Golf Range Digest

Golf Industry Economy – A 10-year snapshot

2011-11-09T09:00:00.000-05:00

Golf Industry Economy – A 10-year snapshot

A good summary of the challenges in the industry over the last decade from the National Golf Foundation.

The National Golf Foundation Releases 2010 Opening & Closing Report

2011-02-03T11:08:00.001-05:00

These are some of the details emerging from NGF’s newly released Golf Facilities in the U.S. report, 2011 edition. Other highlights:

There were openings in 29 states.

Of the 46 openings, more than 60% were daily fee

There are currently more than 80 U.S. golf course projects under construction (excluding renovations)

States with the most openings in 2010 were Pennsylvania, Illinois, Florida, North Carolina and Texas

The region with the most courses currently under construction is the South Atlantic with 16.5 courses.

The total facility count at the end of 2010 stood at 15,890, 167 less than the all-time high of 16,057 in 2004. And the current number of 18-hole equivalents is 14,904.5, which is less than the number of facilities due to the large number of stand-alone 9-holers (4,382).

Golf Facilities in the U.S., 2011 edition, is now available. We encourage members to download this report but please share it only with others within your own organization.

Most Recent National Golf Rounds Played Report

2010-10-09T13:35:00.000-04:00

This week we all were able to look at the the most recent report of rounds played in the United States. This two-page summary report can be found by clicking on National Golf Rounds Played Report. This report compares rounds played this against rounds played in the same time period last year. Knowing that overall rounds played decreased by 10% in the last decade, this report paints a mostly bleak picture of state of the industry for the first 2/3's of 2010.

We are being told that the country is out of the most recent recession, yet we are still feeling the pain of this recession in most areas of business. The overwhelming majority of industries are affected by recessions. Only a few, such as discount retailers and core food suppliers, tend to remain stable. The experts say "(w)hile golf is not entirely recession-proof, the golf industry does appear to be one of the last to fall during a recession and one of the first to rise after a recession. The golf industry tends to be buoyed, in all likelihood, by consumers at the upper end of income brackets." I guess this means that we should not forget that circumstances can always be worse.

On a more positive note, let's remain optimistic that the results of upcoming elections will bring some control and moderation to growth of government, growth of taxes and hopefully an effort to create circumstances where American business can begin to use accumulated cash to re-energize the economy. By next spring all of us in the golf industry could be looking at tremendous opportunity to reverse the trends of the last decade recapture revenue and profit that evaporated in the fist decade of this century.

Now is the time to prepare for next season. This might be a good time to look at earlier posts to this blog: Growing a Business in Tough Times, Text Messages & Twitter, Electronic & Social Media Marketing Options and Closing the Loop.

Let's start today to build the momentum for a great 2011 season.

New Federal Government Golf Rules

2010-10-09T09:18:00.000-04:00

I don't know the source of this joke but given current events in our nation it should garner a chuckle and may be a valid commentary on the over-reaching of the Federal Government. Thank you to my friend Mike LaFuze for sending me this email:

"President Obama has recently appointed a Golf Czar and major rule changes in the game of golf will become effective in August 2010. This is only a preview as the complete rule book (expect 2000 pages) is being rewritten as we speak. Here are a few of the changes.
Golfers with handicaps:

below 10 will have their green fees increased by 35%.
between 11 and 18 will see no increase in green fees.
above 18 will get a $20 check each time they play.

The term "gimme" will be changed to "entitlement" and will be used as follows:
-handicaps below 10, no entitlements.
-handicaps from 11 to 17, entitlements for putter length putts.
-handicaps above 18, if your ball is on green, no need to putt, just pick it up.

These entitlements are intended to bring about fairness and, most importantly, equality in scoring. In addition, a Player will be limited to a maximum of one birdie or six pars in any given 18-hole round. Any excess must be given to those fellow players who have not yet scored a birdie or par. Only after all players have received a birdie or par from the player actually making the birdie or par, can that player begin to count his pars and birdies again. The current USGA handicap system will be used for the above purposes, but the term 'net score' will be available only for scoring those players with handicaps of 18 and above.

This is intended to 'redistribute' the success of winning by making sure that in every competition, the above 18 handicap players will post only 'net score' against every other player's gross score. These new Rules are intended to CHANGE the game of golf.

Golf must be about Fairness. It should have nothing to do with ability, hard work, practice, and responsibility. This is the "Right thing to do". "

NOT!

Telephone Calls Received at the Pro Shop

2010-09-14T11:11:00.000-04:00

There is always time for a little bit of humor during a long day. A friend of mine (Dean Hutson), sent these to me. We are not sure of the origin, but anyone who has been on the receiving end of telephone calls at a golf course or range could find these to be believable. I offer you these unedited transcripts for your entertainment pleasure.

Telephone Calls Received at the Pro Shop

Staff: Golf course, may I help you?
Caller: What are your green fees?
Staff: 38 dollars.
Caller: Does that include golf?

Staff: Golf course, may I help you?
Caller: Yes, I need to get some information from you. First, is this your correct phone number?

Staff: Golf course, may I help you?
Caller: Yes, we have a tee time for two weeks from Friday. What's the weather going to be like that day?

Staff: Golf course, may I help you?
Caller: Yes, I had a tee time for this afternoon but I'm running late. Can you still get me out early?

Staff: Golf course, may I help you?
Caller: Yes, do you have one of those areas where you can buy a bucket of golf balls and hit them for practice?
Staff: You mean a driving range?
Caller: No, that's not it..,,,

Staff: Golf course, may I help you?
Caller: Yes, I'd like to get a tee time tomorrow between 12 o'clock and noon.
Staff: Between 12 o'clock and noon?
Caller: Yes.
Staff: We'll try to squeeze you in.

Staff: Golf course, may I help you?
Caller: Do you have any open tee times around 10 o'clock?
Staff: Yes, we have one at 10:15.
Caller: What's the next time after that?
Staff: We have one at 10:22.
Caller: We'll take that one. It will be a bit warmer.

Staff: Golf course, may I help you?
Caller: How much to play golf today?
Staff: 25 to walk, 38 with a cart.
Caller: 38 dollars?
Staff: No, 38 yen.

Staff: Golf course, may I help you?
Caller: What do you have for tee times tomorrow?
Staff: What time would you like?
Caller: What times do you have?
Staff: What time of the day?
Caller: Any time.
Staff: Morning or afternoon?
Caller: Whenever.
Staff: We have 16 times open in the morning and 20 open in the afternoon. Would you like me to read the whole list?
Caller: No, I don't think any of those times will work for me.

Staff: Golf course, may I help you?
Caller: Do you have a dress code?
Staff: Yes, we do. We require soft spikes.
Caller: How about clothes?
Staff: Yes, you have to wear clothes.

