SUCCESS ENGINEER: JIM LOMBARDO – ERIN HILLS

Key player experience measures for successful golf operations

Managing a golf course and creating a unique and memorable experience for players can be somewhat challenging and golf courses need to work hard to create a seamless experience to keep members and guests returning for a round of golf.

After hosting a successful US Open in 2017, PGA Head Professional, Jim Lombardo, who manages the renowned Erin Hills Golf Course in Wisconsin, is considered both an innovator and a pioneer. By incorporating new technology and software into his operations he has managed to increase revenue and maintain a world-class course that golfers around the world hold in high regard.

Back in 2015, Jim took a chance on Tagmarshal, the leading golf course optimization platform that provides rich and engaging data to club managers to optimize operations and increase their revenue. According to Jim, he can’t live without it. Recently, Jim shared some practical tips on optimising the all-important player experience and the importance of data to a successful golf course operation.

The importance of the “above and beyond expectation” player experience

In recent years there has been a significant downward trend in US golf participation, with the number of players dropping from 25.7 million to 23.8 million, much of which was due to the overall level of satisfaction with a round of golf. According to Hunki Yun, the USGA Director of Partnerships, Outreach and Education, clubs need to do a better job of retaining customers – in a recent survey conducted by the USGA, overall player satisfaction is at a meagre 69%.

According to Yun, the relationship between participation and satisfaction is key. When golfers have a positive experience and their round of golf meets their expectations, their satisfaction levels are high. This improves their participation level. However, casual golfers who play seven or fewer rounds of golf a year are a key risk factor to the game as their satisfaction levels are a lowly 57%.

This raises the question: what can golf courses do to provide a player experience that exceeds the expectations of their members and guests?

What walking in your customer’s shoes can teach you

Create a seamless and unique customer journey, understand what really matters to members and guests and define the experience that a club stands for. When a club knows what is needed in terms of software, technology, hospitality and staff training in order to deliver on their value proposition, they’re more likely to meet these expectations and create longer-lasting customer satisfaction and memorable experiences.

“We take the entire experience and analyse it,” explains Lombardo, “From the time people pick up the phone to make a reservation to the time they arrive, right through to the time they reach the first tee and throughout the time on the course, we define and analyse every touchpoint where there is an experience and make it as best as we can.”

An opportunity is now established for golf clubs to improve on each customer aspect throughout the journey. Defining metrics and ways in which to measure these, in order to continuously improve and strive towards excellence becomes critical.

Golf clubs should be able to identify opportunities for improvement or give themselves a pat on the back for areas where they’re going above and beyond on delivering value.

“The most important thing at Erin Hills is the experience and by aligning our staff to say the right things and handle situations correctly helps us achieve an exceptional customer experience,” says Lombardo. “We hire people who believe what we believe and our belief is experience-driven, ensuring that we focus on all touchpoints, from start to finish.”

Think like a king customer

We’ve all heard the saying that “the customer is king” and thinking like one can help club managers keep their eye on the ball. Constantly looking for ways to innovate and improve to even the smallest details can have a major impact in the long term. Club managers know their courses intimately, but understanding how a first-time visitor experiences it is key.

Field flow and pace of play management can be a major contributing factor to overall player satisfaction, but many clubs lack the resources to address the issue. By introducing innovative golf management software like Tagmarshal, which tracks players and caddies on the course and provides real-time data, clubs can improve efficiency and on-course field flow, reallocate resources and manpower where and when needed, and streamline and monitor the overall pace of play, even during peak periods.

Jim Lombardo maintains that sacrificing a little bit of revenue in order to focus on course conditioning, tee availability, and flow of play to deliver a top-notch player experience can go a long way in retaining valuable customers.

“People come with high expectations, and our focus is to match those expectations, ensuring we develop and retain customers,” continues Lombardo.

“Part of our success is our well-conditioned course. But what would ruin a players day is standing around on the course all day, so flow and pace are extremely important to us and Tagmarshal helps us create an exceptional on-course experience.”

