Business of CurlingBusiness of Curling

Phase 2Phase 2COMOX VALLEY CURLING

CLUB/CENTRE

JANUARY 11 - 13, 2013

INTRODUCTIONSINTRODUCTIONS

NameName

Birth PlaceBirth Place

Memorable CurlingMemorable CurlingExperienceExperience

Current Club RoleCurrent Club Role

Who’s Who in the Zoo?Who’s Who in the Zoo?

World Curling Federation (WCF)World Curling Federation (WCF)

Canadian Curling Association (CCA)Canadian Curling Association (CCA)

Member AssociationsMember AssociationsCurl BC (2004) Curl BC (2004)

Your Curling CentreYour Curling Centre

CONTACT INFORMATIONCONTACT INFORMATIONJack Bowman Jack Bowman CCA Business of Curling Facilitator / CCA Governor 2006 - 2011CCA Business of Curling Facilitator / CCA Governor 2006 - 2011966 Waverly Terrace966 Waverly TerraceBrentwood Bay, BC V8M1H9Brentwood Bay, BC V8M1H9Telephone: (250) 652- 5272Telephone: (250) 652- 5272Email: Email: jackbow@telus.netjackbow@telus.net

Danny LamoureuxDanny LamoureuxCCA Manager of Curling Club DevelopmentCCA Manager of Curling Club DevelopmentToll Free: 1 – 800 – 550-2875 x 106Toll Free: 1 – 800 – 550-2875 x 106Fax: (613) 834-0716Fax: (613) 834-0716Email: Email: dlamoureux@curling.cadlamoureux@curling.cawww.curling.cawww.curling.ca

Scott BrayleyScott BrayleyExecutive Director & CEO: Curl BCExecutive Director & CEO: Curl BCToll Free: 1 800 – 667-2875 Direct Line: 604 333-3621Toll Free: 1 800 – 667-2875 Direct Line: 604 333-3621Fax: 604 333-3615Fax: 604 333-3615Email: sbraleyEmail: sbraley@curlbc.ca@curlbc.cawww.curlbc.cawww.curlbc.ca

INSANITYINSANITYnoun, noun,

mentally deranged.mentally deranged.((Oxford Concise DictionaryOxford Concise Dictionary))

curling club definition, curling club definition,

doing the same things over and over doing the same things over and over again expecting different results again expecting different results

((Mark LevinMark Levin))

IF YOU WANT SOMETHING IF YOU WANT SOMETHING THAT YOU NEVER HAD, THAT YOU NEVER HAD, YOU NEED TO BE YOU NEED TO BE PREPARED TO DO PREPARED TO DO SOMETHING YOU HAVE SOMETHING YOU HAVE NEVER DONE!NEVER DONE!

BUSINESS OF CURLING BUSINESS OF CURLING PROGRAMPROGRAM

Currently has two component parts:

Association Symposiums: multi club within one Member Association

Phase Two: customized for one club / centre

THE FOUR PRINCIPLES OF THE FOUR PRINCIPLES OF CURL BC STRATEGIC PLANCURL BC STRATEGIC PLAN

Introductory & Recreational Curling Introductory & Recreational Curling

Competitive & High Performance CurlingCompetitive & High Performance Curling

Capacity Building (Internal capability and Capacity Building (Internal capability and sustainability)sustainability)

Curling for Social & Economic Curling for Social & Economic Development (external partnerships & Development (external partnerships & linkages)linkages)

*Current plan as per August 2012 revision*Current plan as per August 2012 revision

Why Develop an Action Plan?Why Develop an Action Plan?

Strategic planning identifies where the organization is going Strategic planning identifies where the organization is going over the next number of years and how it's going to get over the next number of years and how it's going to get there. This form of planning includesthere. This form of planning includes: :

All those items on the workshop agenda handout All those items on the workshop agenda handout PLUSPLUSEstablishing Responsibilities and TimelinesEstablishing Responsibilities and TimelinesRecording it all on paper!Recording it all on paper!Your business plan should be a living document, Your business plan should be a living document, updated at least annually with a rolling three year updated at least annually with a rolling three year forecast to ensure you stay on track.forecast to ensure you stay on track. Forget the 5 year static plan given the speed of Forget the 5 year static plan given the speed of business today and the impact of ever changing business today and the impact of ever changing technologytechnology

MARKETINGMARKETING

WHAT IS MARKETINGWHAT IS MARKETING

Marketing is making your product or service Marketing is making your product or service attractive to your customers.attractive to your customers.

