How Golf Courses Can Drive Off-Season Special Event Revenue

www.nationaleventsupply.com

Drive Revenue by Attracting Special

Events for the Entire Year


First some background information

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Canadian Weddings

3 Photo Source: Style Me Pretty Via Photoflood Studio: Courtney Yee

http://www.stylemepretty.com/living/2014/07/03/gold-dotted-floral-baby-shower/


Canadian Wedding Stats

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• More than 160,000 weddings annually in Canada with 67% occurring between June and September

• More than 50% are considering a banquet hall for their reception • Golf Courses are a great competitive option to banquet halls.

• Average number of guests is 129 with an average spending price of ~$31,000

• Weddings in July and August tend to be slightly more expensive – Are you charging more?

• Pinterest plays an important planning role for the brides• Do you have something to catch the Bride’s Eye? Have you

considered Chiavari chairs?

A national sample of 1,095 currently-engaged female readers participated in the survey – source – WeddingBells.ca


Canadian Meetings

5 Photo Source: Sheraton New York Times Square Hotel

http://sheraton-newyorktimessq.h-rez.com/rooms.htm


Canadian Meeting Stats

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• The meetings sector in Canada generates upwards of $32.2 billion in direct spending.

• More than 70 million people participate in meetings in Canada.• While 57% of meeting participants were local residents, 39% were

Canadians traveling outside their local area, and nearly 4% (over 2.4 million) came from the United States or other countries.

• Websites to get you started• MeetingsCanada.com• Meeting Professionals International – MPIToronto.org

Statistics Source: Meeting Professionals International Foundation Canada (MPIFC) Canadian Economic Impact Study

https://www.mpiweb.org/docs/default-source/Research-and-Reports/2006English_CEIS_ExecSummary.pdf


Creating an Event Calendar Start with the events you already have scheduled Identify the months you need more cash flow Brainstorm the cultural, religious or holidays in those months

that your Club can hold events around Determine a budget and ideal attendance goal Map out the best dates to hold those events Work backwards to identify when you should start marketing

the events and subsequent tasks to pull event together Rinse & Repeat for other months you wish to hold events

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Event Examples During Calendar Year

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January - March Toughest season to bring in revenue – Best to plan activities for the

quarter New Year’s Celebrations to kick things off Super Bowl Sunday – day long event Best opportunity for hosting corporate internal trade show events Consider companies with dealer networks

Family Day lunch and kids activities including face painting, balloon animals, a raffle, story telling, board games, tobogganing etc.

Pancake Dinner for Shrove Tuesday Bridal Showers and Wedding Shows Sunday Brunches Open houses to generate public interest

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April - June Spring Studio Tours Easter brunch with egg scavenger hunt Golf Coordinators luncheon to drive golf tournament

dates for the summer season Commencement / Graduation Ceremonies Mother’s Day Brunch with Local Florist / Spa

Participation and silent auctions Father’s Day Barbeque with silent auctions, raffle prizes

and Pro Shop shopping Victoria Day Barbeque Monthly 9 & Dines

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Event Examples Other Clubs Are Doing: Golf Club in the Canadian Prairies That Wanted

to Keep Revenues up on Slower Saturdays Due to People Escaping the City

Offer: Saturday Night Date Night Great way to increase food and beverage

revenue

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July - September Canada Day barbeque, kids activities Golf camps / Golf workshops Lots of Weddings (of course) Consider adding semi-permanent outdoor tents

Networking events for business professionals to improve their game while networking with other likeminded individuals

Towards the beginning of September or your fall season – offer weekly play passes on sale to bring in fall revenue before year end

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Event Examples Other Clubs Are Doing: Golf Course with a large open park-like area Offer: Theatre Under the Stars / Dinner and a Movie Event was free with donation of a non-perishable food

item Free event generated over 500 people who may have never had

the opportunity to see the golf course.

Revenue-generation came from the expansive restaurant patio overlooking the movie screen. Paid event – restaurant took nearly 150 reservations and offered a

pasta buffet for the sold out portion of the event

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Event Examples Other Clubs Are Doing: Club with Junior Golf Academy with Kids meals

included Offer: Parent’s Meal Special F&B Manager takes pre-orders during the

greeting and has them ready when the parents and kids come in.

Averages over 100 Parent’s meal specials every Monday and Wednesday

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October - December Fall Studio Tour Thanksgiving Dinner and Dancing Halloween Party/Gala Ball Breakfast / Lunch / Or Dinner with Santa One British Columbia Golf & Country Club sells out 3 ‘Brunches with

Santa’ in December in less than 2 hours Corporate Christmas parties/functions Often very challenging to find a restaurant/venue for Company Xmas Parties

If your pro shop is owned by the course, consider a Christmas “blow-out” event for finding the perfect holiday gift

Wine and Cheese Holiday Tabletop Event – with Local Retail Shops pitching in a small fee to showcase their goods for holiday gifts ie. ‘Homes for the Holidays tours’ - tour a number of locally decorated

homes with a stop at your Golf Course for lunch/dinner or wine & cheese15


October – December – cont’d For Clubs with annual membership renewals Stimulate cash flow by incentivizing those that pay before

specified date (ie. Late November/early December) A deposit earns members a chance to win prizes such as

clubs, pro shop gear and trips full payment earns the member a gift card up to $200 towards

any product or service at the club including food, merchandise, lessons and more

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Events to Consider Avoiding

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PROMS



19 Photo Source: Etsy Seller: Yellow Brick Studio

https://www.etsy.com/ca/listing/105201852/stag-and-doe-tickets-250-or-500-double



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There’s just too much liability / risks involved.

