WHY CART FLEET MANAGEMENT IS ESSENTIAL TO FIELD FLOW

There’s a common misconception that an increased use of carts translates to quicker round times. It can, but that’s only the case when the club has the necessary cart fleet management and gps cart tracking software at its disposal.

Even the most efficient and well-trained on-course staff can’t keep track of what each cart on the course is up to, and how their movements are affecting the day’s pace and on-course field flow.

In addition, members who use carts will often expect quicker rounds and any slow play, or perceived slow play, runs a greater risk of dissatisfaction. This is especially true when clubs are looking to attract new, younger members. A survey by the USGA showed that 74% of golfers view pace of play and field flow as crucial to their enjoyment of a round, and time is even more imperative for younger golfers.

When staff members are not aware of where the carts are situated on the course, the task of dealing with hold-ups, and the resultant frustration, becomes increasingly difficult. Tagmarshal’s golf course management technology, and the golf cart GPS tracking system, empower staff to deal with real-time problems before they create the dreaded bottlenecks.

Rather than being reactionary, the club management software will send out smart, pre-emptive alerts, leading to immediate staff responses that prevent on-course issues from worsening.

Their cart module gives staff complete oversight of cart fleet management and tracking, ensuring a well-managed field flow for an exceptional member experience. In addition, it allows both management and staff to be held accountable for achieving operational efficiencies.

Staff receives real-time notifications, assigned to a specific staff member, giving management a degree of staff performance tracking that many clubs currently lack.

The marshals, tasked with improving starter accuracy and maximizing course effectiveness, also receive notifications and alerts, meaning they have the on-the-go information necessary to speed up play and communicate effectively with members.

Mike O’Reilly, PGA Head Professional at Whistling Straits, has seen the benefit of using golf course management software first-hand:

“We have reduced our labor expense on the golf course, increased our round capacity, and realized many operational efficiencies utilizing the program.”

In terms of course safety, managers can use the software remotely, via text messages or alerts, when there is a geofence breach, or if a cart ignores multiple zones. This increased security over the cart fleet minimizes theft and abuse and helps members with peace of mind.

When members leave the course happy, clubs also see an increase in spending with regards food and beverage, as well as the on-site pro shop.

Members now expect each aspect of their round to run smoother, due to advancements in golf course management technology, and courses who ensure their staff are leading the charge continue to reap the rewards.

GIVING YOUR MEMBERS AND GUESTS THE EXPERIENCE THEY EXPECT WITHOUT HAVING TO BREAK THE BANK

When the time for budget allocation rolls around, private courses will once again be faced with a choice.

Whilst some may adopt an ‘if it isn’t broken, don’t fix it’ approach, the opportunities now available through the advancements in golf club management software have caused a major rethink amongst top courses.

The issue is a simple one. Private courses exist around one core purpose – to provide and sell an experience. Given that they are member driven, ensuring a consistently superior outing is key to their continuing success.

This means a club’s budget will always be built around its members, what they expect and value, and what areas need to be invested in to improve their experience.

With Tagmarshal having tracked and improved 7 million rounds of golf while working with over 200 courses in 9 countries, it has become clear what matters most to golfers as far as their experience expectations go:

1. Course conditioning: 82% of golfers say conditioning is key to a great experience. (USGA survey)
2. The flow of play: 76% of players say the flow on the course, the pace and respecting their time is crucial to their enjoyment. (USGA survey)

As always, the time, effort and significant resources that go into course conditioning are exhaustive, often with close to 50% of a private course’s annual budget being earmarked for this.

To the contrary, the on-course experience and the flow of play, however, remains totally under-utilized as a way to improve a player’s enjoyment, even though it is such a crucial and “easy to improve” feature of the golf experience you provide.

A bigger budget spend is not always an option, but it’s not always the answer, either. With Tagmarshal being such an affordable solution, private courses are now looking at golf course intelligence technology to streamline operations, save costs through enhanced operational productivity, ensure optimization of resources and staff hours, all while creating a continuous field flow and the exceptional on-course playing experience.

