A study into the impact of the Ryder Cup 2010 on golf club membership at the Celtic Manor Resort, with specific relevance to the marketing techniques used to achieve increased membership numbers.

Abstract

This research project aimed to explore how successfully The Ryder Cup 2010 and subsequent marketing techniques has impacted upon Golf Club Membership at the Celtic Manor Resort. By critically reviewing various sources of literature and statistics collected regarding the impact of major sporting events upon memberships it was possible for a window in existing research to become apparent. Through the methods of qualitative interviews and quantitative questionnaires it was possible to establish the marketing techniques that were employed to capture interest in Golf Club Membership at The Celtic Manor Resort pre, and post The Ryder Cup 2010. From the evaluation of the managers' perceptions of the impact that The Ryder Cup 2010 had upon Golf Club Membership alongside the reasons members highlighted in their responses to the questionnaires; it was apparent the marketing techniques used by The Celtic Manor Resort did attract the attention of people who subsequently became members. An evaluation and critical review of the marketing techniques employed to increase Golf Club Membership at The Celtic Manor Resort was made. The findings of this research provide evidence that the selected marketing techniques benefitted the resort and the numbers of people joining the Twenty Ten Membership increased yearly until The Ryder Cup left The Resort. The main conclusions drawn from this study are that marketing strategies and techniques are vital to attract the attention of potential customers and consequently encourage them to take action, The Celtic Manor appear to have been successful in doing this. The Resort, also took the opportunity to incorporate The Ryder Cup into its marketing strategy as it acts as a invaluable promotional tool.