Business Programs Quarterly Report
2nd Quarter Fiscal Year 2007
Business Operations Update:
Financial Analysis: For 2QFY07, the Army’s 57 golf courses recorded a Net Income
before Depreciation (NIBD) of $1.4M on net revenue of $27.0M for a return of 5.1
percent. NIBD is still negatively impacted by three of IMCOM-W 18-hole courses
undergoing renovations. The FY07 Regional Golf NIBD Standards and 2Q actual
results are as shown:
REGION STANDARD 2QFY07 ACTUAL
– NE 15% (17.9%)
– NW 15% (38.3%)
– DLA 15% (58.6%)
– SE 18% 3.2%
– SW 18% 0.3%
– EURO 22% 0.8%
– KORO 28% 26.6%
– PARO 30% 19.9%
Overall, golf NIBD is approximately $293K ahead of last year’s effort and green
operations revenue is over $138K ahead. Actual percentages achieved should improve
steadily throughout the golf season which traditionally begins in May.
Success to date is attributed to KORO which is enjoying great success with positive
increase in NIBD variance of 62.5 percent. SWRO will have three18-hole operations
down for renovation again during FY07 with an overall negative impact on NIBD. Camp
Zama clubhouse and golf course renovation extends into 2007.
For 2QFY07, overall net sales increased $348K with increases in food sales leading the
way with an increase in sales of $328K. Total labor of 62 percent reflects efforts to
ready courses for play with full revenues a month away. Greens operations, pro-shop
sales, driving range revenue, and golf car revenue are relatively flat but are increase
with the advent of good playing weather. Maintenance labor is 77 percent of the total
maintenance expense of $8.7M. Desired percentage is 60 percent.
Army Golf Excellence in Management Award Winners (Golf) for FY07: Special
congratulations are in order to Mr. Frank Jacobson, General Manager of Cheyenne
Shadows Golf Course, Fort Carson, CO and Mr. John (Jack) Delaney, General
Manager of Sung Nam Golf Course, Yongsan, KO. For FY08 nominations, there are
numerous golf managers and programs in the “Revenue Under $500K” category that
deserve to be nominated for consideration for receipt of this prestigious award in their
Golf Course Superintendents’ Training: The next Golf Course Superintendents
Course is scheduled for 26 Nov through 7 Dec 07 at Texas A&M University. A listing
(previously provided) of current Superintendents and Assistant Superintendents who
have not attended should be the focus for attendance at this course. By special
arrangement, registration for the course is now open for registration. Site for
registration is http://www.mwraonline.com. A maximum of 30 students per class—with
priority being Army with supplemental attendees coming from the other Services.
2008 PGA/Armed Forces Golf Managers Training Seminar: The next PGA
Merchandise Show is 17-19 Jan 08. Details for the PGA/Armed Forces Managers
Training for length and training topics will be developed during the 10-12 Jul
coordination meeting among the Service Golf Program Managers. The on-line survey
was most helpful in structuring future training to best meet the needs of the managers
and golf programs. Topics nominated for consideration are most welcome.
Opening Golf Courses to Veterans’ and General Public Play: The IMCOM
Corporate Strategy 17 Jul 06 recommends that golf courses with excess capacity to
initiate requests to open for general public or Veterans’ play. Nine CONUS courses
have not requested approval for public or Veteran’s play. OCONUS considered open in
accordance with Status of Forces Agreements (SOFA). Having this program at all Army
golf courses does a great to our honorably discharged Veterans and has a positive
impact on Army golf profitability.
All-Army Golf Trials and Armed Forces Championship. This year, the Navy will
host the Armed Forces Golf Championship at Oceana Naval Base in Virginia Beach, VA
22-28 Sep 07. An Army Golf Trial Camp will be conducted at Fort Eustis, VA where
participants can be bused to the Armed Forces site. Coordination between the Golf
Course and Sports Office for applications is required to meet the 21 July application
deadline and to ensure that a validated handicap index is provided. Approximately 12
men and 6 women will attend trial camp with 6 men and 3 women being selected to
represent the Army at the Armed Forces Golf Championship. The top Army male
finisher in the Armed Forces Championship will represent the Army at the Pro-Am
portion of a PGA Tour event at Disney Golf Courses and housed in Shades of Green.
