Executive Search: GM/COO at Grandfather Golf & Country Club

GENERAL MANAGER/CHIEF OPERATING OFFICER
GRANDFATHER GOLF AND COUNTRY CLUB

Linville, NC

 

THE CLUB

The history of Grandfather Golf and Country Club starts in 1885 when businessman Hugh MacRae first viewed the Linville River Valley and the rugged peaks of Grandfather Mountain. MacRae was so awestruck by the area’s natural beauty that he immediately wrote his father, Donald MacRae of Wilmington, N.C., for support to purchase a tract of land. The tract, which stretched from Pineola past Linville Gap, encompassed all of Grandfather and Grandmother Mountains, Linville Ridge, lnvershiel, part of Sugar Mountain, and what is now Grandfather Golf and Country Club.

Donald MacRae consented to the purchase, and along with a few other investors, including department store founder of Philadelphia John Wanamaker, Linville Improvement Company was formed. By 1889, Hugh MacRae had purchased a total of 15,570 acres, mostly from S.S. Lenoir, for whom the city of Lenoir is named.

The area quickly became a popular summer resort for golf and health and is a visual reminder of MacRae’s native Scotland. By 1944, Linville Company sold 3,000 acres to the Linville Resorts Property Owners Association. Included in the sale were the golf course designed by Donald Ross (creator of the Pinehurst Golf Club), Eseeola Lodge, horseback riding facilities, and the townsite of Linville. In 1952, the Linville Company was dissolved, and the remaining 11,000 acres were divided between four family members, including Mrs. Hugh MacRae, daughter Agnes MacRae Morton, as well as Agnes’ children, Agnes Morton Cocke Woodruff and Hugh Morton.

Aggie’s share of the lands included 1,958 acres in the Linville River Valley, two miles north of Linville. Having spent most of her summers growing up in Linville, her love of the High Country remained strong. Aggie, a three-time state ladies’ amateur golf champion, invested her inheritance, and – with the help of highly-respected golf course designer Ellis Maples and cofounders Hugh Morton, her brother, and John Williams, their friend – her vision turned to reality with the opening of Grandfather Golf and Country Club in 1968, where friendly amenities surround some of the best mountain golf in the world.

Vision Statement: “To be one of the pre-eminent, family-oriented clubs in the Southeast.”

 

 

GRANDFATHER GOLF AND COUNTRY CLUB OVERVIEW

 

  • 480 Members: capital of 434, club/social of 28, legacy of 18
  • Initiation Fee of $85,000
  • Annual Dues: $18,100 for club operations and capital expenses and $4,500 for village fees
  • Budgeted total expenditures for fiscal year 2021 of $15 million (includes club, capital, and village)
  • Food and beverage volume of $1.5 million
  • Gross payroll of $6 million
  • Strong balance sheet and positive cash flow
  • 220 employees (165 seasonal, 55 year-round)
  • Nine board members plus one ex-officio
  • Average age of members is 67
  • Championship Golf Course ranked second in North Carolina and first in the West Regional ranking and first among private courses in North Carolina per the North Carolina Golf Panel
  • Club community ranked seventeenth in the top 200 resort communities in the U.S. by GolfWeek
  • Grandfather Village is an incorporated municipality

THE GENERAL MANAGER/CHIEF OPERATING OFFICER POSITION

The General Manager (GM) has total operational responsibility for the club and reports to the president of the club, who also chairs the board of directors. The GM oversees a country club with two golf courses, multiple dining venues, and a broad array of other amenities. Further, the GM has comparable responsibilities to a city or county manager as it pertains to overseeing all aspects of the incorporated municipality of Grandfather, including managing common property and infrastructure, maintaining roads, operating a state-regulated water/sewer utility, and providing security services. Finally, the GM directs a real estate operation that markets and sells residential properties within the village and that supports the attraction of new members.

