Golf Business LIVE – Tech Talks, hosted by Harvey Silverman. Listen in as Harvey welcomes special guest Bodo Sieber, CEO of Tagmarshal.

Learn how Tagmarshal enhances the player experience by tackling the age-old issues of slow play with their all-in-one data operations software. Additionally, discover how Tagmarshal continues to increase efficiency for owners/operators with automation and reducing costs.

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Topic: How Fieldstone GC has grown golf revenue by 25%, through optimization and improved processes.

Expert Guests: Chip Hierlihy, General Manager, Fieldstone Golf Club

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Topic: How Scenic Hills Country Club is using technology to automate pace of play management – saving staff hours and keeping Members happy!

Expert Guest: Leo Lynne, Managing Partner, Scenic Hills Country Club

Located in the beautiful La Mandria Regional Park, at the foot of the Alps, the Robert Trent Jones-designed I Roveri opened its doors for play in 1971.

Well-watered with large undulating greens and stunning mountain views, the course has hosted the Italian Open 4 times and the European Amateur Championships twice.

Gianluca Curati, Golf Operations Manager, spoke with us ahead of the Ryder Cup being held in Italy and shared some insights into what makes I Roveri such a top course.

How would you describe your morning routine to kickstart your day?

After a good breakfast of coffee and dried fruit, some healthy stretching and the breaking news, I try to carve out some time to check my checklist between emails and the day’s priorities so that I can manage the day’s challenges and any unforeseen events.

Specifically, one of the most useful things I do is definitely the daily discussion with the greenkeeper about the condition of the course. In this way, we assess together whether there have been any problems and consequently practical and communication solutions.

Once this is done, I am ready to face the day and welcome incoming guests.

Has golf always been your first love?

Sport has always been part of my life, I have no particular preferences and I am passionate about the stories of great champions and great sporting events. In 2000, thanks to a friend, I tried playing golf and it was love at first sight.

After a few years, I also started to get passionate about the rules and the management world, which in a few years became my official job.

Tell us about your role at Royal Park I Roveri. Why is it important?

I strongly believe in team spirit and that at Royal Park I Roveri all roles are important. Mine specifically has the function of coordinating the departments that take care of the customer experience, from the arrival at the secretary’s office to the path to the locker room or the caddie master.

Sometimes I feel like an orchestra conductor whose role is to keep time but aware that everyone has their own instrument and it is essential that everyone plays it to the best of their ability.

Why has your course decided to invest in Tagmarshal?

In recent years, thanks to more aggressive and commercial policies, we have significantly increased the flow of players, especially in competitions. Therefore, the need for more and more detailed control arose.

We decided to use Tagmarshal’s technology to support our staff and optimize intervention time for the benefit of the customer experience on the course.

Since implementing Tagmarshal, how have your golfers responded to the on-course experience?

At Royal Park I Roveri we were the first in Italy to use Tagmarshal and this was a source of interest and curiosity for the members. By using it they also understood its usefulness and felt more in control.

This positive impact is reinforced from time to time with communication and intelligent sharing of the data provided by the system, so as to keep their interest and understanding of the value of the product high.

Describe Tagmarshal in three words.

Intuitive, Precise, Easy-to-use.

What is your dream golf destination? Why?

South Africa is certainly an interesting destination and one that I hear more and more about. I would love to visit it not just for the golf because I think it has some unique landscapes and experiences. As a pure player, for sure a nice tour of Scotland would definitely be something that should be done at least once in a lifetime.

Your best golf moment?

Old Course, St Andrews, hole 17… going over the hotel on the first shot… chills. I’ll say no more.

If you could be a caddie on Tour, whose caddie would you like to be and why?

Edoardo Molinari. I am lucky enough to be able to watch him frequently here at Royal Park I Roveri.

He is a truly incredible professional who uses not only his talent but also his deeply scientific head to get the most out of each of his rounds.

Reading Time: 8 minutes

Pace of play remains one of golf’s hottest topics, with amateurs and pros alike quick to gripe about a slow round, whether or not that was actually the case.

A study by the NGCO found that 84% of golf course owners and operators list pace of play as a crucial factor in shaping perceptions of the player experience. From a player perspective, a recent USGA study found that 74% of golfers listed it as a key enjoyment factor.

