Clubhouse Europe

CLUBHOUSE EUROPE

World Conference –

reflections from a ‘newbie’

– page 23

MDPs – career progression and dates for the diary

European Conference on Club Management – book now

Member retention – designing loyalty programmes

Club Awards – how to join the Hall of Fame

Welcome

Dear Members,

I do hope you have all had a positive start to 2024 and that all looks bright on the horizon.

I had the great pleasure of attending the CMAA World Conference in Las Vegas during early March and once again what a show they put on for the near 3,700 managers in attendance. The education sessions covered a multitude of subjects, with world class keynote speakers and all with worthwhile take aways.

I was also delighted to see so many CMAE members making the trip, some for the first time and some for possibly the 20th time or more. Five of our recent CCMs were also presented to those in attendance and I had the pleasure, along with Vice President Alberto Iglesias, of awarding them with their certificates. Congratulations to CCMs Debora Drago, Ed Chapman, Julian Sansom, Mark Wycherley and Pat Barrett. Thank you also to Director of Education Michael McCormack who kept us up to date with each day’s sessions as well as the social gatherings which were plentiful.

Now is the time for us to start looking forward to our own Conference in London in September. Bookings are already strong and I would urge those of you yet to register to do so as soon as possible to help the team plan the logistics for the event which I am sure will be a huge success and great advert for the association. Further details on what will be on offer are available on pages 9 and 10.

I am also delighted to report on the work of our Commercial Director Craig Cotterill and welcome the UKGF to the family, an excellent link up which will ensure our education continues to grow far and wide. Keep your eye out for more announcements in the coming months.

One part of the family I sometimes feel does not get the air time it deserves is the European Club Education Foundation (ECEF) who do great work in raising funds and awarding bursaries to CMAE members. I do realise the cost of MDPs has, and has had to, rise and the bursaries available throughout the year are a great way in supporting your further development so please do look out for these and apply where applicable.

I hope you all have a successful summer and look forward to seeing you in London in September.

David Balden CCM President, Club Managment Association of Europe (CMAE)

David Balden CCM Miklós Breitner Craig Cotterill Sean Ferris

Debbie Goddard Cindy Hedmann Torbjörn Johansson Michael McCormack

Balden CCM david.balden@cmaeurope.org

Michael Braidwood CCM CEO@bruntsfieldlinks.co.uk

Craig Cotterill craig.cotterill@cmaeurope.org

Cristian Fiora CCM fiora@tee-time.it

Debbie Goddard debbie.goddard@cmaeurope.org

Alberto Iglesias CCM aiglesias@fdlgolf.es

Torbjörn Johansson Torbjorn.johansson@cmaeurope.org

Michael McCormack CMDip michael.mccormack@cmaeurope.org

Christopher May CCM CMay@dubaigolf.com

Michael Newland CCM michael@theberkshire.co.uk

Debbie Pern CCM admin@deesidegolfclub.com

Nathanael Pietrzak CCM nps@ugolf.eu

Caroline Scoular Hamish MacLean Jill Slingsby Nick Sellens

5 News round-up News, views and industry insights.

9 European Conference on Club Management

Join the CMAE family for an unparalleled experience at the European Conference on Club Management in the heart of London, taking place on September 22-24, 2024.

11 One Club membership launches

The R&A launches its One Club, an evolution of its direct-to-consumer membership initiative.

12 Designing successful loyalty programmes

Though golf clubs know customer retention is important, many golf clubs tend to focus more on customer acquisition.

14 Management Development Programmes

Latest news and dates of upcoming MDPs, including the ultimate MDP week in Abu Dhabi.

16 Club Awards – call for entries

CMAE members have proved very successful in these prestigious awards, now in their 32nd year. Could your club be joining the Hall of Fame?

33

19 The key to high-performance boards

Clubs known for their good governance and overall success have one thing in common: a great board induction. The team at KOPPLIN KUEBLER & WALLACE explain.

23 What can Course Managers do to use water more effectively?

Exploring how clubs can become more sustainable and future-proofed.

25 Industry insights

New Syngenta report reveals reasons for “seismic shift” in golf entertainment growth.

27 World Conference reflections

Royal Cinque Ports Golf Club’s Assistant Secretary/Club Manager, Charles Molony, takes time out to share his experience of his first World Conference.

31 CMAE Jobs Notice Board

A selection of current prestigious positions available from the CMAE’s Jobs Board.

32 Soft Drinks in 2024

Consumers are exploring a ‘drinking flexitarian’ lifestyle in 2024, according to the latest Fentimans Premium Soft Drinks and Mixers Market Report.

33 Ways with wine Strategies for successful rosé sales.

34 Beer at the clubhouse bar Trends and opportunities in beer sales.

News from the frontline

Elite London clubs to welcome CMAE delegates

CMAE is delighted to announce that delegates to London’s European Conference on Club Management will have the unique opportunity to explore and network in some of London’s most prestigious city clubs.

As part of this premier club industry event, taking place on 22-24 September, four of London’s most exclusive clubs will welcome delegates and provide a unique insider’s view of these iconic city clubs:

The Caledonian Club boasts a rich heritage and elegant surroundings, providing a taste of Scottish charm in the heart of London.

The Lansdowne Club is renowned for its eclectic mix of historic and contemporary stylish décor and exquisite art.

The Travellers Club offers an intimate and refined setting and is one of London’s oldest and most prestigious clubs.

The Royal Automobile Club is a historic institution synonymous with sophistication

and motoring, which remains at the heart of the club.

“London’s exclusive club culture is an integral part of our conference experience this year, and we are thrilled to provide our delegates with the opportunity to step inside these iconic establishments,” said CMAE CEO Torbjorn Johansson. “The opportunity

to visit these venues will undoubtedly make the European Conference on Club Management an unforgettable event.”

Registration for the conference is open, with an early bird delegate rate still available until 31 March.

•To book, visit www.cmaeurope.org/ euro-conf-2024 or use this link.

BMI International 2024 heads to Switzerland

The Club Management Association of America in conjunction with the Club Management Association of Europe are proud to present BMI International, taking place in two of Switzerland’s outstanding centres –Lausanne and Zurich.

The event is an educational and cultural experience designed specifically for club management professionals.

Date: 14-19 October, 2024.

• Visit www.cmaeurope.org/news-events

CMAE and Bournemouth University praise students

The CMAE’s long association with Bournemouth University continues, and recently saw three students presented with their Top Student Awards.

Congratulations to Freddie Dean, BSC (Hons) Sports Management, Joseph Evans, BSC (Hons) Sports Psychology and Coaching Sciences (pictured below) and to Pui (Jessica) Lai, MSc Sport Management Programme (pictured right).

CMAE members encouraged to enter 32nd annual Club Awards

The Club Awards are now live and inviting CMAE members to enter. Previous CMAE clubs to join the prestigious Hall of Fame include the Roehampton Club, The Caledonian Club and Datchet Water Sailing Club.

The Awards celebrate the commitment and professionalism of club managers, secretaries and officials across clubs of all shapes and sizes, from Golf Clubs and Cricket Clubs to Bowls Clubs and Tennis Clubs and everything between.

Individual categories include: Club Manager/Secretary of the Year as well as nominations invited for Community Heroes and Young Ambassador of the Year.

Other ‘Club of the Year’ categories include: Business Initiative of the Year, Innovative Club of the Year, Sustainable Club of the Year, Catering Club of the Year, Diversity and Inclusion Club of the Year and Grounds Team of the Year.

Entry deadline: 31 July, 2024.

Full list of categories and entry form available at www.clubawards.co.uk/club-awardsentry-form

News from the frontline

ECEF awards Joe Perdue bursaries for 2024

The European Club Education Foundation have awarded their annual Joe Perdue Bursary for the 2024/25 season.

The Bursaries were awarded to cover the costs of attending the recent CMAA World Conference in Las Vegas (4-8 March) and to attend MDP 3 Strategy and Leadership in either 2024 or 2025.

The successful recipients for the MDP 3 bursaries were Tamas Revesz who attended the recent MDP 3 in Budapest, and Gracie Beynon, who will receive a part bursary to attend the course later in 2024.

The World Conference bursary was awarded to Pete Brunning and a part bursary awarded to Paul Baker.

The Joe Perdue Bursary was established in 2015 in memory of CMAA’s Joe Perdue, the pioneer of club management education in Europe, and who was instrumental in assisting

CMAE to establish the extremely popular Management Development Programmes.

On receiving his bursary award, and attending the World Conference, Tamas said: “We had a fantastic five days. The energising and motivating presentations not only made me understand the importance of working on myself to help my colleagues achieve personal success and happiness, and thereby create a better world, but also gave me concrete tools to achieve these goals. I found the practical exercises with my peers particularly useful, which gave me an understanding and insight into the key drivers of strategy and leadership.

“I would like to thank Torbjörn Johansson and his team for their dedication and effort, as well as the support of CMAE and ECEF. I am proud to be a member of CMAE’s Family.”

Pete Brunning was honoured to receive his bursary.

“I hope my educational development with CMAE, and subsequent achievements, reflect well on Joe’s legacy,” he said. “I am incredibly grateful to the ECEF Board and I will make the most of this most precious gift, in memory of Joe Perdue. Thank You.”

Gracie Beynon was equally delighted to receive her bursary.

