Georgia chapter cmaa august 12, 2013 East Lake Golf Club

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August 12, 2013 East Lake Golf Club

“Your CMAA” and TOUR Championship

9:00a.m. Chris Clark welcomed everyone and introduced Jill Philmon.
Ms. Philmon attended UNCC, majoring in Business Administration. Her first job, during and after college, was an Assistant Controller at a hospital in Charlotte, NC.  She owned and operated Party Pros, a consulting firm that designed and planned special events.  After selling the company, she accepted the position of Special Events Director for the Charlotte City Club, eventually being promoted to Assistant General Manager.  Ms. Philmon is credited with opening the prestigious four-star resort, Grandover Golf and Spa in Greensboro, NC.  She eventually returned to her passion; club management and returned to her hometown of Charlotte when joining the Ballantyne CC team. Prior to starting at Ballantyne Country Club in 2010 she had been the GM/COO at Catawba Country Club in Newton, NC and Columbia Country Club in Columbia, SC.


Jill is very active and dedicated to the Club Managers Association of America, serving as an elected member of the National Board of CMAA for a second three year term. She has served and chaired on many National Committees and on Conference Committees. She has served all chairs of the Board of Directors for the Carolinas Chapter of CMAA, through Past President and also served a two year term as a Director for the Carolinas Club Foundation. She is in the mentoring program at the University of South Carolina and has served on the School of Hospitality and Tourism Advisory Board at Western Carolina University. She is often a guest speaker at these universities as well as Johnson and Wales University in Charlotte. 

Your CMAA”

  • Club Benchmarking

  • Club Benchmarking collects, measures, and reports on comparative, actionable data that lead to financial and operational improvements across all areas of the club

  • Clubs have 24/7 access to the standardized, national database of Finance & Operations, Compensation & Benefits and Policies & Procedures data

  • Over 1000 clubs participating

  • Club Benchmarking automatically aggregates the data from each CB member club, and showcases the minimum, maximum and average values for each metric alongside your club’s value

  • Leader in the Industry by…

  • Certification/Education

  • Since its inception in 1965, CMAA’s certification has been the most respected certification program in the hospitality industry

  • Technology

  • The primary goal of the CMAA Technology Department is to serve both CMAA members and staff

  • CMAA is the top result for Google searches

  • Networking

  • CMAA's chapter system is an active and thriving society

  • Most chapters meet on a regular basis, averaging 10 business and/or educational meetings per year

  • Membership in a local chapter is mandatory and active participation is valuable to the individual member as chapters provide opportunities for Networking and exchanging information on issues of concern

  • Member Awareness

  • CMAA takes pride ensuring member awareness of and access to latest products, resources and services in the industry

  • General Club Data

  • Clubs employ over 326,000 employees

  • Club payroll equals $9 billion

  • Clubs serve between 17 & 20 million members

  • Clubs raise and distribute $1.24 million dollars in funds and charitable events

  • Clubs as a whole pay $2.6 billion in total taxes, $1.6 billion of which are local and state taxes

  • CMAA Membership

  • CMAA has 6400 members across all classifications

  • Average age of professional members is 44

  • 17% of CMAA professional members are females

  • 59% of CMAA students members are females

  • There are 46 CMAA Chapters

  • Recruitment

  • CMAA has implemented  a step membership where the new/rejoining member dues rate will be $500, the second year dues rate will be $650 and the third year will be the prevailing dues rate

  • CMAA seeks to add 600 professional/alumnus members to its roster in 2013; we are close to 370 with five months to go!

  • Alumnus Member Classification

  • Once working in the industry student members are eligible for Alumnus status upon application

  • The Alumnus dues rate is currently ½ of the professional member dues rate

  • Same access and rights as professional members

  • Professional Development

  • Core Programs

  • BMI I – Club Management

  • BMI II – Leadership Principles


  • BMI IV – Tactical Leadership

  • BMI V – Strategic Leadership

  • Managers Who Participate in the BMI Career Development Program Receive a Host of Benefits:

  • Making contact with industry experts

  • Networking with fellow managers who manage the most innovative and prestigious clubs across the country and around the world

  • Discussing new ideas that can be implemented in their own clubs

  • Receiving instruction from the nation’s finest hospitality educators in 10 club management competency areas

  • Visiting and touring other club operations

  • Growing not only as individuals, but as an integral part of the club’s management team

  • Staff Growth

  • Mid Management Conference – September 29th thru October 2nd (Indianapolis, IN)

  • National Student Conference - October 31st thru November 3rd (Washington, DC)

