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5797 Golf Business April_V1.indd 1 5797 Golf Business April_V1.indd 1 @RainBirdGolf

Rain Bird has been a huge help for dialing in our system. They made it a much easier transition during the restoration.

Stephen Rabideau, CGCS | Director of Golf Courses, Winged Foot Golf Club

Winged Foot Golf Club brought incredible precision to their irrigation.

To prepare for a major championship, this prestigious club recently completed a historic restoration. By partnering with Rain Bird, they also received hands-on help implementing new intelligent irrigation practices. From dialing-in nozzle settings in their Central Control to setting up a Rain Watch™ system that responds to microclimates, a dedicated commitment from Rain Bird made it easier for the club to protect their water source and defend their turf.

See more renovation stories at rainbird.com/RenovationPartner.

GOLFBUSINESS.COM 1

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R461-05077-7 Renovation Partner - Winged Foot Color: 4/color Publications: Size: T - 7.75" x 10.5" B - 8" x 10.75" L - 7" x 9.75" SIZE A Golfdom (GIS Preshow WHAT Toro® Outcross™ 9060.

MATTERS Dozens of attachments. Hundreds of jobs. 365 days a year.

Toro spread

MOST Work smarter. Do More. Save money.

What Matters Most to You Matters Most to Us. It’s a numbers game. You need to get more jobs done fast and right the first time, optimize your club’s resources and stay within budget. Toro’s new Outcross 9060, a multi-purpose and turf-friendly workhorse, combines purpose-built, all-season functionality with intuitive operation – with virtually anyone on your staff – and unprecedented versatility to deliver impressive results. Even better, Outcross can power your existing attachments utilizing its 3-point connection and power take-off*, haul over two tons in its supersized cargo/dump-bed, and tow up to 16,000 lbs. (7,257 kg)**, which is more than three times its own weight. The weight-balanced, four-wheel steer and full-time four-wheel drive Join the conversation powerhouse can get it all done without damaging sensitive turf. The all new Outcross 9060 is a Jack-of-all-trades, and Jack is jealous. @ToroGolf Call: 800-803-8676 *Category 2 three-point, 540 PTO and universal skid steer mount style. ©2018 The Toro Company. All rights reserved. **Trailer weight, when equipped with trailer brakes. Visit: toro.com/outcross 2 GOLFBUSINESS May 2018 GOLFBUSINESS.COM 3

Outcross9060 Ad_GolfBus_4_18.indd 1 3/6/18 8:53 AM Leave it to the 36 professionals’ MAY 2018 Entregraexpertise.

Taking a Driving it long in the game of golf is a huge advantage. So too step back is having a procurement partner that provides comprehensive Entegra is proud to support the ngcoa The growing trend of reversible golf as a Preferred Supplier in the ngcoa courses makes big use of small spaces. purchasing solutions to help drive your club’s overall success. Purchasing network. Harkening back to the early days at St. Andrews, courses in the United States are giving the concept a new twist. EntEgra ProcurEmEnt SErvicES iS rEady to maximizE your club’S ProfitS from tEE to grEEn by Providing: For a Procurement Program designed • Competitive pricing on extensive product selections to meet your needs—with the • Quality brands your members expect and appreciate ﬂexibility to be modified as your club’s • National partnerships with industry-leading manufacturers and goals change—count on entegra. distributors to include Sysco Foods, GFS, Edward Don, Cintas, etc. • Procurement solutions for all your club’s needs including F&B, course maintenance, operational equipment, uniforms, branded products and more Second Turn on Chances The Lights The Club at Wynstone’s Bringing more players — turnaround shows that and more money — to the courses can survive course can be as simple as FIND US ON 13 survival mode, and thrive. 24 playing at night. www.entegraPS.com • 866-ENTEGRA • [email protected] 4 GOLFBUSINESS May 2018 GOLFBUSINESS.COM 5 © 2015 entegra Procurement Services. Confidential and proprietary to entegra. Do not share or post without proper consent. We Play Fair. And we’ve been doing so for over 30 years. As NGCOA’s Official Payment Processing Partner, TSYS® is teed up to be your trusted advisor for merchant services. No games — TSYSsimply, a reliable partner with a global MAY 2018 reputation for integrity, advanced security and exceptional service. VANTAGE POINt 8 No traps. What you see is what you get: NEWS & VIEWS • Secure, low-cost credit card processing 17 • No hidden fees 18 Something • Integration with most golf POS systems for Everyone • Acceptance of all payment forms, With a redesigned course and a new golf director, Rosen Shingle Creek digital wallets and recurring billing is positioned to appeal to various • Trusted EMV® solutions segments of the Orlando market. • Advanced networks for maximum security and fraud protection Spring into * 22 • More than 30 years of payment expertise Action * Board members at Indian Spring • Over 650,000 businesses count on us could see the writing on the wall and and so can you decided to put their club up for sale while they still had some leverage. • 24/7, U.S.-based support 39 IDEAs & INSIGHTS Three final 47 thoughts You need a dependable partner to simplify payments for your golf course. Mark Luthman, executive vice president & COO of Touchstone Golf, discusses issues faced by many Contact us at 866.969.3350 or [email protected] course owners. and discover what the TSYS team can do for you. tsysassociation.com/ngcoa ngcoa in action GB MARKET 49 GB CLASSIFIEDS 49 AD INDEX 48 51

*Source: TSYS Internal Corporate Data. EMV is a registered trademark or trademark of EMVCo LLC in the United States and other countries. All trademarks contained herein are the sole and exclusive property of their respective owners. 6 GOLFBUSINESS May 2018 Any such use of those marks without the express written permission of their ownerGOLF is prohibited.BUSINESS.COM ©2017 Total System 7 Services, Inc. TSYS® is a federally registered service mark of Total System Services, Inc. All rights reserved. TS7197_Oct

TS7197_NGCOA_GolfBusinessMagazine_Ad_Oct.indd 1 8/21/17 10:10 AM I think there are two factors that cause golfers to pause at the idea of (gasp) moving from one set of colored tees to another: One is ego, and the other is having to consider THE OFFICIAL PUBLICATION OF THE NATIONAL GOLF COURSE OWNERS ASSOCIATION an equalizer in addition to giving or receiving strokes. APRIL 2018 Let’s unpack this for a moment, and realize that you — the VOLUME 24, NUMBER 4 course operator — can help make this work. BOOTS GIFFORD EDITOR-IN-CHIEF Ego. No one likes admitting or realizing they aren’t [email protected]

hitting the ball as far as they used to. But you can help DAVE ALEXANDER ease the pain and encourage a more appropriate set of ART DIRECTOR [email protected] tee boxes by embracing the combination-tee movement.

What was once a rare anomaly is now a bit more com- CONTRIBUTORS mon — looking at the ROB CAREY, KYLE DARBYSON, STEVE DONAHUE, STEVE EUBANKS scorecard and seeing ADVERTISING STAFF Another case for something like Blue/ JAY ANDERSEN BUSINESS DEVELOPMENT ACCOUNT MANAGER White or White/Yellow [email protected] as one of the rows on moving to a new tee KELLY MACPHERSON the card. Going from BUSINESS DEVELOPMENT ACCOUNT MANAGER Blue to Blue/White is an easier jump than straight to [email protected] White. Just getting golfers out of their ingrained behaviors BARBARA SEARLE CLASSIFIEDS, GOLF COURSE MARKET of playing the SAME tee box, no matter where they play [email protected] or the distance of the course, is a great first step. And of

course, having more than three or four sets of tees helps EDITORIAL ADVISORY BOARD the cause even more. But if you don’t think you can afford WHITNEY CROUSE Jay Karen FOUNDING PARTNER, MOSAIC CLUBS & RESORTS CEO to build or maintain more ALPHARETTA, GA tee boxes yet, updating the HENRY DELOZIER NGCOA PRINCIPAL, GLOBAL GOLF ADVISORS, PHOENIX, AZ scorecard is a great first step. ALLISON GEORGE Kudos to those who have been doing it! GENERAL MANAGER TOAD VALLEY GOLF COURSE, PLEASANT HILL, IA Equalizer. You’ve been there. Standing on the first and ev- LARRY HIRSH In last month’s eryone figures out who gets how many strokes from whom FOUNDER & PRESIDENT GOLF PROPERTY ANALYSTS, CONSHOHOCKEN, PA column, I opined before play begins. In most cases, everyone is likely playing LAWREN JUST that one of golf’s the same set of tees, so you’re only dealing with one vari- OWNER, PERSIMMON RIDGE GOLF CLUB, LOUISVILLE, KY GEORGE KELLEY “distance problems” able — differences in typical score levels. If the group starts PRINCIPAL, GREENWAY GOLF, STEVINSON, CA is that many golfers are splitting up what tee boxes they are all playing, you’re DAVID “ROCK” LUCAS playing from tee boxes introducing another variable. How does that impact the PRESIDENT/OPERATING PARTNER CHARWOOD COUNTRY CLUB, WEST, COLUMBIA, SC that are too difficult for calculus of determining who gets how many strokes? The GOLF BUSINESS OFFICES them. Or maybe restated, short-term head-scratching on that one will be temporary. 291 SEVEN FARMS DRIVE, 2ND FLOOR, Kona Country Club is on the island of Hawaii. But they’re not on an island with John Deere. CHARLESTON, SC 29492 if they played tees that WWW.GOLFBUSINESS.COM Eventually, it will “all come out in the wash,” as my mother [email protected] PHONE (843) 881-9956 offered, say, a 6,000-yard used to say. If you move up a set of tees and you start scor- FAX (843) 856-3288 experience instead of a ing better, then eventually the spread of strokes will get FOR ADVERTISING SALES INFORMA- TION, CONTACT (800) 933-4262 6,600-yard experience, they smaller naturally, and everyone can carry on as before. Golf Business®, USPS #016-601, ISSN #10995943, (Volume 24, Number 3) is pub- might find it more enjoy- Why is this important? I look no further than my own lished 10 times a year in April, February, March, April, May, June, July/August, September, October and November/December by the National Golf Course Owners Association able and the round a little father. He played golf weekly for decades, and then (for a (NGCOA), 291 Seven Farms Drive, 2nd Floor, Charleston, SC 29492, (843) 881-9956. Golf Business is distributed free to qualified subscribers and is $49 for 1-year U.S. non- Working in the 50th state as a golf course superintendent can be speedier. And golf writer variety of reasons) nearly stopped playing altogether. Upon qualified. Single copy and back issue price $10 in the U.S. and $15 in Canada. U.S. funds only. For address changes, eight weeks’ notice required. The articles and other informa- a challenge, especially where equipment is concerned. And yet, John Gaughan recently returning to the game, he decided to play one set of tee tion in this publication are advisory only and are not intended to represent the views, opinions, or endorsement of the NGCOA. ©2017, National Golf Course Owners Asso- Derrick Watts, superintendent of Kona Country Club, Island of Hawaii, penned a wonderful piece boxes closer than he had all his life. And, man is he happier ciation. All rights reserved under International and Pan American copyright conventions. The publisher assumes no responsibility for unsolicited material. Reproduction in whole never feels that way, thanks to his John Deere Golf dealer. Says Derrick about aging and moving up and back to playing a few times per month. or in part without written permission is prohibited. Printed in the U.S.A. Periodicals post- age paid at Charleston, SC and at additional mailing offices. Postmaster: Send address “Without their service and support, we wouldn’t have a fleet.” a set of tees, and the joys of Happier golfers mean a higher chance of returning to the changes to Golf Business, c/o NGCOA, 291 Seven Farms Dr, Charleston SC 29464. He also points to John Deere Financial. “The financial issue was the discovering the golf course course. Returning to the course means recurring revenue biggest challenge. And you guys helped us out dramatically.” in a new way and the chal- from a reliable customer base. And what business owner lenges it brings. doesn’t love reliable, recurring revenue? No matter where you are, John Deere Golf has a solution for you. Call your John Deere Golf dealer today to see what can be done for your course. JohnDeere.com/GOLF

