Crawford, Stephen K. Professional Portfolio

STEPHEN K. CRAWFORD

PROFESSIONAL PORTFOLIO
PREPARED FOR

Rumson Country Club

163 Rumson Road
Rumson, NJ 07760

PGA PROFESSIONAL

INTRODUCTION

YOUR NEXT GOLF PROFESSIONAL

Using my prior experience as a Lead Assistant Golf Professional to develop innovative programs and
provide superior service to exceed expectations and enhance the “member experience” will be the
primary focus of our operation. Understanding the strong sense of pride the members have in their club,
we will work tirelessly to transform the golf operation and raise the level of service and professionalism
to new heights, giving the members a new found confidence in their professional staff.

As your next Golf Professional you should expect me to energize the membership and serve as an
ambassador of the club by implementing the following practices as cornerstones of the golf operation:

1) Member and Guest Relations
In order to provide the ultimate member experience, the Golf Professional must be highly
visible, approachable, and attentive to the membership. The aspect of our profession I enjoy most
is the daily interaction with the members and their guests that the private club affords.

2) Golfer Program Development
The ability to continually and creatively produce an environment that promotes the game of golf
through our professionally managed tournaments, golf instruction, junior golf and beyond.

3) Strong Work Ethic
The willingness to spend the required time to establish the operation and to be available to both
members and staff to provide service, instruction and problem solving.

4) Operational Management
The ability to hire and delegate authority to a staff of individuals that shares my devotion to
create a golf operation that is functional, friendly, and reliable. I feel that the members of
Rumson Country Club expect and deserve an “all-star” staff of assistant professionals, golf shop
personnel and outside operations personnel. I would hire my staff and recruit individuals to
achieve that goal.

I feel that I am a well-rounded professional that possesses outstanding skills in all aspects of golf
operations, including teaching, merchandising, administration and tournament operations. I am
confident that my background has well prepared me for the position. I hope after meeting me, reading
through my portfolio and speaking to my references, you feel I am the type of individual you seek as
your next golf professional.



SERVICE EXCELLENCE

MISSION STATEMENT

To ensure the enjoyment of the game and the facility by all who are privileged to play, members and
guests alike. To continually meet and exceed our members’ and guests’ expectations by providing
exceptional service that is exceeds our members’ expectations. This is achieved through the cooperative
attitude of the people on the staff working toward common objectives.

PROFESSIONAL STAFF

This will be accomplished by assembling a team of professional staff members well versed in every
aspect of the golf operation. Through mentoring of fellow staff members, attending teaching seminars,
rules clinics, and other educational training, our entire staff will be among the most highly qualified in
the area. Our staff will be charged with energizing the membership through superior service and
personal member attention. We will strive to build the lasting relationships critical to creating an
atmosphere of enjoyment and excitement.

CUSTOMER SERVICE

Customer service is the most important role of a golf professional. We are in the SERVICE BUSINESS!
The golf professional staff must offer to the membership and their guests the highest levels of customer
service achievable. This is achieved through leadership from the professional, a staff that supports the
mission of the club, and a desire to meet and consistently exceed the expectations of the membership.

BECOME FAMILIAR WITH THE MEMBERSHIP

I am a strong believer that being a visible, approachable, and caring golf professional is the cornerstone
of our profession. The professional staff will be expected to interact with as many members and guests
as possible on a regular basis. As your golf professional, I, along with the professional staff will enhance
the overall member experience by:

Being highly visible, approachable, and friendly:
 Greeting members and guests upon arrival
 Regulate the first tee
 Take pride in monitoring the golf course to provide a well-paced, enjoyable round of golf.
 Be a presence on the practice tee with golf club equipment and additional service.

Playing golf with the members and their guests:
 Playing regularly with all members
 Promoting the assistant professionals by incorporating playing into their work schedules
 Incorporate Men’s, Ladies’, and Junior “Play with the Pros” Events
 Playing in Section Pro-Am Tournaments with members

TOURNAMENT OPERATIONS

TOURNAMENT PHILOSOPHY

The professional staff at ABC Golf Club Golf Club will be committed to administering a first-class
tournament program that meets the goals and objectives of the membership. The golf schedule is filled
with many events designed for the members’ benefit and it is our responsibility and commitment to
ensure it is conducted properly. The purpose of a successful tournament program is to provide playing
opportunities to players of all skill levels. It is important that a balance be struck between an event that
is enjoyable to play and one that offers an appropriate level of competitiveness. A tournament program
is only as successful as the number of participants it attracts.

