There are many different elements to the business of golf – retail, course design and maintenance, staff training, marketing, hospitality…the list goes on. At the heart of it all is a human wanting to hit a small white ball with a stick. The customer. How do we better engage with this individual so that they know about us, enjoy their experience with us and tell their friends about us before doing it all over again? Different golf facilities approach this question in different ways. Depending on their market, some will get it right and others won’t. As long as we all keep striving for ways to deliver a great experience for the customer, we are always heading in the right direction.
Take Moore Park Golf in Sydney as a prime example of a course that is not happy to sit back on its laurels and enjoy being one of the busiest facilities in the country. With a focus on delivering the customer a fun experience, Moore Park has made great inroads in the development and enhancement of its driving range, with the installation of their fantastic big screen and, more recently, an artificial outfield featuring a variety of targets which open up possibilities for both standard golfers looking for a fun hit as well as special events.
Moore Park Golf have been quick off the mark in recognising that driving ranges have the potential to drive more participation and play as attractions in their own right. They are a leader in the emerging trend for driving ranges to move beyond the idea of a range just being for tuition and warm up.
Whether you are improving your website so it is easier for people to use, upgrading your coffee machine or developing hard assets like Moore Park Golf, the focus on the experience of the golf customer will always be a key pillar of our collective success.