Speaking the New Language of Brands

GGA Partners Releases New Whitepaper on Private Club Branding as Part of Thought Leadership Series

‘Speaking the New Language of Brands’ Now Available for Download

TORONTO, Ontario – International consulting firm GGA Partners has released Speaking the New Language of Brands, the second in its new series of thought leadership whitepapers.  This authoritative guide redefines a traditional brand value equation and illustrates how adding emotion and experience to a private club’s brand story will increase its value with members.

Speaking the New Language of Brands highlights ways iconic “mega-brands” mold, define, and advance their organizational identity toward the goal of influencing consumer purchasing decisions.  The paper evaluates a traditional outlook on the brand value equation and asserts a redefinition which paves the way to enhanced value perceptions among private club members.

“Traditionally, the key to building value in the eyes of the consumer has been demonstrated in a simple equation, where perceived value is equal to performance divided by price,” explained Henry DeLozier, one of several authors of the piece. “We believe there is a far more effective – and cost efficient – way to increase the value members place in your club and in your brand. It’s by introducing emotion and experience into the equation.”

In addition, the whitepaper argues that a successful branding program is based on the idea of “singularity” and should be designed with differentiation as the primary goal.  “Harkening to the days of the Old West, a branding program should differentiate your cow from all of the other cattle on the range,” said DeLozier.  In other words, creating in the mind of a member or prospective member the belief that there is no other club on the market quite like your club.

Building a brand is easier said than done.  For club managers not familiar with the brand development process, the whitepaper explains six essential steps for clubs to follow when constructing their brand and draws on examples from inside and outside the private club business.

In addition to branding, GGA Partners recently published a new strategic planning whitepaper and has confirmed that others in the series focused on governance and innovation will be published through the third quarter of 2020.

Click here to download the whitepaper

 

About GGA Partners

GGA Partners™ is an international consulting firm and trusted advisor to many of the world’s most successful golf courses, private clubs, resorts, and residential communities.  We are dedicated to helping owners, asset managers, club and community leaders, investors and real estate developers tackle challenges, achieve objectives, and maximize asset performance.

Established in 1992 as the KPMG Golf Industry Practice, our global team of experienced professionals leverage in-depth business intelligence and proprietary global data to deliver impactful strategic solutions and lasting success. For more information, please visit ggapartners.com.

Media Contact:

Bennett DeLozier
GGA Partners
602-614-2100
bennett.delozier@ggapartners.com

Executive Search: General Manager at Park Place on Peachtree

GENERAL MANAGER
PARK PLACE ON PEACHTREE
Atlanta, GA

The Condominium:

Park Place on Peachtree is revered as the first luxury high rise condominium in Atlanta and, because of its unwavering expectations for quality, it has maintained its elite position in the stylish, upscale Buckhead High Rise community.

Park Place gives residents more than just the key to a magnificent home; it opens the door to a magnificent lifestyle.

Each Park Place on Peachtree home is unique with outstanding services, gracious amenities, and security features that have long earned Park Place on Peachtree the highest appreciation.

Amenities:

  • Club Room for functions, meetings and events with bar and kitchen
  • Concierge Services (Full-service)
  • Valet
  • Fitness Center
  • Guest Suites
  • Pool & Sauna
  • Wine Room and Personal Wine Locker Storage
  • 24/7 Security Personnel
  • Walking Trail
  • Dog Park Trail

Parking Features:

  • Garage (3 Floors)

Unit Amenities:

  • Air Conditioned
  • Extensive Terraces

The Position:

Park Place on Peachtree in Atlanta, GA is seeking a General Manager to manage and direct all operations for this condominium of 300 residences.  At Park Place on Peachtree, our mission is to create extraordinary experiences and building long-standing connections with our employees and residents. We seek a highly motivated leader to work with a strong team in updating services and facilities with a focus on taking Park Place on Peachtree to the next level in Luxury Lifestyle.  The General Manager coordinates and plans service activities in all Association areas and aids in formulating and administering organizational policies by performing the following duties personally or through subordinates, contractors, and vendors consistent with stated and implied Association goals, policies and procedures.

Operational Duties/Responsibilities:

  • Liaison to the Board of Directors.
  • Supervise staff and onsite operations.
  • Work with subcontractors and Association Committees to communicate and implement the specific decisions of the Board of Directors.
  • Serve as liaison among the Board, residents, and overall community through interfacing, networking, and relationship-building between directors, residents, vendors, contractors, and suppliers.
  • Provide support services to the Board for project information including research, bid specifications, contract development and management. Conduct supplier/contractor reviews and contract compliance evaluations.
  • Prepare minutes and action item list following board meetings.
  • Provide regular status updates to the Board on all ongoing projects and obtain Board feedback/approval as necessary.
  • Facilitate Annual Meetings and Elections
  • Create a sense of community in the Association through positive service and communication.
  • Develop and administrate annual operating and capital budgets in accordance with the governing documents, state statutes and Board policies.
  • Prepare, monitor and maintain a complete capital asset reserve program in concert with the governing documents, state statutes and Board policies.

