Food and beverage is a key part of the business that Golf Club Managers simply cannot afford to overlook, says Kevin Fish.
Too many golf clubs could be missing out on a golden opportunity by failing to identify a clear strategy for their food and beverage operation.
Addressing that issue is the focus of the Food & Beverage Management Certificate, part of the GCMA Advanced Management Programme’s Golf and Hospitality Operations Award.
The Certificate is delivered by award-winning former Golf Club Manager Kevin Fish of Contemporary Club Leadership (CCL), who understands the fundamental importance of a well-run F&B operation and how to achieve it.
Training Partner
Kevin Fish, Contemporary Club Leadership
“With over 25 years in the industry, I know very well how difficult it is to put this political football to bed in a golf club. Our successful CMT programme for aspiring clubhouse managers is in its seventh year, and now it’s time to establish the correct role of the Club Manager in F&B operations, and ensure they are equipped to play their part in its success.”
“I’ve been a Golf Club Manager and I’ve seen literally thousands of clubs, and one of the things I see done incredibly badly, sometimes through no fault of the manager, is food and beverage,” he said.
“I didn’t come into this industry to be a specialist in food and beverage, but we’ve become a specialist and now from a macro level I’m able to spot how to help clubs put theirs right.”
CCL are indeed experts in this area and are now in the seventh year of running their highly regarded Clubhouse Management Training Programme. That is the level of insight Kevin and CCL bring to the table, with the Food & Beverage Management Certificate helping managers gain a clear understanding of their F&B operation and how to devise a strategic plan to optimise it.
“It’s a perennial political football,” said Kevin. “It gets kicked around and it changes from committee to committee, and that’s because you don’t have an agreed plan.
“You will go home after the two days on this programme having spent time in the company of two specialists who have been doing this for a very, very long time and you might take back to your club the first plan for food and beverage the club’s ever had.”
A key factor for golf clubs is identifying the desired outcomes for their F&B operation, as Kevin acknowledged that will vary between facilities. Not all golf clubs are out to maximise revenue or profits, with some happy to carry an “acceptable loss”.
“Ultimately, t’s about making sure that you understand what par is,” he said. “What is par in food and beverage? Is it a profit, or is it actually putting smiles on people’s faces, or is it an acceptable loss?
“That’s why it’s important to understand what are we what are we trying to deliver from our food and beverage operation?
“I don’t think we’re nearly clear enough about what the food and beverage is meant to deliver in your club, and this is going to help you get to that point.”
Listen to the full podcast with Kevin Fish below
Programme Overview
- Analysing and understanding your current Food and Beverage operation
- Identifying what your Food and Beverage operation should look like
- Understanding and managing your resource and personnel requirements
- Managing the revenue and profitability of your food and beverage operation
- Effective stock management, controls and procedures
- Leading and growing your Food and Beverage business
- Providing exceptional service and customer experience
Who is this Certificate suitable for?
- Golf Club Managers
- Deputy Golf Club Managers / Operations Managers
- Food and Beverage / Clubhouse
- Managers who have already completed the CCL Training CMT 1 and 2 courses
- Honorary Secretaries
Learning and Development Outcomes for YOU and YOUR CLUB
You will gain a thorough understanding of all individual elements of Food and Beverage operations from a management perspective. You will develop skills and knowledge that a high performing General Manager must be able to effectively lead upon within their role when overseeing a Food and Beverage Department.
You will gain a deep understanding of the current performance of your Food and Beverage operation and map out a Strategic Plan for high level food and beverage service delivery and performance that you and your club can implement immediately and for long term success.
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