THE IMPORTANCE OF THE WRITTEN CONFIRMATION

Thursday May 12, 2022

THE IMPORTANCE OF THE WRITTEN CONFIRMATION

As the world continues to blaze the digital frontier, there are now more ways than ever to purchase a tee time or make a dinner reservation at your club. And that’s a good thing. Additional ways to bring in revenue means more ways to make your club profitable. But new digital pathways create opportunities for digital missteps. Mainly, customers want to know their credit card information is secure and they want to know when you have reserved their spot – whether that be for a tee time reservation or a dinner reservation. And if you’re not providing a written record of their spot on your tee sheet or a table at your restaurant, customers will feel uneasy about the entire process. Instead, look at the written confirmation as a first impression of the experience at your club – something that should match the overall customer experience at your club. And most importantly, written confirmation automation gives your club and your restaurant an opportunity to advance your marketing efforts by collecting first-party data – the most cost-efficient marketing strategy available to most clubs.

Unfortunately, nearly half of clubs in the United States do not provide written confirmations for restaurant or tee-time bookings. And, worse, only 12% of clubs ask any follow-up questions in the confirmation, leaving an enormous amount of room for improvement on the marketing side of your club’s business operations.

Let’s be candid. Sending a written confirmation for a tee time or restaurant reservation at your club is the bare minimum. If you ordered a widget from Amazon without a confirmation of the purchase, you would be left wondering if Amazon is, in fact, fulfilling the order. That kind of digital misstep creates enormous uncertainty and is unlikely to be the first impression you want to convey to your customer.

There are two types of digital reservation confirmations: standard and inquisitive.

The standard reservation confirmation gives basic information like the time and date of the reservation, number of individuals in the party, and – in the case of a tee time – the cost of the group to play. This type of written confirmation is rarely visually appealing, but it ensures your customer is aware you have reserved their spot.

The second, and monumentally better form of written confirmation is the inquisitive confirmation which aims to collect additional information about your customer and provide a more welcoming experience. These confirmations provide further insight into the club or restaurant like daily specials, information about the golf course or its history and trains your customer to expect additional questions throughout the booking process. Most importantly, the inquisitive confirmation opens the door to learn more about your customer – what dishes they like the best, what days they like to play or go out to eat, and how far they live from the club for example.

Armed with this new information about your customer, club and restaurant managers can now send out emails or other forms of digital communication directed specifically at these customers and their individual needs, adding to the overall experience at the property and making a personal connection with your customers.

The best of the best also send a reminder 24 hours ahead of the reservation (tee time or restaurant). Just a thought as we measure this in our mystery shops, and we have customers that do it.

59CLUB USA ADDS NEW BUSINESS OPERATIONS MANAGER TO THE TEAM

Friday April 8, 2022

59club USA announced today Patsy Forester has joined the team as Manager of Business Operations. Forester will manage the recruitment, training, and coordination of 59clubUSA’s Mystery Shopper team and assist with marketing and social media for 59clubUSA. 

“Patsy joins us with years of experience in customer and member service in the golf industry,” said Mike Kelly, Managing Partner for 59club USA. “She is an excellent fit for our growing company and her knowledge and skills will be immediately impactful. We’re thrilled to have her on board.”

Patsy started her professional career in the Members Program at the United States Golf Association, where she served as a liaison between the organization’s members and all of the departments making up golf’s governing body for the U.S. She then worked at a private golf club in Maryland, amassing many years of experience interacting with golfers. Patsy’s focus has been on member development, marketing, and publishing.

“I’m thrilled to join the 59clubUSA team,” said Forester. “The opportunity to join a growing business with incredible upside and a commitment to customer service is extremely exciting.”

Patsy holds a bachelor’s degree in English with emphasis on rhetoric and composition from Elon University. While a student at Elon, she met her husband, PGA Professional, Wesley Forester. The parents of two grown children, Patsy and Wes enjoy traveling, spending time outdoors, cheering for the Georgia Bulldogs, and being involved at their local church.

