy West and the Four Seasons Golf and Sports Club is included.
       



  •  1st Time Attendee Connection Point
    • Sunday, September 22nd, 2019

      4:00pm to 5:00pm - 1st Time Attendee Connection Point

      Let's be honest...Being a first timer at a big event can be a little overwhelming 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, arrange dinner plans and make some new friends to sit with during conference education in the upcoming days.

      *Casual attire is encouraged.


  • Rooftop Opening Reception

    • Monday, September 23rd, 2019

      5:30pm to 7:00pm - Rooftop Opening Reception Featuring Silent Auction


      Begin the dialogue right away at our opening networking reception. 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 and education opportunities.

      2019 Membership Challenge entries will also be on display for your review.  We 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 scroll down and open the Membership Challenge tab below.

      *Resort casual attire is encouraged.






  • Signature Networking Event

    • Tuesday, September 24th, 2019

      6:00pm-10:30pm: An Evening at Dallas Country Club

      Dallas Country Club was originally founded in 1896, and after outgrowing their 9-hole Oak Lawn location, the clubhouse was relocated in 1912, to their current property. This club is a historical gem nestled within Highland Park, an ultra-exclusive neighborhood just minutes away from the trendiest establishments in Dallas.

      In 2009, the club broke ground and embarked on an unparalleled and remarkable clubhouse. The meticulously designed clubhouse was officially opened in 2012, for member enjoyment. The current facility holds true to their earliest members’ architectural preference, English Tudor, and offers magnificent views of the downtown skyline and Turtle Creek.

      As a PCMA conference attendee, you have the opportunity to join us behind the gates of this prestigious club, and enjoy an evening of Texas charm.   Executive chef, Robbin Murphy, will showcase signature stations, offering a variety of Texas inspired culinary creations alongside wines, spirits and brews local to the state.  Participating professionals can also look forward to live music and other theme inspired elements.

      You won’t want to miss this unforgettable evening at Dallas Country Club!

      Important: This is a ticketed event and requires separate registration.  Cocktail attire is recommended. Bus transportation between the Renaissance Legacy West and Dallas Country Club is included.

       

  • Post Conference Electives
    • 2019 Post-Conference Elective Schedule

      Offered in conjunction with the 24th Annual Club Membership & Marketing Conference.  Conference attendance is required for elective participation.  Membership Management Institute (MMI) electives are small group, classroom style courses available to PCMA members.

      Creative Storytelling That Drives Membership Engagement & Growth

      Wednesday, September 25, 2019 - 9:00 A.M. to 5:00 P.M.

      In this session, former television news reporter, Ed Heil, will help you identify the unique and newsworthy stories around happenings within your organization that will differentiate your club within the competitive landscape of the luxury market. Storytelling doesn’t come naturally to everyone so this session will showcase successful examples and explore techniques for shifting your thinking from “straight to the point” marketing to brainstorming creative and engaging content that drives member engagement and attracts new members to your club. This hands on session will put you in the middle of an editorial meeting where you will work with other club marketers and communicators to identify and flesh out the stories most likely to resonate with your group's "members". Ed will also walk you through the ways to leverage these stories to across communication platforms to maximize your time and efficiency while boosting the engagement of your team members, club members and likeminded prospective members. Course takeaways include and are not limited to:

      • Recognizing the best stories within your club and how to position them in a way that is memorable and interesting to your audience.
      • Understanding how creating interesting stories can lead to an increase in membership.
      • Creating the time and space in your week to accomplish storytelling.
      • Enhancing your current communications, for example: newsletter stories vs announcements.
      • Promoting “change” such as capital improvement projects, staff turnover, new menus, new hours of operation, etc.

      Instructed by
      Ed Heil
      President
      Storyteller Media +
      Communications
       
       

      Cultivating A Membership Committee That Is A Multiplier Of Your Membership Efforts

      Wednesday, September 25th, 2019 - 9:00 A.M. to 5:00 P.M.

      Have you ever wished you could “clone” yourself and develop a team dedicated to assisting with membership prospecting, membership enrollment and membership engagement? This session will help you build your membership committee into exactly that – your “membership team”. Most clubs have a membership committee that serves as part of the approval process; but how many are truly effective and productive in all other critical roles such as prospecting, closing, orientating and engaging? Join your peers from clubs across the country in this one-day, interactive session that will include education, exercises and idea sharing around the following course objectives:

      • Committee Foundation – confirming a mission statement, tools for identifying qualified committee representatives, outlining committee responsibilities and expectations
      • Committee Support – training and guidelines for setting committee representatives up for success and productivity
      • Committee Programming – engaging committee representatives in brainstorming, implementing and communicating programs and initiatives
      • Committee Motivation – recognizing, acknowledging and appreciating committee representatives
      • Committee Trouble-shooting – handing difficult situations and committee representatives, solutions to common committee challenges and gaining respect as a leader within the group

      This session promises to provide PCMA members with the road map to finding and cultivating the best membership committee for their club!

      Instructed by
      Kathy O'Neal
      Club, Resort, Hospitality
      Consultant 
       
       

      It’s a Balancing Act:  Leading and Following Within Your Club

      Wednesday, September 25th, 2019 - 9:00 A.M. to 5:00 P.M. 

