Gmaq Golf Management Australia Queensland Spring 2014

Spring 2014 Queensland Governance IS NOT A DIRTY WORD Club Feature Burleigh Golf Club CRAIG PARRY golf management australia Burleigh Golf Clu1bAttending GMAQ AGM QLD SPRInINFGoc20u1s4 October 13 CGEONLFTRMAALRKETING Page 18

We understand...when someone yells fore on a golf course they’re not talking about a cricket shot, an Albatross is not just a type of bird and a Green is not just a colour.If you want to partner with a beverage supplier who understands your business, speak with your Schweppes Golf Manager.Victoria John Halliwell 0419 576 047 0417 915 637Queensland Darren Cosgrove 0429 573 326 0459 165 699South Australia Tim Colling 0407 700 844 0437 991 891New South Wales Josh DiasWestern Australia Leon BuirskiNatio2nal www.gma.orgD.aauniel Christie

We are nearly back into the growing publication as: PGA IGI, Club Car, Corporate Governance is a subjectseason and it has been great to see Schweppes, Inside Golf magazine, that we should never lose sight ofa bit of rain over the past week to Club Super and John Deere. and there are some valuable lessonshelp boost the golf course conditions These companies continually support to be learned from the articles listedacross the state. GMAQ as they have seen the value within this edition. The wash-up ofWe have had a few changes over the in being associated with us and are recent GMAQ events along with somepast couple of months on the GMAQ extremely eager to be part of the pictures of the new Maroochy RiverBoard but our recent meeting set initiative to communicate to all golf golf club help round out this edition,down the structure and policies which clubs in Queensland and Northern along with some helpful marketinghas positioned us on a good path NSW. Thank you to our partners tips. In all it makes for some greatgoing forward. for getting behind our association reading and we hope you enjoy.Congratulations to Aaron Muirhead and by seeing the need to increase I am always looking for interestingfrom Nudgee GC for securing the communication to our peers. story pieces or articles and if you havePresident position and we know he Please support the businesses that anything you would like to share,will shine in his new role. support our association! please send them to me atThis eMagazine Spring edition covers a In this edition we highlight the [email protected] of things and again we need to Burleigh Golf Club as we welcome I hope you enjoy this e-Magazine!thank all our sponsors, without whom, a new manager in Ian Cottle to thethese communications and media GMAQ fold. We are holding an event Cameron Harveypublications wouldn’t happen. It is at Burleigh in late September and we GMAQ Captainwith great pleasure that we name our hope that you are able to attend. General Manager - Pacific Golf Clubsponsors for the GMAQ eMagazineGMAQ Committee President Captain Treasurer Education Secretary SponsorshipAaron Muirhead Cameron Harvey Steve Middleton Brett Holland Sharon Purnell Scott Wagstaff Coolangatta Tweed GC Nudgee GC Pacific GC Bribie Island GC Mt. Coolum GC Carbrook GCPublisher About GMAQGOLF INDUSTRY CENTRAL Golf Management Australia - Queensland [GMAQ] is the professional organisation serving theMorlo Pty Ltd ACN 123 872 784 needs of managers within Queensland Golf. This e-magazine is now a major communicationsABN 1812 3872 784 channel and deliverance of up to date information for managers involved in all areas of golfPO BOX 4743, administration throughout Queensland.Robina Town CentreRobina, QLD, Australia 4230 Membership to GMAQ is open to all Golf Club Managers and administrators within Queensland. We hope that the e-magazine will broaden the resources available to managers – aiding theContents may not be reproduced fulfilment of their occupational objectives.without written permission. Views ex-pressed in editorial contributions donot necessarily reflect the opinions ofthis publication and it’s management golf management australia QLD SPRING 2014 3

