Alternative Facilities

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Alternative Facilities

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Title: Alternative Facilities


1
Alternative Facilities Communication and
Relationships Moderator Steven J. di
Costanzo, President Golf Range Association of
America (GRAA) Presenters Mark Silverman,
Editor-in-Chief, GOLF RANGE MAGAZINE Executive
VP, Golf Range Association of America Best
Practices in the Alternative Facilities
Industry Sue Puetz, Owner Sundance Golf
Course and Learning Center Profile The
Sundance Golf Story
2
  • The Golf Industry Needs to Place More Focus on
    Alternative Facilities
  • Stand-alone Golf Ranges
  • On-Course Ranges
  • Par 3 Courses
  • Executive Courses
  • Pitch and Putt
  • Golf Dome/Indoor

3
  • Importance of Alternative Facilities to the Golf
    Industry
  • New Player Development
  • Junior Golf Programs
  • Pro Shop Retailing
  • Women-Specific Programs

4
Northern Palms Golf Center
5
Closter Golf Range Closter, New Jersey
6
Womens Golf Clinic at Fore Seasons Golf in
Massachusetts
7
Sundance Golf Course Practice Facility New
Braunfels, Texas Drive, Chip and Putt
8
Miles of Golf - Demo Club Area
9
Alternative Golf Facilities in the U.S. Breakdown
by Type
2,805
1,653
865
160
59
10
How Many People Use Alternative Facilities in
the U.S.? 27.8 million golfers visit a golf
range 4.9 million golfers are range only
players 1.7 million are Alternative Facility
only players
11
Alternative Facilities Task Force Why The
mainstream golf industry has done a poor job of
embracing alternative facilities as a
significant component of the golf industry. We
believe strongly that alternative facilities can
play a very significant role in the future of
the game. When April 2002. The inaugural
Alternative Facilities Task Force meeting in New
Jersey organized by GOLF 20/20 and the Golf Range
Association of America (GRAA). Who 12 members
attended. Stand-alone golf range owners, range
owners with short courses and members from
the PGA, NGF, The First Tee, GRAA and NGCOA.
12
Initial Goals of the Alternative Facilities Task
Force 1) The need to bring alternative
facilities into the mainstream of the golf
industry. Better communication. 2) The need
to identify BEST PRACTICES from this industry
Player development, Youth Programs, Relationships
with Traditional Facilities. 3)
Disseminate these BEST PRACTICES through
GOLF20/20.org and other web sites.
13
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14
  • Workshop Objectives
  • Alternative Facilities
  • 1) Look at the results from the Best Practices
    research project. Determine direction.
  • 2) Examine a Success Story Lessons to be
    learned from Sundance Golf Course and Learning
    Center.
  • Generate Ideas for Symbiotic Relationships
    between Traditional and Alternative Facilities.
    Co-Marketing programs Focus on the family
    market

15
Best Practices at Alternative
Facilities Presented by Mark Silverman Editor-in
-Chief, GOLF RANGE MAGAZINE
16
Best Practices at Alternative Facilities
JUNIOR PROGRAMS ADULT PLAYER DEVELOPMENT GOLF
LEAGUES FREQUENCY PROGRAMS
17
Best Practices at Alternative Facilities
JUNIOR PROGRAMS I. Recruitment of
Juniors II. Content of Clinics, Camps and
Lessons III. Costs and Student/Teacher Ratios
18
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS
  • How are Juniors Recruited? What Alliances are
    Helpful?
  • Local high school and college golf teams school
    Intramural competitions.
  • YMCA Smart Start program.
  • Park Recreation Departments Programs are
    highlighted in Park Rec brochures.
  • Youth Programs ie. The Rainbow Program that
    offers free clubs and instruction for juniors who
    otherwise would not be exposed to golf. Typical
    clinics have between 80 and 120 juniors.

