Cypress Golf Solutions

Golf In Trouble?

2008-12-08T10:53:00.000-08:00

MSNBC Contributor David Sweet says the housing market’s collapse is hampering development of new golf courses. Further, as the economy worsens, the golf industry is in trouble. Sweet recently contributed an interested article talking about golf in a declining industry. While rounds, equipment sales, and TV ratings are suffering alike.

Sweet writes, behold the golf course. Graced with rolling fairways, pristine greens, ancient oaks and other natural fanfare, it presents a striking picture.

But as beautiful as a golf course may be, its looks belie the trouble besetting the industry that created it.

According to the National Golf Foundation (NGF), the number of new courses expected to open in the United States in 2008 is the smallest in 20 years. More courses are scheduled to close this year (nearly 100) than the 80 expected to open, though the closures have fallen since almost 150 were shut down two years ago. The golf construction boom of the 1990s – when about 2,500 new courses (mostly daily fee ones) were added to the 13,000 or so already extant in the U.S. – is not only over; it’s stuck in reverse.

The problems of the broad economy are bedeviling golf course construction. The housing market’s collapse has hampered development, since a number of golf projects these days are tied into on-site housing. Getting financing to build a new course is tougher than it has been in decades. Projects that were started this year have seen the bulldozers turned off until better times appear.

Consider Rick Jacobson, a golf course architect in Libertyville, Ill. For nearly two decades, the founder of Jacobson Golf Course Design designed and renovated courses in Chicago suburbs, such as Bloomingdale and Winnetka, as well as nationally. But in the last few years, Jacobson – who has worked with Jack Nicklaus on a number of projects – has focused on a new market: China.

Last month, Jacobson agreed to design a 27-hole course in Hong Kong. It’s his third venture in China, following the 36-hole Lion’s Lake Resort course near Guangzhou and Chaozhou, an 18-hole resort course.

”In the foreseeable future we won't see growth like the 1990s in the U.S. again,” said Jacobson, who also agreed to design a course in the Italian province of Calabria this year. “Some of the projects were ill-conceived. Some courses were just a temporary fad until they could flip it to a developer."

When it comes to those sports whose purpose is to attract public participation, it’s hard to match golf for the scope and expanse of what needs to be created. Bowling? Buy a couple of acres of land and construct 10 lanes with a bar nearby. Tennis? Two hard courts take up as much space as a suburban backyard; upkeep is minimal.

But building a golf course in the United States is a process that takes years. Finding 200 acres of suitable land near a reasonable population center is just the start. Attracting money and securing permits is another time-consuming venture.

Jacobson shakes his head at some of the public hearings he’s endured in the U.S.

"One landowner said he didn't want a golf course because golfers are known to smoke cigars. He didn't want cigar smoke in his house,” Jacobson recalled. “One said with drivers, the decibel of hitting the ball exceeded the sound range allowable.”

Of course, China is no utopia. Jacobson had to redesign an entire hole in one of his ventures because it encompassed a rock land form that was significant to a village. At the same time, the market there is exploding. Hundreds of courses have been built in China in the last quarter-century with at least 20 more expected to open in the next few years.

Originally, golf exploded in the United States. In the 1880s, there were a handful of golfers in the country; by the first term of the Eisenhower Administration, the number had reached five million. Today, close to 30 million people play the game founded in Scotland.

But in 2008, golf is in decline by many measures. Rounds are down, as is the sale of equipment. On the pro tour, television ratings fell once Tiger Woods left the scene with a damaged knee after the U.S. Open at San Diego’s Torrey Pines.

Though municipal courses are taking the brunt of the downturn (except perhaps Torrey Pines, which enjoyed $8 million in renovations before the Open), private courses are not immune to the pain. Take the case of Ravisloe Country Club in Homewood, Ill. After 107 years as a well-respected course, the 6,300-yard Donald Ross original was reported to have been put up for sale this fall with a price tag of $4.95 million. It is said only a few dozen members are left.

All in all, the golf course business was once as breathtaking as the ocean holes at Pebble Beach. These days, unfortunately, it’s looking more like Rodney Dangerfield’s wardrobe in “Caddyshack.”

To contact David Sweet, email dafsweet@aol.com

Industry Happenings

2008-12-05T11:06:00.000-08:00

Here are some more upcoming events to consider attending for some good old fashioned industry networking...

Dec. 8-10 – Texas Turfgrass Association Annual Conference and Trade Show, Fort Worth (Texas) Convention Center, Texas Turfgrass Association, http://www.texasturf.com

Dec. 8-10 – 2008 Virginia Turfgrass Short Course, Virginia Tech University’s Graduate Life Center, Blacksburg, Contact Virginia Turfgrass Council, 757-464-1004, http://www.virginiaturf.org

Dec. 8-11 – Ohio Turfgrass Conference & Show, Greater Columbus (Ohio) Convention Center, Ohio Turfgrass Foundation, 888-683-3445, http://www.ohioturfgrass.org

Dec. 9 – 3rd Annual Ohio Golf Summit, Columbus Convention Center, contact Ohio Turfgrass Foundation, 888-683-3445, http://www.ohioturfgrass.org

Dec. 9 – GCSAA Webcast: Herbicide Resistant Poa Annua – Real or Imaginary with J. Scott McElroy, Ph.D., GCSAA Education, 800-472-7878, Registration open now

Dec. 11 – GCSAA Webcast: Managing Nutrient Budgets in the Face of Rising Prices with Jason Dettman-Kruse, Ph.D., GCSAA Education, 800-472-7878, Registration open now

Dec.16 – GCSAA Webcast: Bringing More Golf to Your Community with Dwayne Dillinger, CGCS, GCSAA Education 800-472-7878, Registration open now

Dec. 16-17 – Heartland Green Industry Expo, Overland Park (Kan.) Convention Center., Heart of America GCSA, http://www.hagcsa.org/commonground.htm

Jan. 4-6 – Western Nursery and Landscape Association Trade Show, Overland Park, Kan., Western Nursery and Landscape Association, http://www.wnla.org

Jan. 5-9 – 2009 Desert Turfgrass School, University of Arizona Karsten Turfgrass Facility, Tucson, University of Arizona Maricopa County Cooperative Extension, http://turf.arizona.edu

Jan. 6-9 – Eastern Pennsylvania Turf Conference and Trade Show, Valley Forge Convention Center, King of Prussia, Pennsylvania Turfgrass Council, http://www.paturf.org

Jan. 7-9 – Empire State Green Industry Show, Rochester, N.Y., New York State Turfgrass Association, http://www.nysta.org

Jan. 7-9 – Florida Pest & Lawn Care Expo, Rosen Plaza Hotel, Orlando, contact Florida Pest Management Association, http://www.flpma.org

Jan. 7-9 – Minnesota Green Expo, Minneapolis Convention Center, Minnesota Nursery and Landscape Association, http://www.mnla.biz

Jan. 11-13 – Tennessee Turfgrass Association Annual Conference and Trade Show Program, Franklin (Tenn.) Marriott Cool Springs, http://www.ttaonline.org

Jan. 12-14 – Indiana Green Expo, Indiana Convention Center, Indianapolis, Indiana Nursery and Landscape Association, http://www.inla1.org

Jan. 12-15 – Virginia Turfgrass and Landscape Conference and Show, Fredericksburg Expo and Conference Center, Virginia Turfgrass Council, http://www.virginiaturf.org

Jan. 12-15 – ProGreen Expo, Colorado Convention Center, Denver, ProGreen Expo, http://www.progreenexpo.com

Jan. 13-14 – Arkansas/Oklahoma Turfgrass Short Course, University of Arkansas Division of Agriculture Cooperative Extension Service, Little Rock, http://turf.uark.edu

Jan. 13-14 – Mid-States Horticultural Expo, Kentucky Expo Center, Louisville, http://www.mshe.org

Jan. 13-17 – 20th Annual Sports Turf Managers Association Conference & Exhibition, San Jose McEnery Convention Center, San Jose , Calif., http://www.stma.org

Jan. 14 – Virginia Turfgrass Council Annual Meeting, Fredericksburg Expo and Conference Center, http://www.virginiaturf.org

Jan. 14-16 – Mid-America Horticultural Trade Show, McCormick Place West, Chicago, http://www.midam.org

Jan. 15 – GCSAA Webcast: Going Green for Groundwater GCSAA Education, 800-472-7878, Registration open now

Jan. 15-16 – Advanced Turfgrass Short Course, University of Arkansas Division of Agriculture Cooperative Extension Service, Little Rock, http://turf.uark.edu

Jan. 19-23 – Cornell University Short Course, Cornell University campus, Ithaca, N.Y., contact Maxine Welcome, mailto:mw45@cornell.edu, 607-255-5439

Jan. 20-22 – Iowa Turfgrass Conference and Trade Show, Polk County Convention Complex, Des Moines, http://www.iowaturfgrass.org

Jan. 21-22 – Arkansas Turfgrass Association Conference, Hot Springs (Ark.) Convention Center, http://turf.uark.edu

Jan. 21-23 – WinterGreen 2009, Athens, Ga., Georgia Green Industry Association, http://www.ggia.org

Feb. 2-4 – Logicon Europe 2009, Hotel Bloom, Brussels, Belgium, contact http://www.logiconeurope.com

Feb. 2-7 – GCSAA Education Conference and Golf Industry Show, Morial Convention Center, New Orleans, Contact http://www.golfindustryshow.com

Send Your Customers Birthday Wishes

2008-10-30T12:10:00.000-07:00

A great time for giving is just around the corner. Holidays are a prime time for giving and to reinforce customer loyalty. But celebrations are not limited to Thanksgiving and New Years. They are happening all year long. Every one of your customer has a birthday and they are the perfect time to celebrate your customers… and to drum up sales and generate revenue at your course.

Too many courses don’t take the time to send a birthday salutation to some of their best customers. Remembering and knowing a customer’s birthday can be especially important. And more important to the customer if you are offering something tangible But, just simply doing something like sending an e-mail as a birthday acknowledgement is more than just a smart move in good marketing. Birthday greetings will get customers thinking about coming in for their free or discounted perks, and all will almost always bring someone with them. Use your product as gifts. A birthday is a personal gift-giving, gift-receiving holiday, and e-mail can be the best medium for these targeted messages.

Of course, a great perk of e-mail marketing is its ability to cost-effectively deliver information to targeted customers and prospects. If you haven’t already, consider Cypress Golf Solutions as the most effective way to collect, store and utilize your customer’s e-mail addresses. Meanwhile, here are some other ideas to make your customers’ birthdays a branding, loyalty and revenue-generating event.

Inquire.
Quite simply, make finding out the birthday of your customers and their family member a priority. And remember, it’s easy and should of course be voluntary. To do this, tell customers what is in it for them. Offer something to entice them during their special month and/or day (a discount on a tee time or a free tee time, a percentage off pro shop items or a free sleeve of balls, a complimentary or 2 for 1 birthday cocktail in the clubhouse). Your customers will more than likely be happy to tell you when their special day is.

Remind.
Not only do you offer them great perks in celebration of their big day, you remind them. Send your customers an e-mail a few weeks before the customer’s birthday.

E-mail Wishes
On or around the big day, send a second e-mail acknowledging the occasion. Create an e-mail messages that offer a greeting such as “Happy Birthday from everyone here at [course name]” in addition to any other nice sentiments. Re-offer and remind them of what great gifts and/or perks they’ve earned in celebration of their big day gift-appropriate items (a golfing package including shirt, balls and higher-end merchandise) or a free round of golf. You will generate customer loyalty and appreciation. Additionally, golfers are generally not going to play by themselves. They will bring friends and most likely will have food and drinks to celebrate the special occasion.

Be Professional
Use a professional e-mail marketing tool. Although customers should be treated friendly, do not send your greetings from your personal e-mail account. While your e-mails need not be elaborate, they do need to be engaging (like any other marketing message). Birthdays can easily influence the power of marketing and increase your return on investment from one of your most valuable assets—your existing customers.

Don’t forget that while some your customers may not want to share their age, they will always be happy to accept a celebration at their favorite course. Remember, a few birthday wishes can go a long way.

GCSAA Education Open - Register Now!

2008-10-28T15:17:00.000-07:00

Registration is open for the 2009 Golf Course Superintendents Association of America (GCSAA) Education Conference from Feb. 2-7 in New Orleans. The GCSAA Education Conference, held in conjunction with the Golf Industry Show (Feb. 5-7), is the largest educational conference in the turfgrass management industry. A total of 123 seminars and 60 additional hours of educational sessions are offered, covering all ranges of golf course management, including agronomics, communication and business management.

GCSAA members can register online for the conference, or by calling 1-800-472-7878.

Non-member registration opens Oct. 30. Hotel and travel arrangements can be made through Golf Industry Travel, either online or by calling 800-442-7220. Registration is also open for the 2009 GCSAA National Championship and Golf Classic presented in partnership with The Toro Co., Feb. 1-3, in Gulf Shores, Alasaka, online at GCSAA Eduational Conference Website, or by calling 1-800-472-7878.

Media and non-member registration for the GCSAA Education Conference and Golf Industry Show opens Oct. 30.

"The GCSAA Education Conference and the Golf Industry Show is recognized for its high quality," GCSAA Chief Executive Officer Mark Woodward, CGCS said. "It is a must attend event in the golf industry because of the diversity of attendees and exhibitors. In addition, the education and networking opportunities are unmatched. In these challenging economic times, one cannot afford not to attend."

One of the highlights of the GCSAA Education Conference is the Opening Session Feb. 5. GCSAA's highest honor, the Old Tom Morris Award, will be presented at this session. The winner of the award will also headline the event as the featured speaker. Other GCSAA top awards that will be presented at this session are the Leo Feser Award, Excellence in Government Relations Award, GCSAA/Golf Digest Environmental Leaders in Golf Awards, President's Award for Environmental Stewardship, and the Col. John Morley Award, formerly the Distinguished Service Award.

GCSAA and its partnering associations of the Golf Industry Show are teaming up with New Orleans Habitat for Humanity to host a series of work days (Feb. 3-4) before the trade show opens to help build homes in some of New Orleans' most devastated areas. To support this first-ever volunteer project, register to participate in the event online at www.gcsaa.org/conference (or use registration form A-2 in the conference and show brochure) or support New Orleans Habitat's efforts through a donation on the registration form. Participation requires a $25 registration fee. The Golf Industry Show will provide transportation from the New Orleans Morial Convention Center, lunch at the work sites, water, sunscreen and a t-shirt. The deadline for registration is Jan. 2.

Registger now!

Golf And The Economy

2008-09-22T13:04:00.000-07:00

Want to know what your members think about golf and the economy? Golf Digest asked them. Here is how readers responded:

How has the price of gas affected your golf?
a) I’m playing more rounds closer to home...... 27%
b) I’m playing fewer rounds ............................22 %
c) I’m carpooling to the course more often.........6 %
d) It hasn’t affected my golf habits one bit .......45 %

What’s the most you would ever spend on a golf shirt?
a) $50 ........... 33 %
b) $75 ........... 26 %
c) $30 ........... 24 %
d) $100 + ..... 13 %
e) $9.99 ........ 4 %

Which do you consider the best value in golf today?
a) $5 pullcart ................ 54 %
b) $25 riding cart .......... 29 %
c) $50 caddie ................17 %

How much on top of the green fee would you be willing to pay for a guaranteed three-hour round?
a) $10 ...........................24 %
b) $25 ...........................16 %
c) $50 ............................ 6 %
d) $100 ......................... 2 %
e) Not a penny more ...... 52 %

How much would you pay for the hot new driver everyone is talking about?
a) $300 ........................................................... 23 %
b) $150 ............................................................ 7 %
c) $500 ............................................................ 6 %
d) I’ve got to have it, whatever it costs ................ 2 %
e) I’ll wait a year and buy it at discount .............. 62 %

Your group just finished 18 holes, and a staff member takes a few minutes to wipe off your clubs. How much do you tip him?
a) $2 a bag ............................... 43 %
b) $5 a bag ............................... 41 %
c) $1 a bag ................................ 7 %
d) I’m supposed to tip him? ........ 9 %

A bucket of range balls costs $10 to hit off mats. For $5 more, you can hit off real grass. Do you pay the extra $5?
a) Yes .......... 59 %
b) No ........... 41 %

You’re invited to join three clubs in your area, but you can choose only one. Annual fees are about the same, but initiation fees vary greatly. Where do you join?
a) For $100,000 you can join one of America’s Greatest Courses ....... 7 %
b) For $40,000 you can join one of the top-10 courses in your state .. 11 %
c) For $7,000 you can join an unranked but very nice private course .. 39 %
d) I’ll stick with my local muni, thanks ............................................. 43 %

Keeping Your Greens Clean Of Ball Marks

2008-09-18T09:48:00.000-07:00

Not only is repairing a ball mark one of the most important aspects of golf etiquette, it is essential to maintaining a smooth, level putting surface. Even the smallest divot or cavity on a putting surface disrupts an accurate ball roll. It is generally the seasoned golfers that know this. They are also the ones that will carry around divot repair tools in their pockets during play. But what about the rest of the golfing community?

Some golfers either were never shown proper use of a repair tool or are too new or inexperienced to the game to understand the importance of repairing divots. Did you know that using ball marker repair tools incorrectly is worse for your greens than not using them at all?

Make no mistake - It is the responsibility of golf professionals and superintendents to promote ball mark repair. So what can the golf staff do to assure continuous and daily repair of ball marks on greens? Consider these:

Offer free ball mark repair tools specifically designed for the soil and grass of your greens. Or, add a small ($0.25 a player?) surcharge to each green fee to offset costs.
Post proper ball marker repair methods in the pro shop, locker rooms and stick labels with these methods on all the golf carts and push carts.
At the beginning of each season, mail a ball mark repair tool to all members with proper methods that explains the importance of usuage in an attached brochure.
Promote repair in monthly newsletters and all club correspondence to golfers.
Place a small and appropriate notice on each table in the clubhouse requesting ball mark repair.
Promote proper ball mark repair during all teaching lessons and specifically with new or younger golfers.
Issue policy cards to all guests and new golfers that states to repair ball marks.
Place a petition on the bulletin board in the locker rooms signed by the golf professional and golf course superintendent asking golfers to sign his/her name as a personal commitment to repair ball marks.
Make sure the ranger is armed with ball mark repair tools to hand out to each player at tee time, and make sure each player knows the correct method on using them before they leave the green.
Place instructions on proper ball mark repair above urinals and on the back of stall doors in the restrooms in a small picture frame.

*Make sure to let golfers know that the best of them will that even if the ball doesn’t land on the green, they should always find at least one divot to repair on each hole.

Upcoming Industry Events

2008-09-12T14:03:00.000-07:00

Here are some events coming up the golf course management industry:

Sept. 13-15 – Canadian GSA 42nd Annual Fall Field Day, Georgian Bay Club Clarksburg, Ontario, Canada. Contact CGSA.

Sept. 16-19 – Florida Turfgrass Association’s Conference & Show, PGA National Resort & Spa, Palm Beach Gardens, Fla. Contact the Florida Turfgrass Association, 800-882-6721 www.ftga.org

Sept. 17 – Turf and Landscape Field Day at Oklahoma State University, Stillwater. Contact Oklahoma State University’s Horticulture and Landscape Architecture Department, www.hortla.okstate.edu

Sept. 17 – GCSAA Webcast: Reel Mowing: What you don’t know might hurt with Frank Rossi, Ph.D. Contact GCSAA Education, 800-472-7878

Sept. 17-19 – Plantscape Industry Alliance’s Calscape Expo, Palm Springs (Calif.) Convention Center & Wyndham Hotel. Contact Plantscape Industry Alliance, www.piagrows.org

Sept. 18 –University of Tennessee Turfgrass Research Field Day, Knoxville. Contact 865-974-7201

Sept. 19 – Advanced Weed Management, Hawaii Prince Hotel-Waikiki, Honolulu, HI. www.gcsaa.org/education/education.aspx

Sept. 25 – GCSAA Webcast: Foliar Nutrition – A Splash on the Grass with Roch E. Gaussoin, Ph.D. Contact GCSAA Education, 800-472-7878

Sept. 25-26 – Oklahoma Nursery and Landscape Association’s "Green It’s Your Industry" Convention & Trade Show, Cox Convention Center, Oklahoma City. Contact the Oklahoma Nursery and Landscape Association, www.oknla.org

Sept. 25-27 – Florida Nursery, Growers & Landscape Association’s The Landscape Show, Orange County Convention Center, Orlando. Contact the Florida Nursery, Growers & Landscape Association, www.fngla.org

Sept. 28-29 – Carolinas GCSA’s Fall Mountain Meeting, Etowah (N.C.) Valley Country Club. Contact the Carolinas GCSA, 800-476-4272, www.cgcsa.org

Oct. 1 – 7th Annual Irrigator Tech Educational Conference, Chino, Calif. Contact Irrigator Technical Training School, www.irrigatortech.com

Oct. 1 – GCSAA Webcast: Turfgrass Disease Identification and Treatment with Lane Tredway, Ph.D. Contact GCSAA Education, 800-472-7878

Oct. 2 – Winning Fields Seminar, Alliance Bank Stadium, Syracuse, N.Y. Contact New York State Turfgrass Association, www.nysta.org

Oct. 7 – Minnesota GCSA’s Greens Management Academy, Pheasant Acres Golf Course, Rogers. Contact Minnesota GCSA, www.mgcsa.org

Oct. 8 – Tree Care Issues Workshop, Oklahoma State University Botanical Gardens, Stillwater. Contact Mike Schnelle, 405-744-7361, mailto:mike.schnelle@okstate.edu

Oct. 14 – Iowa GCSA State Meeting, Briarwood Golf Course, Ankeny.
Contact Iowa GCSA, 800-605-0420, www.iowagcsa.org

Oct. 15 – GCSAA Webcast: Sending it Down the Drain - Drainage Basics with Bob Oppold. Contact GCSAA Education 800-472-7878

Oct. 21 – GCSAA Webcast: Career Marketing Tools with Carol Rau. Contact GCSAA Education, 800-472-7878

Oct. 23 – GCSAA Webcast: PGR Use on Golf Courses. Contact GCSAA Education, 800-472-7878

Oct. 29 – GCSAA Webcast: Digital Photography Instruction. Contact GCSAA Education, 800-472-7878

Oct. 30 – 2008 Turf Season in Review: Research from Field and Greenhouse, Results from On-Golf-Course Trials, University of Massachusetts, Amherst. Contact UMass Extension Turf Program, 508-892-0382, www.umassturf.org

Friends of Youth Tee Off Fore Kids In 2008

2008-09-09T15:20:00.000-07:00

With some help from the popular tee time booking engine, GolfNow.com, Cypress Golf Solutions recently donated free tee times to Friends of Youth’s 2008 Tee Off Fore Kids program. Last month, these rounds were auctioned off at the nonprofit’s annual golf tournament and dinner.

