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| Publication Type:
| Trade |
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| Content Type: | Editorial |
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| Author(s): | Koppenhaver, James |
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| Author Affiliation: | Business Columnist, Golfweek's SuperNEWS, and President, Pellucid Corporation, Chicago, Illinois |
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| Title: | Better to be the truck than to get run over |
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| Section: | Dollar spot
Other records with the "Dollar spot" Section
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| Source: | Golfweek's SuperNEWS. Vol. 7, No. 22, December 9-23 2005, p. 13. |
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| Publishing Information: | Orlando, FL: Turnstile Publishing Company |
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| # of Pages: | 1 |
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| Keywords: | TIC Keywords: Golf course management; Customer relations; Membership relations; Databases; Golf course industry; Golf demand; Business management
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| Abstract/Contents: | Discusses trends in the golf industry, stating that "rounds are flat or up slightly [in 2005] compared with 2004, but still are significantly behind those numbers posted during the late 1990s...[which] translates into a loss of $150,000-$200,000 per year." States that most owners/operators "don't know how to get their customers back. When asked why rounds played have dropped...most operators...cited only factors they cannot change and they failed to mention factors that they can influence - their individual customer base." States that "golfers are consumers, and as such, they are buffeted by forces influencing their amount of recreational time, their choice of recreational activities, amount of disposable income and a value equation of each choice they make." Describes how "the road to rounds recovery starts with fundamental customer analysis...[which] requires a commitment to and modest investment in using new tools and leveraging technology." Encourages readers to make "the transition from paper to electronic tee sheets and point-of-sale systems" which will "display...recent visits and how much [was] spent during each." States that "the payout, after you're set up to collect customer information, is your ability on a monthly, quarterly or annual basis to answer basic customer-specific questions." Explains that "the increased quantity and quality of customer information provides the ability to respond immediately to adverse customer behavior changes with a relevant message aimed at the customer." Concludes that "it all starts with an initial commitment to take control of your facility's destiny by figuring out your customers and understanding them better than do your competitors." |
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| Language: | English |
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| References: | 0 |
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| Note: | Pictures, color |
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| ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete):
Koppenhaver, J. 2005. Better to be the truck than to get run over. Golfweek's SuperNEWS. 7(22):p. 13. |
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MSU catalog number: SB 433 .G65 |
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