19
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS - continued
  • Boy Scout troops looking for troop events, or to
    earn merit badges
  • Hook-a-Kid on Golf programs
  • Boys Girls Clubs Partnerships between
    Alternative Facilities with USGA grants
  • Special Olympics involvement
  • LPGA / USGA Girls Golf, a program in cooperation
    with the Girl Scouts.40 young women ages 7-17
    that meet for 12 weeks on Saturdays for 1 1/2
    hours. Tournaments between different Girl Scout
    chapters.
  • Fellowship of Christian Athletes special summer
    clinics
  • After-School Programs at Elementary, Middle
    School and High School levels

20
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS - continued
  • Golf professional programs introducing golf at
    Middle School PE programs (Georgia Junior Golf
    Association funded by a USGA grant)
  • JUNIORFEST Benefit held every summer for
    children with cancer (Candlelighters-Childhood
    Cancer Foundation). Skill events and fun
    competitions held on the par 3 course, miniature
    golf course, golf range and baseball batting
    cages. Junior 2-person scramble on the miniature
    golf course.
  • Free One-Day Junior Lessons offered twice in
    the summer

21
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS
  • II. Content of Clinics, Camps and Lessons
  • Set up Golf Games such as chipping and putting
    games. Junior golfer who lags the most putts
    wins golf prize or soft drink.
  • Junior Golf Clinics Holiday camps during the
    summer, Christmas week, Presidents week, Spring
    vacation.

22
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS
  • Junior demo clubs for your junior golfers
  • Strong use of Rules and Etiquette videos
  • Stress Fun Fundamentals
  • Team play concept with an Alternate Shot league
    (ages 10 and older)
  • Free tee line tips from the pro to beginning
    golfers who are practicing with their family
  • SNAG GOLF
  • Combine fundamentals with games and activities.
    Take frequent breaks and move from station to
    station to keep interest level high and boredom
    low.
  • Set up obstacle course where kids go from station
    to station and test their skills as well as their
    pace of play

23
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS
  • III. Costs and Student/Teacher Ratios
  • Year-long Saturday morning, one-hour clinics
    (6-17 years of age) that repeat every five
    weeks. Each week covers a different
    topic(irons, woods, putting, chipping) 15 per
    session/ 5 sessions for 60
  • Monday-Thursday Camps in summer 2 hours each
    day. Playing lesson on the last day.
  • Hook-a-Kid on Golf Tee Level (ages 8-15). Week
    long program with 15 hours of instruction
  • The First Tee Program

24
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS - continued
  • Linkster class for kids ages 4-5
  • Little Foxes (Blue Fox Run Golf Course) Kids
    6 and under,once a week 9 am-11 am.
  • Junior league in the summer 120 kids playing on
    a weekly basis
  • Parks Rec Camp at a 101 student teacher ratio
  • 30 minute private lessons for 30 (ages 17 and
    under)
  • Lesson Play Aimed at small groups of 5-8
    juniors. After each of the four weekly one-hour
    lessons, juniors play 9 hole par-3. 65 per
    golfer
  • 75 minute group lesson for 5-8 junior golfers
    looking for affordable instruction with some
    individual attention. 15 per golfer

25
Best Practices at Alternative Facilities
  • JUNIOR PROGRAMS - continued
  • Junior Golf Camp Run over Spring Break and every
    week in summer (Monday-Friday, 9 am-11 am). Pros
    hold putting and chipping contestsplus a quick
    round on the 3 practice holes at the
    facility.Cost 125 per week.
  • Nike Golf Camp
  • Junior Camp for kids age 11-17. 61
    studentteacher ratio

26
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT
  • Adult Beginners
  • Women-Specific Programs

27
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT
  • I. Adult Beginners
  • Beginner Group Classes 6-week program covering
    chipping, putting, short-irons, long-irons, woods
    and rules and etiquette. Students receive range
    card discounts and 50 discount on a round of
    golf
  • Saturday/Sunday one-hour clinic at 2 pm offered
    year-round for 15

28
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT - continued
  • Introduction to Golf 1 and Golf 2 clinics. After
    both sets of clinics teachers feel the student is
    ready for the course
  • Weekly Seniors, Mens and Womens clinics for
    15. A series of 5 lessons runs 149.
  • Hour-long clinics held two evenings a week.
    Rookie series of lessons geared to beginners
    who would like private lessons.
  • Fundamentals Golf School six hours of
    instruction. Offered over four consecutive
    Mondays, Thursdays and Saturdays. Small groups
    with 51 student/teacher ratio. 3 week range pass
    included and use of demo clubs.
  • Weekly clinics at mid-day and in the evenings. On
    Monday and Tuesday evenings separate clinics for
    adults through the Town Parks Rec. On Saturdays
    offer 1/2 day golf schools with a 51 teacher
    ratio.

