My new interviewee, Andy McMahon is the new director of golf operations & padel club in Adare Manor. On this occasion, I thought about asking
- How Adare Manor is improving the customer experience & the employee experience,
- where Adare Manor is in digitalization & service personalization.
Does Adare Manor have a recovery plan for the post COVID-19 period?
With all the uncertainty surrounding COVID19 and when unconditional international travel returns, our aim is to ensure that we continue to provide an incredible playing experience on a golf course with superior levels of presentation.
How are you mitigating your golf club’s losses due to the coronavirus?
Our plan is to ensure that the guests who did not get the opportunity to visit will hopefully visit in 2022 and should they, we want to make sure that we remain in their plans in the years to follow. We cannot change the past however we must make the most of the future opportunities.
What has Adare Manor achieved in terms of digitalizing its business so far?
Most recently we have unveiled a whole new digital experience at Adare Manor, through our brand-new website, which offers a totally interactive experience, not to mention bespoke 3D Tours of the resort which bring to life, with detailed accuracy, each step through the hotel, dining options and accommodation too.
The tours and rejuvenated website are demonstrative of our commitment to creating connections with our guests at every detail of Adare Manor, and an innovative way to showcase the resort to those situated afar.
We have also recently implemented new hole-by-hole tours of the golf course to provide an engaging experience to those looking for more information and offer a real sense of the challenge that awaits visiting golfers.
How do you define an attractive driving range experience?
I think there are so many great and varied experiences, whether that be grass ranges, like we have here, a TopGolf experience, Trackman Range, or indoor simulators. At Adare Manor, we have created a practice facility that is in keeping with our surroundings, featuring two large grass teeing areas in addition to a private grass tee area.
On the range itself, we ensure that ProV1s are replenished regularly and are in great condition to replicate the playing experience when you are out on the course.
We have also created firm and varied target greens in order for you to see how the ball reacts and keep your practice session stimulating and realistic.
On top of that, we have a 2500m2 short game green made to the exact same spec as the course. We also want to make sure you get to the tee on time and have put a large Rolex clock on the range to foster a Tour atmosphere.
How do you reduce the importance of discounts on green fees, pro-shop prices, etc.?
We never want to dilute our experience and in turn, we do not dilute the price. We feel that if we provide exceptional service and playing conditions to create an unforgettable experience, then we believe we are valued for money.
Do you have a strategy for the employee experience? Give details!
We are very fortunate to have a strong golf team here who take great pride in what we do daily. We have a structured development program in place which starts on day one. We offer a blended approach to learning from on-the-job to the classroom to online learning.
This enables us to develop our team and create a talent pipeline and career succession plans. We have employed eight PGA Pro’s since our reopening, and it is imperative that we create career pathways with the opportunity for promotion and career progression.
It is inevitable that team members will sometimes move on to further their career however I would take it as a personal success alongside an Adare Manor success should those team members have the opportunity to grow their career elsewhere with the skills, experience, and training that we have provided during their time with us.
It is important that we maintain relationships with all past and present team members as they have all played a vital part in what makes Adare Manor Beyond Everything.
How and to what extent are you able to customise your services? Give example + future plans!
Preparation is the key to our success, and it is imperative that we ascertain any special requests that may enhance the experience by truly listening to our guests and communicating effectively with the wider Adare Manor team.
Personalization starts with name recognition, an engraved bag tag, and such; however, by ascertaining member and guest preferences we often get the chance to personalize the experience further.
What are your objectives and projects for the next 5 years as the new Director of Golf Operations?
With our JP McManus Pro-Am now going ahead in 2022, we can look forward to 35,000 spectators witnessing the best players in the World playing our course. As a charity event featuring Rory McIlroy, Dustin Johnson, Jon Rahm to name a few, it will be a great occasion with a wonderful atmosphere for some great causes.
With the introduction of our new Padel Club, we look forward to adding another experience for our guests at Adare Manor, which includes a cutting-edge Sports Simulation Room, a brand new 22m pool, and Championship standard Padel Tennis courts.
Finally, although the Ryder Cup is now 2027, being awarded the centenary championship has added further excitement to the team here, and to think that we will have the sporting world focused on ourselves in only 6 years is incredibly exciting and our preparations are already well underway.