Mid-Year Predictions for the Second Half of 2021

At the start of the new year and in the spirit of planning, the thought leaders at GGA Partners sat down to predict what we believed to be coming throughout the year and shared our 2021 Predictions on the Shape of the Next Normal. Now, halfway through 2021 with the spring season in the books and summer underway, we reconvened GGA leaders for a mid-year check-in on predictions for the latter half of the year.

1. Ensuring fair and equitable access to amenities remains top of mind, especially on the golf course

A trending topic throughout the industry is golf’s demand surge and how long it will sustain, much has been written on this point and those who are closely watching rounds played metrics anticipate a clearer reading by the end of the summer.

Stephen Johnston, GGA’s founding partner, expects that private clubs will see the surge continue to elevate rounds played by members which will likely increase issues relating to compaction of tee traffic and accessibility.  He predicts the benchmark regarding average number of rounds per member to be higher by approximately 10% following the pandemic and also increased golf course utilization by members’ spouses and family members.  Both factors will create a greater demand for tee times at private clubs.

Johnston believes some clubs may need to consider permitting round play by fivesomes instead of foursomes, potentially catalyzing logistical challenges such as a greater need for single-rider power carts in order to maintain speed of play at the same rate as foursomes with all players using power carts. For club managers and course operators, this entails an increased need for current and detailed evaluation of the benefits of membership and the relationship between playing privileges and the practical ability to book a tee time and get on-course.

2. Effective demand management is key and will shift from agile, flexible approaches to new operating standards as demand stabilizes

During the pandemic and throughout 2020, many golf, club, and leisure businesses recognized the increased need to more accurately and routinely measure the utilization of amenities, adapting operations management to react quickly to change.

Craig Johnston, head of GGA’s transaction advisory practice, anticipates an evolution in this one-day-at-a-time, agile monitoring approach into a new and more formalized standard of operating procedures.  “At the start of 2021, we said we would see clubs provide flexibility and experiment with various operational changes,” he explained.  “With the pandemic feeling like it’s steadily moving toward the rear-view mirror, members will be expecting clubs to begin instituting the ‘new normal’ operations and the data compiled by clubs in the first half of the year will be critical to deciding on the new normal.”

Johnston believes that membership demand will continue to be strong through the second half of the year and that it is likely utilization will reduce marginally as members begin travelling again for work and social obligations.  Even with a marginal reduction in utilization, demand for private club services will remain strong and will continue to put pressure on capacity and access in most clubs.

Senior Partner Henry DeLozier encourages club and facility operators to embrace short-term continuations of high demand while keeping an eye on the future and the non-zero probability of a demand shift in the coming years.  “Clubs must create pathways to sustain demand while navigating utilization volume.  It is unwise to place hard or irreversible limitations on capacity while clubs are at historic maximums for demand and usage,” cautioned DeLozier. “Clubs will do well to establish a clear understanding of demand and utilization to enable innovative programs which serve to fill periods of low demand in the future.”

3. Ongoing uncertainty about the pandemic’s long-term impact on club finances will increase the review and reevaluation of club financial projections to ensure sustained budget flexibility

While data regarding utilization, participation, and engagement throughout the summer months continues to be captured and consolidated, business leaders should not delay their financial planning and instead get to work on reevaluating finances and updating their future forecasts.

“Now is the time to review, evaluate, and reset club debt levels,” emphasized Henry DeLozier. “Clubs need to recast financial projections based upon elevated joining/initiation fees arising from high demand.”

In support of alacrity in financial planning, DeLozier notes that labor shortages spurred by the pandemic will increase payroll-related costs at a material level. He also predicts that comprehensive risk review is needed at most clubs to evaluate possible impacts arising from cyber-crime and/or declining club revenues during 2022.

