Renovation of the Year - Why golf entertainment centers are booming | Advisers of the Year - Golf Maintenance Solutions
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Why golf entertainment centers are booming | Advisers of the Year
Ryan Doerr
President/Owner
Strategic Club Solutions
MAY/JUNE 2019
Renovation
of the Year
Adare Manor in Ireland takes top honors
with infrastructure-focused design.
How much
›› WATER
›› LABOR
›› MONEY
could your facility
save with a Toro
Irrigation System?
———————
LET’S FIND OUT.
Toro.com/irrigation
STAFF
Editorial Team
Jack Crittenden
Editor-in-Chief
Jack@CypressMagazines.com
May/June 2019 Volume No. 28 Issue No. 3 877-Golf-Inc
Keith Carter
Managing Editor
Jim Trageser
Assistant Managing Editor
OPERATIONS
Mike Stetz
Katie Thisdell
4 News: More golfers in 2018, but Robert Vasilak
weather puts damper on year Senior Editors
7 Trend: Drones give courses an eye in
James Prusa, Editor-at-Large, Asia
the sky
Tiffany Porter, Copy Editor
10 Feature: Why everyone’s investing in Shannon Harrington, Art Director
golf entertainment centers 10
Richard Steadham, Senior Designer
Publishing Team
Katina Cavagnaro
Publisher
Katina@CypressMagazines.com
OWNERSHIP & MANAGEMENT Shelley Golinsky, National Account Representative
Mindy Palmer, Marketing and Sales Consultant
16 News: Troon acquires OB Sports Elizabeth Callahan, Audience Development Director
20 Trend: It’s becoming a seller’s market Aleisha Ruiz, Audience Marketing & Event
Coordinator
22 Feature: We spotlight the year’s top Trish Newberry, Accounting
consultants and advisers 22
New Paid Subscriptions:
Please call 877-Golf-Inc
Complimentary Subscriptions:
Golf Inc. provides a complimentary print
DEVELOPMENT & DESIGN subscription to the top decision-maker at
18-hole golf courses, golf course management
companies and development firms. If you match
28 News: Tiger, Hanse to design two new one of these criteria, please email
Hawaiian resort courses Info@CypressMagazines.com
30 Trend: Olazabal aims for greatness with Change of Address:
new designs in Greece 32 Please send your information to
Info@CypressMagazines.com
32 Feature: Renovation of the Year winners
Reprints:
put focus on infrastructure
Please call Katina Cavagnaro, 301-825-9848
46 Back 9: Kohler permit blocked; Golf Inc. magazine (USPS 009-747, ISSN 1074-
CMAA elects Ruder 9276) is published six times a year by Cypress
Magazines Inc., 7670 Opportunity Road, Suite
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May/June 2019 www.GolfIncMagazine.com 3
Operations
Number of golfers increased in 2018,
but poor weather blamed for drop in rounds
The health of the golf industry may be
UDO KROENER/ADOBESTOCK
trending up after several years of decline.
While the total number of rounds played
decreased slightly in 2018 for the third
straight year, bad weather was the pri-
mary cause, according to the National Golf
Foundation’s (NGF) annual Golf Industry
Report.
Pellucid Corp., an independent indus-
try analyst, also found that the weather in
2018 was largely to blame for the drop in
rounds. Pellucid founder Jim Koppenhaver
said that it was the worst year for weather
in the past eight years but that utilization
improved from 52.5 percent to 54 percent.
Utilization measures the number of rounds
played compared to the number of avail-
able rounds.
The average green fee increased by 0.8 Rounds played (in millions)
percent to $52, according to Pellucid. The
median fee was $44. 2014 2015 2016 2017 2018
The NGF reported that the number of
players rose and that off-course golf partic-
458 466 469 456 434
ipation continued to increase. Off-course An estimated 434 million rounds of golf were played across the U.S. in 2018,
participation includes golf entertainment a 4.8% year-over-year decline. For many regions, 2018 was among the top 10
centers such as Topgolf, stand-alone driv- wettest years on record. The average weather-related fluctuation typically
ing ranges and computerized golf simu- ranges between 2% and 3% either way, as Mother Nature has a major influence
lators. That market grew by almost 10 on a game played entirely outdoors.
percent in 2018 to 23 million participants, Source: NGF Golf Industry Report 2019
9.3 million of whom play off course exclu-
sively. that the current totals of roughly 16,000 golf participation is at 10 percent, which
As for traditional, on-course golfing, courses and 24 million golfers are about on is higher than the numbers for basketball,
the annual survey found that 24.2 million par with figures from 20 years ago, before tennis, baseball or skiing.
Americans played in 2018, up a tick from the boom in popularity and course devel- The NGF is a nonprofit trade associated
2017 but down from a peak of 30 million opment. founded in 1936. Its mission is to promote
in 2003. Last year, 434 million rounds were Koppenhaver figures that the industry golf and provide members with informa-
played, down 4.8 percent from 2017 and will reach equilibrium in nine years if the tion from its research team.
below the 10-year median, which is about number of rounds remains flat.
458 million. “Rounds used to be tied with popula- Chambers Bay reopens
Golf course closures continued at a tion growth, but that stopped in 2000,”
strong pace. There were 198.5 course clos- Koppenhaver said at the PGA Merchandise
with renovated greens
ings, compared to only 12.5 openings of Show in January. “Population growth is Chambers Bay Golf Course has finally re-
18-hole-equivalent courses in 2018. That now being driven by diversity, which plays sodded its greens, five years after PGA play-
brings the current total to 16,693 courses away from our base.” ers complained bitterly at the U.S. Open.
at 14,613 facilities in the U.S., and 38,864 He said the golf participation rate has The old fescue greens had also received
courses worldwide. dropped from a high of 12 percent to 7 negative feedback from regular customers,
The Golf Industry Report pointed out percent. The Golf Industry Report said who complained about uneven surfaces.
4 Golf Inc. May/June 2019
In golf, it’s important to choose
your partner carefully.
Photo by Wood Sabold
No. 16 at Bandon Dunes, Bandon Dunes Golf Resort, managed by KemperSports
Turn-key services in golf course development,
marketing and management.
