20 Essential Video Production Questions to Ask Before Creating a Private Club Video

In the private club industry, storytelling is a proven approach for clubs to differentiate themselves. Your club’s identity, culture, and member experience are the pillars that set you apart from the others. While word of mouth and in-person experiences play a vital role in attracting and retaining members, video marketing has become one of the most effective ways to communicate your club’s unique value.

We often hear club leaders say they need a video for their website or social media—but an effective club video is more than just checking a box. It should align with your club’s brand, resonate with your ideal audience, and serve a clear purpose within your overall marketing strategy.

Before you roll the cameras, here are the key video production questions private clubs should answer to create a compelling and strategic video that resonates with prospective and current members alike.

Click one of the questions below to jump straight to that section:

1. What is the purpose of the video?
2. Who is your target audience?
3. What are your 3 key messages?
4. What is your ideal timeline?
5. What is your project budget?
6. Is your video part of a strategy or campaign?
7. How will you measure success?
8. What emotion are you trying to evoke?
9. What specific visuals should be captured?
10. What do you want your target audience to do next?
11. Who will be featured in the video?
12. What questions should you ask the interview subjects?
13. Should you script the answers to the questions?
14. What happens if they don't get the answer right the first time?
15. Should you correct someone if they say the wrong thing?
16. Who needs to approve the final video?
17. Where will the video be filmed?
18. How will the final video be hosted, distributed, and repackaged?
19. Bonus: The one question you shouldn't ask
20. Final Thoughts

1. What is the purpose of the video?

One of the most common reasons clubs pursue video marketing is to "create something for the website." While website videos are valuable, effective video content should be more than just a showpiece—it should tell a compelling story that resonates with your audience.

Instead of...

“We need a video to showcase our club.”

Try:

“We want a video that captures the essence of our club’s culture, making prospective members feel like they belong before they ever set foot on our property.”

Knowing the "why" behind your video will help you create a compelling—and more versatile—video presentation.

2. Who is your target audience?

Understanding your audience is crucial for creating a video that resonates. A club trying to attract young professionals should feature a very different video from a club appealing to retirees or corporate groups.

Before you begin conceptualizing your approach, know who you want to reach with your video. Answering the "who" first will help you line up all the other pieces of your video project; elements like messaging, graphics, visuals, editing, and even music selection. Think about how your message can strike the strongest chord among your prospective members.

To narrow down your who, you might ask:

• What are our prospective members' key interests and motivations?

• What type of experience are applicants looking for in a private club?

• What is my audience's motivation for watching this video?

For example, if you’re targeting families, your video should emphasize kid-friendly amenities, family events, and a welcoming community. If you’re appealing to high-level executives, showcasing exclusive networking opportunities and premium services would be more effective.

These questions will help you better understand what type of video to create and how to craft your message to resonate with your target audience. We create buyer personas for our clients—fictional, generalized representations of ideal customers—specifically to help clubs understand who their video is intended to reach before we begin the video production process.

3. What are your 3 key messages?

An effective video tells a memorable story, but trying to tell too many stories at once can dilute your message. Instead of overwhelming viewers with an overload of information, focus on three core ideas that capture what your club stands for.

By keeping your messaging concise and intentional, you ensure that viewers walk away knowing exactly what makes your club special. Each interview, voiceover, and visual element should tie back to these core messages, reinforcing them in a way that feels natural and organic.

Let's assume these are three key messages in your video:

• Our club has a legacy of outstanding hospitality

• The members here have an unparalleled sense of belonging

• We offer unique recreational opportunities

Behind every good video is a strategy. Simply arriving at your production location with a camera and a microphone won’t capture the results you’re looking for in your video. You must begin with a plan–and that includes communicating clear messages.

4. What's your ideal timeline?

Creating a high-quality club video takes time, coordination, and careful planning. If you want to showcase your club at its best, the timing of your production is key. If your goal is to capture the excitement of your annual member gala, you’ll need to plan ahead to ensure that event footage is included. Establishing a clear timeline early on helps prevent last-minute scrambles and ensures the video aligns with your club’s marketing calendar.

If you want to showcase your golf course in its most captivating light, two elements are absolutely essential: impeccable course conditions and strategic lighting.