8 GOLFBUSINESS May 2018 GOLFBUSINESS.COM 9 Trusted by the Best 72775

72775-6_8.75x10.8125.indd 1 3/14/18 11:03 PM sounds to the person on the other end? It’s probably perceived as you’re not making time to play because you don’t NATIONAL GOLF COURSE What’s in store industry. In addition, the magazine will enjoy it or it’s a task with insurmountable obstacles. OWNERS ASSOCIATION connect with topics presented on the What would happen if a personal trainer stopped work- 291 Seven Farms Dr., 2nd Floor, website, in podcasts and webinars, as Charleston, SC 29492 moving forward? ing out? Or an accountant decided not to do his or her own phone (843) 881-9956 well as the wealth of knowledge shared taxes? Would you trust them, respectively, with your physi- fax (843) 881-9958 www.ngcoa.org The announcement of a at NGCOA events. cal well-being and money? new editor-in-chief for I encourage readers to share their Let’s challenge ourselves to play more golf this year. is certain to have NGCOA EXECUTIVE BOARD Golf Business Boots Gifford success stories with Golf Business. This shouldn’t be another New Year’s resolution to raised questions about the vision for Editor-In-Chief Tell us about recent programs you’ve Dick Stuntz, President, The Oaks, Lawrence, KS your lengthy list, but one that is met with unwavering Vice President, Foxchase Golf Club, Stevens, PA the publication moving forward. instituted that have grown revenue and Steve Graybill, determination and achievement. And when you head Tom Brooks, Secretary, Carson Valley Golf Course, Gardnerville, NV Here’s a little bit about me: I was player participation. Share the results out to enjoy the game Kathy Aznavorian, Treasurer, Fox Hills Golf & Banquet Center, the print editor of the Denver Busi- of a philanthropic partnership you and great outdoors, Plymouth, MI ness Journal, one of 40 American City collegiate sports for seven years. supported. Tell us about the new faces If we don’t make time, invite friends who’ve Jay Karen, Chief Executive Officer, Charleston, SC Business Journals publications across Looking ahead, Golf Business will added to your management teams. expressed interest in NGCOA BOARD OF DIRECTORS the country. I oversaw the weekly re-examine its editorial calendar and Describe what advocacy issues are most playing, but somehow Rich Alden, Painesville Country Club, Painesville, OH newspaper production, coordinated Toad Valley Golf Course, Pleasant Hill, IA content offerings to coincide with important to you or speak out about why should they? only irregularly – and Allison George, special publications and helped or- Mark Giustina, Tokatee Golf Club, Eugene, OR our commitment to the core focuses your point of view. Email me directly at under protest – find the time to do it. ganize special events. Before my 16 Michael Hatch, Acumen Golf, Chesterfield, VA of hospitality, workplace leadership, [email protected]. According to the National Golf Foundation, latent years with ACBJ, I served as managing technology and marketing. In coming The support I’ve received from the Peter Hill, Billy Casper Golf, Vienna, VA demand continues to rise with 12.8 million non-golfers Morningstar Golf & Hospitality, Branchburg, NJ editor at two community newspapers months, new columns will be devel- golf community has been exceptional. Matt Galvin, interested in playing right now. It’s up from 11.9 million the Jim Hinckley, Century Golf Partners, LP, Addison, TX in Colorado and Montana. I started my oped addressing advocacy issues, golf I hope you will continue to share your previous year and double five years ago. Bet you have more Jeff Hoag, Scott Lake Country Club, Comstock Park, MI journalism career as a sports editor and course owners’ philanthropic efforts, stories, suggestions and opinions as we than a few friends that fit into George Kelley, Greenway Golf, Alameda, CA photographer, covering prep and NAIA , Stow Acres Country Club, Stow, MA golf news briefs and new faces in the venture forward. this category. Walter Lankau, Jr. Glenn Gray Rock Lucas, President, Charwood Country Club, West Columbia, SC Vice President The topic of pace of play for Don Rea, Augusta Ranch Golf Club, Mesa, AZ Buffalo Agency a typical 18-hole round is dis- Linda Rogers, Juday Creek Golf Course, Granger, IN cussed often in industry circles. Frank Romano, Milwaukee Golf Company LLC, Milwaukee, WI It directly relates to the time crunch people face when bal- Bill Stine, Golf Enterprises, Kissimmee, FL ancing real life with the option to tee it up. For the majority Marcel Welling, BurgGolf Holdings, Amsterdam, The Netherlands Time is of the es- of non-golfers, the unfortunate opinion and oft-decision is NGCOA ADVISORY BOARD sence. Every day, that the game takes too long to play. A solution: Ease them Ron Jaworski, Owner, Ron Jaworski Golf we are pressed with into the game with a shorter experience at one of Topgolf’s Sheila Johnson, Owner, Salamander Hotels & Resorts various personal and 50-plus entertainment centers across America or a local Bruce Lucker, President and CEO, Signature Group professional activities driving range. Eventually, upon helping peak their interests, Greg Norman, Chairman and CEO, Greg Norman Company Roger Warren, President, Kiawah Island Golf Resort crowding our schedules. graduation to a nine- or 18-hole course is inevitable. Darius Rucker, Entertainer We attempt to be proac- Make a list of people who have told you they want to try NGCOA STAFF tive and plan accordingly, to play golf, but fall short. Reach out to them, share the no- Dave Alexander, Art Director, Golf Business but our calendars still get tion of “let’s just have fun” and “scores don’t matter,” then Jay Andersen, Account Manager jammed week after week. set it up, no questions asked. You’ll be surprised how open Leader of the Pack Nancy Downie, Director of Events Although our careers and they’ll be to the opportunity. No matter the fear factor or Renee Flowers, Director of Marketing and Communications livelihood reside in golf, resistance level, a non-judgmental companion like you will Boots Gifford, Director of Education / Editor-In-Chief, GB it’s difficult to make room create lifelong players and golf evangelists. One at a time, Brittany Hedrick, Systems Administrator When it comes to being the king of the course, Chief Executive Officer for 18 or even nine holes. we can all make a difference. Jay Karen, Director of Corporate Partnerships Trojan golf batteries lead the pack. How often have you Like most routines, inserting a regular golf experience Mike Ketterman, Dennis K. Kwateng, Creative Manager heard friends and ac- into your calendar has to start somewhere. Michelle Lee, Corporate Partnerships Administrative Assistant For over 90 years, Trojan Battery’s time-tested, Made in the USA quaintances quip: “You’re Inviting novices is an extra layer, but goes a long way Jennifer Macham, Controller in the golf industry – you line of extraordinary batteries have enhanced the way supporting the near- and long-term growth and vitality of Kelly MacPherson, Senior Account Manager must play all the time!” a sport we love. Maybe it starts with nine holes every Friday Sherea Malcolm, Membership Account Executive people live, work and play around the world. And you retort: “I play less morning? See you there! Ronnie Miles, Director of Advocacy now than when I wasn’t Barbara Searle, Associate Director of Membership working in golf.” Glenn Gray is vice president of Buffalo.Agency, the fully integrated golf- Thomas Smith, Director of IT Director of Membership Ever think how that marketing firm and a division of Billy Casper Golf. Hollie West, EXTRAORDINARY EXTRAORDINARY EXTRAORDINARY trojanbattery.com | +1-562-236-3000 | 800-423-6569 LIFE QUALITY SUPPORT 10 GOLFBUSINESS May 2018 GOLFBUSINESS.COM 11

PROJECT MEDIA ROUND

2018 Ad Campaign “Leader of the Pack” - Lion Golf Business PROJECT OWNER COLOR (RGB, CMYK, PMS) CREATIVE SERVICES Meryl Cook CMYK DIMENSIONS DATE DUE DATE DESIGNER F

Trim 7.75” x 4.75” - .125 bleed all sides 12-06-17 12-15-18 Mike Mittelstaedt TECH TALK MEGAN WENZL Associate Editor Review Trackers What’s on GolfBusiness.com this month Google is Where Customers Live It doesn’t matter whether a golfer lives on a golf course, belongs to a country club or is loyal to one public course, they will always have an urge to explore other courses and vacation at different golf resorts. When deciding where to explore, golfers turn to Google, looking at golf course and resort star ratings and reviews since the search engine is known as the main place to read and write reviews. According to the 2018 ReviewTrack- ers Online Reviews Survey, 63.6 percent of consumers say they are likely to check Google online reviews before visiting a business – more than Yelp, TripAdvisor and Facebook. In WHAT’S HOT addition, Google has grown to have the larg- est distribution of online reviews compared to Cyber check other major review sites. Facebook is second. As more and more data breaches hit the headlines, business owners need to be The major focus on Google searches is aware of how they handle digital security. Don’t think you’re at risk? If you are why golf course owners and operators should not educating your employees on cybersecurity best practices, you are missing manage their online reputation as part of the biggest opportunity for improvement in your entire cybersecurity profile. their marketing strategy. Read more at golfbusiness.com. One way to manage a company’s online reputation is to request reviews from satisfied guests. The request can be made in an email with a link to where the golfer can leave the review. The more positive reviews a golf course receives, the higher its star rating. Most importantly, though, more reviews give consumers more resources when making a decision on where to golf. Golfers might read several reviews about the beautiful scenery at a golf course in Chicago, which will help them make a decision on where to play. Golf course owners can also respond to reviews to show consumers they care. Accord- ing to the survey, 53 percent of customers expect businesses to respond to negative reviews in seven days or less, but businesses are not meeting expectations, with 63 percent Smarten Up! Growth hacking of consumers reporting that a business has This year’s MCO Retreat for multi- If you missed this feature from the April never responded to their reviews. course and resort operators will be issue of Golf Business magazine, check Building and maintaining a positive held at Chicago’s Union League Club on online at golfbusiness.com about why online brand reputation is an important part July 17-18, Registration is open, so sign deferring capital improvements can be of any owner’s marketing strategy. Have you up at ngcoa.org/mco2018. so dangerous. checked your reviews today?

12 GOLFBUSINESS May 2018 Dan Murphy, Joe O’Brien and David Thompson (from left) at the Club at Wynstone.

TTHE SSTART NEWS & Views With a global perspective

By Kyle Club at Wynstone Darbyson Survived Survival Mode

ou might not guess it by the packed dining room Y or robust tee sheet of today, but only a few years ago the Club at Wynstone (then known as the Wyn- stone Country Club) was plainly in survival mode. Like many facilities in the early 2000s, this Illinois- based private equity club had financed major beauti- fication projects through debt. Then, the tsunami of changing demographics and global recession deci- mated the club’s membership roll. Continued on page 15

