Knowledge. Integrity. Results.
A message from our founder and president
Whitney Reid Pennell

My journey with the RCS Hospitality Group (formerly Reid Consulting Services) began two decades ago. In the middle of a successful management career, I took a leap of faith and founded RCS as a way to apply my experience, education, and passion for excellence to the hospitality industry and the world of private clubs.

Since taking that first step our industry has witnessed many changes, from aging demographics, to shifting discretionary spending, to the opportunities inherent in increasingly diverse memberships. Everything we knew about this business 20 to 30 years ago has been turned upside down, yet the fundamental principles of hospitality have remained the same. All club managers are seeking ways to fuse service with technology and solve the puzzle of economics, culture, and member needs. Clubs today look much different than they did 30 years ago and the clubs of the future will continue to evolve. That's where RCS comes in.

I believe the road to success is paved with understanding. Understanding our societal changes; understanding the needs of our members; understanding that we cannot manage our businesses as we have in the past if we want to survive; understanding how the labor force is changing year to year; understanding that technology is as much a part of people’s lives as electricity; and understanding that we must evolve or we will lose relevance. At the same time, whatever new approaches are taken, they must align with long-standing traditions and eternal club values, and cannot alienate either long-term employees or long-standing members, or worse, miss the bottom-line objectives.

As a company, the RCS Hospitality Group believes in building upon the traditions of the past while remaining fully attuned to the realities of the present. The blending of state-of-the-art approaches to club management with the long-standing traditions of the club experience is the only way to remain relevant and viable in the future. We understand that this business is built on integrity and lasting relationships and we value our network of associates, colleagues, resources, and customers. Every member of our team has day-to-day experience in the club and hospitality industries and we bring that practical know-how to everything we do.

Through teamwork, dedication, and hard work, we have partnered with some of the world's most spectacular facilities and are excited about those we will work with in the future. We hope that includes you!

Our Award-Winning Team

Whitney Reid Pennell
Founder & 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 30 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. She has been invited to speak to managers around the world sharing new ideas and concepts and her love of club traditions. She has been an invited speaker at the World Conference on Club Management, the Club Managers Association of Europe, the Assistant Club Managers Conference, the Golf Inc. Conference, and at the Business Management Institute International, hosted by St. Andrews in Scotland. Ms. Pennell has also been an invited speaker/educator for numerous CMAA chapters throughout the country presenting varying programs in club management and leadership.

Ms. Pennell received a B.S. degree from New Mexico State University with a Major in Resort/Hotel Operations and a Minor in Business Management.

Joyce Halama, CCM

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Chef Mary Howley

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Emily Hassel Barber

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Pat Fleming, SHRM- CP

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Amy Paris

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Christy Benitez

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Jill Hamilton

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Ginger Lamb

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Marissa Mascolo

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.

Amy Robinson

amy@consultingRCS.com

With over 25 years of experience in the private club industry, Joyce specializes in overall club management and has an extensive background in topics as diverse as Board of Directors management, club politics, finance and budgeting, executive recruiting, transforming the overall hospitality operational experience, and food and beverage service. Joyce is a Certified Club Manager and is the primary trainer for RCS Food & Beverage Boot Camps™. An active CMAA member for over 20 years, she has earned various continuous education certifications including her Level 1 Sommelier Certification, and has won numerous “Idea Fair” awards. Always forward thinking and strategically oriented, she brings an unwavering commitment to customer service to her training and consulting work, and has a particular interest in helping club managers effectively manage younger workers.