Part Two: The CRITICAL Role of Media Coverage in Attracting and Retaining Younger Talent.

Media coverage, whether through press articles, social media, industry rankings, or club communications, plays a crucial role in highlighting the achievements of golf and country club culinary teams. Historically, club kitchens operated behind closed doors, with chefs toiling quietly in the background. Today, however, there is growing recognition that telling the story of the culinary team's work can greatly benefit the staff and the club. Proactive media exposure transforms talented club chefs into recognized artisans, and in doing so, it brings pride to club members and employees alike.

A notable benefit of favorable media coverage is an improved reputation.
​Positive news stories or features about a club's dining program can elevate the club's profile in the community and within the industry. This publicity builds what marketing experts call brand value and equity. Maintaining visibility and name recognition is essential even for clubs with a full membership because a full membership today doesn't mean a full membership tomorrow. By showcasing culinary excellence in media, a club reinforces its image as a top-tier establishment, and the club others are talking about and aspire to. Such prestige can help attract future members and keep current members proud of their club.

Media coverage also serves as a form of recognition for the culinary team and attracts young hospitality talent. Chefs and kitchen staff take pride in seeing their work highlighted. It validates their creativity and hard work beyond immediate feedback from diners. For example, when a club's executive chef wins an award or is featured in a magazine, it boosts team morale. It can even aid staff retention; people like to work where their contributions are celebrated.

Member pride is undoubtedly a factor.
When members see their club's chef held up as a superior example, it adds to the cachet of their membership. Media recognition creates a win-win: employees feel valued, and members get to brag that their club has award-winning dining.

There are avenues for showcasing a club's culinary prowess:
Specialized industry publications and associations have emerged that focus on club chefs, such as Golf Kitchen (a very targeted publication focusing on the golf industry's food and beverage operations) and Club and Resort (which focuses on all Club and Resort operations.) They are very different, but both are necessary. 

Local press and culinary associations.
​Local media outlets and culinary organizations often recognize club chefs through awards or feature stories, bringing recognition to the regional level. In 2023, Chef Erik Baker of Palmira Golf Club (FL) was named "Culinarian of the Year" by a regional chapter of the American Culinary Federation. This prestigious accolade was publicized to members and local press, highlighting his skill and dedication and positively impacting Palmira's dining program.

Media exposure isn't limited to awards.
Clubs are beginning to leverage social media and in-house publications to showcase the culinary team's work regularly. Many clubs now feature chef spotlights in their newsletters or share behind-the-scenes looks at kitchen creations on Instagram and Facebook. By doing so, they personalize the dining experience – members get to know the faces and stories of the people who cook for them. Some clubs host cooking classes or demonstrations for members (sometimes even inviting local media to attend) to showcase their chefs' expertise. These efforts humanize the culinary staff and deepen the connection between members and the team.


From a marketing perspective, chefs in private clubs are learning to become brand ambassadors.
Many work with their club's marketing or PR departments to craft compelling content – sharing recipes, giving interviews, or participating in community food events – that tells the story of the club's culture and quality. A chef's inventive new dish might be highlighted in a regional food magazine, or a club's farm-to-table initiative could be written up as a local interest story. This coverage signals that the club is forward-thinking and values excellence, which resonates with current and prospective members.

A consistent media spotlight on the culinary team's achievements builds member pride and a supportive community around the club's dining program. It tells the staff that their work matters and tells the world (or at least the local area) that the club is a leader in hospitality.

The culinary team, often unsung in the past, gets the appreciation it deserves, encouraging them to keep innovating. For club members, seeing their club featured positively in the media reinforces their choice of club and can even enhance the pride of membership. In the competitive hospitality landscape, being known for culinary excellence is a distinguishing asset, and media coverage is the vehicle that drives that recognition.

~ by Diana DeLucia