Transcript PowerPoint Template

Club Technology
Boot Camp
HITEC 2004
Bill Sullivan CHTP
 Over 25 years of industry
experience
 Speaker at HITEC Club Boot
Camp in 2002-2003
 Senior Industry Consultant
 Author of numerous articles
and textbooks
 Faculty Member at University
of Delaware and
Widener University
 HITEC Advisory Committee
 Club and Hotel Manager
Bill Sullivan
ITR Principal Consultant
Director Hospitality
Industry Practice
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Boot Camp Housekeeping
 Location of Fire Exits
 All slides are available as
CD
 Please do not use your
cell phones during this
session
 Questions??????????
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Agenda
Part 1 – Bill
Business Process
Part 2 – Deb
Marketing
Part 3 – Deb
Tools & Technology
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Part 1: Club Systems
Integrated Technology Research Corporation
Bill Sullivan
ITR Principal Consultant
Director Hospitality Industry Practice
Club Technology Dynamics
 Multi-Vendor Environment
 Chose Cornerstone Product
 Standards
 Integration
 Role of www.
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Club Technology Financial Model
Predominantly standalone package
solutions, future is ripe for
“integration”
Software/hardware costs may be
minimal compared to Integration /
Implementation costs
Don’t underestimate TOTAL cost of
investment
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Technology Topics
 Membership Systems
 Point of Sale (POS)
 Sales and Catering
 Back Office Accounting
 Grounds and Maintenance
 Golf Member Services
 Tennis and Racquet
 Spa and Fitness
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Membership Systems
 Standard Features
–
–
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Member master file information
Member accounts receivable
Member demographics
Interfaces to POS or internal
module
– Dues management
– Stock Certificate management
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Membership Systems
Optional Features
–
–
–
–
–
–
Membership cards
Photo ID and signature scans
Employee time keeping
Executive information systems
Member preferences
www. site interface
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Local or ASP
 Local Systems
– Hardware and software operated
locally at club
– Club staff operates and maintains
– Cost controlled at club
 ASP – Application Service
Provider
– Hardware and systems software at
vendor location
– Cost normally based on transaction
volume
– Reduced technical expertise required
at club location
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ASP Providers
 Golf Gopher –
http://www.golfgopher.com/
 ForeTees –
www.foretees.com
 Article on ASP –
Remote Control
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Membership Systems
 Club Systems –
www.clubsys.com
 Jonas Software –
www.jonassoftware.com
 Abacus21 –
www.abacus21.com
 Smythsystems –
www.smythsystems.com
 Integrated Business
Systems –
www.goibs.com
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Food & Beverage / POS
Standalone vs. Integrated
Member Account Billing
Keyboard or TouchScreen
Handhelds and Wireless
Local Support
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Food & Beverage / POS
 RestaurantResults.com
www.restaurantresults.com
 Squirrel Systems
www.squirrelsystems.com
 Digital Dining
www.digitaldining.com
 MICROS
www.micros.com
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Sales & Catering
 Standalone vs. integrated
 Role of CRM
 Matching complexity of
system to your environment
 Matching features of system
to your environment
 Enhanced graphics
 www. connectivity
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Sales & Catering
 Resort Suite
www.enablez.com
 Northwind
www.maestropms.com
 Daylight Software
www.daylightsoftware.com
 Caterware
www.caterware.com
 Delphi
www.newsoft.com
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Back Office Systems
 Chain vs. Property
 Accounts Payable
 Inventory
 General Ledger
 Payroll and Time Keeping
 Level of Integration
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Back Office Accounting Systems
Data Plus Hospitality Solution – Bac
kOffice for Hospitality
Kronos Incorporated - Integrated
HR, payroll, scheduling and time
and labor software
Restaurant Software by MenuLink Back Office Inventory and Labor
Products
Visual One Systems
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Grounds and Maintenance
 Budget & Expense
Tracking
 Personnel & Labor
Activity Records
 Chemical & Fertilizer
Application Records
 Inventory, Purchase
Orders & Fuel Reporting
 Equipment & Property
Maintenance
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Grounds and Maintenance
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Grounds and Maintenance
 TRIMS –
www.trims.com
 Precision data Services –
www.precision-data-services.com
 Golf Course Superintendents –
www.gcsaa.org
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Golf Member Services
 Tee time scheduling
 Handicaps tracking
 GPS course location
tracking
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GPS Systems
 Location and distance
tracking for golfer
 Pace of play and cart
location tracking
 Food and beverage sales
