Overview

A Textbook on the Business of Golf During the next 12 months, more than 50 million golfers will decide where to play more than one billion rounds of golf at over 34,000 golf courses in 209 countries. Golfers all have one thing in common: they are seeking value-based entertainment. What does it take to attract and retain golfers? The formula for success is value = experience - price. When the experience equals or exceeds the price, loyalty is created, and the golf course prospers. The ultimate financial success of a golf course rests principally with the owner and management team. Owning and operating the facility is pure and simply a business, albeit a small one at that. However, ground-breaking research, based on hard economic data, extensive field experience, and numerous client case studies, reveals that The Winning Playbook for Golf Courses comprises seven elements that predict and can ensure the financial success of a golf course, if executed properly: 1) The interrelationship of the MOSAIC profile, age, ethnicity, income, demand vs. supply, slope rating, and the prime-time green fee, within 10 miles of the golf course. 2) The number of playable days. 3) Continual appropriate investment in the course infrastructure, equipment and labor. 4) Efficient operational management of the customer experience, ensuring the assembly line of golf on the touchpoints matches the defined vision for the facility: platinum, gold, silver, steel, bronze or steel. 5) Understanding the golfers' habits, preferences and loyalty. 6) Financial benchmarking the facility's performance against its peers. 7) The efficient integration of technology to create actionable information. This book sheds light on virtually every aspect of strategic, tactical and operational practices of a golf course. Key determinants expose why some golf courses are successful and others flounder. The JJ Keegan+ WIN(TM) formula taught in this book is an easy-to-follow method that has consistently increased the financial return of golf courses while, at the same time, enhancing the customer experience. In an industry that is looking to grow, who can afford to ignore the findings of this book and the formula for success it presents?

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9780986070549

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Reviews

Anyone who does not study J.J. Keegan's informative The Winning Playbook is placing themselves and their golf facility at a serious competitive disadvantage, since everyone else will be reading it and incorporating its lessons into their business model. - Bradley S. Klein JJ is one of the Smartest People in the Golf Industry. - Joseph Steranka, Golf Sports and Media Strategist, and Former CEO, PGA of America In today's business of golf, this book is a must-read to ensure you're on the right course. Jim Keegan splits the fairway in this approach to strategic planning! - Eddie Ainsworth, PGA, Executive Director, Colorado Section PGA

Author Information

Known to his friends as Rain Man because of his amazing recall of any course he has played, any person he has met, or any place he has traveled, James J. Keegan has a zest for golf and for life itself. With a great heart and a quick mind, he has established a wide-ranging network within the golf industry, an industry in which there may be only one degree of separation from the management leaders who make a positive difference. He leverages his educational background with his extensive experience in the golf industry to frame a vision that can be understood by all. He quickly cuts to the chase. As Envisioning Strategist and Reality Mentor, Keegan has traveled more than 3,000,000 miles on United Airlines, visiting over 250 courses annually and meeting with owners and key management personnel at more than 6,000 courses. Having successfully combined his passion for golf with his business acumen, his experience, as well as his direct knowledge and interaction with the golfing community, make him uniquely qualified to offer expert opinions on trends and issues facing golf courses today. Keegan was a panelist for Golf Magazine's Top 100 Golf Courses from 2002 to 2019. He is a former volunteer of the Colorado Golf Association, the USGA Sectional Affairs Committee, and was a member of the GCSAA, NGF and NGCOA. A certified public accountant with a B.B.A. Degree from Texas Christian University, Keegan earned an M.B.A. in corporate finance from the University of Michigan. He has also served as a captain in the United States Air Force and was a CPA, having worked at KPMG.

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