the top five issues golf course owners faced in 2013 - and how to solve them for 2014

The top five issues golf course owners faced in 2013 – and how to solve

them for 2014

Adam Stanley Communications | [email protected] | @adam_stanley | www.adamstanley.ca | 647-291-5667

INTRODUCTION

Golf course owners are purveyors of fun and excitement. People come to golf courses to escape, to network, to reconnect, and to enjoy life.

But, golf courses are not immune to problems.

After speaking to a few golf course owners, I’ve built a list of the biggest issues of the year, and suggests for next season.

Want to chat more and expand on my notes?

Think I’ve missed one or two?

My contact details are on the final slide.Adam Stanley Communications | [email protected] | @adam_stanley | www.adamstanley.ca | 647-291-5667

THE PROBLEMS

1. Number of golfers2. Retention 3. Staff turnover4. Public perception5. The weather


NUMBER OF GOLFERS

It’s no secret that golf is going through a tough time right now. But that doesn’t mean your golf course has to suffer. How can you get more members or public players to your facility? Do you have a plan in place? Here are a few pointers:

Make sure your communication channels are up-to-date (email, social media)

Bid to host a local tournament Become a figure in the community Invite members of the media for a special

event to build awareness Provide value to your customer in what’s being

offered Increase golfer engagement with your course


RETENTION


There’s a saying in business about how hard it is to keep an existing customer than to attract a new one.

Golf is highly competitive, especially when it comes to golf courses being in the same geographic area.

How can you keep your existing customer base when there are so many other options

Don’t devalue existing customer relationships in order to make a new oneDiscounting is not a strategy Incentivize long-time customers Word-of-mouth is importantContinue to separate your offering from your competition. (Think outside the box. What else do you have?)

STAFF TURNOVER


It’s not easy to keep staff motivated at a golf course. More often than not they are young (15-25) or old (60-80) and working part-time at your facility. If they are retired, they’re looking to do something with their time and likely get free golf. If they’re young, it may be their first job, and they’re trying to stay busy, make a little money (and get free golf) during the summer months.

Think about why you want them to stay with you.

Create achievable sales goals If young, find out what they want to do with their careers and pair them with a member who is in that fieldOffer incentives for sales, membership compliments, tips (etc.)Have fun! That’s why they wanted to join a golf course in the first place.

PUBLIC PERCEPTION


As a golf course owner, it’s likely you’ve heard a handful of different comments about the game. It’s elitist. It’s too expensive. It takes too long to play. That’ll remain the perception until you do something about it. You have the power!

Show the customers you’re different, don’t tell them Do you have great pace of play? Become “The Home of the 4-hour Round” and back it up. Word of mouth is important (again) People value their time, just as you value their time. Value doesn’t mean “cheap”Consider family-oriented events

THE WEATHER

Unfortunately, this is one of those things that golf course owners are unable to really control but still effects the bottom line.

What you can do is make your facility the place to be – even if the weather isn’t favourable.

Movie days (for families) when the weather won’t allow for golfSports specials when other games are on (raffle prizes, drink & food specials)Incentivize guests to make your facility the place of choice – rain or shine.


CONTACT

Adam StanleyTwitter: @adam_stanley

Phone: 647-291-5667Email: [email protected]

Web: http://www.adamstanley.ca

Want more details? See my LinkedIn Profile


http://www.twitter.com/adam_stanley

mailto:[email protected]

http://www.adamstanley.ca/

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the top five issues golf course owners faced in 2013 - and how to solve them for 2014

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