Sessions
Session handouts are available for download below.
What Consumers Really Want – Authenticity
James H. Gilmore, author of “Authenticity - What Consumers Really Want”
Wednesday, February 4, 10:45 - 11:45 am
Case studies and best practices that explain how availability, cost and quality no longer suffice. Today’s customers seek the authentic where and when they buy. Learn how to satisfy consumer’s demands for authenticity – across every kind of offering – and you’ll capture their hearts, minds and dollars.
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There Are No Mulligans: Creating a Successful and Proactive Succession Plan
Leon and Terry Resnick, Partners, Resnick Associates
Larry A. Hirsh, Founder & President, Golf Property Analysts
Wednesday, Feb. 4, 1:45 - 2:45 pm
When it’s all said and done, you are not awarded any “do overs” on your estate plan. The plan you have in place will determine if you are able to keep your assets for family and charity or if the IRS will become your largest beneficiary.
Attend this session and learn the financial techniques and tools you will need to create a proactive “succession” plan to assure the long-term survival of your golf course and other estate assets. Leon and Terry Resnick, partners in nationally recognized Resnick Associates, will show you how to avoid “auctioning off” your golf course to raise capital for Federal Estate Taxes, avoid life insurance problems that could cost millions of dollars, and address financial compensation for active and inactive children in the family business. Special emphasis will also be given to the most recent Tax Act and how this will affect you, your business and family. After the session, Leon and Terry will be available to meet 1 on 1 with attendees.
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3 Key Strategies to Increase your Retail Revenue Today, And Lower Your Costs!
Lisa Langas, Golf Retail Consultant
Wednesday, Feb. 4 , 1:45 - 2:45 pm and Wednesday, Feb. 4, 4:15 - 5:15 pm
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
By offering the right product in your golf shop, having the correct pricing strategy and utilizing your staff, you can increase your retail revenue and save money. In the session, you will learn how to find new sources to purchase lower cost inventory, take advantage of off-price product offerings, create partnerships with vendors to lower the cost of overall inventory, find the right pricing strategy to ensure your customers buy based on value, and utilize simple methods to motivate your staff to proactively sell inventory. After the session, Lisa will be available to meet 1 on 1 with attendees.
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Managing a Profitable Food Operation During Difficult Times
Mike Holtzman, President, Profitable Food Facilities
Wednesday, Feb. 4 , 1:45 - 2:45 pm and Thursday, Feb. 5, 4:00 - 5:00 pm
Food and beverage is more challenging than ever. Customers are more demanding, rounds are down or flat, food prices are increasing and labor costs are going through the roof! So what do we do? This session will discuss how to meet these challenges by taking a look at menus, food trends and pricing. Three "catering tricks" to increase the bottom line and cost cutting measures as well will be covered. Whether you are a million dollar operation or just a small concession, by the end of the session, you will have a starting foundation of what you can implement to improve the bottom line of your food operations in these difficult times.
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Profit Management: Driving Additional Revenue Through Effective Pricing Strategies: Case Studies from Multi-Course Operators
John Huggins, Sr. VP of Operations, Tournament Players Club
Archie Lemon, Burroughs & Chapin
Jim Keegan, Managing Principal, Golf Convergence
Wednesday, Feb. 4, 1:45 - 2:45 pm
Hear case studies from Myrtle Beach and the PGA Tour Golf Course Properties on maximizing revenue from your tee sheet through cooperation with other facility owners and operators, leveraging technology, training, and pricing tactics.
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Do It Yourself Marketing, Part I: Branding
Jay Ehret, The Marketing Spot
Wednesday, Feb. 4, 3:00 - 4:00 pm
Branding is the foundation of all your marketing efforts. But branding is about discovery and not marketing magic. Effective marketing begins with a “true brand.” In this session we will show you how to build a powerful brand with a brand promise based on your unique character. Then you will learn how craft your best brand communication tool: the tagline. Discover your inner brand.
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Secrets to Successful Negotiating
Bill Garcia, Garcia & Associates
Wednesday, Feb. 4, 3:00 - 4:00 pm
This session will shed light on both buyer's and seller's powers while showcasing the importance of raising expectations through proper planning. Discover the foundation of all negotiations and why a willingness to try is so important. Better understand the power shift that happens in all negotiation relationships, how to recognize the shift and why it’s important. And take away a simple-to-use, repeatable process you can use immediately to begin negotiating better.
