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Hey everybody, welcome to the Private Club Radio Show, where we give you the scoop on all things private golf and country clubs from mastering leadership and management, food and beverage excellence, every engagement secrets, board governance, and everything in between, all while keeping it fun and light.
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Whether you're a club veteran, just getting your feet wet, or somewhere in the middle, you are in the right place.
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I'm your host, Danny Corby.
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Welcome to the show.
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In this episode, we are talking with someone who has one of the sweetest gigs in the club industry.
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Literally.
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We're chatting with Kevin O'Brien, who's the GM of Hershey Country Club, part of the larger Hershey Entertainment and Resorts company.
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And if you think this is your typical private club, think again.
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See, Kevin has spent the last 13 years growing within the Hershey system, rising through food and beverage operations, revenue operations, the hospitality leadership, and the park itself.
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Before now, taking the reins at one of the most unique clubs in the country.
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And in this episode, we dig into what it's like to manage a club that's part of one of the world's most popular and most recognizable brands.
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We talk about how the team balances resort operations with private club expectations, the importance of internal promotions and building talent from within.
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We also talk about what Kevin's learned from managing multiple outlets and cultures under one roof, under one conglomerate, and why leading at Hershey is more about golf food or facilities.
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It's really all about the people behind it.
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So if you've ever wondered what it's like to run a private club inside of a corporate brand or that's part of something larger, or just one of the coolest clubs in the country, this episode is for you.
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Big shout out, big thanks to some of our show partners.
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You hear about them here on the channel, as well as myself, Danny Corby, the Denny Corby Experience.
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One of the most fun magic, mind dreaming, and comedy shows you can bring to your club, guaranteed.
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I've done over 350, probably over 400 clubs at this point.
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But there's excitement, there's mystery, also there's magic, mind dreaming, and comedy, a ton of laughs, gasps, and holy craps.
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If you want to learn more, head on over to dannycorby.com.
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2025 is sold out.
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Beginning of 2026 is pretty full, but uh second half of the year a little bit more open.
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But if you want to ask about dates, head on over to dannycorby.com, shoot me a message, and we will chat.
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I'm also really active on LinkedIn.
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But private club radio listeners, let's welcome to the show Kevin O'Brien.
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So, you know, most people they hear Hershey and they think chocolate.
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You know, probably people in our world think more complex hospitality.
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But how do you describe the Hershey ecosystem to people?
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Sure.
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Um, so we it I have a lot of practice at this because even when we're hiring employees, sometimes the employees don't necessarily understand.
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We have to kind of walk them through in the beginning.
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Yeah.
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Um so uh Hershey Entertainment Resorts, we are a um a private, um, privately owned uh hospitality and tourism company.
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And our biggest assets um and most well known is Hershey Park Amusement Park.
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But then beyond that, we have these supporting assets of that exist of lodgings.
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So the Hershey Lodge, the Hotel Hershey, um, we have the Hershey Camping Resort.
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Um, and then we also have other what we call legacy assets, which the Hershey Country Club is one of them.
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Um it was started by Mr.
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Hershey, and so um it's uh um yeah, it's very near and dear to what his legacy is.
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Um so we are basically a hospitality and tourism company.
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Um we run operations, whether it's park operations, golf, hotels, you name it.
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Um but we we have the Hershey brand on us.
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Um so we have the use of some of these iconic trademarks, um, both in our naming as well as in just you know a lot of the collateral that we do.
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Um but at the end of the day, those brands belong to uh the Hershey Company, which is the one that most people are more familiar with.
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They're a global manufacturing company um that started with uh caramels and chocolates and through um decades has kind of diversified in the candy sphere as well as now really, especially in the salty snacks, they've really made a lot of um progress in that in that arena in the last few years.
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Um so yeah, so they are a publicly traded, enormous global manufacturing company of uh of food, and we are a tourism company that um, you know, hosts people and um and we uh try to make them happy and make their debt.
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So uh um the we're basically sister companies because we're owned by the same entity.
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Um so uh the Hershey Trust, which is what Mr.
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Hershey effectively left his fortune to um with the means of of supporting the Milton Hershey School, which again is another one of the assets, but the Hershey Trust basically is private endowment.
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Um and that is really existing to support the school.
