Fixing a serious issue?

[Peter Wagner]

I doubt that a single member at the club Peter is talking about spends less than $20,000 a year on golf.  These lessons are no more free than the tees I bet they give away...the truth is...like the tees these lessons will be used more frequently because people just love "free" stuff.

I thnk anything that gets people taking more lessons is a great thing.  My 12 year old took a private lesson last night, as opposed to junior group wack fests, and we both decided after playing that yesterday may be the single moment that will put him on his way to a lifetime of loving the game.  I played the tippity tips and he played the fronty fronts and we both parred the number 1 and 3 handicap holes on a world class tough course.  I know this sounds alien to you guys but playing better is more fun and led to both of us enjoying each others company more.

John K,
You hit the nail on the head.  Our average member pays more than 20k per year to be in this golf environment.  These are wealthy people but that doesn't mean they throw their money around so we don't get many takers on the practice tee at 100 bucks an hour.

I end up with nice wealthy guys and gals that spend a lot at my club but by and large aren't getting any better.  At the same time I've got 3 very cheerful and well trained teaching pros doing other tasks in the pro shop and not honing their teaching skills .  Hmm, what's wrong with this picture?

Add to this that I know an improving player is a happier player and a happier player will use our club more and be more likely to stay a year or two longer.

Here's the strange thing about human behavior:  $100 per hour is a premium number even to a wealthy person but if I were to ask them to let me increase their yearly fees from say $20,000 to 20,500 they wouldn't blink an eye.  

Take a look at the above numbers.  If I charge my 350 members $500 more per year that's $175,000 which happens to be about what we pay our 3 cheerful highly trained instructors.  Sooo, under this scenario, we could offer "free" lessons as a club amenity.

Keep in mind that this $500 increase is worst case as I think I can do this without increasing yearly fees.

So far as I can see, the biggest issue raised here is Peter P's comment that "free" diminishes the value of the lesson.  I've got to work on that one.  The comments about what will be taught are important but secondary for right now.  

The financial impact of keeping members longer by keeping them happier is huge.  Ask your club's controller what it would mean to your club if you were able to extend the average membership by 1 or 2 years.  He will probably stammer and start making happy noises.

- Peter

[Peter Wagner]

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.

Chris,
Thanks for your thoughts.  The issues of 'lack of time' and 'costs' don't really apply to our members.  At 350 members and about 12,000 rounds per year you can ALWAYS find  space to play our course.  And if you are short on time you can play 7 holes if you want.  And the cost issue is minor once you've signed up for a large initiation fee and monthly dues.

If you go back to my original post on this thread you'll see that I'm raising this issue within the context of my club and not the greater golf world.  However, I think this idea could be modified for the local muni as well.

Your comment about keeping the wives happy is true but it turns out to be VERY difficult!   

- Peter

[Jim_Kennedy]

 If I charge my 350 members $500 more per year that's $175,000 which happens to be about what we pay our 3 cheerful highly trained instructors.  Sooo, under this scenario, we could offer "free" lessons as a club amenity.

Everyone would probably be 'happier' with a free dinner or two a month, or a few free parties during the season or a free concert w/ Helen Reddy or new golf bags or a free pair of golf shoes for everybody or........ any number of perks besides golf lessons. 

[Peter Wagner]

If I charge my 350 members $500 more per year that's $175,000 which happens to be about what we pay our 3 cheerful highly trained instructors.  Sooo, under this scenario, we could offer "free" lessons as a club amenity.

Everyone would probably be 'happier' with a free dinner or two a month, or a few free parties during the season or a free concert w/ Helen Reddy or new golf bags or a free pair of golf shoes for everybody or........ any number of perks besides golf lessons. 

Hi Jim,

Sure other free things would be appreciated, er, except the Helen Reddy concert thing, but part of the plot here is by giving free lessons the members will play more golf.  My theory is that an improving player wants to play more and I don't have any stats to back that up other than my own personal experience.  If you are improving and playing more you would most likely be happier with your club.  Something that Ms. I-am-woman-I-am-invincible Reddy can't do for me.

Strange that you mention concerts though... we are starting a fall concert series and our first act signed is Garth Brooks.  We're looking to do very small audience concerts with interaction.  So Mr. Brooks will play a little and talk a little about whatever is on his mind.  We're talking to some top flight smooth jazz bands for the 2nd concert but nothing firmed up yet.  I hadn't thought of Helen Reddy... I wonder if she's available?   

Two things to keep in mind:
- the goal is to give back as much as possible to the members and still break even;
- we are first and foremost a golf club.  The social part is great but if we miss the mark on golf the whole thing craters.

- Peter

[Jim_Kennedy]

Peter,
You knew what I was driving at, ala Helen Reddy 

An interactive day with Butch Harmon or David Ledbetter would be a nice premium for your members, or how about a day with an instructor like my friend, Roberto Borgatti. He's Director of Instruction at Longboat Key in Fl, has a book out entitled A Swing You Can Trust, and is a professionally trained opera singer.

You can kill two (golf inst. & concert) birds with one stone!   

[John Burzynski]

George,
.......and, as seen in John B's post, they'd rather spend their hard earned cash playing (or buying that new 'wonder' club) than they would on improving. 

When someone (the generic someone) says they want to get better but won't spend the time, the cash, or a combination of the two on doing so, then they don't really want to improve, do they.

