Two key takeouts for me is that 98.1% of the Membership believe the subscriptions they pay are reasonable, good or excellent compared with the value they derive from being a Member. We pride ourselves that our commercial income streams from non-member sources, the public green fees, functions, café and bar allow us to provide a slightly more affordable Membership than other golf courses in our consideration set.
Secondly the most important priority for our Members is Fun and Enjoyment. We will continue to strive to develop our Club with this in mind.
Below is a key summary of the "big ticket items" with an explanation of the plans underway to address:
Golf Course
Despite improvements to bunkers following the 2021 Members survey, including increased morning raking, consistent sand in all bunkers and further education about placement of the rakes, the bunkers were once again the worst rated area from the Course.
The Bunker Master Plan has been distributed to Members last week and execution will commence in April 2023. The plan includes removal of 30 bunkers that have been identified as unnecessary and a renovation to all remaining bunkers to provide a consistent shape as well as a gravel underlay (Klinestone) to improve sand compaction, retention, drainage. The Bunker Master Plan presentation will be held at the Club on Thursday 2 February with Craig Parry discussing the proposed changes.
Mounds
Again, the issue of the height and location of the mounds around 14, 15 and 16 was the subject of feedback. Though this is more challenging to resolve given the poor quality of the soil the mounds are made of, plus the cost and inconvenience of moving large amounts of earth around. We have briefed Craig Parry to propose solutions on what we could do given the constraints we face. We are awaiting his suggestions and will then be able to plan the works required.
House
There was much feedback on the operations of the Café, the lack of variety, the limited "Halfway House" options and service constraints. We have engaged hospitality consultants to assist us define exactly the stakeholder (including Members) needs placed on the Café and how we can better serve them. We are engaging in some significant works to address long overdue compliance issues with the kitchen and will utilise the opportunity to improve the operations and functionality of the kitchen to better meet Members expectations. This will likely form part of phase 2 of works after we have addressed the more pressing compliance issues in the functions kitchen and Pacific room.
To improve service efficiencies we have installed a sandwich fridge at the main bar for Members to have a 'grab n' go' option halfway round the Course and to avoid the lunchtime queues at the Café. There will also be a trial of a QR code table ordering system for Members, however we are waiting for the function that enables Members use their House accounts and receive the applicable discount. This is expected to be released in the first half of 2023.
Pro-shop
We will continue to work with the Teed Up team to support the continuing improvement in the offer and operations of the Pro-shop. We have implemented a mystery shopper program that will provide much more comprehensive input on how things can improve. Teed Up have been included in the Members feedback and I am pleased to say that I have already seen improvements in range, value, layout, offers and service.
I have attached a more detailed presentation with data on the survey and a summary of the comments. The notes in red are the steps underway or taken to address. If there is anything you might feel is absent, please let Ben or I know.
Further, to avoid "survey fatigue" the Board has decided that we will do the survey every 2 years to maintain the quality of feedback and engagement the survey provides. I must stress however that should any Member have some input, they should not wait but rather get in touch with Ben or I with their thoughts.
Finally, given the timing and comprehensive strategic planning process undertaken last year, the Board has decided that we will only do a review this January to take on the Members survey input and update the strategic plan accordingly. This will also be shared with Members once complete.
Thanks again to all those who contributed to the Members survey. It has been a valuable process. As I have said, it is our Members that makes Long Reef GC such a fabulous Club, your help with the survey reinforces this.