Operators at Little Bennett Golf Course saw declining rounds played due to deteriorating conditions. They began using the NGF Golfer Survey Program in 2006. Survey results showed a need to improve course conditions, especially the greens, as well as pace of play and value. In response, operators made improvements to agronomics, customer service, and pricing. This resulted in significantly better customer feedback and a 23% increase in revenue, 14% more rounds played, and 8% higher revenue per round in 2007 compared to 2006.

1. Operators Find Success Using NGF's Golfer Survey Program
Little Bennett Golf Course in Clarksburg, Md., began using NGF's Golfer Survey Program (GSP) in 2006 when
deteriorating conditions resulted in a decline in rounds played. The course, which opened in 1994, is a municipal
track, part of the Montgomery County (Md.) Revenue Authority.
Not surprisingly, survey results indicated a need to improve course conditions and condition of greens – that is what
the numbers in the red circle under 2006 represent (see chart). Other factors needing improvement included pace of
play and overall value of the course.
2006 2007
Operators heeded their customers and made sweeping improvements in agronomic practices, customer service, pace
of play and flexible rate programs. The cost: a 35% increase in maintenance and operations payroll.
As a result, when the survey was administered a year later, there was significant improvement in customer feedback –
see red circle under 2007. There was also significant improvement in the bottom line: a 23% increase in revenue, 14%
increase in rounds and 8% increase in revenue per round year-over-year.
Note: Seven additional factors were added in 2007 for customer feedback.
For more information on GSP, contact Ben Fowler at 561-354-1628, or bfowler@ngf.org.
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