People see through your cryptic sales pitches and you’re going to piss them off. That’s how you trash your database.
In today’s Golf Course Owner and Operator’s Forum, we’re discussing how to market your golf facility.
I’m leading a discussion on strategies that golf courses typically fail to consider. Golf is what we call a “Considered” buying process. The time it takes to usher someone along the customer lifecycle from stranger to loyal customer is often considerable – 2 to 6 months or more.
We’re working with a couple different golf courses right now to deploy a test run of free golf lessons as a marketing instrument. The program is part of KPI Golf Management’s push to get golf courses reconsidering the relationship golf instructors have at their facilities.
The private club model is changing. In the past, exclusivity and privacy was highly touted. Nowadays, younger generations don’t look nearly as favorably on these kinds of policies and clubs in general – of course there are elite exceptions.
Most golf courses are working harder and harder to attract and retain membership.
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
Visiting my parents in Southwest Florida this week. Their golf community lost their golf course a couple years back and it’s super sad to see.
All the residents came here for social golf, sunshine and fun…now they have to take their games on the road.
I talked with a group of them about strategies for underperforming clubs and how things could have been different. Read more
KPI’s John Brown and Casey Bourque discuss the advantages of golf course clustering for golfers, staff members and for operators. According to John, this was a hugely successful strategy that helped many of his managed clubs in the past. Whether it’s buying power, shared supplies, or improved opportunities for customers to play golf, clustering is a great idea.
Facility: 18 Hole golf club with small clubhouse
Location: Resort area in the Southeastern United States
Ownership: Member owned
Focus: Growing revenues while trimming operating expenses
About: A small annual budget of $850,000, but a great public golf course with small food and beverage operation. A typical story after the market downturn – the club was originally built as part of a moderately priced housing development that had long since been sold out. This facility was losing money.
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.