Who Is the Golfer?

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Who Is the Golfer? The Winning Playbook for Golf Courses Shortcuts to Long-Term Financial Success 6th Edition in “The Business of Golf – What Are You Thinking?” Series JJ Keegan Envisioning Strategist & Reality Mentor [email protected] | www.jjkeegan.com 2021 The Winning Playbook for Golf Courses Shortcuts to Long-Term Financial Success By James J. Keegan Envisioning Strategist and Reality Mentor JJ Keegan+ Golf Convergence, Inc. Copyright © JJ Keegan+, James J. Keegan, Envisioning Strategist and Reality Mentor, 2010, 2012, 2013, 2014, 2016, 2020, 2021 ISBN: 978-0-9860705-4-9 | Print ISBN: 978-0-9860705-5-6 | ePub ISBN: 978-0-9860705-6-3 | PDF Library of Congress Control Number: 2020909449 All Rights Reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the author, except for the inclusion of brief quotations in a review. Table of Contents Acknowledgments ���������������������������������������������������������������������������������������� xi Attributions �������������������������������������������������������������������������������������������������� xiv Introduction ����������������������������������������������������������������������������������������������������1 • We Took a Different Path ������������������������������������������������������������������� 1 • Lowering the Hurdles for the Masses ���������������������������������������������� 3 • The Supporters Project Hope ������������������������������������������������������������ 5 • The Doubters See Doom �������������������������������������������������������������������� 8 • Who is Right? Ignoring the Cacophony of Chaos �������������������������15 • Definitions: The Basis for Financial Comparison of Course Benchmarking Options ��������������������������������������������������16 • How Will You Benefit? ����������������������������������������������������������������������18 Chapter 1 – The Playbook Outline • The Formula ���������������������������������������������������������������������������������������19 • The Lucky Seven ��������������������������������������������������������������������������������20 • Templates to Shortcut Your Path to Success ��������������������������������23 • Do You Have Any Chance? ���������������������������������������������������������������24 • Rank and File �������������������������������������������������������������������������������������27 • The MOSAIC Profile ��������������������������������������������������������������������������28 • The Predictive Index �������������������������������������������������������������������������31 • Checkpoint �����������������������������������������������������������������������������������������31 Chapter 2 – Moral Algebra • The Spider and the Fly ���������������������������������������������������������������������33 • Who is the Customer? ���������������������������������������������������������������������34 • Competition – What is Your Niche? �����������������������������������������������37 • Defining Your Vision �������������������������������������������������������������������������40 • The Infinite Game �����������������������������������������������������������������������������42 • Why �����������������������������������������������������������������������������������������������������43 • The Strategic Plan �����������������������������������������������������������������������������44 • Who Decides? �����������������������������������������������������������������������������������46 Chapter 3 – The Hand Dealt • The Winds of Change �����������������������������������������������������������������������53 • The Staircase to Heaven in Golf ������������������������������������������������������54 • Buy or Sell? ����������������������������������������������������������������������������������������56 • Golf is an Outdoor Sport — Duh! ���������������������������������������������������58 • Playable Days — An Important Number ���������������������������������������63 • The Crystal Ball ����������������������������������������������������������������������������������65 • Leveraging Weather to Your Advantage ����������������������������������������66 • Exercises ���������������������������������������������������������������������������������������������67 Chapter 4 – The Farm • Where to Now? ���������������������������������������������������������������������������������69 • How Many Are There Worldwide? �������������������������������������������������69 • Golf Comes in Many Different Flavors �������������������������������������������72 • Who is the Golfer? ����������������������������������������������������������������������������74 • Did They Kill the Game? �������������������������������������������������������������������76 • Long Lists ��������������������������������������������������������������������������������������������81 iv • Right-Sizing ����������������������������������������������������������������������������������������85 • Another Option — Reduce Distance ����������������������������������������������89 • When is it Time to Remodel? ����������������������������������������������������������90 • Exercise �����������������������������������������������������������������������������������������������92 Chapter 5 – The Living Organism • Russian Roulette �������������������������������������������������������������������������������93 • Delicate Balance ��������������������������������������������������������������������������������95 • Expenses ���������������������������������������������������������������������������������������������96 • If They Were the Only Costs ������������������������������������������������������������99 • Who Would Have Thought? ������������������������������������������������������������99 • What About a Sod Farm? ������������������������������������������������������������� 100 • Baskin and Robbins — 31 Flavors ������������������������������������������������ 101 • Drugs That Kill �������������������������������������������������������������������������������� 103 • We Should Be Loving and Kind ���������������������������������������������������� 106 • A Beacon for Change ��������������������������������������������������������������������� 108 • Exercises ������������������������������������������������������������������������������������������ 109 Chapter 6 – The Assembly Line • The Basics ���������������������������������������������������������������������������������������� 111 • Game Time �������������������������������������������������������������������������������������� 112 • Step 1 — Motivating the Golfer to Select Your Course ������������ 114 • Step 2 — Making the Reservation Process Seamless ��������������� 116 • Step 3 — Where Is It? How Do I Get There? ����������������������������� 118 • Step 4 — First Impressions Offset A Few Hiccups �������������������� 119 • Step 5 — The Ambience and Culture Resonate ������������������������ 121 • Step 6 — The Clubhouse: Once Inside ��������������������������������������� 124 iv v • Step 7 — Chariots of Fire �������������������������������������������������������������� 126 • Step 8 — Setting the Tone: Warming Up ����������������������������������� 128 • Step 9 — You’re Off and Running ������������������������������������������������ 130 • Step 10 — 18 Tees, 18 Fairways, 18 Greens: The Thrill Ride �� 132 • Step 11 — Do I Really Have to Go? ��������������������������������������������� 134 • Step 12 — Exit Stage Left? ����������������������������������������������������������� 135 • Step 13 — Rub A Dub Dub – Time for Some Grub ������������������� 137 • Step 14 — A Luxury Once Experienced Becomes A Necessity 138 • Exercise �������������������������������������������������������������������������������������������� 139 Chapter 7 – The Price is Right • What is Wrong With This Picture? ���������������������������������������������� 141 • Eliminating the Guess Work ��������������������������������������������������������� 144 • Here is One Quick Thing You Can Do to Increase Revenue ���� 149 • While You Are At It ������������������������������������������������������������������������ 151 • Compounding the Error ���������������������������������������������������������������� 153 • Spin the Wheel ������������������������������������������������������������������������������� 155 • Barter ����������������������������������������������������������������������������������������������� 156 • Is the Industry Benefiting from Barter? ������������������������������������� 161 • Expensive Software ����������������������������������������������������������������������� 161 • Who is at Fault? ����������������������������������������������������������������������������� 162 • Final Thought — Rates Should Be Set with Costs in Mind ������ 164 • Exercises ������������������������������������������������������������������������������������������ 165 Chapter 8 – Champagne Tastes: Beer Budgets • All for Naught ��������������������������������������������������������������������������������� 167 • Changing Habits ����������������������������������������������������������������������������� 168 vi • Are the Needs and Desires of All Customers the Same? ��������� 168 • Diverse Interests — What Is Important to Them? ������������������� 171 • Communication Challenges Amongst Four Generations ��������� 174 • Data Segmentation: Harder Than
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