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© 2018 Photo by Chris George Continued from page 13 Long-time board member continued from page 14 Member feed- Dan Murphy remembers the dark back led us to days: “There was an impending begin offering sense of doom at the club, you 2 half portions could really feel it.” Operators on our list Increasing attrition meant Questions of entrées. fewer members servicing the 2 - JASON NEAL debt. It also left those remaining members exposed to potentially James R. Patterson III Jason Neal punishing year-end assessments. It seems more golf facilities EXECUTIVE CHEF EXECUTIVE CHEF Thus began a spiral that put Wyn- — private and public — are SEDGEFIELD COUNTRY CLUB PROVIDENCE COUNTRY CLUB stone at real risk of bankruptcy. stepping up their games GREENSBORO, NORTH CAROLINA CHARLOTTE, NORTH CAROLINA GET BUSINESS INTO “We were net negative in our when it comes to sophisticat- growth,” Murphy says. “There ed dining and drink menus. especially at the bar. We’ve our food comes from. We was a cloud over us, and we just Here are a pair that have implemented $5 Friday Small also feel it’s imperative that couldn’t attract anyone.” done just that. Plates and Infused Cocktail we capitalize on the entire FULL SWING! Desperate, the board en- menus that have played an family. When children are gaged a broker to find a buyer. Golf Business: Have integral role in generating involved at the club, parents “We received two bona fide you improved the food and/ new popularity, as well as a are too! offers,” remembers Murphy. or beverage offerings at new F&B revenue stream. I’m Unfortunately, both would have your facility recently? constantly looking for new Neal: Within our culinary kept the debt on the books and ways to excite members and staff we have many varying members on the hook for all of Patterson III: We’re entice them to dine here. In backgrounds and comfort it. That was a business model all always working on creating such a competitive market, levels. We use our Friday ENROLL IN THE PEPSICO / NGCOA stakeholders at Wynstone con- new and innovative culinary we must keep them at their Night Small Plates as a NATIONAL PROGRAM FOR sidered unsustainable. experiences for our members club, enjoying the “at-home” competition among staff THESE EXCLUSIVE OFFERINGS: Most members had a lot to and guests. It’s important atmosphere we create. members to create appetizer lose, including Murphy. He and in today’s ever-changing portions utilizing certain • NEW facility fountain, and bottle and can incentives his wife had moved into the gated culinary scene that we keep GB: How have the mem- ingredients, resulting in community that surrounded the abreast of our members’ bers responded? more creative appetizers, • Fountain and bottle & can incentives for your facility golf course. “There is an obvious interests and we share with hence benefitting the mem- correlation between the success them what we’re doing, and Patterson III: Many bers’ experience. Member • Preferred pricing on our comprehensive beverage oerings of a golf course and the value of a why. Between our wine lists members follow us on social feedback led us to begin house on that golf course.” and our seasonal menus, we media and are excited to offering half portions on our • Complete, reliable equipment servicing solutions So, nine families belonging experiment with new ideas be a part of our constantly list of entrées. We also allow to the club got together and put and concepts. Challenging • Merchandising best practices changing food and beverage members to create their own forth a proposal of their own; one staff to help create and sell scene. Whether it’s club buzz dishes, including protein, that crucially retired all $6 million weekend specials keeps them about upcoming events, a starch, vegetable and sauce. in debt. Membership voted 87-0 captivated and feeling like food truck rodeo hosted by Allowing our Beverage and to accept their bid. they have some “skin in the the F&B team, our monthly Service team the opportunity Aside from removing the debt game.” We instill in our staff GrapeNuts wine series or to utilize its knowledge and obligation, Murphy et al also that “we are a family… serv- hosting a farm-to-table tast- assist in deciding how we articulated an ambitious vision ing a family!” ing with local farmers and can best utilize products and — nothing short of establishing vendors on hand, our mem- flavors for our infused cock- TO LEARN MORE PLEASE EMAIL: the Club at Wynstone as the most Neal: With our recent bers quickly sign up because tail menu has also benefitted [email protected] sought-after, full-service club renovations, mainly with they know events sell out. members, who provide very in Illinois. “All the pieces were our fitness facility, we have We’ve recently made “eat- positive, frank feedback. there, we just needed to put them taken a new approach to our ing local” part of our club’s together in the right way.” member dining experience, culture by sharing where —Steve Donahue Ocial Soft Drink, Bottled Water, Iced Tea Continued on page 16 PEPSI and the Pepsi Globe are registered trademarks of PepsiCo, Inc. and Sports Drink of the NGCOA 14 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 15 Viewpoints How do demo days help your bottom line? THANK YOU SPONSORS! Demo days are a great way to show golfers a staff’s Premier Sponsor equipment expertise, gain new customers and earn revenue. Red Ledges’ Jon Paupore — the Heber City, Utah, club’s director of golf and its Jim McLean Golf School’s director of instruction — and Derek Butts, head golf professional and the golf school’s lead master instructor, explain how demo days help their equipment business. Presenting Sponsors Continued from page 15 Their first move was an important one. “We all Jon Paupore: We hold about two demo days do something well in our professional lives, but it’s Participating Sponsors monthly for the first few months of the season as not running a private golf club,” Murphy admits. So, our members are excited to see and experience all they tasked Arnold Palmer Golf Management with the major manufacturers’ new equipment. We only overseeing the day-to-day operation. have one manufacturer each Demo Day, so each They worked together to achieve their next Supporting Sponsors company can truly showcase its equipment line. goal — growing membership. It’s very beneficial for our members and it prevents “Call it audacious if you will, but we wanted being overwhelmed with a ton of equipment at to grow to the point we need a waiting list,” he once. Our Trackman Launch Monitor allows us to said. To this end, initiation fees were eliminated do private golf ball fittings separate from our Demo and dues restructured. “As they stood, both were Days. Members receive discounted prices on all roadblocks to us getting back on track.” equipment purchased at Demo Days. Our equip- Cognizant of the investments made by existing ment price points are very competitive so this is members, the plan also called for equity redemption added incentive to purchase that day. Each demo tied to the club’s performance. day’s total sales range from approximately $5,000 The new investor group poured considerable to $10,000. Costs are very low as each manufac- resources into modernizing the club. Deferred turer sends a representative to assist in the fittings maintenance was addressed, dining areas expand- with all the necessary equipment and shaft offered and enhanced, and a renewed focus placed on ings, and additional product information. the social aspect of the Wynstone experience. “Our geographic area says we only get about five months of golf a year,” Murphy explains. “If Derek Butts: We do an average of 10 fittings that’s the case, you’d better have a lot to do the for each demo day we host. During most of our other seven months.” demo days we mainly fit clubs. We have the abil- Their efforts have paid off. In only a few months, ity with our own Trackman launch monitor to do dozens of new members have signed on and that ball fittings throughout the year. Golfers are con- “pie-in-the-sky” waiting list is already in place. “We tinually surprised when they see the difference achieved it a lot sooner than anyone thought.” from old clubs bought off the shelf compared With more stable financial footing, the Club at to new clubs that have been custom fit with the Wynstone is finally free to focus on the future. right length, lie and shaft. We have done some “It’s like that cloud has been lifted,” says kids fittings at our demo days, but it tends to be Murphy. “Instead of worrying about where the older junior high- or high school-age kids be- next payment is coming from, we can look five, cause of the manufacturers we have at our demo or 10 years down the road and start planning for days. We fit many juniors during our junior golf what’s next.” camps with clubs geared to their height, swing speed and ability. — Steve Donahue Kyle Darbyson is a Vancouver-based freelance writer.

16 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 17 By Rob Carey inside 150 yards on every hole. Most greens were rebuilt too; they now range from 3,500 square feet to 9.500 square feet to bring even Something for more variety. “We wanted to stand out in this market,” Everyone says Ryan Hosford, director of golf. “Every With a redesigned course and a new golf director, course in Orlando has sand and water and a Rosen Shingle Creek is positioned to appeal to few gators, but we want players to remember various segments of the Orlando market us for the specific challenge our course pres- ents. Some folks have told us the new aprons hen Harris Rosen, an influential yet fiercely and greens remind them of Streamsong, with Windependent figure in the Orlando hotel the varying sizes and undulations.” scene, decided three years ago that his 1,501- That’s high praise for a resort course that caters heavily to business travelers in town to

D room Rosen Shingle Creek Resort should add more guest rooms and amenities in the near fu- attend events at nearby Orange County Con- vention Center or at the resort’s own 524,000 ture, something had to give. Specifically: a sizable square feet of meeting space. chunk of the 18-hole David Harman layout that With those accolades, though, comes a wrapped around the multi-wing building. new challenge for the Rosen’s golf operation: Fortunately, Rosen was able to purchase 25 Pace of play. acres of adjacent land to build three new holes “Our starters are critical to the quality of the on the far end of the course. But he also used the new experience,” Hosford notes. “They have to opportunity to redesign the 15 remaining holes explain to every foursome what the layout is like and make sure that each guest — especially so that the layout would be more memorable if they don’t play much or haven’t played in a versus other upscale courses in Orlando. Closed while — is using the correct tee boxes, even if for seven months in 2016, Rosen Shingle Creek it’s not their typical yardage back home. We Ryan Hosford, director reopened that December with all new bunkers of golf for Rosen Shingle need guests to know that the test lies in their Creek Resort, says they approaches and short game, so playing a bit (though fewer of them) plus greater undulation wanted to stand out from other courses in the area. less yardage from the tees will give them the best experience.”

18 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 19

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This is especially important given average daily rate that the facility has with spouse or family. that 30 percent of the course’s rounds enjoyed since the redesign debuted “Between the new course experi- come from business events and char- in December 2016. On the other ence and the card offering, a lot of ity tournaments. hand, one thing he’s learned since these players are booking their next Another element that’s been coming to Rosen Shingle Creek from trip here even before they leave,” tweaked to better suit all types of an Orlando destination course with Hosford says. For the multi-day, resort guests is the practice area. The no guest accommodations is this: “I multi-course player, the resort relies course redesign included a refurbished have to think about the fortunes of on local package companies target- practice range and expanded practice the entire resort, not just maximizing ing the Northeastern U.S. and eastern green, plus a 1,850-square-foot open- the golf shop’s revenue every day. We Canada, with more traffic from this air pavilion set on a raised area be- get the same type of player here as segment coming through thanks to tween the two. The three features work I did at the stand-alone course, but the redesign. well together for tournament needs as they often have different expectations For the most frequent local and well as for in-house business groups here because we have more to offer. regional players, the facility offers looking to have a luncheon or recep- Being part of the bigger picture and Drivers Club for $99 per year. “It’s a formal loyalty membership that pays for itself right away with a free round “Our first goal is to make on sign-up day, plus another on your everyone a repeat customer. birthday,” Hosford says. “They get the So we’ve gotten a bit more lowest rate at all times of year — in high season that’s a nice discount. flexible with some offerings.” Their guests get reduced rates too.” Other discounts apply to practice- tion that includes a fun activity. keeping that top of mind has been an range use, instruction, merchandise But to further boost revenue from adjustment for me.” and golf-grill dining. these features, one of the first moves Part of the adjustment has come in “There are a lot of big hospitality Hosford made after arriving on prop- the form of creating a few more rate brands in Orlando with strong loyalty erty in September 2017 was to roll out tiers based on the resort’s needs. programs, so ours has to be competi- an unlimited-practice day rate. “Every type of golfer can fit in tive,” Hosford says. “The practice areas are there here — but at the right times,” he In 2017, Drivers Club had nearly equally for non-playing guests who notes. “I’m trying to preserve ADR as 600 members. just want to get out for some sun and much as possible, but our first goal The element that completes the a taste of our golf environment,” Hos- is to make everyone a repeat cus- experience at Rosen Shingle Creek is ford says. “Many business travelers or tomer. So we’ve gotten a bit more a service culture that comes straight parents taking the kids to the theme flexible with some offerings.” from owner Harris Rosen. Consider We help you thrive. parks don’t have time to play the Even with no Florida-resident this: The University of Central Florida course, but spending an hour on our playing rate, the resort sees good in Orlando is home to the Rosen Col- Streamline your course operations and acheive real revenue growth. practice grounds is very satisfying.” performance from the drive-in stay- lege of Hospitality Management, and It’s time for change, visit teesnap.com/change As a result, what used to be an of- and-play segment; the offering is hundreds of those students intern fering of 35 practice balls at a time is two rounds and one night accom- across Rosen’s four hotel properties now bottomless, at a notably higher modation at a discount versus a la each year. price that includes club rental. carte. What’s more, an “I Love Rosen” “When you see him interact with “The volume we’re getting from card, available after the first visit at guests, it is exactly as he wants us that is pretty strong,” Hosford notes. no cost besides providing contact to act,” Hosford says. “Mr. Rosen also information, delivers 25-percent dis- sets the example by taking a strong BRINGING THEM BACK counts on accommodations, golf, spa, personal interest in his employees.” Among dedicated players, Hosford dining and other resort amenities,

is focused on maintaining a higher prompts longer subsequent stays Rob Carey is a freelance writer and principal of Meetings & Hospitality Insight. POINT-OF-SALE • FOOD & BEVERAGE • MANAGED MARKETING • ROBUST REPORTING

20 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 21 ORCA ad.qxp_. 3/21/18 11:43 AM Page 1

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Tech Brings Hole-In-One Contest, WE PROVIDE THE NUMBERS, YOU PUT THEM TO WORK. Training Mechanics to Everyday Play $ ounded in 2014 by two former mat Golf and Tennis Club in Hollywood, to cup, accompanied by professional % executives for Redbox, technol- Florida, general manager Lewis Rissman production values and music. “These short videos are easily share- ogy firm Swing King has forged added in early 2017 a $2.50 resort fee to More than 600 courses nationwide rely on ORCA’s objective, agreementsF with more than 175 courses the total playing charge. This not only able on social media, so the players and nationwide to provide camera technol- entered players into the contest but the courses are pushing them out there market-based data to determine pricing strategies. ogy that allows for a hole-in-one contest also provided them with a cooling towel and generating a lot of awareness for the during everyday play, generating addi- for use that day plus bottled water. And facility,” Jakob says. tional revenue for the facility with little to generate excitement for the reward At the other end of the cost spectrum additional effort. that awaits the ace maker — which can is another recent product develop- For participating courses, Swing King range for $2,500 to $25,000 based on the ment for generating more golf business. installs either two or three cameras fee — Swing King provides on-property RoboGolfPro is a $150,000 robotic swing inconspicuously on a 12-foot pole along marketing materials and signage. trainer that allows golfers to feel the the treeline behind a par-3 green, with In the Diplomat’s case, $1 of the ideal swing for their athletic ability and at least one camera focused on the tee resort fee went to Swing King and $1.50 physique. The robot “builds your swing

boxes and another focused on the green. went to the golf shop. in a way that resists mistakes and bad In return for absorbing the $15,000 “We had exactly one player complain habits” while making corrections on the installation cost, Swing King negotiates about the fee in the several months we’ve spot in a way where players actually feel a revenue share of the per-player fee. had it,” Rissman notes. And in a stroke of the perfect swing and therefore create Swing King CEO Mike Jakob notes that good fortune, Rissman had five holes- correct muscle memory. at resort and destination courses that in-one paying out $2,500 each over the As of March, only 30 RoboGolfPro use the system, it’s been most effective course of just two months in 2017, which units were in existence, including one to add the player cost in the form of a garnered plenty of local media attention at One and Only Palmilla Resort in Los resort fee or amenity fee charged along for his facility. Not only is that reward Cabos, Mexico, where members and with the greens fee and cart fee. paid out by an insurance firm contracted guests are able to partake in lessons us- To make that mandatory fee palat- by Swing King, but each player who ing the robot. The company would not able to all players, some courses provide makes an ace receives from Swing King comment on how many more units are other benefits. For instance, at Diplo- an HD video of the entire shot from tee scheduled to be built in 2018. -RC SPECIAL NGCOA RATE NOW AVAILABLE. CALL MIKE LOUSTALOT 480 236 4497 OR VISIT ORCAREPORT.COM.

