state of the industry growth of golfers declining as 4.5 million are leaving and 3.5 are coming into...
TRANSCRIPT
State of the Industry
Growth of golfers declining as 4.5 Million are
leaving and 3.5 are coming into the game
annually
Golf Course
Closures
Golfers
100+ AnnuallySince 2006
26 million
Plans for WTLC in 2011-12
Open in 3 of the 5 Tucson
properties
Create 600 new golfers
Play 5,000 + rounds in Year 1
Gross revenue of $235,000 +
Net revenue of $40,000
Wildcat Trail Golf Learning Centers!
Open 3 Learning Centers in 2011-12• The Golf Club at Vistoso
Oro Valley
• San Ignacio Golf Club Green Valley
• Forty Niner Country Club Tucson
• Good demographics and distribution throughout the market
What is a Learning Center
Golf for America
“Yellow Brick Road”
Transition-to-Play process
Retention of new golfers
Students are “loyal”
Grow the game - protect the bottom line
What does a Learning Center look like?
Known as the place to learn
Pro shop services the guest
Guaranteed to learn
New golfers are members
Professional marketing
Transition to play in all programs
Standardized curriculum
Reporting - financial & customer
Continuing education for professionals
Pros compensated for returning guests New golfer follow-up program Merchandise sales
Focus on Transition to Play
2 out of 10 Play a Round
#1 Barrier is Comfort Level
Studies Show potential is 8 out of 10
Transition to Play How to make a tee time / Drive a cart
Etiquette including Speed of Play
Safe Havens
Playing Time with Instructor
Add time to lessons 79% of people learn better in group
Focus on New GolfersIn the Past
Students Learned
the game
Left & Frequented
other courses
From now on
Students Learn
Become Members
Want to Stay and play
more Frequently
Adult New Golfer ProgramUtilizing Get Golf Ready
Students attend once a week for 5 weeks 7 ½ hours of instruction
5 Free rounds of off peak golf
Membership into New Golfer League
Practice with the pro sessions
Range balls free during the 5-weeks
Working on relationship with manufacturer for equiptment
Club Fitting
Price--$149!
Questions???
Benefits of a Learning Center Instruction department revenue
Rounds from New Golfers
Legal & Professional
“Managed”
Other revenue
Marketing arm of facility
Site energy
Focus on Adult New Golfers How they find out about us:
40%---course awareness 32%---word of mouth 26%---grass roots program
• Summary : 55% of new golfers played where they learned New golfers nationwide played 10.6 rounds; Students in structured
programs play approx. 25 rounds Play would increase by 12% in year 2 Students will be ready or very ready to play They will want someone to play with after completion of class Students will feel the on course time was very important
Compensation Example(Wildcat Trail Golf Learning Centers)
$2000 base a month (core)
Part-timers, hourly rate
35%of personal lesson income (all)
$10 a round for new golfers ($50 cap)
Other commissions (all)
Examples of Compensation
Director of Instruction / Instructor
Revenue contribution $77,000
---------------------------------------------------------
Base 24,000
Commission 29,000
New Golfer commission 5,000 (100 new golfers play 5
rounds)
Other expenses 12,000
---------------------------------------------------------
Total Annual Exp. $70,000
Net to facility $7,000
Financial Outlook
Create 220 new golfers at $149 ea. = $33,000 200 new golfers x 25 rounds = 5,000 rounds to facility
Get 30 kids in your junior academy at an average cost of $69 per month for 8-months = $17,000
Junior camp revenue--$12,000
Private lessons revenue = $15,000
Incremental revenue facility will receive from new golfers: Cart Rental Range balls Food & beverage Merchandise sales Other guests green fees…
Standardized Retention Programs
You make money when the Guest returns & plays Get them comfortable with playing
Play a few holes in lesson
New Golfer Play-Days
First 5 rounds Free (restricted)
Follow-up calls
New golfer monthly Tournaments
Set up Tee Times
Newsletter
How we Track New Golfers
Beginner Series Students are
“members” (Preferred Player card)
Can provide reports on daily basis
Can play all WTLC facilities?
Keep a Master List of “New Golfers”
Mandatory that the new golfer swipes
his/her card!
“Junior Academy”
Year Round Junior Program
“Building Character one swing at a time”
8 levels with no age separation
$69 Introductory rate$199 3-month rate$359 6-month rate$649 for 12 months
GraduateProgram
$99 month?
8, ½ hour sessions
Per month!!!
Director of Instruction (DOI)
Responsibilities include: Attraction (promotions)
Instruction
Retention
Manage program
• This person has to be viewed as a sales
person independent from golf shop staff
Marketing—Top Ten Strategies
Site Presentation
Golf Shop Staff
Community Involvement
Schools
Annual Events
Corporate Relations Work closely with Event Sales team
Marketing (continued) E-mail campaigns
“Enter to Win”
Student Upgrades
Referrals
How to work with Communities
Local Parks & Recreation• Is their a city facility in your community or are you it?
• How and when do they put their information out to the
community
• YMCA’s
• Boy Scouts/Girl Scouts
• EWGA (women's organizations)
• Community Organizations—Chamber’s,
Rotary Clubs, Grand openings, Charity
events, etc.
• Schools & Schools Districts (incl. Colleges)
Site Opening/Marketing Materials$3,000 per site
(2) Banners—3’ x 6’ for outdoor use
Tent—10’ x 10’ with logo’d top
(4) A-Frames (2) General Information & (2) “Reserved for Instruction”
(1) Table sign—24” x 36”
(300) Brochures—multi color, tri-fold
Preferred Player Cards
(1) Value board—11” x 17”
(1) “Refer-a-Friend” board—8 ½” x 10”
(1) Floor Sign—5’ x 3’
(4) Demo Sets and/or 6-irons for new golfers
Next Steps
Evaluate your current programs
Hire a Director of Instruction Must have the ability to Sell & deliver !
2-day training program
Must be driven from the top down and have buy-in from everyone!
Tracking and reporting is critical
Contact Information
Rich Richeson/Director of Player
Development• 704-846-7990
Director, Carolina Trail Golf Learning
Centers
• Cell: 972-529-8790