Synopsis
A Textbook on the Business of Golf During the next 12 months, more than 50 million golfers will decide where to play more than 1 billion rounds of golf at over 34,000 golf courses in planet Earth. What influences their decisions? They all have one things in common-they are seeking value-based entertainment. What does it takes to attract and retain those decision makers? The financial success of a golf course depends on understanding those motivations and ensuring that the experience exceeds the price charged. Groundbreaking research, based on hard economic data, extensive field expense, and numerous client case studies, reveals seven key concepts that accurately predict the success of a golf course: 1) The interrelationship of MOSAIC profile, age, income, ethnicity, demand vs. supply, slope rating and the prime fee 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) Financially benchmarking the facility's performance against its 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: platinum, gold, silver, bronze or steel. 7) Understanding the golfers' habits, preferences and loyalty. The book sheds light on virtual every aspect of strategic, tactical, and operational practices of golf courses. Key determinants expose why some golf courses are successful and others flounder. The JJ Keegan WIN formula taught in this book is an easy-to-follow method that has consistently increased the financial return of golf courses while at the same time enhancing the customer experience. In an industry that is looking to grow, who can afford to ignore the findings of this book and the formula for success it presents?
About the Author
JJ Keegan+ is one of the US Top 10 Consultants as recently designated by Golf, Inc.Known to his friends as \"Rain Man\" because of his amazing recall of any course he has played, any person he has met, or any place he has traveled, James J. Keegan has a zest for golf and for life.With a great heart and a quick mind, he has established a wide-ranging network within the golf industry, an industry in which there may be only one degree of separation from the management leaders who make a positive difference and those who don't. He leverages his educational background with his extensive experience in the golf industry to frame a vision that can be understood by all. He quickly \"cuts to the chase.\"With nine principals averaging 25 years of experience in the golf business, JJ Keegan+ (astute insights = meaningful value), provides common sense solutions founded on sound principals. With clients from Europe, to Asia, and across America, JJ Keegan+ has developed a unique process that is enhancing the profitability, the value and the investment return of today's golf courses. By judiciously balancing the doctrines of strategic vision, tactical planning and operational accomplishment into an eight-step executable formula, fiscal prosperity is being rekindled.As Managing Principal, Keegan has traveled in excess of 2,700,000 miles visiting over 250 courses annually and meeting with owners and key management personnel at more than 4,000 courses in 46 countries. Having successfully combined his passion for golf with his business acumen, his experience makes him uniquely qualified to offer expert opinions on trends and issues facing golf courses today because of his direct knowledge and interaction with the golfing community.An accomplished writer, Keegan published in December, 2013, \"The Business of Golf-Why? How? What?-a field book for seasoned golf management professionals as a sequel to his award winning \"The Business of Golf-What Are You Thinking?\" published in 2010, 2012 and 2014 as primer for avid golfers, college students in Professional Golf Management Programs, and golf industry professionals seeking to refresh their knowledge on the fundamentals of the golf industry and operating a golf course. Over 5,000 copies of the bought have been purchased making it the most successful book every written on the business of golf.Currently, he serves as a panelist for Golf Magazine's Top 100 Golf Courses. He is a Member of the National Golf Foundation and the Golf Course Superintendents Society of America. He is a former member of the Club Manager's Association of America, National Golf Course Owner's Association and the National Golf Foundation. Keegan is a former volunteer of the Colorado Golf Association and the USGA Sectional Affairs Committee. Jim has served as a course rater and rules official for numerous tournaments including the local and sectional qualifying for the U.S. Open and the World Club Championship.The firm creates astute insights that spawn meaningful value. Their methodology is quantitative melding the qualitative aspects of the game with business disciplines. They have developed 21 analytical, financial and operational master guides.They are optimistic about the future of golf citing the participation rate of golfers between the ages of 6 and 22 is far higher than 20 years ago. Their optimism is balanced by a marked trend as avid, and core golfers are less engaged.JJ Keegan's passion for the business is rooted in the game's core values of integrity, sportsmanship, and respect. As a caddie at 12, the scholarship received enabled him to go to college. Lacking the ability to play carrying an 8 index, with an MBA and earning a CPA, he transformed his focus to the business of golf mentoring course owners to achieve a greater return on investment.His business of golf book series is available at http://jjkeegan.com/product-category/book-store/
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