Page 52 - english winter 2017

4th
Place Winner
Creating value in the golf industry these days is tough, especially without discounting. The leaders in our industry have put a huge emphasis on the “value-added” packaging model that bundles multiple products and services together to offer great value to our customers.
Jumping on the bandwagon of the “in a box” craze, we developed “Golf in a box for women.”
The product allowed our club to offer multiple mini golf experiences for each customer. The perceived value of the product focused around a multi-game package, so ladies could enjoy frequent visits and many touch points to spend additional dollars at the club.
Along with the multi-game package, the Box included: a free guest pass to our ladies night, one free half cart, one complimentary beverage, tees, ball markers, a book “ A Ladies On Course Survival Guide to Golf,” and a ladies logo’d golf shirt.
We strategically launched Golf in a Box at Christmas and sold them in our local community shopping mall as part of our Christmas Programming. Our Boxes were well branded and were easy to give as Christmas gifts
under the tree. This was the key for us as they were designed to look like a gift, no wrapping necessary!
As operators, we identified many advantages to this program:
Cash in hand: The program produced off season golf revenue with pre-paid ticket sales.
Growth of the game: The product was marketed toward new golfers. Multiple departments: Inclusions of products and services from golf, proshop and F&B.
Increased rounds of golf: Guaranteed increase of rounds next season. Inventory reduction: Helped clear out excess proshop inventory (balls, tees, gloves, shirts etc). Customer loyalty: Multiple visits allows for the creation of a loyal customer!
We sold the Boxes for $199 and brought in 100 Boxes in the first year. Through word of mouth, the packages sold exceptionally well and gained momentum through Christmas. Of course, people were asking when we would be offering Golf in a Box for the entire community and not just for women!
52 Golf Business Canada
Golf In A Box For Women
Mark Jefferis, Regional Sales manager BC NWT & Yukon at Kubota Canada Ltd (left) presents the 4th place prize from Kubota to Greig Burnie
Greig Burnie
Highwood Golf & Country Club, AB Greig@highwoodgolf.com
Delegates of the 2016 Golf Business Canada Conference & Trade Show exchanged proven revenue boosting or expense management ideas from their facility at the 2.0 Great Canadian Idea Fair.
Presented by Kubota Canada, the Great Canadian Idea Fair is one of the most highly regarded and beneficial components of the annual Golf Business Canada Conference & Trade Show.
The 1st place winner was given an opportunity to choose the Kubota tractor, mower, or utility vehicle of their choice. The selected Kubota vehicle will be delivered to the winning club, and will be theirs for one full season. Kubota also provided the top four winners with generous gift baskets.
The top ideas have been presented in previous issues of Golf Business Canada magazine.
• 1st place “Hit the Green on 16”: Nevin
Dunfield, The Links of GlenEagles
Golf Course, Cochrane, AB
•2nd place “Banff’s Best Putter”:
Steve Young, Fairmont Banff Springs
Golf Course, Banff, AB
•3rd place “Graveyard Golf”: Carol
Ann Campbell, Archie’s Family Golf Centre, Cornwall, ON