Tee-time provider GolfNow.com has revealed strong 2012 results for its Let’s Play 9 initiative, with over 225,000 nine-hole rounds played, generating US$3.6 million in revenues for course operators.

Let’s Play 9 is pitched as a fun and affordable way for the time-short golfer to play, with many nine-hole tee times available early in the morning or late afternoon, evenings and weekends, at courses throughout the United States.

The 2012 results represent an increase of approximately 60 per cent on the previous year, and saw participating golfers paying an average of just under US$16 for each nine-hole round.

Gordon Lakomy, director of operations at Diablo Hills Golf Course in Walnut Creek, California, said: “Nine-hole rounds early in the day and late in the afternoon work well for a lot of our customers. The programme has brought us new players, some of whom are regulars now.”

Jeff Foster of GolfNow.com’s parent company Golf Channel Solutions said: “We know that golf course operators lose thousands of players, rounds and dollars every day because some people don’t have time for a traditional eighteen hole round. Let’s Play 9 shows that nine-hole rounds appeal to a large segment of golfers and can represent a significant revenue opportunity for operators.”

Foster also said that the programme is encouraging families and beginners to play more, and bringing back golfers who left the game due to time constraints.