Callaway Golf Bid for Top-Flite Approved
The U.S. Bankruptcy Court in Wilmington, Del., approved Callaway Golf Co.’s offer to purchase The Top-Flite Golf Co. for $174.4 million in cash and assumption of debt, plus the assumption of certain operating liabilities. Callaway Golf expects to close the transaction in mid to late September.

In a bankruptcy auction held Sept. 3, the Carlsbad, Calif., club maker beat out TaylorMade-adidas Golf to acquire Top-Flite’s assets. According to an Associated Press report in The New York Times, more than 30 bids and counter bids were exchanged until TaylorMade’s parent company, Adidas-Soloman AG, pulled out.

Top-Flite, the nation’s second-largest golf ball maker and seller, had $250 million in sales last year, which could bump Callaway Golf into the elite $1 billion sales category in 2004. Just as valuable are the numerous patents held by Top-Flite; the Top-Flite, Strata and Ben Hogan brands; and a manufacturing base for golf balls which includes plants in Chicopee, Mass., Gloversville, N.Y., and Fort Worth, Texas.

Top-Flite filed for bankruptcy in June, just one month after it sold the Spalding brand name and related assets of its sporting goods business to Russell Athletic Corp.

NGF Publishes Guide to Growing Women’s Golf
“Women Welcome Here! A Guide to Growing Women’s Golf,” the latest book published by the National Golf Foundation, provides the insights needed for capturing women golfers and keeping them golfing. Written by Nancy Berkley, the book helps answer the question, “Are women welcome here?” and offers tips for how facilities can make sure they’re doing all they can to attract women and make them feel comfortable. Chapters cover topics such as understanding women as customers, best practice lessons for various playing levels, tapping women’s golf associations and clubs, tournament organization, marketing and special target markets within the women’s segment, and best practices for the pro shop. For more information or to purchase “Women Welcome Here!” visit NGF’s Web site.

PGA Fall Expo Plans Return Trip to California Coast
At the close of the 2003 PGA Fall Expo, held Aug. 5-7 at the San Diego Convention Center, show organizer Reed Expositions announced that the event will be returning to the seaport city in 2004. Buyers from 24 countries and 45 states traveled to the nation’s second largest golf marketplace this year to preview next season’s equipment, accessories, apparel, training aids and services. A new addition to the expo was a demo and barbecue event. According to Christopher McCabe, PGA Golf Exhibitions vice president and show manager, such programs improve the value of the traditional trade show experience, and he says attendees can expect more of the same at future fall shows. For information on the 2004 event, visit www.pgaexpo.com.

The Golf Club at Chelsea Piers Expands
The Golf Club at Chelsea Piers in New York City opened The Players Championship Room in July. The new mezzanine, located on the top floor of the club, features two Full Swing Golf Simulators, a fourth Video Analysis Super Station—used by the on-site Golf Academy for private lessons, clinics and schools—and a special events space with views of the Hudson River.

The Full Swing Golf Simulators, which are being introduced for the first time in the New York market, allow customers to simulate a round of golf on 36 different championship courses worldwide. The simulators also present a teaching tool for instructors, allowing students who have never been on a golf course to get the feel of playing a full game before attempting an outdoor round.

The Players Championship Room is the latest addition of private event spaces at Chelsea Piers. Overlooking the Hudson River and the driving range, it will be used for classes, clinics and schools, as well as for corporate events, team-building outings and birthday parties.

Smart Marketing
In most parts of the country, the weather is turning cooler. Fewer rounds of golf are being played. And school is back in session. All this signals the start of the off-season and lower sales for range operators.

So, what should you do? Throw up your hands? Give in to the seasonal slump? No. Now is the time to prop up sales with smart marketing—creative, well-targeted marketing that doesn’t cost you a lot of out-of-pocket money. Here are a few examples:

• Make good use of your e-mail list. (You have been collecting customers’ e-mail addresses, right?) Put together a special deal and promote it for free through e-mail.

• During the slower season, loyal customers—the ones who spend a lot of money at your range—should be treated like royalty. On particularly cold days, serve complimentary coffee or hot chocolate on the tee line. If they’re big sports fans of the local teams, go out and let them know the score at halftime or when a big play happens. Have fun with it—your customers will appreciate it, and they’ll have a better experience.

• If you have a miniature golf course or similar amenity, don’t forget about the younger set. Teens are always looking for fun and different ways to spend their Friday and Saturday nights—like before or after high school football games. Leverage local activities and events to get exposure and attention. Promote your related event or special through in-store signage and e-mail sent to customers in your database.

• If you don’t already do so, promote “buy one, get one” deals. These types of specials make customers feel like they’re saving money by getting a good deal, so they spend more to save more.

• Participate in school fund-raising events. At a fall festival you can organize a putting contest and hand out coupons for your facility. Not only is this good exposure, but it also promotes good will.

• Get teens to spend time at your facility by dedicating a day or night to their school and then donating a portion of the profits to their alma mater. This strategy is already popular with many restaurants. A range or family entertainment park would make a terrific change of venue from the same old fast-food hamburger joint.

• Start making plans now for your December holiday special. Put together a valuable deal that customers can’t resist and plan how you’re going to promote it. In-store promotion is a must and it’s very inexpensive.

PGA Merchandise Show Returns to Orlando in January
The 2004 PGA Merchandise Show will be held Jan. 29-Feb. 1 at the Orange County Convention Center in Orlando, Fla. In addition to the exhibit hall, the show includes educational seminars, a new product center, a cyber café, fashion shows and a demo day.

The Ontario PGA Golf Merchandise Show, being held Oct. 29-31 at Toronto’s International Centre, will include a new equipment testing area, panel discussions and seminars, and planned pavilions focusing on turf care, golf course maintenance and food and beverage. For registration or information on either show, visit www.pgaexpo.com.

The Big Advantages of Point-of-Sale Software
OK, maybe the days when mom-and-pop range owners stashed money away in an old cigar box are a thing of the past. Yet, when it comes to employing computerized point-of-sale systems to help drive business and serve customers, golf ranges still lag far behind the technology learning curve, industry experts say. What range owners need is a computerized P-O-S system—a personal computer with special software known as “point-of-sale” technology—that tracks sales and customers and can generate immediate reports. Read more about the capabilities of P-O-S systems in the September/October issue of Golf Range Times and why this technology is motivating some range owners to replace their cash registers.

Also in the September/October magazine:
—Range owners experiment with skateboarding, paintball and volleyball to broaden their customer base
—A look at the second life of the Golf Center of Connecticut, a former Family Golf Center growing fat and happy under the watchful eye of two novice owners
—Strategies for strengthening grass’s resolve to survive severe weather

Plus, industry news, measures for guarding against employee theft and a review of ball dispensers.

Deadline Approaches for 2003 Best New Range Award
Do you have an award-winning range? You have until Oct. 10 to let Golf Range Times know about it. That’s the entry deadline 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.

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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