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Um, but basically the profits that our organization makes um goes as a dividend that's paid to the school um via uh via the trust.
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Um and then on the chocolate company side, on the on Hershey Food side, um the trust is basically the majority stockholder and pretty much probably always will be the majority stockholder.
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So that makes them in theory their owner, even though they're publicly traded company.
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So um so that's kind of the the the shortest version of that that I can give.
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No, it's uh it kind of thumbs it up.
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Yeah, it's it's it's it's such a you know it's a big operation, then you start hearing about it, you're like, oh, that really is a big operation.
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Yeah, yeah.
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And I think the the the thing that further adds to the confusion for some people is like the town of Hershey, I mean it's a town.
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And so you know, if if you're a person who owns a dry cleaner, you might call it Hershey Dry Cleaners.
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Now that doesn't necessarily mean that like it's part of our company.
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Um so so you get you know, you get a little bit of confusion of people that maybe are newer to this area where they're like, well, where does the where where do the borders of this whole thing begin and end?
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Um um but yeah, so that's that's kind of um the the history and I mean I could go deeper, but that's that's the well I mean in history you've been you've been in the Hershey family of entertainment and companies for many years now, right?
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Uh yes.
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Uh next year will be my 20th year.
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Um which um boy, I'm getting old.
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But uh it's crazy to think.
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Um yeah, it doesn't seem like 20 years ago when I joined the organization, but um um but yeah, it's been a fun ride.
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And um I'm fortunate to have kind of gotten a lot of different opportunities within the organization.
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Um, you know, and and I think one of the things that I tell people when they when they come to work for us is um there's such a diverse uh canvas of careers that you can opt to look at within this organization without actually changing employers.
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Um and I think I'm kind of um I'm a good example of that.
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When I started with this company, I was working in the park operation, food and beverage.
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Um, and then um I got promoted from there and was running basically the revenue operations of the park as the assistant GM.
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Um, probably about 13 years ago, I came over to the club as the AGM um and was running basically everything except golf.
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So I didn't run golf operations or turf, but clubhouse maintenance, food and beverage, recreation.
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Um, and I did that for three years um before then moving over to Hershey Lodge, one of our lodging properties.
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So, like right there, you count like, okay, so you got a theme park, a golf course, and lodging.
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I mean, that's those are three very, very different things.
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Um and uh, but they all again they all exist within our umbrella.
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So that was uh really just one of the blessings that that I've had with kind of being in the organization.
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And then I came back over to golf about a year and a half ago as the GM.
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Um, and the nice thing for me is like coming back to the property.
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I kind of already was familiar with it.
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Uh I knew some of the members, and so it was kind of good to reacquaint with them, but at the same time, um, some of our staff here had had you know worked here 10 years ago, so it wasn't like a bunch of new faces.
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So that's again, it's it's a nice blessing to have um some longer-tenured staff that that know their way around the venue and know the legacy and and kind of have the It's also gotta be neat too.
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Sorry to me interrupt, but it's also gotta be cool from you know, I don't know how many people like follow you or like know of you in that area, but at least it's like to me, it's cool that other other employees see you maneuvering.
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So now, you know, who knows?
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Because I I I I don't know, I uh hopefully you tell the uh uh CEO story, but to me it's kind of like, oh, you know, someone younger who might have been at the hotel or maybe still is, and then now it's like, oh, I'm going over the club.
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And it's like, oh, like what's the club about?
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So now it's like you may have brought somebody more, like, you know, help them maybe find their career path.
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It's just neat that like, you know, that they get to see this movability happen.
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Yeah, I mean, it is nice to be able to because I it's not uncommon that whether it's our interns or um, you know, just some of the the beginning managers, but we'll do I don't say career fairs, but but we'll do we'll do networking events where you kind of just get to talk about, hey, what what got you here and what's your background?
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In all the Percy companies.
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Yeah, yeah, that's cool.
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It's really cool.
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It's it's not, you know, I can speak to a lot of different things just because I've I've seen a lot of different things.
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But um, but yeah, I, you know, it's you you mentioned the the visibility of kind of going from one division to the next.
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And uh I remember um uh a really dear friend of mine um who I don't work with, he was one of my college roommates, but um we're just best of friends.
