In the vibrant world of hospitality, where every moment is an opportunity to create lasting memories, few stand out as prominently as Craig Nell, the General Manager of Simbithi Country Club. With an impressive career spanning over three decades, Craig has not only navigated but also helped shape the ever-evolving landscape of the hospitality and leisure industry.
“True leadership in hospitality is about empowering your team, recognizing their contributions, and fostering an environment where creativity and excellence thrive.”
A Journey Fueled by Passion
Craig’s love affair with hospitality began during his studies for a National Diploma. Needing extra pocket money, he joined a famous restaurant chain and worked nights. It was during these nocturnal shifts that he discovered a deep-seated passion for the hospitality business. This passion was so strong that by the age of 21, he was offered a management position. From there, his career trajectory has been nothing short of remarkable, with roles in some of the most exciting theme parks, country clubs, and restaurants both in South Africa and abroad. Reflecting on his journey, Craig says, “I am passionate about people, creating trends, and living the basics of my hospitality ethos which is a ‘Warm Welcome, Magic Moment and a Fond Farewell.’”
Leadership Rooted in Empathy and Recognition
At Simbithi Country Club, Craig’s primary role as General Manager involves guiding a talented team. He emphasizes the importance of creating an environment that stimulates creativity, nurtures talent, and fosters a brilliant work ethic. His leadership style is underpinned by a genuine open-door policy, which he believes is essential for fostering empathy, understanding, and trust. “Catching people doing things right and letting them know they matter” is one of his core principles. By recognizing and praising staff in front of their peers, he not only boosts morale but also sets clear examples of the positive behaviors the company values.
Drawing on Rich Experience
Craig’s extensive experience in the hospitality industry significantly influences his approach to managing Simbithi Country Club. Whether running a multi-million dollar theme park or a prestigious country club, the fundamental expectations remain the same: excellent service, recognition, and value for money. He articulates this with a simple yet powerful question he often poses to his team: “What have you done for me lately?” This question serves as a constant reminder to seize every opportunity to create memorable experiences for guests.
The Power of Communication and Collaboration
For Craig, communication is the cornerstone of both enhancing member experiences and overcoming operational challenges. From the outset, he ensures that his management and staff understand what excellence looks like, creating a framework within which they can operate effectively. Sharing information and celebrating the achievements of his team help members appreciate the value of the service they receive. He also places great importance on monitoring compliments and complaints, using them as learning tools to continuously improve.
“The essence of great hospitality lies in the details—it’s in the smiles, the thoughtful gestures, and the unwavering commitment to making every guest feel special.”
Innovative Strategies for Member Satisfaction
Innovation is at the heart of Craig’s strategy for improving member satisfaction at Simbithi Country Club. He initially drew upon his extensive knowledge and experience to understand the club’s capabilities and introduced numerous member functions and experiences. Now, he encourages his team to take the lead in finding new experiences and allows them to walk him through the customer journey. This collaborative approach ensures that events are meticulously planned and executed, leading to consistently positive member experiences.
Balancing High Responsibilities with Personal Well-being
Maintaining a healthy work-life balance while managing high-profile responsibilities is a challenge Craig navigates with skill. He believes that empowerment and responsibility are key to achieving this balance. By supporting his team, even when mistakes are made, he fosters trust and growth. Craig emphasizes the importance of mentoring and guiding his team so they can thrive in his absence. This approach not only ensures the smooth running of operations but also allows him to take well-deserved breaks, confident that the club is in capable hands.
“Every day in hospitality is a chance to create unforgettable memories. It’s about turning ordinary moments into extraordinary experiences for our guests.”
Future Goals and Vision
Looking ahead, Craig is focused on the rollout of a multimillion-rand sports complex at Simbithi Country Club. This ambitious project is aligned with the club’s mission to be recognized as the pre-eminent residential eco estate in South Africa. Achieving this goal requires effective management and communication skills that Craig has honed throughout his career. He is committed to upholding the club’s core values of accountability, integrity, respect, commitment, and excellence as they work towards delivering a world-class offering.
“The best innovations come from listening to your team and your guests, and then transforming those insights into meaningful actions.”
Advice for Aspiring Leaders
To those aspiring to make a significant impact in the hospitality and leisure industry, Craig offers sage advice: “I believe the hospitality and leisure business is a calling. It requires long hours, commitment, focus, and determination. You must love this business to succeed. Most importantly, you must love what you do as it occupies all your time.” He encourages aspiring leaders to be flexible, learn from their experiences, challenge themselves, and approach the industry with passion. He adds, “Grow, listen, and make mistakes. Approach the industry with passion, be proactive, and love people—they are your biggest innovation drivers.”
In Conclusion, Craig Nell’s journey in the hospitality industry is a testament to the power of passion, empathy, and innovation. His leadership at Simbithi Country Club exemplifies how a commitment to people and excellence can create unforgettable experiences and drive the industry forward. As he continues to shape the future of hospitality, Craig’s story serves as an inspiration to aspiring leaders and a reminder of the profound impact that dedicated professionals can have in this dynamic field.
