Ian Hamilton launches new service of crisis management

Golf clubs must make their product attractive

NEWS RELEASE
A new golf service in being launched, aimed primarily at helping golf clubs through the current economic difficulties.
The creator of this is Ian Hamilton who has slowly and deliberately risen to high accreditation within the golf management circuit.
Hamilton studied golf management at Dornoch College and was a management trainee with St Andrews Links Trust. Keen to exploit his skills, he took on the management of Aberdovey Golf Club in Wales and revolutionised the fundamentals of contemporary golf management. In only sixteen months, Aberdovey won three national awards and increased their green fee revenue by £51,000 (25%) – a global record last year.
In a negative and compressed market, this stands out a phenomenal achievement and demonstrates what can be achieved given the opportunity.
“The management model that I exploited at Aberdovey can be executed at every mainstream golf facility within the UK. Golf has a tendency to focus on its past rather than its future and a lot of clubs are now significantly unprepared for the new era," says Ian Hamilton.
"Golf operates as a business and the product must be attractive for customers to buy into. We are in a position where custom is thin and competition is high. Golf clubs don’t need to reduce their cash flows by insane price and promotion offers. They can, however, increase their market share by making the product attractive.”
Hamilton admits that getting the message through to the traditional golf committee structures has been onerous.
“There is, without doubt, a fear of change within golf clubs. I get round this by explaining that they don’t build golf courses in concrete and all the big courses constantly refresh and update their product to remain market attractive. Without change; nothing happens and it’s quite clear that golf clubs need to do move forward to attract new and sustainable business”.
Cost is obviously a four-letter word right now but Hamilton has discovered a gap in the market which is easily affordable.
“I am not interested in the ‘shiny’ side of golf. Golf clubs seem to be participating in some form of glossy media and web site competition right now. I am totally focussed on working with clubs at the sharp end – on the course and in the clubhouse; the nuts and bolts of the operation. Let’s get the product right first and then we can do marketing”.
Aided by some exceptional talent, Hamilton is keen to emphasise the potential of this venture.
“It has taken a wee bit longer for all the building blocks to be assembled but this is the first occasion that this level of service has been successfully brought together. Normally, all the channels work independently of each other which is slow and very expensive.
"What I am offering is very fast and affordable solutions to help golf clubs maximise their business potential – essential in today’s economic climate.
You can email Ian Hamilton at ian@ianhamiltongolfconsultancy.co.uk and the full range of golf services that Ian Hamilton can offer is available to view at www.ianhamiltongolfconsultancy.co.uk.