Beyond internal shake-ups in utilization or operations, club leaders should be anticipating external impacts that could impact their financial plans.  A hypothetical example raised by DeLozier is if the U.S. economy were to become more inflationary.  In such a circumstance he believes clubs would see an increase in the costs of labor and supplies which would necessitate increases in member dues and fees, a deceleration of new-member enrollments as consumer confidence dips, and a slight slow-down in housing demand.

Right now, uncertainty remains with respect to the virus as well as the resulting economic impact from the pandemic. From a financial standpoint, clubs will do well to advance their forward planning while retaining budget elasticity.  “It will be imperative for clubs and boards to build flexibility into their budgets and agility into their operations,” added Craig Johnston.

4. Existing governance practices, policies, and procedures will be revisited, refurbished, and reinvigorated

A litany of new ways of operating and governing the club arose as a result of the pandemic, some of which suggest an efficacy that can be sustained in a post-pandemic environment.  Essential to assimilating these adaptions into new standards of procedure is a review of existing governance practices and the documentation which supports them.

“At a time when boards can measure the full range of financial performance metrics, updating club governing documents is a primary board responsibility,” noted Henry DeLozier.  “Board room succession planning must be formalized to prepare clubs for the inevitable downturn from record high utilization.”

In considering the nearly overnight adoption of technology tools to enable remote meetings and board-level deliberations, partner Michael Gregory noted a substantial increase in the use of technology tools that go beyond virtual Zoom meetings.  “The pandemic has allowed clubs to test online voting,” he explained.  “For many clubs, once things return to normal, their bylaws won’t allow for the continued execution of online voting unless they make changes.”

“We have seen the adoption and implementation of online voting to be a huge success for the clubs who have tried it for the first time,” said Gregory. “Members love it, it’s easy, it’s convenient, it leads to higher participation from the membership, and many clubs are in the process of changing their governing documents to allow for online voting as a result.”  The challenges and opportunities of employing online voting are detailed in our piece on taking club elections digital, which features a downloadable resource that can be shared among club boards.

5. In human resources, expect to see deeper reevaluations of compensation structures and employee value propositions

Weighing in from across the pond, Rob Hill, partner and managing director of GGA’s EMEA office in Dublin, predicts that club leaders will face bigger challenges in human resources throughout the remainder of 2021.

The first of three particular items he called out is a reevaluation of compensation.  “Making decisions about employee pay is among the biggest challenges facing club leaders in the wake of the coronavirus shutdown,” stated Hill. “As they begin compensation planning for the rest of the year and into 2022, these leaders not only have to consider pay levels, but also the suitability of their mission and operating model to thrive in a post-pandemic world.”

Citing his recent experiences in the European market, Hill shared that club leaders are challenged with finding new ways to operate smarter and more efficiently, while also looking for innovative ways to implement sturdy, low-cost solutions that their employees will love.  Which leads to his second point, that there will be a renewed emphasis on what employees love and how clubs, as employers, can provide an enhanced value proposition for their employees.

“As employees get back to work onsite, employers are finding that what their people value from the employment relationship has changed,” Hill explained.  “Where pay has been viewed as largely transactional in the past, clubs may need to provide new types of benefits, especially programs that provide more flexibility, financial security, and empowerment to retain and motivate their people.”

Lastly, there is likely to be considerable movement of talent over the coming year brought on by employees’ new work-life ambitions and financial imperatives, said Hill, “As demand for their skills and experience grows, the very best talent will seek out employers that demonstrate they view employees not as costs but as assets and reflect this in their approach to compensation.”

Recalling our start-of-year prediction that the movement of people and relocation of companies will reshape markets, partner Craig Johnston added, “The relocation of people continues to be a prominent trend and one that is likely to continue in the second half of the year.”  For club employers, it’s not just the changing physical locations which impact the cost and supply of labor, but also the expectations of employees as they seek out competitive new roles and work experiences.

