Tag: leadership

What Are You Doing to Develop Future Leaders?

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One of the most important responsibilities for managers is developing the next generation of leaders and preparing them for the professional challenges they will face. The most obvious way to develop leadership qualities is simply to pay your knowledge forward by identifying the most important lessons you’ve learned — often the hard way — and passing them on to your team.

That responsibility starts with acknowledging that agronomic knowledge is simply table stakes. Knowing how to grow turf and keep it healthy is expected of anyone in the superintendent role, and most up-and-coming turf managers come to the job well prepared. GCSAA educational programs and the generous teaching of consulting specialists and suppliers go a long way in helping to lay this foundation. Certainly, the college of hard knocks provides its lessons as well.

But what lessons will you teach your assistants and crew members? And how can you help prepare them for their next opportunity to move into more responsible positions? In addition to making yourself available as a mentor, you can also broaden your own knowledge by paying attention to what your most respected peers consider their priorities. Here are suggestions from two of the best in the business.

Bill Cygan is the exceptional young superintendent at Silver Spring Country Club in Ridgefield, Connecticut. After graduating from the University of Massachusetts-Amherst, Bill spent six years as an assistant at Innis Arden Golf Club in Greenwich and another six years caring for the West Course at Winged Foot.

Build strong relationships and communicate often.

“This is not easy and doesn’t happen overnight, but the stronger your relationships are at the club, the smoother the ride will be, especially during times of adversity,” Bill says. “Relationship building should include department managers — especially the golf pro, controller and general manager — as well as certain key members of the club, including the green chairman and treasurer, who can be important allies.”

Trust your teammates.

In addition to the administrative leaders with whom a successful superintendent works, Bill adds, “Be sure to build a strong team responsible for the daily golf course maintenance operations.” The strength of the team is your strength.

Carlos Arraya, the assistant general manager at Bellerive Country Club in St. Louis, began his career as a golf course superintendent and over two decades has grown into a key leadership position at one of America’s finest clubs, having hosted the 100th PGA Championship in 2019. Carlos teaches several key points of focus:

Lead the way.

“Understand your leadership style and voice,” he says, adding that managers who favorably influence the next generation of leaders practice mindfulness, leaving their ego at the shop door, putting the interests and needs of their crew ahead of their own and recognizing a job well done. Further, he recommends continue evolving as a leader to best handle the needs of a changing workforce.

Be present.

Some managers are overly focused on the next job, but Carlos counsels: “Focus on being great in your current role.” One can never know too much; by the same token, one can never know everything, so don’t pretend that you do.

Hone your own character.

Superintendents and managers of all descriptions work in the proverbial glass house. The key to being effective at each level is understanding that one is setting an example for others up and down the organizational chart. “Know the difference between an excuse and a reason,” he says. “And don’t fall into the trap of professional jealousy.”

Rely on science.

“(Superintendents) are trained in the scientific method. But sometimes we overreact and are too quick to make a decision,” he says. Club and course managers can pressure superintendents, especially when times are tough, to have immediate answers. “Be deliberate, rely on the science.”

Developing young people into experienced and highly effective crew members, ones who will one day lead their own operations, is one of the most important jobs of any superintendent. And only when you lose some of your best people, when they move on to the top job at another club or course, you will know that you’ve been successful.

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

Executive Search: Assistant General Manager at Hampton Hall Club

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ASSISTANT GENERAL MANAGER
HAMPTON HALL CLUB
Bluffton, SC

 

The Club:

Located in the heart of Bluffton, SC, the Club at Hampton Hall Club and Community is much more than a collection of amenities. The Club experience is focused on bringing people together – friends, family, members and guests – and it’s designed to evolve and adapt to the membership’s wants and needs. No one element exists on its own: the golf blends seamlessly with dining and the same is true for the tennis and pickleball program and the fitness center. Each piece relies on the other, and they all come together to form what the community calls the Total Experience. One that can be shared with the whole family and is the source of cherished memories again and again.

Hampton Hall Club and Community is a lifestyle community with 944 private residences. The stunningly unspoiled natural beauty of Hampton Hall’s private links-style golf course from legendary architect, Pete Dye, is a thrill to behold – in the early morning or late afternoon, from the tee box, the fairway, or simply walking through the neighborhood. A comprehensive golf practice facility allows members to work on their game before they play and the full menu and bar at Pete’s Grill gives them a place to celebrate after.

