Cambs&Hunts Ladies County Golf Association

Delegates Meeting

10th July 2017

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, innovation@englandgolf.org

- Clubs need to be more open to change

2017 - 21: Evolving the Strategy

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

Thank you.

Any questions?