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Generating “The Buzz” Creating Successful Family and Social Events that Deliver “More Zings Per Minute” Gregg Patterson General Manager, The Beach Club.

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Presentation on theme: "Generating “The Buzz” Creating Successful Family and Social Events that Deliver “More Zings Per Minute” Gregg Patterson General Manager, The Beach Club."— Presentation transcript:

1 Generating “The Buzz” Creating Successful Family and Social Events that Deliver “More Zings Per Minute” Gregg Patterson General Manager, The Beach Club Senior Associate, Kapoor and Kapoor Hospitality Consultants President, The Reflective Experience “Originality is the art of hiding your sources…….” e-mail: gjpair@aol.com 1

2 On a Mission The Mission of Meeting. The Mission of Club. The Mission of Manager. The Mission of Leader. On a Mission to Deliver “Heightened Experience”. On a Mission---to Create Loyalty! 2

3 Great Events Have….Tribal Magic!!! A “Dancing Monkey”---the symbol of The Good. Insiders and Outsiders---and signals thereof. Collective Activity------Creating A “bond of sweat.” Brands--- “You’d know you were at this event because…..”. Moments of Madness---different, silly, risky, funny, outrageous. Raving Advocates---Staff and Members. Recognition. Myths---Stories that Arise to Dramatize the Experience. 3

4 Tools Needed The Buzz---because a fish rots from the head down!!! A Developed Network---including lots of committees. Curiosity and Facilitation. Preacher / Teacher. The Audit Mindset---Encounter Mapping. The Notebook. Grid Thinking. Prototype thinking---cheap, quick, dirty, often. Debrief Thinking. Thinking Free---Thinking Grey. 4

5 What We Do---Family The Pied Piper----Making the Club “Family Friendly”: –Ten year old orientation. –Teeth fairy. –Kid Party Location of Choice. –Front Desk Kids Only Clubhouse. –The Manager’s Office---chocolates and the dry erase board. –The Board Room “Clubhouse.” –You Da Man------frosties in the pocket. Father-Child Camp Out. Generalist Summer Camp. Specialized Sports Camps. Weekly Kids Only Clubhouse. Holiday Carnivals. 5

6 What We Do---Social Life Events-------weddings, funerals, birthdays. New Year’s Eve. Grand Lighting. Bridge / Sports tourneys. Santa. Christmas Eve Dinner. The Dining Experience---Becoming the Neighborhood Restaurant. First Wednesday. Super Bowl Sundays. Tourneys. Pig Till It’s Gone. 6

7 How We Do It---Finding Ideas The Process---Principles and Practices: 1.Troubles---identify. 2.Yap------with the Network (staff / Committees / Industry Peers). 3.Consume-------Google / Magazines / Club Newsletters. 4.Brew and Stew--------ponder while walking. 5.Ink it--------the checklist of issues, responsibilities, sequence. 6.Flops and Fumbles---doing. 7.Digest---debrief. 8.Reconfigure. 9.Disgorge. 7

8 How We Create It---The Marketing Cycle Audit. Target Market. Wants, Needs, Expectations. Creating packages. Communicating. Selling. Delivering. Debriefing. Reconfigure. 8

9 How We Communicate It The Social Network. –The Committees. –The Staff. The Electronic Network. –Flashes. –Website---passive. –Newsletter. 9

10 How We Deliver It Prepare------the encounter map. Priming the team. Over communicate. Get them engaged. Upbrief. Oversight---The Power of Presence. Debrief. 10

11 How We Learn From What We’ve Done Debrief. The weekly F and B meeting. The weekly Senior Staff meeting. Verbal follow-up. 11

12 The Summing Up The need to “add spice” to the “golfing stew.” Club is about relationships and community. Use The Network. Talk lots and endorse the Meeting Mentality. The foundation of success is a catalog of failures. Vision without action is a daydream……. 12

13 Extra----Building the Foundation The Manager as------Pied Piper. The Manager as-------The Catalyst. Building the “Social Network”. Getting “buy in” from the larger community. The Social Committee. The Ad Hoc Event Committees. The Youth Committee. Budgeting---------synergies versus profits. 13

14 Extra-----Kid Stuff Kids dig……………… –Dancing monkeys.Public recognition.Experimentation. –Pied Pipers.Chaos with fences.Fantasy. –Gambling.Thrills.Destruction. Embrace the Kids: Ten year old orientation. Teeth fairy. Kid Party Location of Choice. Pied Pipers. Front Desk Kids Only Clubhouse. The Manager’s Office---chocolates and the dry erase board. Generalist Camps. Specialized Camps. Kids Only Clubhouse. “Sacred spaces.” 14

15 Extra------Social Stuff Annual Recurring vs. “One-Timers”. The Dining Experience---Becoming the Neighborhood Restaurant. First Wednesday. Big Events------World Cup, etc. Holidays. Tourneys. Pig Till It’s Gone. Calcuttas. The Christmas Cycle. Grand lighting. Santa. The Family Tea. Christmas Eve dinner. 15

16 Extra---The Bad Side of Family Friendly The user community. –Dynamo dilemma: run, jump, scream. –Tribal warfare. –The cost. –Impact on events. The facility. –Rapid “degradation.” –Invasion of sacred spaces. The “Mamma Mentality.” –You should take care of my kids. –Others should pay. –Blame the enforcers. –Constraint is a dirty word. 16


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