PGMA : Services : Strategic Global Marketing

Services

Until the launch of Performance Golf marketing Alliance (PGmA) in 2009, the industry lacked a leader in golf marketing advisory services. PGmA fills this leadership role with specialized strategies designed to maximize revenues for resorts and destinations in the U.S.A and the international golf marketplace. Customized for each client, PGmA advisory services include:

Strategic Global Marketing
Our international consulting services bring proven expertise in the U.S. golf market to draw American golfers to international destinations. A team of Alliance experts combines our Performance Assessment Report (P.A.R.) with recommended strategies customized for your destination. We can also provide the latest and most unbiased data on the American golf traveler by presenting our Business of Golf Travel Seminar at your destination. Read about Strategic Global Marketing >

Performance Assessment Reports (P.A.R.)
This comprehensive business review assesses the composition and effectiveness of a resort or destination’s golf operations and marketing programs. Scheduled over three full business days, P.A.R. provides you with an objective view of what is working well, what can be improved upon and strategies to attain higher revenue levels. Read about the P.A.R. process and schedule >

Co-Op Marketing Programs
PGmA’s multi-media marketing communications strategies are designed for regions or international destinations with golf as a primary tourist attraction. Our communications programs promote incremental room nights/play at the participating resorts or venues within a destination.

“Business of Golf Travel” Seminars
Presented annually, this seminar is national in scope and provides a detailed and perceptive overview of golf travel trends for the year ahead. This event is designed exclusively for leaders in the industry and offered by invitation only. Attendees will find it an invaluable source of insight for golf program development and for planning editorial coverage and publicity strategies. Each attendee receives a complimentary copy of PGmA’s proprietary annual publication, “Current Golf Industry Outlook.”
Preview and register for the next Business of Golf Travel Seminar here >

Pre-Opening Marketing Strategies
For a stand-alone golf facility or one planned as part of a larger venture, PGmA’s strategies will gain widespread visibility for your project. Let us assist you in turning your vision into reality, recruiting members and clients and maximizing your bottom line.

More About Strategic Global Marketing
The foundation of our Strategic Global Marketing services is a three-day Performance Assessment Report that provides a comprehensive study of the composition and effectiveness of your destination’s golf programs. In addition, we provide scope of work proposals outlining key initiatives that will draw golfers and increase revenues at your destination.

Depending on the specific needs and goals of your destination, such initiatives may include, but not be limited to, integrating golf into a Tourism Business Plan, revising pricing and packaging, recommending the creation of new facilities, training your workforce and introducing new collateral or website changes.

In addition, PGmA is uniquely positioned to create retail agreements with major golf brands in the U.S.A. and to forge partnerships for our international clients with PGmA Alliance Members in the U.S.A., including Golf Digest Publications, the PGA Marketing Group, Jet Blue, Carriage Trade Golf and others. Please read profiles of our Alliance Members for an overview of the impact and prestige these partnerships can attain for our clients.

Our company also brings expertise in managing events, promotions and tournaments that will raise awareness and bring players and press alike to your destination. For example, we have managed or are currently planning Golf Digest tournaments, competitive USA Juniors events, PGA Ambassador Programs and golf instructional clinics.

The PGmA team can also originate IAGTO FAM trips for the top golf tour operators to your destination and coordinate public relations and advertising opportunities to increase your destination’s share in the global golf travel marketplace.
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Performance Assessment Report (P.A.R.)
Following is a typical three-day agenda for P.A.R.:

On Site Interviews

15-20 minute interviews with key management personnel. A series of questions are asked to ascertain a number of key metrics for use in the P.A.R. as well as the current mind-set of management relative to golf as a revenue generator for the resort. Ideally, we would like to interview the following management staff:
     General Manager
     VP Sales and Marketing
     VP Operations
     VP Human Resources (or manager in charge of training)
     Director of Golf

Sales & Marketing P.A.R.

All sales and marketing materials are reviewed from the perspective of how golf is positioned, discussed, sold, displayed, integrated and used in the sales and marketing effort of the resort.
All creative materials for the resort need to be provided in order for a complete review. Brochures, collateral, in-resort marketing materials, trade show collateral, advertising creative and so on will allow for a thorough assessment and identify areas where golf is appropriately used and where opportunities may exist for greater integration.
Two years of press releases related to the resort are requested. PR plays an important role, and reviewing the most current releases will assist us in the overall review process.
Brief interviews with key sales personnel, including group, incentive and leisure, are used to ascertain the current level of golf knowledge among the staff and identify educational opportunities, if any, to improve golf knowledge and sales.

Golf Course Operational P.A.R.

A complete review of the golf course operations is performed using industry best practices as the benchmark. The objective is to view the operational component from a “guest experience” perspective and identify ways to enhance the guest experience, which will generally increase revenue.

Golf Course P.A.R.

Using industry best practices, the course is reviewed in a number of areas to identify ways to improve ”guest experience” and generate revenue. The golf facility is compared to a set of “Industry Best,” and recommendations are made to improve guest experience, enjoyment and number of rounds per day.

Golf Shop P.A.R.

The golf shop is perhaps one of the keys to driving significant revenue to the bottom line, so it is critical that the layout, merchandise offering, display techniques, selling techniques from the golf shop staff, product knowledge of the golf shop staff, traffic flow and other elements are all reviewed with the guest experience in mind. Growing revenue per round is the objective.

Golf Course Yield Management Practices

A review of current yield management practices is compared against industry best practices. Maximizing the yield of the golf facility will impact revenue positively without increasing costs.

Remaining Assessment and Report

Any remaining elements, interviews or reviews that were not accomplished on days one and two will be completed the morning of day 3. A final report in PowerPoint format will be provided to resort management on the 3rd day of the P.A.R.
The final report provides PGmA’s perspective on ways to utilize the golf asset to increase revenues. A series of recommendations are provided based on priority in building a strong foundation to maximize golf-related revenues.
The report is the property of the resort and is considered confidential and proprietary information. As such, PGmA will not share, discuss or provide the final report or any individual elements with any entity outside of the host resort.