Tag Archives: Arroyo Trabuco

landscape

19th Hole Media: 10 Prime Sources Of Golf Course Social Media Content

landscape

For decades, if not longer now, the indispensable and universal marketing tool of golf has been the flyer. Holding a tournament? Make a flyer? A membership special? Make a flyer? Pro shop holiday sale? Make a flyer.

I now see that mentality transferred into the social media accounts of many golf courses, particularly country clubs. Frankly, 10 years or so now into the rise of smart phones and social media, that strategy is as dated as hickory sticks. Flyers are black and white television in an HDTV world.

The information these materials convey is still essential, but you need to re-consider your presentation. What matters most in social media is visual appeal – and flyers are a triple bogey on that front. And they are flagged as advertising on Facebook, which makes those posts unboostable – and boosting is increasingly critical to social media reach.

So where else would we get visual content, you ask. Well, it’s actually all around you. Here are 10 sources of content at your course that you should be incorporating into your social media.

sherwood

The Course – This one might seem obvious, but you’d be surprised at how many accounts I see where the course seems to be a rumor. Your course is your best friend when it comes to social media. It’s the visual cue that evokes the emotional response you want from your golfers, which is to come play golf. You should be showcasing it weekly, if not daily, to drive rounds and branding of your course.

If you don’t have a marketing budget that provides for professional photos, here’s the good news: Smart phone photos will totally suffice. Point your phone at your course often, including the wildlife and landscape (flowers, waterfalls, etc.). You’re looking to paint a visual picture that captures the ENTIRE experience at your course. And recruit your staff. Who knows? There may be a budding nature photographer amongst them.

7 Canyons range

The Driving Range – Whether your range is beautiful or bland, it’s still where practice and teaching take place. Social media is a GREAT place to teach the game and promote instruction. Lesson videos are the best content, but simple forms will still convey the message, but lesson videos are worth the time and effort. And if they’re not great at first? Practice!!! It’s the range! Your golfers will reward your attempts to educate.

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The Golf Shop –
This is where the low-hanging fruit of social media lives. Courses are constantly swapping out their golf shop inventory. Are you sharing your changes with your audience and enticing them with sales and visuals of new merchandise? If not, why not? You have no excuse not to, especially when professional promotional images by vendors are readily available. FYI: Promoting your rental clubs, which I rarely see anyone do, also falls under this category.

California omelet

The Kitchen – Food has a HUGE audience on social media, far larger than golf. Let what comes out of your kitchen entice diners AND golfers to your facility by taking food photos. This is the best way to get non-golfers to your property and foster a loyal dining following. And this is the department most prone to the flyer. But instead of that bunch flyer, how about this? Show the food! There’s a reason food photos complement restaurant menus – diners want to see the food!

The next time you cook or dine at your club, take a second and snap a pic! When you share, you’re encouraging your diners to come join you do the same!

waterfall kiss

Wedding Photographers – This could go much higher on this list, considering that weddings are the second biggest source of revenue for many courses, but this is secondary source of content so we’ll leave it here. Wedding photogs create some of the most beautiful, and often most progressive, content in the business. If you’re not gathering galleries taken at your course, you’re hugely missing out on a valuable trove of content.

One reason is the look, but the second is the cost: Free. The couple has paid for the service. Simply acknowledging the source usually satisfies most photographers and double as branding for them for additional business.

Wedding photos taken on the course are the best of both worlds because the course and couple always look great. Capture this content and spin it forward to recruit future brides.

Your Golfers – Social media is a two-way street. If you’ve got a healthy relationship with your followers, they are sharing at a rate equal to or exceeding what you’re sending. And sometimes what they create and share is really good. Never before have I shared so much user-generated content as in 2017 (Facebook, Instagram, etc.).

By re-posting this content you are doing two things: You are celebrating your golfers and encouraging other golfers to do the same. That’s called a social media win-win. Be active and your golfers likely will be too.

Your Web Site – Just like the course photos this is another obvious one that isn’t so obvious. At a bare minimum, you should be promoting your online booking engine, but anything you’ve deemed worthy of your web site is worthy of your social media. You’ve already declared your marketing intentions by creating one. Capitalize on that investment by promoting it on social media.

Outside Reviews – Be it by an outside professional reviewer or one of your patrons, positive reviews are fodder for promotion. You especially want to seize on any unique critiques of your course. Share them or partially quote them to encourage and promote future play.

