Boosting the bottom line

Using technology that improves course management practices can help operators
increase revenue. By Mike Stetz

Want to maximize revenue at your golfcourse?

Did you major in math? That might help, given the variables involved, such as course capacity, optimum starting intervals and market segmentation.

But even if you create a top-notch strategic revenue-enhancing model, a host of influences can still disrupt your plans. Golf courses don’t exactly run like Swiss watches.

The entire day’s schedule can be thrown off if an early foursome is late for its tee time. And if a group of golfers is playing too slowly, it can bog down the pace of play for everyone behind them.

What if your course is designed for more advanced players but a bunch of beginners were enticed to play because of discounts you offered? All of that — and more — can derail an operator’s revenue potential.

However, there is good news regarding revenue enhancement, thanks to continued advances in technology. The tools keep getting better and more encompassing to include key elements such as tee-sheet management, dynamic pricing, pace of play, data collection and marketing.

Such tools are more important than ever, given that many courses have had to shed employees in an effort to maintain profitability, said Mike Hendrix, vice president of business services for online tee-time provider GolfNow.

Today’s golfers have increasing expectations. They don’t just want a quick and easy tee-time reservation system, he said. They
want a response if they write an online review.

“There are not enough hours in the day to do what the consumer expects,” Hendrix said. So companies such as GolfNow are focused on filling that gap, as well as helping courses enhance their revenues.

“There are myriad tasks we can do,” Hendrix said.

GolfNow runs the world’s largest tee-time marketplace, as well as providing a host of management and operational tools for golf courses. It recently released GolfNow Plus Vision, which allows courses to see what their competitors are charging in real time and make immediate price adjustments in response. Some courses have a reputation for offering great value and may want to protect that standing, Hendrix said. Some don’t want to be the most expensive but aim to be nearly
so.

“This helps them fulfill their strategies,” he said.

Courses can also add revenue by simply knowing how customers are making their reservations, Hendrix said. If they’re using mobile devices, they’re doing so for convenience and aren’t as price conscious as those who search from a desktop computer.

“Every day, we’re in the field trying to help golf courses understand their options and how effective they are,” Hendrix said.

GolfNow isn’t the only technology provider looking to provide better services. EZLinks, is another industry leader that continues to bolster its offerings.

Many operators are embracing dynamic pricing, which allows them to charge a higher price for days and times when rounds are in greater demand.

While that tool has been around for some time, operators today can get even more sophisticated programs to maximize revenue. Last year, EZLinks released EZTee PRO, which gives operators more options.

“Today the feature continues to be gamechanging for our course operators, with the best operators in the business automating price changes, varying rates to encourage larger booking windows and assessing market conditions to drive demand with specials or rate shifts,” said Ken Devlin, EZLinks’ director of business-to-business marketing.

“Of active users, 60 percent employ multiple strategies to optimize price.”

By using the “days in advance” strategy, courses can offer the best prices to those who book further out, as well as to last-minute golfers. That way, operators create both a stock of incoming players and an inducement to attract players for times about to expire.

EZLinks allows courses to use dynamic pricing beyond online reservations, which make up only about 20 percent of a typical course’s bookings. Most tee sheets don’t have that versatility, Devlin said, so the majority of tee times aren’t necessarily being sold at their highest potential.

He pointed to Lanier Islands Legacy Golf Course, which used the “days in advance” strategy to increase its year-over-year website rounds. This method increased overall rounds by 49 percent and increased the average daily fee by 11 percent.

“The numbers have been pretty dramatic,” said Brian Conley, director of golf at the Buford, Ga., resort.

It’s not a complicated system, he said. It’s a matter of educating the software to follow the rules set up for dynamic pricing.

For example, the resort competes against a number of daily fee courses in the area. Conley found that he could be more competitive in attracting daily golfers by charging less if and when slots are open. That’s inevitable, since the course is not always filled by golfers staying in the resort.

“We can fill in the gaps,” he said. Before implementing the system, he tried to set prices himself.

“I was in front of a computer all day.” Not any more, he said. “Once it’s set, it goes.”

Devlin said the use of automated dynamic pricing has grown five-fold since 2012.

Some courses have complained about how these services are provided. Often, the system-management companies also seek tee times to sell at their own rates. GolfNow and EZLinks both offer this model, and some courses have been concerned about losing control of their inventories. However, many say the trade-off is worth it, considering the value they get.

It’s not just golf-management-system companies who are helping courses with revenue enhancement. One company, Tagmarshal, is getting positive reviews for its data-collection system that helps courses spot pace-of-play problems.

Tagmarshal, which is based in South Africa, attaches a GPS tracker tag to either the cart or the bag to track players on the course. This allows course marshals to see in real time how pace of play is unfolding. They can spot trouble spots and look for solutions.

It’s currently in use at the site of the 2017 U.S. Open, Erin Hills in Erin, Wis. The system has helped the course reap an extra $115,000 in revenue because of faster play. EZLinks is among the companies using this pace-of-play technology.

