Question

Topic: Taglines/Names

Wanted - Golf Management Company Name

Posted by ken on 11/13/2014 at 5:32 PM ET 125 Points
We are a existing successful golf management company that started out providing services to high mid-tier and top tier brand golf courses (if they were hotel brands would be comparable to Hyatt up to Waldorf Astoria brands or on a 4 star rating would be a 4 star brand).

Our business services are expanding and in addition to the high end clubs we now also operate and mange several mid-tier brand golf courses (more comparable to a hotel brand of La Quinta or a Hampton Inn and on 4 star scale would be 2 1/2 to 3 stars)... nice but not at same level of service and product as the top tier.

We desire to form a new subsidiary division with its own name and identity to reflect the type of properties managed in this division. We plan to continue to operate the 4 star properties under our parent name but want to develop a new name to fit our mid-tier 3 star courses.

The business name will not be the name of the actual golf courses but more for tying staff services and fun promotions of the properties together under one common management company name. New division name will have "Golf Properties" following the name such as XYZ Golf Properties. And must fit image of "3" star golf course and not that of the nicer "4" star brand. Meaning we don't want a name that creates a luxury brand image or to expensive sounding.

Appreciate any suggestions on pontential names. Once we secure name and domain will create identity graphics, etc.
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RESPONSES

  • Posted on 11/13/2014 at 8:34 PM Accepted
    Let's start by understanding the primary target audience. For whom will the name be meaningful? What is important to your target audience, and in particular what's different about the 2.5-star audience's needs compared to the 4-star audience's needs?

    Trying to name the group based on a ranking or pecking order could be a marketing trap. Instead perhaps try naming the groups after locations, animals, famous battles, plants, generals, etc. Then you can impart desired quality meaning to each level based on the creative. If you are too concerned with tiers you get into different perceptions of the names.

    Do you already have a name for your 4-star group, or will it be "nameless" except for the parent name? Are you locked into a metaphor with no good way out? Will XYZ be identified as a part of the parent company?

    This sounds like a good candidate for professional naming experts. You might consider the option of paying a small fee to a professional who can give you a few options and work with you to meet all your criteria. This doesn't sound like a simple naming challenge.
  • Posted by ken on 11/14/2014 at 11:53 AM Author
    mgoodman... I appreciate your feedback. The management company brand target audience is two fold 1) internal to create a common culture and brand that attracts course owners to hire us and fun personality people to want to work with us; and 2) to allow us to have a common brand among our properties that showcase our fun service concepts, course conditioning standards and allows us to align cross club membership programs and to build confidence with guests so they know what to expect at one of our company managed properties. We still focus on marketing the golf course name itself as primary name to attract guest to the course but once guests are on property we want them to become familiar with our company brand and services as the operator of the course.

    The differences between the 2/3 star and 4 star courses is typically several factors such as design of golf course being harder or more scenic at 4 star courses as well as they offer better conditioning, higher golf fees and the clubhouses offer more full service dining are generally much nicer and upscale. The 2-3 star courses have more basic clubhouse with more limited dining options and less full service. Curb appeal and neighborhoods also play into mix as most 2-3 star courses are in more blue collar areas and the 4 star courses are located in higher-end luxury neighborhoods.

    The name of parent and our desired luxury brand name is "Greenway Golf" and we do not currently intend to have the new devision brand be publicly tied to parent. We really desire to have Greenway be known as a more limited service boutique company that provides golf course turf management construction and have the new brand be marketed as a full facility management option. The difference being Greenway focus is on managing and advising just on the golf course maintenance turf and construction and not managing the entire golf course facility such as dining or golf shop. The new brand will provide that service for the full facility and mainly target 2-3 star courses in this capacity.

    It is a little more complex with our multiple business services and type of courses, I will consider the option of a professional naming company for assistance.I welcome ay additional feedback, thank you.
  • Posted by saul.dobney on 11/14/2014 at 11:57 AM Accepted
    Silver Tee Courses

    Fairway Golf Management

    9-Iron

    Driver Golf Services

    Rangefinder Golf
  • Posted by Jay Hamilton-Roth on 11/14/2014 at 5:14 PM Member
    Par Excellence [Management]
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