Why ‘hit the ball straight’ really isn’t enough

When players ask on-course staff for tips on how to play a particular hole, being told to hit the ball straight doesn’t help much, especially when guests are playing on a new course. Turning marshals, caddies, starters and assistants into experience managers can do wonders for the customer journey.

It’s important that facilities invest in and empower their staff and set up teams to be aligned with their customer experience. Golfers spend most of their time on the course with caddies, creating an ideal opportunity for trained staff to give tips, advice and add value, especially to those who are playing the course for the first time.

Many private clubs provide scripts for staff on how to deal with player requests. This ensures consistency across the board. Ultimately, though, the more knowledge the caddies have at their fingertips, the more value they can add to the experience.

The importance of data to a successful golf course operation

Today, technology creates opportunities for businesses that have never existed before. While we must be respectful of tradition in golf, there is always room for learning from the data that golf management software can now capture. By collecting information such as guest history and player handicaps – and how it affects the pace of play – enables courses to be more efficient in their operations, thereby increasing revenue and attracting and retaining more visitors.

“The more you know your data, and the more you can record and analyse critical parts of your operations, year on year, the more you’ll understand about your business and the smarter you’ll be as a golf course operator,” says Lombardo.

At clubs utilizing Tagmarshal, marshals can log onto the platform to see what they need to do, or where they need to go with groups of players who may be out of position and holding up play. Having on-the-go data that is easily accessible saves time and effort and provides real-time, pre-emptive course management.

Consistent field flow allows golf clubs to add further tee times which, throughout the month, can result in a substantial increase in revenue. Additionally, tracking caddie results and analysing the pace of play helps clubs identify potential shortfalls in skills and other issues they may need to address with staff.

Playability – turn on the charm

Setting the right tone for the day by getting the morning groups off to a smooth start creates an environment for club employees to excel and deliver an exceptional experience. By managing the customers’ expectations from start to finish through exceptional hospitality, communication, and consistently impressive service, club managers can redirect their efforts to other areas that need attention.

With Tagmarshal’s innovative and industry-leading golf management software platform, club managers can rest assured that players will leave the course well looked after, and perhaps linger a little longer at the 19th hole.

Tagmarshal continues expanding its reach to defeat slow play in golf.

The company, a leader in golf course intelligence and pace-of-play management, has partnered with four prominent PGA sections to introduce the product at tournaments over the next two years.

The North Florida, South Florida, Carolinas and Metropolitan (NYC area) PGA sections will use the software at major section tournaments and Tagmarshal will conduct workshops and webinars to provide education and training to each section’s members.

In theory, Tagmarshal was conceived in 2014 when CEO Bodo Sieber’s business partner ran into a three-group logjam on the 15th hole at a destination course while on a golf vacation. Unhappy with the response from the course management and possessing the tech knowledge to conceive the software, the business partners produced a first-generation software that was introduced at the PGA Merchandise Show in 2015.

Tagmarshal, an Irish company with a U.S. base in Atlanta, uses small “tags” clipped onto golf bags, installed on carts or offered on handheld devices, which transmit geo-location data. The software identifies the ‘turtles’ – risk groups whose slow play can interfere with the experience of golfers on the course. It also can focus on certain holes, or trouble spots on the course, such as a reachable par-5 followed by a difficult par-3 or a particularly penal par-4 defended by out-of-bounds stakes or penalty areas (formerly known as hazards). Public, private and resort courses alike have improved pace-of-play and customer experience, using Tagmarshal to generate more efficient rounds with less staff interference.

Kiawah Island Resort, Pinehurst, Erin Hills, Carnoustie, East Lake, Westchester, Cypress Point, Bandon Dunes, Calusa Pines and Quaker Ridge are among the courses to implement the Tagmarshal system.

“They’re trying to provide the best possible playing experience,” Sieber said.

“And obviously the more revenue-geared ones among them are trying to couple that optimizing revenue and our system can help them with both. That’s why we’re finding traction. But the middle of the market is where we have most of our customers, the $40 – $50 daily fee and semi-private courses.”