Primary Responsibilities

 

  • Coordinate the development and execution of the club’s long-range and annual business plans to achieve the mission of the club
  • Prepare comprehensive operating plans and budgets, obtain approval from the board, and operate in accordance with approved budgets
  • Maintain a long-term capital budget to assure the sustained material condition of all physical assets of the club
  • Plan, develop and approve specific operational policies, programs, procedures, methods, rules and regulations in concert with board-approved policies
  • Direct the recruiting and training of all staff
  • Establish employee rules and regulations, work schedules, internal controls, and a performance appraisal system
  • Assure that the highest standards are set and achieved in providing member service and satisfaction
  • Ensure that the club is operated in accordance with all applicable local, state, and federal laws
  • Ensure compliance with regulatory and other governmental agencies that have oversight of various club assets and operations, including utility regulation, water quality, and environmental statutory law compliance
  • Provide the board and committees with relevant information on trends and developments in the club/residential community business
  • Ensure that the committees established by the board are well-supported and operate in accordance with board-approved policies and directives
  • Oversee security, risk management, and health and safety programs to ensure that measures are in place to protect members, employees, staff, and club physical assets
  • Ensure that the board is thoroughly informed on the status of club operations, member satisfaction, and financial performance
  • Provide a comprehensive communications program that keeps all appropriate constituencies informed on relevant matters
  • Interact with local community leaders and organizations
  • Perform other duties and functions as the club board may direct that are consistent with this job description

Direct Reports

 

  • Chief Financial Officer
  • Manager of Human Resources & Administration
  • Director of Agronomy
  • Director of Golf
  • Director of Recreation
  • Head Tennis Professional
  • Head Croquet Professional
  • Director of Security
  • Director of Facilities and Infrastructure
  • Clubhouse Manager
  • Executive Chef
  • Communications Director
  • Membership Coordinator
  • Manager of Community Housekeeping
  • Head Broker of Grandfather Club Properties

Core Leadership Competencies

 

  • Ability to define a simple and understandable vision of success for the management team
  • Ability to see the big picture, take stock, identify problems/needs, and conceptualize solutions/strategies
  • Ability to focus on the essentials, to attend to detail, and to follow through on decisions
  • Ability to create a sense of followership among subordinates
  • Ability to attract and develop a strong supporting management team
  • Ability to demonstrate a strong member satisfaction ethic and to interact with the membership in a frequent and friendly manner
  • Ability to articulate the highest performance and ethical standards, demand compliance, and move swiftly and positively when corrective action is warranted
  • Ability to cope with day-to-day pressures and maintain a healthy and positive culture

Candidate Qualifications

 

  • A minimum of 7 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 August 1, 2021.

 

Salary & Benefits

Salary is open and commensurate with qualifications and experience. The club offers an excellent bonus and benefit package.

 

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 Wednesday, May 12, 2021.

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

For more information about Grandfather Golf & Country Club, please visit www.grandfatherclubnc.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

 

Executive Search: General Manager at Camp Lake James

 

GENERAL MANAGER
CAMP LAKE JAMES
Nebo, NC

The Club:

Camp Lake James is an incredible lakeside adventure center in the foothills of the Blue Ridge Mountains, just 45 minutes east of Asheville, NC, surrounded by thousands of acres of public land with access to hundreds of miles of hiking and biking trails.

Perfectly situated in the beautiful mountains of North Carolina, Camp Lake James is a private, member-owned social club which offers the ultimate in lake lifestyle. The Camp is a rustic resort where neighbors socialize, stop by for lunch or drinks on the dock, lounge by the pool or slip into the hot tub, take a paddleboard or kayak out on the lake, hit up the gym, or play lawn games and roast marshmallows at the fire pit.

The Camp has everything members and guests need to relax, play, and create special memories with family, friends, and neighbors. Members of the community spend their days kayaking or canoeing on clear mountain waters, cooling off in the pool, or unwinding around a crackling campfire while roasting marshmallows. After a day on the lake, nothing is better than kicking back at the Social Hall and getting a bite to eat at the County Line Canteen.

The expert staff at the Camp ensure that time spent here is truly memorable and the Activities Director organizes events throughout the year and plans unique, popular events for all ages. Members enjoy wine tastings, camping and ski trips, holiday parties, bonfires on the beach, movies under the stars, family sports, games, crafts, and a dinner club.

Members soak-in nature walks along the shores of Lake James while listening for native frog calls or enjoy a glass of wine during Friday nights “Drinks at the Dock” and Saturday Socials with friends and neighbors. A day at the Camp holds as much or as little diversion as they desire.

Members are warmly welcomed and enjoy resort-style amenities at Camp Lake James when they purchase a home or homesite in 1780 or Old Wildlife Club, both dazzling communities on Lake James. A limited number of recreational licenses enable others to join the Camp, affording access to a resort-style pool, outdoor spa, tennis courts, fishing pond, state-of-the-art fitness facility, and much more.

