Winter Leagues Boost Profits by Attracting Customers

Build a Foundation

- Dates: Consider holidays, school breaks, vacation periods and tournament seasons when planning dates. Herrington said Ace Archers’ leagues last 12 weeks. The first two weeks establish an average score, and rounds 1 and 2 last four weeks each. Next they hold finals for one week, with the first- and second-place teams in Round 1 competing against the first- and second-place teams in Round 2. The week features the honors and awards banquet. Campisi with Predator’s Archery usually runs a 12- to 14-week league.

- League expenses: Herrington said shops must know their league expenses before setting entry costs.He gives each archer a new target face each week, and counts his range fees and time. He prints weekly stats, scorecards and league standings. He dedicates “league night” for members, but opens his range to nonparticipants if he has room.

- Participation fee/cost: Campisi charges a $40 entry fee, which covers the awards dinner, and $10 each night they shoot, for a $160 to $180 total. He also offers a discount if participants pay the entrance fee and nightly fees upfront. Herrington charges a $14 entry fee to offset the banquet costs ,and $14 per night to shoot, for $182 total.

- Shooting times: Campisi said evening leagues work best. They offer three nights weekly for archers to shoot their scores. Herrington lets people shoot on Tuesday afternoons and evenings. He said retirees and people who can’t drive at night often attend the afternoon session. The finals and banquet are held Tuesday evening.

- Number of participants: Campisi said Predator’s Archery averages about 20 archers per league, and they can accommodate 18 per night. Herrington said Ace Archers has 10 to 28 participants in each league. He splits competitors into teams of two, three or four. Herrington pairs archers so all teams have a similar “team average.” He also honors requests to team with or against other members. Both shops get repeat and new participants. They encourage archers to sign up early to ensure their spot. Campisi also built a second range to accommodate more archers.

- Categories: Depending on the participants’ interests, both shops organize them into different classes. Those factors include age and competitive level, such as “fun” or “serious.” Others are separated by equipment, such as an open league for any bow, or a barebow league for those who don’t use sights and stabilizers.

- Handicap scoring: Both shops use a handicap scoring system to even the competition between beginners and advanced archers. For example, if Team 1 averages 100 points per game and Team 2 averages 80 points per game, Ace Archers gives the lower average team an 80% bump on the difference. Because the difference is 20 points, Team 2 gets a handicap of 16 points (80% of 20 points is 16). Herrington calculates each team’s average score every two weeks, and adjusts a handicap to ensure shooters aren’t “sandbagging.”

- Advertising: Promote your winter league in advance, but remind them why they should join. That is, it’s fun, they can improve their skills, and they can meet people. Advertise the league inside and outside your shop. Hang flyers in your range, at your checkout counter, and at libraries, schools and businesses. Post about the league on social media and your website. Also, personally invite customers to join. Herrington said people more often join when personally invited. He also sells upcoming leagues during the finals of current leagues. Campisi starts advertising and taking sign-ups two months before the league starts.

- Waivers and releases: Herrington makes participants sign a “Data Application and Release” form from his lawyer. This signed document secures the participants’ contact information while releasing the Massachusetts shop from liability, should an accident occur. Liability waivers don’t hold up in California courts so Campisi and the Predator’s Archery team don’t use them. Herrington also asks customers to sign a photo-release form, which gives his team permission to post customer pictures online.

- Banquet and awards: Both shops host a banquet and awards night to conclude the league. They said awards motivate and inspire participants. Plus, the banquet is a fun way to celebrate the league. Campisi honors the first-, second- and third-place archers, and hands out a “most improved” and “X-master” award. Herrington presents awards to the first-, second- and third-place teams, as well as a “most improved” award. Campisi holds the dinner at a restaurant. Herrington holds the Ace Archers banquet at his shop, but canceled recent banquets because of COVID-19.