“I’m really looking forward to furthering my education by attending MDP 3, engaging with the excellent speakers and like-minded individuals from the industry,” she said. “My grateful thanks to the ECEF officials for the opportunity. “

• For more information on the ECEF visit

www.euroclubfoundation.com

R&A Sustainable Agronomy Service team strengthens

Dr. Simon Watson, an industry expert within Turf Agronomy and specifically Sports Turf Management, has joined The R&A Sustainable Agronomy Service, bringing over 20 years of experience in the turf, amenity and agriculture industry to the service.

Watson is already working with a clubs in the Southeast of England alongside other venues across the country and into mainland Europe.

With a strong interest and passion for sports turf agronomy, Watson travelled the world gaining experience across different climates, turf conditions and locations.

“My background has allowed me to learn and develop my understanding of the industry across many sectors, and through my time at STRI and Syngenta, I have had an extensive amount of practical experience that I’m excited to utilise with the team,” he said.

“The opportunity to join The R&A was something I simply couldn’t miss. Its involvement and commitment to not only fostering the growth of golf, but also the importance it places on sustainability and how golf can be

good for the environment, is an ethos that I’m proud to now be a part of.”

Tamas Revesz Pete Brunning

Gracie Beynon

Jonas Software announced as headline sponsor CMAE expands WiseNetwork partnership

The CMAE has announced that Jonas Software is to be the headline sponsor for September’s European Conference in London, marking a significant milestone in the partnership.

“We are delighted to secure the Headline Sponsor for the European Conference 2024,” said Jonathan Coates, Head of Operations at Jonas. “This is a testament to the strong and long-standing partnership between Jonas Club Software and the CMAE. The upcoming conference in London promises to be an incredible opportunity for education and networking and we

UKGF becomes CMAE

look forward seeing everyone there in September.”

“We are delighted to have Jonas Software as our headline sponsor for the CMAE European Conference 2024,” said Craig Cotterill, Commercial Director at CMAE. “Their longstanding support for education within the club management industry reflects their commitment to the future of our profession.”

• For more details on the conference, turn to pages 9–10.

Preferred Education Provider

The CMAE has announced a partnership with The UK Golf Federation (UKGF) which sees the Federation appointed as its Preferred Education Provider. This collaboration aims to enrich the membership experience for UKGF members by giving them access to CMAE’s Management Development Programme (MDP) Pathway.

The partnership signifies a significant step forward in enhancing the professional development opportunities available to UKGF members across the UK.

Doug Poole CEO of the UK Golf Federation said:  “This collaboration will bring tremendous value to our members, giving them access to benefits and opportunities to further enhance their skills and knowledge in the golf industry. We are excited to work together with the CMAE to

provide our members with the resources they need to succeed in their careers. This partnership reinforces our commitment to supporting our members and helping them thrive in the ever-evolving world of golf.”

Craig Cotterill, Commercial Director of CMAE, said: “This partnership underscores our commitment to delivering top-tier education and resources to all club owners, managers and their teams across the UK. The CMAE look forward to collaborating with Doug and the team at UKGF to deliver even more value to their members.”

• For more information on UKGF visit https://www.ukgolffederation.com/ or use this link.

CMAE Official Supplier WiseNetwork has become a Corporate Partner within the CMAE commercial portfolio, a testament to the company’s commitment to empowering the CMAE’s educational initiatives.

WiseNetwork is a leading provider of innovative solutions for club management and has been an important part of the CMAE’s journey towards delivering professional development and excellence in the industry across Europe.

Finland has proved a particularly impressive success story, as COO Mika Nieminen explains.

“The growth of WiseNetwork in Finland has been remarkable. With customer loyalty standing at 98% throughout the company’s 10-year history,” he said. “We are now expanding to international markets and see CMAE as the best possible partner in the early stages of our journey towards global success. I look forward to our collaboration as corporate partners.”

• For more information on WiseNetworks visit WiseNetwork Company | WiseNetwork Oy or use this link.

CMAE’s MDP featured on Hungarian National TV

The CMAE’s MDP Part 3 course on Strategy & Leadership, held in Budapest on 22-26 January 2024, has been featured on Hungarian National TV.

The 10 minute televised segment showcased the high-level training provided to the 25 club management professionals from Europe and the Middle East who attended the five day training course.

Tamás Révész, President of HCMA, said: “We are thrilled to see the MDP Part 3 course in Budapest garnering attention on Hungarian National TV. This widespread recognition highlights the importance of nurturing talent and furthering professional development within the club management sector. We commend the dedication of our Hungarian participants and look forward to furthering our collaboration with CMAE to advance the industry.”

During the coverage, the comprehensive nature of the MDP Part 3 course was detailed, shedding light on the diverse topics covered over the five-day program and the 11 core competencies of club management that are integral to the MDP Pathway.

The video also highlighted the progress made by Hungarian professionals within the MDP pathway. Four individuals from Hungary have embarked on the MDP pathway, successfully attaining the Club Management Diploma (CMDip), with two now advancing towards the prestigious Certified Club Manager (CCM) designation.

• To view the video visit the HCMA websitehttps://www.hcma.hu

Caption: Doug Poole (left) and Craig Cotterill (right) seal the deal.

For more details – go to www.cmaeurope.org or read the following pages

European Conference on Club Management

Join the CMAE family for an unparalleled experience at the European Conference on Club Management in the heart of London, taking place on September 22-24, 2024.

Elevate your club management skills with insights from up to 10 distinguished keynote speakers, each a luminary in their field. Engage in thought-provoking discussions, gain strategic insights, and foster connections with likeminded professionals. What sets our conference apart is not just the exceptional lineup of speakers, but also the opportunity to visit world-class club venues, providing an immersive and inspiring backdrop for networking and learning.

Whether you’re a seasoned industry professional or an aspiring club manager, this event promises to be a transformative journey that will leave you equipped with the latest trends and strategies to elevate your club management prowess.

CMAE CEO Torbjorn Johansson said: “We can’t wait to welcome our speakers to the stage at the European Conference. We’re proud to present such a stellar line up of inspirational speakers for our delegates, and we’ve lined up visits to some world class venues such as Wimbledon!”

• To book visit www.cmaeurope.org/register-for-european-conference-on-club-management-2024/

What to expect – superb speakers

Award-winning psychologist Dr. Jon Finn confirmed as Conference speaker Dr. Jon Finn, a distinguished psychologist and expert in leadership science has been confirmed as a keynote speaker at the Conference where he will be presenting on the topic. ‘How Leaders can Eliminate Destructive Habits and Build New Super Habits in 4 Science-Based Steps’. His expertise in the field of habit formation and behavioural psychology promises to offer invaluable insights for club managers and leaders seeking to super-

charge motivation, performance and happiness for themselves and their workforce in a post-pandemic world.

As the founder of the award-winning company Tougher Minds, Dr Finn has worked in performance psychology, resilience and leadership science for over 20 years. He also writes regularly for Forbes.

Tougher Minds uses cutting-edge insights from psychology, behavioural science, neuroscience, and world champions to help organisations develop ‘Habit Mechanics’ and ‘Chief Habit Mechanics’—resilient people, outstanding leaders and world-class teams.

CMAE CEO Torbjorn Johansson said: “Dr. Finn’s expertise in habit formation and leadership development will undoubtedly provide our attendees with actionable insights that they can apply to drive positive change within their clubs.”

Inspirational leader and global sports ambassador joins Conference line up Global Sports Ambassador, Inpirational Leader and former English rugby union player Maggie Alphonsi MBE will be a keynote speaker at the European Conference on Club Management.

Maggie Alphonsi is the face of international women’s rugby and arguably one of the most wellknown names in women’s team sports on the plan-

et. Before announcing her international retirement in 2014, she represented her country an impressive 74 times, scored 28 tries, won a World Cup and helped England win a record-breaking seven consecutive Six Nations.

Through her England rugby career she has become a household name, and a media professional. Since retiring she has commentated on live rugby matches and featured in a diverse array of media outlets, from Stella Magazine to BBC’s Children in Need and The One Show.

At the Conference she will share how delegates

can create a winning mindset and be the best version of themselves. It will encourage them to step out of their comfort zones, be courageously brave and lead from the front. It will energise, motivate and inspire. Delegates will explore what kind of leader they want to be and how they can get the best out of their teams, with a deep dive into high performing teams and their key to success.

World-record cyclist looks forward to addressing delegates

World record holding long-distance cyclist Mark Beaumont BEM is another world-renowned athlete to join the list of exemplary speakers.

With a career of World firsts and records across over 130 nations and territories, he has made many documentaries and published five books. Mark has cycled around the World twice, achieving the ‘Around the World in 80 Days’ record, a first for any cylist. Off the bike, these record-breaking journeys have been through the high Arctic, mountaineering and ocean rowing, including surviving capsize in the mid-Atlantic. Mark was awarded a British Empire Medal in the Queen’s New Year’s honours for contributions to sport and charity.

A hugely experienced keynote and conference speaker, Mark is valued for his ability to translate performance and strategy planning in the expedition world to a wide range of business audiences.

Conference welcomes CEO of one of the world’s biggest country clubs

Damon J. DiOrio CCM

CCE, Chief Executive Officer of Desert Mountain Country Club, an 8,000 acre private club in Scottsdale, Arizona, and, since 2003, has also served as CEO of Charlotte Country Club, a 114-year-old memberowned Club. He is one of

Welcome to the official conference hotel – the Washington Mayfair Hotel

• 5 Curzon Street Mayfair, London, W1J 5HE

• Room rates for conference delegates from £240 per night including breakfast. For single rooms click here, for double rooms click here.

the only Club Executives in the World to be the CEO of two of the Top 10 Platinum Clubs of North America.

