We are seeing a lot of media coverage on the challenges within the golf industry. 2011 here in Atlantic Canada was hammered with terrible weather for the first half of the season. Tourism numbers continued to decline again this year across the region. Economic uncertainty is all around us and individuals are just not playing as much golf.

Results – another very challenging year for our industry.

We in the Golf Industry over the past 30 years have felt that we know best what the consumer wants when they come to the golf course. Well times they are a changing and many or even most Clubs are not necessarily selling what the consumer wants.

Time for us to Change… We need to better understand what golfers want. The Industry has been very focused on the game – the competition – lessons – clinics
We have been doing Strategic Planning for a number of Golf Clubs over the past year and have been surveying members and guests to better understand their interests, preferences, needs and wishes – the key focus for 75+% of those surveyed said that

• The number one reason for playing was for Fun and Social Interaction

Serious competitive Golf was way down on the list at a very low percentage. That does not mean that all the traditions of the game and competitions should not continue BUT what it does mean is the biggest number of golfers that are here and or should be encouraged to be here will come for Fun and Social Interaction. Less than 25% of Golfers break 100 and most don't really care… .

About 90% of Golf Clubs in the past when being challenged simply wring their hands and hope that it will be better next year. The situation is now at a critical state and action must be taken. Even the best operated clubs have had to find innovative ways to attract new golfers.

In our recent analysis it appears that the passion to get out and golf is softening… I talked with a player last week that for years has played 2-4 times a week – this year he said he just couldn't get himself out to the course – when he did make the effort he enjoyed it as much as ever… This seems to be a new reality. Even traditional golfers are playing less…

Strategic Planning – Golf Clubs need to meet early and move into a pro-active mode to find solutions to change the way they are doing business – Attract New Golfers – Make it More Fun – More Social – Make it Easier to Access – More and more golfers are enjoying 9 holes and maybe we need to find ways to make that easier.

The Stonehouse Golf Group has been assisting clubs to work through a Strategic Planning process to identify the areas of their operation that could be modified – find areas of opportunity to expand your business – we also search out new revenue sources.

Over the years there has been a number of attempts to bring Golf in Atlantic Canada together to market to the World for Tourism Golf – we were involved in the original formation of Golf Atlantic Canada about 16 or so years ago – its focus was to pool the marketing resources of the four Atlantic Provinces to market as a destination the great golf here in our region.

Time to Come Together Again – I believe it is time to once again come together as an industry and this time focused on Growing Golf Within Atlantic Canada. I would recommend that there be meetings of the Golf Courses in the region to specifically brainstorm ways to re-invigorate the interest in golf in our region. Talk about ways to make golf at the Clubs

• More Fun and Social
• Spring introductory programs through the schools – get as many students as possible out to try the game – work to assist with School Teams – Events – get new young players interested
• Introductory Activities – find creative ways to attract new players to the game and your course – keeping in mind Fun and Social – Bell Bay did a great job with introducing ladies with – Clinic – lunch at the club (with the pros) – 9 holes of play
• Make it easier – to book tee times – thinking of what is best for the customer – what other things can we do to make them feel welcome – make it a great day…

Let us know what you think of bringing the industry together to brainstorm ideas on Growing the Game in Atlantic Canada…

The Stonehouse Golf Group has been assisting golf clubs for 20+ years. We are currently assisting a number of Golf Clubs that are wanting to avoid or are going through serious challenges to work through a Strategic Planning process that finds new opportunities. If you and or your club is being challenged right now give us a call and we will meet with you with no cost or obligation – and see if there are ways we may be able to assist you.

• Ged Stonehouse
• Toll Free 1-866-242-4494
• Email

We just need to all work together to make some changes, create some new excitement, make our industry more user friendly – make it easier for new golfers to get involved – stay involved.

Don't sit back and hope it gets better… Be Pro Active…

Remember Stonehouse Golf Group can help…