Memberships are down across the board - even private clubs are opening up twilight hours to the public. The reality of the marketplace does not care whether you’re a semi-private, private or resort facility. If tee time booking is shrinking, you need to turn to packages, ticket books, and punch cards in order to increase membership at your golf course.
This is a symptom of changing demographics. Customers are used to getting everything on-demand. Memberships are way too price-restrictive to attract new golfers to the game, and once-loyal members have withdrawn due to a lack of perceived value. That’s why you need to double down on pricing strategies like packages, ticket books, and punch cards like prepaid rounds or stay-and-plays. They offer you the upfront cash flow, while accommodating your customers’ demands for flexibility.
An easy way to increase revenue at your facility at the beginning or end of the season is to run an online quantity-based sale of ticket books, packages and punch cards. In other words, selling a limited amount of packages for a limited amount of time. We’ve compiled a few lessons learned for you to successfully run your own quantity-based sale.
Selling packages that are only redeemable for a short period of time forces you to spread those packages across a bunch of days, which means you must steer your customers to where the savings are, and that’s not always easy to do. Keep date-based packages valid all season. Customers will love the fact that their two-day pass can be used over a couple of weekends, rather than being confined to one weekend.
Adult, senior, junior, and other rates - suddenly you’ve got a complex price matrix to manage for a sale. Drop the age-based rates, and go with a one-size-fits-all approach. Remember, keep it simple.
It’s nice to say “We want to sell 300 packages to make $30,000″ but if you promote those 300 packages in a six-week window and nobody is buying beyond the two-week mark, it’s not going to work as expected; your urgency won’t match your yield. Make sure your inventory is set in a fair time window. If not, you’ll have to claw back un-purchased packages to meet your targets. Be sure to take your seasonality into account too. Are your customers most likely to purchase these packages at the end or at the beginning of the season?
This one is pretty obvious. Even though a reasonable 15% discount on weekend packages is offered, customers will be more driven towards the deeper 25% savings on weekday packages. Nudge your customers towards slower days of the week, as much as possible in order to really increase the tee time booking at your course.
Maybe you advertised too many packages – 300 instead of 150 means you’ve exceeded demand – and now you want to get rid of them. Well, you could say, “Only 150 packages left!” and really hope your customers buy those last packages, but, you could instead say, “Almost Gone!” to really drive that last bit of urgency. See example below for three different ways of presenting the same offer.
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