“We recently signed an agreement with them where the pace-of-play data they collect will flow through to our EZEngage marketing platform, and operators can then segment and target golfers with a specific offer to reward them for faster play,” Devlin said

Tagmarshal Selected by Pinehurst Resort & Country Club to Further Enhance Player Experience

(PINEHURST, N.C.) – Tagmarshal – the golf course intelligence and pace-of-play system used by golf courses, country clubs and resorts globally – is operational at Pinehurst Resort & Country Club, host of the 2019 U.S. Amateur Championship and one of Golf Digest’s top-five courses worldwide.

With more single golf championships than any other site in America and home to nine challenging golf courses, Pinehurst will enhance its already renowned player experience and increase operational efficiencies by using Tagmarshal’s sophisticated geo-tagging and pace algorithm software. Equipped with vital statistics, some courses will expect to see a 15-17 minute decrease for each round and increased maintenance efficiency due to the use of heat mapping.

“We are continuously looking for ways to improve our on-course capabilities and create more memorable experiences for guests,” says Matt Barksdale, PGA, Resort Head Golf Professional at Pinehurst Resort & Country Club. “The adoption of Tagmarshal has been seamless and the system has already produced positive insights for us to implement.”

Recent installments of the system across the country have created 70 percent of rounds being played on pace or within five minutes of target goal times. Top-ranked courses trusting Tagmarshal include Carnoustie Golf (The 2018 Open Championship), The Ocean Course at Kiawah Island Golf Resort (2021 PGA Championship), Whistling Straits (2020 Ryder Cup), Erin Hills (2017 U.S. Open), East Lake (2017 TOUR Championship), Valhalla (PGA Championship 2014), and more.

“Turning pace of play into a revenue generator is what makes Tagmarshal’s technology so powerful,” says Bodo Sieber, CEO of Tagmarshal. “Putting real-time intelligence into the hands of course managers gives them invaluable data to support the decisions they make.”

Partnering with Tagmarshal positions courses as industry leaders, giving them proven operational efficiencies, while superintendents use Tagmarshal data to better manage pin placements, wear patterns and hole set-ups.

About Pinehurst Resort & Country Club

Located in the sandhills of North Carolina, Pinehurst Resort & Country Club, established in 1895, is a 2,000-acre property featuring an award-winning spa, nine golf courses, tennis, and activities for the family. Widely known as the Cradle of American Golf, Pinehurst has hosted more single golf championships than any other site in America, including the U.S. Open, U.S. Women’s Open, PGA Championship, the Ryder Cup, PGA TOUR Championship and many others. In 2024, it will again serve as the site for the U.S. Open.

More information:  pinehurst.com, 855.235.8507.

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NEW FEATURE RELEASE: USER MANAGEMENT AND NOTIFICATION PORTAL.

Golf course optimization, operational efficiencies and continued solution improvements to Tagmarshal’s on-course experience, and the pace-of-play start with accessible, articulate and actionable data.

The Tagmarshal User and Staff Management module allows for the customization and prioritizing of notifications and alerts. These additional alerts include geofence alerts, pace alerts and critical zone alerts and can be set to display system pop-ups, send alert emails, text messages or even an automated phone call for high priority warnings.

These added features ensure users get real-time, relevant information, in the best-suited format, for both information purposes and to respond proactively.

It also allows for improved task and efficiencies management, as each user can be tracked individually. This feature improves, for example, marshal interventions, course effectiveness, and starter accuracy.

How does this feature work?

• Tagmarshal’s Customer Success team will set up and assign an Administrator or Key Account Representative per course. This is often the course’s Golf Manager or Director
• This Administrator will then set up individual user profiles for all of the relevant stakeholders at the course, which would include golf pros, golf assistants, marshals, starters, course superintendent and the like
• Individual information that is required, per user profile, is the user’s name, designation or role at the course, email address and phone number
• Each user will then have access to customize alert priorities and the preferred method of delivery, which can be in-system pop-ups, alert emails, text messages or even an automated phone call

Feature Benefits:

• Relevant information and real-time messages to the key staff members, delivered via preferred method of communications, ensuring the required response or action is affected
• Personalized notifications in line with alert or information priorities
• Individual staff member tracking
• Improved task management and effectiveness tracking
• Authorization and level-based access to limit specific system sections, such as member and player profiles

What is Tagmarshal?

Tagmarshal, the industry trusted Golf Course Intelligence system achieves results across daily fee, private and resort facilities that offer cart, walking or dual mobility. Improved operational efficiencies, improved and consistent pace of play, additional revenue, and a better golf experience are the objective of course owners and managers successfully target with the system.

NEW FEATURE RELEASE: VARIABLE GOAL TIMES.

Through Tagmarshal’s propriety analytics, the new Variable Goal Time feature provides courses with pace-related information, which enables context-appropriate Variable Goal Time settings.

Real-time, pace-related data, such as time tracking by day, by period or even by on-course experience, provides courses with the intelligence to make an informed decision on how to optimize flows and proactively plan pace management according to low and high peak periods on the course.

