The $2.7 billion Redstone Federal Credit Union, a firm advocate of an industry push stressing member value beyond simply rate and convenience, is going to d?but a joint online venture this spring with an Alabama dining club offering card discounts to members.

The marketing tie-in with the Heritage Dining Club of Huntsville allows CU members to receive $25 monthly discounts "as another way way to demonstrate there is real value in belonging to this credit union," explained Joseph Newberry, president/CEO

Details on the partnership are being worked out this week, said Newberry but the popular dining club may be using the credit union Web site to promote themselves in a vendor linkup which could be a wave of the future for expanding CU retail ties.

The Heritage setup, he said, is an outgrowth of the partnership Redstone has with the local YMCA in which northern Alabama YMCA subscribers of health and fitness facilities get lower rates if they show their Redstone ATM or debit card.

"You can advertise all you want about safety and soundness but I think we have to look in other directions to show that being a credit union member has real worth," said Newberry. "Linking up with this supper club is one way we can approach reaching new markets."

The Heritage venture is slated to start in May or June, he added.