As a golf course intelligence software provider, Tagmarshal is leading the way on this front, helping course management to revolutionize their operations while creating an incredible pace and field flow.

The results speak for themselves and because of this, players now have more time to spend at the Pro Shop and the clubhouse, ultimately generating additional revenue opportunities across various departments.

Chief Operations Officer of The Country Club at Castle Pines, can bear testament to that: “The unobtrusive GPS tracking tags and easy-to-use data analytics have made adopting the technology into our operations a simple, gratifying process.”

“The data and statistics collected from Tagmarshal on pace of play prepares you for your board meeting noting the value of having a complete understanding of play on the course.”

With the insightful, qualitative data that Tagmarshal’s technology provides, management can now produce detailed reports that are invaluable when developing budgets and making management decisions.

Many private clubs keep the Tagmarshal system budget neutral by balancing the investment with reduced labour requirements. Course data also shows increase in F&B and Pro Shop spend in line with players having more time available post round – a 10% reduction of at risk or slow rounds is worth +$80 000 in F&B revenue opportunity a season. So with all the proven player experience and operations benefits the system provides, it certainly pays for itself and provides revenue opportunity on top.

Much like the golfers who pack their bags with the latest club, it has become essential for golf facilities to free up their budget to embrace the necessary technology that will ultimately provide a superior member experience.

This budget season, many leading private courses will choose to make that investment in technology. Quite simply, that will be the smartest decision they make all year.

About the author:

Bodo Sieber, CEO, and Co-founder of Tagmarshal

Bodo brings a wealth of business intelligence and software applications experience to the golf industry. A German national with an extensive understanding of golf course operations and process optimization, Bodo has honed his applied data science expertise during more than a decade in the field.

STRIKING A BALANCE BETWEEN MAXIMIZING REVENUE AND CREATING A MEMORABLE PLAYING EXPERIENCE

Golf resorts that rely on green fees and resort revenue find themselves in something of a conundrum. On one hand, more players on the course means maximizing revenue opportunities, both in green fees, but also in accommodation, restaurant and other revenue generating outlets.

On the other hand, the golf resorts goal to maximize revenue means this needs to be matched by the quality of the playing experience, through optimized operational management. Players who invest anywhere between $150 and $500 in green fees expect plenty of bang for their buck, and clubs face the constant challenge of meeting and exceeding what are often extremely high customer expectations.

As golf course intelligence software begins to play a more prominent role in the running of the modern-day operation, striking a balance between maximizing revenue and maintaining a quality playing experience becomes something management have greater control over.

At its most simplistic, Tagmarshal is about controlling the field flow on the course through the utilization of a golf cart or walking GPS system and other data-driven tools, but the opportunities the golf course intelligence and field flow technology provides far exceed that.

“We pride ourselves on delivering the best rounds of golf possible, and Tagmarshal’s analytical pace tracker helps achieve that,” says Stephen Youngner, Head Professional at The Ocean Course at Kiawah Island Golf Resort. “Leveraging data to make informed management decisions provides golfers with an even better outing at Kiawah.”

Kiawah is the site of the 2021 and 2012 PGA Championships, 2007 Senior PGA Championship, and 1991 Ryder Cup.

Resorts such as these need to ensure that the golf department knows how many of their guests play golf when the peak periods of play are, how to handle those numbers, and how to attract more players to the course. With Tagmarshal, clubs can optimize tee sheets and increase course capacity, as well as building player and caddie profiles.

Consistently tardy players and caddies can be better managed, so they don’t impact the rest of the field, and management can monitor the accuracy of their starter to ensure gaps between groups are regular, alleviating bottleneck problems further along.

Marshals or player assistants who assist know exactly who is in each group before meeting them, and they have the tools at their disposal to provide accurate, non-confrontational, data driven support, while ensuring consistent and quality channels of communication.

Any player who steps onto the course should be viewed as a potential repeat customer, and thus every effort should be made to win their loyalty.