22 GOLFBUSINESS MAY 2018 Alico also is holding two-person women’s and youth leagues using the Stableford format, both focusing on the short game. The events, which cost $15 per round, fit the facility’s culture and motto of Learn-Practice-Play. “There have been multiple bottom-line impacts, including an overall increase in business of 20 By Steve percent,” says General Manager Kraig Feighery. Donahue “Additionally, Alico has had an increase of 50 per- turn on cent in short-course business during league play, totaling about 1,200 rounds among 200 people. the lights Secondly, the facility has seen a 10-percent increase in lessons for league participants, along Bringing more players — and more money — to the course can be as simple as opening the course with a small increase in sales of wedges, putters when people have the free time to join in the fun and golf balls. We’ve also had a surge in night business. I also sell 50 percent more food and ou don’t have to stop working on your golf game just beverage on a league night, with high energy and a fun atmosphere. I cannot emphasize enough because the sun’s gone down. For some, the best time to Y that our short-course league has played a signifi- practice can be after dark. cant role in lowering scores and increasing the A case in point is Alico Family Golf Center in Fort Meyers, fun in the game for many in our community. What Florida. The lighted, nine-hole short course’s holes range from else could you ask for?” 33 to 80 yards long. The company strove to build a golf com- For the $15, league participants get a drink munity focused on improving games over short periods of and round of golf; also a portion of the fee goes to time, especially at night — a more convenient time for many. prize money. “On an eight-week league the net profit alone Since competition and fun go hand-in-hand, Alico created was over $1,000 and that was modest,” says Feigh- a night league held on its short course. This is the league’s ery. “After they play, they buy a Gatorade, draft Kraig Feighery, Alico Family Golf third year, with each session lasting eight weeks. Center general manager (with beer or glass of wine. The expense goes right to club), says the short-course leagues your winnings, the pot. The $25 per person (two- have had a significant impact.

24 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 25

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man teams) buy-in is affordable. If you’re running a league like that you take a piece off that for prizes, awards and for the facility. Now you just work for numbers. It can be very profitable. We keep trying to get more leagues going. We’ve been asked by a country club and a women’s association to do a league on Tuesday mornings … There’s another night league that wants to play here, so if you take that formula on a couple of nights it’s not difficult to make a nice profit once things are up and running.” Since the beginning of 2016, Feigh- ery has created eight leagues. “It has been awesome. Down here there’s not a lot of night golf, so to claim we’re the only ones, at least in the county, to have night golf is pretty cool. Women are playing in it, too, so we handicapped it. In one league, two ladies who were at least 22 handicaps won the league going up against plus handicaps. Some of the better handicaps finished second and third, but we made sure that wasn’t going to happen every week, so we did a hole- in-one contest and it ended up being “Anytime you can keep anyone really cool.” longer or bring them back While Fort Myers-area courses are you’ve got a shot. That’s what basically accessible for many, golf has become less accessible for juniors, we’re all looking for.” says Feighery. “I don’t know why there aren’t courses with three-, six- and nine- “Golfers eat, drink and hang around sponsor. We have a contract with some hole rates for juniors,” he adds. “I have the facility,” says Feighery. “Anytime of the food chains where they supply juniors who want to play 18 or nine, you can keep anyone longer or bring food for us and bring it here. You have but the course is making them pay a them back you’ve got a shot. That’s to be creative.” full rate so we made our course ac- what we’re all looking for.” Alico’s food menu is “pretty rudi- cessible to juniors all year. So we have “Food and beverage sales are also mentary, nothing really crazy,” Feigh- a built-in feeder system to that junior up 50 percent on league nights,” says ery says. “Grilled food, adult beverages, league that’s Monday through Friday, Feighery. “We’re growing and the word finger food, snacks. Nothing like a full where juniors can play for $1 from 5 keeps getting out. People know they menu yet. We’ve been solicited on sev- p.m. to 8 p.m., or hit a bucket of balls can eat here, where there’s high energy eral attempts but we’re content right and parents can pay $5.” and a fun atmosphere. The price is now what we’re doing.” Take advantage of GCSAA’s job board to reach over 18,000 turfgrass professionals looking to join a team like Since introducing night leagues, good and there’s a lot of value. You get yours. This invaluable resource is open to all employers in the industry. Use this tool to post open positions, Alico’s sales have increased. really creative, too. We’ve got a local Steve Donahue is a Connecticut-based freelance writer. keep track of candidates, create a resume bank and publish information about your facility.

26 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 27 THE NEWEST MEMBER OF YOUR TEAM IS WAITING AT GCSAA.org/jobs. Runs in: Golf Business Mar, Jul, Nov Salsbury Industries

Bee Barometer Project a Sweet Opportunity for Environmental Initiative here has been the concept of since Fund,” says Witte, who quite the buzz honeybees provide also delivers speeches T since 2010 at the barometer for throughout the Chi- Cantigny Golf Club. environmental health, cago area. “In 2016, That’s because the I always knew we were when I won the Bayer Wheaton, Illinois, maintaining a healthy Bee Care Community daily fee’s Director golf environment that Leadership Award, I of Horticulture Scott would foster healthy was awarded a $6,000 Witte’s Bee Barometer honeybees and colo- grant and through Project has provided nies and I wanted to the assistance of the Business Golf usually charge $35 for the clinic and $50 for the on-course an important habitat prove it.” Robert R. McCormick play. Players are given a dozen Titleist logoed golf balls for honeybees and Witte has also Foundation. I was Days Can Entice and provided two hours of instruction on everything from other pollinators. The turned his honeybee able to increase that Novice Players to set up and full swing to short game and putting. The golf- project has shown crusade into a cash Pro Pollinator Fund Get in the Game ers then hit the links for nine holes of golf. We set up tee golf can help sustain cow of sorts to fund to $18,000 due to markers in the middle of the fairways, maybe 150 yards pollinator health while his environmental some matching to the ost Jack Nicklaus-designed golf away, on some of the par 4s, and use oversized cups. The Witte promotes bee programs, including foundation. Now my courses are private. That’s not the golf is followed by food, drink and stories of the day.” health to golf courses the operation’s status goal for 2018 is to find There was one program in 2015 with 16 players, two case with the Golf Club of Man- and organizations. as a Certified Audubon a couple of select golf M programs in 2016, averaging 24 per session, and two more “I’ve always been Cooperative Sanctu- courses in the Chi- sion Ridge, a Nicklaus signature design in with a total 34 players in 2017. an ambassador for ary. Bottled raw honey cago area to work with Monroe, New York, that attracts players “This program has brought dozens of new golfers to golf’s environment,” and lip balm from those grant monies to from miles around. our course,” says Schremser. “It has proven a successful says Witte, in his 23rd Witte’s hives are sold in implement pollinator method of growing the game at Mansion Ridge.” year at Cantigny, To bring in local daily golfers and increase Cantigny’s pro shop. At projects on their golf The facility derives revenue from attendees’ rental where he maintains six Cantigny’s restaurant, courses where this can rounds during off-peak times, in 2015 Mansion clubs (usually priced at $50 per bag) and other miscella- domesticated hives Le Jardin, Executive work in perpetuity. Ridge began inviting local business employees for neous sales before and after the participants play. Pro- and introduced several Chef Frank Bellino uses That’s why most of the a day of golf instruction and play. shop credit is awarded as prizes. Mansion Ridge’s group acres of native prairie Witte’s honey in various honey and lip balm is Most of these participants are novice golfers so, the food-and-beverage packages range from $15 to $40. areas to attract honey- recipes, including the sold to raise funds for goal is to encourage them to play, says Director of Golf “Golf instruction has increased, as nearly 30 percent bees and other polli- lamb chops’ marinade. the Pollinator Fund, Call us today for a Nick Schremser. of the participants have returned for further lessons,” says nating insects. “When I “Funds I earn from but I also have future FREE quote or catalog! “We try to make it fun and affordable,” says Schrem- Schremser. “Even with the cost being less than the normal started the Bee Barom- the sale of Cantigny plans for the Bee 1/3 Page Verticle ser. “The company always pays for it, hands down. We do $70, two-hour clinic rate and the $30, nine-hole twilight eter Project in 2010, it honey I apply towards Barometer Project, but Phone: 1-800-562-5377 it locally because the sizes of businesses are smaller. We rate, this program has room to grow even more.” -SD kind of emanated from my Pro Pollinator that’s to come.”-SD Fax: 1-800-562-5399 2 3/4” x 9 13/16 Color Golf Business 1 (Indesign doc.) 28 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 29 “I put together a little commercial they played on local TV. It didn’t work.”

–ALLEN SELF

By Kyle Darbyson

Spring Even then, nine years ago, Aronson saw the writing on the wall. “We’re an older club and into Action we just weren’t attracting younger members Board members at Indian Spring to replace anyone that left.” could see the writing on the wall and On his last day as president, a local realtor decided to put their club up for sale approached him and planted the seed. “She while they still had some leverage. asked if we were interested in selling the club.” The timing didn’t work then, but the seed t’s understandable that newly minted was planted. Successive presidents tried their I stakeholders at struggling clubs own approaches to avoid selling, but the would want the chance to turn things downward trend continued. With the ticking around during their tenure. No one demographic time bomb only getting worse, pragmatic board members finally decided to wants to be the person to admit defeat act while they still had some leverage. They and throw in the towel. Despite best let it be known the property was for sale, and intentions, a pattern can repeat for years began approaching potential partners. without the systemic problems being ad- “One faction wanted to sell nine holes to a dressed, leading to catastrophic results. developer and build more units there,” Aron- This was nearly the fate of Indian son says. Other members feared any buyer would go much further than nine holes, per- Spring Country Club in Boynton Beach, President Ron Schulman (left) and General Manager haps even developing real estate across the Florida. Former club president Bill Ar- Bill Aronson of Indian Spring entire property. onson says he fell into this trap himself. Country Club in Boynton Beach, Florida. Enter Concert Golf Partners, a private equi- With membership aging and numbers ty firm that has been recapitalizing distressed stagnating, the former advertising ex- private clubs since 2011, and viewed Indian ecutive fell back on his well-honed craft. Spring as an extremely attractive asset. “We “I put together a little commercial they saw a lot of issues we thought we could solve,” played on local TV,” he says, adding dryly, explains Concert CEO Peter Nanula. “We could pay the debt off, fund some capital projects “It didn’t work.” and eliminate the ‘management by committee’ that holds back a lot of places like this.”

