Targeting “Golf Moms” (and Dads)

A Family Golf Links golf initiative through Toll Brothers brings more families to the course.

Making an across-the-board concession to the realities of modern family life, Toll Brothers, the Horsham, Pa.-based company that builds luxury homes in 19 states, has announced through its Golf and Country Club Division that all of the company’s country club facilities will now participate in a Family Golf Links golf initiative. Through the program, each club will install “family” or “kids” tee markers to create three different 9-hole courses with yardages much shorter than normal golf course lengths.

In addition, the Family Golf Links program will provide junior golfers with separately tailored scorecards, complimentary handicaps and complimentary rental sets. Discounted family rates created through the program will include free cart fees after 11:00 AM for kids 15 and under, and a “Pay What You Play” feature after 4:00 PM. Other offers created through the program include specially priced Parent/Child Clinics and Junior Lesson Rates that are discounted, based on age.

“Time and money are large hurdles in the golf industry, similar to the everyday hurdles we face when planning activities with our families,” says Mitchell Laskowitz, Senior Vice President of Toll Brothers’ Golf and Country Club Division. “This program removes those hurdles with discounted rates and various events that cater to our families’ schedules.”

Jupiter (Fla.) Country Club was the first Toll Brothers property to pioneer the Family Golf Links program, through the initiatives of Laskowitz and the club’s Head Golf Professional, Barrett White. “Every day, more of our members are bringing their families out to enjoy the golf course,” says White. “The program’s flexibility and setup make an easy fit in the busy schedules of parents and their children.”

The Hasentree Club, a community in Wake Forest, N.C. that was recently acquired by Toll Brothers, was purchased with the “family” tee layout already designed on its Tom Fazio course.