Using golf management systems, clubs can better align their offering with the expectation of the players. Achieving consistency on this front will always result in a more satisfied customer, and ultimately a better bottom line for the course.

Mike O’Reilly Head Pro at Whistling Straits, site of the 2020 Ryder Cup added “Our goal is to improve the experience for our guests while maximizing our revenue potential and Tagmarshal has helped us to do both. We have reduced our labor expense on the golf course, increased our round capacity, and realized many operational efficiencies utilizing the program.”

THE MOST POWERFUL RECRUITERS IN A PRIVATE CLUB ARE HAPPY MEMBERS

There are any number of factors that go into creating an enjoyable round of golf. Some of those are beyond the control of the club’s management; and while inclement weather, or a member’s errant driver, are elements that a course can effectively prepare for, they are ultimately things that staff can be held accountable for.

From the moment the member arrives at the car park, though, right through until they’ve settled their tab at the clubhouse restaurant or bar, the opportunity exists to create unforgettable playing experiences and members who feel valued.

The modern-day private course faces constant competition from other courses for new members, as well as the challenge of holding onto existing members.

This innovative technology allows course staff to prioritize the members’ needs through consistent on-course field flow, an excellent pace of play, and the ability to anticipate and adapt quickly to any changes that may affect efficient course management.

According to Craig Kleu, COO of Tagmarshal, “The private course treats pace of play as an asset and a key member experience factor. Ensuring positive pace of play and course flow leads to improved golfer satisfaction and happy members who will act as advocates for member recruitment and retention, thus boosting the course’s reputation.”

Private courses that have a reputation for fast golf in a respectable time, by maintaining a consistent field flow and pace of play find new member recruitment far easier especially when it comes to time budget sensitive younger members. In many cases, a positive culture around pace and the on-course experience has resulted in attracting large groups of new members per season, which in revenue terms is a boost to the club’s success.

Tagmarshal’s intelligent golf course management software, and the smarter, self-service capabilities it provides, also creates effective and frequent communication lines between staff and members and guests on the course. By analyzing this intuitive data and analytics, it allows management and staff to uncover potential problem holes, set-ups or course features, which can be adjusted to continuously enhance the on-course experience.

“Implementation into our operation has been exceptional. The data provided, for fact-based discussions and the occasional uncomfortable conversation with a slow play member, is an asset in our day to day operations. Our members have embraced the system and are often, asking our on-course staff to review their live statistics and get an accurate status of their group.” Says Andrew Hedrick, PGA Golf Professional at Country Club at Castle Pines in Colorado.

It is improved awareness and management changes like these, together with the communication channels opened, which show members that the club is actively seeking to improve and tailor their offering and values their members’ experience and time.

“Ultimately, a private golf club’s success hinges on its ability to retain and attract new members. With the opportunities created by the recent advancements in the field of golf course intelligence, clubs can ensure they are visibly proactive in prioritizing their members and their golf experiences”, added Kleu.

A club’s members remain the most powerful recruitment tool at their disposal. Excellent service through the use of easy to use and actionable data, both on the course and in the clubhouse, helps complete a memorable experience and empowers staff to Experience Managers, for better member satisfaction, increased member retention, and positive referrals.

HOW GOLF CLUB MANAGEMENT SOFTWARE IS REVOLUTIONIZING THE MODERN-DAY PRIVATE CLUBS

A successful private golf course has many working parts, but the heartbeat remains the management and staff, who are there to ensure a smooth experience – before, during and after the round. 

Unfortunately, many membership-based golf clubs lack the tools to appropriately react to real-time challenges, placing on-course staff under pressure to manage and analyze the course’s operations on the go. Without the right oversight and information at their fingertips, marshals, player assistants and club staff are immediately on the back foot when approaching slow-playing members or guests, which means the course runs the risk of bottlenecks and poor service delivery.

Given that an extensive survey by the USGA saw 74% of golfers listing pace of play as crucial to the enjoyment of their round, leading courses are turning to golf course intelligence software to empower management to set the pace and provide better value to members and guests with data-driven tools, including smart, data-driven analytics.