Select a season when your grounds are at their peak visual appeal—when fairways are lush, greens are immaculate, and landscaping elements are in full bloom.

For truly breathtaking imagery, schedule your exterior photography during the "golden hours"—those magical three hours just after sunrise or before sunset.

Video production can take weeks or even months, depending on the complexity of the project. That’s why it’s essential to communicate your ideal timeline and deadlines with your video team during the planning phase. This allows for realistic scheduling and avoids unexpected rushes to meet a launch date.

Every production team has a standard turnaround time, but if you need a quicker delivery, simplifying the project scope can speed things up. On the other hand, if you have a detailed vision, be prepared for a longer timeline to bring that vision to life. Working closely with your video producer from the start will help set clear expectations and ensure a smooth process from concept to completion.

5. What's your project budget?

Just like planning a large club event, video production requires careful budgeting. Costs can vary depending on the complexity of the project—whether it’s a single, professionally produced piece or a series of videos designed for ongoing engagement. Your budget is fundamentally determined by three key factors: time, personnel, and equipment. These elements directly shape both the scope of your project and its overall cost.

A streamlined approach with a field producer, videographer, single camera, and basic lighting package for one filming day might perfectly suit your storytelling needs.

However, as your vision expands, so too will your requirements for additional time and equipment. More ambitious projects naturally demand greater resources to execute effectively.

A video featuring drone images of the property, multiple on-camera interviews, and several days of filming will naturally cost more than a simple, one-camera production. By understanding your budget from the outset, you can work with your video team to develop a strategy that maximizes your investment while staying within financial parameters.

Keep in mind that filming volume also directly affects post-production time requirements. More footage means more extensive story development and editing processes.

For example, if you capture five interviews instead of two, you'll need additional time for logging, writing, and editing your video.

All of these factors—filming quantity, post-production complexity, and overall timeline—will significantly impact your final budget.

6. Is your video part of a strategy or campaign?

A well-produced video is more than just a stand-alone piece of content—it should serve a purpose and complement your existing efforts to attract, engage, or retain members.

For example, if your goal is to increase membership inquiries, the video shouldn’t just sit on your website. It should be integrated into email campaigns, shared on social media, and included in digital ads or club newsletters to maximize its reach. On the other hand, if the focus is on member retention, the video might work best as part of a broader engagement strategy, offering an inside look at club events, testimonials from members, or exclusive content that deepens their connection to the club.

Thinking through the role of your video before filming ensures it has real impact. Instead of being a one-off project, it becomes a strategic asset, reinforcing your club’s brand, driving action, and maximizing value.

7. How will you measure success?

Defining success isn’t just about vanity metrics and view count. A truly effective club video drives meaningful engagement, whether that means more inquiries from prospective members, increased attendance at club events, or stronger engagement on digital platforms. If your goal is to attract new members, tracking website visits and form submissions can indicate how well your video is performing. If you’re focused on event promotion, look at how many RSVPs were generated after the video was shared.

For every video, we recommend setting SMART goals, which translate to being:

Smart
Measurable
Actionable
Repeatable
Time-bound

Setting SMART goals ahead of time will not only provide a framework for ROI but also give the entire project a clear direction, from planning through execution.

8. What emotion are you trying to evoke?

The most memorable videos are those that connect with viewers on an emotional level. To accomplish this, you should ask yourself this critical question: How do you want prospective members to feel when they watch? Do you want them to have an instant sense of belonging? Do you want them to envision making memories with their family for years to come? Perhaps you want to inspire a sense of exclusivity and prestige, making viewers eager to be part of something special.

Whether it’s the warmth of a welcoming community, the excitement of championship tournaments, or the tranquility of a spa retreat, the emotions you evoke should align with your club’s brand and values, and the three core messages for your video. Thoughtful visuals, music, and storytelling all contribute to creating an emotional impact that lingers long after the video ends.

9. What specific visuals should be captured?

The magic of a club video comes from its ability to immerse viewers in the experience. Picture the morning mist rolling over the golf course, a closeup of champagne glasses clinking at a lively event, or a warm handshake between longtime members. These small but meaningful moments tell a story beyond words, capturing the essence of what makes your club special.

