Agenda Packets - 2003/03/03 - Laserfiche WebLink

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- 3 - Technology and Data Integrity The Council has directed the staff to enhance data collection. The purchase of a point of sale (POS) program and the installation of wireless data transmission will place information into the finance department in real time. Financial data will be delivered immediately as it occurs. Data will be available as it is accurately stored on the network server. Enhancement of our website will greatly benefit The Bridges Golf Course. A well developed site will maximize the limited advertising resources. This advertising strategy in this venue will reach the highest concentration of golfers with the lowest cost. Recent statistics show that 46% of households have Internet access. In the workplace, 85% of people have Internet access. More specifically, according to the National Golf Foundation, in the 2002 season 75% of golfers regularly went on line to look for golfing opportunities. The Bridges will capitalize on this growth to bring in more revenue. I am recommending that the Bridges Golf Course develop a website that will be linked to the City of Mounds View website. The key to the success of a website is the ease at which users can find the site. To maximize addition exposures our site will need to be located so that golfers are able locate it. There is phenomenal and unprecedented growth in this area. Database collection is available from the site. The creation of a database makes direct marketing quick inexpensive and immediate. A site gives the golf course ability to send out e-mail advertisements to subscribers who have requested to be on this mail list. • For example: Monday and there are very few reservations for next Wednesday between 10:30 am and 1:00 pm. A web advertise or special offer could be created, then e-mailed to the subscriber lists. The data is comprised of patrons who are already looking for golf opportunities. Unlike direct mail or newspaper ads, it would not be dependant on a print schedule. • A Web-coupon for tracking the activity directly related to the site would allow for accountability. The flexibility that is available with this opportunity is unprecedented in the industry. While the golf course uses this site, there is opportunity to build its own e-list. Retail Merchandise at nine hole facilities is simply a service to the patrons. There is little or no financial benefit. Items for sale will be gloves, balls, tees and a impulse items. The food service and beverage cart are a strong source of revenue. We will capitalize on that.