ClubCorp Corporate Initiatives in Technology, Purchasing, Food & Beverage

A Club and Resort Business Web Exclusive

by Joe Barks (editor@clubandresortbusiness.com)
August 2008
 

And as immediately evident as some of the returns on this investment have already proved to be, some equally impressive things are happening behind the scenes that may prove to have an even bigger impact down the road.

For example, the corporate technology group, headed by Executive Vice President and Chief Information Officer Dan Tilley, has made great strides towards becoming a kindly “Big Brother,” putting a system in place to monitor “network device availability” that alerts headquarters to troubled or failed devices at any property. “As soon as we detect faint or weak signals, we can dispatch work orders proactively,” says Tilley.

Another new system lets support staff “take over” on-site computers, to help with training or troubleshooting. And a process has been developed to maximize efficiencies, and minimize headaches, associated with new hardware installations.

“We’ve put a real emphasis on how PCs can be configured and shipped with zero errors, so they can basically just be plugged in when they arrive on site,” says Tilley. “We’ve even built up a library of digital photos of critical areas at the properties, so we can help talk [club staff] through wiring or cabling issues, without having to be on site. They can pull up a picture of a kitchen area, for example, and say, ‘Do you see that flat silver outlet, next to where you hang your frying pans?’ ”

For its public face of technology, the look and function of all ClubCorp property Web sites has been upgraded through a project, in partnership with a national vendor, that has produced a more uniform and integrated presentation. Similar partnerships are in the works to help upgrade reservation systems, F&B/catering programs, and other aspects of automated property management. “Why reinvent things we can purchase and put to use much more immediately?” Tilley asks.

The ClubCorp IT staff has also rolled out a Membership Retention Model—a powerful tool through which local managers can sort revenue data to list the top F&B or retail or golfing spenders at their properties. Tilley thinks these listings can be just as valuable if they’re viewed from the bottom up. “They could be used proactively, to call people who may not have been as active,” he notes.

ClubCorp’s corporate Purchasing operation is now focusing on how to use the company’s massive collective buying power to help properties respond to the changing market conditions that, in particular, have greatly affected food costs. “It’s a challenging environment; energy-related inflation is really changing the mix,” reports Bill Walden, Senior Vice President of Purchasing. “Over time, center-of-the-plate beef may become a specialty item, and our menus may have to reflect that through more emphasis on chicken, pork or fish.”

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