Demarkis Cooper, PGA is the Manager, Business Operations at CitySwing in Washington, DC.
Demarkis Cooper on the importance of expanding the reach of golf by being authentic:
Generally speaking, CitySwing is an indoor golf simulator and instruction venue, serving as both a gateway to further on-course instruction and play, as well as a fun location for those looking for an enjoyable outing. We’re located in a golf-crazed portion of Washington DC, but that’s not the entirety of our story. We seek to be authentic to our core customer base. The DC Metro Area is considerably diverse, including various races, genders, ethnicities, sexual preferences, physical abilities, and socioeconomic statuses. We like to emphasize the point that EVERYONE is always welcomed in the CitySwing studios. Time and time again, we see that our clientele responds best to authenticity, diversity, and representation. We have case studies demonstrating significant increases in customer spending once they feel welcomed, safe, and comfortable with the game. “Inclusion” to us means including, not replacing, or substituting. Too often, I’ve seen facilities/businesses attempt to cater directly to an underserved demographic and, in doing so, fail to continue doing what they were doing for everyone else. This is actually contradictory to the true meaning of “diversity”. While it’s a well-intentioned endeavor, it can often lead to poor results. We’ve successfully proven the ability to create value for newcomers to the game while also providing top-flight service to avid golfers through our Trackman simulators.
Demarkis Cooper on the business impact of expanding the reach of golf by being authentic:
There are more non-golfers than golfers in the United States, and our country is becoming increasingly diverse, especially amongst younger people of color. Businesses that don’t make authentic connections with those diverse groups and their allies may not be able to effectively reach paying customers in the future. The CEO of CitySwing, Tari Cash, is a black woman who’s played the game her whole life and believes in having a team that looks like the community we’re serving. In efforts to effectively connect with our target audience, our staff is diverse from top to bottom. We think about diversity as much more than just race and gender and we hire for mindset, skillset, and an appetite (or lack thereof!) for golf. This strategy is vital to bringing more people to the game of golf, making it more convenient, and meeting people where they are. Seeing is believing, so visual representation is critical. It’s essential for our young girls and clients that are moms to know CitySwing is a women-led business. Similarly, it’s essential for young boys and people from my neighborhood to see me as a successful golf professional. In the last 18 months, our customer base has grown 100 percent, with about a 40 percent growth in those from underserved communities via special programming involving free golf and lessons, and we’re looking to continue growing those numbers with some new initiatives in the coming months. Race and gender are important places to start, but diverse experiences, backgrounds, and mindsets are also important. Regardless of your facility type (green grass or off-course), being authentic and relatable to your customer base is your winning formula.
If you would like to email the author of this Best Practice directly, please email demarkis@cityswingdc.com.
