Spring 2011 Golf Range Magazine

SPRInG 2011 $20.00

Plus: GRAA/Golf Range Magazine Pic Portfolio from PGA Merchandise Show

COVER STORY: Top 50 Golf Instructors in America 2011

ThE TEE LinE: Small Talk with Golf People: Mark King, TaylorMade Golf CEO

OPERaTiOnS How a Little Facility Coaching Can Equal Big Profits

CuSTOmER SERViCE Sand Dollars Solutions Unveils Loyalty Program

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4 spring 2011 golf range magazine

table of contents spring 2011

OPERATIONS: How a Little Coaching Can Equal Big Profits . . . . . 10Winners in business have a great coaching staff as well. Sheryl takes a look at some and applies some of these to the golf industry. Maybe you need a “coach” for your facility to review operations, systems, policies and procedures and marketing plans? by Sheryl Bindelglass

PGA SHOw & GRAA/Golf Range Magazine Photo Portfolios . . 12 & 34Take a look at the GRAA/Golf Range Magazine friends who stopped by our booth at the PGA Merchandise Show as well as some pics from our Annual GRAA/Golf Range Magazine ‘Solutions Summit’ at the PGA Merchandise Show on January 27, 2011

COVER STORY: 2011 Golf Range Magazine Top 50 Golf Instructors in Americas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Our annual list focuses on men and women teaching professionals who work at golf practice facilities and public-access short courses in the USA and Canada.

MARKETING: “Do Stuff” Marketing at you Golf Range . . . . . . . . . 28We take a look at some marketing ideas to be considered for your facility

OPERATIONS/CuSTOMER SERVICE: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Appreciation Marketing from Sand Dollars Solutions

THE TEE LINE: Small Talk with Golf People: Mark King, Taylor Made Golf CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36Starting as a cold-call salesman in 1981, for a then new, small golf company called TaylorMade, which specialized in metal woods, Mark King has made it all the way up the corporate ladder. At age 51, he is now the President and CEO of the industry leader, a billion dollar company. By Art Stricklin

From the Front Desk . . . . . 6 What’s New at Golf Range Magazine and the industry

The News . . . . . . . . . . . . . . 8 The skinny on trends and headlines

Equipment Advertiser Index & Websites . . . . . . . 38

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spring 2011 golf range magazine6

©2011Golf Range Magazine is the official Magazine of the Golf Range Association of America (GRAA). Subscriptions are available to non-members for $100 per year, domestic; $150 per year non-U.S. Third-class postage paid at Little Rock, AR.

For subscriptions fax info to (203) 938-2721

Website: www.golfrange.org

Editorial • advErtising • subscriptions

P.O. Box 240 • Georgetown, CT 06829Tel: (203) 938-2720 • Fax: (203) 938-2721

e-mail: [email protected]

association businEss • consulting

164 Black Rock Tpke. 2nd FloorRedding, CT 06896

Tel: (203) 938-2720 • Fax: (203) 938-2721e-mail: [email protected]

canadian rEprEsEntativE/toronto

Malcolm D’SouzaTel: (416) 604-7004 • Fax: (416) 604-9145

Equipment Editor:Bob Seligman

Senior Writer:Sally J. Sportsman

Contributing Writers: Jim Apfelbaum • Tom Ferrara, Ph.D.

Jay Golden, PGA • Mitchell LauranceJim Marks • Jamie McWilliams

Hal Quinn • Ryan ReesDoug Saunders • Tricia More • Art Stricklin

Layout & Design: www.pdimeglio.carbonmade.com

Website Design: www.sharonrieger.com

Cover: TopGolf Facility in Allen, Texas

Founder & President:Steven J. di Costanzo

the front deskTM

magazine

This year marks the 8th installment of our annual Top 50 Golf Instructors in America listing in this issue of Golf Range Magazine. Our list focuses on men and women, primarily PGA and LPGA teaching professionals, who ply their trade at public golf facilities including Executives and Par 3; and golf practice facilites, learn-ing centers, golf domes and indoor facilities across the U.S. and Canada. Every year there is going to be change to the list. The goal is not to be static in our selections, so we like to say that once someone is recognized as a “Top 50” they are always a “Top 50.” Each year we receive self-nominations and also hear from a variety of golf associations, freelance writers and other sources. This is not meant to be a per-fect science but an attempt to highlight some of the very exemplary teachers in our niche of the golf industry covered by Golf Range Magazine.

This Just In: TopGolf is Expanding! New Facility Opens in Allen, Texas

TopGolf, the unique golf range and indoor-outdoor entertainment complex, recently opened its largest facility in Allen, Texas, just north of Dallas, in a lav-ish opening ceremony.The saying that everything is bigger in Texas was lived out this past May in an opening event featuring PGA Tour players Hunter Mahan and Coit Knost, Notah Begay and Bo Van Pelt, along with Dallas Cowboys starting quarterback Tony Romo. The newest TopGolf is a $10 million dollar, 65,000 square foot facility with 94 hitting bays.

TopGolf, with family friendly, multi-story golf practice facilities in Washington, D.C., and Chicago, opened a Dallas facility in 2007, and was featured in a Golf Range cover story.

The Dallas area becomes the first U.S. market to have two TopGolf facilities in the region with the new Allen TopGolf the largest in the country.

TopGolf CEO Joe Vrankin said the Allen location is the most technological, most

Golf Range Magazine’s Top 50 Golf Instructors

in America 2011 Award Winners: Teachers

at Golf Range & Learning Centers, Executive and Par 3

Courses, Domes & Short Courses.

continue on page 31

A look at the new lobby of the TopGolf Allen complex

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Tex-Net Inc.www.texnetusa.com

800-541-1123Fax:

609-499-8227

Address:

763 B Railroad Ave. PO Box 92

Florence, NJ 08518

Tex-Net AD 1-2010:Layout 1 1/13/10 2:21 PM Page 1

Fiberbuilt Names Boyles VP Sales & Business DevelopmentFiberbuilt, the global leader in golf practice mats and accessories, is thrilled to announce that golf industry veteran, Mike Boyles, will be the new Vice President of Sales and Business Development for the Fiberbuilt brand.

Mike comes to Fiberbuilt with unmatched industry experience and a history of brand development success with brands such as Sun Dog Eyewear, were he grew that brand into a dominant figure on the eye-wear landscape. His dedication to brand growth will be a tremendous asset to Fiberbuilt. Mike will be based in the Calgary head office and can be reached at 1-800-661-8132 or [email protected].

The Clubhouse Indoor Golf & Lounge Opens in Bettendorf, IowaThe Clubhouse Indoor Golf & Lounge (The Clubhouse) celebrated its grand opening in June. Founders Chris Larson and AJ Paul played in a winter golf league at a friend’s home using an aboutGolf Simulator. It was there that the idea for The Clubhouse was born.”We wanted to offer the entire community the same type of entertainment and golf destination we had,” says Larson, Ownership Partner of The Clubhouse and World Top 100 Clubfitter since 2008.

The Clubhouse features four widescreen PGA TOUR Simulators by aboutGolf, as well as a full bar, comfortable lounge and pro shop. Patrons can participate in nightly and weekly closest-to-the-pin contests to win prizes such as a custom fit KZG wedge.

The 7,700 square-foot facility provides an opportunity for game improvement with its PGA TOUR Simulators, aG Bal-ance weight transfer analysis system, clinics and lessons, club repair shop and custom fittings.

golf range magazine8 spring 2011

the latest industry news and buzzthe news the latest industry news and buzz

Simulator leagues and tournaments, private meetings and parties, a pool table, ping pong and darts offer something for everyone - all ages, all skill levels, and golfers and non-golfers alike.

“Our mission is to use our technology to promote golf participation in all regions and enable substantive learning for golfers,” says Chuck Faust, Presi-dent and COO of aboutGolf. “As such we are pleased to be part of increasing the accessibility of golf to residents in the Quad Cities with the opening of The Clubhouse.”

About aboutGolfaboutGolf is a world leader in golf simulator and golf performance technology. The more than 20-year-old, Ohio-based company is committed to developing and applying innovative, state-of-the-art technology to enhance and improve the game for golfers at every level. Its products, including PGA TOUR Simulators, aG Studio and Henry-Griffitts Custom Fit Golf Clubs, enable substantive learning and improvement in the game of golf. Learn more at www.aboutgolf.com.