TW at TP

The Tour – The PGA Tour is the No. 1 promotional vehicle for golf. Share photos and encourage talk about the Tour, especially during the majors, to engage that sector of your audience. Since the Tour never stops, this can be an especially valuable source to courses who don’t have a year-round golf season. Use the tour to talk about equipment trends, the game, etc. and remain engage with your audience during the off season.

Third-Party Content – You could probably make a case that the prior two categories could go under this tab, but I’m going to break it out on its own to expand on the point. There’s a wealth of golf content on the Internet that you can re-purpose for your purpose, such as lesson pieces if you don’t have the capacity to produce them on your own. The ultimate goal of social media is provide value and value is where you find it. How valuable are you being to your audience?

So those are 10 types of content readily available to your course. How many are you using? Let 19th Hole Media help you discover your content possibilities by contacting me (corey.ross@yahoo.com) or Zeb (Zeb@zebwelbornmedia.com) for a free consultation.

May Southland

Southland: Drought-Busting Winter Rains A Boon For SoCal Golf

May Southland

You can find the digital version of the story at Southland’s site here.

The winter rains may have been a wet blanket for tee sheets to start 2017 in Southern California, but the weather windfall since is the end of the drought and summer-quality course conditions months early.

The lush landscapes golfers are enjoying are helping courses recover from the drought, and the wet winter, in more ways than just through increased rounds.

Torrey Pines Golf Operations Director Mark Marney said the course scored a fiscal birdie in Feb. via a water savings of $75,000.

“It’s definitely going to help us from a budget standpoint,” Marney said. “But overall the rains have been really beneficial. The course is looking much crisper than it normally would at this time of year.”

Other course general managers across Southern California are echoing similar sentiments, saying spring course conditions are the best they’ve seen in years if not unprecedented.

Arroyo 18

Arroyo Trabuco

At Arroyo Trabuco Golf Club in Mission Viejo not only the course but the surrounding hillsides are so green one could almost confuse Orange County with Ireland. Arroyo Trabuco Golf Club Director of Golf Geoff Cram said the verdant coincidence is uncommon but very welcome.

“It never got cool this winter so our turf never really went dormant,” Cram said. “And then you had fresh water on top of it, so it’s incredibly green. Usually our turf ramps up slowly, but here it is the middle of March and it looks like the end of May.”

Colin Radchenko, General Manager at Steele Canyon Golf Club in Jamul, is witnessing similar surrounds at his course and is amazed by what he sees at courses throughout the county.

“It’s amazing what the water has done not just for us but for every golf course throughout San Diego,” he said. “It’s incredible, and our golfers are loving it.”

Radchenko reports strong play this spring after a winter that was solid as well despite the heavy rain events.

But the best news of all, of course, is that what’s largely regarded as the wettest winter in Southern California since 1983-84 busted the drought. Mike Huck, a water management in San Juan Capistrano who monitors usage by the state’s course, said he never expected a seven-year deficit to be caught up in one wet winter wallop, but it’s blessing that it did, especially for golf courses.

It’s assumed the state will lift some water restrictions of previous years, and if so, courses are indeed looking at a big boost to their budget for one of their largest expenses, Huck said. Various common sense restrictions will remain in place and become permanent such as bans on hosing off sidewalks, washing cars without a positive shutoff hose nozzle and irrigating narrow street medians with pop-up sprinklers.

“There’s probably a 10 percent savings or so that they can look forward to,” he said. “Courses may be able to prolong their savings when they begin heavily irrigating this spring due to the deeply wetted soils.”

There could be an additional savings through continued smart management practices that were born of the drought. While the drought was a painful maintenance circumstance, Huck said Southern California superintendents might now be better resource managers because of it.

“They learned they can live on a little less water than they had in the past and still have acceptable course conditions,” he said. “It forced them into using less, but it might not be a bad thing that it changed their approach a little bit.”

Some practices born of the drought, such as painting fairways and driving ranges, Huck expects to now be common practice regardless of future rains.

“I don’t think you’ll see people over seeding like you did in the past,” he said, “and that’s definitely a good thing.

“During the drought, they made great use of paints and dyes that helped them save on water. And it gives the course just enough color to keep it looking good. There’s no reason that shouldn’t continue.”

The upsides to the end of the drought are obvious for courses, but for some it came at a price. The sometimes severe storms of 2017 took down trees at some courses and caused other on-course damage through localized events, such as flooding.

16 TP North

Torrey North

Marney said course officials at Torrey in particular were holding their breath during storms after a re-designed North Course was still taking hold. It re-opened in Nov. and hosted the Farmers Insurance Open in Jan. Marney said Torrey’s courses mostly weathered the storms, but on occasion grounds crews were sent racing.