6. The repurposing and reimagining of club facilities, amenities, and member-use areas will continue

The pandemic pushed to the fore the need for clubs to adapt their facilities to match changes in the ways members use and enjoy their clubs.  A combination of practical evolutions for health and safety and circumstantial evolutions drawn from widespread ability for members to work remotely created increased desire for clubs to offer more casual outdoor dining options and spaces to enable members to conduct work while at the club.

Partner Stephen Johnston believes these sentiments will continue to near-term facility improvements at clubs.  “With more flexibility in the workplace and members working from home periodically, there will be a need at the club for members to do work or take calls before their tee time or their lunch date,” he said.  “It has been evident for some time that members generally prefer to enjoy outdoor dining and since, throughout the pandemic, it has become apparent that guests draw greater comfort in outdoor experiences, I see a greater demand for outside patio and food and beverage service.”

As society begins to reopen and communities begin to stabilize, time can only tell precisely how clubs will continue to evolve their operations, whether that be scaling back pandemic-relevant operations or doubling-down on new services and efficiencies.  Evident in our work with clients are significant efforts to reorganize club leaders, reevaluate operations, and retool plans for a successful future in the new normal.  Here are a few highlights of efforts clubs are making for the next normal:

 

  • Reinvigoration of governance processes and engagement of leaders to ensure alignment between boards and club strategic plans.
  • Renewed surveying of members to keep a pulse on how sentiments have changed from pre-pandemic, during pandemic, and currently as communities stabilize.
  • Enhanced adoption and application of electronic voting as clubs reevaluate membership structures, governing documents, and operating policies amidst “displaced” members.
  • Reconfiguring of budgets, capital plans, and long-range financial models.
  • Refinement and advancement of membership marketing strategies, tactics, and materials.
  • Tightening relationships between facility planning, capital improvements, and member communications campaigns.

GGA Partners and USGA to Collaborate on Golf Course Superintendent Executive Search and Placement Services

New offering combines organizations’ expertise to improve golf facilities’ ability to deliver better playing conditions and enhanced golfer experience

BLUFFTON, S.C., and LIBERTY CORNER, N.J. (April 14, 2021) – The United States Golf Association (USGA) will join with GGA Partners (GGA), an international consulting firm, to launch a new service to place top-notch golf course superintendent candidates at facilities across North America.

As part of its suite of advisory services, GGA has long provided executive search services for facility clients. The collaboration will expand the company’s offerings, with the USGA Green Section’s agronomic and maintenance expertise serving as key factors in targeting the unique needs of each golf course and identifying superintendents with matching skills who can help facilities elevate playing conditions, improve course presentation and foster sustainable practices.

“For any golf facility, the ability to hire the right talent is crucial for long-term success, and we believe in creating and maintaining partnerships with facilities,” said Patrick DeLozier, GGA’s managing director of executive search. “The stakes are higher than ever for facilities looking to hire superintendents, and they are looking for candidates with a wide variety of skills.”

Added Craig Johnston, a GGA partner: “The ability to complement our services in strategy, facility governance, finance and operations with the USGA’s agronomic strength will ensure that we can continue to support our clients with the gold standard in best practices, education, innovative products and research.”

The collaboration will allow the USGA to expand its reach and enhance its ability to inform best management practices for golf course maintenance, including resource prioritization. As part of its mission to champion and advance the game, the USGA is helping to ensure a sustainable game in which course managers are empowered to create a positive experience for their golfers.

“GGA’s values and business areas are strategically aligned with our mission,” said Matt Pringle, managing director of the USGA Green Section. “With this new joint service, we can find the best match between the needs of the golf course and the skill set of their next superintendent, while providing ongoing support to deliver outstanding playing conditions and improved golfer satisfaction.”

The joint service will utilize the USGA’s nationwide network of agronomists, whose extensive knowledge of the facilities and superintendents in their regions will be pivotal to the program’s success. They will work closely with DeLozier, who heads up the firm’s executive search practice.

To learn more, contact Patrick DeLozier at patrick.delozier@ggapartners.com or Elliott Dowling at edowling@usga.org.

