Championship Miniature Golf Entrepreneurs
From its beginning, in Chattanooga, Tennessee, and during the
entire depression, miniature golf spread like wild fire all over the
country. Corner lots in most cities were covered with sawdust and "poor
folks" had their own country clubs.
For the next decade and a half
the sport grew into an estimated 40,000 courses. Even while other
businesses were crumbling, miniature golf exploded with popularity. It
wasn't until the second world war that lack of personal leisure time
caused the industry's first downswing.
It took two entrepreneurs from Scranton, Pennsylvania to breathe
fresh life into this once dynamic industry. Ralph and Al Lomma,
brothers, opened their first miniature golf course in Scranton in the
early 1950's. The immense popularity of their local course caused them
to open several others.
By 1955 Lomma Miniature Golf was in the business of selling
miniature golf courses to the general public. One of the brothers, Al,
toyed with the motors, gears, belts, and moving parts which could block
the path of a well-struck putt. These obstacles proved to be the secret
of the immense success attained by the Lommas.
As the oldest and largest manufacturers of miniature golf courses in
the world, with over 5,000 courses sold worldwide, Ralph Lomma , and
his late brother Al, are credited as being the "fathers of modern-day
miniature golf". Just one of the Lomma's inventions was the placing of
a clown's face at the end of the game... Where the lucky customer could
win a free game by hitting the clowns nose. This last shot also served
as the owners' control, as the balls were locked inside the obstacle
and the balls played were electronically counted.
Since many of Lomma's customers are absentee owners, this crowd
pleasing chance to win a free game, also gave the owner the best
control over cash revenue.
Because miniature golf is a non-inventory, non-commodity business,
the cash revenues stay with the owner. Operators of courses are
basically renting "air", and don't have inventory to replace. In most
cities, the cost of one movie ticket would allow a family of four to
play miniature golf. It is also one of the few events the entire family
can participate in together.
The game is good exercise for senior citizens, helps establish motor
skills for young children, and is tons of fun for everyone in between.
Almost two decades ago, Ralph Lomma, founder and President of the
company bearing his name, started another new industry ... indoor
miniature golf. In 1989, a third of Lomma's business, was indoor
courses. This does not include a large number of Lomma operators who
have outdoor locations, but move their courses indoors for the winter.
Having an indoor location assures the owner of a 12 month income. While
most of Lomma's indoor operators are in the north, in the southwest
many operators insist on inside locations because it is too hot outside
for their customers. Lomma has placed courses in every conceivable type
of indoor location... from shopping malls, to federal penitentiaries.
Lomma's professional design department is especially helpful for
those customers with unusual indoor locations. As an example, they have
covered steel support posts with burlap and placed artificial palm tree
leaves at the top giving the appearance of a row of tropical palm trees
in the golf course area, instead of bland, obtrusive support columns.
Lomma has also had many indoor operators contact the arts departments
of local high schools and colleges, and held contests for wall mural
designs they like best, pay for the paint, and have the students cover
the walls of the miniature golf course with scenic outdoor designs.
This kind of after market support is one of the reasons behind
Lomma's phenomenal success... and the reason that almost a third of
Lomma's large annual business comes from referrals from happy
operators. Lomma has always felt that success does not mean selling a
golf course to an individual. Success in having that individual be
happy enough with your product that for years after they have purchased
it, are willing to recommend your product and company to other people.
For more
information on Lomma Enterprises, Inc. contact us today.
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