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Guest post by: Zachary Conen Become an Author

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What flavor is your golf course? Does it provide the ultimate escape or an exacting tactical challenge? The chance to forget about life for a while or the opportunity to focus your know-how and skill to achieve peak performance.

Chances are your answer is, “Both.” And that’s ideal, as an increasing number of corporate meeting planners are embracing these polar-opposite appeals to make golf the centerpiece of their event plans.

“We’ve found that we need to position the golf portion of any event in a way that’s very reactive to the needs of the group,” explains Charles Kingsbaker, regional director of sales and marketing for Troon Golf. “Typically, no two groups view the golf outing within an event the same way, and the meeting planners we work with are reflective of that variability.”

In other words, when an intense, structured meeting breaks for a quick nine holes, the golf course may simply be a vehicle to blow off steam. But when specific team-building principles are the topic du jour, the golf course becomes an extension of the agenda, offering a perfect medium to gently force small-group interactions and examine their dynamics. Not surprisingly, the job of the golf course operator is to adapt and serve.

While all meeting planners and the events they plan are different (though not as much as they would have you believe!), there are some universal characteristics. Every event planner wants his or her sales representative to understand the completely unique needs of their event and plan accordingly. And they all want a hands-on presence the day of the event that is equal parts manservant and MacGyver.

Given these unique demands, the ability to create a customized offering and service experience is crucial to the success of group business. Operators who react accordingly can capture their fair share this lucrative business and, more importantly, entice groups to return. The reason is simple: Customization and strong on-the-ground support are key drivers of return business.

As such, group sales representatives should be ready and able to act as the on-site point person to coordinate the efforts of the tournament coordinator, the banquet captain and the merchandiser. This “high touch” approach allows course operators who employ it to capture meeting business that might have gone elsewhere. By uncovering any potential barriers to success from the get-go, course operators can create solutions that satisfy all parties. For example, meeting attendees who don’t play golf could be treated to a clinic for non-golfers, putt-and-chip competitions or shopping sprees in the pro shop.

“Golf can be a time-consuming activity for a short meeting and intimidating for those who don’t play regularly,” Kingsbaker notes. “The sooner you can identify and address these concerns by provide alternate activities, the quicker you’re able to overcome that potential barrier and begin planning the event.”

Indeed, the process of customizing a group offering begins with the initial marketing push. By reviewing a meeting planner’s past behavior—group size, spend, focus on golf versus food-and-beverage sales—course operators are able to “mass customize” targeted messages that highlight a specifically relevant package. Best of all, the targeted communications can direct the meeting planner to dates on the calendar when bookings are soft.

Sounds like the math is easy enough. Customized offerings, coupled with hands-on, high-end service, equals tee times jam-packed with group meeting business.

Just remember one thing: In the rush to position your course as the perfect “break-in-the-meeting-stress-relief,” resist the urge to stick a windmill in front of the No. 9 green. Customization has its limits—unless it’s a really big group.

Reprinted compliments of "Golf Business" magazine.

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