By Doug McPherson
A new survey of golfers and club members is shedding light on how to grow golf and improve course operations.
The survey, published earlier this year by GGA Partners, the golf course and club consulting firm, includes feedback from 3,750 club members in the U.S. and Canada from varying club types and demographic profiles including Millennials, Gen Xers, Baby Boomers and the Silent Generation.
Eric Brey, a professor in the School of Management at the University of Wisconsin-Stout and a director at GGA Partners, says what jumped out most to him from the survey was that there are still golfers (roughly 12%) who don’t feel welcome at clubs or courses. And another 32% find it difficult to make friends and 33% said there’s a lack of social opportunities and entertainment at clubs and courses.
“These are pretty significant numbers and I think they present cause for concern as we move into the future,” Brey says. “There’s work to be done to make sure everyone is feeling engaged and enjoying their time and feeling a sense of belonging. I believe social interaction is key and members, regardless of age, want this in their golfing experience.”
Related to social options, respondents said courses and clubs should consider adding recreational amenities that provide more opportunities for social interaction along with family-friendly amenities like playgrounds, kids’ areas or other activities to create greater interaction.
Brey adds that younger and female members almost universally place higher importance on the amenities of clubs and courses.
“Female members and female golfers have different expectations, and courses need to find the commonalities between traditional offerings and the new needs to ensure everyone is taken care of,” Brey says. “Female and newer players are a growing area of opportunity. To attract them, operators need to understand their unique needs because the methods of the past will not necessarily work with them.”
The survey also found that golf is seen as important, even among nonplayers, because it’s the reason why people are initially attracted to a facility. “However, clubs have increased emphasis outside of golf and that will continue to grow, such as the quality of food to accompany golf, mediocre food is no longer enough for newer or younger players.”
Specifically, respondents said they want improved food variety, quality and consistency along with more casual dining options such as outdoor dining spaces, themed dinners and special events that cater to a wider range of age groups.
Other wants include: golf practice facilities, including driving ranges, short-game areas, golf simulators, improved courses, upgraded locker rooms, bathrooms, lounge areas, indoor amenities like fitness centers or spas, better communication with members, improved booking systems, ongoing training in customer service for staff and improved transparency in club management.
Brey says almost all Millennials, Gen Xers and females are placing greater importance on the following five amenities and services, listed in order of importance:
- Golf (somewhat higher for younger generations and significantly lower for the Silent Generation)
- Casual dining (respondents want a ‘memorable’ dining experience)
- Golf practice (the only area somewhat less important for females compared to averages)
- Fitness/wellness (somewhat higher for Millennials, Gen Xers and females, significantly lower for the Silent Generation)
- Social events.
On the finance front, the survey revealed that one third of all members are willing to pay more for upgraded experiences. About half of younger members are willing to pay more for the upgrades while older members want more social interactions and experiences.
“This is the same for golf courses,” Brey says. “Golf is part of it, but the social part is a desire for everyone. Everybody talks about cost benefits, but the emotional connection is key. Consider this when looking at adding technology because it may not always be wanted. Even younger members want face-to-face engagement. Golf is still a person-to-person business.”