Studies will examine golf’s impact on economy
A new study to begin in October seeks to rate the economic impact of the golf industry on a state-by-state basis. The study, coordinated by Golf 20/20, will first focus on Virginia and eventually encompass golf resorts nationwide.
 Similar economic studies have been completed before, but those didn’t allow for cross-state comparisons. Ruffin Beckwith, executive director of Golf 20/20, says, “We wanted to find a way by which all states could affordably receive reports, in standardized formats, quantifying golf’s economic impact.”
Hurricane Katrina and the lasting economic effects the storm caused for the Gulf region in 2005 were what prompted this new study. In the wake of Katrina, golf resorts in Louisiana and Mississippi were denied federal tax relief because the golfing industry had been lumped in with the states’ massage and tattoo parlors. Had the golf resorts been able to demonstrate how important a role golf plays in those states’ economies, says Beckwith, the outcome might have been different. “We’d like to see as many states as possible be appropriately armed to deal with the issues they face, whether environmental, legislative or otherwise.”
The report on Virginia will be completed by the end of the year, with results from other states to follow. 
PCS Offers Advanced Fitting Schools
The Professional Clubmakers’ Society is offering a three-day advanced fitting school, Oct. 16-18 at the PCS international headquarters in Louisville. The classes will include discussions on equipment specifications and a comparison of swing analysis equipment, plus offer how-to tips for using swing data to make fitting recommendations and turning fitting recommendations into finished clubs. Attendees will receive a take-home instructional DVD of experienced PCS members illustrating the fitting process.
Boost Your Sales in the Third Quarter/Fall Season
Labor Day weekend is behind us, and the kids are back in school. Competition for golfers’ time is increasing as school and family functions take priority and the weather begins its turn toward fall. Add up all those factors and, in most markets, it means demand is down.
Basic economics tells us that when demand goes down, prices follow suit. No one likes that dirty word, discount. No one wants to be forced to lower prices. A good way to handle decreased demand and still come out ahead is to offer customers a better value without lowering prices. You can use this value concept to stimulate sales and counter the natural downward cycle at this time of year. The consumers’ perception is that you’re giving them a good deal, not lowering prices—and everybody likes a good deal.
Take stock of all of the amenities and products you offer, such as range balls, miniature golf, batting cages, golf accessories, etc. Design a bundle that wraps them up into a high-value package. Your package deal should include a large quantity of range tokens/buckets—enough to tide over your customers until the end of the year.
You can enhance your bundle offer by getting businesses such as restaurants and golf courses to contribute gift certificates and special coupons. That way, the bundle value increases, but does not cost you anything. The advantage to the restaurants and golf courses is that you’ll be providing highly targeted distribution of their coupons. Those golf courses are looking to boost their sales at this time of year, too.
By offering a good bundle package in late summer/early fall, you’ll get your customers locked in to using your facility through the balance of the year. Then, as they continue to make visits in October and November, you have another opportunity to sell them your holiday package.
But, more to come on that in the next e-newsletter.
Upcoming Events:
• Fun Expo, Sept. 27-29, Las Vegas
• PGA Golf Merchandise Show, Oct. 25-27, Ontario, Canada
• Golf 20/20 Annual Conference, Oct. 30-31, St. Augustine, Fla.
For a complete list of upcoming events in the golf industry, check out the
Industry Calendar on Golf Range Times' home page.
From the Magazine
Evolution of Miniature Golf
Trends affecting course design go beyond this niche industry. While some say miniature golf is making a big comeback in this nostalgic new age, experts in the industry will tell you that it never actually went away.
| Be sure to check out these other features in this issue: |
2006 Buyers’ Guide and Directory Now Available
The 2006 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 200 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 received a complimentary copy of the directory. To purchase additional copies for $35 each, download an order form here.
Sell Used Equipment Fast
Got pickers, washers, balls, mats or tee dividers taking up space? Convert them to cash with a classified ad in Golf Range Times.
Special low rate for range owners: $50. Plus, we’ll help you extend your reach by posting your ad online—for free! Contact Sally Schall, advertising representative, to place your ad in the next issue. Classifieds are sold on prepaid basis only.
Missing an Issue?
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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