2022: Time to Plan for Dad’s Special Day
Father’s Day is quickly approaching and this year a bit of strategic planning and preparation could go a long way toward making your members feel appreciated and making sure they maximize their experience at your club.
This Father’s Day many dads’ will be looking forward to treating themselves to a day that is all about what they love, meaning it can be a real busy day for your Golf Course. Statistics show that out of the 22 million golfers who played golf last year, 77% of them were men who were dads. It is a great day to promote your facilities and the services your golf club provides.
This year Consumer spending this Father’s Day is expected to total $20 billion, nearly on par with last year’s record-setting figure of $20.1 billion, according to the annual consumer survey released by the National Retail Federation and Prosper Insights & Analytics. Approximately 76% of U.S. adults are expected to celebrate Father’s Day. Consumers plan to spend an average of $171.79 to honor their fathers and other important men in their lives, nearly mirroring last year’s expected average spending of $174.10.
In another growing trend, 25% of consumers plan to give “gifts of experience” such as tickets to a concert or sporting event. Another 37 percent are interested in extending the longevity of the celebration by gifting a subscription box service. These trends can provide opportunities for your club to innovate and give the members of your club perfectly curated solutions for the Dads in their lives.
Here are some ways you can get more people through in the door for Father’s Day 2022
DINNER NOT BRUNCH
Unlike Mother’s Day where brunch is the name of the game, Fathers are generally more interested in dinner with 67% choosing an evening meal rather than lunch, brunch or breakfast. Create a fun Father’s Day inspired menu of drinks and dishes, and be sure to offer something to make your business stand out – perhaps a live band or surprise gift included with each meal.
Dads typically prefer sports and hobby related gifts for Father’s Day, luckily as an organization in the club industry you have plenty of sport and hobby related products on offer. Perhaps run a giveaway for a free round of golf, or a golf gear package that each dad attendee has an opportunity to win. Better yet, if you require them to submit their contact details you’ve just captured their data for future marketing.
Father’s Day is primarily about spoiling your father, but it’s also one of those holidays which promote spending time with family. Leverage the family-centric mindset and offer Father-Son/ Father-Daughter lessons for any amenities you have on offer: golf, tennis, swimming, etc. It’s a great opportunity to encourage the family to try the amenities and they will remember your facilities fondly as a “family-bonding” moment.
For the dad with younger children, they may see Father’s Day as an opportunity to have a break from their kids. Your facility could help facilitate that desire by creating a special “kid’s area” to keep them entertained with games and activities while Dad’s out doing his own thing.
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