What defines value in today’s private club? It’s not the square footage of your dining room or how fast your greens roll—it’s how your members feel when they engage with your club.

In this episode, Ed Heil is joined by Dr. Bonnie Knutson, professor at Michigan State University’s School of Hospitality Business and longtime private club member. Together, they explore why exclusivity isn’t the draw it once was, how member experience now drives perceived value, and what progressive clubs are doing to evolve with generational expectations. From redefining reputation to creating "Instagrammable" moments, Bonnie shares research-backed insights and memorable metaphors that will challenge how you think about membership, communication, and strategic planning.

Whether you’re managing daily operations or setting long-term vision, this episode offers a roadmap for making your club not just relevant—but irresistible.

No club is immune to crisis, but most are unprepared when it strikes. In this episode, Ed Heil is joined by Andy Skoogman, a seasoned crisis communications expert with a background in law enforcement, media, and private clubs. Together, they discuss the common misconceptions club leaders have about crisis situations, what effective planning actually looks like, and why managing internal communication is just as important as handling the public response. Whether it’s a media incident, a member conflict, or something more serious, this conversation sheds light on what clubs can do today to be better prepared tomorrow

Key Moments:

• Andy’s Background in Crisis Communication [00:00:00] – From journalism to military media training to law enforcement, Andy shares how his career shaped his crisis communication expertise.
• A Lifelong Connection to Private Clubs [00:04:00] – Andy reflects on growing up golfing with his father and why he chose to raise his own kids in a private club environment.
• Common Misconceptions About Crisis Planning [00:07:30] – Andy outlines the three biggest myths leaders believe about crises: it won’t happen, others will handle it, and you can’t plan for it.
• Real-World Examples of Club Crises [00:11:00] – From tragic accidents to internal disputes, Andy explains how crises at clubs take many forms—most without media coverage.
• Risk Management Through a Communications Lens [00:14:00] – Why crisis planning can’t be left to legal teams alone, and how to look at risk from a PR standpoint.
• The Speed of Crisis in the Digital Age [00:16:30] – How social media has changed the game, and why clubs need to respond faster than ever before.
• Choosing the Right Spokesperson [00:20:00] – Why credibility, clarity, and media training matter more than titles when selecting someone to represent the club.
• Balancing Transparency and Legal Advice [00:24:00] – Why withholding information often backfires—and the case for addressing bad news head-on.
• Internal Communication Builds Credibility [00:28:00] – Andy shares how consistent member communication builds trust long before a crisis occurs.
• Club Governance Challenges [00:32:00] – Volunteer boards, dues increases, and why the club communication structure can break down under pressure.
• Taking Action: Where Club Leaders Should Start [00:36:00] – Practical next steps: scenario planning, identifying spokespeople, and media training for key staff.
• Final Thoughts on Reputation and Readiness [00:40:00] – Why club reputation is more vulnerable than ever—and why preparation makes all the difference.