Golf 20/20 Publishes Industry Report
According to Golf 20/20’s second annual report on the industry, interest in the sport remains strong, especially among minorities, and junior involvement in the game has increased. Frequency, however, continues to be the biggest area of concern for industry stakeholders. Rounds played between 2001 and 2002 were down 3 percent. Golf 20/20 attributes this decline to avid golfers playing less. The report, which uses information culled from a variety of resources and organizations, also looks at the effects of course development and weather on rounds played as well as market opportunities for golf facilities. The report is available in its entirety at www.golf2020.org.

IAGI Membership Directory Available
The 2003-2004 International Association of Geosynthetic Installers Membership Directory is now available. The 34-page directory contains a complete listing of geosynthetic installers, designers and distributors. Complimentary copies can be requested by sending e-mail to iagi@iagi.org.

Schools Sign Up for National Program
Elementary schools were quick to respond to Golf 20/20’s request for participants for its national school golf program. Approximately 160 elementary schools—double the amount projected—will participate in a pilot effort for the program this fall. The multilevel curriculum will introduce students in kindergarten through fifth grade to the game and offer transitional support into traditional golf programs for students expressing interest. Participating localities include Chicago; Cobb County, Ga.; Denver, Colorado Springs and Pueblo, Colo.; Corning, N.Y.; Duval and St. Johns counties, Fla.; Las Vegas; Lincoln, Neb.; and Pensacola and Sarasota, Fla. More information on the program is available at www.golf2020.org.

Spalding Changes Name
As a result of the sale of Spalding’s sporting goods business to Russell Athletic Corp. in May, Spalding Sports Worldwide has changed its name to The Top-Flite Golf Co. The new company will focus on two main brands, Top-Flite and Ben Hogan. The Strata product line will eventually fold back under the Top-Flite umbrella, where it was originally launched in 1996. More information on The Top-Flite Co. can be found at www.topflite.com.

Ten Tips for Reaching Radio Listeners
What advertising vehicle reaches 76 percent of consumers every day? Radio. According to Detroit Radio Advertising Group, there are 541 million radios in use in the U.S. (five per household). In addition, statistics show that adults spend more time with the radio between 6 a.m. and 6 p.m. than with any other medium (53 percent compared to 29, 12 and 6 percent for TV, newspapers and magazines). To make sure your advertising message is a hit with listeners, follow these 10 tips.

• Geographic market. With radio, you can be assured that you’re reaching everyone within the driving range’s 7- to 10-mile market radius. Rarely is the market for radio this small. This, of course, means that you’re paying to reach people who may live too far away to become regular customers.

• Formats. Talk radio (including sports radio), country, pop, easy listening and classic rock are formats, or programming, designed to reach different target audiences. Usually within a format, a station will run a variety of programs throughout the day that are geared toward specific demographics. You want to air your ad on the station that best reaches members of your target audience and during the time period when they are listening.

• Target audience. Target markets are defined by demographic criteria, such as age, gender, race, marital status and income level. What are the basic demographics of your target market? For the range, it’s probably males age 25 to 55. If you have miniature golf, your primary target may broaden to include males and females age 12 to 45 (specifically, women with children), and males and females age 6 to 12. Again, you want to pick formats that attract those targets. Because there are so many radio stations on the dial—some with very similar formats—it may be hard to reach a high percentage of your market by airing your spot on just one station. You may need to look at buying airtime on two stations to cover your bases.

• Attention and repetition. People most frequently listen to the radio during “drive time”—the morning and afternoon/evening rush hours—when their attention is focused elsewhere. Because they are hurried or distracted, listeners may tune out commercials or surf the dial. This means that you have to run a lot more spots more frequently to be heard on radio than other media. For example, you may need to buy seven times more spots on radio than you do on TV to make the same impact.

• Cost. The upside is that radio is cheaper, on a per spot basis, than TV. Even though you need to purchase more airtime, radio is generally more cost effective than its visual counterpart.

• Common uses. Radio is a great medium for supporting special promotions. Depending on availability, it’s often possible to get an ad on the air on short notice. The ad can run for a few weeks to support a big event and generate awareness without breaking the bank.

• Freebies. Radio stations are always giving something away. Range balls, miniature golf passes, golf lessons and equipment make great giveaways. Partner with local stations and provide them with “schwag” (radio jargon for “free stuff”) in exchange for some publicity.

• Remote broadcasts. You’ve heard them… “Live from Big John’s Super Auto… we’re giving away a brand-new SUV to one lucky winner in the next hour… come on down to register….” You can do the same thing at your range. Remote broadcasts aren’t cheap, though, so reserve them for big events. And be sure to give the on-site disc jockey plenty of take-away freebies that can be handed out at other remotes like Big John’s Super Auto.

• 60 seconds. The average radio spot is 60 seconds (TV ads are generally 30 seconds). It’s not a lot of time when you think about all the information you want to cram in that minute. The trick is not to pack too much into the spot. Focus on one message, keep it simple and repeat your most important point.

For more information on getting the most out of your radio ad dollars, check out these additional resources:
• “So you want your business to be a radio hit? Listen up!”
• “Reach the Masses With Radio Advertising”
• “Ready for Radio?”

PGA Fall Expo Set for August
The 2003 PGA Fall Expo will be held Aug. 5-7 at the San Diego Convention Center in San Diego, Calif. During the first two days, the education conference will be presented from 8:30 a.m. to 1 p.m., with the exhibit hall and golf demos open from noon to 5:30 p.m. On Aug. 7, the exhibit hall and golf demos will be open from 8:30 a.m. to 1 p.m. For registration or show information, visit www.pgaexpo.com.

Extended Hours Allow Customers to Spend More (Time) at the Range
Stopping by the range after work to hit a few buckets of balls before dark is certainly nothing new. But on Long Island, N.Y., customers at The Links at Shirley can stop by after the late shift and still find the lights on. The golf center’s 50 combined acres, which support a driving range and an 18-hole par-3 executive course, are fully lighted and open until the wee hours of the morning. Industry studies have shown that up to 80 percent of a driving range’s revenue can be generated after 4 p.m. Though the bottom-line benefit is evident, lighting a range is a balancing act that requires a careful evaluation of the available options to determine which will provide the optimal level of light with the least amount of spillage. Read about managing this process in the July/August issue of Golf Range Times.

Also in the July/August magazine:
--Miniature golf course renovations that increase play and profits
--A look at the double life of Games People Play, a 76-station driving range and one of the top golf retail stores in the eastern part of Texas
--Strategies for courting the 60 million-plus senior citizen market

Plus, industry news, simple ways to provide great customer service and a review of ball washers.

Call for Entries: 2003 Best New Range Award
Do you have an award-winning range? Golf Range Times is accepting entries for the ninth annual Best New Range Award. To qualify for entry, your range must operate as the primary business (revenue generator) of the facility. Ranges that opened or underwent major renovations after Sept. 1, 2002, are eligible for the 2003 contest. All nominees must complete an entry form and submit photographs and other materials to illustrate the achievements of the new facility. A profile of the award winner, along with an announcement of the runners-up and honorable mentions, will appear in the January/February 2004 issue of Golf Range Times and on www.golfrangetimes.com. Deadline for entries is Oct. 10.

The Only Directory You'll Ever Need
The 2003 edition of the Golf Range Times Buyers’ Guide and Directory is now available. 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 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 receive a complimentary copy of the directory. Additional copies are $35 and can be ordered online here.

Back Issues Available
Missing an issue of Golf Range Times? Or looking for reference articles on adding amenities, insuring your facility or hiring qualified and committed staff? Click through 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