Innovative hospitality consulting and training to prepare you for the next generation of employees, members and customers.
Specializing in private clubs of all types and sizes, golf courses,
hotels, resorts, senior care and casinos.
The RCS Hospitality Group (formerly Reid Consulting Services), now honored eight times by Boardroom Magazine for excellence, is the "go-to" group for private clubs seeking state-of-the-art management consulting and staff training services that combine 21st-century techniques with the timeless values of America's great golf and country club traditions.
All our services are value-engineered and custom-built to help our clients ensure that their brand is strengthened, their individual culture is respected, and the experience of their members enhanced. RCS always ensures that each club exceeds member and guest expectations, operates within a sustainable and stable business environment, and achieves significant bottom-line success.
RCS offers a wide array of tailor-made services that can be applied individually or in combination to meet your club's particular needs. Our goal is to prepare your club for the next generation of customers, members, and employees through insightful strategic planning; expert hospitality service training and staff development; inspired operations consulting; and expedient hiring of the most talented managers in the industry.
"RCS’s strength is their flexibility and understanding of the industry. They can work cohesively with the management team, the Board, and various Committees to build and execute truly customized and effective products. It's a pleasure working with them."
Michael J. Fay, CCM, General Manager, Chartwell Golf & Country Club
Knowledge. Integrity. Results.
Strategic Planning. Membership Services. Staff Training and Development.
Food and Beverage Operations. Executive Search.
2011 Consulting Company
of the Year
2013 Strategic Planning Company
of the Year
2016 Consulting Company
of the Year
2017 Consulting Company
of the Year
2017 Consulting Company
of the Year
2017 Staff Training Company
of the Year
2018 Club Service Firm
of the Year
2018 Consulting Company
of the Year
2018 Staff Training Company
of the Year
2011 Recommended
Consultant
2013 Recommended
Consultant
What They Say About RCS
Working with RCS has been a remarkable success for us. Our decision to invest in their review and audit program has been richly rewarded. Each facet of the process, from the preparation stage, to the on-site visits, to the follow-up reports provided exceptional value.
Darren Betz, General Manager, Lauderdale Yacht Club
Our Award Winning Services
Strategic Planning
RCS provides a full and comprehensive array of award-winning strategic planning services, including board workshops, focus groups, competitive and financial analysis, and insightful membership surveys. We also have significant experience in planning for the expansion, renovation, re-opening and development of club properties and facilities.
Membership Services
The lifeblood of any club is its members. RCS is known for its comprehensive approach to building membership recruitment and loyalty, including our signature facility audit. We can help your club enhance the member experience through its special event planning, member marketing and communications, social media management, tournament consulting, and annual calendar of events.
Management & Staff Training
RCS has an international reputation for conducting some of the most innovative and effective staff training and development programs in the industry. We offer management training in how to hire, nurture, and develop their staff, as well as custom-built staff training designed to enhance operational effectiveness and efficiency, bottom-line success, and employee satisfaction.
Food & Beverage Management
The heart of any club operation is its food and beverage service. RCS offers some of the industry's most innovative and highly regarded services, including comprehensive F&B audits and menu development and engineering. RCS makes sure that both the front- and back-of-house operations bring member and guest satisfaction and bottom-line success.
Food & Beverage Boot Camp™
Every successful club needs to be sure that its food and beverage service is top notch, and nothing is more important to that success than to have a staff prepared to deliver the best possible member service. RCS has perfected F&B training with its signature, nationally renowned Boot Camp™: a day of intensive (but fun) training that enhances member happiness, employee satisfaction, and your bottom line.
Executive Search
Vital to a club's success is the quality of its senior management, but finding and hiring the right people is often a challenging and time-consuming task. RCS offers full executive recruitment services that always begin with an understanding of your club's needs and culture before identifying, screening, and hiring the best candidates.
Our Team
Whitney Reid Pennell
Founder and President
Whitney Reid Pennell is the founder and president of the award-winning RCS Hospitality Group. She is a published author and widely praised seminar leader, with over 20 years of club operations management and consulting experience. Lucrative and innovative marketing concepts coupled with comprehensive alignment strategies and training programs are Ms. Pennell's trademark.
She has extensive hands-on experience managing multi-million dollar renovations and clubhouse remodeling projects, along with successful new club openings, and is also highly skilled in special event management, successfully crafting and executing events ranging from private banquets to national PGA and LPGA tournaments.
Ms. Pennell is nationally known for expertly facilitating management and staff workshops, and is internationally recognized as an expert in club management, Ms. Pennell has been invited to speak to managers around the world sharing new ideas and concepts and her love of club traditions.