How to Increase clubhouse takings. A thorny issue

[GB72]

Simple question really that has come about due to another thread on here. How would you go about increasing the clubhouse takings at your club.

To me, hiking the prices is about the worst possible approach. Al that does is upset those people already spending money in the bar and is certainly not going to attract new customers. So, assuming that the obvious has been tried (decent beer and food, affordable pricing etc) where would you go next.

First thing I would look at is lockers and trolley storage at the club. One of the inherent issues with most golf club bars is that a large number of members have to drive to get to them. If you have ample secure space for people to store clubs and trolleys is clears one hurdle as members then have the option of walking, getting a lift or even a cab. You can fit a fourball of golfers in one car but not their kit as well.

Wi-Fi would be next. in my mind, clubs have to step into the 21st century and face the fact that if people are in the bar for an extended period, they want to check web pages, emails, social media, sports results etc. They do it in the pub or at home so why not at the golf club. Banning the use of electronic devices can keep people away whilst giving free wifi can attract people to stay.

The old chestnut, dress code. I have no problem with dress codes, especially if I am already at the club to play golf. What I have said is that if the club wants me to use the facilities when I am not golfing then I am not going to go home and change just to head back up for a sandwich. Equally, if they want more wives, kids etc spending money as well then the clubhouse has to be easier to use, more accommodating and more welcoming.

Sports on TV. Whether to have Sky or not is a whole other question based on income and cost. What I cannot understand, and this may only be my club, is why they do not have evenings or events on free to air events. The world cup is on but you would not know it. Put a couple of matches on at weekends, maybe with a food or beer promotion and try and take the money that is currently going to the pub down the road.

To many this may make the clubhouse more like a pub than a club but I say why not. My favourite place to relax and enjoy the atmosphere is a nice pub and pubs seem to be popular enough so why not be more like them, albeit that everyone there has a common hobby.

 

[Rooter]

make people want to come there in the first place! so get rid of stuffy dress codes is a must. you guys were chatting yesterday about the mrs not having a clue what she was allowed to wear.

Once you have people in, make them stay, so decent beers etc and food, wifi? maybe, maybe not, TV with sports? again maybe. Just make it a nice atmosphere!

 

[GB72]

make people want to come there in the first place! so get rid of stuffy dress codes is a must. you guys were chatting yesterday about the mrs not having a clue what she was allowed to wear.

Once you have people in, make them stay, so decent beers etc and food, wifi? maybe, maybe not, TV with sports? again maybe. Just make it a nice atmosphere!

Yeah my wife was confused as hell, as are most people who wear smart jeans to go out in or just generally at weekends. If a woman does not wear trousers or casual dresses then she is pretty much snookered for going in a golf club.

 

[Rooter]

Yeah my wife was confused as hell, as are most people who wear smart jeans to go out in or just generally at weekends. If a woman does not wear trousers or casual dresses then she is pretty much snookered for going in a golf club.

exactly, now I am not saying that everyone's Mrs is going to want to go, or even save the club. It was however a point of the stuff rules in place at most clubs.

OK, we have a spike bar which is a bit more casual, allowing soft spikes, but still no trainers and jeans. my club is closer than my nearest pub and i would use it as a pub, however i live in jeans or shorts and flipflops, and i am not "dressing up" to go for a few pints.

 

[Deleted member 18588]

Cannot understand why the OP wants clubs to compete with a failing business model.

Pubs are continuing to close at an alarming rate so they are hardly an example to follow.

The current generation of golfers do not,in the main, wish to spend the same amount of time at "the Club" as their predecessors and, thus, bar takings reflect this.

In the case of members' clubs, which I have to admit is all I am interested in, it would be better to look at controlling costs rather than increasing income as the objective of the Club is to break even, not make a profit.

So ensure opening hours, facilities and staffing levels satisfy core demand and any limited demand outside that should be left to the commercial sector.

Dress codes within the clubhouse probably should be relaxed but, speaking as a member of a club that has done this and has Sky and has tried events /promotions around major events, it will make damn all difference in the medium to long term.

 

[dufferman]

Unless clubs catch up to 21st century values / expectations, they can't expect to pull in 21st century people. For some courses that is perfectly acceptable, but a lot of courses want 19th / 20th Century values (not being rude or condescending, but that is the vein of most clubhouses) with 21st Century customers. Until courses change that, they'll be losing money or certainly not growing for a while.

I do believe that, and again I'm not trying to be rude, the generation of 'traditional' golfers is on it's way out - and when people who like to wear Ricky Fowler colours on the course, like to use their iPhone's GPS app to record scores and like to keep up with all the latest gear and equipment start becoming club captains and majority members of the board, we'll see a change.

 

[bladeplayer]

make people want to come there in the first place! so get rid of stuffy dress codes is a must. you guys were chatting yesterday about the mrs not having a clue what she was allowed to wear.

Once you have people in, ENCOURAGE them stay, so decent beers etc and food, wifi? maybe, maybe not, TV with sports? again maybe. Just make it a nice atmosphere!

Good food at decent prices , Awareness the club is not just for members , now in the summer have an open fun day for school kids around putting & chipping green , invite the parents for a cuppa and nibbles while the kids are there , push the boat out to have a relaxed attitude during the visit (hide the contrary members)

Alot of non golfers have a preconsecption of stuffiness and unwelcomeness , change that , increase & ur footfall

 

[Rooter]

Cannot understand why the OP wants clubs to compete with a failing business model.

