Range-Play Launches U.S. Tour
Late this summer Range-Play Entertainment Corp. set out on a three-month U.S. road show to demonstrate its family of interactive targets and game systems to range owners. The company stopped in more than 10 major metropolitan areas, including St. Louis, Chicago and Phoenix in August, with plans to visit Las Vegas Sept. 20-24 during the PGA Fall Expo, Dallas/Fort Worth Oct. 2-4 and cities in Florida Oct. 7-16. To schedule a visit at your range, e-mail Range-Play.


Las Vegas Hosts Range Developer’s ‘Boot Camp’
Forecast Golf Group will present its “Ultimate Golf Range Developer’s Boot Camp” Oct. 2 in Las Vegas. Combining interactive classroom instruction with a behind-the-scenes tour of a high-volume operating facility, the one-day camp provides range developers with the tools they need to design and operate a profitable golf practice facility. For more details, e-mail Forecast Golf Group or download a registration form here.


Article Addresses Hazards of Turf Seams
Synthetic Surfaces’ article “How to Avoid Hazardous Turf Seams” discusses the importance of strong, durable seams for synthetic turf putting greens and other sport and recreational surface installations. The article covers seam hazards, seaming methods, adhesive selection, installation considerations and cost. E-mail Synthetic Surfaces for a copy of the article.


In Memoriam: Richard Ferris: 1954-2004
Richard Ferris, a corporate sales representative with Hollrock Engineering Inc. for the past 10 years, passed away in August. Ferris is remembered for serving his respective clients with passion and excellence and for sharing his insight and knowledge of golf range products with members of the industry.

Post-Summer Strategies Keep Sales From Falling Flat
Another summer has come and gone, and for most range operators, their big sales days are in the bank. But that doesn’t mean you should sit back and take it easy. There’s still money to be made before customers fully retire their clubs for the season.
At this time of year, consumers—their summer vacations a distant memory—turn their attention to more traditional fall activities. Kids going back to school and college and pro football games signal a change in time and money spent on recreation. And as the weather turns cooler and the daylight hours wane, it’s easy for golfers to store their clubs in the garage until spring comes around again.
Your task is to keep your customers in full swing—and spending money at your range. Granted, this is easier said than done, but by employing one or more of these strategies you can generate extra sales before Halloween and Thanksgiving arrive:
• Don’t just drop your prices; focus on value-added services. When a customer buys a large bucket of balls or multiple tokens, give him a discount on an additional item, like a golf glove. This incentive to buy the larger size will encourage the customer to spend more to get the discounted offer.
• Take advantage of school events. This works best if you have a miniature golf course or other family entertainment amenities. It’s hard to compete with school-oriented events like football games, so don’t. Instead, build on them. Develop relationships with key personnel in the school system so that you can promote post-game specials for students attending the game. This also benefits the school by promoting attendance at the football games and giving students a safe place to go and have fun afterward.
• Implement low-cost marketing strategies. This is the time of year to make good use of your e-mail list. Also, make maximum use of your location and visibility with roadside banners and flags to attract attention and communicate your special offers.
• Entice golfers to keep playing. Work out special deals with area public golf courses to give away greens fees and generate course traffic. It’s free added value for you and incremental traffic for the golf course. Be sure the deal you offer is different than what the course is promoting in its ads. Otherwise, it’s not a unique offer and the perceived value is less.
• Upsell, upsell, upsell. Get another buck from every customer who walks through the door. Train your cashiers to ask customers if they “want fries with that burger” as McDonald’s has done so successfully. Consumer market research indicates that 60 percent of people will say yes to an offer to buy more, even without a special deal. Take inventory of everything you offer (e.g., soda, candy, golf balls, gloves, arcade tokens, etc.) and develop a simple upsell. Use the low-cost/high-margin items first, as you’ll maximize your profits by selling things that don’t cost you much out of pocket. And, remember, the key to upselling success is your cashiers, so measure and reward their efforts.

Industry Gears Up for PGA Fall Expo
Attendee preregistration figures continue to climb for the 2004 PGA Fall Expo. Just three weeks out from the show, PGA Golf Exhibitions is reporting a 37 percent increase in registrants compared with 2003 show registrations at this time last year. The jump in attendance is attributed to “new participation options, special events and education programs,” says Ed Several, PGA Golf Exhibitions vice president and show manager.
An education conference featuring six professional tracks of more than 40 seminars will kick off the expo Sept. 20, with the trade show opening the following day. Inside the exhibit hall, the equipment, apparel, accessories and services of 300 golf-related companies will be on display, and an indoor Equipment Testing Center will give attendees an opportunity to test manufacturers’ equipment in a driving range-type environment. The 10,000-square-foot indoor hitting area will feature 24 hitting bays, and a 2,500-square-foot putting green will be located at the far end of the equipment exhibits. Attendees also can field-test products from equipment and training aid manufacturers during Demo Night, which will be held Sept. 21 at the nearby Callaway Golf Center.
Details on these and other show events are available online.


Fun Expo Offers More to Explore
Riding on the success of last year’s inaugural Paintball Pavilion, Fun Expo has added two new pavilions for the 2004 show, Sept. 30-Oct. 2 in Las Vegas. The Party Pavilion will group suppliers of party goods and services in a central location and feature live demonstrations. The pavilion will be complemented by party-focused seminars at Fun Academy, which starts Sept. 27 and runs through the show. This year’s lineup includes beginning and advanced programs from Frank Price, founder of Birthday University, plus “Parties 101,” “Entertaining Young Ones” and a special three-hour session, “Party Magic.” Laser Tag moves into the limelight with a new Laser Tag Pavilion featuring demonstrations in addition to a preshow Laser Tag Education Day and a 90-minute Fun Academy session.
Exhibits and sessions also will provide information on food and beverage operations, inflatables, play structures, miniature golf, redemption systems, design and construction, computer hardware and software and more.
Fun Expo is sponsored by the International Association for the Leisure and American Amusement Machine Association and will be co-located with the Amusement & Music Operators Association International Expo.

For a complete list of upcoming events in the golf industry, check out the Industry Calendar on Golf Range Times’ home page.

Lower Labor and Operational Costs Drive Growing Popularity of Artificial Turf
The stigma associated with artificial turf is fading as more range owners realize not only the economic benefits of employing synthetic turf but also its aesthetic appeal. Read the September/October issue of Golf Range Times to find out what range owners say are the real pluses of synthetic grass fairways, greens and tee boxes.

Best New Range Award Entries Due Oct. 5
Applications to be considered for the 2004 Best New Range Award are due Oct. 5. Ranges that opened or underwent major renovations after Sept. 1, 2003, and that operate as the primary business (revenue generator) of the facility are eligible to enter the competition. All candidates must complete an entry form and submit photographs and other materials to illustrate the achievements of the new facility. The Best New Range of 2004 will be announced online at www.golfrangetimes.com and in the January/February 2005 issue of the magazine, which is read by thousands of range owners, developers and key industry personnel and distributed at golf’s largest annual event, the PGA Merchandise Show.


Sell Your Used Equipment in Golf Range Times
Want to profit from your used equipment? Sell it in the Golf Range Times Range Owners’ Marketplace—a new service for readers beginning in the January/February 2005 magazine. For a special low rate of $50, range owners can buy a classified ad to sell ball pickers, washers, range balls, golf mats and more. Classifieds also will be posted online at www.golfrangetimes.com. For more information or to place a classified ad, e-mail Betty Jo Bass. Classifieds are sold on a prepaid basis only.


The Only Directory You’ll Ever Need
The 2004 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 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