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Pace of Play: Myths & Miracles
Bill Yates, Management & Performance Improvement Consultant, Grey Town Golf, LLC
Forrest Richardson, Golf Course Architect, ASGCA
Wednesday, Feb. 4, 3:00 - 4:00 pm and Thursday, Feb. 5, 2:45 - 3:45 pm
Pace-of-Play “engineer” Bill Yates teams up with golf architect Forrest Richardson for a hands-on workshop designed to untangle misconceptions about how to affect pace on the golf course. This is a hands-on workshop where you will get a chance to work on a case study golf facility. You will learn about pace-rating, how course design can affect pace, and how thoughtful pace management can lead to great golf experiences. You will have an opportunity to review their solutions and engage in dialog about issues at your respective facilities.
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Programming for Profit: Successful Programming and Price Management Experiences from Multi-Course Operator
Phil Green, President, OB Sports
Bobby Heath, President and CEO, Western Golf
Peter Hill, Founder, Chief Executive Officer and Chairman, Billy Casper Golf
Wednesday, Feb. 4, 3:00 - 4:00 pm
Learn from leading-edge experts from the some of the world’s largest multi-course owner/operators about their approach to marketing and sales, game improvement programs, events to fill shoulder and off peak times, loyalty programs that actually work, technology initiatives that provide a foundation for pricing strategies that maximize, and other programs for profit.
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Do It Yourself Marketing, Part II: The Customer’s Experience
Jay Ehret, The Marketing Spot
Wednesday, Feb. 4, 4:15 - 5:15 pm
The customer’s experience is the number one determinant of customer loyalty. Do you have a remarkable customer experience that inspires loyalty and launches word of mouth? In this session we will show you how carefully map out an experience that people will have to talk about. Using a customer experience map you’ll learn how to design a consistent and cohesive customer experience with magic spots.
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The Value of Attracting Wildlife to Your Course – Enhancing Your Course’s Natural Habitats to Gain Promotional Value and Save Money
Sam Fried, President and co-founder, Flights of Fancy Adventures, Inc.
Wednesday, Feb. 4, 4:15 - 5:15 pm
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Golf is a business that involves huge tracts of land, intensive cultivation and management, and gigantic operating costs. This entertaining session will show how courses can develop their natural resources by creating, preserving and enhancing natural habitat and attracting wildlife. In the process, courses will save money by reducing mowing areas, chemical and water use, and increase players’ enjoyment. A side benefit to all these savings is that you will, at the same time, gain valuable promotional material. A “Can’t Lose” proposition.
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Global Perspectives: The Latest Trends and Best Practices from Multi-Course Operators
Kun Li, representative, CITIC Forward Golf Management Company
Eric Affeldt, CEO, ClubCorp
Robert Visentin, CFO, ClubLink
Dana Garmany, Chairman and CEO, Troon Golf
Marcel Welling, Managing Director, Burg Golf and President, The European Golf Course Owners Association
Colin Mayes, Chief Executive, Burhill Golf and Leisure Ltd
Wednesday, Feb. 4, 4:15 - 5:30 pm
Get the latest trends and best practices from top executive officers from the largest multi-course owners/operators in the United States, Canada, Europe, the United Kingdom, and China. Get their perspective on the golf industry, approaches to growing their businesses and thoughts on golf industry initiatives to grow and protect the business and game of golf.
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Do It Yourself Marketing, Part III: Word of Mouth
Jay Ehret, The Marketing Spot
Thursday, Feb. 5, 2:45 - 3:45 pm
Word of mouth is the most powerful form of marketing. But conversation doesn’t just happen; you have to stimulate it. The secret is to give people something to say, and then give them the opportunity to say it. In this session you’ll build your conversation plan by clearly identifying your word-of-mouth message. Then you’ll use the word-of-mouth playbook to give people a forum to talk about you.
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The ABC’s of Effective Employee Selection & Retention
Debby Cannon, Ph.D., CHE, Cecil B. Day School of Hospitality, Georgia State University
Thursday, Feb. 5, 2:45 - 3:45 pm
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Hiring, training and retention of employees are a critical part of a golf course’s success. This session will focus on a toolbox of human resource essentials for better selection and retention of employees - from entry-level to management. Including recruiting and interviewing techniques as well as approaches to training and coaching, this session will provide you with tools that can be immediately applied to your golf course operations.
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Player Development: The Family Golf Program That is Raking in the Money.
