Going beyond opinion – Golf Inc Magazine

As I sat down to plan this post, I began to realize not only have I been writing about golf operations for more than 12 years, I have worked in or around every type of golf property, from muni to resort, for many decades. With that in mind, I decided to stretch beyond opinion in order to give you four (yes, four!) strategies to take into Spring 2023 to drive success in the new season. These, I believe, can be winning ideas for a new season likely fraught with higher budgets for rounds, rate and membership. So here are four ideas, not simply opinions, that just might help with creating a more successful 2023:

Presentation: There is a discipline to creating an operation where everything feels right, looks good. From the shoes on the team members to the fresh look of the parking lot to the trash cans on the golf course, building your story with a purposeful presentation will be noticed and appreciated by many. When you plan and execute a strategy that has been set up for members and guests with the idea of unique hospitality, you are creating a different kind of club. In addition, providing a presentation far above the norm will, I believe, bring in additional revenue. This revenue will be driven by special member events, corporate meetings, and other opportunities brought by those who appreciate a business that cares.

Recruit around the clock: Although I am exaggerating just a bit, my contention for a long time has been that many clubs manage job openings as an afterthought, something to do when the to-do list is done. On the contrary, recruiting is the essential work of the day. Think about the difference between the Super Bowl champs and those at the bottom of the standings: it’s personnel. The better the team on the field, the better the execution. Work with your leadership team on deciding the attributes you want, the attitudes you want, and then go and find candidates that fit. Chances are the star recruits are not pulling up to your door. It is all about finding the people you want, wherever they happen to be. That should include people outside of your industry. Find and recruit talent, and continue recruiting when the staff is at 100%. Change can happen at any moment, and it most likely will.

Improve their game: If you want more play, more members, and happier people playing your golf course, create programs that will improve the scores of your members and guests. Reinvent the instruction concept to make it an asset for the membership, the club,…