Experiences at Tijeras Creek Golf Club

The major challenge at Tijeras Creek was to increase revenue by increasing the number of rounds played by both outings and individuals. This was a difficult time in the golf industry as the country was reeling from 911 and the industry as a whole was down.

It was necessary for me as the General Manager to come up with promotions that the other courses in the area were not using in order to attract players. We identified the senior golfer as the group least affected by 911, having leisure time to fill and targeted that market by mass mailings of discounted coupons to a different zip code every two weeks.
In addition to the mailings I personally called on all of the major hotels in Orange country providing them with rate cards and brochures promoting Tijeras Creek. Both of these programs were sucessful in maintaining previous years level of play preventing a decline in revenue in a troubled time....