PRESIDENT'S LETTER

Dear Members and Guests,

As I travel to the many Associate Clubs in the ClubCorp affiliated network, I often am asked if I have a favorite. Of course, I say no — each club and resort is special in its own right. Yet each year, I celebrate my own birthday along with that of Brookhaven Country Club near Dallas. Brookhaven and I were my father’s “newborns” in 1957 and I don’t exaggerate when I tell people I grew up in this company.

A few years ago, however, as I began to assume the leadership of ClubCorp, I realized it was time to formalize and articulate the culture in which we believe and for which we stand as a corporation.

I created “STAR Service” to define our values, philosophies, and culture — and, in turn, to provide value for all our partners: Our members and guests, our employee partners, and our financial partners. STAR Service allows us to capture the essence of the “private clubs experience” — to create pride in belonging, to learn from the past, to win today, and to plan for the future.

I recently wrote a book called Our STAR Service Journey. Indeed, it’s been quite a trip along paths that I hope each of you now travel through your private club membership and resort experiences.

But it’s not enough to simply write down a Vision of Success. It has to be lived. It has to be translated into reality. It is 20,000 employee partners singing from the same sheet of music. And I am confident that each ClubCorp employee partner shares the vision of STAR Service in providing our members and guests with an extraordinary experience each time they step into a club or resort.

My father likes to quote Henry Wadsworth Longfellow’s poem, “A Psalm of Life,” about the importance of leaving “footprints on the sands of time.” As a result of STAR Service, we’re now consciously considering the footprints we are making at each club and resort. This letter is just the beginning of a dialogue I want to continue, and I invite you to share your insights, questions, and comments.

I often think of the quote: “People don’t care how much you know, unless they know how much you care.” To me, that’s what STAR Service is all about — letting you know we care.

Robert H. Dedman Jr.
President and Chief Executive Officer
ClubCorp