What golfers want

At a time when so much has changed in the world of 8-5, we step back to realize more than just the workplace has moved. Expectations, as well as attitudes have changed. If many of us no longer have the same work experience, new parts of the day may now be open and up for grabs. As you and your team look for new things golfers want post-pandemic, it is important to bring a blank white board in order to take a complete deep dive into new possibilities. Golfers still play the game as it was played way back in 2019 — but it seems they want more. There are now so many ways golfers can approach the game. Beginning with the standard nine- or 18-hole round to a few hours at the local golf entertainment center to time at a golf simulator with friends, golf is now a game with many paths and different ways to satisfy the desire to swing away.

The white board piece is important. In this new world where change is almost part of every meal, after you focus on your core business, it is important to look at the potential of driving new revenue streams. Consider these new paths to pique the interest of members and guests alike. What your golfers want today might be very different than what they expected in 2019. As you play things out over the next two to three years, know that an expanded golf menu should be part of your club’s mission in order to add interest while striving to grow sales and retain loyalty. Before we jump there, however, let’s look at the core values your golfers may feel are the essentials for their day of golf today. In this In My Opinion post, I provide three ideas of what golfers want in 2023. With regards to the future, I will allow your crystal ball to drive new concepts. 

Golfers want convenience: It’s silly to say, because truly, everyone wants convenience. COVID, however, has pushed convenience to the top of the page. Example: the fast-food drive-through is a must to compete in this new age. While golf is not an instant event, there are many ways to make the day more convenient for your members and guests. Look to make transactions of all types easy and fast. Eliminate lines. Spend time looking at the busiest parts of the day in order to put people and resources into making things move. Lines must be made obsolete. If your entire team has the convenience mindset, imagine the customer service scores. No more lines!

Golfers want freedom in their day: In this negative, noisy world, people come to the golf course to escape the 24/7 news and all conversations that get in the way of their next tee ball. A positive day should be the goal of your property. Turn the news off of all devices. Work with your team to make the daily conversation light and easy. Your members have escaped and plan to enjoy the next several hours away from the world. The chatter should be about golf, the member, and the day, not the political gaffe of the moment. The freedom to enjoy the day is an amazing value you can provide. 

Golfers expect quality: We all know that prices have grown out of sight. Everything we touch or desire is expensive, at least far more expensive than in 2019. With that assumption already baked in, people want and expect quality. From course conditions to the food you serve, members and guests want solid value for money spent. With your most important product being the golf course, spend the time necessary to get your superintendent the resources they require to put the best possible product on display. From greens to fairways to tee boxes to the property landscaping, the golf course is your showroom. Help to make it all it can be. After that, get with your department managers to review every supplier. Put a sharper eye onto each and every one on the spreadsheet. Because COVID changed everything, the solid suppliers of your past may not be the same operator. With cost issues and hiring problems, even some of your best suppliers might have suffered greatly during the past three years. Loyalty is a wonderful trait, but taking care of your team, members and guests is the main mission. Review every supplier to make sure quality is on page one for each and every one of your decision makers.

Convenience, freedom, and quality are not the great super add-ons of post-COVID golf, but getting these three assets right can allow you to jump start your way to the features many want to experience in this post-COVID world. As you and your team build on great basics, your reputation will grow, giving your property the social media buzz it needs to build interest, memberships, and revenue. It is about the core basics being done well and striving for excellence each day.

Jack Dillon writes the In My Opinion posts. Jack is an author, celebrating his newest book, The Grand Tug of War: Buying and Selling in the Real World. Jack can help you and your club. He is an expert in service, communications, operations, and merchandise. He is happy to set up a virtual call with you in order to understand your needs. Contact Jack at 407-973-6136 or jackd@careerdividends.com. Jack lives in Orlando.