Chapter Board of Directors 2010-11 Phil Mahasky, President Glenmaura National Thomas Czaus, CCM, Vice-President Country Club of York Robert Williams, CCM, CEC Secretary Westmoreland Club Jennifer Mang, CCM, Treasurer Wyoming Valley CC Isaac Davis, CCM, Director Williamsport Country Club Ken Ersbak, CCM Director The Forest Lake Club Scott Irwin, CCM, CCE, Director Lancaster CC Robert Jones, Director Lake Naomi Club

The Purpose of the Association

To promote and advance friendly relations between and among persons connected with the management of clubs and other associations of similar character.

Mission Statement

The Club Manager’s Association of America advances the profession of club management by fulfilling the educational and related needs of its members.

PRESIDENT’S MESSAGE

The 2010 year can be summed up in one word--“survival”. Over the years, history has shown that private clubs lag behind the economy by 18 months. As the world felt the struggles of the economic downfall in 2009, private clubs showed increases. But in 2010, the bottom fell out. Private and public golf courses are closing at a higher rate than being built. This hasn’t happened in 60 years! Couple this with rising expenses, the inability to raise dues due to the “walkout” factor and the generation change (When I asked Doug Steffen, the director of golf at Baltusrol in Springfield, N.J., to describe the biggest change in club life during his 13-year tenure there, he said, "That's easy to answer. The club used to be the focal point of social life for our members, but now it's just one among many other activities they are involved with." Quoted from the Wall Street Journal) private clubs are facing some of the hardest times since the Great Depression. Not all clubs are facing these issues, but the ones that do will survive if they utilize their assets to their advantage. A famous philosopher once wrote “knowledge is power”. As a private club manager the best knowledge we have is how to run our own club. We know what our members like and what they don’t. We know how to keep them happy. But we are still facing members leaving. So how do we adjust? Our biggest asset is each other. Getting the knowledge of how an event worked or didn’t, finding the flaws before they happen, being

proactive, will all lead to better enjoyment for our members. Communicating with each other will help us to be more proactive. Now, you will find some of your members (board especially) who feel giving “our” secrets to the Club down the street is not acceptable. What they fail to realize is we are not fighting for the same membership pool, those potential members are going to join a club for a litany of reasons. We are fighting to retain our current members. Sharing information on various events, tournaments, etc. will not cause a club to be “better” than any other but it will help the manager to create a better atmosphere for their members. If I only accomplish one thing in the next two years as President, it will be to broaden the relationships we have with each other within our chapter. The one thing I know is that I don’t know everything. Borrowing ideas and receiving advice has helped me to succeed for 10 years in the club industry. Hopefully you will be on board with this idea and help extend the life expectancy of a private club manager to more than 3 years. I look forward to building upon the relationships already made through the chapter and the many more to come. Phil Mahasky President

Central PA Chapter of CMAA

Key Notes The Official Bulletin of the Central PA Chapter Winter 2011

Pictured Above at the Annual Chapter Retreat held at the Forest Lake Club: Ken Ersbak, CCM & Phil Mahasky.

Report on the 21st Annual Chapter Education Tournament

Our chapter held its Twenty-first Annual CMAA Chapter Education Tournament on Monday, October 4th, 2010 at Bent Creek Country Club. We had 86 golfers brave the rainy weather to participate in the event. With the help of several sponsors, including our major sponsors, Jonas Software/ Clubsystems Group and Golf Car Specialties, we were able to raise just over $5,000 for our education fund. Over the past twenty-one years, this tournament has helped raise nearly One Hundred and Twenty-five Thousand Dollars, which has been awarded to over 66 students pursuing careers in Club Management, Turfgrass Management, Culinary Arts and Professional Golf. These students have been associated in one way or another with the private clubs within our own chapter or have been Penn State students, which is the home of our student chapter. Other uses of the tournament funds include; recruitment of students into our student chapter, development and support of Chapter based educational programs and the subsidy of the continuing education of Managers in our chapter from clubs that do not have the budgetary resources to support CMAA educational programs for their managers. We had several student volunteers helping us to make the event successful. Thank you to all of them. Pictured right are a few of them (from left: Caitlin Moss, Kimberly Ducato, Joe Litterio, Carry Poole-Gullick, Brittany Baioni and Cody Sauer). A couple of the guys even got to play some golf with us. I would also like to give a special thanks to Paul Howard for organizing the students and helping out with the event. The event would not have been a success without the help of Phil

