The Bottom Line
The Bottom Line
The Pace of Play Equation
The reason I focus on pace of play when I work with courses is that when they attack their slow play problems , they turn every round into a high-value , fun experience , affordable by any currency . It ’ s like this :
◊ Improved pace of play = A better experience ! ( emotional investment currency )
◊ Improved pace of play = Shorter round times ! ( time commitment currency )
◊ Improved pace of play = More value for price paid ! ( actual cost of the round currency )
Again as the potential player : If I choose a course with a slow play problem that includes the typical waiting and delays throughout the round , I know I ’ m going to overspend both my emotional and time currencies . The course may have an exemplary design and be beautifully maintained , but even these positives will crumble under the weight of slow pace and the frustration of constantly interrupted play . Even famous courses in perfect condition can deliver low-quality playing experiences . And in these cases , no matter what I paid for the round , it was too much . Guess what – that ’ s another currency overspent .
The Real Secret Sauce
When I work with management teams , training them to deliver lower , consistently free-flowing rounds of golf , here ’ s what happens . Every starting time in the day becomes as valuable as the coveted early morning times . Discounted tee times aren ’ t needed and they disappear . The utilization of the course grows . The course ’ s reputation builds . And revenue steadily increases . Cross my heart , this is what actually happens .
If this is your course , you can now start marketing “ time affordability ” and high-quality playing experiences (“ emotional affordability ”) to your customers . Never doubt the demand for consistency and quality . And never doubt that the next time a potential customer goes through his or her “ go / no go ” questions , your course will come out on top , and you ’ ll have a new loyal customer .
◊ ◊ ◊ ◊ ◊ ◊ ◊ ◊ ◊ ◊ ◊ ◊
Bill Yates , the “ Guru of Pace of Play ”, has dedicated decades to the analysis of how managers can speed up play , improve the golf experience and increase profits . He has helped more than 150 public , private , municipal and resort courses around the world lower their round times and improve customer value and revenue . Bill has been featured in every major golf publication , and he has been a keynote presenter at premiere golf conferences throughout the US and in Europe . He has consulted with the courses at St Andrews in Scotland , the cradle of golf , and has assisted the Royal & Ancient Golf Club in managing the pace of play for the British Open and British Amateur Championships , and the United States Golf Association in managing the US Open and the US Women ’ s Open .
© Pace Manager Systems ® 2014