Tue Aug 17 2010

How to maximise your group golf outings

This year's corporate golf booking window is upon us again. Client and reader feedback is telling us though that many businesses that normally hold golf outings are now only waiting 2-3 months in advance to book.

Where many groups used to book an entire year in advance which made forecasting of revenues much easier, most club managers now keep their fingers crossed they will have all the available days booked. Budget cutbacks and time constraints are causing this to occur, but many business owners still realise that spending a day out with clients will reap huge dividends and see the value of golf days.

If you have not done so already, make a list of all your remaining days available for corporate golf outings this year. Review all your current booked events and make sure to do a follow up call, or where possible get a small deposit to hold the day. The situation to avoid is a last minute cancellation and a good day of revenue lost. If you offer a half day hire of your course, base the rate off a minimum 120 pax, and put the onus onto the business to bring more players if they want to get a better price. Alternatively for small field shotgun starts, do not give up your entire course to this smaller field unless they want to pay for it, notify the organiser that you are also booking member and paying players into the available spots.

Maximum utilisation: If you are limited on the amount of days available for outside play, get creative and book two different groups (each up to 72) into the same shotgun timeframe (make sure each are aware of what you are doing!) You can offer each group a special rate or value add to share the course, which makes groups easier to attract, and you can get a full field of golfers on the day. Value adds could be in the form of a logo towel, sleeve of logo balls, free range balls etc, - items that have a high perceived cost, but a minimal or low cost to you. Check with your top suppliers to see if they can help you out with a special. They probably want to get rid of some extra stock before Christmas anyway.

Written by Mike Orloff  © Copyright Golf Industry Central 2008

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