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And um, you know, he's been with the same employer for quite some time too, and he doesn't work in in the same sphere that I do.
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But um, but I remember, you know, when I moved to Hershey and uh and he was like, Oh, what are you doing?
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And I told him about the the park job.
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And then, you know, years later it's like over in golf.
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And then when I told him I was leaving golf and going to resorts and you know, uh hotels, and and it this just kind of blew his mind that, like, you know, wait, you're you're still working for the same company.
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And I said, Yeah.
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And he goes, you know, I've never forgotten this.
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He said, You're either really good at your job or really bad at it.
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And they just don't want to fire you to give you the the the unemployment.
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Like, is this one big game of past the trash?
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What's going on?
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You know, so uh I I I actually use that.
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I I kind of bust that out in in a lot of these career sessions with people, um, you know, just to be a little self-deprecating.
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It's pretty funny.
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Just come stay here.
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They'll never get rid of you.
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Like I said, yeah, yeah.
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That's all I had.
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Just keep moving around.
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Yeah, yeah.
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So funny.
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That's so funny.
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Well, what was it like?
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So you you've worked all these different spots.
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It was there a common theme looking back now, you know, that now that you're because you know, to me, like I'm gonna focus more on clubs and stuff, obviously.
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But like, you know, looking back, has there been a common theme in maybe your management and your style?
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Maybe it's the hospitality, but it's like looking through the core things of everything.
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Has there been like a common theme there?
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So I think um really just kind of going back to just core skills.
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Um, I came to the organization as a food and beverage person, and my original job was food and beverage dedicated.
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Um, the first promotion I got, um, where I was the assistant GM at the park and I was overseeing revenue ops, it was the first time in my career that I actually had a job that wasn't dedicated food and beverage.
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Now, food and beverage still rolled up to me as a revenue operation, but I had multiple revenue operations and um, you know, ticketing, uh, the games department, um, you name it.
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But that was the first time that that it was like, wow, I'm no longer just a food and beverage professional, um, which uh for me uh I loved because the learning opportunity of now all of a sudden learning these other uh disciplines.
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I mean, there's a lot to them.
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You know, ticketing operations are very, very different than food and beverage.
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And food and beverage is is is such its own discipline and and has all of its lessons that you learn from from um from operating and uh you know, and and restaurants are different than bars, and bars are different than catering, and catering is different than you know, premium services and stuff.
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So it's it's it you know, food and beverage, you can work a long time in food and beverage in a lot of disciplines and not get bored.
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Um, and I was never bored, but but I think the the skill set for me that kind of carried through was I think that the food and beverage component and and those of us that that have worked in that region know like, hey, margin management and being efficient and and being able to kind of be as profitable as you can um is really what set you apart.
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Um and so I I think just learning how to be a good operator and a good problem solver while at the same time being efficient.
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Um I learned those lessons young and they've served me really.
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I mean, I I still use them uh all the time.
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Yeah.
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Yeah.
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And and working in the parks, that's a lot of you probably encounter more situations rapidly.
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So like if something comes up, like you can probably you can you probably have to adapt also too, just because the amount of people coming through it, and and I'm sure because it's all the same food and beverage stuff, but you put it inside of a theme park, that changes probably everything.
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Because people can drink and have fun, but you really don't want them drunk because then they're either going to be oblivious you know, annoying, puking on rot.
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You know what I mean?
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There's so many different layers of stuff and oh yeah, yeah, and and um it's interesting too, because even you know, concessions within the amusement industry is very different than concessions other places.
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I had a background in concessions and professional sports.
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So to your point, heavy drinking.
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Well, then you come into um a theme park environment where there's little to none of it.
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Um and so um, yeah, I I think the things that you you learn quickly the things you had to stay ahead of, and then like, hey, if this pops up in the middle of the season, this could be a problem, or how do we keep it from popping up in the middle of the season?
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Um, but the thing that people used to ask me all the time, um, you know, with us, you know, we're not obviously in Florida, so we're not 12 months a year running a um a uh a theme park.
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Um, but they they would always say, like, well, what do you do in the off season?
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And and I would laugh because I'm like, well, we don't really have an off-season.
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Like, well, yeah, but I mean like in the winter.
