Trucking Company, Range at Odds Over Errant Shots
Bedford Golfland is monitoring practicing players more closely after its neighbor, Yellow Transportation, filed a lawsuit, claiming errant balls are flying into its freight yard. “We’ve been working with [Yellow Transportation] over the last couple of months to try to take some measures that will mitigate and minimize what they claim to be a problem,” says Alexander Walker, an attorney representing Bedford Golfland in Bedford, N.H.
According to news reports, the transporter, just northeast of the driving range, alleges that “one employee has been out of work since April after being struck in the head by a golf ball, and another who tripped on a ball suffered a serious knee injury.”
Walker says the obvious solution—raising the netting—isn’t possible because of a set of high-tension lines that runs between the two properties. “We can’t raise the nets as high as we would want them because once you get above 30 to 35 feet, it gets a little ‘arcy,’” Walker says. So other measures have been taken, including angling the golf mats and tee stalls away from Yellow Transportation and extending the stalls to force golfers to hit balls toward the range. Ground-level netting alongside the grass tees also has been extended so that golfers can’t hit balls in the direction of the truck yard.
In late August, Bedford Golfland successfully postponed a hearing on Yellow Transportation’s request for injunctive relief. Walker says the two businesses will monitor the changes to gauge their effectiveness before going back to court to settle the matter.


Golf 20/20 Launches New Web Site
Scheduled for release in November, the new www.golf2020.com will focus on proven growth strategies for course operators. Users also will be able to download a best practices form from the site to contribute their “great growth of the game” ideas.


Ball Flight Monitor Works by Subscription
A new subscription-based ball flight monitor allows range owners to earn as much as $1,500 per equipped tee station, according to RangeStats. The company’s RangeMonitor combines a golf ball flight monitor with wireless Internet technology to collect and analyze information during practice sessions. Golfers purchase trial subscriptions from the range to access the monitors and can upgrade to an annual subscription via the RangeStats web site. At the tee, golfers can view the distance for each driver and see the average distance for each club they use. After the practice session, the data is automatically transmitted to the RangeStats web site, where golfers can view an analysis of all their sessions. Participating range owners receive e-marketing tools to promote use of the monitors, including a contest component and e-mail coupons. The all-weather monitors can be installed permanently or moved around on grass tees, and operate either by electricity or solar power.


Golf Ad Mats Puts Advertising at Golfers’ Feet
Pittsburgh-based Golf Ad Mats has created a patent-pending 8-inch advertising disc that it inserts into the center of artificial turf golf practice mats. The color ads, which are printed on waterproof material and laminated for durability, are changed monthly to ensure the quality of the advertising medium. Kevin Matschner, a partner in Golf Ad Mats, told the Pittsburgh Business Times in May that ranges generally receive 10 to 15 percent of the advertising revenues. “Ad rates vary, but a driving range with 50 mats could realize revenue up to $750 a month,” he told the paper.


In Memoriam: Steve Mazner
The Golf Range Times staff extends sympathies to the family and friends of Steve Mazner who died Nov. 9, 2004. Mazner was president of sales and marketing for Integrity Marketing in Punta Gorda, Fla.

Learning From Others’ Mistakes Is Cheaper Than Making Your Own
Everybody makes mistakes. But in business, mistakes can be costly. The key is to learn from your missteps so that you don’t make the same mistake twice. It’s even better when you can learn from the mistakes of others. What others, you ask? Retailers, Fortune 500 companies, fast-food restaurants, and the list goes on.
Many business owners—range owners included—think that their business is so unique, or different, that they can’t translate the experiences of other businesses to their own. This simply isn’t true. The fundamental principles of business apply to every business. Usually the differences lie in the focus points for success in a given industry.
So keep your eye on the news headlines. When a large, well-known company makes a mistake, it’s usually big, magnified by the company’s sheer size. As a result, the business is analyzed in the public forum, giving you an opportunity to learn from its mistake. The challenge is recognizing how the lessons learned can be applied to your business.
On his web site, marketing expert Markus Allen analyzes five blunders that led to retailing giant K-Mart’s decreased market share. While the typical range is not a “giant,” it is operating in the retail business. As you read through the article, think about how each point can be applied to your operations.
If you like what you read, join Allen’s e-mail list to receive his regular series of marketing tips.

