COURSE ECONOMY BY JOEL RILEY
A tough economy has Ohio golf courses being ever more creative to keep rounds and conditions up and expenses down. Most courses seem to have already trimmed back on maintenance concerns, so there is little room to cut back. That leads owners and pros to find other revenue streams to courses viable.
“Over the winter, we cleared out the pro shop and hosted banquets,” says Chapel Hill Golf Club pro Brian Bridges. “We hosted a few Christmas parties and a couple other functions. It worked out well.”
Now that the weather has broken, the shop is stocked slightly differently. “I always stock quality shirts, but I found a nice shirt we could offer for $25 instead of only offering ones for $60,” says Bridges.
Memberships were another concern, but the creative juices worked there as well. “We offered a plus-one membership this year, where for a relatively small additional bit of cash, another person could join with an existing member. Guys really lapped it up, and the word of mouth helped a ton,” says Bridges. He advertised the special and the banquet facilities through his e-mail list, keeping costs next to zero.
Board member Ric King at Cadiz Country Club says they are staying pat on welcoming the public a couple days each week this year. “We opened the course up on Monday and Tuesday to non members and the response was pretty good,” says King. “The revenue generated helped us get over the tough spots and the extra rounds haven’t really hurt the course. Plus, with the other five days for members, they generally saw the upside without much interruption of play.” King says they expect continued positive feedback in the community to help the club, maybe even generating a few new members.
Red Hawk Run hit a March Madness special (18 with cart for $20) because the weather was good and is sticking with promotions that have worked in the past. Their Players Booklet is one of their most popular promotions and this year at only $40, it promises to garner even more attention. Golf pro Dan St. Jean says a fine tooth comb aids in keeping operating expenses in check and on-line booking and specials have helped check red ink.
Dave Lawless, owner of nine-hole Big Walnut Golf Course, says specials are absolutely the way to go. “We launched a special last year that included a cart on Tuesdays only and the response was phenomenal,” says Lawless. For $20, players can tee it after 1p.m. until the sun sets. “I talked with the staff and we decided to move the special to the weekend, add a drink and a hot dog. Our regulars are already talking about it and telling us they’re bringing friends.” Big Walnut also offers the Stimulus Package Fridays, which is nine holes plus cart for $13.
Bridges actually thinks the bad economic times may have helped him with a couple memberships. “One player we saw off and on bought a membership this year,” says the pro. “He told me he got laid off and was going to have plenty of time on his hands so he decided to join. Last year the guy was working 50-plus hours over six days and his wife wanted him home on Sundays. This year he decided to play more golf.”
Well-placed money types say the economy should recover after the start of 2010, but golf course owners and pros aren’t waiting for then. They continue to be proactive. King summed things up best, though. “When mother nature cooperates, it takes a lot of the heat off revenue,” says King. Warm, dry weekends this spring has courses looking up.
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