Fort Gordon
Club Revitalization
Strategy
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Fort Gordon Club Revitalization Strategy
Purpose
The FMWR Club Strategy is a holistic approach to Family and Morale, Welfare and Recreation
(FMWR) program delivery and includes far more than the traditional idea of a military club. The
primary goal is to bring like-minded individuals together in a social setting; while providing an
environment conducive to the growth of esprit de corps, sense of community, and informal
Soldier mentoring. This strategy is not limited to business activities and will be applicable
across all FMWR program areas. Success of this program will be measured by an increased
utilization of FMWR programs by Soldiers, Families, and other authorized patrons. A base-line
of participation should be established as a benchmark to measure the increased utilization.
The purpose of this strategy is to establish the scope and responsibilities for the delivery of
FMWR programs on Fort Gordon in support of the Strategy.
Meetings
The leadership council will meet quarterly to review execution as well as to consider any mission
or environmental changes. The strategy will be amended reflecting changing conditions, degree
of success achieved and lessons learned.
Responsibilities
Section 1: FMWR Delivery System (FMWR-DS)
The FMWR Delivery System is a structured process designed to appropriately deliver FMWR
programs. Implementation of FMWR-DS is a critical part of accomplishing the goal of this
endeavor. The Director of FMWR (DFMWR) will establish, maintain, and lead a non-facility
based programming team. This team is composed of 10-12 FMWR DS Team Professionals
from within FMWR and an additional 7 ad-hoc team members. The ad-hoc team members
consist of the representative from each division within FMWR. Their focus will be on delivering
a diverse range of customer driven programs in the most geographically suitable location.
Current Members are:
DS-Team
BOD - Tina Pondy - Chairperson
RD - William Wren – Co-chairperson
RD - Jerry Swain
RD - Dov Estroff
BOD - Danielle Hayes
BOD (Entertainment) - Steve Walpert
NSS - FM/MIS(Marketing) - Kim Lyons
RD - Larry Coggins
RD - Neil Smith
RD - Susie Joyner
CYSS - Kathleen Duncan
NSS - FM/MIS - Tiffany Olds
Ad Hoc Team Members
ACS- Sonya McCaw
BOD - Terry Taul
CYSS- Melissa Drinnen
DFMWR – Brandi Grubb
NSS - FM/MIS - Sharelle Booher
NSS - FM/MIS (TSS) - Michael Sarber
NSS - FM/MIS(Marketing-Sponsorship) - Anna Gaillard
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Subparagraph A: Perpetual Programming Calendar
A 12-month perpetual Family and MWR event calendar will serve as a working document (which
means it is proactive and fluid to meet customer needs) for tracking and scheduling the Family
and MWR Delivery System events. Each event is linked to a corresponding page to provide
further information. A sample of the initial calendar can be found at:
http://www.fortgordon.com/mwr_calendar
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Subparagraph B: Entertainment
The DFMWR will maximize use of economically feasible entertainment to enhance the
attractiveness of FMWR-DS events. This will be accomplished by establishing cooperative
purchasing partnerships with Fort Stewart, Fort Jackson, Fort Benning, Fort Bragg, and Fort
Rucker. Cooperative purchases will improve value through sustainably lower talent fees and
shared/split travel costs. The FMWRC Army Entertainment Talent Coordinator will work directly
with the Fort Gordon Entertainment Director to develop a routed concert/entertainment
schedule.
Currently we have requested via Army Entertainment the upcoming Coke Tour Battle of
the Bands for 3 September 2010. Army Entertainment is currently requesting input from
interested Garrisons to compile a tour schedule. The event is a turnkey free concert
requiring very little support from the Garrisons. The event involves local talent to
compete online via social media outlets to be selected to perform one day of the show
with the featured acts on the Coca Cola Tour.
The Family and MWR Command (FMWRC) will leverage enterprise entertainment contracting
on a market driven, cost sharing basis. Enterprise entertainment options will be distributed on a
quarterly basis by the FMWRC Talent Coordinator. The DFMWR will take full advantage of
these opportunities when made available and appropriately synchronize with the Installation’s
ARFORGEN cycle.