It also provides an in-depth understanding of the course’s busy periods, actionable on the day, for selected days of the week, times of the day or even a range of hours.

By offering more data-driven performance measures and real-time trends to make informed, effective decisions further enriches a course’s player experience and allows for more consistent play management, while maintaining accurate, non-confrontational player assistance.

How does this feature work?

• Pace tracking analytics reveals pace trends at specific days of the week, times of the day or on isolated days during the week, such as low and high peak periods.
• High capacity days, members-only days, corporate events and tournaments are also highlighted, which can be taken into account, to predict expected player volume and the potential quality of the round.
• This allows courses to schedule fields and set variable goal times according to the period of play. For example, a stricter time allocation for optimal pace-of-play to accommodate the busy morning field versus the afternoon field, where a slightly upward adjusted goal time might be more appropriate.

Feature Benefits:

• Relevant data at a glance, with flexibility for handling the variations that inevitably come up
• Data sets, seen in context with selected variables, allow for informed decisions
• Real-time analytics presents the user with optimized field management
• Vital trend analysis taken into account to ensure smart field scheduling

What is Tagmarshal?

Tagmarshal, the industry trusted Golf Course Intelligence system achieves results across daily fee, private and resort facilities that offer cart, walking or dual mobility. Improved operational efficiencies, improved and consistent pace of play, additional revenue, and a better golf experiences are the objectives course owners and managers successfully target with the system.

NEW FEATURE RELEASE: UPGRADED SHOTGUN START MODULE.

A Shotgun Start can be an effective time management tool for all types of golf courses, but if managed poorly can have a damaging effect on both the pace performance of the field as well as player experiences.

This is why creating efficient, data-driven features continue to remain a top priority for Tagmarshal. By integrating and automating processes, courses stand to save significant time, eliminate errors and ensure a smooth start.

With auto-starting on shotgun rounds already available, the upgraded Shotgun Start feature now includes Shotgun Round Tracking, which is automatically aligned to the course’s ‘set goal times. This feature also now provides template-based start setups and assignments, with pre-determined set criteria.

The upgrade also provides real-time visuals of group’s finishing their rounds together with their location, so course staff can be proactive in collecting players on outlying holes. 

How does this feature work?

• Via Tagmarshal’s tee sheets, users will have the option to select a Shotgun Start. This feature is an easy way to schedule or execute Shotgun rounds
• Following the step-by-step prompts, users will have the option to pre-define tee-off times, desired holes to be used and schedule and assign players
• Once saved and scheduled, Tagmarshal automatically starts at the desired time and initiates pace tracking functionalities to ensure the playing field is effectively optimized.
• A manual delay option has been built into the feature, as we know sometimes players are ‘nearly there’ and the field needs an extra minute or two to be ready

Feature Benefits:

• Step-by-step setups with interactive timesheet templates and easy to use checklists
• Immediate notifications, updates and pace alerts for proactively managing pace-of-play
• Free flowing tee starts and effective on-course tracking
• Auto-starting default combined with a manual delay option for delayed starts

What is Tagmarshal?

Tagmarshal, the industry trusted Golf Course Intelligence system achieves results across daily fee, private and resort facilities that offer cart, walking or dual mobility. Improved operational efficiencies, improved and consistent pace of play, additional revenue, and a better golf experience are the objectives of course owners and managers successfully target with the system.

NEW FEATURE RELEASE: ENHANCED GEOFENCING MODULE.

Tagmarshal’s enhanced geofence module provides extensive flexibility to course management and staff by offering ‘set up and forget’ user templates and other features such as the scheduling of sensitive or off-course priority zones by the hour, day or week, all via patented high priority notifications and alerts.

These additional features have been linked to the newly released User Management and Notification Portal, which ensures accurate and relevant information is received timeously by course management and key staff in a format that best suits the individual user.

Also, cart security continues to be a major concern to most golf courses? Historically, courses would have to set up an off-site geofence for nighttime hours to prevent abuse or theft of golf carts. Tagmarshal’s intelligent geofence feature allows golf courses to receive automated alerts, which can also be set to notify security.

How does this feature work?

A course Manager, for instance, who uses the Tagmarshal system for oversight, but is not necessarily at their desk all the time, may select text messaging or even an automated alert call for key geofence zone breaches, or if a cart ignores multiple zones.

Feature Benefits:

• Allows for provisional geofencing to help protect damaged areas, caused by rain or drought, high traffic areas or areas under maintenance.
• Create zones based on a course’s  criteria and monitor carts entering and exiting geofenced area
• Prioritise geofenced zones with low, medium or high notification alerts
• Increased safety and security over cart fleets and minimize theft and abuse
• Tags are able to receive real-time automated updates allowing updated course Managers to amend geofenced areas, as required

What is Tagmarshal?

Tagmarshal, the industry trusted Golf Course Intelligence system achieves results across daily fee, private and resort facilities that offer cart, walking or dual mobility. Improved operational efficiencies, improved and consistent pace of play, additional revenue, and a better golf experience are the objectives of course owners and managers successfully target with the system.