World Leading Courses from
New Zealand
as published in
Gaming & Leisure Magazine
The
courses and lodges have been highly recognized around the world, with many of
the reviews found on their websites: http://kauricliffs.com http://www.capekidnappers.com
Our
following discussion with Ryan is to review how he managed their transition
from a manual golf booking sheet to a leading golf software system. The exchange highlights how a properly
implemented system can assist even the most unique golf facility in enhancing
the customer experience and increasing revenues.
[GL] You have been using the OpenTee / OpenBook system since early 2006.
In fact, implementing these systems was one of your
priorities. What were some of the reasons for implementing these
solutions?
[RB]
Although the defining characteristics of the facilities where I have
installed OpenTee/OpenBook have been different, the decision to install was
simple due to the features of the software and the ease of use. (OpenTee
/ Open Book are golf management software systems developed by The Active
Network).
In 2006, I began using the software
for installs within the golf portfolio of LXR Luxury Resorts, an owned asset of
The Blackstone Group, the world’s largest private-equity firm. These
installs were at high-end resort courses with large room inventories and
moderate/busy annual rounds.
At Kauri Cliffs and Cape Kidnappers
Even though the facilities have vast
differences, the software is equally beneficial. At Kauri Cliffs and Cape Kidnappers
The switch from “notebook” to
“network” has had many benefits. We now house all of our data
electronically, so the threat of a spilled cup of coffee ruining weeks of tee
time data is eliminated. Our golf staff, superintendent, front desks,
culinary team, reservations staff, and even our owner can now view our tee
sheets remotely instead of lengthy email chains to forecast golf rounds.
We’ve opted to host this solution on
an Active Network server in San Diego , USA Cape , and with a growing company, this hosted solution
has assured us that we can access data anywhere, anytime. Additionally,
the opportunity to view historical data and drill down to player types, plus
forecast future business is crucial for a seasonal destination such as New Zealand
[GL]
OpenBook is an online booking tool with yield management capabilities.
Yield Management is still underutilized in the golf
industry. Has Kauri Cliffs been able to effectively manage yield
with OpenBook?
[RB] Unfortunately, we are not quite
to the stage of needing a yield management tool. At close to $500 per
round at Kauri Cliffs and Cape Kidnappers
I do agree that yield management is
drastically underutilized in the golf business, and several owners and
operators would learn more about their business model, their pricing
strategies, and their operational efficiencies if they did yield manage.
We were working hard to implement yield management techniques when I left
Blackstone’s portfolio.
[GL]
Has the booking system been integrated to the Kauri Cliffs website?
How has the course-branded booking system facilitated the booking
process?
[RB]
One of the biggest benefits of the system, which I specifically omitted
above, is the online booking system. I only omitted it because it is so
valuable it needs to have a dedicated space of its own!
The ability to brand our booking
engine to match our property colors, use our own images, and create verbiage
that is in line with our websites and collateral is a major asset. With
two international “destination” courses, we rarely have an opportunity to speak
with our customers until they arrive at the gate. Due to time differences,
the cost and difficulty of international calling, and the ease of email, we
historically have done the majority of our pre-arrival correspondence with
guests via email.
In my early days here, we began
tracking emails. During our peak booking seasons, we were receiving close
to 40 emails per day regarding tee time inquiries. The manpower it took
to respond to these emails kept staff away from the guest and stuck behind a
computer. When we drilled down further, we found it took between 6-8
emails to actually book and confirm a tee time. Once we launched the
online booking system, we immediately saw a reduction in the number of emails
received, and were able to spend more face time with the guest.
[GL]
Has the use of OpenBook improved online booking revenues?
[RB]
In our case, OpenBook has created online booking revenues! We went
from 1975 to 2011 in a few short months, and as soon as we went electronic, the
online bookings began flowing. We’ve included the link directly into our
Lodge guest correspondence, which has changed our business entirely.
Given the low volume at our courses,
guests were accustomed to showing up and booking tee times on the morning of
their intended day of play. By encouraging them to book in advance, it
has allowed us to staff the operations smarter and more efficiently.
Additionally, the Promo codes have
been a positive tool for us, as we can use it to provide “one time” offers to
local clubs who we invite to Kauri Cliffs and Cape Kidnappers
[GL]
OpenTee allows you to maximize rounds by managing crossovers, shotguns, events
and group check-ins. Are those features that have been used at Kauri
Cliffs? Do you have any unique or interesting examples?
[RB]
I am sure this statement will turn some heads, but a day of 35 players
at Kauri Cliffs and Cape Kidnappers is
equivalent to a day of 180 at some of my previous courses in the USA
By design, the properties are built
to maximize the staff/guest interaction. We spend more time getting to
know our guests and interacting with them than most places I have ever
visited. Additionally, we run a leaner operation, with the professional
staff greeting guests upon arrival, providing an orientation, and answering any
questions the guests may have. Our “caddies” serve not only as
traditional caddies, but also pick the range, clean carts, help with F&B,
and ensure that the guest experience is flawless.
We are running Micros as our POS, and
the integration feature with Active’s software is excellent. I am
confident that our staff is booking the tee time correctly, which means that on
the day of play we simply have to pull the information into Micros and the
check is created.
As you can imagine with a demanding
clientele, we have several unique situations regarding starting times, small
shotguns, 10th tee
starts, and overall changes to the tee sheet. The OpenTee system allows
us to make these changes quickly.
[GL]
Has the OpenTee / OpenBook system provided valuable client information and how
has that been used?
[RB]
The simple answer here is yes. We have collected client
information that previously was unattainable to us. The use of system
generated email confirmations and online bookings have added substantial names
to our database. We’ve used this to promote golf tournaments at the
Lodges, increase the sale of holiday gift certificates, and even to promote
junior golf initiatives.
Additionally, the system gives us the
ability to share information between the staffs at Kauri Cliffs and Cape Kidnappers Cape Kidnappers
Gaming
& Leisure would like to thank Ryan Brandeburg for the valuable information
he has shared with our readership.
--------------------------
for leading Golf Booking & Management Software
contact bill.healey@quasar-gi.com
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