Call for Entries: 2002 Best New Range Award
Did you open, purchase or upgrade your range in 2000 or 2001? Or is your range operating under new management? If so, it may be a contender for the 2002 Golf Range Times Best New Range Award. In the past eight years, Golf Range Times has recognized 37 driving ranges for their outstanding design and facility features. Yours could be next. Fill out the entry form in the September/October issue of the magazine or download a form online here. The award winner, runners-up and honorable mentions will be announced in the January/February 2003 issue of the magazine. Deadline for entries is Oct. 11.

Fun Expo Focuses on Industry Attractions
The largest trade show for family entertainment centers, Fun Expo, will feature more than 200 exhibitors showing a wide range of products used by and sold through sports, leisure and entertainment and recreation facilities. Exhibits will be on display Sept. 19-21 at the Las Vegas Convention Center, with the Fun Expo Academy offering sessions on various attractions and the business opportunities they present beginning Sept. 16. Sessions include "Advanced Miniature Golf Course Management & Operations," "Concession Go-Karting 101" and "25 Things You Need to Know About Golf Driving Ranges," which will be presented by Jamie Turner, publisher and editor of Golf Range Times, and Tom Mathews, principal of Dominion Golf Group in Midlothian, Va. For more information, visit www.funexpo.com, e-mail info@funexpo.com or call 708-226-1300.

Golf 20/20 Publishes Inaugural Report
GOLF 20/20, the golf industry initiative to enhance the growth of the game, has published its first Golf Industry Report. Through information provided by the National Golf Foundation, National Golf Course Owners Association, PGA Tour and an ESPN Sports Poll, the report looks at golf facilities, rounds played and interest and participation in the game in 2001 and identifies markets that represent growth opportunities for the industry, such as the Hispanic community. The report also concludes that despite the sluggish economy, the events of Sept. 11 and poor weather conditions in several parts of the country, 2001 more than held its own. Interest continued to grow, as did the number of participants and the number of golfers. The report is available in its entirety at www.golf2020.com.

Don't Whisper a Call to Action
What's the biggest mistake you can make when writing copy for your ads? Not including a LOUD call to action.

A call to action tells your prospects what you want them to do, and a subtle hint won't get people's attention. With so many TV and radio commercials and newspaper ads competing for mind share, you have to shout out your call to action so that people take notice.

Too many marketers believe that a call to action is obvious or implied. Or, they don't want their advertising to look like "advertising," meaning they don't want it to look, sound or feel like the stereotypical used car ad. But, ask yourself: Why do car dealers keep running those types of ads? Because they work.

The lesson to be learned is that every business is in the "sales" business. Most businesses have to go after their customers aggressively. A golf range is no different.

If you're running an ad that tells people how nice your facility is, that's fine. But, if that's all that it does, then you're wasting your money. Your ad has to work harder than that. You have to give people a compelling reason to reach into their pockets and give you their hard-earned money (more money than they intended to spend). To accomplish this, you have to put a strong offer on the table, and you can't be shy about telling them why it's a good one.

So, if you're having a sale, don't say "sale." Scream "SALE, SALE, SALE!!" Don't say your facility is "good." Scream it's the "BEST." Don't worry about how it sounds. It takes a lot of volume to break through the clutter. If you're going to err, then err on the side of being too loud rather than being too quiet.

The Links of Olde Scotland: The Grass Is Greener on the Other Side of the Road
Nestled in the green farmlands of Shippensburg, Pa., The Links of Olde Scotland features some of the truest, greenest, closest-to-a-course target greens likely to be found at a range. Although the facility relies on the simple, traditional aesthetics of a golf course to attract practice duffers, co-owners Jim Curtis and Howard Bly have implemented a few innovative ideas to bring in additional revenues and diversify their customer base. For two business partners with limited range-management experience, searching out new ventures and capitalizing on timely opportunities has fueled the success of the facility, which earned an honorable mention in Golf Range Times' 2001 Best New Range Award contest.

Read more about The Links in the September/October issue of Golf Range Times and what Curtis and Bly learned during its development.

Also in the September/October issue:

—Increasing batting cage sales with creative programs that cater to the right fan base
—A day in the life of Sunnybrook Golf's owner, operator and resident handyman

Plus, industry news, new products available in the marketplace, strategies for encouraging current customers to play arcade games and a look at extending your season with heaters and domes.

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.