Going beyond opinion

As I sat down to plan this post, I began to realize not only have I been writing about golf operations for more than 12 years, I have worked in or around every type of golf property, from muni to resort, for many decades. With that in mind, I decided to stretch beyond opinion in order to give you four (yes, four!) strategies to take into Spring 2023 to drive success in the new season. These, I believe, can be winning ideas for a new season likely fraught with higher budgets for rounds, rate and membership. So here are four ideas, not simply opinions, that just might help with creating a more successful 2023:

Presentation: There is a discipline to creating an operation where everything feels right, looks good. From the shoes on the team members to the fresh look of the parking lot to the trash cans on the golf course, building your story with a purposeful presentation will be noticed and appreciated by many. When you plan and execute a strategy that has been set up for members and guests with the idea of unique hospitality, you are creating a different kind of club. In addition, providing a presentation far above the norm will, I believe, bring in additional revenue. This revenue will be driven by special member events, corporate meetings, and other opportunities brought by those who appreciate a business that cares.

Recruit around the clock: Although I am exaggerating just a bit, my contention for a long time has been that many clubs manage job openings as an afterthought, something to do when the to-do list is done. On the contrary, recruiting is the essential work of the day. Think about the difference between the Super Bowl champs and those at the bottom of the standings: it’s personnel. The better the team on the field, the better the execution. Work with your leadership team on deciding the attributes you want, the attitudes you want, and then go and find candidates that fit. Chances are the star recruits are not pulling up to your door. It is all about finding the people you want, wherever they happen to be. That should include people outside of your industry. Find and recruit talent, and continue recruiting when the staff is at 100%. Change can happen at any moment, and it most likely will.

Improve their game: If you want more play, more members, and happier people playing your golf course, create programs that will improve the scores of your members and guests. Reinvent the instruction concept to make it an asset for the membership, the club, and the professional staff. From consistent short game clinics to on-going playing sessions, develop a concept that revolves around helping people enjoy the game. We play more when we play well. Sadly, the opposite is also true. Work with your instructional team to create a win-win-win! Be the place where all can come, improve and enjoy the game to the max. We play more golf when we play better.

Build the fun: From hiring people with great attitudes to building a strategic plan with fun at its core to measuring and sharing the results, think differently about the approach to the day of golf. Be on purpose with the plan, the communication and the measurement. Walk through the clubhouse. What do you see, feel? Ride the course and talk to your members. Observe the day closely. What do you and your leadership team see? When you work the day to just get through it, without trouble or crisis, you are managing the business. When you and your staff decide to build the day around fun and the experience of a grand day of golf, you create a feel and an attitude people want to embrace. This includes both the membership and the staff. Be on purpose with the plan, the path and the execution. Then reward the team members when you see things you want done again and again. Be on purpose with your plan and be on purpose with the fun!

OK, so I went beyond my opinion, even adding a fourth idea. When it is time to count the winnings, it is important to have done the prep work. People make the difference, followed by a plan and the discipline and persistence to see it through. The majors are about to commence and that means golf will be blossoming everywhere. Make the work a great experience for your team. Make the golf grand for your players. It is truly up to you.

Jack Dillon writes the In My Opinion posts. Jack is a consultant, author and speaker. His newest book, The Grand Tug of War: buying and selling in the real world, will be out this month. Jack is ready to help you build a better team, better service and a great golf shop. Jack is an expert in the golf experience. Contact Jack at jackd@careerdividends.com or call Jack at 407-973-6136. Not sure? Jack is happy to set up a FREE Zoom call to answer your questions. Jack lives in Orlando.