Golf Consulting: How to create a successful golf club
June 10, 2011 2 Comments
Created for G3k Consulting.
You have incredible views, excellent quality holes and the best location but if you don’t get the business basics right then a pretty setting will not be enough for your club to survive in this market. What more can you do to make your golf club one of the best? Here are my top six tips for success.
1. People. Whether it’s on the green, in the bar or locker room, in the professional shop or the meet and greet staff. They all have a part to play. Provide the platform for people to create that great experience and how they need to relate to YOUR customer/member. People who have a great attitude and are passionate about making every players` experience a fantastic one will ensure your club is a success.
2. Professionals. As great as Augusta National is we can`t all have an Augusta. However, if that is your goal then get one of the great professionals on board and have him design your course. You’ll need to be quick to get the best (I’ll leave you to decide whether that is Jack, Tiger or A N Other!). You’ll need to pay to ensure he works with no more than a handful of courses worldwide but that will ensure that your course
is one of the few he is associated with.
3. Events. Tournaments are big business. If you’ve gone down the route of the design by a big pro then it shouldn’t be hard to get him and his mates along to play. Just be aware that you may become too big for the amateur golfers so do the numbers and make sure they work.
Otherwise, get involved with sponsors/corporates who may be interested in hosting events at the club. Make use of your contacts.
4. Customers. Be realistic about who your customer is and what he/she NEEDS to feel they are getting value for money from that membership or greens fee.
5. Business Plan. Start your business plan with that in mind and build a solid plan with a focus group of prospective members. This should be a mixture of solid devotees, who have the club at heart, and people who will tell you it as it is. Get them to provide you with a sense check and be realistic about revenue both directly from the core activity of the club and ancillary income streams such as real estate etc.
6. Contingency. What if you don`t quite scale the heights of a certain club in Georgia? Is there sufficient contingency in there?
If you get all of these right from the start or at the start of the rebirth you will succeed. There are too many “golf nuts” out there looking for a great golf experience to fail but you need to get the basics right as there is too much competition for that person`s dollar/pound/euro/yen!!
For further information email me via the Contact section.