Windsor Golf Club relaxes exclusivity rule for millennials

Golf participation is on the decline globally, evidenced by the drop in its equipment sales in its and the exit of two major sports brands from the market due to failure to attract young consumers to the game, according to NPD Group, a US market research company.

Country clubs and the golf retail industry has been impacted by the lack of interest by millennials who view the clubs as exclusive and the game too slow. This has in turn negatively affected county clubs altogether, which have been forced to close down due to decreasing traffic or implement new marketing strategies in order to survive.

For instance, in the US, an estimated 211.5 golf facilities closed down in 2016 and another 150 to 175 were projected to close in 2017.

“Millennials value ease, speed, and efficiency in their endeavours. Raised on the internet, instant gratification is the expectation. Over four hours of essentially doing the same thing over and over is against the idea of speed and efficiency,” reported NPD.

On the other hand, golf equipment sales have declined, which was occasioned by the exit of the two popular players; Nike and Adidas, from the market.

In 2016, the global apparel company, Nike, announced that it was moving away from selling golf clubs, bags and balls but will continue manufacturing golf footwear and clothing.

While in 2017, its rival, Adidas announced that it was also exiting the market; selling its golf brands TaylorMade, Adams Golf and Ashworth to private equity firm KPS Capital Partners for $425m.

The year-on-year golf club sales which are considered as an indicator of new players entering the game, declined by more than 20 per cent.

However, Kenya’s Windsor Golf Hotel and Country Club are implementing new marketing strategies such as incorporating live music, live cooking and scrapping the members’-only policy in their club restaurant, The Place, in order to attract consumers.

The 18-hole championship golf country club is a five-star golf hotel with a cluster of Victorian-style buildings. It has over 1,000 members and a 16-hour business centre.

“The Place is a country-style designed restaurant located on the Golf course’s 11th Hole. It is not limited to only members; it is meant to cater to all consumers. Last month we introduced a sundowner, allowing customers to revel in a serene and soothing environment in the forest while listening to live Kenyan band entertainment,” said Vijay Krishnan, general manager, Windsor Golf Hotel and Country Club.

The live cooking invites customers to interact with the executive chef in preparing their meal of choice while having a one on one chat with him. In this, it could attract millennials who enjoy a shared experience with friends.

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“Millennials are the most inclusive generation. They want to share their experiences with as many friends as possible. Golf says all of you can play, as long as it is no more than four. Boomers, on the other hand, value exclusiveness. The idea of paying to have the privilege of exclusive membership to play golf is counter to millennial values,” reported NPD.

Besides this, in its marketing strategy, it is also hosting attention-grabbing events.

The Windsor Golf Resort hosted a royal wedding watch party in May where attendees were paying Sh1 million to enjoy a royal treatment.

This made it one of the most talked about events in the country during the period as it evoked curiosity from consumers on social media and offline. It also served as a chance to showcase the restaurant and its offerings to the revellers and the onlookers.

“The idea is to give people a different theme or vibe for a Saturday to have fun and still get up on a Sunday morning to do all that you want,” said Krishnan.

- African Laughter