Over the last few years, golf courses have cut their budgets to the bone to survive during the recent shift of disposable income. One of the first things that left was the Mid-day ranger/player assistant (R/PA). Golf courses tried to cover the gap by utilizing the Course Starters to monitor play as they finish the 9th hole and head to 10th from their starters position on the first tee. Most would be able to keep up with these crossover times, but they really couldn’t tell you why. In addition, the course and players were left to fend for themselves throughout the round. As we start to gain more players back to the course, it is important that this position is one of the first ones that you bring back to your staff. It serves a lot of positive purposes that will translate to your long-term bottom line.
- Pace of Play
The biggest part of the R/PA’s job is to make sure that pace of play is AHEAD of time. By keeping a constant finger on the pulse of the day, the R/PA can help the slow groups move around the course and keep pace with the group in front of them. A raked bunker, a sanded divot, or a lost ball retrieved by the staff can cut valuable minutes from these slow groups times and keep the flow of the course on pace.
- Presence of Staff
One of the biggest complaint I have seen over the years from golfers is “We didn’t see anyone all day”. This can be viewed from the customer as a lack of interest in the golfer’s experience. They feel that they paid their fee at the counter and then they were on their own. A R/PA can show the course’s interest just by driving by but they can also contact staff for questions, send the beverage cart out, or even grab something from the golf shop for the golfer that lost 6 golf balls on the first hole. These small gestures can pay huge dividends in repeat golfers and strong word of mouth.
- Reinforcement of Rules
When golfers feel that they are not being watched, some will opt to bend or ignore some of the rules of the course. “NO Ranger, NO cart restrictions!” One of the biggest detriments to the golf course is ignoring cart restricted areas. By driving a cart across wet fairways it can take weeks to heal and encourages other players to cross over to drive on the course. Help your maintenance staff by having a R/PA circle the course to discourage this disobedience. Just the presence of staff driving by every couple holes can keep those outlying golfers in line.
- Provide Help/Solutions
Often times, over the course of the round, someone in the group will have a question or a need that a staff person could help with. It could be a rules/course question, club news, lost or left club, or even stock market info. A R/PA can be their source for solving those lingering issues that seem small but can prove to make sure they have a great experience.
- Golf Pro Loop
It is amazing how taking a lap around the course as a golf professional can create a positive experience for golfers. Whether it’s a friendly wave, a clap for a good shot, or a conversation at the cart; interactions with the pro can provide a personal connection between the player and the course. With golf courses operating short staffed, this 30-minute action has been greatly overlooked. As we turn to growth, these interactions will solidify relationships with golfers, which can provide repeat business and hopefully soapbox advocates for your facilities.
In conclusion, Marketing, Course Operations, and Maintenance can greatly benefit from a golf course ranger/player’s assistant at your facility. It helps provide a positive experience that the customer was expecting which increases positive word of mouth. The golf course keeps flowing on pace to make for a smooth day of play. Finally, upholding cart restrictions will help the maintenance staff focus on increasing the health and beauty of the course instead of repairing damaged areas from unruly golfers. All of which translates to an increase in top line revenue and decreasing cost of maintenance.
If you have any questions on marketing, course operations, or customer retention send me an email at Jason@rockholdandassociates.com. Rockhold and Associates, Inc works with you to create an experience that attracts and retains golfers.