mount coolum golf club strategic plan€¦ · table of contents history ... the clubhouse boasts...

Mount Coolum Golf Club

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MOUNT COOLUM GOLF CLUB

STRATEGIC PLAN 2020 and beyond


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Table of Contents

History......................................................................................................................................................................................................................................... 3

About Us .................................................................................................................................................................................................................................... 4

Member Privileges ..................................................................................................................................................................................................................... 5

Financials ................................................................................................................................................................................................................................... 6

Presidents Letter ......................................................................................................................................................................................................................... 8

Mount Coolum Golf Club Vision .............................................................................................................................................................................................. 9

Strategic Priorities ....................................................................................................................................................................................................................... 10


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History

The Mount Coolum Golf Club, as it is known today, commenced operations in

1976 as a 9-hole course, known then as the Suncoast Beach Golf Club. A

parcel of land which nestled at the foot of Sunshine Coast landmark, Mount

Coolum, was leased to the club for a peppercorn rental by the Suncoast

Development Company, which was owned by the late Felix Parry. The club

purchased the land and clubhouse from Mr. Parry in 1983 for a significantly

low price.

At its Annual General Meeting in November 1984, the club, which became

incorporated in October of the same year, decided on a name change. On 15th

April 1985, the club officially became the Mount Coolum Golf Club Inc.

With the popularity of the club evident, a decision was taken to lease crown

land from the Department of Natural Resources – the objective, to build an

additional 9 holes. This was completed in May 1992.

Earlier that same year, the coast experienced heavy rains with flooding

everywhere and most of the course went underwater. In a couple of weeks

though, the course was playable again. With the Council’s flood management

plan that was completed in about 1996, we have never experienced any

flooding of note, since then. (Until recently with the council falling behind in

their management plan). The Club now enjoys some 800 members and hosts

over 75 000 rounds of golf per annum. The improvement to the course has

been the catalyst for the club’s success, administrated by a hardworking

committee and Secretary Manager. The club has hosted state, amateur and

professional events and is considered the gem of the Sunshine Coast.


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About Us

The Mount Coolum Golf Club is an 18 Hole golf course nestled at the foot of a Sunshine Coast landmark - Mount Coolum. It is acknowledged as

one of the most picturesque and popular courses on the Sunshine Coast.

Featuring water on twelve holes, the Mount Coolum Golf Course provides a perfect challenge for serious golfers but is also an enjoyable course for

beginners and social golfers. The course is relatively flat allowing easy access for golfers of all ages and abilities, and features an abundance of

surrounding natural flora.

The Pro Shop has a full range of equipment and apparel for sale, and also provides hire clubs and equipment, including motorised carts. The full

clubhouse facilities include showers, bar, bistro, poker machines and conference facilities.

The Club’s aims remain very similar today as in the past– to provide a challenging well-maintained golf course and quality facilities for members

and visitors, to feel proud to be associated with.

Today we are proud to boast:

An aim to provide practice facilities in the not so distant future

A quality course providing a great challenge to golfers of all levels, while also providing one of the most picturesque and pleasant golfing

experiences.

Clubhouse with a large balcony overlooking the spectacular Mt Coolum, the golf course and putting green.

The Clubhouse boasts two Bars and a friendly relaxed Bistro offering casual dining for lunch 6 days a week and dinner on Friday nights.

Member’s discounts in the Bar and at the Pro Shop.

Online booking system for Members to book their next round.

Access to onsite golf professional.


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Membership Privileges (Full Membership packages) include:

Individual Membership Cards – to be shown to Pro Shop when booking onto a timesheet or registering into a competition; and also shown

to Clubhouse and Bar Staff for drink specials and accounts charges

Full use of Clubhouse Facilities – including 2 full-service bars, bistro, poker machines, showers and amenities, function room hire and

conference facilities

Handicap – our Club Professional, Golf Operations and Match Committee members will help you gain a Golf Australia Handicap and

manage your competition scores and golf handicap.

Networking opportunities – Mt Coolum Golf Club is known as one of the friendliest and more socially active clubs on the coast. Upon

joining, you will be welcomed and invited to dozens

of social events, competitions and themed dinners and

functions throughout the year

Opportunity to represent your Club – We have several

Pennant Teams and opportunities for our members to

represent the Club at district, zone and state level

Members’ Guests rate – Members are encouraged to

bring guests to the Club according to the Rules of the

Club.

Members’ Discounts – A range of Members’

discounts apply at the bar, bistro and Pro Shop

Reciprocal Clubs – Members have access to other

district and zone Clubs, as well as several interstate

and international reciprocal arrangements.


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Financials

Mount Coolum Golf Club consistently produces operating revenues in excess of $1.5 million per annum. Member equity remains strong,

underpinned by the Club’s freehold land valued at over $4.5 million. The Club remains debt-free.

Golfing operations are its principal income source, with member subscriptions and course revenue accounting for more than 70% of total revenues.

As evidenced in this Strategic Plan, the Club membership remains ambitious in terms of course development, with practice facilities a high priority

for many.

With operating costs currently matching operating revenues, achieving these objectives will require the Club to either increase revenues whilst

containing, or reducing, operating costs to deliver strong and consistent annual profits. These remain key Governance and Management priorities

as we look towards the future.


