How to be the Golf Event Hero!

Transcription

1 How to be the Golf Event Hero! An 18 Step Guide to a Successful Golf Event Ensure your event scores a hole-in-one with participants Don t feel overwhelmed if you ve just been tapped to organize your company or charity s next golf event, follow these 18 steps or just the ones that apply to your specific purpose to help make it the best that it can be. From setting event goals, to choosing the right format, recruiting golfers, menu planning, theme, entertainment, use this detailed planning guide to start preparing today for your next golf outing or event. 1. Plan Your Event: Set Specific Goals You must have a clear picture in your mind of what success would look, sound and feel like. The vision will provide the actual blueprint of the final result. This is the what phase of planning. What you need to know: 1. What is the main purpose of your event? 2. Are you raising money, how much money are you trying to raise? 3. What will the money be used for? 4. If not raising money, what is the purpose to build rapport, as a reward or a networking opportunity? 5. Where and when will you hold the event? 6. Who is your target golfer or audience (what is his/her profile)? 7. How many golfers do you need to be successful and are they available? 8. How many sponsors do you need, who they might be and at what level?

2 The most powerful question you ask yourself is why are we doing this. 2. Staffing Your Event When recruiting volunteers it is important that you pre-determine the goals and responsibilities of each committee chair. Develop and write a brief job description and goals for each chair. Guidelines in recruiting: 1. Recruit 6 to 12 volunteer committee chair members, one for every top position. Let them recruit their team. 2. Train your volunteers properly. 3. Find out what motivate your volunteers, and then by rewarding them for meeting goals. 4. Keep a contact information list for all committee chair members. 3. Working With the Golf Course When working with the golf course, remember that they will do much of the work for your event. Let them know your needs and determine how they can help. If you are looking for the best rate, consider being flexible on your dates and look at shoulder or off-peak seasons. Get at least three proposals based on your needs. Begin your golf course search early and secure your desired facility, and date at least six months in advance when feasible. You should try develop a check golf course list allows your group to match your needs to the golf courses facilities and services. Golf Course Information Check List Golf Course Address City, State, Zip Phone/ Fax Address Web Site Yardages, Par & Difficulty Miles from Office Pro-Shop Merchandise Gift Cards Cart Paths Contest Markers Registration Tables Cart Staging & Area Yardage Books/ Maps Tees Divot Tools & Ball Markers

3 Banquet Facilities Range & Practice Facilities Rental Equipment Bag Tag Scoring Responsibilities Sponsor Signs Entertainment Options Lessons & Clinics Food (before, during, & after) Beverages (before, during, & after) Pairings Holes Assignment by Teams & Alphabetized Names on Carts Rule Sheets Professionalism & Staff Is the Course Women Friendly? 4. Choosing the Right Game or Format Pick a format that fits your golfers and your event. There are many ways to run a golf event. Don t feel stuck with the same format year after year. The wrong format can ruin your event. When choosing a format, consider the following: 1. The caliber of your golfers. 2. Doing a survey of your guest to see what they would like. 3. If this is a fundraiser, then much money do you need to raise. Sponsor Packages 4 person Scramble Bankers Handicap 2 person Scramble Peoria System 4 person Best Ball Multi Day Events 2 person Best Ball Night Golf Pinehurst Alternate Shot Pro-Am Alternate Shot Celebrity-Am Individual Medal Play Gross/Net Golf-A-Thon Modified Scramble Callaway

4 5. Selling Sponsors Sponsors are your profit. The more sponsors you have, the more you will make. If you want you big sponsors for big money consider why companies sponsor your event and what they get. Develop several levels of sponsorship packages that will meet your goals and your sponsor goals. Put a measurable marketing value on everything Key Question: Why do companies sponsor your event? 1. They want more business. 2. They want more exposure. 3. They want to give back to the community. 4. They want to entertain customers or employees. 5. They want to meet new customers. 6. They want value. 7. They want a return on investment. 8. (The #1 Reason) They have a relationship with you, your event, or committee. Time Line and Action Items Title Sponsor Major Sponsors Meal Sponsor Drink Sponsor Skills Sponsor Holes Sponsor Sponsor Benefits Name & Logo in all PR efforts Key role in awards ceremony

