Leading With Service: Richard LaRocca on Club Culture, Member Experience and Mentorship

ABOUT RICHARD

Richard LaRocca, CCM, CCE, is GM/COO of St. Clair Country Club and immediate past chair of CMAA. A respected leader in the private club industry, he has a 40-year career. Known for his steady, people-centered leadership style, Richard has built his reputation on service, mentorship and a deep belief that great club culture begins with investing in people. He has long been committed to advancing the profession, supporting emerging leaders and helping clubs create meaningful member and staff experiences.

Throughout his career, Richard has championed hospitality as a mindset rather than a department, emphasizing emotional connection, service excellence and the importance of developing others. His approach to leadership is grounded in humility, consistency and the belief that when teams feel valued and supported, exceptional member experiences naturally follow.

EPISODE HIGHLIGHT

Step into a conversation about leadership, service and culture with Richard LaRocca, CCM, CCE, GM/COO of St. Clair Country Club and Immediate Past Chair of CMAA. Drawing on fourdecades in the private club industry and his 2025 service as CMAA Chair, Richard reflects on the moments that shaped his leadership philosophy and the lessons he has learned about mentorship, emotional intelligence and building trust.

In this episode, Richard shares why leadership is less about being the loudest voice in the room and more about being the most consistent. He explores how clubs can create meaningful member experiences through empathy and anticipation, why culture remains the strongest stabilizer in uncertain times and how investing in people, from student employees to seasoned professionals, helps elevate both clubs and the profession itself.

WHAT YOU’LL LEARN FROM THISCONVERSATION

In this thoughtful discussion, Richard offers perspective shaped by decades of leadership, service and industry involvement. You’ll hear:

• Why leadership is about developing people, not just managing tasks
• How consistency, humility and visibility shape trust
• Why culture is the strongest stabilizer during uncertainty
• How transparency and vulnerability can strengthen credibility
• What truly defines a memorable member experience
• Why hospitality should be treated as a mindset across the club
• How clubs can use information and data to personalize service
• What mentorship means in building future leaders
• Why investing in staff growth strengthens member experience
• How small acts of care can become the most meaningful moments in a club

Throughout the conversation, Richard reinforces the idea that leadership is a daily choice and a privilege. His perspective reminds us that when leaders invest in people with intention and heart, they create clubs where both staff and members feel they belong.