A golf course’s investment ranges from $500 – $1500 per month, depending on the package they desire from Tagmarshal.

Tagmarshal’s growth and partnership with significant sections of the PGA professionals who manage and teach the game coincides with the USGA emphasizing pace-of-play when it overhauled the rules of golf in January. Those who quit golf often point to the time commitment required as a reason for putting the clubs in the closet for good. According to Tagmarshal’s data, pace-of-play is more important to golfers than course design or clubhouse amenities. The USGA explained its reasons for emphasizing pace-of-play as such:

• Setting expectations for both beginners and experienced players on what types of behavior are considered prompt play, including the maximum amount of time it should normally take to make a stroke, and
• Encouraging players to play faster by confirming that it is proper to play out of turn in stroke play when it is safe and responsible to do so (that is, to play “ready golf”).

The Carolinas PGA is one of the largest sections in the nation, with more than 2,000 professional members. The history of the Metropolitan dates to the origin of the PGA in 2016 and includes some of the nation’s oldest and most prestigious clubs. North Florida and South Florida are, obviously, home to year-round golf, offering an array of public, private and resort courses. Each may have a slightly different objective but they share a distaste for earning the reputation as a haven of slow play.

View original article here

Tagmarshal Partners with PGA of America Sections

Collaboration with Carolina, Florida, Metropolitan Sections Center on Company’s Tournament Track, Pace of Play Systems

Tagmarshal – the golf course intelligence and pace-of-play management system trusted by public golf courses, private country clubs and resorts globally – has partnered with four high-profile PGA Sections – Metropolitan, Carolinas, North Florida and South Florida – to promote its offerings at tournaments and to golf clubs within each section.

The two-year partnerships will showcase Tagmarshal’s tournament track and golf intelligence systems at various section events. Tagmarshal will also provide educational support to the sections and their members on industry leading on-course optimization and golfer experience best practice and data learnings via workshops and webinars.

At the forefront when the PGA of America was founded in 1916, the Metropolitan Section incorporates those golf clubs and members in the New York City area. Metropolitan clubs implementing Tagmarshal’s Course and Pace of Play optimizer system include Westchester Country Club and Quaker Ridge.

The Carolinas Section is one of the largest PGA sections, with more than 2,000 professional members. The geographic territory engulfs North and South Carolina as well as a small portion of southern Virginia. Among those golf facilities in the Carolinas using Tagmarshal: The Ocean Course at Kiawah Island Resort, Pinehurst Resort, TPC Myrtle Beach and Callawassie Island.

Formed in 1979, the North Florida PGA Section is the fourth largest section of the PGA of America, and is comprised of approximately 1,250 PGA members. The South Florida PGA Section is the third largest section of PGA professionals, with 1,830 members and apprentices employed at 475 facilities. Calusa Pines, Forest Glen Country Club, Frenchman’s Reserve and Naples Lakes are among those in Florida implementing Tagmarshal.

“We are elated about partnering with four prolific PGA of America sections, as this will enable us to showcase to their golf clubs how to identify operational efficiencies and successfully enhance the player experience,” says John Wilmore, International Sales Director for Tagmarshal. “This partnership will allow us to adopt our tournament track systems at many of the sections’ major events.”

Tagmarshal works with individual public, private and resort course operators across nine countries to identify operational efficiencies and grow their business from within. Benefits extend beyond quicker play and more enjoyable rounds; heat mapping for course maintenance and data collection make this technology more than a one-dimensional commodity.

Among those trusting Tagmarshal include Carnoustie (site of the 2018 Open Championship), Pinehurst Resort & Country Club (2019 U.S Amateur Championship), The Ocean Course at Kiawah Island Golf Resort (2021 PGA Championship), Whistling Straits (2020 Ryder Cup), Erin Hills (2017 U.S. Open), East Lake (2019 TOUR Championship), Valhalla (2014 PGA Championship) and other major championship venues.

View original article here

Augusta Abuzz as The Tiger Roar Returns

Augusta National was buzzing on Sunday after Tiger Woods, aged 43, secured his 5th Masters title and 15th Major victory in his rejuvenated career. Top Tour players congratulated him as he donned the green jacket for the 5th time.

