Change of the Guard at the Whitebrier: Q&A with Union League CEO Jeffrey McFadden
There has been much discussion since news spread this winter that the Union League of Philadelphia was acquiring the Whitebrier/Motorboat Club property in Avalon. The Seven Mile Times had the opportunity to sit down for an exclusive conversation with Jeffrey McFadden, the CEO of the Union League, just before it closed on the sale.
McFadden has been with the Union League for 25 years, and under his management it is recognized as one of the top city clubs in the world. The Union League of Philadelphia is a five-star platinum club with a robust membership of 4,300 and has been voted the No. 1 City Club seven times since 2014. McFadden is a graduate of Cornell University with a degree in hospitality administration and management. He is also a property owner here on Seven Mile Beach.
Says Harry Donahue, an Avalon homeowner for more than three decades and a Union League member: “Jeff is undoubtedly among the finest club executives anywhere. His foresight and planning are second to none.”
We appreciate having the opportunity to share some of his insights with our readers here.
7MT: Can you give us some background information on the Union League of Philadelphia for those who may be unfamiliar?
Jeffrey McFadden: We are a 163-year-old private club founded during the Civil War to support Abraham Lincoln’s Federalist policies; to help keep our country together, and to abolish slavery. A group of civic-minded folks came together in 1862. In time, it became an incredible, civic-minded, patriotic organization. Much like Philadelphia, the Union League came upon some hard times in the 1960s and ’70s but revived in the 1990s thanks to some incredible strategic thinkers. We employed hard work and perseverance and developed into a strategic lifestyle club over the past 30 years. Although tradition-driven, we realized we needed to evolve for the next generation of members. And through our members, the Union League has remained extremely civic-minded. We are committed to being good neighbors and giving back to the community.
7MT: So now the Union League, based in Philadelphia, is acquiring property here in Cape May County. Why?
JM: When The Reeds opened, we had an aha moment. Over their grand opening weekend, we saw many of our members in Stone Harbor. That’s when we met Mrs. Johansson, who was selling The Back Yard (restaurant). I suggested that we take a look at it. So, in 2014 we purchased and built The Bungalow, which, if you are not familiar, was the original name of The Back Yard. We returned to the name Bungalow because we value and honor tradition and history, even as we try to make things even better for the next generation. The response from our members to The Bungalow was incredible. It did incredibly well. We then merged with Torresdale-Frankford Country Club in the Northeast to add a golf product as part of our effort to develop into more of a regional lifestyle experience by adding member amenities. That too boomed, so based on that, we purchased Sand Barrens here on Route 9 because 2,500 of our members live or spend extended vacations in Cape May County. Reservations for Memorial Day weekend at The Bungalow can sell out in less than 30 minutes. That’s one of the reasons that we purchased The Whitebrier. We needed more space to accommodate our members who enjoy dining out. If you walk into any restaurant here on the Seven Mile Beach, 20% of the diners will be Union League members. A member of the Union League probably occupies every fourth table. Sometimes people forget that our members are the community. The Whitebrier is the Union League’s seventh property. We expect it to be our lucky number seven.
7MT: Is there any irony that a portion of this building, which is more than 110 years old, opened as a private club in Avalon’s earliest days, is now evolving back to club status again?
JM: Yes. It’s almost magical … What’s old can be new again. At the Union League, we cherish traditions. We’ve acquired an icon on the Seven Mile Beach with this building. We love the history of this building, which opened as Avalon’s Yachting and Motor Club. We will look to preserve and add to the remarkable history and traditions here. What makes a great club is not only the terrific members, but the staff that serves our members and guests. We are thrilled to have John Tracy, the long-term manager of the Whitebriar and his team join our family! Seven Mile Island is special because of those that work and serve our community. They are the hidden asset!
7MT: You are very excited about the acquisition of The Whitebrier. Why should folks on the Seven Mile Beach be as enthusiastic as you?
JM: It’s a fascinating opportunity. We can protect this property in a way that will support the merchants in the area and our neighbors while keeping the uniqueness and what makes Avalon and all of Seven Mile Beach so special. I would expect that home values in the neighborhood will increase simply because there will be an increase in the quality of life in the area. There are no preconceived plans for the property. We can augment it in ways that will support our neighbors and community, while keeping it special. And don’t forget, I, too, am a neighbor.
To learn more about the Union League of Philadelphia, log onto their website: unionleague.org.
Be sure to look for our July Q&A as we catch up with Sister James and the management team at Villa Maria.