Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 5

The Putting Lot: Building a Miniature Golf Course to Support Sustainability
The Putting Lot is a unique miniature golf course located in Bushwick, a former industrial neighborhood in Brooklyn. The course opened in the summer of 2009 as a temporary installation in one of the neighborhood's many empty lots. Co-organizers Gabriel Fries-Briggs and Rachel Himmelfarb created the lot to preserve Bushwick's local culture while providing a place for residents to learn and have fun.
The idea to create a miniature golf course in the middle of the city came from the creators' own childhood experiences. One creator says, "A lot of us are not from the city and have very fond childhood memories of playing mini golf. There is a lack of affordable recreational activities that are appropriate for all ages in New York, so building a mini golf course in the city seemed like a great idea." The creators also wanted a space that would help anchor the neighborhood as more and more established families left the area. As neighborhoods become more concerned about sustainability, the land utilization and construction provided an opportunity to demonstrate sustainability. The organizers of the Putting Lot recognized that in the buying decision process, situational influences such as time and location would encourage local residents to visit the mini golf course. The physical and social surroundings are especially important in a decision to engage in recreational activities.
The Putting Lot was also designed to help people to think about the possibilities of vacant spaces in neighborhoods that support sustainability. Bushwick is the 21st emptiest neighborhood in New York City. The Putting Lot's creators believe filling the empty spaces will help the neighborhood transition from an industrial district to a residential area. According to the Putting Lot's creators, "Vacant spaces are often places where developers, neighbors, and city workers come into conflict, but they can also be rich places for residents to imagine what they would like to see in the city." This is an attempt to change attitudes about the neighborhood and the possibilities for vacant land to be used in a responsible manner.
Despite the large number of vacant spaces in Bushwick, the Putting Lot team had a difficult time finding a space to put their mini golf course. They say, "Even though the zoning of the neighborhood specifically permits our use as of right, most landlords did not want to deviate from standard, most common land-uses. In the end, we did find one who has been very supportive and is excited about the project and the possibilities it brings to the neighborhood." They recognized that family influences would be important in supporting the Putting Lot because once children enjoyed playing they could have a very supportive impact on decisions to use the course.
The Putting Lot focuses on sustainability, using recycled and reclaimed materials in its design. Additionally, the designs cannot be permanent or damage the land in any way. Before the course opened, the creators asked for design submissions for the holes. The winners received $500 to cover the cost of materials for their hole. One hole includes scrap-car doors and was inspired by the hazards of city cycling. Other holes include a water feature made with recycled plastic bottles and an obstacle course composed of boxes and milk crates. These hazards of the city represent an attempt to relate to the local culture and changes in attitudes toward sustainability.
Additionally, Fries-Briggs and Himmelfarb searched for additional materials online and throughout New York City. Examples of materials used to create the Putting Lot include wooden shipping pallets from a local factory and old sails for the awnings. The golf equipment was acquired from a miniature golf course in Canada that was going out of business. The emphasis on developing a mini golf course based on sustainability appealed to neighborhood residents, who want to exhibit a sustainable lifestyle through their activities, interests, and opinions.
The Putting Lot became an important space for the Bushwick neighborhood. The Putting Lot's organizers say, "Through the transformation of the lot, the construction of the holes, and a series of events held in the public area, we hope to provide a forum for discussing urban sustainability in a new context." Therefore, the organizers were involved in socializing neighborhood members to patronize the course and communicate with others positively in their reference groups. They hoped that some neighborhood members would become opinion leaders and influence others to become involved with the Putting Lot as a role model for community sustainability.
How did the creators of the Putting Lot incorporate sustainability into their business concept