Major lessons: a look at Augusta National

Spring is officially here. We know that because there is a new Masters Champion. The Masters signifies so much about our game. Masters week is that date on the calendar we have highlighted on our devices, that special week we look forward to for months. It not only evokes Spring, it raises our blood pressure, and creates visions of green, lush fairways in our head. Unlike the Super Bowl, which is the climax of a long, hard fought season, The Masters opens the curtains to a beginning, a fresh start for a new season, that next chance for every golfer to lower their scores.

As we reach back remembering this year’s tournament, we recall not only a hard fought championship won by a deserving winner, we remember that Augusta National Golf Club presents as no other. It is that place on the golfing map that shows us that people love quality, and that compromise doesn’t play well when excellence is the target. Where the number one possession, the smart phone, is taken away for the day and patrons do not mind in the least. There are lessons to be learned here. Lessons to help you build a better property, a heightened experience for members and staff. In this In My Opinion post, I present three lessons to think about as you look for ways to build your experience:

Always improving: This major works to improve the golf course, the grounds, and the patron experience each and every year. From a new tee box to a new patron shipping department, the leadership is constantly building new assets to create the finest tournament in golf. As you gather your managers, what are the improvements — large and small — that will add value to the membership, to the daily round of golf? Why not create an always improving whiteboard where any team member can add those items they believe will make for a better experience? Sure, you might only be able to tackle a few, but think how this strategy might impact the club and also the team culture.

No compromise: Augusta National has one set of rules. No matter who you are, your smart phone stays back in the car. Although there are several no’s in the experience, we sense only joy, with no one feeling cheated. The patrons are after all, at The Masters, and life is good! As you look to make positive change, realize that when leadership compromises, it rarely ends with only one. Managing change means creating a strong, continuous training program. Rules should be in place to protect members, guests, and staff. The rules should also be there in order to maximize the day for every person entering the grounds. All rules should be current, reviewed often. Create and communicate the rules. Be certain every person on your staff understands the rules, why they exist, and then how to communicate them to all. 

Never disappoints: Augusta National never disappoints. They created a standard decades ago and have had leaders build on that standard ever since. Even though there is an expectation when patrons enter the property, the club somehow surpasses the expectations every time. At the local club, creating a solid set of standards includes building a program of continuous communications with staff members from their very first day. When you tell people what you expect, measure to those expectations, and correct missteps as they happen, you are setting the standard for all to experience. Although you do not have the budget, the history, or the staff of Augusta National, you, I am certain, are very much able to set the tone for a great round of golf. And isn’t that the expectation? Just as with Augusta National, continue to review your standards. Meet with your team and club members regularly, in order to stay out front of those elements that work best to provide a positive, lasting impression. Because every round of golf is important to someone, show real enthusiasm and joy toward every golfer going off the tee. 

Augusta National is that one special place, that one-of-a-kind special experience. Then again, so is your property…on a slightly different scale. In the end, it can come down to the people, the standards created, and the desire to stay the course. It is about putting guardrails in place that work for all. There are lessons to be learned from the best event in golf. Choosing those that can assist you with better execution may just make your property and membership plan the best in town. Although you may not experience those infamous roars, you might just find yourself holding that coveted membership waiting list.

Jack Dillon writes the In My Opinion posts. Jack has been in the game since 1973. He can help your club build a better team, improved service standards, and a great golf shop. Connect with Jack. He is happy to jump on a Free Zoom to talk about your issues. Call Jack at 407-973-6136, or email him at jackd@careerdividends.com. His new book, The Grand Tug of War: buying and selling in the Real World, is available now. Jack lives in Orlando.