president’s
letter
Dear Members and
Guests,
No matter how often I play golf on Pinehurst No. 2, I am awestruck by the importance of this golf layout so steeped in tradition and history. And I am humbled by ClubCorp’s role in restoring this once “fallen angel” of golf to the institution of the game that Donald Ross intended.
Coming “home” down No. 18, I know I am walking in the footsteps of many great golfers, myself not included. I eye the bunker at the front left of the green and ponder Hogan-esque strategy in escaping its optical illusion — you’ve got to know the green is set back from the trap and reach for an extra club.
To me, this is a “Magic Moment.” Something intangible, yet very real. Although if I hit it in the bunker, it becomes a “tragic” moment.
Magic Moments comprise one of ClubCorp’s three steps of service in providing a quality private club experience to our members. Along with a “Warm Welcome” and a “Fond Farewell,” Magic Moments help create the same traditions of service for the guests at our ClubCorp Resorts.
Yet outstanding personalized service doesn’t just happen. It is a process that begins on an employee partner’s very first day when the 40-year-plus culture of this company is introduced. This culture of delivering personalized service is further emphasized through STAR skills training.
But mostly, the culture of personalized service, which we identify as STAR Service, is the naturally ingrained aspect of hospitality. At Pinehurst, it’s just plain old-fashioned Southern hospitality served up with a helping of pride by our staff who are, in many cases, third and fourth generation Pinehurst employee partners.
A friend who is the director of golf at a competing resort told me a story after a trip to Pinehurst. He drove up to the front of the resort club and told the attendant that he just wanted to run in for a shirt. The attendant responded, “Well, we’re mighty glad you’re here.” My friend knew the warm, natural friendliness did not come from a textbook. It was not a made-up or trained comment. The Warm Welcome was a piece of the Sandhills culture and offered from the heart. That’s what our three steps of personalized service are all about.
If you’re among the fortunate to experience the U.S. Open in person, I hope the history of No. 2 and the service traditions of ClubCorp create Magic Moments. And whenever you come to one of our resorts or Associate Clubs, remember that we’re mighty glad you’re here.
Robert
H. Dedman Jr.
ClubCorp