Damon has been widely recognised with a long list of honours, including the National Honour Society of the Club Management Association of America, Club Manager of the Year for North and South Carolina, and National Club Executive of the year. From serving on the USGA SE Green Section Committee to being recognised by the United States Professional Tennis Association for Club Manager of the Year in the Southeast, Damon’s vast leadership skills are well known in private Club management.

CMAE CEO Torbjorn Johansson said: “Conference attendees can look forward to gaining valuable perspectives on club management from Damon, who is widely recognised for his strategic vision, leadership acumen, and commitment to driving positive change in the industry.”

Renowned South African club manager to Speak at European Conference on Club Management

Gustav Putter, renowned for his extensive experience in club management spanning 30 years, will deliver a compelling presentation titled “Touching Points between Surviving a Massive Stroke and 30 Years as a Club Manager.”

For the past four decades, Gustav has been in the sport and leisure and related corporate industry of which 30 years was spent as a club manager. He believes in maintaining high moral and ethical standards in the workplace. He retired end of

Conference Gala Dinner

The All England Lawn Tennis and Croquet Club, home to the Wimbledon Championships, is the iconic and prestigious venue for the Conference Gala Dinner.

September 2021, after having completed eight years as the General Manager of The River Club in Johannesburg, arguably one of the most exclusive private golf courses in Africa.

He then suffered a stroke shortly after retiring, and now applies those challenges brought about by the stroke to inspire management and employees to be better. By maintaining high moral and ethical standards, it will improve work performance, and teamwork, and create a better work environment. He firmly believes any entity can be changed if all levels of management are held to the highest moral and ethical standards.

“We are honoured to have Gustav Putter join us as a speaker at the European Conference on Club Management,” said Torbjorn Johansson, CEO of the CMAE. “Gustav’s journey is one of remarkable resilience and determination, having faced and overcome tremendous challenges throughout his life. His insights and experiences will undoubtedly resonate with our attendees, offering valuable lessons in overcoming adversity and achieving success in the face of challenges.”

Care to join us?

To enjoy this unique blend of knowledge, networking and the vibrant atmosphere of London at the CMAE European Conference on Club Management visit www.cmaeurope.org/register-foreuropean-conference-on-clubmanagement-2024/

The R&A launches One Club membership initiative for golf fans worldwide

The R&A launched One Club, an evolution of its direct-to-consumer membership initiative designed to transform how fans and golfers around the world experience the sport year-round.

One Club is free to join and provides members with a comprehensive array of yearround benefits, rewards, exclusive content and unique access to The Open, AIG Women’s Open and other prestigious R&A Championships. This includes the launch of a new global streaming service, R&A TV, powered by Endeavor Streaming.

It will also offer fans money-can’t-buy experiences and access to premium coaching and playing opportunities, allowing avid golfers and fans to take their passion for the sport to the next level. Members can interact directly through the platform by providing user-generated content and sharing their own stories and experiences of golf.

Mastercard partnership

Mastercard is the exclusive presenting partner of One Club, continuing its commitment to delivering value for fans and providing experiences that bring them closer to the game of golf.

Neil Armit, Chief Commercial Officer at The R&A, said, “We want golf to be more accessible and appealing for people of all ages and backgrounds. One Club helps to achieve this by bringing fans and golfers closer to the sport they love, whether that is through the excitement and drama of our Major Championships or the enjoyment they derive from playing the sport year-round.

“We are working closely with Mastercard and

other partners to provide them with compelling reasons to immerse themselves in the sport by offering a unique collection of benefits and rewards that enhance their experience of golf and make them feel more connected to it. We believe that this is crucial to inspiring broader interest in the sport and fueling future growth.”

Exclusive membership features

Key membership features of One Club include:

• Exclusive live and non-live golf coverage on R&A TV – a new streaming service allows members to watch coverage of R&A Championships each year, including The Open and AIG Women’s Open, as well as original golf lifestyle content. Members will enjoy enhanced viewing features including multi-view and live event replays to experience more golf content than ever before.

• Original golf lifestyle content – popular YouTuber Rick Shiels and media personality Tisha Alyn will feature in exclusive new video content, inspiring and entertaining members through their own experiences of golf.

• Golf coaching network – top coaches such as Phil Kenyon, Dr Bob Rotella Alex Elliott and Hannah Davies will feature in video content offering members advice, tips and experience to benefit all aspects of their own game.

• Rewards & Experiences – from tee time give-

aways to VIP hospitality packages and professional player meet-and-greets, members can enter for a chance to win money-can’t-buy prizes and unique golf experiences year-round. Discounts on travel, equipment, merchandise and more are also available.

• Competitive Events – using partner apps and connected devices, members can enter virtual global challenges, earn Golf It! tee times, receive pro lessons and even qualify for real-life playing opportunities at select R&A host venues.

• Enhanced Ticketing Opportunities – members can enjoy exclusive early access to purchase tickets and premium experiences to The Open, AIG Women’s Open and other top R&A events.

Launch day

Tisha Alyn, said, “I am deeply honoured to be partnering with The R&A, one of the most prestigious institutions at the forefront of golf. I am excited to join as a One Club Partner and contribute to their impactful initiatives to grow the game on a global scale. I can’t wait to bring the energy at The Open and AIG Women’s Open!”

The new One Club website has been launched and is now available to sign up for free.

Designing successful loyalty programmes to retain customers

Though golf clubs know customer retention is important, many golf clubs tend to focus more on customer acquisition. It is hard to find offers and ads for existing golf club guests and members. What could be the reason for this? Miklós Breitner explains.

It is pertinent to observe that a significant proportion of loyalty programmes tend to exhibit low levels of engagement and commitment. The reasons behind this phenomenon are multi-faceted and complex.

We also know that transactional customers are much less engaged with the brand/marketer/golf academy than those who are emotionally engaged.

Hence we need to evoke customers’ emotions. This means we need to deliver memorable and meaningful experiences to golf club customers too. What we know for sure are:

• Emotionally loyal customers are naturally motivated to spend more.

• Emotionally loyal customers are more likely to support your brand.

• Emotionally loyal customers provide genuine, unbiased feedback on a more consistent basis than other customers.

A good example of meaningful experience is what the Nike membership programme offers. It is a multichannel experience. Members automatically become part of the community using apps such as SNKRS, Nike Training Club, and Nike Run Club. This helps create an enhanced customer experience based on their interests.

If you really want to impress your loyalty programme members and prospects then:

• Build a base of customers with emotional loyalty. Such loyalty is built on customer service, storytelling, trust, and philanthropy. Customers’ purchasing decisions are not very rational. If you emphasise rational transactions too much it will be more difficult to create a genuine connection with your customers.

• Customise the benefits! Utilise collected customer data (check purchase history!!!) to surprise and delight loyalty programme members with rewards unique to their preference (e.g. ability to choose rewards)! This could mean tracking their birthday, HCP, purchase recency, frequency, and value, etc. Polls, surveys and preference centers are transparent ways to enable personalisation at their convenience.

• Leverage data analytics!! Hyper-personalisation is the next big thing in loyalty programmes.

Loyalty programmes are a proven way to drive retention and boost customer lifetime value (CLV; a metric that represents the total net profit a company can expect to generate from a customer throughout their entire relationship).

Golf clubs can set themselves apart by functioning outside the point and tier systems, using paid loyalty programmes or memberships, for example.

Loyalty programmes have proven to be a valuable tool for marketers, including golf clubs, particularly when designed with simplicity and ease of use in mind.

Subscription based (by other name paid loyalty programmes) loyalty programmes a gaining momentum in the last couple of years. Younger consumers value convenience and prefer to pay for services on a recurring basis in exchange for an elevated experience and a deeper value exchange between the brand and the customer.

Paid programmes have a higher burden of proof to acquire customers, but they typically derive higher customer value from those who sign up.

A 2020 McKinsey survey on loyalty programmes found that members of paid loyalty programmes are 60% more likely to spend more on the brand after subscribing.

A good example of paid loyalty programme is Amazon Prime. By paying an annual fee, Prime members get access to free two-day shipping on millions of products as well as access to their video streaming service.

This highlights the crucial role played by the member experience. “Member experience” (MX) a “fundamental disruptive force” shaping loyalty because it brings customer experience (CX) and loyalty together to create new value.

Members of subscription-based loyalty programmes enjoy them because of the following attributes:

• Better personalisation: since you have the customer data (e.g. HCP of the golfer) you will be able to segment your customer base (members vs non-members) and provide them services, communication messages, etc. as per their needs.

• Improved customer experience: based on the customer data at your disposal you will be identify where you need improve your services to exceed your customes’ expectations.

• New services and products: thanks to the customer data you will not have to guess what kind of services could impress your customers.

• Appreciation: you can use customer data also to express your appreciation to loyal customers with exclusive offers, discounts, and other benefits.

In order to gain a comprehensive understanding of your retention challenges, it is imperative to address a set of three fundamental questions.

By doing so, you will be able to accurately identify and analyse the underlying factors that contribute to the issue at hand. Through this process, you will be able

to develop a comprehensive and effective retention strategy to improve your retention rates and achieve your organisational goals.

Why are my customers not purchasing golf lessons?

No one likes to see their customers churn. There are a number of reasons why a customer may no longer wish to renew his/her golf club membership, but it’s important to get at the root of the issue.

