Looking for ideas to increase revenue Cancel The title field is required!

1. Damian Moreau

   

   0 posts
   
   12/28/2012 8:12 AM

   Thanks for all of the responses on my last topic all of the information was very helpful. I have been asked to come up with some ideas to boost revenue at a southern private club in lower AL. We have 1200 members and the average age is 50 to 75. Our membership has gotten older and when it comes to change well not the most responsive. We are trying to attract younger members but still do the same things over and over again. We have tennis, pools, fine and casual dining, fitness, golf and a pro shop. We have normal functions like weddings, wine tasting, theme nights on occasion, five or six golf tournaments, tennis tournaments and other functions and parties that our members bring to the club. Currently we are installing 4 new pools with slides for children, and potentially going to build a new driving range with a nice practice facility. I was wanting to look outside of the box and see if anyone has ideas that your club or a club you know of does that could either bring in more revenue or just shake it up a little. Our chef tends to stick to the same old buffet for lunch week in and week out so I will suggest changing that up some. Any fun or even goofy golf tournaments? Last year for our Calcutta party I painted a baby swimming pool,made a bracket out of PVC to hold a flag in the pool and put sand at the bottom. We floated it out into the lake about 140 yds and guys paid to hit shots in the floating pool/green. Pretty funny after they had had a few drinks! Dining ideas? Fitness ideas? Tennis ideas? We are a private club so they are very limited to having outside tournaments. Anyway any suggestions would be appreciated.

   
   
   
   
2. Gregory Pattinson

   

   0 posts
   
   12/28/2012 8:12 AM

   Seems to be the norm in the industry today by trying to attract "younger" members. I know some of the private clubs in Michigan are trying the same thing. One of the better ideas that I have seen is creating a pub or sports bar type atmosphere instead of the typical mens grill. Most of your younger members are not interested in playing gin rummy but would like more of a bar atmosphere to hang out in and watch multiple sporting events large flat screens.
   
   Greg Pattinson
   Indianwood CC
   Lake Orion MI

   
   
   
   
3. Wahlin Scott B

   
   12/28/2012 4:12 PM

   It is not just private clubs. We have a sign in front of our place that says, "Public Only!" We're trying to get the younger crowd too. We are considering trying night time dining with four food options: steak (filet), chicken, fish or vegetarian. We intend to offer activities for the kids with a counselor and light up the putting green. The idea is not so much to make money off of the dinner, but to make the club more of a central hub for families.

   
   
   
   
4. Hardy Andrew

   
   12/28/2012 5:12 PM

   Funny that if this post was on a PGA or club manager's web forum the answer would be to reduce maintenance costs or fire the Superintendent. I know we have opened the doors to outside events and run specials fees on a website called "Golf Now". Combine that with me tightening the expenses on my end and we have been a break even business for 3 years now. The family who owns the club has no mortgage and we own all of our equipment and inventory.
   
   Great question and I wish you luck pushing more revenues.

   
   
   
   
5. Wahlin Scott B

   
   12/28/2012 5:12 PM

   We stopped Golf Now. We felt it was way too expensive and did not increase our rounds. We need to come up with ways to grow the game. It would be great if we could get the President's wife and daughters playing. Pictures of families playing golf together, kids competing and adults having fun pushes golf.

   
   
   
   
6. Hardy Andrew

   
   12/28/2012 6:12 PM

   I agree Scott. We lost a full generation after the whole Tiger Woods boom. Not sure how the game becomes cool again?

   
   
   
   
7. Wahlin Scott B

   
   12/28/2012 7:12 PM

   Andrew Hardy said: I agree Scott. We lost a full generation after the whole Tiger Woods boom. Not sure how the game becomes cool again?

   
   
   It is a super cool game. We cannot make it cool; it is what it is. We have to turn the amps up on this thing and get the ball rolling. We have to invest some money to create the excitement. The game is not what you watch on the weekend. Those people are working. The game needs to be fun, fun, fun and I don't see that happening by changing the rules and making it Golf 2.0. I think we do it by making it okay to shoot 100. Make the club a social scene. Play golf, make friends, have a highball, putt, eat a nice meal, have freaking fun! We have made it too intense I think.

   
   
   
   
8. Hardy Andrew

   
   12/28/2012 7:12 PM

   Its funny you mention that. I look at your avatar and had the privilege to play 13 holes with Mike Smith (aka Bubbles) this past summer. Now that makes the game fun. Met him through a childhood friend who's in a semi-famous Canadian band. Hope to do it again next summer.