Camp Lake James At A Glance

– Social Hall & County Line Canteen
– Resort-style pool, outdoor spa, and toddler pool
– State-of-the-art indoor fitness facility
– Beach area with canoes, kayaks, and paddleboards
– Expo Center with bar, snacks, lounge and fireplaces
– Tennis and pickleball courts
– Outdoor amphitheater & fire pit
– Game room & lawn games
– Hully Gully fishing pond
– Boat docking for members
– Neighborhood trail access

Camp Lake James Overview

– 321 Member families (homesites)
– $1.80M Gross volume
– $750K Annual dues
– $600K Rental revenue
– $250K F&B/Events volume
– 25 Employees in-season; 8-9 off-season
– 5 Board members

The General Manager Position:

The General Manager of Camp Lake James is responsible for maintaining a constant focus on the Camp’s commitment to instill a culture of continuous improvement and elevation of the member experience in every area of the operation. An understanding of and appreciation for the nuances and training involved in cultivating this type of cultural environment is required.

The General Manager reports to the Board of Directors and coordinates with the President of the Board on a regular basis. The General Manager implements the policies established by the Board and the Camp’s bylaws. He/she develops operational policies and is responsible for the creation and implementation of standard operating procedures for all areas. This includes the preparation of the annual operating and capital budgets and management of operations to attain the desired results consistent with strategic vision and planning.

The General Manager coordinates all management functions and works in concert with committee chairs in assisting them in the development of proposed policies, programs, events, etcetera.

The General Manager is the lead coordinator of programming and development of synergy among all departments. Overseeing the Camp’s strategies for high levels of member engagement and satisfaction with Camp experience is a critical part of the position.

Connecting with members and staff is a top priority, the General Manager should have a strong presence and seek to be highly visible to the membership and staff. He or she sets the tone for consistently treating members with first class hospitality and communicates this expectation to the entire staff as well. The overarching focus of the General Manager, and the focus instilled in his or her team, should be on the overall member experience.

Important Individual Characteristics:

The General Manager is responsible to “lead by example”, the camaraderie and engaging nature that is seen throughout the Camp must be exemplified by the General Manager in a natural and intuitively engaging style. He/she must “walk the talk” and exhibit a passion for developing and maintain an environment of extreme hospitality.

– A naturally enthusiastic personality and passion for the club management and hospitality profession.
– A natural leadership style which promotes staff and membership engagement.
– A mind for innovation and action with an ability to act as a thought partner with the board, committees, and homeowners.
– The ability to communicate effectively, both verbally and in writing.
– Experience overseeing small-scale and large-scale service and facility enhancements.
– Ability to create and implement strategic plans, with disciplined follow-through to ensure the vision and goals of the Camp come to fruition.
– Ability to cultivate a high-level of member services and satisfaction.
– Possess a strong understanding of top-notch food and beverage and event experiences for Camp members and guests.
– Effective fiscal management through delivery of actual operational and capital results in alignment with approved budgets.
– Maintain a high level of visibility to members and staff as the face of the Camp.
– Understands the importance of digital communication and can utilize web and social media tools to communicate with the staff and membership.
– Ability to anticipate how the Camp needs to evolve, done by being actively networked in the club industry and being on the forefront of trends in hospitality, club management, and lifestyle communities.

Candidate Qualifications:

– A minimum of 3-5 years of progressive leadership and management experience in a private club or hospitality environment.
– A Bachelor’s Degree from an accredited college or university, preferably in Hospitality Management or Business.
– Active involvement in CMAA or similar organizations where there is a strong network of peers that stay actively abreast of the industry, trends, and opportunities is preferred. Possessing a Certified Club Manager (CCM) designation, or working toward achieving one, is an advantage for applicants.

Note: A pre-employment drug screen and background check will be required. The position is available October 20, 2020.

Salary & Benefits:

Salary is open and commensurate with qualifications and experience. The Camp offers a compensation package which includes a performance bonus plus full benefits.

Inquiries:

IMPORTANT: Interested candidates should submit resumes along with a detailed cover letter which addresses the qualifications and describes your alignment/experience with the prescribed position by Friday, November 13, 2020.

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

For more information about Camp Lake James, please visit camplakejames.com and lakejames.com for videos and information about the area.

 

Key Benchmarking Standards in the Golf Industry

How to Leverage the Information to Improve Operations

Benchmarking standards are commonplace in most industries. These standards are set and updated based on defined and evolving business models and shared information. The core objectives for creating and using benchmark standards are performance measurement and improvement. The golf industry has lagged other industries in the widespread adoption and use of benchmark standards.

