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Hey everybody, welcome back to Private Club Radio.
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I'm your host, denny Corby.
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This episode is all about club youth programming and I get to sit down with Elliot Freeman.
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He is the youth program and aquatics director over at Northridge Country Club in Raleigh and we have a fun conversation because youth programming is getting very, very big, as we all know.
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We've talked about it here on the podcasts, talked about it here on the podcast that clubs are becoming more resort style a little bit and catering more to families and just how about and just how clubs are catering to a lot more youths and a lot more families.
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So we talk about how Elliot started doing youth programming.
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He went to school for education and for youths.
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He also was on the Disney cruise line for years, which is a very hard and very prestigious gig to get you know.
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We're going to talk about how family focused programs have positively impact membership experiences.
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He shares with us their innovation and then he shares with us his innovation.
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He shares with us his innovative approach to creating unique engaging programs at his club while catering to the lifestyle.
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We also chat about how to measure the success of the youth programs.
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We explored creative ways to measure the success of youth programs without relying solely on surveys, and discovered how to balance the expectations of children, parents and club members while also developing these programs.
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At the end of the day, it really boils down to the importance of creating an engaging and enjoyable atmosphere for everyone involved, and he also shares valuable insights on learning from past failures to create successful programs.
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While further ado, welcome my friend from Northridge Country Club in Raleigh, the youth program and aquatics director, elliot Friedman.
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What's in the crazy industry?
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For a good period of time I started off my career in God's Green Teaching and I came out in 2008.
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Of course, 2008, that whole housing crisis came around.
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I was like, all right, there's no teaching, there's jobs available, let me find something different.
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So I went and worked on Disney Cruise Line.
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I was a youth counselor there.
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I worked there for a long period of time.
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I found my current wife there in my same department and we went and traveled a bit, went to a Norwegian Cruise Line.
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We worked in various positions, from youth activity staff all the way through the youth program manager, and we went back to Disney.
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So we worked on Disney Norwegian Cruise Line and you think the country club industry is hard.
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That cruise line industry that will make you.
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It's a brutal industry.
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It's a lot of fun, like in your own.
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I was performing on some cruise ships for a hot minute.
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Yeah, I mean, it's intense, it's no days off, it's four and a half month contracts, but I enjoyed it.
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It was a great period of my time.
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It gave me a great standing in the industry and understanding youth activities as a professional environment, especially with Disney, they're the best in the industry in terms of getting you set up and understanding what is to be a safe program and what you need to operate and do correctly.
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Again, you're the grid of ground grounding.
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On top of that, I did that for around six and a half years and then I ended up in real life like, oh no, in the mid-20s, what are we going to do with my wife?
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So we decided to make a go of it in America and I've been in the country club industry now for like six years or so.
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How did you find the?
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How long was you on a cruise ship for?
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So my background is I also.
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So I have the private club radio show, but I also do a stand-up magic and comedy show, primarily for private clubs and corporate events, but got set up with the cruise ship agent back in like late 21.
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So I only started during, like during the pandemic.
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Oh, that was different.
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It's definitely a really interesting experience for Disney cruise line.
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For example, when I worked on them, we'd have 500 children checked in in our spaces, so that's 500 children that we're in control of, making sure that they're staying alive.
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And every child is an individual.
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They have their own needs and stuff.
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It was definitely a good base to start off.
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The ship was like brand new.
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It was about a month old when I joined the ship.
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Yeah, so how fun it is.
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No, we were definitely on around that time.
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Oh, very cool, you had a good experience.
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Oh, it was fantastic.
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So I'm the mistake in my family.
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So I'm 34, my little sister's going to be 21 and my little brother's going to be 19.
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So when I was, you know, it was really a lot for them.
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But you know, when I went, I was early 20s and they were like younger.
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Most people think Disney cruise line, you're not going to have a good experience unless you're a kid.
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I mean, we were a tool on Disney when I worked there.
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It's like everybody's a VIP and that's something like definitely owned and like everyone is an individual and that's what we call them.
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We call them very individual people rather than important, because that's what it is Like.
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They know it should be as important as everyone, because you'd be expected to deliver the same service to every single person as an individual.
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Well, it's actually more mental brain energy to try and not be the same for different people.
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Yeah, it's harder.
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Like just be nice to everybody and make your life so much easier.
