By Greg Ellison

(June 3, 2021) Creating planning strategies dominated discussions during the Ocean Pines Association Executive Council last Wednesday.

Bernie McGorry, who co-chairs the Strategic Planning Committee with Moe Delcher, reviewed the groups’ progress and asked for the thoughts of the executive council, which is comprised of advisory committee chairs.

McGorry said his committee was reconstituted earlier this year to fill the void after not having a strategic plan in place for Ocean Pines in recent times.

“Whoever created this community had a great vision and a great plan,” he said.

As with other advisory committees, recommendations from the strategic planning group would require board approval.

During the committee’s initial planning stages, the group opted to split the chairperson role after recognizing Delcher possessed expertise with implementation and McGorry was strong with process.

“I moved to the area 14 years ago and was vice president of marketing for Purdue Farms,” McGorry said. “I’m retired and now teach marketing research.”

In March, the committee began developing strategic planning techniques, including preliminary SWOT (strengths, weaknesses, opportunities and threats) outlines.

McGorry said the SWOT process begins with data collection and then analysis.

“Then the board creates goals and strategies,” he said.

By April, the committee began seeking comments from Ocean Pines department heads and also consulted with General Manager John Viola, Director Dr. Colette Horn and Marketing and Public Relations Director Josh Davis.

Prior to meeting with the executive council, McGorry said Strategic Planning members examined comparable communities in Maryland and Delaware.

“Our committee is benchmarking HOAs right now,” he said. “We’re looking external and not just internal.”

McGorry said the exercise is intended to see how other HOAs go about the planning process.

McGorry said the committee would be drafting a community survey of residents, while trying to avoid some of the mistakes of the past.

“They did a survey a couple of years ago and, I think, that’s when the strategic planning process sort of broke down,” he said

While an earlier version was deemed too lengthy, the new effort is focused on developing a shorter, more efficient survey.

SWOT charts would aid in the development of clear strategies, McGorry said.

“Where you have a strength, you want to continue to invest in that strength and make sure it doesn’t dissipate,” he said.

The four-point chart can be further subdivided.

“Strengths and weaknesses are internal,” he said. “Opportunities or threats are external and future possibilities.”

McGorry said a threat would be something the association has no control over, such as severe weather, but should be prepared for.

Starting with perceived strengths, McGorry assembled a list based on committee chairperson comments that included, waterfront location, amenities, aesthetics, safety and security.

Architectural Review Chairwoman Ann Shockley highlighted what she considered a stellar association staff and highly engaged residents.

“Our volunteers are a big strength,” she said.

Elections Committee Chairman Steve Habeger agreed that volunteerism has been fundamental to the success of Ocean Pines but questioned whether that would be the case in the future.

“When you get to the national trends, volunteerism is drying up,” he said. “Millennia’s are not interested in joining.”

Looking at weaknesses, Communication Committee Chairwoman Cheryl Jacobs mentioned aging infrastructure and soliciting input from part-time residents.

“Sometimes, it’s difficult to address their needs and get their input,” she said.

Habeger responded, “So, we need to assure 500 part-time residents fill out the survey,” he said.

Environment & Natural Assets Chairman Ken Wolf said environmental concerns are a slowly diminishing weakness in Ocean Pines.

“We have been spectators to what’s happening with the environment even though we have this huge physical mass,” he said. “Only recently have we embraced that.”

Wolf also championed the association’s working relationship with the Maryland Coastal Bays program.

“We had a great thing going with an employee (former Operations Director Colby Phillips) that was on the board of Maryland Coastal Bays,” he said.

To assure the association continues working with Coastal Bays officials to find grant opportunities, Wolf recommended having another OPA staff member join its ranks.

“I know Maryland Coastal Bays would welcome that,” he said. “They want that relationship with us and we want the relationship with them.”

Switching the script to opportunities, McGorry said Ocean Pines could explore means to increase environmental leadership.

Jacobs suggested improving methods to engage new residents to welcome them to the community and encourage involvement.

Improving relationships with Worcester County elected officials was another of Jacobs’ concerns.

As the county’s largest community, Ocean Pines should use its size to its advantage, McGorry said in working with the county.

After compiling the comments of executive council members, the committee will present a report to the board next month, McGorry said.

“At the end of the day, it’s going to be what the homeowners feel,” he said. “But, without all this input, we wouldn’t know the right questions to ask.”