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Florida Range Adds Training Facility for Caddies
The Professional Caddies Association (PCA) Worldwide Foundation opened a new educational and training facility at Legends Golf USA Driving Range in St. Augustine, Fla. The foundation trains individuals to forecaddie and carry at local, as well as national, courses. Legends Golf was chosen for its location--a pitching wedge from the World Golf Village and The First Tee headquarters, across the street from a brand-new low-income housing development and a short distance from all four U.S. tours. By adapting its programs to meet the needs of these groups and the community, PCA envisions that the new training facility will encourage participation in the game.
PGA of America Launches Grant Program
The PGA of America launched a $2 million Growth of the Game Grant to support the creation of local programs that introduce new players to golf. Administered by the PGA Growth of the Game Committee, the program provides financial support and other resources to PGA members and sections for initiatives designed to create more golfers. Last November, the committee approved 33 grants totaling $494,000. The money will fund lessons for 64,400 individuals who will receive instruction from PGA professionals in the next 12 months. The committee reviews grants twice a year. For information on how a grant can help you fund programs that will attract more customers, call 561-624-7612.
Improvements at The Golf Place Include New Miniature Course
The Golf Place in Altamonte Springs, Fla., recently underwent improvements, which included the construction of a championship-style miniature golf course. Built by Harris Miniature Golf Courses Inc. in Wildwood, N.J., the course features landscaping, numerous water systems and holes that provide challenging play.
"This facility is geared to attract the serious golfer intent on working on his or her game, as well as the newcomer or casual player who might not have the time to play a lot," says Spyder Klyne, vice president of operations/acquisitions for MasterLink, which manages The Golf Place. The facility also includes a driving range, putting green, short game area, batting cages and full-service bar and restaurant with an arcade.
The No. 1 Challenge for Golf Range Owners Is 'Nothing'
Do you know what your greatest challenge is as a golf range owner/operator? Ask most range owners and they'll reply
--My competitor down the street
--Filling up the tee line during the day
--Recruiting and retaining good, reliable employees
--Keeping the grass green in the summer
--Rowdy customers
--Competing with movie theaters and shopping malls.
No doubt about it, these are real problems, but they're not the tallest hurdles you need to overcome. Most range owners aren't even aware of the biggest threat to hit their bottom line this year. The only visible sign of its impact is vacant stations along the tee line.
Your greatest challenge is consumer apathy--rather than going out, your customers are sitting at home and doing nothing.
Identifying this problem is the most important step in fighting it. Now that you know the enemy, you can attack it.
Attacking apathy
How do you thwart the negative consequences of consumer apathy? You need to convince your customers that coming out to your facility is better than doing nothing, and that it is better than doing other things as well, such as going to the movies or shopping. This is easier said than done.
At certain times of the year, it's not too difficult to get people out to the range. For example, in the spring, golfers are anxious to get outdoors and hit balls. Or, when they have an important round coming up--say at a company outing or business meeting--golfers will get out and practice their swing.
Providing motivation
Getting customers out of the house and on the range is a two-step process.
1. You have to make sure that customers have a memorable time when they visit your facility. Service has to be over the top, the facility needs to be clean and golf balls and tee surfaces have to be in tiptop shape.
2. You have to keep your facility in front of people all year long through a well-developed advertising and promotional campaign. Consistency is key here; changing the facility's image or objectives too often will confuse consumers.
In most cases, people are not making a conscious decision to do nothing. They're just taking the path of least resistance. However, if your customers are continually reminded of your facility's existence and had a good time on their last visit there, then they're far more likely to venture out and hit a few balls instead of plopping on the couch and watching TV.
Prepare for the upcoming season. When the weather turns warm again, your customers will be out to hit balls without too much persuading. Be sure they have a great time and leave happy. Then, when they see or hear your advertisements throughout the rest of the year, they'll be more inclined to spend a few bucks at your range.
2001 Best New Range Award Winners
Sponsored by Golf Range Times, the seventh annual Best New Range Award drew entries from top-notch ranges across the country. The judging criteria included a number of elements, such as overall design/layout, aesthetics, directional orientation, landing area and tee line design, customer safety, weather/climate controls, creativity, convenience for customers and functionality.
Congratulations to the winners, and thanks to all the ranges that participated this year.
Winner
--Lincoln Falls Golf Learning & Family Fun Center, Vineland, N.J.
Second Place
--Mid-Atlantic Golf Center at Norbeck, Silver Spring, Md.
Third Place
--HillTop Golf Center, Saugatuck, Mich.
Honorable Mentions
--Boulder Creek Golf Club, Streetsboro, Ohio
--The Links of Olde Scotland, Shippensburg, Pa.
--Tom Barber Golf Center, Moorpark, Cailf.
Be sure to read about the winner, Lincoln Falls Golf Learning & Family Fun Center, in the January/February issue of Golf Range Times.
Do you have an award-winning range? Enter the 2002 Best New Range Award contest. Entry deadline is Oct. 11, 2002. For more information or an application, visit www.golfrangetimes.com, e-mail forecastgolf@aol.com or call 804-379-5760.
About the Golf Range Times e-Newsletter
The Golf Range Times e-Newsletter is a free bimonthly publication sent to range owners and developers who have provided e-mail addresses. You can subscribe online here.
Don't hesitate to forward a copy of this newsletter to friends and associates or to let them know that they can subscribe at www.golfrangetimes.com.
Have a tip or idea?
Contact Marshall Norton Jr., Golf Range Times managing editor, at 804-272-9100, ext. 112, or by e-mail at marshall.norton@douglasmurphy.com.
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