Hello and welcome to the Revenue Alert newsletter series, presented by Noteefy!
Here we summarize the best ideas, strategies, and insights in the world of golf course revenue management. If you are looking for fresh tactics from some of the industry’s best leaders to grow your course or portfolio’s profitability, this is for you.
Today’s topic is the top three strategies golf course owners and operators can leverage to enhance their courses’ unique brand.
In this issue, Valentine D'Souza (VP of Operations from KemperSports), Scot Wellman (Director of Revenue Management and Marketing from Landscapes Golf Management) and Justin Binke (Director of Sales and Revenue Management from Founders Group) describe what – in addition to excellent course playability – comprise distinguishable brands and how to build them.
They each describe that a recognizable and positive course identity and image align with how you communicate your values, how you make people feel, the experience you deliver to customers and, ultimately, what people say about their experience.
A course’s brand is the overall perception that golfers have of your facility that influences their decision to play, return, and recommend to others. Here are three effective strategies to enhance your golf course brand and ensure it resonates with your target audience.
Strategy #1. Create a Unique Course Identity Through Storytelling
“When you see a course logo on a golf ball or a shirt, it should make you feel a certain way” says Val D’Souza, of KemperSports.
But it’s not the logo or tagline itself. Every golf course has a story to tell, be it the rich history of the grounds, the vision of its founders, prestigious tournaments hosted, charitable initiatives, or the natural beauty of its landscape. By crafting and sharing your course’s unique story, in part through its logo, you create emotional connections with golfers. In turn, that story will be engrained in their minds the next time they want to tee it up.
This narrative should permeate all aspects of branding, from your website and social media to on-site signage, marketing materials, and, opportunistically, conversational fodder with guests and members.
If you can successfully accomplish this, golfers will be your best storyteller and a beacon for golfer retention and acquisition.
Actionable Tips:
- Develop a Brand Narrative: Work with your team to clearly and concisely articulate the unique aspects of your course. Is it the founding story of the course, challenge of the design, the serenity of the environment, or the luxury of the facilities? Once defined, consistently communicate this narrative across all touchpoints.
- Leverage Visual Storytelling: Use high-quality imagery, a unique logo, and video content that captures the essence of your course. Drone footage, interviews with the course architect, and testimonials from regular players add depth to your story. Don’t forget a uniform color scheme.
- Integrate Local Culture: If your course is rooted in a particular local culture or tradition, incorporate these elements into the branding. This could be through themed events, community partnerships, or even the food and drink offerings at your clubhouse and on course.
Strategy #2. Enhance Customer Experience with Personalized Engagement Technology and Programing
Scot Wellman of Landscapes Golf Management notes that remarkably memorable customer experience are at the heart of a strong brand.
Golfers who feel valued and cared for are more likely to become repeat customers and brand advocates. These actions go beyond basic hospitality, they involve technology and personalized experiences that prioritize and “wow” customers.
Actionable Tips:
- Customer Experience Driven Technology: Modern tools built specifically for operators improves the way golfers feel about your brand online and on course. At Landscapes Golf Management, courses have experimented with automated tee time assistant and waitlist software (Noteefy), with incredible results. Pace-of-play technology (Tagmarshal) and an interactive tee sheet (Lightspeed) also enhance the customer online experience. These tools not only improve accessibility and playing experience but also reflect a modern, customer-centric brand.
- Unique Programing and On-Site Events: Operators can enhance their course brand by hosting and promoting fun events for golfers and their families. This could include off-course activities like wine tasting or promoting afternoon leagues that make playing more accessible. Landscapes has leveraged ‘Anytime Golf’ leagues at their clubs while allow people to play in a friendly league whenever they want. Some private clubs in the portfolio have leveraged bourbon clubs inside their private clubs which have been very popular for members to get hard to find bourbon while meeting friends.
- Personalized Loyalty and Membership Programs: Membership programs that go “above and beyond” to offer exclusive perks such as early booking access, discounts on merchandise, or members-only events can shape a brand among a course’s biggest fans. A well-structured loyalty program also encourages repeat visits and foster a sense of belonging. Whether it’s a birthday greeting, a customized offer based on their playing habits, or a follow-up message after their round, personalized interactions can leave a lasting impression.
Example: Spark Golf has mastered the “nine hole league” to build community, loyalty, and accessibility to the game.
Strategy #3. Leverage Social Media and Digital Marketing
Justin Binke, of Founders Group, says that in today’s digital age, a robust online presence is crucial to brand building. Social media and digital marketing allow you to reach a wider audience, engage with current and potential customers, and build a community around your brand.
Actionable Tips:
- Consistent Content Strategy: Develop a strong narrative about the way you operate and the values which define how you treat people and what’s in it for them. Regularly post engaging content on social media platforms, including course updates, player highlights, and behind-the-scenes glimpses. High-quality visuals, engaging stories, and consistent messaging will help reinforce your brand identity. TikTok is a personality-plus channel that Founders Group has leaned into.
- Engaging Email Marketing: Using thoughtful email marketing to keep the existing golfer audience informed about upcoming events, promotions, and course news is key to a great brand. Tailoring your messages to different segments of your audience, such as frequent players, occasional visitors, or local residents can take the engagement to the next level.
- Online Reviews and Reputation Management: Actively managing your online reviews on platforms like Google, Yelp, and Golf Pass is critical. Responding to reviews, both positive and negative, shows you value customer feedback and are committed to improving their experience. Positive reviews will significantly enhance your brand’s credibility.
Conclusion
Building a strong brand for your golf course requires a thoughtful and consistent approach. By creating a unique identity through storytelling, enhancing customer experiences with personalized engagement, and leveraging the power of digital marketing, golf course operators can elevate their brand and create a loyal community of players. Remember, your brand is not just what you say it is, but what your customers perceive it to be. Ensure every touchpoint reflects the quality, values, and experience you want associated with your course, and watch your brand—and business—thrive.
Interested in listening to the full episodes from Valentine D'Souza, Scot Wellman, and Justin Binke?
Thanks again and hopefully you found this valuable. Have specific topics you are interested in hearing about from executives in the golf management space? Reply to this email and let me know!
Cheers and many birdies to you,
Jake Gordon
CEO, Co-Founder
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