Corporate golf tournaments are usually booked by companies, charities or associations like churches or sports teams.
No matter who is booking the tournament, a large group with a variety of skill levels is coming to your golf course. On top of that, for many in this group, it will be their first time visiting your facility
This represents a huge opportunity: if you can wow these customers, get first-time golfers excited about the game, and provide a memorable and fun experience you might generate some repeat customers.
However, to successfully run a good corporate style tournament you need to do some planning.
For one, these tournaments will have plenty of people who are unfamiliar with your property, and how to play the game itself. So, having a clear itinerary and a map available is key for minimizing confusion.
The big mistake many corporate tournaments make is that they simply throw everyone into the game with a 10 AM start and expect everyone to know what they are doing.
The problem is that some people may not have had any training and won’t know how to hit a drive, putt, or strategize. What a terrible experience! No one's first game should happen like this.
Instead, make your event more friendly to first-timers by starting the day off with lessons for beginners and driving range time for more experienced players.
After lessons have the group play a shorter 9-hole tournament, so as not to force the beginners to play a 5 hour round.
No one wants to do something they aren’t good at for 5 hours, the novelty of trying something new won’t last.
So many people have a bad introduction to the game, so they form their judgments, and they never play again.
It’s so much better to position corporate tournaments as an accessible and fun “day of golf” rather than a serious competitive event.
Corporate and group events like this are a huge opportunity to get people into the game and generate new customers, so make sure you run these events appropriately!
Corporate tournament booking policy
Usually, the corporation or association will approach you and request the usage of your golf course for the tournament itself.
It’s your decision how much you choose to charge the usage of your course, however, you should keep in mind that these events are usually a little bit larger and often feature entertainment, catering, banquets, and will occupy your entire course for most of the day.
To ensure that expectations with any group you work with are clear you’ll need to prepare a contract with the agreed-upon terms:
- Expected itinerary for the day from the morning tee-off to the closing banquet
- Description of included services required such as carts, balls, rentals, catering, etc.
- Number of expected golfers and attendees
- Total cost per golfer including round, food, drink, and due dates for payment
- Weather policy and cancellation terms
Once you are in agreement on the terms of their usage of your property, your events coordinator will need to liaise with the organizers to sort out the finer details of running a large event on your property.
Tracking corporate golf tournaments with data
To understand whether your corporate events strategy is working, the first step is collecting data for each customer: their name, email, phone number, and other demographic details. Make sure to leave a tag in their profile that shows which tournament event they came from.
Your staff needs to collect this important customer data:
- Phone number
- Corporate tournament identity
- Transaction history
- Credit card number
Once you have their data stored within your golf management software’s CRM, you can track return visits with a detailed customer history.
Plus you’ll be able to target these new customers with email marketing, loyalty programs, and promotions.
You’ll know your event was a big success if you see new customers, repeat visits, and lesson bookings.