Lesson #6
of GGA Director Colin Burns’
31 years | 31 Lessons speaks to
how to provide inclusive hospitality
Lesson #6
of GGA Director Colin Burns’
31 years | 31 Lessons speaks to
how to provide inclusive hospitality
The GGA Partners 31 Years | 31 Lessons featuring Colin Burns continues with explaining how coming from a place of goodness will be remembered.
GGA Director Colin Burns, CCM, brings his print ad to life in a new video highlighting his beliefs about the role of an executive search consultant.
GGA Director Colin Burns, CCM, shares his Winged Foot Golf Club lessons learned about the member experience.
Managing a private club is not an easy task. It requires knowledge, stamina, fortitude, patience and a sense of humor. With each new year comes new challenges, opportunities and lessons to learn.
When GGA Director Colin Burns, CCM, joined the firm, he shared the lessons he learned over a lifetime in the hospitality industry, as an advocate for club management and his three decades as the general manager of Winged Foot Golf Club with our team. In hearing those lessons, we were reminded how success comes from doing the right thing every day.
We asked Colin to record his common sense and professional advise for us to share with you. Today we present the first of Colin’s 31 Years | 31 Lessons videos. We will be releasing all 31 on our LinkedIn page over the next several months in the hope you find these lessons helpful as you navigate your own path to success as a leader in our industry.
How many private club boards include executive sessions as part of their board meetings? Not enough, in our view. Although executive sessions can play an important role in a board’s relationship with the general manager (more and more clubs have adopted a governance model that designates the General Manager as the Chief Operations Officer (COO) or Chief Executive Officer (CEO)). Although we heartedly endorse this practice, we use the generic label of GM throughout this article.) and their staff, too few boards have a policy relating to the conduct of executive sessions as a regular item on their meeting agendas.
To encourage boards to adopt a policy of including executive sessions as a regular part of their meetings, this article offers:
What
There are two types of executive sessions:
Type 1: While the GM attends all board meetings, it is not uncommon for key staff members to also attend. They can serve as a resource for additional information and the board discussions and actions can help staff members understand the board’s strategic perspective. However, there are topics of a sensitive nature where it is advisable for only the Board and GM to discuss. Hence the need for a Type 1 executive session.
Type 2: Often the GM’s success turns on his/her being provided valuable feedback from the board that as a group is responsible for the GM’s evaluation and for their success. The agenda for Type 2 executive sessions is focused on hearing from board members as to where the GM is performing well and where he/she can improve.
When
For club boards that meet monthly, we recommend including a Type 1 executive session as part of every board meeting. Topics of a sensitive nature are common enough at board meetings to warrant Type 1 executive sessions be on the agenda. Although executive sessions can be placed anywhere on the meeting agenda, we believe they are best placed at the end.
While it is best practice for Type 1 executive sessions to be part of every board meeting, Type 2 sessions should be scheduled at least semi-annually and at most quarterly. The purpose of the Type 2 session is to provide the president with constructive feedback he/she can present to the GM subsequent to the board meeting.
How
With a Type 1 executive session, the chair or the GM will typically schedule topics for discussion. The chair may also invite board members to raise topics that they believe belong to only the board and the GM to discuss. To join the Type 1 session, the chair may invite experts such as attorneys, accountants, or advisors on employee matters to advise the board on sensitive topics or potential risk areas to the club.
The value of Type 2 executive sessions rests on the clarity of their purpose, effective communication with the GM, and the professional conduct of the discussion. It is important that the session have a framework and not be an ill-structured voicing of opinions. Fashion the agenda around the GM’s annual performance goals, which should be documented in the board policies manual. Share the agenda with the GM and ensure that they understand the purpose of the session and the benefits of the feedback they will receive in the process. Include both quantitative metrics such as meeting budget and retaining staff and qualitative assessments such as responsiveness to member concerns and value of reports to the board. Seek results from the session based on the consensus derived from the discussion that provides the president with clear messages to be delivered to the GM.
