douglas white, vice president tony cianci, senior vice...

Douglas White, Vice President

Tony Cianci, Senior Vice President Operations

Mike Stevens, Regional Director of Agronomy

Steve Simoneaux, National Director of Sales

David Evangelista, Regional Director of Marketing

7/16/14

www.billycaspergolf.com

Southeast Team

(within 60-90 minutes of Palm Harbor)

RDA Agronomy

MIKE STEVENS

Frequently-

Once or Twice a

Month

Office- St.

Augustine

VP Ops

TONY CIANCI

Monthly Minimum

Office - Orlando

RM Ops

DAN ZIMMER

Frequently -

Once or Twice a

Month

Office- St.

Augustine

RMD Marketing

DAVID EVANGELISTA

Frequently - Once or

Twice a Month

Office - Orlando


Improved oversight

Fairways & Greens - Should be priority number one.


BCG’s Marketing Approach -

more targeted than any other operator

Take a Tour of our War Room!


• 3 M unique names in Database

• 1 M unique visitors annually

• 4.5 M+ rounds of golf annually

• 7500+ golfing events annually

BCG Marketing Scorecard


Utilization and Competitive Assessment Wkday Utilization/APR (2014 April – Present)

$0

$5

$10

$15

$20

$25

$30

0%

5%

10%

15%

20%

25%

Spec

ial A

PR

Uti

lizat

ion

Orchard Valley Weekday Utilization and APR

Orchard Valley Utilization Midwest Region Orchard Valley APR

Wkend Utilization/APR (2014 April – Present):

$0

$5

$10

$15

$20

$25

$30

$35

$40

0%

10%

20%

30%

40%

50%

60%

70%

80%

Spec

ial A

PR

Uti

lizat

ion

Orchard Valley Weekend Utilization and APR

Orchard Valley Utilization Midwest Region Orchard Valley APR

Wkend Competitive Assessment:

$0

$10

$20

$30

$40

$50

$60

$70

6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM

Weekend Price vs. Time

Orchard Valley (3.6) Settler's Hill (3.6) Phillips Park (4.1)

Blackberry Oaks (4.0) Fox Bend (4.0)

10 10 10 6 8 7 5 4 6 6 4 10 9

Wkday Competitive Assessment:

$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

$50

6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM

Weekday Price vs. Time

Orchard Valley (3.6) Settler's Hill (3.6) Phillips Park (4.1)

Blackberry Oaks (4.0) Fox Bend (4.0)

10 10 10 7 8 8 9 7 5 4 6 7 8

2013 Utilization Score

Note: Utilization excludes members and outings


Golf Now Star Rating All Time

Full Year

2013 2014 YTD

Overall Rating 3.5 3.8 2.9

Staff Friendliness 2.9 2.6 2.9

Pace of Play 3.0 2.6 2.9

Value N/A N/A 1.8

Course Conditions 2.0 2.0 2.1

GolfNow

GolfNow comments for this

year complain about price for

conditions, but also compliment

overall experience


Orchard Valley Golf Course - NPS -13%

Extremely Likely 47%

Somewhat Likely 27%

Neither Likely Nor Unlikely 13%

Somewhat Unlikely 13%

Not at all Likely 0%

Satisfied 19%

Somewhat Satisfied 25%

Neither Satisfied nor Dissatisfied 13%

Somewhat Dissatisfied 31%

Dissatisfied 13%

Thank You Welcome Survey NPS

How Likely are you to play your next round with

How satisfied are you with your overall golfing

Thank you What can this course do to make you more likely

to recommend us?

• “May favorite course and will recommend when

winterkill issue is resolved”

• “Be honest with us when we make our tee times and

let us know that greens are closed and/or in horrible

condition.”

Please feel free to give us any ideas, comments,

and feedback below.

• “Course is in unusually bad condition due to the

winter but you tried to make the most of it. I was

surprised by the bad shape of the greens compared

to other local course I have played early this spring. ..I

look forward to playing it again this summer.”

• “I was impressed with the phone call I received

making sure I knew about the course conditions.

Tying that in with the free brunch shows me the

commitment to customer service”

• “Though you charged full price for mats range balls,

however, you did not provide any rubber tees for the

mats. Some patrons including me chose to use grass

to tee up the driver, however, your staff said 'can't

you read, it's mats only'. I find that offensive, we all

can read. We used mats for irons shots but if your

range didn't provided rubber tees then don't be rude

to customers if we stepped on the grass.”


Demand & Price over Time 1pm through 6pm (Good Weather Days Only)

