•  Videos

  •  About the Conference
    • Register Me For Conference Today  I  Download Conference Brochure
      ***Links to registration and brochure available February 2017*** 

      Early Bird Pricing Through May 1, 2017
      CMAA & CSCM Members Earn 10 CMI Education Credits
      PGA Professionals Earn 14 Education Credits

      Pre-Conference Electives

      September 23 & 24, 2017 from 9:00am to 5:00pm

      Complimentary Professional Coaching

      September 23 & 24, 2017 from 8:00am to 5:00pm
      Email to reserve an open timeslot

      Welcome Reception & Silent Auction
      September 24, 2017 from 5:30pm to 7:30pm
      Conference Education
      September 25, 2017 from 8:00am to 5:00pm
      September 26, 2017 from 9:00am to 4:00pm

      Complimentary Professional Headshots
      September 25, 2016 from 8:00am to 5:00pm
      September 26, 2016 from 9:00am to 4:00pm

      Hotel Accommodations:
      Hilton Nashville Downtown
      121 4th Avenue South
      Nashville, TN 37201
      Hotel Website

      Reservation Center: Available February 2017
      Group Name: Available February 2017

  •  Welcome Reception and Silent Auction
  •  Progressive Club Networking Event
  •  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 18th, 2015.

      Materials should be addressed in the following way:

      Hilton Nashville Downtown
      Attention:  YOUR NAME
      121 4th Avenue South
      Nashville, TN 73201

  •  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 - 2017 are invited to share their challenge entry initiatives with conference attendees at PCMA's 22nd Annual Membership and Marketing Conference.  A space will be dedicated at this year's conference to feature program display boards.  Please contact 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


      Entry Submission Deadline: Emailed to by September 8, 2017
      • 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 - 2017


      A display board visually outlining the submitted initiative (Maximum size 20" x 30" x 3/16") should arrive to the conference venue by Wednesday, September 20th, 2017. 

      Display board box should be addressed in the following way:

      Hilton Downtown Nasvhille
      Attention:  Donna Coyne
      121 4th Avenue South
      Nashville, TN 37201

      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 26th, 2017. After this time, unclaimed entries will be discarded.

      The Club Membership Challenge Awards


      • 1st place recognition to be placed on display board at 2017 conference showcase
      • 1st place - crystal trophy honoring your club's membership excellence
      • Waived conference registration for 2018
      • Article and award excellence feature in Club Membership & Marketing Magazine
      • Club industry press release provided to important industry media channels


      • 2nd place recognition to be placed on display board at 2017 conference showcase
      • 2nd place crystal trophy honoring your club's membership excellence
      • Waived conference registration for 2018
      • Article and award excellence feature in Club Membership & Marketing Magazine


      • 3rd place recognition to be placed on display board at 2017 conference showcase
      • 3rd place crystal trophy honoring your club's membership excellence
      • Waived conference registration for 2018
      • Article and award excellence feature in Club Membership & Marketing Magazine 
  •  2016 Electives
    • 2016 Pre-Conference Elective Schedule

      Offered live at the 21st Annual Club Membership & Marketing Conference 
      InterContinental Hotel at the Country Club Plaza - Kansas City, MO
      Small Group - Classroom Style Courses 



      Saturday, September 17th - 9:00 A.M. to 5:00 P.M.

      This special elective will arm the participants with the ability to analyze and track important membership information that identifies positive or negative trends and insures realistic future planning. Through interactive exchange and use of case studies of private club scenarios, those attending will be provided insights into what specific types of data will assist in revealing your club's membership trends, but more importantly, help plan programs to impact those membership trends. Participants in this session will benefit from the following:

      1. Gain a working knowledge of membership metric basics such as formulas for retention, attrition, lifetime value of a member, net dues, dues preserved, unique member visits, etc.    
      2. Be armed with the right kind of information to answer queries from the Board and/or management and provide potential alternatives, solutions, or fixes based upon black and white facts.            
      3. Hear best practices on why membership is a "team sport" and how they involve their Boards, committees, members and even other employees in achieving the club’s membership goals.
      4. Be provided with successful membership marketing strategies – programming, communication, social media presence, etc., - impacting the numbers and tracking success/failure.        
      5. Learn how to do realistic membership goal-setting – making certain their goals are actionable, measurable and achievable.           

      Participants will be asked in advance to provide any additional challenges, concerns, opportunities for discussion during this session to assure the time shared will be valuable and relevant to them and their clubs.



      Instructed by
      Kathy O'Neal
        Club Resort Hospitality Consulting


      Sunday, September 18th, 2016- 9:00 A.M. to 5:00 P.M.

      A one day course designed for individuals club membership and marketing professionals who want to develop a better understanding of how to effectively use technology for marketing to prospects and members. This course will focus on successful strategies for expanding, maintaining and engaging membership.

      • Applying POS analytics to improve member engagement and service.
      • Addressing the challenges of diverse membership demographics such as age through technology
      • Using technology for membership development and involvement leading to retention
      • Establishing a technical marketing plan to expand membership, maintain current membership and improve the fiscal health of club
      • Using technology in a manner that maintains the integrity and identity of the club
      • Analyzing your market and your membership through online tools
      • Discussing technical trends in the club industry for Membership Directors
      • Using technology to reach prospects
      • Increasing member adoption of technology while maintaining a personal touch
      • Balancing the private club culture in the new world of Social Media


      Instructed by
       Karen Kaplan

       Director of Account Management


      Sunday, September 18th, 2016 - 9:00 A.M. to 5:00 P.M. 