Organizations like Friends of Youth rely heavily on community support to implement vital service programs such as Tee Off Fore Kids. The nonprofit trusts that by keeping the local community strong and investing in this generation, hundreds of the youth will benefit.

Friends of Youth recently reported back that the event was a great success, raising more than $100,000 to support Tee Off Fore Kids. Cypress was proud to be involved in any way to help support the next generation of golfers.

Needless to say, nonprofits such as Friends of Youth is just one of many supporting the younger population. And recent reports show that this group of youthful golfers may be more in need of support than ever before.

According to a National Golf Foundation (NGF) study of golf participation in the United States, the number of junior golfers, counting anyone age 6 and above who played at least one round of golf during the year, is estimated to be declining at a rate of 2 percent a year.

Now may be a good time to think about ways your course could join in on the goal of helping young people overcome challenges to build strong foundations for healthy futures in the game of golf. With any help, junior golfers will become future ambassadors to the game.

Click here to read more about Friends of Youth and to find ways your course can join in supporting your future customers.

Make Your Golf Course Disaster Ready

2008-08-22T11:16:00.000-07:00

Not that long ago, Hurricanes Katrina, Rita, and Wilma decimated the majority of three major Gulf Coast cities. Not too long before that, Hurricanes Charlie, Frances, Ivan, and Jeanne laid waste to Florida. Both areas were major venues for the golf course community. And both, were devastated.

It is safe to say that some communities are more at risk than others. Yet, did you know that no matter where you live, your golf course is at risk to some form of natural disaster (i.e. earthquakes, hurricanes, tornados, floods, etc.)? Did you further know that about one-third are unprepared for a disaster and will never reopen afterwards?

Storm season is already in full-swing this year. It might be time to look into some of your own areas of weakness. By becoming aware and detecting your vulnerabilities, you are better preparing your business to survive any disaster that comes your way.

Maurice Ramiez, physician and natural disaster consultant and expert, has some “simple steps” to help you in making your course operations disaster ready. Create a checklist from the suggestions below to see what you may need to work on as a prepared course manager:

Incident Command - Every community has one person in command in case of a disaster. Find out who is the incident commander and ask how you can become part of the structure. If you wait until disaster strikes, your offers of help may be too late. Do it now.

Safety - Know where your safety vulnerabilities are. If you were to lose power, how will that affect your business? Be prepared. Let local law enforcement know that if the power is off, your business will be vulnerable.

Assess your situation–either your current one or the potential one during a disaster - If keeping your business open is not safe, or if your employees have urgent personal or family needs during a crisis, you need to take responsibility for that and be realistic. Assess whether it is safe to continue to be open for you and your employees.

Support works both ways - The easiest way to get support during an emergency is to give it as part of the support team. Approach the emergency response manager and say, “I can provide you the following things. Will that be of help?” You will most likely get a yes, especially if you do this ahead of time.

Triage means to do the most good for the most people with limited resources - Even if you’ve been the best person and the most helpful to your community, if your needs are minor you will have to wait longer than someone whose needs are greater. The person with the greatest need will get help first–no matter when they ask. Adopt the same principle with your business.

Evacuate - If you are called to evacuate, go. Orders to evacuate usually come in stages. When they tell you it’s time to evacuate, heed the warning.

Recovery begins with your recovery plan–long before the event occurs - Before the forecasted event, move your computers and set your supplies aside. Continue to do business. Have a cashbox and receipt book in case your register goes down.

Ready - Now that you’ve been through the disaster plan, you need to be ready within your own business. What do you rely on? Do you have key procedures? Write them down now. Keep a copy at your business and another off-site. Back up your computer files and store them off-site.

Educate - Develop a written procedure to stay in touch with your employees and community. Make sure your staff knows exactly what they should do.

Appreciate your employees every day - Not only will you experience a more pleasant workplace, but in a time of crisis your employees will pay you back with their loyalty.

Drill for disasters - If you don’t, panic will set in. You will revert to what is familiar–the day-to-day routine you’ve always done–not what you should be doing in a disaster.

You - For businesses, it comes down to you-each individual and each employer. Take responsibility for all your actions. Plan ahead and be part of the recovery solution.

Golf Travel Facts

2008-08-11T15:34:00.000-07:00

Even with rising airline costs, travel is still big business. And when golfers travel, here are some facts to consider...

Arizona has more golf courses to play than Scotland.
Thirty-nine percent of golfers took at least one overnight trip for the specific purpose of playing golf in 2001. They took an average of 2.2 trips and spent an average of $773 in total.
Twelve percent of golfers took an average of 2.5 business trips that included golf. They spent an average of $1,144 on those combined trips.
The average “away rounds” for all golfers was 2.5 or a total of 64.5 million rounds – 12 percent of total rounds played in the U.S.
Among those who went on golf trips, average rounds played was 5.8.
Thirty-seven percent of golfers took an average of 6.9 business trips that did not include golf, spending an average of $869 for the year.
Seventy-three percent of golfers took an average of 3.3 vacation trips that did not include golf, spending an average of $1,090 in 2001.
The number of “playable golf days” (defined by climate) in Miami, Florida are decreasing annually.

*Numbers according to the National Golf Foundation and Weatherbill.com

Industry Happenings

2008-08-04T11:16:00.000-07:00

Why spend your time networking? Maybe because it one of the greatest ways to build professional relationships and disseminate information. Networking provides a great way to meet people in the industry and learn more about new happenings, and more importantly, perhaps ways to keep your pockets heavy and tee sheets full. Here are some upcoming events you may want to think about attending:

Aug. 5 – Clemson University Turfgrass Field Day, Madren Center, Clemson, S.C. Contact the Carolinas GCSA, 800-476-4272, www.cgcsa.org

Aug. 6 – Weed Identification Workshop – Broadleaf Weeds, University of Massachusetts, Amherst. Contact the UMass Extension Landscape/Nursery/Urban Forestry Program, 413-545-2685, www.umassgreeninfo.org

Aug. 6-7 – 2008 Penn State Field Days, Valentine Research Center, Penn State, University Park, Pa. Contact the Penn State Turfgrass Management program, http://turfgrassmanagement.psu.edu

Aug. 6-10 – 2008 GCBAA Summer Meeting,
The Ritz-Carlton, Dearborn, Mich. Contact www.gcbaa.org/summer_meeting.php

Aug. 7 – Kansas Turfgrass Field Day, Rocky Ford Research Field, Manhattan Kan. Contact Kansas State University Extension Horticulture 785-532-6173, mailto:cdipman@ksu.edu

Aug. 13 – Ohio State University/Ohio Turfgrass Foundation’s Research Field Day, Ohio Turfgrass Foundation Research & Education Facility, Ohio State University, Columbus. Contact the Ohio Turfgrass Foundation, 888-683-3445, www.ohioturfgrass.org

Aug. 13 – North Carolina State University Turfgrass Field Day, Sandhills Research Station, Jackson Springs. Contact the Carolinas GCSA, 800-476-4272, www.cgcsa.org

Aug. 14 – 15th Annual Maricopa County Short Course – Adjuvants in the Spray Tank to Make Pesticides Work Better, University of Arizona Cooperative Extension, Phoenix. Contact Cactus & Pine GCSA, www.cactusandpine.org

Aug. 14-17 – Texas Nursery and Landscape Association’s 2008 Nursery/Landscape Expo, George R. Brown Convention Center, Houston. Contact the Texas Nursery and Landscape Association, www.nurserylandscapeexpo.org

Aug. 19-21 – 2008 Independent Garden Center Show, Navy Pier, Chicago. Visit the IGC Show, www.igcshow.com

Aug. 20-21 – Certified Treecare Safety Professional Workshop and certification exam, San Jose, Calif. Contact the Tree Care Industry Association, 800-733-2622, www.tcia.org

Aug. 27 – Weed Identification Workshop – Grassy Weeds, University of Massachusetts, Amherst. Contact the UMass Extension Landscape/Nursery/Urban Forestry Program, 413-545-2685, www.umassgreeninfo.org

Sept. 9 – Michigan Green Industry Association’s Snow Management Conference & Expo, Rock Financial Showplace, Novi. Contact the Michigan Green Industry Association, www.landscape.org

Sept. 12 – Mississippi State University’s 2nd Annual Bulldog Turf Field Day & Equipment Expo, Mississippi State University North Farm, Starkville. Contact Wayne Philley, 662-325-2728, mailto:wphilley@pss.msstate.edu

Sept. 16-19 – Florida Turfgrass Association’s Conference & Show, PGA National Resort & Spa, Palm Beach Gardens, Fla. Contact the Florida Turfgrass Association, 800-882-6721 www.ftga.org

Sept. 17 – Turf and Landscape Field Day at Oklahoma State University, Stillwater. Contact Oklahoma State University’s Horticulture and Landscape Architecture Department, www.hortla.okstate.edu

Sept. 17 – GCSAA Webcast: Reel Mowing: What you don’t know might hurt with Frank Rossi, Ph.D. Contact GCSAA Education, 800-472-7878,
www.gcsaa.org/education/webcast/webcast.aspx

Sept. 17-19 – Plantscape Industry Alliance’s Calscape Expo, Palm Springs (Calif.) Convention Center & Wyndham Hotel. Contact Plantscape Industry Alliance, www.piagrows.org

Sept. 25 – GCSAA Webcast: Foliar Nutrition – A Splash on the Grass with Roch E. Gaussoin, Ph.D. Contact GCSAA Education, 800-472-7878, www.gcsaa.org/education/webcast/webcast.aspx

Sept. 25-26 – Oklahoma Nursery and Landscape Association’s "Green It’s Your Industry" Convention & Trade Show, Cox Convention Center, Oklahoma City. Contact the Oklahoma Nursery and Landscape Association, www.oknla.org

Sept. 25-27 – Florida Nursery, Growers & Landscape Association’s The Landscape Show, Orange County Convention Center, Orlando. Contact the Florida Nursery, Growers & Landscape Association, www.fngla.org

Sept. 28-29 – Carolinas GCSA’s Fall Mountain Meeting, Etowah (N.C.) Valley Country Club. Contact the Carolinas GCSA, 800-476-4272, www.cgcsa.org

Drive Revenue To Your Course By Event Hosting

2008-07-25T10:44:00.000-07:00

In the latest edition of GolfBusiness magazine, author Rob Carey wrote a piece entitled “Making a Bigger Pie.” Carey talks about the many approaches golf course managers can make to drive more revenue through their facility by hosting business-golf events – ones that have no need for tee times, or even daylight.

He points out that the interesting twist is when it comes to ways organizations used golf for their business purposes, it often doesn’t require that any of the players even know how to play the game.

Carey writes: Truth is, business-event planners are always looking for creative networking, teambuilding and entertainment opportunities. Here are just a few examples of how facilities around the country use the golf in a broader fashion to achieve such goals for these groups:

Putting contests on the practice green are perfect for promoting social interaction among participants, and they require no prior playing experience. For instance, as Sea Pines Resort in Hilton Head, South Carolina, and PGA National Resort & Spa in Palm Beach Gardens, Florida, the pro shop staff uses string and tees to create a six-hole track on the practice green. To spruce things up, they also customize a scorecard for the event and award prizes to winners (often non-golfers, by the way). Meanwhile, bar and buffet stations are set between the practice green and the clubhouse, and a bagpiper or jazz quartet is often hired to provide ambiance.

At the Rosen Shingle Creek Resort in Orlando, Golf Academy Director Brad Brewer utilizes two practice greens just outside the conference wing to conduct putting and chipping contests that serve as 30-minute meeting breaks. For facilities where the practice green isn’t near the meeting space, or if there’s rain, a large meeting room or a pre-function area can easily be transformed into a putting course. And consider bringing in mats and hitting nets so folks can have their swings analyzed, too.

Jillmann, Director of Golf Sales for the phoenician resort in Scottsdale, Arizona, notes that one teambuilding activity that’s gotten popular is the “build a putter” competition. In this activity, teams must construct, from a mixed bag of parts and materials, a putter that can effectively strike a golf ball into the hole. Judges determine the winner based on how well a putter works, plus its aesthetic qualities. “It’s just a different way a get people to collaborate and to bond,” she adds.

Even the practice range can be used for activities that entertain golfers and non-golfers alike. At Pines Needles Resort in Mid Pines, North Carolina, a “Carnival of Golf” reception is centered around the range. While they enjoy themed food and beverage offerings, non-golfers can participate in skill-buildings games and also as target hitting and long-drive competitions that are stages on the other half of the range.

Some facilities have found ways to use the golf course itself for activities non-golfers can participate in comfortably. Tom Enders, director of golf marketing for Orlando-based Marriott Golf, which manages 36 Marriott courses in North America, says that night golf makes for a memorable event.

“We’ll use the first and last holes on the course and have players hit glow-in-the-dark balls into the fairway, which is illuminated runaway-style,” he explains. “We can send out groups of eight people rather than the typical foursome, and we’ll have food and beverage situations around each green. It’s clear to everyone that this event is not serious golf, but simply a fun and unique experience, so non-golfers can relax and enjoy it, too. We always hear a lot of laughter coming from the darkness.”

The untapped potential in this area of business-golf entertainment is significant. According to a recent survey of meeting and convention planners by trade publication MeetingNews, nearly half of the 342 respondents said that golf at least once each year do nothing more than arrange a block of tee times for whichever attendees want to play.

So if you can position your product not as a golf course but as a place that hosts fun, relationship-building experiences, you’ve found a way to interest these groups in trying something new and different.

Striving For Neutrality

2008-07-08T12:55:00.000-07:00

“The secret to making any golf facility more welcoming can be conveyed in one word: impartiality.”

In the latest issue of Golf Business magazine, Editor-in-Chief Ronnie Musselwhite interviews Karen Furtado, president of the Executive Women’s Golf Association (EWGA).

This brief Up Close & Personal does a quality job at showing that woman golfers who visit a golf course should be treated as golfers, rather than just woman. Furtado, according to Musselwhite, discusses that a fundamental shift in the way many golf course facilities operate is needed, but not easy.

“It really just comes down to striving for neutrality.”

For example, Furtado advises owners to have two sets of tees rated for women, ensuring tee boxes are maintained, cleaning restrooms regularly, placing extra trash cans and ball washers near the forward teeing areas, and adding mirrors and dressing rooms inside the clubhouse.

“If operators think beyond delivering the ‘hard product’ and set the experience by establishing the culture of the course, they’ll get more business,” Furtado says.

Click here to learn more about EWGA

Network! Network! Network!

2008-07-01T16:02:00.000-07:00

The golf course management industry never stops. Here are the events coming up for July:

July 8 – Missouri Turf and Ornamental Field Day, University of Missouri South Farms Center. Contact Missouri Turfgrass and Ornamental Council, 573-529-9857, info@MoTOC.org

July 14 – Ohio Turfgrass Foundation Regional Seminar – Summer Turf Problems and Solutions for Where you Live, Work and Play, Sylvania (Ohio) Country Club. Contact the Ohio Turfgrass Foundation, 888-683-3445, www.ohioturfgrass.org

July 15 – Midwest Regional Turf Field Day, Purdue University, West Lafayette, Ind. Contact the Midwest Regional Turf Foundation, 765-494-8039, www.mrtf.org

July 16 – Field Day Classic, Jewell (Iowa) G&CC. Contact the Iowa GCSA, 800-605-0420, www.iowagcsa.org

July 17 – Iowa Turfgrass Field Day, Iowa State University Turfgrass Research Station, Ames. Contact the Iowa GCSA, 800-605-0420, www.iowagcsa.org

July 20-22 – Texas Turfgrass Association’s Summer Conference, Moody Gardens Hotel, Galveston. Contact the Texas Turfgrass Association, 800-830-8873, www.texasturf.com

July 22 – Turfgrass Identification and Selection Workshop, University of Massachusetts, Amherst campus. Contact the UMass Extension office, 508-892-0382, www.umassturf.org

July 22 – Wisconsin Turfgrass Association Summer Field Day, O.J. Noer Turfgrass Research and Education Facility, Verona, Wis. 53593. Contact 608-845-6536, mailto:ajander2@wisc.edu

July 23 – Advanced Turfgrass Irrigation Water Quality: Assessment and Management, Colonial Country Club, Deerfield, Canton, Miss. Contact www.gcsaa.org/education/education.aspx

July 23 – Massachusetts Nursery and Landscape Association’s Summer Conference and Trade Show, Crane Estates, Ipswich. Contact the Massachusetts Nursery and Landscape Association, www.mnla.com

July 23-24 – 2008 Cornell University Landscape Horticulture Short Course, Cornell University Campus, Ithaca N.Y., www.nysta.org

July 24-25 – Certified Treecare Safety Professional Workshop and certification exam, St. Louis, Missouri, advance coursework required www.tcia.org

July 29-31 – Penn Atlantic Nursery Trade Show, Atlantic City, N.J. Contact the Pennsylvania Landscape & Nursery Association, www.plna.com

July 30 – Weed Identification Workshop – Broadleaf Weeds, Arnold Arboretum, Jamaica Plain, Mass. Contact the UMass Extension Landscape/Nursery/Urban Forestry Program, www.umassgreeninfo.org

July 31 – UMass Turf Open House, UMass Joseph Troll Turf Research Center, South Deerfield. Contact the UMass Extension office, 508-892-0382, www.umassturf.org

July 31 – Miami Valley GCSA’s Bunker Boot Camp, Miami Valley GC, Dayton, Ohio. Contact the Miami Valley GCSA, 937-294-6842, www.miamivalleygolf.org

Annual Bluegrass - Twelve Years Later

2008-06-23T09:28:00.000-07:00

Golf Course Management (GCM) just released an article titled, “Annual bluegrass update: 12 years later.” The 12 years is in reference to a former 1996 article from GCM titled “A historical perspective of annual bluegrass control.” Both works were authored by Nick Christians, an Iowa State University professor of horticulture, and both look at the progresses made with superintendents and their 85 years of struggle to control annual bluegrass on golf course turf.

As course managers should already know, Bluegrass (Poa annua) is the grass that is the widespread low-growing plant that is a common weed of cultivation and occurs as a constituent of lawns. It is often treated as a weed. It is also sometimes the most suitable lawn grass for many sites, and can form most of the entire grass sward in some lawns.

While there is probably no other weed that is so widely adapted to variations in mowing height, site conditions and cultural practices, the fact is that Poa is hard to control. So has 12 years of research brought superintendents any closer to eliminating it from golf course turf?

Click here to find out.

Promote Your Club Through Cross Marketing

2008-06-13T17:10:00.000-07:00

Want to expand your cross-marketing opportunities? Want to find new customers?

Consider promoting your club’s products and services through new avenues. Consider some smart cross-marketing.

The possibilities are endless and the concept is quite simple. Find the products and services that compliment your golf course and work with the companies that provide them to promote their offerings while you promote theirs simultaneously.

You can easily research what areas are beneficial to target. In doing so, start thinking about the opportunities and possibilities when you know even a few facts about what golfers are up to on and off the course.

Did you know that: ??

50 % use a professional financial advisor

66 % invest in mutual funds

15 % own property on or in the same neighborhood as your course

33 % drive a Ford

9 % plan to buy a Lexus as their next automobile

50 % use a department store credit card

61 % drink bottled water regularly while golfing

23 % own a satellite TV

64 % drink domestic beer while

38 % drink imported beer

*Percentages are based on data from the National Golf Foundation (NGF).

It is never too early or too late for some smart cross-marketing. So next time you are out shopping nearby, talk to the local storeowner about ways in which you can build up eachother’s customer base or maybe leave some coupons at the nearest financial advisor’s office... and offer to reciprocate.

For more facts, visit the NGF website.

Club Managers Offer Audit Advice

2008-06-06T16:03:00.000-07:00

Tax season may be over, but unfortunately the IRS hasn’t closed their doors for the year. In fact, the fun never stops. The IRS can still audit your club at any time.

The chances of your course getting audited may not be monumental. In fact, only about 2 percent of golf courses will be subjected to an audit, but the fact remains that audits are anything but fun for you and your club. That is why many club managers are saying that it is always better to be safe, rather than sorry.

Because audit standards have changed and audit costs have increased, the Hospitality Financial and Technology Professionals (HFTP) Research Institute wanted to find ways to lessen the impact of an audit for club managers. So who better to ask advice from then club managers themselves? HFTP surveyed these superintendents on what actions they were taking to minimize audit costs at their own properties. The following list shows results from this survey:

1. Be Prepared. The number one piece of advice is to be prepared when the auditors arrive. Write reports and prepare most of the work papers before auditors are on site. The auditors can then concentrate on sampling and proving the figures; therefore, reducing the need for additional junior staff. The following list provides a few of the items which should be prepared ahead of time. Your audit firm should provide you with a complete list of all work papers, which can be completed before they arrive.
Some examples include:

Accounts payable listing at year-end
Accounts receivable aging by member
Bank reconciliations at year-end
Copies of loan closing statements and amortization schedules
Copies of new lease agreements
Copy of minutes from board meetings
Final inventory valuation reports
Fixed assets and depreciation schedules
List of current officers and directors
Schedule of insurance
Schedule of non-member and reciprocal income
Schedule of prepaid expenses
Trial balance and internal financial statements at year-end

2. Be organized. Being organized and being prepared are related topics, but one could be very organized, but not prepared for the audit. Several respondents indicated that they have binders full of information coded and prepared for auditors when they arrive on site. Also, have files from the prior year easily accessible.