The victory at Augusta places Tiger back on track to chase down Jack Nicklaus’ record of 18 Major wins, a feat which Nicklaus achieved at the age of 46.

Woods’ resurgence has been deemed as one of the greatest comeback in sports history. From every corner of Augusta National, golf fans young and old descended on the 18th hole, chanting Tiger’s name, in a celebration of the return of the Tiger’s Roar.

Tiger’s win will surely be a source of inspiration to inspire a new generation of golfers. It would be no surprise to see an increase in participation by a young and diverse group of golfers, which means a great deal for the industry.

Players putting with the pin in

Many would have tuned in to The Masters as their first tournament of the year, wondering why players were leaving the flagstick in while putting. In an effort to speed up the game, the USGA has stated in Rule 13.2a(2) that, “There will no longer be a penalty if a ball played from the putting green hits a flagstick left in the hole.” Despite this amendment, players still have the option to remove the flagstick or have someone remove it after the ball has been struck.

Leaving the pin in has its advantages: it can provide accuracy with an additional object of focus improving the depth perception. Secondly, if the ball is going too fast, the flagstick can serve as an object to slow down the momentum increasing the likelihood of the ball going into the hole.

Tour pros such as Bryson DeChambeau and Adam Scott are huge fans of leaving the flagstick in. The general trend among most players on Tour is to leave the flagstick in from a distance, remove it when they are closer to the hole.

Bernhard Langer put on the clock on Day 2

Two-time Masters champion, Bernhard Langer, experienced some annoyance and dissatisfaction after being given a warning and put on the clock in the second round.

On the 3rd hole, he was approached by a rules official who warned him for slow play. This, however, did not affect his performance for the rest of the round, shooting 72 to earn his spot in the third round at age 61.

Langer later said to the media that he was somewhat annoyed at being put on the clock as he felt that the groups ahead were the main perpetrators for slow pace of play, saying:

“Yeah, we waited eight minutes on the tee shot on 2 and then we four minutes on the second shot on 2. That’s 12 minutes. So no wonder we’re 10 minutes behind, all right?”

Pace of play is a plague that has affected the Tour for years, and this year it’s certainly gained a lot of traction in the media and among Tour players, many of whom have been vocal about it.

Slow play can create bottlenecks and hold up play, aspects which can without a doubt kill a player’s momentum in a round of golf. A frustrated player is a sight no club manager wants to see, especially when 74% of players say that pace of play is critical to the enjoyment of their round, according to research conducted by the USGA.

Pace of play management then becomes a prominent solution for golf facilities. With golf management software such as Tagmarshal available in the market golf facilities can now control on-course operations, pace of play and field flow for increased player loyalty and revenue.

WISCONSIN CLUB

•  Course type: Country Club

•  Cart Rounds: 75% (60 carts in fleet)

•  Walking Rounds: 25%

•  Rounds per season: 25 000 (8 months season)

•  Play time improvement: 14 minutes

ROI: The positive pace achieved and the improved reputation has attracted 6-10 new members to Wisconsin Club each of them worth USD 11000 per the season

Competitive Advantage: The course is now in a position to promote a consistent sub 4 hour round time

Results: The course is at capacity at 350 members – and has a much reduced churn rate due to their positive and reliable on-course experience

COMPARATIVE CASE STUDY

While member days are managed with Tagmarshal (Busy days are Thursday / Saturday / Sunday) – Monday’s are only passively tracked, as the club rent out their course to a third party management company on Mondays.

Result 1: 26 minute difference on average 
Monday’s 3rd party days average 4:23:44
vs Busy Member days (Thursday / Saturday / Sunday) 3:57:52

Result 2: consistency of the managed busy days
These managed days are very steady – trend declining.
The non-Tagmarshal Monday variance is quite volatile with a 14 minute average time swing.

Our free webinar features 5 key learnings from the USGA Golf Innovation Symposium, a key platform for sharing the most innovative and most impactful advances in golf operations.