Robin Shelton, MBA, CCM, PGA Master Professional
General Manager at Newport Beach Country Club- Claim this Profile
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Bio
Ashley van Dissel, MBA
Robin is the type of manager that truly cares for his team and always has their best interests at heart. He has a unique balance of teaching, mentoring and encouraging like no other manager I have worked with. His ability to connect with and teach staff and peers is unparalleled. One extremely unique attribute Robin possesses is he is in constant pursuit to better himself as a leader and a person. He will attend or participate in and and all seminars or learning opportunities to grow, and he encourages his team to do the same. Although, I worked with Robin for only a short period in my career he continues to be a mentor and friend. I would recommend Robin as a manager and leader in any situation. He will exceed your expectations.
John Kulow
I have worked with and for Robin Shelton for 5 years and he is the most well rounded and balanced leader, manager, and mentor I have ever known. Not only is he all of these things for his region of country clubs but also club managers and golf professionals outside his region helping many and any that seek his mentoring. His selflessness is remarkable. He volunteers his time to support and mentor club managers and club professionals by the dozens. Robin is an executive committee member for the SCPGA and will be president in the near future. He focuses his notoriety to help develop his associates and he has many. Unlike many association dignitaries, Robin is very accessible to those that reach out to him whether he knows them or not and makes the time to be of service. Myself, along with most managers that have had the distinct benefit of learning from him, aspire to be the leader and mentor that he is. I would love to speak personally about Robin and the impact he has had on my life. Feel free to reach out to me anytime. Sincerely, John Kulow, PGA Club Manager Monterey CC Palm Desert, CA
Ashley van Dissel, MBA
Robin is the type of manager that truly cares for his team and always has their best interests at heart. He has a unique balance of teaching, mentoring and encouraging like no other manager I have worked with. His ability to connect with and teach staff and peers is unparalleled. One extremely unique attribute Robin possesses is he is in constant pursuit to better himself as a leader and a person. He will attend or participate in and and all seminars or learning opportunities to grow, and he encourages his team to do the same. Although, I worked with Robin for only a short period in my career he continues to be a mentor and friend. I would recommend Robin as a manager and leader in any situation. He will exceed your expectations.
John Kulow
I have worked with and for Robin Shelton for 5 years and he is the most well rounded and balanced leader, manager, and mentor I have ever known. Not only is he all of these things for his region of country clubs but also club managers and golf professionals outside his region helping many and any that seek his mentoring. His selflessness is remarkable. He volunteers his time to support and mentor club managers and club professionals by the dozens. Robin is an executive committee member for the SCPGA and will be president in the near future. He focuses his notoriety to help develop his associates and he has many. Unlike many association dignitaries, Robin is very accessible to those that reach out to him whether he knows them or not and makes the time to be of service. Myself, along with most managers that have had the distinct benefit of learning from him, aspire to be the leader and mentor that he is. I would love to speak personally about Robin and the impact he has had on my life. Feel free to reach out to me anytime. Sincerely, John Kulow, PGA Club Manager Monterey CC Palm Desert, CA
Ashley van Dissel, MBA
Robin is the type of manager that truly cares for his team and always has their best interests at heart. He has a unique balance of teaching, mentoring and encouraging like no other manager I have worked with. His ability to connect with and teach staff and peers is unparalleled. One extremely unique attribute Robin possesses is he is in constant pursuit to better himself as a leader and a person. He will attend or participate in and and all seminars or learning opportunities to grow, and he encourages his team to do the same. Although, I worked with Robin for only a short period in my career he continues to be a mentor and friend. I would recommend Robin as a manager and leader in any situation. He will exceed your expectations.
