Name, regime change — Mcdermont X
Customer service a big focus for management
Mcdermont Field House in Lindsay officially become Mcdermont X on Monday.
With the change, the new management plans to implement a new approach toward the facility’s operations and a better experience for customers.
The City of Lindsay, which opened the sports facility in 2008 on the site of an abandoned orange packing house, recently decided to turn over the facility’s operation to Mcdermont Venture, Inc. (MVI), a local company owned by Alfredo Velasco, Deici Avila, and Clint Ashcraft.
“I am grateful to be part of such a unique facility and excited to share the Mcdermont X experience with not just the Central Valley, but with people from all over the world that come to visit the Sequoia National Park,” said Velasco.
Lindsay became interested in seeking a new operational plan for the facility because of its persistent strain on the city’s budget.
Earlier this year when the primary focus of the city council and staff was the adoption of a budget for fiscal year 2017-18, City Manager Bill Zigler said all funds were selfsustaining with the exception of Mcdermont, which he said was out of balance by $114,500.
He also said that getting someone to take over Mcdermont was a challenge.
Despite using various media outlets to reach out to companies qualified to take over management, Zigler said the city received only one response, and that was from MVI.
But fortunately for the city and patrons of the field house, MVI is well qualified to assume operations of the facility. All three owners currently work at the fieldhouse, and Ashcraft is the facility’s director. MVI was formed specifically to create a management group for the fieldhouse.
“We’ve already been managing [Mcdermont] and we know more about this facility than anybody else does. We’re putting everything we’ve got into making this successful,” said Ashcraft, adding that all three MVI principals are eager to bring their new ideas to the facility described as “The Valley’s Premier Sports and Entertainment Destination.”
One of those ideas is a re-invigorated approach to customer service.
“Government entities are not designed to be wonderful customer service agents,” said Ashcraft. “We want to change so our whole approach is customer service. If we can treat it more like a business and less like a government entity we feel like there’s so much potential.”
MVI also plans to increase promotional and marketing efforts throughout the Central Valley. Velasco said they will to continue to embrace partnerships with groups like Socal Volleyball Club and Varela’s Boxing Club, while seeking out new partnerships that want to use Mcdermont facilities to succeed.
Ashcraft said MVI will also look at improvements to increase the facility’s appeal such as repainting, new floors, and heaters and coolers.
“We want to make it as comfortable as possible and as customer friendly as possible,” said Ashcraft.
But perhaps the most significant improvement to come with the management change is a streamlining of daily operations.
“It allows us to do things that government agencies can’t. As a private entity we are able to skip some of the steps that government agency has to observe,” said Velasco. “Just putting an ad in the paper has to be approved by so many people, and many things have to be approved by the city council. Everything just takes longer. As a private entity, you just make a decision and everything moves forward without all those hoops to go through.”
Velasco added that private management will also allow the facility to partner with different companies for promotional events that the city would not be able to do.
Lindsay will continue to provide property insurance since it will continue to own the building, and the city will also continue to pay debt service (lease payments). MVI will pay lease payments based on annual net revenue on a graduated scale.
“Our intention is to not only operate it, but to own the facility. When we can start turning profits, our plan is to re-invest in the facility, but a big portion of it’s going to pay for the facility,” said Ashcraft. “Initially that’s going to be a lease payment, but once we reach a certain threshold our intention is to make that a purchase payment.”
The change of role from director to owner/ operator represents a significant challenge for Ashcraft and the rest of VMI, but one that he is ready to embrace.
“I’m ready to roll up my sleeves and get to work,” said Ashcraft.