Golf Tech

The Future of the

By Matt Kilgariff • PGA Director of Player Development The Bridges at Rancho Santa Fe • Rancho Santa Fe, Calif.

THE FUTURE OF THE DRIVING range at clubs and resorts has arrived sooner than imagined, according to a recent study conducted by the National Golf Foundation (NGF) on behalf of Toptracer.

Study findings indicate that four out of five private club members believe an enhanced driving range with technology is far superior to a standard range. One participant stated, “the difference is night and day.”

More than 70% of prospective club members identified enhanced driving ranges as their most sought-after amenity when choosing a club, even pushing the desired amenity ahead of fitness centers and swimming pools.

In addition, nearly 70% of current club members would trade at least one amenity for an enhanced driving range. Simply put, nearly half of members and prospective members believe a technology-enhanced driving range will be a “must have” amenity in private clubs within the next five years.

Toptracer technology is leading the way in the “upgraded range experience” and attracting new and younger golfers to the game. Therefore, countless clubs are utilizing Toptracer technology on their ranges and highlighting it in their marketing collateral.

The impact of improving a facility’s driving range goes way beyond recruitment in a competitive marketplace. When surveying current Toptracer Range clubs and resorts, the results were clear: the technology helped to enhance members’ overall satisfaction, increased non-dues revenue, such as F&B and merchandise sales, and reduced member attrition.

“Members and prospective members alike want the most up-to-date amenities at their club,” said Ben Sharpe, Toptracer President. “The fact that Toptracer Range increases facilities’ ROI across a variety of revenue streams, including new member recruitment, existing member retention, and F&B sales, won’t come as a surprise to anyone, but now we have the data to prove it. These survey results confirm the demand for and value of this kind of technology, reinforcing our position as the No. 1 range technology in golf.”

It goes without saying that clubs and resorts around the nation must continuously look at enhancing their facilities to stay competitive. That is why the finest clubs and resorts in the country look to Toptracer technology for an advantage.

Here are a few recent examples of premiere facilities turning to Toptracer Range for its driving range technological enhancements:

The Bridges at Rancho Santa Fe (Calif.) recently installed Toptracer Range technology at its facilities, bringing what was once considered an exclusive training tool for the pros, to its membership. As Stephen Gibson, CEO at the facility stated, “We chose Toptracer Range because it’s the ultimate practice tool that offers all the data our members need to improve their game. More importantly, we wanted to ensure our members had access to the most innovative and state-of-the-art technology available.”

Led by PGA Tour player and Callaway Ambassador Emiliano Grillo, the launch featured a mini clinic with demo stations to

of the Range

educate members on the technology, and friendly competitions. The event allowed members to enjoy hands-on support and education on how to use Toptracer technology along with resulting data to enhance their game.

Since installation, there has been a marked uptick in practice, bringing members to the facility more frequently. From the player development perspective, students can work on yardage gapping, randomize practice, and understand their proximity to the hole from all distances.

Most players want to improve their game on the course. Toptracer Range brings the golf course to the driving range with Toptracer30. This feature highlights strengths and opportunities for improvement, allowing the player to work on improvement in areas that may be holding them back.

The Bridges members using Toptracer Range cannot stop talking about its unique features and stat tracking capabilities. They have a greater understanding of the areas where improvement is needed and can narrow in on practices sessions to address these areas.

Famed for the Avenue of Oaks, a half-mile canopy of centuryold, moss-draped live oaks termed “South Carolina coast’s version of Magnolia Lane,” Belfair in Bluffton, S.C. is among the finest golf facilities in the country.

Like many other premiere facilities in the U.S., Belfair recently installed Toptracer Range to enhance amenities and further engage their membership. This technology has transformed the driving range into a centerpiece all its own.

Members receive lessons from Assistant Golf Professional Austin Webb, who familiarizes them on the usage and benefits of Toptracer. Its unmatched game modes as an entertainment feature, the huge success of a Closest-to-Pin at St Andrews simulation at the Belfair’s Men’s Invitational, and an approach skills challenge as part of their recent Mixed Couple’s event, has led to 80% of all upcoming events to feature Toptracer.

At the convergence of Noyack and Little Peconic Bays in Eastern Long Island, N.Y., Noyac Golf Club is a prominent club near famed Sag Harbor, N.Y. A hidden gem for many years, Noyac recently gained notoriety for its extensive renovation, which included upgrading its practice facility to feature Toptracer technology. Pat Gunning, the facility’s Head Golf Professional, wanted to create a similarly high-level experience on the range to what members enjoyed in the performance center.

“We wanted to give our members an opportunity to practice with a purpose,” Gunning says. “Toptracer technology makes the range experience better and brings added value to our members. Beyond the superior training data and accuracy only Toptracer can provide, we are discovering how Toptracer technology can serve as a platform for competition, too. We can stage games on a weekly basis, and members look forward to that challenge, seeing the practice facility as a destination just as much as the course itself.”

