Paula Provoznik, Director of Palo Alto Hills Golf & Country Club, 10 Most Influential Women Leaders of 2022 Profile

Paula Provoznik
Director
Palo Alto Hills Golf & Country Club


Paula Provoznik, Director of Palo Alto Hills Golf & Country Club, 10 Most Influential Women Leaders of 2022

"Working for Client Satisfaction"

When Paula Provoznik was hired by Palo Alto Hills Golf & Country Club in September of 2018, the Board of Directors was enacting a plan to transform the club facilities, golf course, and programming, but they also wanted to create systemic change from the top down with management. They wanted a new approach to behind-the-scenes operations that would carry through to create a tangible and more meaningful member experience with measurable outcomes. “Though I was coming from another country club where I had handled communications, operations and programing, I’d never been on the sales side of the operation so the Member Services, role was new for me,” says Paula. “What I was able to bring, however, was experience leading a club through a major $15 million renovation while maintaining high member engagement and satisfaction. So, I was brought on to bridge that transition in management while also taking the opportunity that change provided to create a new culture of service delivery for our members.”

“I’m successful if the club is successful, and the club is successful if the members are happy.”

Paula’s focus has always been on the member experience and doing everything they can to go above and beyond, providing members and clients what they need before they know they need it. For example, during the pandemic and the renovation when golf was limited or unavailable, they enhanced other amenities to keep members engaged and connected to our community. Nearly four years later, the management team has been reconfigured, and the team is powerful and dedicated to working together and doing what’s best for the membership.

“We have a Management in Development Program at PAH that attracts a lot of young staff who are new to the industry and it’s been really inspiring to work with them and share the knowledge I have, which is instinctive at this point,” adds Paula. “I’m a member of the Club Managers Association of America, which is a great network for all club managers, but especially for women in the industry. The organization is generous with resources to help women take the lead and it provides a forum to network with other women, which also provides me with opportunities to collaborate with these women in our industry. Private clubs are such a male-driven environment that it’s very important to ensure that women feel supported and appreciated.”

Apart from enhancing the visibility of women in the sector, Paula leads by example and works side-by-side with her team members to show them how to deliver a high level of service. “I have always possessed a servant leader mentality which is what lead me to this industry and my role to develop talent, showing them to think about not just the details but the bigger picture – that’s where we can be creative and showcase leadership by integrating new amenities holistically. We create programming for all members of the family at the same time so we can provide something for everyone no matter what the interest or their level in any activity.” Armed with such a strong ideology, Paula has attained immense success.

“I encourage everyone to enjoy their work. I love what I do because it is about the team and we get to celebrate our successes with the members. When you work at a club where you believe in the mission, it’s easy to put in the work,” she elucidates. “It’s not about my success; it’s the success of the club and all of the talent in the room that gets us to these pinnacle moments, such as unveiling our new 18-hole golf course or completely updating our dining amenities to exceed the expectations of our members. I’m successful if the club is successful, and the club is successful if the members are happy.”

One of the club's biggest accomplishments has been overcoming a membership turnover of over 25% throughout the COVID-19 pandemic. For most clubs, that would be devastating, but thanks to their member-centric focus and prioritizing the member experience, the club maintained a full roster with a waitlist, and dropped the average age of membership by 10 years. As a result of the member centric philosophy, the membership share price has increased by 400%. “We achieved this by being focused on creating value by association. During those really challenging, uncertain early days of the pandemic, we quickly launched to-go food service, which expanded to include groceries and household staples, virtual wine tasting and cooking classes, and instruction and tips from the Pro’s in golf, fitness, tennis and swimming so members were able to have not only their basic needs met but created a deep nurturing and emotional connection in one place.”

The club has been a lifeline to many during tough times, and for the days to come, the focus will continue to be on the member experience. “We need to remain fresh in our service offerings and provide a consistent delivery of experience. By focusing on innovation and improving our systems we will continue to be a leader in the industry and deliver life changing experiences with a human touch.” WL


Company

Palo Alto Hills Golf & Country Club

Management

Paula Provoznik
Director
Palo Alto Hills Golf & Country Club

Description

Palo Alto Hills Golf & Country Club is a private, member-owned Club rich in tradition while embracing the spirit of current times and the representative diversity in the Bay Area. The Club provides year-round golf, recreation and social activities for busy executives and the entire family.


Influential Women Leaders Special Magazine