The following contains coarse language. Reader discretion is advised.
We’re going to used the D word as in discounting, so vile in the ears of the golf industry and understandably so. Take 10 to 20 per cent off a green fee and suddenly, golfers expect that’s the way it should be all the time.
On the other hand, golf is perceived by the general public to be overly expensive, even if people from outside your office don’t see the bills you’re paying or the expenses you’re incurring.
Like it or not, the price of playing golf is a concern these days and, as I stated in a blog last week, the court of public opinion doesn’t care about what’s fair or reasons behind the cost of anything in the golf business, be it green fees, memberships, equipment or apparel.
Public perception about the price of golf isn’t the only reason for discounting. Much of the country faced a soggy spring and lately, depending on where you are, you’re experiencing either unseasonably cool or blazing hot temperatures, neither ideal for filling fairways.
I suspect that there are businesses out there that are lowering their prices to make up for lost time due to weather. That’s only a hunch, but we plan to explore it a little more through this week’s GNN Poll.
Is discounting becoming a reality in the golf industry? You can slap a coat of paint on it and get creative through package deals, but in your eyes or those of your colleagues, it’s still discounting despite the presentation to the public.
Is discounting a temporary move, or is it, as they would call it in other businesses, a market correction in the price of golf?
Has it become even more rampant this year? Be sure to cast your vote and we welcome any opinions that you may have on this subject in the Comments box below.
Has the golf business where you work started lowering prices more than normal, whether it’s through package deals or blatant discounting?
- YES (77%)
- NO (23%)