Derbyshire Golf Conference. Morley Hayes Golf Centre

Transcription

1 Derbyshire Golf Conference Morley Hayes Golf Centre

2 Managing Change Bob Williams Chief Executive Golf Club Managers Association

3 Managing Change 1.Where are you NOW? 2.In which direction are you GOING? 3.How are you going to get there?

4 Where are you NOW? Membership Green Fee, Society, Pay & Play Food & Beverage Function Business Sponsorship Salaries and wages Golf course maintenance Clubhouse maintenance Administration

5 Sports marketing surveys inc An economic snap-shot of the game The economic impact of golf on the economy of Europe The game of golf is contributing 15.1 billion to the European Economy (the cost of staging the 2012 Olympic games in London cost 11.5 billion) 7.9 million golfers in Europe 3.2 million core golfers (play at least 12 times a year) 180,000 full time equivalent jobs and employee wages of 4.4 billion An annual contribution of 85 million to European charities

6 Sports marketing surveys inc Country All Golfers % female % male % juniors 1 Germany 740, % 56.1% 8.7% 2 Austria 120, % 54.9% 10.2% 3 Switzerland 95, % 57.6% 9.0% 4 Netherlands 395, % 63.7% 4.9% 5 Denmark 198, % 63.2% 7.6% 6 GB&I 4,200, % 75.2% 10.3% European total 7,855, % 65.3% 10.1% 7 USA 26,200, % 73.5% 9.2% 8 Australia 1,140, % 76.1% 2.2%

7 Where are you NOW? The image and prestige of the private club has diminished It s not all about building the championship golf course longer and harder! Is there transparency and TRUST within the club The Club Manager, Chairman, Owner, Golf Pro - have to perform and be seen Attitude is infectious

8 Where are you NOW? Is the Club Manager and Committee/owner on the same wave length? Does the Committee/Owner understand that marketing the club is more complex than they initially realised? Does the Committee/owner understand and know the reasons why members leave the club every year for reasons beyond their control?

9 Where are you NOW? We live in a world of interesting places Is your a club one of the worlds interesting places?

10 Where are you NOW? Pace of Play Swedish research (5,350) 92.8% said Pace of play was either very important or somewhat important, and; Improving Pace of Play was by far the most popular answer (68.5%) when asked what would make them play more golf

11 Where are you NOW? Pace of Play Syngenta Growing Golf in the UK 2,145 non-golfers and 1,477 golfers 31.7% of lapsed golfers said The time it takes to play was the reason they don t play any more

12 The Club Culture positive or negative? Recent research in Sweden highlighted two reasons for people not maintaining their membership Their own personal ability did not improve quickly enough. People within the club drove them away.

13 In which direction are you Going?

14 Business Plan In which Direction is the club heading? Golf Course Policy Marketing Plan

15 Looking ahead... Get the Product right Create the Business strategy Have you got the right people in post? Set realistic targets Consult, Consult, Consult... Understand where the club needs to be in the future Realism NOT head in the clouds Manage the Change don t let change manage you

16 From Chipping Sodbury Golf Club to GCMA Identifying in which direction the business needs to go

17 In which direction is the GCMA going? Communication Education Regionalised support Working with our business/trading partners Working with our neighbouring Associations/Organisations

18 Keep looking and ask questions... Membership availability Do you invite people to join or do you put up barriers What is the club s policy on visitors GCMA Remove proposers and seconders Look at the membership categories Create Young Directors Group - YDG

19 Communication GCMAtv

20 How are you going to get there?

21 Does everybody understand the way forward Mission Statement Objective 1 Objective 2 Objective3

22 Mission statement Marketing statement Objectives

23 How are you going to get there? Which Audience do you want to appeal to? Membership Visitors, Societies, Corporate Function, Wedding

24 How are you going to get there? Identify your market Tell the club story your way Plant many seeds Use modern Lead generation Social media (where appropriate) Who are your potential customers People like to Tribe People bind People Referral (A4G Survey)

25 How are you going to get there? What is the club known for - the USP If you say it you own it The best greens in the county THE CUSTOMER Focus on customers experience Emphasise on their enjoyment Ask if they enjoyed their game, did you enjoy the course?

26 How are you going to get there? Leave a trail of ambassadors (when they leave they will still sing your praises) Don t lose members to other clubs but to other activities

27 People Trying to run a golf club without human relationships is Like trying to run an engine without motor oil

28 Managing Change summary Review where you are now Consultation with the stakeholders Build the Strategy with all parties Mission statement and Objectives - Do you have the right people in place? Implement Key Performance Indicators (KPI s) Continually Review

29 And if that doesn't work! Thank you Bob Williams