In a post-Tiger era when more golf courses are closing than opening across the country, Puakea Golf Course found a way last year to slash into the slump.
The Kauai public course tweaked its free Haupu Club membership program, which follows a frequent-flyer format offering a free round after every six, and another during your birthday month.
It added a “Haupu Gold” membership that cost $100, but added four rounds that could be given to friends and 20 free range tokens. A birthday certificate can be used anytime and there are food and merchandise discounts. Gold rates — $45 for residents before 11 a.m. and $35 after, or anytime for seniors — are the lowest available.
Membership tripled, to 440 in 2015. The Hawaii State Golf Association, somewhat astonished by the boom, initiated a “GHIN Club of the Year” award to recognize a rare success during difficult times.
“I think it worked because the program focused on a package of benefits that encourage play without trying to ream people for rates,” says HSGA executive director Paul Ogawa. “They also gave ‘private club’ benefits like special out-of-town guest rates if they play with the ‘member.’ Quite clever, I think.”
And necessary, at a time when even Jack Nicklaus is telling the media that the game he helped popularize takes too long, costs too much and is too frustrating to attract new players.
No coincidence, the drop in popularity — merchandise sales, new courses and new players — pretty much coincided with Tiger Woods’ 14th and last major victory and the economic crisis, both in 2008. Maybe most worrisome is that the number of golfers between 18 and 34 has dropped 30 percent in the past 20 years, according to the National Golf Foundation.
Almost every course and club has tried to get creative to encourage more play, from people of all ages.
Puakea, a former sugar cane plantation that opened with 10 holes in 1997 and expanded to 18 six years later, is one of the few to claim a small victory. Set at the base of Mount Haupu, it features a few drop-dead views, a grass driving range, 12,000 square feet to practice your short game and lots of diversity — particularly on the back nine.
Beyond that, it has tried to bring players back with something a bit more creative than simply lowering rates, which often impacts quality.
Puakea Head Pro Glenn Tamagawa, who initiated the Gold program, says most of its members are retired. They appreciate— and have time to take advantage of — the “substantial” savings. It is not as substantial as the senior card at Wailua Municipal, he admits, but inviting for someone looking for a little less stress.
“Those that don’t want to feel rushed when they play might come over here,” Tamagawa says. “We’re seeing a lot more residents come and play than in the past and some aren’t even gold members. They just come after 11 a.m. and take advantage of the lower rate.”
Puakea is already tweaking last year’s tweak, charging $125 instead of $100 to go gold. Membership has dropped below 400.
“We’ll have to see what happens,” Tamagawa says. “Numbers are down so we’re not sure if we should give them something more since we raised it $25. Going forward, I’m not sure if we’ll keep it the same.
“Maybe the cafe and merchandise discounts need to be more. Not too many members buy things from the shop though. That’s more tourists than members.”
The course is home to more tourists than residents in January and February, but play is about equal once the snowbirds fly home. The participation breakdown is not critical. What really matters now is bringing more players to the Robin-Nelson designed course.
At Puakea, Tamagawa says there is much more than what meets the eye from Nawiliwili Road.
“When you get on the golf course people are really surprised that the terrain is much more than what you see from No. 1 and No. 9,” he says. “The front nine is fairly flat and straightforward. The back nine is more uphill and downhill, there’s more trees. It’s a little more picturesque.”
And, now, a little more crowded.
