VA OKs State Park Use for Private Projects
In Virginia, Gov. Mark Warner signed a bill into law that paves the way for municipalities to use state parks for recreational development projects. The bill was originally drafted as a means of allowing Sam Snead Golf Inc. to construct three holes of a 27-hole golf course on 23 acres of Occoneechee State Park in Clarksville, but is wide enough in scope to allow other municipalities to develop portions of state park property. Occoneechee State Park is leased by the Virginia Department of Conservation and Recreation from the U.S. Army Corps of Engineers. Passage of the bill allows the state to amend its lease with the federal government, allowing the corps to work with the Sam Snead group and the town of Clarksville on the proposed golf course. This legislation may lead to increased competition between privately and publicly owned golf facilities in the state.

Miniature Golf Course Incorporates Local Wildlife
Monterey Pointe Golf & Practice Center in Stuart, Fla., has added an 18-hole championship adventure-style miniature golf course. The mountainous course, built by Wisconsin-based Cost of Wisconsin, which has an Orlando office, features three waterfalls--one of which towers 30 feet above sea level--meandering streams, palm trees and 5-foot-long life-like alligator sculptures. It also includes several challenging hole designs, such as the "jump hole," a tri-level green, and nine holes that are handicap accessible, such as hole No. 4 where players hit their ball into the water sending it downstream and onto the green guarded by a putt-through alligator. A nearby covered picnic area allows onlookers to watch players and will be used to host group events.

San Francisco Ranges Install GlowRange
Four Bay-area driving range properties have installed the GlowRange target systems as a venue for competition and as an amenity to draw more corporate events to the range. Mariners Point Golf Links and Practice Center, San Bruno Driving Range, Fremont Park Golf and Practice Center and Burlingame Golf Center owners chose a series of 10-, 20- and 30-foot targets to fit their individual facility needs and landscapes. GlowRange Targets provide golf entertainment that is appealing to golfers and non-golfers alike. The amenity increases driving range daytime revenue by providing a venue to compete at the range while making players better golfers. As a result, customers are likely to stay longer and hit more golf balls. At night, the glowing targets and balls create a festive, party-like atmosphere. GlowRange LLC is a Phoenix-based.

Become a 'Groupie' and Make Money for Your Range
One opportunity that range operators often overlook is "group" business. Big groups can mean big bucks for the driving range. In fact, catering to group outings is a terrific means of promoting your facility to people who have not been there before. If group members have a good time, they'll be back for more--with money in their pockets.

The group business concept works best at facilities that offer more than a place to hit golf balls. For example, facilities equipped with miniature golf, batting cages and other amenities with broad appeal have a lot to offer groups looking for a recreational outing.

So what constitutes group business? The first thing that comes to mind when range operators think of a group event is the classic children's birthday party. In and of themselves, birthday parties are not great moneymakers. It's hard to charge enough to make them profitable. But they do provide great exposure of your facility to people who've never been paying customers.

Range operators need to broaden their definition of group business to include church groups, senior citizens, day care centers, local schools (e.g., physical education classes), businesses (team building and R&R outings), and youth sports teams (end-of-season parties). Any group of people who get together recreationally is a potential client for your facility.

The key to turning potential business into real profits is going out and actively promoting your range as "group-friendly" facility and raising awareness in the community. Then, as with any sales position, you've got to ask for the order. If you make a concentrated marketing effort, you'll double your group event business.

Here are a few tips for making more money from the "groupie" business:
— Put "group event marketing" on your "to do" list. If you don't put it on the list, it won't get done. It's easy to get bogged down in the day-to-day problems that operators face--there always seems to be a daily crisis that destroys your plan.
— If you can't focus on building your group business because you don't have the time, then assign the task to someone else who has the skills. Make it his focal point and tie his compensation into the success of his efforts.
— Make it easy for customers to hold an event at your facility. Some people are given the responsibility of organizing their group's event, and they really aren't experienced at it. Often, they're afraid of making a mistake, and they don't know where to start. Your job is to eradicate both of those issues and become their problem-solver.
— Create a "party checklist" to help educate the planner as to what needs to be done to organize a successful outing. Do everything you can to make the planner feel comfortable, and let him know that your professional and friendly staff will make his task EASY. Your planner will be the group HERO because of the great job he did in selecting your facility for a successful party.
— Give great service before, during and after the event. Good service always brings customers back for more. Don't forget to send thank-you notes to the principal people involved.
— Give the group its own private space for the event. If you don't have a private party room in your clubhouse, then put up a party tent. They come in all shapes and sizes to fit your budget. And, they can be purchased or rented.

Try to build your group outing business. It really is a great opportunity to make more money from your range.

HillTop Golf Center Receives Third-Place Honors in Best New Range Contest
Steven Ringelberg, a corporate attorney and investment banker, and his wife, Lisa Vander Hill, an artist, saw the potential for a high-end, year-round golf facility in the Saugatuck, Mich., area. After several years of research and development, HillTop Golf Center and its two supporting businesses, HillTop Center, a meeting and conference facility, and Innerform Golf Academy, opened. The three share space within a unique golf environment and help maximize utilization of the entire facility as much of the year as possible.

Read about this award-winning facility in the May/June issue of Golf Range Times.

Also in the May/June issue:

— Strategies for using e-mail to connect with customers
— Advice on creating an all-weather tee line that keeps golfers hitting balls year-round
— A look at netting systems for the range and determining how high is high enough

Plus, industry news, new products available in the marketplace, ideas for profiting from bumper boats and a product roundup of ball pickers.

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.