This is part 2 of a series of articles written by the GOLF 20/20 Ambassadors highlighting ways for the golf industry to engage with 18 to 34-year-olds and promote the game to millennial golfers. Read the rest of the series.
Members of the millennial generation -- people born between 1980 and 1996 -- are frequently referred to as the "Me Generation." People in their 20s expect to receive special treatment; they want to feel exclusive, and businesses who take advantage of that will win this market.
The golf industry, specifically golf courses, market heavily toward juniors and seniors, but who wants to wait 47 years to get discounted greens fees after turning 18?
- Student discounts/loyalty cards: Salt Lake City Golf has a lower-rate membership card called the LoyalTee Card. It gives card holders 15% off greens fees and 30% off range balls all year. The card costs $45, which isn’t too expensive, but I still think it’s too expensive for college students. There are senior rates and junior rates, but there need to be college rates, too! How about creating a LoyalTee College Card for $30 with 30% off greens fees and 50% off range balls all year?
- College reward points: Just like movie theater reward points, students can earn rewards such as free range balls, free golf carts and even free rounds by racking up points with proof of great test scores, work promotions, job offers, etc.
- Free round after mid-terms/finals: Once mid-term and final grades are released, students can bring their grades to pro shops for one free 18-hole round. Two free rounds each semester? Please and thank you!
- Affordable college men’s and ladies’ leagues: Weekly college golf leagues should exist at public courses. Most young adults don’t want to join public golf leagues with older people, so they wouldn’t have to if college leagues existed.
- Date discounts for range and greens fees: Weekend date discounts would bring both single 18 to 34-year-old adults and married adults to courses to have fun with their significant others. Date discounts would introduce many beginners to the game and show millennials how much fun it is to play golf!
By: Megan Terry