WHY YOU MUST OFFER FREE GOLF LESSONS TO GROW YOU CLUBS BUSINESS! By Mitch Stump If it really is “All About Golf”, what would be the #1 product that could be offered to increase customers and bring them back more often? Free golf lessons! Because of my passion for the business of Private Clubs along with being the Tax Guy, I must be aware of a variety of Private Club transactions, so I subscribe to a number of Industry related publications. It was while I was reading one of these that the proverbial light bulb went on: We need an “Ambassador Of Golf”! Talk about a great selling point for prospective Members: “Join our Private Club and we will guarantee that we can drop your golf handicap 40%!” In reality, my free golf lesson theory does not seem to be resonating and I need to change my tactics. Here’s what I am observing: Office Is Outside – Members need an employee that understands they can only help a Member with their golf game when they are outside. Thus, this employee must realize their office is outside. Golf Superintendents understand their job is outside. Employee Needs To Be Outside – I would suggest I obtain very little instruction with a Golf Professional while they are standing behind a counter or sitting in front of their computer screen. Superintendent’s employees are almost always outside. Practice Putting Greens Extremely Important – Think about this for a minute. One of the responsibilities of Superintendents is to insure the practice putting green(s) are consistent with that of the golf course, as this is where Members and their guests warm up for their game or to practice their strokes. Consistent putting surfaces at a Golf Club hopefully lead to a more enjoyable game of golf. Short Game Area – Superintendents know their Club will be rated much higher in the eyes of Members and prospective Members if there is a quality short game area. Most golfers know that the best way to improve ones’ game is through the short game. Yes, it may require more work but the rewards are represented by fewer strokes on the golf course. Driving Range – Even if there is limited space for those bombing drives, golfers can still work on their game in a limited area. Now here is my theory: It’s All About Golf – I truly believe that with all of my observations, analysis and study, one of the reasons individuals are not joining Private Golf Clubs in droves is that many prospects (and current Members for that matter) are not really very good at this game of golf. Why would I consider joining a Golf Club if I do not play the game very well, if at all? If I cannot learn and improve at this game of golf, my spouse has no real interest in the game, and my children and grandkids are at the soccer field, why would I pay for the cost of a Membership in a Private Golf Club? Heck, I witnessed Jack Nicklaus admit some of his kids and grandkids do not play the game that made him famous. If a Club has a golf course, somebody had better be teaching Members and prospects to play the game and soon. Thus, “It Is All About Golf” if you have a golf course. Amenities – Why do Private Golf Clubs not have teaching Members to be better golfers as its primary focus? This could be an amenity like all other amenities. It may not be a direct money maker, but really, have you studied a Club’s financials? In a Departmental format, Golf Course Maintenance is a loser, just like most Food and Beverage, Tennis, Swimming, Exercise Facility, etc. This is why most all of the assets of a Private Golf Club are called “amenities”. Why not make golf lessons an amenity? Studies Don’t Lie – The National Golf Foundation did a study that determined better golfers play more golf. Surprised? Not me! The better the golf score, the higher the passion a person has for the game. This came from another NGF study. Yes, that sounds plausible. Free Golf Lessons – So, if the Private Golf Industry would offer free, unlimited golf lessons to both Members and their invited guests (interpreted to be potential new Members), we might just fill up the Golf Club to capacity. Really Outside Of The Box I have tried to sell this theory for years and hardly anybody is buying. So I am going really outside of the box with this suggestion: If the PGA Professionals in this Private Golf Club Industry will not adopt my “free golf lessons” theory, why doesn’t the Superintendent? Here is how I think it would work: The Superintendent hires a PGA Teaching Professional through the Golf Course Maintenance budget. Now don’t push the panic just yet. Here me out!! Give this new hire the title of “Ambassador of Golf” in order to differentiate this position from that of an employee of the Golf Department. After the hire, the Superintendent dictates the “Ambassador of Golf” work only outside in the practice area, as they do very little good to Members indoors, just like the others on the staff of the Golf Maintenance Department. I would even suggest the “Ambassador of Golf” have an office in the Golf Course Maintenance facility in order to better communicate with the Superintendent and Maintenance Staff, not in the Pro Shop. The Superintendent would instruct the “Ambassador of Golf” to teach Members the proper way to repair ball marks on the putting surfaces while giving free putting tips to Members using a variety of the Pro’s techniques. These “free lessons” would be provided on the practice green maintained by the Golf Course Maintenance Department. The Superintendent would instruct the “Ambassador of Golf” to teach Members the proper method of raking bunkers while instructing Members how to obtain a “get out of jail free” card. Learn a great sand shot and much of the fear of hitting into a sand bunker goes away. Do this in the short game area maintained by the Golf Course Maintenance Department. While demonstrating the short game wizardry of a Phil Mickelson, with flop shots and Lee Trevino’s Texas Wedge, the Superintendent’s new employee would be instructing Members the art of properly replacing or sanding the divot. How am I doing so far Golf Course Superintendent? Can you see how much better the condition of your golf course is getting already using my out of the box theory? The “Ambassador of Golf” actually teaching Members exactly what every Superintendent has wanted the Member to learn and follow! Now let’s not forget the need to teach golf course etiquette. Actually, Superintendents teach some important parts of good golf etiquette already. The men and women on mowers and