Soldier participation is made possible through the efforts of Shades of Green and Coca-
Business Programs Corporate Strategy. In Oct 06 IMCOM publish
implementation guidance for the Business Programs Corporate Strategy, the corporate
strategy for Army golf was developed to best facilitate overall management of the golf
program, establish consistent baselines of excellence, promote financial growth, and
capture industry and military golf best-practices for uniform application. Examples are
uniform pricing tiers, minimum fees for daily and advance green fees and golf car rental
charges, uniform treatment of reciprocal privilege players, staffing guidelines, and
revisions to NIBD standards more closely aligned with regional and industry
performance based on geographical locations. Current guidance calls for complete
implementation over a two year period-end of FY08.
Single Source Acquisition of Army Golf Cars. Approximately 800 golf cars have
been ordered and processed for the second year delivery. Garrisons with gas models
should make a maximum effort in acquiring a golf car storage building so that the
transition to an all-electric fleet may be accomplished. A similar project has been
initiated for a single source provider of golf course maintenance equipment. Detailed
information on out-year purchase plans are being received by the Installation
Management Command (IMCOM). Equipment requirements are expected to be
approximately $40M over the next five years.
Army Golf Course Handicapped Access. Recent legislation passed by the House of
Representatives directed a study of ALL MWR facilities’ accessibility by disabled
persons. Guidelines for Army golf courses and an accompanying survey to determine
“where we currently are” was developed and Army golf courses submitted their results
on-line. The survey will be taken and submitted on-line. Army developed accessibility
guidelines from multiple sources to delineate requirements to meet Americans with
Disabilities Act guidelines and to determine renovation costs to ensure compliance.
Significant findings from the survey are:
-Only one Army golf course has adaptive golf car(s) for disabled patron use.
-90 percent of courses currently allow disabled golfers to use regular golf cars for
closer access to tees and greens.
-70 percent of courses already have provisions to allow adaptive golf cars to
access tees and greens.
-83 percent currently meet handicap access requirements for tees.
-67 percent of golf course greens are handicap accessible.
-Requirements for disabled support have been minimal with 89 percent of the golf
courses reporting no requests for assistance in the past year.
FY06 Army Golf Benchmarks. The FY06 Business Programs Benchmarks and the
accompanying Benchmark Improvement Process Summary has been finalized and
posted to the Business Program’s website. Visit
http://www.armymwr.org/home/Show_file.asp?fileID=519 for any particular information.
For the golf program, financial data shows over $70M in revenue with NIBD of $10.4M
for FY06. Army golf will not receive relief from utility expenses and will probably result
in significant budget revisions. Changes to watch for this year include golf course
maintenance costs only reflecting expenses shown in Department Code 88
(Maintenance) and Golf Car Revenue (Department Code 43) and car revenue per round
will be shown to track the impact of golf car purchases and upgrades over the next
several years and pricing guidelines in Golf Corporate Strategy. To ensure consistency
with industry reporting, rounds-played for this year will be recorded as “starts.”
Conversion to 18-hole equivalent rounds will not be required.
(POC: Mr. Bill Sport, DSN 761-5200, e-mail: Bill.Sport@fmwrc.army.mil)
Financial Overview: In 2Q FY07, net revenue for the Army’s 93 Bowling Centers was
$25.6M, a $2.2M or 9.4 percent increase in 2Q FY06 results of $23.4M. NIBD was
$5.2M, a $1.2M or 29.8 percent increase in 2QFY07 over 2Q FY06 results of $4M. As a
percent of revenue, 2QFY07 NIBD was 20.2 percent, an improvement over the 17
percent posted for the same time period in FY06. Increases in Dept 45, GLAC 535
(Lane Fees) of $661.3K and GLAC 536 (Shoe Rental) of $123.9K, were large
contributors to the increased revenue and NIBD in 2Q FY07. The improvements in
revenue and NIBD reflect compliance with the new Corporate Strategy guidelines on
pricing and more games were bowled. Sales increased $824.2K and COGS increased
relative to sales, indicating more customers as well as price adjustments. Bingo NIBD
increased $233.1K. Most of the increase, $175.6K, was in the Southeast Region where
electronic handheld bingo units are being installed in some centers. The bowling
program is well on its way to recovery after the devastating effects of 9/11, OEF and
OIF, i.e. loss of leagues and off-post bowlers, increased security, and deployments.
Bowling, as a program, was hit especially hard and NIBD dropped $2.7M from $7.1M in
FY02 to $4.4M in FY03. FY07 is definitely a turn-around year for the Army’s Bowling
Program. New and improved facilities and equipment, trained managers, and
operational improvements gained from the Business Programs (BP) Corporate Strategy
implementation all contributed to the current financial success in Army bowling.