5 6. Promoting and Marketing Your Event Target market your event. When promoting your event, do not try to be all things to all people. Try to target market specific industries or groups that coincide with your event, your sponsors and your golfers. Pick two to three complimenting industries and focus on reaching them. Always use the event beneficiary in your promotional materials. There are three main objectives in promotion: 1. Exposure for your organization and event. 2. Exposure for your sponsors. 3. Recruiting golfers. Promotional ideas include: Brochures Direct mail to specific industries or groups Blast to specific industries or groups Ads in trade magazines Press release to local media Radio talk shows Luncheons Speaker s bureau (The #1 Way) Networking 7. Recruiting Golfers Personal relationships are the key to creating a successful field of players. The rule: If you are going to produce a golf event, you should fill it up. A sell out is considered 120 to 144 players. The key to recruiting golfers is relationships. The rule is simple formula to fill your field. Recruit nine committee members (preferable golfers) that can recruit four other golfers that can bring just one more team of four players. Another quick formula is to sell 36 teams to 36 sponsors.

6 8. Gifts and Prizes Quality gifts and prizes take your event to the next level. You will be judged by the gifts and prizes you give your golfers. Give them quality items that they will use and display. There is no better way to promote your event for the next year than through word of mouth. Put sponsors logos on all your gifts and prizes and they will pay for all the gifts that you need, just for the exposure. Consider giving prizes for first through fourth places, plus last place; the men s and women s long drive; closest to pin; longest putt; mulligan s ; and a gambling hole. 9. Extra Games and Contest More winners More fun More Money! One of the easiest ways to make your golf event more successful and more memorable is to make it fun! More games and contest make more money and create bragging rights amongst the golfers, which promotes your event in the best way. Putting and chipping contest that take place before or after the event can generate additional income. 10. Photos Build Memories Build memories and promote your event all year. Photos build memories and help remind the golfer of you throughout the year. In your planning phase try to get (2) photographers to taking two types of pictures; team photos and action shots. The team photo should be put in a nice frame to be picked up as a parting gift from your event. The action photos are at there best use in a slide show presentation prior to awards ceremony. You should consider hiring a professional photographer and possible building there expenses into a sponsorship package to pay for it. One last though, video if done

7 professionally can give you both still and action images this may be your one best shot! 11. Hole-In-One Insurance Big prizes equal big excitement. Give away major prizes and generate additional excitement for your event by offering cars, watches, trips or even million dollars at your event. Purchase holein-one insurance and it will cover the cost of the item in the event that someone hits a hole-in-one. There are some rules regarding how the par 3 will be monitored and administrated, make sure you know and follow all the rules spelled out in the insurance agreement. 12. Signage Can Make Your Event Look Big Time Big signs make big impression for your and sponsors. Don t settle for a few small hole signs. Have many big signs and banners everywhere possible. This will make the sponsors happier and other potential sponsors take notice. Some signs to consider include: 1. Welcome sign 2. Sponsor Thank you sign 3. Sponsor banners 4. Registration sign 5. Hole sponsor sign 13. Auctions Second Biggest Money Maker

8 Auctions can make a lot of money. They are fun and give the golfers something more to do. Consider a silent auction and live auction at the end of your awards ceremony with five to six items. 1 st Donations are (the best). 2 nd Buy items at wholesale and sell at retail. 3 rd There are companies that will provide items that you need. They do the work and give you a percentage of the profit. 14. Awards Ceremony Can Generate Big Dollars Make a lasting impression. The awards ceremony is the lasting impression that will make. Make it a memorable experience. Insure that it is fun, upbeat and exciting for everyone. Here are few ideas to keep in mind. 1. Have a good master of ceremonies. 2. Give out lots of prizes to everyone. Make sure everyone goes home with something. 3. Recognize key individuals, volunteers, sponsors, and special guest. 4. Your can up scale your event by inviting other people of influence. 5. Adding entertainment activities: music, dancing, concerts, comedy, guest speakers, themes and good food. 6. Give out the Raffle Grand Prize at the end.