   
   
   
   
9. Wahlin Scott B

   
   12/28/2012 7:12 PM

   Andrew Hardy said: Its funny you mention that. I look at your avatar and had the privilege to play 13 holes with Mike Smith (aka Bubbles) this past summer. Now that makes the game fun. Met him through a childhood friend who's in a semi-famous Canadian band. Hope to do it again next summer.

   
   
   I have never met him, but I have seen him do other stuff besides "Trailer Park Boys". He is brilliant. I have a childhood friend named Mike Smith. I have not seen him for many years, but he is the Head Coach of the Atlanta Falcons.

   
   
   
   
10. Hardy Andrew

    
    12/28/2012 7:12 PM

    I guess via the people we know or knew we're all semi-famous by association

    
    
    
    
11. Wahlin Scott B

    
    12/28/2012 8:12 PM

    Andrew Hardy said: I guess via the people we know or knew we're all semi-famous by association

    
    
    Not me. Nobody knows who I am, although I have known a number of celebrities.

    
    
    
    
12. Keith Lamb

    

    3 posts
    
    12/29/2012 7:12 AM

    Flogton

    
    
    
    
13. Melvin Waldron

    

    43 posts
    
    12/29/2012 8:12 AM

    I know something that seems to be working in our area, and I guess it depends on how you view it. Through one of our local TV stations people can buy deals at half price. It ranges from restaurants to spas, nail salons and the like. It has included golf courses as well. They offer rounds for two at the 1/2 price. There are restrictions such as time and days and there is also a time limit such as by May 31st. People can buy up to five rounds and also give 5 rounds. Check it out on http://www.ky3.com I'm sure there is a link to it on there. One of the courses said they made about $1,500 on a cold day in December where they wouldn't have made anything otherwise.
    
    I agree with Scott that we need to make it more family fun. In my opinion its other sports and activities (as I can attest to, now that our son is in high school) that keep families from playing together, and even from parents playing. I find it hard to make time after work when I know one of us parents is going to have to run over to school to pick him up or drop off dinner for him, thank god when he gets his drivers license, of course praying for everyone on the road will increase.
    
    Mel

    
    Melvin H. Waldron III, CGCS, Horton Smith Golf Course, City of Springfield/Greene County MO
    
    
14. Wahlin Scott B

    
    12/29/2012 9:12 AM

    I am not going to give my tee times away for half price. I simply cannot afford it. The math does not work out. I need more money than that to run the place. And the answer is not management companies in my humble opinion. The Presidents, CEOs and stockholders have to get paid. How many weeds do they pull? I'd rather pay my employees. We need to take charge of this challenge and get the job done. We need to create momentum and excitement with activities, outings and enticements. It is a great game. Somehow we are blowing it.

    
    
    
    
15. Melvin Waldron

    

    43 posts
    
    12/29/2012 10:12 AM

    Scott Wahlin, CGCS said: I am not going to give my tee times away for half price. I simply cannot afford it. The math does not work out. I need more money than that to run the place. And the answer is not management companies in my humble opinion. The Presidents, CEOs and stockholders have to get paid. How many weeds do they pull? I'd rather pay my employees. We need to take charge of this challenge and get the job done. We need to create momentum and excitement with activities, outings and enticements. It is a great game. Somehow we are blowing it.

    
    
    Scott, I can agree somewhat about giving away tee times for 1/2 price, but if the tee sheet has those openings that don't get sold, isn't something at a discount better then nothing? Of course my opinion when one goes discounting is, are the prices too high to begin with? But another thought as well in all this, and this might come in where your discounting for families, such as kids 1/2 off or maybe call it a group discount for a family. But for the most part, it doesn't really cost me anymore to set up the golf course for 10 players as it would for 200. The only added expense is if there are 200 golfers I know I'll have to change cups and move markers, probably rake bunkers and rope off traffic patterns. Some of those things I might be doing anyway. That's my opinion of course, I would still be aerating and doing all the cultural practices too.
    
    Mel
    Mel

    
    Melvin H. Waldron III, CGCS, Horton Smith Golf Course, City of Springfield/Greene County MO
    
    
16. Graham Kornmeyer

    

    0 posts
    
    12/29/2012 10:12 AM

    Are there any golf courses offering all children under "X" play for free?

    
    
    
    
17. Melvin Waldron

    

    43 posts
    
    12/29/2012 10:12 AM

    Graham Kornmeyer said: Are there any golf courses offering all children under "X" play for free?

    
    
    We did at one time not sure about now, but when our lighted par 3 course was renovated, they would let kids play free with their parent that first year for sure. I was thinking we had a Sunday afternoon league at our course that would let kids play free with their parents. Just checked our websites and did not see anything like that now.
    
