November - Club Victoria Inc.

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What clubs want: Do they know By Kate Haworth During my recent research on women in positions of authority in Victorian clubs discussions with various club sector stakeholders I was interested to ask the question as to why the sector needed its own association. The answers were predictable but there seemed a large gap between perception and reality. The lingering view within the various people who shared their view was that Clubs Victoria is a service provider and when that service is challenged either by cost or competition, clubs like consumers may seek a cheaper option. To the detriment of aggregated power of the sector the market has been fragmented and thus the once loud voice now has many volumes. How a small sector of over 1,000 clubs can have three representative bodies and smaller offshoots such as specialist manager associations is beyond understanding. This says to me that market has been developed through ego, personalities and politics; plus a little bit of commerciality thrown in. When I was exposed to these differences I consulted various stakeholders and asked what they needed within the representative market. The strongest and indeed loudest comment was a single loud voice to protect the interests of clubs within government and industry forums. The question to ask is this: who represents licensed clubs and the broader club network in Victoria. Clearly Clubs Australia is vocal and representing the interests of Clubs to the Federal Government and in each of the states there is a clear representative body; but who is it Victoria Clubs Victoria was established over 90 years ago by clubs to be their collective voice and has completed that task with authority and distinction for the entire period but it seems its brand has become diminished and it is now seen as solely as a service provider primarily in the area of industrial relations. This is a tragedy for the hard work of the forefathers who no doubt came together with the admirable intent of being the strong voice for the sector. Once we see an organisation lose its relevance then cheap copies appear and the market is destabilised by price. In this case the clubs seeking a price reduction then seek change which is a false economy because we then lose the intent of the organisation in the first place. In Not for Profits the key driver for its existence is the applicability it has to those stakeholders that decided to initiate it in the first place. Richard Evans, the Executive Director talked of reputation and relevance as the key drivers for Clubs Victoria and it seems he is right but I sadly report this message may be distorted by those who seek a cheaper option. Clubs Victoria is not a gaming association that only speaks in forums for that group of clubs as others do. Clubs Victoria represents these gaming clubs in the many gaming forums and protects its interests but when there is plenty of gaming money about we see that some cheaper representative models focus only on the money from gaming. Clubs Victoria on the hand has a strong solo voice in other forums such as liquor, tax, community affairs, planning, tourism, health services, OH&S, copyright, sport and recreation and they will continue to do so whilst clubs need protection. The question then becomes what other services does Clubs Victoria do that is unique and should clubs naturally support it for no other reason than to protect their long term interests Industrial Relations Do you know that Clubs Victoria is the only registered body to represent Victorian club’s interest before Fair Work Australia What does that mean This means that when the Licensed Club Award is reviewed and argued in 2012 in FWA Clubs Victoria is the only body with the authority to do that … what is that worth to you So when you need specialists to represent the sector or indeed your club before the Commissioners of Fair Work Australia, Clubs Victoria will be there … cheaper models will not. Clubs Victoria specialises in the award and thus provides advice for clubs seeking help. Indeed it has a team of specialists that answer your query via one telephone call … call Clubs Victoria and you go to the team … this is not the case with other cheaper models, so what is that worth to you Clubs Victoria also provides a specific web based HR program that assists clubs to ensure they do what is required not only by the law but the conventions associated workplace practice; in other words a step by step approach to meeting your requirements. This is provided for free as part of the membership to Clubs Victoria which is a service no other service provides … they can’t because it’s all about commercial interests. And when it comes to managing a project for a club Clubs Victoria provides competitive hourly rates just like every other provider, the difference being they are specialists. Industrial relations is an essential element for the reason why clubs should support their association which is ultimately funded by clubs for clubs and managed by clubs. Just one unfair dismissal claim will destroy the false savings that a club thinks it can save from not being protected. Legal Advice Clubs Victoria also provides free initial adviceon legal matters affecting a club. By calling the same number you are directed to a lawyer who is a specialist in club matters to answer your query and if a file needs to be opened then rates are competitive. We all know that when we ring a lawyer the meter starts as the first hello finishes … not at Clubs Victoria. One call could save hundreds of dollars so what is that worth to a club To me it is 20 CLUBConnect October 2011
an immeasurable insurance and provides a service that reduces stress within a club. Education We know that a continuous learning platform is good practice for any organisation especially not for profit clubs. Capability is the primary aim to maintain relevance for members and thus standards and capability becomes a vital competency. This is why Clubs Victoria has partnerships with various education providers and they will be expanding their offering next year with Clubs College which will be a mix of education platforms including quality on lineprograms. Beer and Food The food and beverage operations of a club are the essential aspect for after play participation of club members and become a significant capability for a club. What value therefore does a club place upon their twice yearly beer pricing that comes from Clubs Victoria, making it easy for you; what value is the food safety template that club’s chefs rely in their kitchens that comes to them in December I remain unconvinced these are the services that clubs think of when they say Clubs Victoria membership is too expensive, yet these are the services that they need What else comes with Clubs Victoria membership Frankly, plenty; yet it seems the stakeholders focus on price to their chagrin. From recruitment services to social events to build the network; from awards to Member Connect seminars to recognise and build capability; from templates to training; from education to enable HR; from buyer advantage to bowls days; whatever a club needs advice on then Clubs Victoria stands ready. Anything you need you got it. Recommendation There is little point in reinforcing the services I have discovered in compiling this article suffice to say this is what I would recommend to the sector. Overcome ego and political personality; abandon the competitive nature between the representatives; and consolidate behind Clubs Victoria as its presence within the representative market is as strong as it was 95 years ago. It has survived many challenges and I think it will do so on this occasion once special interests dissipate … but ultimately that will be the decision for clubs. When we lose something we never realise its value until we don’t have it anymore; but in the case of Clubs Victoria the club sector will determine that. Clubs will also decide what they want. cC Kate Haworth is a public relations specialist and a club member. She researches markets and their relevance to Gen X and women. CLUBConnect October 2011 21
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November - Club Victoria Inc.

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