 | In the golf industry there is no more powerful influence in each local golf community than the PGA or LPGA Professional.
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| A ‘system’ always exists, even if it's not documented or recognized.
The current ‘system’ at many golf clubs is designed to very efficiently process transactions. Bookings. Tee times. Outings. Competitions. We’re very good at that. We must always be good at that.
Along the way we hope to create “magical moments” and lesson bookings and food and beverage sales and retail. They’re all the happy accident of the transactions.
But none of that has to be an accident.
At one club the Professionals have executed on a system that has them reaching out to 175 golfers who in 2020, despite the COVID golf boom, did NOT visit the club as often as possible. They were almost certainly NOT experiencing the magic moments we want to create.
In the first 21 days of October this year, compared to the first 21 days of October 2020, those Professionals have created an extra 40% in golf spend from those 175 golfers, while the spend increase of the remaining 250 golfers is just 0.6%.
That is more visits, rounds, retail, and coaching. No accident. And food & beverage? It's up over 50% vs the previous year for those golfers over the same timeline.
How many extra magic moments have they created? Time will tell, but measured by increased visits to the club, it's 35% more opportunity for magic.
A small system change making magic. |
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