Susan Roll, the 2011 PGA Merchandiser of the Year for Public Facilities, the 2011 Southern California PGA Section Golf Professional of the Year and three-time Section Merchandiser of the Year, is the PGA owner of Carlsbad (Calif.) Golf Center.
Susan Roll on the importance of offering drop-in classes for women:
At Carlsbad Golf Center, we offer a variety of instructional programs, but one of the most popular is the Women’s Drop-In Class every Tuesday from 6-7 p.m. (we also offer a separate men’s only drop-in at the same time). Advance registration is not required, making the classes flexible and convenient. Each class is only $20 per person and includes a large range bucket (a $10 value) and loaner clubs, if needed. The balls are included as a way to encourage the students to participate during class and to stay after to practice. Each class focuses a half-hour on short game and a half-hour on full swing, which helps golfers of all skill levels learn something new each week. The sessions are like organized practice, as our instructors spend individual time working on specific skills with each student. This also allows the classes to be inclusive for women of any skill level, although the classes mostly attract beginner to intermediate players. In addition to the instruction, the ladies very much enjoy the social aspect of the classes, such as making new friends, and perhaps finding new playing partners.
Susan Roll on the business impact of offering drop-in classes for women:
The Women’s Drop-In Class has been popular for years, and the consistency of offering the class every week has helped produce “regulars” for our facility. Each class averages between six and eight attendees, which accounts for thousands of dollars in revenue over the course of the year. In addition to the instruction revenue, many of the women have purchased golf clubs and other gear from our shop. It is not uncommon that the women enjoy their experience so much that they refer their friends and families to join some of our other classes.
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