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Continued from page 1 golf clubs can and should achieve 5 Star a visitor or member leaves a club after a
status by paying more attention to detail on day of golf and reflects back on the experi-
or more scores are received they are aver- and off the golf course and by improving ence, what do they think of first? Certainly it
aged against that specific club. At the end their range and levels of services offered. won’t be the bricks and mortar of the build-
of the judging period the panellists meet Certainly it might cost clubs to do this but in ings! Above anything else, most will recall
as a team to consider the final results and return they could rightfully expect to benefit the way they were received and treated at
to decide on the eventual recipients of the from an improvement in total turnover as a the club together with their experience on
5 Star Golf Experience Award. At this time direct result of better customer care. the golf course. This is where estates and
the team also consider what is known on the A comparative analysis between the leading resorts have taken the initiative and where
“G Factor” – that something special that dif- golf clubs and golf estates shows that the “tra- traditional golf clubs, to their detriment,
ferentiates each recipient from others. ditional” golf clubs have a distinct advantage have too often remained “traditional”.
The criteria used to evaluate a club and on the criteria that considers Price/Value The three service-related criteria viz. Golf
the weighting of each are: Relationship. They also score particularly Course Services and Facilities, Quality of
well on Ambience. This is understandable Customer Service and Services Offered by
when one considers the tradition and his- the club have a combined weighting of 38%.
1 Club house facilities 13%
tory of many of the older clubs along with Unfortunately service excellence is not a
2 Golf Course – Service & 8% all their trophies and club memorabilia. The hallmark of South African society. Nor is it
facilities newer more modern facilities cannot expect to the outstanding feature of the South African
achieve these levels of ambience overnight. golf experience. Golf estates and resorts
3 Golf Course – Quality of 22%
The Golf Course Experience carries outperform traditional golf clubs on these
experience
a weighting of 22% and is an important criteria in every respect. This is possibly
4 Halfway House 5% component of the 5 Star Experience. This because, as a rule, they are commercially
takes into account the experience of the driven while the typical golf club is inwardly
5 Practice Facilities 5%
player on the course itself and includes focused on its members. Customer Service,
6 Quality of Customer 15% playability, shot values, condition, memora- and everything related to it, is the one area
Service bility, design balance and routing of the golf where golf clubs can make enormous strides
course. Traditional golf clubs feature well with very little effort and at relatively low
7 Price/Value relationship 7%
on this criteria notwithstanding the fact that cost. The golfing public has become more
8 Services Offered 15% so many new golf estate and resort courses demanding and rightfully expects to receive
have been built at enormous cost. The older excellent service at a fair price.
9 Ambience 10%
more established golf courses however have The 5 Star Golf Experience is an all-
had many years to mature and develop. embracing experience that considers every
For the first time this past year a statistical They remain fortunate enough not to be sur- aspect of what a club has to offer. We hope
record was maintained and this has high- rounded by houses imposing on the player that all golf clubs throughout the country, big
lighted a number of facts and trends which from all directions. or small, metropolitan or rural, traditional
should be of interest to club committees and The glaring weakness in traditional golf club or estate, new or old, will respond to the
management. One of the criticisms levelled clubs vs. golf estates and resorts lies in the challenge to continuously improve their own
against this 5 Star process by some clubs is criteria of: level of golf experience offered to members
that it is, by design, achieveable only by the • Club House Facilities and visitors. Not all clubs can achieve 5
exclusive and wealthy. They argue that the • Golf Course Services and Facilities Star status and that is not important. What
every day members’ club cannot afford to • Quality of Customer Service, and is important is that every club presents itself
introduce and offer these high standards of • (Range of) Services Offered as best it can, on a repetitive basis, to every
service excellence. This argument however The older golf clubs cannot compete with person who has the pleasure of visiting and
is not entirely correct and this is bourne out the modern clubhouses built in recent years playing golf at that facility.
in the results recorded. on so many of the new resorts and estates.
Another negative argument presented is Having said that, it is a fact that too many A full report on the 5 Star Golf
that traditional golf clubs cannot compete clubs have simply not managed their club- Experience Awards appears in the
against the new, modern, multi-million house facilities well over the years and have March 2007 issue of Compleat Golfer.
