Golf Facilities

From green fairways to driving ranges to simulators, we have you covered

We add value to our partners’ business by providing marketplace and technology solutions, professional services and dependable partner support, 24/7/365.

LEARN MORE
gears
Operations

The technology you need to efficiently run every aspect of your operation

Learn more
gears
Consulting & support

Professional service and powerful tools to help manage your facility

Learn more
Purchasing

Helping your business stay fully stocked while lowering overhead

Learn more
gears
Marketing

Strategies and tools to promote your business

Learn more
puzzle-piece
Golf Entertainment

Exciting technology to keep golfers coming to your course more often and sticking around longer

Learn more

Instructors

Turning golf coaches into successful business owners

Our tools and services are developed to help golf instructors grow as teachers, bring in new students and take their businesses to the next level.

Learn more
gears
Operations

Core tools and technology to connect you with more golfers than ever before

Learn more
Marketing

Technology solutions to help manage your business

Learn more

Hospitality & Tourism

Add your facility to the ultimate destination for traveling golfers

Access to the leading source of golf course ratings and reviews by golfers, for golfers

LEARN MORE
gears
Operations

The technology you need to efficiently run every aspect of your business

Learn more
gears
Marketing

Strategies and tools to promote your business

Learn more

Media

Reach millions of golfers with our digital and broadcast media

Golfers around the world rely on our marketplaces, television network and instructional content to enjoy and improve every aspect of their game

LEARN MORE
gears
TV & Digital Exposure

Reach millions of golfers with our digital and broadcast media

Learn more

WHY GOLF BUSINESS SOLUTIONS?

9 0 0 0 +

golf course partners worldwide.

3M+

registered GOLFNOW users.

850000+

golfer reviews of 14,750 courses worldwide.

WHAT OUR PARTNERS ARE SAYING

Previous Next

The Latest from The Index

Reap the rewards of dynamic pricing

Mar 12, 2020

Better Revenue Management and a Streamlined Operation

Credit for inventing “customer journey” as a service concept goes in part to a Swedish airline executive, Jan Carlzon, who also introduced the world's first separate cabin for business class. The “journey” metaphor went on to become a core idea for anyone who serves the public.

Golfers booking tee times online begin their journey before they actually arrive at the facility. When the reservation can be made with ease—and price options can be factored into the decision—that customer is off to a satisfying start. As dynamic pricing is used more and more in the golf industry, golfers are viewing it as the new normal and operators are appreciating its advantages.

You can see it in practice at Stonewall Golf Club in Gainesville, Va., where Kyle Backers is the head golf professional. Tee times there—as everywhere—are perishable assets that draw fluctuating demand based on weather, day of the week, time of the day, competing leisure options and multiple other factors. Pricing dynamically downward to sell times in low demand and dynamically upward to capture top dollar for times in high demand is basic logic, as Backers sees it.

“It’s how the hotels and airlines and sports teams do it,” says Backers, “so it’s pretty much expected by anyone who is looking down at their phone and trying to schedule something they want to do.” When Stonewall began pricing dynamically, the clientele barely mentioned it, much less complained about it.

Not all dynamic pricing is created equal, according to those who work with it every day. A golf course might choose to initially use it in the off-season only, or in-season but only midweek, or in some other limited fashion. Nick Hall, a Plus Specialist within GOLF Business Solutions who works with Stonewall Golf Club, has watched the revenue management picture brighten for his partner golf course there. Hall generally sees courses move from partial use of dynamic pricing to full use. Even then, the price matrix on the computer screen can end up showing quite moderate variances in dollar amount.

You can adopt dynamic pricing and still actively manage rates. For Backers, the days when he handled the tee sheet himself were marked by considerable hesitancy. “Having Nick, our specialist, make our price adjustments turns out to be more effective,” he says. “When it was up to me, I was too concerned about making a mistake.”