AUSTRALIA’S GOLF NEWS LEADERIf you’re an advertiser in any golf publication then read below…Next time you place advertisements or run inserts in any golf publication make sure it has been independently audited.It could save you thousands...Basically, golf publications providing you with circulation and readership figures who are not a member of theCirculations Audit Board (CAB or ABC) are quite possibly telling you very misleading information. This misleadinginformation can have a huge impact on your important marketing campaigns throughout 2012/2013. We all can’tafford to waste money in these tough times ahead. Can we? Just look out for the CAB or ABC logo in each publication.Just like the one on the top of this advertisement. As long as you see the logo then you have nothing to worry about.Inside Golf is the only golf publication audited by the CAB ABOUT THE CABSince 1957, the CAB has been providing advertisers, marketers and media buyers with verified distribution data, delivering credibility to the mediaindustry. Members interested in the data include advertisers, advertising agencies and research companies. Audits are conducted for Business,Professional & Specialty publications, E-Mail Distribution publishers, provider of Unaddressed Distribution and Web Site publisher members. As a not-for-profit industry organisation, the CAB is governed by a Board of Directors elected from the membership on an annual basis. The CAB works closelywith the industry to provide services relevant to members needs while providing the integrity of third party verification of data. WHAT IS A CAB AUDIT?CAB provides audit services for a range of media formats. This includes the Print Distribution Audit for the publishers of business, professional andspecialty publications, community language publications and newspapers and community newspaper publishers. A CAB print distribution auditverifies the average net distribution per issue of a publication in a defined audit period. Every copy within the defined six or twelve month period isverified to produce the Average Net Distribution of an issue. This highlights the printing and method of distribution, number of issues and the publishingfrequency of each publication. There are two audit periods, April to September, and October to March.WHY HAVE AN AUDIT?• Integrity Increase the integrity of your products with the proven accountability of audit.• Credibility A guarantee for advertisers that your circulation has been independently verified and that• Competitive advantage they can trust the figures.• Comparable & transparent data The moral high ground within your marketplace. Being audited identifies a publisher as an ethical business partner and one that has met the rigorous standards of audit.• High profile among media buyers Measures are uniform providing comparability between publications for use by advertisers and agencies. The ABC and CAB are highly regarded within the media industry.Editor: Richard Fellner National Sales: NSW/ACT Sales: Scott BarsbyP: 0407 000 440 Sam Arthur M: 0424 779 199 | E: [email protected]@insidegolf.com.au P: 1300 4653 00 | F: (07) 5535 4922 M: 0410 575 303 | E: [email protected] VIC/TAS/SA Sales: Jon PerrettSenior Writer: David Newbery M: 0402 852 [email protected] Advertising Sales: Lisa Coleman E: [email protected] E: [email protected] | M:0406 031 344Design & Technical enquires:Nick Thorn | [email protected] QLD Sales: David Ross M: 0439 612 458 | E: [email protected] a full distribution list visitwww.insidegolf.com.auInside Golf is the only golf publication audited by the Circulations Audit Board. CAB Audit Member since April 2006. (October 2011 – March2012) 42,416 copies per month distributed all over Australia. For more information on the CAB visit: www.auditbureau.org.au 4 phone 1300 GOLF 00 email [email protected] USTRALIA’ S G OLF N EWS L EADER website www.insidegolf.com.au

Aaron Muirhead QLD PresidentRecently, GMA held a Special General Meeting at the Nudgee Golf Schweppes will provide anotherClub to make some minor alterations to our constitution. All of the highlight on 13 October 2014 atproposed changes were accepted by the attending members. One the North Lakes meeting whereof the main changes was the splitting of the Secretary/Treasurer Craig Parry is confirmed as anrole which means that Steve Middleton has maintained the role of attendee for the event. Craig willTreasurer and Sharon Purnell has accepted the role of Secretary. This not only address the audience butchange should enhance the overall operation of GMAQ. will also play a few holes with us.There have been specific portfolios allocated to the GMAQ Executive 2015 ConferenceCommittee which are: As per previous announcements, the 2015 National Conference will be• Steve Middleton (Bribie Island GC) - Treasurer held on the Gold Coast at Jupiters Casino. The conference committee• Sharon Purnell (Mt Coolum GC) - Secretary has busily organising the contents for the conference and I am sure• Scott Wagstaff (Carbrook GC) – Sponsorship that this conference will not only reach your expectations, but exceed• Brett Holland (Coolangatta Tweed GC) – Education them. I am meeting with the conference committee in September so I• Cameron Harvey (Pacific GC) – Captain will be able to provide further detail after the meeting.All of us are also responsible for increasing the membership of GMAQ Benchmarkingin which our next meeting will determine the process to be adopted. The Club Benchmarking platform is in operation and I would like toTo assist in this endeavour in the west, the committee has asked Steve encourage all managers and golf clubs to submit your data into thisOwen from Middle Ridge to join the committee as an observer and to program as the more information provided by clubs will producehelp develop ideas to improve membership through that catchment better information for you and your boards. The program is designedarea. to stop all those other surveys that we all love filling in.Any members that have any ideas on education, possible sponsors etc The other great benefit for GMA members for a yearly fee of $275 youare welcome to speak to the appropriate committee member. are able to access the diagnostic tools which will allow comparisonThere have been some changes over the past few months with the between clusters of clubs, create charts or powerpoint slides that canmanagement of golf clubs in SEQ. I would like to welcome the new be easily dropped into reports for the board. I encourage you all tomanagers to our industry and look forward to them being involved start entering your data as soon as possible.with GMAQ. Thank you• Ian Cottle - Burleigh GC As you are all aware, recently we saw Simon Parker resign from the• Aaron Clancy - McLeod GC Brisbane Golf Club after nearly six years of service to pursue other• Louise Sugars – Wynnum GC interests in the golf industry and spend some more quality time with• Tim Gahan – Royal Queensland GC his young family.• Geoff Kuehner - Brisbane Golf Club I would like to officially thank Simon for his dedication toward GMAQ• Damon Selwyn – Brookwater Golf and Country Club over many years. He is well respected in our industry and I wish him• Darren Richards – Ipswich Golf Club all the best in the future and hope that we see him back in at a golfInside Golf Bursary club in the near future.Sam Arthur at Inside Golf magazine has committed to sponsoring a This resulted in a vacancy on the GMAQ Executive Committee andGMAQ bursary which will enable the bursary recipient to shadow a therefore would like to welcome Scott Wagstaff (Carbrook GC) ontoGeneral Manager at a Tier 1 interstate golf club for a few days to view the committee. Scott’s industry knowledge across many facets of ourtheir operation. More information on this bursary will be industry will be valuable for our organisation.available soon.Schweppes Support RegardsAs you are well aware, Schweppes is already a massive supporter of Aaron Muirhead ACCMGMAQ by way of the CMAA Bursary to USA, sponsoring this magazine, GMAQ President (Nudgee GC)product etc. We are now in the final stages of securing furthersupport with Schweppes by way of an incentive being paid to GMAQfor manager education for any new club signing with them. golf management australia QLD SPRING 2014 5