Members hit the courts to enjoy a variety of racket sports including tennis and pickleball. The tennis program is designed to appeal to newcomers and seasoned players alike, the friendly head professional focuses on not only improving members’ game but helps them learn to enjoy it more as well. A full calendar of clinics, mixers, and socials provides ample opportunities to meet new players and make new friends. The bocce and basketball courts are accompanied by a children’s playground to accommodate the large family demographic in the community.

Every amenity is designed for the entire family to enjoy, especially the Club’s lakeside zero-entry pool – a year-round resort-style poolside vacation where families, children, and grandchildren swim, play, and dine at the Splash Café in the summer. Plans are in place to expand all of these amenities for the future.

Conveniently located next to the swim and tennis complex, Hampton Hall’s state-of-the-art, full-service fitness center offers everything members need to live well. Whether they prefer swimming laps or lifting weights, they enjoy a quality workout in a clean, friendly facility staffed by experienced sports trainers and fitness instructors. Spa and massage rooms offer a full array of facials and massages by appointment. The 14,000 square foot fitness center offers a full-line of exercise equipment, personal training, fitness instruction, and a variety of daily group fitness classes. Within the facility is featured a 25-meter indoor pool for laps, swim lessons, water aerobics, and free swim.

At the heart of the community is the beloved Clubhouse, a 24,000 square foot gathering place where members meet up with friends, play cards and mah-jong, host a community club meeting, plan an event, or simply pass the time together.  The Club offers multiple dining rooms for every family or friend-filled gathering, from the formal Brasserie dining room, with vaulted ceilings and intricate wood detail, to a cozy spot in the Tavern Bar or Library room for a more casual atmosphere. The Club also boasts one of the largest ballrooms in the area for significant life or member events. Indoors, outdoors, big or small, whatever in the need, all are welcome at the Community Clubhouse.

Once you exit the gates of the Community, there is adventure that stretches out in every direction of Bluffton: shops and festivals, a stroll down Old Town Bluffton for eclectic shops and galleries, or excursions on the river and historic tours to see where yesterday meets tomorrow. Hilton Head beaches are a bridge away.

Hampton Hall Club Overview

 

  • 944 Members (Golf: 300)
  • Initiation Fee (Resident Member $6,000, Golf $5,000)
  • Annual Dues (Resident Member $4,383, Golf $5,440)
  • $7.50M Gross Volume
  • $3.90M Annual Dues
  • $1.27M Annual Golf Dues
  • $1.0M F&B Volume
  • $2.44M Gross Payroll
  • 78 Employees
  • 7 Board Members
  • Average age of members is 65

The Assistant General Manager Position:

The Assistant General Manager is ultimately responsible for all clubhouse, food and beverage, fitness, aquatics, tennis, and facilities operations daily, including the general housekeeping over these areas. The Assistant General Manager is responsible for all aspects of the operation in the absence of the General Manager and performs specific tasks as requested.

This managerial position works closely with, and reports directly to, the General Manager/COO, and provides quality leadership and contributes to the positive atmosphere of the Club and associated operations. He/she will also prepare annual department budgets in concert with the GM/COO.

The AGM will enhance the “club culture” and is responsible for the dissemination of hospitality, friendliness, and goodwill among members, guests and staff. His/her goal is always to help members and guests enjoy the facilities, recreation amenities, and events of the Club. In addition to building relationships with Club members, guests, and employees, he or she provides support to the respective committees and advisory groups as well. Being the “public face” of these operations with a hands-on approach and an understanding that full member and staff engagement is critical to success in this position.

The AGM consistently provides anticipatory hospitality along with superb dining and other food and beverage experiences for the Club’s membership and their guests. Alignment with the Executive Chef is very important to this position to ensure collaborative, innovative, harmonious relationships between front and back of house operations.

Primary Responsibilities

Member Services:

  • Consistent sincere and significant engagement of members, highly visible to members and staff in the dining areas of the club is of premium importance. The AGM is ultimately responsible to ensure that all member dining and club events are well-conceived and executed along with all amenities.
  • Provide quality leadership in a positive and upbeat manner for the members, guests and staff.
  • Create and maintain a first-class service culture throughout the club property and its amenities.
  • Address and resolve all member and guest complaints and suggestions, general service, employee attitude, maintenance, and presentation of the clubhouse operations.