Most FMWR-DS events with entertainment will be designed to be self funded through affordable
ticket fees, food and beverage sales, and/or sponsorship. Free entry events should be limited to
those where auxiliary sales can compensate for free entry being charged. Events which will not
generate revenue sufficient to offset entertainment expenses will be specifically identified in the
Garrison FMWR annual operating budget, which is approved by the Region Director. Events
such as Independence Day Celebration, Summer Concert Series, and the Christmas Tree
Lighting Ceremony.
Note: The main purpose of being self funded is not to generate increased profits, but to
have sufficient resources to host future entertainment options and to support an adequate
CPMC program.
Subparagraph C: Espirit De Corps
Informal Soldier mentoring and the strengthening of core Army values will be accomplished
through regularly occurring events; such as Staff Calls, Community Happy Hours and similar
events, to encourage camaraderie in a safe environment within the confines of the installation.
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Espirit De Corps
The following is a list of events:
1. Morale Call, Kegler’s Lounge, 3rd Thursday of the month, 1630-1930
2. Happy Hour, Kegler’s Lounge, Every Wednesday, 1630-1930
3. Annual Special Events: Rodeo, Spring Fest, Oktoberfest, Balloon Festival, 4 th of July
Celebration, Month of the Military Child, Christmas Tree Festival, Marine Mud Run,
Soldier Appreciation Days-Bowling, Golf, Bingo, and Carnivals.
4. Annual Mother’s Day, Father’s Day, and Easter Brunch, Gordon’s Conference and
Catering Center.
5. Special Olympics, Barton Field, Annually in March, Command Support.
6. Dinner Theater Performances, Dinner Theater, 35 Performances.
7. Annual Talent Shows, BOSS, Youth, and Children’s Theater, Dinner Theater.
8. Pizza Bowl, Gordon Lanes, Quarterly.
9. Summer Concert Series, Barton Field, June-Sept.
10. Fishing Derbies, Leitner Lake, Spring-Fall.
11. Movie under the stars, Barton Field Stage, Spring-Fall.
12. Annual Beach Blast, Pointes West Army Resort, Memorial Day Weekend.
13. Programs to support the ARFORGEN cycle via Warrior Adventure Quest Program
(WAQ). To date we have implemented four upcoming WAQ events (June 3 rd, 18th,
25th, and July TBD). Events include White Water Rafting, Mountain Biking, Kayaking,
Canoeing, Zip line, and other events during the unit reset period. The events are
both out of state and in state. Each event will host 25-28 Soldiers from the 518th
Signal, 202 nd Mi Battalion.
14. Annual Kids National Hunting Day, Tactical Advantage Sportsman’s Complex, 15
Sept 2010.
15. Horse Camps, Hilltop Riding Stables, Summer, Spring Break, Holidays, and Winter
Break.
16. Library Summer Reading Program and Activities, Woodworth Library, Summer.
17. Preschool Reading and Activities, Woodworth Library, Throughout School Year.
18. Annual Single Soldier Strong Man Unit Competition, Barton Field, Fall.
19. Annual Single Soldier Day, Barton Field.
20. Customer Appreciation Day’s Throughout the Directorate. (Pointes West Army
Resort, Gordon Lanes Bowling Center, Gordon Lakes Golf Club, Bingo Palace,
Tactical Advantage Sportsman Lodge, Hilltop Riding Stables, and Gordon Fitness
Center)
21. Annual Spouse Appreciation Day, Entire Directorate programs.
22. The FMWR Delivery System Team will develop annual programs to support monthly
events such as: Fall Wine Tasting (Gordon’s Conference and Catering Center),
Super Bowl Parties (Kegler’s Lounge), New Years Eve Bowl (Gordon Lanes Bowling
Center), Mardi Gras Party (BOSS), St. Patrick’s Day Party (BOSS), Valentines Dance
(Gordon’s Conference and Catering Center), Cinco De Mayo (Barton Field/Teresa’s),
Memorial Day Beach Blast (Pointes West Army Resort), Rose Bowl (Gordon Lanes
Bowling Center).
