Page 24 - GBC Summer ENG flipbook 2024

However, in light of recent developments to the game, golf course owners and operators across Canada have learned to pivot, adjust, and experiment in new ways. Finding the right fit for your unique environment and market opportunities is key to embracing the shifting preferences of today’s players. Digital solutions are about scalability, but there’s no one- size-fits-all solution. This is where the true opportunity lies.
If your facility does not currently offer an indoor golf experience, or the ability to capture accurate swing data now, that is okay. You haven’t fallen completely behind, yet. That said, golf simulators and launch monitors are quickly becoming industry standards. Imagine building a new clubhouse for next season. Would you simply replicate the current offerings and amenities? Or would you look for opportunities to include a footprint for a few golf simulator stalls. Of course you would.
“Ok Derek, make with the insights. I’m already drinking the Kool- Aid.” Alrighty, then; here it goes. Start with your desired outcome and then work backwards. I live in a part of Canada that serves up a 365-day golf season (at least for the hardy enthusiasts). So, my goal was not to offer indoor golf because there was snow on the ground. The opportunity I leveraged with Iron & Wood was to meet different demands and accommodate the diverse appetite of our industry.
Leadership at private clubs should be looking at indoor golf to enhance the club offerings to potential members. What does your club offer during the off season that can add value to your membership package and, consequently, increase dues. Give non-members every possible reason to join your club over a neighbouring competitor. Tight on space? Convert the retail shop in the Winter to accommodate indoor golf bays. Social events in the off-season just became a lot more dynamic and appealing.
Resorts are typically blessed with a sizable footprint. Conference space, meeting rooms, multipurpose rooms... all of these areas can be creatively utilized. Ask your contractor about simple renovations that can allow you to create versatile space at your facility. Your customers tend to be family focused. So, exploring golf technology that offers multi-sport games (such as hockey, soccer, and zombie dodgeball) will give you the type of fun activities that parents search for and will have the kids asking to come back again and again.
“...exploring golf technology that offers multi-sport games (such as hockey, soccer, and zombie dodgeball) will give you the type of fun activities that parents search for and will have the kids asking to come back again and again.”
Public courses might have the most dramatic opportunity to grow along with golf’s evolution. I have been lucky to work at a few public and municipal courses in different provinces. These facilities are the heartbeat of the industry. They are home to the widest range of golfers who arrive with all the new demands our industry is showcasing. Capital projects can be a challenge for these courses; but golf technology has evolved to meet the demand of residential clients trying to create an in-house golf experience, even in the tightest of quarters. Use this to your advantage. Many brands sell affordable launch monitors that can be run from your phone or tablet.
Years ago, I worked at a club where there was no range, only a warm up net. Ugh. I would often have that sinking feeling every time a player asked, “Where’s the range at?” If only I could have pointed to that same warm up net that had a built-in launch monitor, with tablet mounted securely, ready to offer swing data that even the private clubs would envy.
Already have a range? Consider creating premium hitting stall(s) with a form of technology integrated. You now have the freedom to offer access through
24 Golf Business Canada