3. Document, Document, Document. Make sure you keep continuous documentation on file. Make copies of all backup documentation to accompany all schedules. When auditors arrive, you are able to provide the appropriate backup. Some of the items you should have on file include board of director’s minutes, changes to club officers, bank signature cards, wire authorizations, corporate resolutions, bank notes, etc.

4. Educate. Many respondents stated that having professional accounting staff reduced audit fees. Make sure that current accounting staff are educated on audit procedures and are able to answer questions posed by auditors. One way to do this is by compiling a policies, procedures and internal control manual. Respondents also stated that it is important to inform managers and board about fiduciary responsibilities.

5. Utilize Technology. Get ahead of the game and e-mail necessary documentation to auditors before they arrive at your property. Auditors are then able to setup files prior to fieldwork.

6. Monthly Maintenance. It is important to keep on top of things on a monthly basis so you do not get overwhelmed at the end of the year. You can do this by conducting a monthly internal audit. Also, ensure that each balance sheet account is reconciled monthly.

7. Time Management. This piece of advice has two meanings. First, club managers must ensure that all documentation is provided to their auditors in the timeframe they requested. Secondly, managers must keep the auditors on a tight schedule which will reduce their billable hours and their resulting fees.

8. Bid The Audit. In order to keep rates competitive, many clubs have sent their audit out to receive bids from various firms. When looking at bids, keep in mind that the least expensive audit is not always the best. Also look at what kind of added value each firm offers. Many clubs who responded to this survey are opting for an annual review and conducting an audit every three to five years. Proceed with caution when deciding to switch to a review instead of an audit. Reviews are not as comprehensive and sometimes just as pricey.

9. Club Familiarity. Try to find auditors who are familiar with the club industry. Several respondents mentioned that they are forced to go with the auditing firm providing the cheapest fees. This firm may not be familiar with the club industry; therefore, there is no added value to the relationship.

10. Ask For Help. When treading into uncharted territory, contact your CPA firm and talk to them about unusual situations

To find the complete survey results, check out the September 2007 issue of The Bottomline, HFTP’s bimonthly journal.

IQLink May Be Just The Ticket Against Vandals

2008-06-02T11:19:00.000-07:00

Golf course vandalism isn’t a novel threat to superintendents. There are copious acts of vandalism each year to course facilities and supplies. In fact, some golf course-specialized insurance firms have put the number of annual acts into the hundreds and thousands. Consequently, vandalism acts are rising and is yet another problem facing golf courses.

The costs to such incidents are skyrocketing. These financial hits include insurance premiums, especially for repeat incidents, replacements costs to carts and course supplies, and of course lost revenue if the incident forces any kind of shutdown for repairs.

In fact, last week at Torrey Pines, the location for the next month’s U.S. Open made national news by vandalism. It was the second time in a month that the San Diego championship course was hit by vandals. Course employees discovered vulgarity etched into the bunker on the 3rd-hole. Reportedly, there were several other broken sprinkler heads on this same hole, the course’s most photographed and signature green.

These acts prompted superintendents to put up fencing near the green and to install a set of portable lights. With any luck, the June 9th 2008 scheduled U.S. Open will begin without any further problems.

The most common target for vandals hitting the links after dark is golf carts. Although, stealing the cart may be way more serious than any possible damage to the cart itself. Courses have reported vandals driving the carts across the pristine and protected greens and in places that damage prime course ground which has high potential for an environmental and financial burden.

So, how do you stop these acts from happening on your own course? Well, there may not be a fail-proof way to prevent all course vandalism, but Golf Business Magazine published some good advice on how to tip the odds of ending joyriding in your favor – outsmart the vandals with technology.

In cooperation with Club Car, UpLink created a IQLink system, which integrates UpLink’s GPS-based course management system with the motor controller in Club Car’s IQ System golf cars to give the course control over where golf cars go and don’t go. The IQLink software also allows courses to shut down their entire fleet after dark night to ensure the cars don’t end up in the hands of illegal riders, even if they have a key.

Golf Business Magazine reports, in addition to thwarting vandalism, courses also can use the IQLink system to define areas where they want to restrict or control golf car use and program the cars’ performance in those areas. For example, if a golf car is entering an environmentally sensitive area, going too near a green or starting down a steep grade on a cart path, IQLink can send a message to the GPS display in the golf car to alert the driver to the situation. The technology can actually override the driver’s behavior to slow the car to a safer speed or stop the car completely if it continues on the same path.

The technology enables courses to define areas where they want to restrict or control golf car use and program the cars’ performance in those areas.

Wouldn't you consider having full control over your golf carts?

Source

Roundup vs Glyphosate?

2008-05-27T09:34:00.000-07:00

Golf course superintendents are well familiar with trying to save money. However, what they might not be familiar with is the growing trend of generic brands. Course managers can still produce well-manicured golf courses by purchasing generic or post-patent pesticides.

Based on a recent Golf Course News survey of 400 readers, 59 percent say they buy generic pesticides. Because in general, generic herbicides will always be cheaper than brand ones. Some course managers tout a savings of 10 percent of more by using generic products.
But when something is cheaper, is it as effective?

Well, it is not quite as easy as it looks.

Pesticide suppliers are saying there are more than one factor that goes into buying different product versions. And, there are pros and cons to the generics available on the market.

Here on some suggestions on buying name brand vs. generic pesticides

Know what you’re buying and how to apply it correctly. Have you used the product successfully in the past?

If you need technical support, find out what support is offered or available before buying and using the product. The level of product support requires research, such as with branded products. Companies that only sell generic products might not be capable of supporting you as much as companies who produce generics and branded products or just branded products. There are various levels of support to consider: manufacturer, distributor and formulators. Ask the company selling generics if it will provide performance guarantees.

Cost is an important factor. However, if a product doesn’t perform well and there are no performance guarantees, the result is no monetary savings, and you’ll incur additional costs by having to purchase more product along with the labor costs to reapply. Cost is easy to compare once you understand and compare a product’s active ingredient. The main cost drivers are: quantity of active ingredient in the container as a total percentage and the quality of support from the manufacturer that is going to be offered.

A common myth is that generics don’t perform as well as branded products. However, to receive EPA registration, the active ingredient in generics must have the same technical merit as the current manufacturer branded product. Check the formulation. Sometimes generics are formulated slightly different than the branded product, therefore, you must read the label carefully to make a direct product comparison.

A little research and background knowledge may be the trick for savvy pesticide buyers. Because in the end, the biggest decision operators and superintendents may face is whether or not saving money is really justified.

The Number's Game

2008-05-19T09:56:00.000-07:00

Rounds are down nearly 10 % from this time in 2007, according the National Golf Foundation. Let’s look at some other current numbers from the NGF:

There are 31,548 golf courses in the world
There are 119 courses where golf courses exist
North America has 59 % of the total worldwide courses
Europe has 19 % of courses worldwide
Asia has 12 % of courses worldwide
Other countries have 10 % of the total worldwide courses
There are an average of 50 golf ranges that open in the U.S. each year
There are an average of 50 golf ranges that close in the U.S. each year
In 2007, 113 new courses opened
In 2007, non-traditional courses (executive or par-3) accounted for 43 % of the total closures closures, but only 20 % of the total U.S. supply
During peak hours at Chelsea Piers Golf Club in Manhattan (the most expensive range in the nation) it costs 28 cents per ball
There were 600 million range balls hit in the U.S. in 2003
Left-handed golfers make up 7.4 % of the golfing population
More than 20 years ago, left-handed golfers made up 5.6 % of the population

You Can Lead Your Course To Water...

2008-05-09T13:01:00.000-07:00

Golf Business Magazine questioned 669 golf leaders about what they felt was the predominant environmental issue impacting the golfing industry. The survey reported that 77 percent of respondents felt water management topped the list. What I found was that these golf leaders do have reason to worry...
Did you know that a golf course can use as much water in a year as a small town? And in places where water is scarce, such as the ever popular and dry Las Vegas, golf courses make up more than 25 of the 100 biggest water users in the state.

Other findings show that courses in the United States each use 300,000 gallons of water a day on average.

According to the United Nations Environmental Programme's 2007 report, it is possible that by the year 2025, nearly 2 billion people on the planet will be living in absolute water scarcity conditions, while the majority of the world’s population will be living in under water stress.

Some have even dubbed water as "the new oil."

There may be hope. At least that is what some are saying.

More and more courses have opted for more expensive water conservation technologies, irrigation systems, and drought-resistant grass. Specifically, many experts are saying that the answer is in recycling water and growing hardier varieties of grass. Suggestions have been made to use substitutes of layers of synthetic soil. For example, there is a product on the market called Fytofoam which is a unique amino-plastic substrate material and readily absorbs water and nutrients and most importantly, retains them. In fact, it also retains at least 37 percent of air for vital good grass growth.

The following is what the USGA has to say about water conservation. They have provided best management practices for golf course irrigation below.

"Best Management Practices for water conservation could be described as the combination of proper plant selection and cultural maintenance practices that provide adequate turf quality for the game of golf while minimizing water use."

These could include:
· Selecting low-water-use turfgrasses, groundcovers, shrubs and trees for use on the course.
· Providing adequate levels of nutrients to the turf, including a balance of potassium and nitrogen, while avoiding excessive levels of nitrogen.
· Using mulches in shrub and flower beds to reduce water evaporation losses.
· Adjusting mowing heights to the ideal levels, depending on species and seasonal water use characteristics.
· Using soil cultivation techniques such as spiking, slicing and core aerification to improve water infiltration and minimize runoff during irrigation or rainfall events.
· Improving drainage where needed to produce a healthier turf with better root systems that can draw moisture from a larger volume of soil.
· Limiting cart traffic to paths to minimize turf wear and limit soil compaction.
· Cycling irrigation sessions to ensure good infiltration and minimize runoff.
· Root pruning trees near critical turf areas to prevent tree root competition with the turf for moisture and nutrients.

In short, you will see that all these studies popping up are showing that if courses continue the way they are going, there simply won't be enough water to go around in the long run. Can you imagine a world where golf courses are prohibited? But, golf is getting better at innovations and adapting to the challenge of conserving water. We'll see what happens.

Find The Right Employees For Your Course

2008-05-05T10:30:00.000-07:00

According to the About.com website, the top ten reasons that people quit their jobs are:

1. Company is experiencing a downward spiral.
2. Relationship with your manager is damaged beyond repair.
3. Life situation has changed.
4. Values are at odds with the corporate culture.
5. Stopped having fun and enjoying your job.
6. Company is ethically challenged.
7. Behaved in ways that are considered improper.
8. Burned your bridges with your coworkers.
9. Stress level is so high at work that it is affecting your physical or mental health.
10. Are challenged.

(Strangely, there isn’t anything listed about lack of compensation?)

Looking at a recent National Golf Foundation report, golf facility turnover is nearly 20 percent. Some experts have something to say about that.

Michael J. Kenney, for example, joined the PGA of America in 1997 and specializes in employment services consultation. With more than 40 years of business experience with the golf industry and Fortune 10 corporations, Kenney has much expertise on why anyone would want to work for your course.

Also, remember the PGA of America offers the expertise of nine regional PGA career consultants, who provide a structured and logical approach to assist in your search for a new golf professional. These employment experts are organized across the United States and have a good understanding of the regional nature of the industry and the national perspective. The career consultant’s objective is to guide you through the selection process and make it as easy as possible.

“Finding the right replacement for your departing golf professional can be tedious and time-consuming process,” says Kenney.

“This generation of employees tends to place importance on being treated fairly, paid appropriately, have interesting and challenging work and enjoying a positive work environment. Absent these characteristics – they quit. Unlike their parents who would “tough it out” and “try to make the best of it,” the coming workforce is very ready to move on to other opportunities. And to some extent, older employees are adopting those same basic tenets.”

In short he says, “employer loyalty is dead,” he continues.

Click here to see what Kenney has to say in “Hiring The Right Golf Professional Made Easier.”

How Do You Fill Your Club's Dining Room?

2008-04-26T00:29:00.000-07:00

Overall, 56 percent of managers say formal dining space at their club will decrease by 2010. Is it because people would rather drive 10 miles to the nearest pub and grill after 18 strenuous holes? Doubt it.

The clubhouse is the first and last impression of your course. It’s important to keep those dining chairs filled - not only for revenue, but for atmosphere. Savvy operators are also finding that a top-notch running dining room is a viable, and somewhat necessary way to attract incremental business from non-golfers as well. But how do you pack what may be a dying dining room?

Last year at Great Country Club’s of the South Symposium, Carolina Country Club General Manager, Jack Slaughter, talked about the growing trends in food and beverage and how to fill seat’s in the Club’s Dining Room.

Jack made four keys points on the subject. Here's what he had to say:

1) Hire only a quality well-trained staff with the right attitude and leadership.

2) Purchase only quality food with an innovative menu, traditional favorites and options geared towards what the members like and your team does well.

3) Branding your F&B Program – Try to brand what you have going for you, build on your strengths...could be your Chef, a venue style of cuisine or service, your location, unique culture or tradition. Build consistent marketing effort – “Branding” includes uniforms, tabletop, menus, decor, and wine list.

4) Market and promote your Chef at every opportunity. Look for ways to expose the Chef to the membership and build a personal relationship with individual members, Chef Tables personal notes from the Chef, newsletter articles, competitions, Chef in dining room talking to members etc.

Is Your Club Still Right For You?

2008-04-17T16:36:00.000-07:00

When you think of your club, you probably don’t often ask yourself how truly happy you are as a General Manager. After all, you work at a golf course. Many would dream of a job coupled with beauty, the freedom of being outside all day, not being cooped up in an office, and working with customers that are mostly happy to be where they are.

But what happens when the “club culture” and “core values” of your club conflict with your own personal core values? That is what Norm Spitzig is asking anyway. Spitzig is a senior partner with Master Club Advisors, an executive search firm for the private golf club industry, and publishes two newsletters on the subject.

In his article entitled, “When Values Collide,” Spitzig talks about something rarely discussed when working in the golf course industry. He talks about listening to one’s inner self to discover if you are fundamentally unhappy with your club.

It’s quite important, he suggests, to be truthful with yourself and to maintain your core values. Or, rather “leave that environment and strike out anew.”

With all the variables that go into finding another club; e.g. submitting resumes, supporting your family, location, skills, experience, comfort, compatibility, overall fear of the unknown, etc., it’s important to be open and direct when looking at your own values?

Spitzig presents the following core questions to “help you really be honest with yourself in coming to the right decision” and how you truly feel about your club:

* Do too many people in the club community in question act as if the good of the individual is more important than the good of the many?

* Do too many people behave as if club rules exist to be frivolously tested and/or maliciously broken rather than respected and adhered to?

* Do too many people act as if the retention of talented, loyal, and reasonably compensated employees is less important than constant turnover and the perceived opportunity to hire cheaper?

* Do too many members treat the staff in a servile, condescending manner rather than as "ladies and gentlemen, serving ladies and gentlemen?"

* Are the number of egregious behavioral problems sufficiently large and ongoing to require some sort of formal grievance committee?

* Are those in power more interested in their own personal agendas rather than addressing the operational, social, and athletic needs of the entire membership?

* Do too many people lack the basic "club sense" necessary for a successful, enjoyable, and quality club operation?

Have you answered yes to any of these questions? If so, Spitzig contends that ignoring it will cause that awareness to “only come back and haunt you...”

“As the horrific and life-changing events of Sept. 11 have reaffirmed to us all, life should be cherished and savored with those we love and respect. This applies to your home and the members of the worldwide private club community. If you are currently with the right club for you, then enjoy it and proclaim it to anyone who will listen. But if your gut tells you that the club that you are with no longer feels like home, then the choice is clear -- it's time to leave. By doing so, you'll be happier and more productive in the long run,” he explains.

Click here to learn more about Master Club Advisors their approach in placing General Managers.

Back To Basic Best Practices

2008-04-14T12:41:00.000-07:00

Let’s go back to basics for a moment. The basics of good customer service, recognition, best practices, and the overall thinking that if you treat your guests properly, they will be yours forever.

Based on some reading in seasoned publications of the industry, I came across some helpful fundamentals that every course should be maintaining and/or brushing up on.

Entitled “Making the Most of the Moment,” author Carl Swanback uses his extensive background in hospitality and international resort management to provide some key tips on ‘making the most of the moment’ at your club.

The following are some tips Swanback suggests:

Welcome Guests Promptly. You and your staff should strive to acknowledge every person who enters the pro shops with a smile and friendly greeting within 10 seconds. Be sure staff members individualize their greetings because they can start sounding fake when every customers is asked the same question or welcomed the same way.

Be Sincere. Flattery without sincerity is insulting.

Create a “First Name” Culture. Names are power, so don’t just send customers to the course. Have them check in with “Jane, the starter” and let them know it’s perfectly fine to ask for you by name of their next visit.

On the course, consider these as positive customer experiences that extend well beyond the pro shop:

Spread The Love. Inform starters and marshals of upcoming events, areas of ground under repair, hidden pin locations, aeration schedules and lunch specials so they can share the information with golfers. The more helpful you or your player assistants are, the more likely it is that guests will want to come back.

Take The Blame – Even If It Isn’t Your Fault. So you called a group up to the first tee only to discover the previous group is a little slow. Apologize for not spacing them farther apart from the group ahead of them. This works equally well for the marshall. If the course is backed up, have your ranger apologize and take the blame rather than pointing the finger at other guests.

Prod Politely. When it does become necessary to speed up slow-playing patrons, be polite. Rather than starting, “You’re holding up the groups behind you,” solicit their help. Ask if they could help you out by playing “ready golf” or picking up their pace slightly. Or, offer a tip that will help speed play, such as staying left in the next fairway to avoid the hidden hazard.

Beyond these simple suggestions, Swanback clearly states that the best way to impact a guest’s experience is by empowering a staff and serving customers passionately. He says always make sure to thank each and every guest for visiting.

Golf Leaders Prepare To Stand Before Congress

2008-04-04T09:00:00.000-07:00

“Tax benefits were given to businesses hit hardest by the hurricane and golf wasn’t one of them.” ~ Mike Hughes, Chief Executive Officer for NGCOA.

According to the National Golf Course Owners Association (NGCOA), in 2005 golf was a $76 billion industry employing hundreds of thousands of workers, attracting 40 million participants, and growing at a 4.1 percent annual clip.

But in the wake of Hurricane Katrina, a tax relief passed by Congress excluded golf courses and the industry sustained losses in the neighborhood of $195 billion while 2 million people lost their jobs (an estimated $61 billion in income).

Earlier this year, at the 55th PGA Merchandise Show, golf leaders were in talks about the significant economic impact of the industry. Also at this time, Golf 20/20’s economic impact study was released. This report highlighted golf’s significant economical crash nationwide.

Because of Hurricane Katina, and the substantial losses the golf industry had to endure, golf leaders are now taking action to prevent history from repeating itself.

The first annual National Golf Day will be held this April 16th at the Capitol Building in Washington, D.C. This, Hughes says, should be “the start of a partnership between golf and the public.”

The PGA of America, the PGA Tour, the USGA, the LPGA, GCSAA, CMAA, The First Tee, and the World Golf Foundation will all be represented. These groups intend to show Congress that golf is not an industry to be taken likely.

The event will be held that Wednesday from 8 a.m. to 8 p.m. and includes everything from press conferences to forums to lunch with Senators.

So what can you do as a course owner or manager to support and possibly sway any Congressional movements as a result of the premier National Golf Day?

Perhaps a little old-fashioned letter writing is in order...

Consider sending Congress a personal letter from your course to talk about the technology you have, the positive recreational benefits available for citizens of all ages, shapes, and economic backgrounds, and finally (and possibly the most effective), how golf supports travel, tourism, and the economy as a whole.

It might be time for course owners and managers to come together. Because one little voice, combined with other little voices, can be heard.

Any letters sent should be addressed to:

The Honorable (your state’s Senator)
United States Senate
Washington, DC 20510

As Hughes says, “It’s our turn to shine, to show Congress and the country the impact golf has on the economy.”

Click here for a complete transcription of the 55th PGA Merchandise Show.

To learn more about National Golf Day, contact the NGCOA.

Leap Year Helps Grow Rounds

2008-03-27T14:51:00.000-07:00

The National Golf Foundation (NGF) recently reported an increase in rounds for February 2008 vs. February 2007. Same-store rounds in the U.S. were up 10.4%, bringing the year-to-date number to +3.4%. Where the largest volume of rounds is played in the month of February, rounds were mostly up: 7.2% in Central/South Florida; 8.8% in Gulf Coast; and -0.8% in Southwest.

The February increase was the result of an additional day (February 29, 2008 - leap year) and a slight increase in play days due to better weather.

Large percentage increases in February in the Northeast and Upper Midwest are not meaningful. The majority of facilities in those regions had no rounds in both February 2007 and February 2008. A few facilities had a small number of rounds, and they saw an increase.

Public facilities fall into one of three categories based on peak season weekend green fees with cart: Premium (High) - Above $70; Standard (Middle) - $40-$70; Value (Low) - Below $40
Region 10 includes Hawaii; Region 11 includes Alaska.

Rounds Played, 2008 vs. 2007
Source: NGF/Allied Golf Associations

	February	Year-to-date
Total U.S. facilities	10.4%	3.4%

Private Clubs	12.4%	4.0%
Total Public Courses	10.0%	3.2%
Premium	3.4%	0.8%
Standard	11.2%	1.9%
Value	11.4%	4.8%

Region
Northeast	133.5%	-13.8%
Mid-Atlantic	62.8%	17.3%
Southeast	22.9%	10.5%
Central/South Florida	7.2%	1.6%
Gulf Coast	8.8%	6.8%
South Central	15.7%	24.0%
Lower Midwest	7.5%	-3.4%
Upper Midwest	360.4%	-29.2%
Mountain	8.7%	7.8%
Southwest	-0.8%	-7.6%
Northwest	15.5%	1.9%

About the NGF
The mission of the National Golf Foundation, founded in 1936, is to help golf businesses succeed by providing marketing, research and other consulting services. Based in Jupiter, Fla., the NGF serves many constituencies in the golf industry, including equipment manufacturers; builders and developers; facilities and practice ranges; course architects; retailers; turf maintenance suppliers; golf associations and the media. For more information, visit www.ngf.org.