To learn more about the benefits of Toptracer Range, go to www.toptracer.com/range or contact Shaun Hansen, Regional Sales Director at Shaun.Hansen@topgolf.com or 949-547-7654.

Luxurious

Lone Star

Miramont Country Club offers exclusivity and posh comfort in Bryan, Texas. The massive European-style clubhouse and first-class amenities draw members from far and wide.

By Rob Thomas, Editor

IN THE HEART OF CENTRAL TEXAS lies a touch of Europe in the form of a 93,000-sq.-ft . clubhouse at Miramont. This presti gious club—the culminati on of a dream by owner and founder Donald A. Adam—opened in 2005 with a focus on families and luxurious lifestyle. Adam and his wife, Donna, have traveled throughout Europe and envisioned building a club with classic European architecture in their hometown.

General Manager Ryan Spence has been in the private club industry for 22 years, leading some of the most presti gious clubs in the industry (Atlanta Athleti c Club, Isleworth Golf & Country Club and Lake Nona Golf & Country Club). He joined Miramont late in 2022 and when asked about what att racts members to the club, Spence highlighted luxury and accessibility.

“With roughly 400 members, Miramont has a membership more exclusive than other private clubs in the community, which is why Miramont does not require tee ti mes or reservati ons for dining in our casual dining facility,” Spence says. “We suggest tee ti mes and dining reservati ons on [Texas A&M] Aggie home game weekends, as those are typically our busiest ti mes. But they are not required.

“Almost 25 percent of our members live outside a 60-mile radius of the club, with the largest percentage of those non-resident members living in Houston,” he adds. “It’s quite common for non-resident members to drive regularly to Miramont on weekends to play golf, because their home courses in Houston, Dallas, Austi n and so forth are so much more crowded on the weekends.”

MANAGING MEMBERS

Spence stresses that the best way of att racti ng new members is through member referrals.

“In fact, we do not adverti se for new members, since membership is by invitati on only,” he says. “Our existi ng members are proud of the club, and they relish the opportunity to share membership opportuniti es with their friends and acquaintances.”

Since 2014, membership has grown from 260 total members to almost 400.

Ryan Spence, General Manager

In addition to 12,500 rounds being played on the 18-hole championship course, Miramont offers members a four-hole family course. “We work to find a way for everyone to play golf at the level they desire,” says Director of Golf Rob Yee.

As Director of Membership and Communications, it’s Rusty Burson’s job to keep all of those members informed. The club communicates with members via e-mail, social media, the website, a phone app and text messages, he says. “E-mail is our primary communication mode, and we typically have an open rate of 60 percent or more,” Burson says. “We send a weekly dining e-mail each Sunday, and a weekly events e-mail each Thursday. Otherwise, we send individual e-mails to local members for specific events.”

As for integrating new members into the club, Burson says management sends an in-house New Member Profile to all department heads that lists the new member’s reason for joining, specific interests at the club, profession of the new members, children’s names, and the contact information for both new members.

“We then encourage our department heads to contact those members to introduce them to the club,” he adds. “We also host quarterly member receptions for all members to attend, which promotes member engagement for new members to meet existing members. These receptions have created an increase in social vibrancy on other events that we host throughout the year.”

ON THE GREENS

Rob Yee, Director of Golf at Miramont, oversees the approximate 12,500 rounds played annually. Building the golf base is rooted in service. “We are intentional in the business of relationships built on the foundation of hospitality,” Yee explains. “Our members are all playing for different reasons with varying frequencies. Golf professionals ensure Miramont can harmoniously blend all of them together. Rusty Burson, Director of Membership and Communications “We strive to be a home away from home for all of our members, whether they play golf or not, and wherever they call home,” he adds about building lasting bonds. “We dedicate significant time and attention to member engagement each day and throughout the year with an extensive travel schedule.” As for “grow-the-game” initiatives … Miramont utilizes the Operation 36 program for junior golf and golf professionals volunteer their time to teach ladies who prefer to work on their game instead of playing. Golf professionals also play with members on Fridays. “Miramont has a family-course consisting of four holes— two par fives and two par fours—that serves all generations and experience levels as they explore the game,” Yee says. “We work to find a way for everyone to play golf at the level they desire.” And while all of the standard communication styles are utilized to keep golfers in the loop, Yee says that takes a backseat to in-person contact.

Director of Agronomy Donny Latham oversees the massive property, with four departments in all. His maintenance crew consists of 45 people across the club, including five full-time employees who focus on large landscaping around the clubhouse and grounds.

“Our goal is always to interact enough informally with members on a daily basis to make the club-wide communications serve the lesser purpose,” he explains.

Yee describes the Robert Trent Jones II layout as “captivating on a Texas-sized scale” with 200 acres of maintained space. Director of Agronomy Donny Latham oversees the massive property, with four departments in all. From an agronomic perspective, he says the biggest challenge is the poor quality of water and soils.