Industry Response Positive, Says PGA Golf Exhibitions
In response to exhibitor and buyer feedback, the 2004 PGA Fall Expo, originally planned for early August in San Diego, was rescheduled for September in Las Vegas—a move that paid off in increased attendance, say show organizers. In its post-show wrap-up, PGA Golf Exhibitions reports a 32 percent gain in PGA professional attendance compared to the 2003 event, with 13 percent growth in PGA and non-PGA buyer attendance. Overall attendance increased 7 percent.
Interactive programs including Demo Night, the Equipment Testing Center and fashion parades contributed to an exhibitor satisfaction level that quadrupled since last year, according to an independent exhibitor exit survey. The post-event survey also found that the number of exhibitors planning a return trip for the 2005 show tripled.
“The support of major equipment and apparel companies, new and enhanced interactive events and a return to post-Labor Day dates in Las Vegas seemed to drive these great results,” said Ed Several, PGA Golf Exhibitions vice president and show manager, in a news release.
The PGA Fall Expo will return to the Las Vegas Convention Center, Sept. 26-28, 2005.


Golf Channel Broadcasting PGA Merchandise Show
Unprecedented live coverage from The Golf Channel is headlining a host of new programs making their debut at the PGA Merchandise Show, Jan. 27-30, 2005, in Orlando, Fla. Broadcasting from a 15-foot-tall tower inside the Orange County Convention Center, the cable network will air extended live TV coverage from the show floor. Other new additions to the show include:
• Enhanced Equipment Testing Center: The ETC—a 200,000-plus square-foot indoor driving range in Hall A of the convention center—will now include a new ETC Stadium (featuring grandstands and a live demonstration area), two putting greens, an elevated chipping green and dedicated hitting bays for PGA professionals. An additional 40 hitting bays will provide attendees with hands-on and practical testing of equipment and range products.
• Expanded Educational Conference: More than 75 seminars will be organized into eight professional topic tracks featuring additional PGA programming and teaching and training sessions at the new ETC Stadium.
• Dream Pro Shop: New to the Fashion Fairway, a replica of a high-end pro shop will present top merchandising concepts.
• Improved New Product Center: The third rendition of the New Product Center will organize 300-plus products by category.
• New Exhibitor Pavilion: A teaching and training aids pavilion will join the existing club and resort, golf travel and several international pavilions.
More details on the show, registration and travel and lodging are available at www.pgamerchandiseshow.com.
For a complete list of upcoming events in the golf industry, check out the Industry Calendar on Golf Range Times’ home page.

Employee or Independent Contractor?
Because independent contractors aren’t subject to employment laws and tax rules that cover employees, they provide ranges with a cost-effective avenue for offering expanded services. But incorrectly classifying a worker can have devastating economic consequences. Read the November/December issue of Golf Range Times to determine the status of independent contractors versus employees.

Sell Your Used Equipment in Golf Range Times
Golf Range Times introduces the Range Owners’ Marketplace: a new classifieds service for readers. Got pickers, washers, balls, mats or tee dividers taking up space? Convert them to cash with a classified ad. Special low rate for range owners: $50. Plus, we’ll help you extend your reach by posting your ad online at www.golfrangetimes.com—for free! Contact Betty Jo Bass, advertising director, to start your ad in the January/February issue. Classifieds are sold on a prepaid basis only.

