Beyond Ice & Rocks

Club Operations & Development“Life in the ‘trenches’ of an arena curling club”

Sandra McMakin Curling Background

Raised in Red Deer, Alberta Parents curled Started curling around 11 years old Curled high school, juniors, ladies, mixed Playdowns – juniors & mixed Leagues – ladies, mixed, open Leagues – Red Deer, Avonair (Edmonton), FLC

(Calgary) Bonspiels* – dozens to hundreds Recreational curler that likes to bonspiel

Curling Volunteer Background

Organizer of dozens of leagues & bonspiels Everything from funspiels to 64 team provincial

bonspiels Curl Canada Instructor – 1985 to 1991 RDCC Board of Directors – 1991 to 1997 President 1993-1996, Treasurer 1996-1997 PghCC Board of Directors – 2002 present President since 2004 Level I USCA Instructor (2004) Level II (R)

ExampleBoard of Directors (Very Large Club)

PresidentMember of all Committees

Human Resources

DirectorInstruction Coaching

Clinics

DirectorSchedulingIce & Draws

DirectorBuilding

Equipment Maintenance

DirectorJunior Development

High SchoolCollege

Vice PresidentStrategic Planning

Bylaws

DirectorBonspiels

Competitions

TreasurerFinance

Fundraising

ExampleStructure of a Large ClubBoard plus Staff

Board of Directors

Club Manager*

Head Ice MakerIce, Equipment & Building*

Ice Crew

ManagerFood & Beverage

Staff

Ice MakerIce, Equipment & Building

Rocks, pebble tanks, hacks, etc. etc. Ice making process SOMEBODY has to be focused on:

1) Organizing and streamlining the ice conversion process (arenas)

2) Investigating and recommending equipment for acquisition

3) Evaluating and improving the ice surface (including working with arena ice personnel)

Ice Quality – Arena Curling ClubsTake heart…

Curled in dozens of clubs Large 8+ sheet clubs to 2 sheet natural ice Even dedicated clubs have “imperfect ice” Many rural Alberta clubs have ice similar

to arena ice (negative, falls, runs etc.) If you’ve got one reliable turn – you’ve got

a game so “Get over it!” Continuously work at ice quality.

Fact:

All across Canada, curling clubs that own their own rocks, equipment and buildings are CLOSING.

Therefore, we can assume that rocks and ice alone are not enough to make curling “go” OR to keep it going.

What is the difference?

People

Board of Directors

Club Manager*

Ice, Equipment & Building* Head Ice Maker

Ice Crew

Food & BeverageManager

Staff

Club Manager Main contact for the club Answers inquiries, provides information Organizes registration and administration Ensures organization and operation of the club

over the course of a scheduled season Ensures organization and operation of the club

on a day to day basis Follows the board approved policies and

procedures

Club Manager Primary purpose is to manage people.

Must effectively communicate with:

1) Curlers (members)

2) Potential members

3) Board of Directors

4) Volunteers

5) Others (suppliers, sponsors, staff, parents, etc.)

Club Manager

In a “nutshell”, what do we expect club managers to do?

- “fill the ice”

- provide excellent customer service

- get along with people

Board of Directors Ensure the club’s “future” by developing curlers,

leagues and volunteers as well as planning for equipment & building purchases and/or replacement.

Responsible to membership/shareholders that elect them

Sets the direction and goals for the club Sets general operating policies Represents the club externally to communities,

organizations and associations

The Challenge for New Clubs

To keep the big picture in mind and accomplish the “goal and direction setting” of the board of directors

At the same time, perform the functions of a club manager including member recruitment and customer service

All while teaching people the sport of curling

The problem for many curling clubs…It’s usually one of two: There’s too much “board” and not enough

“manager” Somebody has to “roll up their sleeves” and

take care of the week-to-week details of organizing

There’s too much “manager” and not enough “board” We can’t get lost in the weekly details of

organizing at the expense of advancing the club year-to-year (or beyond)

How many club presidents are here today?

A large amount of the workload falls on the club president who then becomes more like a “club manager”.

As the club grows, the workload of organizing must be spread out over more people.

Do not be afraid to “give things up” as you find that people are willing to take them on.

