Take A Swing At Golf Programs

Golf offers “green” opportunities from the links to the clubhouse to corporate and philanthropic events. Here are some insights:

Golf Participation in United States 2010 to 2020

What can you expect of the golf market during the balance of the 2010s decade? Modest growth, according to research from the National Golf Federation. Its analysis predicts the overall golfer base will remain in the range of 25 to 30 million participants during the 2010s, perhaps growing by 1%. However, the average number of golfers per golf course is expected to rise by 150 to 200 golfers by the end of the decade. Play frequency will also grow. Rounds played per year are expected to gradually increase by 73 million rounds, or 15%.

Golf Outings Anchor Events

• Sales meetings

• Team-building exercises

• Key client rewards

• Charity fundraisers

• Awareness campaigns

Golf 101

You don’t have to be a golfer to sell golf promotions. However, you should familiarize yourself with a few basics so that any golfing discussion with prospects keeps them confident in your planning ability. Here are a few terms worth knowing:

Match Play – A scoring system in which opponents compete to win individual holes and the player or team that wins the most holes wins the match.

Mulligan – The opportunity to “re-do” an errant shot, most commonly on the first tee shot. Though not allowed by the official rules of golf, mulligans are often permitted in social golf. Charities may sell mulligans at their golf tournaments to raise money.

Scramble – Usually played in teams of two to four players, this is a tournament format where each player tees off on each hole. The best of the tee shots is selected and all the players tee off from that spot, continuing until the ball is holed.

Shotgun Start – A tournament start in which all the players tee off simultaneously from different holes along the course so as to finish at the same time. A shotgun start is often used at charity and corporate events, as it allows all the golfers to convene for a post-game meal and awards ceremony at the same time.

Stroke-Play – A scoring system where players record the number of strokes on each hole (also called medal play). The lowest number of strokes after 18 holes wins.

Golf Apparel Tip – Ask about the weather conditions golfers can expect at the location and date of the event. Hot environments in late spring and summer months call for a moisturemanagement golf shirt. For Northernbased fall tournaments or those to be held in rainy, early spring months, consider pullover windshirts that provide some warmth and wind-/ water-resistance. Also inquire about club dress codes. Some clubs do not allow mock or non-collared shirts.

Set Up Online Registration

A recent survey by J. Ryder Group’s Golf Digest Planner (www.golfdigestplanner.com) found that 82% of potential players and sponsors expect to register and pay via the Internet for an event. Golf Digest Planner’s experts recommend that the event’s website include:

• A mission statement with information about the organization.

• Details including date, times, costs and locations.

• Information on the golf course, including directions and a link to Google maps.

• Online registration with the ability to accept credit cards.

• A full description of event-day activities, including contests, auctions and meals.

• The ability to display sponsor logos on the home page.

• A link to send event information via e-mail.

Golf Accessories Checklist

Golf programs open the door for an upsell. Whether you’re presenting ideas for golf apparel or awards, consider these 10 accessories as an opportunity to add on to the overall order:

1. Golf towels

2. Shoe totes

3. Ball markers

4. Divot tools

5. Golf gloves

6. Visors/hat clips to carry ball markers

7. Club covers

8. Clear grip

9. Beverage coolers

10. Sunscreen

Anatomy of A Golf Shirt

Performanceready golf apparel incorporates more than a simple cut and basic fabric. Here’s an overview of some key features to discuss with your client in justifying a performance-engineered purchase:

• Sleeves should be cut so that they do not interfere with the golfer’s swing. These raglan sleeves work well for mobility.

• Most golf shirts have a twobutton or three-button placket. Some golf clubs actually require a collared shirt.

• Look for shirts that are tagless. This reduces the opportunity for chafing.

• The body of the garment should be made of a performance-engineered fabric. Some styles include mesh side panels or underarm vents. This 100% poly-twill interlock fabric is engineered with UltraCool moisture-wicking technology.

• Sporty details like the contrast piping on this shirt add flair that sets your recommendation apart from a run-of-the-mill golf shirt.

New Regions Show Promise for Golf Programs

The American Express Business Insights’ 2011 U.S. Business & Consumer Golf Spending report says that new hotspots are emerging for golf spending. South Dakota, for example, saw a 40% increase in golf spending last year. Iowa and Delaware each grew by 12%. Traditional hotspots experienced decreases in spending, such as California (-3%) and Florida (-7%).

Contest Cues

Choose the contests you want to surround the event.

One option is to include a driving contest, which is held separate from the overall golfing competition. For example, you can award a prize for the longest drive on a predetermined hole and another for the straightest drive.

You can also conduct a putting contest, which can be held on a practice putting green. The object, of course, is to put the ball in the hole in the fewest attempts. This is a good addition for event participants who aren’t accomplished golfers.

Finally, consider a special hole-in-one prize that will generate publicity. It’s typically saved for a particularly challenging hole and high-profile events. For large-purse prizes, look into hole-in-one insurance. The coordinator at the golf course for the event should be able to guide you.

Consider sponsors for each contest to boost their publicity and offset the costs of staging and prizes.