Clearly F&B outperformance was helping to mitigate insufficient dues revenue. Integrity. Do you utilize the Oxmoor tennis facility? Responsible for banquet sales and the overall supervision of the FOH service team (food & beverage), snack bar and . A survey of existing members was conducted which showed that 50 percent of members lived on the property, 50 percent snow-skied, 78 percent played golf, and 80 percent walked or jogged at least three . Beyond the course itself, members need to feel satisfied with the facilities, the clubhouse, and the service. Here are sample questions along those lines: These answers should provide actionable information but they are structured to take up large spacing and probably take longer to complete. A final count of 80 surveys was received, yielding a response rate of nearly 8.3 . Members want more ways to stay connected to their clubs online and on-site, and integrated private club solutions are an increasingly popular option for clubs focusing on member retention. Consider the following question-. Otherwise, it's simply an educated guess by a small group of decision-makers. A club is evaluating its food and beverage operation. Would you like to see additional shoe room or locker services services? Any longer than that, and survey fatigue sets in, and your drop-off rate rises significantly. Food and beverage services have long been seen as a profit loss center subsidized by membership dues. The word no just doesnt exist in clubs. . The first item is setting expectations. The three most common issues associated with the way a survey is formatted involve: A member survey will probably get more attention than the average club mailing received by the members. Chicago, IL 60654. Other duties include monitoring the food . In your next assessment, consider using some of the following questions to determine how your members feel about the different areas of your private club: If youve been effectively maintaining membership records using your club management platform, you should have this information already, but this is a simple way to frame the members responses for the rest of the assessment. The distinctive challenge for club managers is meeting the needs of one customer/owner at the expense of another customer/owner. Articles, COPYRIGHT CLUB BENCHMARKING 2023. For a public course operator, it is essential that their information system be real time, so KPIs can be calculated, and if needed, communication to the general public adjusted in a timely manner (yield management). BevSpot investigated and came up with some interesting insights about country club bar programs. Private clubs are changing throughout the country. The Unique Challenge of A Country Clubs Bar Program. (Please list and explain.). Desert Mountain Club is moving from a gratuity-based wage structure to a higher flat-dollar wage structure for all hourly Food & Beverage positions. . For example, greens expense per maintainable acre and clubhouse expense per square foot. In many clubs, there is a more severe dress code on the Golf Course, than in the clubhouse and dining areas. This clubs board lost sight of their fiduciary obligation to utilize facts in their stewardship of the club, ignored the data available to them through their CB membership and declined an offer from the Club Benchmarking CEO and COO to provide a free on-site presentation and interpretation of the clubs benchmarking reports. This led to a needfor a cocktail program and a head chef with a strong culinary background. Would you consider hosting a business meeting or party at Oxmoor with our certified planning help? The dinner table is one of the most accessible places to engage members and keep them satisfied. Industry benchmarks are key to a successful operation without them your operation is at risk. Podcasts. Another way to raise profits in any business is to cut back on the cost of labor. This survey will be considered to be too broad and shallow, it will cover a lot of area but very little of the results will be specific enough to be actionable. Club dining operations continue to be the most popular member amenity at private clubs, and unlike traditional restaurants, members require a higher level of care from your team. Results. Labour expense ratios as a percentage of total expenses are usually slightly higher at private clubs ranging from 55% to 62%. Including increasing beverage sales between30-40% at Congressional Country Club. Lets say I have a Cabernet that I know 10 members are going to drink. Those results were attributable, at least in part, to extremely low labor costs in that department. In an effort to clearly identify the clubs strengths and opportunities for improvement, the clubs GM became a Club Benchmarking subscriber. Clubs either have a monthly, quarterly, or yearly minimum ranging anywhere . Data-Driven Results:This is not a typical CB case study. Did the showers provide an adequate amount and degree of hot water? This statistic describes the market size of food and beverage sector in the Gulf Cooperation Council in 2015 and 2020, by country. They held fast to their own perspective on the clubs financial challenges, adamant that weak F&B performance was to blame despite an abundance of data to the contrary. Once a survey objective has been created, develop an unedited list of all of the questions that are desired to get answered. Labour related costs as a percentage of revenues and costs. The restaurant manager. Similar to public golf courses, cost of sales as a percentage of revenues are some of the more readily available metrics. A Mcgladrey's club trend report from July 2015 found that "54% of Florida clubs increased food prices by 4% on average, while 41% of clubs increased beverage prices by 4%.". The