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SPRING 2008
Team Members in the Spotlight
W
e’re thrilled to add a new section to our corporate newsletter – Team Members
in the Spotlight. This section highlights two outstanding, dedicated team
members from an Honours property. In this issue we have two team members in
very different jobs, but with one mission in mind – creating memorable experiences!
MEET PENINSULA’S BERT WATTS: Originally from
Florence, AL, Bert has been a team member and
Starter at Peninsula in Gulf Shores, AL since
April 1997. In his role as a Starter of teetimes and coordinator of the daily flow
for the 27 holes at Peninsula, he plays
a critical role ensuring that Peninsula’s
pace of play is on target.
What do you like best about
your job? “I enjoy the people that
I have contact with, including fellow
team members, club members, and guests.”
Who do you admire most and why?
“I admire my mom the most, as she lived to be 93 years of
age and instilled important values in me … and, of course,
I admire Bear Bryant.”
What is your most memorable moment to date at your
property? According to Bert, “There are so many good times
and moments - it's the excitement of meeting so many different
people and creating those great relationships.”
If you could give any new team member some
advice pertaining to their job, what would it be?
“Work hard, take pride in your
work and that will pave solid
ground for your future.”
INTERN DAY
FarmLinks
Saturday, June 28 and
Sunday, June 29
OPEN TO
ALL INTERNS!
Contact
Phil Oakes
for more
information
Bert has been creating
many lasting impressions on
Peninsula’s members and guests
more than 10 years. “Many of
our returning guests ask for Bert
when they play at Peninsula,”
said Todd Edwards, general
manager. “He has strong
customer service skills and
he’s viewed as a leader
by our team members.”
MEET WORLD GOLF VILLAGE’S TERI PHILLIPS:
Teri, originally from Poughkeepsie, NY, joined the WGV team
as a Server at the King & Bear in St. Augustine, FL almost two
years ago.
What do you like best about your job? “I enjoy taking
care of the WGV members and creating memorable experiences.
Also, the view of the golf course makes it a pleasure for me to
come to work every day.”
Who do you admire most and why? Teri admires her grandmother and parents. “They taught me to be giving, loving and to
appreciate the little things in life,” said Teri. “To strive for my
goals and always be at peace with the decisions I make in life.
Also, I’d like to give a sincere thanks to my very special friends,
Jen and Steven T.”
What is your most memorable
moment to date at your property?
To date, her best experience was the
first Caddy Shack tournament she
worked, and meeting Bill Murray.
“I gave Mikey Tuttle from Orange
County Choppers the hair tie right
out of my hair because his dad was
mad that they were filming for TV and
he looked messy.”
If you could give any new team member some
advice pertaining to their job, what would it be?
“If you have time to lean, you have time to clean. Always smile,
no matter what. Be a great team player and help wherever help
is needed.”
In addition to Teri’s role as server at the King & Bear, she
serves as one of the WGV’s certified trainers. She was recently
named as one of the WGV’s “2007 Team Member of the Year”.
According to General Manager Cathy Harbin, “She comes to
work with a great attitude and pleasant demeanor, which
makes her a true pleasure to be around. She consistently
delivers quality in all the duties she performs and delivers
memorable experiences to all our members and guests.”
H O N O U R S G O L F. C O M
•
PAG E 1
Greetings
Team Members
t the corporate office, we
often talk about sports (football and basketball, along with
Tiger’s most recent conquests). I am
sure that many of your conversations
are similar. The world of sports offers
a great chance to peak over the
shoulders of winning teams and
analyze what makes them great.
A
We want to share with everyone the
message we have been conveying to our
managers in recent months.
WINNING TEAMS ARE EFFICIENT.
Winners know how to work hard and smart.
They use to the fullest the talent they have.
As operators, we need to make sure we
provide the highest level of service as
efficiently as we can.