“We are fortunate to be able to treat with an acid injection system that helps mitigate the effects of the salts and bicarbonate loads,” Latham explains. “We are also able to close down for three weeks each summer to aggressively aerate greens, tees, fairways and rough. The support of our membership and ownership is paramount to continue to maintain our level of turf quality for their enjoyment.”

He says communication is “vital” to all things his staff is working on or improving.

“Certainly, being present and visiting with our members during daily play is so very important. That face-to-face interaction is important, and I truly enjoy this interaction,” Latham says. “We will also send out e-mail blasts to the membership if anything comes up. However, we have constant communication with our golf professional staff. This relationship is vital, as the golf professionals are most likely to interface with each member before his or her round. They are often the ones that disseminate the information we pass on to them to our members.”

FOCUS ON STAFFING

The maintenance crew consists of 45 people across four departments. Latham says there are 16 full and part-time employees who work specifically on the golf course with another 8 to 10 working on streetscapes throughout the property. There are also five full-time employees who focus on large landscaping around clubhouse and grounds.

“Staffing certainly is an issue,” Latham acknowledges. “One thing we have done is establish a relationship with Texas A&M University—one of the largest universities in the country. We have attracted a few stu- Tina McGlothin, dents to fill part-time roles. We also Human Resource Manager established a referral program for our current employees that incentivizes bringing in their friends. They are rewarded at certain established intervals: 90 days, 180 days and so on.”

Tina McGlothin, Human Resources Manager, says Miramont delivers genuine hospitality not only to its members, but also to future and current team members.

“We pride ourselves on the fact that we are a familyfocused club that offers flexible hours and a welcoming atmosphere,” McGlothin says. “From the moment job seekers submit their applications, we go through great measures to make sure everyone feels highly valued and welcomed. Being flexible with the applicant’s schedule, understanding the applicant’s needs, and learning how the club can play a major role in their professional growth with the ‘We Want You’ mentality has been a great way to make Miramont an attractive workplace.”

She explains how the club capitalizes “EMPLOYEE APPRECIATION.”

“Throughout the year, without missing a beat, we communicate and show our team members how grateful we are for all they do for the company,” McGlothin explains. “Besides the constant tokens of appreciation and competitive pay, we offer generous benefits, diverse allowances, tenure-based vacation,

investing in the team members’ continuing education, as well as their retirement, and so much more. The mix of a great work environment with rewards and recognition and a splash of growth opportunities has served Miramont well when it comes to staff retention.”

In his career, Spence has been successful in implementing standard operating procedures, financial management and service expectations that have built upon the employee culture.

“Employee culture is one of the most important assets a club can have, one that cannot be ignored, and one that needs to be continually worked on and evaluated,” he says.

DINING DEDICATION

Executive Chef Nick Corrado says that finding culinary professionals can be difficult, however his department has been fully staffed for more than two years now.

“Once we have someone hired, we do everything in our power to ensure we are a great place to work,” Corrado explains. “We try our best to find out what each individual is looking for and how we can help them in their careers.”

Corrado and his staff operate four main dining areas. The Mixed Grill offers a casual environment for lunch or dinner; Il Portofino is a fine-dining destination where reservations are required; the Lobby Bar is located just outside Il Portofino for members to gather for a drink before or after dinner; and the 19th Hole is adjacent to the Gentlemen’s Locker Room and provides full food-and-beverage service for lunch and dinner in a casual and comfortable atmosphere. Corrado’s team also handles banquet activities in the spectacular ballroom, as well as a robust catering program.

FOCUS ON FITNESS

To work off the dining decadence, Miramont employs Director of Fitness Brent Fritsch M.S., CSCS and Director of Racquet Sports & Basketball Candice Roades. Fritsch and his team have maximized spacing in the fitness facilities with unique areas used for strength training and athletic movements, classes and a machine-based weight room with free weights.

He says ClubFit, cross training, and decompression and relaxation classes have grown in popularity over recent years, while yoga has been in decline. Fritsch and his staff go beyond fitness, as well, and address the wellness front.

“We offer a variety of services that overlap—nutrition, rehabilitation, athletic performance and healthy-habit workshops [grocery shopping, cooking strategies, etc.],” he explains.

Roades oversees a tennis program—including six courts—a pickleball program with two permanent courts and a basketball court with programming to come.

“Our tennis program is junior-focused, but with plenty of programming for our adult members,” she says. Miramont offers private tennis lessons, group lessons, clinics and competition days. As for pickleball, like many clubs, they have a rapidly growing program.

She and her staff are designing league play for the basketball court and will be offering clinics for children.

“Our strongest focus here at Miramont is the kids programming,” Roades says. “We provide a lot of opportunity for kids to be exposed to racquet sports through camps, clinics and lessons. We offer afterschool camps, summer camps and holiday camps. Exposure is our goal.”

Likewise, Miramont’s entire team hopes to continue exposing member prospects and guests to a truly sensational club that has become known as the “beauty of the Brazos Valley.” C+RB

ClubFit, cross training, and decompression and relaxation classes have grown in popularity at Miramont. Executive Chef Nick Corrado oversees four dining venues at the club.