Offer an All-Inclusive Golf Experience
Nathan Winn on the importance of offering an all-inclusive golf experience:
A few years ago, we began offering free golf for any registered guest at our resort, June 1 through September 30. Greens fees, golf cars and range balls were all free, with rental clubs costing $19 for anyone staying at our hotel facility. Food & beverage and retail are not free but sometimes have their own discounts. We looked at our summer customers, primarily younger families who might not otherwise consider playing golf on a vacation, and wanted a program that would entice them to try our course, and the game of golf in general. What the customers wanted is a great offer at a great price while we get to grow the game and expose our product, all while adding perceived value for the high room rates that the guests are paying to stay at our resort.
Nathan Winn on the business impact of offering an all-inclusive golf experience:
Our first month saw that the number of transient resort guest rounds went up almost 300 percent in a time period (desert summer) where we had no compaction issues on the tee sheet. Club rental revenues went up 100 percent while merchandise sales went up 150 percent. Snack bar revenues rose by 50 percent and tip positions throughout the golf facility all saw a significant increase in personal revenues. Additionally, lesson program revenues went up 50 percent and certainly could have gone up more if we’d been prepared for the impact in rounds that we saw and had more staffing in place. We’ve also seen an increase in soft good sales. By working with our resort management, we were able to guarantee budgeted greens fee revenue for the summer months by internally shifting $1 from each stay to the golf budget; the rooms product makes up that cost via additional guests utilizing the all-inclusive golf package. Our guests have had a more satisfactory resort experience and are more likely to return in-season to stay and play golf here. Due to the offseason, (aside from minimal supplies costs) we didn’t add labor or major expenses in any area. Everyone is just a little busier and more active as everyone benefits from increased gratuities.