2017 FACILITIES PLAYBOOK

Transcription

1 2017 FACILITIES PLAYBOOK 1

2 MISSION Improve golf accessibility and participation through the development of more welcoming and relatable golf outings that are shorter, faster and more affordable. WHY NCGA PLAY!? NCGA PLAY! is an important initiative that we hope will help more people play more golf more often. It is our mission to support and promote the game of golf, so we feel it is important to develop programming that is attractive to casual and social golfers, as well as tournament players. - Joe Huston, Executive Director, NCGA 2

3 NCGA PLAY! is a win for Golfers The program is aimed at addressing the three biggest hurdles golfers face when trying to play the game: its difficulty how long it can take how much it can cost NCGA PLAY! is a win for Golf Courses The program is designed to help facilities: drive revenues, especially during off-peak hours attract a new customer base encourage return business for both rounds and instruction 3

4 GUIDING PRINCIPLES of NCGA PLAY! Appeals to all golfers Does not disparage traditional golf (it is not FUN vs. not FUN ) Celebrates: Social camaraderie Competing against yourself/personal improvement Good sportsmanship Legitimizes/embraces the 9-hole round, alternate formats, even 5-hole rounds Includes Instructional elements clinics, tips, coaching Encourages members to appreciate the handicap system and establish a GHIN Handicap Remains true to golf s basic constructs Does not use language or equipment out of context e.g. putting is on the green Does instill integrity and etiquette Highlights the social/post-round side of golf through post-event F&B opportunities 4

5 RESULTS FROM 2016 LEAD MARKET SACRAMENTO 5

6 SACRAMENTO LEAD MARKET Haggin Oaks Emerald Lakes William Land PROGRAMMING All activities were after work and Sundays - not longer than hours All events included a brief instruction period at the beginning (e.g minutes) Prizes provided by NCGA awarded at each event for clinic and scramble winners Free drink tickets provided by NCGA Each event costs $25-30 (depending on standard green fees at facility) Series: Haggin Oaks 6 weeks 5-Hole Scramble Tuesdays at 5:30 Emerald Lakes 6 weeks 5-Hole Scramble Wednesdays at 5:30 William Land 7 weeks 9-Hole Scramble Sundays at 4:15 6

7 SACRAMENTO LEAD MARKET PRIZES 7

8 SACRAMENTO LEAD MARKET PROMOTIONAL MATERIALS FLYER POSTER E-BLASTS CART SIGN 8

9 SACRAMENTO LEAD MARKET PRO TIPS HANDOUT Example of cards placed in each cart with reference to that event s clinic tips and weekly event description of the format/rules for that particular event. 9

10 SACRAMENTO LEAD MARKET 10

11 SACRAMENTO LEAD MARKET TOPLINE RESULTS Overall program delivered 65+ new NCGA members Best vehicles for driving awareness are: NCGA e-blasts, website landing page, newsletters to members On-site signage: cart signs, counter brochures, bulletin board signs, pull-up banners Word of mouth: Staff suggestions to potential participants Facilities generated new golfers, additional rounds, and food revenue Participants loved the short clinic and shortened golf formats no pressure Success dependent on facilities taking ownership in program 11

12 SACRAMENTO LEAD MARKET POSITIVES FOR PARTICIPANTS Fun! I enjoyed the social platform, just more chances to meet people who golf is cool. Made new friends, got a little better, and found new incentive to play more in way that fits schedule Chance to play regularly and meet new people Short manageable instruction Mini-lessons, 9-hole, scramble format, low cost, cool prizes, drink coupons Supervised practice during clinic Loved every moment of it - it got me to work on aspects of my game that I had trouble with Learning from good instructors, and playing a few holes Game portion during clinic not mandatory Good clinics, good practice, no pressure Convenient Schedule It was late enough on a weekday so people that work could attend Great value The cost was unbelievably low. 12

13 SACRAMENTO LEAD MARKET POSITIVES FOR FACILITIES Great way to engage with players fun, social, competitive environment Allowed 1:1 and small group social time with players and staff We run tourneys but this is unique: 2-3 hours of valuable connections with newer golfers These people knew our venue but they got to see staff in different light Found new players and increased existing player rounds at course Green fee revenue during slower times At least 50% of participants ordered food afterward Participants viewed the facilities as a place to learn golf not just a place to play 13

14 SACRAMENTO LEAD MARKET At Haggin Oaks Over the six sessions, there were 46 different participants 19 women and 27 men. There were 10 couples/friends who played every week as well as many free agents who met new friends through the program. At the social hour, nearly everyone indicated that they are on board for Spring, Summer and Fall events in 2017 and Linda even had to promise to contact them for an early registration opportunity. 14

15 NCGA PLAY!

16 NCGA PLAY 2017 Expand the program to 30 facilities throughout Northern California with a Spring, Summer, and Fall series: Spring Series: April 23 June 9 Summer Series: June 25 August 11 Fall Series: August 27 October 14 16