HOW STARTERS AND RANGERS ENHANCE YOUR CLUB’S OVERALL EXPERIENCE

Wednesday April 6, 2022

In the later parts of the 20th century before the recession of 2008 and its aftermath which all but gutted the golf industry, it was extremely common to find many specialized jobs within golf club operations. Starters, rangers and even bathroom attendants were at nearly every club – especially private clubs – and the reasoning behind these jobs was simple: to enhance the overall club experience. But as less and less golfers walked through the doors at golf clubs throughout the world, clubs look to stay in the black by cutting costs, and that meant cutting staff. And despite the United States economy rebounding after the recession, a lot of these jobs didn’t come back. Instead, many clubs elected to continue operating without starters, rangers and other specialized staff and the golf experience suffered.

There’s a reason starters, rangers and beverage attendants exist and are employed at all of the best clubs in the world. And if your club doesn’t have them or they are an afterthought, you better have a good reason for it because your competitors do and they work! Let’s take a look at some of the different reasons a starter or a ranger might be needed at your club outside of their “normal” operations.

Starters:

Starters today are employed for a very specific purpose – to make sure that the people that are teeing off at 10 o’clock are the people who reserved the 10 o’clock tee time. Simple. Right? Instead, look at your starter as the last first impression your customers will get of the golf course itself. The stakes are especially high for new players coming to a golf course for the first time. Without the starter there, the players are left to their own devices. They don’t know about that wash on hole 13 that’s going to eat up tee shots because no one told them to hit less than driver. They don’t know about the history of the golf course, who designed it or why they elected to build it way they did. New players don’t know where the restrooms are or where water is – exceptionally important in warmer climates. This is all the starter’s job and it doesn’t take very long to do it and do it well. Three minutes is all it takes for the starter to provide all necessary information to the players and make them feel warm, welcome and to educate them on how to have the best overall experience at your club. It’s a pivotal position. And if your club isn’t using it, then you might want to consider it.

Rangers:

Today, the most common reason players see a ranger is because they either they did something wrong or somebody’s taking too much time in between shots. Generally, rangers police players to make sure they’re not damaging property or the golf course itself and they’re there to keep pace of play. Again, simple. But the Rangers’ job shouldn’t be discounted to a golf course “security guard”. It’s a great opportunity to pacify what would be otherwise angry customers and build personal rapport with players.

Let’s look at the slow play example – the most common ranger interaction. A good ranger with good experience and proper training won’t simply ask a group to pick up the pace, but also let the waiting group know pace of play will pick up soon. It pacifies what otherwise be upset or angry individuals, and gives you an opportunity to not only correct the problem immediately, but also let them know that you care about their experience.

59club USA measures dozens of similar on-course services and benchmarks your club’s overall performance against your competitor set, the industry average and the best clubs in the world. And if you’re in need to hard data to confirm the need for a new starter or ranger, 59club USA can provide that in spades.

The Dos and Don’ts of Prospect Property Tours

Wednesday March 23, 2022

Any kind of golf property from the most exclusive private clubs in the world to ultra-affordable city municipal courses have some sort of sales staff and operations to bring new revenue into the club outside of regular tee times. If your club is a daily fee operation, event sales and group golf day sales are an absolute must to supplement your regular tee time revenue. And on the flip side, membership sales at private clubs are the bread and butter of club revenue generation. But if your sales staff is fumbling or the property tour, you can probably kiss that supplemental revenue goodbye.

According to 59club data collected over 15 years from thousands of golf properties all over the world, here are the most important things your sales staff MUST do to ensure the property tour goes smoothly and your club gets the event business or membership sale.

Be on Time

Be on time. Be on time. BE ON TIME! No one likes to wait and if your first in-person impression is of someone who doesn’t value another person’s time, expect for just about everything to go poorly from there. The good news is this is an easy fix. Just – say it with us – be on time.

Have a Warm Welcome Waiting

You’re on time. Now what? The best sales people in the world wait out front for their guests and present a warm and welcome greeting. That means smiling, excellent eye contact, engaging conversation to break the ice and the use of the guest’s name. It’s welcoming, disarming and the best first impression one can ask for.

Offer a Beverage

Offering a beverage to a guest is hospitality 101, but bonus points can be scored by telling the server your guest’s name beforehand so they can use it as they approach the table.

