Näin Ruotsissa – Happy Golfer maksaa kotikentällään kierrosmäärän mukaan: ”Tämä on tulevaisuutta monilla kentillä”
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Teemu Tyry
Ruotsin kolmanneksi suurin golfseura hinnoittelee kenttänsä kausipelioikeudet kierrosmäärän mukaan. Happy Golferin perustaja uskoo, että vastaava hinnoittelu tulee yleistymään Ruotsissa.
Korona-aika on nostanut golfkenttien täyttöasteita ympäri maailman. Varsinkin kysytyimpien peliaikojen saaminen on tiukassa paitsi Suomessa, myös länsinaapurissamme Ruotsissa.
Happy Golfer on golfseura, joka on alkavaan kauteen asti toiminut pelkästään digitaalisesti ilman omaa kotikenttää tehden liikevaihtonsa seuran jäsenyyksien, pelioikeuksien, kurssien ja muiden palveluiden myymisellä.
Jäseniä ”pilvipalveluseurassa” on noin 15 000.
Alkavalla kaudella Happy Golfer operoi parin vuoden ajan nimellä Skälby Golf toiminutta kenttää Tukholmasta noin 50 kilometrin päässä Södertäljen kupeessa.
27-reikäinen kenttä, range ja muut puitteet kulkevat jatkossa nimellä Happy Golfer Stockholm.
Seuran jäsenet ovat aiemmilla kausilla päässeet Happy Golferin jäsenkortilla pelaamaan muilla kentillä green feellä, tai vuokraamillaan. Tämä toiminta jatkuu, mutta nyt on mahdollista pelata myös omalla kentällä joko green feellä tai pelioikeudella.
Happy Golfer Stockholm tuo golfkeskukseensa täysin uuden mallin hinnoitella kausipelioikeuksia.
Täysin rajatonta pelioikeutta ei ole edes tarjolla. Valittavissa on 20, 60 tai 110 kierroksen pelioikeuksia kiinteillä hinnoilla.
Happy Golferin mallissa parhaina aikoina pelaamisesta veloitetaan omasta kierrossaldosta normaalia enemmän.
Tämän uskotaan tasoittavan peliaikojen kysyntää, ja tuovan viikonlopun aikoja useamman pelioikeudenhaltijan varattavaksi.
”Hyvin yleistä on, että 15 prosenttia pelioikeuden haltijoista käyttää 50 prosenttia varattavissa olevista ajoista”, pohjustaa Happy Golferin perustaja sekä toimitusjohtaja Mattias Bohlin tilannetta, joka on noussut puheenaiheeksi myös Suomessa.
”Tuomalla dynaamisen hinnoittelun myös pelioikeuksien käyttöön, saamme aiempaa suuremmalle osalle pelaajista tarjolle myös kysytyimpiä aikoja. He tulevat tyytyväisemmiksi. Selvää on, että keskimäärin 100 kierrosta pelaaville tämä hinnoittelun uusi malli ei ole mieluisaa kehitystä”, Bohlin jatkaa.
Happy Golfer ei ole Ruotsissa ensimmäinen seura / kenttä joka lähtee pelioikeuksissa dynaamiseen hinnoitteluun.
Hintahaitarin yläpäähän lukeutuva Hills G&SG Göteborgissa, GolfUppsala sekä Gräppås GK ovat kehitelleet omia mallejaan, joissa pelaaja maksaisi kentällä vietetystä ajasta.
”Kausimaksun suuruuden määräyminen pelaamisen volyymiin on tulevaisuutta monella kentällä”, uskoo Mattias Bohlin.
Lähde: Svensk Golf
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