As club leaders, we are continually challenged to elevate the member experience while adapting to evolving service expectations and operational realities.
In today’s competitive hospitality landscape, physical renovations alone do not guarantee success—how we operate change does.
One of the most overlooked yet powerful tools in a club’s strategic arsenal is service mapping: the proactive process of visualizing every interaction point within both the member journey and the employee journey.
Following a recent renovation project with a private club client, we saw firsthand how service mapping transformed the reopening process, ensuring elevated standards, operational efficiency, and team-wide confidence from day one.
Why Service Mapping Matters More Than Ever
Renovations and new spaces bring excitement, but they also present complexity. Service flow, staffing models, table numbers, and even glass washing procedures can be disrupted. Without a strategic approach, clubs risk disappointing members and overwhelming staff. Service mapping acts as the blueprint for success by:
- Identifying all guest touchpoints and pressure points
- Aligning operations with the member experience vision.
- Creating systems that support, not strain, your teams.
- Driving consistency and operational readiness across departments
A Strategic Approach to Reopening Success
Our case study club underwent significant physical changes, including expanded dining spaces, a redesigned kitchen, and the introduction of bar-top dining. Through service mapping, the leadership team envisioned the journey from the eyes of both members and staff, leading to strategic decisions such as:
- Introducing specific placemat dimensions for new tables
- Selecting updated services to complement an evolving menu
- Revising wine glass washing protocols to fit the new bar layout
- Redefining staff roles with the strategic addition of barbacks and runners
- Reconfiguring server traffic patterns to maximize flow and minimize friction.
Workshops, mock service simulations, and real-time feedback loops during soft openings ensured that refinements could be implemented immediately, creating a culture of proactive problem-solving and continuous improvement.
The Results: Calm, Confident, and Consistent
The outcome speaks volumes. Despite increased business demands, the club operated without turning members away. Staff remained calm, efficient, and engaged. Breakage decreased. Service consistency soared. Member satisfaction remained high, proving that preparation is the cornerstone of excellence.
Leadership Takeaways for Club Executives
As club leaders, we must recognize that success hinges not just on physical spaces, but on the systems, standards, and service culture we build around them. Here is what I encourage every club executive to consider:
Prioritize the Experience Journey – View your operation through both the member and employee lens.- Invest in Cross-Functional Collaboration – Engage all departments early in the planning process.
- Train for Real-World Scenarios – Simulations, shadowing, and soft openings are critical.
- Build Flexibility into Your Standards – Empower staff to adapt in real time with confidence.
- Measure and Refine Constantly – Use feedback loops and observation to elevate daily operations.
At RCS, we believe that extraordinary service is not accidental - it is designed. Through strategic service mapping, clubs can turn renovation challenges into opportunities for transformation. It is not just about creating beautiful spaces; it is about choreographing exceptional experiences.
And that, ultimately, is what drives member satisfaction, staff retention, and long-term club success.
More About Whitney:
Whitney Reid Pennell, president of RCS Hospitality Group, is a celebrated management consultant, educator, and speaker. RCS specializes in strategic planning, operations consulting, food and beverage management, executive recruitment, and training programs. RCS has been recognized fourteen times with BoardRoom Magazine’s Excellence in Achievement Awards, including staff training eight consecutive years. RCS continues to offer innovative solutions through RCSUniversity.com, an online virtual training portal for employees and managers.
