August 20, 2009; From PGA Best Practices: Women & Golf

Marvol Barnard is the PGA director of instruction at Haven Golf Course in Green Valley, Ariz., and is an LPGA member.

Marvol Barnard on the importance of upgrading the par-3 players:
Never underestimate how many people there are out there who have some exposure to golf – such as the par-3 players or practice-range enthusiasts – who have never taken a lesson or played a nine-hole or complete, 18-hole round. They're obviously already interested in and enjoy the sport, but are often too intimidated to golf on the championship course. I make it a practice to welcome new golfers to our course and to our driving range. During the day I stop and chat with people on the range. I want everyone, especially women, to feel comfortable and welcome at our course, and I'll often find these same people calling me for golf lessons later. In an attempt to inform them of our lesson opportunities, along with advertising in the golf shop, I make it a practice to put up posters and have business cards available at our par-3 course, a course that tends to get the new female golfer, one who may have never planned to play the championship course. This focused advertising has been very successful in making new golfers comfortable and inviting women to participate in our Golf 101 clinic. This very popular five-week series covers all aspects of playing golf – including meeting golf shop staff, buying range tokens, practice techniques, etiquette, swing instruction, play on our par-3 course, and our last lesson ends with a Happy Hour social in the bar. I've seen a lot of friendships formed among women who attend these clinics, and the new friends tend to be repeat customers for our various lesson offerings.

Marvol Barnard on the business impact of upgrading the par-3 players:
I think the entire key to my success is accessibility and a welcoming attitude. By making yourself visible and making people feel welcome at your facility, you open yourself up for more lessons and a full lesson book. Oftentimes, women are content playing the par 3, but with a little encouragement, and a welcoming atmosphere, they're open to the idea of taking lessons to improve their games. The more women who are comfortable with you, the more lesson referrals you will get. My business is nearly 100-percent word of mouth, and I am often booked two to three weeks out. The ripple effect of having a busy lesson tee translates into overall golf course revenue. You'll soon see these new women golfers buying merchandise in the shop, hitting balls out on the range and out on the championship course with their new friends!