True to the game ™
500 Skokie Blvd., Suite 444, Northbrook, IL 60062
847.850.1818 | www.kempersports.com
The $230,000 project to replace the National High School Golf Association, The resort, which includes an 18-hole
fescue with poa annua grass required the National Collegiate Club Golf golf course managed by KemperSports,
closure of the publicly owned course for Association and the Nextgengolf City will close June 4 for a year-long renova-
seven months. Tour. It runs more than 200 team-based tion. The Golf Club at La Torretta will
Course operator KemperSports and golf tournaments nationwide. remain open during that time.
Pierce County, Wash., which owns the A PGA of America spokesperson said Slated to reopen in the fall of 2020, the
track, coordinated with the United States that while details are still being ironed venue will be called Margaritaville Lake
Golf Association on the project after out, the initial expectation is that the Resort, Lake Conroe. Two of the din-
three greens developed turf health issues PGA of America brand will be licensed ing facilities will be rebranded as Buffett
leading up to the U.S. Amateur Four- for use with Nextgengolf operations. concept restaurants: a LandShark Bar &
Ball Championship. (The event ended up Grill and a 5 O’clock Somewhere Bar &
being moved from 2019 to 2021). Texas resort to have Grill. There will be 360 guest rooms, a
KGMI Radio reported that Chambers tennis center, a spa, multiple pools and
Bay officials hope to be awarded another
Margaritaville theme a 45,000-square-foot conference center.
U.S. Open in the future and felt upgrad- Jimmy Buffett’s leisure-lifestyle hospital- The par-71 course measures 6,900
ing the greens was necessary in order to ity company, Margaritaville Holdings, yards and was designed by Dave Marr,
be considered. will open its first resort in Texas in Jay Riviere and Jeffrey Blume. It opened
When the Robert Trent Jones Jr. course 2020. A deal has been signed to convert in 2008. Gensler is the project architect,
opened in 2007, it was one of only a few La Torretta Lake Resort & Spa north of and McCarthy Building Cos. is the gen-
courses in the U.S. with fescue greens. Houston. eral contractor.
It has since been determined that poa
annua is better suited to the climate at
Chambers Bay, south of Tacoma, Wash.
Golf-club vending machine
PGA purchases
Nextgengolf gets first try in Florida
The PGA of America has acquired Cadi recently
Nextgengolf, a Boston-based player unveiled an auto-
development company, as part of its mated golf club kiosk
efforts to grow the game, especially at The Legends at
among younger players. Financial terms Orange Lake Resort
were not disclosed. in Florida, where it
Nextgengolf, which has just finished its
was founded by Kris first introductory
Hart, conducts team- use.
based golf tourna- The Cadi kiosk is
ments and experiences a vending machine
for young adults, col- that allows a cus-
lege students and high tomer to use a credit
school students across card to rent a club
Kris Hart the country. It also pro- or clubs to try out.
vides innovative digital If you like the club,
content and platforms that support those keep it and your
efforts. credit card will be
Designed to enhance golf ’s long-term charged the purchase price. If the club within the rental period at no additional
growth, Nextgengolf also fills a genera- isn’t for you, you can return it and only cost.
tional gap by providing playing oppor- be charged $10 for the trial. And if you Participating manufacturers include
tunities in urban markets that target don’t like the first club you try, return Titlist, TaylorMade, Callaway, Cleveland
millennial and Gen Z players. it to the kiosk and you can try another and Scotty Cameron.
Nextgengolf has three platforms: the
6 Golf Inc. May/June 2019
Drones are helping
make course operations
more efficient.
An eye in the sky
A few innovators are using drones to cut water use and pinpoint turf issues. Some
predict that use of the technology will grow rapidly. BY ROBERT J. VASILAK
Most every weekday, just before noon, document the progress of a renovation of an undertaking that Hauschel calls
Kevin Hauschel carries his drone to project. The Secret Service has consid- “still mostly experimental” but capable of
its designated launch site, attaches its ered using them to provide “spy-in-the- radically changing the way golf courses
propellers and sends an all-systems-go sky” security for the president when he’s are maintained. It enables him to make
text to a pilot more than 2,500 miles golfing. informed decisions about where and
away. Promptly, the drone launches and What Hauschel is doing, however, is when to water and fertilize, and it spots
begins its GPS-programmed, 20-min- completely different. His drone is outfit- diseases before they become visible from
ute flight across Meadow Club’s 18-hole ted not only with a camera but also with the ground.
golf course in Fairfax, Calif. It’s a routine sensors and other sophisticated equip- “I learn something new about our golf
that might, for some, get tedious. But ment that can measure the amount of course every day,” Hauschel said. “It’s
Hauschel, golf course superintendent at moisture in Meadow Club’s soil and diag- darned near bulletproof technology. It
the San Francisco-area club, watches in nose the health of its grasses and plants. allows me to stay ahead of problems.”
wonder. Every time his drone takes wing, When the drone completes its mission, it It also helps Meadow Club save
he sees something most other superin- flies back to its launch site and automati- money. Hauschel began working with
tendents cannot: the future. cally uploads the data it has collected GreenSight in the spring of last year, and
On the rare occasions when drones are to GreensSight Agronomics, a Boston- within months he was able to move a
PHOTO © KALYAKAN/ADOBESTOCK
operating at U.S. golf properties, they’re based company that operates what it member of his irrigation team to a differ-
usually making the flyovers we watch on describes as a “next-generation agricul- ent job. While he thinks it will take two
YouTube. After storms, drones might be tural intelligence platform.” or three seasons to fully determine the
dispatched to search for downed trees, Within hours, GreenSight digests cost savings, he’s knows the club is get-
broken fences and other damage, or to Meadow Club’s data and posts an analy- ting a return on its investment.
identify holes that may not be playable. sis, which Hauschel can access via a com- “We know we’ve saved on water,” he
Superintendents sometimes use them to puter or smartphone. The analysis is part said. “Last year we had the hottest sum-
May/June 2019 www.GolfIncMagazine.com 7
mer on record, and we had our best irri- “If you aren’t flying,” Hauschel said, a complete turnkey package, including
gation efficiency ever.” “you’re falling behind.” the drone, the cameras and sensors, the
Although drone technology has been analytics platform, the cloud-based data
used by farms and vineyards for years, Partnerships pay off storage, FAA compliance and the insur-
it’s only slowly being adopted by golf ance. GreenSight, which has 64 U.S. cus-
courses. Thomas Bastis, one of the PGA While Meadow Club’s drone flights are tomers and 11 in Canada, typically leases
Tour’s competition agronomists, esti- controlled by GreenSight, Hauschel its equipment and services for $825 a
mates that fewer than 100 U.S. golf prop- keeps his eyes on the drone whenever month.
