A message from the Marketing Team at Oakmont Golf Club…
The OGC Board recently approved a Sales and Marketing Plan for the year 2019. The following is a summary of key points:
Key marketing objectives for the year include: 1) rebrand the Quail Inn Bar and Grill as a wine bar, 2) partner with wineries in the area, 3) host quarterly winemaker dinners, 4) promote Stay and Play packages, 5) host more public events on the terrace and driving range, 6) increase tournaments on both courses, 7) improve the East clubhouse and host more food and beverage events there, 8) launch member referral programs, 9) improve training in the food and beverage department and offer new menus, and 10) utilize more aggressive follow-up on weddings.
In terms of driving more rounds of golf, key strategies and tactics include: 1) develop and grow facility rounds from the immediate local market area,
2) advertise and remind Sonoma County residents that Oakmont Golf Club is in fact open to the public,
3) greater use of third party vendors (such as GolfNow and Golf Moose) to offer discounts in slow demand periods,
4) set-up a GolfNow matrix for the East Course (not done in the past),
5) obtain email addresses from GolfNow customers,
6) increase the number of creative golf events offered such as Nine and Dines, Back Nine Beerfest, and Holiday Shotguns,
7) continue to offer creative specials through our email database,
8) seek greater leverage with KemperSports national opportunities,
9) development of Frequent Player cards, and
10) offer specials to First Responders and other service people.
In terms of pricing, total greens fees are projected to increase by four percent in 2019 with some greens fees increased by ten percent. A Competitive Market Analysis showed that the West Course may be under-priced somewhat; however, greens fees will be lowered on the East Course to drive more rounds of play.
In terms of membership sales, the focus will be on membership benefits, member retention, and new ideas to draw more members to the club. As well, the club will introduce a new Valley Resident membership program designed to appeal to the non-golfer and those wishing to support the club.