Clubhouse Europe - issue 28

CLUBHOUSE EUROPE

MPDs – dates for the diary – page 6

Review – World Conference A word with – CMAE CEO Torbjörn Johansson Finance – join CMAE’s Club Finance Summit Jobs noticeboard – career-building opportunities

ISSUE 28

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WELCOME

Welcome

Contributors

Birthday celebrations at last!

As we move forward into 2023 I hope you and your Clubs have had a good start to the year and that we can all look ahead with positivity to the rest 2023.

Much of our current business is Members catching up on occasions that they were not able to celebrate during the last few years, and CMAE is also one of those playing catch up. Back in April 2001 the then Club Managers Association of Europe was officially formed by a group of forward thinking Club Managers and with the help of the Club Management Association of America. Twenty two years will have passed since this inception and the strides the association has taken over this period of time, and the figures listed below are quite staggering, credit must go to everyone involved with CMAE over the years for making the vision in 2001 a reality. And now we can celebrate!

On the 28th of April we are expecting over 70 people who have been associated with the CMAE, whether it be as a Member, staff, presenter or partner to gather at The Caledonian Club to celebrate these achievements with a dinner and reflections on the past and positivity for our future, this is open to all Members and limited places are still available. It certainly will be an occasion to remember and an article will feature in our next edition.

At our last Board meeting there was a great deal of discussion regarding our European Conference and it has been decided that this will now be held every two years with the next to be in London in late 2024. We have already put together a working group for this event and we will be approaching top class speakers over the coming months as well arranging experiences which will give everyone a taste of the world famous London Club-land.

This does not mean that we will not be looking at an opportunity for Members to meet in 2023, our CEO Toby has been looking at running a BMI, along the likes of which we have hosted for CMAA, and although currently in the early stages we hope to visit Washington DC in early Autumn. Watch out for further details.

Craig Cotterill, our Commercial Director, has also been making great strides with our Corporate Partners. Relationships have been strengthened at a recent Corporate Partner Lunch in London where views were shared on how we can move forward together, on what we do well and on where we can perhaps do better from both sides. It was invigorating to sit around the table with people who support CMAE – some who have been supporting us for the full 20 years and some who have just joined us (and a warm welcome to Club Benchmarking!).

I look forward to seeing a number of you on April 28th, and at all our other events throughout the year.

David Balden CCM President, Club Managment Association of Europe (CMAE)

David Balden CCM

Craig Cotterill

Sean Ferris

David Foster

Debbie Goddard

Cindy Hedmann

Torbjörn Johansson

Michael McCormack

Hamish MacLean

Caroline Scoular

Nick Sellens

Jill Slingsby

CMAE Board of Directors David Balden CCM david.balden@cmaeurope.org Michael Braidwood CCM CEO@bruntsfieldlinks.co.uk Niall Carroll CCM niall@cducestates.com Cristian Fiora CCM fiora@tee-time.it Debbie Goddard debbie.goddard@cmaeurope.org Alberto Iglesias CCM aiglesias@fdlgolf.es Torbjörn Johansson Torbjorn.johansson@cmaeurope.org Michael Newland CCM michael@theberkshire.co.uk Debbie Pern CCM admin@deesidegolfclub.com Silvia Serrano CCM serrano_silvia@yahoo.es Michael McCormack CMDip michael.mccormack@cmaeurope.org Craig Cotterill craig.cotterill@cmaeurope.org

Editor Caroline Scoular caroline@alchemymedia.co.uk Design David Foster Editorial Nick Sellens Advertising: Sean Ferris sean@alchemymedia.co.uk Circulation Jonathan Hardy Association Manager Debbie Goddard Debbie.Goddard@cmaeurope.org Publisher Clubhouse Europe is published by Alchemy Contract Publishing e.info@alchemycontractpublishing.co.uk t. +44) (0) 1753 272022

ACP Gainsborough House, 59/60 Thames Street, Windsor, Berkshire SL4 1TX United Kingdom t. +44 (0)1753 272022 e.info@alchemycontractpublishing.co.uk www.alchemycontractpublishing.co.uk

CMAE The Club Management Association of Europe 1b Bagshaw Close Ryton on Dunsmore Warwickshire CV8 3EX United Kingdom t. +44 (0) 247 669 2359

The views expressed in this magazine are not necessarily those of the publishers or the CMAE. Clubhouse Europe does not verify the claims made by advertisers regarding their products.

CLUBHOUSE EUROPE 3

Contents 9

5 News round-up News, views and new alliances.

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6 Management Development Programmes Latest news on MDPs. Plus diary dates and why you should sign up and join in.

9 CMAE launches Partners Lunch On the February 16 the CMAE held it first Commercial Partners Lunch, inviting all current partners to contribute to the strategy and direction of the group over the next 12 months.

12 World Conference The 2023 World Conference and Club Business Expo 2023 saw all records being broken, with over 3,500 heading to Orlando for the events. And an impressive 536 of these were newbies, attending the event for their very first time.

14 Reflections on Orlando Back at his desk one week after returning from his first CMAA World Conference in Orlando, Paul Mills, recipient of the CMAE’s Joe Perdue Bursary, shares his thoughts on an amazing experience.

16 Golf industry – challenges and opportunities As 2023 advances, the golfing industry will grapple with some ongoing problems. Yet, these challenges also offer significant opportunities for growth, reports US digital agency Linchpin SEO. Here are highlights of their key findings.

19 Club Awards call for entries

34 Energy consumption and invisible waste

It’s time to shine in the 2022 Club Awards. Deadline for entries: 9 September, 2022.

With many clubs facing an unprecedented rise in the cost of goods and energy prices shooting up, it’s not surprising to learn that 92% of hospitality decision makers are worried.

25 Spotlight on service Running a golf club in Abu Dhabi, one of the most luxurious destinations in the world, means excellent customer service is at a premium – something that 59Club customer Rhian Lobo, General Manager of Abu Dhabi City Golf Club, knows only too well.

37 Career-building opportunities

Clubhouse Europe takes time out to chat with CEO Torbjörn “Toby” Johansson about his role, education, conferences and all things CMAE.

The CMAE is committed to supporting clubs and individuals in their search for excellence. Enjoy this selection of prestigious posts available as we go to press.

31 Free Reader Service HQ Building the Business is a free reader service designed to help UK clubs with purchasing requirements, from latest launches to energy comparison sites.

Will clubs have to accept that paying higher prices for food and drink may be the only sustainable way to secure supplies of the freshest and seasonal produce? Lynx Purchasing reports.

32 Sustainability – is golf under threat?

Syngenta examines how golf can play a leading role in sustainability while under increased pressure to demonstrate their environmental and community value.

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Recognising that financial uncertainty remains a big issue for clubs across the globe, the CMAE is hosting an online Finance Summit on 25 May.

27 Industry Interview

32 Food & beverage insights

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35 Club Finance Summit

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For more information on any of these articles or to contribute to our next issue, contact Editor Caroline Scoular. e. caroline@alchemymedia.co.uk t. +44 (0)1753 272022 For more information on the CMAE, its events and/or courses contact Debbie Goddard. e. debbie.goddard@cmaeurope.org t. +44 (0) 247 669 2359

News from the frontline Club Finance Summit – 25 May, 2023 We are in exceptional times where financial uncertainty has affected us all. In this topical and engaging Finance Summit, CMAE and attendees will discuss financial planning, current trends and best practice as well as finding out what it is exactly that the Treasurer needs you to know by breaking down key terms and clarifying meanings.

This is also a great opportunity to bring along your Treasurer or CFO and enjoy a day of education together.

The Summit will be recorded and circulated to all who have signed up for the day. Places are limited to 45 delegates, so book early.

• Turn to page 35 in this issue for more details and how to book.