“We had some drains on the North that still need to be touched up and fixed, but it was a good test, and it passed,” he said.

Marney in particular noted the bunker maintenance disparity between the North and South Courses in preparation for the Farmers during the rains.

“It would take us two or three days to get the bunkers on the South back in play and on the North, we had no issues at all,” he said. “So in that respect, re-doing the North course really paid off in terms of reduction of time it took to get the course playable again.”

While Torrey was working feverishly last summer to get the project completed, it was also battling an infestation of bark beetles that were threatening its precious Torrey Pines. The lack of rains had sapped of the trees of their natural defense – sap – and the beetles were at one point killing four or five trees a month before Torrey’s maintenance crew introduced better methods to help the trees cope.

The beetles are always around, but Marney said the drought gave them the edge they needed to do great damage.

“You’d see a few trees in severe decline and then they’d quickly move onto another tree,” he said. “It was just moving much faster than it had in the past.”

Thanks to maintenance assist and the return of the rains, however, Marney said the remaining Torreys are recovering and the beetles are at bay for now.

“We’ve learned more and we’re in a different climate condition,” he said. “Both things are helping us out on this one.”

Huck said a handful of other courses faced beetles issues but for most the common fight is the toll years of continuous drought have taken on their trees, many of which Huck says won’t recover.

“Even with the rains, some of them are so far gone that they probably won’t come back,” he said. “It just depends how far into the cycle of death they are at this point.

“When you go through a dry spell like that, it puts real pressure on the trees.”

California’s groundwater reserves have been similarly stressed, which Huck said will be a decade-long recovery process because gains accrue so slowly. But he notes that, for some courses, the droughts did bring previously dry wells back into use.

One of other maintenance practices several courses in SoCal turned to during the drought was turf reduction. They removed turf to make the course more sustainable and replaced the turf with drought-tolerant plants.

vineyard course

Steele Canyon

Steele Canyon was one course that made a unique use of the reduced area by planting grapevines and establishing vineyards. This spring marks year two of the project and Radchenko is pleased to report buds forming on the still nearly virgin vines.

“It hasn’t really been warm yet, but when it heats up, we expect them to really take off,” he said. “But the water started things popping in the spring and definitely gave them a boost.”

The vines won’t produce a wine-grade grape until next year, but they did produce sporadic fruit a year ago that Radchenko hopes will be followed by lots of rain-fueled bunches and clusters this year.

“We won’t have our first real harvest until 2018, but it’s still great to see,” he said.

The drought ending is a happy ending for courses and hopefully the dawn of a new fruitful year after being hampered by a lack of water, and high water costs, for much of the decade.

The return of business as usual is certainly welcome by staffs at all California courses and Radchenko said golfers are celebrating it as well.

“Our rounds up and people are excited to get out and play,” he said. “But mostly it’s just nice to look at all the surrounding areas and see everything green after years of brown, brown, brown.”

mnf-menu

19th Hole Media: Arroyo Trabuco Announces New Monday Burger Menu

mnf-menu

Stop by O’Neill’s at Arroyo Trabuco in Mission Viejo after 5 p.m. to take advantage of their new Monday Burger & Beverage special. Enjoy a signature burger and your choice of house wine, well cocktail, or draft beer for only $15.95 while watching Monday Night football on their flat screen TV’s!

Michael Block hits out of the bunker on the first hole during the first round of the PGA Championship golf tournament at Valhalla Golf Club on Thursday, Aug. 7, 2014, in Louisville, Ky. (AP Photo/David J. Phillip)

19th Hole Media: A Q & A W/Arroyo Trabuco’s Michael Block About His Appearance At The 2016 PGA Championship

Michael Block hits out of the bunker on the first hole during the first round of the PGA Championship golf tournament at Valhalla Golf Club on Thursday, Aug. 7, 2014, in Louisville, Ky. (AP Photo/David J. Phillip)

Michael Block hits out of the bunker on the first hole during the first round of the PGA Championship golf tournament at Valhalla Golf Club on Thursday, Aug. 7, 2014, in Louisville, Ky. (AP Photo/David J. Phillip)

Arroyo Trabuco’s Michael Block will tee it up with the pros again in this week at the PGA Championship (July 28-31) at Baltusrol GC in New Jersey.

Block became one of 20 head club pros to qualify after shooting 5-under in the qualifier. Block played the PGA Championship in 2014 at Valhalla CC in Louisville and shot nine-over to miss the cut. Baltusrol represents a long awaited shot at redemption for Block, who talks about his upcoming PGA appearance in this Q & A.