utility carts on the golf course know exactly when to stop and to stand still, when to make a move, and when to shut the motor off for total silence. The “Ambassador of Golf” would teach all parts of golf etiquette to Members, while providing tips on getting the ball on the green and making a putt. WOW!! What would your Private Golf Club’s Membership look like if everybody, all of a sudden, became polite and respectful like the Golf Maintenance Staff? Getting Serious About Implementation Fee Based Golf Lessons – We must address the inevitable. Members will want full hour golf lessons from the “Ambassador of Golf”. I think this is an absolutely bad idea, at least when on Club time. We do not want to step on the toes of the Club’s “PGA Professionals”. They already have the market on fee based golf lessons. We should not impose upon this entitlement they have obtained to be paid for their instruction. I, therefore, do not want the “Ambassador of Golf” giving private fee based lessons at the Club. Want a lesson from the “Ambassador of Golf”? Too bad! It’s not in the job description and therefore absolutely not allowed. He/She is here for everybody, not to the few that are willing to pay for golf lessons. Want to pay for a lesson from the “Ambassador of Golf”? Do so at another golf facility. Golf Course Ranger Fill In – The “Ambassador of Golf” could be asked to fill in as the golf course ranger from time to time. Another extremely bad idea. The “Ambassador of Golf” is of no use to the Superintendent or Members sitting in a golf cart on the course encouraging Members to play faster. Playing faster and showing golf course etiquette must be taught in and around the practice areas, before the Member goes to the golf course. If Members learn the importance of speed of play, a Ranger should not be needed. Thus, if a Ranger is needed, talk to the PGA Professional in the Pro Shop. Full Time Job – In an 8 hour day, the “Ambassador of Golf’s” primary purpose is to teach Members and their Guests this game of golf for free. Teaching should be when Members are at the Golf Club to work on their game. Thus, coming in at 6:30 am every day and leaving at 3:30 pm is not fair to afternoon playing Members. Neither is it fair to come in at 12:00 noon and leaving at 9:00 pm as the early morning crowd is shortchanged. Let’s use some common sense to serve the total Club membership. Alternating hours and days will be important to be the “Ambassador of Golf” for all. Who To Hire? – I understand a younger PGA Professional may need hours worked under a PGA Professional to gain experience and working under the Superintendent may not qualify for required hours to progress in the profession. Going the “Old Pro” direction would, in my opinion, be a great alternative. Superintendents need to remember this may be one of the most important positions at the Club. Hiring the right person with the right talents is extremely important. We need a person with a true giving, not taking attitude. A person that loves people and loves to teach this great game. We want to avoid hiring somebody that is just looking for golf playing privileges. Competition – The last and biggest obstacle I have currently considered is how the hiring of the “Ambassador of Golf” will impact the Director of Golf and the Golf Department. What if everyone falls in love with the “Ambassador of Golf” and this person becomes the focal point of Club golf fun? I envision this to become a reality since this person will interact and communicate with Members daily (and remember this is a true “People Person”). What if the Director of Golf feels that the “Ambassador of Golf” is giving faulty golf advice? What if the Director of Golf feels insecure about how important his/her role is within the Club? I honestly have not figured out how to handle this. However, sacrificing the Club’s ultimate success is not going to deter me from espousing my theory and should not deter you. Concluding Remarks Now I am just a “Tax Guy” who likes to think outside the box. I have no idea how long the list of things may be that can be taught, if only somebody hired a PGA Professional to teach Members this great game of golf. I could probably go on and on with teaching the youth at the Club the First Tee’s Nine Core Values. Heck, the older Members need to be taught the Nine Core Values also! Wouldn’t it be great to have the “Ambassador of Golf” surrounded by men and women of all ages, getting excited about improving their games? Grandkids with Gramps! Moms with Daughters! I can only imagine the excitement the Superintendent could generate by hiring an “Ambassador of Golf” to work for the Golf Maintenance Department. Now some will find fault with my theory and suggest that this job should come under that of the Golf Department of a Private Golf Club. With all of the Golf Department’s responsibilities to arrange Member and nonmember tournaments, take tee times, merchandising, etc. I have been told they actually do not have excess time to provide Member services such as free golf lessons. We could leave “Group Lessons” for a fee to the Golf ART DEPARTMENTtment. The Superintendent will be responsible for personal, one on one lessons. How about it, Private Golf Club Superintendents? Can you find it in your budget to add one or two more individuals to your staff? Is it possible you may be able to save the salary of at least one person filling divots and raking bunkers since Members will now be doing a lot of the work themselves? Also, think about the long term benefits of your Private Golf Club increasing its “Dues Paying Members”. Remember you had bigger Maintenance budgets when the Membership was full? If you do your part in increasing the Club Membership, it is possible that the sky is the limit………. Mitchell L, Stump, CPA is the author of Club “It’s All About Golf” Book and a consultant to the Private Club Industry. Mitch brings his basic business philosophy to the Private Club Industry. clubtax/ PS. By the way Superintendents, would you please spruce up the 20×20 area of the Club known as “The Bag Drop”? This is often our Members and their Guests front door to the Club. Send your regards and hate mail to Mitchell L. Stump, CPA at mitch@clubtax. Mitch is the author of Club Tax Book; Club Equity Conversion Book; Club Sales & Use Tax Book and Club Litigation Book as well as Club “It’s All About Golf” Book.
Posted on: Mon, 11 Nov 2013 14:55:42 +0000
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