It has been a year since the new look marketing section of the Club were given the task of increasing revenue streams to the Club.
In any business it’s vital to not only increase revenue, but it’s essential that the increased revenue is maintained. We targeted three main areas that we needed to address initially and gave ourselves a short, medium and long-term strategy.
The issue of decline in green fees, is not only here at PDGC, it’s a generic problem that many clubs are
experiencing and clubs are offering many diverse options to bring in green fee income. We realised that Monday and Fridays are historically quiet days at the Club, so we introduced reduced green fees on those days. The response over the year has been excellent and we are again offering the same deals with a slight increase in green fees this year and are confident that this will generate good income to the club and take advantage of the quieter days.
We looked at the visiting party/society groups which again needed addressing and we realised this would bring
significant income into the Club. To do something unique, we organised a Yorkshire Society Cup and contacted
all golfing societies in Yorkshire to enter a team of four. The response was very encouraging and the competition
filled within days. The day proved a superb way of showcasing our Club to societies across the County and to date this year we already have 48 visiting parties booked. Due to this success we will run the competition again and hope that visiting parties will again increase year on year.
Last year we had a few members leave the club for various reasons, and so we actively worked at trying to attract
new members to the Club throughout the year. The new handbook/brochure we produced has been significant in attracting new members, the brochure highlighting everything the Club has to offer both on and off the course. We will continue to produce the brochure this year as it is a great medium to use for advertisements, sponsors and partners alike, again this generates income to the Club.
One aspect of the Club membership that became apparent are the small numbers in the ladies section so this
year we are putting a new offer in place which we hope will attract new lady members.
The offer is that any existing PDGC member can introduce their partner, who must not currently be a member of
another Club, for £300. The membership will also include five group lessons with our Pro, Ian Marshall, and again we hope that this will attract more lady members.
The second internal membership offer we’re running is a referral scheme where if you introduce a new member
to the club you will receive a £50 credit onto your bar card. Please make Malcolm, our Club Secretary, aware if you have
introduced someone in order to claim your bar card credit.
We launched our Partnership Packages last season and again this has proved to be a success. Rather than a
standard sponsorship, the partner packages offer members the opportunity to take advantage of any offer that
the partner has in place for PDGC members. The package includes signage on the course, a brochure
advertisement and a hospitality section within it and has been taken up by several businesses already.
The first year has been very encouraging and we will continue to work with both existing and new initiatives which
will only benefit our Club financially, especially now with the course in superb condition.
For and on behalf of the Marketing Sub Committee