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Know your Golf Club's GM - Craig Nell, Simbithi Country Club.
You have been in the hospitality industry for a long time. What made you choose this career?
I have been in the hospitality business for 34 years. I have loved every minute and would not change the experience for the world. Every day is different, and every day presents a unique challenge. My career begun at Mikes Kitchen in Umhlanga through the course of my studies. Experiencing the bustle of a busy restaurant, the efficiency of a well-oiled team and the genuine appreciation from patrons after a memorable experience was all the fuel I craved.
Every day is different, and every day presents a unique challenge
My Hospitality portfolio spans Restaurants in KZN, Theme Parks in Cape Town and Kuwait, I have worked with Sheiks in Saudi Arabia and have opened and expanded the offerings of both Atlantic Beach Golf Club and Simbithi Country Club. I enjoy creating the experience on every level.
Who has been your Biggest Mentor?
William Taylor (Bill) has been my mentor since 1999. I met Bill when he was working at Mt Edgecombe Country Club and our friendship grew from there. To the “Oldies” in the industry they will all know who he is.
He taught me all about the private Club Business and what it meant to deliver superior service and consistent product. The “What have you done for me lately” philosophy has stuck with me since. To this day he continues to inspire me and is now the COO of Liberty National Golf Club New Jersey NY.
Describe a typical workday for you at Simbithi?
Managing and touching base with my staff is my priority. Understand challenges and where our focus needs to be for the day is important to ensure we are all on the same page.
We have revamped our Fig Tree Restaurant, Drop Zone bar and have upgraded our deck and lower service area that overlooks the 18th fairway and green
The focus then shifts to our Capital projects that we are currently undertaking at the Club. We have revamped our Fig Tree Restaurant, Drop Zone bar and have upgraded our deck and lower service area that overlooks the 18th fairway and green. We have also built a Members Service Centre and have invested R5.7 million into a 3-year Golf Course improvement upgrade for the club.
As of the middle of this year we are now focused on our biggest project to date which is the first phased upgrade to the Simbithi Country Club: a R24 million-rand expansion to our sporting and food and beverage facilities that include Squash, Bowls, Paddle and a Lap bool as well as extending our current food and beverage offerings and our Tennis courts. Ensuring that these Capital projects remain on track and are completed on time and on budge currently occupies most of my hours.
What are your biggest challenges currently at Simbithi?
A few days ago, it was to ensure we had the support of our members to approve biggest capital project in Simbithi Country Club history. This took personal engagement sessions, webinars, the publishing of info packs and Q&A’s highlighting plans and featuring renderings and fly byes. We also made sure we chatted about the project whenever we could. The Simbithi Eco Estates homeowners’ association and our Operations teams are excited to deliver.
Has the hospitality industry grown in your opinion in the past three years?
I have been at Simbithi Country Club for just over three and a half years, they have been some of the most challenging I have every had to deal with. It certainly has evaluated all my experience. knowledge and resolve. Having to deal with COVID, The KZN Floods, unrest and continuous rolling blackouts have been just some of the MACRO challenges we all face.
With consumers already being careful on how they spend their money these days, what is your plan to attract people to Simbithi?
We follow a marketing strategy where we focus on our residents and members, they get the first bite of the proverbial apple. The 4 Ps of Marketing which are Product, Promotion, Price, and Place are always front and centre. By ensuring we offer a product that has quality, is effectively communicated, competitively priced and is positioned correctly gives us the ability to conduct a well-orchestrated event. We have a saying “Plan the work and work the plan.
In your opinion what factors contribute to excellent customer service and keeping your standards high?
My philosophy consists of the three basics of service which is “Warm Welcome, Magic Moment and Fond Farewell” If you can deliver on all three fronts you have created an experience where the patron has felt welcomed, lived the expectation and has been provided with a personal memory.
My philosophy consists of the three basics of service which is Warm Welcome, Magic Moment and Fond Farewell
If you can maintain that philosophy in all your offerings you will succeed and the strongest marketing tool, word of mouth will ensure the business will flourish.
What are your short-term goal & long-term goals?
Short terms goals for now are to get our Sports Precinct over the line which should take 14 – 18 months. Long Term Goals is to keep working towards our mission of being the Pre -Eminent residential Eco Estate in Southern Africa .
What do you enjoy doing in your free time?
Family is important and time spent creating memories is priceless. Fortunately, we all love the sea and the outdoors so swimming and hiking always features high on the time out list. Playing a whole bunch of different sports with my little guy or cooking up a storm in the kitchen are also firm favourites.
Do you still get time to play a round of golf?
We are lucky in that Simbithi is an Executive course so time spent (well for me mostly in the bushes) is challenging but time efficient, Sadly I do not get to play as much as I would like to. With the unpresented growth that has occurred at our Club. Mrs Simbithi has kept me busy. But I relish its day-to-day challenges.
