Today, we're excited to feature Dael Szuch from Atlanta Country Club. Dael's journey from being a teacher to Food & Beverage operations, and ultimately to her role as Director of Memberships and Communications, showcases how diverse experiences can shape your career in club management. Her story exemplifies how finding the intersection of passion and profession can elevate both individual careers and club operations.
Q&A with Dael Szuch
Q1: How did you get started in the club industry, and what led you to work at Atlanta Country Club?
I started my career at in the Food and Beverage. Our General Manager and I had previously worked together at another club, and he recruited me to ACC in 2018. After spending over three years in Food & Beverage/Operations, I was offered the opportunity to take on the role of Membership and Communications Director in 2022.
Q2: The southeast has such a rich golf tradition, particularly with the Masters in Augusta. How does Atlanta Country Club embrace and celebrate the region's golf heritage while creating its own unique identity for members?
"Atlanta Country Club has a deep-rooted connection to the rich golf tradition of the Southeast, particularly through its history of hosting prestigious tournaments. Founded in the early 1960s by Atlanta business leader Jim Clay, ACC was established with the vision of creating a world-class golf course and bringing a PGA Tour event to Atlanta. This vision was realized with the formation of ACC in 1964 and its opening in 1966.
In 1967, ACC began hosting the "Atlanta Classic," a PGA Tour event that continued annually for thirty years, with the exception of 1974 when ACC hosted the inaugural Tournament Players Championship, won by Jack Nicklaus. Our founders envisioned ACC as the best in the city and among the best in the nation. This commitment to excellence has been recognized by Golf Digest, reaffirming our status as one of the nation's top golf courses."
Q3: Member engagement has evolved significantly in recent years, especially with the rise of digital communication. Could you share how you've adapted your communication strategies?
"We certainly have embraced the addition of technology to enhance member engagement while preserving the personal touch that defines our community. We have joined the world of social media, with active presences on Instagram, Facebook, and LinkedIn, allowing us to connect with members in new and dynamic ways. However, we remain exclusive with certain information, ensuring that some content is shared only within our community.
Our newsletter has transitioned to a digital format, as has our annual vote, making it more convenient for members to stay informed and participate. Despite these digital advancements, we continue to prioritize personal touches at the clubhouse."
GG POV: The balance between digital convenience and personal connection is crucial. Modern clubs must evolve while maintaining the intimate atmosphere that members value.
Q4: Country clubs often serve multiple generations of families. What approaches have you found most successful in creating events and programs that bring together members across different age groups?
"Our approach to event planning emphasizes the importance of multi-generational engagement. Our Fall Festival, which has evolved into a football watch party, ensures everyone has a good time: dads can enjoy the game, while we host fun contests during commercial breaks, such as cake walks and costume contests. Meanwhile, the little ones can have fun jumping around on bounce houses or carving pumpkins, and the older generations might find comfort by the fireplace, making s'mores with their grandchildren."
GG POV: Successful multi-generational events don't just offer parallel activities – they create opportunities for different age groups to interact and create memories together.
Q5: With many private clubs in the Atlanta area, what do you see as the most important factors in not just attracting new members, but fostering long-term engagement and loyalty?
"Fostering long-term engagement and loyalty is all about creating a personalized and inclusive experience for our members and their families. As an invitation-only club, we focus on engaging those who have chosen ACC as their “second home.” We offer events and programs that cater to all age groups, ensuring everyone feels valued and connected.
By continuously seeking member feedback, we adapt our offerings to meet their needs and always try to exceed their expectations. This personalized approach, combined with a strong sense of community, helps us cultivate lasting loyalty and create memorable experiences for our members."
Q6: Many clubs are working to balance their traditional heritage with modern expectations. How do you approach evolving member programs while preserving the club's core values and traditions?
"We're always looking for ways to be more efficient while keeping our events true to the cherished memories our members have built over the years.