 

About the USGA

The USGA is a nonprofit organization that celebrates, serves and advances the game of golf. Founded in 1894, we conduct many of golf’s premier professional and amateur championships, including the U.S. Open and U.S. Women’s Open. With The R&A, we govern the sport via global set of playing, equipment, handicapping and amateur status rules. The USGA campus in Liberty Corner, New Jersey, is home to the Associations, Research and Test center, where science and innovation are fueling a healthy and sustainable game for the future. The campus is also home to the USGA Golf Museum, where we honor the game by curating the world’s most comprehensive archive of golf artifacts. To learn more, visit usga.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. GGA Partners has offices in Toronto, Ontario, Phoenix, Arizona, Bluffton, South Carolina, and Dublin, Ireland. For more information, please visit ggapartners.com.

GGA Partners Speakers Featured at CMAA 2021 World Conference and Club Business Expo

Sessions will focus on strategy, member feedback mechanisms, the next generation of club members, club trends, and member communications.

TORONTO, Ontario – Skilled specialists from GGA Partners, a trusted advisor to golf courses, private clubs, resorts, and residential communities around the world, will be presenting trends and tactics on a variety of subjects during the Club Management Association of America (CMAA) 2021 World Conference and Club Business Expo this week.

As with other major conferences in 2020 and 2021, the CMAA World Conference will be virtual, allowing attendees to login and learn effective ways to manage member feedback, attract the next generation of members, the latest industry trends, and how to effectively communicate their brand message.

GGA Partners specialists will lead the following discussions:

Monday, March 8 – Ask the Experts

Michael Gregory, a partner in the firm will join Trevor Coughlan from Jonas Software for a thirty-minute “Ask the Expert” session to discuss club feedback systems for members and customers.

Tuesday, March 9 – Setting Strategy for Long-Term Success

Partners Henry DeLozier, Stephen Johnston, Derek Johnston, Michael Gregory and Craig Johnston will be joined by several directors and managers to lead a three-hour session using real-life case studies allowing managers to interact and learn from each other with the GGA team providing ideas and solutions to enhance processes, research, and efficiency.

Thursday, March 11 – Adopting Proven Methods of Engaging the Next Generation of Club Members

Michael Gregory will lead a panel of club managers from Desert Mountain, Prairie Dunes Country Club, The Briar Club, and The Country Club through a discussion of their perspectives on how clubs can adapt and develop their offerings to meet the needs of the next generation of members and customers.

Thursday, March 11 – Ask the Experts

GGA Manager Bennett DeLozier will join Amilcar Davy from CMAA to discuss early results from the CMAA Trends Survey entitled A Club Leader’s Perspective: Emerging Trends & Challenges.

Friday, March 12 – Keys to Effective Communications

GGA Director Linda Dillenbeck and Manager Bennett DeLozier will share insights into the steps club managers can take to ensure their communications are clear, concise, and effective.

“Our business is helping clubs, large and small, to operate more effectively,” commented Derek Johnston, a partner in the firm. “The CMAA World Conference provides an outstanding platform to share knowledge and experiences with club leaders from around the globe.”

 

 

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, Manager
GGA Partners
bennett.delozier@ggapartners.com
602-614-2100

Connect with GGA Partners at the #CMAAVirtual Conference

Connect with GGA Partners at the 2021 #CMAAVirtual World Conference & Club Business Expo
March 8-12, 2021

The 2021 CMAA World Conference & Club Business Expo offers five days of stellar educational programming and the opportunity for those in club management to refresh their skills and industry knowledge, connect with fellow professionals, and explore the latest innovations and best practices.

Each year, we at GGA Partners look forward to syncing up with club managers to celebrate their successes, learn more about the challenges they are facing, and help them develop and implement a game plan for success.

As a long-standing CMAA Business Partner, we jump on every opportunity to facilitate education sessions which bring club managers together for knowledge-sharing and thought-leadership. In the hope that our paths will cross, you are invited to register for any or all of GGA’s education sessions, engagements, and activities.

