Internet shopper.  Coupon searcher.  Sale rack vulture.  Only play certain courses on twilight.  Demo club buyer.

Maybe these descriptions evoke an image of negativity, but that's what a "retail golfer" tag brings to mind.  The important thing to remember is that in our world of golf, these people serve an important roll in the health of the industry.

What the image may lack in education of the finer points of course architecture we like to discuss endlessly here, we couldn't live without them.

Now if the balance of power shifts to an excessive number of "retail golfers" and less "core golfers"......  What does that mean for the future of the industry?

Ken

Good point, Bill. One of your very few.

I was very surprised to read a recent Tom Doak post re-quoting Mike Keiser as using this moniker. While Keiser may have used the term, I hardly think it is a good description to be banting about...for the reason Yates brings up.

I also dislike "Golf Industry."

Forrest,
It's just another way to describe the average, or ordinary, player, without calling him or her average, or ordinary. I've seen it used to explain a type of architecture,i.e., something everyone can play.
Its also used to describe the daily fee player vs. the season pass holder.

I don't think it's meant to derogatory.

I dislike Golf Industry because it takes a beautiful game and seems to make it sound as if there is a formula. Most industries have formulas.

"Retail Golfer" implies there are other categories that may be more prestigious, but I am glad to hear your take on Mike's meaning.

Forrest,

I agree with Tom D and others - I don't read anything derogatory into the term. On a public course, its a fact - people are paying customers.  I guess there are no wholesale golfers, though.  As we now know, there are "access whores" which I do find a derogatory - if accurate - term.

Tom's post does imply something about archtiecture, perhaps.  Who do we design for?  

The Owner/Owner's tastes?

Our tastes as gca's?

Our career needs as gca's? (i.e. designing a muni for the US Open hoping to get some good pub)

Our consensus about what retail golfers (the end user) will like?

Our opinions as to what we THINK the retail golfer (end user) should like? (or learn about)

The course that best fits the site, regardless of potential end users (i.e. a Pine Valley to max out the site, even if a muni)

 

Retail golfer.. certainly is derogatory, or at best, a person who shops and buys at sticker price..  perhaps what makes capitalism great.. the market or the sucker who participates in it without question.. almost a victim of fashion?  One who just wants something and will go out and buy it?

Does that make me a wholesale golfer because I'm a club member and because i play 130 times a year, play great courses for 1/3 to 1/2 of what it might cost in the retail market?  Just like the mark-up on most comercial goods!

Commodities have specifications, and if the specs are met, then and only then does price and transportation costs start competing..

Forrest,

I understand why you dislike the term golf industry.  I think we could do a golf version of George Carlins "difference between baseball and football" routine......and it would be hilarious and spot on.

What are the estimates for the entire revenue for our fine sport in the US of A now, if anyone know?  It has to be in the billions, and that makes it an industry, or at least a business, and hence the term retail golfer.

The Dallas Morning News had an article on the new head of CCA for KSL and what he is doing to change the corporate culture of the company, and make the clubs they own "relevant" to their members, in hopes of "maintaining the bond" between the club and member, etc.  

There was more business lingo as applied to the game.  But the majority of it ( as I read it) was to think a bit more like Mike K and try to cater to the golf customer/golfer to give them what they want, in hopes of course, of having them get what they want at Club Corp courses rather than elsewhere.

I guess when you pay $1.5B for such a business, you have to think that way.  Aren't some big golf management firms public traded stocks?  Their shareholders probably feel more comfy with a CEO using those kind of terms.

The term I dislike is Mike Y's "disposable golf."  While course closures have occurred all through history, and are accelerating in this economy, I hate to think that its a trend that is accelerating long term.  Or that the pace of change is making that idea more plausible.  If we think the classic golf courses are changed too much now, what does it mean for them if the very nature of golf changes enough that there is more pressure to change them even more?

Jim K:

If not "wholesale golfers," then "discount golfers" -- all the players who decide where to play based on price instead of based on golf architecture.

Jeff — The consumer that will soon grace golf courses will be looking for an authentic experience. This is what is so frustrating to Starbucks as they prepare for new customers — and new habits. What was appealing as a clean retail environment is now, perhaps, not a good target.

And, speaking of TARGET®, this giant is now looking at how to personalize their stores. Take a close look at the new lines of nearly one-of-a-kind imported, hand-made tables or nik-naks. While they are not truly one-of-a-kind, they embrace a sense of quirky and artful merchandise...the kind of stuff you might find at a "real" store.

Golf (and I support just "Golf"...not followed by industry) is well ahead of many sports and pastimes in that we truly have authenticity and a sense of tradition. Phrases such as "retail golfer" just erode this in my view.

...But, I am always open to incorrect viewpoints such as Jeff's.    Yield management is fine, so long as it is handled behind the scenes.

Jeff,
In the end that's what it's all about, not turning the customer into a number. You can identify, quantify, target, label and then market to any segment you want, but you better treat them like a human when they walk through the door. Do that and what do the labels mean, squat.

I agree, it is a tough assignment to gain "instant authenticity." Maybe it is not do-able. But I think Mike Keiser, for example, has done a very good job.

Naomi — that is a good name.  

Forrest,
I see nothing wrong with the phrase retail golfer.
It simply defines the golfer who plays in peak times and peak season and therefore by definition makes up the majority of the revenue stream at a public access facility.
Identifying such a person/person and figuring out their wants/needs is simply good business.

I am a perfect example of a retail skiier in that I ski during Christmas and February break when my kids are available and therefore at the peak times for crowds and pricing.

Others I know have friends in the "ski industry" who ski with them,or get them discounts/passes during slower periods.
Or they simply choose a resort during an off peak time and take advantage of airfare,lodging,lesson and lift ticket deals due to lack of demand at that time. They would be a "wholesale skiiers".