29
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT - continued
  • For a great introduction to the game, put
    together groups ranging from 6 - 12 adults.
    Instruction, greens fees, golf equipment and
    range balls are included for a 60 fee. Phase
    into adult intermediates by offering group
    lessons for groups of 4 - 8 adults. During the
    first and third week, record swings on video.
  • As with junior programs we offer our classes
    through two local Park Rec.s. Class is 4 x
    1-hour classes offered weekday evenings, or
    Saturday/Sunday. Lessons include balls, clubs if
    needed, and a Group Lesson Discount Card that
    gives students 2 off a large mat bucket for 25
    sessions (50 value) when they come back to
    practice. A minimum of 4 students per class
    needed, but will take up to 10. Most of the
    people in these classes are beginners. The cost
    is 99 per session.

30
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT
  • Female LPGA instructors but no specific programs.
  • Womens programs in association with the
    Executive WomensGolf Association, and American
    Singles Golfer Association
  • Tuesday evening clinics by an LPGA instructor
    followed by a glass of wine

31
Best Practices at Alternative Facilities
  • ADULT PLAYER
  • DEVELOPMENT - continued
  • Offer multiple women-only clinics throughout the
    year. Make available numerous ladies demos for
    use and concentrate on building a
    non-intimidating environment in preparation for
    play on the golf course.
  • Have a female member of the PGA on your staff.
    She will be successful in recruiting and
    developing more female business.
  • Transition to play program LEN or Little
    Experience Needed. Its a 3-hole league. 5
    OClockers which is an after work ladies league
    that runs for 7 weeks during the Spring, Summer
    and Fall. LPGA certification site for teaching
    professionals.
  • Each summer two women-only golf schools. The
    program runs for 3 days and includes 9.5 hours of
    instruction, 3 hours of on-course instruction,
    video-taping, food and gift bags. Child care
    available for all of our programs.

32
Best Practices at Alternative Facilities
  • Golf Leagues Frequency Programs
  • Memberships and a 10-round pass at the course.
    VIP Pass gives patrons 50 buckets of balls at 25
    off. We also have a coupon book where people can
    buy 4 buckets and get 1 free.
  • Our discount range program is very popular
  • a) pay once
  • b) receive 20-30 discount off all buckets of
    range balls
  • c) no time limits for use
  • d) three entry levels 100-200-300
  • e) free 30-minute lesson with the 300 level and
    f) 10 off non-sale items in the pro shop at the
    300 membership level

33
Best Practices at Alternative Facilities
  • Golf Leagues and FrequencyPrograms - continued
  • Short Course Spring and Fall Middle School
    Intramurals LEN (Little Experience Needed)
    League- ladies 3-hole league LINKSTERS- age 4
    5 alternate shot on 3 holes Hook-A-Kid Challenge
    League Hook-A-Kid Tee Level Play. On the range
    Junior Mayors Cup Challenges and Adult
    Mayors Cup Challenges. 30-day unlimited range
    pass.
  • KING OF THE RANGE competition each Thursday from
    7 - 10 pm. One of the bent green target greens is
    chosen and a sand circle is drawn around the pin.
    The contestants pay 5 for 10 balls and score
    points in the following manner 1 point for
    hitting the green 2 points for touching the sand
    circle 4 points for those golfers inside the
    circle 10 points for a hole-in- one. Golfer who
    accumulates the highest point total is declared
    King and receives 3 x the number of entries.
    The King comes back the next week to play
    against the winner from the current week. If the
    King wins he is paid 4 x the number of
    entries. At the end of the season is a King of
    Kings tournament using a double elimination
    format. The winner wins 700 (jackpots can grow
    based on the number of Kings during the season.
    Results so positive that similar contest has
    been put together for putting on Saturdays and
    mini-golf on Thursdays.

