During this time, Boulder Pointe also has seen its online revenue more than double year over year, making it the online rounds leader among golf clubs in the entire Detroit market.
A long-time GOLFNOW partner, Boulder Pointe first began posting rounds inside GOLFNOW’s industry-leading tee-time marketplace in 2013 and has incorporated additional technologies and services over the subsequent years. The golf club also utilizes GOLFNOW Reservations point-of-sale and booking engine technology, Premium Marketing Program, Answers telephone service, as well as professional guidance with inventory and revenue management through the GOLFNOW Plus service.
In order to adhere to safety protocols issued by the state of Michigan in April due to COVID-19, Boulder Pointe also began utilizing GOLFNOW’s pre-paid technology, which allows golfers to book tee times and pay online in advance.
“We have had a great working relationship with the GOLFNOW team for several years – they listen to our needs and respond quickly to accommodate,” said Rich Morgan, PGA, Director of Golf and Head Professional at Boulder Pointe Golf Club. “From our Orlando contacts to the local and regional management team, all of our needs are exceeded. We were able to completely shift our tee sheet to 100 percent pre-paid in a matter of two days, which allowed us to continue to expand our golf revenue while maintaining lower staffing levels.”
Morgan also points to the recent Memorial Day weekend as an example of the power of pre-paid. Rounds sold online represented 67 percent of the total revenue generated by Boulder Pointe over the holiday weekend, compared to 29 percent in 2019.
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