GCAE NEWSLETTER – JUNE 2020
“Never let a good crisis go to waste” is a quote that is often heard the last few months. And a good crisis it has been. For many of you a perfect opportunity to change a lot in your business. A crisis makes sure we are more creative in finding new solutions and are braver to implement them. It remains to be seen if this is the real reason, but for the most part we seem to come good out of this crisis. In many countries golf has started its second youth with booming numbers. We seem to be rediscovered.
RETENTION IS KEY
Happy as we are with the new boom in golf: let’s make it a lasting one. In line with our earlier VISION2020 the biggest opportunity we have in golf is to keep the newcomers on board. If we can keep a new golfer in golf for 2-3 years, they have a 90% chance to stay in golf. How to do so? Very simple: make sure they are connected socially with other members. More on http://thefutureofgolf.eu/friendship/
Again: the social aspect of golf is very important in these times.
FRANCE: “MIXED BAG”
Laurent Boissonnas, ceo of Open Golf Club with 14 courses in France, lets us know that, although tourism is still pretty weak, local golf is very strong at the moment. New memberships and a strong increase in greenfees have compensated for the loss of big competitions, corporate tournaments. He big wait for France what golf tourism will bring for the rest of this season.
SPAIN: “BAD EFFECT ON TOURISM”
Being one of the countries that was heavily hit by the virus, golf for local play is up says Javier Insula of Making Golf owning three courses around Madrid. He estimates a growth of 10 – 20% in local play. Food & Beverage is hurting still. Tourism, like France: remains to be seen how this will develop in the coming months. So far not so good.
GERMANY: “NUMBER OF BEGINNERS COURSES TRIPPLED”
Thomas Hasak, ceo of the BVGA and Stuart Orme, owner of two courses, tell about a split situation. The South opened up much later than the North and experienced a lot of bad weather the past weeks. As a result unhappy members in the South, even some wanting their playing fees compensated. The North however shows excellent developments both in memberships as in newcomers. At Stuarts courses the number of beginners has tripled compared to 2019. He says that the attention in the media “Why is golf not open” early April has been very good for golf. Stuart also sees a better, more relaxed atmosphere on the golf courses.
One thing Stuart implemented form the GCAE conference: he increased the price for a greenfee considerably: result is more members (relatively cheap now) and higher greenfee revenue.
FINLAND: “WILL BE RECORD BREAKING YEAR”
Finland never closed it’s golf and this had a very positive effect on golf. “With other sport, theaters, cinema, concerts, premier league, etc being closed: demand for golf is booming” says Antti Hiltunen fo the Finnish Golf Course Association. Only F&B is behind on budget. Lots of new players and a lot of come-back players that find their way to the golf course. Total rounds: up 35%, memberships +4%.
Finland never closed it’s golf and this had a very positive effect on golf. “With other sport, theaters, cinema, concerts, premier league, etc being closed: demand for golf is booming” says Antti Hiltunen fo the Finnish Golf Course Association. Only F&B is behind on budget. Lots of new players and a lot of come-back players that find their way to the golf course. Total rounds: up 35%, memberships +4%.
SWEDEN: “GOLF IS A GOOD BUSINESS TO BE IN RIGHT NOW”
Words of Christopher Johansson, golf course owner and president of the Swedish GCA. Although his hotel rooms are under occupied he sees phenomenal numbers in golf. 38% more rounds in 2020, of which 18% more greenfees, member play is up more than 50%.. A combination of both golfers coming back into the game and total newcomers who are suddenly playing golf resulting in a 5% increase in members compared to 2019. Unlike other business Corona is brining golf a positive result in Sweden. And although the F&B on the courses is doing less than 2019, it is doing much better than the regular F&B in Sweden.
NORWAY: “BETTER THAN THE TOP YEARS 2007 AND 2008”
Lars Havrevold, president of the Norwegian GCA and the GCAE reports a growth and occupancy rates that are better than the most successful years in golf so far: 2007 and 2008. “Some clubs gained more than 200 new members in a few months’ time. The closed borders and people staying at home gives the golf business and enormous boost in Norway. More than 10.000 new members are already registered and this is not the end of it.
ESTONIA: “RECORDS IN GOLF, HOPE TO COMPENSATE FOR LOSS IN MAY SOON”
Since the borders were closed in May a lot of greenfee income was lost on tourism golf from Finland and Scandinavia. The good news is records in the home market both the number of rounds and new players/members. Expectations are that the tourism will recover in mid-July and August to normal from Scandinavia from where Estonian golf courses are getting 90% of their abroad green fees. As reported by Hanno Kross, GM of the Estonian G&CC.