    I know there are discussions with our jr. program providers of providing summer passes or discounts if the kids are in one of the summer jr. programs or maybe on school teams. All preliminary at this point.
    
    Mel

    
    Melvin H. Waldron III, CGCS, Horton Smith Golf Course, City of Springfield/Greene County MO
    
    
18. Damian Moreau

    

    0 posts
    
    12/30/2012 1:12 PM

    Although most of our membership is change prohibitive we do have X amount of them that are willing to change for the future of our club. We just demoed our 70 year old lap pool and replacing it with several smaller pools. One is a lap, a diving, casual and a pool with slides. We are also toying with the idea of blowing up our north nine and building two practice greens, teaching facilities, numerous target greens, practice bunkers and a par three course so any club in your bag can be used. I think this will be one of the biggest impacts for our membership seeing as children are not allowed on the championship course. Our GM also mentioned a Frisbee golf course on that side. Never played it but looks fun especially for kids. I am in favor for anything that will want younger families to join what is considered to be an old club. I am going to mention a full time baby sitter and only charge enough to pay for their wages. I think this would encourage more members to use the facility and more to join. Thanks to everyone who has responded with suggestions.

    
    
    
    
19. Mark Van Lienden

    

    14 posts
    
    1/2/2013 6:01 AM

    I don't know why everyone trys to target young people.Most of our new members are over 55.Maybe we should try to get more older people to play.A red flag for anyone over 60.One percent off member fees for each year you are a member.Senior tournaments for higher handicaps.

    
    
    
    
20. Fauble Christopher

    
    2/14/2013 9:02 AM

    Graham Kornmeyer said: Are there any golf courses offering all children under "X" play for free?

    
    
    Yes we offer children 16 and under play for free with a paying adult. I think it is slightly beneficial and have seen a few more kids playing. I am also putting in 2 sets of the PGA Family Tees. Once these are in I thought it would be fun to play a Members tournament from these areas, essentially taken the Play It Forward initiative a step further.
    
    I've also thought of doing a modified par 3 contest. Every hole would be played from a par 3 distance.
    
    I nice putt putt course set up on the practice green once a month is another idea.
    
    The key to growing the game is getting the kids involved and making it fun for them from the start.

    
    
    
    
21. Border Ricky H

    
    2/14/2013 10:02 AM

    Maybe we should be asking those "older" players how they were exposed to the game. If it worked then why would it not work now?
    I have asked some of those folks playing here now and many say "I used to caddie here".Or "my dad took me out and he used to be a caddie here". No caddie program now, walk yourself or cart.
    Maybe our drive for increased revenue has hurt us in the long run. Drive was intentional. Look at all the length in newer courses whether it be yardage or just plain long distances between holes and around the loop. This increased length makes the game harder, less accessible, and a longer part of a day to play a round.
    
    Ricky Border
    Oglebay Resort
    Wheeling, WV

    
    
    
    
22. Melvin Waldron

    

    43 posts
    
    2/14/2013 10:02 AM

    Christopher Fauble said:

    Graham Kornmeyer said: Are there any golf courses offering all children under "X" play for free?

    
    
    Yes we offer children 16 and under play for free with a paying adult. I think it is slightly beneficial and have seen a few more kids playing. I am also putting in 2 sets of the PGA Family Tees. Once these are in I thought it would be fun to play a Members tournament from these areas, essentially taken the Play It Forward initiative a step further.
    
    

    
    
    We've put in the family markers from US Kids in, as our Pros/GM asked us to, of course they didn't follow up with the score cards as they were suppose to.
    
    The only time they get used is when our Apprentice pro takes his Jr. programs on the course and we use 6 holes during our one Jr. tournament in the summer.
    
    I've played from them in the winter before, it was fun, would have been more fun if I had remembered to take my little cheater yardage card out with me.
    
    Mel

    
    Melvin H. Waldron III, CGCS, Horton Smith Golf Course, City of Springfield/Greene County MO
    
    
23. Brent Borelli

    

    0 posts
    
    2/16/2013 12:02 AM

    We sell "Punch cards". Customers buy limited access to your golf course and it's amenities if you want to include that. Our club in Korea is strictly golf so we sell punch cards for a certain amount of rounds of golf. (mini membership in a sense). We have restrictions on the weekends. These punch cards rounds have to be used up in a certain amount of time. This has helped generate more money for our club and given us a boost. It's a good way for the golfer and club to feel each other out. It's also just a fraction of the cost of a yearly membership so you might get more golfers who aren't willing to shell out a year's worth of cash. The customer is buying access and prestige.
    
