and notes from Billy Casper Golf, owner-operator of more than 140 golf courses,
country clubs and resorts across America:
Yes! Yes! Yes!
Despite considerable rain nationwide, golf rounds were up an impressive 5.5% in
Q1, including a 13.2% rise in March compared to a year ago. Industry experts predict the participation
trend will continue through the core golf season, assisted by excitement from
The Open Championship, PGA Championship, Olympics and Ryder Cup during a 75-day
span beginning mid-July.
Best in Show
draw golfers, operators need every edge they can muster. One of BCG’s specialties is navigating the
process of getting our courses highly rated in media rankings. We regularly connect with raters and
intimately know the criteria by which courses are judged.
and Buffalo Brand Invigoration Group – our in-house marketing and public
relations division – contributed to 29 courses ranked on Golfweek’s 2016 “Best
Courses You Can Play, State-by-State” and “Top 100 Modern Courses” lists.
Hills Golf Course (Bloomfield, CT) and Lake Presidential Golf Club (Upper
Marlboro, MD) are top three in their respective states. High-ranking Buffalo BIG clients include The Champion at PGA National Resort
& Spa (Palm Beach Gardens, FL), Pound Ridge Golf Club (Pound Ridge, NY) and
Salish Cliffs Golf Club (Shelton, WA).
feather in Buffalo BIG’s cap: Perennial
favorite and host of the PGA TOUR’s RBC Heritage, Harbour Town Golf Links at Sea
Pines Resort ranks No. 47 among the “Top 100 Modern Courses.”
air fares down and a proliferation of fun on Americans’ minds, traveling to
play golf is at an all-time high. This
is aided by positive aviation statistics:
of fliers are satisfied or very satisfied with their experiences
of 18- to 34-year-old travelers are flying 1.5 times more than 20 years ago
average round-trip costs $33 less than last year
equipment and technology have led to a 53% improvement in bag handling, a
delight to golfers traveling with clubs
competition is prompting in-flight perks like complete movie libraries and
gourmet menus by celebrity chefs
of all domestic passengers book flights online which lowers fares
Growing the Herd
business breeds new business. This is why
BCG was recently selected to manage Centennial Park Golf Course
in Munster, IN, thirty miles south of Chicago.
A testament to environmental responsibility, Centennial Park’s nine-hole
golf course was designed by Tim Nugent and is spread across 200 acres of
reclaimed landfill. With an unmatched eye for detail and progressive operating
platform, our teams are creating unforgettable experiences for local and
regional golfers and families. Unintimidating
player development programs are leading the way in engaging the community –
beginners are especially welcome.
majority of drive-to vacations are within two hours from home. Golfers, however, adopt a three-hour radius
which makes marketing to a super-region, well, super important. Expect more players to load their clubs in car
trunks this summer:
is projected to be a low $2.04 per gallon beginning in June; drivers have saved
nearly $12 billion versus last year
than one-third of families plan to vacation 50 miles or more away from home
are many reasons BCG-managed courses fill tee sheets and generate record revenue. One of them is our people who are considered
the industry’s best marketers.
shining example is Emily Clark. Joining
our family in 2010 as a Regional Director of Marketing, she rose through the
ranks with a passion to develop and lead innovative outreach programs. The ability to give golfers what they want,
when they want it and how they want to consume it earned her a promotion to
Vice President of Marketing.
now oversees field-based and corporate marketing directors and associates who leverage BCG's data-driven approach. Her team creates revenue growth strategies
and implements pricing recommendations, sales monitoring, media buying and
Heritage Club, managed by our Billy Casper Signature private club division, was
voted the top course in Virginia by GolfAdvisor, the trusted home for hundreds
of thousands of reviews and recommendations for golfers by golfers. Minutes from historic Williamsburg and designed
by the renowned Arthur Hills, the gorgeous parkland-style layout bested more
than 300 eligible courses with 4.5 (of five) stars.
Casper Signature’s network of private country clubs is hailed as the most
approachable and valued in America. The
company is recognized for attracting and retaining thousands of members
annually through original campaigns highlighting the unique benefits of private
learn how Billy Casper Signature can help your club appeal to a new generation,
kindly click here.
wonder about the price of admission to The Masters? A breakdown:
Monday, $372; Tuesday, $400; Wednesday, $782; Thursday-Sunday (four-day
the “tradition unlike any other” can be an expensive endeavor, it upholds golf’s
appeal as sky high. And get a load of
this: After Tiger Woods confirmed he
would compete in the 2015 Masters, weekly badges climbed more than $1,000 each.
Fowler, Rory McIlroy, Jordan Spieth Lexi Thompson, Lydia Ko and now Bryson DeChambeau
illustrate golf’s superstars are getting younger. That’s great news for a sport whose icons of
the past decade appear on their way out.
At 45, Phil Mickelson has scaled back his schedule while Woods, now 40,
is doing all he can to simply return to competition.
the millennial set more focused than ever on physical fitness and technology,
golf’s new guard is tapping into fresh marketing opportunities. Dustin Johnson is the first golf endorser of the
premium sports drink BodyArmor, joining James Harden, Mike Trout and Andrew
Luck. Red Bull counts Rickie and Lexi as
energetic ambassadors and 1Above, the maker of anti-jetlag tablets and liquids,
signed Ko to assist in its ambitious global expansion.
than football, baseball and basketball, golf’s superstars are relatable. While most of us can’t kick a field goal, belt
a home run or dunk, many can ace a par 3 on any given day.
Time to Talk?
Have you done your spring cleaning? Effectively and efficiently marketing your course
through proper channels? When can I call
you to discuss why the grass is greener with BCG?
Very truly yours,
Executive Vice President
Billy Casper Golf