BE CONSISTENT. We all get frustrated
when our teams play well half the time and
bad the other. A very wise colleague of ours
once told us that “great systems combined
with flawless execution lead to memorable
experiences.” It is not enough to win some
of the time; but having the will to win all of
the time is the mark of an all-star.
KEEP SCORE. Can you imagine watching
a game and not knowing who is winning?
We have challenged each of your managers
to create a scorecard for your department,
so that each team member knows how
their department is doing. Great teams
are passionate about keeping scores and
tracking statistics – your managers should
be as well.
HAVE FUN. We all know that winning
is more fun than losing. Winning in our
business means having the best course
conditions, the best overall service, the best
hamburger and the best experience. Winning
teams draw big crowds and big crowds
have fun watching winning teams win.
GROWING THE GAME:
The Fifth P in Your
Marketing Mix
BY STEPHEN HILLS, WGV, DIRECTOR
OF SALES AND MARKETING
The four P’s – Product, Price, Placement, and Promotion – are key marketing tools
utilized in driving revenue. However, the fifth “P” – Public Relations – is often pushed
down the priority list as we strive for “one dollar more” in immediate revenue. By
utilizing PR initiatives such as the “Grow the Game” campaign, you can create an
immediate revenue stream that will pay dividends today and tomorrow.
Here are a few suggestions:
NEIL GUNN HELPS A
BEGINNER GOLFER WITH
“LINK UP 2 GOLF” LESSON
START EARLY: Empower a member of your pro staff as your
“Grow the Game” coordinator. Have this person begin the planning process at the beginning of the year. Schedule your Play Golf
America Day early on, when it meets your needs, golf excitement
is high, and it is not competing with football. For example, in
2008, World Golf Village (WGV) will host Play Golf America Day
in May to build on the excitement of THE PLAYERS tournament.
DON’T RE-INVENT THE WHEEL: There are many great
ideas on www.playgolfamerica.com. Use this as a
resource, but come up with your own unique slant.
For example, the WGV hosted its “Golf Idol” competition
during Taking Your Daughter to the Course Week, which
was expanded to Take Your Kids to the Course Week to
include all juniors.
CAROL MANN JOINS WOMEN'S
GOLF WEEK WINNERS
PARTNER UP: It isn’t just golf courses that benefit from
growing the game, so find local partners to invest with
you and cross-promote. Last year at the WGV, the World
Golf Hall of Fame opened its doors early to competition
winners for private tours, and the PGA Tour Academy
provided instructors for various complimentary clinics.
STAR POWER: Contact local celebrities. Participation of
local celebrities makes your program newsworthy. More
people will want to attend for the chance of meeting a
celebrity. For example, Tony Boselli was the WGV’s
spokesperson for Family Golf Month and hosted the
Family Fun Day kick-off, which was sold out.
VALUE: “Grow the Game” programs do not need to be
free; they just need to represent great value. In fact, if
JAGUARS LEGEND TONY BOSELLI
something is free, there is a perception that it has no
MEETS FAMILIES AT THE LAUNCH
value. So charge for events, but make sure they offer a
OF FAMILY FUN DAY DURING
FAMILY GOLF MONTH.
unique and memorable experience that can’t be achieved
elsewhere. For example, the WGV’s Women’s Golf Week generated more than $7,500.
Many participants were happy to purchase a week-long pass for $75 since they had the
unique opportunity to listen, meet, and play with World Golf Hall of Fame members
Louise Suggs and Carol Mann.
Using these practices will turn your “Grow the Game” initiatives into a powerful
public relations marketing tool that will drive revenue for you now and in the future,
regardless what industry trends are suggesting.
H O N O U R S G O L F. C O M
•
PAG E 2
Christmas Celebrations
BY CHAD LEONARD, GENERAL MANAGER, ROCK CREEK
Last December, our Clubs celebrated Christmas in unique ways!
The Rock Creek
team decided to
“give back” to
the community
and volunteer in
lieu of a party
for themselves.