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And there's definitely some things that ingrained into you that you go into the real world and you're like, oh wait, this isn't normal.
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Like me and my wife, if we're going out for a walk or something and we see people trying to take a photo, we're instantly going to be like, hey, can we take a photo for you, we can do that for you.
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And they're looking at like stranger off and just take a photo for you.
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It just is naturally engaged in, like ingrained into your brain, like yeah, this is the sort of things that they taught you and that's a great thing to have.
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But it's kind of that brainwashing, but in a good way.
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So how'd?
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you get.
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So you've pretty much stuck in like the youth world, yeah.
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So how did that come about?
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Was that always?
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Did you want to be a teacher, like what was?
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Yeah, I spoke on my degree in teaching.
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I knew I wanted to be a teacher.
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Yeah, I got Well, my degree was education and PE.
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Like it was a double-sided thing and I was like, do I want to do PE?
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Do I want to do like primary school, elementary school teaching?
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And yes, I wanted to do it.
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But once I found out that, like, cruise ships were a thing and the whole youth industry is a thing, especially in America and the UK is not as we're from, obviously, as you can tell by the accent, it's not as predominantly big in the UK we still have it, but without the 12-week holidays it's not as like oh yes, camps, people go to camps Like that doesn't happen in the UK as much.
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So it's not like, oh, there's a youth director jobs.
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So finding that industry on the cruise line and then finding that you could do over here, potentially in the Y or Lifetime, fitness or Country Club industry, like I was like I hope.
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Now I was like, oh, wow, this could be something I can do.
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Absolutely.
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My goal growing up was always do I knew long-term I want to do something I loved and every day is different with kids.
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I feel like I'm making an impact with them, even if it's something small, just making them smile and again on Disney they ingrain the thing to you, saying that we create happiness.
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And that's really the truth.
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We are creating memories and creating happiness for all these kids and parents and adults.
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You may not think the things you're doing people are going to remember, but I'm sure you remember things when you were a kid, with camp counts low or just something small, but you don't know how small your impact could be.
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It could be huge.
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So that's kind of like where my mentality was out A, let's have fun in my life, let's do some fun and be creative and have every day different, and that's kind of my mindset.
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That's where it was at.
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What have been like some of your favorite accomplishments in this area, because you've done some cool stuff and if we can keep it to the club world, that'd be cool.
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Yeah, absolutely, but just in general, but it all probably relates to here too.
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But like, yeah, absolutely.
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The country club is such a weird one.
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Right, it really is.
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I was not expecting it to be so family focused.
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Firstly, I was expecting coming into a country club, it's going to be a bunch of old men playing golf, just fine, and then we'd be like a sign of, like a kind of afterthought, and, honestly, what I found is the country club.
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From what I've seen, the country club industry has definitely changed, especially in like the last five to six years.
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It's no longer golf clubs, which is just men playing and drinking and eating, which is fine.
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There's still clubs out there and that works great for them.
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But in general, most people are families.
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Everyone in the family is as important.
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Every club is going to have golf courses and dig me wrong, some of them are nicer than others, but what can we make us stand out?
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And for me, the growth that we've had at our clubs since I've been here is crazy.
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Obviously, golf and the pandemic did help with that, of course, but ultimately clubs are a lifestyle.
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They're not just a goal.
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It's very much changing and for me, that gives me the ability to be able to create what I've created, which is completely different to what I inherited To give you perspective when I first came into my club, for example, they were doing the typical country club style.
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They were doing one event at maybe four or five weeks of camp and that's what it is.
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Now you come out to the club any day of the week and there's some sort of youth program going on, and it's great.
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I mean these kids now can?
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This is their second home, long window loss, so I'm sorry.
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No, no, no no, this is perfect, this is perfect.
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You're talking about individual things.
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As my club, I mean my camp usage.
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As I said, we did four weeks a year.
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I'm very lucky that my wife actually is also a youth director and she works at a different country club in the area, so we don't stop.
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It is like color war at home.
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It is just the most brutal.
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Yeah, we got home.
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Tonight I've got a swim meet against her team.
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Oh man, oh, they're going to be us.
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But it's okay, it's not about that, it's about having fun.
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No, it's funny.
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It's really funny.
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But yeah, that definitely helps.
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I mean we switch off, but we don't switch off.
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We still bounce off ideas and I've been very lucky to see even the youth industry is different depending on club to club.
