Creating Event-Full Calendars

Follow these steps to make sure your club’s business is not an open book.

by April Miller (editor@clubandresortbusiness.com)
May 2007
 

More than ever, embracing the golf business now calls for a group hug. While all properties continue to struggle to increase individual rounds, the Golf Tournament Association of America reports there are now roughly one million golf tournaments, outings and events held annually in the U.S. Capturing a larger chunk of this business has become a more critical strategy for every club and resort—not only because of events’ direct impact on getting more golfers on the links and generating revenues for all departments, but also for their unmatched marketing impact on reaching potential new members and serving as an overall image enhancer.

“Besides the obvious exposure that [hosting an event] provides for your property, there are internal benefits as well, such as the ability to fill tee sheets with guaranteed business,” says Michael Sizemore, Director of Golf at Sunriver Resort (19 miles south of Bend, Ore.). “For the public booking window, we don’t take tee times until 14 days in advance; [but with events], you can book business a full year in advance.

“You’re also picking up higher-end rates,” Sizemore notes. “And the marketing exposure and word-of-mouth [after an event] validate the property. These are all reasons why Sunriver Resort aggressively pursues national championships and other events that can help to underscore our ‘Top 100’ and ‘Gold Medal’ rankings.”
All told, the three-course Sunriver resort hosts 150 to 200 groups each year, for the tidy sum of about 10,000 annual tournament rounds.

But whether you’re looking to add 100 golf events to your annual lineup, or just a handful,  there are several keys to attracting event business and increasing outing attendance.

First-Rate Out of the Gate
“The golf courses are themselves a major attraction,” Sizemore says. “The quality of the venue and your ability to host the type of event are also critical. Then add in the additional food and beverage opportunities with the event [for example, large-scale banquets], where you have to be creative and different.

“There’s a reason why we’ve had so much success bringing in a lot of repeat group activity over the years,” Sizemore adds. “For starters, we have three outstanding golf courses, and we’re able to provide quality lodging, banquet halls and meeting space. It goes above and beyond the golf courses—it’s about the overall package.”

Numbers On Top of Numbers
At California’s Warner Springs Ranch (66 miles northeast of San Diego), Greg Prudham, Director of Golf, boils down his property’s formula for attracting events to four key ingredients: “price, amenities, location and service.”

Sunriver Resort hosts 150 to 200 groups a year. “The marketing exposure and word-of-mouth [from events] validate the property,” says Director of Golf Michael Sizemore.

At California’s Warner Springs Ranch, Director of Golf Greg Prudham puts as much focus on increasing the number of attendees at each event as on finding new ways to fill open dates.

Collective Approach
Properties like Sunriver and Warner Ranch have learned that the “secret” to capturing and retaining group business is to create a bundled version of what leading clubs have learned to do, on a one-to-one basis, for individual members and guests.

“You not only have to meet expectations, you have to exceed them,” Sizemore says. “We treat all of our groups with that one goal in mind. They are paying for products and services, and in return we want to provide lasting memories that will make them want to return or spread the word about the resort. Achieving that is a matter of making sure that whatever we promise, we have to produce.”

When they show they can nail this approach on a consistent basis, properties also move themselves into prime position to reap the extra benefits that can come from participation in high-profile charitable events, such as the Chicago area’s DMSF Golf Classic (see story). These events offer especially strong and exclusive opportunities for clubs and resorts to raise their profiles in their communities and get front-of-mind with the most elite levels of prospective members and guests. 

Keys to Attracting Golf Events • Develop a detailed marketing plan. Identify which types of groups you want to attract, and focus on those markets. Most golf pros and course staff recommend soliciting events one year prior to the desired outing date. • Keep your Web site informative and user-friendly. When they “visit” you electronically, are event planners able to easily find course and facility information; tournament services and fees; food and beverage options; and your contact information? • Get the most from your marketing tools. Are you gathering a database of both member and non-member e-mail addresses, and using this as a marketing tool? Are you promoting upcoming events and the ability to hold tournaments in all of your publications? • Have a strong top-to-bottom lineup. Solid team efforts are even more critical for successful events. From the associate who answers the phones, to every e-mail response, everyone must be working in sync to make sure exceptional service is delivered at every touch point. — AM