Standard 2QFY07 Actual
FY 07 IMCOM Business Programs (BP) Corporate Strategy Bowling Benchmarks:
Operational benchmarks in the Corporate Strategy were implemented in 1QFY07.
Bowling benchmarks are reviewed and adjusted annually, by FMWRC, based on Army,
other Services, and industry financial data and performance measurements. Most of
the individual facility data used to monitor benchmark performance can be obtained in
monthly financial reports. However, two of the corporate benchmarks pertaining to the
“game” of bowling require input on lineage and operational days consolidated regularly
at the facility level. The two corporate benchmarks are:
Lines per Lane per Day - 17
Average Price per Game - $2.00
The following instructions are to enable the bowling center managers to determine
individual facility performance for comparison against the corporate benchmarks.
Lines per Lane per Day (LLD):
1. Track lineage by regularly running lineage reports in the bowling control
system and/or RecTrac. This will protect against loss of data from system failure and
ensure lineage is available for end-of-year benchmark data call. Lineage should be
tracked by adult, senior, junior, tournament, other (misc.), and free (promotional)
2. Track operational days. Allow for all regularly scheduled closures, and
include unexpected down days, i.e. power outages, adverse weather, etc. Adjustments
may be necessary if the facility only opens partial or half days.
3. The formula:
Lineage (for time-period measured) / number of lanes / operational days = LLD
Example: 15, 000 lines / 24 lanes / 30 days = 20.8 LLD
Average Price per Game (APG)
1. This benchmark uses Department 45, GLACs 535 (lane fees), 536 (shoe
rental), & 548 (discounts) and total lineage. It is important that lineage is tracked
correctly and free games are separated from paid games. Bowling discounts should
always be rung into a discount key set up to place the discount in Department 45, GLAC
2. The formula:
GLAC 535 + 536 – 548 / (total lineage – free (promotional) games) = APG
Example: $26,500 (535) + $5,000 (536) / (15,000 (lines) – 1,000 (free)) = $2.25 APG
By following these directions, keeping the center lineage and operational data up to
date, and using the benchmark formulas outlined above the center manager can always
provide current benchmark performance for garrison and regional data needs. The
added advantage is the information for the yearly benchmark data call will be readily
available. Do not wait until the end of the year to gather benchmark data. Information
on the facility financial statements is used to determine all other corporate benchmarks.
The FY06 bowling benchmarks are on-line at,
http://www.armymwr.org/home/Show_file.asp?fileID=519 . Historical benchmarks can
be found at, http://www.armymwr.org/home/Show_file.asp?fileID=855 .
CAT C Criteria for Business Performance Programs: Installation Management
Agency Policy memorandum # 42 outlines guidelines for a facility to be placed in the
MWR Category C Business Performance Improvement Program. In FY07, operations
with losses greater than negative $18K NIBD over four quarters will be placed in the
Bowl Expo 07: The Armed Forces Bowling Center Management Training Program is
held annually in conjunction with the Bowling Proprietors’ Association of America
(BPAA) Conference and Tradeshow (Bowl Expo). In FY07 Bowl Expo will be held in
Las Vegas, NV at the Mandalay Bay Hotel and Conference Center from 24 - 29 Jun 07.
The host hotel for the military will be the South Point Hotel. Certification training for
military bowling center managers will be held the week before the Expo at the South
Point, from 20 - 24 Jun 07. Information on military registration, schedules, and billeting
is available on-line at www.bowlexpo.com, follow the military links.
Excellence in Management Award Winners: The FY06 winners were: Small
centers, Mr. William Foster, Carlisle Barracks, PA; medium centers, Mr. James Barrett,
Schweinfurt, GE; large centers, Mr. Don Diego Aguilar II, Fort Bliss, TX. Awards will be
presented during the Military Welcome Session at Bowl Expo in Jun.
Bowling Center Management Certification Program: Managers who need to
complete classes for Level I or Level II certification while attending Bowl Expo in Jun 07
should review the certification training document to ensure they enroll in classes that
are required for certification. The Army’s Bowling Center Management Certification
Program document can be found at http://www.armymwr.org/business/default.asp?
ID=1, click on Business Operations, then Certification.
Bowling Center Employee On-Line Training: Bowling center web-based training is
still available. This contract will expire at the end of Sep 07. Managers are encouraged
to take advantage of this valuable training tool before the expiration date. If there are
any problems with access to the site, please send an email to
email@example.com or call DSN 761-5202/703-681-5252. BPAA member
numbers will be required to access the site. There are no plans to renew the contract
for the on-line training. Please take advantage of this valuable service.
