Start by finding out what their customers want out of a golf tournament. Talk to the people who regularly attend and see what excites them about the product. Instill change in the tournaments from year to year to see these changes through. Ask questions like what was the worst part of the tournament this year? What did you like best about it? They could go to their marketing department and ask them to come up with a survey and a nice incentive as a free round of golf or a putter or something tangible that the person/people would like.
Asking questions, do the results, and be patient for the people to come back and see the changes that were made.
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