ADMINISTRATION

My goal would be to form a Men’s and Ladies’ Tournament Committees to make all necessary
preparations for successful events and gauge a better understanding of the membership experience for
the current golf schedule. I feel it is very important to be directly involved in the members’
tournaments and to be visible throughout the entire event.

Organization and communication among staff members is crucial to developing a special atmosphere.
Adding unique activities like a putting course or a one club challenge creates camaraderie and
exceptional memories. Once the event has commenced, my staff will ensure that all members and guests
needs are met.

PRESENTATION & ORGANIZATION

Golf tournaments are conducted every day and one thing that separates one tournament from another is
how the tournament is presented to its’ participants. Exquisite registration areas, organized cart set-up,
professionally printed or electronically displayed scoreboards, and concentration on the “little things”
make an event memorable. The golf operation under my leadership will pay close attention to every
detail and treat every event like it is the most important event of the year.

EVENT COMMUNICATION

The preparation that leads up to an event is integral to the success of the event. Engaging the
membership using frequent event e-mail reminders, customized online event portals, and word of
mouth communication, the buzz around the club that leads up to the event will be vastly improved.
Having both the membership and club leadership on the same page weeks prior to an event will be
paramount to its success.







GOLF INSTRUCTION

EXPERTS IN THE GAME

PGA Professionals are widely recognized as experts in the area of instruction. I am constantly
expanding my teaching knowledge through continuing education and learning from other experts
in the industry. Through the use of technology Rumson Country Club members will have every
resource available to improve their game and enhance the enjoyment that comes from playing better
golf.

INSTRUCTIONAL PROGRAMS

The key to any successful instruction program is offering programs that meet the needs of a diverse
membership. Creativity and input from the membership to address their desires will drive us during
the planning process. The main goal of our instructional programs will be to create a comfortable
learning environment where knowledge, enjoyment, and improvement will be at the forefront.

Examples of instructional programs include:
❖ Ladies’ Themed Happy Hour Clinics
❖ On-Course Rules of Golf Clinics
❖ Intro to Golf Programs
❖ Guest Instructor Series

VIDEO INSTRUCTION

The highest quality of video software will be available to Rumson Country Club members during
private and group instruction. This video technology allows our staff to view, analyze, and diagnose
faults with your swing simply and precisely while offering you an understanding of your current golf
swing and a direction to improve that swing. Under my direction, the entire staff will be well versed in
properly using video technology within their teaching.

CLUB FITTING PROGRAM & DEMO CLUBS

When you go to Foot Locker for a pair of new shoes, you rarely grab a pair off of the shelf and walk out
and the same rule should apply to golf equipment. On the practice facility at Hawke Pointe Golf Club, a
wide array of equipment choices will be available and our professional staff will be expertly trained in
every aspect of the fitting process. Demo and Fitting Days conducted in conjunction with the leading
equipment manufacturers will be an integral part of the equipment experience. In addition to our large
supply of demo equipment, which is always available to you, fitting days allow the members an
opportunity to view and test the full complement of all our manufacturer’s lines.



JUNIOR GOLF

GOALS OF THE PROGRAM

The purpose of the Junior Program is to cover all aspects of the game with emphasis on creating a fun,
educational opportunity for all those involved. The goals of the program will be many with particular
emphasis on:

❖ Creating playing opportunities for junior golfers of all skill levels. Play to learn not learn to play
❖ Introducing new players to the game in a fun, relaxing, and enjoyable environment
❖ Teach the rules, etiquette and respect for the game and its traditions
❖ Provide programs designed to address all skill levels and foster camaraderie amongst the

participants
❖ Give players seeking competitive opportunities the necessary training and access to events that

allows them to reach their full potential

THE THREE “P’s” OF THE “GROWTH OF THE GAME”

1) PROGRAMS
Once given the opportunity to analyze the current Junior Golf Program at Rumson Country Club,
there are many different ideas and events that could be introduced into the Program. Examples of
ideas include:

Operation 36
A program designed for junior golfers of all skill levels where the game is
taught through playing as opposed to basic clinics on the practice facility.
The program starts all golfers at 25 yards with the goal to shoot 36 or
better over the course of 9-holes before they have the opportunity to play at
a further distances. The program is a great basis to give quantifiable results
to how junior golfers are improving through our instruction. Operation 36
also gives parents the opportunity to follow work with their juniors to achieve
a common goal for improvement.

