DON'T LOSE FOCUS: PART 1
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CMAA has been an invaluable tool and learning experience for me in the private club industry, as I worked diligently to achieve the designation of Certified Club Manager (CCM), and be actively involved with the Golden State Chapter.
I completed (4) of the required BMI (Business Management Institute) classes, those being General Manager/Chief Operating Officer course, the Leadership Principles course, the Management Principles course, and the Golf Management course. I was extremely privileged to be able to attend the 2019 Leadership & Legislative Conference with the leaders of the chapter and national association, and look forward to my increased participation with both the chapter and the national organization. I'm currently working towards my Certified Chief Executive (CCE) and Honor Society status certifications and am well on my way to achieving these next career goals.
I also feel privileged to have been named a 2020 Kendall Scholar by the CMAA National Association. The Willmore H. Kendall Scholarship provides financial assistance towards achieving the coveted CCM designation and greatly assisted me towards my goal. I am also proud to have been named to the 2020 and 2024 National Advocacy Committee, CMAA’s advocate for country clubs and golf in the United States.
A Club needs to tell its story and embrace its history. The story of the Club’s history should be ingrained in the member experience, and it should also be recognizable to the local community. The stories become legend, and legend is something people want to be a part of. By embracing your history, you’ll be able to better prepare for the future and keep the history of the club alive.
An important byproduct of club history and the effects it has on membership is in the traditions it helps create and carry on. Multi-generational club traditions should be a norm at the club, and the importance of these club traditions must be recognized, explained, and passed down as time goes by, all while constantly embracing relavency in the industry..
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The history and branding of the club are critical and will drive a sense of community at the club. Embrace the history of the club and use it to keep traditions alive. Use the history of the club to promote community and belonging amongst the membership.
Employee engagement is also critical for success. when employees’ needs are met, they don’t just become “happier”, they become better performers. Besides building relationships with the staff, you must reinforce the relevancy of their jobs while measuring their progress and emphasizing their growth. Empathy, a word that in the past was not a part of management/leadership vocabulary, is now a critical aspect of how one must manage and lead.
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The culture of the club starts with the Board President and the Board and filters down to the staff and the membership through the General Manager. The culture of the club must reflect the positivity of the club leadership in order to be successful.
In order to effectively engage the staff, the staff must be coached and evaluated on their performance; their development must be encouraged and praise, when deserved, should be freely offered, and they must have opportunities to grow. Employees must feel that the management cares about them and that they view their job as important to the company. The opinions of the staff matter, and they should know this while being afforded the opportunity to do their best every day. The staff must be given the tools they require to get the job done, and they must have a clear understanding of what is expected of them at work. Of course, the staff should also be paid fairly and provided with outstanding benefits. Recruiting and retention are too challenging to fail to properly engage your employees.
