Value now name of the game

SOME claim it’s a race to the bottom, others see it as the only way to survive but one thing is for sure — there’s never been options and value in Irish golf like this before.

After years of record growth and expansion the big R struck hard. The days of taoisigh and bankers discussing the country’s future over 18 holes are over but in their wake, Ireland’s golf clubs find themselves in an ultra competitive market.

The writing had been on the wall. Some Celtic Tiger projects failed before they started in 2008. Pádraig Harrington’s Marlbrook, Retief Goosen’s Carrig Glas, Ernie Els’ Kilmore Quay...mere footnotes in history.

But Ireland’s golfing choices had boomed before that. There were 352 18-hole golf courses in the country at the start of 2010, an increase of 139 courses (or 65%) since 1990. Playing numbers also increased and the GUI quoted 209,000 members at its peak in 2007.

Since then rumours hung over almost nearly every club in the country. ‘Is it closing?’ ‘Sure they can’t compete with that.’

Most were just rumours but the cloth is being cut and some went to the wall. While the booms of yesteryear will never return, there is an appreciation that golfers have become price aware and concessions must be made to survive.

“We’re drawing people in,” said Kevin Lynch, K Club marketing executive. “They’re shopping around more but we do well on the golf. We won’t slash our rates. There seems to be a race to the bottom but we’re offering added value in our packages. Ultimately it’s better for the consumer.”

And a look at their offers confirms that. At the 2006 Ryder Cup venue you can now get a superior room, chocolates, a three-course meal in the Legends Bar, wet treatment or a round of golf on the Smurfit course until the end of March for €125 per person.

It’s a familiar theme. Fota Island doesn’t want to enter a price war either but has considerably reduced its fees. In a catch-22 situation they realise they have to keep the numbers coming through the door but if they cut prices further it will affect the quality of a five-star experience.

“Golfers have become very price aware but we have a premium package,” said director of marketing Seamus Leahy.

“We can’t compete on price but we can be cost effective. We’ve 20 lads out on the course and others only have three or four. We’re trying to add value in the quality of the golfing experience and are doing excellent deals.

“We’re conscious that we have to keep the volume of people going through the resort. The last thing you want is no one there and no atmosphere. We’re priced accordingly to deliver a five-star golfing experience which is very good value.”

Good value. It’s something every club repeats as a mantra.

You can play Faithlegg for just €15 until the end of the month (Mondays and Tuesdays) and over-50s can play on a Wednesday for just €25, including a meal.

But they’ve noticed offering deals to include accommodation is on the rise. For somewhere between €79 and €139, depending on availability, you can play a round, have dinner and an overnight stay.

“We’re trying to reward repeat golfers and societies with things like ‘get your sixth round for free’,” said golf manager Ryan Hunt.

“It’s important to look after guests. We won’t be doing too much with our rates. There’s no point reducing €5 off them and have a knock-on effect on course management.

“We want golfers to come off the course saying they enjoyed that. One thing which has gone through the roof is societies staying over, the ‘staycation’ as such.

“They’re not going across the water anymore and, let’s face it, they’re spoilt for choice here.”

Ballyliffin in Donegal have been trying to get on that gravy train as well but, with no hotel of their own, they can’t get the hoteliers in the region to drop their prices. He’s joined forces with clubs in the region to offer three-day events.

“We reduced our green fees by €20 and are trying to get the hotels in the area to reduce their prices too,” said general manager John Farran.

“But you never make up what you lose so we’ve paired up with other clubs. We run the Donegal Links Challenge with Rosapenna and Portsalon. It’s a four-man team event over the three courses on three days from May 30 to June 1 and you get three days golfing for €100. We also run a Great North Links challenge with Royal Portrush and Portstewart which is €175 for all three.”

Eddie Farrell, general manager of the Hermitage in Lucan, is concentrating his club’s efforts on maintaining their members.

“We’re a private members’ club and you’d be going into competitive market place where some clubs are offering food and a round for €25,” he said.

“We don’t want to join that race to the bottom. We’re here to serve our members and give them value for money.”

FOR others though, membership is not the main issue.

Lahinch has always thrived on attracting Americans to the Old Course but their loss to the marketplace has meant they have had to engage in an expensive marketing and advertising campaign in the US.

At €100 for a round on Monday to Friday and €125 for Saturdays and Sundays there aren’t too many golfers in Ireland willing to spend that kind of money.

Deals like two rounds within seven days for €165 helped raise their green fees but their focus is on the Americans.

“We’re about 7% up on last year so far,” said club accountant Jack Mannion.

“We’re looking at our publicity and we’ve gone live on the golf channel in the US with 30 other Irish clubs. We’ve also joined forces and set up a dedicated Irish website. When you open a portal to book golf it can take a while to take off. We’re a lot more positive about 2011.”

What’s for certain is that if you have a few bob to spend, the clubs previously out of most people’s range have re-evaluated their fees. And if you don’t? The local club up the road is offering even better ones.