Spanish Systems aims to improve communication

NORTHFIELD, Ill. - Arturo Castro's Spanish Systems is making a strong push with its software programs aimed to help superintendents better work and communicate with the growing Hispanic workforce in the golf industry.

Castro, who started his business by creating a Spanish for hospitality management program for Marriott Hotels in the late 1980s, identified a need in the golf industry for his services in the mid-'90s.

"The golf course management industry is extremely standardized and well organized. It allowed me to create a very practical solution," said Castro.

Castro, who has been working with the Golf Course Superintendents Association of America on seminars for the past seven years, developed Search and Say Spanish for Golf Course Management two years ago and has seen strong growth and interest in the program over the past year.

"Computer habits among superintendents are increasing," he said. "And there is a natural paradigm shift that occurs with the employment of Latinos in any industry when it becomes clear that without adequate solutions to the communication barrier, it is going to hurt productivity."

The Search and Say program is not designed to be used as translation software. Instead, it allows superintendents to search for specific phrases relating to a golf course task. The database then pulls up a list of phrases relating to the task that the superintendent can use to instruct workers and solve problems.

"You can identify the tasks that must be done and put them on a note pad that you can hand out to the employee for the day or for the week," said Castro. "You can also tell guys to be more careful, or offer positive reinforcement. It helps in team building."

Mark Hoban, superintendent at the Atlanta Athletic Club in Duluth, Ga., recently started using Search and Say and has noticed results. Seventy-five percent of his hourly employees are Hispanic.

"My assistants and I are all learning Spanish," Hoban said. "Our Hispanic guys appreciate our efforts to learn their language. I have tried tape memorization, but that only goes so far.

"This helps us learn specific things about work," he added. "It allows me to print out cards to show to my guys. It is a big motivational tool."

Castro, who also offers a self-- instruction kit, is now in the process of developing new software.

"I am in the process of developing a number of support mechanisms to encourage and develop communication and job skills development for Hispanic employees," he said.

Copyright United Publications, Inc. May 2002
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