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Golf Management Australia


Official Journal for Golf Management Australia Ltd.





2019 GMA NATIONAL CONFERENCE MCG, MELBOURNE 6-10 OCTOBER Golf Management Australia Journal | Winter 2018



2 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

Golf Management Australia


Official Journal for Golf Management Australia Ltd.







Welcome to the new look GMA Journal

‘One GMA’ progress, BMI Program, Conference venue & dates announced

Latest news and information on the 2018 BMI Program
















Latest news from around the GMA nation

Genesis Cup GMA Leaderboard winner, Toro Australia internship winners announced




Vision 2025 feature spread, Golf Month promotion, Play9 promotion

Golf Operations... contracted or employed?

Uncontested elections... will they become extinct? ‘The Boys are Back in Town’ roadshow

The Golf Travel Agency, Inside Golf Magazine, CGE Golf







COVER PICTURE: Spectacular aerial shot of the iconic Melbourne Cricket Ground and city skyline - host venue for the 2019 GMA National Conference

Golf Management Australia Journal | Winter 2018


FROM THE CHAIR ANDREW GAY | Chair, Golf Management Australia

Welcome to the new look GMA Journal, which is now taking the place of the previous GMA e-mag that has been published in the past. The GMA Journal will look to build upon our previous e-mag editions and further showcase GMA related news, programs and events, as well as industry related information and professional development content. We will continue to refine this journal over the course of 2019 to ensure it is meeting the needs of our members and is seen as an important benefit to the GMA industry. Our previous e-mag was published and driven by Mike Orloff of Golf Industry Central and on behalf of the GMA Board, I’d like to thank Mike for all his work in this area, and his continued support of GMA. GMA looks forward to continuing to have a strong partnership with Golf Industry Central long into the future. In relation to GMA activities over the previous couple of months, we have once again seen plenty of work undertaken, in particular:

One GMA progress As most of you would be aware, GMA has undertaken a project to develop a more ‘unified’ approach to GMA related activities across the country over the past 12 months. This project, which is being led by GMA Executive Officer, Jim Cail, has been progressing well.

GMA/GMA NSW Partnership GMA, in partnership with GMA NSW, were excited to announce the appointment of part-time GMA – State Operations Manager – NSW, Frances Cordaro.

Golf Management Australia (GMA) represents a membership of more than 400 golf club managers across Australia.

Frances is employed by GMA but will deliver administrative services to GMA NSW members. Frances officially commenced in the role on Monday, 11th June, following a short hand over period with incumbent Executive Officer, Graeme Carroll.

GMA, through its state associations, provides a platform of professional and personal development and networking opportunities for General Managers and Assistant Managers/COOs of golf clubs. GMA also has a focus on member support, club development, and member health and wellbeing.

BMI – Club Management As seen on the front cover of this edition of the GMA Journal, registrations for the BMI ‘Club Management’ courses are now open. The first course will be held at Victoria Golf Club in Melbourne from 15-19 October, with another at The Lakes Golf Club in Sydney from 22-26 October. I would encourage all GMA members to strongly consider the BMI Club Management course as part of their professional development plan in 2018.

Golf Management Australia Ltd. PO Box 106 DINGLEY VILLAGE VIC 3172 BOARD OF DIRECTORS Andrew Gay (Chair) Royal Adelaide GC Paul Paterson (Deputy Chair) Peter Busch Green Acres GC Anthony Masters Barwon Heads GC Aaron Muirhead Ipswich GC Cathy Neagle Elanora CC Brad Dawson Royal Perth GC

2019 GMA National Conference The venue for the 2019 GMA National Conference has now been confirmed as the iconic Melbourne Cricket Ground. We’re delighted with this venue and believe it will provide us with the flexibility we require for a conference such as ours and will provide an opportunity of some unique delegate experiences. The conference dates are Sunday, 6th October to Thursday, 10th October 2019, with further information to follow shortly, including preferred accommodation partners. As always, please feel free to touch base with us at any time regarding GMA activities and all the best over the cold winter months.

EXECUTIVE OFFICER Jim Cail 0400 440 346

GMA Journal artwork and design by Brand Media & Consulting

Contents may not be reproduced without written permission. Views expressed in editorial contributions do not necessarily reflect the opinions of this publication and it’s management.

Golf Management Australia








CATHY NEAGLE Director | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


JIM CAIL Executive Officer

LATEST GMA NEWS JIM CAIL | Executive Officer, Golf Management Australia

‘ONE GMA’ PROGRESS As most of you would be aware, GMA has undertaken a project to develop a more ‘unified’ approach to GMA related activities across the country over the past 12 months, with the project progressing well to date. The project has involved consultation with each state executive over the past couple of months, with feedback now being addressed in the continued refinement of the proposed national model. The GMA Board fully appreciates the movement towards a national approach is a significant commitment for all state executives, and as such the board recognises the need to ‘test’ all elements of a national model, to ensure it will enhance

As seen on the front cover of this edition of the GMA Journal, registrations for the BMI ‘Club Management’ courses are now open. The first course will be held at Victoria Golf Club in Melbourne from 15-19 October, with another at The Lakes Golf Club in Sydney from 22-26 October. They will be overseen by lead facilitator Dr Geoff Dickson, from La Trobe University, and supported by Professor David Shilbury, from Deakin University, and Jason Koenigsfeld, the senior vicepresident of professional development from the Club Management Association of America. We were also delighted to announce the engagement of Richard Comerford as

the organisation’s ability to support the membership. The GMA Board are looking to endorse a ‘business case’ for consideration by state executives at a board meeting in midAugust. This business case would include a ‘services agreement’ for supportive states to outsource all operational elements of their business to GMA for a period of two years. All state executives have been outstanding in their willingness to work with GMA and participate in the consultation process, and I’d like to take this opportunity to thank them for their continued commitment to all GMA members across the country.

the latest facilitator to become involved, which will see him deliver the finance and accounting unit, along with the cost control unit for both courses. Richard joins the BMI program having commenced his career as an accountant in 1991. He has over 25-years’ commercial experience within the club industry, having worked closely with multiple clients including Crown Limited, The Capital Golf Club, The University of Melbourne and CPA Australia. I would encourage all GMA members to strongly consider the BMI Club Management course as part of their professional development plan in 2018.

GMA/ GMA NSW PARTNERSHIP GMA, in partnership with GMA NSW, were excited to announce the appointment of part-time GMA – State Operations Manager – NSW, Frances Cordaro. Frances is employed by GMA but will deliver administrative services to GMA NSW members. Frances officially commenced in the role on Monday, 11th June, following a short hand over period with incumbent Executive Officer, Graeme Carroll. Frances comes into the role with significant experience in media and communications over the past 15 years, including in the areas of public relations, content production, program implementation and event management. For ten years Frances was an integral part of the media unit for the Australian Olympic Team at three Olympic Games and two Youth Olympic Games. She was also critical to the development of programs that inspire young Australians to lead active and healthy lifestyles.

2019 GMA NATIONAL CONFERENCE The venue for the 2019 GMA National Conference has now been confirmed as the iconic Melbourne Cricket Ground. We’re delighted with this venue and believe it will provide us with the flexibility we require for a conference such as ours and will provide an opportunity of some unique delegate experiences. The conference dates are Sunday 6th October to Thursday 10th October 2019, with further information to follow shortly, including preferred accommodation partners.

Golf Management Australia Journal | Winter 2018





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Golf Management Australia Journal | Winter 2018


Golf Management Australia & Golf Australia

CLUB MANAGEMENT - BMI INTRODUCTION GMA is committed to providing a diverse range of professional development opportunities, to meet the needs of all its members. GMA in partnership with Golf Australia and the Club Managers Association of America (CMAA) is excited to offer the first ever Business Management Institute (BMI) program to Australian club managers, with the first module to be delivered in October 2018. The BMI is a professional development program for modern-day club managers, focussing on the core disciplines needed to successfully lead clubs.


The Program The BMI program contains four modules, each completed in five-day blocks: • BMI Club Management • BMI Leadership Principles • BMI General Manager/Chief Operating Officer • BMI Food & Beverage Management or BMI Course and Golf Management Each module is broken into sessions adapted to the Australian business operating environment. Sessions are delivered in an open workshop style allowing for regular discussion of managers’ shared experience.

The Future To enhance the value of the BMI program, GMA members will be on a pathway to obtain CMAA’s ‘Certified Club Management’ (CCM) which recognises the unique skills and special knowledge required of successful club management. BMI modules along with prior learning from past qualifications and other forms of professional development accrue points, which at a certain threshold allow a CCM to be achieved. The CCM qualification is now recognized in 31 countries throughout the world.


Details of the CCM qualification process will be advised in coming months following further consultation with industry partners and GMA members.

Why BMI BMI offers the ultimate club manager professional development program, which is delivered within an open learning environment, whereby shared experiences are explored within each workshop session. It provides outstanding industry wide networking opportunities capable of providing career long support to all BMI participants. The BMI is delivered to an agreed international certification standard, with the program aligned with the CMAA. This alignment with the CMAA will also provide Australian based BMI participants with complimentary education only registration at upcoming CMAA World Conferences. This free education registration can be used for up to two years, which would include either World Conferences held in Nashville in 2019, or Dallas in 2020. For more information and registrations, visit the GMA website’s BMI Program page

2018 BMI PROGRAM In 2018, BMI Club Management will be delivered in Melbourne and Sydney.

MELBOURNE 15th to 19th October 2018 Victoria Golf Club

SYDNEY 22nd to 26th October 2018 The Lakes Golf Club

COURSE SUMMARY The Club Management – BMI course will cover the following topics: • Membership Marketing • Employment, Legalities and Issues • Communications • Management, Governance and Delegation • Career Development • Service in Clubs • Financial Management and Cost Control • Personal Branding • Psychometric testing • Golf Operations | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

BMI Facilitators To ensure the Club Management BMI is delivered in a manner aligned to its target audience of senior golf management representatives, the following outstanding course facilitators have been engaged (more session facilitators are still to be announced).

Dr Geoff Dickson

BMI Lead Facilitator

Geoff Dickson has an honours degree in Leisure Management and a doctorate from Griffith University in Australia. In between degrees, Geoff was General Manager of the Coorparoo Australian Football Club in Brisbane. He began his academic career in 1996 at Central Queensland University in 1996 before a 14-year stint at Auckland University of Technology in 2004. In early 2018, Geoff returned to Australia to work at Melbourne’s La Trobe University. Geoff ’s teaching and research

interests centre on governance, strategy, risk, law, leadership and consumer behaviour. Geoff has been a director of numerous sporting organisations, including president of the Sport Management Association of Australia and New Zealand between 2013-16. In 2018, he was appointed to the executive of the World Association for Sport Management. Geoff has delivered professional development programs on behalf of the Golf Managers Association of New Zealand and the Club Managers Association of America since 2015.

Professor David Shilbury Facilitator

Professor David Shilbury is the Director of the Deakin Sport Network, the Foundation Chair of Sport Management, a former Head of the School of Management and Marketing (2002-2007) and Associate Dean in the Faculty of Business and Law at Deakin University. Dr Shilbury was appointed as Australia’s first Professor of Sport Management in 2000 having commenced at Deakin in 1990. He has previously worked for the WA Golf Association, the City of Stirling and the Australian Cricket Board/WA

Cricket Association. Academic qualifications include a Ph.D. from Monash University (1995) and a Master of Science in Sport Management from the University of Massachusetts/Amherst (1989). He is also a graduate of the Australian Institute of Company Directors course (2013). He was the Foundation President of the Sport Management Association of Australia & New Zealand (SMAANZ) from 1995 to 2001. He is currently a nonexecutive director of Golf Victoria and Peninsula Leisure Pty Ltd. His research expertise is in sport governance.

Jason P. Koenigsfeld Facilitator

Jason P. Koenigsfeld, Ph.D., CHE, is the Senior Vice President of Professional Development for the Club Managers Association of America (CMAA). Jason received his Master of Science degree in 2005 and the Doctor of Philosophy degree in 2007 from Auburn University. His doctorate dissertation helps establish the basis for club management professional development and certification programs in the United States as well as internationally. In addition to his CMAA responsibilities of Conference

Education, Certification, Research, and BMI Programs Jason is charged with coordinating CMAA’s global strategies and programming. Jason has conducted numerous education sessions for close to 10 Club Managers Associations around the world. Jason has published several articles in both academic peer reviewed journals as well as trade magazines. Jason’s areas of expertise include; strategic planning, self-awareness, team development, leadership, organizational change, management & delegation and career planning & development.

Richard Comerford Facilitator

Richard Comerford commenced his career as an accountant in 1991. He has over 25-years’ commercial experience within the club industry, having worked closely with multiple clients including Crown Limited, The Capital Golf Club, The University of Melbourne and CPA Australia. In these roles Richard has helped his clients understand and improve the financial drivers of their business processes and operations. As an educator, Richard has worked for Australia’s leading accounting groups and

is known for his ability to cut through accounting jargon and practically explain the important aspects of financial management. This approach has seen Richard win numerous awards for his teaching and conference leadership skills both locally and internationally. In addition to his work as an accounting advisor Richard is currently the Treasurer of an Australian, Top 100, public access course. In this role Richard has worked very closely with the club’s manager to transform the financial operations of the organisation.

Golf Management Australia Journal | Winter 2018



Royal Fremantle’s Bruce Mead (GM) & Stephen Herbert (Pro), with the Alex Monteath Trophy



TROPHIES GALORE FOR ROYAL FREMANTLE The 2018 GMAWA Management Challenge was held at Royal Fremantle Golf Club on May 11 and we were delighted to host 18 Clubs from across the State. The Challenge brings together Key Club Personnel for a game of golf with the Trophy being awarded to the best combined score by a Club’s Team, comprised of their Manager, President, Caption and Professional. GMAWA Management Challenge winners from Royal Fremantle GC, Bruce Mead, Mark Randall, Stephen Herbert & Dave Coster


2018 GMAWA STATE CONFERENCE The GMAWA Executive Committee is pleased to announce the proposed schedule for our 2018 State Conference in Geraldton. With Workplace Happiness the driving theme for this Conference, Keynote speaker Happiness Co have been engaged to deliver two sessions; a keynote presentation and a workshop on Emotional Intelligence. Further Information and speaker announcements will be sent to GMAWA Members in coming weeks. More information about Happiness Co can be found on their website (


The 2018 winners were host Club Royal Fremantle and their Team of Manager Bruce Mead, Club President Mark Randall, Club Captain Dave Coster and Club Professional Stephen Herbert. In conjunction with the Management Challenge, the day also plays host to the Alex Monteith Trophy for best

combined score by a Club Manager and Club Professional. With a home course advantage and having already taken out the Management Challenge Trophy, the 2018 Alex Monteath trophy was won by Royal Fremantle General Manager Bruce Mead and Club Professional Stephen Herbert. The clean sweep by Royal Fremantle was a wonderful result for Manager Bruce Mead who was in his final few weeks of the role pre-retirement. GMAWA would like to sincerely thank the Event Sponsor Toro for their support of the day and Royal Fremantle Golf Club for hosting the 2018 GMAWA Management Challenge.


GMAWA ACKNOWLEDGMENTS The Executive Committee would like to congratulate GMAWA Executive Officer Lindsay Stade and Royal Fremantle General Manager Bruce Mead on their recent retirements. We thank you both for the contributions you have made to GMAWA over the years and wish you all the best in retirement.

15-17 September | Geraldton, WA Saturday, 15th September

11:30am: Simulator and 18 holes of golf at Spalding Park Golf Club 7:00pm: Conference welcome dinner at Skeetas Restaurant, Geraldton

Sunday, 16th September



9:00am: Conference welcome, Geraldton Golf Club 9:10am-10:30am: Keynote speaker - Happiness Co. 11:00am-3:00pm: Conference sessions 3:00pm-4:00pm: Robert Oatley wine tasting

Monday, 17th September

8:00am: Golf Management Australia WA Billie Friedlander Trophy and Matchplay Final 12:30pm: Lunch and farewell

If you have any questions, or would like to express your interest in attending the conference, please email Nicole Martino at

10 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


GOLF BODIES UNITE FOR NSW INDUSTRY AWARDS In a show of collaboration, the major golf bodies in New South Wales have joined forces to stage the inaugural New South Wales Golf Industry Awards Evening at Curzon Hall on 22 October 2018.

to fruition. The night will be a great celebration of golf and show of how our industry organisations can work collaboratively together,” said Stuart Fraser, chief executive officer of Golf NSW.

The bodies have forgone their own individual events to create a gala evening celebrating the achievements of clubs, professionals, superintendants, managers and volunteers.

Awards to be presented on the night will include:

Represented at the night will be Golf NSW, the PGA of Australia (NSW/ACT), Golf Management Australia (NSW), Jack Newton Junior Golf (JNJG), the NSW Golf Course Superintendents Association (NSWGCSA) and the Australian Ladies Professional Golfers (ALPG). Each organisation shall retain control over their award nomination and selection process with nominees and guests then congregating to announce the winners on 22 October. “We’ve been discussing the concept for a while and it’s great to see it come

• Club Professional of the Year • Superintendant of the Year • Manager of the Year • Coach of the Year • Club of the Year – (Metropolitan and Country) • Player of the Year • Junior Program of the Year Invitations and booking forms will be distributed to industry stakeholders in July. For further information, please contact Frances Cordaro (GMA - State Operations Manager - NSW)



The match was keenly contested throughout and it was Mat who drew first blood on the opening hole. This was quickly offset by a birdie on the next by Craig to square the match. Conceding 7 shots, Craig found himself one down after 4 holes, and despite a brief rally, fell back to one down on their 9th hole following a great birdie, net eagle, by Mat. The match then changed direction with Craig playing a steady run of holes to be 3 up with 3 to play. It looked likely that Craig would close the match out on their 16th

Redcliffe Golf Club’s General Manager, Kerry Newsome, turned on the weather for GMAQ for the GM/Staff Day on Monday, 16th April. The highlight of the morning’s proceedings was McLeod Golf Club General Manager Sean Kennedy’s presentation on his attendance at the CMAA Conference in San Francisco. Sean presented on some of his key takeaways from the conference including what makes the successful clubs in America successful, and insightful data on what is required to get the millennial golfer to join a private club. Sean’s presentation was bookended by Schweppes’ Brad Jones, who had an exciting update on the upcoming integration of the Asahi alcohol portfolio and MiClub’s Phil Laurie, who presented on their new Matchplay module and Super Six golf competition format, both of which were to be tested on Redcliffe’s fairways that afternoon.

Mount Coolum General Manager, Sharon Purnell, was second with 36 points.

Thaxted Park’s winning team comprising Jamie Dunnicliff and Adam Hays

Golf was once again followed by a very convivial luncheon in the picturesque Royal Adelaide clubhouse.

Mat Loughnane (Kew Golf Club) and Craig Skimming (13th Beach Golf Links) played the final of the Kelvin Quick Matchplay on a cool, breezy day at Barwon Heads.


Delightful weather and a picture perfect Redcliffe course awaited players, and it was the in-form GMAQ Life Member, Max Mason, who took the chocolates (and the wine from our sponsor Amadio) with 39 points.

The annual GMA Challenge 4BBB golf day for General Manager’s and their Captain or President was played in absolutely perfect, sunny, winter weather at Royal Adelaide Golf Club - however the ideal conditions did not necessarily reflect in the scores! The Thaxted Park team of Adam Hays and Jamie Dunnicliff won the event with a well played total of 44 points. Kooyonga’s Brett Lewis and Ken Russell (40pts) just managed to secure second place ahead of the home club team of Andrew Gay and Jim Sweeney (39pts).


Played over 6 secret holes, Bribie Island General Manager, Steve Middleton, took out the “Super 6” event with 16 points on holes 3, 5, 11, 14, 15 and 17 – 3 points better than his nearest rival. GMAQ President Aaron Muirhead was fortunate to avoid a 2 shot penalty on the 1st hole, arriving just 3 minutes before his allotted tee time!

hole, however his very makeable putt to halve the hole just missed and so Mat won the hole and moved to the 17th hole where he received a shot. Mat two putted from distance for a par, nett birdie, and looked like taking the match down the last. It was not to be however, as Craig was fortunate to hole a lengthy downhill putt for a birdie and a half to close out the match. The match was played in great spirits. It was Craig’s first time playing the Kelvin Quick and Mat will aim to go one better next year. Both players were thankful to Barwon Heads for hosting the final and for GMV in managing the competition.

The event doubled as the first round of the GMAQ Matchplay, and all four matches played were distinctly onesided affairs: • Sharon Purnell def. Charlie McGill 4/3 • Steve Middleton def. Richard Chamberlain 5/3 • Phil Laurie def. Sean Kennedy 4/2 • Brett Holland def. Ben Dobson 7/6 A big thank you goes to Kerry Newsome and her team at Redcliffe Golf Club for a great day.

Congratulations Craig!

Golf Management Australia Journal | Winter 2018


FEATURE STORY GREG OAKFORD Marketing & Communications Manager, Golf Victoria @gregoakford on Twitter & Instagram

BEHIND THE VIC OPEN’S GROWTH “Momentum is a word that comes to mind when I think about the Vic Open over the past five years and on June 15, that momentum went to a whole new level with the announcement that prize money would be a minimum of $3 million for the next four years (2019-2022).” Greg Oakford, Marketing & Communications Manager for Golf Victoria, provides us with an insight into the Vic Open juggernaut that keeps growing from strength to strength.

12 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

The announcement made at 13th Beach Within only a few years, the sporting Beach. It was more likely we’d see some Golf Links by the Premier of Victoria, debate over equality in pay was reaching $’s rolling in from 2014 once potential the Hon. Daniel Andrews MP, rippled a fever pitch and making its way into sponsors saw what we were bringing to through not only the golfing world by conversations in parliament. With these town. We stayed calm in 2013 with a lot the wider global sporting community on conversations, politicians were looking for of knocks backs. We wanted to play the the back of what I would still consider a case studies of sports that had pioneered long game. very simplistic format to a professional change and they couldn’t look past the We still secured a number of foundation golf event, ‘Men and women play the same emerging Vic Open. partners for the inaugural Vic Open course, at the same time and for the same Timing always plays a factor and we’d hosted at 13th Beach in 2013 but it wasn’t prize money’. be ignorant to not think riding the until 2014 where we saw our commercial To provide context, prize money in way of equality in pay hadn’t played a revenue really take a spike in the right 2013 was a combined $300,000 and factor in helping us to secure significant direction, including securing the event’s at the time, we felt this was a decent government boosts in prize money since first naming rights sponsor, Oates since accomplishment. Back then, I don’t think 2013. Sometimes it does pay to be a the mid 2000’s. For each subsequent year, in our wildest dreams we thought we’d pioneer. commercial revenue has steadily risen 10x the prize purse by the 2019 event, Growing your core of corporate partners with the core of our partners proudly become Australian golf ’s richest week sounds logical but it’s really difficult when coming along for the ride since 2014. and be on the verge of securing European you’re not playing the long game. Let’s Money is a big part of the equation but Tour co-sanctioning and potential you have to have serious buy-in from LPGA co-sanctioning. the host venue. For the Vic Open, For the Vic Open, 13th Beach Golf So how did we get here? 13th Beach Golf Links in Barwon Links in Barwon Heads has played Heads has played a critical role First and foremost, the format. Running both the men’s a critical role in the event’s success in the event’s success and growth and women’s championships trajectory. Events are hard work and growth trajectory. concurrently on the same course at and you never quite feel like you’re the same time doesn’t sound overly in control. Luckily for us, we’ve had revolutionary but in an industry that has unpack that for a moment. One of my amazingly great people to work alongside been historically reluctant to change, the responsibilities in my role was to drive with at 13th Beach. From management to basic concept over indexes in the attention commercial revenue for the Vic Open. ground staff to an enthusiastic volunteer it generates. In 2012, shortly after I commenced base and the always smiling hospitality The attention is enhanced further by at Golf Victoria I was ‘pounding the staff, 13th Beach has been unwavering in equal pay for men and women. Equality in pavement’ in the Melbourne and Geelong its mission to ensure all players, officials pay has been a hotbed for sport discussion business communities trying to drum up and spectators have a positive and in recent years. Since re-introducing the sponsorship dollars for a product that no memorable experience at the Vic Open. women’s championship in 2012, the Vic one had seen before, me included. I was Further, the South Western Golf Open made a commitment that both men selling a vision and it was a tough sell for Association has backed the event since and women would play for the same prize the most part in not the friendliest of day one, encouraging all of its member purse, something the Australian Open economic times. clubs to embrace the Vic Open as its own. tennis championship stirred up opinions There was pressure to sell but I was This mentality has been mirrored by the about back in 2001. also given the air cover required by my Geelong and Bellarine communities who This decision from our team at Golf employer to think longer term. We knew surprised us all on Thursday morning of Victoria was made in 2011. It was made it was unlikely for sponsors to be lining the 2013 event when administrators were because it was the right thing to do. up at the door from year one at 13th informed at 10am of Day 1, “Both car

Golf Management Australia Journal | Winter 2018


parks are full”. People had voted with their feet from the get-go and it's never wavered. In terms of creating the player and spectator experience, I’ve often stolen a former marketing campaign tagline from McDonald’s ‘how very UnMcDonald’s’ to describe to stakeholders the many initiatives and activations we’ve implemented. DJs playing beats three metres from a tee box whilst players hit, spectators walking the fairways with the players, broadcasting a

live TV broadcast back in the first few years at 13th Beach, we partnered with Australian Network Productions and explored other options. In 2013 and 2014 we produced a onehour show titled ‘Life is Greener’ which could be best described as Postcards meets Golf. It aired on Channel 9 in Victoria two weeks following the conclusion

The opportunity to reach hyper-targeted audiences on platforms such as Facebook, YouTube, Instagram, Twitter and Snapchat was highly attractive to us on a lean marketing budget and provided us a platform to get creative with our digital assets. HD live stream on Facebook LIVE, full festival-style wine bar, spectators and players mingling together in the clubhouse… how very UnGolf. What about broadcast and marketing you ask? Our focus has been heavily skewed to digital. The opportunity to reach hypertargeted audiences on platforms such as Facebook, YouTube, Instagram, Twitter and Snapchat was highly attractive to us on a lean marketing budget and provided us a platform to get creative with our digital assets. Each year, our content has evolved and been specifically designed to various platform specifications to put ourselves in the best position for desirable actions and engagement. We’ve also enjoyed fantastic support from media partners The Geelong Advertiser, Bay 93.9/K-Rock SEN and RSN over the years that have provided us excellent traditional media coverage. Not in a position to attract a traditional


of the tournament. 2013 saw an audience size of approximately 90,000, in 2014, the audience size dropped to 14,000. There were a few factors in 2014 as to why the numbers dropped including being up against the Melbourne Grand Prix but this style show had run its race in my opinion. So what was next? We still didn’t have anywhere near the money nor the leverage to broadcast live on traditional TV. For 2015, we decided to move away from the ‘Life is Greener’ model and produce daily highlights packages. The decision wasn’t groundbreaking but it provided us the springboard to live streaming the final two rounds in 2016 and dished up an unexpected moment caught on camera that will go down in Vic Open folk law with Richard

Green recording an albatross hole-in-one on the par-4 15th hole during the Pro-Am on Wednesday. If you haven’t seen the remarkable shot that made global sports news, click here.

Our first attempt at HD live streaming the final two rounds in 2016 told us one thing, it worked! We had been strategically quiet about the initiative due to some internet connectivity concerns and kept promotion to a minimum. In its trial year, we attracted an audience of 20,000 using YouTube Live. Knowing we had a product that worked, we double downed on the 2017 live stream and branched our channels out to include Facebook LIVE and, in doing so, became the first ever women’s professional golf event to broadcast on Facebook LIVE worldwide. Our audience size increased by 500%, attracting upwards of 100,000. Earlier this year, the 2018 Vic Open took another gigantic step forwards with the Ladies European Tour inviting our event to be broadcast globally on traditional TV networks to up to 286 millions households utilising our HD live stream product. It was the culmination of the tournament’s growth, | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

Above: Premier of Victoria, the Hon. Daniel Andrews MP with representatives from the Victorian golf industry at 13th Beach Golf Links for the recent Vic Open announcement Left: Alison Whitaker and Grant Dodd anchoring the 2017 Vic Open live streamcoverage

co-sanctioning with the Ladies European Tour from 2017 and rolling the dice on a live stream product we didn’t know would work back in 2016. It’s not something until it’s something, that’s the lesson I take away from it. Last but by far not the least, the players! My greatest golfing achievement is a C-Grade Monthly Medal so to claim I know the mundane grind of a professional golfer on tour doesn’t carry much weight but my

first-hand conversations with numerous players over the years has provided much insight. For the majority of the year, players are seeing the same faces of the same gender week in, week out. The Vic Open provides a different experience. You see players from the opposite gender and there’s great spirited banter including bragging rights of which gender winner will have the lowest score (currently in favour of the men 3-2 with

one tie since 2013). Think of attending an all boys or all girls school and one week of the year, you attend a co-ed school, that’s the Vic Open! A lot of time has gone into relationship building with the players and ensuring they leave Barwon Heads having had the best week of their year. From there, we let word of mouth do the rest. All of the above contributes to building the Vic Open brand. Brands can’t be built overnight, particularly if the organisation you’re working for doesn’t have the patience or vision to give its administrators the air cover to do so. I feel very fortunate to have been involved with the Vic Open’s journey and can’t wait for what the future holds. Here’s to many more Vic Open success stories in golf! Golf Management Australia Journal | Winter 2018



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• Push notifications • Numerous report options • Networks with other clubs


YARRA’S VLAHANDREAS WINS GMA SERIES 1 QUALIFIER It’s official. Yarra Yarra Golf Club General Manager Peter Vlahandreas is headed to Sydney in November as the first GMA qualifier for the 2018 Genesis Golf Link Cup National Final.

The Genesis Golf Link conference. The Genesis Golf Link Cup is played over two series each year with Cup GMA leaderboard “Just having that reason eight golfers from each series winning their way to the National Final. is an initiative which to be in touch was a huge Once entered, the player doesn’t need to do anything but play their launched in 2017 and positive and great fun regular competition golf and the unique Genesis Golf Link Cup scoring algorithm does the rest. But even better, all registered players who runs in conjunction with and it’s exactly the sort of play six rounds of golf in a series are also automatically in the draw to Australia’s biggest amateur networking that you just win a luxury Genesis vehicle in that series. golf competition. never know what it can lead Run over two series to.” alongside the mainstream Peter said having a competition, the GMA Leaderboard awards “Some people will obviously enter based leaderboard running for 15 weeks was also a place at the national final in Sydney to the on the signage and other marketing but for a a point of interest and difference which he GM who registers a minimum of 50 new portion of golfers they really need to have the hadn’t fully appreciated until he was a part participants at their club and has the most concept explained almost one on one to see of it. Genesis Golf Link Cup points. In Series its value,” he said. “As golfers we’re naturally competitive but One, that was Peter. “I think given the number of Yarra Yarra we almost never have a ladder system where “A bit of a surprise, really,” was Peter’s members who were already registered it was you have something to play for beyond just reaction when told he would be playing a case of really going that extra step with that week’s competition,” he said. off for the title at one of Sydney’s premier those who weren’t yet on board.” “I found that really engaging and it changed courses in November before enjoying a day Peter said he was excited to be heading to the dynamic of my regular games, as well. in the Genesis marquee at the Australian Sydney in November, particularly after some When I got near the top of the leaderboard Open. good natured ribbing between he and good I couldn’t help but think about that while I “I certainly never expected the quality of friend Cameron Harvey, GM at Muirfield was playing each week. my golf to win me much so that was great, GC in Sydney. “Of course, as soon as I started thinking but to be able to sign up 50 new players to “Towards the end he was ahead of me for about it I immediately played a couple of bad the competition was very satisfying. a while there so there was a bit of back and rounds but it definitely added an element you “Many of our members were already a forth by email over the final few weeks,” said don’t normally have.” part of the Genesis Golf Link Cup so to add Peter. Series Two of the Genesis Golf Link Cup another 50 took some effort. “It was all in good fun obviously but jokes GMA leaderboard has already started. “We worked hard and thanks to a lot aside I think it really showed up one of the of help from the guys in the pro shop we great strengths of the competition. For more information on where you managed to reach the target.” “I found it extremely engaging in a peer stand, and how the Genesis Golf Link Cup can help you encourage more members Peter said being pro-active in explaining setting. Cameron is a guy I have a great to play more golf at your club, visit the the competition format was key to attracting relationship with but we only ever see each GMA website. new participants. other every couple of years at the GMA Golf Management Australia Journal | Winter 2018




Introducing the Club Car Tempo™ Designed with automotive styling and features that feel like upgrades, the brand-new Tempo represents the very best of Club Car: proven engineering, industry-leading durability, reliable comfort, and connected technology developed to enhance the ride and course operations. Stories start here. See the new Tempo at and contact your Club Car sales representative for more information. 18 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


2018 has been a big year for Club Car with the release of Tempo – our new golf cart – featuring sleek automotive styling and more new and exciting accessories to customize your fleet than any other brand.

outstanding results over the past two years. They’ve welcomed more than twelve new fleet customers and installed more than 10 new Visage systems in a significant boost for Club Car in the region.

It’s not just the car either, Club Car’s Visage GPS solution, also the global market leader enhances player experience and fleet management efficiencies to a degree not available in any other system.

InGolf & Utility are authorised distributors for the entire range of Club Car products, including Carryall Commercial Utility and Turf Vehicles, Onward PTVs and Resort Transportation vehicles.

Here in Australia, Club Car continues to improve and develop its distribution channels. Effective June 1st, 2018 InGolf & Utility has replaced ADE Turf Equipment as the sole authorised distributor for Club Car in Victoria and Tasmania.

With over $1M in Club Car Parts held in local inventory, InGolf is well equipped to meet the ongoing needs of all customers. Factory trained technicians (in house and mobile) and aftermarket specialists will provide expert advice to keep you or your fleet moving.

InGolf & Utility has a proven track record in growing Club Car’s presence throughout NSW and the ACT, delivering

The team headed, by CEO Joel Monahan (Ex Coca-Cola Amatil & Callaway) and Sales Manager Luke Roberts (10

years+ Club Car experience), is excited to have been rewarded by Club Car for their strong performance and commitment to the industry and the opportunity that lies ahead in Victoria and Tasmania. InGolf & Utility has been a long-term partner of GMA NSW for more than a decade and has been a sponsor and partner with the Australian Open for more than five years InGolf & Utility has shown an instant commitment to the Victorian industry by partnering with the World Cup this year being contested at the beautiful Metropolitan Golf Club in November. There are some exciting initiatives planned around this event – stay tuned.

If you would like to know more about Club Car and how our services can drive growth across your business, the team at InGolf & Utility is ready to help. Visit or reach out to Luke Roberts directly on 0404 877 549 or

Golf Management Australia Journal | Winter 2018



TORO INTERNSHIP WINNERS SET TO LEAVE FOR THE HOME OF GOLF This month, three Assistant Superintendents will be embarking on the experience of a lifetime: an internship at one of the world’s most iconic golf courses, St Andrews Links in Scotland.


On 10th July, the journey starts for Stuart Campbell of Maroochy River Golf Club, Liam Scott of Keysborough Golf Club, and David Hurst of Cromer Golf Club. The three were selected in Toro’s “Assistant Superintendent St Andrews Internship” competition, and were nominated by their respective superintendents. They will be travelling to one of the world’s most iconic golf courses to work at the Junior and Senior Open. They will also visit the Open Championship at Carnoustie Golf Links, get a chance to shadow the Course Managers, and spend time with the Learning and Development Officer.

The internship opportunity at St Andrews Links forms part of Toro’s ongoing support to the golf course industry, said Elise Willemsen, Toro’s Equipment Marketing Manager. “The Toro Company’s long-standing partnership with St Andrews Links has allowed us to offer this opportunity to the Australian market and our goal is to assist Assistant Superintendents to gain further training and work experience at one of the best courses in the world,” Willemsen said. | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

For more information, please visit Toro’s website.

LIAM SCOTT KEYSBOROUGH GOLF CLUB Liam Scott (pictured above right), Assistant Superintendent at Keysborough Golf Club in Victoria, started in March 2010 and stood out from the very first day said his Superintendent Chris Allan. According to Allan, Scott’s main strength is his passion towards the industry. He has a strong ability to listen and absorb information, and he is very comfortable in communicating with a diverse group ranging from the green’s committee, management and membership. Scott finished his apprenticeship at Keysborough in 2013 and went on to do The Ohio Program, where he was placed at Muirfield

Village in Columbus, Ohio, home of The Memorial Tournament and host of the 2013 Presidents Cup. Upon returning to Australia, he got offered the Foreman position at Keysborough and he has since progressed to Assistant Superintendent. Scott continues to develop his skills where he can by enrolling into further study, as well as volunteering at tournaments – including the 2017 World Cup of Golf at Kingston Heath, 2013 World Cup of Golf at Royal Melbourne, 2013 Australian Master at Royal Melbourne, and 2012 Australian Women’s Open at Royal Melbourne.

STUART CAMPBELL MAROOCHY RIVER GOLF CLUB DAVID HURST CROMER GOLF CLUB David Hurst (pictured above left) has been Assistant Superintendent at Cromer Golf Club, New South Wales, for the past five years.

and on five occasions he had the opportunity to prepare Riversdale Golf Club for the Riversdale Cup, Australia’s premier stroke play event.

Hennessy, who nominated Hurst for this opportunity, says that he is a passionate turf manager, with an eye for details and perfection.

Whilst at Cromer Golf Club, Hurst has progressed from Second Assistant to Assistant Superintendent.

For Hurst, the golf industry is a way of life. His love of golf began as a junior, representing Woodlands Golf Club in major Pennants. Many of his holidays include visiting and playing golf throughout Australia and overseas. During his career, he has worked at Los Angeles Country Club as part of the Ohio State Program

An enthusiastic and dedicated professional, his roles include the management of all golf course operations, input into short-term projects and longterm course development and management, proactively mentoring junior staff, and liaising with club members and board members.

Stuart Campbell (pictured above left) from Maroochy River Golf Club in Queensland was nominated by his superintendent Pat Pauli. Pauli said Stuart had been an integral part of the establishment team of Maroochy River Golf Club (formerly known as Horton Park Golf Course), managing the herbicide program and all permanent and casual staff involved with the grow-in at the new location. Campbell commenced work at Horton Park Golf Course in February 2010. He currently organises the staff on a day-to-day basis and sets work programs for the week, allowing Pauli to concentrate on other issues.

Campbell was employed because of his experience at top Melbourne clubs and also his involvement with golf course construction. He is a very committed greenkeeper and among his many strengths are his attention to detail, which is important when looking for course presentation and his great rapport with staff. He has received the 2015 GCSAQ Assistant Superintendent recognition award, and in 2017 successfully completed Certificate 4 in Leadership and Management. For the past three years, he has also filled the volunteer position of Treasurer of the GCSAQ.

Golf Management Australia Journal | Winter 2018



True story.

22 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


By signing up your course could reap the benefits of increased exposure to a targeted golf database.


REACH The Qantas Golf Club is the perfect channel to reach the golfers amongst the 11.8 million-plus Qantas Frequent Flyers as we encourage them to play more golf. COURSES This partnership will provide greater access for Qantas Frequent Flyers to combine their passion for golf and travel, as GolfNow provides the option to book tee times online at more than 160 golf courses across Australia and 8,000 golf courses globally. All tee times can be booked in real-time tee time booking via INTERNATIONAL The power of two brands gives further access to 3 million international golfers on the US based GolfNow platform.

Utilising GolfNow’s industry leading technology and largest marketplace of online tee times, Qantas Golf Club aims to connect more of its Frequent Flyers with Australian golf clubs, and attract golfers from the U.S. and around the globe to Australia.

EMAIL Australian email database of 180,000 golfers and growing daily. Featured course emails geo-targeted to golfers – twice a week. GOLFER REVIEWS Brand new Golf Advisor review service for golf clubs. Giving your club the opportunity to promote five star reviews and great service.

Get involved and sign up to a world of golfers.

COURSE IMAGERY Attention grabbing web page layout with 13,000 page views per day.

Qantas Golf Club is a community for all Qantas Frequent Flyer members with a passion and love for the game of golf.

TOURNAMENTS Access to the Qantas Golf Club Challenge Series events. One of the leading organisers of social golf days in Australia.

Qantas Golf Club provides a range of benefits to members including the option to book tee times online across Australian courses, compete in events and book a range of holidays at many favourite golf destinations, all while earning Qantas Points. Since it’s launch, Qantas Golf Club has established itself as a significant contributor to the Australian golf industry due to its ongoing commitment to promote the game to golfers as well as its event and travel programs. The partnership with GolfNow will really allow Qantas to take the program to the next level.

Qantas Golf Club continues to work closely with GMA, Golf Australia and the PGA to ensure that the program continues to evolve and drive increased participation and revenue for golf clubs. Andrew Gay, chair of Golf Management Australia notes, “We see the Qantas Golf Club as a great vehicle to drive more rounds through the social golf and travelling golf markets. In addition, golf clubs will benefit greatly from the ancillary revenue these golfers spend on hospitality, retail, cart hire and membership.” Golf Courses wishing to participate in the Qantas Golf Club should contact the Qantas Golf Club help desk on 1300 733 465.

SOCIAL MEDIA Get your course in front of the Qantas Golf Club social media users. REWARDS Qantas Golf Club members earn Qantas Points every time they play a round through the Qantas Golf Club.

For further information contact: James Cooper, Australia 1300 733 465 0417 723 294

Golf Management Australia Journal | Winter 2018


24 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


VISION 2025 STRATEGY FINALISED Full details of Golf Australia’s Vision 2025 strategy are now publicly available.

Launched in part during the ISPS Handa Women’s Australian Open, “Vision 2025: the future of women and girls in golf ” now fully sets out a roadmap to generate greater female participation, involvement and inclusion in golf at all levels around the country. Golf Australia chief executive Stephen Pitt said Vision 2025 would address current

resources into making it a success.” Part of that investment includes two new staff members at Golf Australia – Stacey Peters as female national pathway manager and Chyloe Kurdas as national female participation manager, both roles partially funded by the R&A as they also seek to increase the role of women and girls in golf around the world.

“Vision 2025 is, critically, an industry-wide approach and we are investing all available resources into making it a success.” fundamental imbalances in the sport and help attract more women and girls to golf. “It’s the single most important issue inhibiting growth in Australian golf. For too long, we’ve collectively watched as some of our programs, clubs and facilities have become places at which female golfers, and even more importantly, prospective female golfers, don’t feel welcome and encouraged,” Pitt said. “Vision 2025 is, critically, an industry-wide approach and we are investing all available

Kurdas was excited to have the foundation work of the Vision’s steering committee made public. “It is terrific to have cross-sectoral and international support for the Vision 2025 strategy. The key to its success is having all of the different bodies engaged and excited by what it could bring to the game,” Kurdas said. “This is a strategy that requires everyone at all levels of golf to embrace a fundamental change for the long-term benefit of women

and girls, and also the game more broadly. “We are happy to have as much as we can in the public domain to make sure that everyone knows our direction and that all at Golf Australia are accountable and know the roadmap. “We are really excited to explore how we can provide girls and women with opportunities to access our game in a way that suits their needs – physically, socially, culturally, financially, and developmentally. Ultimately Vision 2025 will bring innovation across the whole industry – ensuring that everyone benefits from making the game truly accessible for women and girls.” Download Golf Australia’s “Vision 2025” strategy document here. Visit Golf Australia’s website for more information.

Golf Management Australia Journal | Winter 2018



Swing Fit is the fun, healthy and social way to get started in golf. A community golf instructor can be a great asset to your club. Find out more. Find out more from Golf Australia’s Swing Fit page



UTOPIA 54 women starting golf, becoming members of your club and purchasing equipment from your golf club sounds like utopia for a general manager. For Brendan Taylor, General Manager of Eastlake Golf Club in Sydney and his assistant Nick Simpson, it’s simply real life.

26 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

Left: Learning the grip – Andrea McGann providing tuition to Swing Fit participants at Eastlake Golf Club in Sydney Below: Andrea McGann pictured with many Swing Fit graduates enjoying an on-course ‘Play Day’

A year ago, the club expanded its workforce by engaging local community golf instructor Andrea McGann to deliver Swing Fit, Australian golf ’s national program to get women into golf. Andrea, who is a personal trainer by trade, had decided to share her love of golf as an accredited Swing Fit instructor, which has, in turn, helped her to expand her thriving business. Over the past 12 months, Andrea has delivered 18 Swing Fit programs across five golf clubs in Sydney. These programs have attracted a total of 127 beginners to golf. Seven of these programs ran at Eastlakes. “The Eastlake Golf Club board is thrilled with the Swing Fit program and what it is achieving for the club,” enthuses Taylor. “Andrea is extremely enthusiastic and continually recruits new clients. Her enthusiasm, as much as the program itself, has made it such a success”. “We have a really good relationship”, says Simpson.

“Our women’s membership has more than doubled over the past year, largely due to Swing Fit, whilst the pro shop is also benefiting through clinic and lesson sales.” “We allow Andrea free access to our practice facilities and range balls to run her clinics. In return, she is creating a lot of new business for us. Our women’s membership has more than doubled over the past year, largely due to Swing Fit, whilst the pro shop is also benefiting through clinic and lesson sales.” Other outcomes from Swing Fit over the past 12 months include: • The club’s resident PGA members running ongoing follow-up programs and lessons, including half-day clinics for Swing Fit

graduates and their partners – 19 women (plus one husband!) have so far participated in these • An estimated 42 Swing Fit graduates purchasing sets of golf clubs from the Eastlake pro shop and surrounding businesses • Swing Fit play days, through which Swing Fit graduates make their first forays onto the golf course; these events attract about 50 players and are held at Eastlake Golf Club and other nearby public golf facilities.

Golf Management Australia Journal | Winter 2018



BEST FEMALE AMATEUR GOLFERS INSPIRE NEXT GEN “Wow, she hit it all the way to Asia!” For six-year-old girls watching Golf Australia national squad member and Victorian Institute of Sport scholarship holder Steph Bunque hit drives, this feels possible! In a bid to inspire the next generation of female golfers, several of Australia’s best female amateurs have recently visited MyGolf girls programs across the country. Steph spent time chatting with the girls from Victoria Golf Club’s MyGolf girls program before hitting a few shots. She’s been playing for ten years and was excited to tell the girls about her experiences of growing up playing the game and talk about her trip to the


USA to play in top amateur events. Kooyonga Golf Club’s future stars also received a surprise when South Australian state team representatives Charley Jacobs and Jin-Young Yun turned up to their MyGolf girls session. “Hopefully the girls enjoyed watching us play and will keep enjoying their golf,” said Yun. In what might have been Jacobs and Yun’s most nervewracking interview to date, the kids were given the opportunity to ask questions and ask for tips. They were grilled about their fitness and there was a lot of interest in what they ate on-course!

“Charley and I talked about the exercises she does and what she loves about golf,” said MyGolfer Jaime Hards. “It was pretty cool.” Ten more MyGolf girls, this time from Royal Perth Golf Club, were also inspired after meeting Australian Junior Champion and Western Australia state player Maddy Tolchard (pictured). Maddy took the girls through a warm-up routine, demonstrated some shots on the range, helped the girls as they practiced and then answered questions back in the clubhouse. “Helping out at the girls at their MyGolf session was pretty cool because, when I look back on my younger years as a golfer, | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

I remember the times when I looked up to a particular player. Seeing all the younger girls come through and what we have to look forward to for the future is exciting,” said Tolchard. With Golf Australia’s recently released Vision 2025 focused on inspiring more girls to get into golf, expect to see more of Australia’s top female players joining the movement and supporting MyGolf girls programs around the country. Clubs and facilities can set up their MyGolf girls programs at



FOCUS ON FUN REWARDED AT KEW “Our aim is for juniors to have fun,” were the first words of Kew Golf Club MyGolf deliverer Narelle Anderson after being presented with the MyGolf centre of the month award for May 2018.

Kew Golf Club’s MyGolf program began with 16 juniors in October 2017 and has grown to 40 participants in the eight months since it became a registered MyGolf centre. “We find that junior golfers want to play the game for real, so we set up a program that focused on achieving goals from tee to green,” explained Anderson. Throughout the program at Kew Golf Club, which is situated east of Melbourne along the Yarra River, juniors learn the fundamentals of golf then graduate to an on-course program. Beginner groups learn the fundamentals through weekly lessons focused on putting, chipping, pitching and long game, before building knowledge through the on-course program. On-course experiences begin on a modified 50m course, with progression to 75m and on to the advanced program at 150m. They also achieve a series of goals within their groups, in areas such as etiquette, speed of play, rules and course. “We are trying to create a clear pathway for the junior golfer to maximise their ability,” says Anderson. Once the junior program is completed, they are offered a cadet membership. Eight

juniors had the opportunity to apply for the cadetship this term. “This membership allows them to have more access to on-course golf and lessons, coupled with gaining a handicap.” Narelle makes sure that communications with parents are constant throughout the program. A fortnightly newsletter is distributed to both juniors and parents, which provides an overview of the lessons and highlights outstanding achievements. A report is also sent to the parents at the end of the term to give an overview of everyone’s achievements, whilst parents are encouraged to walk the fairways alongside the juniors each week. “My favourite parts of the program are the friendships, laughter, fun and rewards,” confirms Anderson with a smile. “Over the years I have been teaching I have seen many of my juniors grow to become successful adults and lifelong friends.” “It is a privilege to be teaching amongst some of the great PGA members in Victoria, and this opportunity to grow the game of golf makes all the hard work in gaining my credentials rewarding.” Visit Golf Australia’s MyGolf page for more information.

Golf Management Australia Journal | Winter 2018



WANTED: MORE WOMEN IN GOLF Solving a complex problem takes more than understanding and sharing research. It takes a team with a collective wisdom, a strategy and a united industry effort that has delivered at the grassroots.

The golf membership trend Golf clubs experienced steady membership growth in the 70s, 80s and 90s. In 1970 there were around 303,000 playing members. This grew to a peak of 500,000 in 1998. The dominance of Greg Norman is often cited as the major contributor to the growth. During the 80s and 90s “the Great White Shark” was winning countless PGA tour events, holding the number one ranking for a combined 331 weeks. But something can be overlooked during these decades. The number of female golfers hardly grew at all. In 1970, there were around 103,000 female members, or 34% of all members. By golf ’s peak in 1998, the number of female members had crept only to 106,000. The percentage of female golfers had dropped to 21%. So, what else was happening?


A big factor was women in the workforce. In the 1970s, more women began entering higher education which increased their participation in the workforce. At the same time, male participation rates in the workforce entered a long period of decline. These trends continued into the 80s, 90s and 2000s, along with the lowering of the birth rate. Today, there are around 312,000 male and 78,000 female playing members; a 80:20 ratio. Whilst golf remains the most popular club sport for adults, today there are many more casual golfing options that appeal to people seeking variety, or who have less time to commit to a membership. AusPlay reported in 2016 there were 1,022,127 adults who participated in some form of golf at least once.

The research We know golf has many inherent qualities to attract females. Perhaps not surprisingly the key drivers are social and health benefits, fun and enjoyment rather than competition. Research by the Australian Sports Commission in 2013 found that 1.3 million women in Australia would consider participating in golf in the next 12 months. So how do we, as an industry, tap into these motivators and attract more women to golf?

The gathering In April 2018, a Vision 2025 Steering Group was formed to oversee and contribute recommendations to Vision 2025. Vision 2025 is a blueprint that sets out how golf in Australia can become a sport where women and girls are inspired to participate, welcomed, nurtured and | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

Inset left to right, Gavin Kirkman (PGA), Sally Kirkright (Golf NSW), Jill Spargo (GA), Richard Redman (ASC), Karrie Webb (Professional Golfer and former world #1), Chyloe Kurdas (GA), Jim Cail (GMA), Cameron Wade (GA), Rachael Piastri (Sports Consultant), Karen Lunn (ALPG), Stacey Peters (GA) and Stephen Pitt (GA).

Vision 2025 is a blueprint that sets out how golf in Australia can become a sport where women and girls are inspired to participate, welcomed, nurtured and developed to achieve their goals. developed to achieve their goals. The group is charged with monitoring the implementation of Vision 2025, providing recommendations on initiatives to grow female participation, influencing its members and constituents, supporting the strategy and communicating its progress. Year one priorities will be to focus on inclusion and encouraging clubs to consider ways that they can become more friendly and accessible to women and girls: • focus on culture and leadership • lay the foundations for success

• prompt nationwide stakeholder engagement and whole of sport approach • seek commitment from all key golf bodies to support the vision • educate in the area of equal opportunity and the importance of diversity • undertake benchmarking to establish robust baseline data • complete an audit of clubs and facilities In future, the priorities will extend to encouraging more women into golf coaching and leadership positions within club boards and golf administration.

Clubs can begin the conversation now. For a start, attracting more women to golf club boards starts with creating an environment which makes a woman’s work on a board a positive experience. When boards commit to good governance these favourable conditions are enhanced. The governance fundamentals e-learning course is a perfect induction for woman considering or commencing a board position. Visit the governance fundamentals e-learning course website. For more information on the Vision 2025 Women and girls in golf strategy, contact Chyloe Kurdas at Golf Australia

Golf Management Australia Journal | Winter 2018



WIN A $15,000 AUSTRALIAN GOLF DIGEST MARKETING PACKAGE The Golf Month team has been busy calling clubs and facilities around Australia, encouraging you all to firm up your planned activities for Golf Month 2018 this October. We’re delighted to announce that the club or facility with the most innovative program for Golf Month 2018 will win a $15,000 marketing package with Australian Golf Digest. It’s a great prize that includes pages in the magazine, advertising across the Australian Golf Digest website, and Facebook posts. We’ll also publish a piece about the winner on and in the Golf Australia newsletter.

To select the winner, we’ll be looking at the Golf Month activities you create – remember it’s all about fun, social and welcoming experiences, attracting new people to the game and generating interest in club membership – alongside how well the activities are promoted. Don’t forget we’ll be providing heaps of marketing support, just as we did last year. You’ll receive marketing assets – such as digital content and advertisements, customisable posters and a media release template – within the next few weeks to help you with local promotions, as part of the national marketing campaign.

PLAY 9 For the second successive year, we’re offering Australian golfers the chance to play like a pro at the Australian Open. 24 winners from around the country will play nine holes at The Lakes Golf Club on Saturday 17 November 2018, Day 3 of the 2018 Australian Open. They will travel to Sydney on Friday 16 November 2018, stay for two nights, receive a gift pack and can attend the Champion’s Cocktail Function – all courtesy of Golf Australia.

The judging will take into consideration the varying size, nature and budgets of Australian golf clubs and facilities, so everyone will be in with a chance. The entry mechanism is very simple. All you need to do is complete the following form and return it via email to golfmonth@golf. along with supporting photos of your Golf Month activity, celebrations and/or promotional activity. T&Cs apply. Download the Golf Month Activity Form for submission following your activity If you have any questions, please don’t hesitate to contact us at

CARTS AND DISCRIMINATION A number of clubs have experienced issues with carts - either understanding issues related to allowing access for people with a disability to use their own, or implications of charging a person with a disability to use a club cart with charge or a reduced charge. Golf Australia has commissioned disability discrimination advice in relation to carts. If you would like to discuss your particular circumstances with Paul Vardy, Clubs and Facilities Support Manager, please contact him

Please endeavour to run as many qualifying competitions as you can between 1 June – 21 October 2018. Golfers can play in multiple competitions, but must have an official Golf Australia handicap to be eligible. Marketing materials, in the form of videos, posters and digital assets, are available to help you. Download them here. For more details on Play 9, including the qualifying process in your state or territory, head to www.

32 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

SHARE YOUR LOVE OF GOLF AND HELP GROW THE GAME Become an accredited COMMUNITY GOLF INSTRUCTOR Learn how to deliver Australian golf’s national programs INITIAL ACCREDITATION ONLY $99


• Online training and assessment with interactive, engaging content. • Easy to complete in your own time at your own pace. • Nationally recognised by Golf Australia and the PGA of Australia. • Insurance coverage under Golf Australia’s national policy.

Golf Management Australia Journal | Winter 2018



GOLF OPERATIONS... CONTRACTED OR EMPLOYED? The Golf Operations or Golf Service Centre is an essential component of any successful golf facility and one that must function seamlessly to ensure all members, guests and green fee players enjoy an organised and enjoyable golfing experience.

Due to the fact that there is an option in how golf operations is structured at a club, a large percentage of facilities, from leading private clubs to regional country courses will at some stage discuss the merits of their Golf Operations being contracted or managed by the cub. The contracted model has historically been the more traditional model, where the facility engages a competent and engaging PGA Professional as the ‘Head Professional’, with a contract in place for the chosen professional to offer services to the facility in a range of areas. These services typically incorporate the following Pro-Shop services: golf retail, golf coaching and programs, club fitting and repairs, hire equipment and various administration duties on behalf of the club including the management of the course via tee times, club competitions, events and corporate golf. When the golf operations are managed directly by the club, the aforementioned services will be administered wholly by the club and its employees, with the only exception generally being the golf coaching and related programs, where the majority of


facilities still contract a PGA Professional for effective delivery of this service. So what is the best model for a golf club with certain criteria or objectives? In simple terms, many factors need to be considered and analysed before a club makes a decision in relation to the structure of the facility’s golf operations. As a starting point it is worth considering the primary benefits and challenges in relation to the two primary structures available.

Primary benefits of the contracted module for a club’s golf operations: • The contractor is 100% invested in the golf operations as their own business, leading to a commitment to member/customer service • The club’s management and board are free to focus on the strategic direction and overall operation of the facility • The club has a lower financial risk with club expenditure this area of operations being consistent or fixed • Statistics indicate length tenure with

contracted Head Professionals is greater than professionals employed in Director of Golf positions

Possible challenges in relation to a contracted model for a club’s golf operations: • The club may have less control of the overall services offered via golf operations • A contractor suffering from financial pressures may be obliged to review costs, possibly leading to reduced staffing or member service • Lack of alignment of contractor strategies/ business model with the club’s overall strategic plan - most common when there has been a major restructure of the club’s Board • Loss of access to a potential profit centre for the club

Primary benefits of the club managing the golf operations at a facility: • The facility has greater control over all aspects of the club’s operations | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

• Human Resources, staff training is directly linked to the facilities policies and procedures, ensuring consistency across total facility • The Golf Operations could be a potential profit centre • Generally an easier model to enable member accounts across the entire facility

Possible challenges in relation to a club managing the golf operations at a facility: • The golf operations will impose a greater financial risk to the facility with stock costs along with significant staffing costs and requirements – dawn to dusk service 364 days per year • Has the potential to lead to a decreased performance of golf services with employed staff less motivated • Possible unsatisfactory remuneration for a key golf operations management staff member leads to decreased tenure. Possible increased workload for the facility’s General Manager

via an additional direct report and department in an already demanding position Of course there are many more factors which each individual facility should consider with the above just being some of the more common considerations. Every individual facility will have benefits and challenges to consider. It is vital to ensure all factors have been considered prior to making a decision, as the golf operations of any facility and the model it operates under will have a significant impact on the overall success of the business. If your facility is considering your golf operations model, please make contact with your local PGA State Manager for a discussion. We are only too happy to be involved and assist you through the process.

PGA OF AUSTRALIA STATE MANAGERS David Barker – NSW & ACT 0413 681 691 Nick Dastey – VIC/TAS/SA 0400 232 824 Broc Greenhalgh – QLD/NT 0402 021 280 Kim Felton – WA 0413 404 380

Golf Management Australia Journal | Winter 2018





EMPLOYMENT CONTRACTS: It is critical your employees and contractors have been issued with current, written and legally compliant contracts. This not only provides transparency to employees around the terms and conditions associated with their employment, employment contracts protect the company and will make it easier to discipline and dismiss employees in the future. HUMAN RESOURCE POLICIES: HR policies are important not only to meet compliance requirements, but also assist with basic day to day management requirements of the company. Having strong and well communicated HR policies and procedures is critical to maintaining consistent standards and protecting your business.

Financial, IT and safety audits are commonplace across all businesses. Myhronline provides a free HR Health Check audit for GMA members. Audits provide an independent assessment and evaluation of the business to ensure their processes, policies and operations are Compliant and follow Best Practice. In the case of an IT audit it helps evaluate if the IT systems are protected and reliable. Regular audits protect a business through reduction of risk. Why is it then that many businesses rarely spend the same time and effort auditing the same processes responsible for the day to day management of their greatest resource, and sometimes most riskiest resource – their people? Is it that most businesses don’t see those same risks involved in say, falling foul of the ATO, as they would with other government institutions? The reality is very different. The Fair Work Act (FWA) requires compliance to the National Employment Standards (NES) and the Modern Awards, which includes employees earning under the high-income threshold of $142,000 per annum. Non-compliance to the FWA and NES could result in fines from the Fair Work Ombudsman, and/or further costs to a company in being unable to successfully defend employment related disputes. These fines are substantial. For example, the fine for underpayment of wages per

occasion is currently $54,000 for a company and $10,800 for an individual. Apart form the fines associated with non-compliance, it only makes sense that having best practice HR processes can only have a positive impact on the success of the business. As with other audits we believe that businesses should regularly review their HR processes (see right). These examples are only a few of the areas that should be reviewed regularly, from a compliance and a best practice perspective. Our free HR Health Check will assess your HR documents, contracts and policies against best practice and the Fair Work Act. Valued at $800, our HR Health Check can easily be completed online. We then review and send you a report outlining your current HR compliance to the Fair Work Act and National Employment Standards, as well as how they compare to HR best practice. Our thorough report includes suggested changes to ensure your policies and documentation are compliant and meet best practice. For more information about our HR Health Check or any HR issues visit or speak directly to a HR consultant. Call us on 1300 123 081.

HR WITHOUT THE HASSLE Myhronline – your one stop Human Resource shop

Myhronline is a perfect Human Resource companion for small to medium businesses. Enjoy easy access to all the HR forms, letters, employment contracts, policies you need to run your business. Each downloadable template includes tips and instructions to complete yourself or let us do it for you.

HR FORMS AND LETTERS: Compliant proforma HR forms and letters should be kept on file to meet compliance, and basic day to day management requirements of the company, for example written warnings, termination letters, confidentiality agreements, etc. PERFORMANCE APPRAISAL / FEEDBACK PROCESSES: Reviewing individual performance is critical in providing employees with feedback and ensuring transparency around expected performance. We recommend annual performance reviews. Additionally, a process of informal feedback and review should be promoted to ensure potential issues are not left until formal reviews to be addressed. It is also important to occasionally review your employees’ salary / wage to ensure you remain competitive. POSITION DESCRIPTIONS: A clear position description provides clarity and transparency for the company and its’ employees regarding role expectations. It is important to ensure that position descriptions are reviewed on an annual basis. This will ensure they are kept relevant and up to date, reflecting changing requirements. INDUCTION: There are several key areas that need to be included in an induction process when a new employee commences. For example, a best practice induction would ensure that employees have read, understood and formally acknowledged the company’s policies and procedures.



Need extra HR support? We also offer general HR support and advice, Professional Coaching and affordable online Recruitment packages – tailored for small to medium businesses. All HR support is available online or over the phone.

For HR support without the hassle let myhronline get your business on the right track. Visit or call 1300 123 081.

36 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


UNCONTESTED ELECTIONS... WILL THEY BECOME EXTINCT? Global Golf Advisor’s Partner Henry DeLozier and Director Fred Laughlin share their thoughts on ‘Keys to Uncontested Elections’.

As Australia stares down the barrel of another federal election, the democratic process will see the best and the worst of the candidates and their respective parties. It’s easy for people involved in club leadership to draw parallels—which begs many club members to ask “Should we use a contested or uncontested method for electing board members?”

Choosing an Election Process If given complete authority to design a process for electing the board members at your club, would you choose an uncontested election where the number of candidates equals the number of board positions to be filled, or a contested election where the number of candidates exceeds the available slots? The clear preference of the “experts” is the uncontested election. At many clubs, it’s tough enough to find good candidates without having to convince them to stand for a contested election. Apart from the experts’ fondness for uncontested elections, the majority of club bylaws still prescribe contested elections. Why? Fundamentally, it’s the way its done. It’s democratic and it is statutory to a certain extent. Club members feel that closed elections take power from the people and place it in the hands of the board or a Nominating Committee, neither of which can be completely trusted. Ah, trust. There’s the rub. Members may concede that uncontested elections are better at attracting quality candidates, but they worry that uncontested elections place too much authority in the hands of a few, where politics is valued over substance.

The challenge is not how to argue the superiority of uncontested elections, but rather convincing members that the process is objective and fair—and that candidates are selected on the merits of the job. Meeting this challenge means gaining the members’ trust.

An uncontested election is only successful when the members perceive the nominating process as objective and independent. Members must trust that the candidates are selected on merits, rather than popularity or seniority. But what are “the merits,” or what criteria should be used to select board candidates? There are two key elements to selecting on merits: an independent, objective Nominating Committee and a clearly articulated board profile.

Committee needs to know the criteria for selection. Although the club’s constitution or bylaws may mention a criterion or two, rarely will they contain more than the basic requirements. It is up to the board to determine the criteria for selection. Using a board profile is the best approach. A board profile is a document that describes the board from both an individual and a group point of view. The profile typically comprises three sections: • Criteria required by every board candidate • Traits that are desirable for the board to reflect multiple perspectives • Individual experience and competencies that can help the board to address club business The board profile should identify members of known integrity who have demonstrated capability of working as a team member— especially candidates with a history of committee service to the club.

The Nominating Committee

Building Trust

The members’ trust in the nominating process depends on how they perceive the independence and objectivity of those doing the selecting, namely the Nominating Committee. Nominating Committee members may be appointed by the current president, the immediate past president, or the board.

Even if you follow the guidance above, there is no guarantee that your members will support an uncontested election—but your chances will markedly improve. An uncontested election will help identify quality candidates willing to serve on the board, in a less politically charged election process, and a more professional and effective board.

Selection on Merits

Board Profile Having the right people on the Nominating Committee is a key ingredient to selecting quality candidates. But having a quality committee is helpful only when the members know the basis for selecting quality candidates. Accordingly, the Nominating

For more information on how Global Golf Advisors can help your Club please contact Paul Hinton on 0415 222 607 or visit our dedicated GMA webpage

Golf Management Australia Journal | Winter 2018



THE BOYS ARE BACK IN TOWN GREGG PATTERSON AND NORM SPITZIG AUSTRALIAN ROADSHOW Gregg Patterson and Norm Spitzig are back this July for their second Australian Roadshow with the topics to focus on Service, Culture and Participation.


Golf Industry Central has now opened registration to Gregg Patterson and Norman Spitzig’s “The Boys Are Back In Town” joint workshops throughout Australia 15-23 July, 2018.

Spitzig for some “hands on”, intimate, highly interactive and entertaining workshops, sharing their lifelong experience in, and love for, the private golf club world.

Anyone of interest in improving their clubs or business are welcome to attend. These topics are relevant to all clubs, and we have structured them so you can get as many of your front line staff to come be involved,.

Norm Spitzig, twice named the US club industry’s “Educator of the Year”, is one of an original six people to attain the distinction of Master Club Manager, and is internationally recognized as an eloquent and visionary expert on private club operations and governance.

Named US “2015 Club Executive of the Year”, Gregg Patterson will join forces again with Norm

Click here for more information on the roadshow.

TOPICS, DATES & VENUES Sunday, 15th July Brisbane/Gold Coast - TBC (3:00-5:00pm) Leadership Masterclass Monday, 16th July Virginia GC, QLD (8:30am-2:30pm) Golf Queensland workshop Tuesday, 17th July to Thursday, 19th July Cairns - Clubs Queensland Conference Friday, 20th July Bonnie Doon GC, NSW (8:30am-4:30pm) Various team building & leading workshops Saturday, 21st July Bonnie Doon GC, NSW (9:00am-11:00am) Leadership Masterclass Sunday, 22nd July The Grange GC, SA (9:00am-1:00pm) Monday, 23rd July Royal South Yarra Lawn Tennis Club, VIC (8:30am-4:30pm) Various team building & leading workshops | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


Sexy Sayings deliver a powerful philosophical message and should be used LOTS and repeated often until they become “muscle memory”, as Tribal Magic’s Founder and President, Gregg Patterson explains.

Lusting Leaders and their followers need principles to live by. Successful cultures translate their core values into Rules of Thumb that become oft repeated quotes that dramatize THE BIG VALUES that unite the community and guide the decision making process. These Sexy Sayings are pithy, memorable, instructive and emotional road maps that managers, boards, supervisors, staff and members use to guide the decision making process and bind the community together in a warm, philosophical embrace.

Sexy Sayings Sexy Sayings should be easy to explain, easy to understand, easy to memorize and easy to say. Sexy Sayings should be used constantly in the GM’s office; in the parking lot; in the hallways; on the beach; in the break room, locker rooms, dining rooms, bridge room and living room; during staff meetings, Board meetings and Committee meetings; in the newsletter and in promotional advertisements. The Sexy Sayings you create and explain will become the common language used to identify your club’s WHY and your club’s HOW as a hospitality community. Here are a few Sexy Sayings worth considering. We’re in the happiness business!” The foundation of hospitality is happiness--the end product of “stuff ” and relationships. Give members and guests happiness and they’ll return, often. We’re on a Mission to Create relationships and community!” The mission of club, our BIG WHY---to erase loneliness and emptiness by delivering the goods, services, programs, facilities and people needed to create relationships and community. We ARE the New Neighborhood.” People need people. Families need families. A Neighborhood is a collection of families who know each other, like each

“ “ “

other and “connect” in a geographic place. In a transient world where neighbors don’t know neighbors, The Club becomes “the new neighborhood”---a meeting place for families with similar values and like interests. Find out what they want---then give it to them.” Everyone is a “marketer.” The key to success is marketing and marketing is no more complex than finding out what people want, creating a product that satisfies that want then giving them the something you’ve created to satisfy that want. They join for the stuff---but stay for the people.” The “stuff ”---clubhouse, grounds, amenities---are attractions for newbie-members. But “stuff ” gets hohum quickly. What distinguishes “our club’s stuff ” from “their club’s stuff ” is relationships. Stuff is the magnet. But HOSPITALITY is the cement. All knowledge is question driven.” Curiosity leads to questions and questions lead to answers. The more you ask the more you’ll know. True for staff. True for members. Own your space.” Employees need to know what “space” is theirs to “own” and control. These four tables. This hallway. This display case. Ownership provides an emotional connection, emotion connections generates caring and caring translates into performance. People before stuff.” Service staff are responsible for doing things and creating relationships while doing the stuff that needs to get done. Connecting with people and affirming The Relationship always takes priority over doing “stuff.” The foundation of success is a catalog of failures.” People learn from failure. People need to be supported for trying and failing. Failures become a growth experience when properly debriefed by someone who appreciates that progress happens one misstep at a time. Doing demands debrief.” Reviewing “what happened” is critical to affirmation, correction and growth. Debriefs are a learning tool that enlarges and enriches experience. A simple debrief tool involves using WWW-EBI--------What Went Well--Even Better If---makes daily debriefing lots

“ “ “ “ “ “

more positive and lots more effective. Staff are the bridge between the member and the club.” Members visit the club but they often don’t see their friends unless arrangements were made in advance. The staff, however, know them and greet them and create a bridge between their home life and their club life. With every pair of hands you hire---a BRAIN comes free.” Every employee has ideas. Every employee wants to comment on issues that arise. Management has a responsibility to open up the minds and the creativity of their entire team---and to get them to voice their thoughts easily and often. Staff put CLUB into clubhouse.” A building is just a building---it “ain’t got no soul.” A house isn’t a home without people. A clubhouse is just bricks and mortar without people. The staff put a heart into the clubhouse and by doing so create CLUB. Enthusiasm is more effective than efficiency.” People with enthusiasm CARE. Caring is appreciated. People who see people doing what they’re doing with PASSION will forgive them a thousand sins knowing that they care and will eventually make The Wrong, Right. Make “SMART” comments.” Whenever commenting to others--whether to criticize, praise or educate--people need to address the topic using Specific, Measurable, Achievable, Relevant and Time Related comments. Simply saying “good job” or “bad job” or “you’re wonderful” isn’t enough---it’s non-directional, non-specific and noneducational. These Sexy Sayings are but a small sampling of the Sexy Sayings YOU could use to define, affirm, amplify and sustain your hospitality culture. Consider them ground zero in your Sexy Sayings Journey.

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Get Sexy So…………… Identify your principles. Create your own “sexy sayings.” Explain them. Use them. And enjoy the journey………..

Golf Management Australia Journal | Winter 2018


40 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


GOLF BUSINESS FORUM 2018 LAUNCHES FULL PROGRAM Excitement is cranking up as the Golf Business Forum launches the final program for the event on July 30 and 31. With an awesome lineup of home grown and international speakers, delegates will get to hear a diversity of perspectives – from the Australian Sports Commission and Golf Australia through to experts in the fields of hospitality, marketing and retail, there is essential content for everyone who works in golf. As the industry continues its ongoing discussion on the future of golf participation, so the Forum will begin with an exploration of key trends in sports participation and delegates will hear from industry leadership on their plans for golf in Australia as well as learning more about the Topgolf phenomenon sweeping the USA from Topgolf itself. From this top-level discussion, the Forum will dive into the world of marketing, focussing on marketing your golf business, as well as exploring hospitality and retail best practice, drawing from facility profiles along the way.

One of those areas is improving female participation in the game, a problem that the industry associations have made inroads into improving, but one that grassroots facilities have been finding difficult to solve. The Forum has confirmed a speaker to address this issue head on. “Bec Brideson has been on our radar for some time,” explained organiser Guy Chapple. “We are thrilled to lock her in as a speaker, as she is one of the country’s leading voices on best practice for marketing to women and the revenue potential that brings.”

GMA has partnered with the Golf Business Forum to develop an immersive workshop focused on marketing your Club’s memberships and green fee offers, to be delivered by John King of Golf Marketing University.

Chris Helder will close the Forum with his unique brand of motivation, asking the delegates to cut the noise, focus on what they really want, and what really matters.

The workshop is designed to go further into the marketing plans John will outline at the Forum. By attending the workshop, you will: • Understand why your facility’s marketing efforts might not be effective • Discover what your customers actually value and want from your club • Learn how to create irresistible products that attract more of your ideal customers • Learn how to clearly communicate and deliver your message to the market

There is much going on behind the scenes to ensure the Golf Business Forum 2018 exceeds expectations once again and, with a limited number of tickets currently available, now is the time to make sure you pick up your delegate pass from the website and remember that further discounts are available for PGA members and groups!

Check out the full program here The full list of speakers is available on the Golf Business Forum website Golf Business Forum 2018 website


The workshop will be hosted at Latrobe Golf Club, on Wednesday 1st August (the day after the Forum) and is open to Golf Business Forum delegates to sign up for $149.

Registrations open here

Golf Management Australia Journal | Winter 2018





Great Golf Made Easy Book a group trip for your club’s members and enjoy:  Greater member engagement and retention  A new revenue source with no risk  Opportunity to incentivise club staff It’s so easy! Take advantage of:  One point of contact to organise everything  Zero financial outlay & no admin requirements  Our in-depth knowledge of golf destinations

Speak to a member of The Golf Travel Agency and realise the potential of golf travel for your club and members. Call us on (02) 9555 5311 or email us at: 42 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019



Queenstown – one of New Zealand’s most spectacular destinations, renowned for adventure sports and breathtaking scenery, is now also becoming one of the most travelled-to golf destinations in the world. Home to a stunning array of golf courses, and so close to Australian shorelines, Queenstown is a particularly sought-after destination with Australian golf travellers. With a total of seven golf courses within a 45-minute radius of Queenstown’s centre, this beautiful town is set amongst panoramic views of Lake Wakatipu and the famous Remarkables mountain range. The Golf Travel Agency will put together an itinerary for your Golf Club and its Members that they will never forget! You can host the trip yourself, or have your Club Pro host the trip, or we can provide a host for you, if you prefer. As a full-service travel agency, we will do all the organising for you, leaving nothing to do but promote the trip to your members. Our access to wholesale rates for all package inclusions means that we can put together a memorable golf holiday and still leave plenty of room for you to generate your own club revenue when promoting packages to your members. What better way to create camaraderie amongst your membership? And it’s right on your doorstep! The Golf Travel Agency can assist in putting together the perfect golfing itinerary for your members to experience Queenstown at its best. Speak to a member of The Golf Travel Agency today and realise the potential of golf travel for your club and members. Call (02) 9555 5311 or email

Start your golf holiday by teeing off at Millbrook. A luxury golf resort just 20 minutes from Queenstown, Millbrook is set on 500 acres and features a 27hole Championship golf course. Millbrook is a co-host of the ISPS Handa New Zealand Open and is accompanied by firstclass resort facilities, including award winning restaurants and a variety of accommodations suited to individual travellers, couples and large groups alike. Less than 5kms away is Arrowtown Golf Club - one of the most popular golf courses in New Zealand. The front nine is very tight, weaving through canyons and rock formations, making it hugely enjoyable for golfers of all abilities. Course management is key and there can be some extremely challenging shots if you stray off the fairways. The back nine is wider and built over gently undulating terrain where you can really take in the majesty of the surrounding mountains. March or April is a great time to play Arrowtown as the Autumn colours are sensational. And then we have Jack’s Point. Ranked No.2 in New Zealand (Golf Digest), Jack’s Point is one of the country’s most visually spectacular golf courses. With a view that features a backdrop of over 2300 vertical metres of the Remarkables mountain range and stunning lake panoramas, Jack's Point is breathtaking. As a

par 72 Championship Course, it offers an exciting challenge with five tee positions to choose from, providing all level of golfers with an unforgettable golf experience. Queenstown has a huge range of accommodation to suit every age, style and budget. Most being centrally located and within a short stroll to the many cafes, bars and restaurants in the area. From award winning lodges & retreats that show off stunning alpine views, to serviced apartments and villas offering groups a self-catering option – Queenstown has something for all golf travellers. Non-golfing activities available to you in Queenstown include taking a road trip to the famous Milford Sound; wine tastings where you can enjoy some of the regions (and the World’s!) most exquisite wines; a cruise across Lake Wakatipu at sunset; a scenic flight soaring above the mountains; a gondola ride to the top of a mountain where panoramic views await you … and we haven’t even touched on the infamous adrenaline attractions on offer! Bungy jumping, jet boating, sky diving, rapid riding, mountain climbing, hang gliding, para gliding, para sailing, zip lining … PHEW! … the list goes on … Whichever you choose, you can undoubtably see Queenstown from a new perspective every time you visit. The perfect destination for golf club group travel, pairing championship level golf and a full travel experience like no other.

Golf Management Australia Journal | Winter 2018


AustrAliA’s Most-REAd GOlF MAGAziNE

Digital real reach = real results AustrAliA’s Most-ACtIVE ONliNE GOlFErs

Not oNly is iNside Golf the most-read priNt publicatioN iN australiaN Golf, but our oNliNe aNd social media commuNity are also amoNG the most active aNd eNGaGed readers oNliNe!

iNside Golf social media

The 18,000+ (and growing) followers on the Inside Golf Facebook page are 100% real, active, golf-hungry readers. They keenly follow, respond and share the content on our page, as well as that of our advertisers and partners. Because our communities are full of active and passionate golfers, our Social Media posts, like those on our Facebook Page, garner huge exposure and cut-through. Much better exposure than the industry average.


Just look at some of the recent remarkable results achieved by a few of our advertisers.

44 @InsideGolf | SAVE THE DATE: 2019 National Conference | MCG, Melbourne | 6-10 October 2019

We’re extremely happy with the Facebook campaign! For a small financial investment, it has yielded a fantastic result. It is something that we will look to do again in the future as it is an easy way for us to reach our target market – golfers. Margot o’Reilly-Moore, Marketing Coordinator, Brookwater Golf and Country Club


Digital Yamaha Golf Car: over 10,000 email addresses sent to the client with a reach of over 460,000 people. Mizuno: over 4,000 emails generated and sent to the client Teed-Up Golf Tours: over 4,200 email addresses generated and sent to the client. Air Adventure / King Island giveaway: over 2,600 email addresses generated and sent to the client. How many can we get for YOU?

email database

averaGe email opeN rates aNd clicK-throuGh rates

Sanctuary Cove Golf and Country Club have recently run 2 digital giveaways with Inside Golf and the results have been fantastic. Not only did Inside Golf support with shared digital promotion resulting in great reach and interaction, they also supported heavily pre and post campaign. Thank you

Being able to reach directly to the demographic you are trying to reach in your market place is always difficult to find but running the promotion through Inside Golf gave this opportunity to McLeod. We put up for grabs a Mini Golf day and the response we received was fantastic. In just over a week we had over 18,000 impressions and over 300 entries in to the competition. The lucky winner was Nigel who got to bring 19 of his mates to Mcleod for a round of golf with cart. It worked out nicely for Nigel as he celebrated his 40th birthday on the same day. Everyone involved had a great day. It was also great for McLeod to have so many new faces come to the golf course for the first time.

Just like our Social Media pages, our email database is 100% real and recent. Thus, the Open Rates and Click-Through Rates of our 30,000 (and growing) subscribers are well above the Industry average. (This guarantees that your message will be seen and embraced by active, passionate, real golfers.)

Juliette Hauff, Member Services, Marketing Sanctuary Cove Golf and Country Club

OPEN RATE CLICK RATE INSIDE GOLF (Average) 33% 10% INSIDE GOLF 55% 30% (High range – Targeted EDM) Media and Publishing 22.14% 4.70% (Industry Average) (Source: Inside Golf MailChimp Reports, MailChimp Email Marketing Benchmarks)

sean Kennedy, Club Manager - McLeod Country Golf Club

remember: roi is everythiNG. so Get your messaGe aNd braNd seeN by real Golfers!

Get real, with iNside Golf!


NSW/ACT SALES Megan Symington p: 0419 575 000 e:

QLD SALES David Ross p: 0439 612 458 e:

VIC SALES Jon Perrett p: 0402 852 637 e:


advertising SALES Lisa Coleman p: 0406 031 344 e:

Golf Management Australia Journal | Winter 2018


Australia's Best Outbound Golf Tour Operator

46 | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019


TAKE A TRIP ON US How would you like to take your members on a golf trip of a lifetime, or just a great week away to socialise, play world class courses and have some fun... and your trip is free? We can help make that happen. There are so many world class venues to choose from. Mission Hills China, the tropical island of Hainan in China and its outstanding courses, Danang in Vietnam, Hua Hin and Bangkok in Thailand, Europe, USA, NZ or your own great golfing destination. Take a glimpse at these photos to see where your next tee off location could be, but just remember – the real thing is even better!

your member base and at no cost to your club.

CGE Golf can help you bring that travel excitement to your club. With over 8 years of experience and a proven track record, we know it’s all about Enjoyment – Travel – Simplicity by Creating Golf Experiences for you and your members.

You will be surprised at how affordable many destinations can be.

By bringing your members together to experience something special, you actually create a camaraderie that washes through the club, and in turn makes your golf club the place to be. Golf travel is a simple, easy way to strengthen

Even the PGA Magazine in the USA recognises the essential part that travel can have in your club’s schedule. The excerpt (below) is from its travel article released to their email list on 16th June 2018 and written by Brett Eaton, PGA GM at Semiahmoo Golf & Country Club in Blaine, Washington.

Contact us whenever you are ready as we are here to help, after all, what do you have to lose? Nothing while there is a lot to gain!

“Traveling with members and their guests leaves a lasting impression for all who attend. It creates a lot of memories and cultivates excitement for future getaways. It's also an added benefit for club members, and in the past, a few guests that went on trips ended up joining the club. And as with any social gathering, the quality time that is spent away from their club is a great way to build long-lasting relationships.”

Golf Management Australia Journal | Winter 2018


Match Play An efficient match play event management system supporting all event types.


Online and clubhouse leaderboards showing match results.

Players can register through links to timesheets, competition results, registration lists or administrator manual entry.

Match notifications and reminder emails.

Score entry via kiosk, online draw or mobile.

Supports net, gross, mixed, fourball, and foursome event formats.

Random and seeded draw formulator. | SAVE THE DATE: 2019 GMA National Conference | MCG, Melbourne | 6-10 October 2019

GMA Journal (Winter 2018)  

Welcome to the Winter edition of the Golf Management Australia (GMA) Journal. The GMA Journal aims to showcase GMA related news, programs a...

GMA Journal (Winter 2018)  

Welcome to the Winter edition of the Golf Management Australia (GMA) Journal. The GMA Journal aims to showcase GMA related news, programs a...