DO HIGHER PRICE POINTS MAKE A GOLF FACILITY MORE SUCCESSFUL?

DO HIGHER PRICE POINTS MAKE A GOLF FACILITY MORE SUCCESSFUL?

DO HIGHER PRICE POINTS MAKE A GOLF FACILITY MORE SUCCESSFUL?

Just because a higher price may mean that people perceive your product more favorably, it doesn’t mean they will buy it. And since success is based on sales, this approach is still considered a failure if you cannot get people in the door at the higher price point.

Consumers are always looking for a bargain and in today’s world of information it is so easy to jump on the internet and comparison shop. Depending on what the Golfer is looking for determines whether or not you earn his/her green fee play, golf membership revenue, revenue on cart rental, food and beverage revenue, range revenue, lessons revenue, etc.

We must be reminded that only 3% of golfers are avid golfers and are willing to commit to a traditional golf membership. With that said, they are also the primary market that is willing to part with their hard earned capital (on a regular basis) to have the privilege to play a golf course that is perceived favorably because of a higher price point. This is not to say some of the 8% (casual golfers) will not be one or two round prospects; but they are not considered likely golf membership prospects unless the draw is as much social and prestige as it is golf.

The majority of golfers today have so much golf to choose from it is challenging to get them to commit their loyalty to a single golf facility. The best answer to this dilemma is starting with golf market research, local market research, golf industry research, an in-depth competitive overview of your local golf facilities and then coming up with an attractive offer to get golfers into your golf club and being professionally trained on how to lock up the relationship during their first visit since you more than likely will not get a second chance.

The bottom line is if you value your property at X and the pubic values it at Y you might want to see if it is ego driving your pricing structure or the market.

For more free tips on growing the game, your golf facility and your golf career visit us @ www.golfmmc.com or call 904-448-5727.