Marketability as a Golf Course
Due to its convenient and favourable location, the Nishikigahara Golf Course attracts visitors from many cities in Saitama Prefecture and Tokyo. The Rengeso course is a par-3 course with 7 holes and is well accepted by novice and elderly golfers.
This course attracts a large number of golfers because of its large membership of more than 6,400 (including the members shared with the Northern Country Club) as at the end of March 2013 and the accessibility to the large markets of Tokyo and the Saitama Prefecture. The annual number of visitors to this course for the past three years was approximately 150,000 to 160,000, which is equivalent to around 65,000 on an 18-hole basis.
The ratio of members to all visitors was approximately 39.4% in FY2013, and has been stable around this level. The average utilisation rate on weekdays increased from approximately 76.8% in FY2011 to 83.9% in FY2013. Efforts to attract visitors include closed-market approaches, such as direct mail and discount ticket offering to club members, and efforts to reach out to visitors from a wider area through web-based reservations and marketing campaigns including open competitions. Taking advantage of its solid customer base, this course has pursued a marketing strategy of increasing the number of visitors without compromising on the green fee charged. Since 2009, the club has promoted efforts to improve the efficiency of operations, including a change in the method of operating restaurants to a cafeteria style, which has led to higher profitability. Conducting marketing activities solely relying on caddy-less play is another characteristic of this club.