Rand golf estates. The majority of recipi- allowed them to deteriorate into unaccept- Congratulations to the four new award
ents of the award are certainly golf estates able condition. In some cases this will cost winners; see Birdies and Bogeys on
and resorts but analysis of the data gath- millions of Rand’s to restore while in others page 9 for details.
ered suggests that this is because they pay it might mean no more than introducing
more attention to service excellence and not proper day-to-day maintenance routines. In Ian Leach, Co-ordinator of the Compleat
because they have more resources to plough any event this criteria carries a weighting of Golfer 5 Star Golf Experience programme,
into their golf experience. More traditional only 13%. What is more important, when can be contacted on 082 892 8693.
• in the form of membership fees or sub- be exempt income in the • from any other source, but only up to a
scriptions paid by members; and the maximum of R50 000 per annum or 5%
club’s constitution will have to state that hands of the club. of the total membership fees and sub-
scriptions payable by its members during be offset against non-exempt income when The Commissioner cannot withhold
the particular tax year, whichever is the calculating the club’s taxable income and approval if the club’s constitution complies
greater; this will cover any other kinds hence its tax liability. with the new section 30A. In this regard, the
of income derived by the club during a Capital gains on the disposal of club constitution must stipulate that –
given tax year; assets, for example, the sub-division and sale
of part of the club property, will qualify for • the club is committed to carrying on its
Each of these bulleted points presents roll-over relief, and CGT will be deferred if activities in a non-profit manner;
problems of interpretation on which a club the club uses the proceeds of the sale to pur- • the club’s surplus funds cannot be distrib-
will have to seek expert advice as to how chase an asset for the club that will produce uted, except upon dissolution, in which
they apply to that particular club. tax-exempt income. event the club must transfer its funds and
Phrases such as a “business undertaking assets to another SARS-approved club or
or trading activity that is integral and directly to approved public benefit organization;
related to the provision of social and recrea- Tax exemption for • the club pays only reasonable
tional amenities to members of the club” and remuneration;
“occasional nature” are somewhat rubbery, recreational clubs will no • all members are entitled to annual or sea-
and only time will tell how SARS and the sonal membership;
courts will interpret them. longer be automatic, and • members cannot sell their membership
rights;
The compliance burden clubs seeking the benefits
Even if the new tax rules do not result in Where a club’s constitution does not sat-
a club having to pay a great deal of tax, or of the new tax dispensation isfy these requirements, it will suffice if a
indeed any tax at all, a substantial and poten- person in a fiduciary position vis-à-vis the
tially expensive compliance burden will fall will have to apply to SARS club gives the Commissioner a written under-
on clubs to arrange their affairs so as to keep taking that the club will be administered in
in line with the new legislation. for exemption. compliance with these requirements.
Of particular concern will be that amounts Before granting approval, the
derived from non-members will not be tax- Commissioner must be satisfied that the
exempt, and will have to be recorded in Clubs will have to apply to club is and was not knowingly involved in
the club’s financial records as such, and SARS for exemption or a party to tax avoidance schemes.
disclosed as such in the club’s tax returns. Tax exemption for recreational clubs will Violation of the provisions of section 30A
For example, if a non-member buys a drink no longer be automatic, and clubs seeking can result in the club’s forfeiting its tax-
at the club bar, that money will not be tax- the benefits of the new tax dispensation exempt status, but SARS must give the club
exempt in the hands of the club. will have to apply to SARS for exemption prior notice before withdrawing its approval,
Clubs are going to have a rule either that in much the same way as public benefit and an opportunity to put its affairs in order
their facilities are only open to members, organisations. within a stipulated period.
or that any food, drink, etc, provided to a Clubs are to be accorded a lengthy window Once the Commissioner has withdrawn
non-member must be paid for by a member period in this regard, and application must approval of a recreational club, it must
– or the club will have to devise a method be made by 31 March 2009 or the last day of within six months transfer its remaining
of tracking each and every amount paid by the club’s first year of assessment. assets to another approved recreational club
non-members. or an approved public benefit organisation,
Compliance expenses will include the other than a connected person vis-à-vis the
cost of taking professional advice on legal club.
and accounting issues raised by the new If the club fails so to transfer its assets,
legislation, and perhaps the cost of or take reasonable steps to do so, then the
modifying the club’s computer sys- market value of the assets not transferred,
tems to record amounts paid to the minus the club’s bona fide liabilities, will
club by non-members. be deemed to be taxable income accruing to
the club in the tax year in which the
Expenditure in producing Commissioner withdrew approval.
exempt income; roll-
over of capital gains For further information,
Where some of a club’s income falls please contact Erle Koomets on
outside the exempt categories, the +27 (011) 797 4036 or via e-mail
club’s expenditure incurred in pro- at erle.koomets@za.pwc.com
ducing tax-exempt income cannot