Employee Relations:

  • Oversee the recruiting, hiring and development of clubhouse and recreational amenity personnel.
  • Oversee ongoing training programs complete with up-to-date training manuals to ensure exceptional service in all parts of the club’s operation.
  • Provides for training and future development of all subordinate managers and supervisors subject to budget approval by the General Manager/COO. Instill the concept of being “team players” in all employees. Continue to coach, counsel, and evaluate departmental staff.
  • Ensures that a positive spirit and healthy work environment exists throughout the club operations, one that is free of safety risks and all forms of employee harassment.
  • Maintain an effective communication program where employees are treated in a fair, structured and consistent manner.
  • Function as an administrative and communication link between departments in the club.
  • Guarantee that all clubhouse employees are regularly trained and certified in areas that help guard the safety and well-being of our members, guests and other employees including, but not limited to responsible alcohol service, safe food handling, etc.
  • Help to facilitate a team environment with morale, high ethical standards and efficient use of resources to position Hampton Hall Club to be a preferred employer of choice in the community.

Financial Management:

  • Works jointly with the Controller and General Manager/COO to prepare the annual operating and capital budgets for all clubhouse and recreational operations, assists in managing and controlling the operations to attain the desired results.
  • Monitors the budget each week/month and directs the taking of corrective action as necessary to assure that the budgeted goals are attained.
  • Provides input to all clubhouse and recreation personnel regarding annual budgets, capital spending plans, fiscal controls and operational guidelines.
  • Responsible for all labor cost payouts and maintains them within the constraints of the budget and through close coordination and with approval from the General Manager/COO and Controller.
  • Monitors payroll records to control overtime and maintain labor costs within budgetary guidelines.
  • Supervises the purchasing, receiving, safekeeping and disbursement of operating supplies and equipment to maximize quality and profitability.

Personnel Management:

  • Displays very hands-on approach and leads the staff by example. Must be approachable to staff, members and guests.
  • Assists the General Manager/COO in developing and implementing long-range (strategic) and annual (business) plans, operating reports, forecasts and budgets.
  • Works with Human Resources to develop long term staffing needs for area of responsibility.
  • Responsible for the hiring, discipline, termination and documentation of all clubhouse and recreation staff.
  • Reviews all accidents, works with HR and Safety Committees in completing accidents reports and implementing improved procedures.
  • Attends meetings of senior management and carries out directives because of these meetings and any other requests of the General Manager in a timely manner.
  • Serves as an ad-hoc member of appropriate club committees and advisory groups.
  • A warm personality, a sense of humor and the ability to work effectively with all levels of the internal staff and members.
  • Works with Executive Chef and Food and Beverage Team to develop P&L statements prior to each event, makes appropriate notes following events and files information for future use.
  • Works with Executive Chef on menu development.
  • Works with the F&B Team to organize and market special club events with guidance of the Social Advisory Group.
  • Furthers his/her own continued development as a club management professional as a member of CMAA. With the assistance and approval of the General Manager/COO participates in appropriate seminars/training programs, thereby enhancing his/her value and quality of services to Hampton Hall Club.

Operational Responsibilities:

  • Understands and abides by Hampton Hall Club policies and departmental procedures. Suggests changes and may direct the implementation of change.
  • Provides content for and manages communications and marketing materials for department.
  • Assures that the Clubhouse operations and Recreational amenities are run in accordance with all applicable local, state and federal laws.
  • Ensures that the club’s preventive maintenance and energy management programs are on schedule and in use.
  • Disseminates information effectively and coordinates activities between departments on a timely basis.
  • Keeps the General Manager/COO informed of all potential problems and activities related to the smooth operation of the clubhouse and recreation amenities.
  • Oversees inventory management throughout departments and completes a periodic china, glass and silver inventory to maintain par levels.
  • Coordinates and approves all entertainment in consultation with the Food and Beverage Team and others.
  • A sharp eye for detail in the overall management of the operation.
  • Responsible for regularly reporting of performance and financial data, i.e. weekly report to General Manager/COO.

Direct Reports

Executive Chef, Food and Beverage Team, Dining Services Manager, Social and Events Director, Director of Facilities and Common Grounds, Sports and Recreation Director, Tennis Professional, Housekeeping.

Candidate Qualifications:

  • A minimum of 5 years of progressive leadership and management experience in a private club environment.
  • A Bachelor’s Degree from an accredited college or university, preferably in Hospitality Management or Business.
  • Certified Club Manager (CCM) or in active pursuit of designation preferred.

Note: A pre-employment drug screen and background check will be required. The position is available January 18, 2021.

