With younger generations being the key to the long-term viability of golf facilities, some course operators are evolving their offerings in a way that upends golf’s traditions. In some instances, the result of pushing the envelope is strong enough to prove that finding a balance between tradition and innovation is essential to keeping revenues healthy.
Consider what’s happening at Bethpage State Park Golf Courses on Long Island. Since 2009, the facility has held a “Party in the Park” event every Wednesday in summer beginning at 7 p.m., nearly 90 minutes before play ends. It takes place on the huge deck and patio that overlooks the Black Course’s 18th hole, and includes a variety of food, beer and cocktail stations, as well as a live band. The event has grown to nearly 500 people each week thanks to local radio and print advertising, but also from strong word of mouth.
Then there’s the shindig that takes place every warm-weather Friday at Water Gap Country Club in eastern Pennsylvania. The music begins on the patio at 5:30 p.m., along with a nine-hole scramble that costs $20 per player, with $5 going into a pot for the lowest-scoring team. The no-pressure format appeals to many, and the non-traditional touches create an energy that's palpable.
Could such events push the core demographic away from a facility? Perhaps. But in an era when course operators should consider every avenue they can to generate revenue, these type of events draw golfers who want a more relaxed atmosphere and open the door to new clientele.