erties are deploying drones to monitor it’s in the air. He’s obliged to because the But most of all, Hauschel said, he
their turf conditions. Federal Aviation Administration (FAA) chose GreenSight because it offered daily
“This is emerging technology,” said prohibits commercial drones from flying flights, which are crucial to reducing
Bastis, a former superintendent of without ground-level supervision by a Meadow Club’s annual $300,000 water
California Golf Club in San Francisco. licensed pilot. bill. The data he receives is always up
“People are just starting to find a comfort When it comes to adding a drone to a to date, so he can target areas in need
level with it.” course-maintenance program, FAA cer- instead of irrigating indiscriminately.
Bastis said he thinks most superinten- tification is just one hurdle to clear. The “In California, water is gold,” he said.
dents still view drones the way people other major one is the expense. A drone “This technology has the potential to
once viewed the first airplanes, the first like Meadow Club’s costs thousands change how we think about irrigation.”
automobiles and the first computers. of dollars, and the required insurance Water savings may be the most sig-
They see them as curiosities that aren’t brings an additional cost. nificant benefit that drone technology
particularly relevant to their livelihoods. Those obstacles may lead superinten- offers to golf courses. Last year, The
But that’s not how he and Hauschel and dents to partner with providers such as Toro Co. became a minority investor in
other early adopters view them. They’re Drone Elevations, MapGage, NexDrone, GreenSight, and Bastis said engineers
tapping drones for all they’re worth, and Summit Drones and Texas Drone Co. from all the major irrigation companies
they believe that the rest of America’s Hauschel considered such options, but are testing ways to integrate their systems
superintendents will eventually follow. he chose GreenSight because it offered with imaging data collected by drones.
“Golf is played mainly on a five-and-a-half inch course
. . . the space between your ears.”
–Bobby Jones
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5400 LBJ Freeway, Suite 1325 Dallas, Texas 75240 Telephone: 972/960-8677 Facsimile: 972/960-7719 www.addisonlaw.com
8 Golf Inc. May/June 2019
It’s possible that in the future, Toro and might be able to tap the full range of its younger people accept the technology
GreenSight may integrate their technolo- capabilities. right away. They have an affinity for it.”
gies so seamlessly that Toro’s irrigation GreenSight’s drones can fly autono- Given the golf industry’s resistance to
systems would operate autonomously. mously. They can be housed in canopies change, it’s no surprise that more super-
Superintendents would be free to tend to that double as charging stations, and they intendents haven’t embraced drone tech-
other matters. can be programmed to make flights auto- nology. But in the 21st century, time
Something similar might eventu- matically, weather permitting, at what- waits for no one. Consider how quickly
ally happen in regard to the applica- ever time a superintendent wants them email supplanted snail mail, and how
tion of fungicides and pesticides. Today, to. Instead of watching his drone make digital maps have made paper maps
grounds crews often spread chemicals its appointed rounds, Hauschel could be nearly obsolete. When digital tools
across entire fairways. But if a drone can doing something else. enable people to do their jobs more effec-
identify a problem area and communi- But the FAA won’t let him, because tively, they’re adopted quickly.
cate its exact location (perhaps to a self- it isn’t convinced that remote-con- “The golf courses that are using this
driving, GPS-connected sprayer), the use trolled drones will work as advertised. technology are in the innovator stage,”
of chemicals could be greatly reduced. GreenSight has petitioned for a waiver Hauschel said. “We’re just learning how
“We’re revolutionizing how mainte- on the regulations that prohibit autono- to use it. We still have to prove that the
nance can be done and turfgrass can mous flights, and VanBuskirk hopes to technology works, and that’s the hardest
be managed,” said Jason VanBuskirk, get it sometime this year. The thing is, part.”
GreenSight’s vice president of sales and he’s already been waiting for months. The handwriting is on the wall, how-
marketing. “Superintendents who under- Even without the waiver, though, ever. In an era when lowering the cost of
stand the data that’s being delivered can GreenSight expects to have 2,000 cus- course maintenance could spell the dif-
do more than they ever imagined.” tomers within the next five to 10 years. ference between black ink and red ink on
“It’s a process,” said VanBuskirk, a a balance sheet, operators are looking to
Overcoming obstacles former superintendent. “I’m happy that drone technology. And a generation from
younger generations of superintendents now, superintendents may be wondering
One of these days, Meadow Club’s drone are coming into the business, because how they ever got along without it.
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May/June 2019 www.GolfIncMagazine.com 9
Why everyone’s investing
in golf entertainment centers
Arcade-style On a typical day, Del Mar Golf Center is Matt Clay, general manager of the Del
busy with golfers and even some non-golf- Mar Golf Center in Del Mar, Calif., with
driving ranges and ers. The driving range and teaching facility the popular new Toptracer technology
in use at the facility.
high-tech simulators has long been one of the primary training
centers for golfers in the San Diego area,
are introducing golf including PGA Tour professionals such as play golf, enjoy a beer. It complements our
to new customers. Pat Perez. existing range . . . doesn’t steal from it.”
But 18 months ago the facility added Toptracer was developed to make it eas-
But how can traditional Toptracer, and the new technology has ier for viewers to follow the flight of shots
PHOTO BY STUART HANDY
expanded its clientele base. when watching golf matches on TV. But
golf courses take “This is more for groups. Half of them Topgolf, which owns the technology, has
advantage of the trend? won’t even be golfers,” said Matt Clay, the adapted it for driving ranges and is quickly
facility’s general manager. “It’s a different adding facilities across the U.S. and in
BY JIM TRAGESER experience. You can go with your friends, Europe.
10 Golf Inc. May/June 2019“I’ve very happy with how we’ve done,”
said Clay, who installed six Toptracer bays
at Del Mar Golf Center. “We’ve been able
to expand our food and beverage ser-
vice because of the new clientele, and we
expanded our café.”
That’s not unusual. Topgolf has 49 facili-
ties in the U.S., and many of them have set
records for alcohol sales in their areas.