A basic goal of this digital tool is to increase utilization and maximize revenue, according to Hall, but you do it based on objective data. “Dynamic pricing is not a blunt instrument,” Hall says. “The parts of the week or day that have shown high utilization are tested and often get price-adjusted upward.” He refers to this as “challenging the ceilings” on price. Not long ago at Stonewall, a tee time that was very much in-demand was booked at $11 more per round than a comparable tee time was in previous years. Backers certainly took note of it. “It was a cool thing to see,” he comments. “That foursome of golfers had a choice to buy the time or not and they wanted it.”

Studies show that giving consumers an array of understandable options speeds up their purchase decisions. To the extent the price-selection factor contributes to more people booking online, that’s absolutely a good thing. Having golfers provide their contact data when they book digitally makes database-building more efficient and it changes the atmosphere in the golf shop as the customer journey continues and players check in.

“One thing I love about dynamic pricing is the way it frees you up to connect with the golfers, getting to know them and making sure they have a great experience,” says Backers. “If I didn’t have GOLFNOW running our tee sheet and managing it in a way that brings the most golfers out here, I’d be sitting at the computer doing it myself—and not doing as good a job.” Even merchandising gets a potential lift, according to Backers. “There’s more time for customers to look around and more time to check whether they might need golf balls or a glove or a shirt,” he reports.

Consumer experiences that are “frictionless” are a holy grail of 21st-century marketing. Booking golf using digital tee sheets that are dynamically priced fits with that paradigm. And it fits with what Kyle Backers sees as a new kind of motivation for the golfer of today, versus what he witnessed earlier in his career.

“It used to be a big deal to play the most expensive course, or the hardest course, and impress your friends that you did it,” Backers says. “Now people want to get a decent deal on their green fee, make a hassle-free reservation, enjoy their round, play music in the cart, have drinks after, and just keep it fun.” When he describes a day on the links that way, it sounds like an enjoyable journey indeed.


Market yourself with video

Mar 11, 2020

Fact: Your Golfers Are Visual and Social

It’s no longer enough to just attract new golfers, but the savvy golf course operator also employs strategies that also build relationships to keep them coming back. Sounds like common sense, right?

An innovative breakthrough a generation ago, “relationship marketing” now has become commonplace. Nowadays, course operators are considering the golfer “journey.” It’s important, of course, that golfers buy a tee time from you, but what are some of the methods you should be employing to leverage those purchases to create long-term relationships?

That’s what John Brewer Jr., General Manager of Split Rock Golf Club in Orient, Ohio, has been thinking about for years. With the advent of easy-use handheld technology, one of those ways he’s discovered is to incorporate short videos as a high-powered, highly effective tool in that effort. Teaming up with his GOLF Business Solutions Plus Specialist, Melissa De La Paz, Brewer has been planning, producing and posting weekly videos, then tracking the results and continually refining strategy.

"A local company that does video production and marketing for small businesses made a presentation to us that included some of the results they could deliver, in terms of click-throughs and likes and so forth,” says Brewer. "The numbers were basically the same as what we’re achieving on our own, in our work with Melissa, so that was very satisfying to see.”

An outsourced firm may be able to deliver video content that is more slickly produced, but for the team at Split Rock that doesn't seem to matter. Golfers who follow “The Rock” on Facebook and enjoy the videos don't mind Brewer’s simple approach.

“We're doing this to start a conversation with our customers and see where it leads," says Brewer." It's personal. It’s not fancy in the least, and maybe that's why people come into the shop and start talking about our videos and ask us what we’re planning to do next.”

All marketing and selling should conclude with a call-to-action—that’s the accepted wisdom. But in relationship marketing the action isn't necessarily a purchase. In 2019, Brewer worked with de la Paz on a video promoting a used-ball donation drive that resulted in some 20 golfers showing up with buckets of shag balls that had been gathering dust in their garages.

“We had an unexpected range ball shortage and I know for a fact that half our players have a big stash of scuffed balls they can’t seem to toss out," explains Brewer. “We put out our request via video and got a great response. Everybody was talking about it—that's the whole point anyway, the back and forth interaction.”

