creating a blue print

8/12/2019 Creating a blue print

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Creating A Blueprint forYour Clubs Future


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All SquarePlanning Consultants

Jeff Graveso Principal, All Square Consulting

o Architect

Doug Martino Principal, All Square Consultingo Former Director of Business Strategy,

Microsoft Corporation


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Why Focus on LongRange Planning?

The club market is changing rapidly

Your members decision making ismuch more mercenary than in the

past

Your membership picture may lookstrong today.

But what is bubbling right beneaththe surface?

Good time to invest in a plan insteadof a capital improvement


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Agenda

Building a useful financial blueprint

Taking a fresh look at your

membership

Creating a practical strategicblueprint

Master planning

Moving from blueprint to action


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Building Blocks of a

Club Blueprint

Financial Blueprint

Data Collection

Strategic Blueprint

Facilities Master Planning


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The Foundation:A Financial Blueprint

Ten year view of all club revenues, expenses,

and capital projects

Complete Asset Study showing all forecasted

asset replacement costs

Financial representation of the Strategic

Blueprint

Critical planning tool for Board and

committees


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The Asset Study

Asset count

Yearly summaries

Organized by groups and

categories

Photographs

Asset replacement/repair

o Useful life

o Preventative maintenance

o Replacement costs

o Projected replacement date


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Financial Blueprint


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Club Blueprint

Financial Blueprint

Data Collection


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How Much Do You Really KnowAbout Your Members?

Where do they spend discretionary dollars?

What are their dining habits?

What other organizations do they belong to?

What after-school programs are their children involved in? How much time do they have in an average week to spend

at the club? How can you get more of their time?


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Private Club Trends

Membership Time

constraints

Gen X and Y

More activewomen

ActiveBoomers

Services Fitness

Spa services

Familyorientation

Businessservices

Youthprograms

Operations Healthy fare

Quick meals

Family diningfor youngermembers


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Recognize Your Competition

Its more than the nearby golf clubs

Your REAL competitors:o Health clubs

o Area restaurants

o After-school attractions

o Video games

o Tennis Clubs

o Day Spas

o The Internet and

social media


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Get to Know Your

Customers Current Members

Surveys and Focus Groups

Past Members

Exit Interviews

Future Members

Demographic Data

Current member referrals


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Strategic Planning Survey Basics

Keep operations surveysseparate

Focus on your customer, not

on your club Get to know what they do, not

just who they are

Web-centric with paper-basedbackup

Use an objective third party ifpossible


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Club Blueprint

Financial Blueprint

Data Collection

Strategic Blueprint


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"If you don't know

where you are going,you are certain to end up

somewhere else."

- Yogi Berra


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Typical Strategic Planning

(Brace yourselves, this is groundbreaking stuff!.)

Mission StatementTo provide our members with a superior golf andcountry club experience, embracing the traditions ofthe game, providing a superior test to golfers of all

abilities, and to promote an atmosphere of friendshipand camaraderie for members and their guests.

Strategic Objectiveso Maintain an outstanding golf course

o Conduct quality events

o Respect for club traditions

o Responsive and effective club governance

o Financial viability

o

An atmosphere of respect for members,management and staff


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Why Strategic Plans Fail

Too much focus on mission

Reacting to squeaky wheels

Ready. Shoot. Aim.

NPD

Letting timelines and budget

limit your strategic blueprint

Letting architects or drawings

drive your planning agenda


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Practical Strategic Planning

Fly at the correct altitude

Ideas are your top commodity

Let your collected data be yourguide

Involve non-traditional players

Define where you want to go, howyou will get there, and how you

know when youve arrived


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Strategic Planning Process

DataCollection

Membership web survey Board and GM interviews

Local area demographics

Competitive analysis

National trend data


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DataCollection

Data

Validation &Review

Focus groups

Explore survey trends

Explore trade offs and priorities

Assess opinion intensity


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DataCollection

Data

Validation &Review

AnalyzeStrengths &Weaknesses

Series of LRP committee meetings

High level board review

Stay at high altitude

Commitment to rely on objective data


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DataCollection

Data

Validation &Review


Develop aBlueprint

Define series of achievable goals

Every goal or initiative is measurable

Initial blueprint not bound by time or $$

Prioritize projects based on greatest needs


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DataCollection

Data

Validation &Review


Develop aBlueprint

BuildMembership

Support

Plan is only as good as support

Strive for board unanimity

Trust your objective data

Vote if bylaws require, or

create feedback process


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Club Blueprint

Financial Blueprint

Data Collection

Strategic Blueprint



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Master Plan Philosophy:

ItAintJust Fancy Drawings!

Start high, then reduce altitude

Measure ideas against theStrategic Blueprint

Discuss alternatives for realizing

the strategic blueprint through

facilities improvements

R l f Eff ti


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Rules for EffectiveMaster Planning

Usually developed by LRP committee

Work within the vision, goals and

objectives of the strategic blueprint Understand scope and scale of each

project

Drawings only after project is clearlydefined

Golf Course master plan developed

simultaneously

D l i


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Developing aDetailed Program

Square footage

Heating and cooling

Acoustical requirements

Lighting

Capacity and flow

Adjacencies

Ambience


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Club Blueprint

Financial Blueprint

Data Collection

Strategic Blueprint



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The Completed Financial

Blueprint

Cl b Pl i Ti li


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Club Planning Timeline The Financial Blueprint starts with the Asset Study and is populated by strategic

initiatives as they are developed

Strategic Blueprint includes data collection, focus groups, board interviews, anda series of LRP committee meetings

Master Planning includes detailed program development and several iterations ofconceptual drawings

FinancialBlueprint

Finance Committee

Strategic

BlueprintLRP Committee

MasterPlanningLRP Committee

Membership meeting/presentation Board reviews

C l ti


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CompletingCapital Projects

Form an ad hoc BuildingCommittee for each project

Develop implementation timelineand budgeto Update Financial Blueprint

Select project manager

Select and LEAD architect,contractor, designers

Manage timeline and budget

A C l t Cl b


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A Complete Club

Blueprint

Complete financial picture for

ten years, updated annually

Clear picture of your current and

future customer

Concrete vision for how your

club stays vibrant and relevant

Visual representation of your

complete club blueprint

Financial Blueprint

Data Collection

Strategic Blueprint



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Questions

creating a blue print

Documents