HOWARD WARD: Can Courses Entice Golfers To Show Up?

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There have been a lot of responses to the recent series that appeared in The Pilot on the state of the economy's effect on local golf facilities.

No one is surprised that golf complexes are feeling the pinch. Who isn't? But most feel that courses in the Sandhills will ride it out and may even be stronger financially when it's finally over.

We're all hoping that's true. But meanwhile, tightened purse strings are taking their toll on employees across the county. Personnel who aren't absolutely essential are already gone. There really can't be a great sense of security for many people who are fortunate enough to still have their jobs.

Courses dependent on outside play for their profit margin are resorting to ingenious marketing methods. Avestra, for instance, which owns four local courses and leases a fifth, has developed the Avestra Advantage Card.

The brainstorm of Carole Huettig, the company's sales and marketing director, this free card allows holders to obtain preferred rate 48-hour advance green fees at Foxfire Resort, the Country Club of Whispering Pines and Southern Pines Golf Club.

The way it works, cardholders call and inquire as to open tee times 48 hours in advance, and are booked into those slots at greatly reduced rates, according to Huettig.

"The rates change according to availability," Huettig said, "but it pays for a person to check out our Web site. We've had a great response to this at our courses."

It just goes to show that golfers are like everyone else. We're looking for bargains. And the courses know this, that's why every complex in the area is offering something to lure outside play.

Golfers from other markets not only bring added greens and cart fees, but also food and beverage revenue. Bodies on the premises add up to dollars in the register.

Which brings us to a note received from reader Art Gula:

"In regard to golf resorts in our area having a hard time, I'm not a business person, but would it be a good idea for these resorts to get together and pick a day in the week and offer a greens fee of like $35 to $45 to the general public?

"I think they would get a lot of play on that day. I know they would have to swallow their pride a little, but it makes sense to me until these tough times pass. Thirty foursomes at $160 equals $1,800. That sounds pretty good to me. Maybe I'm wrong?"

Sounds pretty good to me, too, Art. It goes back to having bodies on the premises. We'll see if any local clubs pick up on your idea. Maybe something like a "Community Appreciation Day"?

Duane Barlow, a resident of Pinewild, was curious about the winner of last week's eGolf Tarheel event held at Mid Pines and Pine Needles.

"The article refers to Tom Gillis of Oxford, Miss. Is this correct, or is this the Tom Gillis from Oxford, Mich.? Prior to moving to Pinehurst, I lived in Michigan and was a member of Indianwood Golf and Country Club, where many years ago one of our bag boys actually made it to the PGA Tour, but then didn't win enough money to stay in the top 125 and ended up on the Nationwide Tour, etc.

"The Tom Gillis from Michigan and Indianwood Golf and Country Club is also about 40 years old, and years ago won on the European Tour. A group of us at Indianwood contributed $$$ to assist his effort to qualify for the Tour, so it would be nice to know if this is our Tom Gillis or only a coincidence.

"A few years ago when Tom was still on the PGA Tour, he was on the first page of the leaderboard on the first day of the U.S. Open at Bethpage, but then faded from contention. I only wish I had known he was playing here, as it would have been good to see him again."

Sorry about the confusion, Duane. It was your Tom Gillis. I just read my info wrong and listed him as being from Oxford, Miss., instead of Oxford, Mich. Sorry.

The eGolf Tour is at Little River and Seven Lakes Wednesday-Friday. Maybe you can catch Tom there.

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