Pick two best practices for your course

The 88th Masters is over. We have a winner to add to the history books alongside another one-of-a-kind event that is truly must-see for those both inside and outside the game. As someone who has been there, I can tell you Augusta has a unique majesty, a very different feel than a screen could ever present, with slopes and lies far more penal than what network television showcases each Spring. Now that it is part of yesterday, I not only look ahead to the 89th gathering but have decided to look back as well, to see if and how The Masters and the Augusta National culture can somehow leave a mark on operations and operators who read this post. What can be learned from this storied place and the event that many begin to think about each year on January 2nd? Might we pick a few best practices, add seasoning, and energize the year at clubs far beyond Augusta, Georgia?

A stretch you say. What can a property run by members, with the most amazing golf tournament, do for your operation? There are hundreds of things Augusta National does well. Certainly, they have had a long time to get things right, not to mention a budget with many zeros to the right. Still, there are things, takeaways, that can make the average club better. With this being a short post of three ideas, there will be no deep dive, but a suggestion with a few values you might appreciate enough to want to try. Ultimately, most businesses look to the best in their communities for ideas. Here, I am looking at the best on the planet, the most coveted event on the calendar. These will be ideas that require due diligence, trial and error, as well as consistency. Her, in this In My Opinion post are three ideas that you may want to try as the season heats up:

Have everything in its place: Your operation should have a plan, clarity, and positive leadership at the different levels. Although you probably won’t be trimming the grass edges with simple hand scissors or removing every pinecone, you can do a lot to create an expectation of local excellence for both members and guests. There are no odd scenes at Augusta with things like mowers, chairs, or trash out of place. It is a club where discipline is on display no matter the day. By paying attention to those things seen by golfers, your team begins to appreciate ways to create a more friendly presentation. The question might be: why is that thing here?

The quiet between the roars during the tournament is that unexpected space where patrons gather awaiting the next great birdie or eagle: Although the roars make The Masters extra special, the noise of your local play can present a different challenge than do eagles and birdies. No doubt there is a younger, slightly more eccentric golfer roaming the fairways today. At the same time, there is traditional behavior golfers of a certain age expect once they place their tee in the ground. Sure, you want to create loyalty and a fun place to play. It is essential to lay out your standards in the shop, in writing, on your carts as well as on your website. When people know the expectations, they hopefully will adjust based on local standards. Educate the team on when to step in, and when to step aside. Continue to discuss the club standards within your team often. If adjustments need to be made, fine-tune based on the needs of the moment. It is essential to have consistency across the board, and with every member of your team.

The pimento sandwich is just the beginning of the value: One of the great stories about The Masters is a story of their food and drink and the remarkable pricing. The event aims to provide real value year after year. With pricing so low, it becomes a talking point amongst patrons. In a world where grocery prices now seem to rise as quickly as gasoline, the refreshments at this event remain in check. What can you do at your club to facilitate a “can you believe this price” hysteria? When a value becomes a discussion point, it builds momentum and can hang in the air for a long time. Dig into the different areas of your business to find a loss leader or three that will create and enhance a story. A story of value and care for those who play the game. The sandwiches, beer, and other food items become the conversation every year in Augusta. What conversations can you create by being a bit more strategic about what you buy and how you sell it in 2024?

Even if you pick just two of these three ideas, you are taking from prime stock. Then decide how your club can grab a bit of that pixie dust to enhance the energy, enthusiasm, and revenue in the season ahead. We all look to others for ideas……why not begin with the best?

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Jack Dillon is a consultant, author, speaker, coach, and expert in the business of golf. Jack can help you and your team build a better year. Jack is anxious to set up a Zoom call to discuss how his experience can help build your 2024. Go to: www.youdontjackd.com to learn more. You can also call Jack at 407-973-6136. Jack is available to help you. He lives in Orlando.