Youth Bowling: Contact your local Community Youth Services’ (CYS) SKIES
Unlimited and/or the Sports and Fitness Program Directors to see how you can partner
with CYS to develop new business through lessons, training camps, field trips, lock-ins,
etc. Below are youth training tools available to you through your membership in BPAA
and affiliation with the United States Bowling Congress (USBC). Some are provided
free and some must be purchased: In-School Bowling (BPAA, ages 3-11), Kid’s Club,
(BPAA, grade school), Bowling Rocks (USBC, beginners to 11), Learn the Curve
(USBC, ages 12 and up), Athlete Development Drills (USBC, 12 and up), Bowling Blast-
Off (BPAA, all ages), Youth toolbox (BPAA, all ages), Tournaments (BPAA and USBC,
all ages), and the USBC Coaching Certification Program (targets all levels of bowling
POC: Wanda Arthur, DSN 761-5202, email: Wanda.Arthur@cfsc.army.mil
Clubs and Food, Beverage and Entertainment (CFBE) and Theme Operations:
Financial Overview: In 2QFY07, Army CFBE and Themes net revenue was $73M
and NIBD $6.7M or 9.3 percent. Net revenue decreased $637.4K or 0.9 percent, and
NIBD increased by $547.2K or 9 percent when compared to 2QFY06. Activity managers
and staffs maintained their overall cost of good/cost of labor percentages within one
percentage point compared to FY06. ARMP reimbursements were up by $199.7K over
2QFY06. Overall, the CFBE program generated a 9.3 percent NIBD; the MWR BOD
standard is 8.0 percent NIBD.
Bingo: In 2QFY07 the Army Bingo program’s net revenue was $23.2M, an increase of
$770.8K or 3 percent, compared to 2QFY06 however, they produced an NIBD of $5.1M,
or 22 percent of net revenue, an increase of $405.8K or 9 percent over the same time
Irving Rubenstein Memorial Award: Annually, the IMCEA recognizes the best new
Morale, Welfare, and Recreation (MWR) managers of each service. The award is
named in honor of the late Irving Rubenstein: a widely recognized leader in MWR
management, a thoroughly skilled instructor, and a generous mentor to young MWR
professionals. The IMCEA requested the assistance of each of the Armed Services to
seek nominees for this award.
The award honors exceptional achievement by MWR professionals who have less than
two years experience as an MWR manager, irrespective of program. One winner from
each service is honored. This award is a unique opportunity to recognize the
contributions that our new MWR managers have made to soldiers, family members, and
members of the military community.
This years Irving Rubenstein Memorial Award Winner for the U.S. Army is
Ms. Pamela Jean Budda, Director, Outdoor Recreation, Ft McCoy, WI. Her relentless
efforts, accomplishments and outstanding performance are in keeping with the highest
traditions in civilian service and reflect great credit on herself, Fort McCoy MWR and the
United States Army. (POC is Paul Arthur, DSN 761-5219, e-mail:
Business Programs Construction Projects:
Camp Humphreys Community Club: Camp Humphreys Community Club Project is
design complete and ready to advertise. The project was re-reported out-of-cycle to the
Office of the Secretary of Defense for approval at a new scope and cost.
Congressional/OSD approval to advertise and award was issue on 10 Oct 06.
Advertisement and award is on-hold pending KORO decision to release funding. The
projected cost of the Camp Humphreys Community Club is approximately $23M, at
54,000 square foot. There is no target date for project completion at this time.
Camp Humphreys Golf Course: An FY07 KORO proposed project. Project is a
proposed host nation funded project.
Camp Zama Golf Course (Renovation): Contract awarded on 24 Jan 06. Project is
97 percent construction complete. Estimated project cost $2.9M. Anticipated
completion date is scheduled for May 07. Progress since last quarterly report includes
ponds completed and are being filled and cart paths completed. All areas have been
sodded. Re-grading for holes 11, 12 & 18 have been completed and accepted by the
Camp Zama Golf Clubhouse (Renovation): Design is completed and the project
was advertised in Jun 06. Estimated project cost is $2.0M. Contract was awarded in
Sep 06. Progress since last quarterly update includes drywall installed in the new car
storage building, mechanical and electrical rough-in is basically complete and roof
panels have been installed in the new locker room. Anticipated construction completion
date is Oct 07.
