As we’ve written about before, golfers need to be incentivized to play more. The same goes for the people buying golf for friends and family during the holidays. By bundling rounds into packages, consumers buying golf as a gift, as well as your regular players, will buy more golf during times when weather may not be ideal. So, what are some ways you can bundle golf and increase your revenue during the winter? Here are a few that we have seen work rather well in the past:
10 Rounds for the Price of XThis package seems to be the most popular amongst golf facilities, as it’s logistically easy and doesn’t require anything but a voucher or gift card to keep track of. The appealing thing about bundling 10 rounds of golf together for a discount, is that few golfers will redeem all 10 of the rounds. So, while you are technically discounting, the price per round isn’t likely to drop much, or at all.
Annual Range MembershipsSome golf facilities do a large percentage of their business through their driving range. This package is ideal for facilities that fit into that description. Offering an annual driving range membership can entice people to make a commitment to visiting your range more often once the weather is warmer.
Include Lunch and Range BallsFor people that don’t want to spend hundreds of dollars on a gift, this is the perfect bundle. By offering golf, lunch, and a bucket of range balls in a package deal, you are offering a more robust gift for someone to give. You can even promote the package as the “All-Inclusive Day of Golf”. People buying them as gifts will feel warm and fuzzy inside knowing that their friend or loved one is being provided everything they need to enjoy a day on the course.
You can even bundle this bundle. We’ve seen courses have success with offering golf, food, and range balls in packages of 3, 5, 10, and more. This is a well-rounded package that people love to buy as gifts, so make it easy for your customers to buy more than one at a time. Which brings us to our next point.
Also, the golfers that do redeem all 10 rounds are likely to invite their friends to play. This means, once the weather is nice again, you will have more golfers at your facility to buy food, drinks, and apparel.
You know your customers best, so think about what combination of price and number of rounds will work well. Sometimes it’s 5 rounds for the price of 4 to lower the overall price of the bundle. Other courses do really well with bundling 10+ rounds, knowing their average customer plays often enough to make the deal appealing.
During the colder months, people start chomping at the bit to play golf. We’ve all been there. There are people that will buy new clubs and apparel months before spring in preparation of good weather. These are the same people that will buy an annual range membership for the year to come.
Range memberships also make a great gift that can be reasonably priced depending on the facility. While a full membership is typically out of the question for a nice holiday gesture, a driving range membership is more reasonable.
Give Them Choices
There are many people wanting to give the gift of golf this holiday season. Income, price sensitivity, and generosity will vary from person to person. That’s why we suggest your online store look like the one in the image below from North Shore Golf Club in Orlando, FL. They are offering a wide range of bundles, gift cards and deals. This is great because there is something for everyone, from full memberships to monthly range memberships. People that are shopping for a holiday present typically have a price range they want to stick to. This golf facility’s store has different offerings that can appeal to an array of shoppers, which will ultimately lead to more sales this holiday season.