Changing the Business of Golf: Episode 5
Golf clubs should be at the heart of their local communities.
That’s the view of Stanedge Golf Club owner Fame Tate as she drives into town to network with local businesses and organisations in the latest episode of Syngenta Golf’s fly-on-the-wall documentary, Changing the Business of Golf.
“When I reopened the golf club, I didn’t actively think ‘I’ve got to engage with the local community,’ it was a given – it just had to be done, says Fame who believes her club’s long-term sustainability relies on being open and welcoming to local people.”
Fame’s engagement with the community goes beyond simply putting the club on the map. In the episode, she visits nearby supplier Highfield House Farm Shop to purchase Stanedge’s regular supply of meat products and explains why the quality and local provenance is so important to her customers.
Golf’s doorstep opportunity
Research from Syngenta indicates that, for golf clubs, their customers may be nearer than they think, particularly in the case of women.
‘Living near a facility’ ranked as a second most influential factor for women interested in taking up a new sport or hobby, and yet women are 64% more likely than men to be unaware of where their nearest golf facility is located, emphasizing the need for golf clubs to raise awareness in their respective localities.
Fame’s ethos and local community engagement is already reaping rewards. In the episode, the club is selected by local cricket team Matlock & Cromford Meadows, who come along for a social golf outing and to experience the open and welcoming atmosphere Stanedge has to offer.
Next time, the final episode of the series sees Stanedge welcome new female golfers as part of a love.golf taster experience, greenkeepers CJ and David provide a progress report on the transformation to the golf course, and Fame tells us what the future holds for the business.
Catch previous episodes following Fame’s remarkable one-woman mission to change golf, transform the customer experience and make her club a friendly and inclusive community venue.