About Clubhouse Indoor Golf & LoungeAbout The Clubhouse Indoor Golf & Lounge The Clubhouse is the first and only indoor country club in the Quad Cities. It is an upscale indoor golf facility with a luxurious country club atmosphere, featuring state of the art PGA Tour golf simula-tors by aboutGolf, a full bar and lounge for both golfers and non-golfers, a pro-shop with custom fit golf clubs, club repair, apparel and more, and a private board room for corporate events and private parties. The Clubhouse will host regular leagues, and tournaments and contests with amazing prizes, as well as golf fitness clinics, and private golf lessons for all ages and experience levels. ●

golf range magazine 9spring 2011

“WE’RE BACK!” We’re back and so is our first class customer service. We built our reputation on taking care of you and now you can find us at our new website 24/7.

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We Know Range Equipment, We Use It Every Day!

golf range magazine10

Operations: How a Little Coaching Can Equal Big Profits

10 spriNG 2010

Pick a sport, any sport. What do

the winners in that sport have in common? They have a great coaching staff who know how to make the most of the team’s assets. The same can be said for winners in business. The truly great ones have figured out the need for specialized expertise in areas where they would like to see their business grow. Sherylgolf CEO Sheryl Bindelglass shares her thoughts on how enlisting the services of a coach can help your business soar to new heights.

GRAA: Eric Schmidt, Google’s CEO, has been quoted as saying that everyone needs a coach. Do you agree?SB: Yes, I do. Most of us who are running businesses are too busy working in the business rather than on the business. By that I mean we get bogged down in the day-to-day operations. You know the drill: every day you arrive at the facility, the phones start to ring, staff issues arise, equipment or technology issues pop up and the day is over before you know it. These issues are important, but many times, we have to step back and see the big picture to find the areas where our business can grow. An independent industry professional, like a coach, can review your facility operations, systems, policies, procedures, marketing plan and give you an objective review of your operations. A coach brings a fresh set of eyes to find the areas that will make a big difference in the experience a guest has at your facility.

GRAA: OK, coach Sheryl, my biggest problem is not having enough time to get everything done. What’s your advice for this problem? SB: There are a few things I’d recommend. First, I’d carve out a small portion of every day to focus on the big picture. Maybe you come in an hour early, or stay an hour late, but pick a time where there are no interruptions. Do it for a week, to start. In that “quiet time,” identify the top things that are your “time traps,” i.e. the activities that take the most time but give you the least benefit. Once you have a list of the “time traps,” look at the activities associated with them. Which part time staff members could be assigned one or more of those tasks? Start delegating those activities to gain more

time in your day to work on growing your business. For example, a tech savvy staffer could help go through e-mails and prioritize them. Your head of maintenance could make more day-to-day decisions on his/her own instead of coming to you for everything. There are many ways that delegation is a win-win situation for everyone. A coach can help you pinpoint things after you have done your homework.·GRAA: I’m not that bad with the time management stuff, but my marketing plan needs an overhaul. Can a coach help with that?SB: Absolutely. In my years of coaching business owners, I have come across several who subscribe to the “spray and pray” theory of marketing. They have no set plan, they just buy a lot of expensive advertising and they never know whether or not it accomplished its goal. They don’t measure their marketing return on investment, they don’t take advantage of newer marketing mediums like e-mail or social media, or both.

A better approach would be to create a plan that covers the whole year. I use a simple, one-page overview that I call a MAP3 (Marketing Advertising Programs Promotions Plan). This MAP3 shows business owners in a snapshot what their plan of action is for the entire year. They can see at-a-glance when their big events are scheduled, what promotions are coming up, etc. Planning is POWER when it comes to marketing. The right plan gives a business owner the power to spend marketing dollars wisely and get the most bang for their marketing dollar.

GRAA: My biggest problem is staff. I have a tough time getting and keeping staff members who are not only reliable and capable, but also share my passion for the business. What can a coach do to help me improve my staff?SB: One of the biggest mistakes business owners make is hiring in haste. My motto is, “hire slow, fire fast,” in other words, take your time finding candidates that really fit in with your business, the hours, your core values and your guest service philosophy. If an employee doesn’t measure up to those standards, don’t waste time when it comes to firing him/her. Be very clear with your expectations right from the start. Have an up-to-date policy manual for new hires. Make sure new employees understand their roles and responsibilities.

I work with employees and managers in facilities around the country. Remember that there are two sides to every story.

Managers may complain that staff are lazy. Staff complain that they are bored and would do more if someone would just show them how. Good managers know that employees can move mountains if they are trained, motivated, appreciated and respected.

Here are just a few examples of tasks that part-time staffers took on with guidance from their managers. In each case, these businesses improved not only their profitability (because the manager had time to focus on the big picture) and in employee morale (because staff members felt more valuable).• Updated group lists• Read the paper to identify and prospect

companies or groups celebrating anniversaries or other events

• Sent thank you notes to guest who have made purchases at the facility

• Called guests with upcoming lessons to remind them they have a scheduled appointment

• Entered e-mail addresses or other data in facility database

• Sorted files or organized office space• Sent out guests’ birthday cards• Cleaned (in the words of McDonald’s

owner Ray Kroc, “if you have time to lean, you have time to clean”)

When I was running my driving range and FEC, I had one rule that I stuck to, hard and fast. It was, “hire for attitude, train for aptitude.” In short, I hired the employee who had the right demeanor, energy, smile – call it what you will. I knew that I could train any employee in task-oriented skills. I also knew that the person who was going to make a difference in my guests’ experience was the person who made them feel genuinely welcome. Staff members who had the right attitude from the start were the ones who most easily shared my passion for the business. They provided great service and helped to build our bottom line. Their attitude and performance contributed to my businesses great success and they were rewarded for their efforts.

GRAA: Seems like there is a lot of benefit to having a coach. What kind of an investment would it be?SB: A coaching relationship is an investment of time and money. How much of each depends on your individual situation. There is quite a lot we can do with minimal cost and an adequate amount of effort. For a coaching relationship to work, you have to be honest and open to change.

You and your coach would assess your situation, set goals and develop a realistic action plan to achieve those goals. You would

By Sheryl Bindelglass

receive all the tools and support necessary to make achieve the goals you’ve set. If you are serious about growing your business, coaching can deliver the results you are looking for. It can change your business and change your life.

Interested in learning more about coach-

ing from industry expert Sheryl Bind-

elglass? Contact her at: 732.302.4439

email: [email protected] check out

the website: www.sherylgolf.com. ●

Top 11 Ways to Fill your Facility in 2011

In the world of “Frequently Asked Questions,” one question always reigns supreme: How do I fill my driving range with guests? Whether you have a range

with 10 booths or 110 booths, you can fill it consistently by following

these Top 11 Tips:

1). Find and reward your “Top Twenty” - In almost every facility, 80% of business comes from 20% of guests. Make sure you know who the top 20% are at your location, and reward them for their continued business with special events, like a VIP Clinic or a Guest Appreciation Night. Most of all, treat every guest like a VIP, every visit.

2). Focus on the details -Take the time to make sure everything is up and running at your location.

3). Spruce up your image – Are the hitting stations and bathrooms spotless? Do the walls need a fresh coat of paint? Does the entrance need a few new flowers? Just a few basic touches can go a long way to presenting a first class image.

4). Have a plan – A marketing plan, that is. The good new is, there is a marketing plan to fit any budget. Don’t know where to start? Contact us for our easy-to-use, one-page marketing MAP to get you on the right track.

5). Become more social – Social media sites (Facebook, Twitter, blogs, etc.) are here to stay. Maximize your presence on the Internet by using social media. Not up to speed yourself? Talk with your staff. Chances are, at least one staff member is a social media pro. Put

his or her experience to good use.

6). Sharpen your tools – You wouldn’t attempt to play around of golf with just 3 clubs, so why would you try to market without all the tools you need? Review and update all of your flyers, brochures and especially your website.

7). Take advantage of technology – Your computerized cash register can be your best friend. Call the rep, get him or her to show you how to run reports on profit margins, merchandise turnover, best customers, etc. Then take those results and overhaul your marketing plan.

8). Create realistic goals – Use those reports you ran in Tip #7 to help you set goals to improve your numbers in all aspects of your business

9). Train your staff – Your front line is your bottom line. Staff members can make or break the experience your guests have when visiting your facility. Staff members who provide excellent customer service will increase sales and ensure customer loyalty.

10). Create a signature event – Set your facility apart from the rest by hosting one special event that is yours and yours alone. Become known as the best for that event by paying attention to every detail. Showcase your facility, gain media exposure and build your business by promoting your facility with your signature event.

