By JJ Keegan, Envisioning Strategist and Reality Mentor, JJKeegan+
What if an individual comes to your golf course and offers to pay you 100% of the rack rate for 100% of the tee times? The only caveat is that no one can play your golf course that day.
Would you make the deal?
What if, as an incentive, they offer to bring 360 people from the metroplex to your facility who will only walk on the cart path for six holes?
What if they provide you the opportunity to market to these 360 people, among whom at least 50 are likely to be golfers, your various instructional clinics, leagues, and the unique features of your golf course.
Are you in?
One of Colorado's most talented professionals is Matt Schalk, PGA, and General Manager at Colorado National Golf Club, home for the University of Colorado Buffaloes golf team. He views his facility not as a golf course but as an entertainment venue.
One of the assets that he leverages exceptionally well is the driving range. Skydivers, hot air balloon launches, rock concerts, and 4th of July fireworks that bring upwards of 15,000 people to his facility are all part of his arsenal to maximize the investment return at his facility.
For 2020, in this Covid-19 environment of social distancing, his creative mind, and his being an avid lover of beer festivals, he contacted Cannonball Productions, a New York City-based event planning and production company dedicated to creating big, bold, one-of-a-kind experiences.
The result - Welcome to Seltzerland!
Cannonball Products is turning golf courses across the country into a hard seltzer paradise. They offer a one-of-a-kind immersive experience that allows participants to spend the afternoon tasting 50+ unique hard seltzer, including White Claw, Corona Hard Seltzer, Bon & Viv, 10 Barrel Brewing, Four Loko, Willie's Superbrew, and Its Spritz. In addition, attendees indulge in mouthwatering munchies, epic photo ops, and take-home tasting glass.
The economics were straight forward.
Colorado National Golf Club received $20,000 for not having any golfers. They were provided the opportunity to install whatever signage they deemed appropriate to advertise the many features of their facility.
The fee for festival participants was $29 up to $59 for VIP passes. The leading seltzer companies and food purveyors also provided financial sponsorship.
From 11:30 to 4:30, starting at the 1st hole, each time slot contained 15 attendees total to abide by Colorado COVID regulations and keep all attendees, staff, and vendors safe.
Each pod had approximately 3-4 minutes at EACH booth. When they reached the third hole, the attendees had an additional 15 minutes to hang out & cool down at the White Claw® lounge.
There were signs throughout the course, guiding the participants to the next hole. The event staff was also on-site for directional help. Note, there were three-bathroom locations on-site. At the Clubhouse, at the end of Hole 3, and at the end of Hole 5. These bathrooms were cleaned continuously throughout the day.
White Claw Perks, Hormel Hole-in-One with a Bacon Seesaw, the Tasting Trail, and Hangry Free Zone in which one could chow down on a chili con quesadilla on Hole 3 or snag an insta-worth waffle on Hole 5 were part of the fun features provided.
In 2020, Seltzerland was held in nine states in the United States, including the esteemed Cog Hill Golf Club under the stewardship of Kathryn Jemsek, Westchase Golf in Tampa, FL, and Westin Kierland in Phoenix, AZ.
Are you ready to embrace and profit from the latest trend?
Story by James J. Keegan, Envisioning Strategist, and Reality Mentor. His sixth book, "The Winning Playbook for Golf Courses: Shorts-Cuts for Long-Term Financial Success," was released on June 20, 2020. Keegan was named one of the Top 10 Golf Consultants and Golf Advisor of the Year in 2017 by Golf, Inc. Keegan has traveled more than 2,990,000 miles on United Airlines, visiting over 250 courses annually and meeting with owners and key management personnel at more than 6,000 courses in 58 countries.