Ethnically Diverse Managers in Golf 2023 Bursary The European Club Education Foundation (ECEF), the education bursary arm of CMAE, and The R&A are continuing to award five bursaries for aspiring and existing golf club managers from ethnically diverse backgrounds for the second year running.

Club Awards 2023 have now launched The 2023 Club Awards are now open for entries. The Awards recognise the commitment of clubs, committees and individuals who work to ensure a healthy future for their clubs and members, celebrating clubs of all types and sizes. See pages 19-23 for a snapshot of the 2022 Awards.

• Deadline for entries – August 16, 2023.

Visit www.clubawards.co.uk

Club Benchmarking EMEA announces Premier Partnership with CMAE The CMAE is delighted to announce a new Premier Partnership with data analysis company Club Benchmarking EMEA, a provider of powerful business intelligence software and services for clubs of all types.

Craig Cotterill, CMAE Commercial Director, said: “Access to fact-based insight and industry specific data is something that every business needs to make informed decisions.

CMAE’s Clive Cotterill (left) and Torbjörn Johansson (right) with Club Benchmarking EMEA’s James Burns

The CMAE is delighted to support our member clubs through our latest Premier Partner agreement with Club Benchmarking EMEA.” Key financial drivers, the importance of capital planning, and data-driven measurement of member satisfaction, loyalty and attachment are a key areas addressed by the company.

James Burns, Managing Director of Club Benchmarking EMEA, said: “This key partnership provides us with the opportunity to be at the leading edge of club management education in Europe. We believe that private clubs in Europe will benefit greatly from factbased insight just as they have in North America and Australia.”

• Click here for more details on Club Benchmarking

Obbi Golf – £1.25m investment

Belfast-based software company Obbi Golf has celebrated its first birthday by raising a £1.25m investment, leading to the creation of 14 jobs. The award-winning software product is helping to change the way golf clubs manage their compliance, safety and training, and the company.

The tech start-up secured investment from TechStart Ventures and a small number of individuals, led by entrepreneur Patrick McAliskey, who has also joined Obbi Golf as its new Chairman.

• For more information on Obbi Golf click here.

The bursaries are funded by The R&A as part of its commitment to increase the ethnic diversity of those working in the golf industry. Research conducted by The R&A among those from ethnically diverse communities has suggested that role models are key to demonstrating that golf is open to all, not only as a participant in the sport but as a professional career opportunity.

The recipients of the bursaries will each have place on the CMAE’s Management Development Education Programme (MDP).

The bursaries start with a place on MDP 1, which covers the remit of operational skills required to run a Club, with the hope that participants will then progress through the MDP pathway to gain the Club Management Diploma (CMDip), seen as the club industry’s benchmark management qualification.

Awards will be made by 26th May for recipients to choose the most appropriate location in Europe or the Middle East to take MDP1. The five places awarded in 2023 will be allocated, if possible, to two from GB&I; two from Europe and one from Africa/Middle East.

Potential applicants should apply online at this link.

• Closing date for applications is 28 April, 2023.

CLUBHOUSE EUROPE 5

MDP NEWS

Management Development Programmes The CMAE’s Management Development Programme (MDP) is the leading education programme for club industry professionals and provides the pathway to the european Club Management Diploma (CMDip) and the global Certified Club Manager (CCM) certifications.

The CMAE MDP is a series of courses focused on the core competencies of club management designed not only for those working as club general managers, club

secretaries and in other senior positions at sports, city and business clubs today, but also for those who aspire to these roles in the future.

MDPs COMING UP – MAY - DECEMBER, 2023 Watch out for new MDPs coming up. (Information correct at time of going to press) Full details available on CMAE’s website. (See ‘Get Involved’ for links and contact details.)

MAY MDP 1 – Club Operations (in Spanish) 8-12 May, Anoreta, Spain This week long course is targeted in particular towards those managers who are either new to a post, recently appointed or simply want to enhance their knowledge so that they may better serve their club committee, owners and members. At the end of the week, those taking the course will have an excellent grasp of the basics in every area of club business, and will have established a valuable network of support for their career in this industry.

JUNE MDP – Parts 1,2&3 12-16 June, Dubai This course is aimed at those starting on the MDP journey, as well as for those continuing on the path.

Hosted at the five star Park Hyatt Hotel and the Dubai Creek Golf & Yacht Club, the course includes: • MDP 1 – Club Operations • MDP 2 – Building and Managing the Club Team • MDP 3 – Strategy & Leadership in association with Club Benchmarking • Full details on opposite page.

MDP – Golf Spanish 19-23 June, Sotogrande Hosted in Spanish, the course focuses on managing golf operations, diving deep into subjects such as course rating and handicapping, working with greenkeeping departments, fleet management, retail and customer service, academies, sustainability and golf architecture amongst other topics.

AUGUST MDP – Sport & Recreation Management 7-11 August, London This course is aimed at Managers who wants to have a wider view of sports, fitness,recreation and wellness operations. By attending this course, delegates will experience all parts of the club world when it comes to these elements.

The course will cover many areas within racket sports, aquatics and junior programming as well as

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recreational sports but also listen to the trends within wellness and fitness.

Delegates will have a thorough understanding of the history, evolution and future trends of the wellness in clubs, to make better decision for the future for their clubs and their committees.

MDP 1 – Club Operations 21-25 August, London Part 1 is a week long course targeted in particular towards those managers who are either new to a post, recently appointed or simply want to enhance their knowledge so that they may better serve their club committee, owners and members. At the end of the week, those taking the course will have an excellent grasp of the basics in every area of club business, and will have established a valuable network of support for their career in this industry.

NOVEMBER MDP 1 – Club Operations 6-10 November, Edinburgh Details as per 21-25 August, London.

MDP 2 - Building & Managing the Club Team 13-17 November, Manchester The Part 2 course builds on the foundations of Part 1 to focus on strategic and business planning, performance and service standards, and the professional and communicative skills to develop every aspect of both the individual’s performance and that of their club. At the end of Part 2 there is an optional

examination to attain the CMAE Diploma in Club Management.

MDP - Golf Management 27 November – 1 December, St Andrews This course is aimed at Managers with particular responsibility for successful golf operations. By attending this course, delegates will learn to maximize their working relationship with the key personnel employed in this area of the business, including the Course Manager, Professional and Club Manager.

The course will cover in detail areas such as agronomy, golf shop operations, merchandising, fleet management, tournament operations and business planning to fit with the club’s overall aims and traditions.

Delegates will have a thorough understanding of the history, evolution and future trends of the golf industry, to better serve their clubs and committees.

DECEMBER MDP 1 – Club Operations 4-8 December, Dublin Details as per 21-25 August, London.

GET INVOLVED To register your interest or for any queries, contact Debbie Goddard on debbie.goddard@cmaeurope.org. Full details are available at cmaeurope.org/ mdp-courses/or use this QR Code.

Three MDPs set to take place in Dubai. See you there?

Three MDPs are set to take place in Dubai on 12-16 June at the five star Park Hyatt Hotel and the spectacular Dubai Creek Golf & Yacht Club.

The CMAE is promising a week that you won’t forget, including MDP 1 (Club Operations), MDP 2 (Building and Managing the Club Team) and MDP 3 (Strategy & Leadership).

The MDPs all take place on Monday to Friday and will feature Darshan Singh, Bill Sanderson, Jeffrey Kreafle, CEO/GM of Congressional Country Club as well as Ray Cronin, Founder and Chief Innovator at Club Benchmarking.

On Wednesday evening, 14 June, delegates are invited to an event featuring Jeffrey and Ray for a great evening of Education and Networking.

This is the perfect week for those starting on the MDP journey, as well as for those continuing on the

F&B course, Switzerland March saw CMAE members head out to the stunning Swiss location of Montreux for a fascinating five day CMAE’s Food & Beverage Management course.

path, meeting people from across the global Club industry.

To read more and to enrol, use the following links:

MDP 1 – Club Operations MDP 2 – Building and Managing the Club Team MDP 3 – Strategy & Leadership in association with Club Benchmarking

Scottish Club Manager wins ECEF bursary

The European Club Education Foundation (ECEF) has awarded the annual Joe Perdue Bursary to Iain Russell, Club Manager at East Renfrewshire Golf Club. The Bursary covers the costs of attending the MDP Part 3 Strategy & Leadership course run by Club Management Association of Europe (CMAE).

The Joe Perdue Bursary was established in 2015 in memory of CMAA’s Joe Perdue, the pioneer of club management education in Europe.

Iain said: “I am extremely grateful and privileged to be the Joe Perdue Bursary award winner. The positive impact CMAE has had on my career is immeasurable and the continued educational programmes offer a wonderful pathway to becoming a CCM. Marc Newey CCM CCE from ECEF said: “ Iain’s application stood out from the rest and the Board were unanimous that he deserved to receive the award. We know he will make the very most of it.

• For more information on the ECEF click here.

CLUBHOUSE EUROPE 7

MDP NEWS

WHIRLWIND TOUR OF MDPs TO DATE Edinburgh – 6-10 February, MDP 2

Dublin – 6-10 March, MDP 1

Manchester – 23-27 January, MDP 1

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PARTNERS LUNCH

CMAE launches Partners Lunch On February 16 the CMAE held it first Commercial Partners Lunch, inviting all current partners to contribute to the strategy and direction of the group over the next 12 months.

T

he inaugural Commercial Partners Lunch was held at The Travellers Club on Pall Mall, London, and was well supported by the current 16 businesses who partner with the association.

The event, created by CMAE Commercial Director Craig Cotterill, provided a forum for part-

ners to share their insight into what it means to be a partner of the association.

Craig said: “The idea for the lunch was for the team and CMAE board members to meet and listen to the partners and get a better understanding of how we can improve the partnerships still further. This was the first time that our partners have

had the opportunity to meet as a collective, and the forum enabled them to share opinions on where we can improve, as well as agree on the areas that we do well, helping us to continue to leverage these to add value for members and partners alike.”

Attending partners included those who have worked with the CMAE for many years including Toro and Jonas Software as well as commercial partners such as Club Benchmarking and Obbi Golf who have joined the CMAE in recent months.

“The group is developing all the time, and this enabled a very well-rounded discussion about the future direction of the group,” said Craig. “Ideas and opinions varied, and it was great to see the group discuss between themselves how they could collaborate more for the greater good of the group

CLUBHOUSE EUROPE 9

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PARTNERS

UP CLOSE AND PERSONAL

THE TRAVELLERS CLUB The Travellers Club was founded in 1819, ‘for gentlemen who had travelled out of the British Isles to a distance of at least five hundred miles from London in a direct line’. Membership was extended to foreign visitors and diplomats posted to London.

The original concept of The Club dates from the return to peace in Europe following the Napoleonic Wars. The founders envisaged a club where gentlemen who travelled abroad might meet and offer hospitality to distinguished foreign visitors. Arrangements for the establishment of The Club were finalised at a meeting in the spring of 1819, attended by distinguished diplomats, travellers and two future Prime Ministers (the Earl of Aberdeen and Viscount Palmerston).

The Club was first housed at 12 Waterloo Place but soon outgrew the space and so moved to 49 Pall Mall.

In 1826 money was raised to lease part of the grounds of Carlton House and Sir Charles Barry, who later designed the Houses of Parliament and

around the table and the members in terms of adding value for them.”

The group will now meet on a regular basis to share ideas, best practice, and continue contributing and supporting the CMAE commercial partnerships strategy.

Craig said: “It’s an exciting time at the CMAE as we continue to develop and grow as an association and I know from spending time with the partners as a group and individually, that they are all committed to supporting CMAE members throughout their educational journey and beyond.”

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the Reform Club next door, was appointed as architect.

Sir Charles Barry’s inspiration for the building was his Grand Tour around the Mediterranean and Middle East from June 1817 to August 1820. The

Renaissance architecture of Italy in particular influenced him and he based the Clubhouse on Raphael’s Palazzo Pandolfini in Florence. Barry also remodelled Highclere Castle and the Palace of Westminster.

INTERESTED IN BECOMING A PARTNER? The benefits of partnering with the CMAE include: • Logos on website and digital communications • Complimentary advert in Clubhouse Europe magazine • Opportunity to submit insights and opinion articles in Clubhouse Europe magazine and the Clubnetworker Newsletter • Associate CMAE membership for at least 1 member of staff • Presentation opportunities at CMAE events To enquire about becoming a partner of CMAE please send your initial enquiry to office@cmaeurope.org

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WORLD CONFERENCE

Records broken as Club Managers come together The 2023 World Conference and Club Business Expo 2023 saw all records being broken, reports CMAE CEO Torbjörn Johanssen, with over 3,500 heading to Orlando for the events. And an impressive 536 of these were newbies, attending the event for their very first time.

T

he venue for this year’s World Conference the Gaylord Palms Resort- was outstanding. It was huge yet easily accessible with good meeting rooms and plenty of space to host receptions by partners of the Club Management Association of America (CMAA) throughout the Conference.

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Fifty people from the CMAE attended the event and if you haven’t seen the video with testimonials, make your way to CMAE LinkedIn and watch it!

Besides all keynotes and education sessions with memorable content, the Business Expo had a new record of companies attending – an impressive 286.

Of the Keynote speakers, the first was Erik Qualman. A Digital leader, author of Socialnomics, professor, speaker, and entrepreneur, he did a great job getting all attendees to engage and fully network during his session.

Another speaker worthy of mention was the ever

Carmen Mauceri, GM/COO at Mediterra. popular Dethra Giles, a four-time TEDx speaker, ranked as a Top 100 HR Influencer by Engagedly Inc and selected as HR Gazette’s HRchat Pod Top 22 most influential experts in HR. She is a host of the Happily Ever Employed podcast, and did a superb job with HR content to make people love the subject.

The Education Session had everything to offer from Leadership and Marketing to Yachting, Golf, Tennis and Hospitality - a great mix of professional speakers as well as managers active in the industry.

On the International Symposium (where all delegates from outside of the US are invited) we had an amazing presentation from Carmen Mauceri, GM/COO at Mediterra. He spoke about, for example, how they use quotes from employees and put them up on the club wall. Very team-motivating.

At the CMAE reception, we were delighted to see Les Durno and Paul Booth receive their CCM certificates.

Carmen also explained ‘Onboarding’, where managers collect new employees from the airport, take them to their new home and help them settle in.

Finally, an important quote from Carmen for us all to remember: “Treat your employees like they make a difference – and they will.”

WORLD CONFERENCE VENUES COMING UP 2024 – Las Vegas, Nevada 2025 – Tampa, Florida 2026 – Anaheim, California 2027 – Chicago, Illinois • office@cmaeurope.org

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WORLD CONFERENCE

Reflections on Orlando Back at his desk one week after returning from his first CMAA World Conference in Orlando, recipient of the CMAE’s Joe Perdue Bursary Paul Mills, shares his thoughts on an amazing experience.

I

’d like to start off by thanking my Club and our team for allowing me the time to attend CMAA World Conference. And thanks also to my fellow managers who have welcomed me into the community of Club Managers and given of their time, experience, advice and support. I am very grateful.

I was lucky enough to spend time with one of them, through the whole of what was a special week for both of us. Les Durno received his CCM at the Conference, and it was very nice to witness that and to understand the sacrifices that he has made to reach this achievement. Others that were not in attendance but who’ve always been at the end of a WhatsApp or an e-mail are Debbie Pern CCM and Gordon Simpson of the wonderful Gullane Golf Club.

The SGCMA have also been an incredibly welcoming and embracing support network to a Brummie who is a long way from home! And lastly, but certainly not least, are all of the people involved at the CMAE. My engagement with this organisation has been the best learning experience of my lifetime; content, delivery and execution have been first class.

The education is demanding, inspiring and motivating, and I send colleagues away on MDPs with the certainty that they will return fulfilled and better equipped for the careers that lie ahead of them. Keep up the good work guys, you are doing us proud. I think that Joe Perdue would be very proud of the progress of the area to which he was so clearly committed, and I am sure that I am one of many that are thankful to Joe Perdue for his foresight and leadership.

So, my first World Conference had a lot to live up to. I’m not one to wax lyrical, conservative by nature, not too excitable, some might say a touch boring and careful. So that hopefully sets the context for the tributes I am about to uncharacteristically, lavish upon my experience! I am not embarrassed to say that I found the whole thing fascinating, inspiring, exciting, motivating, challenging and rewarding. It was a privilege to attend and I am proud to be a part of the tribe. The sense of community is overwhelming.

It is a major personal objective to go on and achieve CCM accreditation in the not too distant future.

CMAA struck me as an incredibly professional organisation, providing great leadership to its members and the huge number of US managers in attendance seemed very happy campers. There were so many things to admire, it would be impossible to list them all.

The venue, scheduling, staging, speakers and

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“ ”

II will do my utmost to attend annually.

I have promised myself that. If that means sacrificing salary, that will be a worthwhile investment in myself.

hospitality were all of the highest order from my experience in the Club industry, and that spans quarter of a century now. They do it brilliantly in the US; such is the aspiration.

I will do my utmost to attend annually. I have promised myself that. If that means sacrificing salary, that will be a worthwhile investment in myself. I really hope to be able to share the experience with team members and having Board Members attend would be a major benefit. I’ve not had chance to review my notes which extend to 30

sides of A4 yet. My head is still spinning with ideas and my enthusiasm is overflowing. It is impossible to take it all in, but the secret to education is to keep accessing it. Every time I have engaged with learning I am reminded of its importance. That is one of the best lessons I’ve learnt.

Thanks to all at CMAE, CMAA and thanks to all of my colleagues in this wonderful industry.

A very grateful Paul Mills, General Manager, Nairn Golf Club, Highlands, Scotland.

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INDUSTRY REPORT

Golf industry – challenges and opportunities for 2023 As 2023 advances, the golfing industry will grapple with some ongoing problems. Yet, these challenges also offer significant opportunities for growth, reports US digital agency Linchpin SEO. Here are highlights of their key findings*.

D

espite challenges, businesses engaging in the golfing industry in the United States enjoy an excellent opportunity to expand and prosper this year.

Resolving the Covid-19 crisis may fuel renewed public interest in this historical, recreational pursuit.

In addition, most facilities and courses contended successfully with public health restrictions during the pandemic bodes well for a very successful 2023!

Changing membership fees As a result of the Covid-19 pandemic and the accompanying recession, many everyday golfers’ disposable income has decreased. This has caused many clubs to rethink their membership fees and lower their prices for playing a round. While demand has experienced a sharp increase, there is no way to predict how the market will look months from now.

If the recession is prolonged, some country clubs may see a substantial decrease in revenue, forcing them to consider shutting down.

Quicker events and courses One of the more noticeable trends in golf is a more significant push to move to short events, playing only nine holes instead of a full round. More people are drawn to shorter courses and the opportunity to play fewer holes because of work and family requirements. This allows golfers to get onto the system quicker, and shorter periods are increasing in popularity. Golfers can expect more six and 9-hole approaches to complement the traditional golf courses.

Golfing legend, Gary Player, said in an HSBC report that golfing community would have to come up with ways to play that do not take as long as a complete round for golf to grow. He thinks this will make it more accessible to the everyday golfer and allow designers to build courses that appeal to broader population segments.

would be interested in playing a game of golf this year.

However, this noteworthy trend will impact other aspects of golf and trends around eating and the use of technology in the game. As will be discussed in

further detail in this article, millennials and generation z are starting to influence the food and beverages offered at the local course and have been the biggest fans of technology to improve the golfing experience.

Younger and female golfers Around a third of all golfers in the U.S. are now millennials, which could be a shock to the golfing community given its clear appeal to middle-aged and older crowds. However, younger golfers like Rory Mcllroy are proving the stereotype that golf is a sport for the older segments of the population wrong. In 2019, over 14 million millennials indicated they

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*Report available from Linchpin SEO at https://linchpinseo.com/trends-in-the-golf-industry/

Additionally, the younger population’s increased presence has influenced the menus of local clubs, guiding them towards healthier alternatives. In combination with the fact that the older population has also grown more health-conscious, clubs can expect higher demand for healthier options.

Another noteworthy demographic shift is the increasing interest in golf from women. In 2019, women were about a quarter of all golfers, and surveys found that their presence in the essential beginners and juniors segments of golfers has also grown.

They are especially interested in off-course golf experiences, including golfing ranges, comprising up to 40% of all off-course golfers.

This bodes well for the future of golf and the vision to become a more inclusive sport enjoyed by all. It will also provide more business opportunities as chances to appeal to the female demographics in golfing equipment and fashion can be expected to increase in 2023.

More Technology in Golf Like many other sports, technology is reshaping golf and offering opportunities for golfers to improve their game. The effects of technology on golf can be seen in the design of golf clubs, the use of global positioning system devices for measuring the distance to the hole, and swing analysis, which can correct errors in the swing.

Robogolfpro is a training system that allows golfers to correct their swing and work on their ideal swing. This appeals especially to younger segments of the population who are more acquainted with data analytics and swing technology. It records impact, distance, direction, curvature, and clubhead speed measurements.

Depending on the golfer’s flexibility, it will direct them on how to achieve the perfect swing and allow the user to compare it to their current swing. Every subsequent swing will be analyzed against the perfect swing so that the golfer’s muscle memory is built toward achieving the best possible swing.

Self-driving push carts carrying bags and clubs have become more popular, improving the experi-

Changes in fashion trends New fashion trends will provide aesthetic and functional appeal for golfers in 2023. Because stance and alignment are critical elements of golf, specialized clothing is being developed to help improve the spine and neck alignment to maximize their game.

ence’s social aspect. Club Car’s Tempo Walk has become more popular since its release in 2019, and golfers expect to see more in 2023. Its sensor attaches to the golfer’s belt buckle, allowing the bag to track and follow its movements. While it has only been leased to clubs more recently, we can expect more individuals to possess them in the coming year.

Healthier food options at resorts and clubs Society has experienced changes in food preferences towards healthier choices and away from traditional options. Clubs and resorts have adapted vegan options, cocktail options, and craft beers to adapt to changing tastes. These changes have helped attract younger millennials, generation z, and others seeking to adopt healthier diets.

More media coverage and social media outreach Social media and media coverage are essential parts of golf’s strategy to reach more segments of the population, especially the younger crowd. Given that over 60% of millennials are active Instagram users, the sport of golf will be looking to reach this crowd by providing more coverage of tournaments and more highlights of amazing shots.

Whether it is Instagram, Tik Tok, or Facebook, the PGA seeks to cultivate the younger members of the population into the next generation of golfers.

Increasing attention to environmental impact HSBC’s report has highlighted that the golfing community wants to become a model in water management, conservation, and biodiversity. Additionally, the concept of carbon-positive courses is expected to gain more traction.

Given that the younger population is more conscious of the dangers of climate change and many are already starting to see its impacts, there will be pressure on clubs and the PGA to manage their properties in ways that minimize environmental impact.

MORE INFORMATION Linchpin SEO Linchpins are a new species of digital marketing strategists who help businesses to identify and solve digital marketing and website experience problems which may be limiting business growth. Its team includes senior-level marketers and designers, formerly at top US agencies and brands.

• Contact Linchpin SEO at this link or visit https://linchpinseo.com

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CLUB AWARDS 2023

Time to shine!

It’s the 2023 Club Awards Calling all clubs! It’s time to enter the 2023 Club Awards, the only Awards dedicated to recognising the commitment of clubs, committees and individuals who work to ensure a healthy future for their clubs, their members and their communities. Could that be you? Time to find out!

W

ill your club be joining us at this year’s prestigious Club Awards in Leciester?

Have you got what it takes to take your place alongside the best clubs in the country?

The Club Awards celebrate clubs of all types and sizes from across the UK and beyond, from commmunity clubs and social clubs to high profile sports clubs, providing the perfect opportunity to meet up with fellow clubs to share ideas and initiatives while having a lot of fun along the way.

As well as recognising the hard work and sparkling initiatives of clubs themselves, where would clubs be without the individuals that are at the heart of all that clubs do? In recognition of this, the Club Awards also applaud individuals, community heroes, long-serving officials and young ambassadors. We will also welcome on stage officers from clubs that are proudly marking their 100th birthday this year. (Turn to page 34 for full details).

JOIN THE JOURNEY – WHY ENTER? In addition to a great night out with two free tickets for finalists and after dinner entertainment, clubs use their success to raise the club’s profile, gain coverage in the local media, encourage new members and to gain even greater standing with suppliers.

HOW TO ENTER Turn the page to nominate yourself, your colleagues and/or your club. You can enter via this magazine or enter online at clubawards.co.uk. Good luck!

Deadline for entries: September 9, 2022.

Join us!

THE VENUE Originally designed in 1936 as an Odeon Cinema, Athena is recognised as one of the most extravagant buildings in Leicester, restored to its original art deco splendour and enjoying a reputation for being the leading venue within the region.

ACCOMMODATION There is a large selection of accommodation nearby to suit all budgets, searchable at booking.com and www.tripadvisor.co.uk amongst many others.

GETTING THERE Athena is centrally located within easy reach of all major road and rail neworks. Bus and train stations are within walking distance, and there are parking facilities include an NCP next to the venue.

WANT TO KNOW MORE? Visit clubawards.co.uk for further details or scan this QR code.

CLUBHOUSE EUROPE 19

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CLUB AWARDS 2023

Club Awards 2023 – how to enter So, do you think you could be a finalist? Could you and your club be joining the impressive Club Awards Hall of Fame? Time to find out! Yes, it’s time to enter the 2023 Club Awards!

H

DEADLINE FOR ENTRIES 16 August, 2023

1. Enter online at clubmirror.com OR

Entering by post?

Tick which categories you would like to enter and/or choose ‘Let judges decide’. The judges will then enter you into the categories they feel you are most suited for.

ow to enter. Just look at the categories on these pages and decide which you’d like to enter. Then either:

2. Use the entry form below and post it to Club Mirror/Club Awards, 59-60 Thames St, Windsor, Berkshire, SL4 1TX OR 3. Ask for a judge to undertake a telephone interview.

THEN: Using the questions opposite and in as many words as possible share just how special your club and your people are, using extra sheets of paper as needed, along with any supporting materials.

We look forward to your entry!

GOOD LUCK!

Your name: _____________________________ Your role in club: _________________________ Club Name: ____________________________

PEOPLE NOMINATIONS 1. If you are nominating an individual or individuals, please state their name, role and contact details.

3. ENGAGEMENT WITH THE COMMUNITY

Address: _______________________________ _____________________________________ _____________________________________ _____________________________________

_____________________________________ 2. What are you entering them for and why? (See categories)

_____________________________________ _____________________________________

Post code: _____________________________ Contact tel nos: _________________________ _____________________________________

_____________________________________ ABOUT THE CLUB

4. CONSIDERATIONS Please include all/any further details you would like the judges to consider.

Email: ________________________________ Website: ______________________________

1. BIGGEST SUCCESS/ GREATEST MOMENT SINCE MAY 2022?

Facebook/Twitter etc: _____________________ _____________________________________ _____________________________________ _____________________________________

_____________________________________ 2. BEST BUSINESS INITIATIVE/INNOVATION?

CLUB BACKGROUND 1. Year founded: _________________________ 2. Number of Members: ___________________ 3. Club Turnover: _______________________ _____________________________________ (Not for publication.)

20 CLUBHOUSE EUROPE

_____________________________________

THE CATEGORIES n LET THE JUDGES DECIDE n 100 Club – recognising clubs over 100 years old (R) n Volunteer Recognition (BC) n Community Heroes (AD) n International Club (AK) n Young Ambassadors - under 30s (BE) n Long Service Recognition (AO) RECOGNITION CATEGORIES

n Bar Manager/Bar Steward of the Year (S) n Manager/Secretary of the Year (AP) n Committee of the Year (AB) PEOPLE CATEGORIES

n Business Initiative of the Year (U) n Entertainment Club of the Year (AI) n Innovative Club of the Year (AJ) n Marketing Club of the Year (AQ) n Refurbishment Club of the Year (AS) n Social Media Club of the Year (AU) n Turnaround Club of the Year (BB) n Website of the Year (BD) BUSINESS CATEGORIES

n Bowls Club of the Year (T) n Cricket Club of the Year (AE) n Darts Club of the Year (AF) n Football Club of the Year (AL) n Golf Club of the Year (AM) n Racing Club of the Year (AR) n Rugby Club of the Year (AT) n Sports & Social Club of the Year (AV) n Sports Club of the Year - Group/Chain (AW) n Sports Club of the Year - Multiple Sports (AX) n Tennis Club of the Year (BA) SPORTS CATEGORIES

n CAMRA Club of the Year (V) n Cocktail Club of the Year (AA) n Catering Club of the Year (W) n Chef of the Year (Y)

CATERING AND BAR CATEGORIES

IN THE COMMUNITY n Charity Club of the Year (X) n CIU Traditional Club of the Year (Z) n Community Club of the Year (AC) n Diversity & Inclusion Club of the Year (AG) n Family Club of the Year (AH)

n Green Club of the Year (AN) n Sustainability Project Award (AY) n Grounds Team of the Year (AZ) GREEN & ENVIRONMENTAL

THANK YOU FOR YOUR ENTRY!

DEADLINE – 16 AUGUST, 2023 TO ENTER ONLINE: www.clubawards.com (A downloadable entry form is also available.)

TO ENTER BY POST: Club Awards, Club Mirror, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX TO ENTER VIA TELEPHONE INTERVIEW: Ask for a judge to undertake a telephone interview – email info@clubmirror.co.uk ANY QUESTIONS? CONTACT THE TEAM Email - info@clubmirror.com Call - 01753 272022

CLUBHOUSE EUROPE 21

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CLUB AWARDS DRINKS RECEPTION

Welcome to the Club Awards Couldn’t join us in 2022? Then take a look at last year’s welcome drinks reception for Awards finalists, club guests, club associations, dignitaries and sponsors as Leicester lit up for a night of celebration.

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22 CLUBHOUSE EUROPE

CLUBHOUSE EUROPE 23

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SPOTLIGHT ON SERVICE

Abu Dhabi City Golf Club’s General Manager, Rhian Lobo Running a golf club in Abu Dhabi, one of the most luxurious destinations in the world, means excellent customer service is at a premium – something that 59Club customer Rhian Lobo, General Manager of Abu Dhabi City Golf Club, knows only too well.

A

bu Dhabi attracts a diverse range of visitors from all around the globe, from business executives to leisure travellers, all of whom expect a high level of service and experience and are accustomed to top-notch treatment wherever they go. So for Abu Dhabi City Golf Club’s GM, Rhian Lobo, investing in customer service operations is crucial to meet the expectations of both local and international guests.

“As a premier golf destination in the region, we understand the importance of delivering a worldclass experience for our members and guests,” said Lobo. “By investing in our customer service operations, we can ensure that we meet and exceed the expectations of our customers, and maintain our position as a leader in the industry.”

Lobo has invested in partnering with 59club to work on many aspects of their customer-facing operations.

“We strive to provide our members and guests with the best possible experience, and 59club has been instrumental in identifying not only areas of improvement, but also how to capitalize on things we already do well. They’ve been instrumental in helping us achieve our goals,” he said.

Identifying needs and opportunities are one thing. Collecting and implementing actionable data is another. Using data collected through 59club’s survey tools, Abu Dhabi City Golf Club was able to identify that their customers wanted improvements to the driving range, while also using data to create a pitch to the governing board. The club now has ball

tracking technology on all 48 bays, something much prized by members and guests alike.

In addition to mystery shopping audits and survey data, Abu Dhabi City Golf Club has also undertaken on-site training sessions with 59club in order to bring the team together and provide them with the tools they need to excel in their roles.

“Investing in our team is crucial to maintaining our high standards of customer service,” said Lobo.

“The F&B, golf operations, membership sales and retention training sessions have helped us identify our team’s strengths and weaknesses, enabling us to provide targeted training that has ultimately

improved the customer experience.”

This investment and commitment has already paid dividends. According to 59club’s data comparisons over the course of the last three years, the club’s customer service satisfaction scores have shown double digit increases in eight different categories, spanning – among others – staff sales and upselling aptitude, customer engagement, facility management, on-course service standards, and the food and beverage operation.

“It can be easy to implement a new programme as a manager and simply forget about it. When you forget about it, so do your staff,” said Lobo. “With regular mystery shopper reports from 59club, we make sure we’re always focused on what matters to our customers, and we are able to reward our staff for achieving measurable success.”

Abu Dhabi City Golf Club has come a long way in their customer service journey. Starting from a Bronze Flag Designation, they have now progressed to the 59club Gold Flag standard, a testament to their commitment to excellence.

MORE DETAILS For more details on Abu Dhabi City Golf Club click here.

For more details on 59Club click here.

CLUBHOUSE EUROPE 25

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INDUSTRY INTERVIEW

Torbjörn “Toby” Johansson Caroline Scoular takes time out to chat with CEO Torbjörn “Toby” Johansson about his role, education, conferences and all things CMAE. CS: Toby, you’ve moved from being the CMAE’s Director of Education to CEO. How has this changed your role, and the direction of the association?

of our delegates, members and partners.

As a slight aside - but I mean it! - I’m very thankful to the CMAE Board for believing in me and the team, allowing us to grow and develop.

TJ: When I first began with the CMAE back in 2017, we didn’t have a CEO. That - usefully! means that I’ve already undertaken many CEO duties. My focus until this time has been fully focused on education.

I really like the fact that we didn’t employ a CEO at that stage, but rather a Director of Education. Now, with added growth, we have more responsibility to more employees and people attached to the association, so the role of CEO was created.

It made a lot of sense for me personally to want to step into the new role. I could see myself in this new challenging position and with a new focus (even though I love being a facilitator on MDP weeks, which can be anywhere in the world!).

One of the big steps related to this was the launch of a new Strategic Plan which sees us an association focus on even more than our excel-

CS: On this topic of development, have you seen the Alliance Partnerships grow?

Torbjörn “Toby” Johansson, CMAE CEO.

lent Management Development Programmes [MDPs]. It is my responsibility to make sure that this all happens, in line with the wants and needs

TJ: I am delighted that we have seen an uptake in our Alliance Partnerships with GAF Norway, HCMA Hungary and ASGM Switzerland, all becoming a part of the CMAE Family in the last couple of years.

Now ,we are excited about France as well, as ADGF is back with us and we are planning MDPs hosted in French in the near future. (We are already up and running with our Spanish programmes.)

Besides all of this, we are seeing great developments in the Middle East and one of our key targets here is to deliver MDPs in Arabic.

Back to Europe, and I was in Italy on the AITG conference a few weeks ago and was delighted that they are keen for us to go back to Italy to deliver MDPs again (in English ).

The Alliance Partnership is something we value

Pictured: Enjoying the camaraderie at Last year’s European Conference. The CMAE is looking forward to 2024’s event, being held in London

CLUBHOUSE EUROPE 27

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INDUSTRY INTERVIEW September sees the CMAE hosting a study tour to Washington.

On the agenda is a visit to the Congressional Country Club (pictured)

UP CLOSE AND PERSONAL

very highly. It’s all about us supporting our Alliance Partners and making them grow in Membership.

CS: So what can we expect from the 2024 European Conference?

TJ: We’re very excited about the next European Conference. It’s taking place in London in 2024 where we will have a great couple of days of education and networking!

Also - and closer in the calendar - is our big news of a trip over to Washington. It’s our first ever International programme. The Congressional Country Club, The Cosmos Club, Chevy Chase Club and Bretton Woods are all confirmed venues for this exclusive and exciting trip in September this year.

CS: On a back-to-basics level, the Core Competencies are as fascinating as they are wide-ranging. How do the uninitiated know which MDP is right for them?

TJ: What’s really interesting is that the Core Competencies are used by Club Managers across the globe. Which specific competencies prove most important will vary from club to club, but they are all used.

Our MDP training programme is globally recognised (it’s also called BMI in other parts of the world). It’s amazing to think that if you start your journey in Australia, South America or South Africa, you can continue that pathway with us.

This is why we encourage people to start with any MDP of their choice, since the most important thing is that it fits into work schedules. We always recom-

28 CLUBHOUSE EUROPE

mend, though, start with MDP 1 since it sets the base for the programme. MDP Golf or Food & Beverage or Sport & Recreation are also great programmes to start with, since they are more hands on, while 1-2-3 are more classroom based.

CS: So for anyone who’d like to share the MPD Pathway concept with a colleague or Board perhaps, where should they start?

TJ: We have a full brochure on our website that can be shared as well as individual brochures for each programme. (We have had over 2,500 delegates on our programmes.)

I, along with Michael McCormack, our Director of Education, are very happy to talk to anyone interested. We can do emails, zoom or phone – or a coffee for those nearby.

We’ve lso done MDP Tasters, where we do training for a day and the people can join to see and feel what we do. Last time this was in Estonia together with the Estonian Golf Federation.

CS: Can you explain a little more about CCM accreditation?

TJ: In order to become a CCM – Certified Club Manager – you need six years’ experience as a manager within the industry. You’ll need to go through four of our six programmes (1-2-3 and one out of Golf/F&B/S&R).

Then you’ll need a certain number of credits to be eligible to sit the CCM Exam. (This includes extra training undertaken, for example.) Once you pass

the exam you become a CCM. The CCM badge is highly valued since it is not easy to get, and once you have it, you have to renew it every five years, showing that you have undertaken training during that time.

Becoming a CCM definitely opens doors across the world, and many recruitment companies value you more highly if you are on the MDP pathway. It shows commitment and determination to become the best you can be within the industry. Our first Diploma – CMDip – has seen over 500 people achieve the accreditation. It has certainly given them excellent opportunities.

CS: Are there more bite-sized online courses being planned alongside ‘in the classroom’?

TJ: We do two to three Summits every year. Next planned is the “Club Finance Summit” on May 25th which is a full day online where we bring in speakers to talk about – and discuss – the financial uncertainty we are entering into (and already are in).

[Editor’s note: see page 35 for details.]We’re doing a Leadership Summit in October and we also have Colour Accounting as a workshop which we offer a couple of times every year. Of all the Core Competencies, finance is usually the one where people struggle.

“In addition to this, we hold a Friday Forum every other week , an hour online (for free) on various topics. It’s a great place for people to meet with us.

www.cmaeurope.org

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Swedish Sweetspot is part of a global effort to change golf Swedish tech company Sweetspot has been chosen by The R&A, golf’s governing body, to provide business systems at Golf It!, its new community-focused golf and entertainment venue. The first facility will open in Glasgow in the summer of 2023 and will, among other things, include a nine-hole course, adventure golf and golf simulators.

With the concept Golf It!, The R&A – which has160 affiliated organisations, including national federations – aims to change the sport fundamentally. The concept’s first facility will be located on the banks of Hogganfield Loch in the North East of Glasgow with the purpose of making golf more accessible and inclusive. To achieve their goal, The R&A has carefully selected partners they consider the best in each area.

Golf It! is a significant investment that will make golf a more inclusive and accessible sport – for everyone. The venue has been specifically designed to attract a new audience to the game. Therefore working with a system that provides a clear understanding of behavior and how people interact with their activities is of paramount importance.

This is where the Swedish company, Sweetspot, comes into the picture. The deal between the two parties extends over five years, where Sweetspot will develop and establish business systems on behalf of Golf It!.

After a thorough and robust scoping process, the Sweetspot platform was the only system we found to have the capability to achieve our business goals. Our aim is to provide customers with the right product, at the right time and at the right price, which will ultimately make the game more accessible and affordable. With Sweetspot we believe we can achieve this goal, says Russell Smith, General Manager of Golf It! Sweetspot will create an overall solution for the whole concept that includes a checkout system where The R&A can follow different types of consumer behavior. The focus will be on revenue management and increasing the accessibility for more golfers by applying dynamic pricing.

– We are delighted to get the opportunity to work with the largest golf organization in the world. It’s a great recognition of our company and product. They share our vision to modernize golf to get more people to experience the sport we love, says Henrik Ahlin, CEO at Sweetspot.

The R&A is investing £200 million over ten years in developing golf and supports the growth of the sport internationally.

HQ BUILDING THE BUSINESS – FREE SERVICE TO CLUBS

HQ BUILDING THE BUSINESS

HQ Building the Business – free UK reader service HQ Building the Business is a free reader service in the UK, designed to help clubs with all their purchasing requirements, from latest launches to energy comparison sites.

Free EV Car Charging Why should I install Free EV chargers at my organisation?

• Lower your club’s carbon footprint and improve your green credentials.

• Free or low-cost EV charging is an extremely affordable perk to offer as part of an attractive benefits package for staff.

• Run your club’s vehicles in the most cost-effective and environmental way.

• Clearly and obviously demonstrate your commitment to climate change.

• Create an additional revenue stream by charging for your EV charging services.

(T&C’s Apply.)

Tips for Savings There’s no denying that clubs are expensive to run.

The Carbon Trust estimates that the annual energy costs for the small businesses exceeded £1.3 billion as of 2018. So if you’re one of these feeling the pinch.

Here are a few ways that you can reduce your costs.

“David and the HQ team have been very successful in reducing costs for our members. They specialise in the field of energy management, however, within the company they also are able to reduce costs in other key areas as well. Find the time to have a conversation with David. It will pay dividends!”

Dave Edmundson, Chair, Spring North

Lower your heating costs Try to avoid overheating your corridors and offices. You should be aiming for a temperature between 19-21°C. Any higher and it can become uncomfortable for your staff and members.

Grants and funding schemes are still available subject to survey, credit and application process, please contact us for more details.

Get Smarter with lighting Cut the cost of lighting by installing occupancy and

daylight sensors. Smarter lighting will ensure that your lights are only on when they are required.

Take this tip to the next level by replacing your lights with energy-saving equivalents – such as T5 tubes or compact fluorescent or LED lamps. Doing so could reduce your electricity consumption by up to 80% as well as lower wasted heat.

How to contact Us For cost saving reviews for your business, please contact us via +44 (0)1753 272022 or email info@clubmirror.com. www.hqbuildingthebusiness.com

Our services include: Energy management & compliance• Office supplies • Telecoms • IT & digital support • Waste management • Fire equipment & maintenance • Boiler & air-conditioning replacement and maintenance • Renewable technologies • Health & Safety • HR • Transaction Handling • Food & Drink • Business insurance • ANPR/Parking facilities • Refurbishment • LED projects

31 CLUBHOUSE EUROPE

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FOOD & BEVERAGE

Are higher prices the trade-off for a sustainable food supply?

Hospitality operators may have to accept that paying higher prices for food and drink is the only sustainable way to secure supplies of the freshest and seasonal produce from UK farmers, says hospitality buying specialist Lynx Purchasing.

L

ynx Purchasing publishes the Spring/Summer 2023 edition of its regular Market Forecast, it is warning that the problems caused by fresh produce shortages and price increases are unlikely to go away any time soon.

Rachel Dobson, Lynx Purchasing managing director, said: “The immediate issues with salad produce are now well understood, in terms of the impact of bad weather in southern Europe, and the unwillingness of UK growers to pay to heat glasshouses without support on energy costs.

“The current availability issue is hopefully a relatively short-term challenge, but new crops can’t be grown overnight, so it is likely to be a significant issue for the next few months. Our advice is that hospitali-

32 CLUBHOUSE EUROPE

ty operators should plan for both potential shortages of supplies of the produce affected, as well for further cost increases.

“In the longer term, we believe the trade-off for a more secure supply chain may have to include operators paying farmers and food producers a sustainable price that not only covers the true cost of production, but also enables them to continue to invest in their business.”

Dobson acknowledges that paying more for food will be a far from welcome prospect to operators who are already paying dramatically more for core food and drink products after two years of high inflation.

She added: “As bodies such as the National

Farmers Union [UK] have said, we need to become less reliant on food imports, and focus more on home-grown, seasonal produce. That should include a sensible debate on how famers and food producers can be paid at a sustainable price.

“The race to the bottom in terms of food prices has been driven by the demands of retailers, but when meat, dairy and fresh producers suppliers are exiting the market because their business has become unsustainable, hospitality also suffers.”

The Lynx Purchasing Market Forecast combines official inflation data with exclusive insight from the range of specialist hospitality suppliers Lynx works with, providing detailed information on pricing trends over the crucial coming months.

Along with the fresh produce shortage, product areas highlighted in the latest edition include: Potatoes The cold weather has had an impact on potatoes, both in the UK and in Europe, where many processed and frozen potato products are produced. This is likely to affect availability and price of new potatoes this spring, as well as frozen chips and other potato products as current supplies run out.

Beef and Lamb Current prices are well above average, as higher energy and feed costs have combined with the labour shortage to reduce production of both beef and lamb here in the UK. With seasonal increases in demand for lamb around Easter, and for beef as the barbecue season starts, demand for the most popular cuts will be high.

Pork Higher production costs have made it more of a challenge for pork producers to make a profit, prompting a number to cut back or exit the market at the start of the year. This has seen upward price pressure on bacon initially, and is likely to make prime pork cuts more expensive as demand increases in the spring.

MENU WATCH Healthier food trends are helping hospitality operators to manage high food costs by enabling them to focus more on meat-free dishes, according to the latest Menu & Food Trends Report from Lumina Intelligence. Both the proportion of meat- based dishes on menus and the average calorie count per dish are now lower than pre-pandemic.

Nose-to-tail cooking is a key trend in hospitality as chefs work harder than ever to use every possible part of the produce they buy, according to the Fresh Trends 2023 report. While this is seen most clearly in fresh meat dishes, the trend is also in fish and fresh produce, as operators see the benefits of reducing food waste and supporting sustainability, as well as making the most of budgets.

Egg supply has been significantly affected by avian flu, with restrictions on producers affecting both supplies and price. Measures to control the outbreak are likely to have a continued impact on availability.

Chefs should adjust recipes to use fewer eggs where possible.

The ongoing labour shortage has meant that many farmers were unable to plant the full crop of root vegetables they would have liked. Combined with the effect of the very cold weather at the start of the year, this is likely to see shortages and higher prices for both fresh and frozen veg.

Salmon An expected price increase in both fresh and smoked salmon has proven to be much sharper than suppliers were expecting, due to the impact of factors such as fish quality, high demand and the impact of bad weather on production. Consider alternative species as menu options wherever possible.

Dobson urges: “Discuss options and availability with suppliers, and be prepared for a wider range of specification in terms of size and colour when buying fresh produce. It’s also worth looking at accompaniments and garnishes across the menu, and deciding which genuinely add value for customers.

“Overall, by working closely with suppliers, focusing on seasonality and availability, and applying basic buying discipline, operators can manage food and drink costs more effectively, and avoid unexpected bills. Best practice includes planning menus well in advance, and consolidating orders to meet free delivery and minimum value thresholds.”

Lynx Purchasing’s Spring/Summer 2023 Market Forecast can be downloaded from the website at www.lynxpurchasing.co.uk or by clicking this link.

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ASK THE EXPERTS – ENERGY SAVING

Energy consumption and invisible waste With UK clubs facing an unprecedented rise in the cost of goods and energy prices shooting up, it’s not surprising to learn that 92% of hospitality decision makers are worried. New research from BRITA UK delved deeper into their concerns and offers up advice on saving money.

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o help operators combat the energy crisis, and learn simple, energy-efficient steps to reduce their energy consumption by identifying sources of invisible waste, BRITA has partnered with sustainability experts as part of its new Invisible Waste insights report.

The hospitality sector’s energy concerns and desire to operate more sustainably add to the many plates businesses are already spinning, with existing challenges including recruitment and retention issues, the rising cost and availability of raw materials and ingredients, and some areas of the UK continuing to see a reduced footfall.

Nearly three-quarters of decision makers (72%) say they have goals and targets in place to decrease their energy usage and overall environmental impact, yet 86% believe their business could be doing more to achieve this.

David Hall, Managing Director of BRITA UK, says: “With hospitality operators feeling the pressure to improve their sustainability in an authentic way that avoids ‘greenwashing’ their processes, they cannot ignore the impact of the waste they produce on the environment.

“We’re all too aware of food and plastic waste, but what about the invisible waste that we cannot see, such as the volume of energy businesses consume each day and night unnecessarily? It’s vital that we collaborate with companies to tackle the sources of invisible waste together, and there are simple, energy-efficient steps that can be taken to contribute to real change.”

One of the major sources of invisible waste in hospitality is equipment being left on needlessly overnight, which is something 45% of decision makers admit to, despite 65% of them not knowing how much energy the equipment uses during this time. Enter online – visit clubmirror.com and click on the Awards Entry Form tab.

Though some venues such as hotels operate 24/7, equipment including ovens, commercial washers, microwaves, and hobs are all examples given by decision makers of equipment left on unnecessarily overnight, with 25% letting these appliances go into standby mode. And 18% say it is easier to just leave equipment on and, for one in 10 businesses, equipment remains on simply because there is no one

34 CLUBHOUSE EUROPE

responsible for turning it off.

To help operators combat the energy crisis, and learn simple, energy-efficient steps to reduce their energy consumption by identifying sources of invisible waste, BRITA has partnered with sustainability experts as part of its new Invisible Waste insights report.

As well as identifying which pieces of equipment can be safely turned off overnight to improve over-

all energy efficiency, BRITA’s report includes actionable tips and hints that can help streamline the process to better sustainability across the board.

To download the Invisible Waste report visit www.brita.co.uk t. 01869 365 851 www.brita.co.uk/professional

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CMAE SUMMIT

Join May’s online Club Finance Summit In acknowledgement that financial uncertainty remains a big issue for clubs across the globe, the CMAE is hosting an online Finance Summit on 25 May.

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he Club Finance Summit is set to discuss financial planning, current trends and best practice as well as finding out what exactly the clubTreasurer needs you to know by breaking down and clarifying key terms.

Attendees: Who is it for?

For Club Managers. You may want to involve your Treasurer and/or Chief Financial Officer to enjoy a day of education together. Places are limited to 45 delegates on the day.

The Summit will be recorded and circulated to all who have signed up for the day

Adam Wilkinson

Debra Adams

John McCormack CCM

Rick Leitman

HOW TO BOOK Click here to register.

Time

Session

Speaker

09.00 – 09.15

Welcome and Summit Overview

Torbjorn Johansson & David Balden, CCM

09.15 – 10.30

Setting the scene What do we see happening right now with regards to spending trends, prices, salaries and other things that affect the club industry

Debra Adams, Arena4Finance

10.30 – 10.45

BREAK

10.45 – 12.00

The language of finance : what the treasurer needs you to know Breaking down key terms and clarifying real meanings

12.00 – 13.00

LUNCH

13.00 – 14.00

Financial Club trends and key financial data from a GM perspective Learnings from 20 years as GM, now gathered financial data from clubs

14.00 – 14.15

BREAK

14.15 – 15.45

Club Financials During Challenging Times During this session we will discuss options for managing clubs during challenging times, while maintaining the levels of service and quality that memberships deserve. Dealing with financial uncertainty can bring on challenges and stress, but it can also help foster new ideas.

Rick Leitman, CFO The Club at Mediterra, US

15.45 – 16.00

Closing Remarks and Q&A

Torbjorn “Toby” Johansson

Adam Wilkinson, Wealthvox

John McCormack, CCM FCCA

CLUBHOUSE EUROPE 35

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JOBS

Career-building opportunities The CMAE is committed to supporting clubs and individuals in their search for excellence. Here is a selection of number of prestigious posts available as we go to press.

Director of Golf – Drift Golf Club LOCATION: HORSLEY, ENGLAND CLOSING DATE: 28TH APRIL 2023

Membership Administrator – The Lensbury LOCATION: TEDDINGTON, ENGLAND

Managing Director – The Mill Reef Club

Operations Assistant - Royal & Ancient Golf Club LOCATION: ST ANDREWS, SCOTLAND

Golf Operations Manager – Portmarnock Golf Club LOCATION: PORTMARNOCK, IRELAND CLOSING DATE: 21ST APRIL 2023

General Manager – Somerset Club LOCATION: BOSTON, USA

LOCATION: ANTIGUA

Client Success Partner – Pacesetter

General Manager – Monifieth Golf Links

LOCATION: MANCHESTER, ENGLAND

LOCATION: MONIFIETH, SCOTLAND

MORE INFORMATION Want to advertise a job vacancy? Please contact debbie.goddard@cmaeurope.org for details.

Looking for your next career move? Visit the Jobs Board at www.cmaeurope.org

CLUBHOUSE EUROPE 37

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CLUBHOUSE

Alchemy Contract Publishing proudly presents Clubhouse Europe in association with the Club Managers Association of Europe

EUROPE

MPDs – dates for the diary – page 6

ISSUE 28

Review – World Conference A word with – CMAE CEO Torbjörn Johansson Finance – join CMAE’s Club Finance Summit Jobs noticeboard – career-building opportunities

To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022

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CLUBHOUSE

Alchemy Contract Publishing proudly presents Clubhouse Europe in association with the Club Managers Association of Europe

EUROPE

MPDs – dates for the diary – page 6

ISSUE 28

Review – World Conference A word with – CMAE CEO Torbjörn Johansson Finance – join CMAE’s Club Finance Summit Jobs noticeboard – career-building opportunities

To see what Alchemy Contract Publishing could do for you please call Sean Ferris on +44 (0) 1753 272022