Bandon Dunes By Kevin McHenry Reagan Le Rachael Miller Bridgett Lute
Recommended Strategies • Price Increase on Green Fees • Website Improvements • Package Deals
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.
Bandon Dune Experience • Features • True Links Course • Scotland Tradition - David Kidd • The Golf Shop • eGolfShop • Instructional Golf Lessons • Exclusive Services
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
Mission “The mission of the company is to offer a unique golfing experience to all who enter its gates.”
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.
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.
Website • Current Website • Bland • Too much text • Not interactive • New Website • Marketing tool • Multimedia • Interactive
Strategy: Website Improvements • Multimedia Features: • More Pictures • Interactive Virtual Tours • Webcams • Real time weather and golf course condition report • Instructional Videos
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.
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.
Strategy: Website Improvements • Implementation: • Outsource • Cost: $20,000 • Time: Nine to Twelve Months • Long term • Hire a full time webmaster • Hire a webmaster intern
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
Strategy: Golf Bandon Package • Implementation • Easy • Low Cost • Benefits • Increase in sales • Improved Customer Satisfaction • Create a more “Memorable Experience”
Recap of Recommendations *Price Increase on Green Fees *Website Improvements *Package Deals
Recap of Costs • Website Improvement: $20,000 • Greens Fees: Fixed Costs • Package Deal: $1000 labor hours including in-house advertising