Fort Lewis Soldier and Family FB&E Activity Center: An approximately 12,000
square foot facility has been approved for a PVA re-validation for Ft Lewis. IMWR-BP
is currently working this requirement with the Region and Installation. Draft report was
received by FMWRC Contracting Office Apr 07.
(POC: Paul F. Arthur, DSN 761- 5219, e-mail: Paul.Arthur@fmwrc.army.mil)
• Camp Carroll Bowling Center/Community Club: The FY05, $5.7M, Camp
Carroll Bowling/Club project will be located adjacent to the fitness center, lodge, and
PX. It will include 16-lanes with a pro shop, arcade, lounge and community club. The
contractor is currently completing the kitchen installation. Construction is 75 percent
complete, but behind the original construction completion date of Apr 07. Local change
to food service equipment layout delayed completion date. The new building occupancy
date is scheduled for Aug 07.
• Vicenza Soldier & Family Entertainment Center: The FY05, $11M, two-
story soldier and family entertainment center project will house 16-lanes, three arcades
(zoned by age of user), Strike Zone snack bar, recreation machine room, children’s
party and regular meeting rooms, billiard area, and sports lounge. Construction is 20
percent complete, with building under roof, and ahead of schedule. FMWRC will award
a contract for bowling specific equipment in Jun 07. Overall project completion date,
inclusive of employee training, is scheduled for Oct 08. A grand opening can occur after
1 Oct 08, ahead of the planned occupancy date of Nov 08.
•Fort Lewis Bowling Center: The FY06, $2.3M, Fort Lewis renovation project kick-off
meeting was held on 12 Apr 07. The Indefinite Delivery Indefinate Quantity project will
encompass new pinsetters and upgrades to the building entrance, control counter,
arcade, concourse and setee, areas, HVAC and a new Strike Zone. The general
contractor will estimate the equipment and each renovated area, independently and
collectively, enabling the garrison to prioritize the needed upgrades. The West Region
is working with the garrison on the prioritized list.
(POC: Wanda Arthur, DSN 761- 5202, e-mail: Wanda.Arthur@US.Army.Mil)
Joint Services Prime Vendor Program:
The 2QFY07 total purchases by Joint Services Prime Vendor Program (JSPVP)
participants was $30.5M which equals a 3.7 percent increase from the same time
period in FY06 when purchases were $29.4M. Rebates and off-invoice discounts were
up from $504.8K to $538.9K a 6.8 percent increase from the same time period FY06.
Awarded 17 new Prime Vendor contracts in the 2nd quarter FY07. Awarded and
implemented the Shades of Green Prime Vendor contract. Fifteen other CONUS Prime
Vendor contracts were awarded, all with April 1st implementation dates. Also, the Prime
Vendor contract for the Baltimore Washington service area was awarded at the end of
March with an implementation date of June 1st. Held implementation meetings for the
new contracts at the installations.
In January the JSPVP website contract was awarded to Integrated Media Works. The
site will provide up to date information and education about the Prime Vendor Program
along with a rebate program search engine available to customers via a secure login in.
The backend of the site will provide JSPVP personnel at FMWRC an administrative
database that will enhance the way program POC information is updated. The
contractor has all the program data and design a spec, the site is scheduled for
implementation by the 3rd quarter FY07.
Upcoming initiatives for JSPVP in the next quarter include the following: Develop
reporting requirements in response to the NETCALL policy mandating Prime Vendor for
the Army. Continue communication with the Installations to ensure a successful
implementation of the new Prime Vendor contracts. Coordinate and schedule
implementation meetings in the Baltimore Washington service area. Monitor
development of new website and ensure it is online by the end of the 3rd quarter.
Continue our revitalization efforts to provide education about the program and support
to the field. (POC: Mr. Chris Naumann, DSN 761-3844; e-mail:
Branded Restaurants Division Update:
Financial Update: For 2QFY07, the MWR Branded Restaurant Operations program
yielded a net income before depreciation of $1.3M or 12.5 percent based on total
revenue of $10.6M.
There are currently 62 units open, nine projects in construction, six in contracting, 12
more projects in design, and an additional 16 more in the planning stages.