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Section 2: Access to the Installation
A goal of the Strategy is to encourage Soldiers to remain on the Installation and socialize in a
safe environment. Access control policies that severely limit civilian access will result in
unmarried Soldiers going to off-post venues in pursuit of dating/social opportunities, which can
result in unsafe eventualities. The FMWR Leadership Team will work with the Garrison
Commander, Senior Commander, and Director of Emergency Services to set conditions for
appropriate civilian access for attendance at FMWR-DS events. This access should include
partnerships with organizations, which are socially compatible with the Installation’s
demographics. Fort Gordon offers a decal program for our repeat customers that provide easier
access to the installation by receiving an ID card that is controlled via the FMWR Decal
automation system. There are several issue points on the installation that include Gordon
Lakes Golf Club, The Performing Arts Theater, Gordon Lanes Bowling Center, Bingo Palace,
and the Marketing Department. The Catering department will issue large groups a special
vehicle one day pass to facilitate entrance onto the facility. Other FMWR Divisions, such as
Sports and Recreation, also offer a special window pass issued to participants to facilitate their
entrance onto the installation for special sporting events. We will continue to reach out to
special interests groups such as colleges and universities, community groups, and such to offer
our services.
Section 3: Official Function Support
The FMWR Leadership Team will work with the Garrison Commander, Senior Commander, and
other appropriate installation military and civilian leaders to develop a culture which embraces
the use of FMWR programs and facilities as their first choice. The Team will also assure that
those customers are provided an excellent value without perceived nuisance fees. Facilities
and programs will be easily accessible for official meetings, training and other gatherings, which
do not include food and beverage service, but are directly relative to Garrison and Installation
missions. See APP B for OMA or Mission fund reimbursement guidance regarding these official
type events and reimbursement of FMWR programs and/or facilities via activity Government
Purchase Card (GPC). Guidance includes a sample command memorandum for distribution
among various installation commands urging use of MWR facilities for these type events.
Similar information will also be added to Gordon’s Conference and Catering Center brochure to
facilitate the reservation and catering process for personnel booking official functions.
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Section 4: Domain Support
The Garrison Leadership Team will appropriately support, maintain, and modernize FMWR
facilities to the level needed to effectively execute the strategy contained herein IAW IMCOM
policy. The FMWR Leadership Team will identify needs and requirements to apprise the
Garrison Commander for funding strategies.
This domain support will include, at a minimum, Garrison Appropriated Fund (APF) support for
facility and grounds maintenance, information technology and utilities as authorized in Army
Regulation (AR) 215-1, Chapter 5 and more specifically, Table D-1, Elements 9 and 13c, h and
k, AR 215-1.
Priorities for funding and support are as follows:
Utilities
Maintenance/Repair of Facilities
Repair/Upgrade of Infrastructure
Installation of New Infrastructure at Identified Sites
Grounds Maintenance
New Facility Construction
The FMWR Leadership Team will continually identify facility infrastructure and grounds
maintenance work needed and provide information to the Director of Public Works through
appropriate means. The Team may also continue to identify and enter projects on the annual
Capital Purchases and Minor Construction (CPMC) budget which should be resourced with
APFs, but which may, at the discretion of the DFMWR be expedited using Nonappropriated
Funds (NAFs) if APFs are not available.
The Garrison Leadership Team will work proactively to identify and remove obstacles that
impede swift and steady FMWR program progress and success.
Section 5: Strategic Communication Theme
The Components’ of the STRATCOM on Fort Gordon consist of the following:
Print Media: Local Newspaper, Local Entertainment Publications, Local Lifestyle Magazines,
and Direct Mail
Social Media: Facebook, Twitter, Text Marketing, U-Tube, and Internet Marketing
Outdoor Digital Media: Digital Billboards and Digital Posters
Radio: Country, Rock, Alternative, Urban, Contemporary, Top 40, and News Talk Radio.
