By Jason Becker, PGA
Co-Founder and CEO
Golf Life Navigators
In this month’s “data edition” of the Tee Sheet, we’re taking a look at some geographical differences between “Hot” Sun Belt markets for consumers who are looking for a private club. Below you will find some great correlated data on what buyers are saying as they explore these golf rich markets.
These are two totally different segments of the country, demographics of people and terrain, yet these two golf meccas SHARE a common thread … and, it isn’t GOLF!
Did you know that in a recent motivation study of buyers who are considering each market, both groups agreed on the same Top-5 factors that are driving their decision? Those factors:
1.) A Friendly Culture of People
2.) Quality of the Club
3.) Golf Amenities
4.) Weather in the Area, and
5.) Beauty of Landscaping
The moral of this story? Although these areas are separated by a couple thousand miles, consumers look at both markets the same and golf itself is NOT at the top of the list.
Yep, a South Carolina showdown of two GREAT market places for golf – by the way, they’re about 150 miles apart, as the crow flies!
But, did you know that consumers feel quite differently about each market as it relates to their future golf expectations? Check this out. The Top-5 golf operation expectations for buyers looking at Hilton Head are:
For those looking at Myrtle Beach:
1.) Practice Facility
2.) Structured Tee Time System
3.) Golf Shop
4.) PGA Professional on Staff, and
5.) Men’s Day.
Now, let’s take a quick look at price points. Hilton Head private clubs, on average, have initiation fees around the $25,000 level with $9,000 in annual dues. Myrtle Beach private clubs, on average, have initiation fees around the $14,000 level with $4,500 in annual dues.
Knowing what we know about price point, are there assumptions to be made about the above-mentioned buyer expectations? We would love to hear your opinion.
They may be separated by only a few miles, but buyers look at these two golf meccas COMPLETELY different. In a recent study of Prospective Members who are looking for their future club in Southwest Florida, we found that the #1 Motivation of buyers looking for a Naples club was “For High Levels of Service.”
The #1 Motivation for buyers looking for a Fort Myers club was “For a Place To Retire.” Dig a little deeper…do you believe this is due to budget, value, expectation, etc.?
I would love to hear back from you about these great golf areas. Just email me your thoughts at firstname.lastname@example.org.