Golf Management AustraliaQueensland Activity QueenslandTo be eligible for a CMAA Bursary (funding to attend a World Conference in the USA), GMAQ members must have attaineda minimum of 80 points of GMAQ Activity in the past year. (The previous GMA Biennial conference points are included if itwasn’t held in the past year)Points are allocated as follows:• 20 points for attending the previous GMA Biennial Conference• 10 points per year for GMAQ Executive Committee• 10 points* for attending a GMAQ Meeting.• 15 points* for attending Weekend Trip Away (April)• 15 points* for attending an the GMAQ Christmas Trip Away• 10 points for attending the Annual Qld Turf Research Golf Day• 10 points for attending the Golf Industry Awards night• 10 points for attending a Qld Golf Industry Forum* For members who attend a GMAQ Meeting or approved GMAQ Education Session delivered more than 100km radius fromtheir club’s premises, an additional 5 points will be allocated.CMAA Bursary Eligibility example:The member could attend the following to be eligible for the bursary:- Attended a previous GMA Conference in the last 6 years (Pre requisite for bursary) 20 points- Attended the GMAQ Christmas Trip 15 points- Attended 4 GMAQ meetings 40 points- Attended one GMAQ Education Session (>100k’s from home club) 5 points TOTAL 80 pointsCMAA Bursary points are calculated from the start of October to the end of September the following year.Cameron Harvey 135 Charlie McGill 105Brett Holland 130 Scott Wagstaff 95Aaron Muirhead 130 Steve Owen 85Steve Middleton 125 Allan Harris 80Jason Looker 120 Gary Cosier 70Sharon Purnell 120 Gavin Lawrence 60Simon Parker 115 Kerry Newsome 60Ben Dobson 110 Max Mason 55Mark Whiting 110 David Haggatt 556 www.gma.org.au

GMA NATIONAL CONFERENCE -2015 VENUE AND DATE CONFIRMEDThe Board of Golf Management Australia (GMA) has below). Damon spoke about the challenges facing Clubs inconfirmed the next GMA National Conference will be held Australia in an increasingly competitive leisure market, buton the Gold Coast from Monday 31st August to Thursday also reported on a number of initiatives GMA has delivered3rd September 2015, at Jupiters Gold Coast. in the last 12 months including “The Green Book – TheGMA President Damon Lonnie said “The 2015 Conference Essential Guide to Strategic planning for Golf Clubs”, afollows on from a very successful educational programme National benchmarking tool for golf clubs - launched at thedelivered at the 2013 Conference in Sydney. 2013 Sydney Conference and the recent series of travelling“The conference featured an impressive list of local and roadshows in each state to promote these initiatives ininternational speakers presenting a range of industry addition to a presentation from Golf Australia on strategictopics, and providing golf club managers with valuable initiatives to increase participation in golf.information and management tools to take back to theirClubs. We look forward to 2015 with great excitement” A major reason the biennial GMA National ConferenceGMA continues to receive wonderful support from its has been so successful in recent years has been theConference Partner, Schweppes Australia. corporate partnerships GMA has fostered with a numberNational Account Manager – Retail for Schweppes, Daniel of companies, including a long standing relationshipChristie said “Schweppes and GMA have forged a long term with Conference Partner – Schweppes since 2009, and anrelationship and we have been very pleased to have been impressive list of major sponsors including Host Plus, Clubtheir Conference Partner since GMA began conducting Car, Toro, Nexus Insurance, John Deere Golf, Greg Normanbiennial conferences under their own banner in 2009. Golf Course Design and MiClub.“Since that time, there is no doubt that the bar has been In addition to providing valuable exposure for these brandslifted and the quality of speakers engaged have played and numerous networking opportunities during Conferencea major part in the success of these conferences. We week – the GMA board works very hard to foster theselook forward to working with GMA to make the 2015 important relationships during the year with variousConference something special for all delegates.” opportunities available to network with club managers atThe planning process for the next biennial GMA National numerous industry and social events in addition to directConference in 2015 commenced almost immediately, with marketing opportunities to club managers in each state.GMA President Damon Lonnie and GMA Executive OfficerDavid Allen attending the 2014 CMAA World Conference &Club Business Expo in Orlando, Florida.A healthy contingent of Australian Club Managers (picturedabove) also made the trip to Orlando to take advantage ofthe world class educational programmeon offer.A feature of the CMAA Conference is the InternationalBreakfast which provides a forum for Internationalrepresentatives from visiting countries to speak about thestate of the game and the club industry in their part of theworld, including GMA President Damon Lonnie (picturedgolf management australia QLD SPRING 2014 7