    Brent

    
    
    
    
24. James Smith

    

    112 posts
    
    2/16/2013 6:02 AM

    Does your course have a workout area with weights and threadmills yet? this is one of the attractions to help draw the younger crowd.
    
    One reason clubs are trying to draw the younger crowd is for the future of golf. by getting that person in the age range of 25-35 they hope to bring in their children also. this is needed to grow the game for our future. The kids grow up and still play golf. my club has three generations of families playng here. We offer a lower price membership for those in the age range so they can afford for their family to belong to our club. this had increased our membership by 10% and as they grow above the ageline they switch to full dues paying members.
    
    It seems like in order to get families involved you have to offer something for the whole family to enjoy. A gym may be used by the spouses and older kids. I have been trying to get our club to offer a summer rate for kids under 15 which we could limit the times they can play to our slowest times during the summer when the kids are out of school.

    
    
    
    
25. Wahlin Scott B

    
    2/16/2013 7:02 AM

    James Smith said: Does your course have a workout area with weights and threadmills yet? this is one of the attractions to help draw the younger crowd.
    
    One reason clubs are trying to draw the younger crowd is for the future of golf. by getting that person in the age range of 25-35 they hope to bring in their children also. this is needed to grow the game for our future. The kids grow up and still play golf. my club has three generations of families playng here. We offer a lower price membership for those in the age range so they can afford for their family to belong to our club. this had increased our membership by 10% and as they grow above the ageline they switch to full dues paying members.
    
    It seems like in order to get families involved you have to offer something for the whole family to enjoy. A gym may be used by the spouses and older kids. I have been trying to get our club to offer a summer rate for kids under 15 which we could limit the times they can play to our slowest times during the summer when the kids are out of school.

    
    
    I do not know how the athletic clubs around me stay in business. They are multi-floor operations with free classes, saunas and hot tubs, and they charge next to nothing to be a member. That is not a revenue generator for me is South Florida.

    
    
    
    
26. Robert Wright

    

    0 posts
    
    2/17/2013 12:02 PM

    Our club runs a Kids summer camp, which allows parents to drop the kids off, where they do tennis activities, then golf lessons, and games at the practice facility, then swimming, and lunch and video games indoors. Takes about 3-4 dedicated counselors to move them around. According to the GM this makes good money. They also offer free childcare for Friday night "happy hours".
    In Las Vegas, food and beverage isn't going to make money as their is too much competition and selection. Neither is a workout facility. One other problem is that public courses now charge such low rates (as compared to $150+ rounds in good economic times) that membership to a club really isn't much of a cost saver to the average family that might only play 4-6 times a month. Money is tight for most people who are younger and have new mortgages, children, cars. Running a country club is expensive and when you have to cut back service and maintenance the value just isn't there anymore.
    IMO the golf business needs to move more toward low cost, easy to maintain golf facilities where the "fever" can get established and hopefully this will encourage more people to go to the "harder, nicer" courses once their skill levels improve. I don't see this trend anywhere at the moment.

    
    
    
    
27. Jeremy Adkins

    

    0 posts
    
    2/18/2013 2:02 PM

    The future of golf is mostly about women. How many times do you see a man walk into the Club and sign up without having to show his wife what the Club offers to her and the kids. I have worked at a few Clubs that have had success marketing toward women playing golf...i.e. "Quick Six" events. A group of women go to the Club on a Thursday around 5-6 pm, have a couple drinks, get a 30 minute group lesson from the Pro, and go play 6 holes. We have to be more women friendly as an industry. Maybe relax the dress codes and not seem so "upscale". I'm not saying I like these changes, but they have been proven. Golf has a reputation of being for high end clientele and if we really want to be (I hate this word) sustainable, we have to venture down different avenues of marketing and cater to the younger generation.

    
    
    
    
28. Broughton James H

    
    3/1/2013 4:03 PM

    We recently set up a 9 hole "cross country" course, called the tournament Freeze Your A** . It was cold but almost full. They are still talking about it. We also have night golf tournaments. They are all 9 hole events except one. We tee off in the evening while it is still light, play 9, eat dinner then play 9 night golf for a total tournament score. People love it. Several one club and shortened events. For the most part people are busy. If it takes less time they are usually full. We too are still looking for more ideas. Keep it fun!!

    
    
    
    
29. Randle Robinson

    

    0 posts
    
    3/8/2013 9:03 AM

    Damian,
    We have struggled with this the last couple of years. We held a membership meeting where we decided to do away with the initiation fee for one year. In two months we filled our membership. We also added a "young professionals" membership category at a discounted rate. It was a tough sell, but we had all the numbers and facts to back it up and they couldn't argue with us. Every club is different, but that is how it worked here.