They contacted
the Ronald
THE ROCK CREEK TEAM DECIDED TO “GIVE BACK” TO THE
McDonald
COMMUNITY BY VOLUNTEERING AT THE RONALD MCDONALD
organization
HOUSE.
which houses
families with children being treated at the local Children’s Hospital. With
the majority of their staff being volunteers, the House is usually in desperate need of attention. Rock Creek team members helped with working in
the yard; cleaning the carpets, bathrooms and guest rooms; and cooking
for the families currently in the House. After visiting the RMD, the staff
received a surprise dinner at a local restaurant. Many of the Rock Creek
veterans said it was the best “party” they ever had; even though it wasn’t
all about them.
RIGHT: THE MOORE’S MILL TEAM
ENJOYED TIME WITH A VISIT FROM
SANTA.
BELOW: THE REUNION TEAM
CELEBRATED A “COWBOY
CHRISTMAS” IN THEIR
WRANGLERS AND COWBOY
HATS. MEMBERS DANCED
TO THE COUNTRY TUNES
OF “THE SOFA KINGS”
Working Together To Drive More Revenue
BY EVAN GODFREY, HEAD GOLF PROFESSIONAL, PENINSULA, AND TARA LAFOILLE, FOOD & BEVERAGE DIRECTOR, PENINSULA
One of the best ways we
found to drive revenue is by
cross-promoting departments.
For example, we train our golf
shop staff to recognize opportunities for up-selling food
and beverage. When we are
booking a large golf group for
a tournament or outing, we
always try to sell a lunch
buffet or box lunches to the
group leader. We do this for a few reasons:
1. The group leaders may not have thought
of this or may not know we offer special
box lunches or buffets. (Smaller groups
may think their group is not large enough
for this additional service.)
2. If we have a group of 60-100 golfers
booked for an afternoon outing (who did
not set up a lunch buffet), both our kitchen
staff and wait staff will most likely get overwhelmed with golfers looking for a quick
meal. This has happened in the past and
we got a shotgun off late because many
group members were finishing up lunch.
3. By establishing a total price per golfer for
a buffet (which is built in with the golf
price), we can ensure that EVERY golfer
in the group eats lunch in the restaurant
instead of making alternate plans for
lunch on the way to the course.
to the groom for a party of 8 or more if they
book their rehearsal dinner or reception at
Peninsula. We’ll introduce one of our golf
professionals to the groom (if present) or
at the very least, make sure we receive the
groom’s contact information so our golf shop
staff can follow up with him.
When we present the food and beverage
options to a group leader, we point out
how much easier it will make their job
as well as how much money they will
save if they package it together.
Our Food and Beverage team reciprocates
as well. While booking rehearsal dinners
and receptions with the bride and groom,
we recommend utilizing the golf course
for the groomsmen or bridal party outing.
During our non-peak times, we may
package a complimentary round of golf
PICTURED: PRESTON KIRK FROM HIGHLAND, TARA
LAFOILLE FROM PENINSULA, PATRICK TAYLOR FROM
ROCK CREEK AND KATRINA GILBERT FROM LIMESTONE.
H O N O U R S G O L F. C O M
•
PAG E 3
Bentwater Management
Team Hosts a
“Break Out” Session
Celebrity Sightings…
BY LANCE BAILEY, DIRECTOR OF GOLF, BENTWATER GOLF CLUB
MMC – AMERICAN IDOL WINNER, TAYLOR HICKS STOPS IN
AT MOORE’S MILL CLUB
WGV – RICHARD MCCLURE MEETS ONE OF HIS
TRUE HEROES IN GOLF, ARNOLD PALMER
Contest Winner
New Team Member Website Name
Congratulations to Rock Creek’s
Ron Springer – the official winner of
the Name the Website Contest.
Ron submitted the winning name –
The Apple InCider, which was
selected from 57 names submitted
by HG team members. We had
some very creative and clever
names submitted and we want to
thank everyone who participated in
the contest! Please visit our new
TEAM MEMBER WEBSITE at
www.theappleincider.com.
