Pebble Beach’s, Eric Lippert, on Pace of Play Optimization for Success

One of the best parts of my job is the privilege of meeting scores of eager golfers every day. Many of them are here for the first time, most of them anticipating this day for a lifetime.

Whether your tee sheet is full of golfers crossing your course off their bucket list or is a group of members or customers who enjoy their facility every day, ensuring they have a positive and memorable experience is vital to bringing them back, retaining their business, and increasing participation.

Regardless of the type of facility you run, pace of play is one of the biggest influences of that experience. With technology leading the way in tee time reservations, coaching, and equipment, it seems logical we’d use it to help us keep play moving on a daily basis.

So in 2017, we began testing a GPS-enabled hardware and software system, Tagmarshal, and found that by clipping a GPS tracking unit onto one bag in each group, we are able to monitor the pace and spacing of every group on the course from any connected device.

This real-time information has fundamentally changed the role of our on-course player assistants, who now can dedicate nearly all of their time to solving issues as they develop rather than trying to identify them.

In addition, this technology generates thousands of data points each day that we analyze and use to inform our pace of play communications, expectations, and policies.

Safe to say, an advancement in technology has been the cornerstone of a refocused pace of play program at Pebble Beach that has yielded considerable improvement recognized by new and repeat guests alike.

And his views were echoed by Francisco Cadete, the director of golf at Praia D’El Rey and West Cliffs, the finest new course in Portugal.

“Tagmarshal has given us the ability to have a line of sight and full control on the course. It allows us to know where the players are, when they finish etc. We can now provide an exceptional on-course experience to our members and guests,” he said.

Indeed, Alcanada’s year-on-year performance for August to October – the busiest month for the Mallorcan club – shows an average 10-minute reduction with an improvement for groups within 10 minutes of goal time of 10 percentage points. While in October itself, when the most rounds were played, the improvement was almost 12 minutes, with a goal-time increase of 21 percentage points.

Tagmarshal’s industry-leading algorithms display real-time alerts for clubhouse staff and marshals to pre-emptively address golfers falling out of position the required pace of play. Data transmission is provided from a small GPS device clipped to golfers’ bag, or a 2Way screen installed on buggies.

The business impact of maintaining an acceptable pace of play:

Simply put, the best way to promote a return visit from a guest is to exceed his or her expectations. Our biggest challenge in meeting that goal historically has been pace of play.

As a public facility, we have golfers of all skill levels intermingled, and of course it only takes one slow group at the beginning of a summer day to potentially ruin the experience for over 200 guests.

Technology has now given us the tools and information to revamp the way we address these problem groups. As a result, we’ve been able to increase the percentage of golfers who play in under five hours from 60 percent in the first month we began tracking this data, to over 85 percent in the most recently.

Not surprisingly, the number of complaints we receive about pace of play has dropped meaningfully too. This improvement is something we are very proud of and are confident will enhance the attractiveness of Pebble Beach as a golf destination.

TAGMARSHAL MAKING WAVES ON IBERIAN PENINSULA

Leading courses saving an average of 20 minutes per round

Real Club de Golf Sotogrande, Praia d’el Rey, West Cliffs, Alcanada – four top golf courses that are on the bucket list of many golfers visiting Spain and Portugal for a golfing break.

In addition to being much-lauded designs and exquisitely manicured, one of the reasons a round at these clubs stands out from the crowd is that each has adopted the market-leading Tagmarshal course-management system, which improves the golfing experience for the player, while benefiting the venue with optimised on-course efficiency, resulting in cost savings and additional revenue.

The proof of Tagmarshal’s effectiveness lies in the data the company retrieves from its clients. Between the four courses, they achieved a 20 minute reduction in average round time between June and August.  This 20-minute average round-time improvement, on the back of optimally balanced play on the course, freed up more than 66 hours on a single busy day, with 200 players. 

The improvements are well received by golfers who rate a positive flow and pace of play as a key experience driver. Leading the way were West Cliffs and Alcanada, who reduced their average round time by 28 and 23 minutes respectively.

Agustin Mazarrasa, the general manager at Sotogrande – one of Europe’s premier layouts – explained: “I do not know how we could not have used Tagmarshal until now. It is a great tool that is allowing us to optimise the job of our marshals, monitor pace of play, control restricted areas on the golf course and be able to make decisions based on information.”

And his views were echoed by Francisco Cadete, the director of golf at Praia D’El Rey and West Cliffs, the finest new course in Portugal.

“Tagmarshal has given us the ability to have a line of sight and full control on the course. It allows us to know where the players are, when they finish etc. We can now provide an exceptional on-course experience to our members and guests,” he said.

Indeed, Alcanada’s year-on-year performance for August to October – the busiest month for the Mallorcan club – shows an average 10-minute reduction with an improvement for groups within 10 minutes of goal time of 10 percentage points. While in October itself, when the most rounds were played, the improvement was almost 12 minutes, with a goal-time increase of 21 percentage points.

Tagmarshal’s industry-leading algorithms display real-time alerts for clubhouse staff and marshals to pre-emptively address golfers falling out of position the required pace of play. Data transmission is provided from a small GPS device clipped to golfers’ bag, or a 2Way screen installed on buggies.

From pace-tracking and utilisation heat maps, to geo-fencing and individual player history, Tagmarshal software can provide data essential to the smooth running of any size of venue. And it pays off: partner courses are routinely able to shave off between 14 and 24 minutes from an average round in just six months using Tagmarshal’s systems, the equivalent of one or two more tee-times per day.

Having cornered the market in the US, with major venues like Whistling Straits, Erin Hills, and Pinehurst Resort & Country Club, Tagmarshal is now establishing itself in mainland Europe as the ‘go-to’ golf course optimisation provider.

