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.
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.
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.
At the core, KPI Golf is built around the principle that golf courses serve as the epicenter of the communities in which they reside. The local living environment goes the way of your country club – jobs, recreation, real estate values, quality of life.
This is a story of how we have chosen to model our company – giving without expectation of anything in return.
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.
If you’re 20 or 30-something and you don’t know how to play golf, you’re making a huge career mistake. All the old dudes running companies are retiring and play more golf than any other part of the population right now. It’s not going to last forever though. 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”.
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.
We’ve been living in a thriving economy filled with a huge wave of avid senior golfers for the past 5-10 years. That’s not going to last forever. Golf course owners need to aggressively push for winning market share in their local competitive set…or they’ll lose when things shift. We’re talking strategy and tactics for winning in the next downturn.
KPI Golf’s Casey Bourque and John Brown discuss the golf marketplace and how underperforming golf clubs can compete. The truth is that golf participation is down and common sentiment is that there are still more golf courses that need to come off the market to bring supply & demand equilibrium.
KPI Golf’s Casey Bourque speaks at the Golf Academy of America campus in Orlando about the state of the golf business and why complacent golf courses are going to lose when the economy takes a turn. Radical ideas to attract Gen-Xers and Millennials are required to replace the Baby Boomers who are eventually aging out of the system. It’s a big-time land grab right now that won’t last long.