State of the Industry
Growth of golfers declining as 4.5 Million are
leaving and 3.5 are coming into the game
annually
100+ Annually
Since 2006
Golfers
26 million
Plans for WTLC
in 2011-12
 Open in 3 of the 5 Tucson
properties
 Create 600 new golfers
 Play 5,000 + rounds in Year 1
 Gross revenue of $235,000 +
 Net revenue of $40,000
Wildcat Trail Golf Learning
Centers!
 Open 3 Learning Centers in 2011-12
• The Golf Club at Vistoso
 Oro Valley
• San Ignacio Golf Club
 Green Valley
• Forty Niner Country Club
 Tucson
• Good demographics and distribution
throughout the market
What is a Learning Center
 Golf for America
 “Yellow Brick Road”
 Transition-to-Play process
 Retention of new golfers
 Students are “loyal”
 Grow the game - protect the bottom line
What does a Learning Center look like?
 Known as the place to learn
 Pro shop services the guest
 Guaranteed to learn
 New golfers are members
 Professional marketing
 Transition to play in all programs
 Standardized curriculum
 Reporting - financial & customer
 Continuing education for professionals
 Pros compensated for returning guests
 New golfer follow-up program
 Merchandise sales
Focus on Transition to Play
 2 out of 10 Play a Round
 #1 Barrier is Comfort Level
 Studies Show potential is 8 out of 10
 Transition to Play

How to make a tee time / Drive a cart

Etiquette including Speed of Play

Safe Havens

Playing Time with Instructor
 Add time to lessons

79% of people learn better in group
Focus on New Golfers
In the Past
From now on
Students Learned
Students Learn
the game
Become Members
Left & Frequented
other courses
Want to Stay and play
more Frequently
Adult New Golfer Program
Utilizing Get Golf Ready
 Students attend once a week for 5 weeks


7 ½ hours of instruction
5 Free rounds of off peak golf
 Membership into New Golfer League
 Practice with the pro sessions
 Range balls free during the 5-weeks
 Working on relationship with manufacturer for equiptment
 Club Fitting
 Price--$149!
Questions???
Benefits of a Learning Center
 Instruction department revenue
 Rounds from New Golfers
 Legal & Professional
 “Managed”
 Other revenue
 Marketing arm of facility
 Site energy
Focus on Adult New Golfers
 How they find out about us:

40%---course awareness

32%---word of mouth

26%---grass roots program
• Summary :

55% of new golfers played where they learned

New golfers nationwide played 10.6 rounds; Students in
structured programs play approx. 25 rounds

Play would increase by 12% in year 2

Students will be ready or very ready to play

They will want someone to play with after completion of class

Students will feel the on course time was very important
Compensation Example
(Wildcat Trail Golf Learning Centers)
 $2000 base a month (core)
 Part-timers, hourly rate
 35%of personal lesson income (all)
 $10 a round for new golfers ($50 cap)
 Other commissions (all)
Examples of Compensation
Director of Instruction / Instructor
Revenue contribution
$77,000
--------------------------------------------------------Base
24,000
Commission
29,000
New Golfer commission
Other expenses
5,000
(100 new golfers play 5 rounds)
12,000
--------------------------------------------------------Total Annual Exp.
$70,000
Net to facility
$7,000
Financial Outlook
 Create 220 new golfers at $149 ea. = $33,000

200 new golfers x 25 rounds = 5,000 rounds to facility
 Get 30 kids in your junior academy at an average cost of
$69 per month for 8-months = $17,000
 Junior camp revenue--$12,000
 Private lessons revenue = $15,000
 Incremental revenue facility will receive from new golfers:

Cart Rental

Range balls

Food & beverage

Merchandise sales

Other guests green fees…
Standardized Retention
Programs
 You make money when the Guest returns & plays

Get them comfortable with playing

Play a few holes in lesson

New Golfer Play-Days

First 5 rounds Free (restricted)

Follow-up calls

New golfer monthly Tournaments

Set up Tee Times

Newsletter
How we Track New Golfers
 Beginner Series Students are
“members” (Preferred Player card)
 Can provide reports on daily basis
 Can play all WTLC facilities?
 Keep a Master List of “New Golfers”
 Mandatory that the new golfer swipes
his/her card!
“Junior Academy”
Year Round Junior Program
“Building Character one swing at a time”
8 levels with no age separation
8, ½ hour sessions
Per month!!!
$69 Introductory rate
$199 3-month rate
$359 6-month rate
$649 for 12 months
Graduate
Program
$99 month?
Director of Instruction (DOI)
 Responsibilities include:
 Attraction (promotions)
 Instruction
 Retention
 Manage program
• This person has to be viewed as a sales
person independent from golf shop staff
Marketing—Top Ten
Strategies
 Site Presentation
 Golf Shop Staff
 Community Involvement
 Schools
 Annual Events
 Corporate Relations
 Work closely with Event Sales team
Marketing (continued)
 E-mail campaigns
 “Enter to Win”
 Student Upgrades
 Referrals
How to work with Communities
 Local Parks & Recreation
• Is their a city facility in your community or are you it?
• How and when do they put their information out to the
community
• YMCA’s
• Boy Scouts/Girl Scouts
• EWGA (women's organizations)
• Community Organizations—Chamber’s,
Rotary Clubs, Grand openings, Charity
events, etc.
• Schools & Schools Districts (incl. Colleges)
Site Opening/Marketing Materials
$3,000 per site
 (2) Banners—3’ x 6’ for outdoor use
 Tent—10’ x 10’ with logo’d top
 (4) A-Frames

(2) General Information & (2) “Reserved for Instruction”
 (1) Table sign—24” x 36”
 (300) Brochures—multi color, tri-fold
 Preferred Player Cards
 (1) Value board—11” x 17”
 (1) “Refer-a-Friend” board—8 ½” x 10”
 (1) Floor Sign—5’ x 3’
 (4) Demo Sets and/or 6-irons for new golfers
Next Steps
 Evaluate your current programs
 Hire a Director of Instruction
 Must have the ability to Sell & deliver !
 2-day training program
 Must be driven from the top down and
have buy-in from everyone!
 Tracking and reporting is critical
Contact Information
 Rich Richeson/Director of Player
Development
• 704-846-7990
 Director, Carolina Trail Golf Learning
Centers
• [email protected]
• Cell: 972-529-8790