GolfTest USA Puts Mats to the Test
In an independent test conducted in 2003 by GolfTest USA, the “Consumer Reports” of the golf industry, more than 200 golfers tested and rated various designs of artificial turf golf mats supplied by Fiberbuilt Manufacturing Inc., AstroTurf Golf and Zelda Sport Inc. Using a 10-point scale, golfers were asked to rate the mats on appearance, durability, stance, hitting surface, quality and chipping. With a score of 8.9, the Fiberbuilt commercial component golf mat system received the top overall rating, followed by the AstroTurf TallTurf Octagon (8.8), the AstroTurf Octagon (8.7), the Zelda Sport True Lies (8.7) and the Fiberbuilt Home Practice Mat (8.7). Each mat was awarded GolfTest USA’s Seal of Excellence.


Nationwide Youth Initiative Leverages Televised Golf Events
The Multicultural Golf Association of America Inc. (MGAA), a national nonprofit junior golf organization, conducted 29 PGA Tour/USA Network Youth Golf Clinics during 2003. Thousands of young adults participated in the clinics, which were scheduled in conjunction with USA Network-televised PGA Tour events. The five-week-long clinics preceded and ran adjacent to the tournaments and gave participants an opportunity to attend the events and receive instruction from PGA Tour members. In 2004, the clinics will be conducted by MGAA, the First Tee and the PGA of America.


Minorities Interested in Golf, Study Finds
Golf 20/20 and the First Tee have released the findings of a study on minority golf participation conducted by the National Golf Foundation. “Minority Golf Participation in the U.S.” looks at current rates of participation among Asians, Hispanics and African-Americans in the U.S. and provides data on the latent demand, golfing characteristics and demographics of these population groups. According to the report, “as many as 14 million people (among the ethnic groups studied) are at least a little interested.” Asians have the highest interest (24 percent), followed by African-Americans (20 percent) and Hispanics (15 percent). The report also establishes baselines to measure future growth among these market segments and the impact of programs such as the First Tee, National School Golf Program, Play Golf America and Link Up 2 Golf on participation.

Sending E-mail (Safely) Under the CAN-SPAM Act of 2003

The Internet is a powerful marketing tool. Unfortunately, it’s a medium that’s been abused by people peddling all sorts of products and services—illegal and otherwise. No doubt you’ve received your share of unwanted mail, commonly referred to as spam. As a result, for more than five years, proposed laws banning unsolicited commercial e-mail have inundated Congress. On Jan. 1, one became law: Controlling the Assault of Non-solicited Pornography and Marketing Act of 2003, or CAN-SPAM, for short.

Under this law, senders of unsolicited commercial e-mail can face fines and even prison terms. In addition, the law authorizes the Federal Trade Commission to set up a do-not-spam registry, similar to the do-not-call registry employed this past fall.

Though CAN-SPAM primarily targets senders of pornographic and fraudulent e-mail, it also regulates senders of commercial e-mail. For example, all businesses must now label their messages as commercial (advertising)—though the law doesn’t provide specifics on how—and include opt-out instructions and the sender’s physical address.

The federal government is getting more aggressive in pursuing the people/companies that are barraging consumers with unwanted e-mails. Even if your e-mails are on the up-and-up, you need to take steps now to protect yourself from being wrongly prosecuted in the future. Here are a few tips to help your e-mails get delivered and read…and maybe keep you out of trouble:

• Require opt in. Only send e-mails to people who opt in (i.e., ask for/agree) to receive them. Be very wary of buying an e-mail list and sending out messages blindly.

• Keep records. Keep a physical record of everyone who signs up to receive e-mails from your range. If the need arises, you have proof that people agreed to receive the electronic communications.

• Get in customers’ address books. Ask customers to put your e-mail address in their e-mail address books. Some e-mail programs (such as AOL) have filters that only let through e-mails from people listed in the recipient’s address book. Internet service providers (ISP) and Internet users are devising numerous methods to eliminate unwanted e-mails. While being effective in reducing spam, this sometimes “throws out the baby with the bath water.” Legitimate e-mails, like your newsletters or promotional announcements, may be blocked from reaching the very people who asked to receive them.

• Ensure accuracy. Whenever possible, check that the “To” e-mail address is legitimate—fictitious addresses are sometimes recognized and blocked by ISPs, which can reflect badly on you.

• Provide a physical address. Include your range’s postal mailing address and a legitimate “Reply To” address in all e-mails.

• Offer opt out. Give recipients the opportunity to opt out (i.e., discontinue receiving) of your e-mails.

• Deliver value. Make sure that your e-mails offer valuable content (such as relevant golf information and/or special savings) to customers. Otherwise, people will start to ignore your messages.

• Be clear. Use the subject line to clearly show who is sending the e-mail and what it is about. E-mails with ambiguous subject lines don’t get read.

