Loyalty Program 2010 - Part 5

Thank you for all of the feedback and suggestions that you have provided. Based on the information received we have modified the 2010 program. Please review the following information and again share your thoughts and comments. I again encourage everyone to remain professional in your posts. We realize that any change to a program is difficult and that is why we are trying to establish a program for the long term.

• We are changing the program to the MCG Rewards Program -several of you have correctly commented that this program does not produce loyalty and we agree. According to a recent poll only 4% of our respondents say a loyalty program impacts their decision on where to play golf. However, in the same poll respondents indicated price and course conditions most impacted their decision to play a course. Therefore, our main focus will continue to be providing the best course conditions at the lowest price. This program will simply enable you to earn rewards based on the dollars you spend.


• Silver and Gold Options - these options have been removed and the program remains free.


• Changes to the reward requirements - We have modified the reward requirements to be closer to the current program but based on the new point per dollar system. Our system continues to be one of the most aggressive rewards program in the area.


• Rewards are for Green Fees and a $10 cart fee will apply when there is a mandatory cart policy in place. (For example at Hampshire Greens).


• 2009 Reward Points - We have extended the deadline for rewards use to February 28, 2010 for anyone who has points left over from last year.


• Rewards Points - You will be able to begin earning points on the new system as of March 2010.


• Point Expiration - New points will not expire unless a card is not used for a period of 6-months.


• Reward levels - MCRA reserves the right to modify the reward levels.

Point Reward Program

120 pts: Free cart fee
150 pts: 9-Hole Green Fee at Sligo Creek Golf Course, Needwood Executive Nine,
or Northwest Inside-9
200 pts: 18-Hole Senior Weekday, Twilight Green Fee, 18-hole weekday Green Fee at
Poolesville GC
300 pts: 18-Hole Weekday Green Fee at any MCG Course
400 pts: 18-hole Friday Green Fee Friday at Any Golf Course
500 pts: 18 hole Saturday, Sunday, or Holiday Green Fee at Poolesville,
Laytonsville, or Rattlewood Golf Courses
550 pts: 18-hole Saturday, Sunday, or Holiday Green Fee at Needwood or
Northwest
600 pts: 18 hole Saturday, Sunday, or Holiday Green Fee at
Hampshire Greens, Falls Road, or Little Bennett Golf Courses
1,000 pts: - $100 Gift Card OR Members Package (Includes an 18-hole Green Fee anytime at any MCG course, Free cart fee, Free range balls for the day, Free dozen Titleist Balls, Free lunch, Free glove, and Free hat)
1,500 pts: - $150 Gift Card OR Weekday Foursome Green and Cart Fee
at any MCG golf course
2,000 pts: - $200 Gift Card OR Weekend Foursome Green and Cart Fee at
any MCG golf course
2,500 pts: - $250 Gift Card
3,000 pts: - $300 MCG Gift Card OR
Players Package (1 pair DryJoys Shoes, 1 Titleist Stand Golf Bag, Dozen ProV1)
5,000 pts: - $500 MCG Gift Card OR a set of Titleist AP2 Irons or Cobra S2 Irons (set of 8 irons in steel or graphite)

Loyalty Program 2010 - Part 4

Happy New Year!


This is the 4th part of our discussion on new loyalty system for 2010 and beyond. As per your requests we have developed a draft of the new point system for your review. Please consider the following items as you review the new system:

1. The basic loyalty program is still free and available to all who wish to participate.



2. Points will now be earned for every dollar spent except for lessons. This includes food and beverage, merchandise, and the driving range.

Loyalty Member Program 2010 - DRAFT

• Entry Level – Free
  Standard tee time policy, 1 point for every $1 spent, Eclub list



• Silver Level – Annual fee at the introductory price of $125
  Standard tee time policy, 1 point for every $1 spent, 450 points at signing, Eclub list, Invitation to Loyalty Events, $5 off green fee for each play (certain restrictions will apply)



• Gold Level – Annual fee at the introductory price of $199
  Standard tee time policy, 1 point for every $1 spent, 700 points at signing, Eclub list, Invitation to Loyalty Events, $10 off green fee for each play (certain restrictions will apply), Employee Pricing on all golf shop merchandise (cost plus 10%)
  
  

Proposed Point Reward Program

250 pts: 9-hole weekday round at any golf course
300 pts: 18-hole senior weekday round at any golf course
350 pts: 18 hole weekday round at PV, RW, LV; 9-hole weekend round at any course
400 pts: 18-hole weekday round at ND, NW
450 pts: 18 hole weekday round at HG, LB, FR
500 pts: 18-hole round Friday Any Golf Course
600 pts: 18 hole round Saturday, Sunday, Holiday at PV, LV, RW
650 pts: 18-hole round Saturday, Sunday, Holiday at ND, NW
700 pts: 18 hole round Saturday, Sunday, Holiday at LB, HG, FR
1,000 pts: - $100 Gift Card OR Member Package (Includes an 18-hole round of golf anytime at any course, free range balls for the day, free dozen Titleist Balls, free lunch, free glove, and free hat)
1.500 pts: - $150 Gift Card OR Weekday Foursome any golf course
2,000 pts: - $200 Gift Card OR Weekend Foursome any golf course
2,500 pts: - $250 Gift Card
3,000 pts: - $300 Gift Card OR Players Package (1 pair DryJoys Shoes, 1 Titleist Stand Golf Bag, 1 Dozen ProV1)
5,000 pts: - $500 Gift Card OR a set of Titleist AP2 Irons or Cobra S2 Irons (set of 8 irons in steel or graphite)

