National award for PGA pro Emma

A PGA pro who has played a key part in revitalising West Essex Golf Club has been named the Golf Club Managers’ Association’s (GCMA) Manager of the Year for 2014.

Emma Clifford helped revamp the club’s marketing operation, which helped bring in 115 new members last year alone, negotiated new deals with all major suppliers that cut costs and helped to turn financial losses into profits.

She also played a major role in the club, which offers free coaching every week, both securing GolfMark status and becoming a Get Into Golf centre.

Clifford received the accolade at the GCMA’s annual general meeting at Conwy Golf Club in Wales, beating off competition from five other finalists including another PGA pro Simon Smith from Aston Wood Golf Club.

“I was absolutely amazed and so taken aback to win. It’s a real honour because there were five other good finalists including another PGA pro,” said Clifford.

West Essex is a club close to her heart having grown up there and done her PGA training at the club.

She returned three-and-a-half years ago, initially as a golf administrator but such was her impact that she landed the secretary/manager role.

“We had a marketing guy on the board for six months who drew up a marketing plan which we as a club pulled apart to develop an action plan.

“My contribution was to manage the the email communication and a newsletter, and we’ve also started to embrace social media which I have driven.

“The members have been really supportive too and really friendly and welcoming.

“As a PGA pro myself I work closely with our PGA pro Chris Baron who has been instrumental in our success. I knew what sort of pro I was looking for, somebody who was happy to go out in to the community and bring in new golfers into the club.

“I needed somebody who could embrace the elite performance end but also embrace beginners and newcomers and Chris does that brilliantly.

“We do a lot of outreach programmes, for example there is a big Scout and Guide Open Day in Essex which has between 3-5,000 people and we run the golf day. We do lots of things like that to drive recruitment.”

Clifford’s dad was a member at West Essex and she started playing properly at 13, moving through junior, county and national ranks before playing on the Ladies European Tour and getting PGA qualified.

“Within golf I’ve worked in retail, membership sales, coaching, conference sales and functions so I’ve done a fair bit.

“I’m pleased to win the award and also that Simon was nominated because it shows what kind of contribution PGA pros can make at clubs.”

The other finalists (pictured above) besides Clifford and Smith were Trevor Atkinson from Filton Golf Club, Michael Rutter from Ryton Golf Club, James Washington from Bradford Golf Club and Terry Crump from Harpenden Common Golf Club.

Bob Williams, chief executive of the GCMA, revealed that the six judges deliberated over the decision for seven hours – after spending three hours interviewing each candidate – making it the closest competition in its 10-year history.

Clifford added: “I would like to thank everyone at West Essex – the members, the captain, the president, they all made me very welcome as manager after I grew up there.

“I would also like to thank the GCMA and sponsors for this competition. Special recognition must also go to my fellow finalists. Five new friends for me and great networking opportunities.”