Rounds continue on an upward trajectory, making the effective management of pace of play increasingly important, and there’s been a steady increase in the number of courses looking to use technology to better manage this critical element.

In order to improve your course’s pace and flow of play, you need members or guests to buy into your methods and policies. Here are 5 ways you can ensure your players are on board.

1. EDUCATE PLAYERS ABOUT WHY YOU’RE USING TECHNOLOGY

Your average golfer will have good and bad days on the course, which will obviously affect their enjoyment of their round, but another crucial part of that equation centers around being able to play at a reasonable pace without any bottlenecks and hold-ups on the course.

If players at your course can see that you’re using technology like Tagmarshal because you value their time and experience and are serious about creating a fair, data-driven pace of play policy, getting their buy-in will be far easier.

Rather than aimlessly patrolling the course and reacting once a problem has arisen, Tagmarshal gives operators full, real-time line of sight of the course so that they can accurately identify exactly which playing groups are out of position.

This improves course flow and also means that any interventions are not a ‘gotcha’ moment, but rather neutral, fact-based discussions based on data, that will benefit the entire field.

PRO TIP: Reframe your marshals as player assistants who are there to offer help to get groups back into position, as well as make their time on the course more enjoyable, while stressing that doing so effectively requires the aid of players or members.

2. RAISE AWARENESS AROUND PACE OF PLAY POLICIES

Once a course has formulated a pace of play policy, it needs to communicate that to golfers.

This policy should be clearly visible on the course’s website home page and social media posts highlighting the measures the course is taking in this regard can then link to the policy.

A newsletter that focuses on the course’s policy is also a great way to make sure that golfers are kept abreast of any changes.

PRO TIP: Implementing ready golf is advisable, but doing so effectively calls for additional awareness and education. Signage outlining how to safely play ready golf should be placed around the clubhouse and pro shop, as well as inside the locker rooms.

3. KEEP PACE OF PLAY FRONT OF MIND

In order to ingrain your pace of policy in your players’ minds, as well as the expectations around round goal times, regular reminders are essential.

Highlighting the month’s average round time in comparison to the desired average round time, whether via social media or newsletters, makes steady, incremental improvements something everyone can buy into.

Ensure each group is informed on the tee of what is expected from them and how they can stay in position, and have goal times clearly indicated on scorecards handed out. Signage at strategic points around the course reminding players of pace expectations, as well as at the halfway house and the clubhouse, further reinforces the policy.

PRO TIP: Show Tagmarshal’s Live Map on screens in the clubhouse and other prominent areas, giving players visibility of which groups are on pace or out of position and helping to maintain their awareness of this.

4. CELEBRATE SUCCESS

Golfers who consistently play quicker than the course’s desired round goal time, or average round time, should be celebrated. Regularly highlighting these pacesetters with an initiative like the fastest round of the month can serve as inspiration for others to effectively monitor their own pace.

Communicate these success stories through your monthly newsletters and social media channels, relying on GPS data to illustrate how players are responding to the pace metrics in place.

PRO TIP: Rewarding pacesetting players with prizes, like a free lunch and a round of beers at the clubhouse or discounts at the pro shop, draws positive attention to your policies.

5. HAVE PROCESSES IN PLACE TO HELP GOLFERS STRUGGLING WITH PACE

If there are players who continually fail to meet your pace targets, develop and communicate a process to deal with them, which also forms part of your well-publicized policy.

This could involve a call to the player from the course president, head golf professional or general manager after repeated transgressions, or a formal letter outlining how they’re not meeting expectations, with data to back this up.

Should the situation not improve, harsher measures like restricted access to tee times, or off-peak rounds only, may be needed.

PRO TIP: Disciplinary measures could also include questions about how your course might be able to assist with improving the golfer’s pace of play. Your head golf professional may consider offering advice, a coaching lesson, or even some tips on playing holes that often prove tricky.

CONCLUSION

Turning pace of play into an asset is a great way to set your course apart from others. Cultivating an environment where players actively support the measures the course is taking and can see the tangible benefits of doing so plays a pivotal role in the success of any policies.