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GOLF WICHITA! Promotions Boost Sales, Numbers
Date: October 22, 2004
Contact: Jessica Johnson, Marketing Services Director
 : JJJohnson@wichita.gov
 : (316) 268-4351
In a recent report to City Council, the Park & Recreation Department presented an increase in golf rounds as a result of a unique marketing program and customer service push for the municipal golf courses. These efforts included elevated media exposure through a media buy and promotional inserts in the City of Wichita’s water bills. The results were impressive such as an additional 2,547 or 46% more players at Auburn Hills compared to the same period the prior year. Even more exciting was the increase in season tickets sales. That number jumped 35% mostly because the water bill inserts promoted the convenience and value of season tickets.
"There is no doubt that Wichita has great golfing facilities offered at a reasonable price," said Doug Kupper, Director of Park & Recreation. "We just needed to be more vocal and these efforts helped us make some strides but there is always more to do," he said. Marketing efforts during this time period included advertising in prime time television, PSAs airing on COX cable, Wichita Eagle advertisements and a special partnership with Papa John’s pizza that allowed for a portion of the pizza coupons to be about golfing in Wichita. The marketing budget was managed internally with the Golf Division and Marketing Director. Results are as follows:
| Time Period August 1-September 30 |
2003 |
2004 |
% Increase |
Increase |
| Auburn Hills |
5,532 |
8,079 |
46% |
2,547 |
| LW Clapp |
6,300 |
7,151 |
14% |
851 |
| Tex Consolver |
9,517 |
10,623 |
12% |
1,106 |
| MacDonald |
7,193 |
7,763 |
8% |
570 |
| Sim |
10,097 |
10,834 |
7% |
737 |
| Total rounds played |
38,639 |
44,450 |
15% |
5,811 |
| Water Bill Insert Coupon Redeemed |
N/A |
7,505 |
|
|
| Season Ticket Sales |
93 |
126 |
35% |
33 |
| Cart Rental Revenue (Gross) |
$195,357.04 |
$230,361.00 |
18% |
$35,003.96 |
| Concession Revenue (Gross) |
$40,677.49 |
$85,722.56 |
111% |
$45,045.07 |
| Driving Range Revenue (Gross) |
$22,326.20 |
$25,051.00 |
12% |
$2,724.80 |
| Gross Receipts |
$901,386.00 |
$989,041.00 |
10% |
$87,655.00 |
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