Observations from the bleachers

This post combines several different pieces, sort of like a bag of mixed M&M’s. It is a post of opportunity, of recollection, with fond memories of decades spent in a very joyful career. As I sit here looking out toward a new year, I see a healthy industry wrapped around a game in flux and an economy in question. While more and more people spend on their next experience, the overall credit card debt takes on even more zeros. Like most modern money questions, this one has no simple set of answers.

Being strictly a freelancer today, consulting with clubs and industry brands, I get to do a great deal of listening, Zooming, and asking questions. Once knee-deep in the day-to-day commerce of buying and selling, I now spend time reminiscing about what once was, while being overjoyed at not being stuck in some faraway airport, watching the ever-changing details on the oversized board showcasing those dreaded canceled flights. I do truly miss the work, the long weeks, the push and pull of negotiations, and the triumph of bringing in ever-higher sales and margin dollars year after year. As with every career, Father Time remains undefeated: game, set and match.

Thinking forward, I have three thoughts to add as property leaders plan for a successful 2025. Although I now tend to travel down memory lane more often, I do invest large chunks of time with people who understand the business today, and who have real opinions of where things just might be headed. Here are my three thoughts on ways to build your business in the new year:

Play the game: the word is experience. Over the past three years, the people of this nation have been consumed with this word and what it represents to them. Ever since COVID-19 played out the finite number of years on a frightened nation, more and more people have decided that doing things is more valuable than accumulating stuff. With the pandemic far in the rear-view mirror, it might be time to reset what a day of golf looks like for your members and guests. No matter the facility, I am suggesting there are things you can do to add to the joy and good feelings that a day at the golf course can bring. Grab a clean sheet of paper, your team, and begin to think out loud.

Where’s the value? Many decades ago, Wendy’s had that famous ad where Clara stared at a competitive burger and wondered out loud, “Where’s the beef?” An ad that stands alone in brevity and staying power. So, I ask you…where’s the value? Submitting it may be the time to look at dues, fees, plus food and shop prices. Even if you decide to stand pat for 2025, how about a calendar filled with discounts, special offers, and surprises, not only to bring real savings but to add value to the investment of membership? After three plus years of increased prices, why not dig to locate a bit of value? Loyalty deepens when you bring your members real savings worth something to them. Pull out your pencil and another clean sheet of paper, along with your managers, and let the brainstorming commence.

Joy can come in simple ideas. Whether you rebuild your junior program, offer a fun clinic for the moms, or add a free game-improvement program designed to help your golfers play better, I believe there is joy on the other side of the effort for families and staff. When people play better they will play more. When kids are safe, having fun and learning a skill, their parents receive joy, and when the women at the club have a calendar filled with fun get-togethers, the joy just might burst beyond the seams! What can your managers (golf professional, F&B director, etc.) do, along with sales and marketing to pump up the joy volume? When people are having fun they make an excuse to come back often. Instead of an entire calendar of similar events, why not begin with the idea of joy, with days designed to offer more, resulting in a very different look for your 2025 events calendar? Scratch deep until you and your team make 2025 look to be the best year yet, for members, your guests and your team. It’s that time of year. The blank page is waiting. Let the new ideas begin.

Jack Dillon writes the In My Opinion posts. Jack is a successful consultant, speaker, and author. With many decades of operational success and experience, Jack is available to help your club, and your people have their best year yet. It can start with a call or a Zoom. Connect with Jack at www.youdontknowjackd.com. There you can schedule a Zoom. You can also call Jack at 407-973-6136. Jack is available to answer your questions. He has a proven track record for building people and making money. Jack lives in Orlando.