How GroupValet Enhances The Member Experience

It's simple. Well, not really—but it comes down to one word: Engagement.

Everyone talks about engagement, and countless tools and systems claim to increase it. But what kind of engagement are they talking about? Filling more tee times? Sure, that's important—but it's far from the whole picture. And it's not the most meaningful kind of engagement.

What is Engagement, Really?

Every club says they want to increase engagement. Every staff member would swear an oath to do so. But what exactly is engagement? Ask five different club managers, and you'll get five different answers:

⫸ "When a member does something at the club."
⫸ "Any activity that generates revenue from a member."
⫸ "Members using the club."

These aren't wrong—but they're incomplete.

The real key to engagement is this:
👉 Does it build an emotional connection between the member and the club?

Let's put that to the test with a few real-world examples. Before reading my thoughts, ask yourself: Do these show engagement?

Example 1:
A member comes to the clubhouse every morning and reads the paper in the lobby.

Engagement or not? What do you think?

Most people would say no—but I'd argue that it might be. It depends on why that member comes to the club. If it's just convenient, maybe not. But if the club gives that member a sense of connection—a feeling of belonging—then yes, it absolutely is engagement.

Example 2:
A member calls the club to ask what's happening next week.

Engagement? Not really. This is just information gathering. There's nothing emotionally engaging about making that call—and frankly, it's inconvenient for both the member and the staff. That's a missed opportunity.

Example 3:
A member responds to a club survey.

Engagement? It depends. If it's a generic satisfaction survey, probably not. But if the survey asks members what types of new activities they'd like to see—and those suggestions actually shape the club's future—that's a step toward engagement.

Example 4:
A member plays a round of golf with three other members.

Engagement? Absolutely—and if you don't agree, you might want to reconsider your career choice! This is the core of club life—shared experiences, fun (even on a bad round), and the creation of personal memories. This kind of activity builds strong emotional ties to the club itself.

Example 5:
Two member couples go to dinner and a movie together outside the club.

Engagement? Most people say no—but they're wrong. This is actually a prime example of deep engagement. The club is more than its facilities—it's a community. When members strengthen their bonds with each other, they're strengthening the club's culture. Smart clubs don't just allow this—they actively encourage it, even helping organize off-site gatherings.

The Three Pillars of Engagement

At GroupValet, we've studied this extensively—and we've identified three pillars that create lasting engagement:

1. Increase Awareness

Stop Overloading; Start Targeting

Traditional club communication often relies on "more is better"—more emails, more flyers, more calls. But that just creates noise. Real engagement happens when you deliver the right message to the right member at the right time.

GroupValet makes this easy:

⫸ Group leaders communicate directly with their members.
⫸ Automated activity reminders keep members informed without bombarding them.
⫸ Built-in engagement marketing places timely promotions inside the emails members are already reading,
like including a Member-Guest Tournament banner in a golf group's weekly update.

The result? Members know what's happening, and more importantly, they care.

2. Drive Participation

Empower Members to Create What They Love

Traditional clubs offer a set calendar of activities—golf outings, book clubs, tennis mixers. But your members have far more diverse interests.

With GroupValet, members can easily create and manage their own groups around the activities they love—without adding to staff workload. From pickleball to photography, members build their own communities, strengthening their ties to each other and the club itself.

3. Delight Your Members

Make It Personal

Engagement isn't just about showing up—it's about feeling seen and valued. GroupValet's personalized Member Dashboard gives every member a customized view of their upcoming activities, tailored to their interests.

No more hunting for relevant events. Everything they care about is at their fingertips. This level of personalization delivers the kind of member experience that turns casual participants into lifelong advocates.

In Summary

True engagement isn't about transactions—it's about relationships. When members feel connected to the club and each other, they become emotionally invested, and that's what drives lifelong loyalty.

GroupValet doesn't just help manage activities—it helps clubs foster the kind of emotional connection that builds strong, loyal communities.

If you'd like to see how GroupValet can enhance the member experience at your club, let's schedule a quick demo. It takes just a few minutes to show you how easy it is to get started—and how powerful it can be for your members.