European Club Management Education October 2016 Michael Braidwood, CCM Director of Education Club Managers Association of Europe
A Career in the Golf and Hospitality Industry Michael Braidwood Director of Education CMAE
Gleneagles 1994-1998 Golf Professional Member of the team who established the Gleneagles Golf Academy Gleneagles is Scotland s # 1 resort Venue of the 2014 Ryder Cup
Fancount, South Africa January 1997 April 1997 Seconded to Fancourt as part of a Gleneagles Golf Developments contract Responsible for the establishment of their first Golf Academy Introduced programs for under privileged children Fancourt was the venue of 2003 Presidents Cup
Riffa Golf Club, Bahrain 1998 2010 Opened Bahrain s first grass golf course in 1999 Golf in the Desert Introduced Night Golf in 2002 Profitable from year 3 of operations Hosted 6 PGA Pro Captain Challenge Events Hosted 2 PGA Senior Tour, End of Season Tour Championships Voted 2 nd Best Golf Club in Middle East
Sahara Golf Club, Kuwait 2005 Project Managed the Pre opening of Sahara Golf and Country Club, Kuwait as part of a joint Braemar Golf / BIGCC contract Kuwait s first grass golf course
Riffa Views, 2005-2010 Appointed Director of Riffa Views Development Company 2005 Responsible for the development of the golf and leisure product 1,000 property integrated gated community
Royal Golf Club, Bahrain 2008-2010 Pre opening and post opening general manager Team of 150 employees Golf and Country Club, 18 holes + 9 hole Academy course, Golf Academy, 5 restaurants, function suite, Country Club Landscaping business Cart fleet business Hosted the European Tour, Volvo Golf Champions event 2011.
Braemar Golf Developments 2010-2014 Operations Director, primary focus Operational Facilities, HR and Sales and Marketing Project managed the pre opening of Zavidovo PGA National Russia Provide operational support and advice to Muscat Hills Golf and Country Club, Oman. Oman s first grass golf course. Provide operational support and advice to Pravets Golf and Spa, Bulgaria. Venue of the PGA Professionals championship of Europe 2011-2013
Skolkovo Golf Club, Moscow Pre Opening General manager Responsible for assembling the management team Advisor on membership programme Operation procurement Soft opening Reporting, reporting and more reporting!
Education - CPD PGA Qualified 1994 Awarded Advanced Fellow of PGA in 2013 Certified Club Manager 2014
CMAE Joined CMAE in 2014 Director of Education Responsible for the roll out of our MDPs Development of Club Education Manage Association affairs
Education is our focus
Education is our focus
Education is our focus
Education is our focus Warm up exercise!
What is CMAE Club Managers Association of Europe Formed in 2001 12 member countries + 2 CMAE UK regions Reaches to approx 3,000 members Individual members from another 14 countries throughout Europe and Middle East Have licensed the tried and tested Business Management Institute (BMI) education pathway from the Club Managers Association of America
European Partners
What is CMAE Introducing the Board PRESIDENT: Marc Newey CCM CEO, The Roehampton Club, London, England VICE PRESIDENT: David Roy CCM GM, Crail Golfing Society, Crail, Fife, Scotland HON TREASURER: Pierre Chevallier Operations Manager, U Golf, Boulogne, France Javier Reviriego General Manager, Valderrama Golf Club, Cádiz, Spain Michael Newland General Manager, Royal Porthcawl Golf Club, Wales Magnus Jiven Ljunghusens Golf Club, Sweden Daniel Asis CCM DoG, Oliva Nova Golf & Beach Resort, Valencia, Spain Ascanio Pacelli General Manager, Terre de Consoli Golf Club, Italy Mary Lou Watkins North Berwick Golf Club, Scotland James Burns CCM GM, Milltown Golf Club, Dublin, Ireland Cindy Schoenrich, Club Manager, Gstaad Yatcht Club, Switzerland David Balden CCM (Chairman CMAE London & Home Counties) House Manager, The Caledonian Club, London, England Alberto Iglesias Director Golf, Font del Llop Golf Resort, Spain
Education is our focus The mission of the CMAE is to: advance the profession of club management throughout Europe, promote best practice in the club industry, and provide a certification programme which recognises and rewards those club managers that can demonstrate the highest standards of knowledge and competence in club management.
