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Overview
- Introduction to me & my role
- National picture & the 2017/21 Strategic Plan
- Current situation in Cambridgeshire
- Opportunities / Areas for Joint Working
Keep it simple
WHO AM I?
• Marc Smith – England Golf Club Support Officer(Cambridgeshire & East Region)
Club Support Officer Responsibilities
Golf Club Support
Create a relationship with golf clubs and volunteers
Identify individual needs and provide bespoke support
Regular communication to monitor progress
Bodies involved in Golf Development
Create relationships, understand roles and communicate
Relevant signposting
County
Reporting, monitoring, sharing of best practice
Supporting countywide aims & objectives
England Golf – One Team
Regular reporting, meetings and communications
Participation & Club Support
Regional Manager Responsibilities: Steven Peet
Line management and support of Club Support Officers
Strategic planning, delivery and monitoring across the region
Regular meetings and communication with key stakeholders (County Union, County Association, Voting Members, Sport England, Golf Foundation, PGA, County Sports Partnerships)
Club support- understanding your market, business planning, governance, training and education etc
Supporting local delivery as required
Translating national strategy into local delivery
Regions(Circle = CSOs & Clubs)
Shropshire
Cornwall
Devon
Somerset
Isle of Wight
Dorset
Hampshire
Surrey
Berkshire
Oxfordshire
Gloucestershire
Greater
London
Hertfordshire
Wiltshire
W. SussexE. Sussex
Kent
Essex
Suffolk
Norfolk
CambridgeshireNorth-
Hamptonshire
Lincolnshire
Cumbria
North Yorkshire
Humberside
Nottinghamshire
Lancashire
Merseyside
Durham
Tyne & Wear
North
Umberland
Isle Of Man
Leicestershire
Hereford & Worcester
West
Midlands
Warwickshire
Bedfordshire
Bucking-
hamshire
Staffordshire
CheshireDerbyshire
South
Yorkshire
West
Yorkshire
Greater
Manchester
4174
4272
5287
5267
4274
5290
4164
4219
National Initiatives
Get into golf – getintogolf.org- National campaign to get more people golfing- Supported by Sport England, national lottery, sky sports, BBC get inspired & change 4 life - Free for any golf club or PGA pro to get involved
Golf Express – golfexpress9.org - Designed to get busy people playing- Supported by national campaign- Attract new, lapsed and to retain golfers
GolfMark – golfmark.org- National accreditation scheme- Supports club to achieve high operational standards
The last 3 years- How we did:
427,111 people introduced to golf for the first time
31,913 new members from national initiatives
Over £25 million generated for golf clubs through new members
4 counties merged
We love a Stat!
3.6 million adults played golf in 2016
971K people over 16 years old play golf at least twice a month (2.2% of the population)
Golf is the 5th biggest participation sport in England
UK golfers spend £4.3 billion a year on the game
Over 1,900 affiliated clubs with over 650,000 affiliated members
England Golf organises 55 championships a year with over 6,300 players.
9.2 million hits on our website in 2016
Members Benefits Programme (MBP)
Up to £300 a year off Golf Holidays with Your Golf Travel
£25 cash back off ETIQUS watches
At least 20% off Virgin Experience Days
50% off RAC Rescue
25% off Trion:Z health & wellbeing
10% discount when shipping your golf clubs with BagSOLO
Prize Draws
2017 - 21: Evolving the Strategy
What does golf need from us over the next four years?
Consultation with thousands of stakeholders:
- Need to see members as customers
- Take a greater lead in encouraging more radical developments in the format of the game#MoreThanGolf, [email protected]
- Clubs need to be more open to change
Evolving the strategyDelivering our purpose of “growing the game of golf in England.” 2017-2021
By Being:
1.Customer focused
Through:
2. Stronger Counties and Clubs
3. Improved Image & Promotion of
the Benefits of Golf
4. Excellent Governance
Delivering:
5. More Members and Players
6. Outstanding Championships
Competitions and Events
7. Improving Golfers
Strategy KPI’s
• Improved stakeholder satisfaction
• 50% of counties merged
• Active engagement with 1,300 clubs
• 675,000 affiliated members
• Over 1 million people playing golf twice a month
• Increase affiliated female membership to 20%
Evolving the strategyDelivering our purpose of “growing the game of golf in England.” 2017-2021
Women & Girls
• By far the biggest growth
potential
• Will guide every plan that is made
• Not only about membership &
participation
#ThisGirlGolfs
• Promote the sport as a game for
all
Situation in Cambridgeshire:
21 clubs affiliated to C&HLCGA / 21 to CAGU (3 different)
7 other non affiliated facilities
Total 8,633 members
1,445 women and 57 Girls – 17% (15% nationally)
43% clubs saw an increase in lady members last year (38% nationally)
16,900 adult golfers playing once a week
2.47% of population, 1.9% in 2013/14 (1.68% nationally)
699 people were introduced to the game in last 2 years –68% female - £21k worth of coaching
£84k worth of memberships generated
My work – Club Support Tailored support given to 15 / 24 affiliated clubs in past 12
months
Club centric approach:- Business & Strategic Planning- Marketing - Recruitment- Retention- Get into golf / Golf Express / GolfMark- Junior & Young People- Safeguarding - Understanding your market- Training & education- Signposting to partner organisation or business
St Ives (Hunts) Golf Club - Case Study
New manager came into post July 2016
Initial meeting to discuss the current ‘position’ of the club, priorities and goals
Action plan created to support the club - Knowing your club (benchmarking), business planning & marketing
Bespoke advice provided from CSO & RM
Links with partners – PGA, GF, Living Sport
Links with business partners – 59Club
Links to useful resources, documents & templates.
Regular meetings & communications- 8 face to face meetings since Sept 16’
St Ives (Hunts) Golf Club – Results
Full review of membership database & categories
Improved club communication – monthly newsletter
Developed a 6 year business strategy for the club
Increased the number of members by 14%
Reviewed green fees pricing structure
Joint junior action plan created & link with St Ivo School
Increased visibility in the local community & social media
Strong media and business contacts across the county
Rebranded the golf shop and recruited a new PGA professional and separate Golf Operations manager.
Gender neutral scorecard
Joint Working with C&HLCGA
Communication
Understanding of aims and objectives
Proactive approach
Transparency
Regular meetings & updates
Feedback – Positive & Negative!
Joint Working – www.cambridgeshiregolfawards.com
Collaboration between EG, C&HLCGA, CAGU and the local PGA
‘Recognise and reward outstanding contributions to the development of golf in Cambridgeshire’
Golf Volunteer of the Year
PGA Professional of the Year
Golfing ambassador of the Year
Club Services Team of the Year
Services to Golf / Lifetime Achievement
Evening to be held at St Ives GC – 16th Nov
“Coming together is a
beginning, keeping together is progress, working together is success”
Henry Ford
Let’s Grow the Game of Golf