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 Think about all the years and effort you’ve put in to establish your event. Don’t spoil the momentum. There’s still a core group of sponsors and golfers who enjoy supporting charitable causes. Be sincere, and let them know that you need them more than ever in these tough economic times. Here are some other things to keep in mind: 1. CUT YOUR EXPENSES Successful businesses stay in business during downturns by cutting costs. You should do the same. The biggest golf tournament expense is the cost of the course. Since course operators are feeling the pinch, they’ll probably be willing to work with you on expenses. “We lowered the minimum number of golfers to 24 to have a shotgun start,” said Will Bayer, who oversees the operations at California Country Club in Whittier, Palm Desert Resort Country Club and Eagle Crest Golf Club in Escondido. “We have to work with our clients to help them be successful.” Betty Kuan, who handles tournament sales at Industry Hills Golf Club at Pacific Palms Resort, also has reduced the player minimum from 72 to 60 and is offering revenue-producing extras worth about $1,500. The charity can auction these extras for revenue or use them as incentives to attract sponsors. To get discounts, you have to ask, but don’t expect course operators to lower their prices just because times are tough. Be creative in what you ask for and you’ll be surprised at the results. 2. ATTRACT SPONSORS WITH INCENTIVES The hot phrase in business today is “return on investment.” Companies who usually sponsor charities didn’t necessarily look for that during the good times, but they do now. They need fannies in the seats and a list of interested players. Not just the 100 or so who might play in the tournament, but the 2,000 or 3,000 on your charity’s mailing list. I’ll bet a pizza parlor with three locations would give everyone on your mailing list an e-mail coupon for 25 percent off the price of a pizza, with 25 percent of the bill going to the tournament’s charity. They add a potential customer and you get a happy golfer. 3. DO SOMETHING DIFFERENT If you’re going to rent a golf course and banquet facility for the day, why not do two events and split the expenses? Pairing a golf tournament with your annual fashion luncheon means one facility and two events. Your price just got cut in half. How about a golf tournament and a poker night? Or a golf tournament and a sock hop and silent auction? You’ve got the banquet room, so put it to use for your benefit. I know one person who books a course in the late afternoon for what he calls a Putter’s Cup. Only the greens are used, so even non-golfers and children can have fun riding on a cart on a warm twilight day. The event cuts costs and time, and the charity is introduced to new people. Eric Tracy is also known as The Mulligan Man. He has consulted on more than 300 charity golf tournaments and can be reached at eric@themulliganman.com. |
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One or two to rememebr, that is.
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