This case has been taught successfully in a second-year MBA elective, "Management of Service Operations," in a module on service system design. The material works well to unfold with Frances Frei's service model framework.
Ari Straus, a former customer of Monticello Motor Club (MMC), brought that customer perspective with him to take on the roles of CEO and president. MMC was a high-end service business with an exclusive clientele. As much as the asphalt track, racecars, and clubhouse facilities attracted members and guests, the staff's professionalism and personal touch kept them coming back and kept them recommending the club to their acquaintances.