Salary & Benefits:

Salary is open and commensurate with qualifications and experience. The Club offers an excellent bonus and benefit package including CMAA membership and continuing education.

Inquiries:

IMPORTANT: Interested candidates should submit résumés along with a detailed cover letter which addresses the qualifications and describes your alignment/experience with the prescribed position by Friday, February 5, 2021.

Documents must be saved and emailed in Word or PDF format (save as “Last Name, First Name, Hampton Hall AGM Cover Letter” and “Last Name, First Name, Hampton Hall AGM Resume”) respectively to: execsearch@ggapartners.com. Please email résumé with references.

For more information about Hampton Hall Club, please visit hamptonhallclubsc.com.

GGA Partners & the CSCM Renew Platinum Level Corporate Partnership

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GGA Partners and the Canadian Society of Club Managers Renew Platinum Level Corporate Partnership

TORONTO, Ontario (December 21, 2020) – GGA Partners (GGA) and the Canadian Society of Club Managers (CSCM) are pleased to announce the renewal of their strategic partnership to produce research and insights for the benefit of the CSCM members and the club industry at large. The CSCM Corporate Partner program recognizes industry partners that share the values of the CSCM and offer members support as leaders in the club management profession in Canada.

The CSCM and GGA have enjoyed a history of collaborative research and investigative solutions. GGA and the CSCM have worked to establish baseline data on clubs perceptions/views since their formal partnership began in 2018.

“CSCM’s new strategic framework will be introduced to the membership by the end of 2020. Research and insights will continue to be an integral part of our approach to the Canadian club industry,” explained “Kimberley Iwamoto CCM, CCE, CSCM president. “We are thrilled that GGA Partners will continue on this journey with the CSCM.”

The CSCM’s vision is to create great leaders through excellence in professional club management and its mission is to promote and develop the profession of club management. The CSCM offers a variety of programs and services in response to member needs and expectations including the certification program leading to the Certified Club Manager (CCM) designation, career opportunities, and a networking forum for executives and managers involved in club management.

GGA is committed to club management and helping facilitate key elements of the CSCM’s provision to provide research, resources, and education to its members. “The role of club managers is diverse, they need to be resilient as 2020 has shown.” said GGA partner Derek Johnston. “Working with the CSCM to create valuable research and insights is rewarding and the addition of the COVID-19-specific research seemed to really help this year.”

 

About The Canadian Society of Club Managers

Established in 1957, CSCM is the national professional society representing the club management profession in Canada. Of our approximately 600 members, over 70% are from golf clubs, and the remainder from a variety of city, recreation, fitness, curling and other types of clubs.

The Society’s members hold position titles that include General Manager, Chief Executive Officer, Chief Operating Officer as well as Assistant Manager, Clubhouse Manager, Controller and Food and Beverage Manager. For more information please visit cscm.org.

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 Contacts:

Derek Johnston
GGA Partners
905-726-0701
derek.johnston@ggapartners.com

Suzanne Godbehere
The Canadian Society of Club Managers
416-979-0640 x242
sgodbehere@cscm.org

New Partnership Promises to Deliver Vibrant Future for England Club Managers

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CMAE England Engages GGA Partners to Develop Strategic Plan

WARWICKSHIRE, England (October 27, 2020) – CMAE England has announced the engagement of GGA Partners™, the international consulting firm working with many of the world’s most successful private clubs, resorts, golf courses and residential communities, to facilitate the development of a five-year strategic plan for the association.

Established in 1992 as North America’s KPMG Golf Industry Practice, the independent firm has provided industry-leading advisory services to more than 3,000 clients worldwide. GGA has been recognised as “Strategic Planning Firm of the Year” by Boardroom Magazine and brings an unmatched financial, marketing, and operational focus to each of its strategic assignments. This extensive expertise was critical for CMAE England in their choice of strategic planning partner.

“CMAE England is founded on a dedication to club management excellence, education, knowledge-sharing, supporting career progression and on our powerful network of club professionals,” explained Chairman of CMAE England, Tristan Hall. “The board believes it is time to reaffirm these values, and the strategy employed, to deliver a vibrant and sustainable future for the Association.”

“In securing the services of GGA Partners, we have retained the very best strategic advisory team in the industry to guide and inform this critical process,” said Hall.

Distinguished in its ability to build enduring value, GGA’s work will continue beyond the development of the strategic plan to ensure its strategy drives significant improvement. As a result, CMAE is pleased to announce that GGA Partners™ has made a multi-year commitment to support the association as a Corporate Partner.