Candidate Qualifications:

Given the active role this individual will be expected to play in the maintaining the standards of excellence of the Association, it is essential that the successful candidate possess the following core competencies, experience, and attributes:

  • Knowledge of security, landscape and maintenance issues and ability to provide guidance to contractors/vendors.
  • Certification through CAI or CACM.
  • Excellent oral and written communication and listening skills.
  • Interpersonal problem-solving abilities.
  • Strong verbal and written communication.
  • Strong financial acumen.

Education and/or Experience:

  • 5 plus years of experience HOA property management, Hospitality or related experience required
  • Bachelor’s Degree preferred.
  • Proficient in the use of current administrative technology tools (such as MS Word, Excel, PowerPoint, etc.); one who recognizes and pursues opportunities to use technology to enhance service delivery and more effectively lead, manage, and monitor operations.

Note: A pre-employment drug screen and background check will be required. The position is currently available.

Salary and Benefits:

Salary is open and commensurate with qualifications and experience. The Association offers an excellent bonus and benefit package, including a comprehensive medical insurance program, vacation, and professional development.

Inquiries:

IMPORTANT: Interested candidates should submit resumes along with a detailed cover letter which addresses the qualifications and describes your alignment/experience with the prescribed position by Wednesday, August 12, 2020, and if possible, sooner.

Those documents must be saved and emailed in Word or PDF format (save as “Last Name, First Name, Park Place GM Cover Letter” and “Last Name, First Name, Park Place GM Resume”) respectively to: patrick.delozier@ggapartners.com.

 

Patrick DeLozier
Director
GGA Partners ™
(501) 258-2911

For more information on Park Place on Peachtree, please contact Patrick DeLozier.

Defined by Passion

This article was authored by Henry DeLozier for Golf Course Industry magazine.

Golf is a service business that attracts people who have a passion for the game and its values. Identical twins Daryl and Derek Crawford were born and bred for the job.

© times publications

“Our father was a skycap at TWA in Phoenix and taught us the importance of service to others,” Daryl says. “He passed that along to us.”

He also told his sons they would be defined by their actions, not the color of their skin. A father’s guidance has proved invaluable over the course of his sons’ lifetimes and three decades in the golf business. Their story is one more example of the disparate ways golf can serve as the foundation for lives that are well lived.

The Arizona Golf Association’s 2020 Updegraff Award, given to Derek, an executive with Phoenix-based Gibson Golf Management; and Daryl, the general manager at Papago Golf Course in Phoenix, is only the most recent example. The award, named for Dr. Ed Updegraff of Tucson, a longtime supporter of amateur golf in Arizona, is earned by those whose actions exemplify the spirit of the game.

Golf was an early influence in the twins’ lives. Growing up, they were like most little guys, playing whatever sport was in season. They were introduced to golf at a municipal course in Phoenix and soon became fixtures. “We liked being at the golf course and were always looking for reasons to be there,” Derek remembers.

They began to compete as teenagers, and that’s when they met Bill Dickey, a former winner of the Updegraff Award, and other members of the Desert Mashies, a Phoenix-based group of minority golfers who help young golfers connect with the game. “Bill and Alice Dickey embraced us as family and always helped us when we needed it,” Daryl says.

They played on the first golf team at St. Mary’s Catholic High School in Phoenix and walked on at Arizona State. Good players and enthusiastic competitors, they were attracted to the game’s attributes and values. Accountability, striving toward a goal and staring down adversity or disappointment were part of their DNA.

They worked at courses in the Phoenix area, first in bag rooms, where they refined their service skills, and later in management positions with increasing responsibility. Soon they were being recognized as role models, especially for other young people of color.

In the 1990s, they both left the club life to work as PING tour reps on the men’s and women’s European tours. They became trusted friends and suppliers to the some of the world’s best golfers.

For Daryl and Derek, it all seemed a natural progression.

“We did as our parents taught us, to listen to and learn from good advice,” Derek says. “And we never lost the joy of playing the game.”

“They were brought up in the game and continue to grow as business leaders and all-around golf ambassadors,” said Phil Green, COO and Principal of OB Sports Golf Management, which manages the Papago course where Daryl is the general manager. “Their love for golf, years of experience and strong work ethic have served them well over the years, and they haven’t forgotten to give back along the way. Their story is a great example of the way golf can become the foundation of success.”