11). Lighten Up – Face it, our business is fun. If you’ve taken care of Tips 1 through 10, there is nothing left to do except create a fun atmosphere and watch your sales grow. ●

golf range magazine 11

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TableTop exhibiTion & indusTry CoCkTail reCepTion • orlando, Florida January 27, 2011

Graa & Golf range Magazine’s solutions summit

12 golf range magazine

Steve di Costanzo, Founder and President of Golf Range Magazine and the GRAA with Sheryl Bindelglass, president of Sheryl Golf and keynote speaker.

The classroom portion of the day is a good opportunity to compare notes with other owner/operators.

Randy Naylor, the president of CoverShots Mobile Canopy System has carved out a large market share his cover structures.

Range Servant is always a popular destination at the GRAA event. Range Servant has been a multiyear co-sponsor of the Industry Cocktail Reception.

The GRAA Industry Cocktail Reception is the yearly event that brings together the full industry: owner/operators of golf facili-ties, teaching pros and suppliers/manufacturers of equipment.

Dan Deighan and his brother Tim Deighan run Sunset Golf, a company that does both manufacturing and refurbishment of a wide-variety of golf balls. They are a ‘Preferred Supplier’ to the GRAA for range ball programs.

Steve di Costanzo talks with the management team from aboutGolf, a ‘maker’ of indoor golf simulators used for teaching, entertainment and clubfitting.

Ken Jones from Coastal Netting; with Annette Scarperia and John Scarperia from Tex-Net Inc.

Patty Kline and Rick Kline the owners of Sittler Golf Center, a Golf Range Magazine Top 100 Golf Range in America have launched a new com-pany called Sand Dollar’s Solutions that will design and manage loyalty marketing programs for golf facilities (see related article)

Martin Wyeth of Power Tee, a global marketer of auto-mated tee-up equipment used the GRAA setting to visit with clients and potential clients.

Patrick Boylan and Rich Lahey from Harris Miniature Golf, a co-sponsor of the Industry Cocktail reception.

Bob Madden from Siriani talks about the GRAA’s new freight forwarding program through his company.

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TART Pub GolfRmag.pdf 9/24/08 3:20:25 PM

Golf Range Magazine’s annual look at the top golf instructors in North America who work exclusively at Golf Ranges, Learning Centers, Indoor Facilities, Domes and Short Courses: 9-hole, Par-3 and Executive.

2011

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Ball Golf center & Practice rangeOklahoma City, Oklahoma

Ball is a PGA Master Professional who was voted the number #1 Instructor in Oklahoma by Golf Digest for 2007-2011. He’s been nominated as a Golf Magazine Top 100 Teachers in the U.S. five times. He was a finalist for the PGA of America Teacher of the Year and has been the SCPGA Teacher of the Year six times. Ball is a certified instructor for GolfPsych, and is a senior consultant for clubfitting to Titleist and Cobra.

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leonard Golf linksFort Worth, Texas

Recognized as one of the top teachers in the state of Texas by Golf Digest magazine and one of the top fifty teachers in America by Golf Range Magazine, Dana Bellenger has worked for over twenty years with golfers of all levels and players from every major professional tour including PGA, European, Senior, LPGA, Nike, Asian and many more. Among Current PGA tour players working with Dana are Matt Gogel, J.J. Henry and Mark Brooks. A member of Nike Golf’s Elite Professional Staff and a long time Special Consultant to the TCU Men’s Golf Team, Dana continues to work with many of today's top amateur, college and high school players from around the country.

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del Mar Golf centerDel Mar, California

Since 1999, Bellesi has been Director of Instruction at Del Mar. Previous experience was at Lomas Santa Fe C.C. and Lake San Marcos C.C. He’s a Quarter Century PGA Member and was on the President’s Council from’06-’07. For 15 years he served on the Scripps Clinic Invitational Golf Tournament.

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Bob Burns Golf learning centerAppleton, Wisconsin

PGA Master professional with more than 30 years of golf instruction under his belt. Inventor/designer of the No Bananas line of drivers, irons and hybrids selected for Golf Digest’s Equipment ‘Hot List’ in 2006.

2007 Wisconsin PGA Section Teacher of the Year

Published in Golf Illustrated and Palestra Magazine

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Joe caruso Golf academy and rangeSan Antonio, Texas

Caruso has been recognized for his excellent work with adults but even more so with juniors. He’s a “U.S. Kids Golf-Top 50 Instructor”. His facility houses the South Texas PGA Junior Tour. Caruso is an instructor to two-time PGA Tour winner Cameron Beckman.

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creekside Golf course & learning centerValparaiso, Indiana

2007-2011 Golf Digest Best Teacher in Indiana by Golf Digest.

LPGA Midwest Teacher of the Year 1991, 2001.

Top “400” Teacher in the Nation by Golf Magazine 2000, 2002, 2004.

Top 50: Golf For Women Magazine.

Recipient of LPGA Service Award for Junior Golf

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eaglequest at calgary dome & douglasdale Golf courseCalgary, Alberta, Canada

A teacher of golf since 1991, she is an excellent player as well, having won the Alberta PGA Ladies Championship in 1998 and 1999. She represented the Alberta PGA in the Titleist Cup matches in 1996, 1997, 1999 and 2000. Charlton is part of EQ’s com-mitment to quality instruction at their eight golf facilities in Canada.

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Man o’War Golf learning centerLexington, Kentucky

2007-2011 Best Teachers in Kentucky award by Golf Digest, 2006 Top 50 Golf Range Magazine, 2002 Kentucky Teacher of the Year, Titleist 2002 Top 100 Club Fitter, Ping Regional Clubfitter of the Year 2004. Staff gave over 6,000 golf lessons in 2008.

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the Des Moines Golf Driving rangeDes Moines, Iowa

As a 2002, 2006 Iowa PGA Teacher of the Year, Egly is a ranked instructor by Guide to America's Top Golf Instructors and has been named by Golf Digest as the #1 top-ranked Best Teacher in the State for five of the last six years. He was listed in 2005 Top 50 U.S. Kids Golf Teachers and works extensively with Boy Scouts of America, youth homes, facilities and organizations that care for children.

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olney Golf ParkOlney, Maryland

Jim Estes, Founder, SMGA, is currently the PGA Director of Golf Instruction at Olney Golf Park in Olney, MD. He has taught and played professionally since 1988. Jim earned his PGA Class A membership in 1993, and he has worked with some of the most accomplished instructors in the game of golf, including: Mike Adams, Jim Flick, David Leadbetter, and Jim Suttie. Jim's playing achievements include: being named as the PGA’s National Club Pro Player of the Year in 1996; earning exempt status on the PGA TOUR and recording two top 15 finishes in 1998; playing in 5 major championships (4 U.S. Opens and 1 PGA Championship).

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longview Golf CenterGrimes, Iowa

2007 Iowa Teacher of the Year; also Iowa PGA Professional Profile of the Month in June 2011. One of the busiest teacher’s you’ll find, Gantt teams with fellow-Top 50 Instructor, Lori Burmeister. Gantt is very active in custom club fittings as well corporate out-ings at the facility.

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Missing linksMequon, Wisconsin

Grogan is the head professional at The Missing Links Golf Club and also serves as a director of Nike Junior Golf Camps. A recent winner of the Teacher of the Year from the Wisconsin PGA Section, Grogan has also been coaching the men’s golf team at Marquette golf program for 15 years. He was a member of the nationally ranked UNLV Rebel golf team.

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Marietta Golf CenterMarietta, Georgia

Fort has been a PGA pro since 1996. Since then he’s been on a fast track. The Georgia PGA section named him the Assistant Pro of the Year in his first year of membership. In 2006, he was named the Georgia PGA Section Teacher of the Year. Some of his current students include LPGA Tour player Lori West and also Brian Nash, the 2000 National Long Drive Champion.

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tee town Golf ranchBroken Arrow, Oklahoma

Hair owns and is the Director of Instruction at Tee Town. With 20 years of experience, Hair has been recognized twice as the LPGA section Teacher of the Year. Prior to Tee Town, Hair was Head Instructor at the Hank Haney Golf Ranch in Texas. She also was Head Coach for the University of Tulsa Women’s Golf Program. Golf Digest listed her at #3 in their 2007-2008 “Best Teachers in Your State.”

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Mariners Point Golf CenterFoster City, California

2007 Top 50 Teacher Golf for Women

Golf Digest and Golf for Women staff member

LPGA Class “A” professional

4 LPGA wins

Trained by Jim Flick, Rick Smith, Mike Adams and Jim McLean, and recently began offering lessons at Mariners Point

Recently inducted into the California Golf Hall of Fame.

ables Golf on avery Columbus, Ohio

Class A member of the LPGA, Teaching and Club Pro Division.

