Attention to detail is imperative to every aspect of customer service at any resort.Whether it’s knowing what kind of bottled water a guest prefers in his or her room, or a chef being extra attentive to side dishes, attention to detail can make or break a guest experience, and ultimately impact a property’s reputation and bottom line.
Perhaps nowhere is this more important than at high-end golf resorts. Golfers, particularly those who spend thousands of dollars playing the world’s best courses, can be among the most difficult to please guests on the planet. And with airlines charging $50 and sometimes more for each piece of checked luggage – such as golf clubs – a resort’s attention to detail in its golf club rental program is becoming even more important.
A good club rental program also can be a lucrative money maker. It’s not unusual, for example, for high-end golf resorts to bring in more than $100,000 annually on club rentals. In addition, a good club rental program further establishes a relationship between the resort and its major hardgoods and softgoods vendors.
“The TPC Network has established wonderful partnerships with a number of club manufacturers,’’ said Matt Flory, general manager at TPC San Antonio at JW Marriott San Antonio Hill Country Resort & Spa. “These brands are featured throughout the country at our various TPC Network based clubs. While we stay in tune with all brands, at TPC San Antonio, we mirror the clubs that match the company wide partnership.’’
TPC San Antonio, which has two courses – the Canyons and Oaks – uses Titleist branded rental clubs. Each player who rents a set of clubs ($99 per set per day) receives two complimentary sleeves of Titleist golf balls.
“We normally average 100 sets in stock, which include men’s and ladies’ sets, ‘’ Flory said. “Rental sets are provided as a service to our guests, which allows them to avoid having to bring their own on their trip. In addition, should a hotel guest decide to play via an impromptu decision, rental clubs provide them an opportunity to get to the first tee. While some revenue comes with the rental of each unit, the primary focus is providing the additional service to our valued guests.
“We have a great partnership with Titleist that benefits both parties, and ultimately, our guests. There is no question that trying rental clubs can be a great source of inspiration for new clubs to our guests. While our specific rental clubs are not sold, mirroring the brand and specs for home purchase is extremely popular.’’
A good rental club program often can be the player’s “first impression,’’ of a resort – even if it’s over the phone or online.
“When people are making reservations, they often ask what kinds of rental clubs we have to offer,’’ said Anthony Holder, director of golf operations at Horseshoe Bay Bay near Austin, Texas.
For the record, Horseshoe Bay, which has three resort courses, rents Callaway Golf clubs for $65 per set, per day. Each player who rents a set of clubs also receives two sleeves of Callaway golf balls.
“It’s really just another way of leveraging what we have,’’ Holder said.
Leverage works in more than one way. Innisbrook Resort in Palm Harbor, FL., which has four golf courses, including the famed Copperhead, has a club rental program with TaylorMade Golf that requires the resort, owned by Salamander Hotels & Resort, meeting hardgoods and softgoods sales requirements on TaylorMade products.
“We give away TaylorMade golf balls with each rental set,’’ said Andrew Corry, Innisbrook’s director of golf. “We pay for the balls, which turn helps us meet our hardgoods numbers.’’
Hitting sales numbers then trickles down to providing a better experience for guests. And at the end of the day (or round), the guest experience is all that counts.
“I’m a firm believer in rental clubs having to match the experience because everything matters,’’ said Spencer Brookman, director of golf at King and Prince Beach & Golf Resort on St. Simons Island, FL. “You need it in order to paint the entire picture.’’
Photo: TPC San Antonio
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