Clubs play smart card in war on red tape

Technology

The antiquated, if tried and trusted, way of sifting through cards and adjusting handicaps etc can be a pretty tedious business. It is also an integral aspect of any golf club's management. Indeed, given the complexities of the task, it's not surprising that many clubs have grasped technological advances to make the job a little bit easier.

And one of those to the fore - forgive the pun - in such developments is the Belfast-based Smart Golf company which is establishing a strong reputation for reliability not just in Ireland, but also in recent expansion into the British market.

Currently, there are some 16 clubs throughout Ireland using the system - with more in the process of making the technological jump forward - and, of these users, the majority use it purely for competitions and handicapping purposes. However, the Smart Golf Card system (see sample cards above) also allows it to be used in bar and catering operations and, from a security perspective, also for door entry/ access. All of which suggests that the credit card-like invention will find an even bigger niche in the Irish market.

Charlie O'Neill, the managing director of Smart Golf, says the cost of installing the system has come down noticeably in recent years, mainly due to the decision of the German Health Service to issue some 60 million smart cards to their clients. "As more and more are used, the costs will reduce," he says.

So, what can his company offer a golf club wondering whether or not to take the leap? The answer is anything and everything, depending on requirements.

"Basically, the cost of a smart card is between £2 and £4 per card," he says, the price differential depending on whether or not the club wants a full colour card or just a single colour. For instance, the Malone Club features a really nice colour photograph of the course, while the Christy O'Connor Club (based at the Hollystown Golf Centre) goes a step further and also carries a colour photo I.D. of the member.

"Assuming a club has their own computer, we can supply a package for around £1,000," says O'Neill. The smart card reader retails at around £250 and the software to the personal computer for score entry and competitions costs around £350. An increasingly attractive element, apparently, is in the area of bar management. This application can cost from £1,500 to £2,000, while the door access usually costs from £400 to £500 per access point. Basically, the system can be tailored to meet the requirements of the club.

"We had some teething problems and minor hiccups," admits O'Neill, but they appear to be small ones - like the user swiping the smart card upside down. And nothing that a little user training doesn't put right.

The smart card resembles a credit card, but it stores much more information than a credit card thanks to a small memory chip which cannot be affected by magnetic fields. The card streamlines club administration by offering a variety of uses: competition entry, scores processing, bar/catering levy and door access (security). Indeed, there is also a facility to issue visiting society golfers and those participating in corporate events with "on the day" smart cards which can be used for bar and restaurant payments and even score processing.

Of particular interest to clubs is that the smart card can now be used with the company's feature-packed Competition Management and Handicap processing computer software for men and women as well as with their Membership Accounting Software.

Approved by the GUI and the ILGU, the smart card seems to be well on the way to improving the lot of players and administrators alike. Charlie O'Neill can be contacted at Belfast (08) 01232 740471.

Membership

If you think some Irish golf clubs are going a little over the top in their asking prices for membership, then cast an eye across the water to the Loch Lomond Golf Club, hell bent on establishing its claim as the "Augusta of Europe."

The Scottish club is seeking a dozen individuals to pay $1million each to become members. And, in return, they'll be allowed to spend up to £75,000 a year on drinks, food and accommodation at the exclusive facility. All of which makes the asking price of £4,500 at Ireland's premier club Portmarnock (albeit after an intense screening process) seem positively benevolent.

Advertising

Anyone who watches the US Tour on Sky Sports will, no doubt, have been taken by the advertisement which features a black labrador retriever running every which way in pursuit of a white golf ball.

But not only does the dog (above) sit down, move right or left, back off and go a long way, but the labrador which plugs the Wilson Staff Titanium Double Ti ball also wins awards. The prestigious American golfing weekly Golf World has awarded it the title of "best new golf advertisement." There won't be too many objections to that decision.