_Nov/vantagepoint.jpg "Vantage Point")
I recently put aside my computer, emails, calls and meetings for two solid days at Sycamore Hills Golf in Detroit, Michigan’s northeast suburbs. My objective was to see the operation through the eyes of owner Tom Schwark, who generously gave me the full orientation of his business. I wanted to glean anything I could that would make me a better leader at NGCOA. I learned a great deal from Tom and his team, and here are a few key takeaways of many:
• I admire how Tom approaches his staff leadership with transparency about the goals and performance of the business, keeping the books open for discussion and analysis. Owners care about the value of their business, cash flow, the well being of staff, and they worry about regulations, weather, capital needs and more. When everyone sees the full picture and understands what’s needed by ownership, they can sympathize with each other, support each other and understand how their part supports the larger business goals. Takeaway: The NGCOA should continue to offer education on team development and dynamics.
• The boots on the ground—the staff working the pro shop, banquets and field of play—are concerned about the macro issues in golf: player development, player retention and lack of data in our industry. But those things are “not their concern.” Meaning: Operators are primarily worried about the matters in front of them. Did all of my staff show up for work? Who’s answering the phone when there’s a line at the counter? Are all the golf cars charged? Was the bride-to-be happy about the setup this weekend? Takeaway: The NGCOA must continue to work on those big issues, but we must ensure our work, efforts, programs and services impact what’s in front of our members.
• The busy operator needs help with fine-tuning his or her online marketing. As an example, the Sycamore Hills team wasn’t aware the Hot Deals offered through GolfNow were displaying on their own website. It’s GolfNow’s priority to sell Hot Deals—the no-revenue inventory for Sycamore Hills—but it’s not Sycamore Hill’s job to sell them. And their website needed to emphasize booking online and booking now, which was hidden under a drop-down menu. Takeaway: The NGCOA needs to go deeper and wider on marketing and technology education.
After surveying the land at Sycamore Hills, I remain in awe of what a golf course superintendent must do in order to achieve great conditions. After watching the PGA pros in Tom’s shop, I’m reminded of the value of those personal relationships and friendships between pros and customers. How can we get more pros out from behind the counters? And after seeing a robust banquet business and how it buoys the overall business, I’m convinced operators who diversify their offerings have the best chance of continuing health.
I’m grateful Tom let me observe, learn and even offer my own advice. Thank you to all the courses that responded to my request to visit your facility. Course visits will definitely be part of my ongoing education.