Golf courses are businesses and principles of sound financial management must be applied if they are to operate sustainably, whether the aim is to break even or generate profit. Fully understanding the level of financial contribution your golf course must make to your facility is a vital first step in successful financial planning. This can only be achieved by keeping accurate records of income generated from course-related activities.
A sustainable approach to management can not only meet the requirements of the business from a financial perspective, but it can also contribute positively to a diversity of environmental and social issues. It is important to ascertain exactly what it is that your customers want from the golf course. Demand can fall anywhere on a scale from a 'championship' course to a ‘pay and play’ facility catering for recreational golf and social interaction. In an increasingly competitive market, continuing to attract golfers, both as members and visitors, will be best accomplished through the identification and enhancement of unique selling points.
From a course management perspective, successful marketing of a golf course will emphasise:
- maximising the availability of the course for play. Promoting the ideal of firm, dry and healthy turf combines the challenge of variation in playing characteristics throughout the seasons with less course and green closure
- increasing the value of the golfing experience. Providing an attractive setting through positive management of habitat to encourage wildlife
- attracting environmentally aware golfers by implementing sustainable management practices
- offering good value for money by operating efficiently in terms of energy and water use and waste management.
A simple survey asking members and visitors what they want from their golfing experience can be an extremely useful tool to help you understand their requirements and take the necessary steps towards meeting them through your management approach.
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Implementing sustainable management practces will reduce course closure events which negatively impact on revenue.
Golfers enjoy playing in attractive natural surroundings; courses can increase revenue by encouraging wildlife.
A natural backdrop to the game of golf relaxes the golfer and increases the enjoyment of the round.
Purpose built driving bays can generate additional revenue.
In some cases, a simpler approach to providing practice facilities will be all that is needed.