 Other marketing
 Score input for individuals
or tournaments
 Tournament leader
boards
 Emergency communications
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GPS Systems
 GolfNet –
www.golfnet.com
 Focus 2K –
www.focus2k.com
 IntelliGolf –
www.intelligolf.com
 ParView –
www.parview.com
 SkyGolf GPS –
www.skygolf.com
 Up Link Golf –
www.uplinkgolf.com
 ProShot Golf –
www.proshotgolf.com
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Tennis
 Court scheduling
 Pro Shop management
 Tournament scheduling
and management
 Court maintenance
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Tennis
 Top Dog Tennis –
www.topdogtennis.com
 Racquet Soft –
www.getphysicalsoftware.com
 Greencourt –
www.greencourtsoftware.com
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Fitness- Spa
 Management of
memberships and fees
 Scheduling of spa
facilities and services
 Tracking fitness
conditions and programs
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Fitness- Spa
 ResortSuite –
www.enablez.com
 Abacus 21 -
www.abacus21.com
 Spa Soft –
Spa Management
 Salon Master – ASP –
www.salonmaster.com
 Rio Systems –
www.riosystems.com
 Aphelion –
www.aphelion.net
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Debra Kristopson
President of NDTC.com & NDTCWIFI
Former CIO of Stouffer Hotels &
Resorts and Stouffer Restaurants
Over 25 years of industry experience
Senior Industry Consultant
Industry Speaker/Lecturer
Author
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Technology’s Role in
Club Marketing
Going Beyond the Basics
Marketing with Technology
Going beyond the basics of your
Membership Management and
Sales & Catering Systems,
What additional tools are available….
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Deb’s Technology Rule #1
For ANY Technology
which your current, or future,
Club Member is able to interact with……
You need to have
a non-technology equivalent service.
For acceptance, Technology must be
perceived as an added benefit
not as a replacement
for personalized service.
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Member Marketers
Your Most Powerful Marketing Tool
is a Satisfied Member
Keys to Membership Satisfaction:
1.
2.
3.
4.
Recognition
Personalized Service
Participation
Involvement
Technology can “enable” you
to provide superior service
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Member Recognition
Ask yourself:
1.
How many members are there in your Club?
2.
How long have you been with your Club?
3.
How many members do you know by name?
4.
What is your annual staff turnover?
5.
How many members would the average Club
employee know by name?
2004 HITEC
The Ultimate Solution
Member ID Recognition Systems
These are currently custom solutions using
off the shelf components
1.
2.
3.
4.
“Contact-less” Member RF IDs
Photo Database of Members
RF ID Sensors placed in key contact areas
Member profiles activated on PC when the
member is in “range”
Ski Resorts are using a variation of this
technology for Lift Access
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Resources
On the web use “rfid” or “rf id” as
keywords to find sources of
information on RF ID tags and
vendors
www.amtel-security.com
www.aleder.com
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Personalized Service
Providing Personalized Service
is NOT easy
BUT it is an attainable goal.
Personalized Service Basics
1.
2.
3.
4.
Track
Track
Track
Track
Member Participation
Member Preferences
Key Dates
Prior Complaints
5. Expedite Requests and Issues
6. Follow up on all issues
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Software Solutions for Personalizing Service
 Guest Recognition Software
 Customer Relationship Management
Software (CRM)
 Quality Assurance Software
These systems are labor intensive both
in collecting the data as well as making
the information actionable.
Information without Action is Meaningless.
Management Commitment is REQUIRED.
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Resources
www.guestware.com
www.mtech.com
www.hotelexpert.com
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Expanding Member Services
Integrating OLTP applications into your
Member services can enhance your
perceived value as a Club.
Examples of available OLTP applications:
 Tee Time Scheduling
 Calculating / posting handicap
 Checking account status
 Making dining reservations
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Encourage Member Involvement
Solicit feedback on club issues
Conduct surveys/online polls
Post Results and important updates
Act upon at least ONE item
Never solicit feedback and then
ignore it by failing to take action
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Your Marketing Web Site
 Your “Marketing” web site has a
different audience, message and goal
than your Members Only web site
 Perform Regional Search Engine
Optimization (SEO)
 Attain as many legitimate inbound
links as possible
 DO NOT auto-submit your site to one million
search engines and directories for the low co
st of $69.99
2004 HITEC
E-Marketing is LEGAL
 Develop a relationship with your ISP –
they are your first line of defense against
complaints.
 Never conduct an email marketing
campaign without their prior knowledge.