Dennis Johnson, Club Manager/Director of Golf, Pine Meadows Golf Course
Thursday, Feb. 5, 2:45 - 3:45 pm
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
When does combining families and golf result in increased revenue? Come and learn how the Family Golf program promoted by the Wadsworth Foundation has filled tee sheets and cash registers in Illinois. This pilot program has left experienced managers shaking their heads in amazement.
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Do It Yourself Marketing, Part IV: Advertising
Jay Ehret, The Marketing Spot
Thursday, Feb. 5, 4:00 - 5:00 pm
Advertising is courtship. But it’s not just about advertising; it’s about the total promotion of your course. Don’t waste another dollar on advertising. In this session you’ll learn how to build an effective promotional message with impact. Then you’ll learn which promotional or advertising vehicle you should use to spread your message.
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Water: Ignoring the Issue is Too Big a Risk
Bruce Charlton, President, American Society of Golf Course Architects and President and Chief Design Officer, Robert Trent Jones, II, LLC
Ted Horton, Consultant, Ted Horton Consulting
Anthony Williams, Director of Grounds, Stone Mountain Golf Club
Thursday, Feb. 5, 4:00 - 5:00 pm
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Whether water is scarce in your area or not, this session will arm you with information and solutions to prepare yourself for the inevitable. From practical steps to both conserve and obtain irrigation to an explanation of future options, the ideas will keep flowing.
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Suspects/Prospects/Find ‘em/ Convert ‘em/ Keep ‘em
Beth Meister, President, Club Marketing & Co.
Thursday, Feb. 5, 4:00 - 5:00 pm
Finding qualified leads for gaining new members has never been more complex and difficult. Financial constraints on prospective members and the pressure on club marketing budgets make this endeavor an even more expiate need for change. Fortune 500 Companies have known for some time how to target the right customers; allowing for increased success levels. Now is a time to take a page out of the book of successful sales organizations and employ those efforts to the science of membership sales. This session will include ideas for suspecting and prospecting, using technology tools to determine and isolate prospective members and increase the likelihood of conversion. Follow the path from suspect determination, creating prospects, converting to members and successful integration into club membership. The old traditional ways just aren’t good enough and a new path towards successful membership growth must be forged.
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NGCOA University:
Get ready to hear “what you need to know” from successful course owners in these fast-paced sessions. You will leave with a “how to” list and new friends in the business to call on.
NGCOA University I: Marketing, Sales, F&B
Friday, February 6, 10:00 – 11:00 am
Marketing – What is important to remember about getting customers to your course? How do you get the word out about your programs?
Faculty member – Michelle Wittig, Juday Creek Golf Course
Sales – Do you really need a sales person? What should they be doing?
Faculty member – Rock Lucas, Charwood Country Club
F&B – What F&B do you need to offer to keep your customers happy? What can you do to actually make a profit off F&B?
Faculty member - Nancy Schulz, The Oaks Course
NGCOA University II: Maintenance Staff, Maintenance Budgets, Maintenance Scheduling
Friday, February 6, 10:00 – 11:00 am
Maintenance Staff – What are the most important things to remember when hiring and training your maintenance staff?
Faculty member – Dick Stuntz, The Oaks
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Maintenance Budget - How to put together a budget, who should be involved, and important things to consider to be able to maintain the course and keep cost down.
Faculty member - Bryan Bielecki
Maintenance Scheduling – Schedule for Success! - How can you schedule maintenance so that the work gets done without conflicting with play on the course?
Faculty member – Ted Horton, Ted Horton Consulting
NGCOA University III: POS Systems, Standardized P&L, Customer Service
Friday, February 6, 11:15 am – 12:15 pm
POS Systems – Why do you need them? How do you use them? What criteria is needed to pick the best for your needs?
Faculty member – Jeff Hoag, Scott Lake Country Club
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Standardized P&L – What line items are expected by lending institutions ? How can a P&L be set up to meet your needs as well?
Faculty member – Walt Lankau, Stow Acres Country Club
Customer Service – What is important to remember about customer service? What makes your course stand out from the rest?
Faculty member –George Kelley, Greenway Golf, Inc.
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
NGCOA University IV: Player Development, Outings and Leagues
Friday, February 6, 11:15 am – 12:15 pm
Player Development – What makes your customer base grow? What are the successful elements of a good program?
Faculty member – Bill Horn, Incline Village General Improvement District
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
Outings and Leagues – The ABC’s of organizing and running outings and leagues are essential to the success of this important element of your business.
Faculty member – Linda Rogers, Juday Creek Golf Course
DOWNLOAD THE PRESENTATION AND RELATED MATERIALS
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