The chief executive of the Professional Golfers Association (PGA) has warned golf clubs against offering non-golf services that could raise income.
Several golf clubs, such as Wentworth, have responded to the industry trend of diminishing membership income over the last few years by diversifying – providing services such as weddings, gyms and accommodation, in order to increase revenues.
However, Sandy Jones, one of the most powerful people in the golf industry, has said that golf venues need to focus on golf provision if they are to improve their finances.
“There was a spell when every golf club thought they should have a squash court,” he said.
“But where are those squash courts now? They are indoor driving ranges.
“Let’s focus on what we do – golf – not diversification.”
Jones was speaking at the Golf Business and Industry Convention (GolfBIC), at the Marriott Forest of Arden, which looked at revenue-generating schemes for golf clubs.
Colin Jenkins, chair of the Organisation of Golf & Range Operators (OGRO), added that adventure golf, such as the ‘Pirate Island’ at Abbey Hill Golf Centre, is successful at bringing new people into golf venues and adding value.
“The returns on adventure golf are astronomical – that’s new revenue not available anywhere else in golf,” he said.
“If you look at diversity, putting is the simplest game to play. We are not giving enough people the opportunity to putt. It’s an inexpensive activity and it is fabulous fun for everyone, from cradle to grave.”
However, not every industry leader was in agreement with Jones. For example, Mike Tinkey, of the National Golf Course Owners Association of America, said: “Non-golf revenue has been a saviour of clubs in the United States. Food and beverage in particular has brought different people into golf venues.”
Gregg Patterson, general manager of The Beach Club, Santa Monica, California, also said that golf clubs must improve their marketing to women, and offer more than simply golf.
“People are looking for relationships and community in a club,” he said. “Just having a great golf course isn’t enough, it doesn’t distinguish you.
“And research shows women are more active than men, but only 17 per cent of golf rounds played in the UK are by women. Women are the growth market for golf.”
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