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Buyers Guide Accelerate

Nevada Course Owners Take Direct Route to the Green 

eNewsletter targets tourists with interest in golf

The Nevada Golf Course Owners Association (NvGCOA) is setting a new course and delivering its message directly to the golfer. 

With a $25,000 grant from the Las Vegas Convention & Visitors Authority, the association has introduced an online newsletter (www.vivavegasgolf.com/nvgcoa/) about Nevada golf and is sending it to more than 100,000 “qualified e-mail addresses,” according to NvGCOA President Stan Spraul. 

“These are screened out-of-market e-mail addresses from Nevada tourists who have shown an interest in the state’s golfing opportunities,” he says.  “It’s the next logical step in our marketing effort – a great benefit for courses to generate measurable exposure to a great new audience at little cost.”

Adds Ted Tylman, NvGCOA executive director: “This is the way it should be.  It lays our message right in people’s laps.”

The newsletter, titled the NvGCOA eNewsletter Project, initially features stories about and photos of individual golf courses, communities, or resorts, and a course locator covering the entire state with links to individual courses at no cost to the course.  “It also includes such things as ‘Stay and Play’ packages and all types of other promotions, including opportunities for advertising, which will generate revenue for the association,” says Spraul. 

In the newsletter’s premiere edition, the Justin Timberlake Shriners Hospitals for Children Open in Las Vegas is advertised.

For $425, a member course can be “spotlighted” in the newsletter with a 250-word description and a hi-res photo. 

The monthly newsletter not only reaches potential customers, but also will be used as a tool to recruit NvGCOA members.  “All 126 Nevada courses, whether or not they’re association members, are in the ‘Course Locator’ link, incorporating Web site addresses so tee times can be booked,” says Spraul.  “We’re confident the newsletter will yield benefits not only for NvGCOA members, but for the entire Nevada golf industry.”  

Prior to this, course owners were using the grant, which the association has received the past four years, to create and run print ads urging people to visit their Web site.  While the ads were impressive – one using a photo of the popular Blue Man Group carrying their golf clubs across a stone bridge at the Southern Highlands Golf Club in Las Vegas – “we weren’t sure if we were hitting the right people,” says Spraul. “We had little or no control over who got our message.  With the newsletter, we now have that control.”

The newsletter was designed and will be maintained by Viva Vegas Golf.  For more information, contact Stan Spraul at Southern Highlands Golf Club, 702-263-1000 or sspraul@olympiacompanies.com.

© 2000, National Golf Course Owners Association