Named one of the Top Fifty Golf Instructors in America by Golf for Women Magazine.

LPGA T&CP Teacher Of The Year, Midwest Section.

Managing General Partner of Ables Golf on Avery.

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spring 201118

DERONE ENTERPRISES …

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Derone Enterprises developed and manufactures the patented line of TWISTER Ball Washers. This includes the T-1, T-3 and the

new TWISTER 4 Ball Washer. Each of these washers incorporates the open spiral design with a nylon brush allowing dirt and grit

to move directly into the lower tank and not grinding it into the ball surface.

The T-1 cleans up to 14,000 balls per hour making it ideal for smaller practice ranges and country clubs. Higher volume

operations can utilize the T-3 and T-4 units that clean up to 35,000 balls per hour.

The new TWISTER 4 is a totally redesigned unit with our patented built-in loader system. This unit cleans and transports balls, at

35,000 per hour, directly into your dispenser or bin. This eliminates the baskets and hand loading of your inventory every day,

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TWISTER 4 NEW FEATURES INCLUDE:

1. Extended hinged top (holds approximately 1000 balls).

2. Composite 6” loader wheel (volume 35,000 per hour).

3. Built in ball stop (eliminates stack load on loader wheel).

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5. Totally enclosed wash and lift system.

6. Enclosed exit tubes (eliminates jamming).

7. Re-designed feed throat.

8. View ports at spiral and exit tube.

We, at Derone Enterprises, take great pride in our 30 years of

service (92% of orders are shipped the same day) and our

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Our new TWISTER-4 Ball Washer represents the latest in technology and design. This complete washer/loader unit is priced less

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Phone: 800.571.6143

Fax: 209-835-8557

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Interbay Golf CenterSeattle, Washington

Western Washington Chapter PGA Teacher of the Year 2007 (Finalist 2005, 2006, 2008) The Golf Channel’s “Golf Makeover” series instructor, “Golf in Balance w/Ron Hanson” DVD 2006, Featured instructor and main stage presenter at the Seattle, Portland and Spokane Golf Shows.

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Carlsbad Golf CenterCarlsbad, California

CGC’s Director of Instruction. PGA and LPGA Class A Professional with 23 years. Voted one of America’s “Top Teachers” by Golf Magazine, 2001-03; Voted “Top 50 Teachers” by Golf for Women Magazine, 2000. Accolades include LPGA Section Teacher & Professional of the Year and S.D. PGA Chapter Tom Addis Education Award. Instructor for the LPGA’s National Education Program. Active in PGA & LPGA including the So. Cal. PGA Teaching Committee, four years as LPGA Western Section Vice President and eight years as LPGA National Evaluator

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Miles of GolfYpsilanti, Michigan

Recipient of the Michigan PGA’s 1999 Teacher of the Year Award and 1990 Golf Professional of the Year Award.

Has over 20 years of experience instructing players of all levels.

Golf Digest 2005 “Top Regional.”

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east Potomac Golf Course & RangeWashington, D.C.

Krebs is a PGA member and general manager of the Capital City Golf School at East Potomac Golf Course & Driving Range. Krebs has made sure of facility involvement with: PGA Trade-in & Club Fitting Month, PGA Free 10-minute lesson month, Play Golf America, Women’s Golf Month, Take Your Kids to the Range under Family Golf Month, Get Golf Ready and many others. He revamped player development programs and has been very successful in growing instruction at all levels.

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bumble bee HollowHarrisburg, Fayetteville, & Elizabethville Pennsylvania

Inducted into LPGA Hall of Fame in 2011. An LPGA “Master Professional” who was the LPGA national Professional of the Year in 1983 and 1992. A lead instructor of the LPGA’s Educational Program Seminars. 2007 Golf For Women “Top 50 Teacher”

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World of GolfFlorence, Kentucky

After extensive remodeling, the World of Sports is now known as the World of Golf hosting a range, executive course and indoor golf center. Landrum was the Kentucky PGA Professional of the Year for 2010; he also won the 2008, 2009 and 2010 Kentucky PGA Presidents Plaque for his “Growth of the Game” efforts. Other awards include a Kentucky PGA Junior Golf Leader Award for 1998 as well as the 2003 Southern Ohio PGA “Growth of the Game” Award.

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PGa Center for Golf learning and PerformancePort St. Lucie, Florida

Hallett, a PGA Certified professional was recently named to lead the newly renamed PGA Center for Golf Learning and Performance. Highly regarded, Hallett’s career achievements have been diverse: serving as PGA Lead Instructor of the PGA Professional Golf Management Program and PGA Master Professional Checkpoint Faculty; former host and producer of the popular “The Golf Show” on Sportstalk Radio Network. Hallett has also been part of the PGA Faculty Team for the Certified Professional Program.

Hank Haney Golf at vista RidgeLewisville, Texas

Johnson has worked with Haney since 1998 and helped establish the original Hank Haney Golf Ranch. North Texas PGA, Teacher of the Year 1998; Golf Digest Top Teachers Texas 1998-2011; Golf Range Magazine’s “Top 50 Golf Instructors in America” 2003-2011; Nominated for Golf Digest’s Top 100 Teachers 2004-2011.

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spring 201122

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They will be high quality golf balls that comply with USGA specs. We require you to agree to accept range balls at a discounted cost from FRB.com only for a period of 5 years. This contracted time period will be binding as long as we can match your facility to corresponding advertisers. We do not guarantee to match an advertiser to every registered range.

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Golden Bear Golf CenterCarrolton, Texas

Maness is a PGA member and 2004 Northern Texas PGA Teacher of the Year. Golf Magazine voted him one of the top regional teachers for 2005. Maness has been training instructors worldwide for Jack Nicklaus Golf Academies since 1999. Maness was a PGA Tour member in 1988. PGA specialty certified in Instruction and retail, TPI level one certified.

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McGolfDedham, Massachusetts

Instructor since 1994; founder of McGolf Learning Center in 2000. Worked with Bob Toski and Jim Flick. Awarded 2005-06 Coach of the Year as head golf coach of Wellesley College. Served as Director of Golf for the Massachusetts Special Olympics. Headed the “Learn Golf for Cancer” days, where 100% of the proceeds were donated to the Children’s Hospital of Boston. Ranked #1 on the New England Golf Monthly's List of "Top 25 Best Golf Instructors in New England" - US Kids Golf "Top 50 Best Kids Teachers in America" Honorable Mention List

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Don law Golf improvement CenterBoca Dunes Golf & Country ClubBoca Raton, Florida

2008 U.S. Kids Golf “Top 50 Master Instructors”; 2011 SECPGA Golf Professional of the Year; 2011 SECPGA Junior Golf Leader of the Year, 2011 SF PGA Junior Golf Leader of the Year; 2011 PGA National Junior Leader Finalist. In 2011 formed Junior Golf Authority. Will be coming out with a training kit for golf pros and parents for juniors. Opened third year-round teaching center at Ocean Breeze Golf Course.

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The Downs GolfTampa, Florida

Teacher of the Year in the West Central Chapter of the North Florida Section of the PGA of America; a past Player of the Year as well as Senior Player of the Year. Mitchell has also won the North Florida PGA Senior Championship. His students include 2007 LPGA World Match Play Champion Brittany Lincicome and former winners of the Mens, Womens and Juniors division of the Florida State Amateur Championship. His teaching has taken him from Florida to Pennsylvania to Sweden and back to Florida.

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Fairfield Golf CenterFairfield, Ohio

Greater Cincinnati PGA President, Greater Cincinnati PGA Golf Professional of the year, 2003 Southern Ohio PGA Junior Golf Leader award.

Asst Coach/Swing Coach for 2008 Div. 1 Ohio State Champion: St. Xavier High School Golf Team.

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Bobick’s Golf headquartersFort Wayne, Indiana

Certified Class A LPGA Teaching Pro; 2006 LPGA Midwest Section Teacher of the Year; 2006 LPGA National Teacher of the Year nominee; Golf Range Magazine 2006 Top 50 Instructor; selected as one of a team of 8 LPGA pros to teach in the American Airlines Celebrity Golf Clinic & Tournament. Noblett was awarded the 2010 LPGA Midwest Section Teacher of the Year. In 2011 she was appointed the LPGA Midwest Section Nomination Committee Chair.

