European Club Management Education - ADGF

European Club Management Education

October 2016

Michael Braidwood, CCM

Director of Education

Club Managers Association of Europe

A Career in the Golf and

Hospitality Industry

Michael Braidwood


CMAE

Gleneagles 1994 - 1998

• Golf Professional

• Member of the team who established

the Gleneagles Golf Academy

• Gleneagles is Scotland’s # 1 resort

• Venue of the 2014 Ryder Cup

https://www.whatahotel.com/hotels/1446/ab.jpg

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Fancount, South Africa

January 1997 – April 1997

• Seconded to Fancourt as part of a Gleneagles Golf

Developments contract

• Responsible for the establishment of their first

Golf Academy

• Introduced programs for under privileged children

• Fancourt was the venue of 2003 Presidents Cup

Riffa Golf Club, Bahrain 1998 – 2010

• Opened Bahrain’s first grass golf course

in 1999 “Golf in the Desert”

• Introduced Night Golf in 2002

• Profitable from year 3 of operations

• Hosted 6 PGA Pro Captain Challenge

Events

• Hosted 2 PGA Senior Tour, End of

Season Tour Championships

• Voted 2nd Best Golf Club in Middle East

Sahara Golf Club, Kuwait

2005

• Project Managed the Pre

opening of Sahara Golf and

Country Club, Kuwait as part of

a joint Braemar Golf / BIGCC

contract

• Kuwait’s first grass golf course

Riffa Views, 2005 - 2010

• Appointed Director of Riffa Views

Development Company 2005

• Responsible for the development of

the golf and leisure product

• 1,000 property integrated gated

community

Royal Golf Club, Bahrain

2008 - 2010

• Pre opening and post opening

general manager

• Team of 150 employees

• Golf and Country Club, 18 holes

+ 9 hole Academy course, Golf

Academy, 5 restaurants, function

suite, Country Club

• Landscaping business

• Cart fleet business

• Hosted the European Tour, Volvo

Golf Champions event 2011.

Braemar Golf Developments

2010 - 2014 Operations Director, primary focus Operational

Facilities, HR and Sales and Marketing

• Project managed the pre opening of Zavidovo

PGA National Russia

• Provide operational support and advice to

Muscat Hills Golf and Country Club, Oman.

Oman’s first grass golf course.

• Provide operational support and advice to

Pravets Golf and Spa, Bulgaria.

Venue of the PGA Professionals championship

of Europe 2011 - 2013

Skolkovo Golf Club, Moscow

• Pre Opening General manager

• Responsible for assembling the

management team

• Advisor on membership

programme

• Operation procurement

• Soft opening

• Reporting, reporting and more

reporting !

Education - CPD

• PGA Qualified 1994

• Awarded Advanced Fellow of PGA in 2013

• Certified Club Manager 2014

CMAE

• Joined CMAE in 2014

• Director of Education

• Responsible for the roll

out of our MDPs

• Development of Club

Education

• Manage Association

affairs

Education is our focus


Warm up exercise !

What is CMAE


• Formed in 2001

• 12 member countries + 2 CMAE UK regions

• Reaches to approx 3,000 members

• Individual members from another 14 countries throughout

Europe and Middle East

• Have licensed the tried and tested Business Management

Institute (BMI) education pathway from the Club Managers

Association of America

European Partners

What is CMAE

PRESIDENT: Marc Newey CCM

CEO, The Roehampton Club, London, England

VICE PRESIDENT: David Roy CCM

GM, Crail Golfing Society, Crail, Fife, Scotland

HON TREASURER: Pierre Chevallier

Operations Manager, U Golf, Boulogne, France

Javier Reviriego

General Manager, Valderrama Golf Club, Cádiz,

Spain

Michael Newland

General Manager, Royal Porthcawl Golf Club,

Wales

Magnus Jiven

Ljunghusens Golf Club , Sweden

Daniel Asis CCM

DoG, Oliva Nova Golf & Beach Resort, Valencia,

Spain

Ascanio Pacelli

General Manager, Terre de Consoli Golf Club,

Italy

Mary Lou Watkins

North Berwick Golf Club, Scotland

James Burns CCM

GM, Milltown Golf Club, Dublin, Ireland

Cindy Schoenrich,

Club Manager, Gstaad Yatcht Club, Switzerland

David Balden CCM (Chairman – CMAE

London & Home Counties)

House Manager, The Caledonian Club, London,

England

Alberto Iglesias

Director Golf, Font del Llop Golf Resort, Spain

Introducing the Board


• The mission of the CMAE is to:

– advance the profession of club management

throughout Europe,

– promote best practice in the club industry, and

– provide a certification programme which recognises

and rewards those club managers that can

demonstrate the highest standards of knowledge and

competence in club management.

