TRC – Driving more than just green fees

Executive Summary

Market Harborough Golf Club in collaboration with The Revenue Club, has achieved a remarkable transformation in its sales and marketing strategy, particularly in green fee revenue and customer relationship management (CRM), without the presence of a General Manager or dedicated sales person to oversee these areas. This case study examines the strategic partnership that began in July 2019, focusing on the challenges, solutions, and outcomes that have led to a substantial increase in annual casual visitor revenue through golf course online bookings, and a 600% growth in the customer email database.

Introduction

Before The Revenue Club’s intervention, Market Harborough Golf Club was facing significant challenges in managing visitor revenue. The club had no dedicated professional to oversee this aspect and relied on basic internal systems for handling enquiries, with no proactive marketing to drive new business.

Challenge

The club’s pricing strategy was being undermined by the unchecked sale of barter tee times online, which diluted the club’s value proposition. The existing arrangements with technology providers were not delivering the desired value, necessitating a strategic revision.

Solution

The Revenue Club embarked on a comprehensive re-evaluation and overhaul of the club’s green fee strategy. This process included:

Assessment and Restructuring: A thorough analysis of existing rate structures and booking reports, identifying both successful practices and points of concern.
Rack Rate Determination: Establishing a rack rate grounded in the average cost per round meaning the value of club membership was preserved.
Demand-Based Pricing: Developing five incremental price bands tied to varying times and demand throughout the week, tailored to different booking types and lead times.
Online Rate Management: Promoting golf course online bookings by offering more attractive rates, leveraging the advantages of pre-payment and richer customer data collection.

Implementation

The club’s shift to a demand-based pricing model led to better course utilisation and revenue growth. The Revenue Club provided end-to-end assistance in the club’s transition to a new technology provider, IntelligentGolf, ensuring efficient implementation which included their own flexible membership programme.

Increased Golf Course Online Bookings

The strategic changes implemented resulted in:

Revenue Growth: Year-over-year growth in casual visitor revenue, with a peak increase of 119% from 2019 to 2020 and consistent subsequent growth.
Database Expansion: Over 600% expansion of the email database, bolstering direct marketing campaigns.
Enhanced Customer Satisfaction: No negative feedback from the shift to more golf course online bookings, reflecting modern consumer preferences.
Operational Control Improvement: A decrease in cost of sale and better-managed floor prices led to more direct bookings at higher rates, enhancing the quality of visiting golfers and the club’s satisfaction.
Improved Sales Systems: The club now operate with a robust sales system that has far exceeded what was ever hoped for via HubSpot. Overseen by TRC, HubSpot provides an end to end sales and marketing solution which handles all of the clubs digital marketing output through to sale.

Conclusion

The Revenue Club’s strategic partnership with Market Harborough Golf Club has been highly successful. Through thoughtful pricing, technology enhancement, and targeted marketing initiatives, the club has not only seen a significant revenue increase but has also improved its operational efficiency and customer engagement.

Outlook

The Revenue Club continues to support Market Harborough Golf Club, focusing on sustainable growth and continuous refinement of sales and marketing strategies to ensure the club’s enduring success.