The Pellucid Perspective - May 2014 - (Page 9)

GOLF COURSE OWNER PROFILE It's always fun at the Run Operator Tom Abts successfully mines a forgotten demographic By Jim Dunlap T here is little doubt that the customer base of Deer Run Golf Course in the Minneapolis suburb of Victoria, Minn., is not exactly in the mainstream of current golf industry wisdom in terms of customer demographics. There is also little doubt that General Manager, Head Pro and part owner Tom Abts cares much about that, or that he has been anything but dead on in the course he has steered for his property. While others in the industry are introducing a smorgasboard of programs, rates and special offers to attract the rumored multitudes of female and junior golfing customers, Abts has fixed his sights squarely on the lucrative male, age 20-50 demographic. That back-to-the-future choice, and the experience Abts has designed to accommodate it, are some of the reasons that one industry publication named Abts one of the "most innovative people in golf." "I wrote a blog recently that I called 'Know thyself,'" Abts said recently. "So many courses want to have something for everyone, and everybody is so worried about making somebody mad. You should look at your demographic, and then try to match it. I get calls from time to time from other operators in our market wanting to know why we're making it and they're not. When I ask them who their market is, they say, 'Well, everybody.' Then when they can't sell their golf that way, they make it half-off. That makes no sense." It may not be politically correct, but Abts makes no bones about where his bread is buttered. "Young to middle-aged guys, that's exactly who my market is," he confirmed. "We're in the western suburbs of Minneapolis and the city is moving our way, with lots of younger families moving in. My primary customer is a guy about 40, likely a salesman of some kind who likes nice things, probably lives over his head and knows what he likes and what he likes to spend his money on. Right now it's Saturday morning and I'm looking out at my parking lot and there are a lot of sexy cars out there. My guy is not somebody who shoots 71; my guy likes to ride around in a nice cart, maybe smoke a cigar and have a toddy or two out there, and is hoping to break 90 and have a few laughs outdoors with his buddies. If I have a guy who shot 71, walked around the course with one bottle of water and then came in and complained that the rough wasn't high enough, he's not my guy, and I usually end up telling him he might want to think about playing somewhere else." While that customer may sound like a snapshot from the Fifties or Sixties in many US golf markets, Abts has found enough of them in his neighborhood to generate $1.7 Million in revenue during a 6-month season last year, far out-stripping most of his competitors despite having only a modest clubhouse, pub and pro shop, and no banquet or wedding business. Said Abts, "Nobody in our area does the revenue we do - it's insane." Backing up his marketing tagline of "Have fun at the Run," Abts has made hay with his weekly Fast Play Fridays. Golfers are notified that each group is required to play their front nine in 1:55 or less, with the goal of finishing in 4 hours or less. If they lag behind the pace on the front, Abts refunds their money and suggests they try another day or come back next week when they can play faster. He said the majority of the consistently large group of players love the idea, and for those few who show up and play unaware of the requirements, he asks what part of Fast Play Friday didn't they understand, and refunds their money if they fail to keep pace. Another strategem, which is typical of Abts' managementby-walking-around style, is not limited to Fridays, and is guaranteed to have universal appreciation. "Every week, I'll go out on the course and tell the beverage cart to follow me," Abts said. "I stop groups and tell them, 'Whatever you want, it's on me.' What does that cost me, $3 or so a person? Well, if it's a Saturday, those golfers go out to a party with friends that night and they can't wait to tell their friends what happened that day while they were playing golf. The word gets around that Deer Run is a fun place to play, and the management appreciates their business. It pays off, I guarantee you." What Deer Run's clubhouse lacks in cachet and luxurious furnishings, Abts makes up for in the on-course experience. He takes pride in the course's conditioning, while making sure that It may not be politically correct, but Abts makes no bones about where his bread is buttered. "Young to middle-aged guys, that's exactly who my market is," he confirmed. "My primary customer is a guy about 40, likely a salesman of some kind who likes nice things, probably lives over his head and knows what he likes and what he likes to spend his money on." www.PellucidCorp.com The Pellucid PersPecTive 9 http://www.PellucidcorP.com

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2014

TOC
Why defectors are the key to stabilizing golf's participation decline
OpenTee opens our golf season
PGA Junior League helping golf catch up
Powering up long-term savings
Tom Abts: It's always fun at the Run
April '14 golf weather impact: Two (in a row) positive months
Dallas, TX: 'Big D' indeed, relatively speaking
ClubCorp acquires TPC properties in Michigan and North Carolina
It ain't over 'til it's over

The Pellucid Perspective - May 2014