Marketing is an exchange that matches Marketing is an exchange that matches customer needs with programs and services customer needs with programs and services offered by your curling club to achieve an offered by your curling club to achieve an acceptable return on the investment.acceptable return on the investment.

Marketing: Customer based (Win – Win)Marketing: Customer based (Win – Win)

Sales: Product or service basedSales: Product or service based

Need both a marketing and sales approachNeed both a marketing and sales approach

THE 7 P’S OF MARKETINGTHE 7 P’S OF MARKETINGConsider these when planning marketing strategies to Consider these when planning marketing strategies to attract users to your centre (Recruitment).attract users to your centre (Recruitment).

ProductProduct PlacePlace PartnersPartners PeoplePeople PricePrice PromotionPromotion PackagingPackaging= Positive Public Perception= Positive Public Perception

TRENDSTRENDS

RapidlyRapidly changing marketchanging market basebase Customers are now more demandingCustomers are now more demanding Expanded television coverageExpanded television coverage OlympicsOlympics worldwideworldwide 2010 Olympics Canadian impact2010 Olympics Canadian impact Frequency of playFrequency of play Annual membership loss in Canadian Curling Annual membership loss in Canadian Curling

CentresCentres Older, aging marketOlder, aging market Changing family unitChanging family unit Canada’s <15 populationCanada’s <15 population Ratio of competitive to recreational curlersRatio of competitive to recreational curlers

Canadian volunteers: hours vs. $ Canadian volunteers: hours vs. $ donation. donation.

Youth Volunteers: Can curling help?Youth Volunteers: Can curling help?

Family volunteering: How can curling Family volunteering: How can curling take advantage? take advantage?

Membership value ?Membership value ?

Aging Curling FacilitiesAging Curling Facilities: :

Bar use & alcohol consumptionBar use & alcohol consumption

Pareto principle: 80 / 20 is now 73 / 7Pareto principle: 80 / 20 is now 73 / 7

SWOTSWOT

SStrengthstrengths

WWeaknesseseaknesses

OOpportunitiespportunities

TThreatshreats

STRENGTHSSTRENGTHSFull management restructuring and change in 2012Full management restructuring and change in 2012Knowledgeable, competent & receptive staffKnowledgeable, competent & receptive staffImproved ice conditionsImproved ice conditionsSupport from the membershipSupport from the membershipHave a communication plan & regularly evaluate Have a communication plan & regularly evaluate communication activities.communication activities.Contact our external stakeholders regularlyContact our external stakeholders regularlyCommunication strength: transparency & member involvementCommunication strength: transparency & member involvementExcellent updates user friendly web site & a newly created Excellent updates user friendly web site & a newly created Facebook page & email listFacebook page & email listWe appreciate & recognize the efforts of volunteersWe appreciate & recognize the efforts of volunteersWe retain at least 85% of our members annuallyWe retain at least 85% of our members annuallyRevenue strategies were significantly revamped at the start of Revenue strategies were significantly revamped at the start of the 2012 – 13 fiscal year. Newly structured billing standards & the 2012 – 13 fiscal year. Newly structured billing standards & accounting practices & new ideas will facilitate revenue accounting practices & new ideas will facilitate revenue generation opportunities.generation opportunities.Board’s strength is member knowledge and dedicationBoard’s strength is member knowledge and dedication

WEAKNESSESWEAKNESSESNeed for constitutional review: Constitution is outdated.Need for constitutional review: Constitution is outdated.Need to assess the infrastructureNeed to assess the infrastructureBuilding is 53 years old: concrete slab & pipes need immediate replacement & Building is 53 years old: concrete slab & pipes need immediate replacement & refrigeration plant needs replacementrefrigeration plant needs replacementNo business plan or mission, vision or value statements. Loss of continuity.No business plan or mission, vision or value statements. Loss of continuity.Lack of financial & management data from prior years. Financial statements Lack of financial & management data from prior years. Financial statements were unaudited & created challenges in formulating budgets. A lack of were unaudited & created challenges in formulating budgets. A lack of standardized rates & fees produced inconsistent billing practices.standardized rates & fees produced inconsistent billing practices.Email distribution list is incomplete & some resistance from seniorsEmail distribution list is incomplete & some resistance from seniorsDo not have a volunteer management planDo not have a volunteer management planMost volunteer positions do not have profiles including time requirements.Most volunteer positions do not have profiles including time requirements.Need a member skills data base to use in recruiting volunteersNeed a member skills data base to use in recruiting volunteersNeed a membership recruitment & retention planNeed a membership recruitment & retention planDo not recruit at least 20% new members annually or reward members who Do not recruit at least 20% new members annually or reward members who recruit new onesrecruit new onesWe do not contact all members who do not return the next yearWe do not contact all members who do not return the next yearNeed a multi year revenue generation planNeed a multi year revenue generation planHas been a tendency by the Board to operate & render decisions unilaterally Has been a tendency by the Board to operate & render decisions unilaterally creating some distrust amongst members.creating some distrust amongst members.Board roles & responsibilities need further clarification.Board roles & responsibilities need further clarification.Need to establish policies to guide Board decisions.Need to establish policies to guide Board decisions.

