Jun 10, 2015
Instead of trying to find new golfers through your normal channels, look into other sports organizations and activities that are already popular and successful in your area. For example, in San Clemente the surf camps are always booked every summer. We have easily found a surf camp director that is very passionate about the game of golf thanks to the influence of Kelly Slater and his 2 handicap. The very popular Surf-n- Turf camp at Talega Golf Club was organized with very little work as you already have a captive audience and marketing that is already in place. The week long camp involves breaking the normal all day surfing into half day surfing and half day golfing. Working out a co-op marketing strategy with the other organization utilizing each other’s data bases to promote both activities is cost effective and simple to execute.
In Temecula, Yoga classes are always full. We found a popular yoga instructor that also golfed and wanted to improve her own game. We created YO-GOLF at Journey at Pechanga, a 4-week introductory program which combines a 45 min. outdoors yoga class at the golf facility with a 45 minute golf swing class. The yoga instructor has gone as far as to name some introductory poses using golf terms such as the “birdie” and “eagle” pose.
We’ve targeted the weekday late morning times with housewives and retired women that want to stay active and even made it a social event by offering lunch after. We are fortunate to have a nice woman’s locker room at Journey where they can shower.
I have a student that has a big book club and we’re looking at starting a Books and Birdies program. There are so many sports and group activities that coaches, teachers, and directors have interest and passion for the game of golf. Establishing a Co-op marketing/activity partnership is a win win for everyone. We end up sharing the audience instead of fighting for them, sharing the costs and bringing in new golfers to the facility. The audience can embrace the “and,” instead of having to choose one activity “or“ the other. Think outside the box and get creative.
Randy Chang, PGA
Director of Instruction
Journey Golf Academy at Pechanga
Aloha Academy of Golf at Talega
Back Bay Golf Academy in Newport Beach