The World Golf Village’s lure is golf, and the sport has a direct impact on every other part of the giant complex.
And the golf marketing is showing benefits.
“We were up over last year in January, then we went a little down because of the weather,” said Cathy Harbin, the WGV golf general manager and director of golf. “We did a study — there was more rain than usual, and it came on a lot of Fridays and Saturdays. Ask any other course; it happened, and we all have to live through it.
“We think we’re going to have a great year, though. We’ve learned a lot, learned how to market better. Times have changed, and people have changed their habits.”
The WGV golf play has been up-and-down since its opening in 1997 and ironically may have been helped by the economics and scares of the past couple of years.
“We’re marketing to an area within a six-hour drive,” she said. ‘Surveys showed that people used to drive no more than three hours for a vacation — longer, and they’d fly. Well, they’d rather drive six hours than fly today, so we’re reaching to Atlanta and especially Florida.”
When the Village opened, the PGA Tour envisioned it as a national, or even international, destination and spent its dollars on expensive national television advertising.
The actual market today, and probably then, is and was nearer home.
“Florida is, and always has been, our best market,” said Harbin.
She should know. She’s been a resident of the state and came here from South Florida to be the head professional when the courses opened. The original owner, Scratch Golf, sold out to another company, Honours Golf, and Harbin’s job was on the line. She came out ahead — she was promoted to general manager, and now oversees a major operation.
“It’s been great. The new owners (Rob Schultz of Atlanta and Bob Barrett of Birmingham) are terrific,” she said. “We share the same philosophy — do it right. If we need something, they’ll come through.”
The courses haven’t needed much. The bunkers on the King and Bear are getting some drainage work and new sand, but that’s about it.
“Play is increasing, and of course we have more residents here,” she said. “Over 400 (residential units) are occupied now, and many are playing. More people are moving every day.”