MWR Branded Restaurant Operations are meeting the needs of Soldiers and their
Families at both Army and sister-service Installations/Bases around the world. We
continue to work with installation personnel to successfully develop and execute our
portfolio of available brands, by providing on-site training and assistance to enhance
profitability, and provide a “First Choice” experience for our guests. (POC: Tina
Hudson, DSN 761-5215, e-mail: Tina.Hudson@fmwrc.army.mil)
Grand Openings: MWR Branded Restaurants Division personnel opened their 8th
Java Café coffee unit in Alternate Escapes at Fort Carson, CO on 22 Feb. As part of
the Java Café opening, Fort Carson personnel also showcased their new Alternate
Escapes high-tech digital lounge made possible by the FMWRC Army Recreation
Machine Program. The pairing of the Alternate Escapes and Java Café brands allows
guests visiting the facility an opportunity to “sip and surf” the internet, while also
enjoying some friendly competition with multi player on-line gaming stations in a
comfortable, high-tech lounge. (POC: Trace Kea, DSN 761-5255, e-mail:
Upcoming Openings: During the upcoming quarter, we will open a Java Café at
Vilseck, Germany on 6 Apr and a Habanero at Fort McCoy, WI on 5 Jun.
POC: Trace Kea, DSN 761-5255, e-mail: Trace.Kea@fmwrc.army.mil)
E-News: E-News is published the first Friday of every month. If you would like to be
added to our mailing list, please contact Trace Kea. (POC: Trace Kea, DSN 761-5255,
Food Promotions: MWR Branded Restaurants launched two seasonal promotions for
all restaurants during Second Quarter. Jan through Apr featured the new Chicago Beef
Sandwich and Philly Cheese Steak Calzone. Calzones continue to be one of our most
successful items offered as a seasonal promotion and the Philly Cheese steak was no
May through Aug will see a return to tradition by offering a Grilled Chicken, Mushroom
and Spinach Pizza. This recipe was originally scheduled to run during the prior season
but was held back because of reported E coli on bagged spinach during fall of 2006.
Now that spinach is once again safe to eat, we are continuing with the promotion.
MWR Branded Restaurants is also supporting a special "Dress the Dog” promotion that
is being coordinated by BPE. This promotion showcases Hebrew National’s giant-sized
quarter-pound and half-pound hot dogs. Guests will receive a punch card where, after
six purchases, they get a free quarter-pounder. The card also lets them enter drawings
for prizes---a new car, cameras, bikes, vacations and more.
We’ve been working on a new Grand Opening package of "how-to" manuals and
graphic layouts for ads and posters. These will soon be posted on our website for
restaurant managers and marketing office designers to download. The graphic layouts
include ads and posters that can be used any time with themes that focus on your
restaurant’s core menu. The layout kits are designed specifically for graphic designers
at Marketing Offices and can be edited and adapted to local needs and publications.
Layouts include grand opening invitations, coupons, loyalty cards, e-mail templates,
color posters and ads for magazines. (POC: Sharon Bertschi, DSN 761-5213, e-mail:
Name Brand Fast Food Program (NBFF): The NBFF program is a joint effort
between FMWRC and AAFES to place highly recognizable name brand fast food outlets
in MWR facilities. On average, the program has been a successful venture for MWR;
however, Soldier rotations coupled with the fluctuating value of the dollar against foreign
currencies has resulted in some operations not meeting the original goals of the
program. Since the inception of the program, several units have been closed. One unit
in Europe which was originally managed by AAFES has been brought under a
concessionaire contract and is now profitable. At this time there are 15 units in
operation, of which 12 are self sustaining. Although the program continues to be viable,
the Army will forgo opening any new units not slated to be operated under a
concessionaire contract. (POC: Naomi Falsetto, DSN 761-5214, e-mail:
Name Brand Casual Dining Initiative (NBCD): The NBCD dining initiative was
developed to meet the demand for casual sit-down dining and generate maximum
revenue for installations. At present, a contract is being negotiated with a franchisee to
fund, build and operate a Chili’s at Fort Hood, TX and solicitations are being developed
for Fort Stewart, SC, Fort Benning, GA, and Schofield Barracks, Hawaii. The Army is
currently reviewing additional markets where NBCD on an Army installation makes
sense. Installations interested in pursuing NBCD, along with other casual dining options
should first contact their IMCOM representative. (POC: Naomi Falsetto, DSN
761-5214, e-mail: Naomi.Falsetto@fmwrc.army.mil)
Events Division Update:
2007 Military Long Drive Championship: The Army golf program announced the
enrollment for the 2007 Military Long Drive Championship at twenty-five CONUS Army
golf courses. The promotion which is open to all Active Duty, Reserve and National
Guard is sponsored by Cadbury Schweppes and features local qualifiers at each
location. The twenty-five Army golf courses will be divided into five regional zones. The
top long drivers from each zone will win an all expense paid trip to compete at the
military division at the RE/MAX World Long Drive Championship in Mesquite NV. For
more information logo onto www.armymwrgolf.com (POC is Kristen Kea,
703-428-6119; email: Kristen.Kea@fmwrc.army.mil)
International Championship Wrestling: Two CONUS installations were offered an
International Championship Wrestling (ICW) event through a corporate partnership
agreement. The ICW events will be an opportunity for the business programs at Fort
Stewart, GA and Fort Hood, TX to collaborate with the recreation division to create a
base-wide event. The corporate partnership agreement allows the installations to
receive the event at no cost, and receive promotional materials to support the event.