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alpine Target Golf CenterLongview, Texas

Pace received the Junior Leader Award from the East Texas PGA in 2007 and NTPGA in 2006. In 2007 the Longview Board of Education recognized Pace with the Color Me Proud Award for The First Tee program. Awarded 2007-2008 #19 Best Teachers in Texas award by Golf Digest. Teacher of the Year from the Met PGA in 1987 while head professional at Wee Burn C.C. in Connecticut. He returned to his native Texas and built Alpine Target Golf Center, a golf range and short course. In 2002, Pace was awarded Teacher of the Year from the East Texas PGA.

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The swing FactoryWoodstock, Georgia

Peterson is the esteemed instructor for many prominent PGA tour players, professional sports icons, and celebrities. He also is heavily involved with corporate golf entertainment and works with many Fortune 100 clients. Author of “The Original Baseball Golf Swing Method” which has been sold in 15 different coun-tries. Taught 2004 British Open champion, Todd Hamilton and is currently working with Phillip Allen a top college player for Morehouse State & winner of the minority championship.

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Fox hollow Training CenterTimonium, Maryland

Madonna was recently named to be Director of Instruction at Fox Hollow. Bill has spent over 30 years honing his skills as a teacher of the golf swing. He is a PGA Master Teaching Professional and a PGA Section “Teacher of the Year” award winner. He has worked with PGA and LPGA touring professionals, club champions and tens of thousands of amateurs of all skill levels around the world. Madonna was recently named to be Director of Instruction at Fox Hollow. Bill has spent over 30 years honing his skills as a teacher of the golf swing.

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Chelsea PiersNew York, New York

From a successful corporate Wall Street background, Renz transitioned into working or studying with many golf top teachers. Averaging over 2000+ hours of instruction per year has been the top instructor for 9 out of the 10 years he’s been at Chelsea Piers. For the past two years has been the Director and is a weekly contributor to the ESPN radio program “The Golf Show.” Renz was recently featured in a profile done on him by the New York Times in 2011.

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Jim Mclean Golf Center-TexasFort Worth, Texas

Poynter is a Jim McLean Master Instructor who is the Director of Instruction and general manager of the facility. He has helped oversee the growth at the Jim McLean Golf Center-Texas into a Top 25 Golf School according to Golf Magazine. He has worked with PGA touring pros such as Mark Brooks and Willie Wood as well as several Nationwide Tour Players such as Hunter Haas and Jerod Turner and top collegiate golfers. The facility hosts Back 9 Performance fit-ness and Mental Management –both groups host many top touring pros.

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D.A.’s spring Creek Golf Plano, Texas

2000 Northern Texas PGA Teacher of the Year

1998 & 2000 NTPGA Metro Chapter Teacher of the Year

1995 NTPGA Metro Chapter Junior Golf Leader

2005 nominated Golf Magazine Top 100 Teachers

2001-2008 Golf Magazine Top Regional Instructor

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Cool springs Golf CenterPittsburgh, Pennsylvania

Head Professional and Director of Instruction since 1997. A PGA member since 1991, Salera oversees a staff of five teaching pros at this GRAA Top 100 Golf Range. Salera received the 2006 Tri-State PGA Section Instructor of the Year award. 2007-2008 #8 Best Teachers in Pennsylvania award by Golf Digest. He is also a Golf Range Magazine Top 50 past winner.

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Kansas sports CenterLenexa, Kansas

Richman has received in 2007 the Midwest Section PGA Teacher of the Year and Midwest Section PGA Champion awards. Ranked 2004-2008 by Golf Magazine as Top Regional Teacher and Golf Digest as Top Teacher by State. He has created several unique lesson programs and his students have played on the PGA, Nationwide, LPGA and Futures Tours. They have also participated in USGA Championship events such as The Amateur, Women’s, Senior and Junior Amateur, and over 60 juniors go on to play at the col-legiate level.

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island lake Golf and Training CenterShoreview, Minnesota

PGA Master Professional. 2007 Minnesota PGA Teacher of the Year, 2006 MN PGA Junior Golf Leader Award. Nominee, PGA of America-National Teacher of the Year ’08. Certified Golf Fitness Instructor-Titleist Performance Institute. Honorable mention, “Top 50 Kids Instructor in the U.S.-U.S. Kids Golf-2007, 2008, 2011. MN Special Olympics Distinguished Service Award. Golf Digest “Top 10 in MN”

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links at Mariners PointFoster City, California

With over 20 years of teaching experience in the Bay Area, Mick has been named among the “Top Teachers in the State” by Golf Digest 2007-2008 and “Top 50 Teachers in the US” by Golf Range Magazine. Mick has played 7 years on the PGA Tour, competed in 7 Majors, comprised of 4 US Opens, 1 Senior US Open, and 2 Senior PGA Championships, Asian and European Tours, and Mini-tours. Mick was a 3-time NorCal PGA Player of the Year. His facility is one of the top teaching facilities in the West.

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Golf nationPalatine, Illinois

Sones began his golf career in 1981. He worked as a club professional for 15 years. He decided to focus on teaching golf and opened Impact Golf in 1998. Scott McCarron, Robert Gamez, Shaun Micheel, Jay Williamson, Steve Jones, Paul Goydos, Stephanie Louden, and Hillary Lunke are among the PGA/LPGA professionals who have worked with Sones.

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Western Mass Family golf CenterHadley, Massachusetts

Now in his early 80’s, Toski (big brother of Bob) has been a teaching legend in his native New England. Having worked at a variety of public and private facilities, Toski was recently inducted into the Western Golf Hall of Fame. He’s a past winner of the Tee Party Award (Western Mass Professional of the Year). Toski has also been honored by the PGA for 50 Years of Membership.

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The golf ComplexPaducah, Kentucky

Trimble is the co-founder of The Golf Complex. Trimble is listed in the top five 2007-2008 Best Teachers in Kentucky by Golf Digest. In 2006 he was honored as the Kentucky Section PGA Teacher of the Year. Trimble started teaching at age 16 and became a PGA Pro in 1992. He was a member of the PGA Kentucky Board of Directors and worked at the CC of Paducah for more than a decade before establishing his own learning center.

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buffalo grove golf & Sports CenterBuffalo Grove, Illinois

Vik is a PGA Master Professional; 2007 LPGA National Professional of the Year; LPGA National Education Instructor; Illinois State Amateur Champ; Junior Mentoring Professional Program; Female U.S. Open Qualifier 2007. Vik has also added TPI Instruction.

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Vitense golflandMadison, Wisconsin

Involved extensively in regional programs to all levels of golfers such as Wisconsin’s PGA Play Golf America, EWGA, in-school, Boy’s and Girl’s Club, First Tee and YMCA. Recently recognized as a Hank Haney affiliate and 2007 Wisconsin SBA Family Business of the Year and 2008 Dane County Small Business Award recipient. First Tee programming through The First Tee of Madison.

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John Prince golf learning CenterLake Worth, Florida

Founder of Golf Professional Services, Inc. which runs golf-teaching concessions at three golf facilities: Okeeheelee Golf Course, John Prince Golf Center, and Park Ridge Golf Course. 2011 Top 100 Teachers-Golf Digest; 2008-2011 LPGA Top 50 Teacher’s List; LPGA Top 50 Teachers of 2008-2011; 2011 Best of the Best Solheim Experience Presenter; 2008 LPGA National Professional of the Year Award; 2010 Top 50 Women instructor: Golf Digest; 2010 Top 50 " Best Teachers"; LPGA 2010 International Network of Golf (ING) Industry Award: "Player Development": Okeeheelee Golf Course

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dulles golf CenterDulles, Virginia

Golf Range Magazine Top 50 Golf Instructors 2003-2011; Golf Digest “Best Teacher’s in Your State” 2007-2011 (#4 in Virginia); Quarter Century Club, PGA of America, 2007; Titleist Performance Institute Fitness Instructor. Ranked again for 2010 as one of Golf Digest “Best Teachers in Your State” (Ranked #4 in Virginia). The Chuck Will Golf Academy was selected to Golf Digest's inaugural "Top 100 Clubfitters in America" for 2011.

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Fairways and greens golf Center Knoxville, Tennessee

#4 Teacher in Tennessee by Golf Digest. Wylie, a Senior Corporate instructor with the Rick Smith Golf Academies has made the cut in two US Opens: 1990 and 1997, and has played in multiple tours, including: Asian Golf Tour, South Africa Golf Tour, Canadian Golf Tour, Hooters Tour, and others. Specializing in preparing competitive golfers for tournament play Wylie has instructed more than 30 juniors who have received college scholarships and several students have been on Nationwide LPGA Tours.

