Growing up in a lively home with six siblings, the kitchen was always the heart of the house full of noise, laughter, and the comforting smell of something delicious on the stove. Holly Farrell spent countless hours there, perched on a stool next to her dad, learning family recipes and soaking in what it meant to bring people together around a table. Long before she ever entered into that world her role as General Manager and COO of The Oaks Club, those moments shaped her love for hospitality. At 19, Holly left home for school and landed her first job at a private club. From the moment she stepped into that world, something clicked. The personal connections, the high standards, and the opportunity to create memorable experiences, Holly didn’t just find a job; she found her purpose.

Ambitious and driven, Holly advanced quickly in her career, holding positions as Food and Beverage Manager and Catering Manager early on. At just 22, she made a bold move, relocating on her own to South Carolina to serve as Clubhouse Manager at Callawassie Island. Over the next seven years, she dedicated herself to the club cultivating strong relationships, refining her leadership skills, and gaining comprehensive experience in all aspects of club operations. It was also during this time that she met her husband, Shane.

But life threw Holly a curveball when her beloved father fell ill with cancer. Family had always been her foundation, and she knew she needed to be closer to them. This led her to Florida, where she took on the role of Director of Clubhouse Operations at The Oaks Club. Over the next 13 years, Holly’s commitment and vision transformed the club. She earned her Certified Club Manager (CCM) designation, was promoted to Assistant General Manager, and breaking a 40-year precedent became the first woman to serve as General Manager.

Under her guidance, The Oaks Club completed a $12 million renovation, opening a stunning new dining and kitchen facility. More importantly, Holly has changed the club’s culture, making it a place where both staff and members feel valued and inspired.

Now working toward her Certified Chief Executive (CCE) credential, Holly continues to set ambitious goals. She knows that creating a great club is a long-term journey, one that requires daily dedication, resilience, and a genuine love for people.

Evolving Leadership: A Journey of Passion and Purpose

A Journey of Passion and Purpose Holly’s leadership style has grown from a foundation of passion, perseverance, and purpose. She leads by example—setting high standards while consistently offering encouragement and support to her team. For Holly, hospitality isn’t just a job—it’s a philosophy of life, deeply rooted in her core values. Her leadership is defined by integrity, empathy, and the unwavering belief in service to others.

The Unique Dynamics of The Oaks Club

Managing a private club like The Oaks comes with both unique challenges and rewarding opportunities. One of the defining characteristics of The Oaks is its status as a mandatory membership community—homeownership within the community automatically includes Club membership. This mandatory model creates a distinctly different dynamic compared to voluntary clubs.

Because every resident has a vested interest in the Club’s success, there is a naturally strong sense of community, pride, and collective responsibility. Members are often more engaged and supportive of long-term initiatives, from capital improvements to enhancing amenities, which in turn provides a stable and predictable financial foundation for the Club’s ongoing operations and future growth.

However, managing such a community also requires balancing a wide range of member expectations. Not every homeowner may have actively chosen the private club lifestyle, which means communication and engagement must be both proactive and inclusive. Building meaningful connections, listening attentively to diverse perspectives, and ensuring every member feels valued and aligned with the Club’s vision are essential.

Rather than seeing this as a challenge, Holly views it as an opportunity—to strengthen relationships, deepen the sense of belonging, and create an environment where every member, whether highly active or more reserved, feels invested in and connected to The Oaks Club experience.

Balancing Tradition with Innovation

For Holly, preserving tradition while embracing innovation is a delicate yet vital balancing act. Private clubs like The Oaks are steeped in cherished customs and historical significance, which long-standing members hold dear. Yet, newer generations seek modern experiences, fresh programming, and cutting-edge technology.

At The Oaks Club, Holly honors the club’s heritage while thoughtfully introducing enhancements that elevate the member experience. By listening closely to feedback and aligning innovations with the club’s values, she ensures that progress never comes at the expense of identity. The goal, she believes, is a future that respects the past while boldly adapting to what’s next.

Defining Day-to-Day Excellence

Under Holly’s leadership, daily excellence at The Oaks Club is defined by consistency, clarity, and culture. She instills a strong sense of purpose in her team, ensuring that every staff member understands what excellence looks and feels like empowered to achieve it. From the smallest interaction to major events, every detail is executed with care and intention. It’s about making excellence a habit—one that is deeply woven into the fabric of the club.

Fostering Collaboration and Motivation

Creating a workplace where people feel inspired and connected is one of Holly’s top priorities. She believes that when employees feel appreciated and heard, their passion for service naturally shines through. At The Oaks Club, she has focused on cultivating a culture of open communication, respect, and teamwork. By nurturing trust and building strong relationships across departments, Holly ensures the staff not only works well together—but thrives together.

Professional Development as a Cultural Cornerstone

Professional development is deeply embedded in the culture of The Oaks Club, reflecting Holly’s belief that continuous learning strengthens both individuals and the organization as a whole. She sets clear expectations for department heads to remain active in their professional associations and to prioritize ongoing education, ensuring they stay current with industry best practices.

Her focus on growth, however, extends well beyond senior leadership. Holly is equally committed to developing mid-level managers by offering mentorship, encouraging cross-departmental training, and providing resources designed to help them advance in their careers. She views this investment in people not only as a way to build future leaders but also as a strategic investment in the long-term success of The Oaks Club.

Vision for the Future: Strength, Strategy, and Sustainability

Holly’s long-term vision for The Oaks Club centers on sustainable success and strategic growth. She is focused on maintaining a strong leadership structure, fostering thoughtful planning for future amenities, and reinforcing a governance model built on trust and transparency. 

Exciting Trends Shaping the Future of Club Management

Holly thrives in the collaborative spirit of the private club industry; an environment where innovation is shared and celebrated. She is excited that The Oaks Club has started a Campus Master Plan—a comprehensive plan that is member-driven, a long-term vision for how the club will evolve to meet future needs.

Her commitment is to leave a legacy where The Oaks remains not just operationally excellent, but culturally rich and future-ready.