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Golf Magazine Honors Salt Lake City Golf Marketing Program
The Salt Lake City Golf Program has received recognition for its 2013 marketing and branding efforts surrounding the LoyalTee Discount Card Program by Golf Inc. Magazine. The golf industry magazine judged over 120 entries and issued awards in eight different categories and reported their Best of Marketing 2013 Awards in its Winter 2014 issue.”Yes, it’s common knowledge the world of golf is changing.” Golf Inc. Magazine editor Mike Stetz stated in the article. “The game is struggling to attract new players, and many courses are hurting financially. People are stressed for time and money. However, some clubs and courses are battling back by instituting bold and creative marketing and advertising campaigns that show they are evolving and remain inviting. Golf Inc. recognized this trend and wanted to honor the best work being done.”The LoyalTee Discount Card was introduced to the Salt Lake City golf market in February of 2012. At a cost of $45, the card provides members with a 20 percent discount on green fees at the nine golf courses owned and operated by Salt Lake City. The card also provides discounts on range balls and allows members to accrue loyalty points that can be redeemed for free golf cart rental, free range balls and discounts on pro shop merchandise. The LoyalTee Discount Card is valid for one year from the date of issue, and can be purchased at any Salt Lake City Golf Course.The 2013 marketing campaign for the LoyalTee Discount Card utilized multiple media channels to get the word out to Utah golfers including print, radio, display signage, point of sale promotions, Internet, social media and email marketing. Salt Lake City Golf’s marketing award from Golf Inc. Magazine focused on the radio portion of the overall campaign. Along with sharing honors with golf facilities throughout the country that enjoy national name recognition, Salt Lake City Golf was one of the few recipients that produced the winning marketing campaign internally.Concerning this award, David Terry, Salt Lake City Golf Program Director, said, “We are honored to receive this recognition from Golf Inc. Magazine for the effort put into marketing and promoting Salt Lake City’s diverse portfolio of public golf courses. Our Golf Marketing and Business Manager, Matt Kammeyer, does an incredible job effectively communicating the multitude of programs and events offered at our facilities with a limited budget. One of our shining success stories has been the public’s reception to the LoyalTee Discount Card, and the ongoing positive impact this customer loyalty program has on rounds and revenue.”2013 sales of the LoyalTee Discount Card increased by 87 percent over 2012 card sales. 2013 LoyalTee Discount Card revenue saw an increase of 127 percent compared to 2012. By the end of 2013, Salt Lake City Golf had sold 3,402 LoyalTee Discount Cards.The Salt Lake City Golf Program operates nine public golf courses: Bonneville, Forest Dale, Glendale, Jordan River Par-3, Mountain Dell Canyon, Mountain Dell Lake, Nibley Park, Rose Park and Wingpointe.