Installations have the option to sell tickets and concessions to increase revenue
streams locally. The events will be held during summer 2007 and is part of a Joint
Service initiative. (POC is Kristen Kea, 703-428-6119; email:
Texas Hold’ em Tournament: There are 50 facilities participating in the Army Texas
Hold’em tournament. Installations were permitted to run their tournament on any single
weekend between 1 Mar and 24 Apr 07. Custom chips, cards, templates for point of
sale materials, official rules, and local prizes were provided by Business Programs.
Coca-Cola and Coors are sponsoring the tournament with cash to underwrite POS and
prizes. The winners at each participating location will compete in an on-line final
tournament which is scheduled for 2 Jun. The “final table” or last eight players from the
online competition will win prizes, first place being a home theater system. Business
Programs is partnering with the ARMP to coordinate the online finals.
(POC: Doriann Fengler, DSN 328-6089, e-mail: Doriann.Fengler@fmwrc.army.mil
Army Speed Pool Tournament: The Event Division in partnership with the Army
Recreation Machine Program (ARMP), Corporate Sponsorship and BOSS hosted an
eight-week speed billiards tournament at six installations this spring to test the concept
of speed pool. Each week up to 25 individuals participated in a speed pool competition.
Individuals paid $25 to enter the tournament. As part of their registration, individuals
received a limited edition customized cue stick with the installation insignia and carrying
case as part of their registration fee. Dave Pearson, the Guinness world record holder
in speed pool kicked-off the tournament at each location by teaching, entertaining and
wowing the spectators and participants. The winner from each installation, along with
their guest, will travel to Las Vegas for a three-night inclusive trip where they will be
Dave’s guest at the World Champion Pool Tournament. To date all but one installation
has completed the tournament. (POC: Coleen Amstein, 703-428-6118, e-mail:
Best Army MWR Special Event/Best Army MWR Catered Event: In Dec 06, a
message was sent to all installation Business Managers announcing the new Best
Catered Event/Best Special Event competition. Dates for eligible events are 31 Dec 06
– 1 Nov 07. Catersource has agreed to sponsor winners of the promotion with free
conference registration. The contest was briefed to Army catering managers during the
Army's Catering Session at the January IMCEA/Catersource Conference.
(POC: Shirley Kappa, DSN 328-6125, e-mail: Shirley.Kappa@fmwrc.army.mil)
Robotech Promotion: Thirty-five Bowling Centers, restaurants and Rec Centers
worldwide participated in the Robotech film premier party in Mar/Apr. Funimation
Entertainment provided DVDs to show and to use as prizes. They also developed a
comprehensive handbook with menu and party ideas and provided all the graphics for
posters and other POS. According to Funimation, it boosted their sales in AAFES…
over 900 Robotech DVDs were ordered. Most managers who returned the After Action
Report said they would like to do it again, and do this kind of event on a regular basis to
generate more audience participation. Several reported that, in addition to being a fun
event to offer their patrons, they increased their arcade game revenues and their food
and beverage sales the night of their party. (POC: Shirley Kappa, DSN 328-6125, e-
Dress the Dog Hot Dog Promotion. FMWRC is working with corporate sponsor,
Hebrew National, to offer a four month summer promotion from 1 Jun through 30 Sep.
The promotion features a frequency card, “buy six half pound or quarter pound hot dogs
and receive a free quarter pound hotdog from MWR. As patrons redeem their
frequency cards, they complete the back of the card for entry in to a sweepstakes
drawing for a car, laptop computers, mountain bikes, gift cards, trips, etc. Participating
locations have an opportunity to compete for cash in the area of sales, marketing and
events. The promotion was offered to all Services. (POC: Coleen Amstein, DSN
328-6118, e-mail: Coleen.Amstein@fmwrc.army.mil)
Marketing Communications Update:
Marketing Advisory Group: Conducted 2QFY07 quarterly advisory group
teleconference with regional marketing representatives in Mar 07. Agenda items
included updating marketing missions and functions, web initiatives, branded
promotional materials, communication channels between FMWRC, regions and
installations, and Sponsorship and Advertising programs and training initiatives.
