We have to do a lot of things differently these days, just the way go about our day-to-day duties.
Right now, we’re in the middle of a clubhouse renovation. It’s time to re-market ourselves in the community and that’s part of it.
We hired a new chef to change up our food and beverage and help drive some revenue. Not that we weren’t before, but we’re going to become more community-minded, focus on more destination marketing.
When it comes to tournaments, those 144-player tournaments just aren’t out there anymore, at least not like they were at one time. If you’ve got 40 or 50 people, you’ve got to make that work and you have to compete with everyone else, so you’ve got to show them how you can create an experience for the day.
In years gone by, there was a lot of word of mouth, but now you’ve really got to focus on your marketing, focus on social media to make sure you’re front and centre because there are so many options out there.
People compare. When they call me now, they’ve got a spreadsheet of six or eight other places that they’ve already talked to and they’re filling it in before making a decision.
You’ve got to sell yourself based on culture, personality and people. We’ve got to work harder to provide an experience for people than we’ve ever had to in the past.
Build it and they will come is a thing of the past. We’re in an era in which we’ve got to really provide an experience and show customers/members what we can do. The more you do that, the more you get people talking and that’s when it starts to go forward.
We’re phoning all of our members and seeing what they’d like to see. It’s not a survey, but more of a personal touch, showing them that we really care about your experience and asking them what we don’t do so well, or if we do something well, how can we make it better?
I think that’s really critical. I think people have lost that personal service because of technology. Now more than ever, people want to hear a personal voice on the other end of the line.
The economy is challenging here right now and we need to go that extra mile to demonstrate we deserve the dollars people are spending.