Pay As You Play - The New Reality

Filed in archive Golf Business on February 3, 2009

PGA Village, Port St. Lucie, Florida

The PGA Golf Club at Port St. Lucie, Florida, has come up with a novel way to beat the depression.

Bob Baldassari, general manager at the club was interviewed this morning on Bloomberg TV.

His plan involves golfers paying hole by hole, literally pay-as-you-play. The rates are $9 per hole or 6 holes for $15, which is certainly the better deal by far.

The concept, he said, was to encourage parents and their kids to play a few holes or for someone with only an hour or so to play one or two of the club's holes.

The restriction is you must play holes on the back nine so you don't impact or impede traffic on the front nine.

Baldassari said golfers will always play, no matter what their economic situation might be. That may be true but they'll certainly cut back on the ancillary stuff like buying a high priced sleeve of balls in the pro shop or a beer in the bar afterwards.

With Baldassari's approach, a golfer could play 6 holes inexpensively and I firmly believe that golfer would be more inclined to spring 5 or 6 bucks for a beer afterwards.

Green fees at PGA Village range from $40 to $100 U.S. depending on day and time so Baldassari's marketing approach is right on the money.

In fact, it may be the most novel approach to golf in the 21st century since the introduction of PowerPlayGolf in 2007.

Where PowerPlayGolf is meant to reduce the amount of time needed to play just 9 holes - see the website for an explanation of the rules) while injecting a fun and entertaining angle into those 9 holes, Baldassari's approach is pure economics.

His method will surely be copied around America and beyond as the weeks unfold and spring approaches.

What's odd is that their website doesn't reflect this offer anywhere. I'm certain the concept wasn't a spur-of-the-moment affair.

So why not promote it openly on the website?