30 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 31

© 2018 Photo Jennifer Kaczor Perhaps more important to the members at Indian Spring, Concert com- mitted to keeping both 18-hole courses open for at least 10 years. Town halls kept the members abreast to negotiations. Nanula says his message to members was simple. “We will fix the balance sheet and we will preserve your traditions, culture and identity. And all the risk is on us, not on you.” The message was well received, with FOUR BRANDS. over 90 percent of voting equity members approving the sale. UNLIMITED OPTIONS. A full-time marketing and sales director was brought in, who set out to at- Whether you’re balancing a hefty workload, tract younger members to the club. “We managing course operations or striving to are looking heavily outside the develop- satisfy guests, Textron Golf™ offers all the vehicles ment, trying to lower the average age of and innovations your course needs from one our golfers,” Nanula says. trusted partner. That makes it easier to test, Concert’s plan includes visiting nearby communities that lack golf ame- Indian Spring Goes Social to select and purchase all your equipment, so you nities and enticing those residents with can ﬁ nd the end-to-end solution that’s significantly discounted membership Retain it’s Core Membership exactly right for your course. opportunities. ill Aronson has lived in Indian Spring for 28 years, and The deep pockets of Concert allow for Visit TextronGolf.com to learn more or he’s not alone in that impressive tenure. aggressive plays like this, and they also visit us at GIS Booth #26077. put a lot of prospects at ease. “I think B “The average age of a golfer here is 80,” he says. It’s knowing you aren’t going to get dinged a problem faced by a lot of communities in Florida. Retirees that for assessments every year is important moved in during their late 50s or 60s are now aging out of golf, leaving clubs scram- to a lot of people,” says Aronson. bling for revenue and members increasingly frustrated with the perceived value of So far, close to 30 members from outside the Indian Spring community their memberships. have taken up membership. What’s more, Staff at Indian Spring are meeting the challenge head on. they’re considerably younger than most “The idea is to build a great social program,” says past club president Aronson. current members, building a foundation Members now have access to guest speakers, themed dinners, even wine mixers. for long-term stability that’s been missing for years. “We had nothing like this when I first got here.” Existing members have already seen Concert Golf Partners also sees the value in retaining these older members. what Aronson calls “immense improve- They’re investing in a stage for the main dining area to allow dinner theaters and ments” to the golf courses. And, he says, plan to upgrade the lounging deck around the pool. The golf department also has they have bigger investments in the social aspect of their member experience developed 9-hole golf programs aimed squarely at players in their twilight years. to look forward to (see sidebar, at right). Programming like this is only possible with a solid base of young, dues-paying “Some won’t be done by the time a golf members. Which is why Concert is going so hard after younger players from lot of us are gone, but we’re all feeling outside the gates of Indian Spring. a lot better about the future of the our club.” “Sometimes a member-owned club is less willing or successful at doing this them- selves,” admits Concert CEO Peter Nanula. The early numbers suggest Concert is Kyle Darbyson is a Vancouver-based freelance writer. both willing, and capable. -KB

E090-050697-7 (2018 Textron Golf Print Ad-GIS version)

Color: 4/color Golf Business Size: T - 8.75" x 10.8125" B - 9.25" x 11.3125" L - 7.75" x 9.8.125" SIZE B (GIS show/NGCOA)

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B 100 100 60 100 100 70 70 30 30 100 100 60 100 100 70 70 30 30 100 100 60 100 100 70 70 30 30 100 40 100 40 40 100 10 40 40 20 70 70 70 70 40 70 40 40 0 0 0 0 3.1 2.2 2.2 10.2 7.4 7.4 25 19 19 50 40 40 75 66 66 100 100 100 80 70 70 100 TPC Network Sets Capital-Expenditure Trend Golf Industry good economy helps. Rising Calendar A tides raise all ships and as golf operators will attest, when people Register your Course Today! have extra income and feel opti- June 5 mistic about the future, they play Women’s Golf Day more golf, buy more equipment, Worldwide take more lessons and generally womensgolfday.com engage more with the game. But that optimism and increase in business Registration is Open! doesn’t always lead owners to make much-needed July 17-18 capital improvements. Some operators use the extra MCOR (Multi-Course & cash to catch up on past-due bills. Others use it to beat Resort Operators Retreat) back the banker or placate anxious investors. Too many fail to do things like repave cart- Chicago, Illinois paths, renovate bunkers, convert greens to more updated and tolerant grasses, replace ngcoa.org/mco2018 carpet, add a gym or invest in a myriad of other capital improvements that would keep the product current and your business competitive. The PGA Tour is most certainly not among those owners. In April, the TPC Network, August 13-15 which is owned by the PGA Tour and was originally established as a funding mechanism PGA Fashion & Demo Experience for the tour’s retirement plan, announced the acquisition of TPC Danzante Bay in Baja, Las Vegas, Nevada Mexico, the fourth international facility own by PGA Tour Golf Course Properties. The pgalasvegas.com Rees Jones course, 11 oceanfront holes that opened in 2016 with the remaining seven Oakbourne Teams Up With holes coming online in December 2017, became a TPC club three months after all 18 September 1-3 holes opened for play. Patriot Golf Day University for New Facility But that acquisition is a small part of what the tour has done to keep golfers Nationwide engaged with the brand. In recent months, a deal was struck with Parsons Extreme foldsofhonor.org By Kyle Darbyson Golf (PXG), designating 12 TPC facilities as master fitting hubs. Also, TPC Sugarloaf in Atlanta just wrapped up phase two of a $20 million renovation project. TPC Colorado in embers at Oakbourne The facility is comprised of two of all the gadgets the elite collegiate Berthoud is slated to open this summer (the first ground-up golf course development in Save the Date! Country Club in Lafayette, separate buildings — one housing golfers use to hone their skills. the state in a decade); TPC River Highlands in Cromwell, Connecticut, is getting a new October 11-12 MLouisiana, have long enjoyed coaches’ offices and locker rooms, the Head golf professional Cliff Wagner clubhouse; TPC Summerlin in Las Vegas just completed an extensive bunker renovation Golf Business TechCon sharing their course with the student other a high-tech indoor hitting area says the trade-off has been a great one project; and TPC Deere Run in Silvis, Illinois, and TPC Southwind in Memphis, Tennes- Las Vegas, Nevada athletes from nearby University of packed with swing analysis equipment, for his members. “The feedback has see, have both undergone capital renovations that will be displayed at their respective GolfBusinessTechCon.com Louisiana at Lafayette. video cameras and more. been awesome,” he says. tour events (the John Deere Classic and FedEx St. Jude Classic). General Manager Greg Klemp says the It’s a huge boon for the university’s The $800,000 facility was paid for en- “Providing exceptional golf experiences for our members, guests and pros is always 2019 club has provided access to both the prac- Ragin’ Cajuns. Previously, they had no tirely by donations from boosters of the a top priority,” said Jim Triola, PGA Tour Golf Course Properties chief operating officer. Save the Date! tice area and championship golf course training facility of any kind, or even lock- Ragin’ Cajuns. Klemp says the buildings “However, in a time where options are abundant and families’ interests are constantly since the ’80s. “It’s always been part of our er rooms. It made it difficult for coach require minimal time for upkeep, but evolving, we recognize the importance of a well-rounded club. Capital improvement February 5-7 commitment to the community.” Theo Sliman to attract top talent. “This considers that a tiny investment. projects are designed to enhance the overall TPC experience, providing all levels of Golf Business Conference 2019 Now that long-term relationship has will definitely enhance our recruiting.” “This facility has become one of our membership with the tools to create lasting memories with friends and loved ones.” Marriott Marquis San Diego Marina reached grand new heights with the At Oakbourne, members lost a core assets,” he explains. Prospective Mom and pop owners might have trouble relating to the resources of the PGA Tour, San Diego, California opening of a 5,000-square-foot, state- portion of their driving range tee, but members are being enticed by an out- but the commitment to acquisition and capital improvement – pouring money back into of-the-art practice facility. gained full-time access to one of three standing golf course, pool, tennis courts GolfBusinessConference.com the business while you can – is a universal must no matter the size of your business. “It’s really the pinnacle of a 20-year bays inside the hitting range. If that and now, this unrivalled teaching facility. FOR MORE EVENTS, INCLUDING NGCOA CHAPTER relationship,” Klemp says. weren’t enough, they also secured use “That’s a pretty good mix, if you ask me.” Steve Eubanks is an Atlanta-based freelance writer and New York Times bestselling author. HAPPENINGS, VISIT WWW.NGCOA.ORG.

34 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 35 By Steve Eubanks

he idea is as old as the game itself, part of golf’s fabric dat- ing back to the days ofT flasks and Featheries. Yet, it somehow slipped away, a fading memory in a distant mist. The fact is, the first reversible golf course – a course that could be played in a traditional sense from No.1 tee to No.1 green and onward in se- quential order, and then reversed so that the last (or often the pen- Forest Dunes Resort Gen- ultimate) green became the first eral Manager Chad Maveus – was also the first golf course. says construction and land costs make reversible golf

contined on page 38 courses attractive.

36 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 37

he Old Course at back, this time (for the first time) in America. St. Andrews, Scot- “Part of the resurgence of reversible golf courses is based on the cost of Pictured left: land, founded in Course architect land and cost of construction,” said Chad Tom Doak was the year 1413, was Maveus, general manager at Forest Dunes obscessed with Resort in Roscommon, Michigan. the reversible forT centuries played in both concept for 30 Forest Dunes was once a ranch abut- years. Pictured directions depending on the right: Owner ting the Huron National Forest owned by Lew Thompson day, the time of year, the William Durant, the founder of General bought Forest Dunes after the wind and the conditions. Motors. Later, part of the land became a Great Recessoin. Sometimes locals would hunting and camping retreat for Michigan’s gangland bootleggers. Then, in 2002, new grab a handful of hickory owners introduced golf to the area with the 1,400 acres, so land ing into the Victrola. Tom Weiskopf-designed Forest Dunes Golf niblicks, mashies, cleeks and was not the reason But after Hixson told Club. After one bankruptcy and the angst spoons and play the course SILVIAS VALLEY for making the course Campbell the story of that every golf owner went through during as it is seen today, RANCH JOINS THE the Great Recession, trucking magnet Lew Reversible reversible. The idea St. Andrews and the his- in a counterclockwise loop from the cur- Thompson bought the resort, built a lodge came about because, tory of reversible golf, rent first tee behind the Royal & Ancient and began looking to add more golf. That’s Party like Doak at Forest the doctor said, “Let’s clubhouse, across the Swilken Burn to the when one of America’s most noted archi- Dunes, architect Dan make the whole thing first green and on from there. But other tects came in with a novel idea. merican golf existed Hixson had been think- reversible.” days and times, golfers wearing woolen “Tom Doak had read a lot about ing about reversible Today, Silvias Valley coats and high collars would tee off from reversible golf,” Maveus said. In fact, Doak A for more than a the current first tee and play to the 17th had done more than read about it. Re- century without a full-sized golf since he was seven Ranch has 27 greens green. Then they would play to the 16th versible courses had been his obsession reversible golf course. years old and saw Rob- (nine are closed each green; then tee off from the 16th tee and for more than 30 years. Within a year, it had ert Trent Jones reverse day) representing six play to the 15th green, and on in that “There have been reversible courses two. Not long after Chandler Egan’s original different routings. fashion (a clockwise loop around the links) at private estates throughout this country The Loop opened in routing of Eugene So, while it took until they reached the second tee, where and there were once a number of revers- Michigan, Silvias Val- Country Club in 1968. more than a century they would play to the current 18th green. ible courses in parts of Europe,” Maveus Reversing the links was as common in St. said. “Obviously, Tom knew about The Old ley Ranch in eastern When Dr. Campbell for reversible golf to Andrews as a cold summer rain. Course and some others.” Oregon premiered its flew Hixson out to reach the states, with Today, The Old Course is too popular In America, the number of reversible reversible course. Oregon to walk the the success of Silvias and busy to flip the routing, although the courses was sparse. John D. Rockefeller, Dr. Scott Campbell, a property, the architect Valley Ranch, The Loop St. Andrews Links Trust (which owns the who did not play golf, built a couple of re- veterinarian who owns asked about the idea of at Forest Dunes and course) does host “the left-hand loop” versible nines on two of his estates. Robert the Banfield Pet Clinics making six interior holes the Bobby Jones Golf every April where the course is played Trent Jones added a nine-hole reversible backward for nostalgia’s sake. par-three course to the 36-holes at Cragun’s that operate out of reversible. Campbell Course in Atlanta, it ap- But the reversible routing idea is far from Resort in Minnesota. And Tripp Davis had PetSmart stores, owns looked at Hixson like pears that reversibility is dead. In fact it, seems to be making a come- built a nine-hole reversible course called Silvias Valley, which is the RCA dog look- here to stay. -SE

