Anytime the Wall Street Journal publishes a story about golf, I usually have at least 10 friends text or email me, “Did you see this?” And each time, I have a bit of trepidation: what punch is being thrown THIS time at golf? Thankfully, the article this past weekend (What Golf Can Learn From Online Dating) was about a new mobile app designed to match strangers of like interests or like playing abilities on the golf course. Although I’ve had some great times and made a few lasting friendships by getting randomly paired with strangers, I can also see the value in purposefully matching myself up with someone to play…especially if none of my buddies are available, if I’m traveling and playing golf, etc.
I wondered to myself – would this really drive more rounds and revenue for courses? I could see it resulting in a few more rounds, if I had a good experience with a match. I could see it favoring extroverts, who might have more of a penchant to socialize with strangers. In the end, it might introduce another variable that would push me to playing golf more often. Good stuff.
For me, the very first variable that dictates if I can play or not is available time. As a busy executive with young kids, the time I make available to play golf isn’t ample. But, I love the game and am motivated to play. Where there is a will, there is a way. Right? I work crazy hours, most days starting work around 5 am, then taking a break between 7 and 8 to get my kids off to school, then back at work until 4:3o or 5 pm. And like a lot of people I know, I’m not using my vacation time in traditional ways, like the old one-week vacations. I’ll take vacation time by taking an afternoon to play golf, hang with my wife, etc. Thus, the opportunity to play golf opens wide up, because I’ll treat myself to nine holes at 3 pm on a Tuesday – especially if I started work at 5 am that day. It’s just the way a lot of Gen Xers and Millennials are working these days. Long hours, but flexible hours.
The four Karen boys – and dad – playing golf at Summit Chase Country Club, Snellville, GA (April 2016). This is where I grew up playing golf.
So, here is my idea on how to get time-sensitive (more so than price-sensitive) golfers like me out on the golf course – more often. I’m putting it out there for the mobile app/technology companies in our space to chew on, hoping it will make its way on to the development path.
I download the now-imaginary golf app, which must be tied to a robust tee time inventory system, and I tell all of my local golf buddies to do the same. During the download process, I give permission for the app to access my calendar app, where I record all of my personal and work-related appointments. I then give the app information on when I am generally open to play golf – it could be any day, all day…only on weekends after 11 am…Monday, Wednesday and Thursday after 3 pm…etc. And I let the app know I’m willing to play golf within a 20 mile radius, or maybe only at certain courses (my favorites). My buddies all do the same. Oh, and we give our credit card numbers for advanced payment. The app is constantly scanning available tee times (9 holes or 18 holes), and cross referencing open tee times with all of our calendars and our time rules (i.e. I can only play on weekdays after 2 pm). The purpose is to drive demand in the following way:
“Hello, Jay. It looks like you, Stanley Spedowski and Irwin Fletcher are all available to play 9 holes this Thursday afternoon. We found an opening at Charleston National Golf Course at 3:24 p.m for $28 per person, or Patriot’s Point Links at 4:02 pm for $24 per person. Click the Book Now button if you’re in! Click here to start a text chat with Stanley and Irwin about getting a game on.”
Guys like me (and I’ll bet there are a ton of others like me) need a bit of prodding and reminding to get out on the course. Otherwise, we’ll allow ourselves to be swamped in work and family and never make time for recreation.
Did you notice I didn’t suggest that the app find the lowest available price around town for me? That’s not as important to me as golf on a good course, with my friends, when I’m available to play. I trust the courses will be charging the prevailing rates they charge for 9-hole, afternoon play. I just want to see the options available to me.
How can the technology companies in our space (or ones that may enter our space) use information like this to drive demand? What other ways can we dream up to drive demand by responding to the changing dynamics, sensibilities and interests of today’s customer?
What do you think?
#FromTheCEO