Rob Hill, Managing Partner of GGA’s EMEA Office, said, “GGA and CMAE are passionate about the value of informed decision-making and strategic planning. We appreciate the privilege of being asked to serve CMAE England in shaping its future and to demonstrate our support for the professional development of club leaders throughout England”.

GGA Partners™ has offices in Toronto, Canada; Phoenix, USA, and Dublin, Ireland. For further information about GGA Partners™ visit: ggapartners.com.

 

About CMAE England Region

The Club Management Association of Europe (CMAE) England Region is a non-profit making professional association with members involved in the management of sports clubs (golf, tennis, sailing, rowing, rugby, football, cricket), health & fitness clubs, leisure, city and dining clubs located throughout England. The CMAE provides a forum for the encouragement, development and recognition of education and professionalism in Club Management. For more information, please visit cmae-england.uk.

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 Contacts:

Bennett DeLozier
GGA Partners
+353 44 33 603
bennett.delozier@ggapartners.com

Debbie Goddard
CMAE England Region
+44 (0)24 7669 2359
info@cmae-england.uk

Leveraging Differences in the Boardroom

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

‘Leveraging Differences in the Boardroom’ Now Available for Download

TORONTO, Ontario – International consulting firm GGA Partners has released Leveraging Differences in the Boardroom, the third in its new series of thought leadership whitepapers. This authoritative guide explores the benefits of clubs with diverse boards and suggests several steps to take when recruiting with diversity in mind.

Leveraging Differences in the Boardroom evaluates the consequences of unintentionally insular board composition and challenges the idea of “sameness” in the boardroom, which limits the ability of a board to effectively perform its duties and threatens a club’s health and longevity. The paper illustrates how multiple perspectives contribute to greater success in governance and argues for adjusting the profile of a club’s leadership to better serve members and prospects.

“We often see board members with similar professional, cultural, and ideological backgrounds and perspectives,” explained GGA Partner Henry DeLozier, one of several authors of the piece. “Boards that are neither representative of the membership nor reflective of their surrounding community risk losing the opportunity both to serve their current members and to attract new members.”

In addition, the whitepaper encourages that clubs intent on increasing diversity among their board take a holistic, multi-dimensional approach to its creation. “Forward-thinking boards understand that it is the breadth of perspective, not the mere inclusion of various diverse traits, that benefits the organization,” said DeLozier. “In addition to social diversity, professional and experiential diversity are also important in increasing the range of perspectives represented on the board.”

Board diversification is likely to be met with resistance from the status quo, which the paper aims to help club leaders overcome by providing tactics for building a diverse board, developing new board member criteria, and making a commitment to diversity.

In addition to governance, GGA Partners recently published new whitepapers on strategic planning and branding. The firm has announced that another in the series focused on 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

Practice Areas and the Pandemic

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If you’re thinking about adding or enhancing a practice area at your course, here are some things to keep in mind. This article was authored by Henry DeLozier for Golf Course Industry magazine.

Searching for a silver lining to a pandemic is mostly a fool’s errand. But many golf courses fortunate enough to stay open during the last five months have found something for which to be thankful: Thousands of golfers and would-be golfers are discovering (and rediscovering) a love for the game.

In many places, their affection is being stoked by short-game practice areas that are introducing new players to golf and giving more experienced players a place to hone their games, all the while boosting incremental revenues.

Bradley Klein, a veteran golf travel, history and architecture journalist and Golf Course Industry columnist, observes that the role of short-game practice areas is evolving. “Time constraints were the initial impetus, but that’s changed of late.” He says the trend is toward “more fun, family-friendly” areas that also provide practice opportunities for serious golfers. “They also constitute efficient use of land.”

What’s more, in this era of social distancing, short game areas are a safe space for youngsters to learn the game while socializing and exercising, according to Jan Bel Jan, president of the American Society of Golf Course Architects. She believes the trend will continue to gain momentum. “Short game improvement areas provide benefits to seasoned golfers, promote a welcoming introduction to golf for adult beginners and help courses remain competitive with other area facilities,” she says.

Pinehurst Resort injected new credibility for areas dedicated to the short game and demonstrated its revenue potential when it opened The Cradle — nine holes, all par threes, measuring 789 yards and covering 10 acres — in September 2017. In the last three years, The Cradle has hosted more than 100,000 rounds while becoming one of Pinehurst’s most popular courses.

