Bear Skin Lake Country ClubMinocqua, WI

Meet the ClientJared Hett has been golfing for over 13 years. His passion for the sport has lead him to his dream of opening Bear Skin Lake Country Club in Minocqua, WI. Bear Skin Lake will not only offer a Par 70 course but will include, clubhouse, restaurant, tennis courts, pool, banquet room and an indoor golf simulator. Because Jared has experience playing different courses, his design for the Bear Skin Lake layout will outshine the other courses in the area. Minocqua is located in northern Wisconsin, which allows for a shortened golf season; weather will pose a major threat to the business each year. An accurate course layout will be bene-ficial to the overall success of Bear Skin.

Bear Skin Lake ObjectivesIn order for BSLCC to stand out over existing courses in the area they must take small risks. We have set up three objectives to ensure these risks will not only establish the brand but also create value for both the business and community.

Objective: Increase community awareness and involvement of BSLCC. Strategy: Utilize the high spring and summer crowd as a way to increase business.

Tactic 1: In addition to full memberships, offer half -year memberships to those who are only in the area during spring and summer. Tactic 2: Host annual Northwoods Outing to attract new members. Tactic 3: Allow for public banquet rentals (country club restaurant automatically provides catering) offer discounts for members. Tactic4: Organize weekend events such as Casino Night or challenge the PGA Professional.

Objective: Create a strong web presence. Strategy: Recognized the importance of quick and easy access to all products and services offered by BSLCC.

Tactic 1: Create an informative and interactive website increase traffic. Tactic 2: Create a mobile site for those on the go looking for tee times, lesson times, and current weather conditions. Tactic 3: Incorporate social media to attract new people; Facebook, Twitter, Instagram. Offer perks for likes, tweets, and check-ins.

Objective: Make BSLCC the premier course in Northern Wisconsin. Strategy: Offer members a country club that exceeds their wants and needs.

Tactic 1: Create a family like atmosphere by being involved with members; golf with them, promote two-way communication between all stakeholders involved. Tactic 2: Design a links style course; open, more water, more high grass. This will allow for better play in a densely, wooded area of Minocqua. Tactic 3: Promote indoor virtual driving range to allow for play year round.

Target and ToneThe design of Bear Skin Lake Country Club will provide a balance between feeling relaxed, challenge, and a sense of excite-ment; most importantly we want each guest to have a rewarding experience. The overall atmosphere will be friendly and the en-couragement of all staff and guests will be to know one another on a first name basis. Golf is an ever changing, evolving sport. Rather than base the entire club and course design strictly on demographics we plan to focus more on the psychographics of our potential members. This will allow us to maximize the marketing of our brand and the ability to appeal to those in the area.

The CompetitionMinocqua Country Club: Located on Lake Minocqua; they offer many weekly events, two tennis courts, and have a private beach with a boat dock. They have a beautiful website but do state that membership is very limited and they give no membership information on their site. Their site lacks tee time booking and social media links.

Pinewood Country Club: Very interactive site with access to everything you need, you can even book a tee time online. They have a section with all their membership rates and offer Internet specials. Pinewood offers access to their online store and you can sign up for their Birthday Club where they will cater emails specific to your interests. Like Minocqua Country Club a dense wooded area surrounds it.

Timber Ridge Golf Club: This course is open to the public offering daily rates. Online tee times specials and bookings, enroll in the email club and receive a free round of golf on your birthday. Again we see a interactive, easy accessible site with a lot of information. Contact information and Facebook links as well.

Research and Details:Extensive research will be done on existing golf course design focusing on but not limited to Arnold Palmer, Jack Nicklaus, and Greg Norman with specific emphasis placed upon link style layouts. Qualitative research will be done with golfers in and around Minocqua to keep the style and focus consistent with the brand but meeting the needs of possible members. Jared and I will view photos, layout plans, and golf courses to get ideas and develop plans but the entire course layout will be an original design. We have established a two year timeline for the project completeion. Ground breaking is set for Spring of 2014 with an grand opening in Spring of 2016. Between 140-180 acres of land will be purchased for the entire Bear Skin Lake Country Club layout. The budget for the project is $5 million dollars and will include all zoning and city permits. In addition to the course, design elements will include: both a website and a mobile site, business cards, membership brochures, menus and country club logo.

AudienceAs golf appeals to a wide variety of people, we will be targeting those interested in golf basing our business plan off of psycho-graphics rather than demographics. The residents of Minocqua will be a big focus during the implementation process, as we are sure to run into problems with the amount of land we will be altering. We will be upfront and honest in the process and have a solid PR plan in place to keep our entire audience informed and answer any questions they might have. Forming a committee with different stakeholders, (owners, residents, and city officials), will create a horizontal flow of two-way communication and allow for open discussion to address any problems right away. Bear Skin Lake will create new jobs, increase revenue and offer something new to the residents of Minocqua.