Female golfers always face obstacles. They arrive at the course ready to play and with money to spend but find that club managers are not prepared to meet their specific needs.
Despite the challenges of time, busy schedules and lack of amenities, women are playing golf in record numbers. Still a small percentage of the country’s golfers, female players are a force on the course and in the pro shop.
To encourage increased female participation, course operators and managers should pay better attention to a few key factors: varied greens opportunities (and lessons), savvy female staff in the pro shop, business-to-business opportunities geared for women, daycare facilities, and improved weekend tee times.
A few shifts in conventional thinking, investing in areas of the club that will benefit all young professionals, and acknowledging women as a vital part of the club’s overall business plan, will result in an improved bottom line.
THE BASICS
Think timeshares. Shared or temporary membership in a private club presents new and younger golfers with a great place to play. Plan special event tournaments, including mini-lessons. Make the food and beverage service part of the fun.
Provide options in the Pro Shop: introduce the latest trends in fashion while going easy on all those plaids, floral, and over-matched ensembles. Ensure that the staff is knowledgeable and not just in terms of the equipment. Golfers are in the shop to make a purchase – make it easy for them.
Courtesy Rohnisch
Courtesy Rohnisch
BUSINESS-TO-BUSINESS
Team up with local businesses and offer women’s clinics for employees. Corporate golf outings boost morale and provide team-building opportunities. Follow the lead of one Forbes 500 firm and host a golf clinic with the pros in the morning, followed by a 9-hole scramble. Offer corporate memberships via the purchase of a set number of rounds.
Young professionals can use this as a foundation for client entertainment. Consider utilizing the local college/university golf team as a resource for inexpensive golf lessons and ensure that recent graduates, via the alumni office, have access to the information. Arranging university-hosted outings and golf lessons offer networking possibilities and new business and golf lifestyle skills.
DAYCARE
Converting a small function room, outfitted with a selection of toys and staffed by current employees, as an in-club daycare facility (service for a small fee) could return far more than the initial investment while offering your members a valuable service.
ADJUSTED WEEKEND TEE TIMES
Schedule one Saturday morning per month to allow working women a prime tee time. Make sure that daycare is available and that the food and beverage service reflects a variety of light and healthy choices.
A few shifts in conventional thinking, investing in areas of the club that will benefit all young professionals, and acknowledging women as a vital part of the club’s overall business plan, will result in an improved bottom line.
