Peter,
There have been a number of very good comments made within this thread. Research done by the PGA of America, the National Golf Foundation and others suggests that the two main reasons that male golfers stop playing are 1) Lack of time and 2) Costs. The same studies show that the biggest reason women leave the game is that they lack confidence in their skill level.
The idea of free lessons is partially already done through the PGA of America’s free lesson week. If your facility already participates, what sort of reaction do you receive? This one-day sample might provide you with a better idea of how your program would work.
In my experience, the biggest single fault with commission based lessons is that instructors tend to “milk” the members/customers for a series of lessons. This leads to slow, gradual fixes when many members/customers would benefit from one good, solid lesson.
The main challenge that you will face from salaried instructors is a decline in motivation for teaching. I’d bet that with three instructors on staff, your facility already embodies a strong country club culture and zest to improve one’s game. Otherwise, three instructors would not survive financially.
My thought is that a hybrid version of your plan might be the best option. Growing the game is a vital part of any club and teaching pro’s agenda. The best way to ensure the future of the game is to start them young, instead of waiting until they have graduated college and play in their first corporate outing. Perhaps you could offer free lessons to juniors at your club (Anyone in high school or younger). You might also offer free clinics to women members on their “league” days. Keep in mind that women tend to view golf as a social experience rather than as a competitive experience. Clinics offer a sort of safe haven for women to take lessons, when they might otherwise be uncomfortable and lack confidence in a one-on-one lesson setting. As any General Manager, Club Manager, or pro worth their weight will tell you, win over the wives and you’ll be successful.
As has been mentioned, your entire staff needs to think of themselves as ambassadors for the club. When they are not on the lesson tee or manning the counter in the golf shop, they should be shaking hands, striking up conversations, offering tips to members on the range, and putting their finger on the pulse of the club.