Over the last ten to fifteen years, the quality of dining and expectations for dining have soared to unprecedented heights. The lengths to which restaurants will go to provide an incredible overall experience are hard to fathom. Some top-tier restaurants worldwide have staff members dedicated to scouring the internet and social media to gather information about guests on the reservation lists. This enables them to offer highly personalized hospitality during your time at the restaurant. For instance, a restaurant in Washington, D.C., will send you home with homemade dog treats if they discover, via social media, that you have a dog. So, how can we, as club chefs, compete and strive to provide an experience that transcends mere dining?
My team and I at Green Spring Valley Hunt Club (Owings Mills, Md.) constantly collaborate to generate ideas for offering a unique experience our members might not find locally. More often than not, these unique experiences we offer take place in the setting of a wine dinner.
Just a couple of months ago, we conceived the idea of a wine dinner where each course was “paired” with a song. My team and I compiled a list of songs related to food or drinks and then developed potential dishes for each song. We crafted a coherent menu with this list of songs and corresponding dishes. Some songs, such as “Strawberry Fields Forever” by The Beatles or “Jambalaya on the Bayou” by Hank Williams, readily inspired dishes—other songs, like “Red, Red Wine” by UB40, allowed for more interpretative creativity. We promoted the event as a wine dinner complemented by music and managed to sell out all 60 seats within just an hour or two. I would elucidate each course about the chosen song and the corresponding dish during the dinner. After presenting the course, we would play the selected song. This format created a relaxed and enjoyable dinner experience that resonated with our membership and staff.
Another of our favored methods to provide a distinctive experience is to transport our members to a place through a menu highlighting a specific restaurant, chef, or country. Earlier this year, we hosted a wine dinner showcasing renowned British chefs. Our menu featured signature dishes from chefs like Clare Smyth, Fergus Henderson, Heston Blumenthal, and Marco Pierre White. This dinner allowed us to virtually transport our members to England without requiring them to grab their passports and board a plane. I possess a substantial collection of cookbooks, so it was enjoyable to sift through British chefs’ cookbooks and select exceptional recipes. This endeavor allowed my team and me to prepare dishes we hadn’t attempted before and let our members experience “visiting” England for a few hours. I doubt another restaurant in the United States served Fernet Branca and Creme de Menthe ice cream that night, but we wanted our members to savor Fergus Henderson’s recipe. We pushed boundaries, and our guests thoroughly enjoyed the experience.
As club chefs, we also possess insights into our members and any personalized touches we can provide them. This grants us a significant advantage over public restaurants. Seizing the moment to exceed expectations for our guests is vital. I recall a member with whom I shared a strong rapport, and he was preparing to host friends from out of town. After not seeing each other for years, they were excited to gather in Maryland for a memorable reunion. Although they had a delightful dinner, my sous chef and I aimed to go the extra mile and surprise them. Earlier that day, my sous chef and I gathered an array of quintessential Maryland treats. We filled goodie bags with Berger cookies, cans of Old Bay seasoning, crab chips, and more. Unbeknownst to the host, this surprise left a lasting impression on everyone. Although it only cost us $50, it created a memorable impact.
Crafting and executing a truly exceptional evening for my members is a pursuit I genuinely relish. It allows my team and me to spread our wings and demonstrate our capabilities when given a chance to shine. The energy in the room is palpable for the members, and if we have executed our tasks diligently, they leave our club feeling like they’ve been transported to an entirely different place.
