1. Bandon Dunes

2. Recommended Strategies Price Increase on Green Fees Website Improvements Package Deals

3. History Started in Spring of 1999 Founded by Mike Keiser BandonDunes.com Reputation –As of early 2004, Bandon Dunes was ranked 3rd in Golfweek of America’s Best Modern Courses.

4. Bandon Dune Experience Features –True Links Course Scotland Tradition - David Kidd –The Golf Shop eGolfShop –Instructional Golf Lessons –Exclusive ServicesExclusive Services

5. Bandon Dune Experience The Lodge at Bandon Dunes –Fifteen single rooms –Four larger single rooms –Two four-bedroom suites –Golf course and ocean views –Dinning FacilitiesDinning Facilities

6. Mission “The mission of the company is to offer a unique golfing experience to all who enter its gates.”

7. Strategy: Green Fee Increase Increase revenue by charging more for green fees. Bandon Dunes is a unique course like Pebble Beach but is charging a relatively small amount for the experience.

8. Strategy: Green Fee Increase New PriceNumber of First RoundsRevenue Resort Guests≈ 12,000$250 * 12,000 = $3,000,000 Non-Resort Guests≈ 18,000$300 * 18,000 = $5,400,000 Old PriceNumber of First RoundsRevenue Resort Guests≈ 12,000$160 * 12,000 = $1,920,000 Non-Resort Guests≈ 18,000$200 * 18,000 = $3,600,000 The two total revenues compared are $8,400,000 vs. $5,520,000. This means that Bandon Dunes will increase profits by $2,880,000 or by 52.2% just by raising their green fee price.

9. Website Current WebsiteWebsite –Bland –Too much text –Not interactive New Website –Marketing tool –Multimedia –Interactive

10. Strategy: Website Improvements Multimedia Features: –More Pictures –Interactive Virtual Tours –Webcams –Real time weather and golf course condition report –Instructional Videos

11. Strategy: Website Improvements Interactive Features: –Secured storage of contact and payment information. –Online reservations. –Shop online without having to submit their transaction information every time they buy something. –Schedule appointments with experienced golfing instructors.

12. Strategy: Website Improvements Interactive Features: –Post and read feedbacks on the interactive forum. –Buy and sell golfing equipment among customers. –Live interactive chats between customers. –Share pictures from their experience at Bandon Dunes.

13. Strategy: Website Improvements Implementation: –Outsource Cost: $20,000 Time: Nine to Twelve Months –Long term Hire a full time webmaster Hire a webmaster intern

14. Strategy: Golf Packages Golf Bandon Dunes –Three days Two nights stay at the Lodge at Bandon Dunes –Golf at Bandon Dunes & Pacific Dunes –Or Golf at all three

15. Strategy: Golf Bandon Package Golf The Dunes Package non Package Prices 2004 Green Fees Savings Bandon Dunes$160.00 $200.00$40.00 Pacific Dunes$160.00 $200.00$40.00 Total$320.00 $400.00 Total Savings $80.00 The Bandon Experience Package non Package Prices 2004 Green Fees Savings Bandon Dunes$160.00 $200.00$40.00 Pacific Dunes$160.00 $200.00$40.00 Bandon Trails$160.00 $200.00$40.00 Total Cost$480.00 $600.00 Total Savings $120.00

16. Strategy: Golf Bandon Package Implementation –Easy –Low Cost Benefits –Increase in sales –Improved Customer Satisfaction –Create a more “Memorable Experience”

17. Recap of Recommendations *Price Increase on Green Fees *Website Improvements *Package Deals

18. Recap of Costs Website Improvement: $20,000 Greens Fees: Fixed Costs Package Deal: $1000 labor hours including in-house advertising

19. Any Questions?