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Kamel Kassem on Shenandoah’s outdoor terrace. PHOTO BY KRISTA HUSA steering shenandoah Kamel Kassem wants the members of the Chaldean Iraqi American Association of Michigan (CIAAM) to have optimism, and also patience, as he works to get the Shenandoah Country Club on the right path. With a background in opening and troubleshooting country clubs, he brings some unique qualifications to his new position as Shenandoah’s general manager and chief operating officer. “My specialty is opening and fixing troubled properties,” he said from his office overlooking the golf course. “I’m a turnaround guy.” Few would argue that Shenandoah is ready for a new path. Hopes are high for new general manager BY JOYCE WISWELL The $25-million club, which opened in January 2005, has had a rocky start marked by slower than anticipated ballroom bookings and frequent changes in management. Kassem, who started in February, is the third person to run the club in 13 months. Kassem, a native of Egypt, has enjoyed a remarkably varied career. He has a degree in mining engineering, but before he could pursue that career path he discovered a love and affinity for cooking, so became a chef instead. (He is a Certified Executive Chef and a member of the American Academy of Chefs, and has won 18 gold medals in food competitions.) He has opened nearly 50 country clubs, resorts and similar facilities; spent 14 years booking PGA tours at Forest Hills; speaks Arabic and Italian; and is a former body builder who was crowned Mr. Egypt several times. But don’t expect to see Kassem working out in Shenandoah’s members-only gym. He doesn’t want staff in there using the facilities, which means he’ll stay out himself. “I am,” he said, “a firm believer in managing by example.” The plan for Shenandoah is simple — build revenues and cut expenses. “Those are the two giants I am tackling right now,” Kassem said. IN GOOD COMPANY Getting word out about the ballroom — one of the area’s largest at 11,336 square feet — is a top priority. While the ballroom is virtually sold out on the weekends, there are still many weekdays when it sits empty. Michigan sees some 1,200 weddings each month, Kassem said, so there is no end to prospective customers. He also wants to reach out to other ethnic groups, in particular the Jewish community, and book corporate events. “The banquet hall will be the bloodline of financial success,” he said. “The key is to be competitive and not under-price ourselves — we are up there with the Ritz-Carlton and the Hyatt with the facility and atmosphere.” Michael Sarara, the new president of CIAAM, said he and the board aggressively pursued getting Kassem to turn Shenandoah around. “He is perfectly willing to prove himself to us,” Sarafa said, noting that unlike SHENANDOAH continued on 39 36 CHALDEAN NEWS APRIL 2006
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