Punta Espada blog
November 2019 Industry Report

Last month marked the 25th birthday of the banner ad. I’ll leave it to you as to whether you want to raise a glass or break a bottle over someone's head! The first brand to advertise on a banner ad – AT&T.  Today, even with the best analytical tools, the CTR (click through rate) of banner ads is 1:200 views. Not bad, considering traditional direct mail had a 1:1,000 response rate.  Not surprisingly, online advertising is expected to generate $120 billion in the U.S. this year, growing from just $100 million in 1995.

Worthy of an Oscar

This year, Hollywood will have an impressive $12 billion in U.S. box office sales. “I wonder what Reunion Resort’s story would look like on the big screen? I imagine our director’s cut would begin with four buddies, living in different parts of the country, hopping on a non-stop flight to Orlando [MCO]. With 850+ flights scheduled per day, the foursome would be able to land within minutes of one another. Since they sent their golf clubs in advance via ShipSticks, they bypass baggage claim and hop in a Uber for the 30-minute drive to our property [unbelievably, your drive only requires three left turns from the airport]. The script continues by showcasing their activities, ranging from golf to indulging in a tomahawk steak on our rooftop restaurant. Each scene would be a memorable ‘moment in time’ at Reunion.” – Kevin Baker, general manager at Reunion Resort. More: www.ReunionResort.com.

No “Old Man Winter” here

Join teams from around the country to compete for bragging rights and a $10,000 professional cash purse during the Mauna Kea Pro-Am, a Big Island tradition since 1972.  Golf professionals able to field a team with three paid members this December (3-8) receive room, golf, most meals, and airfare up to $900 – a value of $4,500. For an invitation, please email me at Mark@ExecutiveGolferMagazine.com.

The value of a PR firm

Often membership/marketing directors debate the value of a monthly retainer for a public relations firm. A couple of topics to discuss: (1) Is the person who pitches you the business the same person who will be doing the work for you? Often copy writing is delegated to someone with much less experience. (2) Are your PR messages personalized? If not, your interest level will plummet. Daily, I receive at least one PR email that starts out “Hi ,” with the name field missing. (3) Make sure your messages are relevant to the media outlets you are sending to. Last week, I received a box of muscle protein shakes from a PR firm in New York City. The box was well done and probably cost $50 each…but, I am not a relevant media outlet to give them exposure.

Walking in the footsteps of America’s History

Williamsburg, Virginia served as the capital of the Virginia Colony from 1699 to 1780. The town was named in honor of England's reigning monarch, King William III. Kingsmill Resort was established by Anheuser-Busch just before our country’s bicentennial and quickly established itself with 54 holes of golf [18 of which are member only] as a must play on the East Coast. Kingsmill’s River Course has hosted PGA Tour and LPGA events for most of its history. More: www.Kingsmill.com.

Golf on the “other side of the pond”

According to KPMG, British and Irish golf club members are continuing to quit the game in worrying numbers. Last year, Scotland saw a drop of 4%, Wales down 4%, and England down 1%. Over the past five years, the number of registered golfers in Scotland is down 14%, England is down 9%, and Ireland skidded 8%.

A shutterbug’s dream

Shutterfly’s 10 million customers place 26 million orders and download 40 billion photos annually. Only a fraction of photos taken ever make it to one of the company’s popular photo albums. Scenery surrounding Punta Espada Golf Club, a Jack Nicklaus Signature oceanfront course with eight holes that hug along the craggy edges of the Caribbean’s blue waters, can easily fill a glossy monthly calendar. More: www.PuntaEspadaGolf.com.

Feeling the burn

An average golfer will burn between 1,500 and 2,400 calories while playing 18 holes and carrying their clubs. Riding in a cart reduces the calorie burn to about 800. Add another 80 calories expended during your 20-minute warm-up on the practice range. To put that into perspective, you must burn about 3,500 calories to lose a pound! Lansdowne Resort and Spa is known for its challenging Greg Norman and Robert Trent Jones Jr. championship designed courses. Although unplanned, I think it’s noteworthy that a four-hole stretch on the Greg Norman Course measures exactly one mile, allowing you to burn about 100 calories. Norman likes to refer to the holes as the “hardest mile in golf.” More: www.LansdowneResort.com.

 

 

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