Try to make a plan – or two. Think ahead even 2 to 5 years What are some goals you can set for short

term gain Another challenge for clubs is that their

volunteer boards change over – and the plan gets forgotten unless the plans are spelled out specifically and referred to

Clubs without some kind of plan can stay the same for years and most likely will decline.

Example of Board (7)

PresidentMembership

PublicityStrategic Planning

Vice PresidentDraws & SchedulingLeague Development

TreasurerFinance

Fundraising

SecretaryClub Roster

Forms/administrationCorrespondence

By-LawsCommunication

DirectorInstruction

Curling DevelopmentJuniorsCollege

DirectorIce

Equipment

DirectorSocial

Warm RoomEvents

Example of Board (9)

SecretaryRoster

Administration

DirectorIce &

Equipment

DirectorMembership

PublicityDirectorSocialEvents

DirectorSponsors

DirectorInstruction

Juniors

TreasurerFinance

Fundraising

Vice PresidentDraws &

Scheduling

PresidentStrategic Planning

Board of Directors - How many? Adding more people to your board can help

increase volunteer manpower Not everyone needs or wants to be a board

member The more positions you have on your board,

the harder it is to fill each year with elections People generally want to be on the board

when things are 1) really good! or 2) really bad!

Club President

Responsible for ensuring that a “season” of curling is planned, scheduled and executed

Responsible for getting the “best” out of each of their board members

Use your people’s strengths!

Do they have special skills such as accounting, law, engineering, computers or business

Are they detail oriented, or idea people? Are they experienced with curling,

instructing, events, sales, organizing or other volunteering

Are they just plain crazy?

Okay, back to serious. What about the Club Manager?

Crazy people are fun!! Curling has to be fun!

Create the Atmosphere of Club

Create a warm room Put up bulletin boards etc. Have a place for people to visit. Have curling games on a TV

Club ManagerResponsibilities Divided – Goal “Full Ice”

MembershipRecruitment

Spends summer months contacting returning and potential new members.Guides them through the registration process and arranges for Instruction.

SchedulingWeek to week scheduler of ice surface. Takes the draw,

Verifies teams, identifies any open sheets or team positions. Books groups or “Learn to Curl” sessions for open ice.

Helps teams arrange for spares if necessary.Spares are any member, associate member or

potential new member*

Ice & DrawsDraw Master

Works with membership to place people on teamsAnd teams into different leagues. Then takes teams and

puts them into a league schedule or draw. Responsible for sheet allocation including such things as make-up games.Proposes a season leading to playoffs and championships.

Where do we get the people from for membership to contact?

Publicity wherever you can get it Some kind of central email address

Clubs have to become VERY good at collecting email addresses etc. of people that contact asking for information

Contact information should be stored in some kind of a database or email list

Membership can then contact people at a later time

Websites

During the Olympics, our website was getting over 18000 hits per day. Even before the Olympics, it was averaging 2000 hits per day. Our website is our main form of communication with our members and with anyone interested in curling Western Pennsylvania.

The website is fun, interesting, and changes often – we let a crazy lady run rampant on there!

Newsletters

Have someone write a newsletter on your club and send it out to all contacts on your email list.

OR Send a copy of Stone Soup with a note from your club president inviting them to come and try curling or telling them about some upcoming club events.

Instruction

In a place where nobody knows what curling is, instruction is KEY.

Instructors should be the first people that new people meet.

They should be the “ambassadors” for your club. They are your main recruiters.

Instructors should have some options available for people after they have tried curling - perhaps they come back and spare in a game? Follow up is crucial.

Instruction Takes Many Forms

We deal with the limitations we have Many of us don’t have ice time for several

sessions of instructional time In the “early days” of our club, we kept one

sheet for instruction and made up teams of 3 to leave spots open for new people.

We went over basics, delivery, sweeping then they went straight into a game.

Value of Time with your ClubObservations from the Olympics

Out of 1000 curlers throwing one stone you might get 40 (4%) back to try it again. Out of the original 1000 <1% might join your club.

Out of 100 people spending 2 hours in a “Learn to Curl” session you might get 10 (10%) people back to try it again. Out of those you might get 4 people to join (4% of original)

Out of 40 people spending 3 to 5 weeks with your club in a novice or instructional league, you might get 20 (50 %) of them back to join.

