The Pellucid Perspective - September 2016 - 9

GOLF COURSE MARKETING Myrtle Beach market a testimony to cooperation By Jim Dunlap www.PellucidCorp.com The Pellucid PersPecTive PHOTOS FROM MYRTLEBEACHWORLDAMATEUR.COM/CATEGORY/BLOG I n the wake of this year's annual World Golf Amateur chamThe market has undergone some upheaval during the past few pionships in Myrtle Beach, S.C. earlier this month, boast- years, most dramatically the news early last year that a Chinese ing the largest field of any tournament in the world, one investment group called The Founders Group had purchased is reminded of what a unique golf market Myrtle Beach and the 22 courses run by National Golf Management, which had the 75-mile long stretch of beach and coastal plains surround- previously joined forces with long-time Grand Strand area oping the Grand Strand area really is. While other golf destina- erator Burroughs & Chapin. Another small cluster of courses tion markets like the Scottsdale-Phoenix area, Palm Springs was also purchased by another group of Chinese investors. Fears or Pinehurst have their fans, for sheer volume it's hard to beat that the overseas ownership might change the dynamic of the Myrtle Beach. Perhaps more significantly, courses in that busy market dramatically have thus far proved groundless accordmarketplace have figured out that while they may still be trying to Lady amatuers celebrate on beat their competitors, they're World Am Day 3 this year. also better off joining them at the same time in a cooperative effort to bring paying customers to the area and their tee sheets. The vehicle for that marketplace marketing is Myrtle Beach Golf Holidays. With a membership that includes the vast majority of the 100-plus courses in the area, augmented by civic, regional and state funding, Golf Holidays, under the long-time direction of president Bill Golden, tirelessly markets and promotes the Myrtle Beach area as a golf destination both nationally and internationally. As proof of its reach, the World Amateur typically attracts more than 3,000 entrants representing all 50 states and more than 20 different Day 4 at the World Am: Even countries for the week-long bacchanal of partythe pros can find the water ing, sun, surf, golf with flights for every skill and hazards challenging at times. handicap level, and did we mention partying? While the World Amateur is the largest, providing competition on approximately 50 area courses during the week, the MBGH Events Division is constantly working to dream up new competitions and events such as the Monday after the Masters event that draws celebrities and entertainers including hosts Hootie & the Blowfish and usually a Masters competitor or two along with thousands of less celebrated attendees. Those events, as well as ongoing promotion of the Myrtle Beach area and its golf opportunities, are bulwarked by over $4M in annual marketing spend by MBGH, according to Golden. 9 http://www.myrtlebeachworldamateur.com/category/blog/ http://www.PellucidcorP.com

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2016

An opportune time for equipment creative disruption: Why Wilson Golf could be in Position A
Companies launch pay-per-hole, pay-for-time options
Superintendents key players in courses’ survival
Myrtle Beach market a testimony to cooperation
Golf weather impact: Aug down slightly; July utilization holds
Cardinals not the only ones in the red in St. Louis
Finally, some help for golf ’s time crunch
The Pellucid Perspective - September 2016 - 1
The Pellucid Perspective - September 2016 - An opportune time for equipment creative disruption: Why Wilson Golf could be in Position A
The Pellucid Perspective - September 2016 - 3
The Pellucid Perspective - September 2016 - 4
The Pellucid Perspective - September 2016 - Companies launch pay-per-hole, pay-for-time options
The Pellucid Perspective - September 2016 - 6
The Pellucid Perspective - September 2016 - Superintendents key players in courses’ survival
The Pellucid Perspective - September 2016 - 8
The Pellucid Perspective - September 2016 - Myrtle Beach market a testimony to cooperation
The Pellucid Perspective - September 2016 - 10
The Pellucid Perspective - September 2016 - Golf weather impact: Aug down slightly; July utilization holds
The Pellucid Perspective - September 2016 - 12
The Pellucid Perspective - September 2016 - 13
The Pellucid Perspective - September 2016 - Cardinals not the only ones in the red in St. Louis
The Pellucid Perspective - September 2016 - 15
The Pellucid Perspective - September 2016 - Finally, some help for golf ’s time crunch
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