Honolulu Golf Division reports million dollar revenue surge from targeted digital marketing

The City Council of Honolulu convened on March 8, 2025, for a Special Budget Briefing, focusing on various financial aspects and operational updates related to city services, particularly the Honolulu Zoo and municipal golf courses.

The meeting began with discussions on the challenges of budgeting based on usage, highlighting the need for personnel as demand increases. A council member inquired about a specific allocation of $34,000 listed under the special projects fund related to the zoo. The director acknowledged the need for further clarification on this item and committed to providing additional information.

Attention then shifted to the marketing efforts for the municipal golf courses. The director reported a successful digital and radio advertising campaign launched in January 2024, which resulted in a significant increase in revenue, including the first instance of achieving a million-dollar month. The marketing strategy incorporates geofencing tactics, allowing targeted ads to reach potential customers based on their location, enhancing engagement with the community.

Concerns were raised regarding the maintenance of the golf courses, particularly from constituents who noted issues at a high-traffic course. The director assured the council that maintaining the quality of the courses is a top priority and that efforts are underway to ensure they reflect the city’s promotional efforts.

The meeting also highlighted the collaborative relationship between the golf division and the Department of Design and Construction (DDC). The director praised the DDC for their support and responsiveness, emphasizing the importance of teamwork in achieving project goals.

In closing, the council expressed appreciation for the director's leadership and the innovative marketing strategies being employed. The meeting underscored the city's commitment to enhancing public services while ensuring fiscal responsibility and community engagement. Further follow-up on the special projects fund and maintenance concerns is anticipated as the council continues to monitor these initiatives.