The lesson is: the more opportunities that people have to spend time with you, the more likely you are to get them as members.

One reason why people tell us they don’t want to join a league is because they don’t think they are “good” enough

Arena clubs asTraining grounds for curlers

Experienced curlers must be spread over teams

Focus becomes more on teaching and learning rather than winning

New curlers have much to learn – where to stand, when to sweep, how to keep games on time

Clubs should have very open atmosphere conducive to coaching

We don’t “mess” with curling

Experienced curlers work to instill the “spirit” and the “etiquette” of curling

We strive to have games run on time curling games are 8 ends in 2 hours

We try to communicate with skips about how curling teams work

We try to have skips’ meetings to discuss ways to improve, provide information

Who are your instructors?

Experienced curlers Members very interested in teaching

others about the sport and the club Every club should try to have at least

one Level I Instructor Experienced curlers/instructors can

have meetings to demonstrate instructional techniques with newer volunteer instructors

Instruction & training brings the knowledge of the entire club up

Build a library of instructional resources If you don’t have experienced curlers in

your club – see if you can get help from other clubs

Those attending Instructors Clinics will improve their own game

Don’t be afraid to ask questions Don’t be afraid to make changes

League Development During and after the Olympics we ran novice

leagues Sunday Olympic League had 40 new curlers with

basic instruction We had instructors behind each house to help

them Another observation: you can’t throw a bunch of

new curlers on the ice and hope they will learn the game

Before you know it, the rules have changed and the game is different

For Curling Clubs to survive…

they must behave like a business.

Revenue Sources – Large Club

Revenue - Large Club

Ice40%

Bar/Food40%

Other20%

Ice

Bar/Food

Other

Other includes: merchandise, sponsors, raffles and other fundraising sources.

Expense Sources – Large Club

Other can include – reserve, debt servicing, insurance etc.

Expenses - Large Club

Wages30%

Utilities30%

Maintenance & Supplies

10%

Property Taxes10%

Other20% Wages

Utilities

Maintenance & Supplies

Property Taxes

Other

Challenge for Arena Clubs

Develop revenue/income streams Possibilities include:

Membership fees Fundraising projects (raffles etc.) Sponsors, stone banks Logo Merchandise or pro shops Events, bonspiels, clinics Teambuilding, revenue sharing with arena Partnerships with Arenas*

Partnerships with Arenas

Contract for ice time “share the risk” to build curling into additional ice slots

Provide volunteer labor to the arena in return for free ice time

Provide teambuilding sessions where both arena and club benefit

Bring them in as a partner for events

Club expenses

Overhead Ice rental Stone payments or rent USCA/association fees Liability insurance

Variable & Discretionary- Equipment and supplies- Other (could be anything)

How does an arena club move forward financially? They set goals each season. Goal #1

We pay our bills

Goal #2

We acquire the equipment that curling clubs own (hopefully we are reducing overhead)*

Goal #3

We build our revenue streams toward a level that could support a dedicated building**

Goal #4

We plan, investigate and work toward organizing the funding for our own building

Goal #2 Acquiring the equipment that curling clubs own. Types of equipment you can be acquiring

Stones Rock boxes, pebble tanks, large brooms Instructional material, videos, TV/DVD etc. Promotional materials – banners etc. Office equipment, storage cabinets etc. Warm room equipment, trophy cabinets,

trophies, club memorabilia Larger equipment such as scrapers, nippers

Goal #3Building revenue streams toward a level that could support a dedicated building.

Revenue includes ALL money directed toward curling – even if it’s not paid directly to your club.

Show growth each year

Saturday Attendance

0

20

40

60

80

100

120

140

Oct. 2nd Nov. 1st Dec. 2nd Jan. 4th Feb. 3rd Mar. 2nd

2004/2005

2005/2006

Saturday attendance

0

20

40

60

80

100

120

140

2004/2005

2005/2006

Total attendance in Dollars Saturday Evenings

2005/2006 $8950

2006/2007 $11300

End Result

Each season should look different Increased number of members Increased budget New program New event More volunteers