One of the biggest challenges has been how members sign up for events. Moving from in-person RSVPs and picking your favorite table to managing online reservations has been tough for some. But it's all about finding a balance that makes everyone happy. We help members navigate the new system while still keeping that personal touch they love.
By mixing modern conveniences with our core values and traditions, we make sure our programs evolve in a way that respects our heritage and meets the needs of all our members."
Q7: Could you walk me through how you plan and execute a signature member event from concept to completion?
"Planning and executing a signature member event involves a collaborative and detailed process. We typically start by sitting down as a team before the new year to plan major events, including our annual traditional events, which we are always looking to improve. We sometimes involve members to understand their wants and needs, while relying on our clubhouse team to put together the phenomenal event, aka- bringing a vision to life!"
For example, when hosting a murder mystery party or a wine tasting event, we often draw inspiration from themes that members have shown interest in. Other times, we might organize a comedy show or similar event if a performer approaches us with interest, and then it's our job to market the event to our members in a way that they will be excited about.
One common challenge we face, particularly at golf clubs, is budget constraints. Members often don't want to pay the same amount they would at another venue because this is their club (and rightfully so, since they do spend money to simply walk in the door). Therefore, we have to find creative ways to bring the vision to life without exceeding our budget. We are also fortunate to have an internal network we can count on to market events. For instance, when planning an event like "Mermaids and Pirates" at the pool, we might reach out to several moms to see what days work best and ask for their help promoting the event once we have their buy-in.
By combining member input, creative solutions, and effective internal marketing, we ensure that our signature events are not just successful, but an absolute blast for everyone involved!"
GG POV: Early planning and member involvement are key to successful events. Creative solutions often emerge from understanding budget constraints and leveraging internal resources (I love that you ask Moms for insight!).
Q8: What skills or knowledge have been most important for your success?
"The key skills that have helped me succeed are being adaptable, always learning, and communicating effectively. It's super important to stay on top of the latest trends and tools, and being able to engage with our members and audience in a clear and interesting way is a must. My teaching background has also given me great organizational and planning skills, which come in handy when managing multiple communication touchpoints and social media accounts."
Final Question: What is one initiative you are most proud of?
"One of the marketing initiatives I'm most proud of is the addition of live streaming at our major tournaments, specifically the shootout events. This initiative allowed members of the ACC community to tune in from anywhere in the world, fostering a sense of inclusivity and engagement even if they couldn't attend the tournament in person."
I'm particularly proud of this project because it leveraged our existing resources—since we were already filming live at tournaments—and expanded our reach without significant additional costs. The live streaming not only enhanced the experience for our current members but also attracted new audiences, showcasing the excitement and community spirit of our events to a broader audience."
What I Learned
- Multi-Channel Member Communication Is Essential Dael demonstrates how modern clubs can successfully blend traditional and digital communication. By combining social media, a club app, and text messaging with personal touches like handwritten birthday cards, ACC maintains both efficiency and intimacy in member relationships.
- Cross-Generational Programming Creates Club Loyalty Her approach to event planning, particularly shown in their Fall Festival, reveals how to create truly inclusive club experiences. Rather than just offering separate activities for different age groups, ACC designs events that encourage interaction between generations - from grandparents making s'mores with grandchildren to families enjoying various activities together.
- Operational Experience Enhances Leadership Dael's career path - from teaching to Food & Beverage operations before becoming Director of Memberships and Communications - shows the value of diverse experience in club management. Her background in different areas helps her understand member needs from multiple angles and implement more effective programs and communications strategies.
What makes Dael's insights particularly valuable is how she consistently balances tradition with innovation. Whether it's introducing live streaming for tournaments or adapting communication strategies, she shows how clubs can embrace modern approaches while maintaining the personal touch that makes club membership at ACC special.
Thank you for reading this edition of Community Spotlight. We appreciate Dael and Atlanta Country Club for sharing their valuable perspectives with the Grow Golf community.
Thanks for being part of Grow Golf. See you next week.
-Rich
