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October 3, 2012

Bob Salera: Offer Local Teams Practice Opportunities

Bob Salera, the 2006 Tri-State PGA Section Teacher of the Year, is the PGA head professional and director of instruction at Cool Springs Golf Center in Pittsburgh, Pa.

Bob Salera on the importance of offering local teams practice opportunities:
Our business is seasonal here in western Pennsylvania, and our revenue usually drops off quickly after Labor Day. We are located in a densely populated suburban area with a number of school districts nearby. Most of them have high school golf teams, and it’s not easy for them to find places to play or practice. The golf season for the teams is in the fall, and several years ago I thought we might be able to attract those teams to our facility. We offered them a special rate for range balls and lessons, and we now have 12 teams, high school and college that practice here. In our area, like many other areas, it’s difficult to find courses that allow teams to play or practice. Cool Springs benefits from the goodwill generated in the community from this gesture, as well as the extra revenue. It has really worked out well for both of us.

Bob Salera on the business impact of offering local teams practice opportunities:
We offer a big discount to all the teams that practice with us. We create an account for them that can be accessed by the coaches, so individual team members do not have to worry about payment. Teams pay half-price for range balls and half-price to use our short game area. This has resulted in as much as $10,000 in range revenue during an otherwise down time of the year. Additional monies have also been realized from shop sales, lessons and other activities here at the center due to increased traffic from parents, family and friends of the team members. The snack areas, for example, always seem busier. In summary, we hope to not just continue, but expand this program at our center.