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