People see through your cryptic sales pitches and you’re going to piss them off. That’s how you trash your database.
Here’s a compilation of data and performance metrics discussed at the Golf Inc. Innovation Summit. KPI Principal & Founder was selected as a keynote presenter.
In this episode, we’re interviewing David Mayo, the General Manager at Blue Sky Golf Club in Jacksonville, Florida. The club is managed by Hampton Golf, a company that KPI Golf is closely collaborating with on data-driven solutions to help country clubs compete.
Stuart Lindsay has been in technology and data-driven marketing research since the early ’80’s. He’s one of the golf industry’s foremost thought leaders on industry trends, localized marketing research, weather impact statistics, and fact-based decision-making for club operators.
Today, we’re digging deep into where the golf business has been and where it’s heading…and most importantly, what club owners can do about it.
So, lot’s of clubs can’t (or won’t) shell out 6-figures for a full service management contract – for good reason in many cases…
But in a lot of markets, it’s becoming harder and harder for stand-alone clubs to compete in terms of economies of scale and buying power…
So what can the “little guys” do to contain costs?
Data in the golf industry is completely fragmented. There are more than 20 major point of sale systems (think cash registers with accounting software)…and they don’t speak the same language.
There’s really no system of aggregating and using big customer data in the golf business…until now.
KPI Golf responded to 2 requests for proposal today – one of which was a whopping 90 pages long!
So, you can probably imagine the work that went into composing a 90-page RFP. I won’t mention which golf club it was, but they spent a whole lot of time, energy and money on conducting market research, surveys, competitive analysis, and outlining much of the club’s recent history. Read more
John Brown is talking with one particular golf course owner about operating expenses on our Club Operator’s Forum. This is a 6-week program where we discuss golf industry trends, and share insights on how club owners can compete and make life better for themselves.
It’s common practice to stick with vendors for long periods of time, especially if you feel like they’re “taking care of you”.
John Brown discusses the options that struggling and underperforming golf courses have. The first big misconception is that professional advice and exploratory conversations only come with hard sales pitches for club management contracts. This isn’t the case at all.
The logic first step to take is to pick up the phone and call a consulting or golf management company. KPI Golf offers free phone consultations, investing hours in learning about the club’s challenges and assessing best fit.
Facility: 81 Hole Private Golf Community with 4 Clubhouses, Marina, and 1,200 Members
Location: Southeastern United States
Ownership: Private Ownership/Developer
Focus: Containing Costs and Return to Profitability
About: This is a very successful well established golf community with associated real estate, marina and many other components. Their $23 Million operating budget has gotten away from them leading to an annual loss of $1.5 Million.
Country clubs bringing in outside management do so in one of two major ways:
1. They recognize they need help and expertise to help them move forward optimally.
2. A firm offers to inject some capital over time in exchange for ownership stake in the club (equity vs. non-equity). Read more
When I go to Germany every summer, the days are very long. The sun rises around 4:00 am and sets around 10:30 pm. Golf courses over there have come up with a very creative (and simple) solution for bringing in revenue during those odd hours of the day when nobody is working.
Facility: 18-Hole golf course, practice facilities and fine dining
Location: Northern New England
Ownership: Privately owned by a single individual
Focus: Market positioning, membership sales and establishment of golf operations
About: This was a full golf course design and construction of a brand new exclusive private golf club. The course was built over the top of a failed public golf course on a large beautiful piece of ground. This was a startup project, owned by one man, engaging a high profile golf course architect.
Facility: 18-Hole championship golf course, indoor and outdoor pools, indoor and outdoor tennis, large fitness center, and multiple dining and catering venues.
Location: Northern New England
Ownership: Formerly developer owned. Membership group bought golf course and facilities out of bankruptcy.
Focus: Pivoting club operations for a locally underserved private golf market
About: This was a developer owned private facility that went through bankruptcy. It has world class amenities and a great golf course designed by a famous architect. The current membership group bought the golf course and facilities out of bankruptcy.