Staff: Golf course, may I help you?
Caller: Yes, do you have a driving range there?
Staff: Yes.
Caller: How much for a bucket of large balls?
Staff: Sorry, we're all out of large balls. But we can give you twice as many small balls for the same price.

Staff: Golf course, may I help you?
Caller: Can I get a tee time for tomorrow?
Staff: Sure, what time would you like?
Caller: Something between 9 o'clock and 10 o'clock. In the morning, if possible.

Staff: Golf course, may I help you?
Caller: Do you rent golf clubs there?
Staff: Yes, they're 25 dollars.
Caller: How much to rent a bag?

Staff: Golf course, may I help you?
Caller: Yes, my husband just called me on his cell phone and told me he's on the 15th hole. How many more holes does he have to play before he gets to the 18th?

Staff: Golf course, may I help you?
Caller: Yes, do you have a driving range there?
Staff: Yes.
Caller: How much for a large bucket?
Staff: Four dollars.
Caller: Does that include the balls?

Staff: Golf course, may I help you?
Caller: Do you have a twilight rate?
Staff: Yes, I it's 15 dollars after 2 o'clock.
Caller: And what time does that start?

Staff: Golf course, may I help you?
Caller: Yes, I'd like some info about your golf course.
Staff: OK, what would you like to know?
Caller: I don't know, that's why I called.

Staff: Golf course, may I help you?
Caller: My kids just came home with pockets full of range balls and said they stole them from your driving range Would you like to buy them back

Korean Golf Practice Facilities

2010-09-03T10:51:00.001-04:00

While I have traveled abroad extensively over the last thirty years, the opportunity to visit most of Asia for business or pleasure just never occurred. I just spent the entire month of August in Korea doing some work for the US Government. My work schedule was quite intense, nonetheless my natural predilection for exploring golf practice facilities would take over when I saw netting rising high above the natural skyline. The Republic of Korea (South Korea) has almost fifty million inhabitants but less than 200 golf courses. That compares to my community (Rochester, New York) with less than one million folks and more than one hundred golf facilities. The shortage of golf courses seemed to have an inverse relationship to the number of golf practice facilities I saw. While I have not been able to find any statistics, I cannot remember being anywhere, where I have seen so many ranges popping out above the skyline in urban settings. In one area in the southern part of Korea, I was able to see five ranges in the skyline from ground level.

The major difference between ranges here and the apparent norm in Korea was the size of the ranges. The ranges are smaller and usually fully enclosed by netting. Fifteen to twenty tees seemed to be the average number of tees at these facilities. I only saw bright green netting hung using a pulley system and tri-poles to enclose the ranges. There are a few multi-tier mega-ranges in the major metropolitan areas.

The equipment at these ranges is the same as we use here. There is a sampling of ball pickers, ball washers, dispensers and hitting mat systems from all the major US manufacturers. Golf Balls and range clubs were the same as you might see at any practice facility here. Several fully automated facilities are operating in major metropolitan areas.

Since most Koreans do not have access to one of the limited and very expensive golf courses (averaging more than $400.00 per round), trips to the range seem to be more of a significant happening. Several of the ranges I visited were accessorized to the max. The facilities were much more club-like than the typical stand-alone range in the States. Food and beverage services, large screen televisions and very nice fixtures made for a very nice atmosphere and outing. I found customers attire to be consistently what we might expect to see on the golf course. The amount of time and the number of balls hit exceed the norm here in the States. two hundred fifty to five hundred balls per visit is not unusual. At one facility the going rate for 250 balls is just under $10.00 (very reasonable) which is less than half of the going rate here in the States.

In conversations with everyone from a cab driver (former computer business owner) boasting of a single digit handicap to a few English speaking Koreans at different venues, I became convinced that a reasonably high pent-up desire for anything golf. Given the unfulfilled craving for golf on the Korean Peninsula, there are definitely opportunities for success with future business development for everything from more ranges to golf simulators, to short courses and of course, regulation facilities.

Why Par -3 Courses Make Sense in Today's Market

2010-07-26T08:51:00.000-04:00

Take a few minutes to read a recent article in the Wall Street Journal about short courses: Why We Need More Par-Three Courses

Short courses can be a lucrative business if placed in the right location and in many situations should be lit for evening play.

Par-three courses eliminate the three principal reasons people don't start golf or leave after a brief attempt at the game. The three most reported explanations for not playing are:

The time commitment;
The cost; and,
The intimidation factor.

Short course minimize or eliminate all of these reasons for not playing. Additionally, the are family friendly and great alternatives for business outings.

A shining example of how to do it correctly is Knights Play Golf Center in Apex, NC. 27 holes, three tees per hole to accommodate different levels of golfers and lights. All of this along with an attractive driving range, clubhouse and pro shop have resulted in a great golfing experience for beginners to low handicappers. In today's tough market a lit par three can be the distinguishing characteristic in a sometimes overcrowded market place.

So, when considering development of a family entertainment and/or golf facility consider a short course that is lit and associated with a teaching facility/range.

Market-Market-Market

2010-07-01T11:53:00.000-04:00

When times get tough, it’s time to increase marketing efforts http://www.golfbusiness.com/pageview.asp?doc=2430

Growing a Business in Tough Times

2010-04-26T09:47:00.000-04:00

Growing new customers in tough times requires extraordinary efforts for business owners. Efforts during tough times pay off exponentially when money starts to flow. Here are a few positive actions you can take during tough times so you can fly high in the future.

1.   During tough times, the talent pool for good employees is at its best. There are a great pool of underemployed talent looking for work. You will be able to find highly qualified if not over qualified individuals to fill existing positions in your organization. Use this time to search out the type of employees that can contribute to growing your business. We have been able to use very talented folks in engineering, finance, marketing and sales that were unemployed for no fault of their own. Use the skills honed working in other industries to improve your business operations. These employees know they have a better chance of getting a job if they are working so most are willing to work at a pay rate you can afford. Most are grateful to be working again and really pitch in to the company mission.
2.   Companies that continue to market during tough times set the stage for future success. When cash flow is suffering, it may seem as though reducing marketing expenses make sense. View marketing and the results you achieve from it along a time continuum. If you reduce or eliminate marketing, you interrupt customer development for future business. Current customers question the stability of the organization. In addition, when competitors cut back on marketing dollars there is less clutter in the communication pipeline. You have a chance to have your message seen and heard by more potential customers.
3.   Exploit technology to create a multi-pronged, efficient and agile marketing campaign. The new technologies offer very cost effective methods to get your message out to potential and current customers. Facebook is free and can be an effective tool for marketing. Twitter, text messaging and local commercial websites offer numerous free or very inexpensive methods for getting your message out.
4.   Leverage relationships. I remember in the 90’s when successful facility owners started saying no to charities using golf practice facilities for hole-in-one competitions. Many owners believed that any extra traffic was not worth the disruption to their existing business. It may be time to relook at these type of cross-promotional opportunities. A well-advertised charity hole-in-one competition or miniature golf tournament can put your facility back on the map. If your staff welcomes participants to the events, you will get new customers. Smaller special events promoted by a church, scouts, social clubs will bring folks through the door. You provide a clean attractive friendly environment and let your promotional partner drive the traffic to you. In our industry unused capacity translates into revenue never generated.
5.   Metrics, metrics, metrics. Every effort to grow a business will have a different level of success. As small business owners, we are so wrapped up in day-to-day operations it is often difficult to step back and assess the results of marketing efforts. Set aside time and establish methods for measuring the success or failure of marketing and advertising. When possible learn why you have lost customers. Figure out why repeat customers keep coming back.