OPPORTUNITIESOPPORTUNITIES

Only curling facility serving a Only curling facility serving a population of 69,000 that is expected to population of 69,000 that is expected to grow to 74,000 by 2016grow to 74,000 by 2016

Largest growing age groups are the Largest growing age groups are the 50+ and 65+- recruit them! Comox 50+ and 65+- recruit them! Comox Valley is fast becoming a retirement Valley is fast becoming a retirement destination for many Canadians.destination for many Canadians.

Partnerships – see Marketing sectionPartnerships – see Marketing section

THREATSTHREATS

Strong competition for the leisure Strong competition for the leisure dollar: arena sports, skiing, hiking, dollar: arena sports, skiing, hiking, bicycling, golf, fastball, baseball, the bicycling, golf, fastball, baseball, the arts and “snow birds” going south…arts and “snow birds” going south…Curling facility image to curlers is a 53 Curling facility image to curlers is a 53 year old building that needs year old building that needs replacement & to the general replacement & to the general population a large A frame building at population a large A frame building at the Exhibition Grounds.the Exhibition Grounds.

NEVER BE AFRAID TO TRY SOMETHING NEWNEVER BE AFRAID TO TRY SOMETHING NEW

AMATEURS BUILT AMATEURS BUILT

THE ARK BUT……THE ARK BUT……

PROFESSIONALSPROFESSIONALS

BUILT THE BUILT THE

TITANIC!TITANIC!

MISSION STATEMENTMISSION STATEMENT

Mission StatementMission Statement(“reason for being”)(“reason for being”)

What does our curling centre do?What does our curling centre do?Whom does our centre serve?Whom does our centre serve?How does our centre achieve it’s mission?How does our centre achieve it’s mission?

The answers to these questions form the basis of developing your The answers to these questions form the basis of developing your Mission Statement. Mission Statement.

You may be surprised by the different answers from the participants of You may be surprised by the different answers from the participants of this workshopthis workshop

MISSION STATEMENTMISSION STATEMENT

The Marpole Curling Centre is dedicated The Marpole Curling Centre is dedicated to providing friendly and professional to providing friendly and professional curling services to people of all ages, curling services to people of all ages, abilities and backgrounds in the South abilities and backgrounds in the South Vancouver and surrounding areas.Vancouver and surrounding areas.

MISSION STATEMENTMISSION STATEMENT

The Nanaimo Curling Centre provides a The Nanaimo Curling Centre provides a welcoming, accessible environment for welcoming, accessible environment for people of all ages and abilities to build people of all ages and abilities to build friendships, sportsmanship and skill friendships, sportsmanship and skill development through the sport of curling. development through the sport of curling. The Centre operates as a year-round The Centre operates as a year-round facility responsive to the needs of the facility responsive to the needs of the community.community.

MISSION STATEMENTMISSION STATEMENT

The Victoria Curling Centre provides an The Victoria Curling Centre provides an open and welcoming environment for our open and welcoming environment for our members and the general public to enjoy members and the general public to enjoy curling while providing a sport & leisure curling while providing a sport & leisure facility for the entire community.facility for the entire community.

MISSION STATEMENTMISSION STATEMENT

The Glen Meadows Curling Association is The Glen Meadows Curling Association is dedicated to the promotion and dedicated to the promotion and development of curling and curling related development of curling and curling related activities.activities.

Purposes of the Association:Purposes of the Association:To work with GM G&C Club to promote curling to members and the general public, to To work with GM G&C Club to promote curling to members and the general public, to organize curling activities and to enhance the curling experience at all levels.organize curling activities and to enhance the curling experience at all levels.

