Golf Inc - March/April 2009 - (Page 7) bad short-term decisions when times are better. You must bite the bullet and keep talent, standards, traditions and communications at the appropriate level. You have many options available to you, but the one option you can’t afford is doing nothing and hoping this will all go away. Leadership strength or weaknesses show clearly during difficult times. Our readers react: ing their membership level. If you lose a member, take the steps necessary to replace the member with a new one. It’s called marketing, which most boards and GMs don’t understand. Robert Hall Over-development fueled largely by the real estate industry has caused inexperienced operators to drop price to fill under-utilized tee sheets. The resulting downward spiral of average rate with little if anything to show in terms of increased rounds or customer franchise is slowly killing public golf courses around the country. Operators must stop using price as a blunt instrument to influence cus- tomers and focus on increasing loyalty and improving customer satisfaction. Mark Tansey I remember being lectured about recession golf during the late 1980s by my grandfather. He made it a point to impress upon me the importance not to cheapen the product. Conditioning and service is what brings the golfers through the doors, he used to say. Today let’s provide services people want: efficient check-in, knowledgeable golf staff, friendly F&B personal and timely golf rounds. Trim the valet bag drops, post-round club cleaning and free bag tags. Joe Jemsek Approximately 70 percent of all revenue generated by golf and country clubs comes from dues and yet most boards and general managers don’t realize they are in the dues business. The number one priority should always be maintain- GUARANTEED LANDSCAPING, INC. - GOLF DIVISION 2008 Renovation of the Year - Finalist 421 Kings Highway East, Middletown, NJ 07748 Phone (732) 671-4090 • Email: gli1989@comcast.net March/April 2009 www.GolfIncMagazine.com 7 http://www.GolfIncMagazine.com
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