Take a look at your ‘post-purchase’ workflow! E.g. What do you provide your golf club members during the year?

What is the onsite experience for returning customers vs. new customers?

The most effective marketing messages are hyper-relevant to the individual customer. Today’s customers actually expect a personalised experience.

Do you know who (and not just what) your customers are? Can you differentiate between the goals, needs, and expectations of new customers versus returning customers? Do you use any surveys or interview your customers?

If you’re on a tight budget, Google Forms, MailChimp, Survey Monkey, Qualaroo are good survey solutions. For those with more to invest, golf industryfocused companies Players 1st or Club59 can be useful.

Of course, an up-to-date customer email database is essential for this. Maintaining an up-to-date database of customer email addresses is an essential component of ensuring the success of any loyalty programme.

Do you customers feel emotional connection to your golf club?

When you build a strong emotional connection with your customers, it’s less likely that they’ll be tempted to switch over to your competitors.

Miklós Breitner, the founder of Golf Business Monitor, launched the world's #1 B2B golf business blog in 2009. The blog covers the most recent business challenges and initiatives in the golf industry, focusing on golf club management and marketing, golf tourism, and golf equipment. With his 20+ years of marketing experience, Miklós also provides golf club marketing consultancy.

Miklós Breitner mikibreitner@gmail.com

https://golfbusinessmonitor.com/

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Employee Engagement Benchmarking

Compensation & Benefits Benchmarking

Strategic Governance Advisory Services

Management Development Programmes

The CMAE’s Management Development Programme (MDP) is the leading education programme for club industry professionals and provides the pathway to the european Club Management Diploma (CMDip) and the global Certified Club Manager (CCM) certifications.

The CMAE MDP is a series of courses focused on the core competencies of club management designed not only for those working as club general managers, club secretaries and in other senior positions at sports, city and business clubs today, but also for those who aspire to these roles in the future.

MDPs COMING UP – APRIL - DECEMBER, 2024

Watch out for new MDPs coming up. (Information correct at time of going to press) Full details available on CMAE’s website. (See ‘Get Involved’ for links and contact details.)

APRIL

MDP F&B

15-19 April, Montreux

Designed to develop Food & Beverage knowledge. The tools will be provided to manage and raise standards in front of house operations, con-trolling costs, driving sales and to be able to work closer to their team to achieve better results. This programme is applicable to Clubs with all levels of turnover and those working with contract caterers. Highly relevant to all club managers, it provides an insight into the delivery of food and beverage services within successful clubhouse operations. Delegates will study trends in menu and service delivery, as well as evolving legal requirements. Particular attention will be paid to the creation of successful, unique or themed events and how best to plan their marketing. The course will also enable managers to create and deliver appropriate training sessions for clubhouse staff, to ensure that service excellence is the norm at their club.

MAY

MDP 1 – Club Operations

13-17 May, Abu Dhabi, UAE

Part 1 is a week-long course particularly targeted towards those managers who are either new to a post, recently appointed or simply want to enhance their knowledge so that they may better serve their club committee, owners and members. At the end of the week, those taking the course will have an excellent grasp of the basics in every area of club business, and will have established a valuable network of support for their career in this industry

MDP 2 – Building & Managing the Club Team

13-17 May, Abu Dhabi, UAE

The Part 2 course builds on the foundations of Part 1 to focus on strategic and business planning, performance and service standards, and the professional and communicative skills to develop every aspect of both the individual’s performance and that of their club. At the end of Part 2 there is an optional examination to attain the CMAE Diploma in Club Management.

JUNE

MDP 1 – Club Operations

3-7 June, London

The MDP Sport & Recreation will give delegates a thorough understanding of the history, evolution and future trends of the wellness in clubs, to make better decision for the future for their clubs and committees.

MDP 1 – Club Operations

3-7 June, Barcelona

Details as per MDP 1, 3-7 June, London. This course is conducted in Spanish.

MDP Golf – Spain

24-28 June, Sotogrande

This course is conducted in Spanish.

AUGUST

MDP Sport & Recreation Management

12-16 August, London

This course is aimed at Managers who wants to have a wider view of sports, fitness, recreation and wellness operations. By attending this course, delegates will experience all parts of the club world when it comes to these elements. The course will cover a lot of areas within racket sports, aquatics and junior programming as well as recreational sports but also listen to the trends within wellness and fitness. Delegates will have a thorough understanding of the history, evolution and future trends of the wellness in clubs, to make better decision for the future for their clubs and committees.

MDP 2 – Building & Managing the Club Team

19-23 August, London

Details as per MDP 2,13-17 May, Abu Dhabi.

OCTOBER

MDP 1 – Club Operations

28 October -1 November, Birmingham

Details as per MDP 1, 13-17 May, Abu Dhabi.

NOVEMBER

MDP 2 – Building & Managing the Club Team

11-15 November, Edinburgh

Details as per MDP 2, 13-17 May, Abu Dhabi.

MDP 1 – Club Operations

18-22 November, Helsinki

Details as per MDP 1, 13-17 May, Abu Dhabi.

MDP 3 – Strategy & Leadership

25-29 November, Setubal

MPD 3 Strategy and Leadership is aimed at those managers who wish to learn how to enhance their management style and tap into their leadership potential in order to operate the club as a business.

DECEMBER

MDP Golf Management

2-6 December, St Andrews

This course is aimed at Managers with particular responsibility for successful golf operations. By attending this course, delegates will learn to maximize their working relationship with the key personnel employed in this area of the business, including the Course Manager, Professional and Club Manager. The course will cover in detail areas such as agronomy, golf shop operations, merchandising, fleet management and business planning to fit with the club’s overall aims and traditions. Delegates will have a thorough understanding of the history, evolution and future trends of the golf industry, to better serve their clubs and committees.

GET INVOLVED

To register your interest or for any queries, contact Debbie Goddard on debbie.goddard@cmaeurope.org. Full details are available at cmaeurope.org/ mdp-courses/or use this QR Code.

Helsinki

Book now for the ultimate MDP week in Abu Dhabi

Two new MDP courses are being held in May in the new location of Abu Dhabi, UAE.

The courses will be held at the W hotel which is ON the Formula One track in Abu Dhabi. There will also be an activity for all delegates and locals together on the Wednesday evening.

The week will host up to 60 delegates who will share experiences, discuss industry trends, and build valuable connections. (Further details in the table on opposite page.)

Those participating in the MDP Part 1 will have an excellent grasp of the 11 core competencies of club management and will have established a valuable network of support for their career in this industry.

MDP Part 2 follows on from the learning from part 1 and will help Club Managers to improve their management and critical thinking skill levels including time management, negotiation, team building and conflict resolution.

CMAE CEO Torbjorn Johansson said: “We are delighted to be able to bring our MDP to the vibrant city of Abu Dhabi. This is a spectacular venue for such a special week with three MDPs held at once. This week creates an ultimate networking experience not to be missed!”

• To book a place on any of CMAE’s MDP courses visit https://www.cmaeurope.org/mdp-courses/

The 2024 CMAE European Conference on Club Management takes place on 22-24 September in the heart of the UK’s Capital City. London looks forward to welcoming the CMAE family for the ultimate education and networking experience, so be sure to get the date in the diary. Updates will appear on the CMAE website and we’ll be sharing more information via all the usual channels.

• More details of who’s joining us at this immense event can be found on pages 9 and 10 in this issue.

CMAE’s Management Development Programme (MDP) provides the pathway to the European Club Management Diploma (CMDip) and the global Certified Club Manager (CCM) certifications.

The courses focus on the core competencies of club management and are designed for those working in senior positions at sports, city and business clubs as well as for those who aspire to these roles in the future.

Invitation to enter the 2024 Club Awards Deadline for entries –

31 July, 2024

Could you be joining CMAE colleagues at this year’s prestigious 32nd Club Awards in Leicester?

The Club Awards celebrate clubs of all types and sizes, from golf clubs and tennis clubs to sailing clubs, rugby clubs and everything in between.

As well as recognising the collective commitment of clubs to their members, the Awards also applaud the professionalism of individuals, as well as the dedication of long-serving club officials and young ambassadors.

The 2024 Awards ceremony takes place on Wednesday, 27 November at the iconic Athena in Leicester, UK.

HOW TO ENTER

To nominate your colleagues, your club or to enter yourself, visit www.clubawards.co.uk or scan this QR code.

The key to high-performance boards

Clubs known for their good governance and overall success have one thing in common: a great board induction. The team at KOPPLIN KUEBLER & WALLACE (KK&W) explain.

KK&W’s partners Richard M. Kopplin, CMAA Fellow, Kurt D. Kuebler, CCM, CMAA Fellow, and Thomas B. Wallace III, CCM, CCE, ECM know that a common complaint heard during club visits is that board members feel they could have been better prepared for their role on the board.

This is the perfect opportunity, then, to start board members off on the right foot, set them up for success, and foster greater efficiency is by holding a mandatory board induction at the beginning of a new board’s term.

A Board induction is a one-time annual event that explains responsibilities, goals, expectations, and sets the stage for constant learning and education throughout the year ahead. To create a highfunctioning board of directors, a comprehensive board induction must occur.

Remember the last time you were a “newbie” or first-timer at anything where there is already a

group in place that you were then joining? No matter how long someone might have been a member of the club, becoming a board member is not something to be taken lightly. Shortening the learning curve through a well-organised induction allows them to become positive contributors more quickly, and feeling comfortable doing so benefits all involved.

