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 This blog post is now more than 5 years old.  Although I don’t have your names nor contact detail, I would like to thank you for reading.  With this end of the year message, I hope to give you a few good thoughts for the coming year.

  As someone who has worked in this industry since the 70’s, and observed it very closely for the past 15 years, my thoughts come from the side of being practical.  My mission is for you to test/try one of two of the 5 thoughts and see if there may be application at your club.  As I have moved from a young assistant, to a senior manager of several organizations, my belief is that golf is still a large game, but a small industry.  We seem to have lost our direction in some ways, and should want to get back to the notion that creating a great experience for the golfer is the core mission at every club.

  As we all know, golfers want to play like their heroes, wear what they wear, and play what they play.  This ideal is stronger than ever, and has been around for almost 100 years.  We also know that golfers truly want to improve, to enjoy the game more, and to share that joy with friends, and family.  As you plan out the 2016, work to spend time on the experience execution of the golf day.  Look at the sights, sounds, aromas, and faces at your club.  Where can you get better?  Where will you improve?  Are you putting a Super Bowl staff on the field, or a Class AA team?  Here are 5 practical thoughts for 2016:

  1. Make it personal.  Teach all staff to learn the names of every member and frequent guest.  If you are a public course, do the same.  The respect factor (especially for boomers) is a great part of the experience.  When you show interest in the other person, they respond
  2. Look at the day from start to finish.  Start with the parking lot and look at every piece of the property.  Walk where golfers walk.  Ride where they ride.  Create the discipline of a strong presentation
  3. Look at your food menu.  Does it address the needs and interests of all of your golfers?  Create variety for both men and women.  If women are not playing your course, maybe they have good reasons 
  4. Why not build a teaching program with the sole premise of improving skills, at minimum cost to the players.  I believe when people play better, they will play more.  Build programs around this
  5. Be sure your web site, your social media, and the club itself are all in synch in look, feel, and with a consistent story and message.

  Here is a toast to a great new beginning in 2016!  The new year always feels like a redo.  A time to get better, to begin anew.  Plan to take advantage every day of this new beginning.  A very Happy 2016 to you!!


Jack Dillon writes the highfives blog.  He is a speaker, an expert of the golf shop, and understands women as a driving consumer force.  Contact Jack at or at 407-973-6136.  Jack lives in Central Florida and would love to speak at your next meeting.

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