Anthony Holder, the 2015 Southern California PGA Section Merchandiser of the Year for Resort Facilities, is PGA Director of Golf at the Westin Mission Hills Golf Resort & Spa in Rancho Mirage, California.
Use Programs and Promotions to Upsell Resort Guests
Anthony Holder on the importance of using programs and promotions to upsell resort guests:
We are constantly experimenting with promotional items and leveraging our vendor relationships to create buzz and bring value to our customers. We’re always trying to make golf fun, and we have designed many programs for multiple purposes. These include Glow Golf Putting; Masters Chip Shots (chipping from our Masters Plaza to No. 18 green at night); daily golf clinics at 9 a.m. to 2 p.m.; a Big Break Skills Challenge; Scenic Yoga; “30 Yards and In” Clinic; and an Epic Flop Shot Wall. Many of our resort groups don’t have the time for a traditional four to five-hour round of golf in their itinerary. Therefore, we have created these programs that can be tailored to fit any time period. In addition, we find that being very transparent with our daily, monthly and yearly goals with the staff creates a great level of engagement and buy-in with our sales staff that enhances the success of these programs.
Anthony Holder on the business impact of using programs and promotions to upsell resort guests:
Through these programs, we have the ability to generate ancillary revenue using space/inventory that is not utilized. We have also implemented a daily “quality assurance” audit that incorporates upsell tactics to capture more sales and bring awareness to our various promotions. This gets the staff (golf shop, starter, shuttle and outside service) in the habit of including current promotions, sales and new product in their verbiage with our golfing guests. From the programs mentioned, we’ve generated an additional $10,000 so far this year.