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Tips Three Unique Pass Products Golf Resorts are Rolling Out This Summer

photo of golfer swinging a club

photo of the author Gregg Blanchard

 Jun 11, 2020

One of the themes we’ve been discussing lately is simply this:

When the market changes, so must our products.

This is especially true for golf where nearly all courses are now open. But open with limited capacity.

Boyne Monthly Passes

First up are these monthly passes from Boyne. Timing is a question on everyone’s minds. Will there be a spike in COVID-19 cases? Will things lock down again? Will I have a job in a month? The list of time-related concerns goes on and on. It’s really hard to see more than a month or two into the future.

So, making this a monthly pass? That’s a really smart, clever move. Each pass includes:

  • Unlimited golf after 11am
  • Free cart rental
  • Free range balls

Priced at $500 for Boyne Mountain and $750 for Boyne Highlands.

Calabogie Unlimited

While this course is open, it is a casual course that doesn’t include motorized carts and the pro shop is not currently staffed. So, Calabogie is using their hotel front desk for golf check-in and offering an unlimited pass to keep operations simple but bring in some revenue.

As we wait for destination travel to rebound, catering to local markets remains vitally important for golf resorts. This makes the $199 price point for these passes a really attractive option for those in the community.

Jay Peak Relocation Vacation

Perhaps the most intriguing offering is a product coming from Jay Peak. With so many folks working from home and kids already out of school, this package caters to both of those groups in a way that uses the golf course to fill unused lodging  and does it in a way that avoids the COVID-related cleaning demands of frequent occupancy.

Each package includes the following:

  • Lodging in a one- or two-bedroom Golf & Mountain Cottage
  • One season pass for the Jay Peak Championship Golf Course
  • A family pass for the in-ground, heated pool
  • High-speed public WiFi with the option of hardwired access with a guest-provided router for additional security

The price? A compelling $1799/month for a one-bedroom cottage or $2125/month for a two-bedroom cottage (with discounts if folks stay longer than one month).

Outside the Tee-Box

Tee-times are great, but now is a great time to think outside the box and explore what other products might better match the dynamics of your local and destination markets.

If you do? Frequency products or passes should absolutely be a topic for discussion.

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