G O L F B C
Golf Popularity
on the Rise
How examining why people don't want to play
has led to a surge in golfers
R
ather than embarking on standard
marketing campaigns, GolfBC
Group—owners and operators of
world-class courses across B.C. and
the Hawaiian island of Maui—decided
to study the excuses that people cite on why
they don't want to engage in sport.
This led to the strate•y that GolfBC refers
to as a golfers' roadmap, which ensures
that suitable options for play are provided
to prospective golfers of all capabilities.
The result is that increasing numbers of
lay people are heading to golf courses—and
returning again and again.
Jason Lowe, general manager of Nicklaus
North which is owned and operated by
GolfBC, says proper instruction is the key to
solving many of the excuses for not taking
up golf.
"For example, it's common for people
to have tried the game and never return
because they can't strike the ball properly,
can't swing properly, and feel physically
awkward on the course. All of this can be
solved by coaching, which even tour players
must rely on to advance their skills."
To alleviate the embarrassment some
people feel in being instructed, select
GolfBC courses o…er an indoor learning
centre for prospective players, along with
instructional videos. Other initiatives
undertaken by GolfBC include loyalty game
packs or options to play later in the day.
As for the complaint that people don't
have enough time to play golf, Lowe says:
"Playing only nine holes is an option, and
many simple strategies can save a lot of
time, such as lining up your chips and
putts before it's your turn to play, choosing
the appropriate tee for a shot, and exiting
greens quickly."
Lowe has developed strategies to
encourage people to hit the links, and sees
a steady progression of newcomers who
evolve into competitive players. "Typically
they Šrst show up with a friend at our
entry-level men's night or ladies' night,
after which many of them sign up for game
packs, and then full memberships after
that," he says.
Coupled with proper instruction, this
journey results in something greater than
mere technical proŠciency. "Golf is a great
sport, but it can also be a wonderful social
experience, and golf courses can be a great
place to network and meet new friends,"
Lowe says.
"Our golfers' roadmap is a tremendous
asset for us on a business level, but it's
equally fulŠlling to watch strangers connect
and develop relationships as they hone their
skills," he says.
Œ
S P E C I A L F E A T U R E
Hole #12 at Nicklaus
North Golf Course
PHOTO:
T
HE
HENNEBRYS
g o l f b u r n a b y. c a
Riverway Golf Course
& Driving Range
Phone 604-280-4653
9001 Bill Fox Way
Par 72 • 7,004 yards
54-stall driving range
and practice facility
Burnaby Mountain
Golf Course
& Driving Range
Phone 604-280-7355
7600 Halifax Street
Par 71 • 6,431 yards
60-stall driving range and
practice facility
