Rob Mauer, PGA,Head Professional,Paradise Golf Driving Range,Flemington, New Jersey
Sometimes, relatively simple tactics can give you the best results. Rob Mauer, the PGA of America Owner, Operator and Head Professional at Paradise Golf Driving Range in Flemington, New Jersey, knows that finding creative ways to increase foot traffic is essential for any golf facility, especially during slower periods. A few years back, he noticed a consistent midday lull in business.
“As people’s schedules are constantly adjusting and our culture changes, taking advantage of untapped opportunities is a must,” says Mauer.
Looking to boost traffic during this quiet time, he devised a simple but effective strategy – offering $2 off a medium bucket of balls (pictured) between 11:30 a.m. and 1:30 p.m.
A medium bucket typically costs $10 and in cludes 60 balls, so the discount brought the price down to $8. Mauer put up a sign near his stand-alone range to advertise the promotion, aiming to attract people on their lunch breaks.
“This was all about getting people in the door,” Mauer explains, “especially at a place that gives you a free seventh bucket after your sixth one gets stamped on a card. We wanted to increase the frequency of visits, which is exactly what happened.”
The results have been impressive. Over the past few years, aided by the lunchtime program, range revenue has increased by 15-20 percent. Customers who want to hit balls during lunch are now a reliable part of the range’s daily rhythm.
But it’s not just about passersby stopping in for a quick bucket. Mauer credits much of the program’s success to his unique approach to instruction. During lessons, he records the entire session and provides students with a flash drive of the footage, along with detailed notes. Many students return during lunch to practice what they’ve learned, flash drive in hand, and the bucket of balls discount serves as an added bonus.
“Emphasizing instruction is useful anywhere,” Mauer notes, “but we see students coming back to work on their games over lunch for the discount. It has made lunchtime thrive.”
His advice to other PGA of America Professionals is to be observant of slower times throughout the day and find creative ways to fill those gaps.
“Look for times in your day where you see business sag,” Mauer advises. “See if you can use creative deals to get business to pick up.”
His lunchtime promotion is a testament to the power of pairing Mauer’s simple idea with customer-focused service, creating a consistent boost in range activity and revenue.