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Television: WJBF Channel 6, WRDW Channel 12, WAGT Channel 26, WFXG Channel 54, and
Cable.
Section 6: Mystery Shopper
A Mystery Shopper Program will be established IAW FMWRC contractual guidelines. The
FMWR Leadership Team will work with the contractor to identify specific and critical points of
interest and/or concerns regarding facilities, programs and services. This program will be
funded locally and the contractor will provide a quarterly report which includes an assessment
on how to enhance the programs to be more effective. The contractor will also conduct an
annual survey on support services to include the following: Human Resources, Marketing and
Financial Management.
The Industry Standard for this service is to initially assess the facilities, programs and services
then to follow up a year later.
A Mystery Shopper Program will be established IAW FMWRC contractual guidelines. One
approved Mystery Shopper Contractor is listed below. Contract Prices are available upon
request.
Hospitality Soft net, Inc
Attn: Lisa Richards
Sixth State Street
Suite 700
Boston, MA 02109
Section 7: Banquet and External Sales
The DFMWR has developed a Corporate Sales position as the Primary Family and MWR
Banquet and External Salesperson. The position operates from and for the Family and MWR
Business Chief and will be continually trained in current sales philosophies, trends and
techniques.
The role of this person is to actively promote, sell and deliver Family and MWR events,
banquets and services to the Installation’s community. This will include frequent face to face
communication with units, directors and tenant organizations. The Corporate Salesperson will
call on established customers at least once per month. Until the program is well established,
clientele developed and a more appropriate schedule determined, the Corporate Salesperson
will make at least two face to face cold visits per day.
The Corporate Salesperson will also promote and sell Pointes West Army Resort (PWAR) and
Leitner Lake (LL) Conference Centers as regional resources for eligible customers seeking first
rate sites featuring quality facilities, programs, services, team-building/confidence courses and
catering. The Corporate Salesperson will aggressively seek and establish corporate accounts
for recurring business and when possible coordinate as appropriate with Marketing for
Commercial Sponsorship Partnerships.
The Corporate Salesperson is a key participant in Family and MWR Delivery System meetings
and will provide the team with direct feedback about the Fort Gordon community’s social and
event needs, which was acquired during face to face communications.
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Section 8: Customer Service Culture
The DFMWR, with assistance from the Customer Service Training Coordinator, will work to
establish a customer service focused culture in all FMWR activities. This will be measured by
repeat customers participating in recurring programs, reduced negative ICE comments, positive
comments on customer experience surveys, increased number of word of mouth referrals, and
increased participation in FMWR programs and events. The Director of Family and MWR is the
leader responsible for the creating culture shift that is required to achieve excellent customer
service in FMWR programs.
The current Fort Gordon Directorate of Family and Morale, Welfare and Recreation Strategic
Plan establishes a goal of increasing patronage by 5% annually through the provision of
exceptional customer service and use of state-of-the-art technologies to reach targeted groups.
This will be measured by repeat customers participating in recurring programs, reduced
negative ICE comments, positive comments on customer experience surveys, increased
number of word of mouth referrals, and increased participation in Family and MWR programs
and events.
The Family and MWR Director is responsible for the creation of a customer service based
culture through the provision of the components identified in the Family and MWR Employee
and Customer Covenants. FMWRC has positioned a Customer Service Coordinator on Fort
Gordon to assist the Director in implementing a customer service based culture. The Customer
Service Coordinator’s responsibilities include:
Train facilitation teams in the delivery of standardized Family and MWR new Team Member
Orientation to begin a positive onboarding process for new employees. All new employees
should complete the online and classroom portions of this orientation within 45 days of hire.
Train facilitation teams in the delivery of standardized Family and MWR Operation Excellence
customer service classes. At least 75% of current Family and MWR employees should
complete the online and classroom portions of this training by April 2011. New hires will
complete this requirement within 90 days of hire.
Assist the Director in continuous program evaluation, monitoring, measuring success, identify
training gaps, and potential solutions to concerns.
Implement higher-level service skill training based on training gap analysis.