Best of luck for a successful 2010 season. If you want to discuss some ideas you have for marketing or some success you have had, feel free to contact me at 800-597-3948 or by email at paul.ciminelli@arcgolf.com.

Where Do We Go From Here?

2010-02-16T15:53:00.000-05:00

The golf industry and its many components face significant challenges in 2010. Recent published results by the National Golf Foundation show a slight but continuous decline in rounds played during the last decade. Nationally, supply of golf courses seem to be coming close to a common spot on the graph with demand for rounds played. While the reduction in rounds played, has been small, revenue from all the associated profit centers have declined significantly. The good news is that if you are still in business you may have weathered the storm. We all have adjusted our business models to accommodate what is happening. Now it is incumbent on us move forward seeking out and maximizing future opportunities…Those survivors have a common approach to their businesses. They understand the importance of constant unwavering customer service, aggressive and creative marketing programs maximizing the new technologies and maintaining their facilities in the best conditions possible.

From all of us here at the World Wide Golf Development, Ltd. family our wish is for a healthy, happy and successful 2010.

2010 - Continuing the Recovery

2010-01-01T17:04:00.000-05:00

Where do we go from here? The golf industry and its many components face significant challenges in 2010. Recent published results by the National Golf Foundation show a slight but continuous decline in rounds played during the last decade. Nationally, supply of golf courses seem to be coming close to a common spot on the graph with demand for rounds played. While the reduction in rounds played, has been small, revenue from all the associated profit centers have declined significantly. The good news is that if you are still in business you may have weathered the storm. We all have adjusted our business models to accommodate what is happening. Now it is incumbent on us move forward seeking out and maximizing future opportunities…Those survivors have a common approach to their businesses. They understand the importance of constant unwavering customer service, aggressive and creative marketing programs maximizing the new technologies and maintaining their facilities in the best conditions possible.

From all of us here at the World Wide Golf Development, Ltd. family our wish is for a healthy, happy and successful 2010.

Golf Range Operators Survey

2009-10-06T20:08:00.004-04:00

During the second half of 2009 we have conducted a survey of golf practice facilities around the United States and abroad. Over the next few weeks I will try to provide some of the results to you along with some insight into what the numbers mean. You are welcome to participate in the survey if you haven’t already had a chance. Just click on this link (Golf Range Survey). In appreciation of your effort to complete the survey I will send you a small gift as our way of saying thank you. We hope to finish our collection efforts by year’s end. Thank you in advance for your assistance in this meaningful endeavor.

Text Messages & Twitter

2009-08-13T17:14:00.001-04:00

Without going into the how-to of using Twitter and bulk text messaging, suffice to say that there are numerous uses as a retail business owner and operator for these social networking capabilities. Keeping customers apprised of upcoming events, last minute specials, even a sale just for those folks that follow you on twitter or are willing to receive text messages from you can generate awareness and excitement about the products and services at your facility. An example of this occurred at a friend’s business earlier this year. One of the sale reps for a company he does business with called with what appeared to be a very enticing offer for equipment. Before committing to the purchase of a number of units, he sent out a text message to the customers on his list. He asked them to contact him immediately if they had any interest at all. He received eleven responses to his two hundred plus text messages. He pre-sold seven units that day. He called the rep back and ordered the product at no risk. Everybody won that day…the sales rep, the shop owner and the customer. You can use this same methodology to reduce inventory or just generate more customer visits to your store for little or no cost.

If you link sales history to this capability, you can target customers that might be interested in what you want to sell. Let us say you sell several customers a certain driver early this season. You realize you have a few too many 3-woods and 5-woods matching these drivers. If you know who bought the drivers earlier in the year you can send them a personalized text offering them a special price for the fairway woods. This is just one example of using modern technology to get a message in front of a customer or potential customer.

One final example could be using Twitter to announce a last minute demo day or a “free” group chipping or putting lesson on an evening you are not busy. The response will be proportional to the quality of the product and the number of folks that follow you on twitter. It is found business and there are no costs involved in marketing the event.

As I finish this blog I am distracted by my second computer screen where live video of the first round of the PGA Championship is finishing up. You have to love this technology. Learn to use it to maximize your chances of business success.

Electronic & Social Media Marketing Options

2009-06-19T11:16:00.002-04:00

The next few blogs will discuss some free or inexpensive ways to stay engaged with your customers and draw new customers to your facility. I am not an expert in any of these new methods, but I like to watch and learn from what I see happening around me in the golf industry. Any of the methods I discuss are in use around the industry today. What I see most of the time are businesses doing a very good job at one form of marketing but not bringing that energy to multiple methods. Free business listing opportunities, social media sites, a dynamic website, regular promotional and informational email all assist in building a brand consciousness for your facility. Using as many of these methods as possible increases opportunities for success. Here is a sample list of tools to get your message out:

• dynamic website
• regular emails to existing customers (newsletter and/or promotional material)
• regularly writing and posting a blog
• page on facebook
• become the expert on local golf by electronically publishing articles and sending them out
• conduct a survey to determine customer satisfaction and
• take advantage of every free business listing service in your area
• text messages to customers
• twitter postings
• YouTube postings
• free business listings on Google, Yahoo, MSN, etc.
• registering key staff on LinkedIn and join industry specific groups

Now before you stop reading this blog because you do not know how to do this and you do not have time to learn, stop and think for a minute about what it would cost to get in front of customers on a regular basis. We have all done advertising the traditional ways such as direct mail, local TV, local radio stations, the crawl on the weather channel, coupons in coupon books and newspapers, special promotions, etc. Think about the cost and more importantly, the “return on investment” ROI. It is worth your time and energy to access and create a presence on as many free or inexpensive platforms. You can always pay a company to do your marketing. There are innumerable businesses out there that focus on marketing golf and golf related enterprises. This is such an important element of your success I recommend that you stay directly involved in promoting your business whether you do it yourself or work with a professional. Either way you need to understand the capabilities and opportunities available in each of these marketing and advertising vehicles.