With knowledgeable staff, who have been empowered to best use the intuitive information the golf course intelligence software provides, courses open up a number of opportunities to streamline and improve their operations.

Geared with these intuitive tools, staff are now able to maximize tee time management, efficiently utilizing tee sheet assignments to manage the field, and ensure starter accuracy. As the speed of play requirements change throughout the day, in accordance with the course’s peak and low times, real-time data provides the information necessary to be proactive.

Staff have full oversight and can provide players with accurate objective support, ultimately adding value and ensuring an exceptional on-course experience.

Tagmarshal’s intelligent golf course management software, and the smarter, self-service capabilities it provides, also creates effective and frequent communication lines between staff and members and guests on the course. By analyzing this intuitive data and analytics, it allows management and staff to uncover potential problem holes, set-ups or course features, which can be adjusted to continuously enhance the on-course experience.

“As a private club, our goal is to make the day as enjoyable as possible for our membership”, said David Weiss, PGA Head Professional at Forest Glen Golf and Country Club in Naples. “By bringing Tagmarshal on board, we have accomplished this feat by effectively reducing our pace of play in a non-confrontational, professional way.”

Any clubhouse worth its salt will tell you that when members arrive after a good day out, additional revenue, by way of food and beverages, also sees an increase. Contrary if play time goes over expectation, the member or guest’s ability to spend time in the clubhouse gets decreased, reducing enjoyment as well as revenue opportunities for the club.

These real-time, data-driven tools also incentivize course staff to strive for operational excellence. With staff empowered with actionable data on the go, and management able to monitor operations throughout the round, the quality of the members’ experience can be managed from start to finish.

TAGMARSHAL FORMS STRATEGIC PARTNERSHIP WITH SOUTH FLORIDA PGA CHAPTER

Tagmarshal, a pioneering golf course intelligence, and pace management software, recently announced that the company will be taking on a partnership role with the South Florida PGA Chapter.

As a strategic focus of Tagmarshal, this partnership was established to provide South Florida PGA members with actionable insight into pace management and, with the assistance of intuitive data, a greater exposure to the Tagmarshal system through ongoing interactions during competitions, tournaments, leagues, and tours at the association and professional level.

Through continued support and involvement at these various levels, members of the chapter will gain a comprehensive understanding of golf course intelligence together with actual examples of live pace tracking, gap time management, player profiles, and player accountability.

With features such as real-time marshal interventions, automated pace alerts, and enhanced geofencing, members will also experience the smarter, self-service capabilities of the Tagmarshal platform and the unrivaled benefits of using the system in their day-to-day golf operations.

“We are excited about our new partnership with Tagmarshal,” says Meredith Schuler, Assistant Executive Director of South Florida PGA. “As the leading golf course intelligence and field management provider, Tagmarshal optimizes field efficiencies and turns the pace-of-play on a golf course into an asset, for a better golfing experience and additional revenue streams. This technology we feel will greatly impact our local golf facilities and we look forward to its growth here in south Florida.”

Made up of 1,800 PGA Professionals and Apprentices at over 475 different facilities, the South Florida Section is one of the largest Section of PGA Professionals amongst all 41 PGA Sections in the United States.

“We are proud to be a part of the associations who help grow the game every day,” says Bodo Sieber, CEO of Tagmarshal. “The South Florida PGA enables millions of golfers to enjoy the game who strive to continuously play it better. We are excited to be so closely aligned with supporting this chapter through their championships and through the many facilities across the region.”

About South Florida PGA

The South Florida Section of the PGA of America is an association of golf professionals whose mission is to promote interest, participation, and enjoyment in the game of golf; establish and maintain professional standards or practice, and enhance the well-being of golf professionals. Approximately 1,850 members and apprentices are employed at over 460 facilities in the South Florida region, currently ranking South Florida Section the second largest Section of PGA Professionals amongst all 41 PGA Sections in the United States.

More information:  http://www.sfpgagolf.com/