Rental clubs are often an afterthought at many courses, but the
management of Monarch Beach Golf Links in Dana Point, California, has
created a profitable revenue stream with its new “Flex Set” premium
rental program.
Golfers who opt to leave their clubs at home while traveling can pay
$75 (standard set) or $90 (tour set) for mix-and-match, top-of-the-line
clubs that include their choice of driver (nine models), fairway
woods/hybrids (nine), irons (10), putter (11) and wedges (10) from
manufacturers such as TaylorMade, Ping, Callaway/Odyssey, Nike and
Titleist. Customers also receive two free sleeves of select balls (eight
models total) from TaylorMade, Callaway, Titleist or Nike. If they so
choose, they can even rent a pair of Nike golf shoes for $15 per pair.
To date, the program has proven wildly successful, resulting in a 35
percent rental-revenue increase over 2011. From May 1 through November
30, the club rented 2,587 sets (roughly 12 sets a day) and realized
$153,485 in income.
Because of close relationships with manufacturers, Monarch Beach gets
the clubs on terms rather than paying what is estimated would be
more than $100,000 to purchase the equipment. Meanwhile, the cost of the
free balls renters receive is built into the rental fee. Better still, the profit margins on rentals
are around 80 percent.