of service that is required. And with shifting demographics,
the idea of a “luxury experience” is also evolving. As the
one responsible for the service culture at the Urbana
Country Club, I have to pay close attention to how each and
every member defines “luxury” for themselves. The key to
implementing this on a service level is to make sure we are
hiring staff that can transition between those definitions at a
moment’s notice. Our front-line staff may have to go from
serving a meeting full of bank executives, where everyone
is to be addressed as Mr. or Mrs., to serving a long-term
member who insists on being called by their first name. Our
staff has to have a keen awareness of the situation and be
able to provide the level of customization that a particular
situation requires.
When hiring, we look for people that are mission-growth
focused, relationally amazing and personally stable. If we
get a sense that they check all three of those boxes, then
we evaluate how many questions they ask in the interview
process. I have found over the years that there is a direct
correlation between how inquisitive they are and how fast
they can transition from one service expectation to the
next. In the club environment, you are dealing with a limited
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audience, so learning everyone’s preferences is achievable.
In the hotel world, though, you may begin this by focusing
on your repeat clients, and then let the personalization
concepts expand from there. Whether it is a special
pillow or a dietary restriction, I have found that the most
discerning clients will equate a luxurious experience with this
anticipation and accommodation of their personal needs.
CONVENIENT COMFORT
It can be easy to get so caught up in providing the ultimate
in luxury that simple convenience and comfort can be
overlooked. At UCC, we have made the commitment
to replace a tired, traditional pool facility with not only a
resort-style pool, but also a 30,000 square-foot building
that will house a new fitness facility, luxury spa, bar and
eight guest suites. Of course, the finishes and details
will define the environment, so we are paying particular
attention to everything physical that will make up the
experience. Initially, our thought was to provide a very
high-tech in-room experience for the guest suites—where
a tablet would control everything from lighting, television,
sound and even room temperature.