The Top Five Issues Golf Course Owners Faced in 2013 - and how to solve them for 2014

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

Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667

INTRODUCTION
Golf course owners are purveyors of fun and excitement. People come to
golf courses to escape, to network, to reconnect, and to enjoy life.
But, golf courses are not immune to problems.
After speaking to a few golf course owners, I’ve built a list of the biggest
issues of the year, and suggests for next season.
Want to chat more and expand on my notes?
Think I’ve missed one or two?
My contact details are on the final slide.

THE PROBLEMS
1.
2.
3.
4.
5.

Number of golfers
Retention
Staff turnover
Public perception
The weather


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

Make sure your communication channels are up-todate (email, social media)
Bid to host a local tournament
Become a figure in the community
Invite members of the media for a special event to
build awareness
Provide value to your customer in what’s being
offered
Increase golfer engagement with your course


RETENTION
There’s a saying in business about how hard it is to
keep an existing customer than to attract a new one.
Golf is highly competitive, especially when it comes to
golf courses being in the same geographic area.
How can you keep your existing customer base when
there are so many other options
Don’t devalue existing customer relationships in

order to make a new one
Discounting is not a strategy
Incentivize long-time customers
Word-of-mouth is important
Continue to separate your offering from your
competition. (Think outside the box. What else do you
have?)


STAFF TURNOVER
It’s not easy to keep staff motivated at a golf course.
More often than not they are young (15-25) or old (60-80)
and working part-time at your facility. If they are retired,
they’re looking to do something with their time and
likely get free golf. If they’re young, it may be their first
job, and they’re trying to stay busy, make a little money
(and get free golf) during the summer months.
Think about why you want them to stay with you.
Create achievable sales goals
If young, find out what they want to do with their

careers and pair them with a member who is in that field
Offer incentives for sales, membership compliments,
tips (etc.)
Have fun! That’s why they wanted to join a golf course
in the first place.


PUBLIC PERCEPTION
As a golf course owner, it’s likely you’ve heard a
handful of different comments about the game. It’s
elitist. It’s too expensive. It takes too long to play.
That’ll remain the perception until you do
something about it. You have the power!
Show the customers you’re different, don’t tell

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


THE WEATHER
Unfortunately, this is one of those things that golf
course owners are unable to really control but
still effects the bottom line.
What you can do is make your facility the place to
be – even if the weather isn’t favourable.
Movie days (for families) when the weather

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


CONTACT

Adam Stanley
Twitter: @adam_stanley
Phone: 647-291-5667
Email: adam@adamstanley.ca
Web: http://www.adamstanley.ca
Want more details? See my LinkedIn Profile


The Top Five Issues Golf Course Owners Faced in 2013 - and how to solve them for 2014

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The Top Five Issues Golf Course Owners Faced in 2013 - and how to solve them for 2014