The strategy of building “contextual memory” in attendees is critical in adult education. It refers to making a connection between what participants learn and the environment in which they learn it, which strengthens their long-term recall of the information and the experience. The same principle applied at a destination-golf facility can bring considerable benefit, especially because younger generations desire an experience that’s more than just a stroll around a pretty course followed by food, drink and Wi-Fi.
Some destination properties are creating contextual memory among their customers quite well. The Hard Rock Golf Club Riviera Maya in Mexico showcases outside the pro shop a golf cart once owned by Eddie Van Halen, which was customized with the same multicolored design of his famous guitar plus unique tires and rims.
At The Links at Stono Ferry outside Charleston, South Carolina, local history is brought onto the course through the positioning of a replica Civil War cannon in the right rough of hole No. 12, at the 150-yard marker. A plaque recounting the battle history of the area sits next to the cannon. And the Love Course at Barefoot Resort in Myrtle Beach incorporates the “ruins” of a plantation home alongside a few holes on the front nine. The stone foundation was erected while the layout was being built in order to create a memorable element to a course with roughly 90 local competitors.
This is simply a reminder that any interesting aspect of your local area or your brand that can be highlighted during the golf experience is likely to strengthen players’ recall of their day at your facility. And creating one more lasting memory of your course versus other courses is a tangible advantage.