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Like my club, I'm very lucky that we are family focused.
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That's within our kind of DNA of our club.
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We're focused on family entertainment, family experiences here.
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Her club is more traditional right now but they still, they're still getting there and the improvement, but it's different program investors, your club.
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So just because I'm my club, I can offer these.
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For example, my camps.
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Right, I have three summer camps going on during summer, all last in Monday to Friday.
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They go for 10 weeks and we have over 120 kids coming a week, which is a lot Kids.
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Now what's a lot like age range, like how is, that Is anywhere from four to 13?
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.
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And then are they?
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All doing the same thing?
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Are they broken up?
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How no?
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So again when I heard the department, they had kind of one camp and one that was like a drop off daycare sort of thing.
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I was like right, let's change this.
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This drop off daycare is now going to be a camp for younger kids.
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Let's make it towards that age group.
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So, like the four or five year old, for example, they can't, they can't play tennis very easily, they can't play golf, especially in a group setting with so many people.
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Yes, they can get instructions, like of course you get some like mini Tiger Woods and they're going to be next to the star, who knows but typically they can't last more 30 minutes in commuting stuff.
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Let's, let's break it down to 30 minute increments.
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Let's model it towards that child so they don't get bored, they don't get distracted, and let's make that camp just for them.
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So here we have a four or five year old group, age group.
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We have a sports camp which is very country club, but we've added different sports like pickleball, like soccer to it, basketball, just different sports to make it different.
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And what I say is this isn't the camp for you to learn, this is a camp for you to try sports, be engaged, enjoy your friends, really, really just have fun.
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If you want to do those camps, we can offer those.
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You can go to golf.
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They can offer you a private golf camp with a fifth year of you and that's no question because those primalitions basically Basically successful.
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And then this year we've added a third camp, actually inspired by Ben in some ways and they had Ben on your show a few weeks ago but we're going to do a creative camp.
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So it's for those kids that are maybe they like sport but they can't do 10 weeks of camp doing soccer, tennis and pickleball.
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So they're going to do things like a whole day where they're making a movie, they're writing the script and then they're going to shoot it on their phones and at the end of the day they have a premiere of it.
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Another day they'll be doing cooking and baking, another day they can be doing art.
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So it's really adapting and trying to figure out what works for our members.
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But, as I said, like I'm very lucky that I can offer these camps, I'm supported by the club.
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We have a huge forum that isn't very well booked in the summer, so we can use it.
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And just because I have this doesn't mean you can't do anything.
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Other clubs, like my wife, has smaller, smaller camps where they have 20 kids.
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But it's all about engaging those children and finding what works for your club at the end of the day, and because I'm lucky I'm in North Carolina, whoever who knows what the club could be up in North?
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You could have a whole ropes course you can join in.
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And for me, if I was to leave this club and I was to go somewhere as one day which does not something I'm looking forward to doing right now but you've got to use the tools you have.
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Ultimately, like, of course, the big thing I found was my best tool is I have his staff.
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I found so many talents within my staff.
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Like one of my girls is really good at art and she actually had her own little car business.
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I was like, hey, do you want to do this for our kids?
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Like we can do art classes.
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I don't have to pay a professional artist 50 bucks to look like a Bayou, 20 bucks a kid.
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You can make money.
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We'll make money.
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The kick members get it for a cheaper price, which means more than want to do it when we win.
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And so I've done a bunch of those sort of things as well my staff, just trying to improve them and help them and their resumes, if not just help their pocket a little bit.
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Oh, of course.
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So what did I read?
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You increased your camp attendance by like 200 percent.
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There's probably more now at this point, yeah, so what?
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You went from like two kids, like 10 kids.
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So I have reached like came, came to camp, we would have around yeah, we'd have around five.
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Come into camp Bluebird, which every week now is around 30 kids.
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Oh, I was totally kidding.
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Our sports camp was around like 30 kids average and now it's around 70.
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Oh snap.
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OK, yeah, the best thing I ever did though the big, the biggest thing we ever did was I started looking at what could help our membership and it was what is our typical member?
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That our members kind of mid, obviously any country club members, well off.
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But most of our members work.
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They're not people to stay at home necessarily, so the amount of teacher workdays they have throughout the year where they don't know what to do their children, I was like this is something that could offer value to the adults so they could, even if they all work and stay at home, then go play golf or play tennis.
