There is very little chance that functions are coming back in a big way this year. Restaurants and bars will be under financial pressure. But the demand for golf is just going to get greater. Are we re-thinking our model?

I hope I haven’t bored you this week. It’s been a message about three ex-golfers who have learned that, as long as you don’t hold anyone up, you can start from where you want on any hole.

It’s an obvious message. It’s a message about value. In 2021 it's a critically important message. This year we need to show the VALUE in playing golf, because many of the other revenue streams at a club are under pressure. We don’t want to discount golf. We want to charge MORE for golf to fill that revenue gap.

For these three ex-golfers we hit golf’s trifecta of value for 2021:

1. They escaped. They escaped the home that has also become their office. They escaped the 24-hour news that plunders joy from anyone’s heart. They escaped the fear of COVID.

2. They socialized safely. In the outdoors, they connected with 3 other people at a time where connection is almost always screen bound.

3. They had a positive playing experience. And this is where the
education that they can play the game they enjoy is so important. A handicap does not make up for the misery of a game that is too hard.

What’s the value of that proposition? That’s what we should be
marketing. We’re not selling rounds at a price. We’re selling escape to a world where we can connect and have the greatest time of our life in the healthy and safe outdoors.

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