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.
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 Ad Hoc Team Members
BOD - Tina Pondy - Chairperson ACS- Sonya McCaw
RD - William Wren – Co-chairperson BOD - Terry Taul
RD - Jerry Swain CYSS- Melissa Drinnen
RD - Dov Estroff DFMWR – Brandi Grubb
BOD - Danielle Hayes NSS - FM/MIS - Sharelle Booher
BOD (Entertainment) - Steve Walpert NSS - FM/MIS (TSS) - Michael Sarber
NSS - FM/MIS(Marketing) - Kim Lyons NSS - FM/MIS(Marketing-Sponsorship) - Anna Gaillard
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:
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.
Espirit De Corps
The following is a list of events:
Morale Call, Kegler’s Lounge, 3rd Thursday of the month, 1630-1930
Happy Hour, Kegler’s Lounge, Every Wednesday, 1630-1930
Annual Special Events: Rodeo, Spring Fest, Oktoberfest, Balloon Festival, 4thof July Celebration, Month of the Military Child, Christmas Tree Festival, Marine Mud Run, Soldier Appreciation Days-Bowling, Golf, Bingo, and Carnivals.
Annual Mother’s Day, Father’s Day, and Easter Brunch, Gordon’s Conference and Catering Center.
Special Olympics, Barton Field, Annually in March, Command Support.
Annual Talent Shows, BOSS, Youth, and Children’s Theater, Dinner Theater.
Pizza Bowl, Gordon Lanes, Quarterly.
Summer Concert Series, Barton Field, June-Sept.
Fishing Derbies, Leitner Lake, Spring-Fall.
Movie under the stars, Barton Field Stage, Spring-Fall.
Annual Beach Blast, Pointes West Army Resort, Memorial Day Weekend.
Programs to support the ARFORGEN cycle via Warrior Adventure Quest Program (WAQ). To date we have implemented four upcoming WAQ events (June 3rd, 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, 202nd Mi Battalion.
Horse Camps, Hilltop Riding Stables, Summer, Spring Break, Holidays, and Winter Break.
Library Summer Reading Program and Activities, Woodworth Library, Summer.
Preschool Reading and Activities, Woodworth Library, Throughout School Year.
Annual Single Soldier Strong Man Unit Competition, Barton Field, Fall.
Annual Single Soldier Day, Barton Field.
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)
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).
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.
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:
Installation of New Infrastructure at Identified Sites
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.
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.
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.
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.
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.
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.
2. Goal is to train all 600 employees within the next two years.
Command Sponsored Event Information:
SUBJECT: Command Sponsored Events Policy and Using Government Purchase Card to Pay Director, Family and Morale, Welfare and Recreation (FMWR)
APF/NAF funded events (Protocol 012 funded, CIE, AFAP) Military Training
Command Hosted Conferences (excluding associated social functions)
Change of Command, Retirements, and Promotion Ceremonies (excluding associated social function
POI supported events (Dining In or Ice Breaker)
Cultural Awareness Programs
Law Day Ceremonies
Government Civilian Training
Family Readiness Group Meetings
Meetings, briefings and training sessions conducted and/or hosted by the Fort Gordon, Georgia Military Units, Tenants, and Partners
Official Organizational Days
Any other event specifically designated as an official function by the Garrison Commander.
Director of Family and MWR will:
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.
Enforce payment of the setup charge to FMWR by the day of the event. Payment may be made via GPC.
Ensure facility is not guaranteed until signed contract has been completed with FMWR facility where the event is to be held.
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.
Standardize cost for room usage.
Appoint a billing official for the GPC.
Ensure event scheduling is on first come first serve basis.
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:
_______ 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.