PGA Says, ‘Play Golf America’
The PGA of America has unveiled a national marketing campaign, Play Golf America, to introduce people to the game, enhance their skills and increase their frequency of play. Key to the campaign is an industry-sponsored web site, www.playgolfamerica.com, that serves as a link for consumers to access adult player development programs in their local market. Facilities with either a PGA or LPGA member overseeing the instruction program are eligible to participate in the initiative and become an official Play Golf America host facility. More program information and host facility eligibility requirements are available at www.playgolfamerica.com.



Benefit Scramble Finds Success in the Snow
With 8 inches of snow on the ground and below-freezing temperatures, Smiley’s Golf Complex in Lenexa, Kan., hosted the “Idiots’ Open” Feb. 7, raising more than $7,300 for Kansas City Hospice. Forty-five golfers competed in a four-man best-ball scramble on the facility’s 18-hole executive golf course. Tennis balls were used instead of golf balls so that contestants could find their shots in the snow, and flags marked tee boxes and edges of the greens. Golfers received an automatic two putt once their ball reached the green; if the ball landed within 36 inches of the flag it was considered holed.



First Tee Imparts Life Skills, Research Finds
In 2003, two years after its chapters implemented the Life Skills Education Curriculum, the First Tee conducted separate scientific reviews to study the program’s effectiveness. Preliminary research found that the curriculum is providing participants with benefits that may last a lifetime. For example, among youth participating an average of six weeks in the first level (Par) of training:
• parents observed positive changes in their children’s behavior;
• participants increased their knowledge and understanding of communication, respect for others, a positive attitude, emotional management and goal setting; and
• the degree of trust in coaches among participants increased 18 percent.
These early findings support the goal of the First Tee program, which is to provide youth an opportunity to develop, through golf and character education, life-enhancing values. Researchers at the Department of Exercise and Sports Science at the University of Florida and at the Department of Kinesiology at the University of Nevada-Las Vegas conducted the studies. The research was released at the First Tee’s annual meeting in February. A complete, published report will be made available to all First Tee chapters in April.



Mitchell Golf Offers New Certification
Mitchell Golf Equipment Co. has added Club Performance Specialist to its educational certifications. The curriculum is designed to teach students how club specifications affect ball flight. The three-day class satisfies continuing education credits for the PGA, LPGA and Professional Clubmakers’ Society and is held at Mitchell Golf’s Dayton, Ohio, facility. Class dates for 2004 are May 3-5, June 7-9, Sept. 27-29, Nov. 8-10 and Dec. 6-8. More information is available at www.mitchellgolf.com.

Postcards: Small in Size, Big on Impact

Looking to make a big impression on your customers? Mail them a postcard. Though small in size, postcards can pack a powerful punch. Plus, they’re easy to create, relatively inexpensive to mail and, in some cases, can be more effective than other advertising vehicles.

Because of their size—standard is 4 inches by 6 inches—postcards are best used to communicate short, simple messages. You can place a photo and headline on the full front side of the card (think “wish you were here” tourist postcards) or just text, while using the backside half to carry more details on your offer (the other half is reserved for the mailing address). You’ll be amazed at how much you can fit on 36 square inches. It’s also a lesson in boiling down your message to its most important points.

Larger postcard sizes, like 6 inches by 9 inches, allow you to say even more. Oversize and irregular-shaped cards also stand out from regular mail. And what grabs attention will likely be read. Keep in mind, however, that postage costs increase with size. Postcards up to 4 inches by 6 inches mail for just 23 cents, but larger sizes are charged the first-class letter rate of 37 cents. Still, these rates can be less expensive than mailing an in-envelope offer.

Postcards offer several other advantages over their direct mail envelope counterparts:

• Postcards don’t have to be opened. Many people toss junk mail without ever opening it. From a marketer’s perspective, that’s wasted money.

• Your message is seen immediately. Make sure you have a great headline because that’s what people will see and read first. If you pique their interest, they’ll read the rest. HINT: Your range’s name is not a headline—the benefit to the consumer is.

• Postcards can double as coupons. If your offer is a buy-one-get-one-free deal or $1 off a large bucket, recipients will often stick the postcard to their refrigerator or bulletin board for future use. The postcard serves as a constant reminder to visit the range.

Numerous companies specialize in designing, printing and mailing postcards; all you have to supply are the words. Check your Yellow Pages and the Internet for suppliers (some resources are listed below). In the latter case, the production can be handled electronically.

When planning your next direct mail campaign, don’t overlook the postcard. You might be surprised at how effective and efficient this pint-size marketing vehicle can be.

Resources:
• Postcard Marketing Your Small Business
• Attract More Business With Direct Mail Postcards
• Top 10 Tips for Growing Your Business With Direct Mail Postcards
• U.S. Postal Service 4x6 Postcard Template
• PostcardPower
• PostcardBuilder
• MailersClub
• Zairmail

Industry Favors Vegas for Fall Show
PGA Fall Expo exhibitors and buyers favor a Las Vegas locale and later show date, according to a poll conducted by PGA Golf Exhibitions, a division of Reed Exhibitions. As a result, the 2004 show, which was previously scheduled for early August in San Diego, will be held Sept. 20-22 in Las Vegas. For more information on the 2004 event, visit www.pgafallexpo.com.

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

Instant Gratification: Food and Beverages Keep Customers at the Range

The spring golfing season is in full swing, but barely two-thirds of your customer’s first bucket of practice balls has been hit before his stomach starts to rumble. In the distance, just beyond the wooded edge of the range, a pair of golden arches beckons as the hunger pangs increase. One more grumble from within the belly and hunger wins out over practice, as yet another customer leaves to spend money elsewhere to satisfy his need to feed. Experts agree that ranges without on-site food and beverage services are encouraging customers to leave. Read the March/April issue of Golf Range Times for several F&B options that will entice them to stay.

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, 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
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.

© Copyright 2006 Golf Range Times