1 / 31

John Hugghins

John Hugghins. Get Golf Ready and the TPC Network. Get Golf Ready Strategy. Golf 20/20 introduces Get Golf Ready in 2009 TPC Network establishes the program as major golf operations initiative Goals set for each property 41 programs conducted in 2009 with 617 participants

honorato-burt
Download Presentation

John Hugghins

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. John Hugghins

  2. Get Golf Ready and the TPC Network

  3. Get Golf Ready Strategy • Golf 20/20 introduces Get Golf Ready in 2009 • TPC Network establishes the program as major golf operations initiative • Goals set for each property • 41 programs conducted in 2009 with 617 participants • 90 programs conducted in 2010 with 1352 participants • 2011 goals focused on growing programs and retention

  4. Get Golf Ready Programs Generated $1,092,000 in total revenue Revenue Generated from Get Golf Ready Programs:

  5. Finding New Golfers • Existing members and spouses • Corporate members (team building) • The First Tee Parents • Advertising through Play Golf America • Email Blasts, Posters Provided by GGR • Fitness Clubs/Local Businesses

  6. Get Golf Ready Stories • We conduct a complimentary ladies’ clinic that ties in many of the components of Get Golf Ready. Compared to men, women are less interested in learning about the swing right off the bat. Instead, they want to start with smaller things like Rules and etiquette, and what to do on the course. The on-course learning and beginning process of Get Golf Ready really helps them feel comfortable with the game. That’s the great part of Get Golf Ready for our ladies’ program – it orients them to the game, not just the golf swing. Jon Goin TPC Southwind • We formed a relationship with a local fitness club that would allow interested members to be introduced to golf through the Get Golf Ready program. This partnership also allowed us to showcase our club for possible member prospects. This has been a great partnership for both sides offering a unique golf experience for their members, and a pipeline for our Get Golf Ready programs. Jim Calhoun TPC Craig Ranch • Our Club has an association of women members committed to community based charities. This association, TPC ROSE (Reach Out Serve Everyone), was originally formed in 2008 by women members who were not golfers, or who played very seldom. Our golf professionals promoted the GGR opportunity specific to TPC ROSE, as an additional option for them to use the Club and learn the game of golf. About 20 elected to participate. In the following months, several of these women became quite active in golf programs for the first time. Simply put, Get Golf Ready has helped our golf professionals make the Club more relevant to these members than it was before. John Richeson, TPC Twin Cities

  7. Areas For Improvement • Goal for 2011 increase to 2,000 participants in Get Golf Ready programs and generate $1.6 million in revenue • Install an aggressive communication and follow up program to keep participants engaged • Monthly calls to track progress and insure data is getting posted to GGR/Play Golf America website • Create tools to most accurately track additional revenues from green fees, cart fees, merchandise, lessons, membership sales

  8. Ted Bishop Vice President - PGA of the America

  9. Ken Morton Sr., PGA Chief Executive Officer - Morton Golf, LLC

  10. GET GOLF READY

  11. Step by Step Player Development Programs Our premier Player Development golf facility is the Haggin Oaks Golf Complex with 36 holes and a double ended 100 station driving range DURING 2010 – 14 GOLF INSTRUCTORS • Gave 8,350Lessons and Club Fittings • Gave $565,000 in Lessons and Fittings

  12. In the Middle 1990’s • The National Golf Foundation (NGF) came out with a study stating that out of every 10 women who took beginner lessons only one took up the game. • We took surveys for 90 days because we did not believe it was true • We found our surveys to mirror those of the NGF • Out of our surveys, we found the following barriers were the major reasons why more women/beginners wouldn’t take up golf

  13. Our In-house Surveys discovered the following barriers from beginners … • Don’t know anything about golf or golf facilities • Don’t have clubs to practice or learn with • Fear of unknowns and fear of embarrassment • Don’t know how to play, am not comfortable on the golf course • Need someone to learn with

  14. Barriers (Continued) • My instructor is to technical, doesn’t relate to beginners • I just want to have fun, not be a champion golfer • The game is harder than I thought. There is so much to learn • Don’t have enough time to learn how to play golf • Don’t know what to do next

  15. From what we continue to learn from our in-house surveys we have created these Step by Step Lesson Programs • Welcome to Golf Class • Get Golf Ready Class – Level I • Get Golf Ready Class – Level II • How to Play on the Golf Course Class • Summer Beginner League

  16. 2010 Step by Step Program Revenues NAME OF PROGRAMSFEES GENERATED Welcome to Golf $ 8,000 Get Golf Ready I $24,000 Get Golf Ready II $ 6,000 Practice Makes Perfect $ 5,000 Stress Free Beginner league $ 900 TOTAL REVENUES FROM FEES $43,900 NUMBER OF PARTICIPANTS – 515 100% OF OUR PARTICIPANTS REGISTER THROUGH THE PGA PLAY GOLF AMERICA WEBSITE

  17. 1st Year Revenues generated from 515 NEW GOLFERS Lesson Fees ………………….. $ 43,900 Driving Range Fees …………. $ 22,248 Green Fees ……………………. $ 45,320 Cart Fees ………………………. $ 29,004 Equipment …………………….. $ 51.500 Apparel ………………………… $ 24,720 Food & Beverages …………… $ 13,843 TOTAL ………………………….. $230,535 TOTAL PER PARTICIPANT …. $ 447.64

  18. MY PERSONAL OPINION Today, the biggest barrier to “GROWING THE GAME” is the “INDEPENDENT CONTRACTOR LABOR LAW” BECAUSE OF THIS SINGLE REASON: Golf Instruction (Player Development) is not generally ….. 1. Part of a facilities planning or marketing process 2. Does not have goals and/or objectives 3. Does not have program manuals, written scripts 4. Is not viewed as having any impact on over all facility revenues

  19. OPERATORS, OWNERS AND GOLF INSTRUCTORS MUST TOGETHER • Become involved in long range planning of Player Development Programs if we want to “GROW THE GAME” • Course owners/operators must invest time, effort and financial resources in Player Development at golf courses across America if we want to “GROW THE GAME”

  20. THE TIME IS NOW! • The industry at all levels must invest in BEGINNING GOLF PROGRAMS • The industry must overcome the barriers perceived by beginners by creating STEP BY STEP LEARNING and …. • We must make the game …… MORE COMFORTABLE! MORE INVITING and MORE FUN FOR EVERYONE

  21. THANK YOU! Ken Morton Sr. CEO - Morton Golf LLC 3645 Fulton Avenue Sacramento, California 95821 1-916-808-0440 (Office) 1-916-871-2678 (Cell) kmortonsr@hagginoaks.com (e-Mail) www.hagginoaks.com (Website)

More Related