Recap the Phone Conversation

“How many people are you expecting again,” he asked before losing the business. The property tour won’t be the first interaction with a prospect, so make sure to dust off your sales notes to let the prospect you value his/her time and you were paying attention. Refer back to specifics from your notes and have answers to questions readily available.

Custom Tailored Tours Based on Needs

Chances are your club is not an arts center and your sales staff members are not docents, so make sure to avoid “museum tours” – the same tour for every guest. Tailor your property tour to match the needs and pain points of the prospect with specifics based on your previous conversations.

Confirm the Tour Length and Prospect Availability

Some people have all day to make sure your property is the best suited for their needs. Some have 30 minutes. Confirm the length of the tour twice – once on the phone and then again as your prospect arrives to ensure you get to everything you need to cover before time runs out.

Get the Tour Started

This goes for every your, but especially if your prospect has limited time. Get things started! No one wants to listen to your sales staff drone on about the wallpaper or the time they aced the 16th hole. Get your prospect something to drink, confirm the length of the tour, confirm the needs of the prospect and get going!

THE IMPORTANCE OF MYSTERY SHOPPING AT THE CLUB LEVEL

Tuesday March 22, 2022

Mike Kelly, Managing Partner of 59club USA, has been at the club operations game for a while. And as a general manager of any type of club – especially a golf club spanning hundreds of acres – it’s just not feasible to be everywhere at once. That’s where 59club USA’s mystery shopping services come into play.

Take a look at the video below where Kelly explains the ins and outs of mystery shopping, why it’s important for club managers and how it can help elevate the service level to meet and exceed your customer or member’s needs.

59CLUB USA TO PROVIDE MYSTERY SHOPPING SERVICES TO WESTHAVEN GOLF CLUB

Tuesday March 22, 2022

59club USA announced today they added Westhaven Golf Club in Franklin, Tennessee, to the 59club USA client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help increase member satisfaction throughout the entire club experience.

“Westhaven Golf Club is an incredible property and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights into their current operations.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“We’re extremely excited to use 59club USA’s mystery shopping services to help enhance our customer service, not only in our golf operations, but throughout our club experience,” Mark Lammi, General Manager of Westhaven Golf Club. “As a premier private club and a Troon Prive-managed property, we’re only as good as the service we provide to our members. We’re happy to employ these specific tools so we can continue to provide excellent service to our current and future members.”

Located just south of Nashville in Franklin, Westhaven Golf Club is located adjacent to the Westhaven master-planned community, developed by Southern Land Company. The core-golf design blends seamlessly with the surrounding hills and ridgelines of western Williamson County earning the club national recognition for outstanding design from both GolfWeek and Golf Digest. Westhaven Golf Club is managed by Troon Privé, the private club operations division of Troon.

59club USA has established and developed relationships with more than 150 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and We-Ko-Pa Golf Club in Scottsdale. Additionally, 59club USA works with management companies Bobby Jones Links, Landscapes Golf Management, and Arcis Golf, three of the world’s largest management companies.

Have You Played Here Before? The Perfect Personal Question

Thursday February 3, 2022

Have you played here before? It’s an innocuous and generally harmless question with enormous upside. Other industries – especially the restaurant industry – have used this relatively innocent question for decades in order to prime the pump for an engaging customer experience. Asking someone if they have been to your golf course, restaurant, spa – or any other hospitality or leisure venue – opens the door for conversation and questions, builds rapport and emotional connection between the customer and your staff/brand, and provides an opportunity to share your club’s best stories or things a customer should know before heading out. 59club USA has crunched the numbers and, once again, the top-performing clubs never miss an opportunity to ask this question. The rest of the pack, however, fails to ask this question 64% of the time. Let’s dive in.

The most effective way to open the door for an engaging conversation and information gathering is to ask personal questions but asking a customer where they see themselves in five years or what makes them the happiest isn’t really appropriate during the tee time booking process. Asking if they have played the course before, however, is a semi-opened-ended question with a clear goal and hundreds of different avenues for additional conversation. If the customer has played the course before, it begs the question “when?” Was it a long time ago or before a recent renovation? Have there been changes to improve the club since then? Why did they take so long in between rounds? Are they from out of town and should their name and email address go into a special “feeder market” list bucket in your CRM system? Enormous amounts of information all gained from starting with one simple question.