Relating to the “how” question of conducting the executive session, be prudent about what to include in the minutes. Regarding advice on minutes, in her excellent article, “Goldilocks Minutes,” Robyn Nordin Stowell cautions that “Board minutes should include enough information, but not too much information.” She goes on to identify what should be and what should not be included in meeting minutes. Her counsel is especially relevant to executive sessions that include sensitive topics. For example, she cautions against naming individuals or providing detail on disciplinary actions.
Why Not
Although we don’t hear from staff that they are offended to be excused for Type 1 executive sessions, we often hear from GMs who dislike Type 2 sessions. They have misgivings about the board criticizing their performance. One GM said, “An executive session is an invitation for disapproving comments by board members who don’t have a clear idea of what I do. The board and I are partners in leading the club and I view executive sessions as undermining that partnership.” This is an understandable reaction. Few of us enjoy being talked about—especially when constructive criticism is a part of the discussion. But the benefits of Type 2 sessions properly conducted can more than offset the displeasure or skepticism of the GM.
Why
The GM and the board are in a real sense leadership partners. However, each partner has a role in the relationship. The board confirms the mission, develops the strategy to achieve it, and delegates the operational authority to the GM to carry out the strategy. In turn, the GM is accountable to the board to achieve the operational goals within written board policies. The clarity by which the board delegates and the GM is held accountable is fundamental to health of the partnership.
The increased popularity of the concept of the GM as COO or CEO has added greatly to the quality of private club governance over the past two decades. GMs are being given the authority to do the jobs for which they are well-trained and equipped. However, having a GM as COO or CEO does not reduce the responsibility of the board to properly evaluate him/her via a structured, well-documented evaluation process. Such a process includes periodic feedback during the year—feedback borne out of board member input during Type 2 executive sessions. Boards that default to the president to conduct the evaluation of the GM or wait until the end of the year to tally their opinions on the GM’s performance do a disservice to this important duty of the board.
Just as the GM as COO or CEO helps to distinguish the roles of the board as governing and the GM as managing, so too can executive sessions send a similar reminder. Good club governance models have the board speaking with one voice to the GM. Far from disrespecting the GM/board partnership, executive sessions can strengthen the relationship by giving the GM the benefit of constructive feedback from a board committed to his/her success. We recommend that club boards include Type 1 sessions on the agenda of every regularly scheduled board meeting and Type 2 sessions on the agendas of at least two board meetings a year. Regularly scheduled sessions reduce the perception that an executive session signals a problem with the staff, a risk of litigation, a concern about the GM’s performance, or another unfounded speculation. Put executive sessions on the calendar of board meetings and let them contribute to the board’s effectiveness in general and its ability to support the GM in particular.
This piece was published in the National Club Association‘s Summer 2023 Issue of Club Governance.
As the club industry continues to evolve following the COVID-19 pandemic, many clubs are facing the challenge of finding the next great Chief Operating Officer/General Manager (COO/GM). The increase in retirements, a constrained talent pipeline, and the change in expectations of work-life integration contribute to an increasingly challenging talent acquisition environment.
Many clubs will turn to search firms to help find the right leader for their club. As part of the process, most firms conduct an introductory inquiry into the functional aspects of the position by identifying the requirements and the unique knowledge, skills, and abilities the club needs. While this is an important introduction to the position’s basics, it doesn’t necessarily identify the often hidden and interrelated needs unique to the club and the membership. To successfully conduct an executive search, a deeper understanding of the position is often necessary.
Using a research-based approach creates deeper, data-informed insights to target suitable candidates and enhance the success of the search. In developing an understanding of the position and the club itself – its traditions, culture, and future aspirations – a more targeted approach can be used to locate the right candidate. This is accomplished by engaging multiple stakeholder groups at a club to identify the right candidate pool, attracting potential hires and correctly assessing fit, and placing a candidate with the best opportunity to help move the club forward.
Unlike traditional, industry connections-first processes focused on managerial skillsets, research can further clarify the unique considerations of each club to find suitable candidates. Examining the personality required of future leaders creates a depth of insight to help build the managerial environment, meet the members’ expectations, and position the club for long-term success.