As African-Americans, Daryl and Derek stand out in most golfing circles, where black and brown faces are significantly underrepresented. But it’s their actions, not their race – as their father predicted – that have defined them.

“We never felt anyone was trying to stop us or hold us back,” Derek says, as if anyone could.

“We have been blessed,” Daryl adds.

As have we all through their actions and their friendship.

 

A Member’s Perspective: The Shifting Private Club Landscape

New GGA Partners Research Report Highlights Private Club Members’ Perspective on COVID-19 Impact

More than 6,300 private club members share their attitudes toward the club industry in the wake of the COVID-19 pandemic and how they expect clubs to respond. Now available for download.

TORONTO, Ontario – GGA Partners – international consulting firm and trusted advisor to many of the world’s most successful golf courses, private clubs, resorts, and residential communities – has released the results of a global research survey of more than 6,300 private club members across six countries on four continents.

The research, which incorporates clubs in the United States, Canada, Europe, Australia and China, measures the attitudes and preferences of private club members on club operations and finance in the wake of the COVID-19 global health crisis.

“The coronavirus pandemic has shifted the private club landscape in many ways and these research findings offer insight into the near-future ripple effects with which club leaders must reckon,” explained Derek Johnston, a Partner in the firm. “As an industry advisor for trends shaping private club strategy, our team at GGA Partners is doing all that we can to help club leaders navigate the crisis and strengthen their understanding of how to react and adapt in order to meet the morphing needs and expectations of members.”

Overall results are encouraging; members feel highly positive about the crisis-management performance of their clubs and indicate that the importance of “the Club” in their lives has not been negatively impacted by the pandemic, but rather reinforced.

“In terms of correlation, the more effectively clubs have performed during the COVID-19 pandemic, the more important they became in the lives of members,” stated Ben Hopkinson, Client Solutions Manager at GGA Partners.  “Together, these results suggest that, for members, the importance and relevance of their club experience is strengthened during emotionally challenging times.”

However, despite the enduring importance of the club in their lives, members’ high-level economic outlook over the next 12 months is more somber: 43% expect their disposable income to decrease and 58% believe their overall consumer spending will as well.  Perhaps most disheartening is members’ outlook on how their club’s financial position will change: 71% envisage a decline, with 20% characterizing the anticipated decline as ‘significant’.

In response to anticipated downward financial pressures, members expect their clubs to adapt operationally by scaling back certain high-touch areas of operations to simultaneously reduce club operating costs and the risk of COVID-19 transmission.  The extent of operational changes is predicted to be moderate in nature – only 12% of participants envision changes characterized as ‘significant’ or ‘drastic’.

The majority of private club members indicate their understanding of the need for operational adaptions to reduce costs, showing stronger support for changes which reduce service offerings and availability than those which increase their cost to belong.

The good news for club operators is the implication that operational scale-backs, service reductions, and restricted/limited access to amenities and activities – essential maneuvers to safely and responsibly navigate a virus-ridden social environment – are unlikely to cause significant membership attrition.  The tough news is that increasing dues beyond the norm – or allowing the value and quality of club amenities to diminish – just might push members away in the short-term.

According to Patrick DeLozier, Director at GGA Partners, constant evolutions in the COVID-19 pandemic place enhanced pressure on the planning capabilities of club leaders.  “It’s really a day-to-day for managers,” he said. “The stop-and-start reality of new case development and safety protocols requires club managers to have up-to-date information and the support of very sound research and data to work through challenges with the club’s board of directors.”

This means that club leaders need to have a plan for what they’re going to do next as the situation evolves quickly and unexpectedly. “The need for data-driven analysis, diligent financial monitoring, and a prepared communications strategy is more prevalent than ever,” DeLozier clarified.  “To sustain forward-thinking, club leaders need to have a ‘Plan C’ for the ‘Plan A’.  Pandemic-related changes are so rapid that, if you can’t adapt quickly, you’re well behind the eight ball.”

These results and more are detailed in a report titled A Member’s Perspective: The Shifting Private Club Landscape, now available for download.

Click here to download the report and see the findings

 

About GGA Partners

GGA Partners™ is an international consulting firm and trusted advisor to many of the world’s most successful golf courses, private clubs, resorts, and residential communities.  We are dedicated to helping owners, asset managers, club and community leaders, investors and real estate developers tackle challenges, achieve objectives, and maximize asset performance.

Established in 1992 as the KPMG Golf Industry Practice, our global team of experienced professionals leverage in-depth business intelligence and proprietary global data to deliver impactful strategic solutions and lasting success.

For more information, please visit ggapartners.com.

 

Contact

Bennett DeLozier
GGA Partners
602-614-2100
bennett.delozier@ggapartners.com

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