Click on the hyperlinks above and look at samples of vendors or services to accomplish saturating the marketplace with your presence.

In the next few blogs, I will discuss specific uses of some of these tools for a golf practice facility or family entertainment centers. Feel free to comment on any tools and how you have used a tool to reach and stay in front of customers.

One thing you can start to do today that will assist with this effort is to collect demographic information on customers. Most importantly, email addresses and cell phone numbers will go a long way in using many of these tools.

Closing the Loop

2009-06-09T22:14:00.004-04:00

A short entry today to plant two electronic seeds here. In the months to come I hope to discuss some of our web 2.0 initiatives for our new company. For now, take a look at our discussion site on facebook and my entries on twitter.

See you on

twitter

Check out discussion site on facebook:

Golf Driving Range Operators

American Recovery and Reinvestment Act of 2009

2009-06-01T15:11:00.005-04:00

One of my objectives in writing this blog is to remain non-partisan in any discussion developed here. It is a long way from the practice tee to the seats of power in our national government. Therefore, you would think avoiding political discussions would be a no-brainer. Remaining quiet (not one of my strengths) while the Federal Government mortgages away our children's future and places untold small businesses in jeopardy of failure by putting in place policies that are stymieing the economy at all levels, is no longer an option. For those of us in the golf industry, insult is added to injury by the specific exclusion of golf courses from receiving any of the stimulus dollars.

The recently passed economic stimulus plan, excludes golf course operators from relief for their businesses. Section 1604 of the American Recovery and Reinvestment Act of 2009 provides that “none of the funds appropriated under the Act may be used by a State or local government, or a private entity, for any gambling establishment, aquarium, zoo, golf course, or swimming pool.”

Since the purpose of the American Recovery and Reinvestment Act of 2009 is to stimulate the economy and create jobs why are golf course specifically excluded from the Act. Golf is responsible for more than two million jobs while annually contributing in excess of $76 billion to our economy. Golf related charities raise over $3.5 billion from annual events. The size of the golf economy exceeds the economic impact of newspaper publishing, performing arts and spectator sports, and the motion picture and video industries.

Golf is an industry that provides jobs, protects the environment, promotes health and supports charity. It is unfair and counterproductive to discriminate against golf. Golf must be afforded the same benefits as other sports-related industries not specifically excluded under this Act.

Contact your congressional delegation and demand an amendment to Section 1604 of the American Recovery and Reinvestment Act of 2009.

Soft Start to 2009

2009-05-23T12:46:00.005-04:00

I purposely divert from the most direct route when driving from my home to the office and my office to home to drive by a very esthetically pleasing golf course in my community. While the course is looking beautiful these late spring days, something is missing. First, I just do not see the folks on the practice teaching facility I normally see. Usually, the long-standing pro can be seen from morning to night on the teaching tee working with individuals or groups. Only one day this week did I see the pro teaching two individuals. The other obviously missing sight is the traffic on the course during non-league hours. This is a public course reasonably priced and well maintained and usually showing consistently high rounds played.
I received an email this week from the organizer of a local fund-raising golf tournament we have sponsored for the last ten years. The tournament is in late June. As of this week only 35% of the slots had been filled and the sponsorship was down.
My observations, while anecdotal, appear to be accurate based upon reporting being done by facility operators and industry manufacturers.
Current research seems to indicate that this year rounds played will be down, players will be looking for deals in greens fees, golf purchasing will be down, there will be more closings than openings of facilities and openings will be delayed.
On the positive side, the golf industry tends to be supported, by consumers at the middle and upper end of income brackets. Many folks belonging to private clubs and paying monthly fees will try to maximize their expenditure by continuing to play as much or more than usual. Leagues usually collect their money all before the season starts so golfers once committed to the league will see the season through.
As discussed in my May 2nd blog, “Success from Adversity,” it is more important than ever that you remain aggressive in marketing and take extra special care of existing customers if you want to vault out of the current recession rather than climb out when the opportunity arises.

The Little Things or Los Pequenas Cosas

2009-05-15T14:15:00.003-04:00

If you want to distinguish your facility in today’s competitive market, seek out individual and collective opportunities to exercise an extra level of customer service. Whether it is having your pro walk up and down the tee line offering on-the-spot advice or insuring there is adequate seating for the elderly or others with disabilities. If seniors can rest while practicing, they will buy a larger quantity of balls. If a customer gets a few free pointers from a pro, the odds are increased they will come back and possibly take one or more lessons or take advice when it’s time to replace or update equipment.

We had the chance to learn this important lesson several years ago on a very warm and muggy day. My wife and I were working at one of our ranges. The range was quite large almost 1000 ft wide and 1000 ft deep. Just about all the way at one end of the tee-line, we noticed an elderly gentleman holding his chest while bent over at the waist. I was concerned that he might be having a heart attack. I sprinted down to his location and by the time I arrived, he was getting ready to strike a golf ball off a rubber tee. I waited until he finished his swing and asked him if everything was ok. He said yes and stated that he was in a cardiac rehab program and was starting to exercise after surgery. He said it still hurt him to bend over. I asked him if he had a few minutes and suggested he sit down on the nearby bench while I recovered a piece of equipment from one of the storage rooms. What I had sitting in the storage room was a small mechanical automatic teeing machine that worked reasonably well but was not durable enough for constant use on a commercial range. I would always buy these gadgets to see if they were feasible for use at our facility. I set this teeing machine up and showed the gentlemen how to activate the delivery arm. Within a few minutes, he was hitting away with a smile on his face. When I saw him packing up, I went to recover the tee machine. He was very thankful and promised to return everyday if I would let him use the machine. He also promised to tell his cardiac rehab group about the accommodation. Not only did we have one satisfied customer, but also his positive review of our efforts led to a regular flow of folks needing a little assistance.

Remember, often times it is the intangible, no cost effort that will lead to positive results for your business.

Success from Adversity

2009-05-02T14:36:00.003-04:00

As the season gets into full swing, we are all feeling the effects of the down economy. There are opportunities for all of us in these situations. We have the opportunity to let our customers know that our business is confident in its ability to weather the economic storm. The credibility of your business will only be enhanced through any positive public relations efforts during tough times. Proactive marketing in a down economy will act as a defense against declining sales and will allow for increased market share by coaxing customers away from competitors. Keeping your name in front of potential customers is the key.

