Page 22 - GBC winter 2016 Eng

Many clubs remain dependent on the traditional membership model. Not at our facility. Our model is based on packages of 10, 20 and 30 rounds loaded on account as individual holes. While you ponder this concept, I would ask you to calculate your average rounds per member/user. If you’re a real data geek like me, you know this by age group as well. I bet you’re in the 22- 25 rounds per user range (give or take) and even higher as the age climbs.
Remember our focus on Generation Y? We wanted a specific user, and built our model to literally fence out the 60+ rounds a year brand partner paying the same as a fellow partner playing 20 rounds or even less per year. Our view is that we would rather have 2, 3 or 4 brand partners to consume those 60+ rounds. More people = more transactions and more total revenues.
4Fun Golf Carts
We have built a cart fleet that includes 12 Club Car 4Fun carts as part of the total seats needed to operate as a cart mandatory facility. The premise of this decision was to not only have the right sized fleet, or to separate ourselves in the market, but to increase the social value of the golfer’s experience.
This tool has allowed us to highlight social camaraderie as a core value. Couples golf, corporate groups, destination golfers as well as nuclear and multi-generational families have wrapped their arms around this experience. Imagine the scenario - Mom, Dad and two kids out in the evening to play 3 or 6 holes with pictures being loaded on social media.
These carts are now in a stage of must reserve as part of a booking due to the popularity they have taken on.
Music
To encourage fun and to be current, we allow and promote the use of music from the golf cart. I have seen hundreds of speakers pass the first tee and while there is a policy in place about volume, I have had not one complaint since we opened.
Dress Guideline
Our policy is very simple. “Casual clothes suitable for the conditions are required.” I know some operators are uncomfortable with denim on the golf course, but jeans have pockets, and pockets carry wallets, so embrace it. Some jeans cost way more than some pleated Dockers let alone your green fee! Even if you are private, can you afford to fence out the family lunch at the club on the weekend?
“These carts are now in a stage of must reserve as part of a booking due to the popularity they have taken on.”
WHAT’S NEXT?
You may be on your second beverage as you read these ideas, but let me close by sharing our long term view – to have double the number of individuals of a traditional club model, by focusing on being the ideal “brand partner,” thus producing a higher than average per round rate of return.
Remember that as a “Wizard” - it is our role to inspire people to use our product and services for an extended period of time. It’s called product onboarding!
The fact is, we are in year 2 and up +15% in net brand partners. We will continue to pivot and shift to the ever changing needs of our user as we move forward.
As a respected leader in our industry, start spending your time on the long cycle. Push back from your monitor and the minutia. Spend some time at the white board and brainstorm ideas that could be implemented at your facility. Think bigger than you ever have, and push even more to BE the great, innovative “Wizard” of all things “Golf” in your community.
Golf Business Canada
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Golf Business Canada