OPA Golf Marketing Plan Proposal
Below is link to the new Golf Marketing Plan the board will be asked to approve.
Here's the Executive Summary:
OCEAN PINES GOLF AND COUNTRY CLUB
Presented to:
The Board of Directors
By: The Golf Management Team
Tom Olson General Manager
Art Carmine Controller
Harlyn Goldman Golf Superintendent
Bob Beckelman Golf Pro
Kristi Connell Community Relations
Pudge Ruppert Food and Beverage Manager
Sonya Bounds Recreation Supervisor
Date: November 14, 2006
Executive Summary
In June 2006, the Ocean Pines Board of Directors commissioned Golf Profit Builders – a golf consulting organization to evaluate the operations of the golf course making recommendations to improve revenues, enhance the golf experience and chart a course for future management of golf operations.
Several recommendations were made to change how the course is currently managed; investments in the physical plant, additional salaries, sales strategies, improvements to food service, aesthetics and building utilization were among the many areas targeted by the report.
The management team has reviewed the report in detail, visited several of the courses considered to be primary competition, evaluated existing resources to develop a coordinated effort to implement recommendations, and have arrived at a marketing/management plan to take the best of the recommendations and put them into action for improved operations. We have however departed from the recommendations in the area of adding additional personnel. We estimate that additional personnel would increase expenses by at least $160,000, substantially compromising potential gains from increased revenues that may be realized through implementation of recommendations. Further, the Ocean Pines Association, already employees highly skilled individuals in each of the concentrations. Through a concerted team effort, we believe each aspect of golf operations can be improved with less increase to operating costs.
It should be stressed that the decline in golf operations did not happen overnight and will not be turned around overnight. We expect that the marketing campaign will take at least 3 years with no changes in the method of selling memberships (actual fees will be subject to increase). Further, generating community enthusiasm for the plan will be crucial to its success. We will review performance at prescribed intervals of 6, 12, 18 and 24 months. The review will assess success areas and weaknesses in the plan with adjustments as needed.
Highlights of the plan include
Golf Pro Marketing/membership o Goal increase memberships by 15% in year 1 to combat natural attrition
Staff assignment
Bob Beckelman - Pro o Make blocks of prime tee times available for
Kristi Connell – Public Relations Dir outside play 2-4 days per week
O Join Ocean City Golf Association to promote outside play
o Mandatory Cart fees for outside play
o Trail fees for walking members
o Offer member discount for recruiting new
new members ($50 per sponsored member)
Food Service Goal – improve quality of food service
Assignment – Pudge Ruppert offered and enhance dining atmosphere
Food & Beverage Dir
o Strategies – recruit new vendor or operate in house
o Clean/paint facility and upgrade furnishings
o Install small bar area in 19th hole
Drainage Goal – Correct poor drainage conditions over a
Assignment – Harlyn Goldman 5 year period beginning 2007
Golf Superintendent
o Target 2-3 holes per year for upgrade and modify course play to make 18 holes available during construction
o Continue tree management program to improve course conditions
Social Goal – Improve social/recreational experience
Assignment – Sonya Bounds through year round social offerings
Recreation Supervisor
o Program Country Club space to create improved social atmosphere
o Monthly calendar of Country Club events
o Market activities to the Ocean Pines membership
We believe that the many recommendations made by Golf Profit Builders, that have been incorporated into this solid plan of action, will help us to enhance the golf experience for our members and improve property values for the entire community
Uploaded: 11/20/2006
