What I enjoy about travel and being a keen observer of life is the unique approaches various businesses adopt to solving a problem that is shared by many.
Desert Botanical Garden in Phoenix, AZ and the Frank Lloyd Wright home at Taliesin West have a fascinating approach with respect to senior rates. There is a lesson here for all in the golf industry.
Can you find a senior rate at the Desert Botanical Garden below:
What about the senior rates at the Frank Lloyd Wright Taliesin West tour:
Could not find the senior rate, could you? Is there a lesson here for golf course owners? With 50% of the rounds played by those over 55 years of age, should the golf industry eliminate senior rates?
While the answer is yes, unfortunately, it is not likely to occur.
Why? Just like most golf course owners utilize GolfNow because their competitors are using it, if one course would discontinue there senior rate, they would fear an exodus of golfers to others courses that continue to offer a discount. In that the discount the senior receives is usually about 27% of the rack rate, it would be interesting if a golf course owner took the gamble in hopes of raising revenue.