Customers are more focused on the
social experience than on improving their
golf game, prompting Topgolf to adopt the
slogan, “Creating moments that matter for
everyone.”
It’s that wide appeal that has caught the
interest of other companies.
ClubCorp acquired Topgolf competitor
BigShots Golf in the fall. Dave Pillsbury,
CEO of ClubCorp, said Topgolf has proved
that the model works.
“These golf entertainment concepts have
provided the marketplace the lowest-fric-
tion environment to be exposed to golf,” he
said. “All you need is a credit card, and you
can enjoy the magic of our sport.”
BigShots is also marketing golf simula-
tors. Companies such as TruGolf, about- most important, new avenues to attract BigShots gives the experience of being
Golf, Golfzon, Full Swing and SkyTrak non-golfers to the sport. inside a giant pinball machine with neon
offer an extension of golf training and Topgolf, BigShots, Drive Shack (formerly lights and loud music, brightly colored
coaching as well as an arcade-like experi- American Golf Corp.) and other entrants targets and sound effects to let players
know when their ball has found a target.
ence translatable to non-golfing venues. into the golf entertainment center sector
At Del Mar Golf Center, the arcade-style all feature some common elements: multi-
games included in the Toptracer software, deck driving ranges, computerized scoring, go-karts, video arcades and newer entries
such as closest to the pin, longest drive food and beverage service and big-screen such as rock climbing, trampoline centers
and target practice, are increasing busi- TVs showing live sporting events. and even ax-throwing.
ness more than serious golfers looking to In a 2017 interview in Golf World All of them follow the basic blueprint
improve their game. magazine, Topgolf ’s largest investor, Tom established by Huish Family Fun Centers in
“We don’t compete against the golf Dundon, compared golf entertainment the 1960s and boosted by Nolan Bushnell,
courses in San Diego,” Clay said. “We’re centers to bowling centers. the founder of Atari, when he started
competing with the beach and other things “What’s key is making the game acces- Chuck E. Cheese in 1977. They combine
a family can go do together.” sible,” he said. “You can just show up with food and beverage service with a variety of
nothing and start playing. Other than active entertainment options where fami-
Welcome to golf bowling, I can’t think of another sport that lies and friends can have a shared experi-
offers that accessibility. I don’t think golf ence.
entertainment
was that way 10 years ago.” Toptracer President Ben Sharpe said
Golf, a sport grounded in centuries of tra- Golf entertainment centers aren’t only those examples of social entertainment are
dition, has been slow to adapt to change. competing against each other; they’re what his company is modeling.
But interactive driving ranges and comput- also fighting for customers in an increas- “What you need to do is build a business
erized golf simulators are turning that ste- ingly crowded entertainment market, with that’s sustainable, that gets people to want
reotype on its ear. This new technology is established family entertainment centers to come back again and again,” Sharpe said.
creating new revenue streams and, maybe built around bowling alleys, miniature golf, He said the Topgolf team is constantly
May/June 2019 www.GolfIncMagazine.com 11Topgolf customers are more With Topgolf, you can have eight people at
focused on the social experience one of these stations playing a game and
than on improving their golf game, your colleagues are in the next booth.”
which shaped the company’s
slogan: “Creating moments that
matter for everyone.” Simulating golf
Golf simulators are a marriage of 1970s
ters have grabbed the attention of other club-fitting swing monitors and golf video
family entertainment centers. games. But today’s technology offers an
“You’re going after an entertainment dol- immersive re-creation of the golfing expe-
lar. There’s a whole world of entertainment rience. With a 6-foot-high screen showing
out there,” he said. “Topgolf seems like your ball heading onto a fairway, hitting
something that could be in competition.” into a simulator comes close to the feeling
Joe Poelking is the owner of a small of playing golf.
chain of bowling centers in southwest- Golf is far ahead of most participatory
ern Ohio and a former board member of sports. Only running and bicycling, with
looking at new ways to bring in new folks the Bowling Proprietors’ Association of their programmable treadmills and sta-
and to bring regulars back. In addition to a America. He said golf entertainment cen- tionary bikes, have realism similar to what
wide variety of regular activities at the ven- ters share the same traits that make family golf simulators offer.
ues, they present theme nights and special entertainment centers successful. And the same computer software that
programs to excite people. “If you go out and play a round of golf, allows a golfer to play a simulated round
Keith Hamilton, president of Luby you’re looking at four or five hours,” said at St. Andrews’ Old Course or Pebble
Publishing, which publishes Bowling Poelking, an avid golfer. “With Topgolf, Beach Golf Links also allows for all kinds
Center Management and Entertainment [it’s] two hours. When you go out and play of arcade-style games, such as aiming for
Center News, said golf entertainment cen- golf, you’re playing with three other people. targets and longest drive contests. It can
12 Golf Inc. May/June 2019YOur
Journey
Bringing business leadership and golf expertise to
Belfair Golf Club, General Manager/COO Ken Kosak, PGA,
allows board members to focus their attention on
strategy and long-term growth.
Our
Business
Wherever your golf journey is
headed, let’s get you there.
PGA.COM/JOURNEYS
© 2018 The PGA of America. All rights reserved.amateur players? Pretty soon we’ll have people in.”
networks of players, and people will want Henry said simulators’ popularity took
to watch that.” off about 15 years ago when a new genera-
He points to NBA 2K, a simulation game tion of computers and graphics cards made
that is attracting viewers. a big step forward in visual realism.
“The Utah Jazz have their own gam- Now, not only are driving ranges buy-
ing division: five-on-five NBA 2K teams. ing his firm’s simulators but so are bowling
People go online and watch the Utah Jazz alleys, cruise ships and family entertain-
2K team take on the Philadelphia 76ers 2K ment centers.
team,” he said. Henry said it’s in those non-golf venues
Erik Anderson, executive chairman of that simulators have the greatest ability to
TopGolf, has said his company looks more attract new players to golf.
like a sports league than anything else. “They think they need to be a golfer to
“We get 80 million visits, more than any enjoy it, but they can have fun whether it’s
other major league sport except for base- their first time or they’re experienced,” he
ball,” he said. “We are trying to broaden said. “It’s less intimidating than going out
that, and Topgolf has the scale and scope to on a golf course.”
grow the game.” The challenge, though, is that in some
But despite 74 million fans globally and areas, progressive businesses have already
11 million people playing on Toptracer, cornered the market.