The good news is that change has been brewing for years and is picking up speed. The NGCOA Canada is helping to lead the charge through its various benchmarking and performance tracking initiatives, including the Revenue Tracker and Rounds Played & Weather Reports, which provide comparisons of an individual course’s results to their competitive set, provincial and national averages along with Performance Intelligence which provides course specific benchmarks and feedback.

With the various categories of courses, and corresponding operating models (private, semi-private, resort, public, and municipal courses), executing benchmarking and performance tracking initiatives is no small feat.

In order to effectively use benchmarks, there needs to be standardization. This typically requires the use of Key Performance Indicators (“KPIs”) that enable meaningful comparison from business to business and across markets. The KPIs for each type of course are different.

As an owner or operator, this means you need to be recording, tracking and updating KPIs in a manner consistent with the industry (category) standard as a baseline starting point. Therein lies the greatest challenge the golf industry is set to overcome.

In recent years, it has become evident that benchmarks and KPIs have significantly helped golf course owners and operators measure and modify their operations to improve financial performance. Financial performance is not just net income, it includes managing the balance sheet (working capital and debt) and ensuring the maintenance of physical assets.

PUBLIC, SEMI-PRIVATE AND RESORT FACILITIES

Public and semi-private golf course operations have a singular focus – maximizing the yield on a finite inventory of available tee times. As the market for golf continues to evolve, a focus on maximizing gross margin from non-golf related revenues will also become more important.

Some of the most important benchmarking standards for public and semi-private courses relate to rounds of golf, revenues per round, and labour and other expense ratios.

The following are a few examples of important KPIs by category:

Rounds and Revenue

Naturally, a key measure of performance is rounds played. Beyond revenue, rounds played, and average revenue per round, critical indicators required to understand performance include:

  1. Tee time utilization: rounds played compared to rounds available; and,
  2. Rounds played yield variance: how much does each round yield, on average, compared to the highest yielding round.

These indicators allow operators to quickly understand if their pricing model is effective, or if it needs to be adjusted to drive utilization and yield simultaneously higher. While each course and market are different, if your tee time utilization is below 40% and your average revenue per round yield is below 70% of your highest yielding round, significant adjustments should be considered to improve performance. A healthy course will typically run at a utilization rate of 50% to 65% of weather adjusted available tee times and average revenue per round as a percentage of peak revenue per round between 70% and 80%.

Other helpful metrics include utilization and yield statistics measured on a per round basis for other ancillary revenue sources such as carts, driving range, food and beverage, and merchandise. Resort properties will also measure green fee revenue per room, after adjusting for occupancy sales; and total rounds played by guests of the resort versus non-guest play.

Cost of Sales

The cost of sales metrics are generally more straightforward and easy to come by, with costs more consistently recorded and tracked. Generally, food and beverage cost of sales as a percentage of food and beverage revenue average between 26% and 36%, while merchandise cost of sales as a percentage of merchandise revenue average between 65% and 75%, depending on the mix of hard and soft goods sold.

Labour and Other Expenses

Labour expenses are the largest category of expenses for golf courses, generally ranging from 52% to 58% of total expenses.

Expense metrics which go beyond simple dollars and cents, are generally harder to come by due to the wide variety of operating models, departmental structures, and local market conditions for labour and other products and services.

That said, typical labour metrics include the following:

  1. Labour related costs as a percentage of revenues and costs. For instance, food and beverage labour expense as a percentage of food and beverage revenue generally averages between 38% and 50%.
  2. Full-time equivalents by department. According to the most recent NGCOA Canada Compensation & Benefits Report, the average full-time equivalent head count at public and semi-private facilities in Canada is 18.2.
  3. Actual key employee payroll and benefit costs. Public and semi-private facilities employ an average of 52 employees, with significant variances in the mix of staff (permanent, seasonal, full-time, and part-time) by region and type of facility – you are encouraged to consult the report for a detailed breakdown of compensation by key position.

Other operating expenses are typically evaluated against a unit of measure. For example, greens expense per maintainable acre and clubhouse expense per square foot.

Advertising expense is measured as a percentage of total revenue, as are other variable expenses such as bank charges and credit card fees. From a capital expenditure standpoint, public and semi-private golf courses should on average spend between 3% and 5% of total revenue on maintaining existing capital items.