suit and subsequent economic downturn caused member counts to drop significantly and club leaders were anxious to reverse the tide and expedite the recovery process. We begin with a review of food and beverage trends in the club industry. Was your order taking in a timely, efficient manner? Per week? This question would be considered inappropriate for a member survey due to most members not having a proper perspective to evaluate this issue. Whether you direct general operations or oversee food and beverage, the dining room is still one of your best assets for keeping country club members happy. This news comes at the expense of members. But club dining rooms are becoming more important as an amenity for members and member families . This all culminates into an intense interest in the information surrounding what people eat and drink. One of the findings found 93% say they feel compelled to eat healthy at least some of the time. New customer facing technologies like digital wine menus can add an exciting feature to a beverage program. Gaining member perspectives on the quality of the course can help you determine where to focus the most attention and how to delegate man-hours. whitepapers, Are you interested in potentially becoming a member of [INSERT CLUB NAME HERE]? Keep the Survey Simple. Marie Verschuuren, 63, and her . 1. admin. No card Information needed! Would you consider hosting an outing for your company, or to help a charity if we outline the event and help you organize the event? Latest News, Business Planning, Insight, Operations, Private Clubs, Strategic Planning, Strategy, Success, Benchmarking & Best Practice, Best Practice, Asset Management, Fund & Asset Managers, Semi-Private, Public & Resort Properties, SI Insights, SI Resources, Financing, Market Analysis, Operational Analysis, Member & Customer Surveys, Membership, SI Best Practices. 372 W Ontario St The average Country Club Manager salary is $86,102 as of February 27, 2023, but the salary range typically falls between $78,115 and $100,424. RCS Hospitality Group, now honored ten times by BoardRoom Magazine for excellence, is the "go-to" group for customer service centric operators seeking state-of-the-art management consulting and hospitality training services that combine 21st-century techniques with the timeless 'art' of hospitality service. For example, the following question is highly ambiguous and likely to generate highly misleading results: The time frame should be considered in this question. Furthermore, more sophisticated operators have set up specific dashboards with differing KPIs for different levels of management and/or ownership. As club managers assess what the future looks like for their businesses, tech companies whose focus is hospitality aim to make that future user-friendly. But there are other ways. The food minimum amount and rules vary by club, but almost always it is a use-it-or-lose-it fee. Evaluate customer's happiness level . Club management should find every opportunity to gather, record, and report on the member experience. Welcome to the Food & Beverage survey 2021! BevSpot offers full product education and account setup for all customers! Despite a lack of emphasis on food and beverage in some private clubs, there are many avenues for improvements in their country club bar programs, especially in margins and profitability. Your survey is completely confidential. The true root of the problemmembership countwas obscured by the boards singular focus on F&B as the answer to the clubs financial pressure. On average, attrition rates for golf and country clubs hover around 6% to 8%, while city and . Permission must be granted from the owner, Board of Directors, General Manager or immediate supervisor to create and send out the survey. Data-driven iterations of review and refinement are critical. For example, certain utilization KPIs can be evaluated daily, weekly or monthly. Full Member Equivalent Count (total dues revenue divided by full member dues rate) was at the fourth percentile nationally, meaning the normalized number of members at the club was less than 96 out of 100 clubs in the country. Another common mistake, and the one that is most difficult to identify, is bias. It also helps to focus on their club experiences and away from their bills, work, dinner, kids, etc. Utilize a comprehensive club management system to design and deploy member surveys digitally. Food and Beverage, Smart phones are seen and used on a regular basis. Consider a new golfer who comes out to the driving range for the first time. 3. GGA Partners will use the information provided on this form to send you whitepapers, industry research, and regular editions of GGA Partners newsletters. Consider instead this structure: Please indicate how important each of the following items is when selecting a restaurant: Most surveys include questions that ask for basic demographic and/or club usage information. F&B labor was 30 percent of F&B revenue (literally the 1stpercentile) in contrast to the national median of 62 percent. Knowledge. A healthy course will typically run at a utilization rate of 50% to 65% of weather adjusted available tee times and average revenue per round as a percentage of peak revenue per round between 70% and 80%. (5= Excellent; 4= Above Average; 3= Average/Good; 2= Below Average; 1= Poor . At the Westmoor Club in Nantucket, MA, we saw a greater emphasis on actively competing with nearby restaurants. Ive seen club managers who are comfortable with a 50% margin, because they are competing with restaurants and want members to dine with them. It is also an excellent way for a new manager at a club to not only gather some input, but is a way to introduce themselves to the membership and open up dialogue. Labour