Meaningful Moments
New General Manager Dustin McAvoy shares what attracted him to the Club and his vision for our future.
Growing up in a family of hoteliers, Dustin McAvoy was immersed in the world of hospitality from a young age.
His mother, Darline, moved abroad when Dustin was 17 and showed him what life could look like as a hotel manager. He quickly developed an appreciation for different cultures, exceptional service, and the sense of community that can be created in a well-run environment. “She was such a mentor to me in my career,” he notes.
Most recently general manager of the 128-year-old Vancouver Lawn Tennis & Badminton Club in British Columbia, Canada, McAvoy says his arrival in Tokyo is more than a professional move. “It’s a personal adventure, and [my wife] Kristin and I feel incredibly fortunate to be experiencing it through the lens of such a vibrant and welcoming community.”
As he steps into the role of general manager for the Club, McAvoy shares more about his background and experiences with INTOUCH.
Why did you decide to join the Club?
It started organically. I’m very active on LinkedIn, and I knew Darren Morrish through there. When I found out he was leaving, I made the first move. I proactively reached out to Jesse Green on LinkedIn and said I would love to be considered. He replied right away, asked for my résumé, and passed it along.
What really drew me to the Club was the diversity. The staff here are from everywhere. I experienced that in Dubai, which was probably the most multicultural place I’ve worked, and I also cherish the time I spent in the Maldives, the Caribbean, and the Seychelles. I love helping people from different backgrounds work together.
Recognition as a Platinum and Distinguished Club also stood out. There are only two such clubs in Vancouver: the Terminal City Club and the Vancouver Club. Terminal City Club’s GM, Peter Jackman, told me, “If you can get to Tokyo American Club, that’s a top-tier opportunity.” I’m competitive by nature, and I want to be part of the best. My goal is always to find creative ways to do what other clubs aren’t doing.
What was your first impression?
What immediately stood out to me is the incredible international spirit combined with a deep sense of tradition and community. It’s rare to find a club that is both globally recognized and yet so authentically personal in the way it serves its diverse membership.
Every staff interaction was positive, and during my tour with Toby [Lauer], Members in the hallway would stop, say hi to him, and take a moment to introduce themselves to me. A few even said they hoped I would be selected. That was really nice.
How do you define value, and how can we enhance it?
Value in a private club goes far beyond price—it’s about the richness of the experience, the quality of the offerings, and the emotional return members receive on their investment. It’s about creating moments that feel meaningful without costing too much.
You can create value through simple gestures. Free or low-cost social gatherings go a long way—events like First Friday are a great example. Even small touches matter: rolled towels on the sun loungers, complimentary frozen grapes, or even an Evian spritz make people feel like they’re at a resort—all things I learned at the high-end facilities I managed.
At one of my previous clubs, I created a group of 25 membership ambassadors from various activity groups—tennis, squash, mahjong—who helped keep members engaged and informed. Engagement drops off after a few years, so we need to continue to listen and personalize experiences.
How do you plan to balance tradition with modern trends?
Tradition is the soul of any great club. It’s what gives a place meaning, character, and continuity. You have to respect the core values and traditions of your club’s identity.
But clubs that don’t evolve are the ones losing members and engagement. It’s not about change for the sake of change; it’s about enhancing the member experience in ways that feel relevant, respectful, and thoughtful.
To enhance perceived value, we must constantly evaluate and elevate the member experience across every touchpoint—from the warmth of a greeting at the front desk to the creativity of a dish in a restaurant, the ease of booking through the Club app, or the impact of a thoughtful event that brings people together.
I also think celebrating both Japanese heritage and American traditions is important. When I was in Hong Kong, they removed a Chinese restaurant and replaced it with a proper steakhouse—a tough decision, but one that made sense based on usage and revenue. I feel that 51 East is going through something similar. There’s an identity question, and hopefully the new renovation and reimagined bar will help.
Do you have a message for Members?
I’m grateful to the Board for trusting me with this opportunity. I hope the energy I bring will be met with positivity from the membership. My goal is to elevate the Club to levels it has never seen. Why can’t we be the number one club in the world? Tokyo is an iconic city—why not have an equally iconic club within it? Just as Augusta is known worldwide, I want people everywhere to hear “TAC” and know exactly what that means.
Meet the New GM
August 21 (Winter Garden); August 28 (Nihonbashi Club); August 30 (Fun Zone)
Words: Shane Busato
Images of Dustin McAvoy, Kristin Thistleton, and Espn: Nicole Ellis Photography
August 2025
