Main challenges of Golf Course Management in a global market. Michael Braidwood CCM, Director of Education Club Managers Association of Europe

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1 Main challenges of Golf Course Management in a global market 18 th June 2015 Michael Braidwood CCM, Director of Education Club Managers Association of Europe

2 What is CMAE Club Managers Association of Europe Formed in member countries + 3 CMAE UK regions 3,000 members Individual members from another 14 countries throughout Europe Part of CMAA Who have given permission to South Africa, China, Australia and Europe to deliver their proven Club Managers Education Programme

3 What is CMAE Introducing the Board PRESIDENT: Arnaldo Cocuzza CCM Milano, Italy VICE-PRESIDENT: Marc Newey CCM CEO, The Roehampton Club, London, England Javier Reviriego General Manager, Valderrama Golf Club, Cádiz, Spain David Roy CCM GM, Crail Golfing Society, Crail, Fife, Scotland Staffan Tuomolin CCM GM, Nordcenter Golf & Country Club, Åminnefors, Finland Magnus Jiven Ljunghusens Golf Club, Sweden Daniel Asis CCM DoG, Oliva Nova Golf & Beach Resort, Valencia, Spain Julian Small CEO, The Wentworth Club, London, England Pierre Chevallier Operations Manager, NGF Golf, Boulogne, France James Burns CCM GM, Milltown Golf Club, Dublin, Ireland Kevin Fish CCM (Chairman Education Policy Board) Development Manager, SGU, Fife, Scotland Tony Gill (President CMAE Scotland) and Hon. Treasurer GM, Brora Golf Club, Brora, Scotland David Balden CCM (President CMAE London & Home Counties) House Manager, The Caledonian Club, London, England

4 What is CMAE

5 What is CMAE

6 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.

7 Main challenges of Golf Course Management in a global market

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9 Main challenges of Golf Course Management 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

10 Main challenges of Golf Course 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

11 Main challenges of Golf Course Management in a global market

12 Main challenges of Golf Course Management in a global market Solutions! Sharing of information Education Recognised qualifications Net working Turning administrators into multi disciplined General Managers

13 Executive Education CMAE / CMAA Michael Braidwood CCM, Director of Education Club Managers Association of Europe

14 Education is our focus

15 How do people get in to Club Management? Club / Sports Industry specialists Hospitality Second Careers Club Managers Graduate? Career for life? Profession of choice

16 How do you become a General Manager What is the role of the Club General Manager? A study by Club Managers Association of America in 2002 asked 6,000 club managers about their jobs In 2010, 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..

17 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

18 Relative Importance of the Ten Core Competencies Interpersonal Skills Facilities Management Statutory Compliance Golf, Sports & Recreation Membership & Marketing Strategy & Leadership Human Resources EU USA Financial Management F & B Management Club Governance 1 = Low Importance, 5 = High Importance

19 CMAE Management Development Programme We provide an education pathway that covers the 10 core competencies of Modern Club Management and much more!

20 CMAE Management Development Programme

21 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.

22 MDP 1 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 Marketing in Clubs Governance - The politics and the process Facilities management Career development Golf operations for managers, Rules and Handicapping Golf operations for managers, The Modern PGA Professional Golf course maintenance for managers Food / Beverage tasting

23 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

24 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

25 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

26 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 comms Lumina Traits & leadership assessment Technology & Social media in clubs Negotiation techniques Professional image Marketing to demographics Fitness & Swim provision principles Club Ethics

27 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 Ritichie

28 Our team Steven Brown Kevin Fish Darshan Singh Helen Bennett 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.

29 CMAE Management Development Programme Who are our delegates?

30 CMAE Management Development Programme MDPs per country Scotland England France Spain Italy Ireland

31 CMAE Management Development Programme Delegates designations Hospitality / F&B operators Assistants / Administrators Club Managers / General Managers PGA Golf Professionals Golf Course Managers / Green keepers

32 CMAE Management Development Programme Years working within the Industry Zero

33 Education Roll Out 2015/16 Venues CMAE Club Management Part One Scotland, Spain, France, England (2), Ireland, Dubai CMAE Club Management Part Two Scotland, Spain, England (2), France, Ireland CMAE Golf Management St Andrews, Scotland December CMAE Food & Beverage Management Dublin, Ireland - November CMAE Strategy & Leadership Edinburgh, Scotland - October

34 Certification Pathway Qualifications

35 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 Sit the CCM Exam, 4 hour multiple-choice exam and 3 hour case study exam

36 Certification Pathway Is it enjoyable?

37 Certification Pathway

38 Does it work? Does it work?

39 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 3,310 National Governing Bodies benefit Europe has over 600 advocates of what we do as a direct result of our Executive Education

40 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.

41 More stats In Scotland the National Golf Union are seeing clubs that are engaged in MDP out performing clubs that are not by over 6% In Scotland the last 10 jobs posted on the national unions website job board went to people who had either a Club Manager diploma or had attended a MDP Leading UK recruiters Colt MacKenzie McNair and Timberlake Golf are both putting in their job advert requirements the need to either have Club Manager diploma or CCM

42 Our partners

43 Any Questions?