The Power of Video: Bringing Your Club's Culture to Life

Remember the time you had to start something new or join a group for the first time and you were really nervous? It could've been going away to college or joining a networking group, or even a new job. You did your research ahead of time, you tried to learn as much as you could about the culture and even who you might be sitting next to! Well that's how prospective members might feel when they're doing their research before joining your club.

That bit of excited anticipation mixed with uncertainty is universal. We all know what it feels like to wonder: Will I belong here? Will I connect with these people? Is this the right environment for me? For prospective club members, these feelings are amplified by the financial and social commitment that membership represents.

Beyond the Brochure: The Authenticity Gap

Standard club marketing materials for many clubs are a bit lost in time. Typically they highlight the usual features—the championship golf course, the tennis facilities, the dining options—but they fall short when sharing qualities that mean the most to prospects. The culture, the community, the subtle social dynamics that make each club unique are usually not included in traditional club marketing materials. Prospective members don’t really get a sense for the club until they've already committed to the application process.

General managers and club leaders often tell me "we have a great story, we just do a bad job of telling it." It’s like they know there’s something special but they can’t even put their finger on it let alone figure out the best way to share this important message. All they know is website photography of beautiful, but empty, spaces falls short of capturing the true club culture. The best thing about this is that they look no better or worse than their competition.

This can leave potential members hesitant to take that first step toward membership. Without a genuine sense of the club's personality, it’s impossible to determine if that club aligns with their own values and lifestyle. They see the facilities but miss the fellowship; they understand the amenities but not the atmosphere that makes a club truly unique.

Video: The Power of Emotional Storytelling

The most powerful club videos showcase more than amenities—they tell compelling stories that create emotion and longingness. When a club claims to have a welcoming community, video has the power to show it through authentic moments that make this attribute tangible and real.

The most memorable club videos have a core message that answers the viewer’s question: "What is this club really like?" Is it traditional and formal? Is it focused on young families? Family connections across generations? Community service? What makes this club special and will I fit in?

The viewer should feel the club’s story in every frame, every interview, and every clip of b-roll. When done right, viewers should understand the vibe of the club. They may not be able to name it or put their finger on it, but they remember the club based on how the video made them feel.

Evoking Feeling, Not Just Thinking

What truly separates exceptional club videos from mediocre ones is their ability to evoke genuine emotion. Facts inform, but feelings can motivate and inspire the viewer. Your video should deliberately target specific emotional responses:

• Pride: When members talk about traditions or achievements

• Belonging: When showing genuine connections between members

• Aspiration: When highlighting opportunities for personal growth and excellence

• Security: When demonstrating how the club creates a haven for families

• Joy: When capturing spontaneous laughter and celebration

These emotional touchpoints create a visceral connection that prospective members remember long after they've forgotten specific details about your amenities or initiation fees and dues.

The Narrative Test

The true measure of your club video's effectiveness isn't whether viewers can recite facts about your club after watching—it's whether they can identify the underlying story. When a viewer says, "That video is really a story about how a connected community can change your life" or "That video is about member pride and how members rally around the great history of the club," you've succeeded.

From Feature List to Transformational Story

The most compelling club videos frame membership not just as access to amenities but as a life changing experience. They subtly answer the question: "How will belonging to this club enhance my life?"

Perhaps your club's story is about how meaningful friendships form on the golf course and extend far beyond it. Maybe it's about how multiple generations of families create traditions and memories together. Or perhaps it's about how a diverse community comes together through shared passions.

Whatever your club's unique story, the video should make clear that joining isn't just about gaining access to facilities—it's about becoming part of a narrative larger than oneself.

The Digital First Impression

Your video content often serves as a “window” into your club—the first meaningful interaction many prospective members will have with your community. This makes your club's story more than a marketing asset. Instead it’s the foundation of your identity and member acquisition strategy.

By producing a video that tells a compelling, emotionally resonant story about your club's unique culture, you can create an authentic connection with the right prospective members. For those who see themselves in your story, that glimpse behind the “gates” will be all the motivation they need to take the next step toward becoming part of your club's continuing narrative.