"Brenda Clark started her own business in 1985 as an executive recruiter for the banking industry. Aside from her expertise, she's needed only a computer and a phone, so geography was never an issue. Over the last two decades, she's lived in Oklahoma, Massachusetts, Georgia and Kentucky, recruiting banking executives for clients from Florida to Arizona.
"If they like you, it doesn't matter where you are," said Clark. "They're confident you will keep things confidential. This is a business built on trust."
When Clark Enterprises began, there were no contracts. Business was done on a handshake. "I'm a trusting person, and bankers are very honest," said Clark. For the last decade, contracts have become commonplace in both industries, banking and recruiting.
Barely a month ago, Clark started a new business when she added personal recruiting, of sorts, to her resume. During Labor Day weekend, she and her daughter, Tiffany Nash, came up with the idea for Club Singles Lexington, an event-based organization for single people in Central Kentucky. Nash had worked as an auditor and accountant in a corporation for three years before joining her mother's company, Clark Enterprises, in 2002. They're partners in Club Singles Lexington. Within two weeks of bandying around this idea, they had a company name, a Web site, business cards and a list of events for the rest of the year. They set a monthly membership fee, arranged some members-only events and planned other outings with admission rates for members and non-members. Scheduled events include a trip to Keeneland, a hayride, croquet, line dancing, movies, dinners — and yes, speed dating. "It's a chance to get out of your individual cliques," said Nash. Mother and daughter are co-CEOs: Clark is the chief entertainment officer; Nash is the chief event organizer.
Their inaugural event at Talon Winery in late September had a larger than expected turnout. "With our corporate background in recruiting, we're the perfect people to do this," said Clark. "Other cities our size have singles 'groups,' but ours is event oriented." Clark has been single for a year and a half. Nash is married. They both have lots of single friends, male and female, and they've conducted quite a bit of anecdotal research.
"I'm a good listener," said Clark. "It makes me a good recruiter."
She listened when friends claimed there was nothing to do in Lexington and when her female friends wondered where the men are and her male friends wanted to know where the women are. "We thought about how to come up with a way to get single people to have fun and interact," said Nash. Club Singles Lexington is focused on events — most of which are scheduled for Thursday evenings and Sunday afternoons — They concentrated on the things people wouldn't do on their own, but when it's an organized activity for single people, they'll go.
"It's nice to have people set things up that are fun to go to," said Clark. Both Clark and Nash have a goal of structured events with a comfort level for all who attend.
Targeting a business for singles might be considered niche marketing, but it's a pretty big niche. According to the 2003 American Community Survey Profile conducted by the U.S. Census Bureau, 35 percent of Lexington households are non-family. While the corporate recruiting process involves putting the right candidate and the right company together, Club Singles Lexington is putting the right events and the right venues together to draw people, according to Clark. Fun, not marital matchmaking, is the goal. "This is a very safe environment to meet and hang out," she said.
Corporate recruiting is all about chemistry. "We grill candidates really well," said Nash of the formal recruiting process. "Corporate or personal, it's chemistry and personality," added Clark, who has had married friends beg her to start this for them because they're too busy to "date" their spouse. For now, Club Singles Lexington is concentrating on the non-married citizens of Lexington, from post-college age "to whatever," said Clark. "People want to work hard and play hard," she said. "That's what we offer in Club Singles."
Clark loves a good challenge. "I built my corporate business from scratch," she said. "This is what I did 22 years ago and now I'm doing it on a personal level." She's enthusiastic about the new venture. "I'm not giving up the day job, but the night is pretty exciting."
Learn more about bank executive recruiting at www.ClarkExecutive Talent.com and check out Club Singles Lexington at www.clubsingles lexington.com.