John Kulow
I have worked with and for Robin Shelton for 5 years and he is the most well rounded and balanced leader, manager, and mentor I have ever known. Not only is he all of these things for his region of country clubs but also club managers and golf professionals outside his region helping many and any that seek his mentoring. His selflessness is remarkable. He volunteers his time to support and mentor club managers and club professionals by the dozens. Robin is an executive committee member for the SCPGA and will be president in the near future. He focuses his notoriety to help develop his associates and he has many. Unlike many association dignitaries, Robin is very accessible to those that reach out to him whether he knows them or not and makes the time to be of service. Myself, along with most managers that have had the distinct benefit of learning from him, aspire to be the leader and mentor that he is. I would love to speak personally about Robin and the impact he has had on my life. Feel free to reach out to me anytime. Sincerely, John Kulow, PGA Club Manager Monterey CC Palm Desert, CA
Ashley van Dissel, MBA
Robin is the type of manager that truly cares for his team and always has their best interests at heart. He has a unique balance of teaching, mentoring and encouraging like no other manager I have worked with. His ability to connect with and teach staff and peers is unparalleled. One extremely unique attribute Robin possesses is he is in constant pursuit to better himself as a leader and a person. He will attend or participate in and and all seminars or learning opportunities to grow, and he encourages his team to do the same. Although, I worked with Robin for only a short period in my career he continues to be a mentor and friend. I would recommend Robin as a manager and leader in any situation. He will exceed your expectations.
John Kulow
I have worked with and for Robin Shelton for 5 years and he is the most well rounded and balanced leader, manager, and mentor I have ever known. Not only is he all of these things for his region of country clubs but also club managers and golf professionals outside his region helping many and any that seek his mentoring. His selflessness is remarkable. He volunteers his time to support and mentor club managers and club professionals by the dozens. Robin is an executive committee member for the SCPGA and will be president in the near future. He focuses his notoriety to help develop his associates and he has many. Unlike many association dignitaries, Robin is very accessible to those that reach out to him whether he knows them or not and makes the time to be of service. Myself, along with most managers that have had the distinct benefit of learning from him, aspire to be the leader and mentor that he is. I would love to speak personally about Robin and the impact he has had on my life. Feel free to reach out to me anytime. Sincerely, John Kulow, PGA Club Manager Monterey CC Palm Desert, CA
Credentials
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Certified Club Manager (CCM)
Club Management Association of AmericaMay, 2019- Nov, 2024 -
PGA Master Professional
PGA of AmericaMay, 2011- Nov, 2024 -
PGA Certified Professional - Instruction, GM, Golf Ops, Player Development, Retail, Executive Management, Ownership/Leasing
PGA of AmericaNov, 2006- Nov, 2024 -
Class A Member
PGA of AmericaApr, 2006- Nov, 2024
Experience
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Newport Beach Country Club
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United States
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Hospitality
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1 - 100 Employee
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General Manager
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Feb 2021 - Present
One of the Country’s most special Country Clubs located in Newport Beach, California with 900 Members, 18 hole golf course, $25 million in annual revenues, $17 million in dues, $6 million in FB revenues, 53,000 square foot Craftsman Clubhouse, and annual host of the PGA TOUR Champions Hoag Classic. Newport Beach Country Club is the standard for the next generation of Club, where relationships elevate experiences, and where tradition meets the future. Specific accomplishments include: • Took full golf membership roster to a substantial waiting list within nine months by developing a "team approach" to Membership by improving the membership experience and sponsorship education. • Filled 50 open Social Membership roster positions and then created a substantial waiting list by improving food and beverage experience and moving to a more family centered culture. • Improved Food and Beverage profitability while increasing service levels to take a $1.2 million budgeted loss to a break-even operation while increasing FB Executive Leadership staff • Oversee significant $5 million golf course capital improvement project
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SeaCliff Country Club
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Huntington Beach, California, United States
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General Manager - SeaCliff Country Club
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Nov 2015 - Feb 2021
Premier Private Country Club in coastal beach town with 1260 total Members, 18-hole 7,000 yard championship golf course, $14.7 million in annual revenues, $8.1 million dues, $4.6 million FB revenue, dining and banquet facilities, 16 tennis courts, fitness center, 150 employees. Promoted to lead this Club to take a good performing Club and achieve its full potential. The Club had a full membership, but a one year waiting list to leave the Club. Member feedback showed disengagement and low morale from turnover in staff and dated facilities. Priorities are to work together with Club Board and Committees to enhance the Member experience by focusing on Club culture, improving club events, and hospitality/service training improvements. Specific accomplishments include: • Achieved nineteen-month ‘waiting list to join’ in golf membership by developing strategic and comprehensive marketing plan • Achieved thirty-nine different Club social and golf events to be full or with a waiting list; compared to a prior year of one, by seeing opportunities and engaging feedback from both Members and employees • Increased staff tenure by 57.7% by developed and enhanced service standards, training programs, and new hiring practices • Achieved 45.6% net profit margin from controllable operations EBITDAR
