The vast majority of clubs across the nation can use two things: more play and more residual revenue. Over the years more golf clubs in the space, fewer players playing, and high member attrition have all become very serious issues for the golf industry. Each one of these issues has a large ripple effect in every club. With more clubs, golf becomes cheaper and golfers are given a buyers’ market which makes membership seem unnecessary. If there are fewer members, there are fewer handicap carrying players, fewer potential golf club buyers, fewer meals shared and fewer celebratory drinks bought. Residual purchases follow suit, and reduced participation hurts the club weather its private or public.
How do we capture more players? How do we keep members engaged so they won’t choose cheaper alternatives? These are only a few of the million dollar questions being asked by the PGA, owners, associations and operators.
Creating value through more activities, family focused events, and great amenities have proven to help clubs capture new members, but tournaments sales are down, participation in tournaments is down, and member attrition is up-way up. ValidiTee believes that a large part of this is due to club events and tournaments being won long before the competition even begins.
Sure the gimme and good old foot wedge still exist but what about those players that enter a member guest event, or the like with a “player manipulated handicap” and run away with it. This hurts participation, retention and more! Time is the most precious commodity today and you better believe that those grill room gripping sessions over the last few years, where all but one team complains, have added up to many people deciding to do something else with their time and money!
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