When Katie Ostreko, VP of Sales and Marketing for Quality Edge, and I get together, our conversations cover a lot of ground—new products, marketing strategies, and our families. During a lunch outing this past summer, I casually asked if she played golf. “Noooo!!!” she replied, which made me smile and feel an even stronger connection. Why? Because I’m not much of a golfer either—at least, not a good one.
In our industry, golf can sometimes feel like a requirement. It’s not, of course, but there’s often a sense of missing out if you don’t play or aren’t invited to outings. While golf is great for building relationships and strengthening partnerships, if we don’t consider other types of events or bring different people into the mix, we could be missing opportunities.
When Katie Ostreko, VP of Sales and Marketing for Quality Edge, and I get together, our conversations cover a lot of ground—new products, marketing strategies, and our families. During a lunch outing this past summer, I casually asked if she played golf. “Noooo!!!” she replied, which made me smile and feel an even stronger connection. Why? Because I’m not much of a golfer either—at least, not a good one.
In our industry, golf can sometimes feel like a requirement. It’s not, of course, but there’s often a sense of missing out if you don’t play or aren’t invited to outings. While golf is great for building relationships and strengthening partnerships, if we don’t consider other types of events or bring different people into the mix, we could be missing opportunities.
When I mentioned that several of my female colleagues also don’t golf, Katie had a brilliant idea: “You know what we should do? Have a SPA DAY!” And just like that, the Ladies of Lumbermen’s Spa Day, hosted by QE, was born. I invited a group of women from our purchasing and customer service departments who work closely with QE, and their excitement was immediate: “Are you SERIOUS?” “This is the BEST IDEA EVER!”
A few weeks later, nine of us from Lumbermen’s and QE gathered at Benji’s Salon and Spa in Grand Rapids. We indulged in massages, facials, and pedicures while snacking on charcuterie, sipping champagne, and chatting about business, career paths, weddings, and life in general. It was a perfect mix of relaxation and connection, and we all left feeling pampered, appreciated, and closer.
When I mentioned that several of my female colleagues also don’t golf, Katie had a brilliant idea: “You know what we should do? Have a SPA DAY!” And just like that, the Ladies of Lumbermen’s Spa Day, hosted by QE, was born. I invited a group of women from our purchasing and customer service departments who work closely with QE, and their excitement was immediate: “Are you SERIOUS?” “This is the BEST IDEA EVER!”
A few weeks later, nine of us from Lumbermen’s and QE gathered at Benji’s Salon and Spa in Grand Rapids. We indulged in massages, facials, and pedicures while snacking on charcuterie, sipping champagne, and chatting about business, careers, weddings, and life in general. It was a perfect mix of relaxation and connection, and we all left feeling pampered, appreciated, and closer.
The point here isn’t to dismiss golf or any other traditional out-of-office activities but to encourage you to rethink how you spend your time with colleagues and clients.
Are you thinking creatively about your events? Traditional activities are easy to plan, but there’s something special about trying new experiences that foster deeper connections and create lasting memories. At Lumbermen’s, we’ve planned outings for customers like charter fishing, race car driving, skeet shooting and more. Unique events also set you apart from competitors.
Are the events you plan aligned with what your customers really want? It’s important that they genuinely enjoy their time with you, so why not ask them what they’d like to do? You might be surprised by their suggestions. When we planned the spa event for September, many commented on how perfect the timing was, given the back-to-school rush. I also heard some comments from the guys that they would like a day at the spa, too!
The point here isn’t to dismiss golf or any other traditional out-of-office activities but to encourage you to rethink how you spend your time with colleagues and clients.
Are you thinking creatively about your events? Traditional activities are easy to plan, but there’s something special about trying new experiences that foster deeper connections and create lasting memories. It also sets you apart from competitors.
Are the events you plan aligned with what your customers really want? It’s important that they genuinely enjoy their time with you, so why not ask them what they’d like to do? You might be surprised by their suggestions. When we planned the spa event for September, many commented on how perfect the timing was, given the back-to-school rush. I also heard some comments from the guys that they would like a day at the spa, too!
And lastly, are you including the behind-the-scenes people who contribute to your partnership’s success? Think about the people who help make your relationships thrive—it’s worth ensuring they feel valued, too.
While golf will always have a place in building relationships in the business world, it’s worth considering new experiences and inviting different key players. By thinking outside the box and creating unique, memorable events, you can foster deeper connections, show genuine appreciation, and differentiate yourself from competitors.
Written by Jill Carroll, Director of Marketing, Lumbermen’s
Are you including the behind-the-scenes people who contribute to your partnership’s success? Think about the people who help make your relationships thrive—it’s worth ensuring they feel valued, too.
While golf will always have a place in building relationships, it’s worth considering new experiences and inviting different key players. By thinking outside the box and creating unique, memorable events, you can foster deeper connections, show genuine appreciation, and differentiate yourself from competitors.
Written by Jill Carroll, Director of Marketing, Lumbermen’s
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