We all know that at some time in the future the economy will come back. Your competitors will start advertising again. If you have continued to advertise through these rough times you will have a competitive edge. Your return to prosperity will be stronger and quicker than your competitors. "Marketing News reported that in 2001, companies that maintained or increased their marketing efforts managed to boost their market share and outperform those organizations with decreased marketing by almost 250 percent. Organizations that aggressively marketed increased their market share by 1.5 percent, and the organizations that managed to survive the recession and decreased their marketing budget only gained 0.2 percent..”

So let’s say you agree with my proposition. How do you convince yourself if you are the owner to keep spending money on marketing and advertising when you are cutting everywhere else in your budget? Rethink your methodology for starters. Use different tools to keep your name and message in front of customers. Use the internet. Emails, blogs and websites are all cost effective tools for getting the message out. If you are not using these tools now, then it is time to learn. Marketing your business requires entering the age of Web 2.0. A second way to stay in front of your customer base is to use other enterprises assets to get your name out. You can offer to host (or at least allow use of your facility) a public charity event in your area for a popular charity. A hole-in-one, a putting or miniature golf competition will generate traffic and get your name out. Let the charity promote the event through its channels. Your facility will get innumerable positive exposures.

Use this opportunity to see what works. Ask customers through electronic surveys or by just making sure to ask as they pass the cash register how they heard about you and what they are looking for.

During difficult times it is more important than ever not to lose good customers so listen carefully to what they are saying. As discussed in an earlier blog, find palatable alternatives for customers. Possibly pursue the sale of a set of new grips or shafts rather than trying to force a sale of new clubs. While discretionary spending will go down during tough times, customers will spend on products with perceived value. Use your limited advertising dollars to promote brands all ready established in the market place. Don’t offer “re-shafting specials” offer “XXX brand re-shafting specials.”

Give yourself every chance to successfully weather the storm and be prepared to seize every opportunity when we climb out of the current economic circumstances.

Purchasing Partners

2009-04-10T17:10:00.003-04:00

In January of this year, I wrote a blog titled: “Getting Ready for 2009—How to Buy Lean and Smart.” After some reflection, I realized I had neglected to discuss one area of purchasing that can actually enhance your ability to buy smart. Over the years, I have found professional buying groups to be a great enhancement to my purchasing repertoire. Especially when your organization is small and most folks have multiple jobs to complete on a daily basis you should consider engaging a buying service to do your legwork for you. Usually for a reasonable annual fee, you can access such services and receive help in identifying, sourcing and negotiating pricing. Time is always a big enemy when operating a small business. An aggressive competent buying service will save you a significant amount of time and ultimately money. As a vendor I enjoy working with a good buying service because they know what they are looking for, are reasonable when negotiating price, are familiar with product lines and have usually asked the right questions to assess your needs. One such buying service is PAPC of Louisville, KY. The scope of services they provide fulfills every possible purchase at a country club or golf club. Give PAPC or one of the other great services a call and see how a professional purchasing organization can do to enhance your purchasing processes without creating an inordinate drain on your time.

Going Green – Practicing What We Preach

2009-03-31T18:19:00.004-04:00

There are many ways for us to be Eco-friendly in the operation of our businesses. I would like to hear from you about ways you save energy and resources in and around your facilities. I will throw out a few of my ideas for you.

Shop online whenever possible. Did you know you could decrease your impact on the environment by shopping online? A recent study by Carnegie Mellon University's Green Design Institute found that shopping online consumes less energy and reduces carbon dioxide emissions by 35 percent compared to shopping at traditional stores. The study documented energy use and carbon dioxide emissions generated through the complete cycle of buying a product using an online distribution and delivery channel as well as through traditional retail store operations. In fact, the study showed that 65 percent of total carbon dioxide emissions generated by shopping at retail outlets related to consumers driving to and from the stores. Results established that, on average, a business model such as Range Repair Warehouse fared much better in reducing carbon dioxide emissions and energy consumption with fewer steps in getting products from a warehouse to golf courses and driving ranges.

Use the web for marketing and advertising. Build up your contact list including email addresses for your customers. Stay in touch with your customers through the web and text messaging. Weekly emails setting out specials or featured products will be welcome when done professionally. Use your own experience to figure out what works and does not work. Which emails do you read and which ones go directly to your junk mail folder or your wastebasket. Well-crafted online surveys can go a long way to see what customers like and do not like about your business and what customers are looking for from you. More later on this subject.

Green is good on the range. Letting grass on the range grow as long as possible helps you and the environment. First, reducing the number of cuts per season saves gas, emissions and wear and tear on equipment. Additionally, the more grass on the range the more padding for balls as they land thus extending the life of your range balls.

Reduce chemical use on the range. The landing area is just that a landing area. If it is green, it is OK. The landing area does not need to be maintained the same way a fairway is maintained. Use the minimum amount of chemical treatments necessary to keep the grass and anything else green growing. After the first twenty-five yards, customers only see green. So if you are concerned about the appearance focus only on the area closest to the tee line.

Let’s hear some of your ideas and comments on greening our facilities.

Fewer Golf Driving Ranges Today

2009-03-18T02:19:00.006-04:00

      How Many Stand-Alone Driving Ranges Operate in the United States? With the level of sophistication of search engines and the plethora of companies selling databases of all kinds, you would think this question could be easily answered. In the nineties you could purchase databases with more than 2300 facilities that included a driving range. We believed in the nineties there were more than 2400 facilities but well less than 3000. A survey today of commercial databases seems to support the hypothesis that there are less than 2000 stand-alone ranges in the US.
     A second trend we have seen over the last four or five years has been the rededication of real estate where some of our biggest customers have operated for more than decade. Every day we review any references to “golf driving range” or “golf practice facility” in the press anywhere in the US or Canada. It is clear that many more ranges are closing rather than new facilities opening. This phenomenon is either the final adjustment to the over expansion of the nineties or a realization that there are more profitable enterprises for these parcels of land now dedicated to golf practice facilities.
     What does this trend mean for you as a range operator? First and foremost it means you have survived in a very competitive market. You are doing it right. So keep it up. Now it is time to broaden your marketing area. As facilities close for whatever reason there will be a group of former customers looking for a place to practice. Let your competitor’s customers (former customers) know why they should drive that extra few minutes to your facility. Review the services offered by your competitors and determine if their customer base existed out of the quality of services or just convenience. Bottom-line of this discussion is that every time a competitor ceases to operate, there will be for a short period of time the opportunity to win over former customers and reacclimatize them to spending money at your facility.
      Take advantage of every opportunity!

