Page 29 - MGG - Venue Audit

GOLF CLUB NAME - VENUE AUDIT

CONCLUSIONS
1. Overall Green Fee Revenue
While the overall green fee revenue has remained steady online sales with GolfNow, have seen a significant
improvement from 2018 to 2019 indicating that there is a drop in direct bookings at the venue which must
be addressed.

2. Green Fee Pricing
Green fee pricing is competitive with the local and Wicklow average. The open competition rate, however,
is on the low side in comparison with local competition and the Wicklow average.

3. Online Revenue
Online revenue has seen an improvement; however, it is below what we would expect from a venue of
Tulfarris calibre. The average online rate was €32 in 2019, and we would expect it to be averaging closer to
€35. The ceiling for trade time prices is currently set at a min of €20 and selling at an average of €24. We
would expect the ceiling to be set at approximately €27.

4. Tee Time Usage
Industry averages would suggest that average midweek usage should be closer to 30% while the weekend
average would be closer to 50%. At present, the Midweek average is 18% and 45% at the weekend, which
shows that there is a lot of scope for improvement in particular during midweek.

RECOMMENDATIONS
1. Online tee time management must be improved, and dynamic pricing options closely monitored and
amended throughout the season. This will be managed by My Golf Group directly moving forward to
ensure maximum return from third party suppliers, utilisation of the latest available tools and increasing
marketing opportunities due to our existing relationship with them. The ceiling rate will be increased to
maintain the product value.

2. Standard green fee pricing is in line with averages and local competitors. The open fee must be increased
to a minimum of €25. We will look to introduce a twilight rate to encourage evening time golf; however, this
will be dependant on the summer golf shop opening hours.

3. We proposed to establish a weekly Summer Series Open competition which will run for 12 weeks on
Tuesdays from early May. This will culminate in a grand final in August. We will seek to partner with a
sponsor to contribute prizes and raise the profile of the event. This event will aim to increase visitor footfall
midweek.

4. The use of BRS must be held to a high standard, and an improvement in the recording of information
within the system is required. SOP’s will be introduced for all staff to ensure that accurate reporting can be
accessed from the system.

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