Robert Sereci Shares Three Unexpected Secrets to Medinah's Member/Guest Success
Medinah Country Club’s legendary clubhouse has been the background for a lot of golf history and some spectacular member events
Background: Since its inception in 1924, Medinah Country Club has hosted many major tournaments. Notably, three U.S. Opens, a U.S. Senior Open, the Ryder Cup, and the BMW Championship, all against a historic backdrop, including their iconic clubhouse, the legendary Course #3, and two additional 18-hole golf courses. Hosting approximately 300 players every year, the club’s premier event - the annual Medinah Classic - is among the three largest member/guest events in the U.S.
For the 2021 Medinah Classic, the club brought in Mike Duseberg to entertain the players after their practice rounds. Over cocktails and barbecue, players crowded around Mike to participate in the magic and have fun together.
Mark Gallaudet, the Medinah’s assistant general manager, reflected, “The staff kept saying ‘Wow! That guy can work a room.’ The members just gravitated toward him.”
General Manager and Chief Operating Officer Robert Sereci took a few minutes to dig deeper into why the entertainment was an essential part of Medinah’s member/guest event:
Insight #1: Magic creates a personalized experience for each member and his guest.
Mike’s unique performing style and his “Always Something More” system ensure members and their guests see magic several times throughout the night, and everyone gets to participate in the magic themselves.
Robert Sereci: “There are not many activities during a member/guest event where participants can sit and enjoy for even a brief time, someone entertaining them in a very intimate setting. Mike is up close, in a very intimate environment, and to me, that is a big deal; it enhances the experience. It gives participants one more thing to talk about.”
Insight #2: Variety keeps players engaged.
After a long day of golf playing 18 to 27 holes, the players attention can wander. It’s important they stay on-site and enjoy the club’s excellent amenities and food and beverage opportunities. Magic during the evening gave the participants another reason to stick around and have fun together.
Robert Sereci: “Trying to keep our members and guests engaged is not as easy as it sounds. When an event lasts multiple days for a long period, we’re trying to hold their attention on the event - that's why we have TVs and other entertainment. Getting them to relax and laugh after the day’s round of golf loosens them up. That is not always easy to do.”
Insight #3: Take the pressure off the members and their guests
There can be a lot of pressure during a member/guest event: The players all feel pressure to score well on the golf course during the day.
In the evening, a new pressure develops: the members feel tremendous pressure to “be interesting” and keep their guests entertained and engaged. Similarly, the guests feel pressure to “be on their best behavior” at their hosts’ club.
Robert Sereci: “Entertainment at our member/guest significant, because, across several days, members and guests are performing, and they get tired. They can get stressed out. Good entertainment takes their mind away from golf and allows attendees to sit back relax, while someone else entertains them, so that they can be participants and spectators for a while.”
This year, the tournament was a tremendous success for Medinah Country Club, and the members and guests had a great experience they look forward to repeating in 2022.
Robert Sereci: “The members said things like, ‘engaging,’ ‘entertaining,’ and ‘this guy is incredibly talented.’ It went very well, and the chairman was thrilled!”
If you’d like to create an engaging and entertaining experience for your players during your next Member/Guest, Mike Duseberg will be happy to describe what he’s done for other clubs like yours. Click here to schedule a conversation or call (561) 596-3877.