A Few More Thoughts on Golf Ball Inventory Management

2009-03-10T06:51:00.003-04:00

When I first got in the range business I would wait until the rainy spring weather was past to introduce new range balls on the range. Customers loved seeing the fresh inventory and it just felt good putting the shiny new golf balls in play. By the end of the season the balls would really be showing just how busy we had been during the season.
Ultimately, I modified how we introduced new range balls. We would bring in a percentage of new balls every month we were open. This process would involve culling any balls that were in really bad shape and replacing them with new balls. Instead of receiving a pallet of balls once during the year we would break up our purchase over the season. This allowed us to budget cost of new balls over the season rather than having to write that big check for all the balls at once.
My experience was that the overall appearance of the balls remained consistent throughout the season and customers would enjoy this appearance.
A Long Island customer of ours with a very busy range was not satisfied with the amount of business he was doing on Monday afternoons used new range balls as a marketing tool. He reserves a portion of his new range balls for use only on Mondays. He has signage all around the range letting customers know every Monday was new ball day and included reference to the Monday special in all advertising. The result has been a following of customers that make a point of coming out on Mondays to enjoy the perceived value of “New Ball Monday.” According to this range operator, the additional labor to circulate the balls and then remove them is far outweighed by the additional business.
Tell us about some of your ideas on how you manage your golf ball inventory and how you use range balls as marketing tools.

Employees Serving in the National Guard & Reserves

2009-03-06T04:11:00.005-05:00

As I write this blog I am in Finland performing my annual training requirements for the United States Army Reserve. I am an instructor for a course being taught by the NATO School to students from many countries in Europe. I thought the time would be appropriate for us to discuss issues involving employees that are currently serving in the Reserves or National Guard. Having been both the employer of military and the employee attempting to fulfill a service obligation I have the perspective to understand the challenges for all involved. Since 9/11 there have been more than several hundred thousand days of service by Reservist and National Guard. Most of these folks have had to hug their kids, kiss their spouse goodbye and head off following the sounding of the bugle. I was involuntarily mobilized for more than nineteen months. Very few people in this circumstance walk away from their civilian job without some anxiety about what they will face upon their return. It is no easy thing for employers either. Having to “temporarily” fill a position is not always easy. If the Reservist holds a key position in your organization the situation is even more difficult.

Most of us work with as lean a crew as possible. Consequently whenever someone is missing for an extended period, managers have to adjust schedules, duties and responsibilities. On the positive side more of your people get to know more of the different jobs at your range or course.

The bottom line is that these employees not only deserve our loyalty and support, they are also protected by some fairly potent Federal law. There are two significant sets of laws on the books. The Uniformed Services Employment and Reemployment Rights Act (USERRA) clarifies and strengthens the Veterans' Reemployment Rights (VRR) Statute.

USERRA protects civilian job rights and benefits for veterans and members of Reserve components. USERRA also makes major improvements in protecting service member rights and benefits by clarifying the law and improving enforcement mechanisms.

There are numerous government websites where you can find answers to the many questions that may arise about the legal rights and responsibilities of Reservist employees and the legal rights and responsibilities of employers. One of the most useful and easily navigated websites belongs to the United States Department of Labor Veterans Employment and Training Section.

As they say here in Finland "Hyvästi Suomi" -- Goodbye from Finland.

Status of Teaching Pros at your Golf Practice Facility

2009-02-23T16:43:00.003-05:00

Since entering the golf range business almost two decades ago, one of the ever-present recurring questions is whether to hire your PGA Professional Instructor or to contract with him/her as an independent contractor (IC). If your goal is only to provide customers with the “opportunity” to receive great golf instruction then the independent contractor status for instructors’ pros might work for you.
There are plenty of financial reasons why you would contract with your PGA instructors as IC’s. Here are three:

Save on Social Security and Medicare taxes (On an average wage of $25,000, you could save $1,912);
Save on unemployment taxes (An average tax of 3 percent on $25,000 is a total savings of $750); and,
Save on the cost of other employee benefits (Cutting out vacation, sick pay, and holiday pay could save $1,550 or more).

There are as many reasons why having your PGA Pros as independent contractors may not necessarily help your business. Here are three reasons not to do this:

Complete loss of control on scheduling of lessons and classes. (See (IC) requirements below). That’s right, the IC sets his own hours, can modify them as needed (not show up for a lesson because he wants to play golf). You might think that this will only hurt his reputation with his student, but it’s your facility and long after you get rid of a sub-performing instructor, people will remember showing up for a lesson at your facility and being stood up.
You can’t make the IC exclusive to your facility. He/she has the right to teach wherever they want and whenever they want.
You cannot schedule for the pro. If someone calls for a lesson or stops at the counter requesting a lesson, all you can do is refer them to the pro if he is there or give the customer his contact information.

While the scenarios above may seem extreme, all are personal experience or experience of some of our clients. We have had great experiences with our instructors and they have contributed immeasurably to success of innumerable golf practice facilities. However, like any other facet of the business the way to insure a positive experience is to set the stage for success through preparing for a constructive relationship. Independent contractors and contracts go hand-in-hand. Have your attorney prepare the contract. A written agreement not only helps you defend a contractor's status with the IRS, but it protects you in court. At the very least, your contract will:

Define the job;
Define a worker's status as that of an independent contractor;
State that the contractor assumes responsibility for payment of federal and state taxes; and,
Stipulate a fee structure and require that any fee depend on the IC meeting assigned objectives.

Finally, The IRS has developed a set of guidelines for assessing independent contractor status. The key in deciding your PGA Pro’s status is how much control management has over how the Pro completes his/her job. Independent contractor status will more likely receive IRS approval when you meet as many of the following conditions as possible:

The PGA Pro performs without your constant supervision;
The PGA Pro can set his or her own hours of work;
The PGA Pro provides necessary equipment and supplies;
The PGA Pro can perform the work off company property;
The PGA Pro receives pay on a per-job or commission basis; and,
The PGA Pro can work at similar jobs at other facilities

Good luck in making your decision about how to characterize the relationship with your teaching pro.

Pebble Beach Fever

2009-02-13T14:36:00.005-05:00

Well it’s that time of year again. The Super Bowl is over. Basketball and hockey are a long way from the playoff season. The excitement of March Madness seems too far off. This week we will sit in front our televisions watching the wind blowing off the Pacific Ocean as golfers take on the historic Pebble Beach Golf Course in one of the most memorable and beautiful visual displays of a golf course anywhere in the world. Those lucky individuals attending the tournament will be soaking it all in while the rest of us will just try to figure out how to treat the annual debilitating symptoms of “Pebble Beach Fever.”

It is cold, snowy and dreary on most days right now. Nevertheless, it’s a great time to think about marketing. Use the fretfulness of winter and these early-televised tournaments to get your customers thinking about golf and what your business can do for them.

In these hard economic times, new club sales may take a hit. Let customers know that a new set of grips, new shafts, new cleats or shoes, a bag or maybe just one specialty club can feel really good if a new set of clubs is out of the question. Use the free images of early golf tournaments to get customers think about getting out and getting ready for golf 2009 at your business.