Main challenges of Club Management today in a global market

• The main challenges facing clubs today –

– loss of membership,

– increasing costs,

– attracting staff, (competent)

– More demanding a discerning members

– Increased competition

– Providing value

• The main challenges facing Club managers today

– time management,

– club governance,

– managing volunteers,

– Covering a broad range of specialist subject matters

Main challenges of Club Management in a global market

• The main challenges CMAE see in their managers

– Many have ‘blind’ spots in their over all experience and

education

– Many are hesitant to Lead the club, rather waiting to be told what

to do

– Many are weak are presenting their ideas and solutions to their

committee, Board, owners

– Many are scared to speak up for fear of losing their jobs

– Many are overwhelmed by the scale of the task ahead

Main challenges of Club Management in a global market

Solutions !

• Sharing of information

• Education

• Recognised qualifications

• Networking

• Turning administrators into multi disciplined General

Managers

Executive Education

CMAE / CMAA

Michael Braidwood CCM,



How do people get in to Club Management ?

Club Managers

Second Careers

Club / Sports

Industry specialists

Hospitality

Graduate?

Career for life?

Profession of choice

How do you become a General Manager

• What is the role of the Club General Manager?

– A study by Club Managers Association of America asked 6,000

club managers about their jobs

– The CMAE asked Bournemouth University to survey European

club managers on the same subject

• Both studies agreed that there are ten core

competencies of a professional and competent

club manager…..

Ten Core Competencies

Club Governance

Food & Beverage

Management

Accounting & Financial

Management

Human & Professional

Resources

Strategy & Leadership

Inter-Personal Skills

Membership & Marketing

Sports Management &

Development

Facilities Management

Statutory Compliance

CMAE Management Development Programme

We provide an education pathway that

covers the 10 core competencies of

Modern Club Management and

much more!

Education pathway complete - 5 Programmes

MDP 1 & 2 MDP 3 S&L MDP Golf MDP F&B

MANAGEMENTDEVELOPMENTPROGRAMMEGOLF MANAGEMENT

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Five Day Courses

• Monday to Friday, 6-8 hours a day

• Classroom based learning

• Typically located at or close to a recognised school of

learning

• Approx. 20 delegates per course

• Residential – accommodation required to aid learning

and facilitate relationship building between managers,

and the host organisation.

• Presenters recruited from the club business and

academic partners.

MDP 1 – for Clubs

• MDP 1 - Operations at your club– Managing Change

– Management & Delegation

– F&B Part 1, Food and beverage controls

– F&B Part 2, Service in clubs - customer service Law and club operations,

– Statutory compliance & Risk management

– Human resources development (including legalities)

– Health and Safety

– Introduction to accounting and budgeting

– Rules and Handicapping

– Golf operations for managers,

– The Modern PGA Professional Golf course maintenance for managers

– The Golf Course

– Marketing in Clubs

– Governance - The politics and the process

– Facilities management

– Career development

– Food / Beverage tasting

MDP 2

• MDP 2 – Building and Managing the Club team– Performing teams

– Performance Management

– Influencing Skills

– Building the key leadership team

– Dynamics of the team

– Managing service relationships / service score board

– Time and stress management

– Communications and Presentation skills

– Strategic planning

– Successful committee strategies

– The politics, governance & Manager survival guide

– Report writing and decision making

– Management case study

MDP F&B

• MDP – Food and beverage management– F&B Profitability

– F&B Costings and wages

– F&B Management accounting

– Food preparation and cooking

– Health and nutrition on menus

– Achieve higher sales and margins with a quality coffee product

– Special events planning

– Compliance for the Club Manager

– How to market and promote your F&B product

– How to bring your team together to deliver new standards

– Manage and analyse feedback for better results

– Menu engineering

– Customer service experience

– Using technology at your club

MDP Golf Management

• MDP – Golf management– Working with your course manager

– Agronomic conditions

– Environmental challenges

– History and rules of golf for club managers

– Golf retail operations and merchandising

– Golf tournament operations

– Business planning

– Working with your golf pro

– Golf tuition as a business

– The business of golf carts

MDP 3 – Strategy and Leadership

• MDP 3 – Strategy and Leadership– The management to leadership model

– The changing nature of Club culture

– Developing and effective training / mentoring programme

– Nature and traits of leaders

– Situational leadership

– Creativity and club management

– Strategic planning for clubs

– Financial Management

– Effective Member communications

– Lumina Traits & leadership assessment

– Technology & Social media in clubs

– Negotiation techniques

– Professional image

– Marketing to demographics

– Fitness & Swim provision principles

– Club Ethics

Our team

We use a variety of experts in their chosen fields to deliver our education

pathway. All who have an understanding of club life as well as their specific

subject matter –

Our lead educators are -

Gregg Patterson Bill Sanderson Ronnie Malcolm Duncan Ritchie

Our team

Our course content is review on a continual basis to ensure relevancy by

our Education Policy Board (EPB) which is made up of educationalists and

leading club professionals.

