Brian Williams, the 2023 Gulf States PGA Section Merchandiser of the Year for Private Facilities, is the PGA of America Owner/Operator and Head Golf Coach at Mind Body Swing in Prairieville, Louisiana.
Brian Williams on the importance of being creative when implementing new programs and events:
Having spent four years at the Country Club of Louisiana, most recently as PGA of America Director of Golf, I was fortunate to introduce new programs and engage members in innovative and effective ways. I recently left to start my own golf academy – Mind Body Swing – but look back fondly on my time there and am excited about some new initiatives the club has in its future. With facility renovations on the driving range and golf course coming in the next few years, it will take creativity and innovation to keep members engaged and maintain revenues across the club. For instance, one program that we implemented last year was a home run and a hugely creative success. Wednesday Range Games always fosters a festive atmosphere on the practice range. There’d be a full bar, margarita machine and merchandise from the golf shop displayed for sale. We used Trackman to facilitate long drive, straightest drive, closest-to-the-pin and short-game and putting challenges. Range Games was the brainchild of me and our General Manager and was started last summer as a way to offer members a special social and golf experience. After all, with many members heading north during our sweating summer heat, we wanted to present some new ideas to keep them engaged for a half hour or an hour, rather than the four hours that a traditional round on the course would take. We also implemented this weekly gathering so members could spend time together in a more social setting and simply be present at the club when the heat might otherwise have kept them away. We figure games and cocktails might do the trick. It was all about creativity with us!
Brian Williams on the business impact of being creative when implementing new programs and events:
Yes, creativity is the key to much of what I implemented at the Country Club of Louisiana, driving golf shop sales to the highest levels we ever had. In fact, that growth trend shows no sign of slowing down. Back on the range, we’d have a tent set up during our Wednesday range games with music playing (sometimes live music), light hors d’oeuvres and fresh fruit being passed by staff and mannequins set up to display some of the many attractive items we carried in the golf shop – apparel, balls, accessories and more. What started as a way to get members to the club during the heat of the summer turned into a demand for these events during the beautiful weather that fall presents. With a nominal entry fee for food and drink only OR food and drink and the golf games and challenges, we’d generate revenue for multiple departments at the facility and, most importantly, help create memories for our members and their guests.
If you would like to email the author of this Best Practice directly, please email brian@mbsgolf.com.