Otherwise, swing by our virtual exhibitor booth, help yourself to some of our latest insights and resources, and be sure to get in touch with us by saying hello in the chat, scheduling a meeting, or dropping us a line. Let’s have a conversation about what you and your club are working on in 2021, we are always willing to assist club managers.

 


Monday, March 8

Networking Break: Ask the Expert – Feedback Systems

1:30pm-2:00pm EST

Join Trevor Coughlan from Jonas Software and Michael Gregory of GGA Partners to ask questions and discuss club feedback systems for members and customers.

ADD TO YOUR SCHEDULE

 


Tuesday, March 9

In-Conference Workshop: Setting Strategy for Long-term Success

11:00am-2:00pm EST
*Requires separate registration

Strategic planning is on everyone’s mind these days. One of the most frequent questions about strategy seems to be “Given the current environment, how do we actually set strategy for long-term success and sustainability?” and followed closely by “How do we implement a strategic plan in our club?”

This three-hour session is a hands-on approach using real-life case studies, allowing managers to interact and learn from each other, with the GGA team providing ideas and solutions. The session will leverage GGA’s processes, research, and experience and provide engaging opportunities for delegates to contribute.

During the first half of the session, participants will have the opportunity to learn from the GGA team and subject matter experts in strategic planning, governance, communications, member feedback, market research, financial planning, and analysis.

During the second half of the session, participants will be separated into smaller virtual breakout rooms with fellow club managers. In these virtual rooms, participants will have the opportunity to share their initial thoughts about the case and discuss solutions with their peers. The breakout rooms will subsequently rejoin to form one large group, at which point participants will be asked to respond to questions about the case using real-time polling software. Responses to the poll are individual and anonymous. This dynamic session will allow participants to see how their responses compare to their peers and hear from GGA how their answers may differ from industry best practices.

The session will conclude with the case solutions being shared with participants. By the end of the session, participants will achieve a better understanding of the importance of strategic planning for private clubs, proven processes for setting long-term successful and sustainable strategies, how strategic plans are implemented and become advocates for strategic planning at their respective clubs.

Join the GGA team: Henry DeLozier (Partner), Stephen Johnston (Partner), Derek Johnston (Partner), Michael Gregory (Partner), Craig Johnston (Partner), Fred Laughlin (Director), Eric Brey (Director), Linda Dillenbeck (Director), Bennett DeLozier (Manager), and Ben Hopkinson (Manager).

ADD TO YOUR SCHEDULE

 


Wednesday, March 10

Club Business Expo

12:30pm-1:30pm EST

Swing by the GGA Partners virtual exhibitor booth, help yourself to some of our latest insights and resources, and be sure to get in touch with us by saying hello in the chat, scheduling a meeting, or dropping us a line.

VISIT THE GGA PARTNERS BOOTH

 


Thursday, March 11

Adopting Proven Methods of Engaging the Next Generation of Club Members

10:30am-11:30am EST

Research findings highlight how clubs can adapt and develop their offerings to meet the needs of the next generation of members and customers. Hear from four managers whose clubs are quite different, and whose perspectives represent the next generation of club managers. The panel discussion will provide valuable insights about Millennials, the challenges they face, and the opportunities for clubs to be more relevant to the next generation of club members in their membership structure and pricing, offerings, and experiences provided.

Join Michael Gregory (Partner, GGA Partners), Jay Johnson (GM/COO, Prairie Dunes Country Club), Daniel Moreno (The Briar Club), Kristen LaCount (GM, The Country Club), and Passion Graham (Clubhouse Manager, Desert Mountain Club).

ADD TO YOUR SCHEDULE

 

Networking Break: Ask the Expert – Club Trends

1:30pm-2:00pm EST

Join Bennett DeLozier from GGA Partners, and Amilcar Davy from CMAA, to discuss early results from the CMAA Trends Survey entitled A Club Leader’s Perspective: Emerging Trends & Challenges.

