Page 30 - GBC ENG fall 2021

what works and what doesn’t, and that you don’t get mad at them for saying the hot dog bun was stale!
ARE YOUR EMPLOYEES ENGAGED?
Conducting a thorough and effective employee survey process can accomplish many objectives.
First, they provide employees with a chance to share feedback on issues that they might not be comfortable discussing in person. What’s important is not who says what about who, but more often, identifying problems so that they can be resolved.
Second, our front-line staff will often have the best ideas on how to increase efficiencies, improve working conditions or better yet, enhance customer service. A survey process with lots of open-ended questions will usually produce at least a few brilliant ways to be better.
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Third, and most importantly, the survey process simply enhances effective communication. When people share ideas, and those ideas are acted upon, it builds engagement and pride in the workplace.
WHAT ARE YOUR KPIs?
Having happy staff and/or happy customers doesn’t mean anything if you aren’t achieving your business results. In that regard, it is critical that we establish some effective measurements that will tell us if business is good or bad and if we are trending in the right direction. In addition, we need quick and easy access to this data so that we can consider changing direction now... before it’s too late.
Key Performance Indicators (KPIs) are the quantifiable measurements that will help us determine successes and failures in our business. Each level of management and each department within our organization should know how to identify and target the goals that are to be achieved. For example, one golf course may focus on member retention and attraction, number of rounds per month, and food and beverage sales per member round. Here are few of the most commonly used KPIs:
RevPATT - REVENUE PER AVAILABLE TEE-TIME
Calculated by dividing the total green fee revenue (including membership dues) by total theoretical available rounds.
RevPUR - REVENUE PER UTILIZED ROUND
Also known as average rate or yield and calculated by dividing total revenue by total rounds played. This can be calculated by all departments (retail, food and beverage, etc).
COL – COST OF LABOUR
Weekly or monthly calculation of the cost of labour is critical when determining accurate labour numbers. We are interested in maintaining or lowering our labour percentage, not just our labour dollars. Divide department revenue by total fixed and variable labour costs.
Other valuable measurements include: food cost, retail margin, revenue per customer, weather and average pace of play per golf round.
CLARITY AND CONSISTENCY ARE KEY
Success is never guaranteed, and in our very challenging industry, when this great game of golf can sometimes be ‘un-definable’, success can be a floating target that is constantly just out of reach. That said, we can improve our chances for success if we implement systems, tools and processes that will create clarity, consistency and most importantly, a commitment to excellence from all of us. Enjoy the ride!
Golf Business Canada
30 Golf Business Canada