Development Camps
The objective of the camps is to give children a concentrated week of golf instruction and to
introduce the fundamentals of the game. Camps provide the golf professional the ability to teach in a
progression that is more beneficial for many students.

Junior Interclub Program
Developing a program that is directed towards the older, more experienced juniors is essential to the
growth of a club. Introducing various interclub matches, team practices, events and qualifiers are all
very productive in providing a competitive atmosphere that could help these individuals into their
golfing futures.

Season-Long Events & Skills Competitions
Create a competitive atmosphere to give recognition to great accomplishments and showcase what
the junior golfers We would create a Junior Golf Scoreboard to display our yearly leaders in
categories such as Operation 36 Match Records, and TrackMan based skills competitions.

Parent-Child & Family Events
One of my main goals would be to get the parents more involved in the Junior Golf Program via
family golf clinics, family scrambles, and parent-child putting tournaments. The concept is to
provide structured, yet casual opportunities for families to learn and play the game of golf together.

2) PROMOTION
Making the membership aware of all that Rumson Country Club offers in regards to the Junior Golf
Program is essential to increasing participation. This will be accomplished through the use of:

 Junior Golf Newsletters
 Junior Golf Bulletin Board
 E-mail reminders
 Posted results and pictures
 A comprehensive and fun program produces the greatest promotion, word of mouth.

3) PARTICIPATION
The key to a successful junior golf program is maintaining high participation. This can be achieved
by making golf fun for the various skill levels and ages that are involved.

Make Golf Fun…
The enjoyment of the game for junior golfers lies in the atmosphere that is presented by the golf
professionals. The professional staff at Rumson Country Club will blend games, contests, water
balloons and fun with top notch golf instruction to keep our juniors interested in the game and
committed to our programs.

…For All Skill Levels & Ages
Junior golfers’ ages and abilities vary drastically. From the 4-year old to the senior in high school, it
is very important to communicate and relate to all of these age levels. Also, different abilities
require instruction and coaching aimed at their potential. For these reasons, the Junior Golf
Program at Rumson Country Club will offer something for everyone.





WOMEN’S GOLF

EXPERIENCE

I have been fortunate to see and play a major role in several different successful Women’s Golf
Programs.

Baltusrol’s women’s program is the perfect balance of competition and events based on camaraderie,
build your own group and pick your own time, and Golf Shop paired/shotgun events. Creating
opportunities for player’s who wish to be competitive and recreational will be the foundation for success
in the women’s program.

At Tuxedo, we based the program around fun and social events. Incorporating interclubs, friendly
clinics, and creating separate 9-holer and 18-holer programs were very successful in creating a
comfortable environment for all women golfers.

My experience as coordinator of the Women’s Golf Association at Paramount Country Club involved
creating different themes and formats to keep the ladies excited and engaged in our program. I will use
this experience to work with the Women’s Golf Association to continue to develop the program that is
mutual beneficial to my vision as the Head Golf Professional and the overall member experience.

GETTING WOMEN INVOLVED

Under my direction, the women’s programs will be tailored to individual skill levels and demanding
time schedules. My goal is to build participation and enthusiasm for women’s golf at Rumson Country
Club. Aspects that I believe will be important to meeting this goal are:

 Flexible Program Offerings – Spreading the program offerings into different days and times to
entice newcomers whose schedules have usually conflicted. Ideas such as evening clinics, group
clinic blocks, inter-clubs, and guest presenters have been successful at other clubs.

 Comfortable Learning Environment – The keystone of our learning environment will be to
ensure that ladies are comfortable and that they are having fun. Getting the year off to a great
start by offering a complimentary instruction series prior to Opening Day and creating casual
“Happy Hour Clinics” will create excitement and create a new avenue for ladies who are not
active golfers to get involved.

 Communication – Get women talking! Our staff will be visible and aggressive communicators
of all of our programs to ensure that each woman is aware of what we offer.

 Off Campus Trips- Competing in local pro-ams and pro-scratch events isn’t just for the men! I
plan to regularly create opportunities for ladies’ to play in events with the golf professional staff.

ADMINISTRATION & ORGANIZATION

Working closely with the ladies that are currently active in the Rumson Women’s Golf Program we will
work to continue to improve tournament formats based on a thorough understanding of what the
women expect from their events. A well organized and attractive program will be presented and
emphasized in all areas of Women’s Golf.



MERCHANDISING

EXPERIENCE

I have had the opportunity to learn and work for some of the finest merchandisers in the area. I use that
time to gain an in-depth knowledge and understanding of all facets of a merchandising operation.