ADD TO YOUR SCHEDULE

 

Club Business Expo

3:30pm-4:30pm EST

Swing by the GGA Partners virtual exhibitor booth, help yourself to some of our latest insights and resources, and be sure to get in touch with us by saying hello in the chat, scheduling a meeting, or dropping us a line.

VISIT THE GGA PARTNERS BOOTH

 


Friday, March 12

The Keys to Effective Communications

12:30pm-1:30pm EST

Join Linda Dillenbeck (Director, GGA Partners) and Bennett DeLozier (Manager, GGA Partners) for insights into the steps club managers can take to ensure their communications are clear, concise, and effective. In this session, we’ll discuss how clubs can forge stronger bonds with members, and successfully engage prospective members in the wake of these fundamental shifts in perceived value.

ADD TO YOUR SCHEDULE

 


 

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.

GGA Partners Expands Research & Survey Capabilities with the Addition of Experienced Hospitality Research Professor

Dr. Eric Brey, PhD, joins GGA Partners as a Director to bolster consumer research capabilities

TORONTO, Ontario – GGA Partners has expanded its portfolio of services for private clubs, public golf courses, residential communities, resorts, municipalities and hospitality clients with the addition of an experienced research mind and acting hospitality educator.

Dr. Eric Brey, PhD, a researcher and professor at the University of Wisconsin-Stout, School of Hospitality Leadership, has joined GGA Partners as its newest director to expand the firm’s research efforts.

Dr. Brey’s research expertise will strengthen GGA’s capabilities in customer feedback and market research, both of which are core services for GGA. One of the many expanded offerings the addition of Dr. Brey supports is 3-Factor Theory Analysis designed to provide a deeper and more meaningful understanding of the touchpoints that have the greatest potential to impact customer and member satisfaction.

professional headshot of Dr. Eric Brey, PhD
Dr. Eric Brey, PhD

Recently, Medinah Country Club engaged Dr. Brey to conduct 3-Factor Theory Analysis using the raw survey data collected by GGA. “Identifying the touchpoints important to our members provided tremendous insight across our entire operation” stated Medinah Country Club General Manager Robert Sereci. “Clubs will benefit greatly by using this methodology to pinpoint opportunities on which to focus enhancement efforts to achieve the highest level of enjoyment for their members.”

In addition to enhanced customer satisfaction analysis, Dr. Brey’s vast experience in consumer research will provide expanded opportunities for survey interpretation, managed customer feedback, third party performance monitoring and analysis of existing client data to support GGA’s strategic planning and business intelligence services.

“The synergies created by combining GGA’s expertise in research and strategic planning with the knowledge and experience I bring to consumer research are exponential,” commented Dr. Brey. “Together we will be able to assist golf, club, resort and municipal operators with more detailed and comprehensive data analysis that will enhance their ability to make strategic decisions and improve their operational efficiency and customer experience.”

“Research is a cornerstone of our firm and consumer satisfaction is just one component of GGA’s capabilities in this space. Dr. Brey will play a key role in elevating GGA’s industry leading research, and will apply research best practices and new methods to develop even stronger insights for our clients,” commented GGA Partner Michel Gregory. “As a firm we are working to develop an all-encompassing approach to measuring real time, periodic, and long-term consumer feedback that will benefit a wide range of clients in the private club, resort and hospitality industries as well as municipalities who own golf and leisure assets”.

 

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.

About Dr. Eric Brey, PhD

Dr. Brey earned his B.S. and M.S. from the University of Wisconsin-Stout School of Hospitality Leadership. In 2006, he earned his PhD from Purdue University School of Hospitality and Tourism Management. Dr. Brey spent six years at the University of Memphis, Fogelman College of Business and Economics, Kemmons Wilson School of Hospitality Management before joining the University of Wisconsin-Stout, School of Hospitality Leadership in 2012. In his current role, he serves as professor and chair of the school, teaching marketing, strategy and customer analytics courses, and conducting research on consumer-centric strategy.