The ingredients for success include the necessary time and commitment to do it right. At a minimum, a board induction should be a one-day event, where all board members (new and existing) are required to attend. Mandatory attendance is critical, and the involvement of returning board members is equally important to help convey the dynamics of how business is done and to help reassure new board members of the desire for a fully participative board.

There is a lot of information to include, and an organised and detailed approach is the key to get-

ting board members quickly up to speed. Proper education and perspective are important as board members must understand that clubs are a different kind of operation and therefore, they are often run differently than most of their own personal businesses. The highest-performing clubs also take reflecting on how they are doing as a board very seriously. They make it a priority to objectively assess themselves through an anonymous board self-evaluation process, to understand how they are performing with respect to connectivity to the membership, strategic direction, board structure and process, and the board’s relationship with the club manager.

KEY ELEMENTS OF AN INDUCTION

Induction should start off with a welcome and overview of the day by the general manager and club president. Then the general manager leads the group through an explanation of the club mis-

Richard M. Kopplin, CMAA Fellow, Kurt D. Kuebler, CCM, CMAA Fellow, and Thomas B. Wallace III, CCM, CCE, ECM

sion statement, club organisational structure, overview/background of the club, and the roles and responsibilities of the board, management team, and committees.

Responsibility matrix

One of the most important elements in board induction, the responsibility matrix, is essential for board members to understand their roles, responsibilities, and how they connect to the overall organisation. This is crucial for creating board members who are productive and confident. The responsibility matrix details who is responsible for what, thus creating the foundation for a high-functioning board. When managers “manage” and directors “direct” or governors “govern,” that is when we see clubs operate efficiently.

Governance documents

The general manager should walk through the details of club governance by explaining the following: committee responsibilities and charters, the role of the committee chair, board member code of conduct, recently amended bylaws, member grievance flow chart, nominating committee description and responsibilities, member conduct and disciplinary actions, and any other documents pertinent to the club’s governance and policy manual. Include core values and guiding principles that are the foundation of how the club operates and ultimately makes decisions. It’s important to explain how the club functions to help board members understand their role on a deeper level. During this section, it is also wise to present supporting industry publications, articles, and other outside sources to help validate your explanation of club governance and provide other opportunities for further education.

Strategic plan

It is also crucial to offer an overview of the history of how the multi-year, rolling strategic plan has been developed and guides annual goals and objectives for the entire club, including committees. Articulating the primary focus of the boards from past years helps to maintain clarity of purpose and provide a scorecard of success. It is a best practice for the outgoing board to set goals and objectives for the incoming board and committees.

Finances

Including a review of the budget, budgeting process, and overall financial status of the club is beneficial. This portion may be conducted by the chief financial officer and should include a description of what it means to be a truly private club and how it impacts tax-exempt status (if applicable). Detail legal issues pertinent to the club and review any other local or industry issues that are specific to your club. It’s also important to emphasise and remind board members of the high level of fiduciary responsibility they have both legally and morally.

Membership

Have the membership director provide an

” Articulating the primary focus of the boards from past years helps to maintain clarity of purpose and provide a scorecard of success. “

overview of the membership process, how member recruitment works, an update on the club’s membership status/growth, membership pricing philosophies, and any member recognition efforts. This is also a great time to remind board members that member recruitment is part of their responsibility as well.

Club Organisation Chart

Another key element in board induction is having the general manager walk through the organisational structure, main positions, and their backgrounds/previous experience, any human resources initiatives, employee handbook updates, scholarship programs, internship programs, and any other pertinent staff issues or information that would be beneficial for board members to know. High-performing clubs allocate half a day to building trust and confidence between the board and key department heads. Staff leadership should be encouraged to share their professional background and unique capabilities, club tenure, the details of their role, the number of people within their team, the level of interaction the board can expect, and interesting facts about their department.

Club Tour

This also presents a great time for a detailed tour of the club property—both front and back of house. Have each department head stationed in their area and allow him or her to show board members around, introduce essential employees, discuss the department layout and overall operations. Consider adding unique ways to provide information on the tour. For example, consider parking several high-dollar pieces of equipment in a visible location during the golf course/grounds building tour. Include a “price tag” on each piece of equipment so board members can see just how much one mower may cost. The same may be helpful with equipment in the kitchen. Give department heads the opportunity to answer questions and showcase their recent achievements. This is a great way to build rapport with department heads and recognize their contributions to the success of the operation.

Goal Setting

Dedicate time to discussing goal setting, which is essential for a high-performing board. This is a great opportunity to correlate the board’s own self-evaluation results from the outgoing board responses with the goals presented and design a focused action plan for the coming year.

Meetings

Include a review of how board time should be spent by giving them an agenda. This can help them to understand the significance of their impact on strategic vs. operational issues. Below are the three key areas of focus for boards to channel their influence:

• Fiduciary – Board actions that involve annual accounts, budget directives and initiatives, auditors’ reports, planning and committee review.

• Talent – Measuring and acting on talent reviews, setting talent objectives for the year, reviewing top management, and utilising a club engagement survey.

• Decision  – Focus on decision-making for budgets, investments, and nominations, while approving a yearly business plan utilising a balance scorecard approach.

Plan appropriate breaks, meals, and allow time for questions and answers as you go along. The key to a successful board induction is engaging board members, keeping things light and informational, and not getting too mired in details. Review pertinent topics and then provide resources or hard copies for a more in-depth analysis on an individual basis. Allow time for questions, discussion, and bonding between board members and department heads in order to further build confidence, trust, and focus on results.

What can Course Managers do to use water more effectively?

Water conservation is an absolute priority for golf clubs now and in the future. In this article, we explore key areas clubs can address to become more sustainable and future-proofed.

The combined effects of a changing climate, increasing demand and greater competition are making water scarcity a threat to golf around the world. Periods of drought and flash flooding are also expected to rise in frequency. All of this will increasingly have a major impact on the businesses, like golf courses, that depend on water supply to operate successfully.

Here are some key points to consider when tackling these issues.

Assess your Golf Course Design

Assessing a course to reduce the amount of water required for irrigation is the best place to start. Course design has a very significant impact on long term sustainability and water management on the golf course, it is a key component of effective water management, and it is critical to understand the natural water flow patterns throughout the site.

If the design aligns the holes to take advantage of natural flows and recycle excess water, it is a good start to water management. Careful earth shaping and good drainage design is used to collect runoff and sub-surface drainage water in on-site storage lakes. Most architects locate bodies of water at low points on the site. This helps excess water flow naturally to these bodies of water but if there are obstructions to the free flow, it will lead to water logging issues.

A sustainable course design would keep the turfed areas and water-demanding landscape areas to a minimum, resulting in water savings avoid watering areas that are not strictly necessary for the

game. Lots of courses have noticed the benefits of naturalization for a long time though when it comes to cutting water use. Conservation areas -or other out of play areas consisting of native grasses, adapted grasses or other existing indigenous vegetation that has been left undisturbed on the site -are incorporated into the golf course to reduce irrigation and maintenance requirements, but also as environmental enhancement for the promotion and diversity of wildlife habitats.

Many golf courses use natural areas to enhance their character by establishing a particular appearance and visual quality. In addition to further reducing irrigation requirements, the use or preservation of native grasses and other indigenous plant materials will reflect the existing environment and provide consistency for ecosystems. Incorporating wetlands in the course design is a very good way of providing a natural zone to filter chemicals and runoff from leaching into the soil.

Check your Irrigation System

Irrigation systems are the main cause of water usage on golf course, making it important to have an efficient system installed. The main function of the irrigation system is to replace the amount of water lost due to evaporation and transpiration. This is best achieved by providing uniform water distribution through proper sprinkler selection, placement and operation. Uniform distribution will provide a consistent and healthy turf.

Inefficient irrigation, on the other hand, will cause areas of soft and hard turf which can affect

the playability and the overall golfing experience. In the absence of an efficient irrigation system, it has been observed that fairways and greens are typically overwatered by 30 to 50 percent. Intelligent use of water is therefore a critical factor for a good, well-maintained golf course.

Before making any changes to your irrigation practices, it makes sense to start with an audit of how you’re doing and where improvements can be made. A thorough irrigation audit can help you pinpoint the easiest areas to tackle. It would determine water use per acre and make sure your calculations are correct. Map your irrigation system, noting the efficiency and working order of every nozzle and valve. Adjust sprinkles, nozzles and water pressure as necessary, ensure your irrigation system’s programming reflects the changes and plan to address any deficiencies.

In the recent years the irrigation system efficiency improved through the use of new technologies:

• Using sophisticated on-site weather stations, weather reporting services and other resources to determine accurate daily irrigation replacement needs, thus reducing over-irrigation.

• Improving irrigation uniformity through careful evaluation of sprinkler head design, nozzle selection, head spacing, pipe size and pressure selection. There is a popular misconception that using more sprinklers indicates excess watering but the reverse is often the truth. More sprinklers with shorter throws are better in managing irrigated and non-irrigated turf and lead to substantial water savings.

• Using state-of-the-art computerized control systems, portable hand-held controllers, and variable frequency drive pumping systems to apply water in the most efficient means to reduce water and energy consumption.

• Looking at alternative irrigation systems such as sub-surface irrigation can reduce water by up 30-60% depending on the plant species, climate and usage model. It should be noted that these systems aren’t always appropriate.

Architects have to take the lead in bringing up the need for these technologies to be implemented on the course. Efficient water translates directly to firm and optimal playing surfaces which in turn has a direct effect on player satisfaction.

