Topic: How CC at Castle Pines uses tech to automate processes, saving time and creating exceptional player experiences

Expert Guest: Cade Hassel, PGA, Head Golf Professional, CC at Castle Pines

Duration: 1 hour

By Jim Tatum, Golf Inc. Magazine

Courses are embracing technology at a faster pace, leading to even more innovation.

Technology long promised to drive golf courses to new heights. But for years, operators were slow to embrace change. The came the pandemic.

Forced to adapt, golf course adopted new technology at such a breathtaking pace that some say the traditional business model is now dead, replaced by a new faster-paced tech-driven one.

This transition could not have taken place without a host of new cutting-edge advances in golf technology. While the industry’s tech companies have been improving their offerings for more than 20 years, the pandemic and post-pandemic surge in play opened the doors to more companies and greater innovation.

“What remains unknown is the extent to which golf courses, historically latent adopters, will embrace the current wave of innovation,” said JJ Keegan, an industry strategist. “Online booking of tee times remains below 50%, even among the large management companies.”

But Keegan views this new wave of innovation as having great potential if adopted by progressive managers.

Here, we highlight 25 companies that are leading this new wave of innovation. Whether it’s tech that helps manage a tee sheet and minimize costs or tech that makes golfing more meaningful, operators are using it to enhance their businesses.

Many have found that technology can provide a safer and more enjoyable experience for players from the moment they enter the grounds to the moment they leave.

Erin Hills Golf Course in Erin, Wisconsin, was an early adopter of technology. It was the first course to use Tagmarshal, which helps course operators manage the pace and flow of play.

“It’s all about data and analytics. If you don’t have it, you don’t know your golf course, and you’re leaving money on the table.” Jim  Lombardo, Director of Golf, Erin Hills

Tagmarshal introduced its Social Distancing Monitor in 2020 to help courses manage flow during the pandemic. Now renamed the Gap Time Monitor, it uses data collected from GPS-based tracking tags clipped to golf bags or from two-way screen devices in golf carts. The real-time information is delivered to attendants via the Tagmarshal dashboard, showing the distance and time between playing groups.

Each caddy that goes out with a group is given a small tracking device. It shows how and where people are walking.

“You can see where every group is and track how fast they are moving,” Lombardo said. “If they are slower than what it should normally take, then you can send a marshal directly out to them, rather than roam the course looking for them, and help them with whatever is holding them up.”

Lombardo said the information is useful in other areas of the operation as well. For example, the F&B people can see exactly when they will be busiest, based on where all the golfers are and how long it will take them to finish their rounds.

Lombardo said they have been able to track peak play periods, the time it takes to play, and other data, which is then used to refine their operation.

For example, data showed that pace of play on the course is faster prior to 11 a.m. With that data, Lombardo said, he was able to add two tee times per day.

While Gamble Sands and Erin Hills were early adopters, most courses are just starting to add such tech to their operations. Is there a learning curve for integrating technology?

Innovative management tools for owners and operators

With so much new technology, it can be mind-boggling to keep track of it all. Golf Inc., with Keegan’s help, grouped the most innovative technology into categories. From business management systems to marketing, pricing, merchandise and analytics, these tech tools are at the forefront of change.

For the full list of innovative management tools, read the full article here

Our latest webinar, “How Royal Mayfair, Golden Golf and St. Eugene are using technology to enhance the player experience and drive operational efficiency,” is now available to watch on-demand and in your own time!

Learn from our expert guests Matt Johnson, the Director of Golf at Royal Mayfair, Graeme Kreiner, the Director of Operations at Golden Golf Club and Michael Pearson, the Head Golf Professional at St. Eugene.

Topic: How Royal Mayfair, Golden Golf and St. Eugene are using technology to enhance the player experience and drive operational efficiency
Expert Guests: Matt Johnson – Director of Golf at Royal Mayfair, Graeme Kreiner – Director of Operations at Golden Golf Club, Michael Pearson – Head Golf Professional at St. Eugene.
Duration: 1 hour

Golf course optimization technology expert, Tagmarshal, is excited to announce its partnership with the Kentucky PGA Section, as it looks to engage with and add value to PGA professionals across this region.

Tagmarshal’s unique system uses a hybrid of advanced GPS technology and powerful algorithms that have learned from more than 30 million rounds. The extensive feature set gives management full, real-time operational oversight and reporting, and the tools needed to enhance the player experience, improve efficiency through automation and generate additional revenue.

The partnership with the Kentucky PGA includes sponsorship of the popular 2024 Kentucky PGA tournament as well as sharing educational opportunities, such as online webinars and expert sessions.

“We value our role as a Kentucky PGA partner, collaborating to nurture golf’s growth. We look forward to sharing valuable data-driven insights with their members to support their objectives.”

Bodo Sieber
CEO, Tagmarshal

“We look forward to sharing the Tagmarshal technology and benefits with our Kentucky PGA members. Tagmarshal has built successful relationships with some fantastic facilities in our area and it will be great to collaborate with them to bring resources to even more courses across our Section,” says Sally Morgan, Executive Director, Golf House Kentucky

The partnership with the Kentucky PGA Section builds on Tagmarshal’s existing partner network, which includes several PGA Sections, such as Illinois, New England, Metropolitan, Southwest, South Florida, North Florida and the Pacific Northwest, as well as the National Golf Course Owners Association (NGCOA) and PGA Magazine.

Tagmarshal partners with private, daily fee, public and resort courses, including 35 of the Top 100 US courses and more than 500 courses globally, as well as several golf management groups. Partners include Kentucky courses like Valhalla, Persimmon Ridge, Polo Fields, Oxmoor, Owl Creek, Bowling Green, Hurstbourne, and many $30 to $50 green fee courses, which are seeing excellent results. Tagmarshal offers a range of golf cart GPS devices, as well as solutions for walking groups.

To learn more about the impact optimization will have at your course, please contact Ashleigh Bryant, Partnership Development Manager, at ashleigh.bryant@tagmarshal.com or call 470 823 1023. Alternatively, watch our short demo at tagmarshal.com/demo.

Golf course optimization technology expert, Tagmarshal, is excited to announce its partnership with the PGA of British Columbia Section, as it looks to engage with and add value to PGA professionals across this region. 

Tagmarshal’s technology helps courses manage pace of play and field flow more effectively through the use of advanced GPS technology and powerful algorithms, enhancing the player experience. With full, real-time operational oversight and reporting and learnings based on data from more than 30 million rounds, managers have the tools needed to optimize on-course operations, increase efficiency, save costs and generate additional revenue.

The partnership with the PGA of British Columbia encompasses educational opportunities like online webinars and expert sessions, along with participation in the 2024 PGA of British Columbia Sponsor-Media Invitational Pro-Am.

“As a recognized and valued partner of the PGA of British Columbia, we are dedicated to working in tandem with their team to promote the growth of golf in Canada. We eagerly anticipate the opportunity to share our data-driven insights and processes with their members.”

Bodo Sieber
CEO, Tagmarshal

 

“The PGA of BC is very proud to partner with Tagmarshal; a company that is using technology and innovation to help solve some of the biggest challenges golf facilities face. Personally, I love taking a data-based approach to planning and strategizing, and the information that Tagmarshal provides can benefit any operation.”

Mark Strong
Executive Director, PGA of BC

The partnership with the PGA of BC Section builds on Tagmarshal’s existing partner network, which includes several PGA Sections, such as the Alberta, Illinois, New England, Metropolitan, Southwest, South Florida, Kentucky and the Pacific Northwest, as well as the BPG COOP, the National Golf Course Owners Association (NGCOA) and PGA Magazine.