Study finds profits in female-friendly clubs

Alistair Dunsmuir
By Alistair Dunsmuir March 4, 2012 12:17

Study finds profits in female-friendly clubs

Golf clubs that are redesigned to appeal to women will see significantly more profit, according to a new survey.

‘The Right Invitation: 2011 Women’s Golf Longitudinal Research’, a study commissioned by the National Golf Course Owners Association in the USA, compared 15 golf facilities that had brought in female-friendly measures against a group that did not.

These measures included the provision of female golf instructors, a dedicated women’s department in a pro shop that has women working in it, the availability of childcare, healthy food options and at least four sets of tees on every hole, meaning the 18-hole course can be under 4,500 yards.

The research found that the clubs in the group that embarked on these changes saw an increase in booked golf lessons, female visitors, the pace of play and loyalty from existing customers.

The clubs that did not change saw significant problems develop. They were 46 per cent more likely to see a decline in green fee income, 75 per cent more likely to see a decrease in merchandise revenue and 87 per cent more likely to see a drop in food and beverage sales compared with the 15 clubs that saw the changes through.

Other ‘best practices’ to a facility included abundant directional signage on the course, welcoming starters on the first tee, flexible rates such as ‘pay by the hole’, family golf day programmes, after-hours social programmes for women, women’s golf leagues, women’s restrooms on the course, dedicated ladies’ locker rooms, pro shops that are of a size of at least 500 square feet and the availability of drinking water on at least every third hole.

Alistair Dunsmuir
By Alistair Dunsmuir March 4, 2012 12:17
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1 Comment

  1. (@legendofseve) (@legendofseve) March 4, 13:33

    Pay by the hole golf will attract women and money to golf clubs http://t.co/hbsTa5VQ

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