Browsing Mikes Space ArticlesVIEW ALL

5 Easy ways to increase range revenue

POSTED ON January 1, 2020 @ 10:42 am

If you reviewed the practice area operation at your club in Return on Investment (ROI) terms, this expansive area being used would most likely be the biggest waste of money. (Locker room space is number two on my list.) When you consider the amount of revenue actually generated versus the amount of land needed, the cost to maintain, the cost to service, range balls, buckets and all other incidentals you may incur, it is really not worth the effort. That’s the simple ‘black and white’ of the equation.

Alternatively, if you considered that area as an invaluable resource to market and attract new players, a “value add” to your members and guests, a great way to attract members that are not playing at the club, and as a way to stimulate incremental revenue for the golf shop via demo days, you can start to feel a whole lot better that it’s not really costing you as much as you think. Have you looked at this revenue versus cost equation in depth for your club? What is your average spending per player on the range? As a stand-alone department it can be a substantial operational loss but, viewed in another perspective, it could add up to an incredible “loss leader” for your facility that potentially brings much needed incremental revenue year after year. But how do we reduce the general loss that is incurred operationally as a stand-alone department?

5 Easy ways to increase your revenue on the range

1) Have three price points for your buckets of balls to help facilitate increased spend. I.e. Buckets: Small 40 balls- $6 (.15c per ball), Medium 80 balls- $10 (.13c per ball), Large 120 balls- $12 (.10c per ball). You will yield more on your small buckets but will increase average spend and reward players by a “discount” for the larger buckets.

2) When selling, always offer the largest bucket first and let the consumer choose to “downsize”. You will be surprised how many are fine with a bigger size.

3) Have some kind of beverage and snack service available on or near your range. People get hungry and thirsty when practicing so make sure you service them. Have your drinks cart drive over to range occasionally or set up a coin machine near where your balls are dispensed. Alternatively, offer a “bucket and drink” combo, with the drink to be received in the bar after their practice session.

4) Allow free usage of a practice clubs for the beginner or visiting player. An added service that does not cost you. Promote it!

5) Implement a “loyalty” card such as a Buy 10 get-one-free punch card or a $100 range card sold for $75 (25% savings). Encourage the volume and loyalty the same way you would price a membership category at your facility.

Most important rule of a great practice centre – make sure to have the best hitting surfaces and ball quality in your market area. I’m always surprised at the poor quality in these two areas that I see at many clubs. Give people a reason to come to your facility just to practice and hang out.

For marketing and sales training, support and information visit http://www.golfmarketingcentral.com.au/

Comments are closed.


CLICK HERE TO Sign Up for the GIC Newsletter for all the latest Industry News.

Grow the Game Central Golf Recruitment Central Golf Marketing Central
EHS starter kit

Epar’s Country Starter Kit – Easy and Affordable EHS Management ($900 plus gst pa)

Helping small businesses think big on Environment, Health...

Brookwater Golf & Country Club (1) Hero 13th hole

TROON: Golf Course Maintenance Cost...Optimizing In a New World

A PERSPECTIVE FROM TROON INTERNATIONAL’S DAVID LUNARDELLI Everyone’s...

Gregg Patersson

Greg Patterson - Recognizing “Wonderful”

Funky But Wonderful By Gregg Patterson I’m an...

Australia's three biggest golf events postponed

McancelledAojor golf events

This summer’s premier golf events have been cancelled. PGA of Australia chief executive Gavin Kirkman, ALPG chief executive Karen Lunn and Golf...

Many play golf to release stress, new report indicates

golf’s mental wellbeing survey

New members at golf clubs say stress relief has been an important reason to join during the ongoing COVID-19 pandemic. Ahead of...

GMANZ and New Zealand Golf Course Superintendents Summit scheduled for 2021

2-Day Combined Summit and Fine Turf Seminar Auckland 13th-15th June 2021 Prospering in an unreal world In these uncertain times, it is...

​Golf Warehouse​ partnering with golf equipment manufacturer PowaKaddy​

European market-leading designers of electric trundlers was today added to Golf Warehouse’s portfolio. The NZ golf retailer will be the official distributor...

Top five reasons why you should make Ba Ria-Vung Tau your next golf destination

Ba Ria-Vung Tau

Of all Vietnam’s spectacular coastal enclaves, Ba Ria-Vung Tau is perhaps the country’s most underrated. While long-established beach hubs...

All-virtual format announced for the 2021 PGA Merchandise Show

PGA merchandise

PGA Golf Exhibitions, in partnership with the PGA of America, announced this week the shift to an all-virtual format...

Top five reasons why you should make Ba Ria-Vung Tau your next golf destination

Ba Ria-Vung Tau

Of all Vietnam’s spectacular coastal enclaves, Ba Ria-Vung Tau is perhaps the country’s most underrated. While long-established beach hubs...

ASIA: Black Mountain Golf Club & Resort extends affiliation with European Tour Destinations

Black Mountain Golf Club

European Tour Destinations is delighted to announce that Black Mountain Golf Club and Resort, who have been members since...

Aussie golf legend Jack Newton reveals Alzheimer's diagnose

Australian golf icon Jack Newton has revealed he is suffering from Alzheimer’s disease and has taken up a healthy...

Leishman Lager to go national with Walkinshaw promo partnership

Leishman lager

First Australian golf beer Marc Leishman and his brand Leishman Lager have partnered with leading golf distributor Walkinshaw Sports...