Before filming begins, think about the key visuals that best showcase your club’s atmosphere and personality. Consider the seasonal beauty of your grounds, signature events, and members enjoying the activities that define your club’s culture. The right visuals don’t just highlight amenities—they create an emotional connection and a sense of belonging that draws people in.

If you’re unsure which visuals will be most effective, a video producer can help—as with all the other questions in this blog. An experienced team will guide you in selecting the most impactful images, ensuring every frame contributes to a cohesive, compelling story that aligns with your club’s brand and marketing goals.

10. What do you want your target audience to do next?

All of this planning, preparation, and production serves one crucial purpose: motivating your audience to take action. However, viewers typically need clear direction on what to do next.

Consider what specific response you want: Should they visit your website? Complete an application? Schedule a tour of the club?

It's essential to explicitly invite engagement through a compelling "Call to Action" at the conclusion of your video. Remember, even the most effective video won't communicate every detail about your club—but if crafted skillfully, it will spark curiosity and interest.

Give viewers a clear pathway to satisfy this curiosity by including a specific, action-oriented prompt that guides them toward deeper engagement with your brand.

11. Who will be featured in the video?

The most engaging club videos feel authentic, which makes it essential to select the right people to represent your club. While leadership can provide valuable insights, members and staff often make the most compelling storytellers. A heartfelt testimonial from a longtime member, an enthusiastic welcome from your golf pro, or a behind-the-scenes look at your executive chef preparing a signature dish—these voices bring warmth, credibility, and personality to the video.

Whoever you choose to feature, their presence should align with the core message you want to convey. Whether highlighting a beloved member, a dedicated staff member, or a club leader, the right people will help bring your club’s story to life in a way that resonates with your audience.

12. What questions should you ask the interview subjects?

Asking the right questions is key to creating an engaging and authentic video for your private club. Whether you're working with a video producer or managing the project yourself, well-structured, insightful questions will help draw out natural, compelling responses from members and staff.

Before the interview, consider sharing a short list of five open-ended questions. This allows the interviewee to gather their thoughts without sounding rehearsed. Emphasize that the conversation should feel natural, not scripted, and that follow-up questions or shifts in discussion may come up based on where the conversation leads.

Think about the unique perspective each person brings. What stories or insights will truly connect with your audience—whether prospective members, longtime patrons, or staff? Avoid yes-or-no questions and instead, listen carefully for opportunities to dig deeper. Some of the best sound bites come from unexpected answers, so staying flexible is key.

Some examples of questions you could ask a member or employee include:

• Can you share a favorite memory or experience you've had at the club?
• What originally brought you to the club, and what made you decide to join?
• How does your role contribute to creating an exceptional member experience?
• If you were describing the club to a friend considering membership, what would you say?
• How would you describe the club’s culture and community?

By asking the right questions, you’ll encourage authentic, engaging responses that showcase your club’s atmosphere, traditions, and sense of community in a meaningful way.

13. Should you script answers to the questions?

Probably not. The best club stories come from real, unscripted conversations—not memorized lines. Encouraging natural, off-the-cuff answers will result in more engaging and authentic responses that truly reflect the private club experience. Unless the person being interviewed feels uneasy speaking on the spot, it's best to let the conversation flow naturally.

Reassure them that this isn’t a formal Q&A but a relaxed discussion about their experiences at the club. Once they get comfortable and focus on sharing their story rather than speaking to the camera, their insights will feel more personal, relatable, and impactful—exactly what makes for a compelling video.

14. What happens if they don't get the answer right the first time?

Most private club video interviews aren’t live, so there’s always room for a do-over. If someone stumbles or isn’t happy with their response, simply give them another chance. Rephrasing the question can help them find a more natural way to answer without feeling like they have to "get it right."

That said, be careful not to redo a response too many times. If an interviewee keeps repeating an answer, it can start to feel forced and overly rehearsed. Encourage them to focus on sharing their thoughts in the moment rather than aiming for perfection.

Being on camera can be nerve-wracking, especially for members or staff who aren’t used to it. If they seem tense, ease them in with a few light, off-topic questions—something fun or unexpected to help them relax. A skilled interviewer will create an atmosphere that feels more like a friendly conversation than a formal on-camera moment, helping the subject forget about the cameras and focus on sharing their authentic club experience.

