PowerPoint Presentation

SEACLIFF - 2016If Better is Possible, Good is Not Enough

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PURPOSETo Create Enjoyment For Everyone We ServeMISSIONThe Cliff is the #1 lifestyle club in Southern California that embraces family, camaraderie, and pride in membership to a relaxed coastal community of friends BEHAVIORSControl the Controllables100%...Have Fun Work Hard Be Nice

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Golf Course, Members, Location, Active Members, Member Counts, Staff, Committed Staff, Value, ProgramsSTRENGTHSAttitudes, Food, Player Development, Women's Society, New Programs, Orientations, Member Trust, Co-worker Training, New Department Heads, Visibility OPPORTUNITIESStaff Training, Communication, Capital Needs, Stagnant Thinking, Leadership, Carpet, Instability, FB Direction, Grill Room, Returning Phone Calls/Follow Up WEAKNESSESEl Nino, New Mall, Minimum Wage, Other Clubs, Discount Competitors THREATSSOWTSWOTS.W.O.T ANALYSIS As Developed by the Staff in November/December 2015

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#1 Member Satisfaction and Retention (95%) in AGC

Full Golf Membership with a Waiting List to Belong

#1 Food and Beverage Program in AGCCLUB GOALS CAMRADERIE, FAMILY, PRIDE IN MEMBERSHIP

4.5 million FB revenue; $2.5 million private events revenue; 35% labor percentage

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DEPARTMENT STRATEGIESA R E A S O F F O C U S

#TRAINING PROGRAMSWhere it Starts NMOC.L.A.S.SNCOLine UpsNew Member Orientations New Members need to understand how to fit into the Club and get off to the right start.. GM to perform all New Member Orientations Line UpsDaily meetings with service staff to understand the goals and roles of each shiftWe need to teach our team HOW to provide service and teach them to fall in love with the process of being great Club Leadership and Service Seminars (C.L.A.S.S)101 Membership Why to People Join201 Hospitality What is it301 Communication How to talk to Members401 Be Great Attitude and Performance501 Leadership Being Great at the CliffNew Co-worker Orientations New Members need to understand the culture and priorities of the Club. GM to perform all New Co-worker Orientations

#Member TripsTwo Member Golf TripsPace of Play Record and Post Pace of Play Times on Friday and SaturdayCamaraderieNew Events to include:GM CUPSkins GameSummer LeagueGOLFThe Focus Player Development ProgramHire Director of Player Development for junior and development programs StaffingAdd additional Golf Professional to run First Tee

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Partners Invitational Trip to FL for top Sponsoring Members

Mini Partners quarterly events to reward top sponsors per quarter

Partner RewardsMonthly rewards to top sponsoring membersMEMBERSHIP Were PartnersITS ALL ABOUT BEING PARTNERSGuest Bulletin FormsDistribute forms throughout Club to create Better Experience: Better Communication of Guests at Club

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Improve conditions to make more carpet like by increase aerification and earlier applications of growth regulator FAIRWAYSIntroduce Primary Rough Cut to create better playing conditions PRIMARY ROUGHEliminate Cool Season GrassesCONSISTENT ROUGHGROUNDS Building on a Great Year

#New MenusUpdate all menus once per Quarter in all outletsFood PresentationUpdate and change all plate presentationsMore Dining Options1200 members only have three nights of member dining. Change to FiveFOOD AND BEVERAGE The Biggest Opportunity DiningCreate Signature Item for SeaCliff TRAININGTRAININGTRAINING

#Wine SocietyWine Events, Wine Dinners, Wine TastingsWomens SocietyPrograms specifically designed for women and groups of womenThe Palm Club Special dinners and events for the top 15 member spenders each quarterMEMBER RETENTION FOCUSEnhancing our Coastal Community of FriendsRecognition Main Hallway to be filled with member recognition of Board, Palm Club, Cliff Club, Partners InvitationalThe Cliff ClubRecognize and rewards for members with tenure over 20 years

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95% Member RetentionRETENTIONIncrease Merchandise Sales by 5%MERCHANDISECreate structured (and expand) Junior tennis Program JUNIOR PROGRAMTENNISContinuing

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WEDDINGSBook 75 Weddings

TOURNAMENTSBook 45 avalilable Monday Tournament Dates

Schools$170k in school and non profit businessPRIVATE EVENTS REVENUE GROWTH OPPORTUNITIES Legends Club#1 Legends Club for AGC

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77%

67%2,090 Likes21%

24%No Presence

NEW

NEW42%

13%

29%

22%SOCIAL MEDIAWE HAVE TO BE PRESENT

No PresenceNo PresenceNo Presence

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SOCIAL MEDIAWE HAVE TO BE PRESENT

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STAGES OF MEMBERSHIP

Non MembersMembers who dont use ClubLimited Use MembersLoyal and Passionate

CoreCommitted ConnectedContentCrowdCommunity

Have Close FriendsGOALTo move Members into the Connected, Committed, and Core Stages of MembershipCommunity (Move to Crowd and become Members)Car Shows, Concerts, Player Development Programs, Food and Wine Festivals Crowd (Move to Content or Connected)New menus, new dining, service, TPI ProgramsContent (Move to Connected)Tourneys, Wine Society, Womens Society, GM Cup, Skins, Guest Days, Free LessonsConnected (Move to Committed)Travis Matthew Tours, Staff Training and Consistency, Play GroupsCommitted (Move to Core)Palm Club, Member Trips, Previews, Chefs Table, Committees

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If Better is Possible; Good is Not Enough

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