contined on page 40 38 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 39 “Proving Grounds” in Malakoff, Texas. The most famous reversible course “We loved the concept in the states also is the most exclusive. Sunnylands, the estate of the late Walter of getting two courses Annenberg, sits at the corner of Frank Sinatra and Bob Hope drives in Palm for the price of one.” Springs, California. Behind the coral-colored walls and tropical plants that buffer the compound from the bustling desert ness reason for building a reversible million needed to complete the project. streets lies a beautiful botanical garden golf course. In the case of the Bobby “Bob Cupp did a great job,” Crouse (open to the public); a main house, along Jones Golf Course in Atlanta, the rea- said. “When you’re in a land-locked set- with a number of guest quarters, where son was simple: there wasn’t enough ting like this, reversible is a viable option.” world leaders meet to discuss weighty room to do anything else. But that recommendation came with matters of state; and a nine-hole revers- An old 18-hole municipal facility in a note of caution. “This isn’t as simple as ible golf course that Gary Player once the heart of North Atlanta, the game and building a few new tees and saying, ‘Okay, called “perhaps the best little golf course the area had outgrown Bobby Jones now play the course the other direction,’” in the world.” President Ronald Rea- GC. “It had become dangerous,” said Dr. Crouse said. “You have to have greens gan used to play the reversible course Bob Jones IV, the grandson of the great that receive shots from totally different with Annenberg every Christmas and Bobby Jones and one of the men most directions. Your bunkering has to be very prominent political and business figures instrumental in the course’s current strategic. You’re basically building one still swat a few around the Dick Wilson- redesign. “The course was too short and green for two completely different holes. designed masterpiece. too compact for today’s technology and So, while the idea is great, it’s not a tweak “It’s fantastic, some of Dick Wilson’s the number of rounds being played there,” here or there: this is a total rebuild, an best work,” said Drew Kerr, the current Jones said. “Unfortunately, Atlanta hasn’t entirely new facility, a new concept.” superintendent at Sunnylands. “There stopped growing. So, there was no room Maveus agreed with that insight. was originally a design for 18 holes but, of ‘50.’ They look at me and say, ‘50,000?’ eyebrows and made people talk; some- the wind direction, the way the green to expand the golf course.” “It’s a lot more subtly invasive than I first course, it was Mr. Annenberg’s backyard and I say, ‘Uh, no, 50. Five-oh.’” thing that kept pass-through golfers on receives shots: It would become an en- The answer was to have noted ar- imagined,” he said. “Bunkers that are in so he could do what he wanted with it. They play a few more than that the property an extra night, maybe two. tirely different hole. That’s what we’ve chitect Bob Cupp (who passed away in play one day, you don’t even see them the Nine and a driving range made more these days. Sunnylands now partners The result was The Loop, the first fully done at The Loop on every hole.” 2017) convert the 18-hole facility into a next. The greens complexes could not be sense. So, Dick put tee boxes at differ- with the First Tee of the Desert, allow- reversible course in America. In fact, Forest Dunes markets The reversible 9-hole course with a world- traditionally sloped from front to back. ent angles and from different lengths. ing kids in the program to come out “No matter how much we com- Loop as two different golf courses: the class practice facility, a short course for On one hole, we have a huge greenside That really gives you the feeling that it is in the spring, use the range and play municate the concept, until people see Black and the Red. “We rotate it daily,” beginners, and a clubhouse that will waste bunker, but when you flip the golf 18 different holes. Couple that with the the course on occasion. While they are The Loop, they can’t understand or Maveus said. “On the even-numbered become Golf House Georgia, the home course, you don’t even see it. So, there fact that we go behind every group, rake there, the kids learn about the history of appreciate it,” Maveus said. “If you were days, we play the Black course and on the of the Georgia State Golf Association, are a lot of intricacies involved.” bunkers and change cups for our guests, the estate and its mission. to come out and play The Loop and odd days we play the Red course. This the Georgia Section PGA and the Geor- There are also a lot of benefits from and when they play (the same greens a “They’ll also get a tour of the you didn’t know it was a reversible golf year, on the 31st and 1st, which happens gia Golf Hall of Fame. a business standpoint. second time) they don’t get the feeling gardens and go out with me so I can course, and then you came out the next three times in our summer calendar, we “We’ll have 18 sets of tees and nine “We loved the concept of getting two that they’re playing the same hole.” explain to them about being a superin- morning and played again, you would have a special event where you play 36 in greens,” said Whitney Crouse, CEO of courses for the price of one,” Maveus said. From its championship routing, tendent,” Kerr said. have no idea. It is truly a mind-blowing one day. It’s a sell-out. We’ll play one di- Mosaic Clubs and Resorts, which is “Water, pesticides, fertilizer, equipment: Sunnylands can stretch to 7,200 yards, experience. The two directions really rection, break for lunch, and then go out managing the construction. “Nine holes we have the benefits of three golf courses but few people play it from there. In fact, Making Business Sense look nothing like each other. We’re on in the other direction. We’re calling it the present a number of challenges. You but the operating expenses of two. People few people play it at all. Most course owners are not Walter the same land but it’s a totally different ‘Dual,’ which is a nice play on words. have to get everybody off the first wave can stay here three days, play golf every “We’re not a golf course first,” Kerr Annenberg or J.D. Rockefeller. Golf in the routing, a totally different look and feel. “But, truly, people play the Black before you start the second wave going day without playing the same hole twice said. “First and foremost, we’re a Camp 21st century has to make a modicum of “The only way I’ve been able to course one day and when they go out the other direction, but it’s a really neat and yet we’re maintaining two courses. David of the West, a retreat for world business sense. Doak knew that when express it to people is to tell them to and play the Red course the next day, concept, one that’s going to attract a lot “Those things have opened people’s leaders to come and meet and think in he looked at Lew Thompson’s place in take their favorite hole at their home they’re blown away by how different an of attention and a lot of outing business.” eyes. In terms of resource management a relaxed setting. Golf is a bi-product. northern Michigan. The architect also club and if you could play it backward, experience it is.” The Georgia State University golf and conservation, the reversible con- We play less than 100 rounds every year. knew the market. Doak understood that if what would it look like? You would teams will use Bobby Jones GC as their cept really makes a lot of sense.” I talk to the superintendents at confer- you wanted to separate yourself in a satu- change the scenery; you’d change the A matter of space home practice facilities and the founda- ences and they’ll ask me, ‘How many rated industry, you had to do something backdrop; you’d change the landing Mind-blowing experiences aside, tion that is funding the renovation has Steve Eubanks is an Atlanta-based freelance writer and rounds did you play last year?’ and I say, radically different; something that raised areas and the bunkering; you’d change effective marketing isn’t the only busi- raised $20 million of the projected $24 New York Times bestselling author.

40 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 41 Many problems can be avoided if mediate managers, you have created these critical priorities, start talk- you set up a structured onboarding a communication structure that car- ing about them soon after new hires system that functions as high-level ries a risk of de-motivating front-line come on board. training. On their start days, new and entry-level personnel; just one hires can meet individually with HR supervisor who stifles new ideas can Consider creating a career representatives to fill out forms, for do great damage to your company. 7plan for all new employees. example, and then meet as a group You won’t want to do this for seasonal ideas & insights that unite to watch videos and learn about your Don’t do training on the cheap. or short-term employees. But for em- company, its brand and its values. Af- 4One thing is for certain: ployees, whom you would like to stay ter lunch, they can be trained in the if you are only handing out employee with you for the long term, consider basic skills their jobs demand; watch- handbooks and having new em- sitting down with each of them to To name just a few, you can: ing training videos, engaging in work ployees fill out withholding forms, create individual career-development simulations and working alongside you are missing out on some great plans that spell out what they need to > Grow and encourage current employees can help to reach opportunities. If you can train every do to be promoted within your orga- adoption of your culture those goals. And after day one, they new retail salesperson to sell just 10 nization. You could say, for example, > Get new hires to understand, should attend regular follow-ups to percent more on every order, for ex- that all retail salespeople can apply for promote and believe in your brand address problems and reinforce basic ample, that could result in hundreds management training after six months > Sow the seeds for outstanding concepts and skills. of thousands of dollars’ worth of new of employment, or that your company customer service The operative strategy is to clearly business company-wide, maybe even will provide technical training to help define ahead of time exactly the skills more. Or if you can set up mobile them move into their desired career > Cultivate the kind of spirit and behaviors you need, and to cre- training that sends out pings to re- path at your company. and energy that customers ate a concise mini-curriculum that mind employees to use specific skills Millennials, especially, are more will value and love tracks to them. they learned in training, you could likely to stay with your company for > Hear creative ideas from increase your training ROI dramati- the long term if they know the ropes new employees who have Set up genuine mentoring re- cally. The lesson? Spending a little and understand what it takes to a fresh perspective 2lationships between new hires more to deliver great training is a build a long-term relationship with > Build retention by proving and successful current employees. moneymaker, not a cost. your organization. that your company is a great Remember, mentors’ goals should place to work not be to get new hires to imitate Within your budget, customize Evaluate whether you are act- what they do, or even to adhere to 5training for each employee. 8ing like a great employer. > Set up communication company systems. Their purpose is to Creating individualized training ele- This is something you should always channels with new hires discover what new employees would ments for each new employee can do, not only when you are training a that will improve operations like to accomplish at your company, enrich even “standardized” training. new class of employees. So take the throughout your company and to help them reach those goals. You can evaluate the skills of your time now to benchmark your compa- Those are only a few of the opportu- In short, mentoring is not about the new hires during training and ad- ny climate, benefits, quality of work/ nities you have during employees’ first mentors or strictly about your com- dress them directly, for example, or life balance and other factors against weeks at your company. But how can you pany, but about the employees who help employees overcome anxiety other companies. Unless you have take advantage of them? Here are eight are being coached. about performing certain parts of the best of everything, you cannot approaches that work. their new jobs. Investing just a little expect your employees to commit Begin on day one Find ways to de-layer and free time to give training extra value can their hearts and minds to working Starting new employees off Start by having a well-defined 3up communications. go a long way toward getting new with you for the long term. 1onboarding system. Invite new employees to brainstorm- employees up to speed faster. You see, retention starts with you, on the right foot will have Many companies just wing it, with nega- ing sessions where their ideas are not with your employees. Unless you them engaged from the onset. tive results. Still other companies see collected, posted, discussed — and Stress and reinforce your mis- commit your efforts to becoming an onboarding as little more than filling out put into action when appropriate. 6sion statement, vision state- “employer of choice” — a company he days and weeks after employees start at your forms, setting up company email accounts Also, consider setting up de-layered ment and strategic company plan. that people talk about and would company represent a time of unique opportunity. and showing new employees to their systems — like virtual suggestion The onboarding period is a highly love to work for — you are damaging T desks. Because new hires start their jobs boxes on your company intranet — effective time to share the big picture your profits, operations and ulti- Can you teach them new systems and skills? Of course without a deeper understanding of what where employees at all levels can about your company and to get mately, your success. you can. But have you also stopped to consider all the is expected of them, they make mistakes present suggestions directly to top employees to buy into your most im- other important goals you can reach during the on- Cordell Riley is a keynote speaker, and the that quickly become costly habits that company executives. If employees portant goals and priorities. Instead owner and president of Tortal Training, a boarding period? must be corrected later on. can only submit ideas to their im- of waiting for employees to discover training development company.

