Making instruction a profit center

Welcome to “Experience in Golf Clubhouse Design”, a podcast that delves into the world of golf clubhouse architecture and interior design, uncovering the fascinating intricacies of human interaction and its profound impact on member lifestyles. Let’s immerse ourselves in the realm of architecture, exploring the concepts and details that pave the way for a successful golf clubhouse and resort experience, from proshop design to fitness and dining. In today’s episode, we’ll cover how technology can be utilized in golf courses to generate revenue by enhancing instruction and assisting golfers in their game improvement.

Hey there, golf enthusiasts! In today’s episode, we’ll be covering an interesting article from the July/August issue of Golf Inc. This one is all about making instruction a profit center for golf courses, and how technology plays a crucial role in improving both the bottom line for courses and the game of golfers.

Authored by Michelle Weyenberg, the article highlights the benefits of leveraging technology to enhance golf instruction. By embracing innovative tools and techniques, golf courses can turn instruction into a valuable revenue stream while helping golfers level up their gameplay.

So, how does technology come into play here? Well, it enables courses to provide more effective and engaging instruction. From simulators and launch monitors that offer detailed swing analysis, to online lesson booking platforms and instructional videos, technology offers a plethora of resources to enhance the teaching and learning experience.

The article emphasizes that when golf courses invest in cutting-edge technology, they not only elevate the quality of instruction, but can also generate additional revenue streams. By offering premium instruction packages, online coaching programs, or even hosting virtual golf clinics, courses can tap into a growing market and increase their profitability.

So, whether you’re a golf course owner looking to maximize your revenue or a golfer aiming to up your game, this article is a must-read! It sheds light on how technology is revolutionizing the golf instruction landscape and offers valuable insights to improve the bottom line for courses and the swing of golfers everywhere.

This article is from July August issue of Golf Inc.

Making instruction a profit center Technology helps courses improve bottom lines while golfers improve their games.

BY MICHELLE WEYENBERG

For 10 years, Al Sutton had a file folder full of dreams. Inside the folder, the director of Paradise Valley Country Club in Arizona kept carefully selected articles, brochures, photos, sketches and notes about golf learning facilities across the country. They helped fuel his vision for a learning center that would be unmatched in luxury and technology and would provide club members with elite golf instruction. Sutton isn’t the only person in the golf industry who has dreamed about a better approach to training. But he is one who has acted on his vision, taking advantage of emerging technology to do so.

Paradise Valley’s Golf Learning Center opened in 2020 with three hitting bays, a Zen Green Stage movable putting platform, PuttView and SAM PuttLab analysis software, and a simulation bay that

allows golfers to virtually play courses all over the world while getting real-time data on their swings.

“It’s where members can come to improve their game, have fun, learn, hang out and enjoy the club even more,” Sutton said. “We knew members were going elsewhere to get what we didn’t offer. It’s going to be so fun to watch members improve their game here.”

In recent years, technology has transformed the training experience, and golf courses and clubs are just beginning to take full advantage of the potential. Sutton and others who have embraced the technology have seen significant revenue lifts. Even courses without such facilities are finding ways to improve revenue through tech. Pacific Spring Golf Course, a public course in Omaha, Nebraska, is one example.It doesn’t have a driving range, so a teaching professional isn’t warranted. But it does have a short game area that accommodates shots up to 80 yards. General Manager Todd Anderson partnered with GOLFTEC to use the area to teach aimpoint, putting and wedge clinics. GOLFTEC, which has an indoor teaching center near the course, takes a data driven approach to helping golfers improve their games, using highly trained coaches, proprietary technology and a comprehensive curriculum. The short game area would have been underutilized without the partnership, which has generated an additional $50,000 in annual revenue.

At River Run Country Club in Davidson, North Carolina, David Ross, director of instruction, partnered with Izzy Justice to help golfers get the most out of lessons with his clients. Justice is a sports neuroscientist and inventor of a ground-breaking technology called The Brain Trackman. He also has authored eight books on emotional intelligence. EQ Golf is an innovative method that

helps golf instructors understand how students’ brains function, how much information a particular student can absorb and when to back off or intensify instruction.

The increase in revenue since incorporating EQ Golf into River Run’s program has been significant, club officials said.  Larger investments can also pay off. Sioux Falls Golf in South Dakota uses its

five holes for training at its facility. Sioux Falls Golf is made up of three upscale courses owned by the city of Sioux Falls: Elmwood Golf Course, which is a 27-hole parkland-style course with

treelined fairways; Prairie Green Golf Course, an 18-hole championship course; and Kuehn Park Golf Course, a nine-hole course.

Elmwood’s five extra holes were re-imagined by Landscapes Golf Management and named The Fast Five. They can be used to play a quick five holes as a warm-up or as a complete round.

Fast Five Under the Lights is one of the best-attended annual events at Sioux Falls Golf, and the facility uses the five holes to help sell season passes, which brought in more than $1 million during a 12-month period.

Back at Paradise Valley, the design team aimed to create the perfect environment for everyone, from expert golfers to beginners who are just learning to swing a club, along with a social ambiance that complements the facility. The Zen Green Stage provides insights into a player’s short game that can’t be as easily observed on the course. Two of the hitting bays are dedicated to lessons, and one is exclusively for golf club fitting and repair.

Justin Klemballa, director of instruction, calls the Golf Learning Center a one-stop shop and a multifunctional facility for lessons and instruction. The new technology, along with instructor-led lessons, has created a clear pathway for members to improve in every area of their games. In addition to increased revenue from lessons, the training facility has led to an increase in sales

of merchandise, including golf clubs, club officials said.

On today’s episode, we discussed how technology can revolutionize golf courses, helping them generate revenue through improved instruction and enhanced player performance. Thanks for tuning in, see you at the next episode, and don’t forget to subscribe! Follow us on fountain.fm.