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I was like, well, and this just goes to show how much simple things like technology change the game.
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Um, you know, the park um has so many different subsets within it of operations.
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And one of them is just like um signage.
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Like they they have their own creative team that can make signs.
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And, you know, in a park of that size, you make a lot of signs.
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Uh well, the food and beverage operation, the signage that we would make every year was our menu boards.
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Um, so they would make the menu boards that would go be the placards that would go up in the concession stands every year.
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And I remember we had to have our entire pricing strategy done by the end of January every year, because we're then handing these files over to an in-house printer, so to speak, that basically has to print all these menu boards.
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But it takes about six weeks to do that.
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So, so in order for the park to be ready when it opens on opening day and have all this stuff in place, you had to basically have your pricing strategy done by the end of January.
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And for us, you know, a lot of the suppliers work on a calendar year too.
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So they might say, hey, our price increases will roll out one week into January.
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It's like, okay, well, that might change a lot of what I'm doing.
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But if there's things that, like, hey, we want to look at a chicken tender that has less writing on it this year, like you want a product cutting.
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So there was all this research that you wanted to do, and it's crammed into this small window of time that you had to get done.
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And people always thought, like, oh, you just must sit around board in January.
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And I I would always tell them, I'm more stressed out in January than I am in July because uh it I'm racing this deadline.
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And of course, now come spend a day.
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Yeah, and with the advent of technology now, it's hilarious because it's all digital menu boards now.
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So, like, you don't have to do any of that.
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Like, I mean, you still have to have a pricing strategy, but then you can just hit a button and hey, they're all updated.
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You know, it's just crazy.
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Um, but yeah, well, um, 20 years ago that was like that, but now it's like Disney and Universal, they probably change it by the hour.
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So yeah, oh yeah supply and demand.
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Yeah, absolutely.
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Um so yeah, it's just a different world.
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Yeah.
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Yeah.
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Yeah.
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And and your boss now was your boss from years ago too.
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Just talking about, you know, because I thought that that was really cool when when we were talking uh before the recording.
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Um we were talking about like like networking and just how you meet people and like you know, you meet people in different spots, you never know how it's gonna come back being like full full circle.
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And and now your your current boss basically, like you guys were Yeah, so it it is it's a good networking story.
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Um so I'll start by saying, um, well, first of all, Denny, you're my hero because you're doing what I like I dreamed of doing when I was younger.
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I wanted to be in broadcasting.
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Like so I remember being in college and and being the poster child of the kid that didn't know what they were gonna do when they grow up.
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And I still tell people I don't know what I want to do when I grow up.
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But um, I kind of when I chose a major, um, you know, you had to.
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It's like sophomore is over, you gotta time to launch here, kid.
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Um, and so I majored in um communication studies with a concentration of radio TV broadcasting.
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And and my dream was like to do professional sports broadcasting.
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Like I thought, like, this is amazing, this would be incredible.
00:17:35.200 --> 00:17:49.839
Um, and um, and I was going to school in upstate New York, and when I got out of school, um I I had some small level things, although most of them were after I moved out of New York, um, despite New York being this huge media center, it was it was actually easier to find work outside of New York.
00:17:50.000 --> 00:18:01.920
Um, but um I remember my introduction to what I'll call my real career, um, which was uh it ended up being a professional sports, but it's been food and beverage.
00:18:02.000 --> 00:18:08.559
I was living in Charlotte, North Carolina, and the um it was the year that the Panthers got uh the NFL franchise.
00:18:08.640 --> 00:18:10.319
And so they were like the talk of the town.
00:18:10.400 --> 00:18:11.759
They were like the biggest thing ever.
00:18:11.920 --> 00:18:22.160
And I at the time was just working in restaurants um and uh waiting tables bartending, um, you know, living the the 25-year-old you know life that you live, um, especially as bartender.
00:18:22.400 --> 00:18:26.240
Yeah, maybe play golf in the in the day and go to work at night, uh all that fun.
00:18:26.480 --> 00:18:40.400
But um so they had this hiring fair, and um I got hired by the company that um had the contract for the Panthers um for that first season, um, basically just working in the suites, um, uh overseeing like a block of suites on game day.
