Professional ClubFitters Association Launched
Forty-six Professional ClubFitters have collaborated to found IPCA, the acronym for the International Professional ClubFitters Association. The first of its kind, the organization seeks to set standards of excellence for those in the profession, educate the public about clubfitting, mentor potential Professional ClubFitters, and create a continuing education program focused on clubfitting.
Already, some Professional ClubFitters have applied for membership in the new association. And, golf range industry manufacturers have demonstrated their support of IPCA by signing on as corporate sponsors. IPCA held its first meeting, at which officers were elected, on Jan. 23 in Orlando, Fla.


West Virginia Golf Range Sued
Southridge Golf Range, located in Charleston, W.Va., is one of the defendants Andrew White has named in a lawsuit that also includes Fairlawn Fairways (Dunbar, W.Va.) and Andrew Call.
According to the lawsuit, “patrons and staff of Southridge Golf Range physically assaulted” White because he served alcohol to underage customers and failed to keep the range safe for customers. The lawsuit further notes that White sustained teeth damage, facial injuries and various other injuries as a result of the assault.
White is seeking compensation for his “permanent” injuries.

Timing is Everything
As a marketer, one of the most important choices you need to make is that of timing: When should you actively market your golf range? Here are some of your options:
• All year long
• Only during the peak season
• At the beginning of the season
• Only at major holidays/events
• A combination of the above
There are even more options, but the ones listed above are the first ones that come to mind for most range operators. Listed below are some issues and questions to consider in helping to make your marketing decision.
What is your budget level? If you only have allocated a small amount of marketing dollars, then it is best that you focus it on leading into the most important time period of the year. For example, if the second and third quarters are most important, don’t wait until July to start your marketing. You should focus it on the early second quarter (April/May).
How can you identify your key months? Use the “sales index” calculation to identify your critical months. Using a spreadsheet program, divide your total annual sales by 12 (the result is average monthly sales). Then, for each individual month, divide the monthly sales into the average monthly sales, and multiply the result by 100. You will get indices that could look something like this:
• January 88
• February 91
• March 98
• April 124
• May 120
• June 123
• July 107
• August 118
• September 110
• October 97
• November 69
• December 55
These indices quickly identify your important months. Focus your marketing dollars on the months with above-average sales, with indices of 110+. Minimize spending in the months with < 90 indices.
Earmark some of your budget for “opportunity” spending. Sometimes you’ll get a call from a TV station, radio or newspaper with a deal you can’t refuse. If it makes sense, timing-wise, then take advantage of the opportunity. But, if it is a really bad time of year, then resist—don’t take it just because it’s a good deal.
Ultimately, your decisions should be driven by the return on investment (ROI). You will generate a higher return if you invest your marketing dollars in the stronger sales months, when golfers are looking to hit balls. And, your ROI will be greater if you “front load” the spending, i.e., spend more of your money in the early months of the peak season rather than the later months of the peak season—you’ll benefit from subsequent/residual sales resulting from driving customers to your business.

Upcoming Events:
• 2007 IAAPA Euro Attractions Show, Jan. 30-Feb. 1
• Golf Industry Show, Feb. 22-24
• 2007 World Conference on Club Management, Feb. 23-27

For a complete list of upcoming events in the golf industry, check out the
Industry Calendar on Golf Range Times' home page.

From the Magazine
Is Retail Right for You?
LFor range owners to succeed at equipment sales, they must ensure their range is in a viable market and then assemble the appropriate business pieces to make the retail puzzle work. Industry leaders recommend thoroughly researching the local market first. Then, integrate the new profit center into the existing range business.
The biggest advantage ranges offer their customers is customer service. Big-box retailers and online stores simply can’t compete with ranges on the customer-service level. Another advantage ranges offer is the real-life setting in which customers can try out equipment at the range. Hitting against a net in a store just doesn’t provide the same experience. Read the January/February issue for more insights into how retail can benefit your range.

> Best New Range: What Enthusiasm Can Do A positive attitude, an enduring dream of a golf-industry career and natural people skills enabled John Kruczek to transform a ramshackle Illinois range into the 2006 winner of Golf Range Times’ Best New Range Award. Kruczek—who sold supplies to automotive paint and body shops for 23 years before becoming a range owner—has poured his time, money and heart into making T-Time Range & Family Fun Center a refurbished, thriving facility and asset to his Homer Glen, Ill., community. Kruczek notes he is dedicated to ensuring that T-Time has the reputation for continuous improvement in the community. Kruczek used the book “Developing Your Golf Range,” published by Forecast Golf Group, as a guide for revamping T-Time. After dedicating eight months to preparing a business plan, Kruczek secured a loan from his local bank and got to work. The first project he tackled was pulling out the three-foot weeds surrounding the miniature golf course. Read the January/February issue to learn more about how Kruczek realized his lifelong dream.

> Gen Y Employees on the Range Individuals born between 1980 through the 1990s may be the best workers your range has yet to hire. Range owners reflect on their predominantly positive experiences with this young, energetic and technologically savvy generation. They also offer tips on communicating with this group. Among the recommendations: Be direct. Have fun. Believe in their ability to contribute to your range. In addition, the range owners emphasize that Gen Y-ers need to understand the value of their job. They can’t call in sick without finding a replacement to cover their shift. They need to be open to addressing customers respectfully, rather than as “dude,” part of their generation’s casual lingo. When employing Gen Y-ers, be informed about compliance issues, such as laws regarding minimum wage, work permits and hours of availability. Read the January/February issue for more legal information, as well as advice on how to find Gen Y-ers.

+Plus industry news and new products, advice on custom clubmaking, the importance of signs for awareness and promotion and supplier resources for pickers.

2006 Buyers’ Guide and Directory Now Available
The 2006 edition of the Golf Range Times Buyers’ Guide and Directory is 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. More than 200 alphabetical company listings are cross-referenced by product category, making it easy to find the equipment and services you need. In addition, the directory includes information on purchasing large equipment such as pickers and washers and what various suppliers offer, as well as a checklist outlining smaller equipment needs. All Golf Range Times subscribers received a complimentary copy of the directory. To purchase additional copies for $35 each, download an order form here.

Sell Used Equipment Fast
Got pickers, washers, balls, mats or tee dividers taking up space? Convert them to cash with a classified ad in Golf Range Times.
Special low rate for range owners: $50. Plus, we’ll help you extend your reach by posting your ad online—for free! Contact Sally Schall, advertising representative, to place your ad in the next issue. Classifieds are sold on prepaid basis only.

Missing an Issue?
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
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 Bill Edwards, Golf Range Times managing editor, at 804-272-9100, ext. 112, or by e-mail at bill.edwards@douglasmurphy.com.

© Copyright 2007 Golf Range Times