The Pellucid Perspective - August 2020 - 7

clubs - the rental set had about about 10 mis-matched clubs including 2 eight irons. How many novice golfers will get a good
introduction using old and often mis-matched clubs? On the
other hand, how many new and returning golfers will benefit
from using the newer, game improvement clubs as part of our
process of keeping them engaged?
Also, as part of creating a "perception of free"; good rentals clubs can be part of the equation. As we were doing some
research into some golf resorts for a recent project; I noticed
more and more resorts listing "rental prices". It could be the
outrageous baggage fees that also helped fuel the growth in
ski rentals; but it also could be that they realize an increasing number of customers want to play,
but prefer to rent. Some rental prices
I saw were relatively high ($40 - $60),
which leaves some price perception
room for incentives. If a player participates in a clinic; why not offer a discount on rental clubs when they book
a round on your course - as often as
they play for the rest of the season? It's
actually better than a simple greens
fee discount - it encourages them to
get more playing time without a major
investment. And then, of course, they
might be a candidate to buy the clubs
they've used when they decide to really
take the plunge.
If you want further evidence of this
changing consumer behavior, check out
the golf program from Sychrony Bank -
they have a deal with Golf Galaxy (and
Dick's) specifically tailored to spread
out payments of new club purchases.
ClubHub offers rentals and deliveries
in over 35 states.
Paying more attention to rental clubs
is important for several major reasons:
*
*
*

Golf 20/20 gathering and asked Nike Golf CEO Cindy Davis (who had just delivered the rousing launch speech for Get
Golf Ready) why Nike wasn't sponsoring a nationwide rental
program as an integral part of GGR. It was his Big Short/
Steve Carrell moment and Ms. Davis responded with a nonsequitur and moved on. Unlike Steve Carrell, Jim didn't press
his luck and further interrupt as the already-identified black
sheep in the industry by all the pooh-bahs who had organized
Golf 20/20. My point is, perhaps the opportunity presented
by COVID can accomplish something that reason, logic and
economics have not been able to in over 15 years of banging a
n
drum. Will anyone listen and act now?

It is a "real" consumer trend
Making good rentals available
will enhance the new golfer's
experience
It offers an opportunity to offer
different (and we think better)
incentives that reduce the price
perception of a round of golf
A well-managed program can
be profitable

I've been preaching (and refining)
this message for over 20 years but still
to little or no avail. As a reference
point, back in the early 2000s my "disciple" on this topic, Jim Koppenhaver,
stood up in the audience at the annual
www.PellucidCorp.com

The Pellucid Perspective

https://www.kempersports.com/ http://www.PellucidcorP.com

The Pellucid Perspective - August 2020

Table of Contents for the Digital Edition of The Pellucid Perspective - August 2020