 Use carefully built lists.
 Always allow for OPT-out.
 Avoid spamming people.
 Keep your email message small and simple.
Direct your reader back to your web site for
more information.
2004 HITEC
Web Site Basics
It’s True, People Don’t Read
Web Site Basics
 People don’t read – keep your information
concise, and well organized
 Be unique – don’t use templates
 Who you host with does matter
 Search Engine Ranking is more
important than “bells & whistles”
 Promote your web site in all
traditional forms of communication
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People Don’t Read
 Focus on what the surfer wants to know
NOT on what you want to tell him
 Don’t use a graphic which doesn’t
display well
 Keep Navigation simple and consistent
across all pages
 Keep individual page lengths to a
maximum of two vertical scroll bars
 Break long text with Graphics
 Keep load times under 25 seconds on a
56kb connection
 Don’t go overboard with required fields on
information forms
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Your Design Should be Unique
Just as you wouldn’t put your name on
someone else’s sales brochure,
don’t use a template and make your
site look just like everyone else’s.
Your web site should be reflective of
the personality of your Club.
Keep your content fresh and up to
date.
2004 HITEC
Web Hosting Considerations
Nothing in life is truly free ……
Choose your host with care
 Be pop-up banner and ad free
 Be hosted as a stand alone site –
do not allow yourself to be header-hosted
 Make sure your host is using, at minimum, T1
connections to the Internet
 Your host should provide web based email with
SPAM Blocking
 If you are planning on E-Marketing, make sure that
you have a sales representative that you can work
with to avoid being blocked
2004 HITEC
Be Search Engine Friendly
Search Engines are “finicky”…..
 Avoid Search Engine Roadblocks:
1. Flash Intros
2. Animation
3. Frame
 Not all web designers know how to
design for search engine optimization.
Check first.
 Not all web designers perform search
engine optimization or submit your site
for ranking. Check first.
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WIFI Basics
WIFI Technologies
Broadband Internet
Internal Networks
Applications
Security Considerations
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WIFI INTERNET Jargon 101
 WIFI – Wireless Fidelity; term used to
distinguish Wireless data from cell phones
 DSL – Higher speed Internet access options
provided by LEC or a reseller
 Up to Speed – This is not a guaranteed
speed and is dependent upon your location
 Speed to Location – If more than one user is
connected to the Internet –
this is a shared speed
 Download Speed – Speed to the Provider
 Upload Speed – Speed from the Provider –
this is the more important speed for most.
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Broadband…Faster than a Speeding Bullet
 As new Internet applications become
available – Access speed will exceed most
DSL offerings ability to compete
 Scalable Broadband Internet Access –
speeds can be set by user
 Technology is rapidly changing –
current standard 802.11 b/g –
Don’t invest for the long term
 Commercial vs Residential equipment –
“Don’t send a boy to do a man’s job.”
2004 HITEC
Clubs & WIFI do go well together
WIFI access can be either an added
Member benefit or a revenue center
 City Clubs make excellent Hot Spots
 Clubs with Housing Developments make
excellent “Neighborhood” WIFI Installations
 Clubs with Meeting Space WIFI enabled may
allow for easier sales
 WIFI can be billed based upon usage or as a
flat fee and can be associated back to a
Member Account
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WIFI Internal Networks
WIFI may be just the right solution
for networking remote locations
 A typical “neighborhood” WIFI installation
can cover 2-3 sq miles providing all within
the coverage area seamless Network access
 Antenna height is key to achieving a large
coverage area
 Wireless and Wired networks can be bridged
for maximum coverage across and then
within buildings
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WIFI Applications
WIFI Applications are coming of age
For example….
Hand Held POS terminals
Golf Carts with GPS
More are coming to market everyday
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Secured WIFI
WIFI Networks are no more,
or less,
secure than Wired Networks
The “unsecured WIFI myth”
exists because
the majority of people
who install a WIFI network
NEVER turn on security.
2004 HITEC
WIFI Security Considerations
Choose the level of security based
upon perceived risk
WIFI security can be as basic as
WEP64 or as complex as WPA-PSK.
WIFI security comes with a price:
PROXIM 600 Commercial Grade Radio
Unsecured - 1000 clients
WEP128
- 500 clients
WPA-PSK - 50 clients
2004 HITEC
Emerging Trends & Technologies
Technology Issues to keep an eye on
Technology Issues to keep an eye on
SPAM legislation
Business Process Patents
Offshoring
Privacy legislation
2004 HITEC
Thank You !
2004 HITEC