Best Practices For Millennials
To ensure golf facilities are equipped to provide a positive experience for millennials (ages 18-34) before they arrive, it’s important for owners, operators and employees to make sure they understand what’s important to this age group so they will visit again and continue to play or engage with the game in the future.
At the grassroots level, it’s imperative for the industry to make sure those interacting with millennials – whether on-site or managing digital channels – are set up for success. We are interested in the support of Club Managers Association of America (CMAA), Golf Course Superintendents of Association of America (GCSAA), National Golf Course Owners Association (NGCOA) and PGA of America to train, educate and inspire members to engage with millennials so they continue to participate and invite friends and family to do so too.
If the allied organizations named above are in agreement, GOLF 20/20’s Millennial Task Force will develop an internal PSA campaign and ask for direct distribution to each membership group. Sample questions below:
- Do I offer a mobile-friendly website?
- Can I book a tee time online on my cell phone?
- Are special offers easy to find and use? Are they sent via e-mail subscription? Any specific to young professionals (ages 25-35)?
- Is there an events calendar with an easy way to learn more or sign up?
- Do my digital channels use exciting imagery or videos to showcase the course as fun, young and cool?
- Do you regularly read and respond to reviews (positive or negative) posted about your facility on social media as well as Yelp, Golf Advisor, Google, etc.?
- Have I created a solid presence on Twitter, Facebook, Instagram and Snapchat?
- Is the majority of my content geared towards golf lifestyle vs. sales messages?
- Do I offer special rates from time-to-time via social platforms?
- Are you updating your social media in real time with specials as well as available tee times?
- Are you communicating via social media with users who check in to the course through location based services or mention the course online?
- Do you have a specific hashtag to track posts and/or photos?
- Are you engaging with customer comments and questions?
- Is there a dress code?
- Can I play music on the course? How about on the range?
- Am I offering a fun way to get around the course (e.g. GolfBoards, carts with Wi-Fi or music)?
- Do customers have to take a cart? Or can they walk?
- Are carts equipped with GPS units?
- Do I offer a 9-hole rate?
- Do I offer a twilight rate?
- Do I allow walk ups?
- Can they try Footgolf or another non-traditional form of the game?
- Is there a beverage cart on the course?
Communicating with Customers
- Do I thank my millennial customers via e-mail or social after they visit?
- Do I offer a special rate or discount for them to visit again?
- Do I regularly read and respond to reviews (positive or negative) posted about your facility on Yelp, Golf Advisor, Google, etc.?
- Do I segment my customer database to make sure millennials are receiving offers that are relevant to them?
- Do I offer fun events and communicate these to my millennial database?
For any questions or comments, please e-mail Glenn Gray (firstname.lastname@example.org).