and Other Expenses Financial performance is not just net income, it includes managing the balance sheet (working capital and debt) and ensuring the maintenance of physical assets. City clubs were better in attracting new members over the last few years with a 1.2% increase in 2019. Reports to: Food and Beverage Manager (MIT) Date Prepared: November 2022 Hinsdale Golf Club is one of the premier private clubs in the Chicagoland area, recently completing a multi-million-dollar renovation of the Clubhouse interior and have investments in many continual renovation and update projects. Expense metrics which go beyond simple dollars and cents, are generally harder to come by due to the wide variety of operating models, departmental structures, and local market conditions for labour and other products and services. It develops a loyalty that youre not going to be able to get at restaurants, says Tim. c. A licensed club may obtain a mixed beverage club events license for on-premises sale and consumption by members From the moment they pull up to the pro shop, your members should feel catered to with personalized, prompt service. With its success, the Bonita Bay Club has been raising its initiation fee regularly. Click here for more information on Uncorkd. This takes time but it can change the dynamics and results of the club and set a proper foundation for board vs. club management roles and responsibilities. Create a differential environment at Sawgrass by making it the only true private club in an area where semi-private and public golf and club facilities abound. Membership Report Findings The clubs member count relative to clubs of similar size was very low (the 13thpercentile) and the member turnover rate was very high13 percent versus the national median of 5 percent. 5 Country club accounting branches. Have these members make comments on the survey about words or concepts that were unclear. $2k - $9k. Click here to view a sample Club Benchmarking report. Surveying the membership is a one great way to measure their satisfaction and wants. hbspt.cta._relativeUrls=true;hbspt.cta.load(2477848, '3165ba74-c5e3-498a-b651-7700fb6a7612', {"useNewLoader":"true","region":"na1"}); Topics: On average, how many days a week do you visit the club? Full-time equivalents and headcounts are also typically higher at private clubs, averaging 48.3 FTEs and 101.9 employees. That said, typical labour metrics include the following: Other operating expenses are typically evaluated against a unit of measure. Country Club Public Restaurant4 Difference Food 40% 30% 10% Beverage 33% 19% 14% Labor . Country club accounting covers food & beverage, the golf course, tennis, pool, and several other areas. Being able to back up his decision-making process with actual sales data when it came to buying decisions for your menuand pricing was a huge boon to Tim and he was able to discover marked improvements. b. Founded in 1901, the Club is known for its excellent dining programs, events and services. CCC is managed by Troon Priv. While the private club industry does not have published statistics, a general rule is that 40-75% is . In most cases, each country club department has its own P&L, staff, and vendors, making private club accounting super complex. They drew swords over expenses that CB reports showed were well below national norms including executive salaries, total labor expenses and a series of other critical expense benchmarks. There are three best practices that should be followed to maximize the response rate: Surveys represent an important tool through which to obtain factual data regarding the opinions of the clubs membership. It is very tired, too small and requires substantial physical improvement, and it has been a long time since we undertook a major re-decorating project. Membership Conversion Rate from Inquiries: generally average between 8% and 12% of qualified inquiries. But clubhouse dining services are actually a great place to grow revenue. This letter should be addressed directly to the member and using their name, versus as Dear Member,. Were you shown to your table in a timely manner? The clubs F&B revenue per F&BFTE (full time equivalent employee)was very highthe 73rdpercentilewhich indicates a lean workforce producing very strong results. The NGCOA Canada is helping to lead the charge through its various benchmarking and performance tracking initiatives, including the Revenue Tracker and Rounds Played & Weather Reports, which provide comparisons of an individual courses results to their competitive set, provincial and national averages along with Performance Intelligence which provides course specific benchmarks and feedback. The best way to determine whether or not your staff is succeeding in doing so is by going straight to the source and asking your members directly either immediately after dining or in your regularly scheduled member assessment. Food/Beverage service Food/Beverage service N/A . Adapting to COVID-19 New. If you could improve any aspect of your dining experience, what would it be? (1= Lowest Priority 10= Highest Priority), Building of a Short Course(Using land on the front nine left of #1 and #2), Renovation of practice facilities (i.e. Private Country Club Consulting & Strategic Planning. www.clubbenchmarking.com info@clubbenchmarking.com 617-803-0676 METRICS AT A GLANCE: Finance and Operations Financial Tennis/Racquet Guest Fee Revenue Tennis/Racquet Pro Shop and Lesson Revenue Fitness Fee RevenueMembers & Guests Personal Training and All Other Fitness Revenue Swimming Guest Fees Revenue Youth Program Revenue As any club manager knows, member dues account for the vast majority of annual revenue. Club economics have started to stabilize. Was a beverage cart attendant available as needed?