Anderson still worries about the competi- Last summer, Mike Wieck and his fam-
tion. ily purchased two 9-hole tracks in Grand
“Most people worry about their big com- Island, Neb. He said they looked at install-
petitors,” he said. “What keeps me up at ing simulators to provide an option during
night is, ‘How do I get kids off Fortnite?’” the winter when the courses were closed.
Anderson believes in golf ’s social inter- But nearby was Bearded Buffalo Golf, an
action and the act of hitting something. indoor facility with three aboutGolf simu-
Dave Pillsbury, CEO of ClubCorp, said
“Topgolf aspires to be a brand that you lators.
ClubCorp acquired BigShots as part of
its strategy of growing the sport. can’t live without,” he said. “We are trying Nick Papke, owner of Bearded Buffalo,
to put golf at the center of this connected said he had been looking for an opportu-
sports and entertainment place.” nity to start his own business, and the golf
even provide live, head-to-head competi- Topgolf backed that up with its 2016 simulator facility filled a niche. He said his
tion over the internet with players spread acquisition of the multiplayer online first year was busiest during the cold winter
around the world. World Golf Tour game for PCs and mobile months.
Some simulators can be converted to devices. And the company announced at “Not being a part of the golfing commu-
other sports. Soccer, baseball and hockey the 2019 CES Consumer Technology Expo nity made me a little nervous,” he said. “But
players can practice kicking, pitching and that the first Topgolf Lounge virtual gam- they have welcomed me to the industry. I
shooting with systems from TruGolf and ing nightclub will open outside Seattle later have had multiple owners and pros from
High Definition Golf. this year. courses in and around Grand Island come
TruGolf and aboutGolf both began their in to play.”
corporate lives as publishers of golf video Growing golf Bearded Buffalo is hardly alone. Both
games for home computers, and that gam- aboutGolf and TruGolf have sold simula-
ing heritage is coming to the fore in their Some people say the golf industry has tors to standalone simulator venues across
latest models. reached a tipping point in regard to simu- the country.
Mason Jones, brand manager for lation technology and gaming. Golf entertainment centers and simula-
TruGolf, said his company is looking to “It’s now something you have to have tors are big and shiny. But the question for
online games such as Fortnite for inspira- to compete,” said Randall Henry, CEO the golf industry is how – or if – they will
tion. at aboutGolf. “People expect to have affect the business of golf.
“No one probably wants to watch some- an indoor experience. The outdoor golf Pillsbury said the whole point of
one play click golf ” on a video game con- course shouldn’t look at it as competition ClubCorp acquiring BigShots was to grow
sole, he said. “But what if you have good but look at it as an additional way to draw the sport.
14 Golf Inc. May/June 2019Tech for the
serious golfer
Sean Mehaffey is a Toptracer regular at
the Del Mar Golf Center for two reasons:
the experience of using the technology
and the data it gives him for his game.
A serious golfer, Mehaffey uses his
Toptracer cell phone app to enter which
clubs he hits and the number of shots.
The cameras and software then track
each shot. The relevant information is
displayed on widescreen monitors, along
with a visual representation of the balls’
flight, and it calculates an average distance
for each club used.
“Where else do you get numbers like
this?” he asked. “Where else do you get
this feedback?”
After warming up for a few minutes, he
set the Toptracer device to simulate holes
at Spyglass Hill Golf Course. He was still have landed, and showed him what his Mehaffey said he finds the natural play-
on the driving range in real life, but the second shot would look like. ing rhythm of hitting a drive, then hitting
widescreen monitor to one side showed “Normally [on a driving range], you’d a fairway wood or long iron, followed by
him a simulated view from the first tee hit your driver 10 times, then your irons,” an approach shot, is a much better way to
box at Spyglass. After he hit his drive, the he said. “When will you ever do that on practice golf than just hitting a bucket of
software calculated where the shot would the golf course?” balls.
“The published data from Topgolf is that themselves bowling entertainment centers. young adults and older teens, but that they
52 percent of the customer base is inter- Hamilton, who publishes Entertainment may want to expand their marketing down
ested in learning more about golf,” he said. Center News, said golf entertainment cen- the road.
“Those folks would not normally set foot ters may need to offer more than just golf “I think eventually they will aim for
into a regular golf facility. There’s too much to thrive long term. families,” Maredia said. “You don’t need to
friction. Our goal is conversion, ultimately, “If you’re going to build a center, you’re know golf. You can just pick up a club and
to membership. It’s a funnel, and the top of going to build it with the (family entertain- start swinging.”
the funnel just got a lot bigger.” ment center) in mind,” he said. “We are Pillsbury said the entire golf entertain-
not seeing any traditional bowling alleys ment concept, both the interactive driving
Branching out being built. They’re building it with (family ranges and the simulators, are very much
entertainment centers) in mind. It’s like an in flux, and things are changing rapidly.
As aboutGolf ’s Henry points out, simula- entirely new industry sprung out of an old “It’s a little bit like the wild West,” he
tors are increasingly allowing golf to reach industry.” said. “There’s a rush going on. It’s great for
beyond the golf course or driving range. Nuresh Maredia wrote a recent white consumers, and it’s great for golf. There
Golf simulators are starting to show paper on entertainment centers for Hotel are several competitors in the space, and
up in family entertainment centers and & Leisure Advisors. He said that golf enter- everyone’s moving quickly to tie up mar-
at bowling alleys, which are now calling tainment centers are catering primarily to kets. It’s an interesting time.”
May/June 2019 www.GolfIncMagazine.com 15Ownership & Management
TROON recently closed another big
deal, acquiring OB Sports. From
left are OB Sports COO Phil Green,
Troon CEO Tim Schantz and OB
Sports President C.A. Roberts III.
division where they can do projects like
bunker renovations on an in-house basis.
That’s intriguing to us.”
Most of OB’s courses are in the West
or Midwest. It manages two outside the
U.S.: Royal Blue Golf Club in Nassau, the
Bahamas; and Dumbarnie Golf Links in
Scotland.
Green Golf Partners strengthens Troon’s
presence in the Midwest. The company
is based in Indianapolis and has courses
in Illinois, Indiana, Iowa, Wisconsin and
Florida. Matt McIntee, a former executive
with Crown Golf, founded the company
in 2011.