Personality tests, which have been widely used for decades, are based on the four temperaments identified by Hippocrates:
Unlike personality tests applied to potential candidates, GGA emphasizes the importance of the club’s expectations and environment to identify suitable candidates. This process includes pinpointing the specific operational skills and personality traits needed to be successful in the COO/GM position. After meeting with the governing board and search committee to understand the specifics and unique considerations of the position, a multi-step research process is undertaken. This includes engaging staff and member stakeholder groups to help identify the right criteria for the position. We continue to collaborate with the club during the extensive interview and placement process, continuing through and past the placement as part of the extensive executive search process.
Our research in COO/GM executive searches has found that the most preferred personality traits relate directly to the need for leaders to demonstrate key components of empathy. Being personable is one of the most mentioned personality traits, followed by needing a professional demeanor and showing effective leadership characteristics. Being friendly is also important, along with the need to have a natural ability to communicate with members and employees alike. Most importantly, these attributes are distributed across all four groups of the personality traits mentioned above (supportive, inspiring, driver, and analytical), indicating the need for balanced leaders that demonstrate an effective mix of personality traits.
While more than 35 personality traits have been identified as important, there is a high degree of overlap and alignment between the staff and membership (e.g., each group sees professionalism as incredibly important). However, differences also emerge between these two groups. Being friendly was the members’ most important inspiring personality trait while compassion was most important for employees. These differences demonstrate how each group’s preferences are driven by their interaction with the COO/GM (e.g., employees want a leader to show compassion, whereas members want a friendly leader). Personality traits also differ based on the club’s current needs, culture, and other dynamics identified during the search process.
While basic research can identify the unique needs of each club and even potential differences between stakeholder groups, a more detailed process paints a much deeper picture of what is required. Take professionalism, for example. Everyone knows professionalism when they see it, but how does professionalism relate to other personality traits? Using our advanced analysis techniques, results indicate that professionalism is not simply a construct that exists on its own. When searching for a club leader, professionalism must be demonstrated across multiple other traits, such as how candidates listen, communicate, and how they establish approachability. Crucially, the importance varies across other personality traits, indicating clubs are looking for professionalism as related to some areas more than others.
Like leadership abilities and functional skills, personality is essential for a club to find its next successful COO/GM. Understanding the importance of and interaction between supportive, inspiring, driver, and analytical personality traits is an area that clubs, search committees, and potential candidates would be wise to focus on. While detailed research can help clubs understand unique needs, clubs and candidates should consider that when working with a search firm that emphasizes personality traits as part of their process, they will both be put in a better position to succeed.
Using a research process that goes beyond leadership skills and industry knowledge needed for a position allows search firms to:
If you would like to learn more about our Executive Search services can help your club find its next club leader, please get in touch.
Michael Gregory, Managing Director & Partner
Contact Michael
Dee Anna Clarke, Director
Contact Dee Anna
Dr. Eric Brey, Ph.D.
Contact Eric
In brief:
We’ve surveyed club leaders regularly since the start of the pandemic, including in-depth looks at challenges, sentiments and opportunities over the past two years. During this time, many clubs faced an global health crisis, supply chain interruptions, labor challenges and escalated membership levels. In 2023, optimism regarding the economic outlook of the industry remains high despite looming recessionary impacts.
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. GGA Partners has offices in Toronto, Ontario; Phoenix, Arizona; Bluffton, South Carolina; and Dublin, Ireland. For more information, please visit ggapartners.com.
GGA Partners is proud to be a long-standing CMAA Business Partner.
About CMAA
Founded in 1927, the Club Management Association of America (CMAA) is the largest professional association for managers of membership clubs with 6,800 members throughout the US and internationally. Our members contribute to the success of more than 2,500 country, golf, athletic, city, faculty, military, town, and yacht clubs. The objectives of the Association are to promote relationships between club management professionals and other similar professions; to encourage the education and advancement of members; and to provide the resources needed for efficient and successful club operations. Under the covenants of professionalism, education, leadership, and community, CMAA continues to extend its reach as the leader in the club management practice. CMAA is headquartered in Alexandria, VA, with 42 professional chapters and more than 40 student chapters and colonies. Learn more at cmaa.org.
For further information, contact:
Dr. Eric Brey, Ph.D.
Director, GGA Institute
t: 715.505.7716
e: eric.brey@ggapartners.com