Page 9 - Audit - 29 April

GOLF CLUB NAME - VENUE AUDIT

MEMBERSHIP
One of the biggest issues to be tackled is the increasing non-renewals of existing members. This is a
worrying trend which is having a detrimental effect on growing the club base. A membership engagement/
recruitment plan must be put in place covering a twenty-four month period. The membership environment
surrounding Tulfarris is an extremely difficult one due to the number of courses and low local population
centres. The club must move to a twelve-month sales cycle which incorporates three membership offers
throughout the year. We will need to have the ability to set pricing and reduce for new members accordingly.
Finally, the club committee must be engaged with so that they understand the need for membership growth
to sustain the long term success of the club.

GREEN FEES
Overall green fee revenue has remained fairly static for the past couple of years. There is room for growth
in online sales which will need to be managed carefully. Green fee rack rates are competitive; however, the
open competition fee must be increased to a minimum of €25. To help with improving the quietest day
midweek, we propose to run a Tuesday open series throughout the summer months. If the pro-shop hours
are extended additional Twilight green fee pricing will be introduced to encourage more evening visitors.

SOCIETY GOLF
While the society golf revenue is generally strong, there is lots of potential to increase this figure. This can
be achieved with better use of dynamic pricing, better management of the timesheet and a more focused
society sales process. Peak tee times in the main season must be sold at a rate of €40 person in 2021, if
groups wish to avail of a discounted rate they can do so during off-peak times. We feel that the rate offered
to golf from Play, Stay and Dine group guests is low and should be increased to reflect the true value of the
time sheet. We will look to implement a revised focused sales process for the 2021 booking season, which
will include an enhanced upselling drive.

CORPORATE GOLF
With the recent improvements to both the golf course, clubhouse and the overall facilities, the golf club is
well equipped to host corporate events of all sizes. Couple this with the facilities at the hotel, Tulfarris Hotel
& Golf Resort, should be primed to sell itself as a corporate golf destination. We will revise the corporate
golf packages and introduce a specific sales drive.

PLAY, STAY & DINE
While there is a good mix of midweek and weekend ‘hotel group’ business, there are still lots of opportunities
to increase this figure. This can be achieved by allocating a higher portion of the golf package to the golf club,
better management of the timesheet/room availability and a more focused sales process. With regards
to casual guests, there appears to be room for these to be increased. The 20% discount is generous and
should be revised to set rates. There should be plenty of opportunities to upsell golf to your hotel residents
by promoting it at every chance you get – on check-in, around the general areas, in-room etc.

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