GMA NZ
CONFERENCE HITS HIGH NOTE
By David Newbery
Golf club managers in New Zealand
are about to become smarter
thanks to an agreement between
Golf Managers’ Association of
New Zealand (GMA NZ) and Club
Managers’ Association of America
(CMAA).
That was one of the messages
delivered at the recent GMA
NZ Shaping the Future-themed
conference in Auckland.
Conference chairman and
Pakuranga Golf Club general
manager Des Topp said GMA
NZ had signed a memorandum
of understanding with CMAA to
introduce a degree course for New
Zealand managers.
“That was one of the most
important things to come out of the
conference,” Topp said.
“Jason Koenigsfeld, the senior
vice-president of professional
development Club Managers’
Association of America, came to New
Zealand and outlined the program in
its entirety.
“It’s a three-year degree, but
managers can keep going for
another five, six or seven years
after that.
“The level of education gets deeper
and greater all the way through.”
Topp said a likely start date would be
mid-2015.
“The co-sponsor is the Auckland
University of Technology (AUT),”
he said. “Dr Geoff Dickson, who is
the associate professor of sports
management at AUT, will be the link
between Jason Koenigsfeld in the US
and the NZ curriculum.”
not only in New Zealand but overseas
because the degree is recognised in
33 countries,” Topp said.
Overall, the sixth biennial conference
was an outstanding success with
many delegates hailing it the
“best ever”.
In the lead-up to the conference,
Topp told Golf Industry Central he
was hoping the impressive line-up of
experienced keynote speakers would
provide stimulus.
Well, they did. “The feedback we are
getting from the delegates and guest
speakers that attended, and there
were over 100 of them, has been very
good,” Topp added.
“They have been highly
complementary of the conference,
the speakers and the way it was run.
“There were so many good ideas for
general managers to take away.”
Many delegates were quick send
messages of congratulations to Topp
and his organising team.
“What a fantastic conference – great
organisation, excellent presenters
and a captive audience,” said
Pupuke Golf Club manager
Laurie Flynn.
Many others echoed his thoughts
(see a list of testimonials at end
of story).
Golf club managers were all ears
when Martin Grunstein, a customer
service expert from Sydney, gave a
talk on recruiting new members.
“He gave a whole range of
suggestions on how to recruit
members,” Topp said.
suggested they use testimonials from
existing members on websites and
have value added benefits listed
wherever possible.
“Martin was a standout.”
In his discussion, South African-born
Mike Leemhuis, CEO of Congressional
Country Club in the US, suggested
“flexibility” and “new golf concepts”
were need in the 21st century.
“He said six-hole options were a way
of attracting golfers,” Topp said.
“Breaking an 18-hole golf course
down into three six-hole courses
would enable players to get around
in 90 minutes. It cuts back the time
they are away from families on the
weekend.
“He also mentioned twilight
golf, which we have already
implemented.
“Another suggestion was 10 holes for
$NZ10. This would be ideal for smaller
country clubs.
“Clubs have to think outside the
square to see what dramatic
changes can be made to the way
golf is perceived.”
Dress standards were another area
Leemhuis touched on.
Delegates were wide-eyed when he
informed them Congressional had
radically relaxed its dress code.
One of the oldest and most
established clubs in the US,
Congressional now allows people
to wear t-shirts and jeans in the
clubhouse.
Managers at the conference showed
a high level of interest.
“He asked delegates to list 15 reasons
why a prospective person would like
to join their club. He got everybody
to do that.
“They are breaking down a lot of
barriers in the US. These were quite
radical discussions and each club
manager could take away the
suggestion and implement it or not.”
“This is a major breakthrough and it
gives managers in NZ a career path,
“Each had to define the major selling
points of their club and he even
Former All Blacks coach John Hart,
too, caused a stir by suggesting
20 The Golf Marketing Professionals www.golfindustrycentral.com.au