Golf Experiences are Becoming
Hot New Gift Items!
According to the Dow Jones Market Watch, Gift Experiences, also known as
Experience Cards, are becoming “an emerging category in the roughly $283
billion US gift market.” This trend is not only seen with the baby boomers, but
also the millennial generation (specifically one’s in their early 20's). Today’s
society is shifting from wanting material possessions to wanting life experiences. And, the trend is starting to take place in the golf industry. Our 4th
Annual Gift Card Sales contest in Dec. 2007 generated more than $160K in
revenue with a 15% increase over 2006. The Honours Clubs that saw the
most increases not only offered gift cards in dollar increments, but they also
advertised Golf Gift Experiences… (a day on the golf course with lunch,
range balls, etc.). World Golf Village recently generated almost $10,000 in
online sales just for their Valentine’s Day Gift Experiences which included golf,
ticket to the World Golf Hall of Fame and merchandise (hat or sleeve of balls).
On February 19, all department heads at
Bentwater attended a one-day ”Break Out”
session at The Pinnacle Building in Atlanta
(Buckhead). Topics of discussion included:
• Breakdown of expenses for every $100
of revenue generated
• Success stories from The Great Depression
of the 1930’s
• Death by Meeting (Improving our staff
meetings)
• Making a Difference (Customer Service
stories from Disney)
• Analyzing our Hiring and Training Methods
to Decrease Employee Turnover
At the end of the day, every manager was
given the book 9 Things You Must Do To
Be Successful at Life and Love! Our “Break
Out” session was very successful. The atmosphere allowed our managers to open up and
express their ideas and opinions. I would
encourage every facility to schedule at least
one off-site “Break Out” session each year.
IN ATTENDANCE WAS (FRONT, LEFT TO RIGHT) LANCE BAILEY,
ELIZABETH HINZ, JERRY BEARDEN, SHANE BELCHER (BACK,
LEFT TO RIGHT) TREY CHILDS, DENNIS CONNELLY, JAN
CULLEN, CARL DEICHSEL
TOP 10 TEAM MEMBER GIFT CARD SALES
Nate Manis, Slammer and Squire
Jim Camp, King & Bear
Tony Galang, King & Bear
Dylan Shook, Slammer & Squire
James Helton, FarmLinks
Erica Heiny, Slammer & Squire
Ron McClendon, King & Bear
Anthony Vaughn, King & Bear
Chase Clark, Bay Point
Buddy Bell, Kelly Plantation
H O N O U R S G O L F. C O M
•
PAG E 4
Creating Memorable
Experiences…
THE MEANING OF GOING
THE EXTRA MILE
BY TODD EDWARDS, GENERAL MANAGER, PENINSULA GOLF AND RACQUET CLUB
J
anuary was a tough month of weather
along the Gulf Coast as we battled cool
temperatures and rainy, gloomy days. This
was especially hard on our destination golfers.
Committing to a golf trip for these traveling
golfers means saving, sacrificing, and looking
forward to a wonderful vacation prior to when
it actually takes place. So, when they finally
arrive and the weather isn’t up to par, the
customer service experience they receive can
make the difference.
We had a group of 24 players arrive in Gulf Shores late one
January evening. They were expecting to check into their
condominium. Unfortunately, there was no one at their
accommodations to greet them. The golfers made multiple
phone calls to their accommodation and finally after two
hours, they were able to check into their rooms.
The next morning they arrived at Peninsula to play their first
round of golf. As I checked them in at the golf shop, their group
leader explained what had taken place the night before. The temperature outside was in the mid-30’s and it was lightly raining.
As you can imagine, their trip was off to a rather shaky start. The
rain subsided a little and we finally got 21 of the 24 players out
for 18 holes of suffering golf. The other three players stayed warm
inside with Evan Godrey, our head golf professional. Evan made
sure that the golfers were treated well. He offered them a rain
check, allowing them to use it toward merchandise purchases.