00:18:40.559 --> 00:18:48.240
And the the the that company then got the contract um to open the Washington Commanders Stadium the following year.
00:18:48.400 --> 00:18:55.200
And um, there are two very, very different openings because when we opened Carolina, like the stadium was built and basically ready for the Panthers.
00:18:55.279 --> 00:18:56.480
So it was like waiting for them.
00:18:56.720 --> 00:19:02.240
Whereas with the Commanders, the stadium, I think, was still being built the day they kicked off.
00:19:02.319 --> 00:19:03.920
Like it was, it was it was a nightmare.
00:19:05.680 --> 00:19:06.799
Oh, it was brutal.
00:19:06.960 --> 00:19:07.839
It was so bad.
00:19:08.000 --> 00:19:14.319
So um It was a very rough opening that did not go well and like you know, left scars.
00:19:14.480 --> 00:19:22.079
And um, for me, the job that I got hired into was a much, much bigger job than I had with the with uh with Carolina.
00:19:22.160 --> 00:19:32.480
So um it really, you know, it's one of those times in your life where you recognize like I am grossly in over my head here, but I'm just gonna work as hard as I can to kind of you know be a successful.
00:19:32.559 --> 00:19:35.359
And if they fire me at the end of the year, so be it.
00:19:35.519 --> 00:19:38.240
But but it's not gonna be because I didn't try my hardest.
00:19:38.400 --> 00:19:38.640
Right.
00:19:38.799 --> 00:19:45.599
Um and so the other dynamic that happened during that was the Cook family, um, Jack Ken Cook Sr.
00:19:45.759 --> 00:19:46.640
had passed away.
00:19:46.720 --> 00:19:54.880
And um uh so his son, John Ken Cook, was basically the owner of the team, but it was just until the estate was being settled.
00:19:55.039 --> 00:20:00.880
And as the estate settlement went, uh Daniel Snyder's ownership group is the one who basically bought the team.
00:20:01.119 --> 00:20:08.240
So going into that second year, um, we had been running the suite operation in the stadium.
00:20:08.400 --> 00:20:16.400
Going to that second year, we lost the suite operation because Snyder awarded it to um a company, Bethesda, that I guess he worked with in other functions.
00:20:16.480 --> 00:20:18.319
It kind of didn't matter that we had a contract like that.
00:20:18.640 --> 00:20:20.240
Yeah, yeah, okay, whatever.
00:20:20.480 --> 00:20:29.759
So um, because it was a football count um and it was not a domed stadium 12 months out of the year, you're oftentimes um sent in the offseason to work other events.
00:20:29.920 --> 00:20:37.359
So I was out in Seattle opening up the Mariner's New Stadium, and I got a phone call from one of the guys that I worked with, but not for.
00:20:37.519 --> 00:20:46.720
Um his name was John Lawn, and he was the CEO, uh, he was the uh general manager of um of our group there at the stadium.
00:20:46.880 --> 00:20:49.279
And he said, I have some good news and bad news.
00:20:49.519 --> 00:20:51.119
I was like, okay, what's bad news?
00:20:51.359 --> 00:20:53.920
He said, Well, um, we lost the suite contract.
00:20:54.000 --> 00:20:59.599
You know, Snyder hired this other company, so we we you you you basically don't have that job anymore.
00:20:59.680 --> 00:21:01.119
And I was like, huh.
00:21:01.440 --> 00:21:06.640
Well, I don't know what the good news is, but it better be really good because that's really bad news.
00:21:06.880 --> 00:21:18.160
And uh and so he said, Well, um the the commanders have agreed to put a major capital investment in the stadium with in-seat service on the club level, and it's gonna require a lot of infrastructure.
00:21:18.240 --> 00:21:22.240
And I need somebody who basically run the club level, the club level bars, the in-seat service.
00:21:22.319 --> 00:21:25.039
And I know you're already familiar with the stadium, and I know you work hard.
00:21:25.200 --> 00:21:34.400
Now, we didn't know each other that well because the first couple of seasons, I was really on the catering side of that business with sweet catering, and he was on the concession side.
00:21:34.480 --> 00:21:42.079
So even though our offices were like literally eight feet from each other, we barely talked to or even saw each other because we just worked in different parts of the stadium.