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 As a consultant and participant in numerous charity events in the last 20 years, I’ve seen what works and what doesn’t. It’s amazing how much of my consulting time is spent trying to steer volunteer committees to the path of least resistance in regard to putting on a successful and fun event. Here are some facts and fiction about charity golf tournaments that will help you avoid costly mistakes and post-tournament disappointments because of unrealistic expectations: FICTION: Most tournaments have a full field of 144 golfers. FACT: Of the more than 100 tournaments I’ve worked in the last two years, the average number of golfers was 120. In calls to golf course tournament personnel from San Diego to Santa Barbara, less than 10 percent of the tournaments at their facilities sell out. ACTION: Keep your goals realistic and budget accordingly. If after the tournament you did better than expected, consider it a reward. However, basing your budget on a sold-out field leads to disappointment and financial numbers in the red. FICTION: A tournament committee member who knows someone at a particular course can get the facility free of charge for the day. FACT: Fat chance. Tournament revenue for high-end public courses can be as much as 25 percent of their annual operating budget, and private clubs depend on Monday events to keep members from paying annual assessments. A golf course will typically host one or two events a year where group green fees are reduced but food and beverage costs remain the same. ACTION: Shop your tournament around every couple of years to see what other courses will do to get your business. Get a proposal in writing. If you’re happy with your current course, try signing a three-year deal to lock in prices and avoid higher costs down the line. FICTION: A charity’s mailing list is the best source for attracting golfers. FACT: People who play golf are only about 10 percent of the population, meaning that a mailing list of 1,000 might consist of 100 people. The more important mailing lists belong to your committee members. Golfers who participate in charity events do so because they’re connected to the event in one way or another. They do business with someone on the committee. Their neighbor asked them to play. They’re related to someone on the committee or involved with the charity. That’s why it’s important to have a well-connected committee. ACTION: Organize a committee of eight to 12 people who are committed to the cause. The rest will fall into place. FICTION: Golfers don’t care what you put in their goodie bags. FACT: Golfers who regularly participate in charity tournaments always remember which events were generous with their tee gifts and goodies bags. Think of your event as a party to which you’re inviting clients and friends. A good rule of thumb is to spend 10 percent to 20 percent of a tournament’s entry fee on gifts for the golfers. One really nice gift is much better than a bag filled with items such as pain relievers, note pads from an insurance agency, key rings and bottle openers. Be creative. Golfers who play in your event likely play in others. How many golf shirts with logos the size of a billboard do you think they own? ACTION: Treat your guests well and the money you spend will come back tenfold. If you really want to make your tournament better, do the research. Find out what other tournaments are doing and borrow from their experiences. Stop by a course when a tournament is being held and observe what they do. If something looks like fun, incorporate it into your event. Like anything else in life, the more you put into something, the more you’ll get back. n |
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