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Targeting “Golf Moms” (and Dads)

By Joe Barks | February 11, 2011

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.

About The Author

Joe Barks

Joe Barks contributes to Club & Resort Business magazine working out of Wayne, Pa. (suburban Philadelphia). He has been covering the club and resort industry since the launch of C&RB in April 2005 and during that time has written cover-story profiles of over 150 club and resort properties, as well as many additional articles about specific aspects of club management and profiles of leading club managers. Barks has been a writer and editor for specialized business publications for over 40 years, covering a wide variety of industries and professional disciplines over the course of his career. He is a four-time winner of Jesse H. Neal Awards from the American Business Press, known as the “Pulitzer Prizes” for industry trade publications. He has also been a freelance contributor to many leading national consumer and business publications, and served as Marketing Manager for the Hay Group, a leading worldwide management consulting firm. He is a graduate of the University of Pennsylvania.

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