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Regional Manager - Private Clubs
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Nov 2016 - Feb 2020
Lead, Direct and Oversee seven different country clubs throughout Coastal Southern California, Palm Springs Desert, and Pacific Northwest. Complete P&L responsibility of $63 million revenue, $17 million EBITDAR, 400 employees. Total facilities in three states included 141 holes of golf, 78 tennis courts, seven fitness centers, dining and banquet facilities. Promoted to this position after one year at SeaCliff Country Club with the direction to turnaround additional Clubs using same or similar strategies. Upon taking over this region, each of these Clubs member roster openings (average of seventy-one), distrust among Membership, high staff turnover, and declining financial results. This position ended based on a management company contract change at SeaCliff Country Club, my home Club. Specific accomplishments include: • Achieved full membership roster in six of seven Clubs by developing specific brand/Club identity and alignment in Club strategies. • Improved Membership Sales by 24% over prior year averages using new and relevant strategies • Enhanced Member retention by 13% by increasing service levels and relationship with Club committees and management
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Mountain Meadows Golf Club
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Canada
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General Manager
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Jun 2014 - Dec 2015
Championship Public Golf Course in Los Angeles County with $5.5 million in annual revenues, $2.3 million FB revenue, 70k annual rounds, 6,500 yard scenic and championship course, 70 employees. Heavily recruited to this position for leadership talents and skills. This position was a significant turnaround operation for all areas of the Club with underperforming staff and significantly declining profits and rounds. The customer experience was strategic priority by improving course conditions, staff training, and culture. Specific accomplishments include: • Increased total revenue by $474k (11%) over prior year based on culture and marketing improvements • Increased private event bookings by $312k (53%) over prior year based on new marketing strategy • Awarded Los Angeles County “Course of The Year” from near last place to first place in two years • Led and oversaw $2 million renovation of golf course bunkers, wedding venue, and Clubhouse
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Glendora Country Club
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United States
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Hospitality
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1 - 100 Employee
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Director of Sales and Marketing
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Nov 2013 - Jun 2014
Responsible for all Sales and Marketing for this Member Owned Private Country Club: • Increased new member sales by 128% over prior year period • Increased Catering bookings by $106k per month Responsible for all Sales and Marketing for this Member Owned Private Country Club: • Increased new member sales by 128% over prior year period • Increased Catering bookings by $106k per month
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The Club at Pasadera
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United States
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Golf Courses and Country Clubs
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1 - 100 Employee
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Director of Sales and Marketing
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May 2013 - Nov 2013
Responsible for all Sales and Marketing for this luxury Country Club on the Monterey Peninsula. Current focus on re-branding and re-positioning a New Future as the Nicklaus Club - Monterey. • Developed and implemented Marketing Plan for five categories of membership and private events • Increased new member sales by 125% over prior year • Reduced member attrition by 61% over prior year • Increased catering sales by 42% over prior year Responsible for all Sales and Marketing for this luxury Country Club on the Monterey Peninsula. Current focus on re-branding and re-positioning a New Future as the Nicklaus Club - Monterey. • Developed and implemented Marketing Plan for five categories of membership and private events • Increased new member sales by 125% over prior year • Reduced member attrition by 61% over prior year • Increased catering sales by 42% over prior year
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Marbella Country Club
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San Juan Capistrano, California, United States
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Director of Golf
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Aug 2002 - Apr 2012
Premier Private Country Club with incredible facilities $8 million in annual revenues, 800 total members, $2.4 million FB revenue, dining and banquet facilities, 6 tennis courts, fitness center and 25 department employees. Promoted to this position after one year as Assistant Golf Professional to continue positive momentum of enhancing Member experience through elevated operational standards, significantly enhanced tournament program, and merchandise improvements. Specific accomplishments include: • Achieved the highest member satisfaction scores company-wide of 80 private Clubs • Increased net member growth/retention in an established Club in six of ten years • Mentored ten apprentice golf professionals to higher profile leadership positions
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Assistant Golf Professional
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Apr 1997 - Aug 2002
• Worked as Intern for Golf Course Superintendent for one year • Worked as Intern for Golf Course Superintendent for one year
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Education
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2009 - 2011
Pepperdine University, The George L. Graziadio School of Business and Management
Master of Business Administration (MBA), Executive Management -
1999 - 2003
University of California San Diego
BA, Political Science; BA, History
Community
