Tuesday, May 22, 2012

Take Your Game Inside with aboutGolf

While summer doesn’t officially begin until June 20, almost all of the country is enjoying excellent golf weather. That said, foul weather will return before we know it to force us all back inside. Inside doesn’t have to be a golf-free location, however. Has your club considered a golf simulator, such as the myriad styles offered by aboutGolf?
Here are a couple case studies for your local club to consider:
Pease Golf Course
Pease Golf Course is a public course located in Portsmouth, NH. The facility celebrated the grand opening of its new clubhouse in early 2010, which features four aboutGolf PGA  TOUR Classic Simulators that include the premium TPC Collection. Its first full indoor season was December 2010 - March 2011.
Pease Golf Course utilizes its PGA TOUR Simulators primarily in the winter, December - mid­March, but also sees notable usage throughout the year during inclement weather and other periods of unfavorable outdoor conditions.
In addition to highlighting the simulators, Pease also features food and beverage in a lounge utilized by indoor clientele. 
As the only local facility featuring indoor golf technology, Pease has capitalized on the desire of area golfers who wish to play year-round and have traditionally patronized  private or semi-private clubs, including a younger generation historically absent from the public course. 
Additionally, the facility easily established itself as a venue for indoor events - such as club fittings by Titleist - as well as numerous tournaments, contests, private gatherings  and charity events.
In addition to providing initial branding and marketing support, aboutGolf has helped Pease Golf Course capitalize on its inaugural year achievements through supplemental public relations efforts highlighting the club’s notable successes.
“Installing the PGA TOUR Simulators has proven to be beneficial in so many ways.” Scott DeVito, PGA General Manager 

Through an extremely successful internal marketing campaign - primarily emails, website promotion and word of mouth - Pease realized a first‐year revenue that was more than double its projection. The facility’s final numbers were $93,000 from simulator sales and an additional $20,000 in food and beverage sales.

The upcoming year promises to be equally successful with requests for events, gatherings and leagues already being taken. Additionally, the club has revisited its food and beverage offerings and will introduce an updated menu for  the 2011-2012 indoor season. 
Glen View Club
Glen View is a private golf club located in Golf, Illinois, near Chicago. Designed by William S. Flynn, Glen View opened in 1897 and features 6,990 yards of golf from the back tees for a par of 72. The course rating is 72.1 and it has a slope rating of 138 on Bent grass.   
“Our PGA TOUR Simulator was well worth the investment and one of the best things we’ve done for the club,” said Kyle Bauer, Head Golf Professional. 
Glen View had unused space in its basement that was not driving revenue, nor supplying any patron satisfaction. As well, given the Midwest location of the club, both instruction and social golf were limited by weather and daylight. The club was looking for ways to leverage the available space to create revenue and member value.
A single aboutGolf PGA TOUR Classic Simulator, with a standard enclosure, accompanied by a simple atmosphere for enjoying food and beverage while playing a round, participating in a league or taking a lesson.
Glen View opted to make food and beverage available without overhead using a supply of snacks and drinks and an honors system payment policy. Members may also order  off the clubhouse menu and have their ordered delivered. 

Before signing a purchase agreement with aboutGolf, Glen View sold enough pre-paid indoor simulator memberships to its club members to cover the entire cost of the simulator purchase. Within the first year of  operation, Glen View saw a 50% return on the investment and had sold indoor simulator memberships to 23% of their outdoor members. There was also an increase of $150/indoor member in food and beverage over the winter months.
Above are just two examples of clubs taking advantage of wasted space to maximize revenue and increase participation. While both of these facilities suffers through harsh winters, clubs in other parts of the country can benefit just as much. Too hot to golf in Las Vegas or Phoenix during July and August? Too rainy to enjoy springtime golf in Southern Florida? Not inside, where the weather is always perfect.
Check out www.aboutgolf.com for more information.

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