Are you a club that prefers to have contracted members or do you prefer that your customers ‘pay & play’ which is ever more dependent on unreliable weather conditions?
It will come as no surprise that many golf clubs across the UK favour contract revenue membership brings, giving them an upfront fee of anywhere between £300-£2,000 versus £15-£50-per-round pay & play customers.
However, across the UK, the traditional membership model is becoming less suitable for those golfers that don’t play on a regular basis. With these golfers leaving their golf membership the reliance on unreliable green fee revenue has increased causing clubs a dilemma.
At PlayMoreGolf, our aim is to turn the infrequent golfer who isn’t a member of a golf club into someone significantly more than that through our flexible golf membership category. So why is contracted revenue membership so important versus that of pay & play revenue, and what difference can it make to your golf club?
What are the benefits of contracted revenue golf memberships for your golf club?
Contracted revenue golf memberships enable golf clubs to grow their business and secure the success of their golf club. By receiving an upfront fee and forecasting the revenue from new customer sign-ups and/or customer retention, they can cater for their year-long visitors with peace of mind, as opposed to golf clubs relying on pay & play, one-off golfers that contribute unforeseeable revenue.
There’s also no need for clubs to look out the window in hope for dry weather, as contracted revenue golf memberships remove the element of weather dependant green fee revenue that golf clubs gamble with from pay & play customers.
Revenue made through merchandise and club amenities can also see a positive impact, with a greater average spend in the golf shop of £2.50 per round, and food and drink equating to £4.50 per round.
Interested in changing adding a flexible membership category to your membership options? Discover why PlayMoreGolf is the home of flexible golf membership.
How does a PlayMoreGolf membership work for your club?
At PlayMoreGolf, we help support golf clubs to drive new membership enquiries, usually between 25-40 per month, and then follow up and join our proven yielded flexible membership category.
Working together to expand a golf club’s offering and improve golf membership uptake, over 155 clubs throughout the country have now chosen PlayMoreGolf to operate their flexible membership category, with 10-15 clubs doing the same each month.
We’ve also made several product developments making a partnership even more flexible to your golf club. The most noticeable development: allowing golf clubs to set their own membership selling price, meaning more ‘premium’ golf clubs are now seeing the revenue benefits of choosing to work with us.
Some of the benefits of adopting a PlayMoreGolf membership includes:
- A proven yield managed point system
- Retail control of your tee-sheet
- Automated referral and retention communications
- Drive added-on spend revenue
- Higher yield per round versus full members/visitors
“I genuinely get a kick out of supporting golf clubs that don’t necessarily have the resources or budget to drive contracted membership revenue. Nothing pleases me more than playing a part in a golf clubs’ future success and then receiving positive feedback from golf clubs about our partnership.”
Jamie Carroll - co-founder PlayMoreGolf
Why your golf club should have a flexible membership category driving additional contracted revenue
Membership is the heartbeat of all golf clubs. But times are changing, and golf clubs have had to adapt their approaches to address a declining membership and find new players to fill those revenue-draining empty tee slots. With initiatives like PlayMoreGolf, golf clubs are being provided with the opportunity to plan for their future, within the interests of their visitors, and with the revenue and knowledge to help their club survive and strive.
If you’re a golf club becoming more and more dependant on pay & play customers, ask yourself this: would you prefer people being dependant on good weather to bring in revenue? With guaranteed membership revenue, there’s never a rainy day.