Mahasky, my co-chair, and Cynthia McComsey (pictured left), Banquet Coordinator at Bent Creek. She worked very hard pounding the pavement to get sponsors for the event. We couldn’t have pulled it off without her. Thank you for all of your help. I hope that we can

continue our success in the coming year when we return to Glenmaura National Golf Club on Monday, August 29th, 2011!

Jennifer D. Mang, CCM Tournament Co-Chair

The Evolving Golf Club Model Capturing the Character of a 19th Hole

The golf industry has faced many changes and challenges during the last decade. As a result, interior and architectural design standards have evolved to meet the broader, long-term service and economic demands of private and public golf clubs. Golf courses are fighting for a smaller market share among a demographic that has less time to spend with the game. To retain existing players and attract new ones, they have to reinvent and re-brand the dining and entertainment elements of the course or club. Marriott, Ritz-Carlton and other hotel and resort-affiliated courses have an endemic hospitality philosophy. Their intimate knowledge of the hospitality industry and its nuances has allowed these brands to create a golf, dining and entertainment business that is experience-driven. Borrowing a page from that industry, golf courses throughout the U.S. have introduced a renewed focus on food and beverage. Whether implementing a chef-driven operation with seasonal menu changes, or rolling out group and banquet catering services and programs, this approach reveals a willingness to evolve and meet a rising demand for innovation. Courses and clubs considering a clubhouse renovation, or owners/investors planning and designing new facilities, should consider the short- and long-term impact a memorable, well-designed food and beverage operation can have on the bottom and top lines. Fundamentally, we have to change the way we look at club design — both as designers and as owners. When a club is considering an interior renovation, the first question I ask the male member is “what do you think about when your wife says ‘let’s go to the club to have dinner.’?” The answers I get provide an insightful view into what sort of space is needed to capture the story of the club. In short, the clubhouse should be a remarkable, relaxing space that is at the forefront of their thoughts when members are choosing a dining experience.

Pictured here: Some of our chapter celebrities: Robert Jones, Phil Mahasky, Scott Irwin & Tom Czaus, CCM, with of course, the crazy people they got to play with them in

the rain.

KeyKeyKeyKey Elements of Strong DesignElements of Strong DesignElements of Strong DesignElements of Strong Design

Designers and owners understand that the clubhouse receives a lot of attention, positioning itself as the “trophy” to the rest of the club. There are three key components to designing the interior of a stand-out 19th hole. The first is the view. Players pay for impeccable green conditions, exceptional services and an outstanding experience. The 19th hole should add to this. Designing rooms that focus on available views — like overlooking the course or a nearby city skyline — enhances that overall aesthetic. It warms the space, and creates a comforting ambiance that is naturally beautiful. This setting facilitates member consideration of the room for personal events, like weddings, birthdays and other celebrations. The second component designers need to consider is style: what most people think of when they think of interior design. Its aesthetics – from color scheme to fixtures – define the lasting impression of the dining facility. Nineteenth holes should maintain a timeless style, reflecting on the lasting culture and traditions of the game. This means avoiding “trendy” for something casually accepted in modern design. It’s not about pushing boundaries or reinventing the wheel, but capturing a relaxed, fashionable space that is comfortable. It can’t feel “new” when finished; it should exude an aged and perfectly weathered veneer that is both inviting and unforgettable. Finally, it should have character. Each 19th hole tells a story and shares in the spirit of the overall experience, the lifestyle of golfers. Great designs look to strong stories. For instance, Tom Hoch did the renovation at The Ridge at Back Brook in Ringoes, NJ. The owner wanted to recreate the cozy environment of a nearby tavern with a Western-style lodge interior. The result was an award-winning clubhouse, recognized by Golf World in its Reader’s Choice Awards that has a strong personality and matches the desire of the owner with the needs of patrons.