“The addition of Green Golf Partners,
SALES RECAP combined with Troon’s existing portfolio
Troon acquires OB Sports in the Midwest, will serve as the catalyst
to opening a new Troon office in Chicago,
designed to service current and future cli-
and Green Golf Partners ents throughout the region,” Schantz said.
McIntee and other Green Golf Partner
Troon, the world’s largest golf manage- advance and grow with Troon,” Green execs will continue to serve their exisitng
ment company, has added to its heft by said. “Troon’s resources, combined with client base.
acquiring OB Sports and Green Golf the company’s worldwide marketing These latest deals follow Troon’s
Partners in separate transactions. With reach, will help our existing clients while acquisition of Boston-based RealFood
the additions, Troon provides managed also providing a wonderful opportunity Consulting in February and the July 2018
services to more than 475 18-hole-equiv- for our OB Sports associates to grow and purchase of Cliff Drysdale Management,
alents at 450-plus locations around the prosper.” the nation’s largest tennis management
world. OB Sports had been looking for a way company. Troon previously acquired
OB Sports was the ninth-largest man- to allow Vincent to retire and leave with Honours Golf and Caddiemaster.
agement company with more than 70 golf his equity. Troon was looking for a way to Schantz said the deals were driven by
Tam O’Shanter
courses at the time of the acquisitionCountry
on expand
Club its offerings. the caliber of people.
April 1. Green Golf Partners operated 18 Troon CEO Tim Schantz said OB Sports “One strategy we have is building a
public and private courses in five states fills several niches at Troon that were pre- company that’s filled with great talent and
when it was acquired on April 30. viously not strengths. great people, making sure you have the
OB Sports will continue to operate “They do more daily fee and certainly best talent to deliver your management
under its existing brand. Phil Green, have more municipal locations than we services,” he said.
chief operating officer of OB Sports, and have inside the broader Troon brand,” he Schantz, who took over as CEO of
C.A. Roberts III, president, will remain said. “They’re in the Pacific Northwest in Troon on April 1, said OB Sports and
in their roles. Both were principals of the a really heavy way, which is an area we’re other Troon brands will not bid on the
company along, with Orrin Vincent, who not in but are interested in. They do some same contracts, as business development
founded OB Sports in 1972. maintenance-only contracts. They have efforts will be coordinated. OB Sports will
“We are truly excited about the new some things that weren’t exactly where we maintain its office, which is across the
collaboration and for the opportunity to were focused. They have a construction street from Troon’s corporate office.
16 Golf Inc. May/June 2019Arcis closes deal for Blake Walker, who continues to lead the
Dominion’s five remaining company as CEO. It began by acquiring
courses in Texas the three courses of BrightStar Golf, and
after a series of individual course pur-
Arcis Golf in April purchased Dominion chases, bought CNL Lifestyle’s 46 clubs in
Golf Group’s remaining properties, pick- September of 2014.
ing up five new Texas Dominion was founded in May 2006
courses. The acquisition by Steven Held and was headquartered in
brings Arcis’ total port- Austin. Its portfolio grew to six clubs at one
folio to 70 courses. point, but Dominion sold one of its prop-
The newly acquired erties, Bridlewood Golf Club in Dallas, to
courses are Onion Advance Golf Partners in 2017.
Creek Club, River Place
Country Club and Twin Paul Allen course sells for
Creeks Country Club
Blake Walker (all in the Austin area), $11.3 million Willows Run Golf Complex
along with Lantana A multicourse golf center co-founded Redmond, Wash.
Golf Club in Dallas and and developed 25 years ago by the late
Dominion Country Club in San Antonio. billionaire Paul Allen was sold in March. Complex in Redmond, Wash., to Sasada
Arcis Golf was founded in 2013 by Access Golf sold the Willows Run Golf Sports International for $11.3 million.
www.golfappraisers.org
The SGA/Society of Golf Appraisers (SGA) is a non-profit organization. SGA members
provide comprehensive advisory & valuation services, educational programming, and
informative publications to the golf industry. For more information about our members
and the SGA, visit www.golfappraisers.org.
May/June 2019 www.GolfIncMagazine.com 17PHOTO BY DAVE SANSOM/COURTESY OF TROON
Access Golf is a subsidiary of Vulcan
Inc., the holding corporation that man-
aged Allen’s business and charitable
interests before he died last year.
Allen, a co-founder of Microsoft, and
his former brother-in-law, Brian Patton,
bought the 296 acres on which the club
was built for $1.5 million in 1993.
Mike Whitton, the San Diego managing
partner for Troutman Sanders LLP, repre-
sented Sasada Sports in the deal. Whitton
said the purchase was being negotiated
with Vulcan last year before Allen passed The Standard Club
away. Johns Creek, Ga.
Willows Run includes two 18-hole
courses, a 9-hole par-3 course, a miniature
golf course and two clubhouses. MANAGEMENT RECAP
N.J. township spends n Billy Casper Golf (BCG) has been by Arthur Hills and opened for member
hired to operate the city-owned Stonetree play in 1987. Golf course architect Mike
$11.2M on country club Golf Club in Killeen, Texas, the second Riley redesigned the course in 2005.
The former Rock Spring Country Club has Texas course for the Virginia-based com-
been purchased by the township of West pany. n KemperSports has finalized a man-
Orange, N.J., for $11.2 million. Under a five-year deal, the city will agement contract with the Oneida Nation
The acquisition will keep the 138-acre pay BCG $90,000 annually to run daily to manage the tribal-owned Thornberry
site as open space — with the 18-hole golf operations at the 7,200-yard, par-72 Creek at Oneida in Green Bay, Wis. The
course open for public play for at least two course, with additional bonuses offered 27-hole property is the official course
years. It will be financed with a $12 million for meeting certain performance of the Green Bay Packers and hosts the
bond sale. thresholds. Thornberry Creek LPGA Classic.
Rock Springs Country Club merged with The course has had an average annual Thornberry Creek includes a
Montclair Golf Club three years ago, and operating loss of $318,000 during the 68,000-square-foot clubhouse with a
earlier this year the unified club decided to past five years, according to local media sports pub and grill and multiple ban-
sell the Rock Spring property. reports. quet venues.
