Kirsten Pike, the 2024 Northern Texas PGA Section Player Development Award winner, is a PGA of America Golf Professional and the Lead Player Development Professional at Las Colinas Country Club in Irving, Texas.
Kirsten Pike on the importance of using range versatility as an asset when booking corporate events:
Several years ago, I got the idea to have a glow-in-the-dark par-3 course on the range. We did a trial with members and they loved it, and thus we started pitching it to companies looking for fun outings/team-building situations for all levels of players. The longest hole is 105 yards and we can change up the angles and yardages for every hole. This concept doesn’t have to happen at night, as we have had mid-day corporate outings with clinics followed by a 9-hole par-3 event on the driving range as well as parent/child scrambles and private events for members during the day.
Kirsten Pike on the business impact of using range versatility as an asset when booking corporate events:
What companies and members have really liked is when we have it at night, we have a speaker that blares through all holes, a beverage cart, generator lights, glow in the dark flashing flag sticks and golf balls in a four-person scramble format that can get 50-60 participants. It only takes 90 minutes to play. These events not only drive revenue on the golf side through corporate outing fees, tournament fees, private event fees and merchandise revenue but also the food and beverage side. That department is usually bringing in several thousand dollars in food and beverage during each event through pre-set menu options like charcuterie boards, flatbread pizzas and the beverage cart for the clients that request it. We’ve done about 20 of these events over the past three years. With all skill levels being able to play a par-3 course this has been a huge hit at my club. I recommend seeing if your range or short game practice area can be turned into some kind of a par-3/short course, whether it is a couple holes with tee time starts or shotgun start with 6-9 really short holes – think 40 yards and less. Add a couple of these non-traditional events in the year during your slow times, and you might be surprised at the revenue you add for your facility.
If you would like to email the author of this Best Practice directly, please email kpikegolf@gmail.com.
