Tue Dec 11 2012Reinvest or stagnate
Many of the facilities I see on a regular basis have some recurring themes, that over time I'm able to start basing some hypotheses around.
Over the years many clubs didn’t see the need in reinvesting or simply lacked planning in upgrading their overall infrastructure. Fast forward and now these same clubs don’t actually have the money to fix or upgrade the assets they were supposed to be looking after.
Not continually reinvesting back into your infrastructure will only lead to massive accrued costs later in time which a facility cannot support. They may not be in a position to fund at all and this will show in the look and feel of the place which has negative repercussions to member and visitor retention and growth.
This is a typical sign of bad governance for the club.
Our feature story this issue is one such facility Parkwood Golf Club that has recently undertaken a major overhaul of their entire site in an effort to reinvent itself in the market they have stood for decades. The final product will be the new reference site for all of Australia.
Another story in this issue is the update on the brand new clubhouse to be built for Huntingdale Golf Club in Victoria. Their current clubhouse was built in 1941 but has had several incarnations over the years. The new layout will completely modernise and change the clubhouse’s perspective relative to course layout. I can’t wait to see final product as Im sure members will also!
It wasn’t that long ago that email marketing was new and pioneering, now it is a part of our daily routine. The same went for golf club websites and until only recently many clubs didn’t even have one! A new technology area being more embraced finally by the golf industry is the use of online booking systems to sell excess tee time inventory. The newly released iseekgolf Tee Time Manager is leading this charge; we have an overview of the web based program that is free for all facilities to register.
Click above picture to read in full size interactive reader or click here to read this story and many more like it; Golf Industry Central's new Summer 2013 issue
If you need any further assistance in reviewing your operation, please feel free to contact Mike Orloff anytime at firstname.lastname@example.org or
Have a great holiday season and we hope 2013 is the year you want it to be!
Mike Orloff is a golf marketing and operations specialist with management experience in the golf industry in Australia and United States. He offers marketing and operational advice for golfing facilities in the areas of revenue generation, membership attainment and retention, new player development, staff recruitment, event management and retail management.
Marketing to grow golf businesses is Mike’s main focus these days.
As a current US and Australian PGA Member, Mike has more than 22 years of experience working his way up from pro shop assistant to general manager of two to five-star operations for two of the biggest international golf management companies globally. Now Mike is offering his experience, knowledge and tools to golf clubs and other golf-related businesses in Australia and New Zealand.
Articles by Mike Orloff