9 15. Time Line: Take Six Months Star to Finish Time is always in short supply. Some task or things need to be done one year in advance. 1. Reserve golf course. 2. Present to major sponsors 3. Seeking media coverage. 4. Line up entertainment. Time Line and Action Items Action Item Responsible Start Complete 1. Choose Team Leaders 2. Define Purpose 3. Team Responsibilities 4. Event Name 5. Golf Course 6. Date & Time 7. Format 8. Sponsor Packages 9. Golfers Packages 10. Promotion 11. Golfers Invitations 12. Sell Sponsors 13. Prizes & Gifts 14. Insurance 15. Recruit Golfers 16. Games & Contest 17. Signage 18. Food & Beverage - Course 19. Food & Beverage - Inside 20. Thank You Letters

10 16. Budget---Keep Track of Income and Expenses The average golf fundraiser raises $5,000. You can raise more money if you treat your event like a business. Revenue is the key. Turn every expense into a revenue stream by selling sponsorships to cover the cost and more. Keep track of all income and expenses and don t spend more than you bring in. With proper plan and action steps you will make money. 1. Reserve golf course. 2. Present to major sponsors 3. Seeking media coverage. 4. Line up entertainment. 17. Event Day Activities and Schedules As leaders you will want to develop and follow a plan. One of the outcomes you like to enjoy is a clear head the day of your event and positive sense of relaxed control. Managing action is the prime challenge throughout the entire project that will not stop on the event day. The follow are a couple of thoughts you should keep in mind on every step of our project. 1. What you do with time, what you do with time. 2. What you do with time, what you do with information. 3. What you do with time, what you do with body.

11 4. What you do with time, what you do with focus relative to your priorities those are the real options to which you must allocate your limited resources. In order to really enjoy the day of the event boils down to the choices on how your group manage the actions collectively. Day of the Event Check List - Schedule Registration tables Auction bid forms Company signs Volunteer identification - Uniforms Organization Brochures Rules Sheets Welcome program or letter Food & Beverages Scoring & score board presentation Name tags Mulligan tickets Tee packages Trophies Drink Tickets Vendor Information Hole assignments, pairings, alpha list Gifts & Goody bags Sponsor signs Master of ceremonies script Raffle tickets 18. Wrap-Up and Follow-Up If like to repeat this event next year and the year after that and so on, or this is it. You still have a little work. Before we talk about taking your event to the next level, begin by thanking the sponsors, vendors, and the team of volunteers. Remember that nobody accomplishes anything great by themselves. Take the time to these folks feel appreciated and special. 1. Before the players and sponsors depart make sure you have all the key contact information you need. Like Name. Address, 2. Now that you have this information, send thank you notes hand written and personalized if possible. When it comes to snail mail almost everybody opens hand address envelopes first. Then just stay in touch!

12 Shortly after the conclusion of the event the leaders from each committee or team should gather and debrief and document lessons learned. Follow Up Check List Clean up Pay all bills Pick up sponsor signs Thank you letters Enter all golfers and sponsors into database Reserve golf course for next year. Thank golf course staff Sell sponsor to a three to five year agreement CONCLUSION: Hopefully you found this informational guide helpful in planning your event. Always remember that we at Shawnee Golf Course are here to help in any way we can to make your event a huge success. Just give us a call and we will help you through all the steps. Good luck and good golf! Craig Heibert, PGA Professional Shawnee Golf Course