When Dustin Burell, General Manager of The Quarry Golf Club in San Antonio, read an article about a Las Vegas golf course that based its tee-time prices on the airline industryâ€™s model of the sale of available plane seats, he decided to export the plan to the Lone Star State.
Six months after implementing the system at his
upscale daily-fee course, Burell
endorses it with no reservations.
And for good reason.
While the number of golfers has remained the same (in the 36,000-40,000 annual round range), The Quarry GC
has seen a 25 percent increase in the average rate per player since the beginning of the year, Burell reports, and a 21 percent increase overall. â€œItâ€™s a constant supply-and-demand battle, but we watch peak times to get higher rates, without affecting player count,â€ he
says about 35 percent of tee times are reserved online.
And while the article on the Las Vegas course may have sparked the idea, Burell and Kyle Cole, managing partner and one of the course owners, researched two decades of historical data and tracked the schedule of event traffic in San Antonio, a top tourist destination in the country, for about six months before implementing the system in January.
According to Burell
, the golf course, despite its appeal of a Keith Foster design with a back nine that dives in and out of a 100-year-old quarry pit, saw a 15 percent decrease in rounds in 2008 and 2009.
The numbers did not improve in 2010.
"It's like fishing where the fish are," Dustin Burell, General Manager, The Quarry GC said.
â€œWe backed off golf course maintenance, etc., to save money,â€ says Burell
The reaction has been just as positive since the new tee-time pricing system, which Burell
says was implemented through the clubâ€™s existing point-of-sale program, has been in effect.
â€œThe golfers understand we have a product thatâ€™s in demand,â€ he
says. â€œ[The pricing system] takes time and energyâ€"but itâ€™s producing results that are significant.â€