Golf Inc - Summer 2012 - (Page 6)
BIGGA and better?
Britain’s greenkeepers association has made a lot of changes in the past year. The CEO says they were not austerity measures, but rather operational improvements. By TREVOR LEDGER
When Jim Croxton took over as CEO of The British & International Golf Greenkeepers Association last year, many assumed a sea of change for the 6,000-member organization. And since then, there has been a lot of restructuring. So when BIGGA, as it is known, parted ways in May with the long-standing editor of its monthly magazine, Greenkeeper International, some observers felt austerity measures were kicking in. No so, according to Croxton. “The staff restructure that we have undergone at BIGGA is not a response to the recession,” he said. “The restructure is a result of assessing the resources we have and what we need and making the necessary changes. It is likely that our payroll will be marginally higher at the conclusion of our recruitment, so clearly it has not been a cost-saving exercise.” Croxton said the organization redefined some job roles and removed some, inlcuding communications manager/editor and the exhibition coordinator. The organization is looking to hire a learning and development executive, commercial manager and communications executive. “It is our belief that the new structure will be appropriate to meet our needs in the short to medium term, so further restructuring is not on the horizon,” Croxton said. The association is changing the magazine so that it better helps the organization achieve its goals: promotion of the association, promotion of the membership, education and the support of commercial partners. He said 90 percent of the content in recent years had been provided by free6 Golf Inc. Summer 2012
lancers or industry suppliers. That made the editor’s position one of collation, which he did not feel was full-time. “I intend for us to continue commissioning external content, but to focus a little more on our own content driven by the membership and staff,” Croxton said. After the first year of Croxton’s leadership, BIGGA does appear to be making fundamental changes, but not perhaps in the direction of austerity and conservatism. To the refreshment of many, it is addressing new issues. For instance,
the agreement between BIGGA and the GCSAA that was signed March 1 at the 2012 GCSAA Education Conference and Golf Industry Show in Las Vegas shows a greater commitment towards collaboration and sharing of resources than previous management committees of either body managed to achieve. It could be said that this move was born of necessity in the midst of global recession, but Croxton is taking active steps. In May, he attended an international summit of grounds care associations in the United States to share the issues that face different organizations around the globe. It was another example of a willingness to be open to new ideas and solutions to problems that have perhaps always been attendant, but not perhaps so pressing in times of relative plenty While BIGGA, as an organization, is not cutting back on payroll expenditure, golf courses across Europe are definitely feeling the pinch, and Croxton is all too aware of this. “Some employers have identified that the condition of their course is paramount in maintaining revenues, so whilst a focus on cost is inevitable, they do not wish to do anything which could have a detrimental effect,” he said. “However, some other clubs are really struggling and are looking at redundancies or new contracts. This is terrible for all concerned, and we are doing all we can to support our members in these circumstances. On the positive side, our members are famously adaptable, and there are many cases of them showing great innovation to try and maintain course condition with a tighter budget.”
Table of Contents for the Digital Edition of Golf Inc - Summer 2012
Golf Inc - Summer 2012
Table of Contents
Hiring Right: The First Step Toward Great Customer Service
New EPA Regulations Will Increase Turf Equipment Costs
Britain’s Greenkeepers Association Makes Operational Improvements, CEO Says
What the Future of Golf Could Look Like
Textron Financial, Capmark Put Golf Portfolios Up for Sale
With Commercial Real Estate Confidences Up, Is Golf Close Behind?
The Evolution of Donald Trump
Tasmania’s Coming of Age
Largest Management Companies
Renovation of the Year
Bald Head’s Logistical Challenge
The State of Technology in the Golf Industry
Britney Spears as Golf Spokesperson?
Golf Inc - Summer 2012