The saying goes hindsight is 20/20. In hindsight, things are obvious that were not so understandable from the outset. We can evaluate past choices more clearly than at the time of the choice. While this use of “2020” has its roots in vision (20/20 is perfect eyesight), the year 2020 will be scrutinized for decades with a critical eye of learning and understanding about what worked and what did not during this unprecedented period in our world history.
First, let us pause and just celebrate that we have made it through 2020! Woot! Congratulations for all that you have accomplished in 2020 – this has been one of the most challenging and extraordinary years in our lifetime. Remember, we made it through this:
• The Novel Coronavirus (COVID-19) Pandemic was declared on March 11, 2020.
• COVID-19 pandemic has set records for number of infections and deaths globally. So many of us knew people who were infected or sadly lost to the virus.
• In 2020, we endured with social distancing, sheltering-at-home, diligent handwashing, and mask wearing.
• We adjusted to schools being closed with online only learning for many, and no graduations, no sports, and no proms for our friends and family.
• Businesses were closed at times and the number of people allowed inside those open businesses was limited. Many businesses closed permanently, unable to make it through the year.
• At its worst, unemployment exceeded 14 percent nationally and this touched each of us as we saw friends, co-workers, and employees affected.
• People hoarded disinfectant, toilet paper, and food, while distilleries switched from making liquor to hand sanitizer.
• Zoom and other online communications grew in popularity as large in-person gatherings were suspended.
• Governments closed borders to travelers.
• Convention centers closed and hotels halted conferences and many housed COVID patients. Clubs lost wedding and event revenue.
• The federal government provided $2+ trillion in aid, but the country needed more.
• Medical and other essential workers were the heroes of 2020.
• The Olympics were cancelled, and golf majors were not completed until November.
• We survived the most active Atlantic Hurricane season on record at 29 named storms.
• California and Colorado had their worst wildfire season in state history burning millions of acres.
• The US endured its worst economic quarterly contraction at more than 30 percent in early 2020.
• The US elections became a national focal point and ultimately had the highest voter turnout in American history as everyone believed their vote mattered.
• Social unrest focused attention on diversity, equity, and inclusion for all.
Hitting closer to home, it was a year to remember as clubs largely were one of the brighter spots in the wake of carnage for the hospitality industry. I do want to recognize that many clubs, particularly city clubs, have been extremely challenged this past year, but en masse, clubs fared much better than most other hospitality establishments. Regardless, it was a tough year for everyone, as club professionals reacted to a sea of continuous change to survive and often thrive by creating new and exceptional experiences for members in ways unimaginable a year ago. It was a year where club management professionals stepped away from budgets and formal business plans, and actively managed using art and science – combining all their business skills and creative acumen – to ensure clubs survived. Clubs provided strong member ROI, and clubs largely grew in member stature and value. It was a year where clubs became an even more critical local asset as they reached out to help their local communities weather COVID.
It was also a year where associations and the industry came together to support the shift created by COVID and ensure golf and other outdoor activities were deemed necessary for the well-being of all. It was a year when CMAA launched an important effort to focus on diversity and equity in club management. And it was a year where club members discovered that their club extends beyond facility property lines and is truly a vital community that is more significant than they ever realized.
While this year had many low points, in general clubs and club professionals can mark this year by so many extraordinary innovations! As we close out 2020, kudos to each of you and to the club management profession – you are indeed #CMAAStrong. Now onward to 2021 and let’s start it with the CMAA Virtual World Conference from everywhere!
Happy Holidays!
Jeff