A Secret to Member Engagement

At Hideaway Beach Club , a Distinguished Clubs in Marco Island, FL, an innovative idea transformed an unused storage room into a speakeasy, captivating members and enhancing engagement.

“Our primary goal was to curate a unique experience that keeps our members engaged during the summer and try something new that we otherwise may not have the opportunity or resources to host in the fall and winter season,” said Director of Catering and Events Stephanie A. Morefield .

General Manager Eamon Murphy, CCM, CAM inspired the team to think creatively and engage members with unique experiences. The idea for the speakeasy evolved from an intimate wine dinner to a chef’s table event, ultimately becoming the speakeasy concept. The team decided to use an air-conditioned storage room, a space members likely never knew existed. By keeping event details vague, including the location and menu, the team created an air of mystery and excitement.

“Our initial attempt at the Hideaway Speakeasy was incredibly successful and has sparked interest in both our team and members about when we can host it again,” Morefield said.

The main challenge was relocating the furniture and equipment stored in the room. The team had to be creative, finding new spaces for storage and ensuring the room was transformed into a memorable event space.

“It took us some time and creativity to relocate a storage room we had fully loaded with items and transform the space into an experience,” Morefield said.

Members responded enthusiastically to the Hideaway Speakeasy. Many have already requested to be added to the list for the next event. “Seeing our members’ faces upon arrival to the speakeasy was my favorite part of the event,” Morefield shared. “They were truly surprised and amazed.”

Positive feedback continues to pour in, with members eager to join future events. Those who missed the first speakeasy have expressed their desire to participate next time.

The Hideaway Speakeasy's success was a team effort. Executive Chef?Timothy Smith ?curated a four-course plated menu, while Director of Food and Beverage?Gracie Humbert ?and Clubhouse Manager?Miguel Silva ?crafted cocktail pairings. A culinary team member and bartender introduced each course, creating an upscale dining experience.

“As I typically take the lead on decorations and visual details for our events, Miguel Silva and I collaborated to brainstorm the overall atmosphere and logistics of the speakeasy,” Morefield said. The facilities team removed overhead lights and installed string lights, while Morefield added velvet curtains, LED candlesticks, and Prohibition-era decor. Food and Beverage Manager Miguel Edwards led the service team, with all staff dressed to the theme, enhancing the immersive experience.

Morefield advises other clubs to start with a creative idea and explore how to expand it. Walking through the clubhouse with a fresh perspective and discussing potential event spaces can lead to unique and exciting experiences for members.

“The best part about our team at Hideaway is our collaborative approach to brainstorming and discussing ideas for events,” Morefield said. “With everyone’s involvement and enthusiasm, our events become more creative, resulting in phenomenal experiences for our members.”

Hideaway Beach Club’s speakeasy stands as a shining example of how innovative ideas can enhance member engagement, foster community, and boost club operations.