Main challenges of Club Management today in a global market The main challenges facing clubs today loss of membership, increasing costs, attracting staff, (competent) More demanding a discerning members Increased competition Providing value The main challenges facing Club managers today time management, club governance, managing volunteers, Covering a broad range of specialist subject matters
Main challenges of Club Management in a global market The main challenges CMAE see in their managers Many have blind spots in their over all experience and education Many are hesitant to Lead the club, rather waiting to be told what to do Many are weak are presenting their ideas and solutions to their committee, Board, owners Many are scared to speak up for fear of losing their jobs Many are overwhelmed by the scale of the task ahead
Main challenges of Club Management in a global market Solutions! Sharing of information Education Recognised qualifications Networking Turning administrators into multi disciplined General Managers
Executive Education CMAE / CMAA Michael Braidwood CCM, Director of Education Club Managers Association of Europe
How do people get in to Club Management? Club / Sports Industry specialists Hospitality Second Careers Club Managers Graduate? Career for life? Profession of choice
How do you become a General Manager What is the role of the Club General Manager? A study by Club Managers Association of America asked 6,000 club managers about their jobs The CMAE asked Bournemouth University to survey European club managers on the same subject Both studies agreed that there are ten core competencies of a professional and competent club manager..
Ten Core Competencies Club Governance Inter-Personal Skills Food & Beverage Management Accounting & Financial Management Human & Professional Resources Membership & Marketing Sports Management & Development Facilities Management Strategy & Leadership Statutory Compliance
CMAE Management Development Programme We provide an education pathway that covers the 10 core competencies of Modern Club Management and much more!
Education pathway complete - 5 Programmes MANAGEMENT DEVELOPMENT PROGRAMME STRATEGY & LEADERSHIP 20 16 MANAGEMENT DEVELOPMENT PROGRAMME GOLF MANAGEMENT 20 16 MANAGEMENT DEVELOPMENT PROGRAMME FOOD & BEVERAGE 20 17 ED U C A T I O N I N N O V A T I O N EX C ELLEN C E EX PERI EN C E I N T EGRI T Y Brought to you by Brought to you by MDP 1 & 2 MDP 3 S&L MDP Golf MDP F&B
CMAE Management Development Programme
Five Day Courses Monday to Friday, 6-8 hours a day Classroom based learning Typically located at or close to a recognised school of learning Approx. 20 delegates per course Residential accommodation required to aid learning and facilitate relationship building between managers, and the host organisation. Presenters recruited from the club business and academic partners.
MDP 1 for Clubs MDP 1 - Operations at your club Managing Change Management & Delegation F&B Part 1, Food and beverage controls F&B Part 2, Service in clubs - customer service Law and club operations, Statutory compliance & Risk management Human resources development (including legalities) Health and Safety Introduction to accounting and budgeting Rules and Handicapping Golf operations for managers, The Modern PGA Professional Golf course maintenance for managers The Golf Course Marketing in Clubs Governance - The politics and the process Facilities management Career development Food / Beverage tasting
MDP 2 MDP 2 Building and Managing the Club team Performing teams Performance Management Influencing Skills Building the key leadership team Dynamics of the team Managing service relationships / service score board Time and stress management Communications and Presentation skills Strategic planning Successful committee strategies The politics, governance & Manager survival guide Report writing and decision making Management case study
MDP F&B MDP Food and beverage management F&B Profitability F&B Costings and wages F&B Management accounting Food preparation and cooking Health and nutrition on menus Achieve higher sales and margins with a quality coffee product Special events planning Compliance for the Club Manager How to market and promote your F&B product How to bring your team together to deliver new standards Manage and analyse feedback for better results Menu engineering Customer service experience Using technology at your club
MDP Golf Management MDP Golf management Working with your course manager Agronomic conditions Environmental challenges History and rules of golf for club managers Golf retail operations and merchandising Golf tournament operations Business planning Working with your golf pro Golf tuition as a business The business of golf carts
MDP 3 Strategy and Leadership MDP 3 Strategy and Leadership The management to leadership model The changing nature of Club culture Developing and effective training / mentoring programme Nature and traits of leaders Situational leadership Creativity and club management Strategic planning for clubs Financial Management Effective Member communications Lumina Traits & leadership assessment Technology & Social media in clubs Negotiation techniques Professional image Marketing to demographics Fitness & Swim provision principles Club Ethics
Our team We use a variety of experts in their chosen fields to deliver our education pathway. All who have an understanding of club life as well as their specific subject matter Our lead educators are - Gregg Patterson Bill Sanderson Ronnie Malcolm Duncan Ritchie
Our team Steven Brown Kevin Fish Darshan Singh Michael Braidwood Our course content is review on a continual basis to ensure relevancy by our Education Policy Board (EPB) which is made up of educationalists and leading club professionals.