For more information on the CAN-SPAM Act of 2003 and e-mail marketing strategies, read:
• “The CAN-SPAM Act: New Requirements for All Commercial E-mail and Text Messages” (Wildman Harrold, Client Bulletin, December 2003)
• White House Fact Sheet on CAN-SPAM
• “Bush OKs spam bill--but critics not convinced” (CNET News.com, Dec. 16, 2003)
• Ad Resource’s E-Mail Marketing Reference Guide

19th Hole Adds Interactive Element to PGA Exhibit Hall
The 2004 PGA Merchandise Show, Jan. 29-Feb. 1, will build on last year’s launch of the 19th Hole, an interactive, social area for attendees. Located in the equipment hall, the 19th Hole will feature golf simulators, swing analysis, pitching and putting green, golf cart obstacle course, ball flight monitors, closest-to-the-pin contest, eBay golf auction, restaurant and lounge, and an all-new Search & Surf Station for Internet access and exhibitor searches. Additionally, attendees will have the opportunity to enter a charity putting tournament. Among those companies participating in the 19th Hole is Harris Miniature Golf Courses Inc. in Wildwood, N.J., which will showcase one of its miniature golf holes. For more details on this and other show highlights, click here.

GCSAA Conference and Show Sails Into San Diego
The 75th Golf Course Superintendents Association of America (GCSAA) International Golf Course Conference and Show pulls into the San Diego Convention Center Feb. 9-14. The GCSAA Conference and Show is the world’s largest golf course management conference/trade show, with attendance averaging more than 20,000 per year over the past eight shows. More than 100 educational seminars and sessions will be offered during the weeklong event. The trade show, featuring more than 700 exhibitors, will run Feb. 12-14, with the Distributor Preview from 8-11 a.m., Feb. 12. Click here for a complete schedule of conference and show activities.

2003 Best New Range: A Winner in Argentina

The ninth annual Best New Range contest, sponsored by Golf Range Times, drew entries from top-notch ranges in the U.S., Canada and South America. The judging criteria included 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 range owners who participated in this year’s competition.

First Place
Stallion Golf & Driving Range, Pilar, Buenos Aires, Argentina
Top honors were awarded to Stallion Golf & Driving Range in Buenos Aires, Argentina, marking the first time in the contest’s nine-year history that a facility located outside the United States has won. Sitting on 25 acres in the city’s fastest growing suburb, Pilar, Stallion Golf offers a driving range with open and covered hitting stalls, as well as natural grass tees; practice putting green, chipping greens and sand bunkers; and a par-3 golf course with six greens, each with three alternative tees, allowing for a quick six-hole round or an 18-hole circuit. Read about this award-winning facility in the January/February issue and how its owners moved ahead with their plans to build the upscale golf center in the midst of a countrywide economic downturn.

Second Place
Birdies & Buckets Family Golf Centre, Surrey, British Columbia
In another first, Birdies & Buckets Family Golf Centre in Surrey, British Columbia, has claimed second place, becoming the first Canadian facility to win an award in the competition. Birdies & Buckets’ lighted driving range features a two-level tee line with 76 hitting stalls, 37 of which are heated, and five target greens. The 25-acre property also supports a short game practice area, a 7,500-square-foot putting green, café, Golf Town Select retail store and a special events room.

Third Place
Deer Creek Golf, Greenwood, S.C.
Third-place honors went to Deer Creek Golf in Greenwood, S.C. This 12-acre facility features a lighted driving range with eight covered and climate-controlled hitting stalls for year-round practice, as well as 25 natural grass tees; a chipping area with a sand bunker; a 6,000-square-foot putting green; pro shop; and snack shop.

Details on the 2004 competition will be available this spring.

Are You Developing a Range?
Golf Range Times is looking for a range development project to profile in a three-article series. Ideal candidates should have their land, zoning permits and financing secured, with construction either started or just beginning. If you’re interested in sharing your project’s successes and lessons learned, please contact Kristen Caldwell, managing editor, at kristen.caldwell@douglasmurphy.com.

The Only Directory You’ll Ever Need
The 2004 edition of the Golf Range Times Buyers’ Guide and Directory will be available in early April. It’s the only directory published exclusively for the golf range industry, and the one resource you’ll refer to all year long as you make important purchasing decisions. Alphabetical company listings cross-referenced by product category make it easy to find the equipment and services you need. All Golf Range Times subscribers will receive a complimentary copy of the directory. Additional copies are $35. Need supplier resources now? Visit our advertisers’ web sites, or order the 2003 directory here.

Back Issues Available
Missing an earlier issue of Golf Range Times? Or looking for reference articles on adding amenities, insuring your facility or hiring qualified and committed staff? Click through all back issues of the magazine to find these topics and more here.

About the Golf Range Times e-Newsletter
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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.

© Copyright 2006 Golf Range Times