Mike Hendrix, Vice President of Clubhouse Solutions, agrees completely with the Split Rock concept of video that is home-cooked, folksy and sincerely personal. The point of it is pure connection, not communication of the sort a marketer would use to convince consumers they should change cell phone providers or have their home checked for termites. Getting your home checked for termites might be a necessity but, unlike playing golf, it’s not something you actually want to do.

“When you are selling golf," says Hendrix, “you're basically inducing a person to do the thing they want to do. They want to engage with their favorite activity in their favorite environment. So, let’s just get the engagement process started—and video is the tool for that. It’s natural and easy to consume video—especially on your smartphone, which is where so much content gets consumed these days anyway.”

Led by Hendrix and Clubhouse Solutions Specialist Gabriela Vaughan, the GOLF Business Solutions team produce Clubhouse Bulletin, a rapidly growing video newsletter customized for private clubs as a way for them to connect with members. In this case, the homemade look and feel isn't appropriate, yet there's still a need for a warm, upbeat and personal tone. The natural ease and charm of on-air personality Bailey Chamblee supply those qualities.

By using broadcast-quality production elements, with the GOLF Channel Newsroom as a backdrop, a Clubhouse Bulletin segment holds a viewer’s attention as it delivers engaging content—news, events and important updates. Other production values include professional course imagery, a scrolling information ticker and club-specific branding in each video.

“Club GMs and officers will view a sample segment and assume there's a high cost to get involved," says Hendrix. “But the cost of entry for a club to add this powerful communication tool and really build engagement is very reasonable.” While it's generally a means of connecting with and retaining the existing member, Clubhouse Bulletin enrollment also allows a club to create an outreach video showcasing it for potential new members.

Humans are wired to process information visually––it's how our brains work. Human golfers are wired to enjoy their experiences at your course or club by personally connecting with the people who provide them with service and a great product. Short videos inviting viewers to come and enjoy themselves will make a strong impression—and produce business results that make everyone happy.


Instructor Plus offers the teaching Pro expert consultation, proprietary management tools

Mar 11, 2020

What's good for the golf course is good for instructors, too.

The past decade has brought waves of sophisticated technology to help dedicated golf instructors diagnose swing flaws, communicate with students, design drills with biofeedback and generally bring a scientific process to the lesson tee. What instructors haven’t been offered—until now—is support to address the business challenges and missed opportunities that have long frustrated them.

The remedy to all that is Instructor Plus, a comprehensive and customizable technology platform and service for golf instructors. Inspired by GOLF Business Solutions’ Plus management and marketing service —currently being used by nearly 1,400 golf courses nationwide—Instructor Plus combines expert consultation and proprietary management tools. It’s all designed to help instructors improve and sustain their businesses in an increasingly competitive marketplace.

“We know that facilities that have high-quality teachers see more play and more spending from the golfers who engage with their instruction programs,” said Lorin Anderson, vice president of Instruction for GOLF Channel. “Instructor Plus creates continual opportunities to grow this engagement through professionally managed marketing while freeing up the instructor to spend more time on the lesson tee, where he or she is most valuable.”

There’s been enthusiastic response to Instructor Plus in its first year. The technology is one of many business-to-business platforms within the GOLF Business Solutions portfolio. Golf coaches and teachers have been embracing the package, made up of a dedicated marketing agent with a unique suite of technologies. It’s a unique opportunity for teaching professionals to access the expertise and tools they need to customize and boost their marketing, sales, social media and back-office functions. An obvious bonus benefit is having time freed up to concentrate more fully on their students.

The technology behind Instructor Plus is designed to benefit any instructional operation, from sole proprietors to multi-instructor, stand-alone facilities. Instructors can choose between a full-service option or a do-it-yourself Toolkit, which provides the instructor with a customized, mobile-friendly website, robust instruction-scheduling software, an email marketing tool and a coach-student communications app.