George McNamara, the 1989 PGA Philadelphia Section Golf Professional of the Year, is a Past Section President and Hall of Fame Member, and the PGA Co-Owner/Operator of The Golf Zone Family Fun Center in Honey Brook, Pennsylvania.
George McNamara on the importance of providing great golf experiences for your customers:
“Attention to detail” is much more than a cliché – it is a way of doing business, a way of life. At The Golf Zone Family Fun Center, we offer a great number of golf and non-golf amenities that attract non-golfers, families, and kids, as well as golfers of all skill levels. We have forty-two hitting stalls with mats and three large grass hitting areas, allowing for another forty-two hitting stalls. Fourteen of them are covered and heated for winter use, with more to come this winter. Adding Toptracer technology has provided a boost for those golfers who enjoy a focused practice session or competitive fun with friends. One of the three grass hitting areas is dedicated to lessons and player development programs. As many professionals can attest, having the knowledge and ability to help golfers improve and have more fun is just one aspect of a successful relationship; ensuring a clean driving range, with broken tees picked up, replacement of the plastic adjustable tees on hitting areas, ample hitting space on quality mats or well-manicured grass and an environment that is conducive to learning are also important. Customers notice the difference between your range and the others and they appreciate that attention to detail. Working with my partners, Steve DiMarco and the long-time PGA Golf Professional, Harry Hammond, we have strived to make our 80 acres a first-class operation. We have four Foresight Sports GCHawk golf simulators and a well-stocked golf shop with Ping, Wilson, and PXG clubs. In fact, equipment representatives are onsite a couple of days per week to conduct fittings and let golfers demo equipment. This personal attention from qualified club company representatives is an experience that most golfers can’t get elsewhere. Attention to detail means rotating range balls, offering well-kept putting greens and short game areas and a rewards program that shows your appreciation for their patronage.
George McNamara on the business impact of providing great golf experiences for your customers:
Ensuring the attention to detail that I speak of does not come easily. I arrive at the facility an hour before opening so everything is pristine and fresh when we unlock those doors. All the stalls should look the same – any remnants left by the previous day’s golfers should be eliminated – and every customer who has chosen to spend their time and money at our facility should be treated to an exceptional experience. We rotate use of the grass areas to allow for proper growth of turf, as it is one of the features that golfers are most passionate about when it comes to their practice ranges. COVID-19 has thrown a wrench into everyone’s 2020 plans, but as is the case at many golf facilities, we are enjoying record numbers, and that’s after being closed for seven weeks in the spring. After being cooped up all that time, our customers have returned in droves, which makes putting out a quality product all the more important. Finally, I would be remiss if I didn’t mention what is arguably the most important aspect of our business, and that is service. We strive to make every customer feel like he or she is our most important customer, and the way we see it, they are.
If you would like to email the author of this Best Practice directly, please email pgamac@verizon.net
