Complimentary Golf Lessons
How has this idea enhanced your club's operation, etc.?
The idea for complimentary lessons came about through discussions on how to differentiate ourselves in the market. As a historic club in the heart of the city without the potential to increase our footprint we have limited practice facilities. While real estate is limited, this gave us the opportunity to focus on player development, while working with what we have… a great staff.
While making ourselves stand out in the market was our ultimate goal, it seemed a secondary benefit of the program has made its mark as well. Making the game of golf more accessible is vital to the continued success and growth of the industry. While players of all skill levels have taken advantage of the complimentary lessons, it is the family members who are less comfortable on the golf course that seem to be benefiting most. It creates a non-intimidating way for them to develop their skills, increase their comfort and ultimately… play more golf.
How was this idea implemented, and what have been the club members' reactions?
In prior years, our Director of Instruction would split time working in the Golf Shop while booking lessons around his operational shifts. To make the program work, we created a salaried position for this person with 5-6 days/week and assigned our assistant golf professional two lesson shifts per week. Members could book 30-45-60 minutes sessions Tuesday – Friday while weekend mornings were left for quick tune-ups before/after a round.
In year one 450 lessons were given. In year two that number grow to 650 and we anticipate 2022 to bring another significant increase. To say this has created a buzz would be an understatement. The lessons have become a source of pride for not only our golf membership, but also with the non-golfers. Prospective members often mention their referring member has been raving about the offering.