RESULTS AT A GLANCE
67
The average field size of an openstyle golf event in the UK.
£66
The average entry fee charged by a golf facility for a single open-style golf event.
71%
The number of golf facilities stating ‘driving additional event revenue’ as a reason for running open-style event.
78%
The number of UK golf facilities running 4+ open-style golf events each year.
49%
The number of open-style golf events ran each year with a simple pairs/team or singles format.
£4,422
The average entry fee revenue generated from a single open-style golf event.
04 THEME 1
The open-style event offering.
06 THEME 2
Generating entry fee revenue.
08 THEME 3
Profitable open-style events.
10 THEME 4
The rationale for open-style events.
12 THEME 5
The factors for success.
14 ROI CALCULATOR
Practical steps to benchmark your open-style events.
Compiled in January 2024, this report summarises findings from Golf Genius’ survey of UK customers.
Conducted between December 2023 to January 2024, participants were asked a mix of multiple choice questions about their attitudes towards, and their delivery of, Open-style events*.
Survey responses came from a range of facility types. This includes public facilities, private golf clubs and resorts across Scotland, England, Wales and Ireland. Whilst all customers were asked to complete the survey - regardless of their respective situations - all survey responses in fact came from golf facilities that did run at least a single open-style event.
*open-style events = any form of non-exclusive competition, league or event ran by a golf club that non-members and visiting golfers can participate in.
THEME 1
THE OPEN-STYLE EVENT OFFERING
Open-style events are popular offerings in the UK. Golf facilities across the country typically deliver similar style events and formats, with fairly limited variety.
Make open golf your driver for more revenue, with Golf Genius Golf Hub.
Theme 1
OPEN-STYLE EVENT OFFERING
QUANTITY OF EVENTS
• 57% of customers run more than 8 open-style events each year.
• 78% of customers run at least 4 open-style events each year.
VARIETY IN FORMAT AND NATURE
• Pairs/Team and Singles events account for 49% of total open-style events ran by golf clubs.
• Other formats, such as Leagues, Junior, Scratch and Mixed-Gender, account for less, at 47%.
How many 'Open Events' do you run at your Golf Facility?
27%
of customers run a ‘Pairs / Team’ format
2%
of customers run a ‘League’ format
Fig 1.1 Survey results, as a total per option, for the number of openstyle events ran by facilities each year
Fig 1.2 Survey results, as a % total, for the types of open-style events ran by facilities each year
Which of the below Open Event types do you currently run?
THEME 2
GENERATING ENTRY FEE REVENUE
Open-style events provide strong sources of revenue generation. They also provide a means to attract non-member golfers to experience the facility for a day.
Make open golf your driver for more revenue, with Golf Genius Tournament Management.
Theme 2
GENERATING ENTRY FEE REVENUE
What is the average entry fee that you charge per person for your Open Events?
AVERAGE ENTRY FEE
• £66 is the average entry fee charged by facilities for a single open-style event.
PARTICIPATION RATE
• 93% of open-style events ran by facilities have an average attendance that exceeds 40 players.
AVERAGE ATTENDANCES
• The average field size per event is 67.
ENTRY FEE REVENUE
Fig 2.1 Survey results, as a total per option, for the average entry fee charged by facilities for each open-style event
Fig 2.2 Survey results, as a % total, for the average field size per open-style event
• On average, a UK golf facility can expect to generate £4,422 in entry fee revenue from open-style events each year. The average entry fee charged for a single open-style event
The average field size of a single open-style event
THEME 3
PROFITABLE OPENSTYLE EVENTS
Open-style events are good sources of revenue, but when also ran in an effective and successful manner, they are profitable for golf facilities too.
Theme 3
PROFITABLE OPEN-STYLE EVENTS
PROFIT MARGINS
• 71% of facilities report a gross profit margin of more than 30-40% per event.
• 85% of facilities report a gross profit margin of between 20-30% per event.
• The average gross profit margin per event is 31%.
PROGRAM PAYMENT
• On average, a single open-style event generates £4,422 in entry fee revenue.
• On average, a single open-style event generates £1370.82 in gross profit*.
*this figure only considers green fee revenue from an event, and no other income source
What is your average profit margin per entry for your Open Events?
The average gross profit margin per event
£1370.82
31% Average gross profit generated per event
Fig 3.1 Survey results of the
THEME 4
THE RATIONALE FOR OPEN-STYLE EVENTS
Golf facilities run open-style events for a number of reasons. Revenue, member outreach and service differentiation are key factors.
Theme 4
THE RATIONALE FOR OPEN-STYLE EVENTS
A STRONG MIX OF RATIONALE
• 78% of facilities had 3 or more reasons for running an open-style event, out of a choice of 10 options.
• Only 14% of golf facilities chose ‘Because other clubs run them’ as a reason for running them.
CONSISTENT THEMES
• 71% of participating golf facilities stated ‘driving additional event revenue’ as a reason for running an open-style event.
• 57% of golf facilities stated non-member engagement and service differentiation as reasons.
It
is important to run Open events that players from other clubs can be involved in. It allows us to showcase our fantastic course, of which players from across the country travel to come and play.
David Holmes Hollinwell
What are your reasons for running these type of events?
Because other golf facilities run them
They help my club to differentiate itself from others
My committee / members want to host external events
It helps drive footfall at quieter periods
It helps to strengthen inter-club relationships and collaborations
To drive additional ancillary revenue from them (e.g. F&B)
They strengthen our entire service offering to different customer types
To promote my golf facility to non-members
They are historical events and ran for many years
Fig 4.1 Survey results showcasing the most popular reasons for running an open-style event n.b. this was multiple choice
THEME 5
THE FACTORS FOR SUCCESS
Course condition and having an effective registration tool are very important features for a successful open-style event.
Make open golf your driver for more revenue, with Golf Genius Tournament Management.
Theme 5
REGISTRATION AND PAYMENT
•57% of facilities said ‘Efficient Entry F ee Payments’ was very important to them.
• 5 0% of facilities said ‘Capturing golfer data to market to in the future’ and ‘Entry Form / Player Registration’ was very important to them.
COURSE CONDITION
• On a weighted scale based on response, ‘Course Condition and Set-up’ (44 points), was the most valued feature by facilities.
DIGITAL OVER NON-DIGITAL
• Responses ranked digital features (such as live scoring and tournament formats) higher in their level of importance (249 points) compared to non-digital features (110 points).
of facilities said ‘Efficient Entry Fee Payments’ was very important to them 57%
DIGITAL
features ranked higher in importance compared to non-digital features
Fig 5.1 Survey results, as a total per option, for the most important features of open-style events
Weighted scale based on response
ROI CALCULATOR
BENCHMARK YOUR EVENTS
Introduced as a direct outcome of this report, the Golf Genius ROI calculator is a digital tool for golf facilities to measure the impact and effectiveness of their own golf events.
The ROI calculator enables a golf facility to determine the financial return and efficiency impact from the running of their existing golf events.
The calculator leverages survey data and other insights from across the Golf Genius customer base to benchmark against a typical event.
Completion takes approximately 10-minutes. In order to produce a
result, the calculator requires input of a range of existing, attainable data from within your respective operation.
All data will be remain anonymous and stored in line with our privacy policy.
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