A whiteout in December isn’t unusual. But a whiteout in July, and at a golf course? Surely the weather hasn’t gone that crazy.

Unfortunately for golf course operators, the white they see, and have seen more of since the markets went south, is empty space on tee-time sheets.

Filling that space is another story. According to Don Cook of the PGA of America, keeping that 1st tee busy takes more than a reduced green fee or a free beer at the turn.

Speaking at the PGA Show in Orlando in January, Cook said clubs need to “identify where white spaces typically fall, whether there’s a pattern and who can play at these times.” Clubs can then design programs to reach out to their target audience.

“You need to give your potential audience a reason to think of your facility and you, the PGA professional,” said Cook. “Programs can provide them with a golf experience, whether it’s a round of golf, lesson, pro shop purchase, league or demo day.”

Influencing that way of thinking takes creativity and marketing skills and eliminating what Cook calls the “B-E-A-S-T-S.” These are obstacles that get in the way of people enjoying a golf experience. Clubs need to:

* Identify Barriers that keep potential customers from enjoying a golf experience at their facility

* Provide affordable and proper Equipment to help people enjoy the main reason that keeps them playing the game – hitting a well-struck shot

* Make their course Accessible. To teach people how to actually play the game, we need to get them on the course as soon as possible

* Remember that more people are playing the game for Social reasons. When teaching, the social side of the game needs to be emphasized as much as ball striking and playing the game

* Recognize that Time is precious for many people looking to take up the game. Clubs with a slow play issue may have to offer more innovative programs – e.g. lunch and a lesson, lunch and three holes – to attract new customers

* Measure customer Satisfaction for a program. Customers must see value in the programs that are designed

So where does a club start to program itself for success? Lessons, says Cook, are a great way to open the door.

Consumers you connect to instruction at your club become potential customers. Customers become potential clients who connect to playing the game at your club. Ultimately, clients become partners who will send you new business.

Brad Duench agrees. “Lessons are a key area of focus for us,” says the managing partner at Whistle Bear Golf Club, a private facility in Cambridge, Ontario. The club’s multi-faceted performance centre allows it to offer a number of innovative golf camps and teaching programs.

“Lessons allow the professional to build relationships and showcase their talents. To help the professional we run some free clinics, clubfitting and rules seminars. These help people understand what the professional can do for them.”

Lessons are also an integral part of showcasing what the Cambridge Golf Club has to offer. “We promote all types of lessons, including private group clinics,” says Director of Golf Chris Miranda. “The majority of people will practice where they play, and that holds true here. Many students quickly become guests, and some even become members.”

Whistle Bear offers everything from loyalty and member referral programs, to range memberships that include some golf and corporate programs to draw local businesses to the club for entertaining.

“We have created programs and events that speak to all golfers, no matter what the calibre,” says Duench. “The focus has been on introducing people to the facility and trying to build relationships with them. Programs are great ways to turn guests into members.”

For Miranda, word of mouth is key to attracting guests and building customer loyalty. And nothing, he says, helps to spread the word faster than course improvements.

“Despite the economy, we’ve continued our long-range plan to reinvest in upgrading the course and clubhouse. We listen to our members and guests. If a suggestion for an improvement is feasible and fits with our plan, we’ll make it happen. Players appreciate that and word travels fast.”

The approach to filling white space at Deer Ridge Golf Club in Kitchener, Ontario, is a little different – there really isn’t one. That’s because first-tee accessibility is one of the club’s main selling features.

“Our board is very cautious about balancing revenue with tee access for our members,” says Kevin O’Donnell, general manager and head golf professional. “If we encourage too much guest play access may become an issue.”

The club does welcome guests, however. The popular VIP Monday was implemented because it had become an extremely quiet day on the tee sheet. And it was in part a response to what is an interesting dilemma at the club – pace of play is actually too fast.

“Pace of play is a concern for us,” says O’Donnell. “Our members regularly play in three hours and 45 minutes. Many members are afraid to bring out guests as they feel most will struggle to play this fast. VIP Monday focuses on a slower pace with extra services. Members have accepted that Mondays will have more guest play than normal and the pace will be slightly slower at four hours or so.”

While discounts shouldn’t be ruled out, they shouldn’t be considered the easy way out. Cook says they’re dangerous since they can devalue a round.

Duench and Miranda agree. “Clubs need to focus on adding value and holding the price point,” says Duench. “Things like including the cart, lunch, dinner or merchandise are better ways to operate.” Adds Miranda: “Playing the discount game is never fun or advisable. Discounting is about setting a new value or price your club

should charge. If your fees are $50 and a customer always uses a two-for-one, then that player will only ever pay $25.”

For Cook, it all boils down to updating our thoughts and attitudes. “Managing our facilities requires a balancing act as we attempt to protect the rich history of this game and provide for the modern values that are required by our customers.”

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