Pubs are continuing to close at an alarming rate so they are hardly an example to follow.

Badly run pubs are, ours however is very profitable. Largely down to doing decent food.

 

[Rooter]

Alot of non golfers have a preconsecption of stuffiness and unwelcomeness , change that , increase & ur footfall

Perfect example near me, the local cricket club house turned them selves into an actual pub, opening pub hours, no memberships, no dress code. Ironically called the Bowlers Arms, it does decent food, is family friendly and you can watch a decent game of Cricket as Berkshire often play there and the home team Falkland are in Home Counties premier league 2.

 

[Fyldewhite]

Similar to the Sky Sports debate a couple of weeks ago I think the first thing to recognise is that catchment area is key. If a club is "out in the sticks" then that's a million miles away from on in a built up area and there is no "one size fits all" solution.

As for my club....

We have had wi-fi for 5/6 years. The first regular user was an old chap who was over from Australia for the summer who used to do all his e-mail etc on his laptop every morning......previously he went to the library! He thought it was "brilliant" that the club had this and obviously since then with the advent of smartphones it's very well used. I'd estimate more than 50% use it.

We relaxed the dress code (anything goes bar dirty work gear). Nobody died, nobody has to be shown the door for having the wrong type of shorts and altogether a more relaxed atmosphere

We have Sky Sports and I'd estimate we have 20 people in the bar every Saturday until late.....the catalyst is the 5:15 game and they are in the habit now and do the same in summer. They would be down the pub by 5 if we had no Sky.

Pub atmosphere? That's what we have most of the time. In fact I'm popping in for a pint on the way home soon. Our bar takings are always well into 6 figures and it is our life blood.

 

[williamalex1]

A free taxi or bus ride home, as it's going to get even worse when the lower drink limit is introduced.

 

[DanFST]

Similar to the Sky Sports debate a couple of weeks ago I think the first thing to recognise is that catchment area is key. If a club is "out in the sticks" then that's a million miles away from on in a built up area and there is no "one size fits all" solution.

As for my club....

We have had wi-fi for 5/6 years. The first regular user was an old chap who was over from Australia for the summer who used to do all his e-mail etc on his laptop every morning......previously he went to the library! He thought it was "brilliant" that the club had this and obviously since then with the advent of smartphones it's very well used. I'd estimate more than 50% use it.

We relaxed the dress code (anything goes bar dirty work gear). Nobody died, nobody has to be shown the door for having the wrong type of shorts and altogether a more relaxed atmosphere

We have Sky Sports and I'd estimate we have 20 people in the bar every Saturday until late.....the catalyst is the 5:15 game and they are in the habit now and do the same in summer. They would be down the pub by 5 if we had no Sky.

Pub atmosphere? That's what we have most of the time. In fact I'm popping in for a pint on the way home soon. Our bar takings are always well into 6 figures and it is our life blood.

This is exactly it, this is what clubs should be doing.

 

[Hacker Khan]

Unless clubs catch up to 21st century values / expectations, they can't expect to pull in 21st century people. For some courses that is perfectly acceptable, but a lot of courses want 19th / 20th Century values (not being rude or condescending, but that is the vein of most clubhouses) with 21st Century customers. Until courses change that, they'll be losing money or certainly not growing for a while.

I do believe that, and again I'm not trying to be rude, the generation of 'traditional' golfers is on it's way out - and when people who like to wear Ricky Fowler colours on the course, like to use their iPhone's GPS app to record scores and like to keep up with all the latest gear and equipment start becoming club captains and majority members of the board, we'll see a change.

Good post there sir.

I think the trick is to try and appeal to all. So don't scare of the more traditional members, but at the same time make it appealing as somewhere for golfers and sometimes their families to socialise at. Should not have to be one or the other.

 

[Dodger]

Unless clubs catch up to 21st century values / expectations, they can't expect to pull in 21st century people. For some courses that is perfectly acceptable, but a lot of courses want 19th / 20th Century values (not being rude or condescending, but that is the vein of most clubhouses) with 21st Century customers. Until courses change that, they'll be losing money or certainly not growing for a while.

I do believe that, and again I'm not trying to be rude, the generation of 'traditional' golfers is on it's way out - and when people who like to wear Ricky Fowler colours on the course, like to use their iPhone's GPS app to record scores and like to keep up with all the latest gear and equipment start becoming club captains and majority members of the board, we'll see a change.

It isn't just club bar trade,Fowler clothes etc but things like online booking,flexible memberships,use of social media.............christ I could go on and on but some clubs are indeed falling behind the times big time.

 

[HomerJSimpson]

A number of interesting points. We already have a storage facility for trollies with the ability to charge batteries. It's fully subscribed and has been for years with a lengthening waiting list. There isn't the facility expand the storage area. Similarly we have a reasonable sized locker room which has full size lockers but nowhere to expand and add more.

As for the clubhouse, we have Sky Sports but we maintain a dress code. Personally if I'm at the club I'm playing or practicing anyway so will be complying. I wouldn't particularly want to go there for a pint. It doesn't have a great atmosphere, there are better local pubs doing better food and to be honest with the amount of time I already spend there a change of scenery is good