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?

How much is it worth investing
to secure a cool million?

The NGF reported that the bumper increase in rounds in 2020 was made up of avid golfers playing more. However, in Australia and South Africa,
authorities are reporting a large group of twenty and thirty somethings who might have been exposed to the game as children or teenagers coming back to the fairways while they’ve been deprived of alternative team sport activity.

The common question I am being asked across these two continents, is how do we keep as many as possible of that group in golf once COVID restrictions are removed from their alternatives?

That’s an interesting question. Before you answer it, did you create an “average lifetime value” for a member at your club?

You can do the same for a public facility by working out an average number of rounds for each golfer x average spend per round x number of years playing at your club.

So, if you retained just 10 of that cohort of new golfers, what would that be worth to your club whether it’s a member or a public golfer?

At one modest Texas Country Club, retaining 10 of them would be worth over $ 1 million to the golf club.

Could you keep 10 of these new golfers in the game at your club?

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