Start your marketing program today. Use names and addresses you have collected to send out advertising. Send an email using your email list. Buy the crawl on your local weather channel, use whatever method has worked in the past, but get going now. If you need some ideas call me and I’ll discuss some options with you.

As for me, I have always found the best way to deal with my symptoms of Pebble Beach Fever is with a visit to my local golf apothecary, Big Oak Driving Range and Golf Shop in East Rochester, NY for a big dose of golf healing.

Golf Ball Inventory Management

2009-02-06T15:35:00.006-05:00

In these lean economic times, maximizing the life of your range ball inventory becomes even more critical. We all will agree that hitting surfaces and range balls are the two top considerations for your golfing customers. How then do we maximize the life and quality of the range golf balls we use at our facilities?

A quality range ball: Any of the top brand range balls provide good experience for your customers. The brand you choose to buy has more to do with price, terms, promotions from the companies involved and tradition. Given the great pricing and terms the top companies offer there is no reason to consider buying pond balls or other second hand balls.

Buy enough: Make sure you have enough balls to support your busiest hours. At peak times, balls are hit much faster than you can recover.

More importantly, every time the ball gets hit it suffers a crash landing on your range, being picked up by your picker and bouncing around in a basket until the picker finishes its run, going through your ball washer, being transported mechanically or by hand to baskets or dispensers. The less number of times per day this cycle occurs the longer golf balls will remain serviceable and presentable.

Softening the ride: What are three actions you can take to extend the life of range balls?

First, leave the grass in the landing area as long as you can. Cushioning from plush grass results in the less damage to golf balls from landing.

Second, maintain your picker. Consider changing the discs on your ball picker regularly. Even the best picker discs wear out. I have seen discs that are very rough or that have small stones stuck in them. You do not want the surface of the discs to become abrasive wheels grinding the life out of range balls. Check the combs on your picker. Misaligned or lose combs can expose balls to the edges and actually peel the cover off an otherwise quality ball. Finally, make sure baskets are intact and not dragging on the ground.

Third, maintain your ball washer and conveyance systems. Make sure your ball washer is in top condition and kept clean. A worn and dirty brush causes undo wear-and-tear to balls. If the machine is not in top condition, either golf balls are being damaged or coming out dirty, or they are being washed multiple times to get them clean. Either scenario does not bode well for maximizing the life of golf balls. Conveyors, ball lift systems and gravity feeds all cause some wear on golf balls. By insuring all this equipment is in top condition, you minimize the opportunity for damage.

Written Personnel Policy

2009-02-05T08:36:00.001-05:00

In this second installment on employee handbooks, we will discuss the minimum elements for your personnel policy. While you may not have the time or wherewithal to do a complete employee handbook, please take the time necessary to write personnel policies. The reward for this well spent time will be creating a clear standard of conduct and insuring certain policies are on record. It is easier to enforce a written policy and treat everyone fairly if the policies are in writing.

Here are the most important topics you will definitely want to include in your personnel policy statement or employee handbook:

Statement of the company's goals and philosophy

Working hours

Statement of nondiscrimination

Procedures and policies for absence from work

Performance evaluation procedures

Pay periods

Safety and accident rules

Use of company property

Vacation and holiday policies

If you need some help with your employee handbook and policies contact us and we will recommend ways to accomplish this task efficiently and cost effectively.

Employee Handbooks

2009-02-03T16:52:00.003-05:00

In the next two installments of Golf Range Digest, I will discuss why you should take the time to develop a simple Employee Handbook and the minimum personnel policies a business should have in place.

The Handbook/ Manual is a statement of the policies of the business and how the business is to be conducted. The company employee handbook is one of the most important communication tools between your company (you) and your employees. Not only does it set forth your expectations for your employees, but it also describes what they can expect from the company. It is essential that your company has one and that it be clear and as unambiguous as possible. Misunderstandings or misstatements can create legal liabilities for your business. In legal disputes, courts have considered an employee handbook to be a contractual obligation, so arm yourself with a potent tool for managing personnel.

The actual policies in the manual will vary from company to company, depending on its size, number of employees, and benefits offered. Regardless of the size or complexity of your business, once you hire your first employee its best to take the time to think through the policies for your company, have at least the minimum list of policies for your employees, and write them down.

There are innumerable ways to get a policy for your company/business. A quick search on the internet revealed more than 200,000 references to “free employee handbook templates.” Use the last few weeks winter to put one together. If you use a payroll company, ask them what they would charge to put one together for you. While it may seem costly, it will be much less expensive than losing a lawsuit over employee issues. You can purchase software to build your handbook. If you have friends or acquaintances that own businesses ask them to see their policy book and who developed the book for them.

Some of the types of policies you may wish to include in your handbook are:

An Employee Acknowledgment Form*
Introduction to the Employee Handbook*
Equal Employment Opportunity Statement*

General Policies:
Personal Information
Attendance
Use of Company Property*
Confidentiality
Dress Code
Safety and Accident Rules*
Substance Abuse
Sexual Harassment
Smoking
Performance Reviews
Employment Categories
Additional Policies
Compensation and Benefits:
Payroll*
Work Hours and Reporting*
Holidays*
Vacation*
Sick Leave*
Family and Medical Leave*
Maternity Leave*
Funeral Leave*
Jury Duty*
Military Service*
Group Insurance Benefits
Short Term Disability
Continuation of Medical/COBRA
Worker's Compensation
Retirement Plans
Tuition Assistance
Employee Assistance Program
Other Benefits

* Minimal Policies to include in your handbook

Getting Ready for 2009—How to Buy Lean and Smart

2009-01-12T16:36:00.003-05:00

In tough economic times, being able to save money can be just as good as increasing revenues. Whether you are managing a golf course or a family entertainment facility there are a some basic guidelines when doing any purchasing for the business. Listed below are few very straightforward guidelines for managing purchasing at your facility:

Include anyone with purchasing authority in the entire process. Give them ownership of the process and get involved only when necessary. Make sure everyone understands the positive ramifications of eliminating unnecessary spending. Reinforce positive performance. Quantify lessons learned. Keep managers/purchasers informed of the overall situation as the season unfolds.

Set a realistic budget and then stick to it. Use the best information in establishing the budget. Hold individuals with spending authority to budget figures. Do not just look at what was spent last year, look at the requirements and spending necessary to meet objectives. Discourage the “use it or lose” it mentality with budgets.

Shop, shop and shop. Starting with the most expensive items in your budget right down to those small recurring purchases, make sure your needs are met with the product you want and the level of service you require at the best possible price. We make a habit of reviewing big-ticket items on a regular basis to insure the “great deal” we received last year or the year before is still the best thing for us. While price is important, make sure the other factors (availability, support, terms, etc.) are taken into account. Train subordinates to get multiple detailed bids on items and look past pricing alone.