If you’re thinking about adding or enhancing a practice area at your course, here are some things to keep in mind.

Know your customer.

New practice, training and game-improvement facilities require planning, which starts with understanding the type of player you want to attract. What skill levels will you prioritize? What will be the hours of operation? How will you price access? Member surveys and information exchange sessions with golfers will help you better understand your target audience’s needs and expectations.

Don’t get sloppy.

“Serious design, with interesting greens contours and variety of tee shots” are keys to effective planning, Klein says. “It has to be run like a real golf course and not like a sloppy afterthought.”

Make it fun.

Jim Wyffels, director of operations at Spirit Hollow Golf Club in Burlington, Iowa, is an innovative thinker when it comes to making golf fun. Spirit Hollow’s Shankopotamus Golf Academy, which features TopTracer technologies, was designed with two goals in mind, Wyffels says. “The first was to create an additional amenity for our stay-and-play guests in the evening and during inclement weather. The second was to create a new revenue stream in the evening and during winter months that would target our local market. Our plan was to create a fun, game-like family atmosphere where all age groups and skill levels, including non-golfers, could be entertained.”

Keep your superintendent in the loop.

How will the golf course superintendent maintain the short-game area? Engage the superintendent to ensure design characteristics that can be efficiently and cost-effectively maintained. Concerns such as adequate turning radii, slopes that can be consistently cut and safely navigated by staff, and shapes that match existing terrain on the adjacent golf course are planning priorities. Bel Jan advises planners to be mindful of optimizing drainage, building putting surfaces to established standards and minimizing shade impacts to enable turf recovery.

COVID-19 really has no upside; it has wreaked havoc in unprecedented ways. But if a crisis of its proportions has encouraged more people to take to the course, and prompted golf managers and leaders to think more innovatively about amenities like short courses and practice areas, then it has left something of value in its wake.

Speaking the New Language of Brands

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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

Defined by Passion

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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.

 

The New Urgency of Strategic Planning

Date:

GGA Partners Continues Thought Leadership Series with Four New Whitepapers

‘The New Urgency of Strategic Planning’ Now Available for Download

TORONTO (June 10, 2020) – GGA Partners – international consulting firm and trusted advisor to many of the world’s most successful golf courses, private clubs, resorts, and residential communities – will continue its thought leadership series with the publication of four new whitepapers to help leaders of golf, club, and leisure businesses make better-informed decisions regarding key planning and marketing challenges.  The whitepapers focus on strategic planning, branding, governance, and innovation.

Let’s Face It, Times Are Changing

That may be the understatement of the year.

Between rapidly advancing technology, economic uncertainty, transforming demographic and lifestyle stressors, and a digitally-connected global community, the environment for club and leisure-related businesses is more competitive than ever.

The business landscape is shifting and management stances are evolving, yet the principles of competition endure: one’s gain is another’s loss and the strongest will come out on top.

Knowledge is a tremendous source of strength and GGA Partners is developing authoritative reports on the industry’s most pressing issues and constructing advanced problem-solving guides for the road ahead.

The New Urgency of Strategic Planning

The strategic planning whitepaper, which can now be downloaded from the GGA Partners website, focuses on a misconception regarding the strategic planning process, according to Henry DeLozier, who along with GGA partners Steve Johnston, Rob Hill, Derek Johnston, and Michael Gregory authored the paper.

“Because of its traditional long-range horizons, many club leaders don’t prioritize strategic planning,” DeLozier said. “With conditions inside and outside the club environment changing as quickly as they are, there’s a new urgency to strategic planning.”

In addition, the whitepaper argues for a shorter planning cycle, ranging anywhere from 12 to 24 months, and a closer connection between strategy and execution.

“Businesses that are directly affected by shifts in the economy and consumer preferences should consider shorter planning cycles,” Johnston said.  “Think about it: Would a five-year strategic plan created in 2015 successfully guide your business today?”

Today’s most successful clubs look at their strategic plan as a blueprint for action, Hill added. “They don’t put their plans on a shelf to gather dust. They’re implementing their plans, adjusting as needed and executing their vision for the club.”

For club managers not familiar with the strategic planning process, the whitepaper explains five key steps in developing a plan and draws on examples from inside and outside the private club business.

In addition to strategic planning, other whitepapers in the series focused on branding, governance, and innovation will be published through the third quarter of 2020.  Discover more about the cross-section of high-impact topics GGA Partners is studying at ggapartners.com.

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, visit ggapartners.com.

Media Contact:

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

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