Cypress Golf Solutions Announced New Website Design & Development Service

2008-03-21T10:53:00.000-07:00

Cypress Golf Solutions just released an announcement about its new course website design and development service. The purpose, of course, was to inform course managers and owners that Cypress has launched these services to help courses grow rounds through improved online operations and technology. Please see below.

PORTLAND, ORE. – (March 20, 2008) - Cypress Golf Solutions, the leading golf marketing and technology firm focused on maximizing rounds and revenue is pleased to announce it has branched into golf course website design and development.

To more efficiently maximize tee time bookings from course websites, yield manage online inventory, send targeted emails using the Cypress email marketing tool, and to distribute tee time inventory to the Cypress networks, Cypress shaped its functionality for golf course operators to allow for a more enhanced and comprehensive marketing and technology solution.

“Our golf course customers approached us and wanted Cypress to help with their online presence as well as adding technology to their operations,” said Matt Arnzen, director of marketing for Cypress. “Each one of our course websites is customized to meet the needs of the course and to provide a central location to showcase their course as well as an avenue to sell their tee times online.”

The distinctive new design and hosting is included in the majority of Cypress markets at no additional cost and creates a more effective way for Cypress technology to manage the largest online tee time network in the United States.

“Most of our operators were either paying way too much for their website or didn’t have a site they felt comfortable promoting,” said Matt Justine, East regional manager for Cypress. “Their previous website and email marketing technology did little to help them actually grow rounds and revenue or yield-manage their tee sheet. All of that has now changed with the launch of our new website technology.”

To view a sample of recent course websites built and managed by Cypress, please visit:

· www.emeraldcoastgolftrail.com

· www.playeagleridgegolf.com

· www.golfbridgewater.com

· www.summerglengolf.com

· www.debarygolf.com

For more information about these websites or to schedule a free demonstration, please contact 800.594.9280 ext 417.

Remember, Cypress has no up upfront or out-of-pocket costs and no long-term contracts.

You can cancel at anytime.

Solar Power Golf Carts - A Smart Alternative

2008-03-17T14:05:00.000-07:00

Course owners may want to consider some alternatives for traditional golf carts for their courses. Solar-powered golf carts have become a smart way to save since the incentives starting popping up.

These environmentally-friendly carts recharge their own batteries in the sun through solar panels mounted on the roof. Using clean, renewable solar power is a terrific way to use natural resources for an alternative transportation-solution.

Moreover, the costs of solar-powered golf carts are right on par with regular electric-powered golf carts. And, they come with the added bonus of state and federal tax credits.

As of January 1, 2006, the IRS put into effect an investment tax credit for utilizing solar that allows for a 30% tax credit for investing. The solar panel and the batteries are all part of a solar system on the vehicle.

For example, if the retail value on a new golf cart is $2,700.00 for the solar panel and $600.00 for the batteries, which equals $3,300.00, then the tax credit would come to $990.00 (the numbers need to be modified for purchase of just the solar roof). Also, some states may offer additional tax credits so it's important to check with your state offices.

If you want to look further in solar-powered golf cars, check out Cruise Car

Cruise Car is currently developing a new product that will allow most golf carts to become solar powered vehicles. It will soon be available to golf courses, resorts any anyone who owns a golf cart. The solar panels can generate up to 180 watts and supply 3 amps directly to a 36 or 48 volt battery. This product is intended to increase the distance the cart can go on a single charge by 30%.

Is Your Course Up For A Challenge?

2008-03-07T13:42:00.000-08:00

The great 2008 “Get Into Golf” National Skills Challenge is off. Nearly 2,000 affiliated golf courses are set up to embrace youth and golf by challenging them to a number of golfing disciplines.

As the challenge was developed for junior golfers under the age of 18, it is a great way to promote golf to younger players and a fun way to challenge them at all skill levels.

Once a golf club signs up to become a National Skills Center club, it will:

Receive promotional posters to display
Receive an Organizer's Manual
Receive Rookie & Tour Challenge cue cards
Be sent a selection of Rookie & Tour manuals to distribute to the golf club's registered junior players
Have access to an information section on the website, detailing skills, ideas, downloads etc
Have the ability to input event details and scores

The Challenge covers five golfing disciplines: putting, chipping, pitching, bunker play and full swing. Each discipline has two Challenge activities, making 10 in total. The first official Challenge of 2008 is due to start tomorrow on Saturday, March 8th.

This is just a terrific initiative for clubs to promote and support the nearly three million junior golfers (ages between 12 and 17) in America as well. Similar programs have been adopted aimed to impact the lives of young people. But, perhaps not only young persons would benefit, but your course would as well by checking out some of the following programs led by the PGA of America and The World Golf Foundation:

The First Tee

National School Golf Program

Junior Links

GCSAA Discusses Challenges Superintendents Are Facing

2008-02-29T16:23:00.000-08:00

Recently, I came across a publication based out of Laguna Beach. Now I know that Southern California has some of the most breathtaking and beautifully manicured courses in America. Although, golfers commonly pay big bucks to these courses, and generally it is worth it because of California's picture perfect coastline and unbeatable weather. In any case, this publication entitled, Boardroom, is one that I have never heard of before, yet it was worth the wait.

Boardroom has some terrific articles aimed to educate golf course owners, directors and superintendents. With 12 years of distribution behind the magazine, I took a further look and found a fantastic article entitled “Challenges Are Many For Course Superintendents.”

In it, Boardroom sat down with the president of The Golf Course Superintendents Association of America (GCSAA), Timothy O’Neil, to discuss the many challenges facing golf courses today.
Here are some of the questions that were asked:

What are some challenges superintendents are facing as they work to maintain courses?

How much autonomy should a superintendent have?

What is GCSAA and how does it benefit private country clubs?

What role would GCSAA see for an elected greens chairman?

What is the Golf Industry Show?

What is the future role of the superintendent?

Be sure to check out how O’Neil answered by clicking here

Are Americans Giving Up Golf?

2008-02-22T10:30:00.000-08:00

The New York Times (NYT) is worried about golf in the United States. This may or may not be a surprise to you, but golf courses are going to have to work harder to stay afloat. Paul Vitello from NYT reported yesterday that more and more Americans are giving up golf.

The total number of people who play has declined or remained flat each year since 2000, dropping to about 26 million from 30 million, according to the National Golf Foundation (NGF) and the Sporting Goods Manufacturers Association.

More troubling to golf boosters, the number of people who play 25 times a year or more fell to 4.6 million in 2005 from 6.9 million in 2000, a loss of about a third.

The industry now counts its core players as those who play golf eight or more times a year. That number, too, has fallen, but more slowly: to 15 million in 2006 from 17.7 million in 2000, according to the NGF.

When Vitello questioned why golfers are on the decline, many possibilities were found: economics - too much supply and not enough demand, changing family roles, etiquette rules, and time, which seems to be the biggest factor contributing to the current decline. The problem is not a game of golf, but the game of golf itself.

Here is what some industry professionals had to say about it:

"The problem is time,” said Walter Hurney, golf course real estate developer. “Men won't spend a whole day away from their family anymore. They'll play early at weekends but have to be back by lunchtime.”

“The old adage 'once a golfer, always a golfer' no longer exists.” said Jim Kass, research director of the NGF. “No time; two jobs; real wages not going up, pensions going away, corporate cutbacks in country club memberships.”

“Years ago, men thought nothing of spending the whole day playing golf – maybe Saturday and Sunday both,” said Richard Rocchio, New York regional director of the National Golf Course Owners Association. “Today, he is driving his kids to their soccer games. Maybe he’s playing a round early in the morning. But he has to get back home in time for lunch.”

Every golf course has its rules and struggles with pace of play, but 18-holes still takes more than four hours on average. Not to mention the time involved booking a tee time (unless you’re smart and book one online rather than waiting on the phone with the pro shop while he searches for tee time availabilities in between his or her customer service responsibilities and retail sales), preparation to go to the course (because how many of us are lucky enough to live right on a golf course?), getting golf gear together, socializing, warm-up, etc. A game of golf really takes a full day.

So what can be done about all this? Perhaps that is why golf is often closely associated with business networking and corporate success? When people have jobs to do, would they rather do them on the fairway than in an office? I know I would.

Check out what the New York Times has to say.

Stay On Top Of What's Happening: Network While Learning More About Course Maintenance

2008-02-15T15:39:00.000-08:00

Why network? Only because it is the most effective and powerful way to make professional connections and build enduring, mutually beneficial relationships.

Why is that important? Only because it is the best way to stay on top of what is happening in the industry and to disseminate information from the experts, educators and sometimes the decision makers who are making things happen.

“It’s not what you know, it’s not who you know, it is what you know about who you know."

Here are some upcoming opportunities to network and attend some educational workshops being held across the country for golf course superintendents and owners to learn more about important topics such as course maintenance.

February 18 -21
Environmental Connection 2008 – The world’s largest soil and water event to be held at the Colorado Springs Resort in Orlando, Florida. This educational gathering, by the International Erosion Control Association, will offer full days of training courses, case studies and technical paper presentations and more than 160 vendors.
Visit www.ieca.org/Ec08 for registration information.

February 19 -20
Gateway Green Industry Conference – Focused on turf issues, golf course maintenance, trees, landscaping, athletic fields, aquatics, greenhouse insects and diseases. This event will be held at the Gateway Convention Center in Collinsville, Illinois.
Visit www.illinoisturfgrassfoundation.org or email pstanton@uiuc.edu for more information.

February 25 -28
2008 Illinois Turfgrass Short Course – Consists of lecture and hands-on laboratory sessions offering information on management, soils, fertility, and pest control. This event is being hosted by the Midwest Regional Turf Foundation and will be held in Willowbrook, Illinois.
Visit www.mrtf.org for registration information.

February 25 -28
Western Pennsylvania Turfgrass Conference – This session is designed to help golf course superintendents and turf technicians gain a good understanding of reel mower application, quality of cut and after-cut appearance. Understanding reel technology concepts will aid in the development of reliable diagnostic practices for resolving after-cut appearance issues and improving turf quality. Hosted by the Pennsylvania Turfgrass Council, this event will be held at the Greater Pittsburgh Expo Mart in Monroeville.
Visit www.paturf.org or call 814.238.2402 for more information.

February 27
Golf Course Superintendents Association of America (GCSAA) is hosting a Webcast: Bunker Sand Selection 2008 – GCSAA Education.
Visit www.gcsaa.org/education/webcast/webcast.aspx or call 800.472.7878 for registration information.

February 27
Strategies and Products for Managing Weeds and Invasive Plants – This program will give an overview of the many strategies and products available for managing weeds and invasive plants in ornamental beds and landscapes. Also, management strategies for several of the most difficult-to-control weeds will be outlined. UMass is hosting the event at the Publick House in Sturbridge, Massachusetts.
Visit www.umassgreeninfo.org or call 413.545.0895 for more information.

February 27
Southeast Regional Conference by the New York State Turfgrass Association – Dr. Daniel Potter will talk about destructive turfgrass insects. The conference will be held at the Holiday Inn in Suffern, New York.
Visit www.nysta.org for registration information.

March 3 -6
New England Regional Turfgrass Conference and Show – Green Industry Professionals will share the latest in turf news, education and research. The New England Regional Turfgrass Foundation is hosting the event at the Rhode Island Convention Center in Providence.
Visit www.nertf.org or call 401.848.0004 for more information.

March 4
Strategies and Products for Managing Diseases of Landscape Trees and Shrubs – The workshop begins with a detailed discussion of management strategies – especially what things about the plant, the disease, and the environment to keep in mind when deciding on a particular strategy. The emphasis will be on management products available with an examination in some detail of what they do to disrupt the disease infection process. Finally, the program will look at several disease problems commonly seen in the diagnostic lab and discuss which of the strategies discussed earlier apply to their effective management in landscapes. The Umass Forestry Program is hosting the event at the Holiday Inn in Marlboro, Massachusetts.
Visit www.umassgreeninfo.org for registration information.

March 4 -5
Michigan Green Industry Trade Show and Convention – This workshop will instruct on lawn and landscape equipment, heavy duty equipment, snow equipment, trucks, nursery stock, chemicals, hardscapes, irrigation, water features and lighting supplies, business related equipment and other services. The Michigan Green Industry Association is holding this event at the Rock Financial Showplace in Novi, Michigan.
Visit www.landscape.org or call 248.646.4992 for more information.

March 11
Golf Course Superintendents Association of America (GCSAA) is hosting a Webcast: Phosphorus Fertilizers and Pollution: What Turf Managers Need to Know – GCSAA Education.
Visit www.gcsaa.org/education/webcast/webcast.aspx or call 800.472.7878 for registration information.

March 18
Strategies and Products for Managing Insects in the Landscape – Over the past five years there have been many changes in the products available to the landscape professional for managing insect and mite pests. Additionally, several new pieces of federal and state legislation have removed many of the old-style broad-spectrum chemicals from the market. While many of these new products work very well, understanding exactly when and how to use them can be a bit complex. This lecture will explore the major new groups of these insecticides and miticides while explaining the appropriate usage and timing for each one. The Umass Urban Forestry Program is hosting this event at the Holiday Inn in Marlboro, Massachusetts.
Visit www.umassgreeninfo.org for registration information.

March 20
Non-chemical Products and Strategies for Disease, Insect and Weed Management in the Landscape – In recent years many customers have called upon their landscape professional to use non-chemical or organic strategies and products for managing landscape pests. This program will outline the various options available when a landscape professional attempts to fulfill this request. Abiotic factors that contribute to the occurrence of diseases, insects and weeds will be discussed at this event hosted by the Umass Urban Forestry being held at the Sheraton Hotel in Milford, Massachusetts.
Visit www.umassgreeninfo.org for registration information.

March 25
Adirondack Regional Conference – Hosted by the New York State Turfgrass Association, this conference will be held at the Crowne Plaza Resort in Lake Placid, New York.
Visit www.nysta.org for more information.

March 27
Weed Management for Garden Retailers – Customers commonly ask garden retailers questions about weed identification and the control of weeds in lawns, landscapes and gardens. Some of the questions to be discussed include "What can I use to control weeds if I don't want to use pesticides or herbicides?," "Will corn gluten meal control crabgrass effectively?," "What time of year should I spray my weeds?," "If I seed my lawn in the spring, how do I stop crabgrass from taking over?," "What is the best way to control bittersweet, poison ivy and brush?," and "How do I get rid of Japanese knotweed?" A wide range of weed control strategies and retail products will be discussed in-depth. Tips and resources for weed identification will be covered. The Umass Urban Forestry is hosting this event at the Sheraton Hotel in Milford, Massachusetts.
Visit www.umassgreeninfo.org for registration information.

Attract More Golfers: Giveaway A Few Rounds

2008-02-08T10:25:00.000-08:00

In a Golf Business magazine article entitled Flip Side: An Indecent Proposal, author and editor Ronnie Musselwhite suggests how to attract more golfers and prove a facility stands apart from the crowd by giving away a few rounds.

Musselwhite makes the valid point that most people wouldn't buy a car, or subscribe to a magazine or order a new flavor of ice cream without first sampling the merchandise. He suggests giving away a couple rounds to actually encourage more rounds in the long run.

Whether you opt to make this a holiday tradition or pick a day of the week for possible new members and customers to give the course try, offering a "test run" will promote your course to seasoned golfers and beginners.

Beginning golfers might take a chance on playing golf for the first time, something they have been thinking about for ages. And, regular golfers may just find that your course is one they want to return to...

To read the entire article, click here

Myth or No Myth: Turf Maintenance is Tricky Business?

2008-01-18T14:24:00.000-08:00

When was the last time you opened up a magazine specializing in golf course management and there was not at least one article about turf maintenance? The reason is that the subject has so many aspects and variables to maintaining that flawless and pristine look golf courses are famous for that the subject is almost never-ending for course owners and superintendents.

Golf Course Management magazine published an article entitled, “Myth Busters” by David Spak, Ph.D., in their January 2007 issue. The article focuses on several common myths involving fungicides for turf maintenance. The article received quite a positive response from readers. So much so that a year later a similar article, “Myth Busters II” by Don Myers (focusing on herbicides), was published in this month’s issue as a follow-up.

Both articles are useful in relation to basic turf maintenance and both discuss common myths relating to the subject matter.

Think you know everything about fungicides?
Dr. Spak lists and discusses six myths to test your knowledge.

Myth No. 1: Bermudagrass doesn’t get diseases - In newer bermudagrass, cultivars grown on putting greens, however, diseases are definitely becoming more of an issue, perhaps because methods of identifying pathogens have improved dramatically in recent years. The increase in bermudagrass diseases also could stem from our quest for the perfect golf course. The widespread use of ultradwarf bermudagrasses on putting greens and the intense management of these grasses have made them more like creeping bentgrass in their susceptibility to diseases and requirement for fungicides.

Myth No. 2: Nitrogen fertilization causes disease - Probably one of the most misunderstood phenomena of managing turfgrass disease is the influence of nitrogen fertility. A long-held belief is that nitrogen fertilization will cause or increase turfgrass disease pressure. Although this may be true of some diseases, disease problems on golf courses often are caused by just the opposite — low nitrogen fertility.

Myth No. 3: Contact fungicides are necessary for curative disease control - When a disease is active, it resides within the plant. Contact fungicides stay on the outside of the plant, protecting the plant from infection. It is true that most contact fungicides will stop the growth of mycelia and cause their collapse. But a contact fungicide will not stop disease already within infected plants. An effective systemic fungicide is needed to “cure” infected plants. It also will stop the growth of the mycelia on the outside of the plant.

Myth No. 4: Fairy ring symptoms always include mushrooms and rings - Fairy ring symptoms might be localized dry spots in the shape of a ring or many partial rings. You might see mushrooms alone or green rings by themselves. Other symptoms include wilting in a circular pattern or coalescing rings — sometimes in the shape of a Mickey Mouse head! The reason for these diverse symptoms is that fairy ring fungi do not attack the turf; they inhabit the soil, growing on organic matter.

Myth No. 5: If I see mycelia, it must be pythium blight - Pythium blight is infamous for its cottony, white mycelia. However, a diagnosis of pythium blight based a single sign may not be accurate. Several other diseases can develop white mycelia under the right conditions - an innocent spider web may be misdiagnosed as pythium blight. Active dollar spot can produce mycelia visible in the early morning hours in the presence of dew. Even brown patch can develop whitish mycelia in the early morning hours. Correct diagnosis of these diseases may only be possible with microscopic identification.

Myth No. 6: Fungicides kill diseases and sterilize the soil - Pesticides are a group of compounds used to control pests, whether they are insects, weeds or diseases. Fungicides are a specific type of pesticide used to manage plant diseases. The true meaning of the word fungicide is “to kill fungus.” Though the suffix “-cide” refers to killing, the meaning is not completely accurate when it comes to fungicides. Most fungicides currently available for managing turfgrass diseases are actually considered fungistats. The suffix “-stat” means to slow growth or to prevent from growing. Fungicides do not kill fungi outright. This is why fungicides may need to be applied repeatedly when conditions are favorable for disease activity.

Click here for a more complete description of the author’s Mythbusters

Killing weeds can be a tricky business.
That is why Don Myers’s dispells a few “common misconceptions about one of the most important tools in a superintendent’s arsenal.”

Myth No. 1: All pre-emergent herbicides harm turfgrass roots - Not necessarily. Whether a herbicide harms turfgrass roots depends on how the herbicide affects the biology of the plant and the vigor of the desirable turf. Some pre-emergent herbicides, such as oxadiazon, among others, work by affecting the shoot of emerging weed seedlings. Used before the weeds emerge, oxadiazon will control weeds before they sprout and will not harm turfgrass roots.

Myth No. 2: You should always use an adjuvant when applying herbicides - Adjuvants are used to wet leaves and facilitate coverage by the herbicide product, allowing better penetration into the leaf cuticle. Because many herbicides already contain an adjuvant, it’s not always necessary to add one.

Myth No. 3: There is a damaging buildup of herbicides after three or four years of use in turf - Environmentally friendly herbicides break down and do not build up in the soil after they have been applied and have completed their job of controlling weeds. Newly registered herbicides meet rigorous standards to assure that accumulation in the environment will not be a problem.

Myth No. 4: Environmental factors do not matter in regard to herbicide performance - If post-emergent herbicides are applied to drought-stressed weeds, they may not perform effectively. Or, if a heavy rainfall follows a post-emergent herbicide application, the product may be washed away before it has had an opportunity to control weeds. Conversely, if a pre-emergent herbicide is applied during dry conditions and the applicator does not irrigate to activate the product, the product may not perform effectively. Rainfall or irrigation are generally needed for activation. How fast, how well and whether a herbicide works all depend on environmental conditions.

Myth No. 5: Non-selective herbicides are toxic to all plants. Selective herbicides are safe on all plants - Nonselective herbicides will control the majority of weeds, but not every weed. They will damage most turf or ornamentals if applied directly. Selective herbicides have a significant degree of safety when applied to particular groups of plants, but they can’t be used on every turf type or ornamental.

Myth No. 6: Once crabgrass germinates, it is impossible to control - Crabgrass is a difficult weed to control once it has emerged. But some herbicides have effective early post-emergence activity and can be used on small crabgrass seedlings. Other post-emergent herbicides are designed specifically for controlling established crabgrass and are well-tolerated by desirable cool-season turf. Bottom line – You can gain control of ugly crabgrass plants, even after they’ve established a foothold in your turf.

Click here for a more complete description of the author’s Mythbusters

Working Hard To Get Those Email Addresses?

2008-01-11T10:06:00.000-08:00

Obtaining your customers’ email addresses provides you an additional and excellent outlet for reaching your customers. It allows you to market directly to them for free, a channel to offer incentives to keep members loyal and customers coming back, and a place to request feedback on the course’s performance. There are endless possibilities with a good customer database.