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u.S. 1 golf CenterRockledge, Florida

Appointed by PGA of America Presidents, Brian Whitcomb and Jim Remy as one of 18 members of the PGA National Instruction Committee for 2006 through 2010; 2011 Horton Smith Award, East Central Chapter of the PGA; 2011 Horton Smith Award, North Florida Section of the PGA; U.S. Kids Golf Top 50 Golf Teachers in America 2004 & 2005, Hon. Mention 2006, 2007 & 2008; Current Honorary President of the North Florida Section of the PGA.

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Meadow links & golf academyCincinnati, Ohio

Suggs is a 2007-2008 #5 Best Teachers in Ohio award by Golf Digest as well as a Top 50 Kids Golf Instructor from US Kids Golf. Southern Ohio’s only PGA master Teaching Professional. Suggs is southern Ohio’s only PGA Master Teaching Professional and GolfPsych Certified Instructor. Many of his junior and adults con-tinue to win many local and regional events.

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I remember being at a marketing con-ference once and the speaker said, “I can’t you tell how to get 100 custom-ers, but I can tell 100 ways to get one

customer.” When I’m out in the field making sales

calls, or just touching base with customers, I tend to notice things from a marketing perspective Recently I stopped by to see Mr. Kal Katz, the owner of Mad Golfer in Southampton, Pennsylvania and noticed a lot of very positive ideas worth sharing.

Below are a few ideas and strategies you might like to explore when it comes to facil-ity marketing at your golf range facility.

1). There are advertising banners hang-ing on the barrier fence that runs around the exterior of the range. You see Kal had a problem with deer running through the netting and tearing it up. Rather than invest in deer netting he sold advertising to local businesses and his vendors at a very reason-able price. So instead of spending money, he made money and contacts with local businesses and vendors. I asked how he sold these banners so effectively and he gave a rather profound answer. “I got on the phone and called them.”

2) Get to Know Your Customers. Sounds obvious but it’s not always

emphasized and/or practiced. I noticed as we walked around the

facility that most of the clien-tele seemed to know Katz

and they were happy to say hello and engage

in a quick con-

versation. It’s important to establish rapport with your customers so they will tell you what you’re doing well and even more importantly what you might be able to improve on. You see, if you don’t have rap-port with your customer baser- your cus-tomers may not come back and you’ll never know why.

3) Brand your facility and make it an extension of you– Katz has an energetic and fun personality and you know it from the neon green color of his build-ing, to his ever-present “Mad Golfer” logo that’s everywhere. He also shows that he cares with events like his annual free balls on Thanksgiving fundraiser for local charities.

4) Give your best customers some-thing special. There is a special area at Mad Golfer for the facility’s “Preferred Golfer members. This special membership-area on the range includes premium-hitting mats and also automated tee-up machines. Since this is a paid annual membership area, the new equipment pays for itself through the annual memberships and members receive a specific benefit by gaining access to higher-end products and services.

Here are a few more marketing ideas for increasing business I’ve gleaned over the years. You have nothing to lose in trying them except the potential of more business and happier customers.

5) Loyalty programs. Bringing existing customers back for more is simply the easiest and least expensive of all marketing methods. You could start with a simple punch card “get your 12th bucket free”. But why be so greedy - how about

• every 4th bucket free• Bring a friend get a free bucket of balls• Bring your Father (Father’s Day)

• Bring Your Mother (Mother’s Day)Or if you have slow times• Half-price buckets before 9AM• Buy-One-Get-One free buckets on

Monday and TuesdayYou get the idea…

6) Build Your Customer List – having a solid customer database not only makes you more money now, but also will guarantee you a higher selling price if and when you ever decide to sell your business. One of the easiest ways to market your business is to sell more to your existing customers, and one of the least expensive ways to do this is through e-mail marketing. As a personal example, I played a local course this year at least 6-times

more than I did the prior year because they sent me special discounts via e-mail and I always brought two or three other golfers with me. Keep in mind that these were great discounts- but were targeted to off-peak times such as early or late hours, or focused on slow times at the course.

7) Measure Your Marketing – every dollar spent on advertising needs to have measurable results. Henry Ford once said he knew ‘half of every dollar he spent on advertising was wasted; he just didn’t know which half.’ As small business owners we can’t afford to waste half of our marketing dollars. The solution is to code each coupon or promotion so that when a customer visits your range as a result of a promotion you can accurately measure the results. Once you know an ad or coupon or concept is working, do more of it. Over time you will have an inventory of winning ads and pro-motions that you can run year after year.

Jay R. McGrath is the president of www.RealFeelGolfmats.com ●

Industry POInt OF VIEW: marketing

“Do Stuff” Marketing at your Golf Range

marketing

By Jay McGrath

golf range magazine28

One of the easiest ways to market your business is to sell more to your existing customers, and one of the least expensive ways to do this is through e-mail marketing.

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Contact Name: __________________________________________________________________________

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Facility Name: ___________________________________________________________________________

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the front deskadvanced TopGolf yet, with ball dispensers at every suite eliminating the need for players to go back and forth when they want to play new games.

“We’ve learned a lot from the sites we’ve built,” Vrankin said. “We think we can make an even better experience for our guests and tried to incorporate all of that in Allen.

“We have totally re-built the backend technology and the front-end customer experience.”

To run the new Texas-sized facility, they transferred Dallas TopGolf General Manager Dan Dotson from his post 21 miles away to the new Allen TopGolf.

His new Golf Range kingdom features three stories of hitting bays with the 94 stations, using the now familiar concept of the impeded computer mirco-chip in each balls showing you exactly where it’s going and to what target, scoring points for each.

There are three large full-service bars, along with dozens of flat screens TV showing the latest sports and entertainment, with lively music and comfortable chairs to hang around while waiting your turn to play. The games can be played solo or with groups up to six.

There is a full-scale restaurant, a 5,000 square foot meeting facility and a rooftop lounge with firepits,

“This is absolutely not your fathers driving range,” Dotson said, who added the new Texas TopGolf will feature a more streamlined customer experience.

TopGolf was launched by two London, England brothers in 2000 with a site in Northwest London. It grew to three London-area locations before moving to the U.S. in 2005 with the first facility in

Alexerandra, Virginia.With the opening of the Allen TopGolf, the company also announced

further expansion plans in Texas, with a third future North Texas loca-tion in Arlington, along with future Texas facilities in Houston and Austin and possibility elsewhere in the U.S.

The idea of catering to non-core golfers and time-pressed avid golfers have proven successful in the UK and now in the U.S. TopGolf officials hope to use it as a model for the entire golf range industry, but rolled out their latest model with the glitz, glamour and scale as big as Texas.

“We think our core fans in the Dallas market are going to be blown away and that new customers are going to discover us with even greater excitement,” Vrankin said. ●

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Burgers & Bottle is a full-service restaurant/bar facility at TopGolf Allen

‘Appreciation Marketing’ from Sand Dollars Solutions: Bringing a Customer Loyalty Program to Your Golf Facility

A ppreciation Marketing is the wave of the future. Rather than continually discounting your valuable products & services... Reward your customers - only for spending more money

with you. Most businesses have a simple Reward Program such as the ever-popular punch card strategy. Many businesses communicate with emails and/or postcards. SDS is a Powerful Loyalty + Communication Program that integrates both forms of marketing in an intuitive, cost-effective program. Our Program creates Customer Loyalty while Constantly Communicating!

Retaining Customers & Constant Communicating Today’s economy is challenging. Retaining your customers & constantly communicating with them is critical in this competitive environment. Customer retention and satisfaction drive profits. It’s far less expensive to nurture your existing customer base and sell more services to them than it is to seek new, single-transaction customers. Most surveys across industries show that keeping one existing customer is five to seven times more profitable than attracting one new one.

The probability of selling to an existing customer is 60-70%

The probability of selling to a new prospect is 5-20%

(from Marketing Metrics)

Rewards ProgramsRewards programs are an extremely effective and popular marketing strategy in use today by large retail chains, airlines and credit card companies to name a few. Why? Because they work! Customers value the points they earn. Even if another business offers a better discount, price, product or service, knowing they have a free payoff coming from you will help you retain their business.

Whether you are trying to retain your customers, motivate them to increase their purchase activity, or trying to establish loyal relationships, the basic principles of appreciation marketing can help. And now, with the introduction of Sand Dollars Solutions, small and large businesses alike can employ this very same strategy without the concerns or overhead involved with those expensive, and often unattainable, Point-of-Sale systems and third party marketing firms.

Get the word out about your business by using a loyalty system that supports strategic, targeted mailings. Leverage any reason you can to proactively communicate to your customers. Sand Dollars Solutions offers you powerful tools for communicating with your customers.

