Play Golf America Launches Ad Campaign to Capture Players
With its sights set on increasing participation among new and occasional adult golfers, Play Golf America, the golf industry’s national marketing initiative, kicked off a $12 million ad campaign in April. More than 500 national TV ads will air during 2004 golf events sponsored by the PGA, PGA Tour, LPGA Tour and USGA. In addition, advertising sections will appear in the August issues of Golf Magazine, Sports Illustrated, Fortune and Money. The campaign’s goal is to reach 17 million adults who have expressed a desire to play golf and the 14 million adult golfers who play between one and seven times a year.


Harris Course Opens in Orlando
Hawaiian Rumble Miniature Golf opened April 2 in Orlando, Fla., on one of the city’s busiest corridors, International Drive. Designed and built by Harris Miniature Golf Courses Inc., based in Wildwood, N.J., the 36-hole course features custom rockwork and a 40-foot-tall volcano outfitted with high-tech special effects that “shoot” flames out of the top. A waterfall drops 35 feet down the side of the volcano, leading to raging rivers, meandering streams and spray fountains throughout the course. The 2004 Harris Cup National Miniature Golf Finals will be held at Hawaiian Rumble in November, attracting players from around the country who will compete for a share of the $10,000 purse.


Golf Rounds Increase in First Quarter
A survey of more than 1,110 golf facilities conducted by the National Golf Foundation found that rounds were up 5.3 percent nationwide for the first quarter of 2004. Traditionally, the first quarter only accounts for about 15 percent of total annual rounds, but after two years of declines, NGF says the recent gains are welcome. Regionally, the Northeast and Mid-Atlantic posted strong gains in the first quarter, partly because of having more play days—10 more days on average in the Northeast and four more in the Mid-Atlantic. The Mountain region, which had the sharpest percentage decrease for the quarter (-5.0 percent), also had an average of 10 fewer play days. There’s evidence that factors other than weather contributed to the increase in rounds. Rounds per play day were up 11 percent for the quarter, which indicates an increase in new golfers, an increase in rounds by existing golfers or both. For the complete study results, download "Quarterly Rounds Played Report" (PDF).


Range-Play Introduces Entry-Level Target System
Boulder, Colo.-based Range-Play Entertainment Corp. introduces the Range-Play High Five Target System. An entry-level interactive target system, High Five features a series of wireless interactive targets that provide audiovisual feedback when hit; a sound system for computer-generated feedback provides additional entertainment value. Range owners can choose any number of targets, but three are recommended for facilitating game playing and interaction. A game computer and software allows golfers to practice/play on their own or to go head-to-head with a friend, using the computer as scorekeeper. The High Five system comes standard with a 90-day warranty and an optional extended warranty. In addition, the entry-level system can be upgraded to the company’s Scramble game system, which includes advanced options such as a scoreboard, group and league-oriented games and marketing program.

Make Your Web Site Work (for You)
When was the last time you updated your facility’s web site? Don’t remember? Your lack of attention to detail could be costing you customers.
Five years ago, web sites that served as electronic brochures, providing basic information about a facility’s location and amenities, were acceptable. That’s no longer the case. Today’s Internet users expect fresh content and timely information, and you must meet those expectations if you want customers to return—to your online and physical locations. Your web site is an integral element of your marketing plan. Devote as much attention to it as you do to your TV, radio and newspaper ads.

Excuses, Excuses, Excuses
There are five reasons why web sites don’t get updated:
• The owner doesn’t have time to do it.
• The owner doesn’t have the skill to do it.
• The owner doesn’t know what to do (i.e., what works on the Internet).
• The owner doesn’t want to pay a high-priced “techie” to update it.
• The owner doesn’t believe the web site is a marketing tool.

The final excuse is often the root of the problem. If you don’t believe that the web site can make you more money, then it gets relegated to the bottom of your list. Understandably, it’s hard to invest more in the site before it’s proven to generate more revenues. But, the web site won’t drive the necessary results if it’s not continually updated and improved. If you commit the time and resources, the payoff will come.

Six Quick Tips
Use these tips to ensure that your web site works as hard as you do to generate more revenue:
• If you don’t have time to update the site, delegate and assign the task to someone who does. Teen-agers and college students tend to be more web savvy, so consider handing off this responsibility to a responsible part-time employee.

• Consider having your site built in a program that’s easy for you (or someone who works for you) to learn, such as Microsoft FrontPage or Macromedia Dreamweaver. This way you can make simple modifications in-house instead of paying an outside designer every time you make a change.

• Scout out other range and golf course web sites for content ideas (there’s no need to reinvent the wheel).

• Give people a good reason to visit your site regularly, such as a weekly special, coupons, range news, customer news (i.e., “John Smith broke 90 for the first time…”), instruction tips, jokes, upcoming events, etc.

• Put a code, letter or number on your online coupons so that you can monitor how much traffic your web site is generating. Additionally, you can capture the number of visitors to your site using off-the-shelf software or free downloadable ad-based trackers, or your site host may offer this service.

• Make your web site known. Include the site address on everything: brochures, ads, business cards, coupons, signage, etc.

Resources
• “Keeping Your Website Content Fresh” by Jeffrey Florida (St. Louis Small Business Monthly, November 2003)
• “Keeping Your Website In Top Condition: 5 easy tips for maintaining a streamline site” by Janet Thompson (WordWeaving)
• “How To: Keeping your website current” by Matt Pearce (IT Wales, July 21, 2003)
• “Build a Website: Maintenance and Updating” (Learn the Net, January 2004)

Attendance Up at PGA Merchandise Show
Attendance was up at the 2004 PGA Merchandise Show, with 44,679 buyers present, a 2.5 percent increase over the 2003 show attendance figure of 42,809. Several categories saw growth including PGA buyers (6 percent), golf buyers/non-PGA pros (14 percent) and all buyer categories combined (11 percent).
PGA Golf Exhibitions attributes many new and returning ancillary show programs for increased buyer attendance. Demo Day participation increased to more than 4,000 attendees; the education conference doubled attendance from last year’s inaugural effort as did the PGA’s Business of Golf Conference; the Pro-Pro Series of five tournaments for PGA members sold out; daily fashion shows had standing-room only attendance; and the Equipment Testing Center saw some 400,000 balls hit during the four-day show.
The PGA Merchandise Show returns to the Orange County Convention Center Jan. 24-27, 2005. The 2004 PGA Fall Expo will be held Sept. 20-22 in Las Vegas.
For a complete list of upcoming events in the golf industry, check out the Industry Calendar on Golf Range Times’ home page.

In the Absence of a High-Profile Location,
Marketing Miniature Golf Is Key
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. Read the May/June issue of Golf Range Times for strategies you can use to help offset less than ideal market conditions.

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
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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