42 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 43 Members bring in their merchandise with their names and on them, Golf for Life Program Gets Golfers Off on Right Foot and receive a golf shop gift certificate for the value. To purchase items from By Steve Donahue the swap room, members and resort guests must also use gift certificates. Resort guests can buy, but not sell. Go low. About 20 percent of 2014 purchasers were resort guests. Play faster. “We run everything through point of sale so the club receives all the Have more fun. revenue,” Polk says. “If we’re putting These are the goals upon which Me- all the effort and responsibility for the dinah Country Club Director of Golf members’ old equipment, then this Marty DeAngelo has built his “Golf was how we were going to have a for Life” system, designed to help vested interest in it, and help promote golfers make the best of their game and push it.” now, while making improvements for Polk promotes the swap with the future. clubhouse signage, e-blasts and DeAngelo became invested in the word of mouth. idea after watching so many of Me- In the first year, the sale generated dinah’s foursomes, regardless of vast $4,500 worth of gift certificates and al- ability differences, all playing from most $6,000 in 2015. Polk doesn’t have the same set of tee markers. 2016 figures, but says 2017 sales were “That makes for a long day wait- up 10 percent to 15 percent over 2015. ing on other foursomes doing the More items were brought in to sell same thing and guaranteeing lots of in 2017 than in 2016 says Polk, who golfers having zero fun,” says DeAn- doesn’t have an exact number, al- gelo, whose system aims to bring though he estimates about 70 percent golfers back to the course without of items brought in are sold and that using handicaps. about 85 percent of members who Using Golf for Life, DeAngelo often receive gift certificates for used equip- plays with the members, both aiming evaluation. Improvement recommen- tem that incentivizes improving and ment end up purchasing items in the to shoot 72. He sells them with sci- dations are provided with a goal of spending more time on the course. golf shop worth more than the value of ence and a venue — Medinah’s No. 2 reaching the next set of tee. Beginners All that is included to sell the pro- their certificates. course — that promotes low scores. start with three holes and progress to gram to the members because you Merchandise Swap “If you’re a club, you’re looking to No. 2 reopened last June after Rees six, nine and eventually 18. Regardless of can’t argue with facts. When they’re make more money. Make it easy and Jones’ restoration included removing skill level, scorecards are turned in after forced to play further up in an event, Generates Extra Gift Certificate Sales convenient for the members who have 600 trees and adding 50 percent more each round so the evaluation continues. it’s amazing afterwards when they’re stuff in the corner of their garage,” Polk fairway acreage and seven different This allows golfers to understand which saying things like, ‘That’s my best By Steve Donahue says. “It’s not doing them any good tees on each hole, measuring from tees are appropriate for them. round ever.’ It’s the excitement of n 2014, a member of the Point Clear, Alabama, resort suggested having an old set of clubs from the ’90s 1,978 to 6,408 yards. It’s Medinah’s Members definitely pushed back making pars and birdies and chal- only course with wall-to-wall cart the club start a used golf-club swap. Head Professional Jason Polk sitting there. Throw a sticker on them initially, particularly those playing from lenging yourself to shoot par instead I for $25 and somebody new to golf can paths, lipless bunkers and some fair- yardages too long, says DeAngelo. of challenging yourself to win a hole. tweaked the idea, and soon members were bringing in balls (three get a new set of golf clubs for a great way push-up tees. “That’s the biggest challenge we This initiative will bring new people used Pro Vs for $2), outerwear, clothing, shoes, bags, artwork, golf- price and enjoy the game.” With the Golf for Life system, each have in these types of programs,” he to the game.” themed mailboxes, push carts, pictures and anything golf-themed. member starts by visiting with DeAn- says. “It’s an extension of the Tee It The club displays everything in an unused room during the winter. Steve Donahue is a Connecticut-based freelance writer. gelo’s staff for a tee-box assignment Forward campaign, but also a sys- Steve Donahue is a Connecticut-based freelance writer.

44 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 45 What is the biggest challenge owners T O U R D A T E S face in retaining top-notch staff? , Mark Luthman It’s key to provide mem- June 8-10, 2018 Executive vice president & COO Touchstone Golf bers of your team with RSVP by May 15, 2018 San Jose, California opportunities for devel- To RSVP email [email protected] opment, education and career growth. attendance is byRSVP only

What would you say is a key marketing element golf course owners need to incorporate?

Determining who What’s one way for owners your guest is and tai- to address players’ time- loring your approach crunch concerns? and programming to meet their needs. Keep it moving on your golf course. The aW privatea ctoeunrt’rsy clEub dge An 18-hole round should take four S M I T H M O U N T A I N L A K E , V I R G I N I A hours, two for nine. Commit to those expectations.

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If you work at sociates, Inc. 828-775-7765, [email protected] 01 q Golf Course Facility/Group of Facilities multiple facilities, please indicate the average 02 q Off-Course Golf Retailer greens fee across all facilities. 03 q Golf Industry Manufacturer/Vendor/Distributor NGCOA SMART BUY 55 800.933.4262 ngcoa.org/smartbuy Silver Creek Plantation 01 q nothing/private 05 q $75 - $99 04 q Golf Course Consultant Confidential - Retail Store Golf Course 02 q o less than $25 06 q $100 - $149 Carolinas location 03 q $25 - $49 07 q $150 or more Morganton, NC What one option most closely matches 04 q $50 - $74 08 q not applicable Yes, a retail store that is profitable and more than JUST LISTED Western North Carolina, 18 hole your job function/title? (select one only) just supplemental income. Includes the busi- championship design, rolling terrain with ber- 01 q President/CEO NGCOA TECHCON 46 800.933.4262 golfbusinesstechcon.com 02 q Owner/Operator 8What is the total annual budget or ness, equipment, trade name, inventory (fluctu- muda fairways and bent grass greens. Includes 03 q Chairman of the Board expenditures for which you are responsible? Golf ates)Has been around over 12 years with two excellent practice facility that is golf school ready, 04 q CFO/Financial Manager 50 q less than $99,000 53 q $500,000 - $999,000 05 q General Manager 51 q $100,000 - $249,000 54 q $1,000,000 - $2,499,000 owners and this year is best year ever!$195,000 practice green, pavilion, spectacular clubhouse. 06 q Club Manager 52 q $250,000 - $499,000 55 q $2,500,000 or more Call Brett at Miller Management Associates, Inc. NO deferred maintenance. Contact Brett at Miller 07 q Director of Golf PEPSI 14 pepsico.com 828-775-7765 [email protected] Management Associates, 828-775-7765 or brett@ Course 08 q Executive/National/Regional Director/Manager In which ways are you personally involved 09 q Purchasing Manager/Buyer in your organization’s purchasing decisions? mmagolf.com additional lots and land available. 10 q Golf Professional 60 q Determine annual budget expenditures Confidential PRICE REDUCTION NOW $1,150,000 Owner 11 q Golf Superintendent 61 q Authorize final purchases 12 q Member,Board of Directors Kissimmee, FL Financing Possible. 62 Determine needs of the operation RAIN BIRD BC rainbird.com Listings! q 13 q Marketing/Sales Manager/Director 63 q Specify/recommend vendors or suppliers Public Golf Course – Kissimmee, FL. – 18 hole 15 q Other (please specify)______64 q Specify/recommend specific brands championship course. Clubhouse, bar/grill, driving Springdale Resort Which one best describes the 65 q Evaluate brands for purchase range. Favorable 17+ year land lease. Strong rev- Canton, NC nature of your organization? enues. Excellent layout. Par 72. Nice Entry Point Stunning 388+/- acre property with development (select one only) 10 Which products/services listed below do SALSBURY INDUSTRIES 29 1.800.LOCKERS lockers.com 10 q Private you specify, recommend, buy or approve the into golf course ownership with financing options. potential for a variety of uses from equestrian, 11 q Privately-Owned Daily Fee purchase? (select all that apply) Call (407) 799-7446. Summer Camp, winery, RV/campground, etc. 12 q Semi-Private A q Golf Cars includes improvements of an 18 hole championship 13 q Resort B q Turf Equipment JUST SOLD 14 q Municipal/State/County C q Course Design/Construction/Renovation TEESNAP 38 844.458.1032 teesnap.com Crosswinds Signature Par 3 golf course, office building, two maintenance build- 16 q Military D q Irrigation & Drainage Greenville, SC ings, restaurant, and water plant This is a true op- 17 q University/College E q Chemicals, Fertilizer & Seed Unique upscale lighted,18 hole Par 3 course portunity in Western NC with limited golf courses 18 q Driving Range/Practice Facility G q Clubhouse Design/Construction/Renovation 20 q Development Company H q Financial Services located in incredible location in the heart of the and large land tracts. Close proximity to Asheville. 28 q Golf Course Builder T q Legal Services TORO 2-3 800.803.8676 toro.com/RM5010H thriving Upstate of SC. Hotels, retail, rooftops at Contact Brett at Miller Management Associates, 21 q Other (please specify)______F q Course Accessories 21 q Not Applicable the doorstep of this facility with full visibility to the [email protected]; 828-775-7765. J q Insurance 385 beltway. Clubhouse, maintenance building and Are you affiliated with a golf course U q Marketing Services UNDER CONTRACT management company? L q Pro Shop Apparel equipment included in this long term leasehold. The Wolf at Tenkiller Golf Club 01 q yes 02 q no M q Pro Shop Equipment TROJAN BATTERY 10 800.423.6569 trojanbattery.com Tremendous upside with addition of new revenue Vian , OK P q Food & Beverage streams. Contact Brett at Miller Management Asso- Recent restoration of bunkers, greens and new How many facilities, in total, are R q Computers/Technology you personally responsible for? V q Furniture/Fixtures ciates, [email protected] 828-775-7765 for more maintenance building for this beautiful,18 hole 80 q less than 2 83 q 10 or more W q Human Resources/Staffing info. $625,000. Possible owner financing. championship design in the foothills of the Ozark 81 q 2 - 4 99 q Not applicable K q Consulting TSYS 7 tsysassociation.com/ngcoa 82 q 5 - 9 Mountains, near recreational Lake Tenkiller. Rolling 145 acre parcel that includes 20 acres of develop- ncomplete forms cannot be processed or acnowledged. he publisher reserves the right to Fort Smith Country Club serve onl those individuals who meet the publication ualifications. Fort Smith, Arkansas ment potential. Clubhouse includes bar, grill, pro HISTORIC 9 HOLE COURSE IN THE CITY LIMITS, shop and duck pen bowling alley. Call Brett at or aser Serie Go Online golbsinesso YAMAHA GOLF CARS IFC, 1 866.747.4027 yamahagolfcar.com 800-933-4262 ext. 203 FLAT TERRAIN,JUST PRO SHOP, SOLD PRACTICE GREEN. On Miller Management Associates 828-775-7765 or www.golfcoursemarket.com Mailr mailto: Golf to:Golf Business-Subscriptions Business, 291 Seven Dept,Farms 291 Dr, Charleston,Seven Farms SC Dr, 29492 2nd Fl,• Or Charleston fax to: 843-881-9958 SC 29492. the National Historic Register of U.S as one of the first [email protected] for more information. Toll-free: 800-933-4262 Phone:• Direct: 843-881-9956. 843-881-9956 Fax:• Change 843-856-3288. of address onl Call 866-372-8658 B2018IN 48 GOLFBUSINESS MAY 2018 GOLFBUSINESS.COM 49 FlingGolftm The Future of the Fairway

"I saw snowboarding inject a new energy and spirit to the snow industry and revive many resorts and retailers globally. FlingGolf, because it is fun and exciting to play, is attracting a new and younger generation of players and having that same effect on golf courses."

Mike Abbott, former COO of Burton Snowboards Photo: Jason Imbs

FlingGolf is an exciting sport played with a FlingStick, on a golf course, with a golf ball, and in the same foursome as golfers.

You Make No Changes to Your Course!