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Where to Market Your Golf Course

BizBash Largest marketplace for event organizers – features

editorial coverage from Atlanta, Austin, Boston, Chicago, Dallas/Fort Worth, Houston, Las Vegas, Los Angeles, Miami/ South Florida, New York, Orlando, Philadelphia, Phoenix/Scottsdale, San Diego, San Francisco, Toronto, & Washington

Has a Annual National Venue & Supplier Guide which includes Toronto / GTA

200,000 monthly visitors to Bizbash.com in 2014 Opportunities include Print / Digital Ads, free and paid

premium directory listings, sponsored email blasts22



SpecialEvents.com A leading information source for event professionals

worldwide who plan or manage special events in hotels, resorts, clubs, banquet facilities, conference and convention centers, and other event sites

Magazine has a total reach of 14,000 readers with an Average Monthly Unique Visitor count on their website of 29,304

Opportunities include: Print / Digital Ads, email marketing sponsorships, list rentals etc.

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International Special Events Society (ISES) A 'society' that speaks to a wide spectrum of

individuals working in the Social and Corporate event market.

Canadian Chapters include: Toronto, Vancouver, Calgary, Edmonton

Opportunities include: Annual, Quarterly and Monthly Chapter sponsorships, Gala sponsorships,

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Ignite Magazine Canadian Meeting Planners Magazine Provides vital information about managing corporate

travel policy, planning meetings, events, incentives, and corporate gift and reward programs

Opportunities include: Print / Digital Ads, Events, Targeted Editorial Content, Sponsored Email Blasts, Online Listings, etc

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Eventsource.ca Everything needed for an event professional to plan

their event Toronto/GTA Focused Only Over 150,000 Targeted Website Visitors in Q1, 2015 Opportunities include: a complete online showcase

with photos, youtube/vimeo integration, links, social media integration, social media shout-outs, top of category placements, homepage spotlights etc.

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Eventective National coverage for Canada and the US, comprehensive and up-to-date resource for everyday

people planning events. 300,000+ venues and services for weddings, parties and meetings,

1 million monthly visitors, Opportunities include Free listings, Upgraded listings,

pay per click advertising programs, and more.

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Wedding Shows Prominent Wedding Shows Include: Canada’s Bridal Show – Metro Toronto Convention Center National Bridal Show – Enercare Center, Toronto Vancouver Wedding & Honeymoon Fall / Spring Shows and

Annual Fair (3 separate Shows) Bridal Fantasy Show – Edmonton & Calgary You May Now Kiss the Bride Show – Saskatoon The Wonderful Wedding Show – Winnipeg Elegant Wedding Bridal Showcase – Montreal Atlantic Wedding Showcase – Dartmouth And so…much…more

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Pinterest 86% of brides say they will use Pinterest to help plan

their weddings. Twitter 72% agree, “social media plays an important role in the

planning of my wedding 92% of brides logged into a social network in the past

30 days Facebook – Ads targeted towards life events

“Engaged”29


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Example of a Golf Course Using Pinterest Well



Municipal Governments St John Ambulance / Canadian Red Cross CPR Courses and Blood Banks Elementary Schools / High Schools Corporations with Annual Trade Shows /

Conferences Charities (for donation galas) Cottage Magazines Snapd local newspapers31


National Event Supply- a little about us

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National Event Supply

One of Canada’s leading event equipment wholesalers to Golf Clubs and Party and Event rental businesses

Established in ‘92, incorporated in ‘01, new owners in 2005

Canadian owned and operated business with locations including a showroom/warehouse in the Toronto area (Mississauga) and a warehouse in Vancouver (Delta).

7th year of exhibiting at Golf Business Canada Show Regularly ship coast to coast and to rural Canada

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Why Customers Buy from National Event Supply

Product Value Product Quality Product Selection Located in Canada

with Warehouses in BC and ON

We have Inventory!! > 95% fill rate

Product Availability Fast Shipping Great Customer

Service No Minimums

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Our Major product offerings Event chairs Folding tables – plastic and plywood Porcelain Dinnerware Specialty Platters/Bowls Flatware/Cutlery Glassware – Crystal and regular Polyester, Spandex and Fitted Linens Newest additions – Harvest tables, Banquet and

Crossback chairs35

Wholesale event equipment & restaurant supply storewww.nationaleventsupply.com

http://hubs.ly/H01rydt0




How Golf Courses Can Drive Off-Season Special Event Revenue

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