Education Series: 5 ways technology will help your course generate additional revenue

Reading Time: 8 minutes

PGA Magazine’s Senior Editor Don Jozwiak said recently that the pace at which golf has embraced technology “would have seemed unlikely or even impossible less than a decade ago,” and clubs that aren’t adapting to this future run the risk of being left behind.

With clubs coming under increasing inflationary pressures, finding ways to boost the bottom line has never been more important.

Technological advancements aimed at optimizing on-course operations are changing golf as we know it. Here are 5 ways technology will help your club generate additional revenue.


Recent research conducted by the NGCOA and USGA found that 84% of course owners and 74% of players rate pace and flow of play as a top 3 player experience factor.

Consistent pace and course flow increases the likelihood of a positive player experience which in turn boosts the chances of the player spending additional funds at the pro shop, clubhouse and other facilities. Reduced round times also mean they have more time to spend at the facility.

PRO TIP: Tagmarshal uses automation and powerful algorithms to proactively manage pace and flow of play, ensuring that pace-based on-course interventions can take place before bottlenecks occur and flow is negatively affected.

“Having Tagmarshal help us with our pace program and enhancing the experience for all of our members has been a key part of our success. We’re always aware of what’s going on entirely, with a great macro view of the course.”

Danny Mulhearn, Head Golf Professional
Glen Oak Country Club


Effective management of the player experience includes setting achievable round goal times, which are communicated to players, and monitoring on-course flow.

When players know that pace and flow are being prioritized and they can count on finishing their round on or below the stated goal time, there is real value in that.

Consistently positive golfer experiences increase loyalty across players and members alike, drive repeat play and ensure positive word of mouth – the most cost-effective and trustworthy form of advertising – to drive additional revenue generation.

PRO TIP: Clubs using Tagmarshal have full line-of-sight of the entire course and those with Tagmarshal’s 2Way devices can send messages directly to a playing group that has fallen out of position, offering a gentle nudge before a team member intervenes on the course.


Measured across times of the day, days of the week, or even a specific course setup, clubs can use the data technology has gathered to pinpoint exactly where opportunities exist to tighten gap intervals. During periods or setups that play quicker, gap intervals can be tightened to create additional tee sheet capacity while still providing an optimal pace of play for golfers, ensuring their experience isn’t compromised.

The obvious revenue gain here comes via additional greens fees, but there are also secondary revenue gains from getting more players through the course, such as increased spend at the pro shop and on food and beverages at the clubhouse.

PRO TIP: Tagmarshal identifies optimal gap intervals that support an exceptional player experience based on course data. Without technology, shortening gap intervals too much may drive revenue gains, only for on-course pace and flow of play to suffer.

“The data has helped us to gain tee times and increase our capacity. That’s incredibly valuable to us.”

Devin Gee, Head Golf Professional
Oakmont Country Club


Variable pricing, where the price of a specific tee time is based on the day of the week or time of day, remains static over time. Dynamic pricing, an increasingly popular way for courses to grow their revenue, uses automation to adjust the cost of a round in real-time as supply and demand shifts.

Courses that are able to guarantee excellent average round times with good pace and flow of play are also able to charge more for the experience.

Dynamic pricing software is most effective when it collects and analyzes large data sets from tee sheet providers and other course management software.

PRO TIP: Tagmarshal integrates seamlessly with a wide variety of software solutions and also provides benchmarking data on round times across times of the day and days of the week.


Clubs using Tagmarshal’s 2Way screens have the option to sell advertising space on those screens, generating additional revenue. Serving ads at strategic locations around the course to an engaged audience means that a premium can be charged. This revenue can be used to reduce the cost of their 2Way screens.

Clubs can also keep some advertising space for their own use to boost sales at their facility, such as showing food and beverage order prompts as a playing group nears the halfway house or clubhouse and advertising pro shop specials.

PRO TIP: Clubs can sell the advertising space themselves or they can join the Tagmarshal Media network, with Tagmarshal managing the entire process and offering a yearly rebate.




Tagmarshal, the market leader in on-course optimization technology, provides courses with full, real-time operational oversight and reporting, giving golf operators the tools to manage pace and flow of play effectively, resulting in enhanced player experiences, increased efficiency through automation, and additional revenue generation.

Tagmarshal’s technology has collected over 1 billion data points from more than 75 million rounds of golf and has relationships with in excess of 600 partners, including Hazeltine, Whistling Straits, Baltusrol, Fieldstone, Bandon Dunes, Serenoa and Erin Hills.

Tagmarshal partners with several golf management groups, private, daily fee, public and resort courses, including 40 of the Top 100 US courses, as well as many $40-$60 green fee courses, which are seeing excellent results using the system.