Country Club aiming to be more family friendly
EL DORADO — Dean Morrison, general manager of the El Dorado Golf and Country Club, is working on ways to improve the club and make it more family friendly. He discussed his role and future plans at the Rotary Club meeting on Monday.
Morrison has held his position at the country club since October of 2016. He has over 30 years in the food and beverage business, including 18 years as general manager of the Forrest City and Searcy country clubs.
Before entering the country club business, Morrison managed four Italian restaurants for 12 years in the Tampa Bay, Fla. area, which was his hometown.
Morrison is responsible for daily operations, food and beverage, sales, marketing, staff training, club house and member relations.
“He comes very highly recommended and has quickly begun to make his presence felt in the country club’s operations, services and exciting menus,” Rotary member, Art Noyes said. “Morrison has the skill set and the personality the country club has been seeking to meet existing member requirements and expectations.”
Morrison made the move from Florida to Forrest City in 1996 at the age of 30.
“I always said, if I ever get the chance to, I would love to move to this part of the country,” Morrison said. “The quality of people
here are a lot different than Tampa Bay.”
Before moving to El Dorado, Morrison went into the food truck business. After four months, he realized that it was not something he enjoyed. “I went to the lord and said, there has got to be a better way,” he said. Three days later, he received a call saying there was an opening at the El Dorado Country Club.
“I loved the town and thought, this place has a vibe to it,” Morrison said. “One thing led to another and I got the job.”
When he started his position in October, he realized he had to make a lot of changes. Morrison began by putting a system in place that he knew was successful from his previous experience in country clubs. He added simple aspects including uniforms, a new menu and chef and since then, the club’s sales have doubled, he said.
He hired Bill McMahon, a private club consultant, to find out where the El Dorado Country Club compared to country clubs in the nation. “He told me to my face, ‘If you don’t change this club, in two years it’ll die,’” Morrison said. “So we have to change the mindset, but we also have to change the dynamics of it.”
The country club business changes every five years. Morrison said that they have to be more inviting to the community. “I think that will take the stereotype off, because those days are over with and that’s the way the club business has changed,” he said.
Dining is the number one reason families join a country club.
Morrison and McMahon drew up a project that will include a swimming pool, splash zones, outdoor dining, fitness and a downstairs pub, but nothing is set in stone, he said.
Morrison also said that they have started a new catering division for members of the club. They are available to cater events for lunch or dinner.
The club has introduced social memberships, which includes access to every event, but excludes the golf course. “It’s like being a member, but you’re not playing golf,” he said. ” If you swim, play tennis and eat, then you can join our club.” The social membership is $250 a month. They are currently planning numerous events and trying to get the club members to be more involved. They are implementing different committees in order to accomplish this, including a social entertainment committee.
One event coming up at the club is the Bridal Expo, which will be held on Sunday afternoon. “If I can pick up one or two weddings, that’s a win for us,” Morrison said. “That’s what we’re looking to do.”
The club is currently looking for a Superintendent for the golf course. Golf is number seven on the list of reason families join country clubs. “We have to have a nice golf course or it will die,” Morrison said. “One of our number one priorities is fixing that golf course, but also the dining room.”
The club’s main focus is bringing families to become members because that is how country clubs are growing around the nation. “I know some of the older members don’t want change,” Morrison said. “I understand why, but they have grand kids, and we have to change it to move forward.”
He believes that they still have a long way to go, but are on the right path to see the country club succeed in the future.