Dr. Brey has published numerous peer and refereed journal papers, written industry white papers and book chapters, received many recognitions and honors and has conducted applied research for the United States Golf Association. Recently, Dr. Brey completed a research study for the USGA identifying more than 1,000 touchpoints golfers can have throughout their experience that impact satisfaction and dissatisfaction. The results of the research will provide insights to help operators gain a firm understanding of what customers need and how to meet and exceed those expectations.

 

Media Contacts:

Michael Gregory, Partner
GGA Partners
416-524-0083
michael.gregory@ggapartners.com

 

GGA Partners & the CSCM Renew Platinum Level Corporate Partnership

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

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.

 

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GGA Partners
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Why Business Planning is the No. 1 Trend Facing Private Clubs

Business Planning is the number one trend in the private club sphere for 2019, with club managers citing it as having the highest impact on club operations in today’s market.
GGA Partner, Rob Hill, looks at why this was…

Private club managers are working to meet demands for a better plan.

This was the clear finding of a recent survey of managers recently conducted across North America, with valuable contributions from several leading European clubs.

While many may see this as nothing new, the survey did reveal a number of interesting reasons behind this trend, with changing markets and changing member expectations driving the need for a more forward-thinking approach among club leaders.

A wave of change

Europe and North America both face a challenging macro-environment in 2019, with Morgan Stanley Research predicting a growth drop of around 0.6% for the United States, and 0.3% in the Eurozone*. With uncertainty fueling a lack of investor and consumer confidence, both are making more careful, considered and longer-term choices.

Alongside this uncertainty in the markets, the needs, wants and demands of club members are also evolving rapidly, creating a shifting landscape in which it is no surprise that business planning has surfaced as the most impactful trend among private club managers.

Trends within trends

Of course, the notion of business planning itself is nothing new. The need to produce and update a plan with board members at regular intervals is an ever-present duty for club leaders.

That said, a closer analysis of manager’s survey responses reveals interesting trends within this process that help explain why it is only growing in importance:

Wanting more – with lower levels of consumer confidence and greater scrutiny of expenses, members are understandably looking for greater value where they do choose to spend. As one manager put it, “Members want much more nowadays – so we need to provide more services, and plan for what they are and what members need.”

Typically, this means expanding amenities and services, as well as creating greater differentiation from other competing leisure pursuits – many of which do not require the same level of time and financial commitment, making them easier to justify.

Experiences – the advent and increasing popularity of investing in experiences over products is well-documented, and is now permeating through to clubs.

Survey responses indicated that clubs are becoming more mindful of this trend, with one respondent stating the need to “develop creative solutions and unique experiences which members will value.”

While clubs are coming to understand the need to craft and deliver exceptional experiences for their members, these experiences need to be carefully informed, appropriately financed and properly planned to ensure you fulfill this ever-growing demand among the membership.

Rising costs – increased member demands for new services and amenities are contributing to rising operations costs across much of the industry. In this landscape, business planning will play a pivotal role in ensuring financial stability, mitigating the impact of increased competition, and securing the longevity of the club – both as a business and as a relevant destination to existing and prospective members.

Where to start

As important as it is to know how to start a plan, it’s just as critical to know who is responsible for it. Managers involved in the survey spoke of the need to ‘free up’ the board to think more in a strategic context, rather than just an operational one. This can empower the board to inform a far-reaching, evidence-backed vision and plan for the club which all stakeholders can unite behind.

Club managers can then operate with the freedom to develop greater agility in making real-time decisions, to source the right information to support them, and to implement process management and ‘total work’ systems that will see the plans through.

Attention to detail

In expanding their amenities and services, many clubs are evolving from small businesses into larger, multifaceted entities which require increasingly specific, detailed, and timely plans of action. A combination of economic interests, resource limitations, and evaluations of financial viability are compelling clubs to think longer-term and to plan more diligently.