Look at equipment maintenance and rebuild programs. If capital expenditures must be cut in the near term then be ready to obligate funds to insure the life and good operating condition of existing equipment is extended. When customers are directly affected by equipment, replacing this equipment should be a priority. The behind the scenes equipment should be well maintained and used for as long as possible. For instance on a practice range, golf balls and the hitting surface (mats or turf) must always be in top condition. Conversely, getting the maximum life from a ball picker of ball washer should be the goal through aggressive maintenance and replacement of worn or failing parts.

To Good to be True

2009-01-08T09:06:00.002-05:00

While my goal with this blog is to always be looking forward I am going to visit the past just one more time. One cannot discuss the nineties and the golf range industry without talking about Family Golf Centers, Inc. In the roaring nineties, a company popped up out of nowhere went public and set out to become the largest operator and owner of “family entertainment facilities in North America. The company was known as Family Golf Centers, Inc. and was traded under the symbol “FGCI.” At its peak, Family Golf owned or operated more than one hundred and fifty facilities. Its portfolio included golf ranges, ranges with domes, pro shops, food service, miniature golf and batting cages. Additionally, they owned or operated several golf courses and more than thirty skating rinks.

Family Golf built quite a few facilities from scratch but acquired most of their properties by buying out existing owners and operators. There typical deal was to offer the owner a substantial amount of cash, even more in stock in FGCI and allow the owner to take back an exorbitant lease on the property. Many range owners succumbed to these alluring offers. The effect on the industry was to drive up pricing for anyone else trying to get into the business. Publically Family Golf’s projections for revenue artificially inflated expectations of anyone getting into the industry.

For us folks in the golf range equipment business we all sought to grasp that brass ring of gaining exclusive supplier status from Family Golf. Many of us were able to do quite a bit of business with the company and even get paid most of the time. Some of us were able to grow our businesses to new levels with the help of Family Golf. All of us did our best to get near the decision makers for the company. What many of us saw very early on was a complete lack of focus on the operation of facilities. There was this positive always-optimistic public image of the company and then there was a totally disorganized, always frantic, and never quite achieving objectives operational side of the company. An example of this frenetic operation was the construction of an outdoor range and dome facility in western upstate New York. The dome facility had a projected opening date, the project manager was promised a ridiculous bonus for getting the facility open on time and on budget. To save time and money he forced the artificial turf installers to place the turf on an ill-prepared base with no drainage. The result was that the dome opened on time, FGCI got its press release and the manager got his bonus. That spring the artificial turf was swimming in drainage because of unprepared base. Lost revenue, expensive repairs and no one held accountable.

At the end of the greatest golf decade in history all that remained of Family Golf Centers, Inc. were broken down facilities, class-action lawsuits, a bankruptcy sale of proportions never seen in the golf industry and thousands of people whole lost money. Multimillion-dollar facilities sold for less than fifty thousand dollars.

Family Golf Centers typified the avarice and excesses of the nineties. It benefited from the intensity of the golf business, optimistic investors that wanted to own a piece of golf and the availability of cash in the nineties. Let’s hope for the sake of this industry we never have a repeat of this debacle.

The Roaring Nineties

2009-01-07T22:11:00.003-05:00

The 1990's offered unprecedented levels of revenue and growth to the golf industry. From the late 1980's through the end of 2000 the golf industry benefited from the convergence of three unique phenomenons. The ingredients leading to significant growth in new golf practice facilities and the size and scope of facilities during the 1990's were:

-A Great Economy

-Tiger Woods

-Technological Advancements in Golf Equipment

The nineties turned out to be a great time economically. The proliferation of dot-com companies, the strength of the stock market, and the amount of disposable income many folks enjoyed created a cash rich environment. The golf industry benefited greatly from this free-spending era.

Tiger Woods provided an excitement never seen in the golf industry ever. Yes, we grew up watching Arnie and then Jack dethroning Arnie, but the excitement generated by Tiger was unprecedented. Many people who never thought about golf as a legitimate participatory sport considered the possibility. Many tried for the first time to hit a golf ball. Golf could be for anyone. Ranges saw many new faces on the tee line. Instead of coming out for recreation only, many people used ranges to take the plunge into the game of golf. Practice, group and private lessons, first excursions to golf courses with your instructor resulted in a ranges bottom line growing to new extremes.

For golfers the technological advancements of the nineties were truly awesome. Golf actually became easier for the common person. Clubs became easier to hit and the love affair with distance (fueled in great part by Tiger) became cemented in our psyche. From over-sized metal woods to cavity-backed perimeter weighted irons and next best thing in putters. The changes came fast and furious. Club designers and manufacturers were putting out new designs annually. Golf club marketing reached new heights in creativeness and sheer volume. Golfers were replacing clubs at a record pace. Before the nineties clubs were replaced every eight to nine years. Through the nineties, this number declined by three quarters. Buying more than one driver in a year made sense to many. Putters were dispatched to the basement without any remorse after one or two bad rounds. We were convinced that technology would solve all of our problems. A few visionary retailers and manufacturers decided to break the mold and offer golf equipment traditionally reserved for sale at “green grass facilities” to the common person at sporting goods stores. Dick’s Clothing and Sporting Goods pushed hard for the right to sell the best equipment. Additionally, Dicks realized the value of having PGA pros on staff to fit and sell clubs. Once again, the paradigm was broken. Now PGA pros could retain their certification away from a “green grass facility.” Major manufacturers got the marketing right. We all knew we needed whatever was the newest wedge, putter, utility wood, custom-made clubs, etc, etc.

Ranges benefited from prolific sales in several ways. First, those ranges prepared to plunge into retail, custom fitting and custom club-making were able to capitalize on the excitement and energy in the industry. Second, people practiced more. They had new clubs and had to get used to them. They wanted to try new clubs. Finally, many people just wanted to try golf because of the Tiger-mania. Ranges became the natural place for people to try hitting the ball and taking some lessons.

2009 Will Be Challenging

2009-01-02T11:31:00.001-05:00

Welcome to Golf Range Digest. During the upcoming months I want you--range owners and operators--to use this blog to discuss the business of owning and operating a golf practice facility. While each of us have a unique set of circumstances to deal with, we all have a common goal. The goal is to operate a successful business. Now, in very tough economic times we have to find a way to weather the storm and come out with the stage set for future success. Use this blog to tell us your challenges and see if others can help you find workable solutions. If you have had some success tell us how so we can apply your lesson to our circumstances. This forum is for you--use it.

A Very Healthy, Successful & Happy New Year!