Tue Feb 22 2011How 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.
If you would like help in compiling a group outing strategy for your facility, golf or functions, contact Mike at morloff@golfindustrycentral.com.au.
Written by Mike Orloff © Copyright Golf Industry Central 2008
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Multi-course operators like ClubCorp and American Golf have access to a pool of shared knowledge and expertise. This results in cost-effective policies and procedures that can make all the difference to an individual club's success. Now Mike is offering the experience, knowledge and tools he has gathered over almost two decades in the USA and Australia to stand-alone clubs throughout Australia, New Zealand and South-East Asia. The programs and systems Mike helped develop for Australian golf facilities over the past several years have resulted in positive outcomes for properties he managed including: Lakelands Golf Club, Robina Woods and The Colonial on the Gold Coast; North Lakes in Brisbane; Horizons Golf Resort on the NSW Central Coast; and Club Pelican on the Sunshine Coast. Currently Mike lectures for the PGA International Golf Institute and writes articles on golf operations and other industry topics for Inside Golf, Golf Inc, Asian Golf Business, PGA Magazine and various other publications around the world. (Click to see Mike’s Resume) Contact Mike or (+61) 415 682 259 Articles by Mike Orloff
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Mike Orloff is an Operations and Marketing Specialist with current US and Australian PGA Membership status. He has 20 years of experience with two of the biggest international golf management companies - To read the new Golf Industry Central online magazine look below and click on it to enjoy it in full size.
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