The Business of Golf: What Are You Thinking? - Hardcover

James Keegan

9780692008416: The Business of Golf: What Are You Thinking?

Hardcover

ISBN 10: 0692008411 ISBN 13: 9780692008416

Publisher: Golf Convergence, 2010

A textbook on Business of Golf - How to maximize the Financial return of a golf course Author : James J Keegan During the next twelve months, more than 58 million golfers will decide where to go play over 1 billion rounds of golf on nearly 33,000 golf courses. What influences their decision? They all have one thing in common: they are seeking value-based entertainment. What does it take to attract and retain those decision makers? The financial success of a golf course is dependent on understanding those motivations and ensuring that the experience created exceeds the price charged. In ground-breaking research based on hard economic data, extensive field experience, and numerous client case studies, eight key concepts thataccurately predict the success of a golf course are revealed: 1. The age, income, ethnicity and population density within 10 miles of the course. 2. The number of playable days measured against the efficiency of management. 3. The integration of software to create actionable information. 4. Financial benchmarking facility performance against peers. 5.Continual appropriate investment in the course infrastructure, equipment and labor. 6. Ensuring the assembly line of customer touch points matches the desired experience intended: platinum, gold, silver, bronze or steel. 7. Understanding the golfer's habits and preferences. 8. Evaluating and developing customer loyalty. This book sheds light on virtually every aspect of golfcourse operations - strategic, tactical and operational. You'll learn why some golf courses are successful while others flounder. The Golf Convergence WIN formula taught in this textbook is an easy-to-follow method that has consistently increased the financial return of golf courses, and enhances the customer experience to the desired level. In an industry that is struggling who can afford to ignore the findings of this book, and the formula for success that is presented?

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About the Author:

As Managing Principal of Golf Convergence, JJ Keegan has traveled in excess of 2.5 million miles meeting with owners and key management personnel at more than 3,000 courses in 40 countries. Having successfully combined his passion for golf with his business acumen, his experience makes him uniquely qualified to offer expert guidance on the best management practices, trends, and issues facing golf courses today. Currently, he serves as a panelist for Golf Magazine's Top 100 Golf Courses. He is a member of the Club Managers Association of America, the International Network of Golf, the National Golf Foundation, and the National Golf Course Owners Association. He is a frequent speaker at industry conferences and has been quoted in The New York Times and The Wall Street Journal. A former certified public accountant who has a B.B.A degree from Texas Christian University, Keegan earned an M.B.A. in corporate finance from the University of Michigan. He has also served as a captain in the United States Air Force.

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