Township officials have hired
KemperSports to run the course as a pub- n Troon Privé signed deals to man- n The owner of Royal Manchester Golf
lic track for the next two years while long- age two private clubs in Kentucky and Links in Mount Wolf, Pa., has hired
term plans for the property are determined. Georgia. Hunting Creek Country Club Brown Golf to run the course.
near Louisville, Ky., opened in 1964, Royal Manchester is the fourth prop-
OTHER SALES with the initial track designed by a club erty Brown has added to its portfolio in
n A group of current and former member. The course was updated by the past 15 months. It now operates 28
members of Cleveland Country Club Arthur Hills in 1989, with a full reno- courses.
purchased the Shelby, N.C., club. The vation by Spencer Holt in 2010. The John Brown, CEO of Brown Golf, said
sale price was not disclosed. The mem- club became member-owned in 1972 the firm plans immediate upgrades in
ber group formed a nonprofit entity to when the members purchased it from the course’s booking technology to allow
acquire and run the club. its founding partners, V.V. Cooke and for text-based and web chat booking, as
Paul Semonin. well as interactive voice booking.
n The Walton County, Florida Board The Standard Club, a private club in the The par-72 course is owned by Talen
of County Commissioners in March Atlanta suburb of Johns Creek, Ga., was Energy. It was designed by Timothy
approved the purchase of the 192-acre founded in 1867 and relocated in 1987 Freeland and opened in 2010. It is 20
DeFuniak Springs Country Club, a pri- to its current north-Atlanta address. The miles from Brown Golf ’s corporate
vate club, for $48,000. club’s 18-hole golf course was designed headquarters in Camp Hill, Pa.
18 Golf Inc. May/June 2019Golden Fork Awards
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Moving toward
a seller’s market
Prices are gradually rising, which could slow redevelopment of golf course land.
BY JIM TRAGESER
It wasn’t too long ago that bargain seek- “The typical buyers are looking for prop- appreciably improved,” Main said.
ers were scooping up golf clubs and that erties that are either seasoned – that have He said 2019 should be about the same
developers were converting courses into a stabilized property with $4 million in for investors as 2018.
residential lots. While there are still some gross revenue or above – or upside down Larry Hirsh, president of Golf Property
bargains to be had, the market is shifting in properties that are mismanaged and can be Analysts and a member of SGA, said he,
favor of sellers, albeit very slowly. turned around,” he said. too, sees a calm year ahead.
The capitalization rate strengthened in Doug Main, executive vice president of “Gross revenue multiples and cap rates
2018, with an average cap rate of 10.1 per- the real estate services firm CBRE, pre- and things like that are still fairly stable,
cent, compared to 10.6 percent the prior pared the annual golf course sales survey and it just depends on how a property is
year, according to an annual survey by the for SGA. He said there is a slight increase performing,” Hirsh said.
Society of Golf Appraisers (SGA). The net in what buyers are paying compared to a He cautioned against relying on reports
income multiplier also improved, moving course’s earning potential. He emphasized that list average or mean prices for golf
from 8.2 to 8.6. that conditions remain quite strong overall, course sales.
Earning potential is the strongest fac- with the average income growth rate of 2.9 “That’s a very deceptive metric,” he said,
tor in determining what a buyer is will- percent outpacing the expense growth rate “because it doesn’t really measure the com-
ing to pay, said Ralph Brekan, a real estate of 2.3 percent. mon denominators.”
appraiser with the Brekan Nava Allen “Golf has struggled for a number of Reported sale prices can vary wildly year
Group. years, but over the past few years it has to year depending on what is on the mar-
20 Golf Inc. May/June 2019SGA Survey of Golf Course Financials The township of West Orange, N.J., in April
purchased the Rock Spring Country Club
2019 2018 golf course, which had closed after the
club merged with Montclair Golf Club, for
Overall Capitalization Rate (Avg.) 10.1% 10.6% $11.2 million. The township reopened the
Net Income Multiplier (Avg.) 8.6 8.2 Seth Raynor design this spring under the
management of KemperSports.
Discount Rate (Avg.) 14.0% 14.1%
Income Growth Rate (Avg.) 2.9% 2.8%
community resistance to the redevelop-
Expense Growth Rate (Avg.) 2.3% 2.6% ment of golf courses – resistance that is
Marketing Period (Avg.) 9.5 mos. 9.3 mos. likely to factor into the decisions of inves-
Broker Sales Commission (Avg.) 4.4% 3.9% tors who are considering buying courses
for conversion to other uses.
Loan-to-Value (Avg.) 66.1% 67.0%
“There is more of a pushback from
Interest Rate Range 5.0-12.5% 5.0-13.0% homeowners,” Main said. “They realize
Interest Rate Average 7.5% 7.3% there’s going to be a loss in their value” if
Amortization Period (Avg.) 21 years 20 years the neighboring course is developed.
Source: Society of Golf Appraisers
In cases where golf courses were built
as part of residential communities with
ket, he said. surrounding homes, homeowners are
Hirsh said cash flow becomes the deter- want to maintain the property and prevent fighting conversions, arguing that the
mining factor of the price at $3 million- it from being developed. course was an implied amenity tied to the
plus. “There’s one that was purchased in original sale. Brekan said that last year a
Brekan said there is some disconnect, eastern Pennsylvania within the last six developer lost his bid to build on a course
with potential sellers wanting more for a months that the municipality went in and even though there were no covenants or
property than it’s worth. But in the end, he bought for a lot more than it was worth as a zoning to prevent it. The neighboring
said, if owners want to sell, they are lower- golf course,” Hirsh said. “They’re trying to homeowners argued that since the golf
ing their asking prices to market value in preserve open space.” course had been built as part of the resi-
order to move the properties. He said few Main said municipalities have access to dential community, there was an implied
potential sellers are holding back and wait- capital and they have residents with strong contract to maintain the course, and the
ing for rates to rise. opinions. court agreed.