These types of conversation starters not only gather important information for marketing and customer service operations, but also provide an opportunity to tell positive stories or provide important general information about your club to someone who may not know. If someone is playing for the first time, they might want to hear about a featured hole, strategy on how to play the course, where to find restrooms, course rankings or accolades, humorous anecdotes and other positive stories. If your club is undergoing capital improvements or repairing part of the course, this is the perfect time to alert the player so they aren’t blindsided when they encounter the issue on-course and so angry they create a Yelp profile just to leave you a poor review. The truth, they say, shall set you free.

Once again, the top clubs are doing this and the majority of other clubs simply aren’t. Every single club at the 59club USA Podium Level – an aggregate of the highest scoring clubs – asks this question during the tee-time booking process without fail. The industry average, however, is an abysmal 36%, meaning an extremely high percentage of clubs are leaving easily gatherable information on the table, and leaving the first impression of the golf club up to the player. The golf and leisure clubs who take charge of the first impression and subsequent conversations tend to score higher in other areas as well, creating a domino effect of individual, positive experiences which lead to a better experience overall.

WELCOMING NEW MEMBERS THE RIGHT WAY

Friday December 17, 2021

You’re long past it now, but try to harken back to your days as a middle schooler or teenager, full of angst and hungry for friends and meaningful relationships. Maybe you were one of the cool kids who never had trouble making new friends, but for a lot of people – especially for those who moved into a new school district – building new relationships was full of difficulty and anxiety. The same might be said for new members joining a private club. And if your members are paying dues to be a part of a community instead of simply taking advantage of the facilities and amenities, it’s imperative to make them feel welcome and part of the family.

According to 59club data from their proprietary member survey tool, the majority of high-performing private clubs are welcoming new members the right way, but a large percentage of clubs are falling short in key areas of new member integration. Let’s get to the numbers.

The Welcome Call

If your sales staff or marketing team spent a ton of time and a lot of money wining, dining, courting and signing a prospective new lead at your private club, you would assume they would be running – and fast – to call the new member to welcome them to the club. According to 59club data, only 52% of new members at private clubs received a formal “welcome to the club” phone call. Not exactly a great start to a budding new relationship.

The Formal Induction meeting

The practice of hosting formal induction meetings for new members is not for every club, but all but guarantees your members an opportunity to meet, learn about and formally welcome a new member of your private community. On average, 26% of new members at private clubs took part in a formal induction meeting, but among the highest scoring clubs in the world, this number dramatically increases to nearly 90%. It might be worth fleshing out and implementing this program at your club in the future if not already in place.

Staff Introduction and Networking

As your members spend more time at the club, your staff will invariably pick up on some interesting tidbits, facts, likes and dislikes from your various members. And in that regard, your staff is armed with networking abilities well suited to help your new members make new friendships. Less than 50% of new members surveyed said they were introduced to legacy members by staff members, but again, the best clubs in the world make this a regular practice.

Knowing Your Name

One of the quickest and easiest ways make someone feel at home is simply by addressing them by their name. shockingly, less than 60% of members surveyed report private club staff members demonstrating they know the name of the newest members.

Adding it All Up

When you take a look at the numbers above, it’s easy to see why only 65 percent of new members at private clubs report making new friendships within their first few months. And for a model that requires camaraderie and inclusion, leaving it up to your members to make friends on their own without any tips and tricks to get the process started is a recipe for member stagnation.

Learn more about the 59club Member Surveys here: https://www.59clubusa.com/satisfaction-surveys/

59club USA Client, Landscapes Golf Management, in the news

Wednesday December 15, 2021

Landscapes Golf Management has been making news lately with a handful of key developments, bolstering their position as one of the 10 largest golf course operators in the country.

In September, the company expanded its existing partnership with Swing King, which operates a fully automated hole-in-one contest at golf courses, country clubs and resorts. The partnership will expand to include more than 30 of LGM’s properties nationwide.

The company then teamed up with 59club USA over the summer and by fall had seen the fruit of that relationship. 59club USA offers satisfaction surveys, mystery shopping and employee training at 20 of LGM’s daily-fee and private properties. The datapoints gathered from these activities have helped LGM to fine tune the experience of going to their properties.