Harvest Water on Site

Effective collection and utilisation of rainwater is the first critical step in water conservation and course design plays a huge role in achieving this.

Golf Courses are large areas of land which means the volume on rainwater that enters a golf course can be significant. This water can be collected and stored for later reuse in your irrigation system. A rainwater harvesting system could be implemented across a golf course so that water is collected during winter months, for reuse during better weather. Managing the water run-off into catchment-based source means that is can be directed into attenuation structures such as ditches and ponds. If the course design provides for better rainwater collection, this is a great start towards improved water conservation. Away from the course itself, several efficiencies can be made on water collection. Harvesting rainwater from the clubhouse roof is just one.

Review your Maintenance Practices

Best Management Practices for water conservation could be described as the combination of cultural maintenance practices that provide adequate turf quality for the game of golf while minimizing water use. These could include:

• Selecting low-water-use turfgrasses (see later paragraph), rough, shrubs and trees for use on the course.

• Use Soil Moisture Sensors, if you’re not already doing so, add soil moisture sensors to your golf course maintenance toolkit. Far more efficient and affordable than in the past, these sensors measure moisture content in turf and enable you to dial in irrigation efforts.

• Providing adequate levels of nutrients to the turf, including a balance of potassium and nitrogen, while avoiding excessive levels of nitrogen.

• Using mulches in shrub and flower beds to reduce water evaporation losses. Mulch could be used in certain areas of a golf course which could help retain moisture in soil, reducing the need for additional irrigation.

• Adjusting mowing heights to the ideal levels, depending on species and seasonal water use characteristics.

• Using soil cultivation techniques such as spiking, slicing and core aerification to improve water infiltration and minimize runoff during irriga-

tion or rainfall events. Aeration, sand topdressing, verticutting and a good fertility management program assist with soil compaction and allow for better moisture penetration, saving water usage in the long-term. Using wetting agents or soil penetrants also helps ensure the water you are using will be readily absorbed into root systems.

• Improving drainage where needed to produce a healthier turf with better HTML Content systems that can draw moisture from a larger volume of soil.

• Limiting cart traffic to paths to minimize turf wear and limit soil compaction.

• Cycling irrigation sessions to ensure good infiltration and minimize runoff.

• Root pruning trees near critical turf areas to prevent tree HTML Content competition with the turf for moisture and nutrients.

There are other simple steps you can take to help conservation efforts. Make sure your mower blades are sharp and reduce the height of the cut in the rough. Consider hand watering instead of turning on irrigation heads and wash equipment with pressurized air rather than water. Don’t skip routine golf course maintenance practices.

Explore Alternative Sources or Water

Being smart about water conservation means being aware of all water sources around you. Alternative sources to consider include wells, ponds, lakes, rivers and streams.

During periods of drought and water use restrictions, it is not hard to understand why many communities are concerned about golf course use of potable water supplies, either from municipal sources or from on-site wells. In response, many golf courses have developed alternative irrigation water supplies that do not depend on potable sources. These include:

• Recycled water is increasingly becoming the main source of irrigation and proper storage of the recycled water is critical. Storage ponds to collect storm runoff water that might otherwise be lost and wasted. Some architects have opted for underground storage tanks which has been very successful. It not only keeps the recycled water from deteriorating but also drastically cuts evaporation losses. The water storage -can then be used as a play area or teeing surface. using greywater and rainwater rather than supply from the mains.

• Use of tertiary treated effluent from municipal sewage treatment facilities. This recycled water provides moisture and nutrients to the golf course while helping the municipality avoid discharging the effluent water into nearby rivers. The turf does an excellent job of filtering the water of nutrients and breaking down various chemicals and biological contaminants in the water.

• Use of brackish waters or even ocean water to supplement other water sources. Bermudagrass is quite tolerant and seashore paspalum is very tolerant of high salt content water, allowing golf

courses to irrigate with brackish waters that otherwise have little other use.

• Construction of reverse-osmosis (RO) desalinization plants on-site to produce irrigation water from ocean water or brackish water where other supplies are not available or are very expensive to purchase.

Water reuse is a great option for golf course irrigation. Using recycled water is not only better for the environment, but it’s also cheaper than using potable water. However, water reuse can come with its own challenges. For one, many sources of wastewater are excessively saline and contain other contaminants, so they need to be treated before use. It’s very expensive and energy-intensive to build and maintain pipelines for transporting the wastewater to and from distant treatment plants for reuse. Instead, it makes more sense to treat the wastewater on-site and then reuse it locally.

Consider Planting/Converting Drought Tolerant Turf

The selection of appropriate turf plays a vital role in managing the recurring costs of golf course maintenance. Although it not always possible to convert turf on an existing course, using Fescue grass for instance can reduce the amount of water needed as it requires less water than usually turf grasses

This isn’t necessary across all areas of a golf course. Certain types of grass thrive better under certain conditions so matching this to your climate ensures that your grass is more likely to be healthy.

Selecting the correct species of grass for your climate can help to reduce the amount of water you’ll need, because the type of turf will dictate the water usage, the frequency of mowing and the resources required to maintain it. Added benefits of this can be reduced fertilizer and pesticide use, better playing surfaces and less CO2 being emitted from machinery.

Educational Opportunities

There are many industry periodicals that routinely explain and promote the use of water-conserving practices, and there are numerous books related to golf course irrigation are available for practitioner, also the greenkeepers associations regularly present seminars concerning golf course irrigation and practices to deduce water usage.

It is important to educate course and club house personnel about water conservation and protection and provides recognition to courses that take significant steps to conserve water.

Conclusions

In conclusion, there are several ways that a golf course can use water more efficiently. By reviewing the course design, implementing the irrigation system, installing rainwater harvesting systems, reviewing the maintenance practices and using drought-resistant plants golf courses can reduce their reliance on irrigation and make more efficient use of this precious resource. Implementing these strategies can help golf courses reduce their environmental impact and ensure a sustainable future.

New Syngenta report reveals reasons for “seismic shift” in golf entertainment growth

Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.

The ‘Golf & Social Media: Golf Entertainment’ report reveals customers new to golf perceive golf entertainment venues to offer “more engaging” and “more welcoming” experiences.

Launching the report, which analyzed 16.1 million social media posts, shares and comments in the United States and United Kingdom, Syngenta Global Head of Marketing Mark Birchmore said: “The emergence of golf entertainment has been one of the most seismic shifts we’ve witnessed in the industry in recent years. According to the National Golf Foundation (NGF), offcourse play has skyrocketed by 55% since 2017, now totalling 32.9m participants, compared with a more modest 8% growth in green grass players.

“It begs the question, have green grass clubs and facilities missed out on new customers by not creating the right offer? Nearly a decade ago we carried out market research to look at youth participation and asked ‘what would encourage young people to start golf?’. This revealed a number of pull factors, including the desire for casual dress, an enjoyable, fun, social environment and golf games and new formats: all areas golf entertainment venues excel at.”

The research found that ranges and putting venues are seen to be more engaging and have a better image and reputation among customers

ANALYSIS FAST FACTS

• Golf entertainment venues are “more engaging” and “more welcoming” say customers

• “Huge opportunity” for green grass clubs, currently “missing out”

• Social listening study with Ipsos analyzes 16.1 million social media posts in US and UK

than traditional green grass golf courses. Golf entertainment venues are perceived as open to all, offering informal, inclusive experiences for groups of friends with food and drink on tap.

Social media posts also revealed customers thought golf entertainment venues were more welcoming and less intimidating than green grass clubs and courses, with a relaxed atmosphere and no dress code making it the ideal place to sample golf.

The new report is part of a wider study, Golf & Social Media: The Great Divide, which found that there is a clear division between customers who perceive they are a golfer (Insiders) and those who do not (Outsiders).

Many visitors to entertainment outlets such as Topgolf, where technology, gaming and hospitality combine, fall into the Outsiders camp.

“Golf entertainment venues and their success at attracting a huge, new diverse audience presents a massive opportunity for golf course businesses,” continued Mark Birchmore.

“Creating inclusive, welcoming experiences characterized by fun and informality, promoted online with viral content, is something green grass golf venues can take and adapt. In this way, golf’s image and reputation can also be improved, helping attract and engage new waves of customers.”

The report also shines a light on the people around the world shaping golf entertainment’s growth, such as 3s, the 12-hole floodlit concept backed by Justin Timberlake, and a college student posting viral mini-golf videos on TikTok.

• Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analyzed over a three-year period (2019-2022).

My experience as a ‘newbee’ at World Conference

Royal Cinque Ports Golf Club’s Assistant Secretary/Club Manager, Charles Molony, recently got back from attending his first World Conference, held at the Mandalay Bay resort in Las Vegas (48 March, 2024). Here he takes time out to share his experience.

You recently got back from a week in Las Vegas attending World Conference for the first time, how was it?

It was an exceptional week and probably a career highlight for me. The scale of the conference was something I’d never experienced before and it was quite overwhelming during the first couple of days. The CMAA said it was a record attendance with nearly 4,000 conference attendees including speakers, facilitators, suppliers and vendors.

The education was high level and the array of topics made choosing sessions to attend quite a challenge with at some points four or five sessions taking place at once but during the evenings, we’d

often discuss the sessions that others had been able to attend.

As “global guests” the 60-strong CMAE contingent were invited to a number of networking lunches and evenings that took place across the week and these were an excellent opportunity to meet operators from other clubs, along with staff and board members from CMAA. It was great to meet many people I’d previously only met online too.

