Clubs in crisis: New EGU initiative

View of the spectacular Mullion Golf Club - the most southerly in England

THE ENGLISH Golf Union (EGU) has announced a series of initiatives designed to help golf clubs deal with the current economic climate and the increased risk of golfers moving away from club membership in preference to pay-and-play.

The ‘Are You Ready?’ campaign launches to golf clubs later this month when over 1,800 golf courses will receive detailed information on the business and marketing opportunities available to clubs and how to sign up.

The campaign, currently been revealed to golf clubs attending the EGU’s “…at the Heart of Golf” roadshows, aims to support golf clubs in an increasingly challenging environment and relaunches

www.egugolfcentral.co.uk as a dedicated marketing hub for golf club managers and proprietors.

John Petrie, EGU Chief Executive, said: “The EGU is committed to creating a sustainable, cost effective marketing solution to help clubs to reach the two million plus non-member golfers who are choosing not to join a club.

“We need to start directly communicating with this important market, firstly to win visitors and society business and also to begin promoting the benefits of golf club membership so that they will consider to become the members of the future.”

Meanwhile golf clubs in Cornwall, a county which relies heavily on holiday visitors for its revenues, is getting together with a raft of initiatives in the light of an EGU survey, which found that almost half of England's golf clubs have falling memberships; nine out of 10 have vacancies, the majority are seeking new members and waiting lists have virtually disappeared.

Here are just a few examples of joined up thinking from Cornish clubs, which golf clubs elsewhere could well consider:

*Mullion, Tehidy Park, Perranporth, West Cornwall and Newquay are discussing a scheme whereby members of each club would be allowed use of each other's courses free of charge at limited set tee times in a reciprocal arrangement, generating extra revenue from guests and bar-takings.

Falmouth Golf Club

*Tehidy Park pro Jonathan Lamb is building connections with six local schools and members are being invited to take advantage of a monthly payment scheme to spread costs.

*Perranporth business development officer, James Marsh, has recently been appointed to maximise income for the club from 12 on-site caravans.

*Truro is hoping to take advantage of an exchange rate against the euro, encouraging more golfers who have been used to playing abroad to stay and play in the UK

*Falmouth is offering corporate deals for local companies and long term memberships of five, 10 and 20 years for individuals, saving roughly a year's subscription.

Newquay is offering 100 days membership for £100, including two lessons and promoted the game as a healthy option. The club's joining fee has been dropped as "hard to justify at the moment".

Lelant provides free coaching to potential new members with six lessons and 15 rounds for £350, offset against the annual membership fee if a player decides to join the club.

Tell us on the forum about initiatives your club is introducing.