  • Manager in Development

  • Webinars via CMAA University

  • CMAA University

  • CMAA members can access dynamic online learning platforms

  • Browse archives of recent expert-led webinars on the latest issues and topics in club management as well as the schedule of upcoming live opportunities

  • Subject matter expert-led courses, certificate programs and more across CMAA’s ten competency areas

  • Webinars

  • Desktop Education

  • Library of resources

  • Professional Development Investment

  • Clubs that invest, benefit from a strong “business” plan with an educated club manager

  • Invaluable management and operational information specific to the industry

  • Networking opportunity with fellow professionals; clubs thrive by knowing what is working for other clubs

  • World Conference

Orlando, FL – February 4th – 8th

  • More than 75 education sessions, workshops and roundtables planned

  • Member generated content

  • Two keynote address presentations

  • Networking Event (Universal Studios)

  • Chapter Dinner Tuesday and Wednesday evenings

  • Closing Business Session to include Manager and Chapter Award Presentation as well as prominent speaker

  • Club Business Expo

  • February 7-8, 2014 Orlando, FL

  • Future Club Managers

  • Career opportunity and mentoring showcase the 2014 World Conference

  • Students and managers to meet and interact

  • Job opportunities

  • Bring a peer with you to “Pay it Forward”, Thursday February 6th 12:30pm

  • Club Careers

  • MOL

  • MMCO

  • Internship Listing

  • Member-Only resume bank

  • Selective Search Opportunity

  • Renewable job postings

  • Coaching options with Kevin McDonald (866-822-3481 toll free)

  • Resume writing and critiquing services

  • Your Contributions

  • Make a Pledge

  • Help support the Foundation’s 25th Anniversary

  • Make an auction donation

  • Run with the president

  • Make a difference in the club industry

  • Sustainability

  • Tell our story

  • You are each proof of our mission

TOUR Championship by Coca Cola
Chad Parker has been the Head Golf Professional at East Lake Golf Club since 1997. He graduated from Mississippi State University in 1995, receiving a B.B.A. degree in Marketing/ Professional Golf Management. Upon graduation, he fulfilled all requirements for membership in the Professional Golfers’ Association of America (PGA) and was elected to membership in 1996.
As Head Professional, he has been active in the area of golf tournament management, serving as host professional for 12 PGA TOUR events and 3 major amateur events, including the 101st United States Amateur in 2001. Chad also has a passion for merchandising and has been honored 11 times by Golf World Magazine for having one of the “Top 100 Golf Shops” in the United States. He was named Merchandiser of the Year by the Georgia Section PGA in 2002 and won the inaugural Golf World “Best Merchandising” award for in 2004. In 2011, Chad was awarded the Horton Smith Award by the Georgia Section PGA for his continuing contributions to professional education.

Over the years, Chad has volunteered his time and expertise to many organizations including 21st Century Leaders, the H.O.S.T.S. Mentor Program at Charles R. Drew School, The First Tee of East Lake, HomeAid Atlanta, Habitat for Humanity, Mississippi State University and Girls, Inc.

Chad was named as one of the “Top 40 under 40” by the Atlanta Business Chronicle in 2009 and was named a “Community Champion” by the Georgia Chapter of M.A.D.D. in 2010. In 2011, he was elected to the Board of Directors for Crimestoppers Atlanta and co-chaired the Policeman’s Ball auction, which raised over $100,000 for the Crimestoppers program. In 2012, Chad was elected to the Board of Directors of the Association of Golf Merchandisers. He has also been active in the 691 Society, the fund raising arm of THE TOUR Championship by Coca-Cola, since 1998. In 2012, Chad was named to board of Cink Charities, Inc, which currently operates a BBQ contest and golf tournament to fund its programs.
With the help of PGA TOUR standout Stewart Cink and others, Chad created a charity golf event in his hometown of Florence, AL to raise money for The Healing Place, a nonprofit facility located in Muscle Shoals, AL that provides ongoing education and support programs for grieving children, adolescents and their families / caregivers. Over the past 10 years, the golf tournament has raised over $1.2 million for The Healing Place and its programs. The event received 501 (c)3 status in 2007 and he currently serves as Chairman of the Board.
In 2010, Chad coordinated the formation of the “East Lake Invitational”, a celebrity Pro-Am style golf tournament staged to benefit the East Lake Foundation. With the assistance of Tournament Hosts Billy Andrade and Stewart Cink, the event has raised over $1,000,000 in three years.

