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Know your Golf Club's General Manager - Sandra Lennox, George Golf Club
Know your Golf Club's General Manager - Sandra Lennox, George Golf Club
1. It seems that you have been in the golfing industry forever, and at George GC for the last 22 years, what made you choose this career?
I first started at the club as a bookkeeper as at this stage this was my field of expertise. I had been working for the South African National Defense Force in the finance core, and my responsibilities there had been mainly debtors, creditors, and administrative work.
My position as bookkeeper developed into that of an admin manager which included all financial aspects (day to day finances, budgets, financial statements etc.) as well as all administrative duties in respect of human resources, and maintenance etc.
In 2005 I was appointed assistant manager and when the general manager, Lloyd Martindale, left in 2010 I was offered the position of general manager.
During my time at the golf club I completed a certificate in Contemporary Club Management from the Educational Institute of the American Hotel & Lodging Association as well as my Club Manager Certification under the auspices of the Certification Committee of the Club Managers Association of America, George State University and the Club Management Association of South Africa.
I further completed a certificate from the Cape Peninsula University of Technology in Turfgrass Management.
2. Have you always been interested in golf?
Not at all. My goal was to become a general manager at a club and in order to achieve this goal I believed that I to needed to understand all spheres of the business.
Bearing this in mind I started playing in order to get to know the game, the rules etc. Now I love the game, not that I am a great golfer, but I do enjoy being out on the course.
It also gives me the opportunity to socialise with members and visitors and to see the course from the players perspective (which in turn gives me a better understanding of their suggestions/ comments).
3. In 2017 you became the first women in South Africa to receive the Club Manager of the year award, did this change anything for you or for other women in the industry?
I would like to believe that it has encouraged other woman in the golfing industry to see that there are growth and reward possibilities in the industry for women.
4. As a woman was it difficult for you to make inroads in this industry?
It has had its challenges! Although I think in all industries you have to “prove yourself” before you are taken seriously.
I have been very fortunate at the George Golf Club as the council and members embraced my appointment as GM and I know that I can always rely on them for support.
5. Can you describe your typical workday at George GC?
I enjoy getting to work early, and first check my emails before I meet with Pietie Botha, our course superintendent.
Next, I meet with our accountant and golf-coordinator to discuss any matters on hand. After which I take care of the day as it happens, including correspondence, and reports etc.
I have an “open door” policy, which means I meet with members, suppliers, sponsors etc. on a daily basis. I try and attend most club events and all formal club prize givings.
When time permits of course, some golf is played too. Every day brings something different with different challenges, and this is one of the reasons why I am still here, and love my job.
6. In your opinion had golf membership grown over the last 2 years?
Definitely it has, more golf is being played by members and visitors and we have experienced more couples joining the club and playing golf.
7. With consumers already being careful on how they spend their money these days, what is your plan to attract people to the club?
Our strategy at the golf club is as follows: Our reason for being here is our golf course. Therefore, the course must always be in the best condition possible. This will attract golfers to play, become members and remain as members.
We engage with our members on a regular basis to ensure that we meet their expectations, so that they can be proud of their club.
Our staff are motivated and encouraged to “buy” into our vision and mission, as “The best members club in South Africa, where visitors are treated like members”. To be affordable whilst keeping the club financially sound.
8. Slow play is one of the biggest problems in golf today, how do you manage slow play at George GC?
We have marshals on the course and we monitor time taken by players coming through Halfway House. We have also increased our spacing between tee times as well as including starter times on the timesheet, to assist.
Should it be necessary, I personally address those players not adhering to a marshal’s request to speed up play.
9. The members of a golf club always come first. Do you agree with the phrase “The member is always right”?
I agree that your customer, members and visitors, must come 1st and that you must always do everything in your power for them to only have good experiences at the club.
This unfortunately does not always happen, due to human factors involved. Most often there is not a right and wrong. Acknowledge that the person is unhappy, determine why and find the best solution to remedy the situation.
10. Does your position require you to be available on weekends, evenings, and holidays, and if so, does this place demands on your personal life?
It is a given in the hospitality industry that you will be required to be available on weekends, evenings and holidays.
It becomes a way of life and you plan your personal life according to your work schedule. With good planning you can have the best of both worlds.
11. What are your short- & long-term goals?
Short-term goal is to manage the club on a daily, monthly and annual basis profitably, taking into account our strategy of affordability to our members. Long-term goal is to manage our 3-to-5-year projects within the budgets allocated.
In my personal capacity, the short-term goal will be to manage my work and personal life in such a way that both environments remain a happy place. Long-term goal is to complete my Finance Degree.
12. What do you enjoy doing in your free time?
I am addicted to trail running and hiking. Living in George we have our beautiful Outeniqua mountains to explore as well as fantastic hikes in Knysna, Plett and Mossel Bay.
13. Do you still get time to play?
I make time to play. Playing golf is part of my weekly planning of my work schedule e.g., I will play on our club competition days with the members (opportunity to liaise with members) and be there to attend the evening prizegiving.