17 NCGA PLAY 2017 WHAT THE NCGA PROVIDES PLAY! Playbook for facilities Schedule for participating facilities included in the online 2017 NCGA tournament and events calendar Coordination and admin of Eventbrite events for all participating facilities, with ability for players to register (and pay) online at PLAY! Facebook page, with admin rights given to facilities for posting photos, results, etc.: Over $10,000 of geo-targeted advertising support on Google AdWords and Facebook to both NCGA members and non-members $300+ worth of printed and digital promotional materials on site: banners, flyers, posters, cart signs, template, Facebook cover photo template $300+ worth of apparel for staff: t-shirts and hats Prizes and drink ticket subsidies up to $280 per event Volunteers for NCGA presence throughout series Post-event coverage in NCGA member communications and social media Sharing of success stories and best practices learned from participating facilities 17

18 NCGA PLAY 2017 WHAT IS NEEDED FROM FACILITIES? Set schedule for event dates, times and formats Tee times for shotgun starts Personnel to organize events sign-ups and confirmations (register on Eventbrite, pay on site at event) Pros/coaches and facility resources (range balls, putting green, driving) Reasonable pricing for overall event ($25-30/event suggested price) Placement of on-site promotional materials bulletin boards, pro shop, carts Be prepared for social hour advanced orders 18

19 NCGA PLAY 2017 Below are some guidelines to help deliver a consistent and fun experience across all NCGA PLAY! events. Programming to include Clinic and Fun Format Days and Times: twilight golf at ~5:30 p.m. weeknights, or weekends ~4:15. Cost: We tested $25 a player/event. We do not want price to be a barrier to participate in social golf but think there is room to go up to $30. Food and Beverage; Awards: Build in social time after each event and try to take food and beverage orders at the clinic so it is ready after play. Event Sign-Up: The NCGA will promote the PLAY! calendar and registration on the NCGA web site via Eventbrite. Facilities will have admin access to their Eventbrite accounts, to register participants online. Payment can be made online in advance or paid directly to the facility. We ask that all participants are NCGA members. If non-members are interested in playing, they can sign up with any club, or join online with the $10 first-year fee waived. Event sign-up and NCGA membership can be done online at NCGA Staffing: The NCGA will share the NCGA PLAY! schedule with its volunteer core and attempt to staff events when possible. 19

20 NCGA PLAY 2017 CLINICS/INSTRUCTION PROGRAMMING IDEAS Note that these programming examples are directionally where we want to be. It is up to the experienced professionals and golf experts to finalize clinic programs. CLINICS WITH CONTEST COMPONENT Week 1: putting contest: longest putt, most consecutive 1-putts, etc. Week 2: chipping contest: closest to pin chip, chip-in Week 3: bunker contest: closest to pin, Week 4: tee contest: straightest Week 5: fairway contest: longest 5 iron, straightest 5-iron Week 6: rough contest: closest to target 20

21 NCGA PLAY 2017 EVENTS PROGRAMMING IDEAS Note that these programming examples are directionally where we want to be. It is up to the experienced professionals and golf experts to finalize the weekly play formats. SERIES Two-Player Scrambles: 6 weeks of play, varying format each event, 5 or 9-holes SINGLE DAY EVENTS 9-Hole One-Person Scramble: An individual scramble tournament where each player can hit two balls on every shot, and select the best ball to play. Prizes for best scores and closest to the pin. 9-Hole 3-Club Tournament: An individual event where each player can only use three predetermined clubs, plus a putter. 9-Hole Two-Person Scramble/Co-Ed: Teams of 2 compete in a nine-hole scramble competition 9-Hole Glow Ball: Individual or better-ball competition 9-Hole 1 Mulligan a Hole: Each player has one mulligan to use per hole Junior-Adult Tournament: 2-player scramble with a junior and an adult (18 and over) 9-Hole Alternate Shot Speed-Golf: Form 2-player teams and play nine holes of alternate shot, with your score equaling total strokes plus time All events include prizes for 1 st and 2 nd place, closest to the pin and fewest putts 21

22 NCGA PLAY PROMOTIONAL MATERIALS POSTER LANDING PAGE RACK CARD PULL-UP BANNER EVENTBRITE LISTING CART SIGN 22

23 NCGA PLAY 2017 SAMPLE BUDGET FOR FACILITIES NCGA Play League Golf Course Budget Per Session Revenues # Rate Total Participants $30.00 $960 Expenses Instructor $ $300 * 3 hours of work Instructor $75.00 $75 * 1 hours of work Green Fees $10.00 $320 * green fees for 4-5 holes during twilight Carts $5.00 $160 Drink tickets $5.00 ncga pays 160 Prizes $10.00 ncga pays 100 Total Expenses $ Net to Golf Course $105 * additional F&B revenues likely in the grille 23

24 NCGA PLAY 2017 NEXT STEPS 3/22 Complete the Facilities Participation Form online at ncga.org/events/ncga-play-admin/ 3/31 Schedule posted, registration open for Spring series 4/5 Promotional materials delivered to facilities, advertising campaigns launch 4/15 Complete Facilities Participation Form for Summer series participation online at ncga.org/events/ncga-play-admin/ 24

25 NCGA PLAY 2017 NCGA CONTACTS Cheryl Games, Manager of Marketing & Innoviation Chris Ceman, Marketing, Membership & Communications Coordinator Questions about how NCGA PLAY! worked last year? Contact Mike Woods, PGA Director of Golf, Haggin Oaks Golf Complex