Cypress Golf Solutions is here to help you. Cypress can build, manage and maintain your customer database. Nevertheless, the following are some simple savvy ideas for course owners and managers to get started building a database on their own:

Get a Website – In this day and age, I cannot stress enough the importance of a website. It’s cheap, it’s easy, it’s valuable, and it makes sense. One of the greatest reasons to have a website is to get people registered and collect their email addresses. Your website can offer promotions and contests that draw people’s email addresses or an area to submit feedback on the course and staff. If you are unsure how to create a site, let Cypress build one for you. *Consider setting up auto-responders so that people who enter the online contest or submit feedback will have the option to sign up to your emailing list or send the promotion to a friend.

Host a Contest – Set up a contest registration box in the pro shop that offers a free round of golf for a foursome. It is as simple as putting out a nice looking bowl with a sign advertising the prize and suggesting to players that they drop in their business card. This also can work well at tradeshows or public events that golfers frequent. Remember to make the offer worth the trouble.

Free E-Postcards – Golfers love to brag to friends and associates about what courses they have played. Quite simply, set up a link on your website or in-house sign-up sheet that offers free E-postcards. Set it up where both the sender and receiver are emailed, and you get two email addresses for the price of one.

Digital Photo Shoot at Your Best Hole – This is one of the greatest ways to get golfers’ email addresses. Ask a staff person with photography skills to stay at the best and most scenic hole on the course where each golfer that plays it will be offered a complimentary digital photo of either themselves or the entire group. Have them submit their email address (and any recipients) so that the picture can be sent to them. When you download the photos, send the pictures with a thank-you card and special offer inviting them back. This method is inexpensive and a great way to collect emails from virtually every person who plays your course.

Lessons – Every time someone registers for a lesson at your course, have them fill out a student registration card. Ask the player if they have any friends that may be interested in a free lesson? Or, if they are interested in a chance to win a free group lesson with friends?

Offer Coupons Online – Any specials or coupons found on your website should only be accessible by providing a valid email address first.

Just Be Upfront – Why not just tell golfers what you want? Put an email sign- up box on your home page or leave a sign-up sheet in the pro shop. Be sure to use viral marketing whenever possible.

Remember, a good way to stop customers from joining is to overload them with too much information. Don’t ask too many questions when having them hand over their email addresses. Whether they are signing up for a contest or a monthly newsletter, do you really want to scare them off by asking them at that time how long they have been married or how often they eat at the clubhouse?

Lastly, you may be tempted to buy a cheap list of names of people who haven't given their permission to be e-mailed. Don’t do it. Think about the junk that comes into your inbox – and how you want your course to be regarded.

NGCOA Brings Course Owners & Managers Together

2008-01-03T13:55:00.000-08:00

The National Golf Course Owners Association (NGCOA) annual conference is right around the corner, beginning January 28th. This is the world's largest gathering of golf course operators.

The NGCOA Annual Conference leads into the 2008 Golf Industry Show in Orlando’s Orange County Convention Center with three full days of educational and networking opportunities including:

World-renowned, high energy speakers and entertainers to inspire course managers and team.
Pre-conference workshops focusing on key issues directly affecting day-to-day operations.
Multi-Course Owners Track led by Jim Fitzgibbon, past president of hotel operations for Four Seasons.
More than 25 educational sessions with topics ranging from growing rounds to regulatory compliance.
Networking opportunities at the GPS Industries Golf Outing, held at Walt Disney Resort's Magnolia and Palm Courses.
The Golf Business Idea Fair, a competitive arena offering with great ideas to grow business.

This year, the NGCOA speakers will attempt to focus on helping savvy course owners and operators consider their own staffs as the most effective way of influencing customers and building loyalty. By learning to harness the energy and talents of employees, the NGCOA contends that course managers will make staff the most important competitive advantage.

If you are thinking about attending, remember to register

If you are not completely satisfied with this event, the NGCOA also offers a money back guarantee at the end of the conference.

Cypress Helps Course Managers Target Customers

2007-12-28T08:29:00.000-08:00

I mentioned a couple weeks ago that the most recent 2007 National Golf Foundation (NGF) Industry Report had been released. This report is distributed quarterly and is a respected analysis on helping grow golf business through research and consumer data surveys. The NGF looks at golfer characteristics, attitudes, perceptions and most importantly - spending behaviors.

So it got me thinking that while this 11-page report does a good job profiling the latest trends and insights of the golfing community, the benefit of data tailored to your golf course and to your customers - anything from how long they have been a member to how often they have dinner with the family at the clubhouse, is invaluable.

This is the core of how you as a course owner or manager survive – knowing and promoting your customers spending behaviors.

If you own or manage a golf course, shouldn’t you be taking every possible measure? Wouldn’t you like to know where your customers are coming from and how far they live from your course, how often they play your course, what their favorite brand of balls are, what is their preferred day and time of the week to play or even what their birthday is to send them a discount card to the pro shop? Knowing all this information is the best way to keep customers loyal and to keep spending behaviors high.

This can be done with a dynamic network and an unmatched ability to draw information into a database created for you.

This is something that Cypress Golf Solutions can do for you.

Every golfer that books a tee time from any Cypress source is put into your customer database. You own your customer database and can export and segment the data at anytime by whatever it is you want to know about your customers. Cypress can even help you create a targeted email to directly target these customers.

Send an email to tell them their favorite Ping driver is on sale this week in the pro shop, or that because their anniversary is coming up, you would like to give the happy couple a sleeve of Titleist balls with their names on it.

It comes down to understanding your customers. And understanding your customers means growing more rounds from existing customers and creating new golfers.

Remember, that is what running a golf course is all about.

Holiday Promos May Allow More Holiday Profit

2007-12-21T10:11:00.000-08:00

A quick trip to any shopping mall this weekend will show that people are spending money this holiday season. Many, however, are looking to avoid the stress of a crowded shopping mall by staying close to their local specialty shops. The holidays present an excellent opportunity to push your retail and highlight the fact that shopping at your course pro shop provides convenience and personable service.

Listed below are some holiday promotions that some course owners and managers have implemented to make the season bright for their members and customers and to stay profitable for their retail operations. You may want to give it some thought for next year...

• Send a letter of thanks on holiday stationery to all members thanking them for their support throughout the year. Invite them to the pro shop for a special holiday discount.

• Offer a “Secret Santa Sale” where each member can draw from a hanging stocking stuffed with varying discount cards for a percentage off retail.

• Host a holiday raffle where any member who makes a purchase in the shop between Dec. 1 and Dec. 23 has his or her name entered in the drawing for a number of prizes, which include golf equipment and apparel.

• Run a “12 Days of Christmas” sale where each day features a different special or discount on various types of merchandise. After an item is discounted, leave it on sale until Christmas. Customers will have to come back more than once to see what the next day will bring.

• Use the holiday season to host a member cocktail party in the pro shop. Members will celebrate and conversate while surrounded by retail they may consider buying.

• Display a special Christmas table featuring reasonably priced items for younger golfers—babies, kids, and teens. Feature special golf accessories, and equipment.

• Display a special holiday tree complete with ornaments that suggest gifts for women, men and children. And leave prepackaged gifts displayed under tree for purchase.

• Advertise extended holiday hours and offer gift wrapping with special golf paper.

• Pre-wrap items such as golf balls and bags to save time for consumers, especially during the last days of the holiday rush.

• Promote a gift card program. Because the gift card is the most convenient and active form of gift giving - it’s user specific and a “one size fits all” gift that is truly convenient for both the consumer and the retailer.

No matter what holiday promotion you choose, remember that events must be well publicized to generate traffic to increase sales and profitability.

Happy Holidays!

It's Time To Check Your Golf Cart Safety

2007-12-14T15:30:00.000-08:00

It goes without saying that golf cart manufacturers are in the business of selling golf carts, but more and more of these manufacturers are getting better at selling safety too.

The first golf cart was invented in the latter part of the 1940s as a way for people with disabilities to get around a golf course. Since then, golf carts have become a convenience enjoyed by millions of players for a myriad of reasons: Playing the game faster, means for holding clubs, etc. The National Golf Foundation (NGF) estimates that about two-thirds of all 18-hole rounds are played with the use of a motorized golf car.

However, the GCSAA (Golf Course Superintendents Association of America) says that golf carts can present a challenge. When they are used improperly, they can cause serious damage to the course. More importantly, unsafe operation can lead to accidents and injuries.

The GCSAA lists the following tips and information for safe operation of golf cars:

Golf carts should only be operated from the driver’s side.
Never carry more than two occupants or allow riders on the back of the car.
Be sure your passenger is fully seated and check for obstructions before moving.
Keep your entire body – particularly your feet – inside the car when moving.
Drive slowly through turns and drive straight and slowly up and down slopes.
Set the brake when coming to a complete stop.
Use extra care when operating a golf cart in reverse, or on hills, wet turf, loose surfaces or rough terrain.
Remove the key when the golf cart is not in use.
Never operate a golf cart when impaired by alcohol or drugs.
Golf carts do not provide protection from lightning – seek appropriate shelter if lightning is present.

For the sake of your golf course, remember that golf cart traffic can cause damage to the golf course that is both unsightly and expensive to repair. Tire ruts in soft, wet areas can take weeks to heal. Compaction caused by heavy traffic can ruin the playing surface. As a result, most courses have a standard golf car policy and sometimes employ temporary restrictions due to weather, construction or other factors.

If you “drive friendly,” your golf cart won’t impede the play of others:

Park your car behind or beside the green – never in front – to allow players behind you to hit sooner after you’ve finished the hole (You should generally always avoid driving a golf into the “approach” area 20 to 30 yards in front of the green.)
Stop your vehicle to avoid distracting a nearby player who is preparing to hit a shot.
Never drive into yards or neighboring properties.

Golf course superintendents only put restrictions such as “Path Only” rules in place when they feel it’s necessary to protect the turf from damage. On the other hand, there are some everyday guidelines that golfers can follow to maximize their golf experience and protect the turf.

Never drive onto a green, collar, tee or any marked hazard.
Never drive into any area that has been recently seeded or sodded.
Avoid abrupt stops and sharp turns that cause skidding.
Spread out wear-and-tear by avoiding compacted areas.
Watch for signs or other markers that direct traffic.
Avoid driving over sprinkler heads and yardage markers.
Don’t drive carts into out-of-play areas that may be environmentally sensitive (such as wildflower patches, native grass plantings and marshes).
Keep all four tires on the path whenever possible. Do not park with tires off the path.
Golfers with disabilities may be allowed access to areas not normally open to golf cart traffic. Their cars are usually marked with a flag.

Golf courses located in residential areas frequently have cart paths that cross city streets. Golfers can minimize the risk of serious injury by remembering three things when crossing residential roads in their golf carts:

Golf carts can be hard for automobile drivers to see.
A person in a golf cart is extremely vulnerable in an accident
It is a golfer’s responsibility to watch for oncoming traffic.

Motorized golf carts aren’t the only means for carrying golf bags. The USGA says the popularity of two-wheel and three-wheel pull carts is on the rise, especially as interest in health and fitness grows.

Remember, pull carts are far lighter than motorized golf cars, but this does not mean pull carts do not damage turf. Because they are more maneuverable, golfers are more inclined to take them onto areas they would not normally drive golf carts.

E-commerce Trends Tells Pro Shops To Get Online

2007-12-07T09:05:00.000-08:00

Consumers buy everything online these days: Jewelry, electronics, books, even cars. What makes golf any different? E-commerce is huge whatever the product is.

Aside from the fact the online tee time bookings have long since become a necessary trend in golf, allowing players the freedom to book when and where they want to play from the convenience of their home or office, pro shops are more and more following suit by going online.

As golf course pro shops are facing new challenges against massive retailers, it is time to try to take some money out of the pocket of the big retailers and put it back into your pro shop.

It’s true that small green grass pro shops generally don’t carry the amount of product that big-box retailers do. But it’s been said that pro shops are at an advantage because golfers are forced to walk through them when they check in for their tee time, although nothing is a guaranteed sale.

Putting merchandise online opens up the possibilities for your course to be marketed online through search engines and gives members the ability to shop and order merchandise at any time of the day. Just like booking tee times online, an online pro shop is an excellent benefit and near necessity for national visitors that do not visit regularly.

When taking that step into promoting e-commerce, it’s important to remember that your website design and its product showcase in many cases determine whether or not a golfer will buy. (This is another reason Cypress Golf Solutions only hires seasoned professionals with knowledge specific to golf courses meant to aid you in web creation services.)

Also, remember that it’s not feasible to hit all areas of the pro shop possibilities through online sales, For example, club fitting can be difficult online (but discounts for club fitting can be given). In fairness, remember a major retailer cannot hand a visitor a club to demo on the driving range out back either.

The most recent October 2007 National Golf Foundation Industry Report lists the following trends in golf and E-commerce:

“E-Commerce, or purchasing goods and services via the Internet, is growing at a faster rate then the total U.S. economy. A report released in May 2007 by the U.S. Department of Commerce indicated that the total U.S. revenues increased 8.1 percent from 2004 to 2005 while e-commerce revenues grew 17 percent over the same period.”

And further,

“Forty percent of Core golfers with Internet access indicated that they visit golf-related websites at least monthly.”

The latter makes a huge point that if you own or operate a golf course, it’s time to get online.

Are Gift Cards The Way To Go?

2007-11-30T17:02:00.000-08:00

Gift time is coming up and it might be time to consider a gift card program to enhance sales. These cards are becoming more and more popular and there is no question why. Gift cards are an excellent promotion to not only bump up sales but to bring in some cash from customers. And, giving a golf gift card to the avid or beginning golfer will make great holiday gifts.

Golf Business recommends the following things to consider when implementing a gift card program:

When selecting a vendor, answer these questions:

What is the cost of the program?
Can the card design be customized?
Are attractive displays provided?
Are current customers happy with the vendor?

Remember not to overlook security concerns when using a vendor with computerized processing. Recall that financial records for your store and your customers will be maintained on the vendor’s computers.

Also, to benefit from a gift card program, you have to promote it. Here are some ways to merchandise gift cards:

Encourage last-minute purchases - Point-of-purchase displays are great vehicles. These cards are often impulse purchases, so display them at the cash register.
Add value - Make the gift card complete by packaging each one in a little box with wrapping and ribbon. Promote during holidays.
Keep drumming - Make sure customers are continually aware of your program. Post signs and imprint receipts with invitations to buy cards.
Tie-in promotions - Once your cards are in your customers' wallets, think of new ways to attract them. You might give a percentage discount to shoppers who present their cards during certain periods. Think of reason after reason to give cardholders an incentive to visit your store.

Consider offering bonus cards and award gift cards to customers who make especially large purchases.

Traditional paper gift certificates usually sport expiration dates. The same holds for gift cards. Many cards have declining cash values based upon time retained by the customer. You have the opportunity to achieve higher profitability by capturing funds not redeemed after a certain date. Indeed, some percent of the funds loaded on gift cards are never spent. On the downside, customers may get angry when they find their cards have become worthless.

Whether to expire the card is a controversial question. Keep informed about pending regulations on gift cards and consider open-ended policies that sacrifice short-term profitability for long-term customer satisfaction.

Seeking Pro Sales For The Holidays?

2007-11-21T13:54:00.000-08:00

It’s the holiday season and while you would think that golf courses would slow down for special days such as Thanksgiving, the fact is that holidays on the courses are busier than one might think. When family comes into town, they want to go golfing. It may be a good opportunity, however, to try to boost pro shop sales.

With the right strategy, your pro shop can bring in some good revenue during the holiday season.

More and more, off-course stores have been taking a percentage of retail business away from golf couurse pro shops.. But course owners have several advantages that, if used properly, can result in a successful retail strategy.

Golf Business Magazine has come up with some ways to increase a course owner’s share to compete with big-box retailers:

Club Fitting
One major advantage golf courses have over off-site retailers is the ability of a highly trained staff to properly fit customers with golf clubs and then allow them to demo that equipment on the course and on driving range.

Perhaps offer custom clubfitting and a free round of golf with the purchase of a set of irons.

Selection
Although pro shops generally cannot compete with off-course golf-specialty stores in terms of overall square footage and the broad range of brands, they can stock the most popular selling and profitable brands in an attractive setting.

Creating an Identity
Most courses have developed an individual logo, which can be one of the keys to help differentiate pro shop items from off-course competition. Creating the best logo possible is worth the money because the club controls its use and it can be coupled with nationally recognized brands. Use your logo on all items sold.

Merchandising
Drawing golfers’ attention to merchandise through creative displays is an important part of retailing success. Remember, presentation is important.

Additional Sales Efforts
Send out monthly pro-shop specials to an e-mail database of potential customers.

Customer Service
Course managers agree the key to competing with off-site retailers is customer service. Know your clientele and what they like and are willing to spend.

To make staff more knowledgeable and ultimately better customer-service representatives, invites vendors to come to your pro shop and explain to front-line personnel why a shirt is worth $80 or why a club line is among the best available.

The most important thing is getting to know your customers and figuring out who they are buying for and what they want.

Take time to do that.

Check Customer Service...When You're Away

2007-11-16T12:39:00.000-08:00

Ever wonder what happens on a course when management is away?

Before you can even begin to comprehend and address the issues of customer service at your course, you need to have a full understanding of what is going on when you are not there. That is why I suggest secret shoppers. Many courses now are using secret shoppers to help pinpoint what is happening on a course and who and what makes things better or worse.

Golf courses are hiring marketing research companies to secret shop the quality of service in their pro shop, restaurant and course; these companies use the mystery shoppers to get information anonymously by assigning them particular purchases or to play a round of golf and then report on it.

The most important reason for conducting these mystery shops is to see your golf course and its operations through the eyes of your customers and to help the company focus on the areas that need improving... based on the customer’s reactions.

Too often course management believes that there needs to be changes in an area and the customer feedback shows that needs are elsewhere in order to keep them as a loyal customer. For example, a course owner may think that tightly merchandising their pro shop space is giving the customer the selection they want, and it turns out that the customer says it is too cramped to find anything or shop comfortably.

It is also a way to hold your employees accountable. If your employees are taught certain course protocols and they do not perform, the shop will tell.

The Cirlot Agency, a full-service public relations firm, lists the following tips when establishing a secret shopper program at a golf course.

Create Measurable Expectation – The mystery shopper evaluation form should include the employee’s job requirements and the overall impression you want customers to be left with after an encounter with an employee.

Advice Your Staff They’re Being Shopped – Employees should know mystery shoppers will visit your facility at some point, but they should not be informed of the date of the actual shop. Making staff members aware of the program conveys your commitment to customer service excellence and the importance of individual employee performance.

Hire Trustworthy Shoppers – Repeat customers make excellent mystery shoppers. Acquaintances and personal friends are effective too. By asking (and paying them) to participate, you should gain customer loyalty and create new players.

Share the Results – Discussing individual evaluations privately with each employee provides valuable feedback that can be used to improve their performance. This discussion could be part of a quarterly or annual review. Also, be sure to place a copy of each review in the employee’s file for future reference.

Recognize Top Performers – Mystery shopping can be used as a key element to any employee incentive program. It’s important to remember however, that excellence should be rewarded and areas of improvement should be identified with a set of objectives and clear tactics to accomplish them.

Mystery shopping is just one of the many ways businesses can utilize market research to their advantage with just a small expense. Utilizing a combination of market research to their advantage products such as focus groups, mystery shopping and competitive intelligence gathering will provide your business with the information and direction it needs to move to the next level. In the end, the return will far outweigh the cost of the service.

Marketing: Creating Specifics Of The Course

2007-11-09T09:51:00.000-08:00

Now-a-days, nearly all businesses, even the most humble, have some sort of marketing material. Perhaps it is something as simple as a brochure or business card. However, for a golf course, creating good marketing material has to go beyond the basic flyers, letterhead and envelopes. It’s a totally different game - no pun intended.

In the "Beginner’s Guide to Press Kits" by Golf Business magazine, it lists some of the following marketing pieces that courses should consider necessary materials.

Brochures – A good brochure communicates in a fresh, lively language with specifics about the course. Stay away from saying things like “unique” or “spectacular” or phrases that are overused and many times not true. Show what sets the course apart in the brochure and steer away from creating a brochure that could be interchangeable with others.

Yardage Guides - This is said to possibly the single more important media piece distributed. The hole-by-hole descriptions are not created just to inform a player how many yards from bunker to bunker but to describe each hole in specific detailed manner containing photos, maps and tips on how to play the hole. Remember, golfers think these make great souvenirs.

Fact Sheet - A one-page document with a brief history of the course, yardages, slopes and ratings, numbers of bunkers and water hazards, grass types, terrain, flora, architect and other related statistics.

Rate Card - Redo your rate card every year as your prices change. The best rate cards list all golf rates, cart rates, packages, lessons, etc.

Scorecard - Use the scorecard to advertise, promote and brand your course. Personalize the scorecard by printing the names of the course architect, superintendent and head professional. Include a photo, graphic or logo that golfers will associate with your facility, as well as contact info.

Tear Sheets or Awards – If possible, tout your course by showing reprints and previous press coverage from other magazines and newspaper stories written about your property. List any awards or accolades including quotes from magazines or famous people the course has received. Is the course rated among the top 100 public courses in America? Was a hole chosen as the best par three in the county? Also, frame these in the pro shop in inform golfers.

In preparing your materials keep in mind that using specifics really generates the uniqueness of a course. Was the 15^th hole once a hot spot for certain wildlife? Did a famous golfer once hit an ace in the hole on the 18^th?

How many times have you been golfing on a course that was advertised it had “breathtaking views” or “challenging holes?” Does that sound unique? Even if your course does offer those things, details in marketing your course is about showing it, not telling it.

Creating specifics shows the story and although some of these marketing materials can be costly, remember good marketing pays for itself.

Especially quality photos. Don’t hand your assistant superintendent a camera and have him take snapshots of the course. Hire a professional photographer for quality imagery. The photos will pay for themselves when magazines or local media wants to review your course, thus free quality exposure.

Finally, the most informative marketing tool you can have is a website. Not only is a website crucial to brand your company and build a community, it reaches a broader audience and reduces printing costs by uploading all the marketing materials and course packets online.

Websites, such as the ones designed and powered by Cypress Golf Solutions, are affordable and cost effective. Annually, your cost of having a website may be less that the cost of any one-time printed promotional material.