In a world that continues to change at tremendous pace, it is easy for business leaders to feel out of control. And this gets to the heart of why, we believe, business planning emerged in this survey as the trend with the highest impact on clubs today.

However, by arming yourself with the best tools at your disposal, tools that will enable you to take swift, measured, evidence-backed action, you will be well-equipped to face the challenges of both the present and of the future.

*Morgan Stanley Research “2019 Global Macro Outlook: Emerging Markets Retake the Lead” (Nov. 25, 2018)

This article was authored by GGA Partner Rob Hill

Focus on Planning, Not Plans

Gen. Dwight D. Eisenhower, who served as Supreme Commander of the Allied Forces in Europe and planned the successful invasions of North Africa, France and Germany during World War II, didn’t put much stock in plans.

“Plans are nothing,” Ike once said. Planning, however, was an entirely different matter for the man who would become our nation’s 34th president. He believed “planning is everything.” In other words, the value really derives from the disciplined process that produces the plan. Furthermore, a plan that has not been preceded by sufficient planning may not get you where you want to go.

Are you planning for the future of your facility or club in ways that produce the right plans to guide your actions? Before you try to jump to the final product (the plan), consider a few basic but critical planning steps.

Agronomic Planning. Many states in the U.S. and most Canadian provinces have begun the progressive reduction of pesticides on golf courses and sports fields. Is your course anticipating the almost certain changes that are coming? Your planning process also should address water and water-taking, fertility, pesticides and chemical use and storage, tree replacement and removal, mechanical care and upkeep of maintenance equipment, and employee training and development.

Capital Improvement and Investment Planning. Golf courses and private clubs have insatiable appetites for capital. As a result, clubs must maintain a robust and thorough roster of capital assets, ranging from community infrastructure and buildings to rolling stock and maintenance equipment to furniture, fixtures and equipment.

Typically, capital and investment plans are the work of the controller and the finance committee. But expansive-thinking clubs also include in the process management, staff and the people who actually use and operate the capital assets. The more inputs provided to the capital asset roster, the better the eventual capital plan. The controller should issue clear and unequivocal guidance concerning the active definition of capital assets to ensure board-based understanding and compliance.

When planning for future capital needs, take into account: capital items owned by the club; standard useful life estimates (available through the American Institute of Certified Public Accountants); life-cycle projections for golf course assets, including greens, tees, sand bunkers, irrigation systems and drainage (available through the American Society of Certified Golf Architects); and actual standard unit counts of assets to ensure alignment with utilization needs and patterns.

Crisis Planning. What happens in the event of a disastrous or tragic event at your club? What specific actions should employees take, and in which priority order? Which staff members are authorized to contact and deal with police, emergency responders and fire departments? Who contacts the insurer? Who drafts responses to media questions and acts as a spokesperson for the club? Who manages the subsequent media cycles? All of these questions should be anticipated and answered during a detailed planning process and obviously before any crisis.

Resources in answering these questions include your insurance carrier and agent, local public services of fire, health and public safety, and experts available through major professional associations such as CMAA, GCSAA and PGA.

Marketing Planning. One of the regrettable truths revealed by the Great Recession is that most golf courses and private clubs do not understand their markets well enough to inform their most critical decision making. Few conduct a business-like market analysis of existing customers and prospective market segments outside of the front gate.

Lacking a thorough and current understanding of their markets, most clubs execute misdirected, ineffective and potentially costly marketing efforts. Top-performing clubs have studied and measured their market areas. Among other benefits, this research helps them understand feeder markets (which may be out of state and beyond) that can sustain growth and reliable financial performance.

Armed with the information uncovered during the planning process, you now have the ingredients of a comprehensive business plan which supports your overall strategic plan. While he may not salute your plan, Ike would surely be impressed with the hard work and critical thinking that produced it.

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

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