15. Should you correct someone if they say the wrong thing?

Let them finish their thought before stepping in. Even if they go a little off-course, resist the urge to interrupt—you might accidentally cut off a great sound bite or disrupt the natural flow of the conversation. It’s completely normal to react while listening, and a little back-and-forth can make the discussion feel more engaging but try to avoid jumping in too soon. Doing so might put your subject on edge or could ruin a soundbite that you may want to use once you start the scripting and editing process.

If their response doesn’t quite align with the message you’re aiming for, wait until they finish, then gently guide them in the right direction. You can clarify what you’re hoping to hear and rephrase the question if needed. Just be mindful not to overcorrect—authenticity is key, and sometimes the best moments come from unexpected answers.

16. Who needs to approve the final video?

Before diving into a video project for your club, it’s important to determine who will be involved in the review and approval process. Depending on the club’s structure, final sign-off might come from the membership director, general manager, marketing team, or even the board. If multiple layers of approval are needed, be sure to build in extra time to keep the project on track.

To streamline the process, designate a primary point person—someone who can gather feedback and consolidate revisions before sending them to the video team. This helps avoid conflicting input, keeps the review process efficient, and ensures the final video aligns with the club’s vision without unnecessary back-and-forth.

17. Where will the video be filmed?

The ideal filming location depends on the story you want to tell. Many private club videos are filmed on location—whether it’s the clubhouse, golf course, dining areas, or scenic outdoor patio that highlight the club’s beauty. In some cases, a controlled setting like a studio may be necessary to ensure consistent lighting, sound, and backdrop.

If your goal is to showcase the club’s culture and atmosphere, your filming options may be limited to spaces that feel authentic to the member experience. As you decide where to film, keep these key factors in mind:

Be careful with noise. Even subtle sounds, like a kitchen vent or golf carts in the distance, can interfere with audio quality. Be mindful of ambient noise that might disrupt an otherwise great moment.

Keep your backgrounds clean and simple. While it’s great to capture the essence of club life, too much background activity can be distracting. Make sure the focus stays on the person speaking, with just enough movement or scenery to enhance the story.

Video production requires more room than you might expect. Between lighting, cameras, and sound equipment, tight spaces like boardrooms can quickly feel cramped. Whenever possible, opt for open areas that provide visual depth and create a more polished, cinematic look.

Above all, select a location that best represents your club’s character and charm. A simple, well-thought-out setting will keep the attention on the story you’re telling and leave a lasting impression on your audience.

18. How will the final video be hosted, distributed, and repackaged?

From the start, it’s important to think about where your final video will live and how it will be shared. Will it be featured on your club’s website or emailed to prospective members? Are you posting it on Instagram, LinkedIn, or YouTube? Will it be played at a club event or repurposed for multiple platforms?

The answers to these questions will shape how your video is produced and formatted. Here are a few key things to consider:

• Videos for Club Events: If the video will be shown at a club event, you already have a captive audience. Make sure the content fits the setting—whether it’s an elegant member dinner or a casual social gathering

• Social Media Strategy: To maximize reach, create a short, high-energy teaser for Instagram, Facebook, or LinkedIn that links to the full video. Attention spans are short, so grab interest quickly!

• Email Distribution: If the video is part of a membership campaign or club announcement, use a hosting platform that allows for seamless embedding in emails.

• Website Integration: If the video is meant to live on your club’s website, consider where it fits best—on the homepage, a membership page, or a dedicated video gallery.

BONUS: Don't ask, "How long should we make the video?"

A common question is, "How long should the video be?" The truth is, there’s no one-size-fits-all answer. A long, drawn-out video can lose viewers, but trying to cram the club’s history, culture, and offerings into an 8-second clip won’t do it justice either. Instead of forcing a set run time, let the story unfold naturally. If the content is engaging, people will watch. If it’s not, they won’t—no matter the length.

Try not to force too much content into your video. Keep the message simple and compelling. Remember, your objective is to create an emotional connection with the viewer, so don’t overwhelm them with too much information. If they’re moved by your presentation, they’ll reach out to discover more about your club.

Final Thoughts

Every club video should be created with a clear purpose and distribution plan in mind. Thinking through these details before production begins will help ensure your video reaches the right audience in the right way. If you’re unsure where to start, your video production team can help develop a strategy that maximizes your investment and creates a final product you’ll be proud to share.