Steven Brown Kevin Fish Darshan Singh Michael Braidwood

Stats

The first MDP took place in Europe in 2011, since then we have achieved

the following -

Number of MDP courses 43

Number of countries 7

Number of delegates 759

Number of diplomas 143

Number of CCMs 36


Delegates designations

Hospitality / F&Boperators

Assistants /Administrators

Club Managers / GeneralManagers

PGA Golf Professionals

Golf Course Managers /Green keepers


Years working within the Industry

Zero

1- 5

6 - 10

10 - 15

15 +

Education Roll Out 2016 / 17 – Venues

– CMAE Club Management Part One

• Scotland, England, Ireland, Italy, Dubai

– CMAE Club Management Part Two

• Scotland, England, Dubai

– CMAE Golf Management

• St Andrews, Scotland – December 2016

– CMAE Food & Beverage Management

• Marbella, Spain – November 2016

– CMAE Strategy & Leadership

• Edinburgh, Scotland – January 2017

Certification Pathway

Qualifications


• Club Management Diploma (CMDip) – open to all

– Complete MDP Parts One and Two

– Group case study and presentation, multiple-choice exam and a

real life work-based assignment of the delegate’s choosing, from

their club.

• Certified Club Manager (CCM) – serving club mgrs (6 yr)

– Complete four of the five MDP courses

– Attend CMAA World Conference

– 300+ Education / Association credits

– Sit the CCM Exam, 3 hour multiple-choice exam and 4 hour case

study exam


Is it enjoyable ?

Does it work?

Does it work?What does our score board look like ?

Is this pathway working ?

Survey of delegates 30 days after a course

• 90% state that their course aims were fully or mainly met

• 93% believe that they will improve their club as a result

• 70% classroom learning & 30% out with classroom

• 91% would like to attend another MDP course

• One third of all delegates have made a financial

improvement at their club within 30 days

• The average improvement was £1,990

• Clubs all over Europe have benefitted

Is this pathway working ?

Case study – Scotland

• A 4% improvement in membership returns in first two

years

• 8 out of 10 Scottish jobs secured by MDP attendees

• 1 in 3 secured a promotion

• CMdip becoming the benchmark qualification in

Scotland

What the delegates say ?

“I learned more about what my job should be in 5 days than I learned in

the previous 5 years”

“I got a brilliant response back at my club to what I have learned. It was

intense, hard work at times but a lot of fun and very entertaining. I

learned so much, gained new friends and contacts that I know will help

me for years to come. Thank you.”

“Lit my fire and left me with a burning desire to go ahead and continue

to develop as a manager and enable me to drive my club forward.”

“Anybody not undertaking the course is at a clear disadvantage in the

industry.”

Host partners

• Since the programmes inception in 2011 we have worked with

seven different host partners

• In 2016 we received an endorsement from the governing body of

golf the R and A in recognition to the positive impact our

programmes are having on the performance of clubs (golf)

Our partners

Benefits of affiliation of CMAE

We provide our Alliance partners members with

• Education opportunities

• Biannual conference

• CMAA World Conference complimentary delegate pass for all MDP

delegates

• The Global network of club managers

• Members’ zone on CMAE website

• Online Business Networking and Support

• CMAE e-newsletter & Clubhouse Europe Magazine

• Career opportunities service

Communication

!

We practice what we preach

We practice what we preach

Strategic plan

2016 Strategic Plan


PRIVATE AND CONFIDENTIAL FOR THE BOARD OF DIRECTORS

April 2016

Strategic up date

1. Comprehensive stake holder survey carried out by GGA

in late 2015, early 2016

2. Draft plan developed in February 2016

3. Strategic plan workshop delivered in Oliva Nova in April

4. Seven working groups identified and led by Board

members on the key objectives –

1. Communications

2. Member engagement

3. Education

4. Corporate partners

5. National Governing bodies

6. Regions and Alliance partners

7. European Conference on Club Management


How do you start this journey?

Its up to you !

Merci beaucoupAny Questions ?

www.cmaeurope.org

http://www.cmaeurope.org/

European Club Management Education - ADGF

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