Bandon Dunes

1
Bandon Dunes
2
Recommended Strategies

• Price Increase on Green Fees
• Website Improvements
• Package Deals

3
History

• Started in Spring of 1999
• Founded by Mike Keiser
• BandonDunes.com
• Reputation
• As of early 2004, Bandon Dunes was ranked 3rd in
  Golfweek of Americas Best Modern Courses.

4
Bandon Dune Experience

• Features
• True Links Course
• Scotland Tradition - David Kidd
• The Golf Shop
• eGolfShop
• Instructional Golf Lessons
• Exclusive Services

5
Bandon Dune Experience

• The Lodge at Bandon Dunes
• Fifteen single rooms
• Four larger single rooms
• Two four-bedroom suites
• Golf course and ocean
• views
• Dinning Facilities

6
Mission

• The mission of the company is to offer a unique
  golfing experience to all who enter its gates.

7
Strategy Green Fee Increase

• Increase revenue by charging more for green fees.
• Bandon Dunes is a unique course like Pebble Beach
  but is charging a relatively small amount for the
  experience.

8
Strategy Green Fee Increase
The two total revenues compared are 8,400,000
vs. 5,520,000. This means that Bandon Dunes will
increase profits by 2,880,000 or by 52.2 just
by raising their green fee price.
9
Website

• Current Website
• Bland
• Too much text
• Not interactive
• New Website
• Marketing tool
• Multimedia
• Interactive

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Strategy Website Improvements

• Multimedia Features
• More Pictures
• Interactive Virtual Tours
• Webcams
• Real time weather and golf course condition
  report
• Instructional Videos

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Strategy Website Improvements

• Interactive Features
• Secured storage of contact and payment
  information.
• Online reservations.
• Shop online without having to submit their
  transaction information every time they buy
  something.
• Schedule appointments with experienced golfing
  instructors.

12
Strategy Website Improvements

• Interactive Features
• Post and read feedbacks on the interactive forum.
• Buy and sell golfing equipment among customers.
• Live interactive chats between customers.
• Share pictures from their experience at Bandon
  Dunes.

13
Strategy Website Improvements

• Implementation
• Outsource
• Cost 20,000
• Time Nine to Twelve Months
• Long term
• Hire a full time webmaster
• Hire a webmaster intern

14
Strategy Golf Packages

• Golf Bandon Dunes
• Three days Two nights stay at the Lodge at Bandon
  Dunes
• Golf at Bandon Dunes Pacific Dunes
• Or Golf at all three

15
Strategy Golf Bandon Package
16
Strategy Golf Bandon Package

• Implementation
• Easy
• Low Cost
• Benefits
• Increase in sales
• Improved Customer Satisfaction
• Create a more Memorable Experience

17
Recap of Recommendations
Price Increase on Green Fees Website
Improvements Package Deals
18
Recap of Costs

• Website Improvement 20,000
• Greens Fees Fixed Costs
• Package Deal 1000 labor hours including
  in-house advertising

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Any Questions?