PRIVATE MEMBER CLUBS

Private clubs sell and market more than just golf, they promote a lifestyle and social hub. Instinctively, not-for-profit private clubs focus on break-even operations, member satisfaction and maintaining assets.

In order for a private club to be successful, all aspects of the operation must meet members’ expectations, and as a result, measuring utilization and service levels of all club facilities is quite important. In addition, most people do not want to belong to a club that appears run down; as such, an important KPI is expected capital maintenance costs and the funding of those costs through entrance and capital maintenance fees. Below are a few examples of private club KPIs:

Revenue

The key focus from a revenue perspective is annual dues, maintaining a stable membership count, guest fees, power cart revenue, and food and beverage revenue. An example of important revenue KPIs for a private club are shown below:

  1. Full Member Equivalent: total annual dues divided by a full member’s annual due.
  2. Satisfaction, participation and utilization: critical statistics to measure and benchmark.
  3. Natural attrition rate from existing membership: typically average between 5% and 8% of total memberships.
  4. Membership Conversion Rate from Inquiries: generally average between 8% and 12% of qualified inquiries.
  5. Revenue per membership by department, source and membership type.
  6. Average guest rate (achieved) compared to the peak guest rate, typically averages between 65% and 75%.
  7. Average number of guest rounds per membership, typically ranges from 5 to 12.
  8. Average tournament patron rates, typically ranging from 80% to 90% of the peak guest rate.
  9. Rounds per membership, typically ranges from 35 to 48.
  10. Utilization of tee times by membership category.
  11. Golf Cart Utilization: golf cart usage as a percentage of total rounds, which typically ranges from 35% to 50% depending on walkability of the golf course.

Cost of Sales

Similar to public golf courses, cost of sales as a percentage of revenues are some of the more readily available metrics. Typically, food and beverage cost of sales run higher for private clubs, between 35% and 42% of food and beverage revenue, while merchandise cost of sales typically average 75% of merchandise revenue.

Labour and Other Expenses

From an expense perspective, most private clubs have excellent controls in place to keep expenses in line with the approved budget.

  1. Labour expense ratios as a percentage of total expenses are usually slightly higher at private clubs ranging from 55% to 62%.
  2. Full-time equivalents and headcounts are also typically higher at private clubs, averaging 48.3 FTEs and 101.9 employees.

All other KPIs related to expenses are generally based on a unit of measure of as a percentage of revenue. For most operations, controlling expenses is important; however, for private clubs this may not be as important as meeting member satisfaction. Defining what is important needs to be a ‘first step’ for each operator.

HOW DO YOU LEVERAGE KPIs?

A requirement for effectively using benchmark standards to improve your specific circumstances is the application of experience to compare and contrast your results with that of the standard, investigate discrepancies and develop focused improvement plans.

Most owners and operators want to be as efficient as possible without lowering their expected standard of excellence. The use of benchmarks allows operators to both measure performance and adjust operating procedures to improve performance and meet the goals of the club.

Although benchmarks are typically used to measure historical performance, they can be used to make alterations on a timely basis if reviewed appropriately and to provide direction for adjustments moving forward.

For example, certain utilization KPIs can be evaluated daily, weekly or monthly. For a public course operator, it is essential that their information system be ‘real time’, so KPIs can be calculated, and if needed, communication to the general public adjusted in a timely manner (yield management). The use of KPIs and benchmarks need to be part of the toolkit for management and the owner.

Furthermore, more sophisticated operators have set up specific dashboards with differing KPIs for different levels of management and/or ownership. The dashboards are produced on a periodic basis, either daily, weekly or monthly depending on the audience.

This information is then used to adjust operations on a timely basis or adjust marketing and communications to patrons in order to enhance utilization of the facility.

From a management perspective, KPIs and utilization statistics can be used to align labour costs with activity. In addition, some operators use KPIs to evaluate staff performance and determine bonus calculations.

The most important are KPIs that allow for timely revenue enhancement and service improvements that improve patron/member enjoyment. If you are not using KPIs, you are at a disadvantage and are missing a key tool in your management toolbelt.

STAY COMPETITIVE

In summary, benchmarking standards help each operator remain competitive within their market segment. KPIs can also become a motivating influence for staff and management. Simply tracking your results compared to budget is not good enough. Operators need more dynamic information which allow for the development and implementation of timely tactical solutions.

Industry benchmarks are key to a successful operation – without them your operation is at risk.

This article was penned by Derek Johnston for NGCOA Golf Business Canada

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