| For a long time now I’ve been involved in business ventures with an entrepreneur named Mark Benevento. We own and operate a series of miniature golf courses. You probably know the game as “putt-putt”, but ours are much bigger, cooler, and more adventurous than any normal putt-putt! Pirate Island (www.pirateislandgolf.com) is what we call them, and they dot the South Jersey shore, a summer vacation hot spot. The business satisfies my consuming interest with the rebels of the sea, and it gives Mark an outlet for his golf creativity.
Years ago, for research purposes, Mark went to Myrtle Beach, South Carolina – an area that is covered with all styles of golf courses. He played them. He videotaped them. He pried loose all the secrets about design, management and maintenance. Like me, Mark dotes on detail. You take care of the little things, the big things will take care of themselves.
The detail in our courses is remarkable – and memorable. Our business has grown tremendously for it, and we presently average between 250 and 300 rounds per course per day. And believe me, we’ve come a long, long way from the days of the windmill and the clown’s mouth. There’s a 40-foot suspension rope bridge, for example. And a replica pirate ship. And caves. And fog machines that are not only cool but they cool you, too. There are motion sensors. And Disney-like animatronics. And a rainbow of lights and sounds. Plus waterfalls. And all sorts of rocks and cliffs. And a pool/water hazard – into which balls unhappily and often go. Followed, happily, by the players! We encourage such shenanigans because it adds to the experience.
In other words, it’s not just putting a colored ball into a hole. It’s a sporting challenge. And it’s an adventure to be shared and remembered.
Mark has boiled down customer service to two words: Listen and React.
We have employees who are on constant walkie-talkie patrol. They monitor the traffic flow and the course cleanliness, and they’re there to hear complaints and/or answer questions. You don’t just throw open the door, hand people a putter and a ball, and then forget about them. Well, you can. But that’s inviting disaster.
One complaint Mark heard early on was the lack of a chance to win a free game at the 18th hole. We initially thought that the experience of playing the 18th hole on board the replica pirate ship would be a great way to end the round of golf. But customers wanted their cake with icing. So Mark devised a combination pinball/treasure-chest layout that enables the player to play all 18 holes and then shoot for that coveted free game.
Listen and React. -- PC
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