By Paul Courter, COO, Perfect Golf Event
What does your course provide for charity golf outings? Is it aligned with what fundraising event organizers need? The closer your services and sales approach match the organizer’s objectives, the more success you will have and revenue you can generate.
When contacted for a potential event, the initial reaction by most course operators is to send them their standard “Tournament Services” packet. In reviewing over 50 of these from various golf courses across the country, we found that 90% of courses take the same approach. They provide their event costs (golf, cart, scoring assistance) and their catering options. They leave it to the organizer to select the “Birdie” lunch option or the “Eagle” post-event appetizer selections with a two-hour open bar.
Is this really what the organizer is looking for from their golf course host?
In a recent survey of ours conducted to over 3,000 non-profit and charity golf event organizers, we asked their main objectives for their event.
In the initial planning stages, event organizers list their priorities as:
- Developing revenue and expense projections
- Deciding on a location and format to attract players
- What are the right sponsorship packages?
- How do they market their event to potential players and sponsors?
- Setting up online technology to promote their event, accept online registrations and process credit card payments.
- What contests attract players?
As organizers decide on their event location, your course can close contracts on more events by modifying your approach.
Develop tools focused on the needs of the organizer. Your course can provide sample budgets, format ideas, sample sponsorship packages and tips on how to market an event. An excellent first step is to include an event website in your tournament packages. There are several options for technology. Our statistics show that events using online registration and credit card processing raise 17% more than traditional “pen and paper” registration events.
Several courses have been successful by hosting on-site seminars for golf event organizers. They advise organizers on how to organize, manage and promote a successful fundraising golf event and include a preview of the club facilities. Target non-profit organizers in your area to develop a list of potential attendees.
Take the same approach you would take when someone is asking about equipment. You would not provide the same clubs and lengths to everyone who inquires. You would take a consultative approach. You would ask how they play and score, how often they play, problem shots and their objectives in considering a change of equipment. Do the same when working with a potential event. Understand their objective and tailor your approach to their specific needs.
Paul Courter is the COO of Perfect Golf Event. If you have questions regarding format ideas, exciting contests, event websites to market events and collect online registrations (all services PGE provides), or any other item discussed in the article above, Paul can be reached at 248-640-0212 or at paul@perfectgolfevent.com