Chad lives with his wife Carrie in the Lake Claire neighborhood of Atlanta. He enjoys hiking, travel, cooking (especially barbeque and other southern delicacies), University of Alabama football, fitness, live local music and making homemade dill pickles.

Other speakers:

Rick Burton - President - East Lake Golf Club

Michael Diehl - Executive Chef - East Lake Golf Club

Angela Head - Food & Beverage Manager - East Lake Golf Club

Ralph Kepple - Golf Course Superintendent - East Lake Golf Club

Terri McClendon - Controller - East Lake Golf Club

Tom Clark - Executive Director, TOUR Championship by Coca-Cola

  • Chef Diehl

  • The Tour brings in tractor trailers to act as back up kitchens and food storage

  • The chef brings in about 30 extra chefs and prep cooks for the TOUR

  • The chef keeps menus of what the players eat so they are prepared

  • The club doesn’t change the service that the members are used to during the TOUR

  • Use your people skills and treat people the way you want to be treated

  • Tom Clark

  • The TOUR has a full-time staff of six

  • Responsibilities of the director start with sales

  • Sunday – Golf Course closed to public

  • Sunday – Volunteer Appreciation Party

  • Monday – Golf Course closed to public

  • Monday – Practice Round for professionals

  • Tuesday – Executive Women’s Day

  • Wednesday – TOUR Experience (Players will have breakfast with sponsors)

  • Wednesday – Community Day (great day to take pictures)

  • Thursday, Friday, Saturday and Sunday – Competition

  • Free Parking, free shuttle and kids get in free

  • All proceeds from the event go to charity

  • Rick Burton

  • 2012 TOUR Championship by Coca-Cola made contributions totaling more than $2.2 million to charities which primarily benefit the East Lake Foundation

  • All TOURS are non profit

  • East Lake Golf Club is for profit

  • East Lake Golf Club receives a site fee and merchandise fee from the TOUR

  • East Lake Golf Club receives a lot of exposure during the TOUR

  • Angela Head

  • During the TOUR the F&B department has seven full-time staff and they contract an additional 25 individuals

  • Contract staff come via word of mouth and they usually use the same people each year

  • They serve 63,000 meals out of six rooms during the TOUR

  • The club goes from serving 30 employees to about 120 each day

  • About 300-500 people are served in the grille

  • Terry McClendon

  • The club offers special TOUR ticket packages to members of the club

  • The club has sold 340,000 dollars in ticket sales this year

  • The monies from the ticket sales go directly to the TOUR

  • The club’s business office handles all monies for the TOUR

  • The TOUR takes full responsibilities for the Club’s golf course

  • Ralph Kepple

  • Construction for the TOUR began the first week of July

  • Before construction:

  • The area must be mowed

  • Sprayed with high rate growth regulator

  • Additional work for the TOUR

  • Lower height of fairways

  • Check sand depth

  • Edge mulch beds

  • Circle-mow greens at least twice

  • Bunkers

  • Redistribute sand

  • Smoothing and packing the edges

  • Raking the bunkers

  • Greens Prep

  • Frequent top dressing every 7-10 days during growing season

  • Top dress with green #60 sand

  • Chad Parker

  • Merchandising

  • $140,000 budgeted sales

  • Will sell around 1,000 men’s short sleeve golf shirts

  • Will sell around 1,100 pieces of headwear

  • Will sell about 600 ball markers

  • Social Media

  • Twitter: @eastlakegc

  • Facebook

  • Coordinate with PGA TOUR, repost applicable items

  • Give Tournament an “East Lake” voice including East Lake Foundation activities

  • Practice Range

  • 10-12 different types of practice balls

  • East Lake staff is responsible for distributing and sorting the ball each night

  • Rope rotation and range availability is monitored by PGA TOUR’s Tournament Director

  • Employee Parking

  • All employee parking is offsite

  • The club utilizes two lots and shuttle services

  • Over 600 uniform shirts are ordered for the week

  • Special Events

  • Sponsor functions

  • Club Equipment Reps

  • Executive Women’s Day

  • Payne Stewart Award Ceremony

  • Ultimate TOUR Experience

  • Community Day

  • Locker Room

  • Most secured area of the week

  • East Lake staff provides full concierge service to players, their family and others who assist including trainers and coaches

  • Services include laundry, dry cleaning, notary public, shipping, dining, special events assistance

  • Bag Room/Caddies

  • 85% of players store their bags at the club for the week

  • East Lake staff assists Tournament volunteers with laundry towel distribution and caddie dining

  • Each year East Lake staff personally prepares a special BBQ for the TOUR caddies

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