2004 Article Index

January/February —2003 Best New Range: Stallion Golf & Driving Range. Despite a countrywide economic downturn, Stallion Golf & Driving Range opened for business. Argentina’s surprising success story unfolds in this profile of Golf Range Times’ 2003 Best New Range Award winner. —Affordable Marketing? You Bet! Marketing doesn’t have to cost a pretty penny. There are several low- or no-cost strategies you can easily implement that will promote your facility and make you more money in the process. —Under Cover. With the promise of more customers—and revenues—justifying the expense of building a permanent tee cover isn’t difficult. The challenge lies in constructing a structure that fits the climate, the customer and the budget. —Hitting a Homer. While a temperate climate, the Padres and 2 million residents make Southern California an ideal site for batting cages, such perfect market conditions aren’t a requirement for this amenity to be successful. —How to: Setting and Enforcing Rules —Equipment Review: Heaters and Domes March/April —On-Site Food Options Keep Customers at the Range to Fill Their Stomachs and Your Pockets. For range owners the question isn’t whether to offer food and beverages, but how much. Options include low-maintenance vending machines, a snack bar with more substantial offerings or a full-service restaurant. —Customers Come First. A seven-year quest to create a user-friendly, top-flight facility for Surrey, British Columbia, residents ends with Birdies & Buckets Family Golf Centre, second-place winner in Golf Range Times’ 2003 Best New Range contest. —Cash In on the Profit Potential of Club Fitting. There’s money to be made in custom club fitting. In 2002, the U.S. golf club market was valued at about $2.5 billion, and industry estimates suggest that custom fitting made up as much as 30 percent, or $750 million, of that business. —2004 PGA Merchandise Show. Though new and expanded programs are credited with spicing up this year’s event, products remain the name of the game when it comes to the industry’s largest annual gathering. —How to: Selling More Through Signs —Equipment Review: Artificial Turf May/June —Visible Difference. Without a high-profile location and strong family demographic—two market conditions miniature golf experts cite as essential for success—course operators must turn to marketing to make their courses visible. —A Labor of Love. After 25 years of working for others, Marty and Beth O’Brien built a business of their own—Deer Creek Golf Practice Center, second-place winner in Golf Range Times’ 2003 Best New Range contest. —Plan Ahead. The time to think about leaving your business is now. Without an exit strategy, you won’t get the greatest possible return from your business and, worse, may leave a potential mess for your heirs. —Designing Clubhouses That Work. Whether you have a modest doublewide or a two-story chalet, doing your best to create a comfortable, upbeat clubhouse environment makes customers feel valued, and valued customers spend dollars. —How to: Make Headlines and the News at 6 —Equipment Review: Ball Pickers July/August —Grassroots Movement. Range owners and industry experts share strategies for constructing and maintaining a high-quality natural grass teeing area that will attract serious golfers and keep them coming back. —One Size Doesn’t Fit All. A commercial targeted to the general market may be seen by African-Americans, Hispanics and Asians, but it won’t get the same results as a 30-second spot created specifically with one of these ethnic groups in mind. —Private Eye. Beyond simple security monitoring, web-based surveillance technologies provide myriad business management and marketing opportunities, including videoconferencing and remote communication capabilities. —Self-Serve Range. Built on an enviable shoestring budget, Blue Hole Golf in tiny Campbellsville. Ky., keeps operational costs down by allowing customers to serve themselves on the 32-station tee line and artificial turf putting green. —How to: Stay Visible With Smart Ad Buys —Equipment Review: Ball Washers and Dispensers September/October —Better Than the Real Thing? The stigma associated with artificial turf is fading as more range owners realize not only the economic benefits of employing synthetic turf but also its aesthetic appeal. —First Impressions. If your business were on trial, would customers find it guilty? Perform a visual audit of your range through customers’ eyes to see what might be turning them away at the door. —Build Databases That Work. It’s possible to spend thousands on a point-of-sale/database management system, but it need not cost a bundle to set up a basic customer contact list using off-the-shelf software and committing time to data entry. —Family Values. Since taking ownership of Fairfield Golf Center—once a member of the Family Golf Center empire—owners Mike and Juanita Kocheck have set about turning the facility into a true “family” golf center. —How to: Create Winning Newsletters —Equipment Review: Netting November/December —Employee or Independent Contractor? Because independent contractors aren’t subject to employment laws and tax rules that cover employees, they provide ranges with a cost-effective avenue for offering expanded services. But incorrectly classifying a worker can have devastating economic consequences. —For the Troops. A volunteer effort led by golf course architect Ron Cutlip is supporting the construction of a golf complex at Kirkuk Air Base in Iraq, the first of its kind to be built in a high-threat environment. —Third Time’s the Charm. From the bright yellow building to the employees who carry customers’ bags to their cars, Mad Golfer is changing the face of the modern golf range, pushing the envelope on what folks expect from their neighborhood golf facility. —How to: Stay Profitable in the Off-Season —Equipment Review: Range Balls 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.

The Only Directory You’ll Ever Need
The 2004 edition of the Golf Range Times Buyers’ Guide and Directory is now available. 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 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 receive a complimentary copy of the directory. Additional copies are $35 and can be ordered online 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.

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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