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The Higher Path: A Profile of MasterCorp
by Russ Hale
Vice President Marketing
MasterCorp, Inc.
Alan Grindstaff stood at the top of Mount Kilimanjaro with his entire family. As the sweat on his brow turned to ice, he gazed across the plains of the Serengeti and reflected on all the preparation and determination required to reach the 19,340 foot summit. All the training, planning, and investment were worth that single moment two winters ago, as well as the sense of accomplishment he and his family will carry with them always.
Alan Grindstaff is founder and CEO of MasterCorp, the leading provider of housekeeping services in the vacation ownership industry. His journey to the top of Mount Kilimanjaro could be viewed as a microcosm of the MasterCorp journey. Leading the resort housekeeping industry, however, has no top-of-the-mountain experience. Some goals are about the moment of achievement; other goals have meaning only if they are maintained. For all of MasterCorp’s sophisticated support systems and ability to blend into the most luxurious environment, sometimes we have to lead on our hands and knees.
David Goff, COO, recounts a fairly typical day when he first joined the company, “In the morning I might meet with the CEO of a prestigious management company and that same afternoon, clean toilets to help turn units for early arrivals.” MasterCorp is an enigma of class and grit, of passion and humility.
At the Foot of the Mountain. The MasterCorp journey began with one man behind a carpet vacuum. In 1981, while working his way through post graduate study in business, Alan Grindstaff inquired at nearby Fairfield Glade about carpet cleaning. Aware of Alan’s integrity and high standards of cleanliness, the manager offered him all the carpet he wanted to clean if he would handle the resort’s housekeeping staff. Alan accepted the challenge and learned the ins and outs of resort housekeeping and staff management first hand.
Charting the Path. While the company was still small, Alan wrote a rather audacious mission statement: “MasterCorp sets the standards for the resort housekeeping industry.” That statement affects every decision, every hire, every clean; and it constantly charts the path to leadership in the industry.
The Climb. After distinguishing himself as a housekeeping management professional at his first resort, two more resorts came to Alan asking if he could provide housekeeping solutions for them, one in Georgia and one in North Carolina. Systems were developed to assure consistency at every location as the size and reputation of MasterCorp continued to grow each year by word of mouth.
In the late nineties, Kevin Swafford, now CFO, and David Goff, now COO, joined MasterCorp. With this expanded base of executive leadership, the company seemed to shift gears and enter into a new era of exceptional growth and innovation.
By 2005, MasterCorp had reached one million cleans per year, serving over 200 property owner associations at resorts ranging from the Florida Keys to Wisconsin to California. We are blessed to be in an industry that continues to find innovative ways to serve more owners. The mountain grows. The climb continues.
Picks and Spikes. Every significant climb requires the right tools and training. Leading the industry isn’t just about size; it’s about innovation, traveling new paths, pushing higher standards, creating better results.
In 2004 the Employee Development & Training department was established to help managers and employees at the sites perform their jobs more efficiently. The next year, MasterCorp University was formed to provide a higher level of education and training to housekeeping managers. The curriculum includes orientation classes for new managers and advanced classes for experienced mangers. On-campus housing is provided. Each year, all operations managers are required to complete a comprehensive series of online courses covering the critical elements of housekeeping management. Special LEAD workshops and seminars help middle and upper management develop leadership and team building skills.
Our Information Technology team makes sure we are connected to the people and the information we need. “We love using technology to create efficiencies in housekeeping operations, especially when those efficiencies cut costs,” explains CIO Jonathan Loveday. Last year, I.T. created a program that generates staff assignments from front desk reports and another that projects staffing needs based on historical data and seasonal trends. This year, I.T. has teamed with our payroll partner to install electronic on-boarding at each location.
Our Human Resources team, along with our payroll management provider, works diligently to stay current and compliant with staffing laws, payroll tax legislation, and OSHA regulations. To provide a safer environment for guests and reduced risk for the resort, background checks are run to identify applicants with criminal records and applications are screened by social security number to assure all are work authorized. “Staffing would be easier without the screening process,” admits CFO Kevin Swafford, “but it was never a question for us. It was the right thing to do.”
Nonetheless, MasterCorp has become adept at staffing, even in the most difficult labor markets. “Our reputation for timeliness, for the most part, is a product of staffing,” says COO David Goff. “Our Executive Housekeepers are provided with a knowledge of the labor market, training, recruiting programs, and forecasting tools. We expect clean rooms on time.”
Choosing the Champions. Just as he shared the top of Kilimanjaro with his family, Alan does not stand alone in his success with MasterCorp. He has surrounded himself with leaders who share his dream. The Executive Leadership Team has over a century of experience in the resort industry. Fully embracing the values Alan has established for the company, this leadership team propels the company to a new level of growth on a daily basis. Developing talented, dedicated leaders throughout the company has been foundational for MasterCorp’s consistent growth, as well as a great source of pride for the company. To successfully serve dozens of resorts in each area of the country, MasterCorp’s Regional Vice Presidents and their operations managers assure that each housekeeping operation has both the accountability and the responsiveness it needs.
Avalanches. MasterCorp has built its business and banked its growth on relationships. A number of years ago a valued customer had to work its way through bankruptcy, which can be as difficult for the service provider as for the filing company. “Because of our relationship through the years, we made the decision to continue to provide service to their resorts and help them through this difficult time,” recalls Alan Grindstaff. “It was difficult, but it was consistent with our commitment to our relationship.” We believe trust and loyalty are the marks of good friends and of lasting business relationships.
Taut ropes. “I don’t think we could have been successful without being constantly aware of the lives we impact with our work,” says David Maier, VP Operations. To resort guests, we are a relaxed vacation and a pleasant night’s sleep in a clean, safe environment. To resort management and personnel, we are peace of mind that clean rooms will be ready for their guests when they arrive, and to 4,000 employees across the country we are the financial stability they depend on for their livelihood. Whenever storms blast the face of the mountain, turning back is not an option.
Some journeys leave a footprint, others a life print.