The $1.3M Mistake: How Static Pricing Is Costing Your Golf Club Big Money
The Problem: Your Tee Times Are Worth More Than You Think
For years, public golf courses have stuck to static pricing, charging the same rate for tee times no matter the demand. The result? Massive lost revenue opportunities.
The best-run courses don’t just fill up their tee sheet, they maximize the value of every time slot.
And yet, most clubs continue to leave hundreds of thousands of dollars on the table.
What’s the Real Impact of Poor Pricing?
Let’s break down the numbers:
Imagine a public course with 40,000 rounds per year and an average tee time price of $80.
- With proper dynamic pricing, a 10% improvement in pricing across peak and off-peak times could easily add $320,000-$800,000 per year.
- But the real impact isn’t just in green fees—tee times are only 50-60% of the total revenue per golfer. That means every additional booking brings in F&B revenue, pro shop sales, and practice facility usage.
The Total Revenue Loss from Poor Pricing
If your average golfer spends:
- $80 on a green fee
- $25 in the restaurant
- $15 in the pro shop
- $10 on range balls
Missing 10,000 tee times per year due to bad pricing isn’t just costing you $800,000 in green fees, but also an additional $500,000+ in lost secondary spending.
That’s $1.3M in lost potential revenue.
Dynamic Pricing Is Not a Silver Bullet
Many operators hesitate with dynamic pricing because they assume it’s just about charging less when demand is low. That’s a critical mistake.
Yes, lower off-peak prices help fill unused slots. But the real power of dynamic pricing is in increasing peak-hour rates.
- High-demand times (weekends, early mornings) should be priced at a premium.
- Lower-demand times (midweek afternoons) can be strategically discounted—but not undervalued.
Poorly implemented dynamic pricing can train your golfers to expect lower prices, leading them to wait for discounts instead of booking premium slots.
How Pricing Impacts Course Condition & Experience
Many golf courses are already at or near full capacity (59% of public courses according to NGF data). So, why should they even care about dynamic pricing?
Here’s why:
- Overcrowding during peak times creates poor golfer experiences, leading to slower rounds, less repeat business, and lower spending per visit.
- Premium pricing for peak hours reduces congestion and allows for a better course experience, players paying more expect more, and your course should deliver.
- Less wear and tear on the course by balancing play throughout the day instead of cramming every slot with lower-value golfers.
Real-World Example
A well-run public course using smart pricing strategies raised its weekend morning rates by an average of 25%. Instead of scaring golfers away, they saw:
- Higher per-round revenue
- Shorter, more enjoyable rounds
- Happier golfers spending more in the restaurant & pro shop
How Growth G&CC Helps You Win
At Growth G&CC, we don’t just implement dynamic pricing—we optimize it for maximum revenue and player satisfaction.
✔ Custom pricing strategies based on real-time data & demand
✔ Balancing peak pricing while ensuring off-peak slots don’t devalue your brand
✔ Full golfer journey optimization to maximize per-player spend beyond the green fee
✔ Ongoing analysis & adjustments to keep revenue growing without sacrificing golfer experience
The Bottom Line
Dynamic pricing done right doesn’t just increase green fee revenue, it optimizes the entire golfer experience and ensures they spend more across the facility.
If your course isn’t actively optimizing its tee-time pricing, you’re leaving six figures of revenue on the table.
Want to see how much revenue your course is missing?
Let’s talk!