Stats The first MDP took place in Europe in 2011, since then we have achieved the following - Number of MDP courses 43 Number of countries 7 Number of delegates 759 Number of diplomas 143 Number of CCMs 36
CMAE Management Development Programme Delegates designations Hospitality / F&B operators Assistants / Administrators Club Managers / General Managers PGA Golf Professionals Golf Course Managers / Green keepers
CMAE Management Development Programme Years working within the Industry Zero 1-5 6-10 10-15 15 +
Education Roll Out 2016 / 17 Venues CMAE Club Management Part One Scotland, England, Ireland, Italy, Dubai CMAE Club Management Part Two Scotland, England, Dubai CMAE Golf Management St Andrews, Scotland December 2016 CMAE Food & Beverage Management Marbella, Spain November 2016 CMAE Strategy & Leadership Edinburgh, Scotland January 2017
Certification Pathway Qualifications
Certification Pathway Club Management Diploma (CMDip) open to all Complete MDP Parts One and Two Group case study and presentation, multiple-choice exam and a real life work-based assignment of the delegate s choosing, from their club. Certified Club Manager (CCM) serving club mgrs (6 yr) Complete four of the five MDP courses Attend CMAA World Conference 300+ Education / Association credits Sit the CCM Exam, 3 hour multiple-choice exam and 4 hour case study exam
Certification Pathway Is it enjoyable?
Certification Pathway
Does it work? Does it work? What does our score board look like?
Is this pathway working? Survey of delegates 30 days after a course 90% state that their course aims were fully or mainly met 93% believe that they will improve their club as a result 70% classroom learning & 30% out with classroom 91% would like to attend another MDP course One third of all delegates have made a financial improvement at their club within 30 days The average improvement was 1,990 Clubs all over Europe have benefitted
Is this pathway working? Case study Scotland A 4% improvement in membership returns in first two years 8 out of 10 Scottish jobs secured by MDP attendees 1 in 3 secured a promotion CMdip becoming the benchmark qualification in Scotland
What the delegates say? I learned more about what my job should be in 5 days than I learned in the previous 5 years I got a brilliant response back at my club to what I have learned. It was intense, hard work at times but a lot of fun and very entertaining. I learned so much, gained new friends and contacts that I know will help me for years to come. Thank you. Lit my fire and left me with a burning desire to go ahead and continue to develop as a manager and enable me to drive my club forward. Anybody not undertaking the course is at a clear disadvantage in the industry.
Host partners Since the programmes inception in 2011 we have worked with seven different host partners In 2016 we received an endorsement from the governing body of golf the R and A in recognition to the positive impact our programmes are having on the performance of clubs (golf)
Our partners
Benefits of affiliation of CMAE We provide our Alliance partners members with Education opportunities Biannual conference CMAA World Conference complimentary delegate pass for all MDP delegates The Global network of club managers Members zone on CMAE website Online Business Networking and Support CMAE e-newsletter & Clubhouse Europe Magazine Career opportunities service
Communication!
We practice what we preach We practice what we preach
Strategic plan 2016 Strategic Plan Club Managers Association of Europe PRIVATE AND CONFIDENTIAL FOR THE BO ARD OF DIRECTORS April 2016
Strategic up date 1. Comprehensive stake holder survey carried out by GGA in late 2015, early 2016 2. Draft plan developed in February 2016 3. Strategic plan workshop delivered in Oliva Nova in April 4. Seven working groups identified and led by Board members on the key objectives 1. Communications 2. Member engagement 3. Education 4. Corporate partners 5. National Governing bodies 6. Regions and Alliance partners 7. European Conference on Club Management
CMAE Management Development Programme How do you start this journey?
Its up to you!
Merci beaucoup Any Questions? www.cmaeurope.org