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8/12/2019 Creating a blue print
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Creating A Blueprint forYour Clubs Future
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All SquarePlanning Consultants
Jeff Graveso Principal, All Square Consulting
o Architect
Doug Martino Principal, All Square Consultingo Former Director of Business Strategy,
Microsoft Corporation
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Why Focus on LongRange Planning?
The club market is changing rapidly
Your members decision making ismuch more mercenary than in the
past
Your membership picture may lookstrong today.
But what is bubbling right beneaththe surface?
Good time to invest in a plan insteadof a capital improvement
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Agenda
Building a useful financial blueprint
Taking a fresh look at your
membership
Creating a practical strategicblueprint
Master planning
Moving from blueprint to action
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Building Blocks of a
Club Blueprint
Financial Blueprint
Data Collection
Strategic Blueprint
Facilities Master Planning
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The Foundation:A Financial Blueprint
Ten year view of all club revenues, expenses,
and capital projects
Complete Asset Study showing all forecasted
asset replacement costs
Financial representation of the Strategic
Blueprint
Critical planning tool for Board and
committees
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The Asset Study
Asset count
Yearly summaries
Organized by groups and
categories
Photographs
Asset replacement/repair
o Useful life
o Preventative maintenance
o Replacement costs
o Projected replacement date
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Financial Blueprint
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Building Blocks of a
Club Blueprint
Financial Blueprint
Data Collection
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How Much Do You Really KnowAbout Your Members?
Where do they spend discretionary dollars?
What are their dining habits?
What other organizations do they belong to?
What after-school programs are their children involved in? How much time do they have in an average week to spend
at the club? How can you get more of their time?
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Private Club Trends
Membership Time
constraints
Gen X and Y
More activewomen
ActiveBoomers
Services Fitness
Spa services
Familyorientation
Businessservices
Youthprograms
Operations Healthy fare
Quick meals
Family diningfor youngermembers
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Recognize Your Competition
Its more than the nearby golf clubs
Your REAL competitors:o Health clubs
o Area restaurants
o After-school attractions
o Video games
o Tennis Clubs
o Day Spas
o The Internet and
social media
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Get to Know Your
Customers Current Members
Surveys and Focus Groups
Past Members
Exit Interviews
Future Members
Demographic Data
Current member referrals
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Strategic Planning Survey Basics
Keep operations surveysseparate
Focus on your customer, not
on your club Get to know what they do, not
just who they are
Web-centric with paper-basedbackup
Use an objective third party ifpossible
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Building Blocks of a
Club Blueprint
Financial Blueprint
Data Collection
Strategic Blueprint
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"If you don't know
where you are going,you are certain to end up
somewhere else."
- Yogi Berra
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Typical Strategic Planning
(Brace yourselves, this is groundbreaking stuff!.)
Mission StatementTo provide our members with a superior golf andcountry club experience, embracing the traditions ofthe game, providing a superior test to golfers of all
abilities, and to promote an atmosphere of friendshipand camaraderie for members and their guests.
Strategic Objectiveso Maintain an outstanding golf course
o Conduct quality events
o Respect for club traditions
o Responsive and effective club governance
o Financial viability
o
An atmosphere of respect for members,management and staff
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Why Strategic Plans Fail
Too much focus on mission
Reacting to squeaky wheels
Ready. Shoot. Aim.
NPD
Letting timelines and budget
limit your strategic blueprint
Letting architects or drawings
drive your planning agenda
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Practical Strategic Planning
Fly at the correct altitude
Ideas are your top commodity
Let your collected data be yourguide
Involve non-traditional players
Define where you want to go, howyou will get there, and how you
know when youve arrived
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Strategic Planning Process
DataCollection
Membership web survey Board and GM interviews
Local area demographics
Competitive analysis
National trend data
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Strategic Planning Process
DataCollection
Data
Validation &Review
Focus groups
Explore survey trends
Explore trade offs and priorities
Assess opinion intensity
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Strategic Planning Process
DataCollection
Data
Validation &Review
AnalyzeStrengths &Weaknesses
Series of LRP committee meetings
High level board review
Stay at high altitude
Commitment to rely on objective data
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Strategic Planning Process
DataCollection
Data
Validation &Review
AnalyzeStrengths &Weaknesses
Develop aBlueprint
Define series of achievable goals
Every goal or initiative is measurable
Initial blueprint not bound by time or $$
Prioritize projects based on greatest needs
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Strategic Planning Process
DataCollection
Data
Validation &Review
AnalyzeStrengths &Weaknesses
Develop aBlueprint
BuildMembership
Support
Plan is only as good as support
Strive for board unanimity
Trust your objective data
Vote if bylaws require, or
create feedback process
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Building Blocks of a
Club Blueprint
Financial Blueprint
Data Collection
Strategic Blueprint
Facilities Master Planning
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Master Plan Philosophy:
ItAintJust Fancy Drawings!
Start high, then reduce altitude
Measure ideas against theStrategic Blueprint
Discuss alternatives for realizing
the strategic blueprint through
facilities improvements
R l f Eff ti
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Rules for EffectiveMaster Planning
Usually developed by LRP committee
Work within the vision, goals and
objectives of the strategic blueprint Understand scope and scale of each
project
Drawings only after project is clearlydefined
Golf Course master plan developed
simultaneously
D l i
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Developing aDetailed Program
Square footage
Heating and cooling
Acoustical requirements
Lighting
Capacity and flow
Adjacencies
Ambience
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Building Blocks of a
Club Blueprint
Financial Blueprint
Data Collection
Strategic Blueprint
Facilities Master Planning
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The Completed Financial
Blueprint
Cl b Pl i Ti li
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Club Planning Timeline The Financial Blueprint starts with the Asset Study and is populated by strategic
initiatives as they are developed
Strategic Blueprint includes data collection, focus groups, board interviews, anda series of LRP committee meetings
Master Planning includes detailed program development and several iterations ofconceptual drawings
FinancialBlueprint
Finance Committee
Strategic
BlueprintLRP Committee
MasterPlanningLRP Committee
Membership meeting/presentation Board reviews
C l ti
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CompletingCapital Projects
Form an ad hoc BuildingCommittee for each project
Develop implementation timelineand budgeto Update Financial Blueprint
Select project manager
Select and LEAD architect,contractor, designers
Manage timeline and budget
A C l t Cl b
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A Complete Club
Blueprint
Complete financial picture for
ten years, updated annually
Clear picture of your current and
future customer
Concrete vision for how your
club stays vibrant and relevant
Visual representation of your
complete club blueprint
Financial Blueprint
Data Collection
Strategic Blueprint
Facilities Master Planning
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Questions