Two days later the same group of men returned at 8:00 a.m. to
play Peninsula, and again the rainy weather was not cooperating.
Our golf professional on duty was quick to act. He checked the
weather radar and noticed that the rain would subside in a
couple of hours. He informed the group that the weather was
going to break and he backed their tee-times up to 11:00 a.m. –
their day of golf would be saved! At 11:00 a.m., 23 of the 24
players played and had a fantastic day! Unfortunately, one of the
golfers acquired food poisoning the night before and had opted
to take a rain check on his round. We had our Chef prepare him
some comfort food – special broth based soup and a grilled
cheese sandwich. We also called to secure reservations for the
entire group at a favorite local restaurant to make certain the
group had a better meal and experience for their last night
in town.
As the group was leaving, they acknowledged how accommodating our club had been. They also commented that when they
return next year, they would play all of their golf at our property.
This was a clear message … going the extra mile for this group
not only turned an unfortunate golf trip into a better experience,
but it also secured future business for years to come.
H O N O U R S G O L F. C O M
•
PAG E 5
WELCOME NEW TEAM MEMBERS!
SLAMMER &
SQUIRE
David Veihdeffer,
Food and Beverage
Manager
MOORE’S MILL
Ashley Hamrick,
Membership Director
TOP HONORS!
Eric Smith, assistant
golf professional at
Limestone Springs
Golf Club, passed
his Level 3 Checkpoint and was awarded his PGA
Class A status on January 11, 2008.
Jeremy Little, head
golf professional at
Rock Creek, was
recently recognized
as the “Favorite Pro”
as voted by readers of Golf Today.
MOVERS & SHAKERS
Don Jackson,
Golf Operations,
Moore’s Mill
Awards &Accolades
LIMESTONE SPRINGS NAMED
TO PGA TRAVEL MAGAZINE
According to the latest PGA Travel survey,
Limestone’s 332-yard No. 9 was picked as one
of six Favorite Short Par 4’s by PGA professionals.
It was the only course in Alabama and Honours
Golf property to make the list.
FARMLINKS
Named the No. 1 Premium Golf Course for
Customer Loyalty and Satisfaction by the NGF
KELLY PLANTATION
Named to the Top 6 Premium Golf Courses for
Customer Loyalty and Satisfaction by the NGF
GOLFWEEK RANKS HG GOLF COURSES
Matt Livengood,
assistant golf
professional at
Peninsula Golf
and Racquet Club,
completed his Level 3 work for the
PGA and is now a Class-A PGA
professional.
Chad Tolleson,
Food and Beverage
Manager
TEAM MEMBERS
OF THE YEAR
• No. 1 Public Access Course in Alabama:
Limestone Springs
• No. 2 Public Access Course in Alabama:
FarmLinks
2008 Barrett/Shults Cup
Kelly Plantation August 4 – 5
Upcoming Events
• PGA Free Fitting and
Trade-In Month • April
• PGA Free Lesson Month • May
• Honours Cup
World Golf Village • May 15 – 17
• Intern Day
Teri Philips from the King & Bear
and Dylan Shook from the Slammer
& Squire were named the World Golf
Village’s Team Members of the Year.
• Family Golf Month • July
Open to all Assistant
and Head Golf Professionals
• Barrett Shults Cup
Stay tuned for details...
FarmLinks • June 28 – 29
Kelly Plantation • Aug 4 – 5
Get the latest Team Member News...
Visit www.theappleincider.com
Contact your director
of golf or Ashley Baker
for the password to
access the website.
[email protected]
Owen Compton Scholarship
Honours Golf is proud
to award Andrew Gray
the 2007 Owen Compton
Scholarship. Andrew
interned at FarmLinks last
May through December.
He is currently a junior in the PGM at
Mississippi State University. It was a
very close decision between two great
candidates. Derrick Goff, who previously
interned at Kelly Plantation last year
and Peninsula in 2006, provided strong
competition.
H O N O U R S G O L F. C O M
•
PAG E 6