Mother’s Day is fast approaching. If you haven’t yet thought about special Mother’s Day promotions (whether restaurant or golf play), don’t delay! Your golfers will appreciate your offering them easy options with which they can honor their mothers or wives.
According to National Restaurant Association (NRA) research done in 2013, more than 25% of adults celebrate Mother’s Day by dining out. Another 10% will order takeout food. If your club serves food, you probably want to capture some of this trade.
With all of the Mother’s Day Brunch specials traditionally advertised, we were surprised to learn that dinner is the most popular meal for eating out on Mother’s Day. Fifty-five percent of those who planned to dine out on Mother’s Day selected the evening meal, versus 34% for lunch, 30% for brunch, and 12% for breakfast (which adds up to more than 100% because 23% planned to have more than one restaurant meal).
Fixed-price brunch specials seem by far to be the most popular option offered by golf clubs. Some examples of how clubs describe their specials:
- We have posted menu for the Mother’s Day Brunch. There will be 2 sittings @ 11am and 1pm. Make reservations by May 4th. To view the menu…
- Mom takes care of everyone all year long…make sure you take care of MOM by pampering her with our fantastic Mother’s Day Champagne Brunch! You are sure to make her day by spoiling her in our Grand setting.
- Mother’s Day Buffet. Mother’s Day Brunch. Celebrate Mothers Day Brunch with Us! 1:00 am. – 3:00 pm. Special entrees. Reservations Are A Must!
- We pride ourselves on putting together a very special menu for our Mothers Day Brunch. We start seating at 10:00 am. and continue till 3:00 pm. Pricing is per person at $18.95, for all you can eat. Children under the age of 12 are priced at $8.95. Come join us for a hearty feast, complete from breakfast to desserts. Reservations are a must.
- Mothers can play 18 holes with cart and receive a light lunch for FREE, must purchase a 18 hole green fee and cart to receive offer. Not valid with any discounted rounds.
- Brunch highlights include carving, omelet, crepe, and antipasto stations. Other brunch items to be enjoyed are assorted appetizers, cold seafood, fruit trays, salads, breads, and a sweet table. Guests can choose from traditional brunch favorites as well as some delightful culinary surprises. The brunch prices are $35.95 per adult; children ages 5-10 years, $15.95 each and children 4 and under are complimentary.
- Mother’s Day Brunch. 10:30 am – 3 pm. Complimentary Champagne and Non-Alcoholic Beverages Included. Complimentary Valet Parking, $65 per person, $20 Children 6 –12, (tax & gratuity not included)
Children 5 and under free.
Very few of these offers throw in any extras. Adding a free flower, dessert, mimosa, or glass of champagne adds value to the offer for little cost.
Many golf courses offer Mother’s Day golf specials, most of which give moms a free round of golf. Typical ones are:
- Ladies Play Free On Mother’s Day – No Green Fee, No Cart Fee, No Kidding!
- Moms play for free on Mother’s Day when accompanied by a regular price guest.
- Moms Play Free Golf on Mother’s Day All Day. On Mother’s Day you play for $79 ($70 after 2:30) and your Mom plays free.
Some make the offer good for the whole weekend:
- Mother’s Day weekend special! Moms play FREE, 9 or 18 holes, with one paid green fee. Cart optional. Valid all day Friday – Sunday, please call for reservations.
Some add some other twists:
- All moms play for FREE on Mother’s Day when accompanied by a spouse or child and will also receive a 2-ball pack of Bridgestone precept balls while supplies last. [The free gift of balls is a great idea, but how hard is it to have enough for all moms who play?]
- We want to help make Mother’s Day special this year by inviting moms to play nine holes of golf free when accompanied by a paying child or adult from 12:00 – 6:00 p.m. on Mother’s Day. In addition to a free round of golf, Washoe Golf professionals will be available on the putting green and the driving range to provide tips. Clubs will also be available for use by newcomers to the game. [A smart way to introduce more women to golf.]
- For All Mothers: Pay our Regular Weekend Rate, Show us a Family Photo, and Get a Coupon for a FREE WEEKDAY ROUND OF GOLF. AND … For All Mothers Playing WITH their child, Enjoy HALF-PRICED Entrees for both in our Grill before or after you play this Mother’s Day Weekend! [If your course is typically fully booked on Sunday, this is a great way to give mothers a benefit without discounting your prime times.]
- Mother’s play for FREE on Mother’s Day! Pay for 1 green fee plus cart ($35) and Mom plays for FREE! Stop in the Golf Shop after your round and take advantage of 25% off sale on golf apparel. [A great way to get people into the pro shop!]
Why Bother? Uninspiring Offers
Your offer needs to be good enough to motivate people to come to your course. You’re in competition with not only other golf courses, but with other restaurants and other leisure activities. Do you think these offers provide sufficient motivation?
- Moms Receive a FREE Medium Bucket on Mother’s Day.
- All Mothers receive 1/2 Price Golf & Cart and 1/2 Price Drinks ALL Day.
Get the Word Out
Advertise your promotions with signs or banners at your club or course and on signage near your entrance if you’re open to the public. Get your Mother’s Day menu up on Facebook and your web site with a couple of photos of some of the special Mother’s Day dishes and a photo of a table fully set and decorated. Add a banner ad to your web-site home page. Send a postcard announcement to your mailing list. Let’s face it; we all know many more men than women golf, so most women won’t be seeing your Facebook or web site pages. A postcard to the home will get your offers in front of women.
Remember, the purpose of promotions is to bring in extra revenue. If your course is typically fully booked on Mother’s Day, there’s not much point in offering Mother’s Day discounts. On the other hand, if your course generally has lots of open slots on Mother’s Day weekend because your golfers are busy with other activities, you might want to do a more general promotion that’s not solely