COMMUNICATING COVID-19 SAFETY INFORMATION IS ESSENTIAL

As a General Manager or Director of Golf for the past 20+ years, my heart goes out to everyone that has been impacted by the current health crisis and its implications for the lively hood of so many others. I have received emails from numerous companies and golf courses informing me of all the precautions being taken to protect customers, golfers and staff as best they can. There has also been great information communicated within the golf industry on best practices. These operating procedures seem to have been adopted very quickly within the industry.

However, with all these things being done, I was a bit surprised that many of the Phoenix area (the only area I checked) daily fee golf courses aren’t including this information front and center on their respective websites. I think this information is critical to share with everyone visiting the site so that they know how much is being done to protect both golfers and staff. There is no question that everyone is scared to some degree (both golfers and staff). Communication of what is being done is critical information that all golfers want to know prior to making a decision as to whether or not to play golf. Many courses have made it a virtual touch free activity which is awesome and should certainly help get a few more people out to the course. I do believe it is very low risk activity and golf course operators are being diligent in doing everything possible to make the courses a safe environment but this information should be communicated upfront on the website to help ease the fears of potential customers. This communication lets your customers know you care and that you are not ignoring their fears. Although many courses have shared this information through email blasts, most emails are only opened by 20-25% of the recipients. Your website is a way to reach many more. The keys to getting through this current situation are:

  • Follow the recommended CDC guidelines to keep everyone safe – be diligent with supervision of these activities – CDC
  • Follow the recommended industry guidelines – PGA

As a General Manager or Director of Golf for the past 20+ years, my heart goes out to everyone that has been impacted by the current health crisis and its implications for the lively hood of so many others. I have received emails from numerous companies and golf courses (probably hundreds) informing me of all the precautions being taken to protect customers, golfers and staff as best they can. There has also been great information communicated within the golf industry on best practices. These operating procedures seem to have been adopted very quickly within the industry.

However, with all these things being done, I’m surprised that many daily fee golf courses aren’t including this information “front and center” on their respective websites. There is no question that people (both golfers and staff) are scared to some degree. Communication of what is being done is critical information that all golfers want to know prior to making a decision as to whether or not to play golf. Many courses have made it a nearly touch-free activity which is awesome and should certainly help get a few more people out to the course. I do believe golf is a very low risk activity and golf course operators are being diligent in doing everything possible to make the courses a safe environment but this information should be communicated upfront on websites to help ease the fears of potential customers. This communication lets your customers know you care and that you are not ignoring their fears. Although many courses have shared this information through email blasts, most emails are only opened by 15-25% of the recipients. Courses are also posting signs at near the clubhouse front door but websites are an additional and important channel to reach more current and potential customers. Although there could be a cost for some courses as they have to pay their website developer to put up the message, it will certainly pay off as more people will be reached earlier in their decision making process and they will be more likely to play golf at your facility.

In regards to health safety, the keys to getting through this current situation are:

  • Follow the recommended CDC guidelines to keep everyone safe – be diligent with supervision of these activities – CDC
  • Follow the recommended industry guidelines – PGA
  • Communicate what you are doing to staff and customers through all communication channels including email, website (front and center), social media and physical signage at the facility

None of us know how long the current health crisis will last or how it will impact operations in the future but I believe sharing this information on on all platforms including your website will get many more people out on your course during this difficult time.

  • Communicate what you are doing to staff and customers through all communication channels including email, website (front and center), social media and physical signage at the facility

None of us knows how long the current health crisis will last or how it will impact operations in the future but I believe sharing this information on on all platforms including your website will get many more people out on your course during this difficult time.

Leave a Reply

Your email address will not be published. Required fields are marked *