Online booking: John O'Sullivan puts the internet to use as he looks at a couple of avenues to try to source value for a punter's golfing euro.
The influence of the internet extends into the everyday existence of most people from researching to buying products no matter how mundane or exotic. It's hardly surprising then that the golfing fraternity should be advocates of the e-channel.
It's possible to book online in many golf clubs throughout Ireland and some post special offers to those who look to make contact over the internet.
Everyone is looking for the keenest rates, especially as some argue that value for money is a thing of the past in Irish golfing circles.
The clubs contend that while some people may labour under this misapprehension, they do offer value; it's just a case of looking in the right place.
This is where Online TeeTimes Ltd (OTL) were coming from when they spotted what they perceived to be a gap in the market. The company, which began trading about 12 months ago, is the brainchild of Adrian Waters and Paul Heeney, with FEXCO, the Kerry-based global payments company providing the financial muscle.
The initial premise was that through their website, www.teetimes.ie, they would approach golf clubs offering to sell green fees on their behalf for a commission.
The system operates on a straightforward payment model. When a customer makes a booking they pay either a booking deposit or the full green fee via credit card. The payment is processed and sent to the relevant golf course's account. OTL buy the green fees at special rates and the difference between the two is their commission.
The operation has expanded considerably in the meantime, facilitated by an investment just shy of €1 million.
The company still runs and maintains its website but has branched out to run the golfing arm of Ticketmaster, Dublin Tourism, Irish Ferries and Unison, where they set up a page and direct links to purchasing green fees at the constituent clubs.
At present, there are 35 golf clubs linked to the operation, including high-profile names like Druids Glen, Powerscourt, Portmarnock Links, Dromoland Castle and Westport, home to this year's Men's Irish Amateur Close Championship, for which green fees can be purchased.
Waters explains: "There is a certain amount of trepidation among the golf clubs out there in terms of signing up but those misgivings can be overcome when the process is made clear.
"We have 35 clubs at the moment and are hoping to introduce another 10 in the west of Ireland and about 15 more up north.
"We have about 10,000 people signed up (it's free to join) and they receive a weekly email with the best value in their province. That email would contain offers including, possibly, a couple of free twoballs or fourballs and would be filled on a first-come, first-served basis.
"We post links on the websites of Irish Ferries, Ticketmaster, Dublin Tourism, Unison as well as our own."
OTL are looking to move away from the manner in which they are paid (20 per cent of anything sold, with 10 per cent going to a distributor, and as Waters admits, "take up the barter method where they would be paid in kind: ie green fees.
"We are very strong in the large population centres but obviously for a small rural club, we mightn't be able to provide the same service.
"There is a responsibility on the club to provide attractive tee times because quite simply, otherwise they won't sell. People are chasing value for money and while they don't mind paying close to the rack rate they don't want that to be for an early bird on a Monday morning.
"We don't have any say in the price at which the products are set; clubs dictate that."
Waters confirms that OTL are already close to breaking even on their €1 million investment after just a year in operation.
At present, they are shifting about 2,000 rounds a month, mostly repeat business and feel that it is possible to double that amount.
There are also plans to open for business in Britain in July and this service will be available to the Irish clients.
Waters concludes: "There isn't an online competitor out there. No one has a brand that can move domestic golf."
SOUTH WEST IRELAND GOLF (SWING), celebrates 20 years in 12 months' time, the vision of Denis Brosnan, former managing director of the Kerry Group. He drew a parallel between the changing face of the agriculture business and that of golf and the value of the co-operative ethic. In the golfing context, he reasoned that clubs should not be competing against each other but rather working together.
The five founder members were Lahinch, Ballybunion, Tralee, Killarney and Waterville and there are currently 12 affiliated in an association that represents golfing nirvana in that part of Ireland. Brosnan's role now is as president while Paddy O'Looney enjoys the role of chief executive.
The latter explains the philosophy behind a company that describes itself as "the premier golf marketing and promotions company in Ireland".
Based in Tralee, SWING also operates a tee-time reservation service covering the whole of the country and other services include advice on all aspects of the golf itinerary, consultancy and events management.
"Denis Brosnan could not understand why the various clubs would spend substantial money on individual marketing. He saw the value of coming together under one umbrella to market as a group. The rest is history.
"The thrust is to market the golf courses internationally but we also cater for the domestic market.
"Our mandate is to generate green fee traffic through a tee-time reservation service.
"The clubs own the company, which is a non-profit making organisation and a charitable trust.
"We estimate that for every €1 spent as part of a green fee there is a multiple of 10 to 15 times that in terms of benefit to the economy.
"We have a huge client base built up over the last two decades."
The very fact that the constituent clubs own the company means that securing those tee times is considerably easier than it might otherwise have been.
The company has received an impressive imprimatur from people like Mark O'Meara and Pete Dye amongst others.
There example not only has stood the test of time and flourished but has also been embraced in the North West of Ireland, where the greater good supersedes individual needs.
OTL and SWING are just a couple of avenues to explore when looking to findvalue for a punter's golfing euro.
There is value for money to be had for the Irish golfer. He just has to know where to look.
Online Tee Times Ltd (OTL)
THE FOUNDERS: Adrian Waters, Paul Heeney.
TIME FRAME: Has been in operation for one year.
THE PREMISE: The website was developed by Online TeeTimes Ltd (OTL), a Wicklow-based company, whose idea it was to provide a system for searching and booking tee times at quality golf courses in Ireland. FEXCO, the Kerry-based global payments company, acquired a majority shareholding in OTL. The company announced that Dick Spring, FEXCO's executive vice-chairman, would serve as OTL's chairman and it has made a significant investment in the system.
THE COURSES: Dublin (Donabate, Luttrellstown Castle, Malahide, Portmarnock Links, St Margaret's, Citywest Championship, Citywest Lakes); Wicklow (Charlesland, Druids Glen, Druids Heath, Glen of the Downs, Powerscourt (East), Powerscourt (West), Tulfarris, Delgany, Greystones, Rathsallagh); Carlow (Mount Wolseley); Clare (Dromoland Castle); Cork (Bantry Bay, Cork GC); Kerry (Castle Island, Dingle); Kildare (Knockanally); Limerick (Limerick County); Louth (Seapoint); Mayo (Westport); Tipperary (Thurles); Waterford (Gold Coast, West Waterford, Dungarvan, Faithlegg); Westmeath (Glasson); Wexford (Seafield, St Helen's Bay).
South West Ireland Golf Ltd (SWING)
THE FOUNDER: Denis Brosnan.
TIME FRAME: Will celebrate its 20th anniversary next year.
THE PREMISE: Under its far-sighted founder Denis Brosnan, former managing director of the Kerry Group, it was a case of the five original members, the golf clubs of Lahinch, Ballybunion, Tralee, Killarney and Waterville coming together to market their product in unison rather than competing against one another.
Having increased the number of constituent clubs the company is thriving in attracting both international and domestic visitors to Ireland and the courses in question.
They will also facilitate guests who wish to play elsewhere in Ireland.
THE COURSES: Kerry (Killarney, Lackabane, Kileen, Mahony's Point, Tralee, Waterville, Ballybunion Old & Cashen; Ring of Kerry, Dooks, Dingle); Clare (Dromoland Castle, Doonbeg, Lahinch Old & Castle); Cork (Fota Island); Limerick (Adare Manor Hotel & Golf Resort).