GMA offers a range of opportunities for companies to become involved, from a major sponsorship association, through toan exhibitor package to showcase your products and services during Conference week. A very popular feature of the GMAConference is the 2-day Club Business Expo featuring the full range of products and the full range of services available inthe club industry, and an invaluable opportunity for sponsors and exhibitors to network with over 200 golf club managers,management staff and industry people during conference week.GMA has some exciting plans for the Club Business Expo at Jupiters Gold Coast in 2015, and a number of companies havealready registered their interest in securing an exhibition booth at the next Conference.For further information about the 2015 Conference or Sponsorship and Exhibitor opportunities, please contact GMA’sExecutive Officer, David Allen [email protected] Schweppes Ambassador – Craig Parry at the 2013 GMA Conference. Exhibitors network with delegates at the 2013 GMA Conference. 8 www.gma.org.au

Golf Management Australia - Queensland Division 2014 SCHEDULEDATE & TIME VENUE TYPE OF MEETINGMonday 22nd September Burleigh GC Seminar - GM & Pro Day (8.30am – 5pm) North Lakes GC Topic TBA Monday 13th October Sunday Invitation Day & AGM: Lunch, Golf & Cocktail Party (10:00am – 6pm) Monday Come meet and play a few holes with Craig Parry! December 14-15 Australian PGA Championship at RACV Royal Pines Dinner TBC, Accom TBC Golf TBC golf management australia QLD SPRING 2014 9

Trusted by the best courses on Earth.No matter where you are in the world, we believe the best way to JohnDeere.com.au/Golfunderstand your business is to look at it from your point of view.Seeing the course through your eyes gives the best perspectiveon how we can help you. That’s why we have the most innovativeline-up of equipment in the industry.We bring these qualities to courses all over the world, alongwith the desire to make golf course maintenance easier whiledelivering quality at the highest level.We are John Deere Golf. Trusted by the best courses on Earth. 10 www.gma.org.au

This is my first report as GMAQ Captain (A couple of pictures are included to see Cameron Harveyand I’m looking forward to the challenges where they are at with the construction). GMAQ Captainahead. Headland Manager Ben Dobson gave a manager Ian Cottle has only been in QldThere have been a couple of events since succinct and informative presentation for a few months and we would love to seethe winter e-mag hit your desks, so there is on what is happening at the Club and a good turnout to this event.a bit to catch up on. in particular the expansion of water It is the GM & Pro Golf Day, so pleaseNudgee Golf Club hosted the 2014 John storage dams and the building of cart path bring along your Head Golf ProfessionalDeere Golf Day in June and the 3 person infrastructure. Such a progressive Club to mix and network with other clubs –elimination scramble format was certainly and a credit to Ben and his team. The the booking sheet is open on the GMAQa challenge for some clubs. A huge thank only downside to the presentation was website. This event has been missing foryou goes to Rene Lubbers (John Deere) the “accidental” NSW State of Origin slide a number of years and so we need yourand Ryan Mulcaster (Chesterfield) for their which flashed up on screen - but I suppose support to ensure it makes a strong returncontinued support in hosting the event. 1 in a row is impressive for some Ben! as the Golf Pro’s are a prominent part ofThanks also go to Aaron and Nudgee Golf Steve Middleton (Bribie Island) took out every golf club.Club for giving their course for the day the day with an impressive 39 points - four To round out the year, Adam Simpson atand for presenting it in such a fantastic shots clear of Scott Wagstaff (Carbrook). Northlakes Golf Club will be hosting ourcondition. The team winners for the day were Brett AGM and Invitation Day on 13th October –All participants enjoyed the day, but it Holland (Coolangatta Tweed) and Mark please mark this date in your diary.was the Keperra Golf Club team of Gavin Whiting (Ballina). Thanks for all those Managers whoLawrence, Keith Johnson and Ron Rhodes regularly support our GMAQ events andwho took out the title. Together with 2nd 2014 GMAQ Matchplay we look forward to seeing you at Burleighplaced Nudgee GC they will contest the GC in September. Until then, good golfingfinal at Lakelands GC later in the year. We are down to the semi-finals of the and bye for now!In early August we landed at Headland Matchplay with Simon Parker, BrettGolf Club where host Ben Dobson treated Holland, Steve Middleton and Andrew Cameron Harveyeveryone to a sensational day. Before the Webb to play their matches over the nextHeadland hospitality could be enjoyed, couple of events. GMAQ CaptainCharlie McGill took everyone on a tour ofthe new Maroochy River course, which will 2015 GMAQ Schedulebe the new home of Horton Park GC in thenear future. (See updates at end of The 2015 schedule is currently being putthis mag) together and if you have a burning desireA tour was held last year just as the soil to host an event and showcase your club,was being turned but now they are well then please email me at [email protected] with about 13 holes near com.au to let me know of your situation.completion. Thanks to Horton Park We are putting together a range of options(Maroochy River) President Geoff Davies for 2015 and we want to branch out tofor picking everyone up in the bus and a few clubs that haven’t been on thedriving them to and from the course. schedule for a number of years. Coming Events Our next event is on Monday 22nd September at Burleigh Golf Club. Host Von Nida The Von Nida is drawing to a close with only a couple of events left for the year. Mark Whiting from Ballina has a tight grip at the moment, but as we know, anything can happen in this game. There are a number of players chomping at your heels Mark! Top twelve on the points table looks like this at the moment:John Deere Winners Keperra Mark Whiting 15 Sharon Purnell 10 Brett Holland 12 Jason Looker 9 Aaron Muirhead 12 Charlie McGill 8 Simon Parker 11 Scott Wagstaff 8 Cameron Harvey 11 Ben Dobson 7 Steve Middleton 11 Gavin Lawrence 7 golf management australia QLD SPRING 2014 11

