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  1. Bandon Dunes By Kevin McHenry Reagan Le Rachael Miller Bridgett Lute

  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 America’s 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

  10. Strategy: Website Improvements • Multimedia Features: • More Pictures • Interactive Virtual Tours • Webcams • Real time weather and golf course condition report • Instructional Videos

  11. 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

  19. Any Questions?