Baltusrol Golf Club’s reputation as one of America’s premier clubs makes the Golf Shop a “must see”
part of any golfer’s visit to Baltusrol. Working closely with the retail team I have the responsibility of
writing purchase orders for both hard goods and soft goods for a Golf Shop that produces nearly
$3,000,000 in sales annually. While at Baltusrol I have been fortunate to see and assist with the launch
and daily execution of shopbaltusrol.org which produced over $125,000 in its first full year of
operations.

At The Tuxedo Club, I oversaw the financial integrity of the entire retail operation, which includes
budgeting, sales forecasting, buying, golf shop presentation, and creating sell-through strategies.

MERCHANDISING PHILOSOPHY

The cornerstone of our merchandising philosophy is “service.” As a highly-trained and attentive staff, we
continually meet and exceed our members’ and guests’ expectations by providing exceptional service that
is consistent with our fine reputation. This is achieved through the cooperative attitude of the people on
the staff working toward common objectives. The philosophy of our Golf Shop will be based on the
foundation that the “customer comes first” and we treat all guests as “members for a day.” We will hear
every request and exhaust all of our resources and before we ever say “no.” Whether it's the friendly face
coming out from behind the counter to greet a member, the quality of our product selection, or our first-
class service throughout the sale, we are certain that our members and guests will walk away satisfied and
return.

PRODUCT SELECTION

The Golf Shop presentation is a direct reflection of the Golf Professional and his staff. Although it may
not be the first place members or guests see during their visit, it is surely one of the most
impressionable. The goal of our merchandising operation is to provide a wide variety of merchandise
that fits the tastes of our membership while offered at fair and competitive prices. I value and encourage
feedback from the membership in terms of brands and styles to carry in the Golf Shop. While a business
on its own, the shop is a service the Golf Professional and his staff provide to the membership. Our
underlying philosophy of service never takes a back seat to a possible business decision made in the Golf
Shop.

INVENTORY MANAGEMENT

Utilizing prior sales records and my knowledge of the buying patterns of the membership at Rumson
Country Club, I will develop a buying plan targeted towards providing the best possible selection while
keeping the inventory at an efficient level. The moment that I begin I would do a complete inventory of
current golf shop merchandise, review all 2018 purchase orders, and asses the needs for the golf shop
concession for the 2018 season.



FINANCIAL MANAGEMENT

EXPERIENCE

Throughout my career, I have been given the responsibility to work closely with club management
and accounting departments to coordinate golf shop sales and operational budgets.

As a Lead Assistant Golf Professional, I was solely responsible for the account management and
bookkeeping of the golf shop merchandising operation. Using generally accepted accounting
principles, I managed financial activity and prepared monthly income statements and financial reports
using QuickBooks Accounting Software. Additionally, I coordinated payroll processing and payroll
budgeting for over twenty golf shop and outside operations personnel using Balance Point Payroll
Software. I work closely with the Men’s and Ladies’ Golf Committees to develop and manage their
operational budgets that include the forecasting of revenues and expenses generated from the bag
room, practice facilities, golf cart fleet, tournament programs, and junior golf.

Working closely with the Golf & Green Committee, I have been able to provide input and execute the
Golf Operational Capital Budget to greater improve the operation to better service our members and
their guests.

ADMINISTRATION

My goal would be to continually work closely with the club leadership to determine the finances that
would best serve the golf operation and the club as a whole. My knowledge of the operation and
culture at Rumson Country Club will assist me in forecasting the operational budget accurately and
appropriately. I know my experiences in the financial arena of golf have prepared me to facilitate the
golf operation at Rumson Country Club profitably without sacrificing the service the membership
demands and deserves.

SUMMARY

STEPHEN K. CRAWFORD, PGA PROFESSIONAL

I feel the members at Rumson Country Club expect and deserve the best possible service in their golf
operation. Having had the privilege to be a Lead Assistant Golf Professional for eight seasons I have an
incredible understanding of membership expectations within their golf operation and how to deliver the
best possible experience to the members and guests of Rumson Country Club. I have learned the
importance of great service and understand the sense of pride the membership has when someone visits
his or her club. Consistency throughout the golf operation will be a goal and the staff that I put
together will be as committed to that goal.

I hope this presentation will indicate a desire and a plan to provide that service to the membership at
Rumson Country Club. I am honored to be a candidate for the Head Golf Professional position.