The Tony Butler Golf Course in Harlingen, Texas has partnered with a marketing company to sell ads on “everything from the benches to the flags to the tees.” Through the agreement, the course gets 15 percent of revenues generated by the ads.
The Tony Butler Golf Course, the municipal course in Harlingen, Texas, has been losing money for nearly four years, station KGBT CBS 4 of Harlingen reported.
But city leaders say they’ve found a solution to try to attract more revenue and balance the ledger, KGBT reported.
“[We are] partnering with a marketing company that’s going to be advertising on the grounds itself,” Carlos Sánchez, Harlingen’s Assistant City Manager, told KGBT.
Through a contract between the city and the marketing company, advertising will now be seen on everything from the benches to the flags on the tees at the Tony Butler course, KGBT reported.
Fifteen percent of revenues generated by the ads will come back to the golf course at no cost to the city, KGBT reported. The contractor pays for the entire marketing campaign.
The city, which says it will be adding more advertisements to more benches and tee flags within the next 30 days, hopes the marketing effort could help cut annual deficits that have mounted from $90,000 to $100,000, KGBT reported.
C&RB featured a similar initiative undertaken by the Ben Geren Golf Course in Fort Smith, Ark. last year (http://clubandresortbusiness.com/2017/06/signs-of-the-times/),
Those in Harlingen say the decline in the number of “Winter Texans” who spend part of their year in the city hasn’t helped the business of courses in the region, either, KGBT reported. And Tim Elliott, owner of Elliott’s Custom Golf in Harlingen, says that effect has been felt throughout the Rio Grande Valley.
“I think if you were to go check the profitability of any of the municipals in the Valley, I don’t know whether you’d see a profit in those,” Elliott said.
The city of Harlingen is also bringing extra money into its golf course by hosting free outdoor movies on the greens, at which people can purchase concessions as they watch, KGBT reported.
To see KGBT’s report on the city of Harlingen’s marketing efforts at Tony Butler GC, go to https://valleycentral.com/news/local/harlingen-golf-course-selling-ad-space-to-rake-in-more-revenue