Indeed, the world renowned US business magazine, Forbes, has gone as far as describing Tagmarshal as “the pace of play software leader”.

As Tagmarshal’s managing director, Stephen Knoop, explained: “Soon, all golf course operations will be managed in this way and we are delighted to have some really high-quality adopters. Their positive experiences will help fuel our push into southern Europe. 

“Courses now have the tools to inform players they’re on track, or that they’re falling slightly behind. This means players no longer feel they are being policed; when players have awareness, they can self-manage better, which benefits everybody on the course and off it.”

Through pace of play management and on-course optimisation, Tagmarshal is able to improve the player experience, increasing loyalty and driving repeat play, and additional F&B spend, thus affording material benefits to both players and operators. 

Tagmarshal to Exhibit at the PGA Merchandise Show

Orlando, FL — December 4, 2019 – Tagmarshal, the global leader in golf course intelligence software, will again exhibit at the 2020 PGA Merchandise Show being held in Orlando, FL from January 21-24, 2020.

“Tagmarshal first exhibited at the Show in 2015 and each year since, our growth has doubled. During that Show, Erin Hills GC, became the first to use our innovative technology-driven system. We now are used by 25 of the US Top 100 golf courses as well as 250 course partners globally,” noted Bodo Sieber, Tagmarshal CEO.

The Atlanta-based company will welcome to its Booth #3023 PGA professionals, course and resort operators, club managers and the media to see how the industry has trusted its system to provide pro-active, real-time on-course optimization and flow of play management underpinned by industry leading data insights.

“We have tracked and improved over 10 million rounds of golf with the clear goal to optimize golfer experiences everywhere. USGA research shows that good pace and flow of play are key experience factors to the modern golfer and a non-negotiable on-course service delivery component. Our approach to pace of play management creates an objective, neutral engagement, leading to positive player experiences, improved player loyalty and repeat play,” Sieber said.

“Moreover, improved play time holds material commercial value, generates additional revenue for operators in the pro shop and for on-site food and beverage expenditures, as well as opportunities for additional tee sheet capacity,” he added.

During 2019, Tagmarshal established partnerships with ten PGA sections across the United States and is currently working with the European Tour to assist in on-course optimization during its 2019-2020 season as well as completing the final phase of a test program with the Ladies Professional Golf Association (LPGA).

To find out more visit our 2020 PGA Merchandise Show page.

The resounding applause and cheers at the recent 2019 Scottish Golf Tourism Awards for Carnoustie Golf Links’ award of ‘Scotland’s Best Golf Experience’, weren’t just heard at the Angus facility – they also reverberated much further afield.

The accolade was also worn as a badge of honor in Tagmarshal’s offices in Ireland and the USA. For the eight-time Open Championship venue has optimized its on-course experience using Tagmarshal’s golf course intelligence and pace-of-play management solution since 2017.

Leanne Mirrey, head of customer experience at Carnoustie Golf Links, explained:

“This year we moved over to (Tagmarshal’s) 2 Way devices mid-season and have had remarkable results in the short time we have utilized them. 

“Not only can our team monitor pace of play, on and off the course, but golfers and caddies also have direct real-time results at their fingertips. The Tagmarshal team have been outstanding in assisting us every step of the way to ensure a smooth transition and we look forward to continuing our partnership to provide a world leading golfing experience to all our guests.”

Tagmarshal’s managing director, Stephen Knoop, added:

“Congratulations to Carnoustie Golf Links for being awarded this prestigious title. Being recognized as the best golf experience in Scotland really is an achievement of which they should be very proud.

“We are delighted to have played a part in this success. Improving golfer experience through pace-of-play management and on-course optimization, is a key element of the Tagmarshal process, as the program provides increased operational oversight to improve flow management.”

Tagmarshal’s data from Carnoustie supports the award, with improved and well-balanced player flow leading to an average of almost 15 minutes being shaved off the time taken for an 18-hole round, and year-on-year data demonstrating an improvement of 29 percentage points on the number of rounds within 10 minutes of pace, achieving the facility’s stated target time. 

Information collated from more than 10 million rounds of golf across its clients worldwide, demonstrated that Carnoustie Golf Links was one of six ‘Diamond Award partners’ – the highest decoration Tagmarshal confers – to achieve the best continuous commitment to player experience, pace and flow of play, player communication and on-course service delivery, during 2019.

Carnoustie Golf Links is just one of several Major venues to benefit from the experience-improving Tagmarshal program. These include next year’s Ryder Cup venue and three-time host to the US PGA Championship, Whistling Straits; the 2017 US Open host Erin Hills; and Pinehurst Resort & Country Club, home to the 2024 US Open.

The multi-award winning facility, which also received the title of ‘World’s Best Golf Course 2019’, in Abu Dhabi last month, is not alone in Europe in utilizing the system. A second ‘Diamond Award partner’, Club de Golf Alcanada, in Mallorca; Ballybunion – a world top-20 course – in Ireland; The Grove, near London; and highly regarded Iberian venues such as West Cliffs and Sotogrande, have joined more than 200 facilities that have embraced the solution with outstanding success.

Described by the world-renowned US business magazine, Forbes, as “the pace of play software leader”, Tagmarshal’s industry-leading algorithms display real-time alerts for clubhouse staff and marshals to pre-emptively address golfers falling behind the required pace of play. Data transmission is provided from a small GPS device clipped to golfers’ bags or installed on buggies.

The data shows partner courses are routinely able to shave off between 14 and 24 minutes from an average round in just six months using Tagmarshal’s systems, which is the equivalent of one more tee-time per day. Through pace of play management and on-course optimization, Tagmarshal is able to improve the player experience, increasing loyalty and driving repeat play, and additional F&B spend, affording material benefits to both players and operators.