In November, the company was selected to operate the River Run Country Club in Davidson, N.C. River Run features an 18-hole championship golf course as well as event spaces and a sports campus. LGM will be in charge of every facet of the operation, including sales, marketing, staffing, merchandising and more.

LGM has made a career out of being the strong, silent type. Founded in 2007 as an outgrowth of Landscapes Unlimited, a golf course developer and construction company, the company has slowly expanded ever since. It’s portfolio spans 20 states, 54 properties and features a number of regional offices.

LGM touts its family-owned nature as one of the main reasons for its success. Not being subject to third-party constraints opens many doors in how the company can deal with its clients.

“Our teams take relationship building extremely seriously and smart training is critical,” said Tom Everett, president of Landscapes Golf Management. “After all, we recognize that it doesn’t cost us one extra dollar to provide warm hospitality to every golfer, member and guest at our properties. Conversely, we understand how detrimental only one instance of poor service can be.”

The Power of the Phone Call – New Membership Prospects

Friday December 3, 2021

The internet and the myriad new ways it allows people to connect has forever changed the personal and professional communication landscape. Text messages, emails, digital direct mail and online forms make it possible for people to digest and respond to messages on their own time and keep a sense of privacy – which is great for rudimentary transactions and appointments. But when it comes to private club memberships or other high-value propositions, there is simply no substitute for the old-fashioned phone call.

According to 59club data, on average, only 31% of polled private club prospective members said they received a follow-up phone call from the club. When compared to the leaders in the industry, however, the number jumps up to 100%, meaning the best of the best in the country recognize the importance and power of the phone call.

“Following up with prospects after they have expressed interest in joining the club is a major issue,” said Mike Kelly, managing partner of 59club USA. “These prospects have taken time out of their day to call and tour the club and they simply aren’t getting a call back. Some clubs say they either send emails or text messages, but that is frankly not good enough. In order to continue to build rapport, nurture the relationship and be an effective sales staff, you have to pick up the phone. Period.”

According to 59club, while making the effort to speak with prospective members on the phone is the bare minimum, there are five key components of a truly successful follow-up phone call.

Timeliness of the follow-up call

Prospective members tend to lose interest the longer they have to wait for the next communication. Prompt replies after an initial site visit ensures the emotional connection to the club is still fresh in the prospect’s mind.

Direct communication

Gate keepers like assistants and voicemail messages make it easy to leave a message and move on, but successful sales calls are almost wholly reliant on direct communication so nothing gets lost in the shuffle.

Trial close

As a sales professional, your goal should be to sell the membership, not have a nice chat on the phone. Forgetting to engage in a trial close is the quickest way to lose out on new memberships.

A personal call specific to the prospect

Sales scripts are a great way to make sure nothing is left out of each individual call, but blanket statements with no regard for the other person on the line – their likes, dislikes, pain points, first and last name, etc. – have the feel of a text message or a disengaged staff member. Make the call personal and specific to each person you contact.

Friendliness

Above all, membership sales calls should be friendly and personable. After all, no one wants to be a part of a group of curmudgeons. Your sales staff represents the club at its base level and should reflect the positive aspects of your club.

59CLUB USA ADDS 19 NEW CLIENT PROPERTIES THROUGH AGREEMENT WITH ESCALANTE GOLF

Thursday December 2, 2021

59CLUB USA ADDS 19 NEW CLIENT PROPERTIES THROUGH

AGREEMENT WITH ESCALANTE GOLF

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they have agreed to terms with 19 golf properties owned and operated by Escalante Golf. 59club USA will provide mystery shopping services for each of the 19 properties – both private and daily fee – to identify strengths and potential areas for improvement throughout the individual golf experience at each property. To date, 59club USA has provided customer service benchmarking services like mystery shopping, employee and member survey tools and online training for more than 170 golf and hospitality properties in the United States.

“We’re extremely excited to be assisting the high-end properties in the Escalante portfolio with their customer service operations,” said Mike Kelly, managing partner of 59club USA. “We’re thrilled to get started and look forward to providing detailed feedback for each of their unbelievable golf courses.”