Ongoing customer service skills development and sustainment training will remain a priority.
This training will be provided based on local Family and MWR workforce development needs
and FMWRC requirements.
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Action Plan to include:
Section 1: FMWR Delivery System (FMWR-DS)
1. Add a Calendar of Events to our FYI which includes all events in a snapshot.
2. Update our Catering Brochure to include a section for Room Rentals to support Military
Official Functions.
3. Implement Happy Hour at Gordon Lanes Bowling Center Bar (Kegler’s) to support the Social
Hour Requirement each week. Target date July 2010.
4. Request Sponsorship to support the weekly Wednesday Night Happy Hour with gifts and
hors d’ oeuvres. Establish social programs such as Trivia Night, Pool Tournaments, and
Volleyball events.
5. Develop the new FMWR Delivery System and assign both Delivery System Team Members
and Ad Hoc Team Members to develop the non-facility based programs.
6. Develop an 18 month perpetual programming calendar to include Special Events, events
from each Division, and IET Recreation Events. Include part of this calendar in the FYI each
month.
7. Create a Cooperative purchasing partnership with Fort Benning, Fort Stewart, Fort Jackson,
and possibly Fort Bragg lead by the Entertainment Director.
8. Create a list of concerts already scheduled for FY2010/2011 to include the Barton Field
Summer Concert series, 4th of July Concert/Fireworks, Oktoberfest Concert, Spring Fest
Concert, Army Entertainment Comics on Tour, and Soldier Show.
9. Mr. Walpert will work directly with FMWRC Army Entertainment to obtain a working
partnership with the other installations and formulate a plan for FY11.
10. Create Partnerships with local groups to provide dances at the Courtyard for Friday and
Saturday Nights. Look for other opportunities to partner with entertainment promoters to bring
other types of entertainment onto the installation such as comedy nights.
Section 2: Access to the Installation
1. Fort Gordon already has a lenient policy for civilians to obtain access to FMWR events.
Most MWR events are already open to the public, especially for Food and Beverage, and
entertainment.
2. Work closely with the Provost Marshal to keep them aware of the Partnerships with local
groups to provide dances at the Courtyard for Friday and Saturday Nights.
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3. Continue to promote the Gated Community Concept to encourage people to use the
installation services.
Section 3: Official Function Support
1. Actively promote and support the use of FMWR facilities to support official functions outlined
in the SOP for mission fund reimbursement.
2. Contact the units on the installation and solicit their business.
3. Update Catering Brochure to address the funding requirements and list the functions found in
the SOP.
Section 4: Domain Support
1. Pursue the expansion of the Gordon’s Conference and Catering Center Parking lot to
support events/functions and daily business.
2. Upgrade the entrance to the facility to promote a clearer access to Banquet Rooms. Project
scheduled for late FY10 start and FY11 completion.
3. Pursue the new Bowling Center Project to expand the current services offered at the Center
and expand the social opportunities available in the new Sports Bar which would be a part of the
new center.
Section 5: Strategic Communication Theme
Section 6: Mystery Shopper
1. Contract with marketing company to provide a Mystery Shopper program.
Section 7: Banquet and External Sales
1. Hire a Sales Associate to actively promote and sell services for the Gordon’s Conference and
Catering Center, and the new Conference Centers at Leitner Lake and Pointes West Army
Resort. This associate would work out of the Business Operations Office and will be
responsible for booking/coordination of the conference centers and pavilions. They would
coordinate directly with the Gordon’s Caterer for event contracts and work with the Tactical
Advantage Sportsman’s Complex and Points West Army Resort for scheduling conferences.
Section 8: Customer Service Culture
1. Fort Gordon has already started the customer service training and will continue to support
the requirement to create a customer service culture.
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2. Goal is to train all 600 employees within the next two years.