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The Mount Coolum Golf Club

Over the years more Golf clubs have been developed within the MCGC catchment area, the most recent being Maroochy River. This, in

conjunction with the decline in people playing golf, has resulted in the Board and Management committee undertaking a review of the club’s

current operations and developing a Strategic plan for 2020 and beyond to ensure the club remains solvent and relevant.


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Forward

This Strategic Plan identifies issues that we must tackle over the next few years and beyond.

Your Board, who is made up of willing volunteers and staff have looked to the future with the sole purpose of providing a clear picture of how we

can make our visions a reality.

This plan is about setting our priorities for the future, both short and long term.

We need to grow and sustain our club not only for now but for the enjoyment of generations to come.

Like all good plans it needs to be "a living and flexible document" that can be regularly updated to ensure that it remains relevant to the

circumstances of the time. It's about working smarter not harder, growing the business and more importantly doing it in a way that is sustainable

going forward.

We look forward to working with you all in progressing this plan.

Daryl Frost

President


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Mount Coolum Golf Club Vision

The Vision of the Mount Coolum Golf Club is to provide a challenging well-maintained golf course and quality facilities for

members and visitors, in order that all members can feel proud to be associated.

PURPOSE - Why we exist!

To provide a viable and sustainable community sporting club for the

members and the wider community.

GUIDING PRINCIPLES- How we operate!

We will review every aspect of the clubs current offerings to

ensure we provide the optimum experience

We will communicate with all our members regularly

All the actions over the next 5 years will be linked to this

Strategic Plan and yearly action plan

We will create a Golf club Charter to clearly identify the

responsibilities of the Board and relationships with

Management to ensure optimum effectiveness.

We will review and update all Position Descriptions to ensure

Management has the skill and staffing levels to achieve the

objectives of the Strategic Plan.

DRIVERS- Our Critical Success Factors- what we will focus on!

Membership- Attraction, Retention and Enhancement

Marketing and Promotion

Revenue Streams- New and Alternative

Club Operations and Course Development

Governance and Management


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Strategic Priorities

Membership attraction and retention

Identify an optimal target membership number to ensure club facilities are sufficient to handle the number of members and is financially

viable.

Consider an introductory membership rate for the first year

Attracting Families- Repacking Family memberships, include entertainment for Families and Children- open days

Social and Midweek Membership- non competition -Implement once a membership target is reached (currently in place but must enhance)

Juniors- try and generate a larger number of juniors to the club (will require practice facilities)

Research school programs to access younger potential golfers

Beginners program /cadets- generate new golfers to the club

Perceived value for money - upgrade club software and implement an incentive system whereby users are rewarded for spending at the club -

possible link with external providers

A Mothers’ 6 hole comp - consider possibility of a day care facilities in the club

Member introduction incentive when existing members successfully introduce a new paid up member

Enhance Corporate memberships and dedicate personnel to market and promote opportunities


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Marketing and Promotions

Enhance website and booking process to obtain more emails and information to enable club to directly market to known users for the course.

Consider rebranding the club to create a new vibe and additional marketing opportunities through a rebranding strategy

Develop a yearly marketing plan with budgeted expenditure to promote the club activities, membership and social rounds

Identify positioning of the club , demographics of members and social players to enable target marketing

Consider events which could be held at the club and generate opportunities

Potentially market the course as officially 2nd hardest on the coast (target serious golfers)

Revenue Streams

Create a golf pass for social rounds (coordinate with 2-3 other clubs with a fixed price round including cart)

Create a “3 rounds for the price of 2” promotion

Free drink package

Review and enhance twilight golf, social round packages in conjunction with competitor analysis

Practice facility to enable club pro to sell lessons and open facility to public

Review options to improve Poker machine performance (revenues)


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Club Operations and Course development

Develop a green improvement plan (and budget) whereby greens to be improved can be targeted on a yearly basis

Improve Visual aesthetics by training greens staff to mow fairways in lines

Practice facilities - establish a subcommittee of members who have a skill set to contribute to developing a viable plan to create practice

facilities - including identifying opportunities and relationships with Council to obtain grants

Consider possibilities of making the course easier for social rounds to enhance the enjoyment

Review Food and Beverage offering to

align with Members’ expectations. Also

consider food and beverage offering as

a service to members to enhance the

membership experience rather than

profit generator

Improve the pro shop presentation by

repairing and improving aesthetics of

the facility

Improve the external aesthetics of the

club house and repair/replace worn out

items. The recent paint job has

improved the external aesthetics

Review possibility of a joint venture

partnership to fund future development

of the club


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Governance and Management

Establish a MCGC Board Charter to clearly identify Board

members’ responsibilities and relationship with

management. Charter to include reference to the Strategic

plan to ensure any new directors maintain commitment to

undertaking and achieving the planned actions

Develop Individual Board member position

descriptions/responsibilities and expectations

Clearly identify management responsibilities and once

budgets and business/marketing plans are in place allow

Management to have full autonomy and accountability to

implement strategies and report results back to the Board on

a monthly basis

Review the constitution and rules pertaining to Board

elections with an aim to achieve staggered rotation system

for directors and maximum terms in office

Undertake an operational review to ensure staffing structure

is appropriate to achieve the Strategic objectives

In conjunction with Management Review/develop current governance processes

Policy and Procedures manual

Operations manual

Induction guidelines

Risk management plan

Succession planning for both Management and staff

mount coolum golf club strategic plan€¦ · table of contents history ... the clubhouse boasts...

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