How many times have you watched a video, about a club, and the first component is soft music and a voice-over describing it as 'world class' and 'luxurious'.

 

Today's club member - is different. They think differently. They work differently. They play golf differently. They parent differently... 

 

They expect their club to act differently. And the way you communicate goes far in shaping their perception of how well you're meeting their expectations.