On the Beach Front
Good security improves relationship with club members
- By Arie Melamed
- Apr 01, 2017
Bel-Air Bay Club, an exclusive
club that includes a beachfront
facility, sought an accurate,
effective identity management
solution that would
replace its previous system. In 2015, FST
Biometrics was installed at the beach facility
and successfully integrated with the existing
membership management system, offering
fast and accurate entry for the members of
the iconic Pacific Palisades club.
Bel-Air Bay Club chose FST Biometrics’
In Motion Identification (IMID) technology
to integrate with its membership management
system, Jonas Club, to swiftly and accurately
identify club members, and serve as
a sign-in for specific club areas.
Bel-Air Bay Club staff gives the system
rave reviews and its ability to improve their
relationships with club members. Bel-Air
Bay Club members are satisfied with the user
experience and proud of the cutting-edge
technology in their club.
Bel-Air Bay Club is a private shoreline
club in California, directly accessible from
the beach. The club needed a system to accurately
and quickly identify members entering
the club, without restricting their freedom of
movement. The club also wanted a solution
that could identify members conveniently,
without the need to carry ID, a keycard or
fob, and that would accurately identify members
with very few identification errors.
In order to provide better service to members,
help the club operate more efficiently,
and reduce frustration among staff, FST Biometrics
was selected to implement its highly
accurate identity management solution.
Bel-Air Bay Club implemented FST’s
solution at the members’ only beach desk
entrance, integrating it with Jonas Club Software,
the existing membership management
database. As members enter the club, IMID
Access instantaneously identifies members,
allowing beach desk staff to view profiles,
and greet each individual by name.
The IMID Access system was successfully
installed in two days and handles all daily
entrances at the beach desk quickly and accurately.
The Bel-Air Bay Club’s 2000 members
were happy to enroll in the system, with
each registration into IMID Access taking
an average of 10-15 seconds.
Staff are able to use the information in
FST’s system to have more tailored interactions
with club members. This not only builds
trust between the club and its members, but
also allows members to feel that they have
“come home” as soon as they enter the club.
This is especially important for members
who are less frequent visitors, as staff are
able to provide the same high level of service
and attention to each valued member.
Bel-Air Bay Club staff also use FST for
its critical reporting functions, including
monitoring specific club areas, such as the
sought-after beach cabanas. FST’s system
serves as a sign-in for cabana use, since the
cabanas run on a “use-it-or-lose-it basis.”
FST’s reports give management a better understanding
of club usage.
Members are happy with the new ‘futuristic’
system as well, with some even showing
off the cutting-edge technology to their
guests as a point of pride in the club. Club
staff have noted that the touch-free functionality
of FST creates a more hygienic environment
as well, particularly during flu season.
“FST Biometrics’ system works very well,
and our members immediately felt the difference”
said Bill Howard, general manager of
Bel-Air Bay Club. “We feel confident in the
system, which has proven to be fast, accurate
and seamless. Most importantly, FST helps us
improve the level of service we provide to our
membership, allowing us
to truly get to know each
and every member by face
This article originally appeared in the April 2017 issue of Security Today.
Arie Melamed is the CMO of FST Biometrics.