BELGIUM: “IDEAL TIME TO LEARN”
Luc Feremans, president Golf Flanders and multi course owner sees very positive developments in his country despite the F&B underperforming so far. Memberships, rounds all up. Number of registered player +4% compared to 2019. But he says, the biggest advantage of the crisis was the learning curve: implementing new ways of working, kicking out old habits with as a result a much more efficient business.
CZECH REPUBLIC: “TOURISM STAY AT HOME STILL”
Jan Louzecky of the Czech GCA sees tourists are staying home so far, but a strong increase in rounds: up to 25%. He senses that tourists rather stay close to home nowadays. Due to that he sees that golf travel agents have a tough time.
Golfers seem to upgrade their memberships: more rounds. F&B also different than before the crisis. Now more focused on the need of the golfer: “to go”, “quick” and “simple”.
DENMARK: “MEMBERSHIPS!”
Peter Arendorf of the Danish GCA tells us that Especially membership growth is very positive in Denmark. Already per June first the peak of last year in September has been reached, which means all new members from now on are a net growth of the number of players. And also greenfee income is doing very well. F&B little behind still.
AUSTRIA: “HAPPY INDUSTRY AND FASTER ROUNDS”
Last year in the same period Austria had 900 new players, now already 3.000. A combination of newcomers and previous golfers back in the game tells Robert Fiegl of the OGV. Like many other countries: fear makes the visits to F&B lower than before, also on the golf courses.
Robert also mentions that with the new way of playing without bunker rakes and leaving the flagstick in: much faster rounds. Maybe an idea for the future to keep the fast rounds.
And lastly: Austria will get the restart of the European Tour in July.
ENGLAND
Colin Mayes, CEO of BGL and board member of GCAE, reports a surge forward of rounds being 20-30% ahead of the same period last year. Also their adventure golf locations doing extremely well with kids off school. Ranges are full. Membership development: again a very positive uplift as is green fee income. All at normal rack rate, without any discounting in afternoon for twilight. Golf outings development and F&B has been poor. England still has F&B closed apart from a limited take away service. Colin expects bars and restaurants to be allowed to open up from early July.
HOLLAND: “REACTING BY IMPLEMENTING TAKE AWAY”
After the opening: record number of rounds. And still after 6 weeks a lot of the courses are pretty full. Some of the bigger ones having more than 700 players per day. Greenfee income is strongly increasing, making up for the loss of events and revenue in F&B. Suzanne Rozema, GM and member board Dutch GCA has changed the F&B operation into a take away in the clubhouse where members order drink, pick a sandwich and pay at the cash register. “Although the revenue is lower we have the same net result due to much lower staff costs”.
Paul Wesel director, sees a better June this year than in 2019. More than 60 new members signed up since June 1st! F&B still has possibilities for growth.
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MESSAGES FROM OUR PARTNERS
ANDY BROWN OF TORO
“On behalf of everyone at Toro and all our distributors around Europe, we would like to pass on our very best wishes to all members of the GCAE. We understand the challenging times you are facing, but as we have seen, golf is leading the way in delivering a safe environment for exercise and recreation, resulting in a surge in membership enquiries across Europe. As always Toro is here to help you deliver the highest standards of course maintenance for your members and we wish you every success for the rest of this year and into the future.”
TON VAN GEENHUIZEN OF YAMAHA
“We will all face challenges during these strange times where many people will grieve over their lost beloved ones or worry about their future. However, people will also value important things in life and appreciate their leisure time more than before. Eventually, people will go out there to relax or enjoy sports together with their friends or family. During these times of unknown changes and insecurity it is good to know you can still rely on quality products and the best possible service. All of this is part of Yamaha’s world: quality, passion, relations. In many of our product groups we see a quick recovery of demand and confidence growing again. Therefore we hope to see you soon again!”
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JOB OPPORTUNITY AT YAMAHA
GCAE’s Business Partner Yamaha Motor Europe N.V. (YME) is looking for an enthusiastic, fulltime Sales Coordinator. The Recreational Vehicles & Powered Products (RVPP) Division of Yamaha Motor Europe NV, located at Schiphol, The Netherlands.
Founded in 1968, Yamaha Motor Europe N.V. (YME) is the regional headquarters in Europe of Yamaha Mo-tor Co., Ltd. in Japan. YME is responsible for coordinating the marketing and sales activities of Yamaha Motor products in the European marketplace, mainly: Yamaha motorcycles and scooters, marine outboard engines, Wave runner water vehicles, 4-wheel All-Terrain Vehicles (ATV’s), golf cars, snowmobiles and gen-erators. Visit our website for more information about this job opportunity.
