Golf Styles, February 2008
Many public courses – and even some exclusive private facilities – see outing as a vital part of their business plan
Thought you couldn’t play your next company outing at Baltusrol, Merion, Shinnecock, or other exclusive private clubs? Wrong. Many of these glittering gems are now open to nonmember groups, although the price tag might be understandably hefty.
Depending upon the goal of your outing, a more public, less pricey course may make for a better approach shot. The menu possibilities are considerable in the Garden State, with almost limitless price levels and program structures available. But there are a few things to ponder before the tournament chairman books those scores of tee times.
First question: What’s the goal of the outing? Is it to create rapport with clients or staff, raise funds for a meaningful cause, or just a grand celebration with friends?
Understanding the audience and knowing the comfort level of the players will make for effective planning and clearer selection of the appropriate golf club.
Maximizing enjoyment is the key to a happy outing, and fundraisers often attract many people who may play only a few rounds each year solely to support charity. Picking a world-class, expensive and difficult golf course may be totally counterproductive.
“Too many new courses are just too difficult for the average golfer. If you’re having a charity event, it’s about raising money for the cause,” said Jim Fraser, owner of Mays Landing Golf and Country Club. “Our course can be challenging, but it won’t beat you up, and that’s why we’re particularly well-suited for golf outings and do a lot of them.”
Fraser also considers helping local charities one of his priorities and he works with them to keep costs down so more money can be raised.
“Ultimately, an event is successful if everyone has a great time, a delicious meal and lots of fun. How do we know? They come back next year.”
Mitchell Gurwicz, owner of Harbor Pines, said “The exposure we receive from outings is an opportunity to show off our facility. Our greatest asset is the golf course, one that’s well-maintained and conditioned. We offer a complete package, from the great layout to the clubhouse to the excellent food, and that’s why our price may be a few dollars more than the competition. But our retention rate is high because we’re consisten and competent from planning to follow-through.”
The Crystal Springs Gold Resort may seem to have an unfair advantage in booking outings, since there are six courses and 126 holes of golf awaiting groups of 16 to 300 players.
“The 500 golf outings we do each year represent 25 percent of our business,” said the director of gold Art Walton. “Outings are booked seven days a week, with prices ranging from $50 to $200 depending on the date, day, time, number of players, menu, and amenities.” Be it a box lunch or a full banquet, the resort offers a course venue, facilities and staff to fit any group size and style.
In Lakewood, Eagle Ridge Golf Club has quietly become one of the premiere to host a golf outing, banquet, or reception According to Director of Golf Mike Attara, the opening of an additional nine holes this Summer – giving golfers 27 great holes to play – will certainly help draw even more outings to the world-class public course.
“Experience is the most important offering a facility can provide its tournament directors,” explained Attara. “Our experience makes our tournament directors look like professionals by providing a memorable golf outing to their players.”
Private clubs are increasingly opening their doors to non member golf outings, often with their own goal of funding capital improvement projects traditionally funded by member assessments.
The Forsgate Country Club is lucky enough to operate two highly-touted courses, the Banks and Palmer trackers, so outings don’t interrupt member play, yet permit large groups. “Outing guests are treated to superb course conditions and a first-class level of service,” said General Manager Det Williams. The 40 or 50 outings each year are scheduled on Mondays and the price ranges from $126 to $156 per player.
Forsgate works closely with non-profits, offering preferred rates and staff participation on committees. “We put a lot of emphasis on helping organizations have a profitable outing. If they do, they’ll be back,” said Lina Liona, Forsgate’s director of catering.
The member-for-a-day experience at Galloway National begins when a player enters the gate house and is shown to his personalized locker. The practice range, golf shop discount, on-course beverages and snacks, forecaddie and fully devoted staff complete the experience.
“Only 25 of our 200 members live within 25 miles of the club, so wen can host outings any day,” said mike Killian, director of golf. Referral or sponsorship by a member or one of the five owners is required for large groups at Galloway, but local charities are given special consideration. Group rates range from $175 to $300, with additional charges subject to menu choices, from box lunch to lobster dinner.
Hamilton Farm opens it doors to outside groups on a limited basis, hosting 18-hole events for 80-120 players on the Highlands coursen or 20-72 players on the par-3 Hickory Course. A member sponsor and referral are mandatory and the price ranges from $400 to $750 per person. But the locker room facilities, caddie and concierge services are just the beginning of an attractive package, which incluse sumptuous brunch buffet, day long beverage cart service, cocktails and hors d’oeuvres following play and a buffet dinner.
“Monday outings give us a chance to showcase our course, facilities and introduce Hamilton Farm to a potential member,” said Amy Clark, event coordinator.
Holding a golf outing are some historic clubs like Baltusrol is now also possible, if on a member-sponsored limited basis, at a price of $1,000+ per person. According to some sources, if on a member-sponsored limited basis, at a price of $100,000 is the minimum price for an outing in Merion, $110,000 for the same at Shinnercock, while a $100,000 donation to the Heritage Trust gets you a meeting to discuss a golf outing at Bethpage Black.