Loyalty Program 2010 - Part 3

Thank you for your continued input on our proposed new MCG Loyalty Program; your input is continuing to help us develop the program. The following is the latest information based on the feedback and input to date.

• Awards - we are working on developing a sample level of awards with required points for your review. The goal is to keep the awards for golf and carts as easily achievable as they are today.
• Seniors - We are very appreciative of the loyalty of the play of our senior golfers. We are now working on different ideas for senior programs.
• Expiration of Points - It is currently our plan not to expire points for the new program unless the account is not active for a period of time. The current points expired because we realized this was a transition program year and the two point systems would be dramatically different.
• Poll - To date, 63% of the respondents are in favor of us changing the MCG Loyalty Program for 2010. However, 56% say that price is the main reason that they play a course and 35% state that course conditions are their main reason they play a course. Our priority remains focused on providing the best course conditions at the best price to all of our players.

Thank you for your continued input and feedback.

Loyalty Program 2010 - Part 2

Thank you to those who have begun to comment about the proposed changes to MCG’s Loyalty Program. Some interesting points have been made and to clarify this is a concept and not a final program. Based on the comments so far we have posted another poll and we hope you vote. We are trying to improve the program but several of you have raised the issue of whether we need to change the program at all.The following is in response to several of the questions that were raised in the postings:

• What are the new point requirements: The new points system is not fully developed because it has to be based on an entirely new scale since you will now earn points for every dollar spent at MCG golf facilities including the golf merchandise and food and beverage. We believe this will be better than our current program because we will be able to offer different packages and choices. For example, the lowest awards may be the choice of a free golf cart, free range balls, or a sleeve of golf balls. The high end of the awards may include a choice of a free month of green fees, a new set of Titleist irons, or a weekend golf get away. Again these are not final but we hope it will give you a better idea of the flexibility and benefits we are trying to build into the program. We welcome the feedback and any suggestions you may have in the awards area.

• Do not see the value in paying for the Silver or Gold level - The Silver level costs $125 and includes a free handicap, free green fee, and $5 off every plus other benefits. The green fee value depending on when it is used can range in value but if you assume a weekday in-season rate of $30 and assume a handicap fee of $25, that leaves a net cost of $70 divided by the $5 discount leaves 14 rounds to play for the membership to pay for itself. The break even number changes according to when you use your free round of golf. Also the math for the Gold membership is about the same and the savings after that is $10 per round. It is also important to reiterate that the 14 rounds can be played at any of the MCG facilities.

• The program finally rewards nine-hole rounds - This is correct and something we have been trying to work on. However, would the nine-hole golfers be happy if we find a way to reward loyalty under the current program if the consensus is not to change the program?

Thank you for your continued feedback and input that is helping to decide and shape a Loyalty Program that works best for you.

Loyalty Program 2010

We have been developing a revised Loyalty Program that is much simpler to use and will provide greater value to our guests. It is important to us to have your input before we finalize our program. The following is a summary of the key points of our proposed new program and we are asking that you provide your feedback so we may create a final program that will be rolled out next spring.


The current Loyalty Program offers rewards based on rounds played and awards free golf carts and green fees. The proposed new program will be an expansion of our current program using the current loyalty cards. We are proposing a system which will issue a point for every dollar spent at the MCG facilities. This includes green and cart fees, merchandise, driving range, and food and beverage. The only items not included will be lessons, camps, or clinics. The points accumulated can be used to redeem awards such as free green and cart fees and other items to be determined.


Additionally, there will be three levels of loyalty in the new program:


Standard Level - FREE
1. standard tee time policy
2. standard one (1) point per dollar spent
3. Eclub list


Silver Level – Annual Fee $125
1. Standard tee time policy
2. Standard one (1) point per dollar spent
3. Eclub list
4. Annual handicap
5. Invitation to all Loyalty Club events
6. $5 off green fee for each play
7. One (1) free green fee


Gold Level - Annual Fee $199
1. All Silver Level benefits
2. $10 off green fees each play
3. Employee Pricing - cost plus 10% on all pro shop purchases


Developing a program that is beneficial to you is our ultimate goal and we look forward to your input in helping us create a better Loyalty Program. Please let us know if you like the proposed new program; if not why and what modifications you would suggest, and please provide any additional suggestions you have to make our proposed Loyalty Program better.