Brocket Hall, in Hertfordshire, is one of England’s finest stately homes and also one of the country’s premier golf locations. The estate boasts two championship golf courses, the only Michelin-starred restaurant in the county, clubhouse & function rooms and Melbourne Lodge – their onsite accommodations. It also has a long and intriguing history. Over 300 years old, Brocket Hall was home to two British prime ministers, host to George IV and witness to the infamous Lady Caroline Lamb introducing the waltz to England in its ballroom.
The venue has excellent meeting, incentive and entertainment facilities for both corporate and private events, including weddings – all of which can be combined with golf at the Brocket Hall Golf Club.
read moreIn the last 12 months, Brocket Hall realised that the whole estate could benefit from a fully integrated club management system.
After their due diligence regarding the available solutions on the market today, the Brocket team decided that the IBS.nxt solution from NFS Hospitality could fulfill all their particular needs. Peter Tschernitz, Director at Brocket Hall, states, “What swayed me towards NFS was value for money and the local support team.”
Brocket Hall’s requirements are demanding and widespread, from bespoke event planning right through to bedroom reservations and tee-time reservations. The complete integrated solution from NFS can bring all of these elements together with state-of-the-art technology and a single point of contact for all their support needs.
“We believe that the main benefits to our company will be a fully integrated system for the entire estate, which will allow our teams to share information easily and readily,” comments Peter.
Brocket Hall falls under the Palmerston Hotels and Resorts group, which manages a number of clubs in Europe, including the private-member London Capital Club in central London, and two more clubs in Berlin. As part of the whole process of finding a technology partner, Palmerston were keen to find a provider that could manage all of their requirements; not just at their golf properties like Brocket Hall, but at other clubs and resorts they manage under contract.
Integrated, Modular Club Management
The NFS solution, IBS.nxt, is modular in design and allows clubs of any size to pick and choose integrated modules that work for them. Brocket Hall has decided to use all available modules to help them grow the business and better serve their customers and members. They have taken into consideration all the current market and industry trends and plan to take advantage of club-specific CRM and online tee times; both of which are helping the modern golf club not only increase revenue but also deliver unrivalled customer service whilst reducing member attrition.
The integrated software suite, including member profiling and CRM, will allow Brocket Hall to deliver targeted marketing communications that keep its members coming back and not looking to other local clubs.
For larger club businesses today, the ability to offer members a seamless experience as well as superior service is growing in importance, and Brocket Hall is no exception. Customer satisfaction is paramount for this high-profile establishment and so it was looking for ways in which its members and guests could easily interact with the business; this being one of the reasons they selected the technology suite provided by NFS.
Web-based Member Access
IBS.nxt is a web-based solution that enables members to book tee times, access club information, view their expenditure and statements and make payments – all online. This provides convenience on a 24/7 basis and, overall, enhances service to the member and increases member loyalty.
Restaurant Management for the Discerning Guest
Brocket Hall also has a number of fine dining restaurants, including the Michelin-starred restaurant, Auberge du Lac. IBS.nxt is able to identify member and guest profiles directly through the IBS restaurant POS solution. Armed with full knowledge of each member, including details like favourite drink and preferred table, restaurant staff are able to manage members’ individual dining experiences in a highly personal and effective manner – from the moment they book their table. This was a major consideration for the Hertfordshire club.
The Brocket Hall team knew that they wanted an integrated solution able to present a total snapshot of their business, which could then be translated into relevant and useable management data. The NFS solution will give Brocket Hall invaluable, real-time management information through use of its advanced dashboard and business intelligence tools. These tools will not only make it easier to compile information on business performance, but they will also allow Brocket Hall to better forecast potential future revenue as well as capture important trends in each market segment of their business – including golf, leisure, restaurants and retail.
The NFS Perspective
“NFS are committed to providing the latest, market-leading club management technology. We deliver our solutions and services as a package – on a 24/7 basis, 365 days a year,” comments Steve Salter.
“We are delighted to be working with such a prestigious club as Brocket Hall,” adds Luis De Souza, NFS Managing Director. “This is an important project for us and we are pleased to have established good business and personal relationships between ourselves and key members of the Brocket Hall team. We look forward to seeing the club gain some real business benefits through implementation of our fully integrated club management solution, already widely used internationally by comparable clubs.“