Millennial Golfers - Why you better care if you're a golf course operator.

Golf is at a tipping point. Interest in Golf is flat and some view it as receding. There's been plenty of headlines lately that could further illustrate that point. If you are not looking closely, you would say the only thing in golf that is growing, is the list of companies that have been effected; Nike, Golfsmith, Dicks Sporting Goods, Taylor Made, etc..

I for one, believe this is a HUGE opportunity. I liken it to what happen when all these forward thinking people decided to take goods and services online. Companies came out of nowhere to dominate retail, by taking it online. Very successful bricks and mortar companies that were once thriving went out of business. There is nothing wrong with the game of golf, its the brand of golf that needs an upgrade.

The millennial generation is the largest generation in history. Let me repeat that. The LARGEST IN HISTORY. Recently, I heard a golf industry CEO say that connecting with Millennials is not that big of a concern, or something to that effect. This person is like that bricks and mortar retailer I mentioned earlier.

The resurgence of golf is dependent on the ability for brands to align themselves with the millennials and gen x'ers interests and social behavior. If golf is going to maintain current levels of participation, then millennials will need to be a very high priority.

The main thing you should consider, when thinking about marketing to the millennial is that they want choice, and more choice. Don't stick them into a box thinking they will respond. If your golf course has a custom mobile app, this won't cut it. Golfers want choice, so unless your mobile app has all the local courses on it, your wasting your time. Golfpay did focus studies on this very topic, and found golfers are 4x more likely to download an app that has all their favorite golf courses, not just one.

Here are some simple things you should have:

• USB chargers on golf carts. Golf courses should advertise this amenity.
• There are some cool robotic bag caddies, that just having a few on your course, in plain sight, will give the perception that you are a "cool kid".

I believe some smart golf course operator will figure this out, but if you live in a demo population that is 25 to 55, and you add mobile check-in (Golfpay), you can convert your pro shop into something really cool. Get get rid of all of that tired merchandise people are NOT buying, and replace with some comfortable chairs, and place for business people to sit down for a quick cup of Italian coffee before a round of golf. If you have enough space, perhaps add a golf simulator and someone to help golfers tweak their swing. And for gosh sake, put some healthy food on the food & beverage cart - food people will actually want to eat.