      Word-of mouth marketing is the best, and most proven, form of successful marketing. Yet few clubs focus direct attention to fully developing programs to drive this initiative. Your club is your members’ 3rd place. When they are not at home or at work, they are at the club. They are there every day like clockwork, but are you utilizing their voice to its full potential? Are you utilizing their voice at all? They are intimately present … but are they intimately engaged? If they were … what could their full potential be? In this class, you will learn how to unlock your key members’ full potential to become mega-marketers for your club. You will learn to see beyond the member. You will see their network, and learn skills and techniques to tap into that network and find a wealth of endless membership opportunities.

      Topics and takeaways will include:
               • Mining your membership to find the members who , “Care to Share”
               • Learning how member-to-member networking is the key to new membership
               • Binding your members to the short and long term vision of the club
               • Binding your staff to your existing and new members
               • Establishing a long-term, sustainable process for member retention



      Instructed by
      Zach Hopkins

      Syztmz, LLC



      Saturday & Sunday, September 17th and 18th, 2016 - 9:00 A.M. to 5:00 P.M.
      ***Active CMP status is required for enrollment in this course.

      This course is designed for club professionals wanting to understand better the importance of incorporating the fundamental principles of strategic marketing management, strategic planning, leadership, and follow-through. The emphasis is on creating a vision, getting buy-in from both the volunteer members and the management team. Commitment to persistent execution and measurable outcomes will also be covered. Understanding that knowledge and awareness of the club’s vision allows every committee and department to develop their own goals, along with the coordinated strategies to achieve these goals, is a key element in a club’s long-term success. (Duration: two days, 16 hours)
      • Creating and implementing a clearly articulated vision
      • Focusing on the club leadership as it’s defined in the mission statement
      • Defining key result areas of a strategic plan
      • Understanding how to develop and implement strategic goals
      • Providing measurable results as defined by a strategic plan
      • The course is specially designed to educate membership and marketing professionals on a strategic, rather than a day-to-day, level


      Instructed by
      Rick Coyne


      Clubmark Corporation
      C.E.O of PCMA

      All educational programs offered by the Association are proprietary to PCMA, LLC.
      All Rights Reserved - 2016.

  •  Testimonials
    • "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 - Country Club of Lincoln - Lincoln, Nebraska

      “As technology continues to enhance communication through the internet, emailing and texting, I still greatly appreciate the chance to meet with my peers face to face - to spend time with professionals who understand the challenges we all face on a day to day basis. I look forward every year to attending the PCMA conference to share ideas, ask for advice, learn best practices and find out about new trends in the business. It is very helpful to have access to experts in the field and to new information and studies. It is a great opportunity to connect with old friends each year, and to meet new ones. I would not miss it, and encourage anyone in the industry to join PCMA, attend the conference, and take a giant step forward in their career.”
      Janice Graves - Palo Alto Hills Golf & Country Club - Palo Alto, California

      “PCMA membership and the Annual Conference have been extremely valuable assets for ideas and information as a private club Membership Director. The opportunity to network and connect with other membership and marketing professionals from around the country, on both a daily and annual basis, has created numerous friendships that have allowed me to reference the experiences of others within the industry. At each Annual Conference, I walk away with a notebook packed full of new ideas and programs that I can’t wait to implement at my club. Anyone in a similar membership/marketing position at a club should definitely put this event on their calendar.”
      Paul Pillsbury - Thornblade Club - Greer, South Carolina

      "The PCMA conference is always up to speed on fresh new ideas in the club industry. Each year I take away new, innovative ideas that apply to membership sales and retention. PCMA members also benefit from shared ideas and information from club professionals worldwide. I highly recommend attendance at a PCMA conference. Discover for yourself the impact it will have on you as a membership and marketing professional!"
      Terri Kennedy - The Club at Carlton Woods - The Woodlands, Texas

      "PCMA Conference is a “must attend” for membership and marketing professionals at all levels of tenure in the club industry. Tenured directors like myself with over 25 years in the industry still need a “shot in the arm” to keep our focus fresh and current as there is always something new to learn or improve upon. I especially look forward to learning the latest national trends, exchanging ideas with those in like-minded clubs and the camaraderie of my peers and old friends. There truly is something for everyone – motivational speakers, industry leading presenters, technology updates, shared best practice roundtables, and a variety of networking opportunities."
      Debbie Pepper - The Clubs of Cordillera Ranch - Boerne, Texas

      "As a brand new member to PCMA, the 2013 conference in Nashville was my first and I am so elated I was able to experience it. I cannot stress enough the value of having a community of peers that you can connect with to help better understand your industry and keep your club updated with the current trends. The networking opportunities were truly invaluable. I met so many amazing and talented people at the conference that I still keep in touch with and look forward to seeing next year! The conference was very well put together with a panel of informative and relevant speakers that helped provide me with some key takeaways I could immediately implement back at our club. I can’t wait for the next one!"
      Ashley Nierman - The Los Angeles Country Club - Los Angeles, California

      “PCMA membership and conference is an amazing program for all those in the industry. Within my first year, I was able to study for and attain my CMP certification. The conference was an exciting event and I truly enjoyed the opportunity to meet with other Membership Directors, share ideas, and to learn from those that have been in the business for years. The conference is full of new and creative ideas that I could immediately apply here at my club. They had a wonderful panel of speakers who shared their ideas and knowledge as well as our round table discussions. I am truly looking forward to next year’s event!”
      Nina Sligar, CMP - Great Hills Country Club - Austin, Texas



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]

22nd Annual Membership & Marketing Conference

  • Save the Date: September 25th & 26th, 2017
  • Nashville, TN
  • Conference Sessions and Brochure (available February 2017)
  • Conference Registration and Pricing (available February 2017)

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Professional Club Marketing Association | 74785 Highway 111, Suite 201, Indian Wells, CA 92210 | Tel. (760) 835-9884 | Fax (760) 406-5933 | E-mail: