It’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change – Charles Darwin
The game of golf is standing at a crossroads or more pertinently an inflection point between the traditions of the past and the growing murmur of a promised future. We must remain faithful to the overriding traditions and history of the game as laid down by our fathers and forefathers before us... honesty, respect, etiquette and sportsmanship to name but a few. At the same time we must embrace change before we have to control our own destiny, see the world as it is, not as it was or as we wish it to be. We are the current custodians of the game, this brings with it a responsibility to ensure the sustainability of the game for generations to come. Change is a constant, recognising these inflection points has always been a key for the development of the game.
Golf consistently adapts to its’ environment A few examples of this are as follows: •
It was illegal to play golf on a Sunday between 1457 and 1502.
•
A design movement led by HS Colt and Alastair Mackenzie away from the exclusive use of linksland to heathland and parkland led directly to the growth in the mass appeal of the game in the 1920’s and beyond.
•
The evolutionary nature of the development of clubs and balls are but three examples of how golf consistently adapts to its’ environment.
Maintenance & management of golf clubs is no different There is a better way! The bigger picture: •
Consistent attention on the little things
•
Innovation in terms of processes, use of technology and reporting
•
Competitive advantage through operational excellence
•
Independent oversight and expertise accompanied with best practice
•
Security in terms of input cost
•
The ultimate success of any venture is based on its numbers i.e. golf operations as businesses and cost/revenue centres first and foremost.
Too good to be true? Let’s see...
Why Carr Golf Services? Here at Carr golf we are steeped in the traditions of the game, you could say that it’s ingrained in our DNA. We are focussed exclusively on your success. Our team of experts work tirelessly to
empowers your existing team to reach new
meetings. The devil is in the detail and we
ensure that a bespoke, cost effective, fixed
heights in the linear presentation of your
have developed numerous metrics to drive
price solution is developed, implemented
golf course utilising industry best practice.
the commercial parts of your business.
and refined to meet your requirements.
All of our clients use our cloud based
Control of the golf club is always left in your
We also provide a robust preventative
maintenance management IT solution, the
hands, we make the recommendations‌
maintenance program for your fleet of
system facilitates the visibility of the right
you make the decisions with timely and
greens equipment as part of your offering.
information at the right t ime informing good
accurate information.
The bar is consistently raised for our
decision making. We visit, test, measure
We believe that honesty and independent
clients with regard to better course and
and report on an ongoing basis to ensuring
oversight is paramount when charting the
estates conditioning. We focus on the
accountability and oversight with regard
stormy seas of an opportunity laden future.
golfers
that
to your greens function from a specific
Competitive advantage is required in
we do. A by-product of this will be more
experience
in
everything
key performance indicator perspective.
today’s marketplace, embracing industry
greenfee revenue, less visitor rounds,
Our management services methodology is
best practice and continuous improvement
more members and better rankings. Our
also driven by key performance indicators,
is our north star on the road to continued
procedures, methodology and approach
reporting and Heads of Department (HOD)
sustainability.
Our Experts
Marty Carr Chief Executive Officer
Ed Pettit Managing Director
Stephen Lyons Chief Accountant
Eileen Sheehan Head of Operations
Timmy Kenna Marketing Manager
Gillian Burrell Director of Coaching
Damian Hickey Retail & Operations Manager
Gerry Byrne Director of Agronomy
Iain Ritchie Regional Superintendent
Pat Freeney Plant & Maintenance Manager
Olga Chekina Procurement Manager
Shane Derby Business Development Manager
Carr Golf Maintenance Framework
Fixed Price
Plan Agronomic Plan IT Solution
Visits Standards & Presentation Testing
Reporting Cloud based IT Solution
Refining
Repeat
Carr Golf Management Framework
Golf Ops
Sales & Marketing
Strategic Plan
Finance
Food & Beverage
Carr Golf Management Philosophy
HR
Golf Coaching
Financial Reporting
Carr Golf Case Study 1 Foxrock Golf Club
Carr Golf were approached by the committee of Foxrock Golf Club in 2011 to independently assess the golf clubs course maintenance operations and how they benchmarked against industry best practice.
Our report to the committee found that the course
implement the agreed agronomic program
was presented and maintained to a high standard
including fuel for all machinery, use of additional
and our aim moving forward would be to protect
machinery for vertidraining of fairways and
this standard of presentation in addition to making
landscaping supplies.
subtle improvements. An additional theme of the
Over the course of the past four years Carr Golf
report was the more efficient management and
has advised the club on a number of additional
oversight of the course maintenance team and the
issues including hole routing, design and
introduction of initiatives such as annualised hours
construction of additional teeing areas and the
for improved productivity and cost efficiency.
development and ongoing roll out of a bunker
The Committee were amenable to our proposed
upgrade programme.
maintenance programme and the reorganisation
The Committee of Foxrock Golf Club are very
of the maintenance team and signed a three year
happy with the expertise and services that Carr
fixed price contract with Carr Golf for the provision
Golf are providing them with and decided to
of maintenance solutions for the golf course.
recommit with us for a further three years in 2015.
The maintenance contract included provision/
It is our hope that this relationship continues to
supply of the following items: weekly visits
blossom over the coming years focussing on
by regional superintendent, full servicing and
driving the golfers enjoyment of their rounds at this
preventative maintenance package for all greens
Harry Colt classic.
equipment, all material inputs required to fully
Case Study 2 – Castleknock
Carr Golf Case Study 2 Royal Curragh Golf Club Like many Clubs, The Royal Curragh Golf Club were trying to manage their business with declining membership and reducing income. Maintenance standards had fallen below the expectations of their members for a number of reasons including an aging fleet of maintenance equipment and reducing budgets.
The Committee set out to restructure the Golf
maintenance costs have remained largely in line
Club in order to address some of the operational
with previous years but standards have improved
issues which existed. Carr Golf was engaged
dramatically and the Club has benefited from a
to complete an independent review of the
complete overhaul of the turf maintenance fleet.
maintenance operations and propose solutions for
Member satisfaction has improved significantly
the ongoing maintenance and presentation of the
and the Club has reported growth in green fee
golf course. Following completion of the review,
and membership income, driven largely by the
Carr Golf presented its proposed solution to the
improvements made to the golf course.
entire Executive Committee of the Golf Club. The presentation outlined how we would address
““That you have done an excellent job in the 6 months
key issues pertaining to the maintenance of the
since we commenced working is something I feel has to
golf course and help achieve the Club’s overall
be stated & I hereby acknowledge & thank you for such
objectives.
progress. The Pro-Am some weeks ago brought great
Carr Golf were retained to provide a maintenance
positive comments from the Pros & those who visit
solution for the golf course in February 2015 and
annually were very praising of the change from a year
feedback from our client about the experience to date has been extremely positive. Carr Golf has provided a reconditioned fleet of new mowers and completely reorganised the agronomic maintenance programme to deliver comprehensive improvements to the maintenance and presentation of the golf course. Annual
ago. Our Open days are proving very successful with visitors contributing the vast bulk of the of the increased revenue………..so the word is obviously out that the Royal Curragh is an attractive venue. Members are very complimentary also & the atmosphere among them has improved significantly. This is my way of saying “Thanks Guys” & if any prospective client of yours needs to discuss your merits with an existing client I shall be only too happy to oblige” Don Higgins, Captain, Royal Curragh Golf Club 2015
Carr Golf Cloud based IT System What is it?
Client Reporting
Our bespoke IT system for managing your greens function
•
Weekly
•
Monthly
•
Quarterly report from Director of Agronomy
•
Twice Annual Review
What can it do? Allows local superintendent to monitor and schedule •
Staffing
•
Activities
•
Treatments
•
Asset Portfolio
•
Spray Records
Allows Carr Golf to: •
Schedule Maintenance
•
Create Reports
Daily Administrative Burden? – 15 – 20 minutes Reporting & Monitoring – Provides full transparency of the greens program to all involved.
Carr Golf The Next Step
The review covers all aspects of a trading golf business including: •
Management systems and personnel
•
Club structure and organisations
Working with your golf committees, owners or management
•
Operations, IT systems and HR
team, Carr Golf carry out independent, objective and unbiased
•
Financial performance, systems and controls
assessment of your golf club. This in-depth review outlines your
•
Customer care
•
Asset conditions, quality and required improvements
•
Strategic evaluations; measures to generate income, and critical appraisal of same
club’s strengths, weaknesses, risk and overall health. Following this a series of practical and strategic recommendations are presented by our team of industry experts.
On completion of this Independent Business Review, a detailed report with findings and recommendations is presented back to the board/committee for review within 30 days of appointment.
12d Joyces Way, Parkwest Business Park, Nangor Road, Dublin 12 T: +353 1 8226662 E: enquiries.services@carrgolf.com