Customer Service: Dream or Nightmare?

2007-10-31T14:35:00.000-07:00

It’s Halloween time so it seems fitting to talk about horror stories.

Imagine this nightmare: losing a longtime course member because of bad customer service.

Once while I was attending a management training seminar, the speaker asked the audience if anyone could share an experience of excellent customer service. I saw eyes in the audience shift up as trying to recall a specific memory of great service. The speaker then asked if anyone could recall an incidence of bad customer service. Time barely passed when an assortment of hands shot up in the air to share or rather vent their occurrences. The speaker’s point was that bad customer service is always more memorable than satisfactory customer service.

Think about it this way – if you went to get an oil change and your car was returned within a fair amount of time, you were charged the price advertised, and were able to drive away with your oil having been changed, would you be so excited that you would want to tell all your friends all about it?

Now, say the mechanic made you wait for two hours, he returned the car with oil pressed into the floor mats and seats, tried to sell you unnecessary maintenance to your car and then proceeded to charge you more than the advertised cost. Would you then tell your friends? The horror story is more likely to be told and not just around Halloween time.

To the same effect, would you rush to book a tee time at a course where you heard the staff was unknowledgable, the pro shop was nearly empty and the food and beverage servers were slow and rude? Probably not.

Customers are going to be your best or worst advertisement so don’t be so focused on filling tee sheets that you forget the best way to do that – keeping customers happy.

Think of every customer as a walking advertisement.

So what happens when customer service goes bad?

The following are some suggestions to turn an unhappy customer to a satisfied one:

Be available – A customer should feel they know where to go with their needs. If the customer feels helpless when a problem arises, quite probably they simply won’t return out of principal, anger, irritation, etc. And they will generally take their recommendation of your course with them. By making yourself available and taking ownership as the person who can fix the problem, you have the power to make it right.

Train and retrain – Quite possibly the single most important factor in customer service is well trained employees. Employees that are not only well versed in the game of golf, but understand how to treat a golfer and their needs. Employees should know company policies; especially the policies for dealing with customer issues.

*Financially it makes sense to put time and money into proper training because a better trained staff can handle more work and keep customers coming back.

Know your customers – Consider Customer Relationship Management (CRM) as necessary. By using technology like Cypress Golf Solutions, you are getting the advantage to find out what your customers are looking for. By knowing that your biggest players only use Titleist balls, you can keep the pro shop stocked. By knowing your customers golfing habits, you can cater to them.

Fix the problem - If there is a problem, fix it, and fix it fast. If it can’t be solved immediately, then be involved with sincerity and communicate with the customer about the steps you are taking to solve the issue. Always follow up by a phone call, e-mail or handwritten letter. Make sure the customer feels satisfied. If they still are unhappy then throw in a free tee time for the customer and three friends, or dinner in the clubhouse. Think about what is really worth losing a loyal customer over.

Finally, remember an apology can go a long way. Turn the nightmare around into a dream and watch the same customers come back to relive it.

Thinking About Refinancing Your Golf Mortgage?

2007-10-26T09:00:00.000-07:00

While reading the most recent edition of Golf Business, I noticed an advertisement for First National of America, Inc. The ad states, “Refinancing Your Golf Course Mortgage Can Be Easier Than You Think.” It got me thinking about the countless banks that specialize in servicing home mortgages. But golf courses?

Curiously, I went to the First National website to learn more.

Finding the right lender for anything can be a challenge, but it’s true that specialty lenders are more often at liberty to offer creative financing solutions. As it turns out, First National of America is one of the largest principal lenders to golf courses throughout the United States. Their focus is golf and they are behind the idea that working with a financial source that has previously lended on golf courses is the best way to go.

As lending to specialty properties requires specific knowledge of that marketplace, they are also aware of all the risks involved. By better understanding the unique needs of golf course investment strategies, these lenders often see more long term potential.

While First National is not the only golf course specific lender out there, they tout that they can save a lender steps in getting educated about the business of course-ownership and associated revenue streams. They list the following tips to help a course owner evaluate the viability of them as a prospect and ensure the successful financing of a golf course project:

Credit: The borrowers and principals must have good credit. Further, the principals must have a balance sheet to support the equity investment required for the project. They also must support project operations during seasonally slower periods.

Income: Net operating income (NOI) must be available to support debt service on the loan. In a construction loan, projections must show that the course is expected to reach an NOI supports debt service within two years of opening. The operation's debt-service-coverage ratio should be 1.2 or more.

Collateral: The appraised value should be the discounted value derived from cash flow operations. All revenue streams are to be accounted for, including membership deposits minus the operations and maintenance expenses. The revenue and expense items are also compared to other area courses.

Specialists in the golf industry generally look for a loan to value of 65 percent to 70 percent. In the case of an operating golf course, this is based on a "stabilized value." In a construction loan, value is determined by market-based projections and is evaluated based on an "as completed" value.

Finally, First American says that making an effective presentation when seeking financing is as important to the financing effort as the merits of the project. Borrowers should be prepared to represent the entire facility's historical financial statements and a minimum of three years of financial projections. They also must provide their past year's annual financial statement and the most recent interim statement.

Bottom line, in a highly leveraged business like golf, refinancing can be as much of a competitive advantage as turf maintenance. Smart course owners need to continually assess their financial situation against changing market conditions and decide if refinancing is for them. It can be a smart strategy to improve cash flows or take equity out for course improvements.

If you are thinking about refinancing, take time to get educated to approach the appropriate lenders. Most importantly, get the terms and rates needed to meet your specific goals.

Sometimes, when banks compete, courses win.

Should Courses Be Building The Next Generation Of Customers?

2007-10-17T16:15:00.000-07:00

In response to a recent blog: “Set Your Course Apart From The Competition: Enhance The Golfing Experience,” one reader wrote that golf pros are lamenting that not enough of the next generation is playing the game and all the advertised specials are tailored towards senior citizens. Further, by making the course more affordable to juniors, courses will be “building the next generation of customers.”

Is there any truth to what this reader said?

According to the National Golf Foundations’s most recent Golf Industry Report, junior golfers (between the ages of 6 and 17) make up only 9 percent of the golfing population. The overall number of golfers last year, counting anyone in this age group who played at least one round of golf during the year, is estimated at 28.7 million, down 2 percent from the prior year.

Those same golfers are spending 13 hours (per capita) on average per week watching television or movies, 9 hours playing video games, 5 hours surfing the Internet for fun, and only 1 hour playing golf. Out of the preceding list, which activity would you rather have your child engaging in?

So, here are some thoughts:

Golf courses could provide free group lessons to youth. For example, you could have lessons in golf course etiquette and rules of the game. I am sure some youngsters, although interested in the game, are apprehensive because a course can be intimidating to beginners. With the exception of the ranger’s role, golf is played without supervision and players are expected to conduct themselves in a specific manner. But, how does one automatically know not to walk in the line of another player’s putt or that a collared shirt may be required on the green?

How about offering elementary schools in the area package deals such as a “Day Off to Golf” which provide lessons in course protocol and general rules of the game. Coupled with something relative to the teacher’s lesson, such as math or logic, (i.e. if you shoot five double bogeys, how many birdies would you have to shoot to make ten over par of 72?) They can tee off in groups for a certain amount of holes while incorporating an educational lesson. Such a day followed by a picnic box lunch outside the clubhouse could round out an interest sparking and pleasurable day of golf.

Courses could also consider blocking out a group of tee times that have little demand and sell them to children accompanied by a parent for a discounted rate. Sure, avid course goers are not going to want to have their favorite golf course invaded by a bunch of preteens, but by choosing days or times with low demand to fill those unwanted tee times, the larger goal of teaching them how to perform on the course and experience the pleasures of the game first hand can be achieved without disrupting a busy Saturday morning tee sheet.

Maybe even a junior singles league that would educate people new to the game in a fun setting. Promoting such a league would offer young singles a healthy place to meet peers having the same interests.

According to Golf Research Group, 80 percent of customers are within a 20 minute drive of the course. Managers could look around the neighborhood and offer discounts to kids in the vicinity accompanied by a parent or adult. Maybe a once free coupon or half-off tee time to beginners?

It’s true that many parents don’t have money to spend on their children to play golf when sometimes they don’t even have the money to play themselves. And, it takes money to play golf as we all know that tee times are certainly not free. Many golfers are now online trying to take advantage of all the discounted tee times that are sometimes available through registering to a perspective site, such as the many websites powered by Cypress Golf Solutions.

The fact remains that golf is addicting. I mean, who wouldn’t want to spend their day walking across a breathtaking green under a warm sun with friends and family, combined with all the mental, physical and personal challenges of the game? We can choose to limit this great game or we can take measures to expand it and watch and see if the next Nicklaus, Palmer or Woods arises because better athletes get better instruction at an earlier age. Expanding the “next generation of golfers” would be a bonus that would turn into a loyal and profitable return as customers in the future.

Is It Time To Pick Up The Pace?

2007-10-12T14:05:00.000-07:00

Pace of play is a difficult issue at most golf courses. Groups are either being pushed through too fast or frustrated because play is too slow. Whichever group you fall into, the enjoyment of the game can quickly dwindle if you are standing around waiting to tee off or if you have no time to read your putt. The problem is really hurting the game and hurting the pockets of golf courses owners alike.

As tee times are inventory for golf courses, it is necessary to sell them and sell as many as possible. This is why online tee time websites provide such a great service to courses. These sites utilize the internet to help courses sell online reservations. A golfer can quite simply sit in front of his or her computer and select the preferred day and time they want to play, and often at rates that are priced depending on demand. But how much inventory does the average course offer?

It is fairly common for courses to set tee times roughly eight minutes apart, on average. Obviously, the closer the tee times the more challenging it becomes for players and for courses to monitor pace of play. However, the farther apart the tee time generally means less tee times sold for the day. So the question remains, how does a course attempt to accommodate everyone and speed up play on the course?

In 1993, the United States Golf Association developed a formula, the USG/Rating that can help players complete a round of golf at an optimum pace:

STEP ONE:
Obtain an official USGA Pace Rating from your Regional Golf Association. This custom rating establishes a target completion time (<169>time par<170>) for each hole on your course.

• The USGA Pace Rating calculates a target time par for each hole on your course, taking into account the length and difficulty of the hole and other attributes of play. Time pars allow players to keep track of when they are expected to arrive at each tee.

STEP TWO:
Purchase and distribute communication materials that give your golfers practical tips for speeding up play on tee, fairway, and green, whether walking or riding.

• Did you know the average player takes roughly 35 seconds to address and hit a golf ball? With an average score of 100, that’s 3,500 seconds = 58 minutes.

STEP THREE:
Implement course management techniques that contribute to the optimum pace of play. These include appropriate start time intervals.

• Get players to the first tee efficiently and on-time. And, make sure the ranger has all the tools needed to monitor play effectively.

STEP FOUR:
Consider follow-up efforts to reward golfers who meet pace of play standards and remedial help with fast play tips for those who do not.

Here are some interesting facts relative to pace of play:

• Courses with several water hazards or other severe difficulties such as tight fairways, thick rough, deep bunkers, or fast undulating greens can increase the playing time by up to 30 minutes.

• In the same GolfDigest.com survey, 57.8 percent of golfers say their own pace of play is fast while only 4.8 percent call their pace as slow; and 56.2 percent of golfers call other golfers slow and only 2 percent fast. (So whose fault is it?).

• In 18 holes of golf, it takes only about an hour to "play." The other 2 ½ to 4 ½ hours is “logical positioning” - getting to the next shots or crossing terrain with the right equipment.

• Slow play has become such a problem that the PGA tour has invoked a 1-stroke penalty for offenders.

• Cart policies can hinder the speed of play. When a course restricts carts to cart paths, it increases the time of a round by an average of 12 percent, or 30 minutes.

Bottom line, faster play means more rounds and more profit for course owners. It might be time to evaluate how fast your course is. Think about how much more annual revenue your course may bring in if it sold even a couple more tee times a day?

Is Your Golf Course Ready For "Off" Season?

2007-10-05T10:04:00.000-07:00

Contingent of weather and region, Golf courses most typically host a nine-month season. As the weather conditions become less than favorable and golfers make room to store their clubs in the garage, course managers and superintendents are able to use that time to make improvements to the course and facilities with little or no inconvenience and address business management responsibilities.

To remodel or not to remodel is a good question. Many factors are involved in the decision to give your aging course a tune up. As golf course remodeling is a complicated process, and involves a team of golf industry professionals, The American Society of Golf Course Architects (ASGCA) lists the six most common reasons to remodel:

Replacing old, worn out components
Correcting hard-to-maintain areas
Making adjustments to improve weak holes
Improving aesthetics
Restoring historic value
Making the course as good as it can be

Further, the ASGA offers free resources on their website, including a downloadable brochure entitled, “The Golf Course Remodeling Process - Questions & Answers.” Topics range from the most basic – “Why remodel?” – to how a project can be funded.

The offseason also provides the opportunity to complete a variety of business management responsibilities including:

Annual plans
Budget
Staffing plans

Annual plans should be updated and changed on a regular interval and according to requirements. Having a comprehensive business plan and updating is essential working procedures.

Budgeting should be drawn up carefully and in close consultation with the course manager. The R & A Course Management Best Practice Guidelines suggests taking into consideration the following points when planning a course budget:

A budget should be approved in advance and full details of estimated costs should be included. Allowances should be made for contingencies and finance reserved for them.
Regular comparisons between budgeted and actual costs should be made. Cost benefits should be actual savings and not the result of expenditure being deferred to a later date.
In some instances the management will have to take into account in their budgets any investors in the business who require a return on their capital
Legal requirements such as legislation affecting licenses and other factors
Health and safety, taking into account new legislation and cost of implementing it
Risk assessments with regard to staff training for new equipment and machinery
Education and training requirements for existing and any newly appointed staff

Staff development is a requirement for golf courses managers. A course is generally staffed on a seasonal schedule to meet demand. According to Golf Course News, about 55 percent of golf course superintendents say more than half of their workforce is primarily seasonal. A big money saver is in staffing and proper planning. Temps, college students and internships can help the seasonal rush as their availability is generally seasonal as well.

Equipment is also a focus for the golf course superintendent during the offseason. Everything from purchasing to various mechanical repairs such as engine tune-ups, reel sharpening, and irrigation systems in need of maintenance. Additionally, equipment needs to be protected against any possible extreme cold spells.

Overall, there is really no break in the business world of golf. A smart superintendent will realize that just when the volume of play declines, his or her volume of work increases.

Making use of the offseason effectively is critical and good business.

Keep Your Insurance Risk Under Check

2007-09-27T17:25:00.000-07:00

About this time every year, as golf courses gear up for hurricane season, golf course owners and managers get their annual warning about checking their insurance policies and discussing coverage needs with agents. The warnings have been heightened since the wake of Hurricane Katrina’s 2005 disasterous multi-billion dollar hit on Southern golf courses.

If it has been a few years since you reviewed your coverage, many of your assets could be undervalued, leaving a possibility of unbelievable out-of-pocket replacement and recovery costs. However, it is not too late to review your policy.

Clubsurance, a division of The Commonwealth Insurance Group in Charleston, South Carolina, developed an effective risk plan including the following four steps to help owners plan and keep their risk in check:

Identifying exposures and reviewing your claim history -
How many golfers are coming to your property? A course doing 40,000 rounds per year is far more exposed to claims resulting from slips and falls, for example, than one doing 15,000 annual rounds. Now take a look at historical data to see where you need to bolster your safety precautions. If two members of your wait staff suffered injuries last year while exiting the kitchen, it’s probably time to replace the non-slip floor mats.

Developing a strategy that reduces or removes liability -
You could choose to stop selling alcohol, for example, if your assessment showed a high rate of alcohol-related accidents. You can reduce the risk of fire by installing or upgrading your sprinkler system and by ensuring your fire extinguishers are in good working order. If you feel secure in your situation (read: lots of cash in the bank and feeling lucky) and your claims history shows minimal exposure, you may decide to retain your risk yourself by self-insuring. Finally, you can do what most do – transfer your risk to an insurance provider. A combination of all these strategies typically produces the best results.

Implementing programs -
Establish a safety committee that meets regularly and reviews health and safety precautions. Consider financial incentives for employees based on an extended period of safe operations. Make sure you’re in full compliance with OSHA guidelines. Develop a disaster plan, communicate it to employees and practice it.

Monitoring the overall risk management plan -
This should be continually reviewed and revised in consultation with your insurance agent as your business plan and claims history change. While a detailed and well-executed risk management plan certainly does not guarantee a claims-free golf facility or ensure lower premiums.

All these factors are important to consider when evaluting your plan. After all, this could be the calm before the storm.

Are Your Bunkers Measuring Up?

2007-09-21T08:28:00.000-07:00

If you own or manage a golf course, you will generally have to deal with the building or rebuilding of a quality bunker. While it might seem exciting to “be on the beach” the challenges of the sand are not the only challenges associated with the infamous hazard. There is a lot to be aware of when you select the sand for your course. Otherwise, you might be hearing complaints from your golfers about how hard, how soft or how unplayable the sand is. So what does make a bunker great in quality and playability?

The majority of bunker sand comes from beaches, river beds, and igneous and sedimentary rock deposits. But experts say there are few places in the United States that have natural sand deposits that meet specifications for great bunker sand and that finding it is very difficult.

However, the U.S. Golf Association lists the following main factors to carefully consider when selecting bunker sand:

Particle Size – The playability of sand is significantly determined by its particle size. Determining the particle size distribution of a sand sample is fairly precise and is the primary means for evaluating the potential impact of the bunker sand on the agronomics of the green. As a general guideline, the majority of sand used in bunkers, about 75% or more, should fall in a medium-coarse range (0.25 mm – 1.00 mm). The remainder (0.05 mm – 0.25) should remain in the medium-fine to very fine range. Silt and clay (particles below 0.05 mm) should be kept to a minimum.

Particle Shape & Penetrometer Value – Playing quality and maintenance is under a strong influence of the shape of the sand particles. Particle shape might be the most important factor of all. The shape is classified by examining both the relative sharpness of the particle’s edges and the overall shape of the particle itself. Angular sands, rather than round sands, are preferred for bunkers. The shape will have great affect on the potential for a ball to bury. The penetrometer reading (the potential for a fried egg lies) has been the test of choice.

Crusting Potential – Crusting is the formation of a thin (typically 1/4 to 1/8) inch layer of dried, stiff sand on the surface of the bunker. Crusting is directly related to the percentage of silt and clay in the sand and can severely decrease the playing quality of the bunker.

Chemical Reaction & Hardness – This determines the makeup and stability of sand as particles can change in shape and size due to wear.

Infiltration Rate – Infiltration rate refers to the sand’s ability to drain after rain or irrigation. Bunker sand should have a minimum infiltration rate of 20 to 30 inches per hour.

Color – Bunker sands are generally chosen for their color. Although subjective, most golfers like the look of soft white sand contrasting with lush green grass. However, on a brighter day, white sand can cause significant glares. But, while color is aesthetically important, performance criteria should be a greater factor.

Playability – Also extremely subjective, the playability of a bunker will differ from player to player. Most tour professionals and low handicappers prefer firmer sand because it allows the players who have developed a clubhead speed to put a spin on the ball. Higher handicappers tend to prefer softer sand.

While unfortunately not all golfers like the same sand, a good rule of thumb for whatever type of sand you use on the course is to keep play in a consistent manner. When adding sand to an existing bunker, perform the same work on all the bunkers.

Overall, experts say the most important part of selecting sand is to have a complete bunker sand analysis performed by an accredited laboratory on all the characteristics. The laboratory will need a one-gallon sample of dry sand to perform a test, which ranges from $100 to $200 per sample.

Finally, other factors that have nothing to do with the make-up of the sand but need to be considered for playing quality include: length of time the sand has been in the bunker, depth of the sand, design, maintenance and raking.

Set Your Course Apart From The Competition: Enhance The Golfing Experience

2007-09-19T08:15:00.000-07:00

In today’s competitive market, golfing experts would say that the way to differentiate a golf course is to differentiate the golf course experience. Although imperative, a pristine fairway is not always enough anymore to set a course apart from its competition.

That is why Customer Relationship Management (CRM) is so important. What will distinguish a golf course is proactively recognizing the golfer’s needs and interests, and having the ability to build on an existing customer relationship with effective CRM capabilities.

Cypress, for example, has been innovative in marketing solutions that have been helping golf courses increase revenue through CRM since 2001. But some relationship marketing can be done without technology. Course managers can start with some simple tactics to keep its members and players loyal, coming back, and spending more time and money on the green. The following are some best practice ideas implemented by other course owners:

Hand written thank you notes to renewed members
Comment cards with incentives for filling out (free bucket of balls?)
Special rates for women on opening day of fishing season and Mother’s Day
Cold towels on a hot day
Basket of apples on designated holes
Cheerful music, fresh-cookies and flowers on the pro shop counter to engage all the senses
Kids play free offers
Fashion violations doled out by the beverage cart girls to violating customers who could claim a free shirt from the sale rack or half off other apparel
“Shot of the Day” coupons, redeemable for refreshments, merchandise, rounds of golf or lessons, handed out by course marshals to golfers with the best and worst shots

According to the National Golf Course Owners Association’s Director of Conference and Trade Show, research shows that the “most effective way to motivate golfers to choose one course over another in a competitive market is through an engaging, well-trained staff.”

Perhaps:

Free five-minute lessons from the head pro as he walks the driving range and introduces himself
General Manager staged at the first tee to greet and thank customers
Free drinks off the beverage cart, driven by the owner

The idea is to sell more tee times, so time should be taken to enhance the value of those tee times. Wouldn’t a consumer more likely return to a golf course attached to an unforgettable golfing experience?

U.S. Core Golfer Number Adjusted Up

2007-07-30T14:27:00.000-07:00

National Golf Foundation has adjusted the number of golfers it defines as "core golfers." Tracking the activity of adult core golfers (those who play eight or more rounds per year) is important because core golfers make up 87% of the total rounds volume in the U.S. per year.

