Eric Lohman, the 2017 Southern California PGA Section Golf Professional of the Year, 2017 Section Bill Strausbaugh Award winner, 2013 Section Merchandiser of the Year for Resort Facilities, and a Section Board member, is the PGA General Manager at Monarch Beach Golf Links in Dana Point, California.
Develop A “Drop-In” Program
Eric Lohman on the importance of developing a “Drop-In” program:
We noticed a few trends at Monarch: Our guests were not coming prepared to experience some golf, were not aware we had a golf course and either didn’t allocate enough of their vacation time to play golf or play a full 18 holes. Working with our parent company OB Sports and the resort’s marketing team, we came up with our all included “Drop-In” promotion. Guests (adults and youth golfers) could select to play five, nine or 18 holes which included rental clubs and shoes, golf, a golf car or GolfBoard and a couple of sleeves of balls (only one sleeve for the 5-hole loop.) These rounds can only be booked within 24 hours of play and are restricted to less busy time frames.
Eric Lohman on the business impact of developing a “Drop-In” program:
We started seeing this promotion quickly pay off and by year’s end. We had actually begun offering it to not only our resort, but a few select neighbor resorts as well. By the end of 2017 we had witnessed 1,200 “Drop-In” rounds, $120,000 in related guest fees, balls and rental revenue as well as an additional $80,000 in ancillary spend (merchandise and food & beverage). Because of the success we greatly exceeded our resort category budget and raised the price of the “Drop-In” for 2018 by 20 percent across each category and segment. Because of our location, adjacent to the ocean, we were able to merchandise the promo with the surf lingo “Drop-In,” like one was catching a wave, and similar to real life with its success, we have been able to ride the wave of revenue and profit ever since.