Fore!mula For Success - Scott Lake Country Club Success Story - May 2008
We are excited to present to you the first issue of our new monthly publication, Fore!mula for Success. As a Fore! Reservations customer, you know we are a mission-guided company, never wavering from our commitment to helping customers increase rounds and revenue. Because we view our customers as partners and friends in the golf industry, we believe that this simple, single-minded mission is what keeps us positioned as the nation’s top selling tee sheet reservation system.
Each month, we will spotlight Fore! Reservations customers who will share their experiences, along with tips and insights on how they are using the tools and features of the system to maximize efficiency, increase effectiveness and grow their business. If you would like to share with your golf industry colleagues how you have utilized the Fore! Reservations system to improve service, increase revenue and/or grow your business, please contact us at 630-789-9705 or via e-mail at This e-mail address is being protected from spambots. You need JavaScript enabled to view it and we will include your success story in a future issue of Fore!mula for Success.
Harry Ipema
CEO, Fore! Reservations
Small Investment Leads to Best Year Ever for Scott Lake Country Club
“At the beginning, we had just expanded from 18 to 27 holes and were really just interested in Fore! Reservations’ point of sale, electronic tee sheet and accounts receivable capabilities, and what we got for that small investment in software is an incredible tool that helps us strengthen our relationships with our customers,” says Jeff Hoag, co-owner and general manager, Scott Lake Country Club, Comstock Park, Michigan. “Initially, utilizing the Marketing features wasn’t high on our priority list, but over time we implemented a number of the features including the Birthday special and Internet tee times. We utilize the Internet specials features and send regular email newsletters to our customers, and I’m pleased to say that each year our business has grown, with 2007 being our best year ever.”
A Fore! Reservations customer since 1998, Scott Lake Country Club is a 27-hole, public golf course serving the Grand Rapids/Western Michigan area. In addition to a pro shop, the club also offers a teaching center, driving range, food and beverage service and banquet facilities for tournaments and outings. With dozens of public courses in their market area, Scott Lake has distinguished itself by establishing a strong marketing program focused on offering value, not simply the lowest prices.
“In our market area, we are not new in the neighborhood – we’ve been in business since 1964 -- so we can’t succeed by simply saying ‘We’re Open for Business’ and expect customers to return or new customers to come,” Jeff says. “We utilize the Fore! Reservations marketing tools to communicate with customers and potential customers about why they should play at Scott Lake.”
While the Scott Lake staff utilize many of the software’s specialized marketing tools, Jeff says one of the most profitable tools they use is the Internet Tee Times service. They are one of the few courses in the region offering the service, and the Internet booking feature is an important convenience for customers that generates significant revenue for the club.
“There is a generational change taking place in the golf industry and we’re seeing the importance of being more flexible and offering tee times and services to better accommodate our customers’ schedules and lifestyle demands and choices. With the Internet Premium feature, customers are able to book their tee times at the time of day or night that is convenient for them – not just when the club is open,” Jeff explains. In addition the online booking feature gathers complete customer information allowing Scott Lake to better communicate with their golfers regarding specials, policies and cancellations, and special events.
Jeff sees the Fore! Reservations marketing technology as something course owners can’t afford not to do. “I’m a fanatic about face time and I want staff interacting and talking with customers, and while I’m sure we don’t use all the features and options of the system, marketing is not hard to do with Fore! Reservations. In about 15 minutes we can generate an email message that goes out to hundreds of customers.
“Another key benefit for our staff is attending the user’s meetings. It’s very helpful for our staff to see how the product can be used, talk with others in the industry and learn what’s going on in the golf industry. I’m very impressed with what Fore! Reservations has done. Unlike many software products that make lots of broad promises, the Fore! Reservations software performs the way they say it does and they make the improvements and upgrades they promise.”
And, to those Fore! Reservations users who aren’t currently doing so, Jeff recommends implementing the Birthday Club feature and using the Internet Premium product as key ways to attract and retain customers and generate substantial revenue.
“I really think the Fore! Reservations staff and product are unique to the industry because they have our success in mind when they do something,” Jeff says. “They take the time to get to know us as a customer and then develop tools that help us be more effective.”