Click here to view a complete 59club USA client roster: https://www.59clubusa.com/venues-tested/

“The golf business demands attention to detail and extreme focus on the customer experience and member satisfaction,” said Jeff Kindred, EVP, Club & Resort Division . “We set exceptionally high standards at each one of our properties, but we also realize there is almost always room for improvement. By using 59club USA, we will be able to identify our needs more easily and, if necessary, make immediate changes. We’re eager to begin.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

59club USA has established and developed relationships with more than 170 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, and We-Ko-Pa Golf Club in Scottsdale. Additionally, 59club USA works with other owners and management companies such as Bobby Jones Links, Landscapes Golf Management, Arcis Golf, Brown Golf, Hampton Golf and now Escalante Golf.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

About Escalante Golf

Founded in 1991, Escalante Golf is a boutique owner and operator of 17 luxury golf properties across nine states. The Fort Worth, Texas-based company has quietly assembled an impressive collection of exclusive clubs in key markets. Many have hosted several prestigious amateur and professional golf tournaments including the U.S. Mid-Amateur Golf Championship, the Charles Schwab Cup, the WGC Match Play Championship and the Shell Houston Open. The firm’s culture emphasizes personal service, integrity, long-term stability, and operational excellence. Operating partners David McDonald, Elcio Silva, Robert Silva and David Matheson direct the Escalante team.

For more information: www.escalantegolf.com  817.386.9721.

59CLUB USA SIGNS MYSTERY SHOPPING AGREEMENT WITH THE CLIFFS’ SEVEN PROPERTIES

Thursday October 21, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they added The Cliffs and their seven golf properties to the client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help identify strengths in weaknesses in the overall golf experience at each individual club.

“The Cliffs represent some of the most beautiful and luxurious private communities in the country and we’re very excited to begin working with them,” said Mike Kelly, managing partner of 59club USA. “We look forward to providing 59club proven, knowledgeable insights into their golf operations.”

59club USA now serves more than 150 golf club and hospitality properties in North America. Click here to view a complete 59club USA client roster: https://www.59clubusa.com/venues-tested/

The Cliffs is a collection of seven private luxury residential mountain and lake club and communities encompassing more than 20,000 acres in the Blue Ridge Mountains. One membership at The Cliffs grants access to an unparalleled suite of amenities, including seven clubs, seven nationally-acclaimed golf courses, seven wellness centers, boating and water sports, a Beach Club, full-service marina, paddle sports, cycling, tennis, an equestrian center, miles of hiking trails, more than a dozen dining and private event venues, an organic farm and more than 2,000 year-round programs and social activities to create timeless experiences.

“Adding 59club USA’s mystery shopping services to our golf operations is an important step in our long-range customer service plans at The Cliffs,” said Rob Duckett, President of The Cliffs and South Street Partners. “Customer service is at the forefront of all amenities at The Cliffs and something in which we invest heavily. We’re looking forward to taking that next step with 59club.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

59club USA has established and developed relationships with more than 150 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, We-Ko-Pa Golf Club in Scottsdale. Additionally, 59club USA works with management companies Bobby Jones Links, Landscapes Golf Management, Arcis Golf – three of the world’s largest golf management companies.

GET THE DETAILS! INDUSTRY MISSING OUT ON REPEAT BUSINESS

Thursday October 14, 2021

If you think back to your networking or sales calls in the before the last turn of the century, you might remember the humble business card – something now considered archaic and overly obsolete. But the simple business card was one of the greatest first-party-data collection mechanisms ever made. It provided necessary information in which to produce a customer profile including name and geographical locations, contact information, certain demographic information based on the company and card stock and built trust and rapport throughout the sales process – often in the form of a firm handshake.

With the advent of search engines, social media networks and a near full integration of the internet into most of our waking lives, the need for collecting first-party data waned to the point of near obsolescence itself. Why make what you can buy cheaper? But new rules, regulations and internet navigation habits putting a premium on privacy have changed the game again, and it’s now more important than ever for golf clubs and hospitality venues to collect as much data as they can about their clients and customers – straight from the horse’s mouth.

According to data from 59club USA, golf clubs and hospitality venues are simply not gathering first-party data from their existing customers. And just like past success is the best indicator of future success, getting a new customer is 10 times harder than retaining an existing customer.