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Command Sponsored Event Information:
SUBJECT: Command Sponsored Events Policy and Using Government Purchase Card to Pay
Director, Family and Morale, Welfare and Recreation (FMWR)
a. APF/NAF funded events (Protocol 012 funded, CIE, AFAP) Military Training
b. Command Hosted Conferences (excluding associated social functions)
c. Change of Command, Retirements, and Promotion Ceremonies (excluding associated
social function
d. Prayer Breakfast
e. POI supported events (Dining In or Ice Breaker)
f. International Night
g. Cultural Awareness Programs
h. Awards Ceremonies
i. Law Day Ceremonies
j. Government Civilian Training
k. Family Readiness Group Meetings
l. Meetings, briefings and training sessions conducted and/or hosted by the Fort Gordon,
Georgia Military Units, Tenants, and Partners
m. Official Organizational Days
n. Any other event specifically designated as an official function by the Garrison
Commander.
Director of Family and MWR will:
a. Allow each official function organizer to schedule their event in advance with the FMWR
facility in which it will be held and provide complete contact information and signature of
event point of contact.
b. Enforce payment of the setup charge to FMWR by the day of the event. Payment may
be made via GPC.
c. Ensure facility is not guaranteed until signed contract has been completed with FMWR
facility where the event is to be held.
d. Ensure food, beverage or entertainment is the sole responsibility of the organizing
Installation entity and will be contracted separately with the facility by the official function
organizer. Food, beverage, or entertainment expenses are not authorized to be paid with
Government funds. The organizing event entity is responsible for ensuring that payment
is arranged with the Club for all food and beverage provided.
e. Standardize cost for room usage.
f. Appoint a billing official for the GPC.
g. Ensure event scheduling is on first come first serve basis.
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OFFICIAL FUNCTION GUIDE
Directorate of Family and Morale, Welfare and Recreation
OFFICIAL FUNCTION: Non-social functions are authorized the expenditure of appropriated funds to pay for
expenses incurred by the Directorate of Family, Morale, Welfare and Recreation (FMWR) in support of the
Installation/Garrison Mission. The following is a list of approved official functions:
Initial One:
_______ 1. APF/NAF funded events (Protocol 012 funded, CIE AFAP)
_______ 2. Military training
_______ 3. Command Hosted Conferences (excluding associated social functions)
_______ 4. Change of Command, Retirements and Promotion Ceremonies (excluding associated social function)
_______ 5. Prayer Breakfast
_______ 6. POI supported Events (Dining In or Ice Breaker)
_______ 7. International Night
_______ 8. Cultural Awareness Programs
_______ 9. Awards Ceremonies
_______ 10. Law Day Ceremonies
_______ 11. Government Civilian Training
_______ 12. Family Readiness Group Meetings
_______ 13. Meetings, Briefings, and Training Sessions conducted and/or Hosted by Installation Garrison Military
Units, Tenants and Partners.
_______ 14. Memorial Services For Fallen Soldiers
_______ 15. Organizational Day (Official)
_______ 16. Any other event specifically designated as an Official Function by the Garrison Commander.
Each official function organizer must schedule the event in advance with the FMWR facility in which it will be held and
provide complete contact information and signature as the point of contact for the event. Availability of the facility is
not guaranteed until a signed contract has been completed with the FMWR facility where the event is to be held.
Food, beverage or entertainment is the sole responsibility of the organizing Installation entity and will be contracted
separately with the local Leader’s Club Catering Office or club/restaurant Manager if the event is held at a
club/restaurant, by the official function organizer. Food, beverage or entertainment expenses are not authorized to be
paid with Government funds. The organizing event entity is responsible for ensuring that payment is arranged with
the local club or restaurant for all food and beverage provided. Non-MWR Caterers are not allowed to provide food
and beverage for events held in any FMWR facility.
The organizing installation entity will be responsible for payment of all FMWR Fees and Charges for rental of the
facility for an official function. These fees may be paid by the entity’s Government Purchase Card using funds from
the entity’s accounts. A copy of the legal opinion regarding payment of official function fees and charges (not
including food and beverage) is available upon request.
I certify that my event meets the criteria of an official function as selected above.
_______________________________________________________________________________________
Customer Sign/Date
Contact Phone & Email
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Unit/Org Assigned