Delivering the message wherever

I recently returned from my first visit to Pebble Beach, the Lodge and the Golf Links. If you love golf, Pebble is one of the places you have to play. Along with The Old Course and Pinehurst No. 2, it's probably one of the great golf experiences in the world. And anyone can play there, as long as you've got the dough to pay for it.

At Pebble Beach I was reminded that marketing messages to consumers can be delivered almost anywhere. Seems Pebble has gotten a reputation as a place where golf is played v e r y s l o w l y. A round of six hours isn't unheard of. Golfers of all stripes play there, photos are taken all over the place, and the result is, well, a backed-up classic.

Some resorts deal with this problem in different ways, but they have to deal with it. Not only does it affect the experience; it also affects revenues. If it takes 5-6 hours to play, they can sell fewer tee times, and few tee times means less revenue.

Pebble delivers their "pace of play" message in several ways, but none more interesting to me than this:

On the practice balls at the driving range is the message "4:30" - for "four hours and thirty minutes" - the ideal time in which they'd like you to play your round.

Again, the reason is economic. We stayed at Pebble Beach in a beautiful lodge room. Staying there gets you access and a break in the green fee on the great old course. How much of a break? Well, here's the receipt I kept from check-in:

Two people, $425 each, $850 total.

"4:30" indeed.