Associative meaning is a label applied to certain kinds of associations with words, and the internalization of words and phrases, by readers or listeners.
The Rotary Club is the basic unit of Rotary activity, and each club determines its own membership. Clubs originally were limited to a single club per city, municipality, or town, but Rotary International has encouraged the formation of one or more additional clubs in the largest cities when practical.
The club is made up of an interesting cross-section of people. Many of them were Jeep Wrangler fans that already loved off-roading and Jurassic Park, and liked the idea of bringing them together. Like any close-knit club, it ends up being about community and people coming together to share their interests. It's quite a heartwarming video.