In 2006, the NGF counted 12.5 million core golfers in the U.S. However, according to NGF President Joe Beditz, following a methodology change from paper-and-pencil surveys to online surveys, it seems there are more core golfers out there than we knew—20% more. The new U.S. core golf figure has been adjusted to 15 million.

The methodology change coincided with NGF joining the Sporting Goods Manufacturers Association and joining with two other trade associations to participate in joint market research. This change allowed for finer survey detail and larger respondent sample sizes. One unintended result: super-infrequent golfers fell through the cracks of the new methodology. Apparently, these golfers are less likely to self-identify in surveys that are not specifically about golf.

The biggest competition for golf leisure time across all age groups? Watching TV or movies, followed by Internet surfing for fun and playing video games. Hmm, if there were only a way to combine Internet surfing, TV, and golf. Hey, that gives us an idea.

Green Means Green

2007-07-19T13:39:00.000-07:00

What can owners do right now to positively change the environmental impact of their golf courses? Surprisingly simple: reduce maintenance by a small amount in key areas of the course layout.

From the July 2007 issue of Golf Business magazine, these are the measures that can not only give you a "green" advantage in your marketing efforts but also yield financial improvements to the bottom line.

1. Move low-maintenance down to no-maintenance
Take areas that are completely out-of-play off the mowing schedule entirely. For example, leave the areas behind and beside the tees alone. This reduces labor costs, fuel, irrigation, emissions, and on and on.

2. Go native
Reintroduce native plants to low-maintenance and no-maintenance areas. These plants will be better suited for local weather and more resistant to area insects. That means less pesticide, but it also means less worry about watering and less seasonal reseeding.

3. Reduce high-maintenance turf by 30%
U.S. courses average about 100 acres of high-maintenance areas for greens, fairways and tees. But the required playing area for an 18-hole course is estimated to be only 70 acres. That means most U.S. courses are 30 acres over-managed. Moving even some of this land off the high-maintenance docket could have a dramatic effect on costs associated with water use and chemicals.

4. Take the public relations opportunity seriously
Answer your golfer's questions (or protestations) before they ask. Many U.S. golfers do not understand the benefits of reduced course maintenance. They tend to think "less maintenance" translates to disorder or a lack of attention to details. Not the case at all! Similarly, non-golfers in the community don't understand that most golf courses have an incentive for environmental protection. Tell them about it! Leverage the green buzzwords, but back it up with tangible action plans.

Making Bubbles

2007-07-10T12:04:00.000-07:00

In a great article in Golf Business magazine, author Ray Tennenbaum examines the decline of golf-course-based residential developments from a peak in the 1990s. ("On the Rocks," Golf Business, July 2007, 38.) It's a complementary economic arrangement, where rising land values often make golf courses susceptible to becoming converted to tracts of single-family housing. However, housing on a golf course still grabs a market premium of 9% due to retirement dreams and baby boomer aspirations.

That 9% figure is according to a VP at Pulte Homes. Incidentally, this VP goes on to say that since he is "a golf course buyer, it's kind of in my business interest to cause a sense of panic in the marketplace." Touche. Pulte Homes built over 41,000 homes and had $14.3 billion in revenue in 2006. The Pulte brand, Del Webb, is the U.S.'s largest builder of "active adult communities for people age 55 or better."

Basically, here's the way it seems to work: a golf course is built for $10 million. Homes are built around it for $20 million. The homes are sold for a premium, say $30 million. The course is sold to an operator for $7.5 million dollars. The developer makes a profit overall, even though he might sell the course for a loss. Now, the new owner of the course has to try to sell golf rounds at a price and volume that can satisfy the lender that the property is making the expected income stream for a $7.5 million dollar course.

Due to market saturation of golf course developments and due to lower demand from new golfer populations, the course cannot possibly sell tee times at high enough prices to maintain operations. The $7.5 million dollar course is sold at a loss to someone else for $6 million. That owner, if he cannot sell tee times at high enough prices, sells the course for $5 million. And so down the line the sales go until eventually the price of a tee time at the course supports the value that lenders and other business interests place on the property.

The article states that the struggling golf courses located in over-developed markets are seeking—in extreme cases—municipal government bailouts. In effect, public bailouts are sought for failed private "enterprises" after the profit is long gone from the equation. Presumably, this bottoming out of golf course value would drive prices so low that golf developers could again step in ("it's kind of in my business interest"), buy it at fire sale, and turn a profit on the course again or build more homes on top of it and take out the premium value of the homes that formerly backed up to fairway #5. Business cycle, it's called, though I don't see the cycle part of it. When would all of the homes be torn down to build a golf course anew, for example? It seems that the golf course is just a place holder for land development, an artifice to prop up price: refrigeration for the low-hanging fruit.

Anyway, a worthwhile article to think about. Never has there been such a premium on golf course management. And with the coming boom in retirement numbers, never has there been more pressure to position golf courses based on tee time price. Perhaps many more courses will be returning to what's been called the "charter" of municipal courses: to provide affordable golf. But what is the price of an "affordable" round? That's the real question, beyond all the McMansion speculation.

Golf Revenue Equation points to Duration and Demand

2007-06-26T10:27:00.000-07:00

Digging around in the recycle bin behind the office last night, we found an interesting article: "Revenue Management on the Links," Cornell Hotel and Restaurant Administration Quarterly, Feb. 2000, pg. 120-127.

Author Sheryl Kimes isolates two variables that dominate in golf course revenue management issues: 1.) the uncertainty of play duration and 2.) price management based on player demand characteristics.

Play duration

Play duration is affected by arrival and pace. No-shows or late-arrivals are generally the biggest losses in terms of arrival. Ways to combat that? Require guaranteed reservations with credit card approval and charge a fixed fee for no-show/no-call golfers. Reconfirming reservations the day before also works psychologically to prevent flippant no-shows. Automated email is an ideal solution for this.

Pace of play requires a little more creativity. One option is to redefine play as an event with a time limit for a round of golf rather than the open-ended approach. This runs against common practice. During busy times, carts could be required with a reduced rental fee. Some courses even post golfer playing times, hoping that peer pressure will encourage pace improvements.

The main goal of removing uncertainty of play duration is so that tee-time intervals can be shortened. On a busy day, going from a 10 minute interval between groups to an 8 minute interval adds substantially to the revenue bottom line.

Demand characteristics

To determine price, Kimes warns against "charging price premiums" due to the negative fallout from customer perceived unfairness. Instead, set a "full" price during times of high demand and offer discounts off that full price during slack or unfavorable times. The discount approach is viewed more favorably by customers than a surcharge arrangement.

Using intangible rate fences can shift demand from busy times to slow times, reward reliable customers, and leave the highest-margin business for the busiest and most desirable times. (No, these fences aren't made of wire and wood.) A rate fence segments customers based on their habits. Typical golf industry fences: group membership, lead time in reservation booking, guarantee by the customer for the reservation, and time of day/week/season.

Although fencing is common practice for airlines, hotels, and rental cars, Kimes warns against customer perceptions when applying revenue management techniques like fencing to golf. As a well known function of business, customers will go out of their way to punish a business they think is unfairly gouging on prices.

One thing is certain: to move a golf course into the managed-revenue realm, the course needs to implement sound data gathering practices, automated communications, and customer-profiling technology. More revenue is possible for the courses willing and ready to implement these things. When you're ready, consider Cypress Golf Solutions.

Pump Up the F & B Revenue

2007-06-13T16:21:00.000-07:00

From Golf Business magazine's June 2007 issue: six ways to pump up your food & beverage business:

1. Dine and Nine—the classic dinner and a half-round of golf. Make it a family affair, with kids under 12 playing free.

2. Wine and Nine—This one brings in the ladies with a golf lesson and half-round followed by wine and appetizers.

3. Have leagues pay after the round—It's more work, but cashing foursomes out on the backside of play creates an instant sense of community. Sells drinks and promotes post-round mingling.

4. Wireless access—You can set it up for around $200 with a wireless router and your existing Internet service.

5. Practice lunches—Offer a complimentary bucket of range balls with lunch purchase. Your course just became the most popular café in town.

6. Targeted communication—Restaurants used to fax lunch specials. why not use email to do the same thing? Build a database. Find out what your golfers want to see on the menu.

This last point is where Cypress Golf Solutions comes in. Find out about our powerful relationship marketing approach.

Thoughts on the Future of Golf from the NGF

2007-06-06T14:23:00.000-07:00

Looking over the National Golf Foundation's "A Strategic Perspective on the Future of Golf," a few things jump out. (It's well-worth the read, by the way.)

Chiefly, that the U.S. population is expected to grow 19% in the 20 years from 2005 to 2025, from 296 million to 350 million. However, that growth will be mostly in groups that have not been traditional golfers. Therefore, the primary targets for participation rate increases are females (currently at a 6% participation rate), Hispanics (5.4%), and African Americans (7%).

Growing those participation rates, according to the study, will depend upon three factors:

1. Latent demand increases will occur from high-interest populations that want to play more, former golfers who pick it up again, and those who start (research shows 4% are "very interested" in learning).

2. Exposure to golf is at an all-time high, going from 130 hours to 1,553 hours of televised coverage since 1980. Tiger Woods and Michelle Wie, of course, are great golfers, but they also promote interaction by the target growth segments.

3. There are more player-development programs than ever, also, including Play Golf America, The First Tee, Link Up 2 Golf, Junior Links.com and the Executive Women's Golf Association.

The study states that significant improvements in participation rates are necessary to get industry growth up around 2%, a level beyond the 1.3% that would happen if growth went unmanaged. The unmanaged growth accounts for a decrease in overall population participation rates against an increase in rounds played by the core—white, male, retired baby-boomers.

The new Lorena Ochoa from a think tank? Ten-year investment strategies?

Is your course "Beginner Friendly"?

2007-05-30T11:12:00.000-07:00

One way for you to increase play at your course is to apply for beginner-friendly certification. Sponsored by NGCOA through the "Get Linked" member program, the certification comes with a free marketing toolkit to help you reach the newest generation of golfers in your community. Your course will also be listed in a searchable, national database aimed at beginner outreach.

Here's the application from NGCOA's website. Takes about four minutes and twenty-nine seconds to fill out.

Whether the Weather be Cold

2007-05-23T16:05:00.000-07:00

Aside from elaborate and historically-dubious efforts at climate engineering, the weather remains out of our control.

How the weather is reported, on the other hand, makes a big difference to the golf community. Five-day forecasts given on Monday can affect the number of players you see at the course later in the week. For example, the difference between "a 30% chance of rain" and "a 70% chance that it won't rain" is a matter of perception and delivery.

So what can you do about that? Make contact with your local weather newscasters. Explain the strong correlation between weather reporting and the supply-and-demand business effect at your golf course.

It's an easy way to turn a small public-relations investment into a bigger return on golf play. Who knows? Your local news director may decide to feature a weekend-special golf forecast. If similar petitioning efforts can improve The Weather Channel's "Golf Index", they can probably improve your local weather reporting, too.

Golf Pro Shop sales from February 2006 to February 2007

2007-05-15T13:50:00.000-07:00

Here are the latest year-over-year, on-course, national sales figures. We think it's fair to say prices are up, volume is down. These are all % changes:

Part of this trend probably comes from a net loss in total courses: 146 courses closed nationwide in 2006, while 119.5 opened. (Half a course is a nine-hole.) Read the full article in the First Off, News, Views, Trends & Analysis section of Golf Business magazine's May, 2007, issue.

Consider counteracting these falling trends by beefing up your merchandise bundling. Cypress marketing tools can help your course in that regard. If your numbers are down, as they are across the nation, get more info on our Cypress marketing strategies.

Environmental Principles

2007-05-11T13:06:00.000-07:00

In conjunction with the Golf Industry Show in Anaheim, the Golf & the Environment Coalition (G&E) prepared a report on the ten-year progress assessment (1996-2006) of environmental stewardship on the nation's golf courses. Here's a linked transcript from the conference, dated April 2007.

Jon Last has posted an interesting presentation about golfer attitudes concerning the environment from the conference.
Highlights:

• 93% of golfers say golf is an environmentally friendly sport.
• "Awareness" of golf facility efforts to mitigate environmental issues is at an all-time high, however, with 36% of golfers claiming they "are aware."
• 48% would pay a higher green fee to minimize pesticide use.

Generally, environmental concern among golfers seems to have fallen slightly in the past five years, and (of course) are divided among regional tastes:
• Golfers in the South are more likely to believe government regulation isn’t necessary.
• Golfers in the Midwest are more likely to specifically look for products made of recycled materials.
• Golfers in the West are more likely to contribute to environmental organizations and to believe golf is an environmentally friendly sport.
• Golfers in the East are more likely to believe that future courses should be restricted to unclaimed land.

Biggest golf-course management enviro efforts?
• Regulated/recycled water usage
• Restricting environmental areas for plants/wildlife
• Reducing use of pesticides

Take Your Daughter to the Course Week: July 9, 2007

2007-05-08T08:49:00.000-07:00

A similar women-in-golf growth initiative:

If your course is willing to let junior girls play for free, then the week of July 9 through the 15 could win you some serious brownie points. "Take Your Daughter to the Course Week" is a player-development initiative coordinated by the National Golf Course Owners Association and sponsored by the LPGA.

Participating courses agree to offer free greens fees and instructional clinics to junior girls who are accompanied by a paying adult. This is a great, longt-term initiative. (After all, you always remember your first round.)

Women's Golf Week: June 2, 2007

2007-05-07T11:00:00.000-07:00

The May issue of Golf Business magazine has a short op-ed by CEO Mike Hughes about women golfers, the "here-and-now" of the sport. Women currently represent only 25% of the golfing population. The American Express promotion for "Women's Golf Week" has grown substantially:

10,000 women participated in 2005,
24,500 women in 2006, and
50,000 women are projected to participate in 2007.

Hosting an event at your course is a good growth opportunity!
Read the full article and find out how.

To market a Women's Golf Week event at your course, you would need to send information to the women who currently golf your course. Do you know who they are? Cypress software helps you find out. Read what customers say about Cypress relationship marketing.

First Tee

2007-05-02T13:05:00.000-07:00

The First Tee National School Program introduces children to the basics of golf skills, etiquette, values and play as part of elementary school physical-education programs. The First Tee National School Program began in 2003 at 130 elementary schools in eight communities; now, it reaches more than 500,000 students at 1,600 schools in 70 districts across the U.S.

Pebble Beach will host the 4th Annual Wal-Mart First Tee Open. 40 Champions Tour players (Scott Simpson, Craig Stadler, Chip Beck, Peter Jacobsen and Jim Thorpe, to name a few) team with amateur contestants from around the country for this outreach tourney, August 27—September 2, 2007.

Here are the Nine Core Values First Tee uses to introduce newbies to the game.

Player Development Award Winners

2007-04-30T13:57:00.000-07:00

More from the NGCOA: courses using creativity in golfer outreach are the ones making the strongest strides to "grow the game." Ideas like the "Nine & Dine League," $30 packages that pull in "40 to 45 people a week" for nine holes and sundown dinner at the course.

Or, youth-targeted scorecards that have pictures instead of numbers. (I frowned out on #16, but rebounded with a smiley face on #17!)

Golf Industry Show

2007-04-30T13:53:00.000-07:00

The NGCOA also has posted its 2006 annual report. Particularly noteworthy: the Golf Industry Show is growing influence throughout the golf leadership circles. Although the report talks about the 2006 show in Atlanta, it was the 2007 show in Anaheim in late February that broke attendance, exhibitor, and buyer records.

The Online Marketing Roadmap

2006-10-03T10:07:00.000-07:00

We have processed hundreds of requests for our whitepaper - “Have you missed the boat with online marketing? What successful golf course operators know that you don’t.”

The whitepaper contains important information for golf course operators who want to take advantage of the latest in online marketing. It discusses the advantages on online marketing over conventional advertising and explains how to implement a 10-step online marketing roadmap.

Most of the feedback we received on the whitepaper was focused on the 10-step roadmap and how it helped golf course operators guide their online marketing initiatives. So we decided to publish that portion of the whitepaper here on our blog so everyone can benefit from the information.

Hopefully you are already traveling down the online marketing roadmap and this will only reinforce your plans and maybe fill-in some gaps. There are steps on the roadmap that can be implemented the minute you get done reading this paper, others will take more time and require some outside assistance.

Capture Your Golfer’s Email Address

Even if you complete no other step on this roadmap you should do this one right now. Whenever you decide to implement an online marketing plan you will need a database of your golfer’s email addresses.

Start by creating a simple signup form and stack them on the counter in the pro-shop. Ask every golfer to fill one out. If you don’t have a system to enter the data into, you can put the completed forms in a shoebox for now. (We provide a sample form in the whitepaper.)

Register a Domain Name for Your Golf Course

If you have not reserved your golf courses place on the world wide web now is the time. It only takes a few minutes. Try to register the name of your course using the .com extension.

There are many registrars available online, GoDaddy.com is a good value. You can register your domain name there for around $9 per year (www.godaddy.com).

Build a Website for Your Golf Course

Build a simple, easy to navigate website with good course content, lots of pictures and a sign up form for email specials. The site should be integrated with an online editing tool so you can easily make changes and updates to your site.

There are many partners that can build a website for you; several specialize in sites for golf courses. You shouldn’t have to spend a lot of money here. Some partners will give you a website when you subscribe to other services on the roadmap.

Add a Specials Booking Engine to Your Website

Here is where online marketing gets really smart. With an online booking engine you can control special offers and pricing at the tee time level. This is something that can’t be done with conventional advertising.

You will need to find a partner that specializes in providing this type of service. If you have an electronic tee sheet your vendor may offer this capability.

Aggregate Your Tee Time Specials

Here is where online marketing can really close the gaps in your tee sheet and bring new golfers to your course. You need to get your tee times in front of a wider audience of golfers by putting them on sites offering tee times for other courses in your area.

You will need to find a partner that has access to a large network of golf related websites on a national and local level. Ask for hard numbers in terms of revenue and rounds sold and make sure they are willing to share customer data with you.

Communicate With Your Customers

With your growing list of customer email addresses from the sign-up forms and from golfers booking tee times on your website, start communicating with them.

Using an email marketing tool, start sending your customers a weekly email communication. If the tool allows, include specific tee time specials based on the current state of your tee sheet and your golfer profiles.

Install an Electronic Tee Sheet

There is only so much you can do with online marketing without an integrated, electronic tee sheet. Steps 4 through 6 will be more effective and easier to manage if you have one, and steps 8 and 9 require one.

There are many options for an electronic tee sheet. You can visit http://teesheets.cypgolf.com for a list of tee sheet companies that integrate with partners who provide other services on the road map.

Add a Full Rate Booking Engine to Your Website

The full rate booking engine is different from the specials engine because it allows the golfer to book almost any tee time at regular course rates. The specials engine only offers limited times.

The full rate engine requires you to have an electronic tee sheet so any tee time can be made available for online booking. The tee sheet vendor may offer this booking engine or a marketing partner may offer one that is integrated with the tee sheet.

Aggregate Your Full Rate Tee Times

Just like with your tee time specials, you will want to get your full rate inventory out there. With these times, you want the widest exposure possible.

You will need to find a partner that has access to a large network of golf related websites. Ask for hard numbers in terms of revenue and rounds sold.

Market Your Website

Now that you have a website with all of the booking options available, you should use your conventional advertising to drive customers to your website. In addition, there are online options such as paid search engine listings and website optimization services.

Change your ads to promote your website and online booking. Encourage golfers to signup for your email specials. Paid search engine listings can be done through Google.com, Yahoo.com and others. There are also companies that will help optimize your site for search engines.

We hope you find the roadmap useful. If you would like a complete copy of the whitepaper, which includes the roadmap along with a Cypress case study and a comparison between conventional and online marketing, just complete the request form on our website www.cypgolf.com.

Cypress Launches New Booking Pages

2006-08-03T13:13:00.000-07:00

Cypress has recently redesigned and optimized all of the pages involved in the tee time booking process. From Search, to Create Account to Confirmation, every page can now be controlled via custom Cascading Style Sheets (CSS).

These changes will allow Cypress distribution partners and golf courses to better customize the booking pages to match the look and feel of their individual websites.

“It was a request from our partners and golf courses to add the enhanced stylization to the booking pages.” Said Matt Arnzen, Director of Internet Marketing, “We are excited for our partners to put the new capabilities to use; not only will it benefit our partners and courses, it will enhance the booking experience for all of our golfing customers.”

For partners and courses that require more customization, the Cypress Application Programming Interface (API) is available. This allows partners to access the Cypress platform directly, integrating at the application level, allowing complete control and customization of the booking process.
If you are interested in learning more about the Cypress Partner Program or the recent changes to the booking engine please contact Brian Zimmer, Director of Partner Services.

What is CSS?

Cascading Style Sheets are used by web pages to define colors, fonts, layout, and other aspects of page presentation. It is designed primarily to enable the separation of page content (usually written in HTML) from page presentation (written in CSS). This separation provides more flexibility and control in the presentation of web pages, and reduces complexity and repetition in the structural content. CSS allows the same page content to be presented in different styles on different websites.

What is an API?

An Application Programming Interface (API) is the interface that a computer system, library or application provides in order to allow requests for services to be made of it by other computer programs, and/or to allow data to be exchanged between them. One of the primary purposes of an API is to describe how software developers may access a set of functions without requiring access to the source code of the functions, or requiring a detailed understanding of the functions’ internal workings.

Who Controls Access to Your Tee Times?

2006-05-09T17:04:00.000-07:00

Cypress is concerned with recent events that transpired between a tee sheet company and an online tee time distributor. The distributor paid the tee sheet company “a bunch of money” to work only with them. The agreement bars the tee sheet company from providing an electronic interface to any other tee time distributors. The tee sheet company has, in effect, sold exclusive access to the course’s tee times to the highest bidder.

As a golf course operator you should be outraged by this type of agreement. It should cause you to question your relationship with your current tee sheet vendor. And, it should force the golf industry to answer one simple question, “Who should control access to a golf course’s tee times, a tee sheet vendor or the golf course?”

We hope every golf course operator that has an electronic tee sheet is scrambling right now to review the terms and conditions in their agreement. What will you do if your vendor decides to sell access to the highest bidder? What if they decide not to let anyone have electronic access to your tee times? What if they decide to charge transaction fees or interface fees to provide access?

