Project Specifics

Our project with Foothills Fairways was broken down into two parts. First, the golf course wanted a marketing campaign that appealed to a younger audience, with the goal of reaching out to an upcoming demographic. We presented the idea of using NFTs as a marketing tool to allow younger customers to become familiar with the Foothills Fairways Golf Course and some general golf terminology. We designed 18 different NFTs, one for each hole on the course and (with help from the staff) we came up with a short description of the hole and a useful tip or two for success on the hole. The Foothills Fairways Junior NFT collection was made. 

The NFTs were released at a Junior golf clinic in the area with approximately 100 cards beginning included in the golfer’s swagbag. Each card had information about Foothills Fairways GC and a QR code which took the kids to a webpage where they could download their NFT as well as a printable coupon to bring into the clubhouse for a free bucket of range balls. 

This same process was repeated at two more youth clinics and one regional golf expo. In total about 750 of these cards were given away. 

The second step of this project was to create a similar marketing plan, targeting current members and serious golfers in the area. We created a line of NFTs called “Foothills Fairways: Signature Holes”. Again all 18 holes were replicated and reproduced as NFTs. Three versions of each hole were created, bringing the total number of unique pieces in the collection to 54. We minted a total supply of this collection to 5,400. (54 unique pieces X 100) or in other words there were 100 copies of each of the 3 versions of the 18 holes.

For a two month period upon completing a full round of golf, the clubhouse would give each golfer the ability to claim an NFT from the “Foothills Fairways: Signature Holes” collection. The claim process was randomized, meaning the golfer didn’t know which NFT they would receive until after it was claimed. At the end of the give-a-way period, the golf course began offering “special deals and bonuses” to the holders of these NFTs. Anyone who held a “par 5” NFT was offered a 5% discount off their next round of golf. Anyone who held a version of their signature hole, hole 16 was invited to a closest-to-the-pin competition where a $5,000 cash prize was awarded to the winner.     

The next step for this project is to expand the engagement with the holders of the NFTs. The Golf course has expressed interest in expanding the project to include the ability for participants to buy and sell their NFTs on a marketplace to create a secondary market for the NFTs and in turn be able to offer more to the holders of the NFTs. This gives the ability to the golf course to create larger giveaways, for example. If someone holds NFTs of all 18 holes, they are awarded a free membership to the course for a full year. The golf course also wants to incorporate the junior NFTs in with the Foothills Fairways: Signature Holes NFTs, whereas if a parent or guardian held an NFT and a minor held a junior NFT the group would receive a free round of golf.  

Expected project time frame: Two golf seasons

Revenue share from the NFT sales from the secondary market.  

Estimated budget: The original budget for the Junior NFTs was $5,000. The expansion to include the Signature Holes NFTs and the marketing plan: $17,500 and was revised down with revenue sharing.  

Status: Project ongoing. Looking to implement new marketing avenues and incentivize more involvement in the secondary marketplace and in turn, help create more engagement. We are currently discussing an end-of-the-season party for all NFT holders at the course and a grand prize trip for a foursome to play at Pebble Beach®.