March 7, 2012

Brandon Alexander: Include Range Access in Membership Programs

Brandon Alexander is the PGA general manager at Tahquitz Creek Golf Resort in Palm Springs, Calif.

Brandon Alexander on the importance of including range access in membership programs:
Tahquitz Creek Golf Resort is operated by Arnold Palmer Golf Management, and all such courses have a charter-member program called The Player’s Club. Through this program, golfers pay a monthly membership fee and receive a lot of great perks. The monthly membership fee is $29 for a single course and $49 for both of our facility’s 18-hole layouts. While being a member brings free green fees during certain time slots, one of the major components is free access to the practice range, with a maximum of one large bucket per day. In addition to range access and discounted rounds, members of The Player’s Club can also attend free weekly group clinics. And while all the components of The Player’s Club make it an attractive deal for golf consumers, I believe the range element is what makes the program tick. Other range facilities outside the Arnold Palmer family could implement a similar program by offering monthly range memberships. It’s not only time-effective for the consumer but it also helps to create a bond between the golfer and your facility.

Brandon Alexander on the business impact of including range access in membership programs:
Our range usage is fairly strong year-round, and I’d like to think The Player’s Club has a role in that. We have between 300-400 Player’s Club members every year during high season; while they may not always play rounds at our course, they frequent our facility because they have free range access. That leads to them spending dollars all over the facility. People may not always have time for nine or 18 holes, but they’ll stop in after work to hit a bucket of balls. That builds loyalty and familiarity among your customer base. I’m certain that our facility is the first to come to mind when our Player’s Club members think about where they’ll tee it up next weekend.