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Competition Grows in the
'90's
 You may need
marketing help and have not yet realized it.
PALADIN Can Be Your Source for Successful Growth
in These Competitive Times
In 1986, at the golf industry's first National Golf Summit,
the National Golf Foundation (NGF) proclaimed that the US needed at
least one new course opening per day to keep up with the expected
demand for play through the year 2000. With that national golf
demand projection, golf course construction was booming by 1990
with over 300 courses opening that year. However, beginning at the
end of 1991 and continuing through 1997 play decreased by almost 15
million rounds and player attrition from 1990 to 1991 was at or
near 3 million (people exiting the game). From 1991 on, though, 300
to 400 new courses have opened every year with 450+ courses opened
in 1998 alone and 485 courses projected to open in 1999. All this
while the demand for golf (# of rounds) has remained stagnant; 15
million rounds below the record high in 1991. (There was a blip
upwards in this growth indicator for 1997 but even the National
Golf Foundation isn't making much of it until the 1998 numbers are
evaluated.) There have been as many golfers exiting the game each
year as we, as an industry, continue to entice them to try the game
each year. Which means that the money they spend on
golf and golf related purchases is potentially spread between more
and more courses. For golf business owners to get their preferred
share of the market they will have to exceed golfers expectations
for service and course conditioning and, most importantly, market
to them effectively and efficiently: inform them who you are, where
you are, and the value of your golf experience compared to the
dollars being spent. Then, "ask for the order"; invite and entice
them to play your course rather than the one down the street.
Don't be caught short of
your profit plan objectives. From simple consulting to fully mapped
out marketing plans, strategies, and tactics for every potential
market target available to your golf business, the service provided
to owners and managers through PALADIN can
mean the difference between making money and losing money. In golf,
the purist will refuse a mulligan. In business, however, you take a
mulligan whenever you can find one. Call PALADIN for a Free Marketing
Consultation.
Paladin Golf Course Marketing
3019 Forest Club Drive
Plant City, Florida 33566
28n01, 82w07
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