Studies are showing that golf instruction can be a revenue-maker for golf clubs and courses. Courtesy Proponent Group
Compared to other amenities at a golf club or public course, the instruction operation can be tricky to measure and manage. But that’s changing – and the business boost driven by lessons, clinics and programmed interaction with golf professionals is becoming increasingly recognizable.
Last December, the National Golf Course Owners Association conducted a survey of its members posing pertinent questions, one being: “Do lesson-takers spend more money at your facility than non-lesson takers?” The overall “yes” answer was selected by 41 percent – which in and of itself is notably high. Among those who elsewhere in the survey had described instruction as “a cornerstone of our success,” a full 73 percent answered yes to the higher-spend question.
In the vanguard of a move toward sophisticated analytics that measure BVGI, or the business value of golf instruction, you’ll find Invited Clubs (formerly ClubCorp) and its consulta…
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