Weekend Evenings

Weekday Evenings

0.1

0.3

0.5

0.7

Eff

ective U

tiliz

ation

Tue, 13 M

ar

2012

Wed, 28 M

ar

2012

Wed, 02 M

ay 2

012

Tue, 15 M

ay 2

012

Tue, 22 M

ay 2

012

Fri, 01 J

un 2

012

Fri, 08 J

un 2

012

Fri, 15 J

un 2

012

Thu, 28 J

un 2

012

Fri, 06 J

ul 2

012

Mon, 16 J

ul 2

012

Thu, 02 A

ug 2

012

Thu, 09 A

ug 2

012

Tue, 21 A

ug 2

012

Tue, 28 A

ug 2

012

Wed, 05 S

ep 2

012

Wed, 26 S

ep 2

012

Wed, 08 M

ay 2

013

Wed, 05 J

un 2

013

Tue, 18 J

un 2

013

Mon, 01 J

ul 2

013

Wed, 10 J

ul 2

013

Tue, 23 J

ul 2

013

Tue, 06 A

ug 2

013

Fri, 16 A

ug 2

013

Fri, 06 S

ep 2

013

Fri, 27 S

ep 2

013

Utilization Excluding Members and Outings

25

35

45

Specia

l A

PR

Tue, 13 M

ar

2012

Wed, 28 M

ar

2012

Wed, 02 M

ay 2

012

Tue, 15 M

ay 2

012

Tue, 22 M

ay 2

012

Fri, 01 J

un 2

012

Fri, 08 J

un 2

012

Fri, 15 J

un 2

012

Thu, 28 J

un 2

012

Fri, 06 J

ul 2

012

Mon, 16 J

ul 2

012

Thu, 02 A

ug 2

012

Thu, 09 A

ug 2

012

Tue, 21 A

ug 2

012

Tue, 28 A

ug 2

012

Wed, 05 S

ep 2

012

Wed, 26 S

ep 2

012

Wed, 08 M

ay 2

013

Wed, 05 J

un 2

013

Tue, 18 J

un 2

013

Mon, 01 J

ul 2

013

Wed, 10 J

ul 2

013

Tue, 23 J

ul 2

013

Tue, 06 A

ug 2

013

Fri, 16 A

ug 2

013

Fri, 06 S

ep 2

013

Fri, 27 S

ep 2

013

Special APR

0.1

0.3

0.5

0.7

Eff

ective U

tiliz

ation

Sat, 1

7 M

ar

2012

Sat, 0

5 M

ay 2

012

Sat, 1

9 M

ay 2

012

Sat, 0

2 J

un 2

012

Sun, 10 J

un 2

012

Sun, 24 J

un 2

012

Sat, 1

4 J

ul 2

012

Sun, 22 J

ul 2

012

Sun, 05 A

ug 2

012

Sat, 1

8 A

ug 2

012

Sat, 0

1 S

ep 2

012

Sun, 09 S

ep 2

012

Sat, 2

9 S

ep 2

012

Sat, 0

4 M

ay 2

013

Sun, 19 M

ay 2

013

Sat, 1

5 J

un 2

013

Sun, 23 J

un 2

013

Sat, 0

6 J

ul 2

013

Sun, 14 J

ul 2

013

Sun, 28 J

ul 2

013

Sat, 1

0 A

ug 2

013

Sun, 18 A

ug 2

013

Sun, 01 S

ep 2

013

Sat, 1

4 S

ep 2

013

Sat, 1

2 A

pr

2014

Sat, 1

0 M

ay 2

014

Utilization Excluding Members and Outings

20

30

40

50

Specia

l A

PR

Sat, 1

7 M

ar

2012

Sat, 0

5 M

ay 2

012

Sat, 1

9 M

ay 2

012

Sat, 0

2 J

un 2

012

Sun, 10 J

un 2

012

Sun, 24 J

un 2

012

Sat, 1

4 J

ul 2

012

Sun, 22 J

ul 2

012

Sun, 05 A

ug 2

012

Sat, 1

8 A

ug 2

012

Sat, 0

1 S

ep 2

012

Sun, 09 S

ep 2

012

Sat, 2

9 S

ep 2

012

Sat, 0

4 M

ay 2

013

Sun, 19 M

ay 2

013

Sat, 1

5 J

un 2

013

Sun, 23 J

un 2

013

Sat, 0

6 J

ul 2

013

Sun, 14 J

ul 2

013

Sun, 28 J

ul 2

013

Sat, 1

0 A

ug 2

013

Sun, 18 A

ug 2

013

Sun, 01 S

ep 2

013

Sat, 1

4 S

ep 2

013

Sat, 1

2 A

pr

2014

Sat, 1

0 M

ay 2

014

Special APR


Demographic Segmentation Opportunities

Gender Marital Status Children

State Age Range HHI Range

8225

1488

Male

Female

5181

1419

Married

Single

1664

4988

Children

No Children

2261

1221 1198

2202

26 107

Under 100K

100K - 125K

125K - 150K

150K - 175K

175K - 200K

Above 200K

5764

678 Illinois Other

8 41

736

1529

1911

1671

1153 18 - 20

21 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+


Accessing Data - Analysis


Real-time Competitive Intelligence

Real-time capture of

competitive tee time

rates and availability.


Accountability

Mystery Shops

Independent

Unbiased

Anonymous

Consistent

Thorough


Teaching Employees How to deal with

Guest Sensitive Issues

Member Guest Employee


“I am part of a team prepared to create

fun and enjoyment for our guests.”

Guest Vision Statement


BCDN

BCG’s website will have an image heavy,

interactive, engaging flow that will utilize images

from our courses, the solutions we provide and

the Billy Casper Digital Network to create an

experience unlike any other.


BCDN - MOBILE All Sites will be Mobile Friendly

Premium Sites will have an additional Mobile APP


BCDN - SOCIAL

Social Integration with current Facebook Pages

o Push Notifications updates Web & Social Once

Premium Sites will get the benefit of BCG setting up Facebook

pages for them if they don’t have a page.

Editor will provide social posting tips in his daily out reach to

GMs/MAs – “best practices”.

o Ad Campaign – Team Discussion (RDM/MA/GM)

• Work with CRM team on implementation.

• Work with Editor on “best practices” content.


• Employee Orientation - Benefits/Enrollment

• ACE the GUEST Experience™ Training

• Transition Plan Execution

• Operational Procedure Implementation

• Reporting

• Quality Assurance

POSITIVE RESULTS!

Transition Plan Summary


BCG wants to be your Partner

douglas white, vice president tony cianci, senior vice...

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