A Masterful Performance In Augusta
Forest Hills Golf Course has been an integral part of Augusta, Georgia, since 1926 when it was first designed by famed golf course architect Donald Ross. Mosaic added to its success by a making a masterful improvement to its revenue during that very special week in April of each year.
This classic daily fee course is owned by Augusta University, serving as the home course to the University’s recent NCAA National Champion Jaguar men’s team as well as the women’s golf team. It was host to the 1930 Southeastern Open, where Bobby Jones was victorious and began his unprecedented and unrivaled run for the Grand Slam that year. A few short years later, Mr. Jones would co-found Augusta National Golf Club and forever change golf in the Augusta area.
Forest Hills maintained a loyal customer base for years yet struggled with attracting new visitors and capitalizing on the draw of The Masters Tournament™,, generating less than $45,000 during this monumental week in Augusta. Mosaic was hired in the Fall of 2010 to assist in elevating Forest Hills’ Masters™ week experience, driving more rounds and increasing revenue.
With our engagement beginning only a few months before the 2011 Masters™ Tournament™, it was important to take swift action. Immediate cosmetic improvements were made to the clubhouse and course. New landscaping was added throughout and a keen eye for detail was applied to the entire facility.
The Mosaic marketing team evaluated the golf market and price points in the area for that week and established various package prices for visitors to the area. Golf packages were created considering time and day of play while incorporating tee gift and lunch additions. With new pricing and value-added packages in place, we implemented a multi-channel marketing strategy including a new website and advertisements across digital and traditional mediums. Mosaic’s expansive email database was employed to target segmented customer groups to promote the new Forest Hills’ Masters™ experience.
With only a few months to prepare, Mosaic doubled Forest Hills’ Masters™ week revenue in 2011 exceeding over $90,000 during the tournament. By continually optimizing marketing efforts and reviewing market demands, we grew the club’s revenue during Masters™ week by over 400% in eight years, realizing over $200,000 during Masters™ week in 2018. Rounds similarly grew by over 215% in the same time period.
That’s why we consider Forest Hills as one of our more masterful performances.
October 10, 2018
June 22, 2018