Whilst the Business Expo, which ran Wednesday and Thursday, was mainly focused on technology, products and services that are only available in the US at the moment, seeing what’s

The World Conference included a visit to recent Super Bowl host stadium, the Allegiant Stadium. A baseball game and a trip to the spectacular Grand Canyon were also enjoyed.

out there and what might be making its way to Europe in the near future was also a worthwhile experience.

All first timers are encouraged to put a bumblebee sticker on their lanyard to show that they’re a “newbee”. As a “newbee” were you made to feel welcome? What did CMAA organise for first timers?

I and other “newbees” were made to feel very welcome. There was a first timer orientation session first thing on Monday of the week and then a newbee social that evening where you could meet other first timers. First time attendees made up something like 650 of the total conference attendees so we weren’t alone!

What was your highlight of the week?

I had two! Will Guidara’s keynote on “Unreasonable Hospitality” and how he took his New York restaurant was inspirational and thought provoking. Off the back of his talk, I’ve already bought his book and I would say attending his keynote was worth the long trip alone.

Was it all work and no play during the week or did you sample some of the experiences Vegas has to offer?

Absolutely. You can’t go to Vegas and not take in some of the experiences in the evenings. On the evenings when we weren’t invited to organised gatherings, we tended to head out onto the strip in smaller groups and there were plenty of things to do. The CMAE set up a WhatsApp group for all attendees which made organising things very easy.

to the Baseball and the Grand Canyon’s West Rim!

To someone thinking of going, would you recommend attending World Conference?

The second was the evening networking event that CMAA organised at the recent Super Bowl host stadium, the Allegiant Stadium. 2,000+ of the conference delegates were able to go on the pitch, have food, drinks, mingle, listen to a live band, see the changing rooms, go up to the hospitality boxes and view the pitch from a viewing platform. It was a bucket list evening! <

Before flying back, during the second weekend, I and a few others did a few excursions including a trip

Yes, absolutely. It’s a mentally tiring week but it felt like a week where you get out what you put in and if you’re willing to give a 100% to the week, you’ll certainly get a lot out of it. I feel not only has the week given me quite a few nuggets to take back and action at the Club, it’s given me a lot of food for thought as my career develops and I become a more experienced manager.

Alchemy Contract Publishing proudly presents Clubhouse Europe in association with the Club Managers Association of Europe

CLUBHOUSE

World Conference –reflections from a ‘newbie’

– page 23

MDPs – career progression and dates for the diary

European Conference on Club Management – book now

Member retention – designing loyalty programmes

Club Awards – how to join the Hall of Fame

To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022

AI and its role in enhancing membership and operations

In today’s private club landscape, maintaining a competitive edge means embracing innovation. Michael Herd, KKW’s Head of International Search & Consulting, explains.

Artificial Intelligence (AI) offers tangible benefits for member clubs, promising to elevate both the membership experience and operational efficiency. Understanding the pragmatic integration of AI is crucial to realising its true potential for impacting clubs for the better.

Membership Experience

AI has the capability to revolutionise membership engagement with your club. By leveraging AI-driven personalisation, clubs can tailor offerings to individual preferences, creating a bespoke journey for each member. From customised event suggestions to personalised communications, AI enhances engagement and fosters a sense of exclusivity.

Moreover, AI-driven analytics can provide invaluable insights into member behaviour, allowing clubs to anticipate needs and preferences. This predictive capability enables proactive service delivery, ensuring that members feel understood and valued.

However, it is essential to strike a balance. While AI enhances personalisation, maintaining the human touch is critical. Combining the efficiency of AI with personal interactions ensures a holistic and enriching membership experience.

Operational Efficiency

In relation to operations, AI can streamline processes and optimise efficiency. From automated member onboarding to predictive maintenance for club facilities, AI can handle routine tasks, freeing up staff to focus on more complex and interpersonal aspects of their roles.

AI-driven analytics can also revolutionise decision-making processes by providing data-driven insights. From resource allocation to financial planning, clubs can make informed decisions, leading to better overall management.

Nonetheless, it is crucial to implement AI in a way that enhances, rather than replaces, human capabilities. Staff should be trained to collaborate effectively with AI systems, ensuring a seamless integration that maximises operational efficiency while preserving the human touch.

Balance

The integration of AI should be seen as a complement to, not a replacement for, personal relationships within member clubs. While AI enhances efficiency, human interactions provide the emotional

connections that are the backbone of any successful club.

Understanding the importance of this balance is key. AI can handle routine and data-driven tasks, allowing staff to focus on building meaningful connections with members. The human touch remains irreplaceable in cultivating a sense of community and loyalty.

As managers in the club industry, great opportunity exists in understanding the benefits of embracing AI and identifying the solutions best-suited for their operations. Additionally, advocating for and outlining a progressive technology budget with implementation timelines and plans are key to components to success. The return on investment goes

above and beyond the membership experience and operational enhancements discussed above. Top candidates for open positions will prioritise private clubs that embrace technology when considering their next career opportunities.

MORE DETAILS

Michael Herd is an International Consultant and Search Executive with KOPPLIN KUEBLER & WALLACE, a consulting firm providing executive search, strategic planning and data analysis services to the private club and hospitality industries. Michael can be reached at +44 (0) 7903 035312 and at michael@kkandw.com.

Michael Herd

Consumers adopt a flexi-sober lifestyle in 2024

Consumers are exploring a ‘drinking flexitarian’ lifestyle in 2024, according to the latest Fentimans Premium Soft Drinks and Mixers Market Report, in collaboration with CGA by NIQ.

As consumers seek beverages with lower alcohol, the importance of high-quality soft drinks and mixers has been raised in 2024, according to the fifth Premium Soft Drinks and Mixers Market Report.

The report explored the changing attitudes and behaviours of consumers in both the On Trade and Off Trade industries over the last 18 months, examining the impact of consumers drinking less but better, the surge of no and low alcohol and the rise in food-led occasions.

A significant increase in the consumption of no and low alcohol beverages, was noted, particularly within the cocktail category. This comes as people continue to be health conscious in 2024, with more than two thirds (70%) of consumers proactively trying to lead a healthy lifestyle – a figure that has sustained since last year.

According to the CGA BrandTrack survey, half of consumers (50%) have bought mocktails or virgin alternatives in the past 12 months, a 15% increase compared to 2023 (35%). What’s more, two in five (41%) consumers have chosen a no or low alcohol beer in the last 12 months, while a smaller but significant number have also opted for no and low alternatives to cider (17%), spirits (12%), and wine (12%) – figures that have continued to grow year on year.

The data shows more than a fifth (22%) of consumers have reduced the amount of alcohol they drink in an average week, opting for no and low options for everyday casual eating and drinking occasions with family and friends.

The decision to cut-down and embrace a ‘flexisober’ lifestyle is largely due to consumers looking

to cut down their high alcohol intake (47%), however, it is also fuelled by price and a desire to save money without compromising on the quality of the drinks they consume.

Mark Platten, Marketing Manager at Fentimans, said: “Reduction in alcohol is now viewed as a permanent change in consumer behaviour rather than a trend. There are now extensive options when it comes to no and low alcohol spirits and beers but there is also a place for premium soft serves that delight consumers without replicating the taste of alcohol.

“It’s important to give consumer choice on the menu and create more ‘soft first’ serves with the option to add alcohol if desired but either way, taste great. ”

The data shows more than a fifth (22%) of consumers have reduced the amount of alcohol they drink in an average week. “

”

SOFT DRINKS ENJOY STANDOUT YEAR

Soft drinks have been among the drinks market’s winners over the last 12 months. CGA data shows year-on-year growth of 3.8% in the soft drinks and mixers segment—nearly three times the growth of 1.3% in the drinks market as a whole.

Soft drinks now attract nearly 15 pence in every pound spent on drinks in Britain’s On Premise. Soft drinks’ strong trading is also above growth in other core categories like wine (up 0.8%).This reflects a trend of drinkers reducing their alcohol consumption in favour of soft drinks and no or low alcohol alternatives.

There was a particularly impressive leap in soft drinks sales over the 2022 festive season and the ‘Dry January’ that followed, with stronger trading in key periods like the run-up to Easter, when soft drinks sales were up by 24% year-on-year. However, summer weather was broadly disappointing, and kept consumers away from outdoor drinking areas for extended periods—though heatwaves in early June and September caused weekly sales to surge by as much as 24%.

Juices overtook lemonade as consumers’ second top choice after cola in the past 12 months, while flavoured carbonates leapfrogged energy drinks in fifth position, with year-on-year growth of 4.9%.

Energy drinks’ sales fell by 10.9% in the 12-month period, suggesting that consumer interest in them may have peaked.

• For the full report, click here

Ways with wine

strategies for successful rosé sales

Combining sales data with an in-depth survey of consumers’ wine habits and preferences, CGA’s Wine Insight Reports are designed to provide a definitive picture of out-of-home wine drinking, and a springboard to successful sales and marketing strategies.

Below are five of the insights from the report:

1. Growing consumption – A third (34%) of consumers now typically drink rosé wine in Britain’s On Premise, and a fifth (21%) are drinking it more often than they were a year ago. Growing interest meant rosé’s sales by value increased by +7.4% over the 12month period covered in the report—double the rate of value growth for the still wine category as a whole.

2. A young, female, urban and affluent consumer base – Rosé wine attracts consumers of all profiles, but the report shows that women, younger people and city dwellers are all more likely than average to choose it. Rosé drinkers also tend to be highly engaged with bars and restaurants, spending £126 a

month there—£10 more than the average.

