Oak View Group and Clubspot: A Unified Approach to Club Operations
The Oak View Group needed a modern software solution for its portfolio of social clubs in the college sports world. Clubspot proved to be that solution.
By Fritz Baldauf
Oak View Group (OVG) operates a portfolio of premium social clubs embedded within some of the most recognizable college athletics environments in the country. From the Carolina Club to the Texas Tech Club and Baylor Club, each property turns a university’s unique energy, community, and traditions into a year-round private club experience built around dining, work, events, and connection.
Following the acquisition and consolidation of these clubs, OVG set out to align operations across its portfolio while preserving the distinct identity of each property. Doing so required more than a new software system. OVG needed a technology partner that could move quickly, adapt to complex requirements, and support a coordinated rollout across multiple clubs.
The Problem
OVG clubs create spaces for members to gather, dine, connect, and experience their university communities in a new way. Credit: Ken Garff University Club (OVG).
Although each OVG club offers a different member experience, the operational demands behind them are similar. Every location must support dining, events, member engagement, billing, workspaces, and high-volume game-day activity, often within the same system.
Legacy club software was not designed for that combination of enterprise-level consistency and property-level flexibility. Point-of-sale systems needed to work just as effectively for everyday dining as they did for outdoor tailgates and crowded sporting events. Member management needed to accommodate complex programs, discount structures, and engagement tiers. Billing workflows needed to remain accurate without creating unnecessary manual work for staff.
At the same time, OVG needed to implement a common platform across multiple locations on a compressed timeline without disrupting club operations. Adaptability and support weren’t optional. Mallory Horner, OVG Social Clubs' Regional Vice President of Membership, explained what the organization was looking for:
“We needed a platform that serves as an all-in-one solution for membership and a POS system that’s user-friendly for our staff and our members.”
The Solution
Each OVG property reflects the character of its university while creating a welcoming place for members to connect year-round. Credit: University Club of Virginia Tech (OVG).
After initially selecting another software provider, OVG shifted its approach and sought a partner that could better accommodate its needs.
Clubspot proved to be that solution.
“The differentiator for us was Clubspot’s willingness to be a true partner and ensure the software was the best possible fit for our needs,” said Melisa Steward, OVG Social Clubs' RSD of Membership Sales. “All companies have nuances, especially in the membership world, and Clubspot is the perfect solutions-oriented partner.”
With implementation already underway, Clubspot moved quickly to ensure a smooth transition and timely launch. The team successfully onboarded and launched OVG’s social clubs in a matter of weeks while simultaneously adapting the platform around the portfolio’s specific requirements.
Rather than taking a rigid, one-size-fits-all approach, Clubspot worked across locations simultaneously, prioritizing essential workflows and quickly addressing club-specific needs as they surfaced.
“Everything promised in the sales process was delivered, and more, in the onboarding process,” said Horner. “I can’t say enough positive things about their ongoing support, response time, and willingness to solve nuanced needs.”
Clubspot configured member management, billing, and POS workflows around the realities of OVG’s portfolio. The platform was adapted to support complex discount structures and upgrade tiers while keeping billing rules consistent across properties.
The flexibility extended to game-day operations. Because OVG social clubs regularly serve non-members during sporting events and major concerts, Clubspot introduced functionality allowing tap-only concession sales without requiring a member profile. On the POS side, the platform was configured for indoor, outdoor, mobile, and tailgate service, allowing staff to remain within one system whether serving a normal lunch or a packed stadium event.
These capabilities are supported by Clubspot’s flexible, cloud-based architecture, giving OVG a common operational foundation without forcing every property to operate identically. That flexibility also extends beyond implementation. As OVG’s needs evolve, Clubspot continues to develop alongside the organization.
“They are constantly improving the software and adding new features to ensure we are delivering the most cutting-edge software experience in the membership space,” said Steward.
The Results
From everyday dining to high-volume game days, OVG clubs operate across a wide range of member experiences and service environments. Credit: The Naismith Club (OVG).
With Clubspot, OVG successfully implemented a unified operational platform across multiple social clubs within a highly compressed timeframe, creating greater consistency without sacrificing the flexibility that makes each property unique.
Staff now use a single POS and management system across a wide range of operating environments, from everyday dining and member events to outdoor concessions and major game-day service. Member management and billing are better aligned with OVG’s programs, enabling individual clubs to support nuanced offerings within a consistent portfolio-wide structure.
Just as importantly, OVG now has a technology platform designed around the way its organization actually operates: one shared foundation capable of powering distinctly local club experiences.
Bringing its private member clubs onto Clubspot also simplifies enterprise-level decision-making. OVG gains greater visibility and consistency across the portfolio while individual clubs retain the ability to accommodate their own programs, members, and operating environments.
The result is a scalable platform that can continue evolving as OVG expands and its clubs introduce new experiences. For other club operators considering a change, Horner’s recommendation is straightforward:
“Do it and don’t look back! It will be the best decision you have ever made for your business.”
By combining modern, adaptable software with responsive onboarding and ongoing support, Clubspot helped OVG quickly align a complex portfolio and establish a technology foundation built for continued growth.