Governance It is especially important to distinguish the line between what decisions the board will make for the club and whatis not a dirty word decisions will be delegated to the GM. For example the Board may delegate the full authority given to it in the bylaws toJust the mention of the word Governance is enough to make the General Manager to carry out the “mission of the club.”eyes glaze over, generate yawning and empty a crowded At the other extreme the board may take responsibility forroom, however good governance is becoming more critical all decisions within its authority given in the bylaws andthan ever for golf club managers. So what is governance? leave the GM as nothing but an order taker. WhateverGovernance refers to the structures and processes used by a the delegated level of responsibility to the GM, the key isclub to develop and achieve its strategic goals and direction, documentation to ensure all parties are aware of where theand then monitoring and reporting performance against lines are drawn.these goals to ensure that the elected board, managementand staff all acting in the best interests of all the clubs GOVERNANCE OF REGISTERED CLUBSmembers and other key stakeholders. Government Enacts Corporations Law e.g. Corporations Act 2001Your clubs governance model will vary depending on your Delegate’s Authorityclubs legal structure, i.e. Not for Profit (NFP) or for Profit,however irrespective of your club’s legal identity, good Club Members Draws Up Articles of Associationgovernance has the same benefits:• A well run club is attractive to both current and Delegate’s Authority & Elects new members Board of Directors / Adopts & Issues Club By-Laws / Club Policy• Good governance supports growth and development, Committee Members financial sustainability. Delegate’s Authority & Appoints• Funding agencies, potential sponsors and government Chief Executive / General Issues & Implements Operating Procedures look favorably on well managed clubs Manager / Secretary Manager & Policies• Good governance reduces risks; business, financial , Delegate’s Authority & Appoints workplace and personnelI like to think of Governance similar to marketing which can Middle & Lower Managersbe broken into 4 P’s; whereas marketing is about “putting theright Product in the right Place, at the right Price, at the right BENEFIT OF THE STRATEGIC PLANtime (Promotion)” governance is about getting the right Fundamentally the foundations of good governance arePeople to establish and implement the right Policies and based on the club having a clear “Vision and MissionProcedures and then following the right Process. Statement” with all stakeholders understanding the clubsGovernance can simply be defined as making and primary goals and objects. This highlights the necessity ofadministration of policy. The term Policy can simply be the club having a Strategic Plan. Whilst many people havedefined as a course of action or directive from a person a perception of strategic planning and strategic plans beingof higher authority. For example Member Policy (bylaws) complicated and irrelevant processes. It is often the case,are determined by the club members, Board Policy by the that these people have not undertaken a strategic planningBoard of Directors and Operating Policy or Procedures by activity that is specific, measurable, realistic andthe General Manager (GM). Policies flow down through the user-friendly.organisation from members to the board to the GM and then Strategic planning need not be a complex or excessivelyto the staff, with each level of authority being subject to the time consuming process. The process should allow thehigher levels of authority. board, managers (and staff) to know what they are trying toThe following diagram depicts this relationship in a achieve, how they will go about running the club and howTraditional Golf Club (NFP) Model. they will measure the effectiveness of clubs operations. OnceThe drawing of lines or responsibility for each of these types the Strategic Plan has been developed it is critical that it isof policy is critical. Problems and issues will arise when implemented. All departments (golf operations, clubhouse,Boards become involved in the “operational”, day-to-day course maintenance, administration) and staff activities needactivities and fail to focus on the strategic direction that the to be aligned with the plan.club should take. Taking the time to develop documentation GETTING THE MOST OUT OF YOUR BOARDthat clearly lists the roles and responsibilities of the various Take care with your board selection as you would with theCommittees / Board and its individual members in carrying rest of your organisation. A diverse, connected and engagedout their elected duties is essential. The Sandhurst Club group of board members can make all the difference inCommittee Governance Paper is a good example. creating success for your club. It’s important to view thewww.sandhurst.com/assets/files/governance/ board as a strategic asset, keeping in mind they will makecorporategovernancefinal.pdf better friends than adversaries.12 www.gma.org.au

