Tour Options - Golf tours really are easy – Part 2

In the March 23^rd Myrtle Beach Tour Planner eMagazine we took a look at the traveling golfer, 11.4 million strong. We addressed some of the roadblocks that have kept both tour and charter operators from actively pursuing this huge market segment.

As you certainly know the cargo area in today’s coach is more than able to accommodate golf bags and luggage. We also addressed that even though you might not be a golfer and know the “lingo,” the hotelier suppliers advertising here have golf packages available to you. Local transportation is abundant for your customers wanting to explore the area on their own. Most importantly the Myrtle Beach area has a wonderful reputation of welcoming visiting golfers with true southern hospitality. It’s now time to sell some golf tour packages.

Results of recent research demonstrate that you’ll be marketing to a prospect that already knows and thinks highly of the Myrtle Beach area. The National Golf Foundation conducted a study in October 2009, when 2,058 golfers who have traveled in the past two years or intend to travel in 2010 were surveyed. Those respondents averaged 5.2 golf trips to Myrtle Beach, which are at least 1.5 trips more than travelers averaged to any other destination. Vacationers cited affordability, quality and selection, location and additional attractions for their affinity to Myrtle Beach area golf.

The question remains, “Where do we find these traveling golfers?” Of course the most logical place to begin is your own database. Among your regular travelers, it’s quite probable you’ll find golfers that travel. Charter operators need only promote the convenience and safety of coach travel to golfers in their database. As a side note, on the morning last week the photo of Bailey Coaches was taken at World Tour Golf Links, Bailey had another coach of 38 golfers in town.

Tour operators too can tap their own database, but creativity in your packaging is the first step to successful marketing. Of course you’ll need a Value Package and a Premium Package as your product leaders. However, consider a Ladies Package that might include shopping and/or a spa treatment. Women are the fastest growing segment in the golf market. The Executive Women’s Golf Association (www.ewga.com) is a great place to find lady golfers.

A Multi-generational Package should also be considered. Many Myrtle Beach area golf courses allow juniors to play free when accompanied by a paying adult. There may be some restrictions like afternoon tee times only, but nothing that isn’t manageable. The market for this package may be more difficult to isolate, but it does exist.

The most important aspect of golf packaging is to work closely with your accommodations supplier. Once the packaging is in place, you can still depend on those suppliers. More than just a room provider they will also help you market your product. Here’s how.

It’s estimated that between Canada and the United States there may be as many as 100 consumer golf shows. From Toronto to Dallas and Seattle to Atlanta, chances are there’s a consumer golf show near you. The Myrtle Beach area is well represented by accommodations and golf course suppliers at many of those shows. For charter operators it just seems logical to have a transportation alternative exhibiting next to the destination.

Tour operators may consider cooping exhibit space with their accommodations, or golf course suppliers. Specific questions that the tour operator is unable to address may very well have an answer from the golf course or hotel partner. Even if you decide to do a show on your own, do not hesitate to ask your supplier partners for giveaways and photos to liven-up your booth.

Golf leagues, local businesses and club memberships are a good secondary place to look for business. However, you should be addressing traveling golfers, specifically. Not all golfers travel. 

We’d encourage you to target your product to pre-formed groups. You’ll find that most traveling golfers go as a regular group. Although challenging to find, it’s business you’ll enjoy for years to come. With 100-courses to choose from the Myrtle Beach area, as the research shows, enjoys a high level of repeat business. The Bailey Coaches group referenced above is now in their 12^th year of Myrtle Beach visits.

Myrtle Beach area golf is both a fun and profitable tour to offer your clients. Just as importantly, the packages are easily developed and the selling opportunities are certainly there for to the creative marketer. Readers of this eMagazine have an open invitation to contact the writer at tourplanner@discoverinfuzion.com with questions and concerns regarding golf tours to the Myrtle Beach area. Also, the Myrtle Beach Tour Planner Blog site is available to review past issues and entertain your comments. Log on at http://myrtlebeachtourplanner.blogspot.com/

Supplier Spotlight - Legends In Concert celebrating 15-years with style

“We’re thrilled to be celebrating our 15^th season along the Grand Strand,” stated Anne Eckenrode, director of group sales, Legends In Concert. “What really has us excited is to be introducing so many new things in 2010,” Eckenrode continued.

 It just seems logical to begin with the performers in what has become known as the “World’s Greatest Live Tribute Show.” On March 19, 1995 the opening line-up for Legends In Concert Myrtle Beach included Elvis Presley, Roy Orbison, Dolly Parton, The Blues Brothers, Reba McEntire and Neil Diamond. Many of those favorites will perform in 2010, but for the first time ever on the Myrtle Beach stage, visitors will see tributes to Martina McBride, Conway Twitty and The Beatles! Also, for the month of July only, Michael Jackson “The King of Pop” will be entertaining Myrtle Beach audiences.

A host of new performers is just a beginning for the show that has entertained more than 16 million fans worldwide… and counting. Legends In Concert at Myrtle Beach is delighted to announce that Steve Fairchild has assumed the position of production manager. Fairchild has been with Legends for 10-years performing as Garth Brooks. “I am excited to assume the production manager role and anxious to expand the production values beyond even the Legends In Concert standards,” Fairchild commented. A new stage set and all new lighting in 2010 are contributing to those production values.

There is even new product being introduced at Legends In Concert. Working with educators the Legends team has developed a brand new program for the student/youth market. The 3-R Education Program: Rhythm, Rock N’ Roll engages students in a choice of language arts, art, history, science and math. Each discipline can be expanded to include a 30-minute Q & A with members of the cast and a 20-minute performance prior to the show.

From new performers and a new production manager to new facility additions and a new program, Legends In Concert truly is celebrating their 15^th anniversary with style. Make plans for your group to join the party. For information: 800-955-3436, aeckenrode@legendsinconcert.com, or visit online at www.legendsinconcert.com.

News - Beach Music Festival opens new Myrtle Beach boardwalk

MYRTLE BEACH, SC (March 25, 2010) –Plans for the scheduled May 15, 2010 Beach Music Festival include a ribbon cutting for the new boardwalk. A 2/3-mile section from 4^th Avenue North to the 14^th Avenue Pier will be completed. Performances by several beach music groups from Maurice Williams and the Zodiacs and Billy Scott and the Prophets to the legendary Ben E. King will be part of the festivities. Buddy Valastro of TLC's "Cake Boss" will attempt to make the world's largest flip-flop-shaped cake. The free festival will be from 10 AM to 10 PM.