A unique, world-class property known for family fun and great golf needed to get more revenue out of their golf amenities. Beyond raising the rates, the company wanted to build organic, sustainable growth by leveraging insights from customer stakeholders.
The study design included internal stakeholders (ownership, leadership, department heads) and three constituencies of consumer stakeholders (club members, hotel guests, and the affluent and wealthy playing public).
The multiphase research was conducted on site, by phone, and through online interviewing. The insights from the research were plentiful and finally presented as a function of investment required to execute (low, medium, and high cost)
The research spurred relationship-building initiatives in feeder markets, promotions and programs aim that successfully increased throughput in the golf amenity, and created hard data to support a recently completed refurbishment project.