The top five issues golf course
owners faced in 2013 – and how
to solve them for 2014

Adam Stanley Communications | adam@...
INTRODUCTION
Golf course owners are purveyors of fun and excitement. People come to
golf courses to escape, to network, to...
THE PROBLEMS
1.
2.
3.
4.
5.

Number of golfers
Retention
Staff turnover
Public perception
The weather

Adam Stanley Commun...
NUMBER OF GOLFERS
It’s no secret that golf is going through a tough time right
now. But that doesn’t mean your golf course...
RETENTION
There’s a saying in business about how hard it is to
keep an existing customer than to attract a new one.
Golf i...
STAFF TURNOVER
It’s not easy to keep staff motivated at a golf course.
More often than not they are young (15-25) or old (...
PUBLIC PERCEPTION
As a golf course owner, it’s likely you’ve heard a
handful of different comments about the game. It’s
el...
THE WEATHER
Unfortunately, this is one of those things that golf
course owners are unable to really control but
still effe...
CONTACT

Adam Stanley
Twitter: @adam_stanley
Phone: 647-291-5667
Email: adam@adamstanley.ca
Web: http://www.adamstanley.ca...
CONTACT

Adam Stanley
Twitter: @adam_stanley
Phone: 647-291-5667
Email: adam@adamstanley.ca
Web: http://www.adamstanley.ca...
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The Top Five Issues Golf Course Owners Faced in 2013 - and how to solve them for 2014

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Golf is going through a revolution right now, just like any other business. For Canadian golf course owners, I outline the top five issues faced in 2013, and make suggestions on how to solve them for 2014. Need more information? My contact details are on the final slide.

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The Top Five Issues Golf Course Owners Faced in 2013 - and how to solve them for 2014

  1. 1. The top five issues golf course owners faced in 2013 – and how to solve them for 2014 Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  2. 2. INTRODUCTION Golf course owners are purveyors of fun and excitement. People come to golf courses to escape, to network, to reconnect, and to enjoy life. But, golf courses are not immune to problems. After speaking to a few golf course owners, I’ve built a list of the biggest issues of the year, and suggests for next season. Want to chat more and expand on my notes? Think I’ve missed one or two? My contact details are on the final slide. Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  3. 3. THE PROBLEMS 1. 2. 3. 4. 5. Number of golfers Retention Staff turnover Public perception The weather Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  4. 4. NUMBER OF GOLFERS It’s no secret that golf is going through a tough time right now. But that doesn’t mean your golf course has to suffer. How can you get more members or public players to your facility? Do you have a plan in place? Here are a few pointers:       Make sure your communication channels are up-todate (email, social media) Bid to host a local tournament Become a figure in the community Invite members of the media for a special event to build awareness Provide value to your customer in what’s being offered Increase golfer engagement with your course Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  5. 5. RETENTION There’s a saying in business about how hard it is to keep an existing customer than to attract a new one. Golf is highly competitive, especially when it comes to golf courses being in the same geographic area. How can you keep your existing customer base when there are so many other options Don’t devalue existing customer relationships in order to make a new one Discounting is not a strategy Incentivize long-time customers Word-of-mouth is important Continue to separate your offering from your competition. (Think outside the box. What else do you have?) Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  6. 6. STAFF TURNOVER It’s not easy to keep staff motivated at a golf course. More often than not they are young (15-25) or old (60-80) and working part-time at your facility. If they are retired, they’re looking to do something with their time and likely get free golf. If they’re young, it may be their first job, and they’re trying to stay busy, make a little money (and get free golf) during the summer months. Think about why you want them to stay with you. Create achievable sales goals If young, find out what they want to do with their careers and pair them with a member who is in that field Offer incentives for sales, membership compliments, tips (etc.) Have fun! That’s why they wanted to join a golf course in the first place. Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  7. 7. PUBLIC PERCEPTION As a golf course owner, it’s likely you’ve heard a handful of different comments about the game. It’s elitist. It’s too expensive. It takes too long to play. That’ll remain the perception until you do something about it. You have the power! Show the customers you’re different, don’t tell them Do you have great pace of play? Become “The Home of the 4-hour Round” and back it up. Word of mouth is important (again) People value their time, just as you value their time. Value doesn’t mean “cheap” Consider family-oriented events Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  8. 8. THE WEATHER Unfortunately, this is one of those things that golf course owners are unable to really control but still effects the bottom line. What you can do is make your facility the place to be – even if the weather isn’t favourable. Movie days (for families) when the weather won’t allow for golf Sports specials when other games are on (raffle prizes, drink & food specials) Incentivize guests to make your facility the place of choice – rain or shine. Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  9. 9. CONTACT Adam Stanley Twitter: @adam_stanley Phone: 647-291-5667 Email: adam@adamstanley.ca Web: http://www.adamstanley.ca Want more details? See my LinkedIn Profile Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667
  10. 10. CONTACT Adam Stanley Twitter: @adam_stanley Phone: 647-291-5667 Email: adam@adamstanley.ca Web: http://www.adamstanley.ca Want more details? See my LinkedIn Profile Adam Stanley Communications | adam@adamstanley.ca | @adam_stanley | www.adamstanley.ca | 647-291-5667

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