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Big-Picture Thinking

By Golf Business posted 10-18-2016 10:04

  

The Buccaneer Resort on St. Croix in the U.S. Virgin Islands is, of course, a year-round golf destination. Nonetheless, in February, head professional Kenny Peets chose to purchase a simulator with swing-analytics software as well as 93 courses to play, for a few reasons.

First, the practice range at the resort was only long enough for players to hit irons; an expansion of the range will be completed by the end of this year. Second, a significant portion of the membership expressed interest in using the simulator to track their swing analytics after they receive instruction from Peets. Third, the simulator will drive additional revenue from resort guests who are not good enough to play the 18-hole layout; who lack time to play the course; or who simply want to hit balls and experience other courses in a non-intimidating and climate-controlled atmosphere.

“Especially for meeting and incentive groups who are staying with us, the simulator provides an activity that all attendees can participate in,” Peets says. “We’re also trying to introduce novices to the game and give them some understanding of the on-course experience.”
The goal: convert repeat resort guests into players who will use the course during a future visit.

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