Main said the vast majority of sales “A municipality looks at it as a form of Brekan said the courses that can be
are at the lower end of the market, what recreation . . . a service,” Main said. “It’s redeveloped most easily are those not sur-
he called “mom and pop” operations – cheaper to do it this way than to build it. rounded by housing developments.
courses that sell for less than $3 million. The person operating it now may not be But Main said economic pressure to
He said a purchase of this type isn’t nec- breaking even, but a municipality can pursue conversion can still outweigh com-
essarily profit-driven. It may be a vanity lower fees and spend less on quality and munity resistance. In regions where the
purchase, the chance to own a golf course; get more quantity.” housing market is tight and open land is
or it may be a desire to save a beloved He said some communities are willing to scarce, the pressure to convert a struggling
course from closing. run a golf course at a loss in order to pro- course to residential use can be strong.
Both Hirsh and Main have seen city and vide an amenity for the community. “It’s not a trend, but it is top-of-the-mind
county agencies step in to do just that. They There is also an increasing amount of at every course,” he said.
May/June 2019 www.GolfIncMagazine.com 21Ryan Doerr
President/Owner
Strategic Club Solutions
Advisers Year of
the
Whether helping a club revitalize its slumping
membership, turning around a struggling F&B
operation or guiding a course owner through a complex
PHOTO BY KAT SCHLEICHER
financial transaction, these outstanding consultants
have made a difference for their clients.
BY JIM TRAGESER AND KEITH CARTER
22 Golf Inc. May/June 2019Lots of things can go wrong at a golf facil- what to do? Turn to experts for help. That’s said the board interviewed three consult-
ity. But most problems fall into one of two what both La Crosse Country Club and the ing firms before deciding on Strategic Club
categories: a management or operations city of Alameda did, and the end results Solutions, headed by Ryan Doerr.
challenge or a physical facilities challenge. were far better than they could have imag- “We needed someone who was third-
Fixing such problems is often far more ined. party, separate from the local community,
challenging than identifying them. And That’s the power of a good consultant. who could be objective and honest with
for many operators, the solution is outside To identify this year’s top consultants our comments and concerns,” Sahlstrom
their area of expertise. and advisers, Golf Inc. asked readers to said.
For example, at La Crosse Country nominate experts who went above and Part of the challenge was that the club-
Club in Wisconsin, membership rolls beyond to help them meet their challenges. house manager, the course superintendent
were shrinking and revenues were flat. We narrowed the list down to seven. and the head pro all reporting directly to
The board of directors wasn’t sure how to the board.
address either issue. Ryan Doerr “They knew something wasn’t right, but
Across the country, the city of Alameda, Strategic Club Solutions couldn’t quite put their finger on it,” Doerr
Calif., faced a different challenge at its said. “At the end of the day, nobody was
Corica Park golf complex. Its courses When board members at La Crosse really managing the club. The board had
were showing their age and needed major Country Club were trying to develop a taught management to do as they’re told.
improvements. But city officials faced seri- strategic plan to address declining mem- The board was kind of reacting, because
ous financial pressures, primarily because bership and revenue, they realized they there wasn’t a plan.”
of the cost of reclaimed water. needed help. Doerr helped the board understand the
So what do you do when you don’t know Tom Sahlstrom, a longtime member, value of a strategic plan and the value of
La Crosse Country Club in Wisconsin sought a third-party consultant independent from
the local community to provide an objective, honest evaluation of members’ comments
and concerns. Club officials chose Strategic Club Solutions for its expertise.
May/June 2019 www.GolfIncMagazine.com 23about the club and what they wanted to see reduced the cost by $18,000 a year, and not
improved? one member noticed the change.
“The survey laid out the members’ opin- In evaluating the club’s labor cost,
ion of where we can use some help,” Doerr he found it was paying for more than
said. “We weren’t handing the keys over to 2,500 hours of overtime annually. After
the GM to do what he wants; we had a plan Holtzman completed a labor analysis and
together.” educated the Pelican Bay team on labor
management, overtime was reduced to just
Mike Holtzman 45 hours for the entire year of 2018.
Profitable Food Facilities The kitchen layout also had hampered
Worldwide the club. On busy days members had to
wait up to 45 minutes for their food. After
For many golf and country clubs, food & a minor $20,000 remodel recommended
Holtzman beverage operations are one of the great- by Holtzman, serving times on busy days
est expenses. But Mike Holtzman’s firm, were reduced to an average of 20 minutes.
Profitable Food Facilities Worldwide, has
having a strong GM to lead and manage been advising and consulting clubs on F&B Dean Wochaski &
staff. for more than 28 years. He knows not only
He also helped with a GM search, bring- how to keep costs under control but also Bill Nauroth
ing in R. Steve Watson, first on an interim how to increase revenue and design kitch- Golf Maintenance Solutions
basis and then permanently. ens for maximum efficiency.
Now, a year later, the club has seen its One of his most successful assignments It’s all about the team at Golf Maintenance
membership grow, and food & beverage was this past year at Club Pelican Bay in Solutions (GMS). Dean Wochaski, founder
income is up. Naples, Fla. Holtzman was brought in to and co-president, is quick to share credit
Doerr said the strategic plan the board review food and labor costs and to evalu- for the company’s success with partner Bill
adopted put an emphasis on the basics, ate the kitchen operation. The goal was to Nauroth and consultants Stephen Schendel
such as ensuring that members know how improve the numbers and speed up service. and David Downing II, both part of the
they can refer a potential new member. He reviewed food-cost data for the executive team.
“Sometimes [members] don’t know how club’s 350-seat restaurant and found that All are former superintendents with
to go about it, even if they’re confident and while french fries was the most-purchased many years of experience, which Wochaski
proud in their club,” he said. item on the menu, the club was spend- said provides valuable insight for clients.
Watson said the strategic plan Doerr ing $40,000 annually to make those fries. And that experience, coupled with an
helped craft emphasized social use of the Holtzman revamped the specifications and emphasis on balancing strong agronomic
club grounds, even in the off-season.
“Basically, food & beverage was shut
down in the winter,” he said.
The club converted the grill into a white-
linen, candlelit dining area, which contrib-
uted almost $40,000 in revenue last year.
And the club has staged a variety of new
events, such as cross-country skiing, bour-
bon tastings, wine tastings and an indoor
putting championship.
“Anything we can do to keep the mem-
bers in the habit of thinking, ‘We’ll go to
the club first,’” Watson said.
Doerr said the key to getting the board’s
buy-in and support was to engage the
membership in the process. The first step
was to conduct an in-depth survey of the Wochaski Nauroth
membership to find out what they liked
24 Golf Inc. May/June 2019You can also read
