Page 16 - GBC winter 2015

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Golf Business Canada
‘Creativity involves breaking out of estab- lished patterns in order to look at things in a different way.’
-Edward de Bono, physician, psychologist, author, inventor
Breaking away from standard club- house operations and events is continuing to gather nationwide momentum. Club managers, course owners, and support teams are beginning to realize the benefits. Does it require a leap of faith? Not really.
What it necessitates is a will- ingness and confidence to engage in fresh new ideas and concepts, marketing them well, doing them even better, thereby adding value and fun to the member or guest experience.
At a time when clubhouse usage among public players, members and guests has dropped off in lockstep with fewer rounds played clubs are going outside the traditional box to attract more interest. The end game is to maintaining the clubhouse as an asset – not a liability.
Amid this philosophical shift are more specialized tasting events. Evenings devoted to craft beers, wine, or new menu items make for intriguing social affairs as does the forward-thinking concept of taking the kitchen and dining room to the golf course. Outside dinner parties themed by fresh Atlantic lobster flown in, same day; boiled clam bake or a beef barbeque night, any of those with live music, can be equal parts impressive, fun and customer engaging.
Up for consideration too are increased uses for the clubhouse beyond established weddings, business meetings and parties. For the past three years Ingersoll Golf Club in Ingersoll, Ontario has had an annual night in November featuring Juno-nominated performer, Craig Cardiff. Tickets are marketed to the general public and members through usual sources. Each year the shows have sold out. Clubs across the country are opening at even more non-traditional times. Big-screened Super Bowl and Masters inspired events are gaining traction.
Where the clubhouse is also being pushed to heightened usage is through the increasing investment and interest in high definition golf simulators/launch monitors. While the initial outlay can be expensive, the ability to offer consumers and their family’s year round access to golf and other sports (perfect for summer when you’re on the golf course) is becoming a value-added incentive to increase customer loyalty.
It is also giving teaching professionals a winter environment to work with pupils on their game or equipment through high speed digital soft- ware or launch monitor platforms. Visual Sports in Vaughan, Ontario has seen a dramatic up-turn in course enquiries.
“You are buying a small business with a simulator,” says Neil Pasteris, vice president of sales for the Canadian company. “There’s an education component of generating year round dollars with the machine but we easily can build a case for a sustainable revenue model.”
“For the past three years Ingersoll Golf Club in Ingersoll, Ontario has had an annual night in November featuring Juno-nominated performer, Craig Cardiff. Tickets are marketed to the general public and members through usual sources.”