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ORLANDO, Fla. (July 20, 2020) – GOLFNOW today announced a new partnership with Sapphire National Golf Club in North Carolina, providing the club with GOLFNOW’s industry leading technology and services, as well as access to the world’s largest tee-time marketplace. The partnership builds on an agreement the club previously established with EZLinks Golf, now a GOLFNOW company.

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“We are very excited about being a part of the GOLFNOW platform and looking forward to having an online space where all our customers can book and pay for their golf,” said Austin Fisher, Head Golf Professional at Sapphire National Golf Club.

As part of its upgraded technology and keeping to state-mandated safety protocols, the club also will begin utilizing GOLFNOW’s touchless, pre-paid technology, which allows golfers to book and pay for tee times remotely and in advance. The club also will benefit from enhanced exposure through GOLFNOW’s Premium Marketing Program.

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ORLANDO, Fla. (July 15, 2020) – GOLFNOW recently  announced new partnerships with The Westin Kierland Golf Club and Gamble Sands, both preeminent destinations within the Troon Golf and OB Sports portfolio, respectively, and nationally recognized as two of the top golf resorts in America.

As new members of the GOLFNOW distribution platform, Gamble Sands and The Westin Kierland Golf Club now will benefit from inclusion within the world’s largest distribution marketplace. The partnership introduces both clubs to the millions of golfers who regularly use GOLFNOW, and now have the opportunity to search for and book tee times at the famed links-style layout in the Pacific Northwest, as well as one of the leading resort courses in Scottsdale, Arizona. Both resorts also are featured within the pages of GOLF Advisor, the leading online destination for the traveling golfer.

“Gamble Sands and The Westin Kierland are already realizing solid delivery of rounds and revenue generated as a result of distribution activation”,” said Kris Strauss, senior vice president of sales and marketing for Troon. “GOLF Channel and GOLFNOW have long been valued partners and it’s great to see continued growth not only in the number of Troon Golf and OB Sports locations utilizing GOLFNOW’s distribution but also clubs and destinations collaborating on vacation packages, lead generation and more. All of which support additional round growth efficiently and effectively.”

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"We’re also loving the exposure provided by GOLF Advisor. Not only is it the best review site in the golf business, but it’s also showcasing Gamble Sands to an entirely new audience of links-golf fans we’d love to host on their next golf trip,” stated Brady Hatfield, General Manager of Gamble Sands

Located in the golf mecca of Scottsdale, Ariz., The Westin Kierland Golf Club features 27 holes of fun-to-play golf inside one of the state’s largest and all-encompassing resort properties. Honored as one of the "Top 10 Public Courses in Phoenix/Scottsdale" by GOLF Advisor and ranked by Golfweek Magazine one of “The Best Courses You Can Play,” Westin Kierland Golf Club boasts a Scott Miller design surrounded by sweeping mountain vistas, shimmering lakes and wispy desert grasses. Fitness, fun and speed of play have been top of mind at The Westin Kierland Golf Club since it first unveiled Segway Golf in 2002. Adding to its unique fleet of golf vehicles were the golf bike, GolfBoard, four-seater golf carts, TurfRiders, and now the newest innovation – Ellwees.


Jul 21, 2020

In any other year, the Can-Am Days Festival held each year in Myrtle Beach, S.C., would have been a boon for golf courses all over the Grand Strand. Somewhere in the neighborhood of 100,000 Canadian visitors return for the festivities each year – and many with golf clubs in tow.

“This is a big opportunity week for us and we plan for it,” said Kevin Lawson, General Manager of Beachwood Golf Club in North Myrtle Beach, whose course welcomes the winter influx of snowbirds to South Carolina every year. “Normally, the extra business from our Canadian visitors throughout the season can represent up to 4,000 rounds and $250,000 in revenue.”

Although the COVID-19 pandemic has forced unexpected changes to everyone’s event calendar, planning for these “special demand” occasions – and there can be many during any given year for any golf course – can provide an untapped opportunity and, quite possibly, a tremendous boost to your bottom line with just a little extra effort.

“Many of our partner courses give special demand a lot of thought during the year,” said Brian Skena, Manager of Business Services for GOLFNOW Plus. “If we can get everybody to become a little more forward thinking about the potential dates on their calendars that could shift demand at their golf course – when they have the opportunity to promote, price and book accordingly – then nobody would be caught off guard and there wouldn’t be any missed opportunities.”

Skena says special-demand occasions run the gamut, from the nationally shared holidays like Father’s Day, Independence Day and Labor Day weekends to local festivals or events like Myrtle Beach’s Cam-Am Days – even small-town events like the Cherry Festival in Traverse City, Mich., Jazz Festival in Elkhart, Ind., and the Seafood Festival in Apalachicola, Fla.

If these are high-demand times, they should take care of themselves, right?  Not necessarily, says Skena. “A course might sell a lot of rounds by doing nothing, but a revenue expert might say that you missed a huge opportunity by not planning and executing sooner to leverage the opportunity to its fullest,” he said.

Courses using the GOLFNOW Plus service have revenue specialists on hand to help them anticipate demand with strategic ideas that work, saving course staff valuable time and resources.

It may sound odd, but Skena says low-demand days can open doors, too, as long as you plan ahead.

“For example, a home game in a major college football city can create a ghost town on any given Saturday, with everyone seemingly at the game or watching it on TV,” he said. “But a creative local golf course operator could promote a special package that includes a round of golf, a tailgating brunch and game-watching party in the clubhouse with other club patrons.

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Recurring events let courses look at historical data to see how they performed previously during these periods, which could help drive future decisions. Just ask operators at courses from Atlanta to Savannah, Ga., who say they can make or break their year in the weeks surrounding the Masters.

Golf’s major championships also can be hugely impactful to courses surrounding the major-championship venue. A sound strategy helped the 36-hole Bayonet Black Horse golf complex in Seaside, Calif., leverage last year’s U.S. Open at nearby Pebble Beach Golf Links. 

Pat Jones, the facility’s director of golf, worked far in advance of the U.S. Open with Charles Fralix III, his GOLFNOW rep, on business strategy. The idea was to make the Bayonet and Black Horse inventory as attractive yet high-yielding as possible on the GOLFNOW platform. Jones asked that all tee times for the two courses be sold in a package with cart, lunch, beverages and a souvenir logo hat included – there’s your attraction angle – easily justifying a basic $225-per-player fee.

All of the packages were set up to get prepaid by the booking golfer. Where the sheet remained in its normal matrix, a dynamic-pricing tool was turned on, to set the fees according to demand. On two separate days there were times that sold for a peak price of $275.

“All the public-access courses in this area know and prepare when there’s something big coming up on the calendar,” says Jones. “Whether it was us, or Poppy Hills or Carmel Valley Ranch or whichever facility, we all had strategies to maximize revenue.” 

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The approach that emerged from Jones’s brainstorm sessions with Fralix proved successful, to say the least.