As we are always trying to find the right type of motivation to encourage our supervisors, managers and department heads to lead from in front at Monarch Beach Golf Links, we use the "Four Pillars" as our proactive guiding light.
Starting in the interview process, explained in greater detail during onboarding training and reminded throughout the year, we utilize the "Four Pillars" as our guiding light to operational excellence. The "Four Pillars" are comprised of Employee Voice, Guest Voice, Top Line Revenue and finally and most importantly Bottom Line Revenue. Each pillar needs to be stressed and understood by all key staff members to make sure one’s operational goals are aligned with the annual budget and strategic plan.
Employee Voice is the necessary feedback from your staff related to what they see, feel and hear around the property. How is their morale? Are they engaged, feel supported and have the tools to succeed? What are they hearing from the guests that you might not be? If the answers to those questions are not positive, then there might be an opportunity to make improvements and personally reach out and connect with a team member. A strong and positive Employee Voice is key to staff retention and great customer service. Bi-annual staff questionnaires, annual reviews and a quarterly "Wellness Committee,” made up of a vocal representative of each key operational department, are some great examples of how to learn and improve with your staff's engagement.
Guest Voice comes from proactively asking your guests for feedback regarding their most recent visit. Utilizing a service like Player's 1st, which emails a simple questionnaire to your guest, allows for not only honest feedback and written comments but also utilizes a Net Promoter Score to gauge customer satisfaction. A high score means raving tabs and retention - a low score means you have work to do to make the guest experience better quickly! With the advent of social media, there are many different websites and phone apps such as Yelp, Facebook and Golf Advisor that provide instant and emotional feedback from your guests. You must be honest and humble when reviewing this feedback, and understand that even with partial truths, there is a little truth.
Top Line Revenue, or Total Property Gross Revenue, is a key metric to gauge the success of an operation. You set your goals roughly 16-18 months before the current year concludes, and that is never an easy proposition due to so many macro and micro economic impacts that can occur at any time. Understanding your goals and the volatility that can occur allows any good operation to forecast, refocus and adjust operations to ensure your team of leaders is not only focusing on revenues but making the necessary adjustments for operational efficiency.
Bottom Line Revenue (NOI or EBITDA) is the true test of operational efficiency. Maintaining your budgeted margins and Top Line Revenue Flow-Through (the % of revenue over budget you bring to the bottom line after accounting for monthly expenses and payroll/benefits) is the ultimate test of a good or marginal month. It makes no sense to spend as much as you make, as you should never sacrifice margin for revenues. Learn to celebrate those good months with your whole staff, and through proper analysis, find opportunities within your operation. Hold your team accountable for both the good and the bad.
If your operation and team embrace the "Four Pillars,” you will all have a better understanding of the success and opportunities that arise in your annual business plan.
Eric Lohman, a multi-year Special Awards Winner in the Southern California PGA Section, is the President of the Southern California PGA Section, a Quarter Century PGA Member and the PGA of America General Manager at Monarch Beach Golf links in Dana Point, California.