If you have inherited your board seek ACCOUN TABILITY CONTto build strong relationships as quicklyas possible. EXECTUTIVE TEAM ROLS STRARemember that all board members have egos and will go MANCE REGYto great lengths to help you if they perceive you respectand value their position. Just as your board holds you PERFORaccountable to a set of standards and behaviours it isessential to communicate what the expectations are for GOVERNANCE MODELboard members in their various roles. ACCOUNTABILITY ONLINE CLUB ASSESSMENT ParlamentAs the clubs general manager you need to take active role is Governmentpromoting good governance. Fortunately there are a number Ministerof excellent resources available to assist. As a starting point Councilthe online Club Assessment Tool is a good way for you to Other Stakeholderssee how your club is going. Click on the web link (only takes10 minutes to complete) and provides a range of possible PERFORMANCEactions and resources. www.clubhelp.org.au/governance/ Internal Conformance & Reportinggovernance-club-assessment External Conformance & ReportingThe same website Club Help has a extensive ResourceLibrary, which includes a New Committee Induction Kit, Hints CONTROLSon Succession Planning, Committee member selection, Codes Legislationof Conduct, and Strategic Plan and Business Plan templates, DelegationsRisk Management, Committee Management , Policy and ValuesProcedures. Codes of ConductDeveloping your key People and having well developed EthicsPolicy and Procedures that ensure correct Process in all Certified Agreementoperational areas will ensure all stakeholders within the club Staff Circularsknow exactly what their role is. Nurturing a harmoniousrelationship with your board that is collaborative with a high STATERGIESlevel of communication, trust, respect and cooperation will Vision & Missionimprove your work performance and ensure your tenure at Performance Mission Frameworkthe club is ongoing. • Plans, Policies & ProceduresAuthor : Mike Levick PGA IGI Programs Manager The PGA • Strategic & Business PlansIGI Advanced Diploma of Management is a GMA endorsed Personal Performance Plansqualification that has been developed in consultation with Organisational Stucturethe GMA to incorporate best practice principles for use in Risk Managmentand by the golf industry. CommitteesFor more information: [email protected] | www.pgaigi.comgolf management australia QLD SPRING 2014 13

Simple governance processesto improve your club’s operationBeing asked to write an article on the topic of Club HAVE CLEARLY OUTLINED TERMS OF REFERENCE FORGovernance prompted me to ask myself whether I was one YOUR BOARD AND SUBCOMMITTEESof the last dinosaurs in the industry or one of the first of thenew breed of club managers. I am still unsure as to which Strategic Planning is a topic for another day but it is sufficeI reflect best but I am now a convert when it comes to the to say that every club should have a plan as this is whatimportance and relevance of having strong governance in everything else revolves around. One critical area in mya club. This article is by no means an attempt to espouse experience is clearly establishing the responsibilities andmyself as an expert in governance, it is more so an outline of roles of the board and the various subcommittees a clubmy own experience as a golf club manager. might have. We refer to ours as Terms of Reference. Terms ofThe game has changed in many ways in my nearly 20 years Reference should outline the following:in club management but one of the most significant hasbeen the need for clubs to become more professional in • Areas of responsibilitythe manner in which they operate. This professionalism can • Objectivesbe seen across the board. Food and beverage offerings and • Relationship with Managementservice have improved and diversified significantly, member • Composition and quorumand golf services have gone the same way and the manner • Meeting proceduresin which our golf courses are managed is far more structuredand professional than when I first started working in the golf Without these key areas agreed upon subcommittee canclub industry. have tendency to move “off topic” or potentially in to an areaIt is evident through the work done at club, state and of club business that does not fall under their responsibility.national levels that the game has become more than just Critical in the process of establishing Terms of Referencea game, it is a competitive business and the pie has not is an agreed approval and review processes, that is, whogrown a great deal, if at all in quite some time. Every club ultimately signs off on them and how often is a reviewand privately owned facility is looking for an edge over its undertaken, my view is annually.competitors and in many cases the pressure of managing allof this falls on to the club manager and for a club manager to Ensure you have a proper expenditure policy in placeoperate at an effective level he/she needs a supportive and Another key requirement in any successful golf club is thefocussed board. existence of an expenditure policy. At the end of the day,Many club managers are naturals when it comes to dealing when the accounts don’t look good it is the GM the memberswith the changing faces on club boards however there and board will look to so it is in your best interest to ensureare many GMs out there who are not quite so skilled in the club has a sound and thorough expenditure policy. Thisthis area. Not everybody is suited nor has to be “Mr. (or policy should clearly outline the processes for spending orMrs.) Personality” providing the club has good governance investing funds whether it is on a capital improvement levelpractices. As a former sceptic I must admit it took me some or at a high end of the operational budget. The policy shouldtime to acknowledge the real value in having processes and outline who has ultimate authority to approve expenditurepolicies documented which clearly laid out the direction and how proposals to spend or invest are prepared and byof the club and the roles for each of the stakeholders such whom and importantly what are the dollar triggers requiringas board and sub-committee members as well as senior approval at all. For example, should all major repairs overmanagement. $2,000 be approved by the board, by a subcommittee or byIn my role as GM at Lake Karrinyup Country Club I have a the GM or senior management? These are questions youGeneral Committee of highly professional people and a should have the answers to.series of sub-committees with varying levels of expertise. Inaddition to this the club has approximately 80 employees KEEP YOUR ORGANIZATIONAL CHART UP TO DATEand I rapidly discovered that without properly documentedand defined procedures, policies and clearly stated roles the Your organizational chart should be comprehensive andtask of operating a club of this magnitude would be very transparent, that is, it should clearly outline the variouschallenging. levels of leadership and reporting channels from the board down. This document will be your friend if you keep it up to date. The best way to do this is to make it available to14 www.gma.org.au