At the simplest level you have annual celebrations such as customer birthdays and anniversaries. Communicate through Loyalty; Referral

& Raffle programs to name just a few campaigns. Over time, you can identify your best customers based on spending habits or frequency of visits. Just thank them for their business! On the flip side, reduce lost business by targeting those customers who have stopped coming in. This could be an overwhelming if not impossible task to accomplish but not to worry... Our Sand Dollars Solutions software will effortlessly capture and identify this information and with it, you now have many reasons to communicate to your patrons, fortify loyalty and most importantly, increase your profits!

Sand Dollars Solutions provides the tools necessary to implement your: • Communications Plan - Deliver the right messages to your best

patrons. SDS facilitates this through the use of targeted email as well as real-time advertisements on each transaction receipt.

• Rewards Structure - Establish a rewards structure aligned towards your customers’ needs and desires. To run a successful marketing campaign, loyalty offerings must be competitive to ensure your program can be distinguished with perceived value. With SDS instituting a flexible and adaptive rewards structure is simple.

• Operational Plan - SDS provides loyalty marketing technology essential for tracking customer usage and response activity and supplies the tools required for instituting effective communications and reward payouts based on that data.

Sand Dollars Solutions keeps your name in front of your customers...which shows you

care about their business.

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As implemented by

www.sittlergolf.com

Top 100 Ranges in America by Golf Range Magazine

Top 25 Pro Shops in America by Golf Range Magazine

100 Best Club Fitters in America by Golf Digest

A 10% Increase in Loyalty Results in a 5% Increase in Revenues “Companies with the

highest customer loyalty typically increase revenues at more than twice the rate of competitors,”

- Fred Reichheld - Bain & Company

Researchers at Harvard have found that if you increase repeat visits by 5%, you can raise your

profits anywhere from 25 to 125%.


operations customer service

Repeat Business + Constant Communication =

Success:

Tools to Increase Sales

Number of Repeat Customers

Increase Your Sales

Sales by Repeated Customers

WITH a Loyalty /Contact Program

NO Loyalty/Contact Program

Aberdeen Research shows Companies running robust Rewards Programs enjoy

"280% greater spending" from customers & "300% higher customer retention"

- over competitors without programs.

thank customers for their Loyalty

promote & drive business on slow days

promote special offerings and events

win back lost, lazy or upset customers

visit sand-dollars.com for more reasons

Why Reward your Customer?

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www.sand-dollars.com increase a sense of loyalty

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Visit sand-dollars.com for more reasons

Why Constant Communication?

Seen and Heard: Friends of Golf Range Magazine & GRAAAt tHe GRAA/GolF RAnGe MAGAzine BootH At tHe 2011 PGA SHow in oRlAndo, FloRidA

We always have many international guests visiting our booth at the PGA Show. One such group was the Barcelona family from Argentina: Barbara, Fernando and Gabriela Barcelona from Golf Business S.A.

In 2001, Golf Range Magazine wrote a profile about the Kanzanjian Family. It showcased their four generations of the family in the busi-ness. Here is Mark Kazanjian and his son Marko Kazanjian.

Dave Peru and Ralph Landrum have recently overseen a significant refurbishment of the World of Golf in Flor-ence, KY.

Cindy Shackelford stops by to pay a visit from New Moon Drive-in Range & Pro Shop in Lake Charles, LA.

Jeff Hutchinson, PGA and Director of Coonskin Golf Course in Charles-ton, WV; Charles Sims from Links & Tees Golf Facility in Addison, IL; Dave Pope from Coonskin Golf Course in Charleston, WV

Joe Hallett is the Director of Golf and a PGA Master Professional and a Golf Range Magazine ‘Top 50 Golf Instructors in America” from the PGA Center for Golf Learning and Performance, Port St. Lucie, FL.

Chris Armatage, Family Golf Centre, Oakville, Ontario; Kaz Arai, US-Japan Sports Network; the GRAA’s man in Canada- Mal D’Souza; Larry Armatage, Family Golf Cen-tre, Oakville, Ontario

Rick and Patty Kline from Sittler’s Golf Center in Kutz-town, PA with Richard Poe from Perche Creek Golf Club in Columbia, MO.

Rodney Gerbers is the point person at Allied Insurance, the GRAA’s “Preferred Partner” for insurance products. Allied is based in Treasure Island, FL.

Mike and Juanita Kocheck are regular visitors and long-time members of the GRAA. They own Fairfield Golf Center in Fairfield, OH.

Wes Gribas and Rick Westbrook from the RedTail Golf Center in Beaverton, OR

It was great to see Monty Leong and Barry Mahlberg from Stadium Golf, in San Diego, CA.


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the tee line small talk with golf people

S tarting as a cold-call salesman in 1981, for a then new, small golf company called TaylorMade, which special-ized in metal woods, Mark King has made it all the way

up the corporate ladder. At age 51, he is now the President and CEO of the industry leader, a billion dollar company.

In his three decades at TaylorMade (minus an 18-month stint at rival Callaway), King has seen all areas of his company and the golf business as a whole. He has some unique ideas on how to make golf fun again, how golf ranges can participate in the sport’s revival and his take on the golf industry in 2011.

A top golfer himself at his Chicago area high school, he played college golf at Long Island University, but took the lowly sales job with TaylorMade out of college because he had bought a set of clubs at age 16 and always liked them.

He slowly worked his way up the sales ladder to regional and national sales rep and then into management, being named CEO at age 41 in 1999 of the organization now known as the TaylorMade-adidas Golf Co.

The married father of two daughters, who are sadly into softball not golf, he lives in San Diego, but has seen his per-sonal golf rounds cut from 100 to 40.

He takes an active role in promoting his company, which he says he hopes to retire or die at one day, recently introducing an all white driver and signing Greg Norman as the firm’s lat-est star athlete.

That’s where Golf Range Senior Writer Art Stricklin caught up with him at the 2011 PGA Show in Orlando. After greeting Norman and shaking hundreds of hands, King carved out part of an afternoon to answer a wide range of topics from the future of golf, why he goes to the PGA Show and should others do the same and if TaylorMade endorsers really influ-ence sales?

Enjoy the wit and the wisdom of the golf industry CEO

which Sports Illustrated has called one of the 10 most power-ful men in golf. All revealed exclusively for Golf Range read-ers.GOLF RANGE: TaylorMade is one of the few major com-panies which still spends a lot of time and effort at the PGA Show, why is that?

MARK KING: I started coming in 1983-84 and back then it was all about writing sales. The purpose for us in the early days was to get exposure for our new company and to let others know what we were doing.

GOLF RANGE: Can others in all phases of the golf busi-ness, big and small, learn something from coming to the PGA Show?

MARK KING: Sure, you can always pick up a lot of free media here and attention for your product or your facility. It’s still a relationship business and this is where you can build them.

GOLF RANGE: What is your purpose now as CEO?

MARK KING: I like to come back, see people, keep in touch. We’re always looking at what other companies are doing. A lot of ideas come from other ideas and that’s what helps move the company forward. This is not cheap to come here; it’s a seven-figure hit, but it’s a chance to show off new technology and it’s a chance for the golf industry to do something exciting.

GOLF RANGE: How do you see the state of the game for 2011?

MARK KING: Well, the doom and gloomers will always be full of down and gloom, but I feel very confident about the industry for us right now. We are coming off one of our best years ever, have grown in a no-growth market and are a billion dollar company. I don’t want to listen to the negative voices in the market.

GOLF RANGE: What challenges do you see for the golf industry right now?

MARK KING: The problem is golf is really not fun any lon-ger. If the industry is doing something big and exciting then people will get behind it, but we run a real risk unless we put fun back in the game. That’s one of the reasons we came out with the all white driver, because it was new and fun.

GOLF RANGE: What can golf do to regain the fun?

MARK KING: I think we have to look at all the angles. We really have to protect the future of the game to get more people involved, not more people leaving the game. One of the things I think is missing is the golf enterprise. Usually it’s the little guys who have the best enterprise, we’ve got to get the ideas back in the game no matter where or who they come from.

GOLF RANGE: How can the golf range industry play a role in this?

Tee-Time Q&A: Mark King TaylorMade Golf CEOBy Art Stricklin


MARK KING: I think they can play a big part. If you look at parts of Asia, range golf is a huge part of the game, because they make it fun, make it an event and make it more than just hitting balls. It is a true experience to go to the golf ranges over there and that’s what we can do here.

GOLF RANGE: What else?

MARK KING: Again, I think it comes back to having fun. I sure think it’s a lot more fun hitting balls and working on your game, than facing a par 4 that’s 485 yards. I think that’s a big part of it, making the game more fun for more people.

