Timing, value, and a good deal of marketing. That is how Victoria Hills Golf Club, in the quaint college town of DeLand, Fla., has managed to gain guest loyalty during Florida’s non-peak golf season (primarily May through September) with its Summer Card Club Program.
When purchased, golfers receive an introductory free round with GPS-equipped cart and unlimited rates of $32.99 on weekdays and $39.99 on weekends.
“Members love this program, as many of their friends who are not able to purchase a membership are able to play more social rounds with them,” says Matt Payne, General Manager and Head Golf Professional.
Victoria Hills Golf Club—a Ron Garl-designed course owned by The St. Joe Company and managed by Billy Casper Golf—is an18-hole, par-72 golf course surrounded by hundreds of oak hammocks and Augusta pines, carved meticulously from a sandy terrain and buffered by lakes and flowering greens.
Last year, 786 of the cards sold through the program.
“The Summer Card Club Program is a value-driven proposition for returning players and an enticing hook for new golfers to become loyal guests at Victoria Hills,” says Payne. “In this economy, golfers are in search of value and options, and the Summer Card Club Program fits the bill by providing both.”
So far the card has seen some early success this year, with over 100 sold in the first 20 days of the promotion.
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