Efficient Space PlanningEfficient Space PlanningEfficient Space PlanningEfficient Space Planning

The best designed 19th holes are efficient operations and spaces that do one thing and do it exceedingly well. Many clubs have attempted to be all things to all people, and they’ve failed. They lose their identity, and are unable to meet those needs. By effectively utilizing the space, a good 19th hole hits the customer emotionally and drives revenue. Focusing on a stand-out food- and beverage-operation can be the sort of targeted design choice for a club. Depending on the space available, a club can narrow the design and focus on a notable bar with unique character and style, or a beautiful wine room with custom fixtures and recognizable ambiance. With proper space mapping and special care taken to address the keys of strong design, any club can create a signature room that its members and patrons will continue to enjoy for years. Designing the clubhouse isn’t about creating a sports bar; it’s about the character, style and atmosphere. At a club like this, the rules of the game are established, and everyone there – waiters, bartenders, patrons – all know how to play.

Article by Tom Hoch

Tom Hoch is the President of Tom Hoch, a leading design-build firm based in Oklahoma City, Oklahoma. Founded in 1963 by his parents Tom (senior) and Joanne Hoch, Tom Hoch specializes in club, resort, hotel, restaurant and recreational spaces. Tom Hoch has revolutionized the category via its “revenue-based design” model, a space planning, sizing and mapping process for retail-driven spaces such as golf shops and food- and-beverage operations. For more information visit www.tomhoch.com.

CMAA Annual World Conference and Golf Industry Show

To be Held in Orlando, Florida February 24th – 28th, 2011

The Annual CMAA Conference is vast

approaching. There are 16 members of our chapter attending this year. CMAA always offers a great venue, filled

with networking and education opportunities. It is a great place to get energized and bring back new ideas to our clubs, especially during these difficult times. Our chapter conference dinner will be held on Saturday, February 26th at Johnnie’s Hideaway restaurant. If you have attended at least 3 Central PA Chapter events in the past fiscal year, your dinner will be paid for by the chapter. Anyone that does not meet that criteria, along with any guests of members attending, will be invoiced for the cost of the dinner, including shuttle service to and from the restaurant, at $120 when you sign up. Please sign up by emailing Robert Williams, CCM, CEC at robert@westmorelandclub.orgrobert@westmorelandclub.orgrobert@westmorelandclub.orgrobert@westmorelandclub.org or sign up online at our website www.cmaacpa.orgwww.cmaacpa.orgwww.cmaacpa.orgwww.cmaacpa.org. Please do so before Friday, February 18th. We will be meeting at the conference hotel, the World Center Marriott, at 6:45 PM in the main lobby. Our plan is to leave by approximately 7 PM for a 7:30 PM reservation. Please be prompt. You do have the option of meeting us at the restaurant, but, if you are going to do so, please let Robert know so that we aren’t waiting for you. See you in Orlando!

Jennifer D. Mang, CCM Key Notes Editor Summary of the Annual Chapter Retreat

If you have never attended one of our chapter retreats, you are truly missing out. Since we belong to an organization

that is spread out over 200 miles from the furthest club north to the furthest club south, annual planning becomes difficult. The chapter retreat allows us to focus on education topics and mapping out the upcoming year. It also allows us to brainstorm to find new ideas that will help stimulate chapter participation. The event also allows us to experience chapter clubs that are meant to be “get-aways”, such as Forest Lake Club, Blooming Grove Hunting & Fishing Club and Moselem Springs Golf Club. The first order of business this year was to appoint committee chairs. The following were appointed for 2011:

• Certification – Isaac Davis, CCM

• Club Foundation – Richard Chase

• Education – Scott Irwin

• Legislative – Philip Mahasky

• Membership – Thomas Czaus, CCM

• Technology – Robert Jones & Jennifer Mang, CCM

• Public Relations – Jennifer Mang, CCM

• Executive Career Services – Ken Ersbak, CCM

• Student Chapter – Paul Howard

• Education Tournament – Phil Mahasky & Jennifer Mang, CCM

• Wine Society Chapter Rep. – Robert Williams, CCM, CEC

The biggest topic of conversation this year was how to get our members to attend more chapter meetings. Attendance at regular meetings was very low this year, which can be disappointing to our education speakers, as well as to our host club manager. We figure that there may be several reasons that members to not attend meetings. One may be that since many clubs have had to cut some of their middle management staff, there may not be someone there to watch over things in order for the manager to get away. The other reason we felt may be the distance to the meeting. Although we cannot do anything about the first reason, we can offer a solution to the second reason. We would like to get our members that are from the same region to do more car-pooling. By doing so, you get the advantage of saving on gas, as well as gaining more networking time with your colleagues. We also discussed ways of making our new members feel more welcome, which would hopefully encourage them to attend more meetings. It was decided that there would be a board meeting prior to each chapter meeting, if possible. We felt that the existing meeting time guideline works best, which is as follows:

• 9:30 AM – Continental Breakfast – Board Meeting

• 10 AM – Chapter Meeting

• 11 AM – Education

• Noon – Lunch

• Golf (optional) – immediately following lunch We will do our best to stick to this schedule, unless we have a workshop planned or possibly for a board invite event. One of the most important topics we discuss each year is communication among our chapter members. Our focus this year will be on website management, timely newsletters, frequent email messages, phone trees prior to meetings, and, of course, regular meeting notices via snail mail. As you have already seen, we did increase the dues for this year from $150 to $175. The reason we needed to do this is because our membership continues to decline each year and, as a result, we are

beginning to deplete the surplus that we have maintained for the past few years. Our meeting fees will remain the same for 2011:

• Continental Breakfast - $5

• Lunch - $10

• Reception - $15

• Reception (no alcohol) - $5

• Dinner - $35

• Golf – as required by host club

• EDUCATION IS ALWAYS FREE! EDUCATION IS ALWAYS FREE! EDUCATION IS ALWAYS FREE! EDUCATION IS ALWAYS FREE! TTTThe final and most important topic discussed at the chapter retreat—the annual schedule. We have been struggling to complete this for the past several months, but I think we finally have it together. Please see our tentative schedule below:

2011 Chapter Meeting Schedule

(Tentative as of 1/31/11)

SatSatSatSat., Feb.., Feb.., Feb.., Feb. 26262626tttthhhh Johnnie’s Hideaway Restaurant

Sat., March 19Sat., March 19Sat., March 19Sat., March 19thththth Student Club Tour of the Northeast Region

Tues., March Tues., March Tues., March Tues., March 22222222ndndndnd Chambersburg CC – Meeting/ Education

Tues., April 1Tues., April 1Tues., April 1Tues., April 12222thththth

Fox Hill Country Club – Meeting/ Education

Tues., May 1Tues., May 1Tues., May 1Tues., May 10000thththth

Blue Ridge Country Club, Harrisburg Education: Health Care Reform by the National

Club Association

Mon., June 2Mon., June 2Mon., June 2Mon., June 27777thththth

Board Invite at Moselem Springs GC - Board appropriate education topic

JulyJulyJulyJuly ---- NNNNo Meetingo Meetingo Meetingo Meeting

Tues., Aug. Tues., Aug. Tues., Aug. Tues., Aug. 9999thththth

Pocono Farms CC – Meeting/ Education

Mon., Aug. 29Mon., Aug. 29Mon., Aug. 29Mon., Aug. 29thththth

Glenmaura National Golf Club Annual Scholarship Tournament

TueTueTueTues., Sept. 1s., Sept. 1s., Sept. 1s., Sept. 13333thththth Annual Meeting at State College

Education & Lunch with Students

Mon., Oct. 2Mon., Oct. 2Mon., Oct. 2Mon., Oct. 24444thththth

Chapter Retreat – Forest Lake Club

Tues., Nov. Tues., Nov. Tues., Nov. Tues., Nov. 8888thththth

6-Point Workshop at Colonial Country Club

DecemberDecemberDecemberDecember ---- No MeetingNo MeetingNo MeetingNo Meeting

JanuaryJanuaryJanuaryJanuary 2012012012012222 Holiday Social – Country Club of York