Does your agreement with your vendor cover these issues? Probably not. Online tee time distribution is just starting to really take-off. Your vendor probably didn’t think about these issues and neither did you. That’s okay, but now is the time to make sure you have the proper terms added to your agreement. Make sure you will be the one choosing which distributors to work with.

Some of our golf course partners are already selling up to 40% percent of their tee times online. We expect this number to only increase over time. You need to be prepared to take advantage of the growth in online tee time sales by updating your tee sheet vendor agreement now.

We are not attorneys and cannot give you legal advice. However, here are some general points we think you should make sure are covered in your tee sheet vendor agreement.

Interface Software - Your tee sheet vendor should agree to provide you with an API (Application Programmer Interface). This piece of code will allow third party distribution providers to access your tee times electronically. At a minimum, the API should support third party Login, Search, Reserve and Cancel methods.

Interface Access - Your vendor should allow anyone you choose to have access to the API and your tee times. Your vendor should be released from liability from third party bookings though the API. Responsibility for the bookings rests with the third party distribution provider.

Interface Charges - If the API is running locally at your golf course there should only be minor one-time setup and/or yearly maintenance fees. If the API is running centrally on the vendor’s servers, it may be reasonable for them to charge slightly more for the API service. There is additional work and maintenance involved with any API and your vendor deserves to be reasonably compensated. However, we strongly advise against allowing your vendor to charge per round transaction fees for the API.

This is a serious matter that deserves your attention. Cypress and other distribution providers are here to help you increase your rounds and revenue. Don’t let your tee sheet vendor stand in your way.

If your vendor will not update your agreement and you decide to switch vendors, Cypress is here to help. We will pay 100% of the upfront costs for you to change tee sheet vendors to any on our list (www.cypgolf.com), in exchange for a limited number of additional trade tee times.

Analysis of Pellucid’s Article & Responses

2006-04-26T09:28:00.000-07:00

On April 3, 2006, The eNewsletter Outside the Ropes printed an article discussing software tools to market golf courses and increase the rounds purchased. They did an analysis of three different business models in an attempt to develop a common cost comparison across the models. Those models were commission, transaction fee and barter.

The analysis attempted to use an allocated cost per round of golf as a way of assessing the cost of barter. The resulting calculations imply that the bartering option is by far the most expensive and implies golf courses should avoid this model.

On April 14, 2006, the author of the article responded to Cypress Golf Solutions’ e-mails disputing the findings. In his e-mail, the author develops new calculations from a profitability perspective which claim to validate his calculations in the article. They use revenue from the golf course net total operating expenses and result in lower profitability for both barter scenarios he uses. Again, his implication is that bartering is less profitable for the golf course and should be avoided.

In summary, the author's assertions are based on one dubious assumption: that all courses sell a set percentage of their available inventory. However, he redefines the available inventory for those courses participating in a barter system and applies the fixed sale percentage. In order to accept this assumption, the author would have to produce evidence that courses participating in a barter system sell fewer rounds of golf than other courses. He does not present any evidence to indicate this.

In addition, the author uses a flawed cost allocation model as a way of backing up his assertions. We explain why this cost allocation model is not mirrored in other similar industries and why this model would lead to bad long-term pricing decisions.

Finally, we present analysis that indicates the opposite of the author's assertions. Courses participating in a barter business model are more profitable under the author's assumptions, especially in the case where they are interfaced. In the case where they are not interfaced, we present a decision threshold for choosing which tee times to barter in order to be confident they are achieving better profitability than their counterpart courses.

Analysis
The article published on April 3 has several accounting and mathematical flaws that skew the results of the calculations. In addition, the response from the author on April 14 contains another accounting flaw in an attempt to calculate a full-profitability analysis of the three options. We will address those flaws and propose more accurate calculations on a number of topics:

Cost allocations for “spoilage inventory”
Profitability analysis for the three business model scenarios
Faulty application of statistics in the second barter calculation
Faulty profitability analysis in the April 14th e-mail

Cost Allocations for “Spoilage Inventory”
In the newsletter article, the author uses a simple cost-allocation formula to estimate the cost per round of golf to the course. His formula is:

Cost Per Round = Operating Expenses / Weather Adjusted Capacity

However, since this is time-sensitive inventory which will “spoil” if not used in time, it would be more appropriate to calculate the cost per round based, not on the weather-adjusted capacity, but on the entire capacity. Essentially, weather-adjusted capacity omits “spoiled inventory” as well. Thus, the author chooses to ignore one type of spoiled inventory, but does not discount unsold rounds, or rounds that will go unsold eventually, as spoiled inventory as well. Thus he overstates the cost per round.

In order to establish a true cost per round, one must either use all capacity or divide by unspoiled inventory, which would exclude rounds that will go unsold.

Other businesses with time-dependent inventory tend not to use this cost allocation method. For example, in the airline industry where the inventory is time-dependent as well, if they were to use this profitability metric, they would make very different business decisions than they do now.

Imagine a flight with 150 seats costs $30,000 to fly. The cost allocation method would mean that each seat costs the airline $200. If the day of the flight, the airplane is only 85% occupied, that would mean the airline would have 30 unsold seats and about to incur a loss of $6000. In order to avoid this loss, at the last minute, the airline would sell last-minute seats for $200 plus a very small margin to not incur this loss. As we all know, airlines do not do this. In fact, once the airline is leaving “profitably”, the airline will sell last-minute seats at a premium to accommodate low-price sensitivity demand. They will do this even if it means that several seats will remain empty.

In fact, quite to the contrary, when it becomes obvious that these seats will remain empty, airlines often comp these seats to airline employees or accommodate stand-by passengers. They certainly do not incur a $200 per seat loss for these non-revenue passengers. They calculate their profitability based on the sold seats for the flight and make sure that they cover the $30,000 operating expense for the day. They justify the non-revenue use of seats which would not have sold anyways, assuming the relative cost base of the seat is zero. They certainly do not book this as a cost.

Airlines make these decisions based on their ability to maximize their profit for the flight. In some cases, lowering all prices in order to sell out every seat is not as profitable as charging a higher price and leaving some seats unsold. This results in more total profit for the airline. They would never be able to achieve these results if they used the cost-allocation method proposed by the author.

It is clear that in the hotel and airline industries, which also have time-sensitive inventory, do not operate their businesses using this cost-allocation model. Golf courses should take the lead of the travel industry and calculate their profitability based on the total capacity during the day, not for each round – or “seat”, if you will.

The author's approach ignores the simple fact that if the golf course maximizes its profit during a day, they may in fact leave holes unsold. His method simply “pushes peas around on the plate” – creating losses for unsold holes and overstating profitability for the sold ones. This method is misleading and doesn’t allow the cost structure necessary to achieve maximum profitability. A better approach would be a full profitability analysis of the course on a particular day.

Profitability Analysis for the Three Business Models
We will take the approach of analyzing the profitability of the course on a particular day, after which the inventory spoils and has no value. We will use the following assumptions. The average golf course sells 52.3% of all rounds on an average day for an average of $30.52 per round. Their capacity is 64,296 during a 9-month period, and therefore the course has approximately 234 rounds per day to sell. In addition, the author quotes operating expenses of $749,196 which amounts to approximately $2,725 per day.

Model 1: Commission Model
Assume that third-party sells only 5% of the course’s rounds on a particular day and pays a 10% commission per sale. On that day, the golf course takes in:

234 x 52.3% x $30.52 = $3,735

They pay a commission on 5% of the sold rounds or:

$3,735 x 5% x 10% = $18.68

Thus, the day’s profitability is:

$3,735 - $18.68 - $2,725 = $991.32

The course nets $991.32 for the day.

Model 2: Transaction Fee Model
Assume a base fee of $100 per month (or $3.33 per day) with a booking fee of $2 per round. They have the same revenue and pay:

(234 x 52.3% x 5% X $2) + $3.33 = $12.24 + $3.33 = $15.57

Thus, the day’s profitability is:

$3,735 - $15.57 - $2,725 = $994.43

The course nets $994.43 for the day.

Model 3: Barter Model
Assume that the golf course sells the same number of rounds as they do in Model 1 and Model 2. They have no variable outflow in this model and net:

$3,735 - $2,725 = $1,010

The course nets $1,010 for the day; making the barter model the most profitable.

Let’s say one objects to the assumption that the number of sold rounds is not the same since the inventory at the beginning of the day is down 4 rounds. In order to buy into the author's mathematics, you would have to assume that two of those rounds would have been sold had they not been bartered away. This analysis requires more data than is available, but we can make some assumptions.

We approach it by analyzing two cases, one where the course is interfaced with bartering software, and where it is not.

Case I: The course is interfaced, so that the bartered tee time can be changed if it appears it will sell otherwise.

Here, the only way the barter will result in a loss of revenue is if the course sells out to 98.3% on a particular day (since the bartered tee-time only represents 1.7% of the inventory.) In order to calculate this probability, we would need to know not only the percentage of sold rounds in average, but the variance of sell-outs day-to-day.

Given that this percentage was calculated over 275 days, we calculate:

Therefore, the z-score for one particular day selling out over 98.3% is:

This represents a one-tailed probability under 0.000001. In other words, practically speaking this would happen infrequently. Therefore, the profitability calculation above would work. There may be the odd day where it happens, but on average, there would be no revenue lost.

Case II: The course is not interfaced, but selects its bartered tee time during spots that are not likely to sell.

Here, the barter will result in a loss of revenue if the tee time that hasn’t sold very often, suddenly sells. Instead of calculating the probability of being wrong, we will calculate the “sales threshold.” We define the “sales threshold” to be the percentage of times the tee time has sold over the last 9 months. The goal is to select a tee time under the “sales threshold” in order to breakeven with the best case scenario among the business models (Model 2) with an average daily cost of $15.57.

If p is the probability of selling a bartered round, then average lost revenue per round associated with a barter is:

$32.52 x p

We need to add up the chances of selling one of the rounds, two of the rounds, three of the rounds, and potentially all four of the rounds. In addition, we want the sum of the lost revenue to be less than the cost of model 2, $15.57:

$32.52 x P(1) + $61.04 x P(2) + $91.56 x P(3) + $122.08 x P(4) < $15.57

Where P(n) = the probability that n of the rounds would have sold during the bartered tee-time. This is:

If we solve this equation for p we find that p < 12.75%. We want to be 95% confident that we choose bartered tee-times that are less than 12.75% likely to sell. Using the Binomial Distribution, we find that we need to choose a tee time that has sold less than 8.8% of the time during the last 9 months. Our “sales threshold” is 8.8%. If we choose a tee time that has under our “sales threshold”, we are more profitable than the best competing model (Model 2).

Note that this calculation is overly conservative because it makes a strong assumption: if a bartered round would have sold, it could not have been sold at a different available time – in other words, you lost the business entirely. This certainly doesn’t happen often, and therefore, we believe the calculations from Case I are more appropriate. However, Case II forms a worst case scenario.

Faulty Application of Statistics in the Second Barter Calculation
As a side note, we want to address the second cost calculation the author makes in his article. He claims that a “Vegas-style” analysis of the cost would result in a $17,558 cost for bartered time. He comes to this number by asserting that there is a 52.3% chance of selling a round of golf.

This calculation is faulty in that it equates the percentage of rounds sold with the probability of a round selling. This is a common misconception among those not familiar with statistics, but it is incorrect. It assumes that all rounds sell with equal probability, which is clearly not the case. In addition, it ignores the variation of sold capacity over time. The actual probabilistic calculation is more involved, as we have shown above.

Faulty Profitability Analysis in the April 14th Email
Finally, the author responds in an e-mail dated April 14th that he has considered the fixed cost aspects of his calculations appropriately. He does this by calculating the number of rounds sold under four scenarios:

The commission business model sells 33,627 rounds in 9 months
The transaction fee business model sells 33,627 rounds in 9 months
The barter business model sells only 32,527 rounds in 9 months
The barter business model sells only 33,057 rounds in 9 months

The author provides no evidence in his article nor in his e-mail that golf courses participating in barter business models sell fewer rounds of golf. Again, his assumption is that sold rounds are a fixed percentage of the inventory available for sale. The entire assumption is dubious. If, in fact, courses participating in barter business models sell on average the same number of rounds of golf than other courses, then the barter business models would have sold a higher percentage of the available inventory than the other two models.

If all courses sell approximately the same number of rounds of golf, then the author's calculations would result in the barter business model being more profitable, rather than the other way around.

Conclusion
There are two main conclusions from this analysis.

The author's calculations do not appropriately reflect the “time-sensitive” nature of golf course inventory. A flat allocated cost model will overstate the value of unsold inventory, overstate the per-round profitability of sold rounds, and potentially lead courses to make bad business and pricing decisions.
With the appropriate data and especially with interfaced software, golf courses participating in a bartered software system can easily be more profitable than courses participating in other third-party models. We believe the threshold to ensure profitability is quite low and achievable for most courses.

Is Barter Really Better? Round Two ...

2006-04-17T14:30:00.000-07:00

After several email communications with the author of "Online Tee Times: Is Barter Really Better?" we received the "numbers" behind their 3rd party cost comparison via email. The author also just disclosed these numbers in their most recent article "The Internet Tee Time Marketing Debate: Hardly a Consensus" printed in the April 17, 2006 edition of Outside the Ropes, Volume 5, Number 8, published by Pellucide Corporation.

Here are the numbers they used to refute our statements that the costs were not applied equally and the comparison was apples to oranges:

This was our email response to the author:

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With all due respect, we are tracking your math and just don’t agree with it or the way you presented it in OTR [Outside The Ropes]. We are going to recap something from the OTR article in hopes you will understand why your readers were mislead by your math.

“…Course Utilization is about 52.3%, which means that the average golf course theoretically has about 48% unsold inventory available to target for better marketing or for "bartering". Most golf course operators tend to view this unused inventory as having a "zero cost basis", so most bartering starts with the assumption that what they are exchanging has no value.”

The above paragraph is the key to how the reader will interpret your cost comparison. You are stating that the barter rounds come from the 48% unsold inventory; that is why course operators view them as having a zero cost basis and no value. The reader expects that you are now going to show how they do have a cost (and are even more costly than commission or transaction fees).

So if the barter is coming from the 48% unsold inventory here is what the numbers should have looked like in the email you sent us:

You said the cost for barter was $12,818 (not $0 as shown above). But if we replace the $0 with $12,818 we would have a problem, we would be double counting some of the fixed costs and comparing apples to oranges in the partner cost comparison; just like we said you did in our blog.

So, in order to support your partner cost comparison in OTR with the numbers in your email, you took 100% of the barter (1,100 rounds) away from the “Rounds Sold for Course” side of the equation; directly contrary to what you stated in OTR.

But even this is not fully consistent with your cost comparison in OTR; you said the cost was $12,818. But that is only part of what the course is loosing, if they would have sold the barter rounds then the loss (using your numbers) would be $33,572. Why did you not state that in OTR?

In the Barter 2 comparison you take about 52% of the barter rounds away from the “Rounds Sold for Course” (instead of 100%); leaving 48% sold for the course.

This is actually a better deal for the course, but you make it look worse in your OTR cost comparison, further confusing the reader.

As we stated in the blog, the most important question is whether the course would have sold the time or not. If they would have sold it, not only can you apply the cost ($11.65) but you should also apply the value the course would have received for the time. If the course would not have sold the time you cannot assign a fixed cost to it and compare that cost with other variable commissions.

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We have enlisted our yield management consultants (Cambio Partners) to also respond to the article. They will present a much more detailed analysis and provide an accurate model for determining the cost of bartered rounds in our next blog.

Cypress Response to "Online Tee Times: Is Barter Really Better?”

2006-04-05T19:32:00.000-07:00

Our first posting is in response to a recent article titled “Online Tee Times: Is Barter Really Better?” printed in the April 3, 2006 edition of Outside The Ropes, Volume 5, Number 7, published by Pellucid Corporation. For a complete copy visit their website www.pellucidcorp.com.

We are responding to two of the main discussion points in the article:

1. The GolfSwitch Patent

2. The “Real Cost” of Tee Time Barter

The GolfSwitch Patent

The author makes several statements about the recently awarded GolfSwitch patent and the effects it may have in the marketplace:

“… it is our opinion that this is a major development and will fundamentally alter at least some processes of booking tee times over the Internet.”

“The patent award to GolfSwitch (or affiliates) may change the process for the better in terms of ease of use …”

“It is our opinion that the recent patent award to GolfSwitch will help clarify the position of 3rd Party Tee Time distribution …”

“How GolfSwitch decides to deploy its now patented application for use by golf courses will probably re-engineer the pricing examples in this analysis…”

The author, however, does not make any attempt to support these statements with an explanation of how the patent would have those effects.

The GolfSwitch patent, in our opinion, protects a very specific way of connecting users with golf course inventory through a real-time, multi-threaded (concurrent) communication approach; an approach not used by many competitors (including Cypress) because it is ultimately inefficient and less functional for the end user. The patent was originally filed in 1999 and, in our opinion, is an attempt by GolfSwitch to protect what is now aging technology; which has already been leapfrogged by Cypress and others.

The Real Cost of Tee Time Barter

The author starts by laying out the three major ways 3rd party distributors charge courses for their services:

1. Commission (up to 15% based on the inventory being sold)

2. Convenience Fee/ Booking Fee (usually $1 to $2 per round)

3. Barter (usually 1 Foursome per day)

The author discusses current golf course utilization rates stating that, “Utilization is about 52.3%, which means that the average golf course theoretically has about 48% unsold inventory”.

The author then estimates the annual operating cost of a golf course and divides it by the number of available rounds (adjusted for weather), to arrive at a per round cost of $11.65. It is basically another way to think about operating costs by assigning them to each round of golf.

What the author does next we find particularly surprising. He compares the three different charge models (1 through 3 above) and assigns the per round operating cost of $11.65 to only the barter times:

“If our average golf course trades tee space at the usual 1 Tee Time per day rate, this means they are trading 1,100 rounds (March - November); which make the cost of barter 1,100 X $11.65 = $12,818”

We strongly disagree with the author’s assertion that $12,818 represents the cost of barter. It represents the operating costs associated with 1,100 rounds of golf, regardless of whether they are bartered away, sold by the course (or any 3rd party) or not sold at all.

He further states that “Clearly, our cost methodology shows that the ‘barter option’ is the most expensive.” The author has compared apples with oranges by mixing variable commission costs with mostly fixed operational costs.

The costs associated with commission and convenience fees are variable; they will change depending on how many tee times are sold by the 3rd party distributor. In addition, those variable costs can be assigned to the sale of those specific tee times.

The cost the author assigns to the barter time is a fixed cost that applies to ALL tee times whether they are sold or unsold. It is not a cost that can be assigned only to the barter times. Comparing these different costs in the same frame of reference is inaccurate to say the least.

Consider the following example with one golf course using the 'Commission' model, one golf course using the 'Convenience Fee' model and one golf course using the 'Barter Times' model:

If the 'Commission' model golf course stops using their 3rd party distributor could their costs change? Yes, they could save up to 15% in commission fees.
If the 'Convenience Fee' golf course stops using their 3rd party distributor could their costs change? Yes, they could save $1 to $2 per round.
If the 'Barter Times' model golf course stops using their 3rd party distributor do their costs change? No. Their cost is still $11.65 per round for every tee time sold or unsold.

So what does matter? The real question to ask is, ‘Would the golf course have sold the barter round without the benefit of the 3rd party distributor?’. To answer that question you should consider the following points:

1. As the author stated, golf courses are 48% vacant. So, if you used no method for selecting a barter time (other than random selection) you would start with almost a 50/50 chance of selecting a time the course would not have sold.

2. The golf course's tee time history can be reviewed to find tee times that are rarely, if ever, sold by the golf course. Unsold times are not usually sporadic in nature; they are usually grouped together and be can be easily, and repeatedly identified.

3. Just because a barter tee time gets sold by a 3rd party distributor, does NOT mean the golf course would have sold that time without them. The reason courses work with 3rd party distributors is because they have distribution and marketing expertise that the course does not.

In addition to the points mentioned above, Cypress employs the additional guidelines listed below to help ensure barter times would not have been sold by the course:

1. Cypress places no requirement on the barter time, other than it must an 18-hole tee time. The course selects the time and is expected to give Cypress the worst time of the day; meaning the hardest to sell and historically shown to rarely, if ever, be sold by the course.

2. The golf courses can change the designated barter tee time from day to day or week to week if they choose. They are not locked-in to a specific time.

3. Course utilization can be monitored and if it appears that the course may be able to sell the barter time, it can be moved to another, less utilized day.

4. On interfaced courses the barter time can be automatically reassigned if the golf course has an immediate opportunity to sell it.

Cypress barter times are sold through private channels, either through email clubs, membership pages or used as promotions to motivate and/or reward golfers for booking course times. They are not available for general public consumption.

If the golf course is concerned about the sale price on barter times, Cypress will set a mutually agreed to floor that the tee time will not be sold below. Keep in mind, a single barter tee time per day represents about 2% of the golf courses available inventory (weather adjusted). Overall price integrity cannot be eroded by price adjustments that affect only 2% of inventory.

In closing, let’s use the author’s numbers to talk about the real crisis that is going on in the golf industry, a 48% vacancy rate. Using the author’s numbers, that is a cost of almost $360,000 annually per course; in terms of lost sales, it is almost $940,000. Cypress believes golf courses should be working with anyone and everyone that can responsibly help them solve that problem. Discussing the specific form of payment at this point is secondary.

Cypress is not the only solution and we believe there are lots of distribution partners that can help golf courses increase rounds and revenue. The Cypress platform is wide-open; using our technology, the golf course can distribute inventory to any partner they choose. We are willing to work with anyone the course requests and we do not charge transaction fees for our service.

Our recommendation; golf course operators should start listening to the people that actually help them sell tee times, not the people who only sell them information.

For a free Cypress whitepaper please visit our website and complete the online form www.cypgolf.com

We welcome any and all feedback right here on our blog. However, we are very busy growing our business and helping golf courses throughout the country increase their rounds and revenue, so we will probably not have time respond to every comment in a timely manner.