      Leadership is the ability to influence a group of people towards a goal.  While leadership is revered and respected, leaders also need to be strong followers at times.  This course examines the concept of leadership and followership to allow Club Membership Professionals to become more effective within their clubs.  We will focus on skills and behaviors to be a great leader and follower.  Importantly, the workshop will set you on a path to understand yourself as a leader and follower and consciously develop your abilities to be more effective and more successful in both roles.   The course relies on discussion, concrete research, real-world application, and reflection to help you make the knowledge practical to your daily professional life.  The objectives of this elective are to:   Here are just a few things you’ll take away:


      • Identify your own biases and assumptions about what it means to lead and follow.
      • Describe the importance of self-awareness and feedback to avoid leadership derailment and to be an effective follower.
      • Identify styles of followership.
      • List strategies, tools and ideas for creating cultures to build supportive followers.
      • Develop the capacity to analyze complex organizational challenges and opportunities and identify potential levers for change, using both leadership and followership perspectives. 
       
      Instructed by
      Sue Tinnish, Ph.D.
      Bio


      All educational programs offered by the Association are proprietary to PCMA, LLC.
      All Rights Reserved - 2019.

  •  The Club Membership Challenge
    • 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.

      Participants of The Club Membership Challenge - 2019 are invited to share their challenge entry initiatives with conference attendees at PCMA's 24th Annual Membership and Marketing Conference.  A space will be dedicated at this year's conference to feature program display boards.  Please contact info@askpcma.org with questions or for additional information.

      Sample Entry Topics:

      • prospective member events
      • member guest events
      • referral programs
      • incentive programs
      • special event programming
      • youth programming
      • loyalty programs
      • legacy programs
      • membership categories
      • reciprocal programs
      • etc....let your creativity lead the way.... 

      The Club Membership Challenge Requirements

      ELECTRONIC SUBMISSION REQUIREMENTS

      Entry Submission Deadline: Emailed to Hannah@askpcma.org by September 13, 2019.

      • complete online registration form 1
      • page summary explaining the reasoning and goals behind the membership initiative
      • 1-3 page outline of the membership initiative (What it is, how it works, how it was marketed/communicated, how it was implemented, etc.)
      • 1 page summary of the results        
      • Letter of authorization from club management for entry into The Club Membership Challenge - 2019

      CONFERENCE SUBMISSION REQUIREMENTS

      A display board visually outlining the submitted initiative (Maximum size 20" x 30" x 3/16") should arrive to the conference venue by Thursday, September 20, 2019. 

      Display board box should be addressed in the following way:

      Renaissance Hotel at Legacy West
      Attention: Donna Coyne
      6007 Legacy Drive
      Plano, TX 75024

      PCMA will not be responsible for the shipment or return of entries. Should you elect to keep your entry, it must be picked up by 2:00 p.m. on Tuesday, September 24, 2019. After this time, unclaimed entries will be discarded.


      The Club Membership Challenge Awards

      1ST PLACE WINNER:

      • 1st place recognition to be placed on display board at 2019 conference showcase
      • 1st place - crystal trophy honoring your club's membership excellence
      • Conference registration credit for 2020
      • Article and award excellence feature in Club Membership & Marketing Magazine
      • Club industry press release provided to important industry media channels

      2ND PLACE WINNER:

      • 2nd place recognition to be placed on display board at 2019 conference showcase
      • 2nd place crystal trophy honoring your club's membership excellence
      • Conference registration credit for 2020
      • Article and award excellence feature in Club Membership & Marketing Magazine

      3RD PLACE WINNER:

      • 3rd place recognition to be placed on display board at 2019 conference showcase
      • 3rd place crystal trophy honoring your club's membership excellence
      • Conference registration credit for 2020
      • Article and award excellence feature in Club Membership & Marketing Magazine 
       
       

  •  Newsletter & Brochure Fair
    • Year after year conference attendees have confirmed that idea sharing is one of the most actionable takeaways from their conference experience.  One of the best ways to energize and revitalize creative juices and brainstorming efforts is to take in what fellow industry professionals have found to be advantageous and impactful.

      We invite you to share any and all collateral and promotional materials that have been successful in generating qualified prospective members and engaging existing members.  Learning through sharing is a fantastic way to both communicate your club's inventiveness and developing new ideas.

      Conference attendees are encouraged to bring twenty (20) or more copies of club collateral, newsletters and program brochures to exchange with fellow professionals.  There will be specific space within the conference general education room dedicated to the Club Collateral, Newsletter and Brochure Fair.

      If you choose not to hand-carry your entries and would like to ship your materials, please plan for them to arrive no later than September 20, 2019.

      Materials should be addressed in the following way:

      Renaissance Hotel at Legacy West
      Attention: YOUR NAME
      6007 Legacy Drive
      Plano, TX 75024


  • Exhibitor Showcase
    • CLICK HERE if you are a potential exhibitor interested in partnering with PCMA.

      Annual 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 second annual partner exhibition in 2019, 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 club.

      Exhibitor Showcase Hours:
      Monday, September 23, 2019 from 7:00am - 8:00am & 12:30pm - 2:00pm
      Tuesday, September 24, 2019 from 8:00am - 9:00am & 12:00pm - 1:30pm

      Participating Exhibitors:
      ***Check back regularly for changes and additions
       



                 












     

 

Professional Certification


PCMA offers professional accreditation through an online and on-demand program designed to elevate professional standards, enhance individual performance, and recognize membership and marketing professionals who demonstrate the knowledge essential to the practice of club membership and marketing management. [more]
     
 

24th Annual Membership & Marketing Conference

Professional Club Marketing Association | 316 S. McKenzie Street, Suite 110 | Foley, AL  36535 | Tel. (760) 835-9884 | Fax (760) 406-5933 | E-mail: info@askpcma.org