members and staff. Governance is just as important to staffas it is to members so make sure they have access to itwhether it be a part of their induction or included in yourstaff meetings as a handout. Like the strategic plan, businessplan, policies and procedures, make the organizational chartavailable.DEFINE THE ROLES OF SENIOR MANAGEMENT ANDSHARE THIS INFORMATION AMONGST YOUR TEAM!An important aspect of club governance is ensuring there areclearly defined roles. This is not just about your role with thecommittee or board but also the roles your senior staff playas well. It is critical that they understand the proper lines ofauthority and the processes of decision making.Have clear and consistently laid out position descriptionswhich outline the reporting channels, as well as thedescription of the role. Having an up to date OrganizationalChart is one thing but sharing it with your team is another!Ensure it is kept up to date and that all new staff are shownthis document, or even better, provide them with a copy.Confusion about roles and responsibilities is one the mostcommon issues in clubs.By no means is this article intended to cover all aspects ofclub governance however hopefully it has provided someinsight in to the mind of a former “governance sceptic”.DAMON M LONNIEGeneral ManagerLake Karrinyup Country ClubPresident Golf Management Australia golf management australia QLD SPRING 2014 15

Burleigh Golf Club Club Name: Burleigh Golf Club Location: Cnr Albion & Bardon Ave, Miami, QLD 4220 Manager: Ian Cottle Year that the club commenced trade: 1950 Rounds per year: 50,000 Total members: Golf Members - 1,000 Social Members - 400What significant event has shaped the clubs direction over Any major works being planned for the club?the past 10 years? How did this impact your club? On the course we are continuing our bunker works withThe most significant event for the club over the last ten years several addressed each year for drainage and structuralhas been the construction of the club house approximately improvements. The club house is a new facility so we are8 years ago. This has certainly increased the quality of primarily focused on marketing this to the Gold Coast locals.members facilities with the balcony and openness of the club What do you see as your biggest challenge as a Club in thehouse taking full advantage of the Gold Coast climate. coming years?Tell us what makes your Club special? Growing our membership numbers is the biggest challengeThe welcoming nature and social interaction of the members for the Club. Golfing membership across Australia is inis certainly one of the clubs great strengths. We can invest decline, and the Gold Coast experienced a 7% declinecountless hours in course condition and events, but having in membership numbers last year. This would be greatlyvisitors and new members to the club feeling truly welcome assisted by having a national body primarily focused onand a part of the crowd is something money can’t buy. growing golfing membership numbers.What plans do you have for the future and what do youexpect these plans to bring to the Club?The next few years for the club will be concentrating onrevenue growth, developing our membership base andimproving our connection with the local community. Clubsare primarily about people and we need to leverage thepassion our members have for the club to a greater base ofclientele.16 www.gma.org.au

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Course Updates QueenslandHORTON PARK ON TRACK TO RELOCATE IN 2015The Horton Park Golf Club in Maroochydore onthe Sunshine Coast is on track to relocate at theend of May 2015.Holes 1, 2, 4, 6, 7, 8, 9, 10 and 18 are undercontrol of our maintenance team as well asthe practice range. Holes 3, 5, 11 and 12 havebeen bulk shaped and are in the process of finalshaping. The greens for holes 11 and 12 are alsounder construction and the bulk shaping of holes13 and 17 is underway.Tenders for the clubhouse construction are beingconsidered and work is set to begin inmid-June 2014.View from Clubhouse pad looking down 18th fairway towards Mt Coolum View up 10th fairway18 www.gma.org.au

View down 7th fairway towards green - planted 6th March golf management australia QLD SPRING 2014 19

