Group business is key to profitability and sustainability for a large percentage of operations nowadays. It takes personality, perseverance, smarts and even the efficiency and organization of technology to make outings, tournaments and other events a professional program versus a “winging it” exercise.
By Steve Peterson, General Manager, Renditions Golf Club
There’s an elephant in the room that needs get out in the open: If it wasn’t for group business in the form of golf outings, tournaments and other special events, many golf courses and even country clubs would be close to if not deeply under water.
I forever ask myself if it’s easier, if not more profitable, to secure 144 players in one group or 144 individuals to pay and play. Analytics software provides a data-driven answer, but you probably and innately know that group business is key to profitability and sustainability for a large percentage of operations nowadays.
Securing and servicing group business blends art and science. It takes personality, perseverance, smarts and even the efficiency and organization of technology to make outings, tournaments and other events a professional program versus a “winging it” exercise.
Five keys to ace the group business revenue stream:
- Provide your sales managers with the best tools – Robust CRM as well as quote-contract software are required for any professional operation. For example, Zendesk Sell and Lightspeed are compatible. DocuSign is common nowadays, and the ease of this digital signature mechanism surely won’t scare event organizers upon approaching the commitment finish line. These products are integrated with each other and funnel into a dashboard that tracks activity and goals. This way, there’s less chance to fall into the trap of missing sales opportunities and even more motivation to pursue and close business based on measuring performance against goals in real time.
- Prepare group menus and merchandise packets – With input from your Chef and Head Golf Professional, a starting point of offerings are set for group event organizers. From there, programs can be creatively customized based on unique events’ different levels of desired experiences and budgets.
- Communication – Accurate and detailed banquet and event orders (BEOs) are a must. These documents serve as guidelines to communicate logistics to all necessary personnel involved in planning and executing group events. Changes in player counts, schedules and a host of other event features will happen (even “day of”) and streamlining communication to your team through living BEOs will have everyone on the same page.
- Work toward re-booking – Oftentimes, group coordinators organize the golf portion of the event, but don’t play. The downtime during the round is an ideal opportunity to build that in-person relationship toward rebooking the event for the next year. This tactic varies from person to person.
- Create a detailed operational plan for group business – A shotgun set up needs to get players on the course and to their respective holes in the most efficient way. For large groups, two, double-sided buffets alleviates the annoyance of standing in a line of scores of people to get your food. Time is a precious commodity and wasting others’ time is sure-fire way to give your competition an edge to host the group’s business next year.
Steve Peterson is a PGA member and General Manager of Renditions Golf Club in Davidsonville, Maryland. Renditions is professionally operated by Landscapes Golf Management.
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