Get Pumped Up at Range Developer's 'Boot Camp'
Forecast Golf Group continues its successful series of one-of-a-kind boot camps Saturday, June 4, in Richmond, Va. The "Ultimate Golf Range Developer's Boot Camp" features a half day of interactive classroom instruction presented by an expert range developer and operator, along with an insider's tour of a high-volume golf range. For complete details, go to www.forecastgolf.com or call 804-379-5760. But hurry—a limited number of seats are available. 
ASU Opens On-Campus Golf Lab
A golf driving range and pro shop on Arizona State University's East campus opened in January as a working lab for Professional Golf Management and Golf Facilities Management students. The 12-acre facility will function as a teaching laboratory for students in the two golf programs. Students also will run and maintain the facility, and half of the driving range's 90 hitting stations will be open to the public to generate revenue to cover operating costs.
 The driving range is the result of four years of planning, with construction involving 50 local and national companies that contributed more than $350,000 in service and materials toward the project. A donation of $1.5 million dollars is now needed to name the facility. A portion of the donation will be used for unfinished planned projects, including two golf holes and a putting green, with the remainder going into an endowment.
Golfsmith Stores Swing Into the Tennis Market
Golfsmith is serving a new market. The 47-store, Austin-based multichannel golf retailer plans to add tennis centers in up to 60 percent of its stores this summer, citing statistics that illustrate the complementary nature of the two sports. According to the 2003 U.S. Tennis Participation Study, more than 50 percent of the 24 million tennis players also are golfers. Golfsmith already operates tennis centers in a handful of markets under the Golfsmith Golf & Tennis brand. According to a report in Chain Store Age, the 500-square-foot to 1,200-square-foot tennis departments will fit into stores without reductions in other merchandise categories.
Ball Basket Carries the Load
With a 600-ball capacity, the Olde Rangemaster's Colossal Plastic Basket reduces ball-handling time when transferring balls from the picker to the washer or from the washer to the dispenser. The 15-inch-tall by 19-inch-wide basket has reinforced handles and heavy-duty construction for long-term durability in hot or cold weather conditions. The basket is available in orange, green or blue.
How Do You 'Feel' About Golf Range Mats?
Most range owners focus on two features when evaluating range mats: cost and durability. These are legitimate characteristics to assess, however, you must take more into consideration when purchasing artificial turf mats, specifically, how the mats feel to the golfer hitting balls.
Unfortunately, "feel" by definition is very subjective. Something that feels good to you, may not feel good to your customers. Just like those mattress commercials you see on TV, some people like it firm, some like it soft and some like it somewhere in the middle. And so it is with golfers.
A common mistake is to focus almost entirely on the mat's price and durability. That approach isn't going to win you customers. To keep practicing players on your tee line, you need to offer a variety of mats so that your customers can use the mat they enjoy the most. You have a variety of golfers who frequent your range, so why not provide a variety of mats and give customers their choice?
• The serious golfer tends to prefer a mat that replicates golf course turf, which tends to be a bit firmer.
• A golfer with physical concerns (e.g., sore wrist, elbow or arm) prefers softer surfaces that don't inflict pain when hitting.
• An older golfer, for the same reasons, usually favors softer, more forgiving mats.
Two other user groups that typically prefer softer-feeling mats are infrequent golfers, who will have frequent mis-hits into the mat, and recreational golfers, who don't even own a set of golf clubs. They've just stopped by the range to bang out some balls for fun (it is not fun to hurt your hands by banging a club into a rock-hard mat).
Some softer mats can actually be more helpful to high-handicappers by not harshly penalizing them when they hit fat shots (i.e., the club hits the mat before reaching the ball). The result is that these golfers get more balls up in the air and have a more enjoyable experience at your range.
Ideally, you should offer two or three different types of mats for customers to hit from. The right mix will depend on your clientele. Conduct a tee line test with soft, medium and firm mats and talk to your customers about which ones they prefer.
Mat cost should actually be the least important driver in your purchasing decision. The most important factor is to provide the product-in this case, how the mat feels- that your customers want. That is what will help keep them as your loyal customers-and keep them from seeking out another range.
Recruiting Women
In 2003, 1.2 million women answered the industry's call for female players, beating out men to become the fastest growing segment of golfers. But they're also quick to drop out, creating a need for programs that attract women and also encourage them to stick with the sport. Read the May/June issue of Golf Range Times to discover what industry experts say works best.
| Be sure to check out these other features in the May-June issue: |
The Only Directory You'll Ever Need
The 2005 edition of the Golf Range Times Buyers' Guide and Directory is hot off the presses. 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. More than 180 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 receive a complimentary copy of the directory. To purchase additional copies for $35 each, download an order form here.
Sell Used Equipment Fast
Golf Range Times introduces Range Exchange: a 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 Sally Schall, advertising representative, to place your ad in the July/August issue. Classifieds are sold on prepaid basis only.
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
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