Winning on a small budget

Here we are, sitting at the end of another year, preparing gifts for family and friends. Although we strive to maintain a festive mood, we hear over and over how difficult a year the business world will experience once the calendar pushes forward. It appears to run on a continuous loop with the words “inflation” and “recession” central to the theme of this daily diet. We get it; it is not going to be a walk in the park. Business leaders will need to be proactive, diligent, and disciplined. In golf, the property leader will need to tighten the budget, while pushing to create an experience that remains inviting and rewarding for members and guests. This is hospitality after all. With a potentially small cap-ex budget, the club must continue to be that special place of invitation, presentation and consistent execution. While you may be short on important dollars to invest in physical improvements, there are things you should consider essential even with so many lights ahead turning red. Included in this post are three important features critical to the presentation and flavor of the property. No matter the nature of the economy, all want to be proud of their club and proud of where they invest their time. Here are three ideas to consider as you plan out 2023:

• Make clean the standard: Beginning with the parking lot entrance and touching every square foot of the property, building and maintaining an essence of clean can make a huge difference. It is one of those important things people notice, but rarely mention. People love cleanliness and respect the discipline of those who carry it out. Cleanliness is an important differentiator. Make cleanliness the mission, recognizing and rewarding team members for continuous execution.
• Fresh and neat: In the early days of Disney World, guests were amazed at how fantastic Magic Kingdom looked, no matter the time of year. One secret: they painted the Merry-Go-Round every night! It was a ride that received constant use by families, so the impression of an always new-looking ride was an amazing takeaway for Disney with parents. Although your cap-ex budget may be small, consider painting those areas in constant need, as well as those locations that attract the most eyeballs. Have those important areas always looking fresh and neat. This kind of attention may just attract more members as well as events throughout the year. I am speaking about those areas (doors, entrance spaces, and outside areas) that can create a positive or negative impression.
• Landscaping: As with the touch-up idea, this post is not suggesting you create a major, expensive landscaping program. The idea is to set up bright fresh flowers by the 1^st tee and near the exit. Change them out when necessary. Bright, beautiful flowers create an amazing impression on all who see them. Although you won’t hear great accolades, you can know you are building a grand picture for your club with customers both old and new. Fresh flowers at the start of the season, around Mother’s Day, and again during the summer, will create a winning feeling for members and guests. In the world of hospitality, isn’t that an important element?

Let’s not try to decide here today how 2023 will turn out. Instead, let’s look to put as many winning notions on your side of the table, especially as the new year begins. The three ideas above can make a difference. They will each certainly make an impression. They will have an impact on your business. A newly painted area is far better than a chipped door or hallway. A clean parking lot, golf shop and spotless restrooms will impress even the toughest critic. Fresh, bright flowers will help turn the mood of any golfer, no matter what is on the 24/7 dial.

Jack Dillon writes the In My Opinion post. Jack is an author, speaker. He has been writing for Golfincmagazine.com now for twelve years. Jack is available to help build a better team, a better property. He is an expert on communications, service execution, merchandising and operations. You can reach Jack at 407-973-6136 or at jackd@careerdividends.com. If you are attending the PGA Show, you can reach out to schedule a short meeting with Jack. He is available to help your club. Jack lives in Orlando.