MWR Brand Identity Campaign: Conducted survey to obtain installation feedback
with respect to MWR branded items. Results are expected during the month of May.
Continue to support installations with branded goods from FY06. Currently requesting
cost estimates for branded items for distribution in FY07. Currently producing new
advertising campaign promoting the MWR brand with “Life in Full Circle” and “Life Isn’t
Always Uniform” slogans. A series of six posters are being printed and shipped during
3rd quarter FY07.
Advertising/program marketing materials: A variety of marketing and advertising
materials were generated by the FMWRC to promote MWR programs. Creative
materials for the 2007 U.S. Army Soldier Show were produced including the event
program, flyers, posters and web ads. Continue to support for the Armed Forces
Recreation Centers including the development of a new AFRC display, brochure and
rack cards marketing all of the AFRC’s. Developed and completed promotional
materials for the MWR Military Long Drive Promotion, including posters, print ads, and
golf car ads.
ArmyMWR.com: Completed redesign of the ArmyMWR.com home page. Completed
the acquisition plan for the third generation ArmyMWR.com web site. Issued the first
edition of the MyMWR e-mail magazine and the Marketing 360 newsletter. Completed
web promotions for Texas Hold’em and Speed Pool. Working on new website for the
MWR Military Long Drive Promotion and the AFRC Great Getaways Promotion.
(POC: Karen Waters, DSN 761-5274, e-mail: Karen.Waters@fmwrc.army.mil)
Corporate Partnerships Update:
U.S. Army Soldier Show: The Army National Guard has renewed their sponsorship
for the 2007 U.S. Army Soldier Show. This is the seventh consecutive year that the
Army National Guard sponsors the Soldier Show. AT&T is the second sponsor for the
Soldier Show. (POC is Gabriele Drechsel, 703-681-7290, e-mail:
U.S. Army Concert Tour: Anheuser-Busch has returned as a sponsor of the 2007
tour for the second consecutive year. A-B has increased its level of support for this
program by more than 30%. (POC: Corey Henderson, 703-681-7428, e-mail:
2007 Military Long Drive Championship Promotion: Corporate Partnerships
secured sponsorship from Cadbury Schweppes Americas Beverage (CSAB) for the
2007 Military Long Drive promotion. CSAB's support of the program enables twenty-five
Army Golf Courses to host a qualifier competition sanctioned by Long Drivers of
America (LDA) beginning in August.
In addition to the local long drive competition, the top five installation winners will have a
chance to qualify for the Military Division of the RE/MAX World Long Drive
Championship to win $10,000 cash. The championship will be held in Mesquite,
Nevada on October 25, 2007 and will be broadcast on ESPN. The event is limited to
Active Duty, Reservists, and National Guard members.
POC: Jen Rondez, 703-681-5278, e-mail: Jennifer.Rondez@fmwrc.army.mil
2007 Texas Hold’em: Competitions were held in March and April at 50 locations.
Corporate Partnerships secured two sponsors for the program, Coca-Cola USA and
Coors Brewing Company. Both sponsors provided cash that was used to offset costs of
prizes awarded at the events. (POC is Gabriele Drechsel, 703-681-7290, e-mail:
Military World Games: Athlete appearances took place at Lackland Air Force base,
TX, and Fort Carson, CO. These appearances assisted in creating awareness of the
Military World Games and future CISM championships for future sponsorship
opportunities. Additional appearances scheduled throughout the remainder of the year.
(POC: Robin Hovey, 703-681-7437, e-mail: Robin.Hovey@fmwrc.army.mil)
AFRC Great Getaways Promotion: The AFRC Great Getaways Sweepstakes
promotion will run from June 1 through August 31, 2007. The goal of this promotion is
to increase awareness of each of the four Armed Forces Recreation Centers (AFRC)
locations as world class resort destinations for service members and their families;
increase awareness of the www.armymwr.com/afrcresorts website; and promote the
ability to book vacations online.
A summer-long online sweepstakes will encourage service members and their families
to visit the website and enter for a chance to win a grand prize vacation and many other
The AFRC Great Getaways sweepstakes promotion is sponsored by Stars & Stripes
and open to the total defense force--Service Members, Retirees, DoD Civilians and their
families 18 years of age and older.
(POC: Robin Hovey, 703-681-7437, e-mail: Robin.Hovey@fmwrc.army.mil)