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.

Tour Options - Golf packaging really is easy - Part 1

With just a few exceptions the tour & travel industry is still waiting to embrace the traveling golfer. Maybe now is the time to take a serious look at a market the National Golf Foundation estimated at 11.4 million.

In the next two issues we’ll be talking about the golf market. In this issue we’ll breakdown some of the barriers to “booking” your golf tours. In the April 6^th issue we’ll share some insight into how your golf tours can be “sold.” In both issues it will be clear that the Myrtle Beach area is a great golf tour destination.

Over the years there have been numerous reasons – many valid – why the golf market was overlooked. Until the introduction of today’s large motorcoach, the cargo areas could not accommodate golf bags and luggage. Operators believed golf to be a male thing. Even with the advent of gender specific tours that barrier is being broken down. Men, women, couples, seniors and boomers are all found on the golf course and all traveling to play golf.

The biggest obstacle to overcome is possibly the fear of the unknown. More than once the statement has been made, “I don’t play golf and don’t understand anything about the game.” Here is exactly where the Myrtle Beach area is far ahead of the curve. They’ve been packaging golf for more than 30-years making it easy for millions of visitors to enjoy the sport they love.

Mark Masten, Assistant Golf Professional at Arrowhead Country Club, reflects the entire community’s feeling when he says, “We’re very experienced working with large groups of 20 or more and love to have them.” Arrowhead Country Club (www.arrowheadcc.com) like most Myrtle Beach area courses will go out of their way to extend some good old-fashioned southern hospitality. From golf clinics and box lunches to great rates and logo merchandise for prizes, the golf courses will make your group feel welcome.

“Golf is an activity. Just like booking a theatre or a garden visit, we will package golf for tour operators,” stated Jennifer Morse, Corporate Director of Sales for Myrtle Beach Seaside Resorts (www.MyrtleBeachSeasideResorts.com). “There seems to be increasing interest from tour operators regarding golf packages,” Morse continued.

Oceana Resorts commitment to group golf is evident on their web site at www.oceanagroups.com. From tours and weddings to meetings and golf, all segments fall under the group umbrella. Long a major contributor to the golf packaging business the Days Hotel Surfside Beach and Scotty’s Golf at http://www.scottysgolf.com/get_started.htm is a great place to begin.

A telephone call to any accommodations supplier listed here can get your golf tour underway. Each property has a variety of packages available and is more than willing to go a step further and create one to your specific needs. The typical package includes room, breakfast and golf, but theatre, attractions and meals can easily be added. The non-golfer accompanying the group is not forgotten.

With groups of 20 or more significant value added can be added to golf packages. Complimentary suites, clinics, tournaments with prizes and receptions can certainly be included. If a local step on guide (golf ambassador) is required, the Myrtle Beach Tour Planner (tourplanner@discoverinfuzion.com) will be happy to recommend one that suits your group.

Yes, it really is that easy.

Supplier Spotlight - The core of Oceana Resorts success

The success of any lodging establishment depends primarily on the departments within the hotel that keep the standards of cleanliness high. For years the housekeeping departments in lodging establishments were referred to as “back of the house”. At Oceana Resorts they prefer to call housekeeping the “core” of their success.”

The Director of Housekeeping, Chrissie Keziah, and Best Western’s Housekeeping Manager, Stepheney McCrae led the housekeeping departments at Anderson Ocean Club and Best Western Carolinian Resort.

Chrissie Keziah started in the hospitality field directly out of high school in Allentown, PA. She has held positions with Embassy Suites as Front Office Manager in Florida; Rooms Division Manager with Radisson Hotels in Florida; General Manager and Assistant General Manager of Hampton Inns in Myrtle Beach, SC; Rooms Division Manager at the Patricia Grand Resort in Myrtle Beach, SC; and currently serves as the Director of Housekeeping at both the luxurious Anderson Ocean Club and the award winning Best Western Carolinian Resort, both in Myrtle Beach, SC.

Chrissie hold the prestigious American Hotel & Lodging -Educational Institute’s certification: “Certified Housekeeping Manager”; has completed Hilton Hotel’s General Manager Leadership Training Program; Certificate of Green Training; I CARE Training Program – Best Western Hotels and Best Western’s Housekeeping Certification.

Stepheney McCrae comes to Oceana Resorts from Liberty Hill, Discovery Bay, Jamaica. She holds a diploma in Business and Hospitality from Brown’s Town College in Jamaica; was awarded a housekeeping certification from Best Western Hotels and successfully completed Best Western’s I CARE Training Program.

With management such as these two competent and celebrated ladies leading and guiding the housekeeping staffs at both properties, Oceana Resorts feels confident in stating that the “core” of their business, the housekeeping departments are in great hands.

For additional information about Oceana Resorts visit online at www.OceanaGroups.com, telephone 866.270.2263, or e-mail groupinfo@oceanaresorts.com.

In the News - Myrtle Beach Pelicans 2010 season opens April 8

MYRTLE BEACH, SC (March 12, 2010) – The Myrtle Beach Pelicans an Advanced A Affiliate of the Atlanta Braves will begin their 2010 campaign with a series April 8^th through the 11^th with the Wilmington Blue Rocks. The season ends with a September 4-6 series with the Lynchburg Hillcats. A great group program is part of the fun of minor league baseball. For a complete schedule visit www.myrtlebeachpelicans.com or call 843-918-6000.  

In the News - New zip line ride and ropes course opening this spring

MYRTLE BEACH, SC (March 5, 2010) – Broadway at the Beach will have a ropes course and zip line ride that will go back and forth over the 23-acre Lake Broadway. The zip line ride scheduled to open in April will fly riders 500 feet back and forth across the lake 50 feet in the air. The ropes course will be a three-story rope climb encountering 20 different obstacles and activities. For more about Broadway at the Beach visit online at www.broadwayatthebeach.com.