Little did the small group of SWSPGA Officers and Professionals know that when they were outlining the Southwest Section PGA Golf Pass (on the back of a cocktail napkin 20 years ago) that they would be creating a program that would still exist today! Over the course of the next 20 years, the Golf Pass has varied in price (from $49 to $299) and course participation (as few as 20 and as many as 75), but the primary objective has always been met — and that is to get golfers to play more golf! 

The SWSPGA Golf Pass is primarily operated by the participating golf facilities and they are the majority recipient of the revenues generated from the Golf Pass. In turn, these facilities were willing to offer a good deal for a Golf Pass holder for a starting time that was available a day or two in advance. The SWSPGA’s role was to help facilitate the creation and distribution of the collateral as well as to market and promote the program in conjunction with the facilities.

Over the course of the last 20 years, more than 250,000 passes have been sold benefitting the local golfer, the local facilities, the Southwest Section of the PGA and a variety of causes, including the partial funding of a Golf Economic Impact Study in Arizona. As well as support to the local superintendent’s association (Cactus and Pine) and a variety of charities including Phoenix Children’s Hospital, Arizona Special Olympics Golf Program and several Junior Golf Programs.

For most of the last 20 years the Golf Pass was sold exclusively at participating courses. Two years ago the marketing effort was expanded to the internet and in the current year this outreach will include a “complimentary round” offer for consumers who purchase their Golf Pass online. While this is a nice plus to the “online shopper”, all Golf Pass holders will find value in the coupon book provided again with this year’s Golf Pass. A coupon book was first used with the Pass in the early to mid 1990’s and was reintroduced two years ago. This year, each participating facility has included two additional golf related offers to add value to the program. You can see all of the details at www.theteetimestore.com.

So how can courses, especially in this economic environment, afford to provide these offers? In general the program is built around offering a great value to consumers for starting times that are available a day or a few days in advance. Out of season, the Golf Pass holder can get some prime starting times, while in peak season they may have to play during a twilight time. For the consumer, they are getting a chance to play all year ‘round at a rate that works in their budget. In return the facility is able to have regular contact with a loyal golfer. In a survey conducted in 2011, more than 2,000 current and former Golf Pass holders provided feedback on the program and their related spending habits. The Golf Pass holder played significantly more rounds than the average golfer, spent more money on golf equipment, golf balls, golf accessories and food and beverage. So while they may spend a little less during each visit to a facility, they tend to spend much more in total on their golf over the course of a year. This is the type of consumer the Golf Pass facilities like to have at their golf course on a regular basis.

While the Golf Pass continues to offer more courses than any other program, it was interesting to note from the survey that many of the Golf Pass consumers also participated in more than one card program in the area. Also notable was the fact that Golf Pass holders ranged in age from under 16 to over 80, and in recent years about 20% of the Golf Pass holders were women. With the “breadth” of the appeal for the Golf Pass, it is not a great surprise that it has been able to exist for 20 years. Pictured with this article are three facilities that have been long time supporters and promoters of the Golf Pass (McCormick Ranch, Gold Canyon and Coyote Lakes). Other facilities that have significantly partnered with the program include Eagle Mountain, Scottsdale Starfire and Orange Tree Golf Resort.

The ‘Golf Season’ for the current year is looking like it will again provide for some great golf. The “overseed” season’s weather cooperated and the facilities will again be able to provide great golfing conditions and experiences. There are no hurricanes, floods, earthquakes or snowstorms forecast for our local area however the forecast includes plenty of sunshine. So, whether you are in Arizona for 4 days, 4 months or 4-ever, help us celebrate the 20th year of the SWSPGA Golf Pass by playing more golf with the SWSPGA Golf Pass and the participating facilities.