NAGA News May/June 201724

A t first blush, a clay target range might not fit the image of traditional agriculture.

But it does when you consider that a range can be a great use of rural land that engages the local community, augments your current business model or simply creates another stand-alone, farm-based operational profit center.

Many rural bed and breakfast op-erations, lodges, hunting preserves, retreat centers and even some wineries successfully and profitably offer clay-target shotgun-shooting sports, events or master-class shooting-school options for their guests. There’s no reason farms can’t capitalize on this growing business opportunity as well.

Of course, this is also a way by which other rural-business ventures, like hunting preserves, can extend their operational seasons and cus-tomer services with, depending on the complexity of the endeavor, any-where from a minimal to substantial outlay in equipment costs and time.

Marketing ChannelsOne of the first steps toward build-ing a profitable shooting range is developing a strategy to create and capture value based on time and capital investments, scaled to fit a particular sport.

Shooting sports operations, large

or small, are primarily participa-tory, “experiential product” services, which also make a positive contribu-tion to the community by provid-ing a new, family-oriented sporting outlet. These venues frequently are sites for educational activities that include the ever-increasing number of high-school trap and skeet teams, Teachers in the Outdoors, Becoming an Outdoors Woman, 4-H Shooting Sports and similar programs.

ProductionThere are many things to think about when planning to establish a “clays field” venue. These include a safe venue for the event that includes a proper shot-fall zone, throwers and thrower-housings suited to the various games, and adequate liability coverage for the participants, event or events, and event staff. Large events may require subcontracted employees or indepen-dent contractors, food caterers, etc.

Landscaping and range design are important considerations, as is lighting. Outdoor lighting can be very expensive, but it can greatly extend the number of squads that can shoot on the average work-week evening and is critical for 3- and 4-season fa-

cilities where short daylength would preempt night shooting. Additionally, 3- and 4-season “high-volume” clubs and venues in the northern states need to factor-in snow removal for the shooting areas of their fields, house access and parking areas. These facilities usually include a

heated club-house with warm refreshments for winter shoots and air condi-tioning for sultry summer events.

The en-vironmental implications of lead-shot “shot fall” must also be considered a part of any

prudent risk-management plan. State and national organizations including the National Shooting Sports Foundation, National Rifle Association and nationally recog-nized private consulting firms are sources of planning assistance.

Across the clay sports there are several “games,” that include:

American Trap: The “field” consists of a series of five pads arranged in a hemispherical line behind a trap “pit” or “house” that houses the thrower (trap machine) and a supply of targets.

American Skeet: The “field” con-sists of a series of eight pads laid out in a hemispherical perimeter and

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SHOOTING RANGES CREATE a positive contribution to the community by providing a new, family-oriented sporting outlet.

25NAGA NewsMay/June 2017

a direct transecting line between the “high” and “low” houses.

Sporting Clays: Conducted over a course laid out along a trail where small groups of shooters encounter targets thrown to represent various hunting situations. It is often com-pared to playing a round or two of golf and can be the most expensive and complicated game to produce.

Wobble-Trap or Wobble-Skeet: An increasingly popular game that com-bines both trap and skeet, involves a single thrower (as in trap) and a series of stations that are shot by the group as a group (as in skeet). It has greater variability of target presentation than is encountered in either trap or skeet but can be staged on the amount of land used for a skeet field.

5-Stand: A fast-paced, condensed version of sporting clays. Five or more different target presentations are thrown in challenging combina-tions with respect to five different shooting positions along a line within a cage that restricts field-of-fire.

There are many other clay-target shotgun-shooting sports. Most are variations on those previously ex-plained. These include tower shoots, specialized squad events, flush and flurry shoots, and various “regis-tered” competitions for international (Olympic qualifi-cation), American amateur and professional and club events.

Feasibility studies and busi-ness plans are also necessary and crucial steps to success-fully develop any business. Any feasibility study should look at all potential profit generators and in-clude realistic estimates of projected sales in terms of customer per-target and per-round figures.

Best and worst-case scenarios must be considered with an eye toward break-even points and

controlled growth of the venture. Business plans also must include a risk-management plan that reflects operational protocols, employee training, emergency procedures and liability exposure.

Pricing is an important consideration, especially when trying to estab-lish the business. Value of services and “going rates” in the area are key points, as are overhead costs. For example, automatic sport-ing clays courses are expensive to establish and maintain, while a simple wobble-skeet field is not.

Constructing a dedicated sporting clays facility is an expensive and on-going process of infrastruc-tural upgrades and improvements. Courses may begin with very inex-pensive throwers and volunteers, perhaps with squads throwing their own targets, and evolve with

increased par-ticipation into more elegant operations.

All shoots usually require one to several small tractors with trailers, pick-up trucks or some sort of utility vehicle to transport cases of targets to the various, perhaps

remote, thrower locations. Vehicles also are necessary to service re-freshment stops where water or soft drinks are provided or sold. All shoot organizers should ensure that ad-equate “relief” facilities are available at several points along the course.

Also, remember that member-ships can be sold to guarantee a certain amount of seasonal “up front” operating capital. You can still welcome members and non-mem-

bers, but the non-members generally pay higher rates. Membership can also provide other added values to the cli-ent through breaks on lodging, hunt pricing, meals and other services of-fered by your operation or those of local business partners.

Other marketing

considerations should include league shoots, sale of club merchandise, club discount pricing on supplies, and development grants for building the business. H

UTILITY VEHICLES or small tractors with trailers may be necessary to transport shooters and equipment to remote courses and shooting stations.

PARTICIPATION IN YOUTH SHOOTING events such as high school trap and 4-H Shooting Sports is on the rise.