7 TIPS ON HOW TO ACHIEVE BETTER NEWSLETTER RESULTSWith only 6 percent of people who “like” your Facebook page seeing your posts in their News Feeds (unless you pay) and thisnumber shrinking, here is why e-newsletters and email marketing could be your next favourite promotional tool.The number one reason why newsletters are effective is because they remind you to build your marketing GOLD. What is thismarketing GOLD? YOUR EMAIL LIST!You can’t control Facebook and it’s costly to play. Plus you don’t own anything on Facebook. You do though own your emaillist - so treat it like the pot of gold that it is.HERE ARE 3 REASONS WHY:1. Low cost - when you collect an email address, add it to your list and use it keep in touch with your customers and prospects – no expense (just time) until you build up your database.2. High effect – the average open rate for emails is 22 percent by your customers and qualified leads – compared with 6 percent reach to Facebook fans who may not even be your target market.3. Low risk – you own your email list and no-one else controls it – it’s yours. You control your message, the timing of when it’s received and who sees it.SO, NOW YOU KNOW WHY NEWSLETTERS WORK – HERE’S 7 WAYS HOW THEY COULD WORK FOR YOU:1. Generate sales leads2. Increase traffic to your website3. Communicate your promotional messages4. Tell people about your product or service5. Connect with your customers and prospects – get them to like you6. Build loyalty with your target market – gain their trust7. Boost your credibility – get them to respect youNOW 7 TIPS FOR HOW TO CREATE A NEWSLETTER:1. Be helpful – your content must be useful or it won’t get read. Yes, it’s easier to write the promotional stuff you want people to know about, but think about it from your audience’s point of view if you want them to read it.2. Tell stories – start with your story and your clients’ stories. As a wise friend told me: “Your story needs to connect with others so they can feel you.”3. People don’t buy what you do - they buy why you do it! Start writing the words “I believe…” - then fill in the blanks to explain why you do what you do.4. Be regular – commit to how often you will send your Newsletter and tell your audience. This creates expectation and trust. Stick to your schedule if you want your emailmarketing to work.5. Use your own voice – write like you speak. Record yourself talking your content, then transcribe it. Your voice needs to show up in your writing so people recognise you as being authentic.6. Use strong calls to action – ask your readers to do something specific. Tell them to click here and why. Use hyperlinks to your website. Ask them to reply to your email and why. Write good subject lines – when MailChimp analysed more than 40 million emails sent by their users, they found the secret formula for subject lines: Don’t write ‘sales-y’ - anything that even hints of spam gets thrown away immediately. Just describe the subject of your email. For instance – “(Your business name) Newsletter – April 2014”7. Test before you send – it’s important to send a test email to check the formatting and layout of your email before you send it to your list. Some email marketing programs let you run an inbox inspection if you have lots of graphics so you can check how your email will appear in various email programs, browsers and on mobile devices.Yes, newsletters and email marketing can be time consuming, but done right, they could be your number one marketing tool.Remember to measure your results by checking your email marketing reports and your website analytics to see which links inyour email worked best to drive traffic to your website. In the end, it’s about getting you more leads and sales.If you still need some assistance with your marketing or woud like to discuss outsourcing to a professional contact Mike Orloffat www.golfmarketingcentral.com.au. CGEONLFTRMAALRKETING20 www.gma.org.au

TOP TEN REASONSTO JOIN GMAQ1 Networking opportunities with fellow Golf Club Managers, both state and National levels.2 Regular information and advice from Golf Industry specialists.3 Value added services to your Golf Club through the new buying group services.4 Educational workshops and seminars on current topics affecting the Golf industry.5 Major bursaries awarded to attend the CMAA National Golf Industry Conference in the US.6 Subsidies awarded towards costs of attending the Bi-annual Golf Management Australia conference.7 Award recognition through Queensland Golf Industry Awards for both Club and Golf Club Manager of the year.8 Access to the GMA National services including research and development.9 Employment opportunities and advancement through the GMA National support services and data base.10 Social and golfing activities throughout the year on some of the best golf courses in Queensland. golf management australia QLD SPRING 2014 21

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Challenges with yourGolf Marketing? Golf Marketing Central provides a full range of golf-specific marketing services to individual clubs, facilities and suppliers. You can now tap into a variety of services combined in a simple package tailored to your needs. The marketing team is headed by Mike Orloff who has over 22 years of commercial golf experience in clubs, resorts and public facilities in the USA and Australia. Do you need a new logo, newsletter, website, graphic design, membership growth and retention strategies, yield management or even a full holistic marketing plan? We work with you as your own specialised golf marketing team. Reduce your staff levels and pay only for what you need professionally done. Give Mike a call now to see how this could work for you. Get your own team of golf marketing professionals to help with... Marketing plans Websites Newsletters - design & mailout Membership strategies Ongoing marketing support Revenue generation Yield management Social media Overall brand management Search engine optimisation (SEO) Graphic design Press releases Publicity campaigns Logo and collateral design Copywriting New player attraction We can provide you with one or any number of our marketing services on a subscription, project or hourly basis.CALL NOW CGEONLFTRMAALRKETINGFREE Attract - Engage - RetainINITIAL CONSULTATION GCERNOTWRTAHLE GAME CGEONLFTROAPELRATIONS CGEONLFTRREACLRUITMENTFor more information contact Mike Orloff on (+61) 415 682 259 or [email protected] 23 golf management australia QLD SPRING 2014 www.golfmarketingcentral.com.au