To promote the welfare of the members of the association and those interested in To promote the welfare of the members of the association and those interested in curlingcurling

To encourage volunteers’ participation and support them during association activitiesTo encourage volunteers’ participation and support them during association activities

MISSION STATEMENTMISSION STATEMENT

The Richmond Curling Centre is The Richmond Curling Centre is committed to being a premium curling committed to being a premium curling venue by maximizing sporting and social venue by maximizing sporting and social participation through excellent facilities, participation through excellent facilities, services and organization.services and organization.

MISSION STATEMENTMISSION STATEMENT

The Royal City Curling Club / Centre The Royal City Curling Club / Centre builds year round friends, fans & fun of / builds year round friends, fans & fun of / for / to the sport of curling. for / to the sport of curling.

Strong in Tradition. Committed in ServiceStrong in Tradition. Committed in Service

CC committed for servicecommitted for service

UU unrestrained pursuit of excellenceunrestrained pursuit of excellence

RR respect for traditionrespect for tradition

LL leverage our friends & fansleverage our friends & fans

VALUESVALUES

Value Statements Should Answer:Value Statements Should Answer:

What do we stand for?What do we stand for?

What are the ideal values and What are the ideal values and principles that guide us?principles that guide us?

What behaviors mirror these values?What behaviors mirror these values?

How do we want to be seen by our How do we want to be seen by our community?community?

OVERALL OPERATIONAL VALUESOVERALL OPERATIONAL VALUES

We are a fiscally responsible and well managed organization.We are a fiscally responsible and well managed organization.We will provide our users with the best curling experience at We will provide our users with the best curling experience at the most effective cost.the most effective cost.Member service and benefits are our number one priorities but Member service and benefits are our number one priorities but we are sensitive to and try to cater to others.we are sensitive to and try to cater to others.We are open and transparent in all that we plan and do.We are open and transparent in all that we plan and do.We engage in two way communication with our members and We engage in two way communication with our members and other stakeholders.other stakeholders.We promote and protect the integrity of the sport of curling.We promote and protect the integrity of the sport of curling.We foster and maintain a positive environment with staff and We foster and maintain a positive environment with staff and others who use our facility, both on and off the ice.others who use our facility, both on and off the ice.We pursue operational excellence and continually seek ways to We pursue operational excellence and continually seek ways to improveimprove

INTEGRITYINTEGRITYOur primary function and focus will be curling.Our primary function and focus will be curling.We will take responsibility for our actions relating to curling, on and off the ice.We will take responsibility for our actions relating to curling, on and off the ice.We will strive at all times to demonstrate the highest ethical manner in our business activities.We will strive at all times to demonstrate the highest ethical manner in our business activities.We will represent our Club/Centre at all levels (local, provincial and national) with pride, professionalism We will represent our Club/Centre at all levels (local, provincial and national) with pride, professionalism and integrity.and integrity.We will host only functions which will enhance the Club/Centre's good reputation and well-being.We will host only functions which will enhance the Club/Centre's good reputation and well-being.

EQUALITYEQUALITYWe will encourage and offer participation to all.We will encourage and offer participation to all.We will treat all curlers with fairness and respect on and off the ice.We will treat all curlers with fairness and respect on and off the ice.

EXCELLENCEEXCELLENCEWe will be the very best we can in everything we do and offer high quality, affordable programs.We will be the very best we can in everything we do and offer high quality, affordable programs.We will maximize facility utilization to generate revenue, while taking care not to compromise our users or We will maximize facility utilization to generate revenue, while taking care not to compromise our users or the game of curling.the game of curling.

FELLOWSHIPFELLOWSHIPWe will encourage volunteerism.We will encourage volunteerism.We will encourage sportsmanship.We will encourage sportsmanship.We will encourage positive social interaction in all aspects of the use of our facility.We will encourage positive social interaction in all aspects of the use of our facility.We will encourage participant loyalty and teamwork.We will encourage participant loyalty and teamwork.

VISIONVISION

VisioningVisioning

The vision is the picture of our preferred future, The vision is the picture of our preferred future, a description of what the club would be like a description of what the club would be like some years from now.some years from now.

By 2018+...consider these areas:By 2018+...consider these areas:

Management Structure & CommunicationsManagement Structure & CommunicationsBuilding & Facility EnhancementBuilding & Facility EnhancementMembership Recruitment & RetentionMembership Recruitment & RetentionRevenue GenerationRevenue GenerationVolunteers: Recruitment, Training, Recognition Volunteers: Recruitment, Training, Recognition

& Retention& RetentionYear Round Programs & ServicesYear Round Programs & Services

AnalysisAnalysis Compare the two pictures: the assessment Compare the two pictures: the assessment

(SWOT) and the future (Vision).(SWOT) and the future (Vision).