GOLF RANGE: I’m sure you have nice, new clubs, but how much golf do you get to play these days?

MARK KING: Not a whole lot, honestly. I have two kids who are really into softball now. In fact. I’m leaving the show early today, so I can fly back and catch one of their games. I used to play about a 100 rounds a year, but now I’m down to about 40 rounds. I just don’t have the time or I have other activities.

GOLF RANGE: One of the big things you’re doing here and elsewhere is seeing some of the TaylorMade endorser-players. What type of players are you looking forward to signing?

MARK KING: We have the same players as last year, but as you and most fans know, some players go up and down in their careers. Sergio Garcia has done that some, Greg Norman, but we have some very solid players and some future super-stars, players like Camilio Villegas and Paula Creamer.

GOLF RANGE: What type of players are you looking to sign?

MARK KING: One who loves the game, one who is passion-ate, that’s what I think we have now.

GOLF RANGE: Could most golf fans tell you what golfer is with what company?

MARK KING: I think so, probably most of the golf people would probably know. I think everybody could get Tiger Woods and Nike, Sergio and TaylorMade.

GOLF RANGE: We talk to people in all phases of the golf industry. What do you see as your role as the CEO of a major golf equipment company?

MARK KING: Two things, I want to be really intense to move the company forward and really interesting to respond to the public’s outcry and urging. I think you have to create energy and excitement about your company.

GOLF RANGE: Any surprises as a CEO?

MARK KING: Coming from a sales background, I think it’s probably harder overseeing an overall company, but I think the overall environment for golf is good in 2011.

GOLF RANGE: Does being around all these professional golfers in your new role make you think you could have done this for a living?

MARK KING: I don’t think so. I was a pretty good junior player (zero handicap), played some college golf, but these people take it to another level. I think I’m doing the right thing for me right now.

GOLF RANGE: How did you get started in a company as a teenager that you now run?

MARK KING: When I started, the golf industry was a lot of fun, that’s what we are trying to bring back. I think it’s human nature for most people to want to avoid conflict. Most people don’t want to be pushed, but I’m always pushing the envelope here to be the best and most creative company we can be.

GOLF RANGE: At age 51, how do you see the golf and TaylorMade’s future?

MARK KING: I think we are still headed for the big time, I really do. I always try to be positive because we get sell golf for a living. What can be better than that?

GOLF RANGE: Mark, thanks for the time on a busy show.

MARK KING: You’re welcome. Good luck. l


We really have to protect the future of the game to get more people involved, not more people leaving the game. One of the things I think is missing is the golf enterprise. Usually it’s the little guys who have the best enterprise, we’ve got to get the ideas back in the game no matter where or who they come from.

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CompAny Address Telephone websiTe pAgeAllied Specialty Insurance 10451 Gulf Blvd. Treasure Island, FL 33706 800-237-3355 www.alliedspecialty.com 17AboutGolf Simulators 1628 Henthorne Dr., Ste.110, Maumee, OH 43537 419-868-6091 www.aboutgolf.com —Ace Netting 828 Wagon Trail, Austin, TX 78758 512-784-3410 www.acegolfnetting.com 29American Range Co. 4 Van Auker Street, Rochester, NY 14608 800-324-9769 www.arcgolf.com —Amusement Products 5954 Brainerd Rd., Chattanooga, TN 37421 800-438-3558 www.amusementproducts.com —ASATI Domes 211 So. Ridge St., Rye Brook, NY 10573 914-937-4500 www.asati.com —Automated Batting Cages 8811 Huff N.E., Salem, OR 97303 503-390-5714 www.battingcages.com —Ballpark Batting 294 Russell Street Hadley, MA 01035 413-586-2256 www.ballparkbatting.com —Castle Golf 1901 E. University, Mesa, AZ 85203 800-688-4542 www.castlegolf.com —Challenger Industries/DURAPlay P.O. Box 2727, Dalton, GA 30722 800-334-8873 www.challengerind.com —Coastal Netting Systems P.O. Box 1946, Bakersfield, CA 93303 800-726-3354 www.coastalnetting.com 20-21COST of Wisconsin 4201 Highway P, Jackson, WI 53037 800-221-7625 www.costofwisconsin.com —CoverShots Mobile Canopy Systems 108-A South Kerr Avenue, Wilmington, NC 28403 Toll free 888-881-2433 www.covershotsgolf.com 4Detroit Radient Products Co. 21400 Hoover Road, Warren, MI 48089 800-222-1100 www.drp-co.com —Derone Enterprises 2295 South MacArthur, Tracy, CA 95376 800-571-6143 www.derone.com 19Cross Country Cowboy, Inc. 233 13th Street Hammonton, NJ 08037 609-561-0830 www.crosscountrycowboy.com —e-range 3909 Witmer Rd., #105, Niagara Falls, NY 14305 800-668-1656 www.golfrangesystems.com —Easy Picker Golf 415 Leonard Blvd., Lehigh Acres, FL 33971 800-641-4653 www.easypicker.com —Fiberbuilt Manufacturing 3613 63 Ave., N.E., Calgary, Alberta, Canada T3J 5K1 800-661-8132 www.fiberbuilt.com 5FreeRangeBalls www.freerangeballs.com 23Full Swing Golf 10890 Thornmint Rd San Diego, CA 92127 858-675-1100 www.fullswinggolf.com —Golfsmith 11000 North IH 35, Austin, TX 78753 800-349-3450 www.golfsmith.com —Harris Miniature Golf 141 West Burk Ave., P.O. Box 243, Wildwood, NJ 08260 609-522-4200 www.harrisminigolf.com 25Hollrock Engineering 294 Russell Street Hadley, MA 01035 413-586-2256 www.hollrock.com/www.ballparkbatting.com —J.A. Cissel Mfg. Inc. P.O. Box 2025, Lakewood, NJ 08701 800-631-2234 www.jacissel.com 8Mad Golfer Apparel 203 Anselm Dr., Richboro, PA 18954 866-MADGLFR www.madgolfer.net —Master Pitching Machine 4200 NE Birmingham Rd, Kansas City, MO 64117 800-878-8228 www.masterpitch.com 8Pageantry World P.O. Box 627, Sunset Beach, CA 90742 714-840-3009 www.pageantry-world.com —PGA of America 100 Ave. of the Champions, Palm Beach Gardens, FL 33418 561-624-8400 www.pgaexpo.com —PGA Trade-In Network PO Box 233, South Easton, MA 02375 888-777-3540 http://tradein.pgalinks.com —RangeMart 1324-B Industrial Ave., Escondido, CA 92029 877-741-2678 www.rangemart.com —Range Servant America Inc. 3000 Center Place, Suite 300, Norcross, GA 30093 800-878-8050 www.rangeservant.com 14Redden Nets 1411 Roeder Ave., Bellingham, WA 98225 800-426-9284 www.reddennets.com 35Solveras Inc 800 Crescent Center Dr Suite 400 Franklin, TN 37067 800-297-3405 www.solveras.com 9Sportexe Select 201 E. John W. Carpenter Fwy Ste 301A, Irving TX 75062 800-892-6011 www.sportexeselect.com —Standard Golf 6620 Nordic Dr., Cedar Falls, IA 50613 866-743-9773 www.standardgolf.com 40Sunset Golf Balls 326 N. Water St. Loudonville, OH 44842 800-472-7432 www.sunsetgolfballs.com 39Tartan Turf P.O. Box 800, One Trans-Border Dr., Champlain, NY 12919 800-567-3002 www.tartanturf.com 13Tex-Net Inc. P.O. Box 92 Florence, NJ 08518 800-541-1123 www.texnetusa.com 7TGA/Total Golf Adventures 390 N. Sepulveda Blvd., Suite 1060, El Segundo, CA 90245 310-333-0622 www.totalgolfadventures.com —Top-Flite Golf Co. 425 Meadow St., Chicopee, MA 01021 413-536-1200 www.topflite.com —TopGolf/World Golf Systems Group Axis 4, Rhodes Way, Watford, Herts., England WD24 4YW 212-228-3790 www.topgolf.co.uk —VGM Buyers Club 1111 West San Marnan Dr., Waterloo, IA 50701 800-363-5480 www.vgmclub.com —West Coast Netting 5075 Flightline Drive, Kingman, AZ 86401 800-854-5741 www.westcoastnetting.com 2Wittek Golf Supply Co. 3865 Commercial Avenue, Northbrook, IL 60062 800-869-1800 www.wittekgolf.com 40

* Companies in RED typeface are 2010 GRAA Preferred Vendors

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Documents

Spring 2011 Golf Range Magazine