Not sure that is a totally fair assessment, in my case at least.  Maybe it is a set of life priorities, rather than a lack of desire to improve.

When you have one boy in college, two in Catholic grade / high schools, things are a bit tight.  It is a matter of life priorities for all but maybe the the most avid 10-20% of golfers, there are many things much more important in life to most people than golf...schooling, bills, gas for the car, etc.  All of these, plus other forms of entertainment, compete with golf for the almighty dollar.

If I had the spare $800 or $500 I would happily try a few quality lessons and hit the range twice a week plus play twice a week, but in my case at least that ain't an option.  Thus, if given the choice with my $100 or less every week or two or three to play one or two or three or four rounds of golf (dependent on the course and even more golf if I hit the twilight rate) where I can guarantee a bit of fun, relaxation and enjoyment (and guarantee that my game will slowly but steadily improve over time due to experience and my relatively high handicap), or plunk it all down on a lesson which may or may not help my game, well, it is a no brainer to me in my specific circumstances.  Especially when I can steadily improve a few strokes a year on my own.

Then again I am not a member of a club, which is where this post started from.

[Jim_Kennedy]

John,
I used the generic 'someone', I hope you don't think I was directing that reply at you.
If you are steadily improving a few strokes a year on your own you really don't need any lessons.

[John Burzynski]

John,
I used the generic 'someone', I hope you don't think I was directing that reply at you.
If you are steadily improving a few strokes a year on your own you really don't need any lessons.

No offense taken.  Just pointing out that there are lots of variables in every golfer's background competing for the lesson $$$$.

Do you think that $200 or even $100 is affordable per lesson, with several lessons probably required per year or season, and maybe you see at the maximum 2-3 strokes of scoring improvement, especially once your game / scoring average gets into the low 80's or 70's and that extra stroke is harder to come by?   

Maybe for a high cap like me a season of lessons takes me from the 90's to the 80's scoring, but then there becomes a point of diminishing returns, due to talent, time for practice, maybe even quality of the teaching, and other variables.   And likeyou say, most goflers just aren't that dedicated to shell out the extra money.

I'll bet that most golfers, with a bit of on-course or range practice based on basic golf grip and stance principles available in books or on the internet, with a little thought on the course and some time will steadily improve a few strokes a year to a point where talent becomes an issue.

[Jim_Kennedy]

Do you think that $200 or even $100 is affordable per lesson,.....
John,
I don't know, but if you come driving in for a lesson in your Range Rover you might have to shell out $100.00, $135.00 if it's got a brush guard. 

[Phil Benedict]

Is it just me or do you find that many golfers are resistant to the very notion of paying for instruction?  I would hazard a guess that no more than 5% of regular golfers have had a lesson in the last 5 years.  It's not like going to a psychiatrist or sex therapist; it's not embarrassing and shouldn't have any stigma attached to it, but few golfers avail themselves of instruction, even if they can afford it.

[Chris Garrett]

Peter,

I was thinking about this on the way home from the range today.  Your club and the situation regarding teaching sounds very comparable to the club that I worked at out of college.  The bit about raising dues without a flinch from the membership, yet the same folks being hesitant about paying $100 for a lesson is interesting to me.  At the end of the day, no matter how much money folks have, it all comes down to value.  That rate is right in-line with what quality teachers should be charging for an hour.  Somehow, your members either 1) aren't using your club for those sorts of services or 2) they don't know enough about or respect the teaching program. 

When I first started at that club, the golf staff was giving a combined 6-7 lessons a week.  Two years later when we brought on a new head professional with significant credentials, we reached the 20 lessons a week plateau by mid-summer of his first year and grew from there.

Do your members tend to belong to multiple clubs in the area?  If so, they may be taking lessons, just at a different facility. 

How have you marketed your teaching program?  Is there a special section of the practice tee set-up for instruction only?  How is it set-up?  A simple, yet very effective way to market any teaching program is the physical set-up on the practice tee.  A PGA Master Professional that I interned under had us set-up the instruction area of the practice tee each morning while setting up the range.  We would bring out the video system, all of the fitting carts, big buckets of balls, and rope it off. 

If you are looking to do anything for free, I would stick with juniors (this will bring out the wives), and even look into making one instructor available each day of the week for a free 9 or 18 hole playing lesson.  In my opinion, playing lessons are very effective as they allow the instructor to bond with the member in an unconventional way. 

Last but not least, pull aside a few of the easy going "connectors" at your club who currently take lessons and ask them to help spread the word. 

[John Kavanaugh]

Is it common practice to tip an instructor?  Not to mention pay in cash.

[Adam Clayman]

Peter, My earlier post was not meant to demean your idea or discourage it. It does occur to me that a better solution for everyone involved would be to make these free lessons, playing lessons.
 
For the golfer, all aspects of the game can be taught, especially shots that require special attention, hitting off the range does not provide. Rules, etiquette, etc.
 For the Club, the cost to pay the teaching pro might be lowered since the job will entail playing a lot more golf than most pros normally do, and should improve the general attitude and golfing spirit found at that club.
For the Pro, because sitting around giving the lessons on the range all day can get a bit boring. Where playing the game, on an almost daily basis, would surely be a perk that might lower salary expectations.
 Just a few more thoughts.