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So we start off doing those and you got to think these, these daycaps, they're 100 percent profit.
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All you're paying for is your staff and the food costs, which is minimal.
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If I'm getting 40 kids paying $60, that's two and a half grand nearly for for for a single day of thing, which I know in the industry isn't huge.
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But in terms of youth activities as a budget it helps a lot.
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By making that money it means we can potentially spend that money on other things to make your other programming cooler, which then makes that advance.
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It's all kind of like a cycle I found and then I mean you know, I don't know how much of an expert I am too, but then it's like you know how many of those families might stay there for dinner with the kids.
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And now there's, you know, food and beverage.
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Like you know, and if the kids are saying, and perhaps we got to somebody, Yep, oh, absolutely, I mean we offered, so I got.
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I actually figured out.
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We offered 152 days a year of camp last year.
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What.
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Yeah, so pretty much half a year you could have had a child be dropped off here to be looked off of between 8 and 4.
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It's a lot that doesn't include like things like kids clubs.
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We have the kids clubs in the evenings where parents can go eat and drink.
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We have kids corral, where our kind of houses walk around and make sure any kids that are weighing in with their parents can go off to a playground with them, and I think to enhance that member experience because I think a lot of the clubs yeah, I mean, at the end of the day, we impact every department Community of activities is one of those really small things that people don't realize.
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You have such a big impact on your membership.
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If you can create things for the kids to do, then the parents are free to do what they want, and it doesn't necessarily need to be that.
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You can make amazing family events as well, of course, but with this fruit and drink to be sold there too.
00:17:39.317 --> 00:17:43.276
But yeah, I mean it's definitely.
00:17:43.276 --> 00:17:56.595
I think the industry started to see a little bit more and it's a big passion of mine to make the industry realize, yes, you're not going to make a huge amount of money off you, but the value it adds to the immunity it adds can impact the whole of your club.
00:17:56.595 --> 00:18:00.098
Our club currently has like a 70 person waitlist, 70 family waitlist.
00:18:00.098 --> 00:18:01.537
Every single one has kids.
00:18:01.537 --> 00:18:06.579
Every single person we've let in has in the last four years, majority have had kids.
00:18:06.579 --> 00:18:09.537
It's a good place to be in terms of the industry.
00:18:09.557 --> 00:18:14.710
Yeah, Well, and then you know, I don't know if I'm just like thinking of like being a kid too.
00:18:14.710 --> 00:18:32.817
Is you know, if I'm always having fun at the club I want all my parties to be there, like I just want to have all the if that's where, if I just recognize the club with fun when I go there I'm not thinking, oh, club, stuffy dinner, like now I'm like let's go, do it Exactly and eventually hopefully I mean one day you might create a legacy.
00:18:32.838 --> 00:18:34.109
Who knows Like?
00:18:34.109 --> 00:18:35.574
I know a lot of clubs for a short time.
00:18:35.574 --> 00:18:41.491
We do look at legacies and if you're using the club regularly, you're not going to leave that club In the vision.
00:18:41.491 --> 00:18:42.013
Kids use it.
00:18:42.013 --> 00:18:43.798
You're not going to use it.
00:18:43.798 --> 00:18:45.035
The value is there absolutely.
00:18:45.609 --> 00:18:56.696
So you know what's the process like developing a program that increases 200, 300, 400, you know like like two to five.
00:18:56.797 --> 00:18:58.701
I know, I didn't realize there was no point for that.
00:18:58.701 --> 00:18:59.364
It's the big numbers.
00:19:00.311 --> 00:19:00.752
But like, no, like.
00:19:00.752 --> 00:19:01.153
What does that?
00:19:01.173 --> 00:19:02.376
process look like, as I said, I'm very lucky.
00:19:02.397 --> 00:19:02.939
I'm sure there's.
00:19:02.939 --> 00:19:06.410
What was your first like when you, when you got there, what was your first thing?
00:19:06.410 --> 00:19:08.154
You're like, okay, I have to start with X.
00:19:08.154 --> 00:19:10.180
Or like what was the first thing that you did?
00:19:10.971 --> 00:19:14.449
I obviously I came from Disney my last job before coming to this right.
00:19:14.449 --> 00:19:16.742
Actually I worked for the YMCA in between that, but I came.