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Rewarding Creativity

By Golf Business posted 03-22-2016 15:40

  

Customers reward creativity, especially in golf where anything more thoughtful than a member-member or a weekly ladies day is seen as Oscar-worthy.

In Georgia, for example, one club auctioned off four customized golf bags logoed for the Army, Navy, Air Force and Marines for Veterans Day with profits going to local veteran’s charities. Members poured in to get involved because everyone wanted their branch to have the highest bid.  

Omni Resorts has been equally creative in 2016, taking advantage of the news cycle to run a promotion called the “Presidential Golf Packages.” Playing off some admittedly stretched presidential history, the programs include things like the “Father-Son Presidential Promotion” at Barton Creek Resort in Austin, Texas, a course Presidents Bush 41 and 43 played together several times. In that instance, the father-son rate is $100, what it was during the early years of the second Bush presidency. The deal also includes a sleeve of balls with an American flag logo.  

Another promotion at the Mount Washington Resort in New Hampshire offers a complimentary round of golf for four if the players’ surnames match any of the presidentially-named mountains in the area—Jackson, Pierce, Eisenhower, Monroe, Jefferson, Adams, Madison, Reagan and, of course, Washington.  

La Costa was a favorite spot for Presidents Nixon, Ford and Clinton, and the Homestead has a rich presidential history going back to William McKinley, the first American president to play the game. All those resorts have dug through the archives to find photos and create promotions based on some presidential tie.

Whatever the reason or occasion, all it really takes to reap the benefits of creativity is a bit of imagination and the willingness to try something new.

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