The 2006 Golf Range Conference and Exhibition

It was a full house at the Ramada Jarvis in Maidstone for the Organisation of Golf Range Owner’s fourth annual conference and exhibition. Rohan Barnett, MD of OGRO introduced the Conference, generously sponsored by Global Ranges. Delegates joined Rohan in an expression of sympathy to John Jacobs OBE, OGRO President, for the loss of his wife, Rita. John sent his best wishes to all.

The day was given a flying start by Vivien Saunders, this year’s keynote speaker. Vivien’s passion for the game, together with her unique and diverse knowledge and experience, enabled her to speak directly to issues of concern to all golf facility owners.

Golf is, in many ways, a unique sport, which is why it engenders the commitment it does. However, this singular position also gives rise to inequities that hamper the development of the game and create a less than level playing field between proprietary facilities and members clubs. Vivien laid into these with her customary vigour and commitment. Vivien showed how the English Golf Union (EGU) had managed to become (for the time being, at least) the official voice of golf, while not in any way helping the golf centres and ranges that are the key to developing the game and unlocking desperately needed new golfers. The new England Golf Partnership came in for similar scrutiny and some useful, wise and always witty remarks delighted the delegates.

The second speaker of the day was Klaus Eldrup-Jorgensen, CEO and co-founder of Denmark based, ISG, inventors of the TrackMan system. Klaus demonstrated the system’s ability to track the fight of a golf ball with remarkable accuracy to within a foot at any point along its path. This allows for an amazing wealth of information to be instantly calculated on the flight. Within seconds of the ball hitting the ground, Trackman displays not only the precise path and finishing point of the ball but also the launch angle, ball speed, vertical launch, total carry, and the launch spin calculated down to the precise number of revolutions per minute.

All the major club manufacture’s have purchased TrackMan in volume and it has become the benchmarking system for assessing club and player performance. Klaus announced a new version that will be available as an interactive games facility for ranges, which will be under trial on a number of ranges during the summer. The major disappointment for the audience seemed to be that it isn’t available right now!

It was entirely appropriate that one innovator should be followed by another in the form of David Piggins, Chief Executive of Playgolf Holdings, ably supported by amateur golfing legend, Peter McEvoy OBE.

David explained the philosophy behind Playgolf’s approach to golf facility development and their major new project in East Kilbride. Peter stepped the audience through the ‘state of the art’ facility at Northwick Park where the 52 bay, two tier range is just one feature of a complex including a stunning 6 hole course with authentic replicas of some of the greatest golf holes, short game area, stunning restaurant, baseball batting cage, miniature golf, conference facility and major retail outlet.

Colin Jenkins, OGRO Chairman, wound-up the morning session with an overview of the range industry today. His presentation included a new OGRO specification for range outfields. Traditionally golf range outfields have been designed to replicate golf courses, but this has not taken into account the fact that golfers cannot see their ball respond on the green much beyond 120yards and so expensive greens placed beyond this distance are to some extent a waste of money. OGRO’s partner in this project is 360 Golf Ltd, more on this will be published in future issues of GRN.

The Golf Range Finder website was discussed in more depth and further details on this can be found at Golf Range Finder.

New OGRO Partner, Squadron Batteries were introduced to the Conference delegates. Graham Sykes from Squadron was on hand during the lunch time Exhibition to meet operators – the terms for all range operators are excellent and represent a new retailing opportunity to many – further details at Golf Range News.

Sports Marketing Services have also supplied some very encouraging statistics for the range industry; range usage being up by more than 40% in the last few years gladdened the heart of the assembled delegates.
In general the industry is very buoyant with at least 15 new ranges being built in the last year. It is expected that a similar number of new facilities will open in 2006, with countless others taking the opportunity to re-furbish their centres to find better revenues and more customers. Range operators are also becoming more sophisticated as they seek new ways to market and promote their businesses.

The Conference then broke for a two hour lunch session during which delegates enjoyed a good lunch but also had time to visit the exhibitor’s stands in the adjoining room. Exhibitors this year were: European Golf Machinery, Pareto, Srixon, Top-Flite, Range Servant, On Course, Harris Miniature Golf, Power-Tee, Conference Sponsors - Global Ranges, 360 Golf, Gym4Golf, The Green Approach, Squadron Batteries, Golf Range Finder, Sports Marketing Surveys.

The afternoon session started with a new ‘Round Table Discussion’ forum giving delegates an opportunity to discuss a number of relevant business topics in small groups. Topics included:
The best way to increase lessons?
The best way to find new customers?
The best way to increase customer spend?
The best way to attract other members of the family?
The biggest threat to your business?
How would you improve your outfield?
Why is business better/worse than 12 months ago?
How do you want OGRO/GRN to help your business?

The results of the discussion were collated and fed back at the end of the day. The general consensus being that the discussion session was invaluable and should definitely be repeated at future OGRO events – OGRO will be delighted to oblige!

Mike Round, Chief Executive of the Golf Foundation, spoke persuasively about the development of junior golf. With initiatives like the Junior Golf Passport, and Tri-Golf the Foundation has built a comprehensive network of golf centres that are operating very successful junior golf development programmes. These programmes do invaluable work for the broader golf industry, but are also profitable for individual ranges, who realise that by subsidising junior golf at their centre, they can encourage other sales from parents and relatives keen to help their young champions!

 

The last speaker of the day was Richard Jewell, MD of Sigma Golf and the PGA Collection, sponsors of the Learn to Play in May initiative. Richard’s address, which focused on how independent retailers can still find a profit margin even in these difficult days for golf retail. The PGA Collection is available to all range operators, providing that they have a PGA professional at their facility. The specific deal for ranges is excellent, the buying requirement less than £190 + VAT and the benefits large, with 6 free six irons and a top quality Learn to Play logoed waterproof top for all signing up on the day.

The day concluded with Colin and Rohan providing a brief summary of points raised during the Round Table Discussion.