Did you know that July, August, and September could potentially be some of your most lucrative months of the year? And we aren’t just talking about having blacked-out tee sheets.
If you aren’t using these three months to maximize golf outings at your course, you’re missing a huge opportunity to send your summer revenue sky-high.
The final months of summer before school starts are a peak time for community, company, and club events. With the right marketing and preparation, you can turn your golf course into the premier spot for these organizations’ parties and meetings.
Step 1: Fill up your event calendar.
Find and contact local organizations.
- Community organizations in your area like PTOs, church groups, or scouting organizations will be a great source for event bookings.
- It’s important to find the main point (or points) of contact. Hopefully, by simply getting in touch with a group, you’ll be pointed in the right direction, but you should aim to have a consistent contact that you can build a relationship with.
- Propose cross-marketing with these organizations. Groups like PTOs are often interested in events like junior outings, leagues, and lessons, and they’ll potentially be willing to help spread the word.
Reach out to businesses and corporations.
- Do your research into local companies and find the person in charge of PR or an events manager.
- Give them a call or send an introduction email offering to give them a complimentary tour of your facility.
- Be prepared with pamphlets, pricing options, and all the options their company could take advantage of. Providing them with organized, detailed information will give a great impression and make your course memorable.
- Try creating a pop-up on your website homepage advertising a special, like a 25-minute clinic and 25-minute tour. Make it obvious, so everyone who visits your website will see it.
- Send out an organized email campaign to specific people and groups that have the potential to be interested in events at your course. Spread the word to anyone and everyone that your course is the place to hold golf outings.
- Consider hosting a special event at the end of the season for the different event organizers and managers that have held events at your course.
- This would be a free event for the event coordinators and plus one. While it wouldn’t be a money-making event, it would be an excellent way to show how much you appreciate the people that make outings happen.
- You’ll strengthen your relationships with individuals and they’ll be able to network and come up with ideas to keep improving outings year after year.
Step 2: Organize the pre-event checklist.
Compile lists of duties for your staff.
- Plan for every department: cart staff, food staff, pro shop staff, and any other employees that will need to be prepared for the event.
- Be specific—determine who will be in charge of individual tasks and be sure that supervisors are aware of assignments.
- Writing out instructions will ensure that your staff understands and meets your expectations.
- In addition to assigning tasks on paper, hold a mandatory meeting prior to the event. Be sure to emphasize crucial details so your team knows what is expected of them.
- Open the floor for questions from your staff—it’s better to answer a question early than have an employee be confused during the event.
- Make sure vital supplies are prepared: radios and carts are charged, score cards are available, and all contracts are signed and payments are completed.
Step 3: Execute the event as planned.
Keep staff on top of crucial details.
- Make sure water stations are always clean and full.
- Ensure that signs are correctly placed and in good condition.
- Consider hiring a photographer or videographer to document the event and ensure that they are prepared with everything they’ll need.
- You know your course best, so take time to really evaluate what should be high priority for the event.
- Have staff in charge of tracking weather conditions—especially if there is any chance of rain or inclement weather.
- Make sure extra carts are charged and available in case batteries die or tires go out.
- Keep extra staff available on the green in case golfers need directions or assistance.
Step 4: Wrap up every event.
Check in with your staff and team.
- Ask questions of the people who were working closely with the event.
- Did anything go wrong? Did the golfers seem happy or unhappy with anything specific? Did you hear any specific comments from guests?
- Assign someone to send a thank you note to the organization or coordinator soon after the event.
- Send out a survey or schedule a time to discuss the event and ask questions.
- What went well and what didn’t? Were there any issues with the staff or facility? Would they host an event with you again? Would they recommend your course?
- Measure how much money was charged for the event and facility rental. Does it outweigh the cost of hosting? Did you make a profit?
- Did your pro shop make additional sales?
- Did food & beverage make enough to offset the cost of supplies and labor?
Your golf course can be a great place for businesses and organizations to host events, and when you take advantage of that, everyone wins.
So, want to maximize summer revenue and build your relationships within your community? The answer is simple: make the most of golf outing months.
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