3. Flexibility across occasions and dayparts – Rosé is a versatile category, with appeal across occasions, dayparts and channels. Nearly three quarters (72%) of rosé drinkers consider it suitable for all occasions, and 42% choose it for both food and drink-led occasions—nine percentage points higher than the figure for all still wine drinkers.

4. Scope for premiumisation – Premium rosé sales by value  soared by +18.9% in the 12-month period— much higher than the figures for premium red (+7.7%) and premium white (+10.2%). And with 62% of rosé consumers likely to pay more for a better quality drink, there is clearly an appetite for more premium rosé options on wine lists.

5. Headroom for growth in sparkling – A fifth (21%) of consumers now typically drink sparkling rosé—just ahead of consumption rates of Champagne (19%) but well behind Prosecco (37%).

However, with 23% of sparkling rosé consumers drinking it more often than they were a year ago, the gap may be closing. With a flexible range of occasions, sparkling rosé is making a strong case for greater prominence on wine menus.

More information

‘A Deep Dive Into Rosé’ provides analysis of consumers’ engagement with the rosé category, including by channel, occasion and daypart. It is one of a four-part series of Wine Insight Reports, with other editions exploring the sparkling wine category, the growing importance of ethics and sustainability in consumers’ decision making and the impact of the cost of living crisis.

Preferential rates for CIU members, quote CLUB23

Trends and opportunities in UK beer sales

UK beer sales have been under pressure in recent years, but there is plenty of headroom for growth in a fast-evolving market, says Paul Bolton, client director at CGA by NIQ.

1. Value sales up, volumes and distribution down

After a challenging 2023, CGA’s On Premise Measurement service shows sales by value from all drinks categories were flat year-on-year. But beer comfortably outpaced this trend with 3% growth, despite a 4% drop in distribution and a 1% fall in sales by volume.

2. Venue type driving growth

Growth in 2023 was largely powered by pubs, with other segments struggling to match 2022’s numbers. Sales through food pubs and community pubs rose 4% and 2% respectively, but restaurants, bars and nightclubs all saw beer revenue fall.

3. Beer takes spirits’ share

A solid year for beer is reflected in its market share gains. It attracted 42.9% of all spending on drinks in the On Premise in 2023, up by 1.3 percentage points year-on-year. Some of this came at the expense of the spirits category, which lost 1.5 percentage points of share.

4. Competition from no/low and soft drinks  Beer sales has been hit by the cost-of-living crisis, and 22% of consumers told CGA’s Consumer Pulse survey in late 2023 that it had led them to choose pints of beer or cider less often—double the

“

Beer sales has been hit by the cost-ofliving crisis, and 22% of consumers told CGA’s Consumer Pulse survey in late 2023 that it had led them to choose pints of beer or cider less often.

number (10%) who were buying them more. Some of these sales have migrated to cheaper no or low alcohol alternatives or soft drinks. A fifth (19%) of consumers now buy these more often—more than the number buying them less (18%). Positively however, 78% of category consumers are drinking the beer same amount or more.

5. Consumers choose quality over quantity  While a squeeze on spending has led some people to drink fewer beers, many of them are looking for better options when they do so. Asked about purchases if their total spend were the same, three in five say (60%) say they would buy one or two high quality drinks—much more than the number (40%) who would buy three, four or five cheaper ones.

6. World lager beats standard

The premiumisation trend helped the world lager category to achieve a 23.3% share of LAD sales in 2023—up by 2.6 percentage points year-on-year. Standard lager went the other way, dropping 1.4 percentage points to 20.8%. At the end of 2023, draught world lager was stocked in more than two thirds (69.1%) of outlets.

7. Stout in growth

Stout is another sub-category winner. It grew its volumes by 18%, and now has an 8.1% share of the LAD market. Its target market is widening fast, and BrandTrack research shows more women, younger adults and professionals are embracing it.

8. Cask ale declining

Some of stout’s share has been taken from cask ale. Its sales by volume fell 5.7% in 2023, extending a longer term downward trend. Craft keg sales were a rare bright spot in this category, with sales flat.

9. Draught dominates

Draught serves took 94.1% of all beer volumes in 2023. While packaged volumes were down 5.9%, no and low alcohol beers achieved an eye-catching increase of 28.6%. With abstinence and moderation becoming more popular, more gains can be expected in 2024.

10. Sport drives sales

Beer sales tend to spike around big sporting occasions. CGA’s data revealed an average uplift of 23% on matchdays during the Rugby World Cup, and the ongoing Six Nations will have a similar effect. Capitalising on big events will be crucial to growth for brands and venues in 2024.

British brewer launches new vision for ale excellence

Greene King Brewery plans to transform the way the industry looks at the ale category with the launch of its innovative proposal on ‘How to Win with Ale’. The company explains.

Greene King’s vision embraces the importance and role of ale on the bar, the challenges and opportunities for the category and provides a fresh perspective on innovation, quality, and presentation for the industry. This exciting development aligns with Greene King’s commitment to ale and its passion for its heritage, as a brewer for over 200 years.

With one in five pints of beer ordered in the UK being ale, which is twice the amount of stout*, as a category it is a fundamental part of a credible beer offer for any bar and continues to see a strong demand by guests. Cask ale is also the 3rd biggest category for rate of sale of pints, with over 130 pints sold per week, with keg ale following in 4th*, so it’s proven that the category sells well.

Greene King’s new vision for ale aims to build on the current demand for an even more successful future. The brewer starts by looking at the different sub-categories of ale with tradition keg ale, cask ale and craft ale and the role they each play on the bar.

Understanding the different areas of ale and how these then match with the venue and guest profiles can ensure that the range on offer is the most profitable. To provide an elevated experience for guests, venues need more than just a good range of ales on

the bar, they need the correct ales in that range too. Reviewing what works best for the venue, guest and

even region will ensure those pints fly off the bar.

Given that ale, especially cask ale, is unique to the pub it shouldn’t be a difficult category to engage current guests with, however, if the basics aren’t right then it all falls at the first hurdle. Focusing on quality, education, and presentation, means venues will really get the most from their offering.

Drawing in on quality, cellar management needs to be at the forefront by maintaining a high standard and ensuring that training is kept up to date. Greene King provides expert cellar training to its customers in person and with useful online guides through its Beer Genuis online portal.

To further address the challenge of a fresh, short shelf-life product like cask ale, the brewer launched its 4.5-gallon pins into the market last year. The introduction of pins aims to minimise wastage and encourage venues with smaller throughput to still have cask on the bar, and even the ability to add further range with a lesser volume. The launch of pins has had a great impact on growing cask, with overall stockists of the seasonal cask calendar up 20% last year vs the previous year**.

To really win with ale, it is also about giving the best customer experience, where guests want to have their ale in an appropriate branded, clean glass and presented in the best possible way. Providing that elevated experience is what guests now expect.

To truly build a thriving future for ale and not just for the now, the industry needs to recruit new drinkers too and show that there is a world beyond lager, by addressing other barriers perceived with drinking ale and taking learnings from other categories that have managed to build that fresh appeal and image.

Take gin for instance, a product that was once seen as an old-fashioned drink, with no range of flavour and nothing to really get excited about. Now walking into a bar there is a selection of brightly coloured bottles, flavours and garnishes all served in modern glasses. With this change in variety introduced, there has been a noticeable change in demand, so much so that gin is now worth over £1.3bn in the on trade alone***.

Now, we aren’t likely to start putting mint or rosemary into our ale when serving a pint, but if gin can change its perception, then so can ale in its own way, by focusing on the below:

• Highlighting and tapping into the demand for provenance

• Building a strong heritage story

• Making ale more mentally accessible with innovation in flavours and tapping into the premium trend

• Presenting ale in a way that is appealing and modern.

Leaning into the above learnings, in 2022 Greene King launched its craft beer portfolio, with new additions launched this year, which includes modern beers that also draw on the heritage and passion of the brewer. With a colourful and innovative image for the brand, and exciting pump handles and glassware, Greene King offers a bold and exciting new range for the modern drinker.

But Greene King’s efforts to bring in new drinkers are not just limited to new craft offerings. For two consecutive years, the brewer has also launched its Fresh Cask Releases calendar, a portfolio of limitededition cask beers available at specific times throughout the year. The calendar offers new styles and flavours of cask and adds excitement for the category and those influential drinkers. The launch of the calendar last year resulted in driving great success for cask, with an increase of 42% in volume of Greene King’s seasonal ales vs 2022**.

As an industry, it is important that we engage and serve our ale drinkers for today to the best of our ability, however we can only ensure a future for ale by making sure we appeal to the new generation and their preferences too.

Angie May, On Trade Category Manager at Greene King, said: “The aim of our vision is to get the industry feeling the passion and motivation we have for ale, and understand how to make the best out of

IAs an industry, it is important that we engage and serve our ale drinkers for today to the best of our ability.

it for now and make it successful for the future. Greene King wants to make it as easy as possible for our customers to win with ale and in turn seek the rewards from guests too.

“Where there is demand there is a need and we believe that it’s about getting it right now and making those changes for the future, that will provide profit for businesses and an exciting future for ale.”

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World Conference –reflections from a ‘newbie’

– page 23

MDPs – career progression and dates for the diary

European Conference on Club Management – book now

Member retention – designing loyalty programmes

Club Awards – how to join the Hall of Fame

To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022