Tom Mason, the 2019 Carolinas PGA Section Golf Professional of the Year, the 2018 Section Player Development Award winner, the 2017 Section Youth Player Development Award winner and the 2012 Section Professional Development Award winner, is the PGA of America Owner/Operator at Par Tee Golf Center in West Columbia, South Carolina.
Tom Mason on the importance of marketing your range through customer service:
Par Tee Golf Center, a three-time Golf Range Association of America (GRAA) Top 50 Stand-Alone Facility, has a fully-lit practice range with 100 all-grass hitting areas that are lush with Bermuda grass from April to November and a rye grass overseed during the cooler months. We also have artificial turf hitting mats for golfers who prefer that. The body of our range is expansive at well over 300 yards and is littered with an array of targets so golfers can easily gauge the distance of each shot as they work on their game. As players rent a bucket of balls to work on their long game, they also have the option to hone their short game, bunker and putting skills on our 6,000-square-foot Bermuda grass putting surface. In addition, we offer a three-hole Par 3 loop that has four tee boxes for each hole, enabling golfers to play a full 12 holes or practice various on-course scenarios that might be giving them trouble during their weekly rounds of golf. With holes between 60 and 160 yards, this isn’t a one-club Par 3 layout! Our retail shop has some Par Tee Golf Center logoed hats, as well as golf balls, gloves and golf clubs. We display our golf grip options near the entrance to our shop so golfers take notice right when they walk through the door. And as a result, we do a lot of re-gripping that not only generates club repair revenue but also provides me the opportunity to evaluate our golfers’ equipment. In fact, with every one of my employees being trained on how to re-grip properly, we’ll provide the service on the spot while they spend the time practicing on our putting green. If I see someone can use an equipment upgrade, I’ll suggest they spend some time with my son, Palmer, in a custom club fitting session to determine the specifications that match their needs and abilities. This engagement is a valuable marketing tool to share all that we offer at Par Tee Golf Center.
Tom Mason on the business impact of marketing your range through customer service:
Many of our team members are high school and college students who have a real passion for the game. As the Head Golf Coach at nearby Columbia College, I am proud that our Par Tee Golf Center employees are learning about customer service as much as they are about the game of golf. After all, these service skills will aid them in whatever career field they pursue, proving that working in golf teaches many of the same life skills that playing the game does. Our mini golf course is popular – although not “Myrtle Beach popular” – and brings in revenue from daily play and kids’ parties. As a marketing tool, you never know where your next core golfer will come from. A family might come for the mini golf and realize the many other amenities we offer. Whether it’s our amenities, our friendliness or our expertise, the service we provide is the reason golfers call Par Tee Golf Center home. As a PGA of America facility owner, I take pride in growing the game on both sides of the counter.
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If you would like to email the author of this Best Practice directly, please email tamason7272@gmail.com.
