Is your clubhouse just for post round drinks?

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During the World Cup, golf clubs have seized the opportunity to promote the use of the clubhouse to members. Watch the match, grab something to eat, special offer on drinks, bring the children, it’s nicer than the pub.

Simple promotion, basic offers and appealing to your members – not rocket science and usually very profitable for the club.

Don’t just use your clubhouse occasionally

Your clubhouse can be so much more than somewhere to enjoy a drink and a bite to eat after the round. And not just for your members. Many clubs have a very lucrative stream of revenue from parties, events, business meetings and weddings. However, it is important to promote these appropriately.

Your club may be unlikely to have the facilities, or setting, of the Twenty Ten clubhouse at Celtic Manor, but golf clubs frequently benefit from picturesque surroundings, large rooms, catering on site, a fully stocked bar and ample parking. That’s not a bad list if you’re thinking about a party or a wedding venue.

 

Some things to consider

When looking at maximising the use of your clubhouse for events which are outside of golf, there are many considerations. Here are five to get you thinking.

• Consider a bespoke area on your website for promotion, this may even be a link to a separate website
• You need a named contact to own the activity. This is especially true for weddings as everyone wants theirs to be perfect. Do it well and the testimonials will generate more business. Do it poorly and expect to be publicly chastised.
• Think about your members. It’s still a golf club and whilst event drive good financial rewards, regular the Saturday afternoon golfers may be put out if their usual corner of the club has a wedding cake in it. Bring the members with you on the journey for the good of the club and keep them informed.
• Make it worthwhile for your members. This is an audience right on your doorstep and a discount on room hire could make their choice very easy.
• If you’re doing this already make sure you tell people. Testimonials, social media posts, information for wedding fayres, etc – all effective ways of driving more awareness for your club.

Your clubhouse is your second biggest resource. Make sure it’s working hard for you.

For more ideas go to the Golf Club Marketing Resource website.

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