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.