A Note from Your Agency

Thanks for coming back this month!

In the 1980s, sociologist Ray Oldenburg described the idea of the “third place” — not home, not work, but a space where people gather, connect, and feel a sense of belonging. For many members, the country club is exactly that.

But even the most welcoming club relies on something practical: clear communication.

Traditionally, weekly emails have carried that responsibility. The challenge is that emails quickly disappear in busy inboxes.

One approach we’ve been exploring with several clubs is treating the “This Week at the Club” page on the website as the primary source of information, with the weekly email simply reminding members to visit the page.

From there, something interesting becomes possible: a digital club concierge.

An AI assistant trained on the “This Week” page can instantly answer questions like:

• What’s happening this weekend?
• Is there space in the tournament?
• What are the dining specials tonight?

The website becomes the club’s digital front desk, while the concierge helps members navigate what’s happening.

Technology doesn’t replace the hospitality that makes clubs special — it simply helps extend it.