The Business of Golf: What Are You Thinking? Review

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(More customer reviews)I have never met J.J. Keegan; only spoken with him by phone, but he has written the definitive book on successfully and profitably operating a golf course. As a private club industry veteran, I have managed two golf courses (Nicklaus and Norman design) and served as project manager for the development of two others (one a Palmer design). I wish I had Keegan's book prior to those positions.
Not only does he thoroughly explain the business of golf, but offers a proven methodology for operating a course efficiently and profitably. Using his long experience as a golf operations consultant, the author offers real life examples of how to identify the key issues in an under-performing golf course and how to maximize the financial return of the business.
Mr. Keegan has done the golf industry a great service in writing this book. The book is well-written and his research is meticulous. My only criticism is that some of his charts were hard to read - though getting out the magnifying glass was well worth the effort.
This book is an absolute "must read" for anyone entering or operating within the golf business, whether a course owner, golf professional, club manager, or golf business manager.

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A textbook on Business of Golf - How to maximize the Financial return of a golf course Author : James J Keegan During the next twelve months, more than 58 million golfers will decide where to go play over 1 billion rounds of golf on nearly 33,000 golf courses. What influences their decision? They all have one thing in common: they are seeking value-based entertainment. What does it take to attract and retain those decision makers? The financial success of a golf course is dependent on understanding those motivations and ensuring that the experience created exceeds the price charged. In ground-breaking research based on hard economic data, extensive field experience, and numerous client case studies, eight key concepts thataccurately predict the success of a golf course are revealed: 1. The age, income, ethnicity and population density within 10 miles of the course. 2. The number of playable days measured against the efficiency of management. 3. The integration of software to create actionable information. 4. Financial benchmarking facility performance against peers. 5.Continual appropriate investment in the course infrastructure, equipment and labor. 6. Ensuring the assembly line of customer touch points matches the desired experience intended: platinum, gold, silver, bronze or steel. 7. Understanding the golfer's habits and preferences. 8. Evaluating and developing customer loyalty. This book sheds light on virtually every aspect of golfcourse operations - strategic, tactical and operational. You'll learn why some golf courses are successful while others flounder. The Golf Convergence WIN formula taught in this textbook is an easy-to-follow method that has consistently increased the financial return of golf courses, and enhances the customer experience to the desired level. In an industry that is struggling who can afford to ignore the findings of this book, and the formula for success that is presented?

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