Innovation Help Miniature Golf Prosper
The first miniature golf course opened in 1860s Scotland, so women, advised not to swing a golf club above their shoulders, could enjoy a modified version of the popular sport. In 1916, miniature golf made its way to the United States and became fashionable with men, women and children. During the Great Depression, people turned to miniature golf as a diversion from the harsh reality of their economic plight. Miniature golf courses began appearing everywhere, from street corners to the tops of skyscrapers. Today, miniature golf courses are often integral parts of family entertainment centers that also include driving ranges, go-karts, batting cages and snack bars. By consistently fine-tuning its operations to the changing times, miniature golf has continued to flourish.


Rhode Island Golf Range Criticized for Too Much Light
Swift Results Golf Center, of Warren, R.I., sits on a stretch of land along the Palmer River, which divides Warren from the town of Barrington. At night, the range’s four light stations, which illuminate the range for golfers, also shine across the river and into the windows of Barrington residents. For nearly a year and a half, the residents have protested to both the Warren and Barrington town councils about what they claim is an unacceptable level of this light pollution. The residents, town councils and Neil Swift, owner of the golf range, are exploring options that will satisfy all parties. Visit www.eastbayri.com and search the archives for more news on this story.

Making It through the Off-Season
During the off-season, your golf range bank account starts to get very low compared to the prime season, when you are often flush with cash. There are still plenty of bills to pay, however, and the darks days of winter can feel like an eternity if you do nothing. Each one-degree drop in temperature can feel like a ten-degree drop in your mood, and every customer who walks through the door can be like water in the desert.
It doesn’t need to – and shouldn’t – be that way, though. With some creativity and planning you can actually make the winter off-season months much more bearable. Here are a few ideas to increase cash flow during the off-season:

• Make your facility more climate-proof. If you haven’t done it already, cover and heat some of your tees. This will open a wealth of opportunities. Avid golfers and faithful customers will come out to hit balls as long as it isn’t raining or snowing on them.
• Low-cost/no-cost promotion is the key to keeping marketing expenses down. Your email list is the perfect tool for this time of year. Make good use of it now to offer real value to your customers.
• In the spirit of no-cost promotion, offer specials for people who bring along a friend, rather than just coming to hit balls alone. Let your customer base and word-of-mouth advertising work for you.
• The PGA tour refers to this off-season time period as the “silly season,” where they have those special events like the “Skins Game.” Build on the silly season attitude to design fun events at your range. If you have snow cover, build some snowmen out on the range and have a contest to see who can hit them. This could also result in a great PR event with local radio and TV. Let your imagination wander and experiment with ideas.
• Warm and friendly beats the cold winter. Make your facility a warm, friendly, cozy place to be and spend some time. Free hot chocolate and coffee are nice touches. Other freebies that make a good impression and don’t cost much: free donuts, cookies, hot hors d’oeurves (works best when you also sell beer).
• Tie in to local, favorite football and basketball teams/fans with specials during the game. You’ll need a decent TV setting to do this, with a large screen and comfortable seating. Again, selling beer is a big plus.
• Have a small skill game in your seating area so customers have something to do other than just watch TV. This way, if the game gets boring they have something else to do and will spend more time and money at your range.
• Put some propane space heaters out on the tee line for the spectators. There’s nothing worse than sitting out in the cold doing nothing, while watching someone else hit balls. That spectator is frequently a wife or date, and the ladies can get cold quickly. Cater to the ladies and you’ll be surprised how your sales will increase.

Those are just a few of the many things that can be done over the long, cold winter. Use your imagination and you might be surprised to see how nice and profitable the off-season can be. Now that would really give you a reason to be jolly.

Upcoming Events:
• 2007 PGA Merchandise Show, Jan. 25-28
• GCSAA Education Conference, Feb. 19-24
• NGCOA Annual Conference, Feb. 20-23

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
Technology on the Range
Like almost every other business today, golf ranges have more technology to choose from every year. Technology can make the work easier and faster, but range owners know they must always consider whether an investment in automation will have a return that makes their decision worthwhile.
Some range operators have embraced the new technology—keeping up-to-date with the latest ball dispensers, automated teeing systems and point-of-sale (POS) software. They are convinced that technology gives them an edge over their competitors. Others are more cautious, preferring to stick with the traditional approach. They are convinced that customers place greater value on the personal service they get from direct interaction with golf range personnel.
Both of these views have merit—because operators from both camps have success stories to tell. So, how do golf-range executives decide whether a new technology is right for their facilities? Find out in the November/December issue.

> Down on the Farm Tom Straus ran a successful vending machine business for 26 years, but he spent the last few years of that stint dreaming about what he would rather be doing. Straus envisioned a golf range in a rustic setting where he could meld that business with miniature golf and his own franchise of ice cream stores. The combination, resulting in Broadway Driving Range & Miniature Golf, has been a delicious addition to the Depew, N.Y. landscape. Today, Strauss couldn’t be happier.

> Recognizing the Innovators When it comes to marketing a golf range, sometimes it seems like it’s all been done before. Range owners advertise on television and in local publications. They host demo days, set up community partnerships, run direct mail campaigns, offer customer discounts and more. In fact, many range owners find themselves wondering what else they can possibly do. Sometimes, however, there are visionaries who find ways to market their ranges in unique and profitable ways. To honor these strategic thinkers, Golf Range Times has created the Innovator Awards. These new annual awards recognize range owners who create and execute innovative and successful marketing campaigns. Read the November/December issue to learn about our first winners and how their ideas can benefit you too.

+Plus industry news and new products, tips on golf simulators, short game practive provides the full range for golfers and supplier resources for netting.

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 2006 Golf Range Times