Where are the gaps?Where are the gaps?What is the club doing now that will What is the club doing now that will

help reach the vision?help reach the vision?What will the club have to focus on to What will the club have to focus on to

close the gap?close the gap?

GoalsGoalsObjectivesObjectivesStrategiesStrategies

Key IndicatorsKey Indicators

GOAL AREASGOAL AREAS

Management Structure & CommunicationManagement Structure & Communication

Building & Facility EnhancementBuilding & Facility Enhancement

Membership Recruitment & RetentionMembership Recruitment & Retention

Revenue GenerationRevenue Generation

Volunteers: Recruit, Train, Recognize & RetainVolunteers: Recruit, Train, Recognize & Retain

Year Round Programs & ServicesYear Round Programs & Services

OBJECTIVESOBJECTIVES

Within each identified goal area, identify Within each identified goal area, identify specific objectives based on the SWOT specific objectives based on the SWOT analysis, mission and value statements, analysis, mission and value statements, and vision.and vision.

OBJECTIVES BY GOAL AREASOBJECTIVES BY GOAL AREAS

Management…CommunicationsManagement…Communications Board: composition, terms, portfolio descriptions…Board: composition, terms, portfolio descriptions… Staff: functions, contracts, appraisals, use of volunteers…Staff: functions, contracts, appraisals, use of volunteers… Communications: email, web site, social media, newsletter, telephone, personal Communications: email, web site, social media, newsletter, telephone, personal contact… contact…

Building and Facility EnhancementBuilding and Facility Enhancement Maintenance service schedules for ice plant, upgrades…Maintenance service schedules for ice plant, upgrades… Renovations: interior, exterior, signage, parking…Renovations: interior, exterior, signage, parking…

MembershipMembership Data base, target recruiting, how to keep new members, retention…Data base, target recruiting, how to keep new members, retention…

Revenue GenerationRevenue Generation Grants, sponsors, advertising, rentals, concessions, fees, use of charities, events…Grants, sponsors, advertising, rentals, concessions, fees, use of charities, events…

VolunteersVolunteers Recruitment, training, recognition, retentionRecruitment, training, recognition, retention

Programs & ServicesPrograms & Services Leagues, clinics, food & bar, insurance, hosting events, theme activities, year roundLeagues, clinics, food & bar, insurance, hosting events, theme activities, year round

OBJECTIVESOBJECTIVES

For each goal area, categorize each For each goal area, categorize each objective from immediate, high priority objective from immediate, high priority within the next two years to longer term or within the next two years to longer term or lower importance over the next 3 – 5+ lower importance over the next 3 – 5+ yearsyears

STRATEGIESSTRATEGIES

These are specific actions that will be These are specific actions that will be taken to accomplish an objective. taken to accomplish an objective.

Each strategy will have to be assessed Each strategy will have to be assessed and prioritized in relation to the and prioritized in relation to the

objectives. objectives.

The strategies for each year will form the The strategies for each year will form the foundation for the yearly action plan.foundation for the yearly action plan.

KEY INDICATORSKEY INDICATORS

Indicators demonstrate progress and that Indicators demonstrate progress and that objectives within goal areas have been objectives within goal areas have been

achieved. These success indicators achieved. These success indicators describe the following: describe the following:

Who will know that you have been Who will know that you have been successful? successful?

How will you know that progress has How will you know that progress has been made? been made?

A WORD TO THE WISEA WORD TO THE WISE

Invest in your productInvest in your product

Expand your marketExpand your market

Watch every dollar like it was your ownWatch every dollar like it was your own

Always put the client (curler) firstAlways put the client (curler) first

PUTTING IT ALL TOGETHERPUTTING IT ALL TOGETHER

Within each goal area for the most Within each goal area for the most important objectives develop full action important objectives develop full action plans to be completed within the next 1 plans to be completed within the next 1 to 2 yearsto 2 yearsIdentify all other strategies for future Identify all other strategies for future action plan development over the next 3 action plan development over the next 3 plus yearsplus yearsRecord the plan!Record the plan!Next steps - Follow upNext steps - Follow up

EMPOWER: the person with the EMPOWER: the person with the responsibility and let them make the responsibility and let them make the decisiondecision

ENLIST: your circle of influence to ENLIST: your circle of influence to accomplish Goals & Objectivesaccomplish Goals & Objectives

ENJOY: because you love curling and you ENJOY: because you love curling and you want to volunteerwant to volunteer