Same Game Different Gear Get started at flinggolf.com New Players

FlingStick Patriot

www.flinggolf.com ● (858) 433-5464 Many problems can be avoided if mediate managers, you have created these critical priorities, start talk- you set up a structured onboarding a communication structure that car- ing about them soon after new hires system that functions as high-level ries a risk of de-motivating front-line come on board. training. On their start days, new and entry-level personnel; just one hires can meet individually with HR supervisor who stifles new ideas can Consider creating a career representatives to fill out forms, for do great damage to your company. 7plan for all new employees. example, and then meet as a group You won’t want to do this for seasonal ideas & insights that unite to watch videos and learn about your Don’t do training on the cheap. or short-term employees. But for em- company, its brand and its values. Af- 4One thing is for certain: ployees, whom you would like to stay ter lunch, they can be trained in the if you are only handing out employee with you for the long term, consider basic skills their jobs demand; watch- handbooks and having new em- sitting down with each of them to To name just a few, you can: ing training videos, engaging in work ployees fill out withholding forms, create individual career-development simulations and working alongside you are missing out on some great plans that spell out what they need to > Grow and encourage current employees can help to reach opportunities. If you can train every do to be promoted within your orga- adoption of your culture those goals. And after day one, they new retail salesperson to sell just 10 nization. You could say, for example, > Get new hires to understand, should attend regular follow-ups to percent more on every order, for ex- that all retail salespeople can apply for promote and believe in your brand address problems and reinforce basic ample, that could result in hundreds management training after six months > Sow the seeds for outstanding concepts and skills. of thousands of dollars’ worth of new of employment, or that your company customer service The operative strategy is to clearly business company-wide, maybe even will provide technical training to help define ahead of time exactly the skills more. Or if you can set up mobile them move into their desired career > Cultivate the kind of spirit and behaviors you need, and to cre- training that sends out pings to re- path at your company. and energy that customers ate a concise mini-curriculum that mind employees to use specific skills Millennials, especially, are more will value and love tracks to them. they learned in training, you could likely to stay with your company for > Hear creative ideas from increase your training ROI dramati- the long term if they know the ropes new employees who have Set up genuine mentoring re- cally. The lesson? Spending a little and understand what it takes to a fresh perspective 2lationships between new hires more to deliver great training is a build a long-term relationship with > Build retention by proving and successful current employees. moneymaker, not a cost. your organization. that your company is a great Remember, mentors’ goals should place to work not be to get new hires to imitate Within your budget, customize Evaluate whether you are act- what they do, or even to adhere to 5training for each employee. 8ing like a great employer. > Set up communication company systems. Their purpose is to Creating individualized training ele- This is something you should always channels with new hires discover what new employees would ments for each new employee can do, not only when you are training a that will improve operations like to accomplish at your company, enrich even “standardized” training. new class of employees. So take the throughout your company and to help them reach those goals. You can evaluate the skills of your time now to benchmark your compa- Those are only a few of the opportu- In short, mentoring is not about the new hires during training and ad- ny climate, benefits, quality of work/ nities you have during employees’ first mentors or strictly about your com- dress them directly, for example, or life balance and other factors against weeks at your company. But how can you pany, but about the employees who help employees overcome anxiety other companies. Unless you have take advantage of them? Here are eight are being coached. about performing certain parts of the best of everything, you cannot approaches that work. their new jobs. Investing just a little expect your employees to commit Begin on day one Find ways to de-layer and free time to give training extra value can their hearts and minds to working Starting new employees off Start by having a well-defined 3up communications. go a long way toward getting new with you for the long term. 1onboarding system. Invite new employees to brainstorm- employees up to speed faster. You see, retention starts with you, on the right foot will have Many companies just wing it, with nega- ing sessions where their ideas are not with your employees. Unless you them engaged from the onset. tive results. Still other companies see collected, posted, discussed — and Stress and reinforce your mis- commit your efforts to becoming an onboarding as little more than filling out put into action when appropriate. 6sion statement, vision state- “employer of choice” — a company he days and weeks after employees start at your forms, setting up company email accounts Also, consider setting up de-layered ment and strategic company plan. that people talk about and would company represent a time of unique opportunity. and showing new employees to their systems — like virtual suggestion The onboarding period is a highly love to work for — you are damaging T desks. Because new hires start their jobs boxes on your company intranet — effective time to share the big picture your profits, operations and ulti- Can you teach them new systems and skills? Of course without a deeper understanding of what where employees at all levels can about your company and to get mately, your success. you can. But have you also stopped to consider all the is expected of them, they make mistakes present suggestions directly to top employees to buy into your most im- other important goals you can reach during the on- Cordell Riley is a keynote speaker, and the that quickly become costly habits that company executives. If employees portant goals and priorities. Instead owner and president of Tortal Training, a boarding period? must be corrected later on. can only submit ideas to their im- of waiting for employees to discover training development company.

What would you say is a key marketing element golf course owners need to incorporate?

Mike Abbott, former COO of Burton Snowboards Photo: Jason Imbs

FlingGolf is an exciting sport played with a FlingStick, on a golf course, with a golf ball, and in the same foursome as golfers.

You Make No Changes to Your Course!

Same Game Different Gear Get started at flinggolf.com New Players

FlingStick Patriot

www.flinggolf.com ● (858) 433-5464 In Action A look inside the world of the National Golf Course Owners Association

GOLFBUSINESS.COM 51 Up Front Up Front

NGCOA’s Smart Buy program Coming Soon: “ saves the Daniel Island Club Golf Business Podcast Series n each podcast episode, NGCOA will I bring you original, curated, informative over $23,000 on our content to help your golf course business thrive and grow. Master the busi- rxed costs with SIB, Inside Golf Business: ness of golf with insights from leading golf and around course owners, operators and other business leaders. From the most critical, fascinating operational issues, to the continuation $100 per month on of compelling ideas first introduced by Golf Business magazine, to the latest in golf business industry. Owner to Owner: Your fellow golf course owners and op- our base fees with erators discuss day-to-day management issues. House Chat: Pull up a chair at the NGCOA conference room table and listen as CEO Jay Karen and the NGCOA staff, along DirecTV. with other guests, put the spotlight on upcoming events, corporate partnerships, educational programming, advocacy issues When NFL season rolls around, and more. Pineview Country Club Purchases a New Yamaha Fleet we should see an additional NGCOA also is pleased to announce ur NGCOA membership just keeps pay- savings of $600 on our NFL its agreement with Rain Bird Corp., a “Oing off!” says Dick Stuntz, NGCOA board leading global manufacturer and provider of irrigation products president and president/owner, Oak Golf Inc. Pineview Sunday Ticket! and services. Through this new partnership, NGCOA members Country Club in Atchison, Kansas, took advantage of its will receive 1.5 percent rebate on purchases of Rain Bird Golf NGCOA membership and the Smart Buy Marketplace to SIB and DirecTV are NGCOA preferred suppliers and Products during contract terms. Rain Bird’s end-to-end systems replace its fleet of golf cars with Yamaha. part of our Smart Buy Program..e Smart Buy provide complete integration of components, making them Want to replace your current fleet? NGCOA mem- Marketplace is a complimentary program” that comes with NGCOA membership. easier to manage and more efficient to operate than mix-and- bers receive a $50 rebate per golf car when they convert match solutions, resulting in water and labor expense savings. their fleet to Yamaha golf cars; current Yamaha custom- More information on this and other Smart Buy partnerships can ers receive one free registration to NGCOA’s Golf Busi- be found at ngcoa.org/SmartBuy ness Conference or Golf Business TechCon when they renew their current Yamaha contract. Greg Keating Additionally, NGCOA has renewed its Not yet a NGCOA member? Current Yamaha cus- Vice President of Club Operations long-term partnership with The Toro tomers receive one year of NGCOA membership for Daniel Island, SC Co. Toro began its support of NGCOA in 2002 and continues its free; non-NGCOA members who convert their fleet to involvement as a corporate partner through 2020. Through this Yamaha receive one year of NGCOA membership for sponsorship agreement, Toro is actively supporting the education free plus one free registration to NGCOA’s Golf Busi- and advocacy priorities of NGCOA, as well as offering members an ness Conference or Golf Business TechCon when they exclusive rebate on new and used turf maintenance equipment. renew their current Yamaha contract. Not yet a member of NGCOA? Join today to save money on all the products and services within Smart Buy Marketplace. 52 GOLFBUSINESS MAY 2018 Questions? Call Hollie West, NGCOA Director of Membership, at 800-9G3OLF3-B4USINESS.COM262, ext 2 5395. Accelerate Community A A M M A SmartAM Buy Member Purchasing Program

A A SMMM BA U AM

M A Y A M A

0 12 200 S M BU Advocacy Issues & Alerts What’s Happening 2 800 220 on Accelerate: COMMUNITY POSTS FOR DISCUSSION: M A Y A M M A A 10 The NGCOA Listserv has been active this month, with members > Marijuana Laws Impacting Golf Business 0 12 200 discussing operational tactics both on the course and off. If you > IRS Issues New Guidance on Form W-4 A 2 have feedback to any issues on the Listserv, or have a question 2 1A800 220 M A you’d like to ask, just log into Accelerate at accelerate.ngcoa.org > Tax Reform Creates Opportunity Zones, But Not 10 80 10 800 818 For Golf Syndicated Conservation Easements and go to your General Community to post your question. 1 00 > Americans with Disabilities 81 80 A 2 and Single-Rider Golf Carts 1A “PGA Pro Discounts” 1 10 80 8 28 800 818 Do you give discounts to PGA pro apprentices? > ASCAP, BMI and SESAC Music Licensing

1 1 00 > Overtime Rules Regulation Update 811 80080 “Groupon” Has anyone had experiences with Groupon, either good or bad? 1 120 8 28 2 8802 0 Active Members 1 “Restaurant Gratuity” M 8001 22 080 2 Would love to hear how other golf courses handle gratuity in on Accelerate: 10 The most active NGCOA Members this month are: 120 8 2002 their restaurant. 2 8802 0 82 M 2 800 22 2 Gregg Lown Fairmont Jasper Park Lodge 10 8 2002 0 0 80 2 Jasper, AB 082 81 2

Randy Ballinger 1 0 0 80102011 2 Walnut Creek Golf Course Inc.

0 Marion, IN 80 81 1 10 0 120 102011 Want to see your 0 picture here? 8 8120 PROMOTING BUSINESS INITIATIVES Log in and participate Massachusetts Gov. Charlie Baker, right, talks with New 100 10 80 81120 England Golf Course Owners Association member Dudley

1 0 Darling (Juniper Hill Golf Course, Northboro) at Small Business As a reminder, Accelerate includes your Listserv and golf course 82 81208812 Day at the State House on April 10. The event was spearheaded education all at your fingertips. Ask the questions that are keeping by a number of allied associations including the Massachusetts M 0 100 8 81 you up at night and search the education archives for the answers Restaurant Association, Mass Taxpayers Foundation and 0 2008 A 1 0 Associated Industries of Massachusetts. you need. Log into Accelerate at accelerate.ngcoa.org today! 2 8812 *Complete details on each offer, visit www.ngcoa.org/smartbuy M 0 54 GOLFBUSINESS MAY 2018 0 2008 A A 80022

*Complete details on each offer, visit www.ngcoa.org/smartbuy A 80022 May Affiliate News

Rounds Played GAME FOR MORE... January 2018 Data percentage compared to same period last year. Rounds Played May February 2018 possibilities 4 Pacific Jan Data percentage compared to same period last year. Pacific 1 YTD 10 28 Pacific

2 Mountain Mountain 2 23 Mountain YTD YTD 2 West North -10 West North Central Central Join in Women’s Golf Day 5 West North Central 5 -46 East North Central Pacific omen’s Golf Day is quickly approaching, 27 East North so sign your-20 course up as anSouth official Central WGD 5 YTD Central W 3 location. Here are some key advantages to being -21 South Atlantic 5 East North Central an official WGD location for the June 5 event: Mountain Experience the latest South Central -67 Mid Atlantic -3 game-changing technology 5 YTD 3 You’ll be recognized as an official participant -63 New England in a growing movement that inspires women and West North Developed in partnership with the Greg Norman 5 South Central South Atlantic girls to learn the skills that last a lifetime. Central Company and Verizon, the Shark Experience 1 -70 YTD in-car entertainment package offers music, news, 5 YTD interactive Placement on the WGD homepage sports and more to engage a wide audience of map for 12 months starting April 1. East North 5 South Atlantic Mid Atlantic 5 -4 Pacific Central golfers—and keep them coming back for more. A unique, editable profile page on the WGD -73 5 YTD Mountain 0 New England website. Marketing toolkit including social media, 1 South posters, graphicsWest North and Centra morel 1 5 Mid Atlantic Central -4 East North Central -33 5 YTD Multimedia coverage including TV, magazine, newspaper, blogs and others. 0 South Central South 5 New England Atlantic Don’t miss your chance to preview this Access to unique golf-industry-1 offersSouth Atlantic and oppor- -9 5 YTD tunities such as seminars, webcasts, etc. exclusive software at the PGA Show. -6 Mid Atlantic You’ll be giving new customers in your area the -4 New England Mid Atlantic VISIT CLUB CAR IN BOOTH 2928 for a personal demonstration, perfect way to get into golf. -49 and see how you can move the game forward in 2018.

You’ll receive discounted merchandise and more. New England Register your course today at -19 www.womensgolfday.com/location-registration

56 GOLFBUSINESS MAY 2018

Rounds Played data provided by Golf Datatech. www.golfdatatech.com