34
Best Practices at Alternative Facilities
  • Golf Leagues and FrequencyPrograms - continued
  • Womens Leagues, Junior Leagues, Church Leagues
    and Company Leagues
  • Senior Skins Game held every Wednesday morning on
    our par-3 course. This is a good way to build
    business during the slow weekday morning hours.
  • Junior Par 3 League allows juniors 6 - 17 to have
    a fun format for game development. Before each
    round there is a 20-30 minute group lesson. The
    league runs for 8 weeks on Tuesdays and is
    grouped by ages. Cost 70. A Beginner Adult Par
    3 League is also held. Beginner leagues are held
    for a 9-week session starting at 6 pm. There are
    3 clinics taught by PGA pros as part of the
    league. Cost 75. Our Intermediate Clinic is
    held at the same time and price on consecutive
    Wednesdays.
  • Several of our senior golfers have stepped up to
    form their own league. Called Bogey Busters
    Senior Par 3 League. The league requires a 5
    membership fee, then seniors over 55 pay
    discounted greens fees.

35
Best Practices at Alternative Facilities
  • Golf Leagues and FrequencyPrograms - continued
  • Affiliate club with the Southern California Golf
    Association called Northwood Golf Club (golf
    club without real estate). Through annual
    membership of 50 scores from other courses can
    be posted, and on a monthly basis their handicap
    is updated. With their membership through
    Northwood Golf Club they can purchase our 50
    Discount Range Card at a better savings than
    nonmembers. They can receive 20 off their first
    3 or 6 lesson series, and they are entitled to
    play in our member-guest tournaments we have set
    up on a bimonthly basis at courses in our area.
    Membership stands at 116 at present.
  • LPGA pro started a Northwood Junior Golf League.
    Annual membership is 20. Every other week she
    takes juniors 9-16 years old to a 9-hole, par-3
    course in the area for a play day. This is the
    first time out on a course for most of these kids
    so competition is not emphasized. Pro charges 10
    more than the green fees, and the juniors pay for
    the play days they choose to participate in. Most
    of the members have taken the Junior Golf School
    repeatedly.

36
Best Practices at Alternative Facilities
  • Golf Leagues and FrequencyPrograms - continued
  • Best value in frequency discount programs are
    50 and 100 Discount Range Cards. The 50 card
    sells for 40 (20 savings) and the 100 sells
    for 75 (25 savings). They may be used for any
    size bucket, mat or grass tees as well as our
    short game area. Also offered is a Junior
    Discount Range Card that has a 50 value and
    sells for 35. This card may be used only by
    those under 18 years old and the players must use
    the synthetic mats rather than the grass tee
    line.
  • Two Frequency or rewards programs Player
    Club Membership offered to individuals,
    families and corporate members. Cap it at 300
    members each year...and they do fill up. Season
    for marketing the membership is the
    November/December holiday season for the
    following year. Membership is as follows
    Individual 150. A Family membership is 185
    for two people with an additional 15 per child.
    Corporate memberships are based on a minimum of 3
    people from the same company 130 for the first
    corporate member then 50 for each additional
    person. All membership levels include one 60
    range card and access to the members only short
    game area which consists of two chipping greens,
    private putting area, sand bunker area and grass
    tees.

37
Best Practices at Alternative Facilities
  • Golf Leagues and FrequencyPrograms - continued
  • Player Club Members also have a private sale in
    the pro shop during the December holidays. Its a
    one-night 20 off sale. The Cluboratory is a
  • private demo area where we allow our clients
    who purchase a 15 Cluboratory card to come and
    use this area. The area consists of demo carts
    from all the major club manufacturers. Golfers
    receive a bucket of balls and have a qualified
    club-fitter who can go out and consult or do a
    fitting. Members hold onto their 15 receipts and
    can apply the value of the card to the purchase
    of equipment or pro shop items. Multiple receipts
    may be combined.
  • Short course runs junior leagues Monday, Tuesday,
    Wednesday from 9-12 noon all summer long.
  • Golf leagues are offered 2-4 times a week.
    10-week leagues include playoffs at the end.
    After work and on weekends, discounts given on
    range balls theday of golf leagues.
    Mens/Ladies/Junior golf leagues available.
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