Presence and Personality - Keys to Service
Colin A. Burns, CCM
Dedicated to the Member Experience | Consultant Private Clubs l Thought Leader and Mentor l Keynote Speaker I Industry Advocate| Strategic Planning | Career Development
Service: Warmth over Mechanics
By Colin Burns | Colin Burns Consulting – Dedicated to the Member Experience
In today’s most admired clubs, something timeless is making a comeback: warmth. And I am not referring to climate change. Warmth is the feeling you get when someone “welcomes you home” with a smile and gratitude. (In another article, I will discuss the Noticing Theory. It connects with concepts like “warmth” and “presence.”)
Not just being “on-site,” but truly present—for members, for guests, for the staff. The kind of presence that sets the tone for the entire service culture. The kind that makes a member feel known, not just served.
For years, attention has shifted to the culinary side of hospitality—and rightfully so. Talented chefs have elevated the food experience in private clubs to extraordinary levels. However, in this new era, we are witnessing something else take center stage: service is once again becoming the star.
This isn’t about nostalgia. It’s about recognizing what members—and their guests—value most: sincerity, welcome, and connection. It’s the feeling of being recognized, not merely processed; of being hosted, not treated like a number.
The General Manager sets the service culture of the Club. If the GM is present, engaged, and invested in the daily rhythm of hospitality, the staff follows suit. Standards become intuitive. Eye contact is natural. Greetings are warm, not rehearsed.
This return to warmth and presence reflects a past era—one where members were greeted by name, where the front door experience felt personal and unforced. It was like coming home. Today, in an age of automation and transactional service, that feeling is more powerful than ever.
During my 31 years at Winged Foot Golf Club, I had the honor of working with the ultimate “host,” his title was in fact Maître d' — an elegant, classic, and very fitting title for this beloved club employee. Humberto imparted grace, control, an intimate knowledge of members, and warmth. Humberto would study the reservations for the evening with great intent, ensuring the members were seated at their favorite table, positioned according to the room's dynamics (shocking, but not all members liked each other), and that, when appropriate, the special occasion they were celebrating was properly orchestrated.
The expectations of today’s member—and today’s diner, for that matter—are simple but high:
It’s a reminder that what Members want isn’t perfection — it’s presence. And that tone must start from the top.
At Colin Burns Consulting, we work with clubs to help reestablish the importance of presence in leadership. It’s not about micromanagement. It’s about showing up, shaping the energy of the operation, and reminding everyone that hospitality is not a function — it’s a way of being.
Because everything begins and ends with the Member Experience. And the Member Experience begins at the door—being welcomed with a smile and genuine gratitude.
If your club is looking to rekindle the presence, warmth, and human touch that defines extraordinary service, I’d be glad to help.
Private Chef and Certified Household Manager at Private Residence-Colorado
2moColin, I was a private service educator at Starkey International Institute for Household Management. We prepared students for a career serving the high net worth. When we traveled to perform private training for household staffs around the world. We would stay at Ritz Carlton hotels. Their motto and credo still stick with me today! You are spot on in your mantra! Again, if your ever passing through Colorado, I would love to catch up Bill
PGA of America Member
3moI really appreciated your article. It struck a chord with me. After years in the golf and hospitality world, I’ve seen firsthand how the smallest, most personal gestures—like Humberto’s thoughtful service—leave the biggest impact. Your reflections brought me back to some of the best moments I’ve witnessed in our business, all tied to that human connection you describe so well. Thanks for sharing your experience and wisdom. I always learn something when I come across your work.
Managing Partner at Stephan Partners, Watermelon Social and Golf Brands Group | Branding and Digital Marketing
3moWell done Colin A. Burns, CCM, true in any service business.