Third-Party Data vs. First-Party Data – What are We Talking About?

Anyone who has followed social media in any capacity over the last few years is likely familiar with third-party data. Basically, third-party data is a set of geographic, psychographic or demographic indicators purchased from a third party like an internet service provider or social network. Ever seen an advertisement on Facebook for something you were talking about with your friends? How about an Amazon ad that seems to follow you around the internet for that gadget you wanted? And while your phone or computer is actively listening to you, Facebook and Google are not listening to you to immediately serve you ads. The fact of the matter is you, the user, are freely giving that information to these enormous conglomerates. You just might not be aware of how much you’re giving them. That’s third-party data. And it’s going away – or at least significantly and actively changing.

First-party data is information gathered directly between you and your customers. Someone walks into your shop, fills out a form and gives it back to you for input into your CRM or database. Information can include everything you might find on a business card, but can also include what customers like about your club, what they don’t like, what they expect, what they might want in the future and what they’ve purchased in the golf shop. It’s an infinitely more personal connection, very inexpensive and certainly much more reliable.

Advertising Third Party Info Is Going Away

The past few years has brought with it a general concern about how internet navigation data is being used. Huge companies have been inundated with fines – albeit only a small percentage of their operating budget – and governments across the world have started to crack down on misuse of private information. That especially hurts clubs and venues who rely on tourism dollars from multiple different states and countries because each state and country has their own rules. California, for example, has much more strict internet privacy rules than its neighbor Arizona. And as a whole, Canada is far tougher on data collection than the United States but falls short compared to the European Union. Eventually, rules and regulations will find their way back to the mean – or at least begin to use common language – and by then, the data-aggregation systems your firm may have used will be gone. Putting a premium on collecting first-party data will help your club transition back into earlier models and set your club above competition who might find themselves at a loss later down the line.

The Industry Is Failing to Collect Necessary Information

59club USA data shows the average score of data-collection methods at the club level are substandard – scoring 6.7 out of 10. Most clubs fail to gather email addresses from new and existing customers, while some clubs fail to gather so much as a name or phone number.

The simple solution is to use your point-of-sale staff to collect this information at check in, put it in a system and then analyze the data later. But there are also digital integration systems which mirror common booking engines to automate this process. Then, it’s up to you as a manger what you do with the data. And just like having an umbrella in the trunk, better have it and not need it than need it and not have it.

THE FOUNDATION OF PROFESSIONAL RAPPORT: ADDRESSING THE CUSTOMER BY NAME

Friday October 8, 2021

Manners and proper etiquette have been a staple of human introductions and discourse since the dawn of civilization. Titles remain incredibly significant in day-to-day conversation. And the topic is so well-engrained in our society, there have been hundreds of etiquette books published throughout the years, with some recent examples including Amy Vanderbilt’s 1952 best seller “The Complete Book of Etiquette” and Tiffany’s “Table Manners for Teenagers.” It’s important! And while the definition of what is “proper” or “polite” or “appropriate” differs widely between cultures, age ranges, geographical areas, and – of course – what era of human history in which you find yourself, most western civilizations agree a proper address – greeting a customer by their name – is the easiest way to build a foundation of professional rapport. The problem? With respect to this topic, the golf industry is left wanting. Badly.

Proper address as a catalyst for a good customer experience

Aside from being an overall best practice, the proper address serves two important functions in point-of-sale club operations: it disarms the bully, and it reinforces a happy customer’s positive attitude.

As a club or hospitality professional, there’s no doubt you can recall at least a dozen stories of bully customers who approach the counter with a scowl. You can see it coming a mile away – this person is going to be a problem. It can be easy to fall into the trap set by this curmudgeon customer and stoop to a level beneath customer service standards set by your club. Pausing the conversation to complete a proper address and using or asking for the customer’s name is an excellent way to disarm discourtesy and begin the conversation on new, more polite terms.

On the flip side, a proper address tends to strengthen a positive and happy customer’s perception of your brand, especially from the onset of his or her experience at the club. The proper address also turns the point-of-sale operator into an authority or a person of influence throughout the customer journey and creates a positive, personal connection between an employee and the customer. This not only validates the customer’s experience, but through proper training and a commitment to this procedure, can also help your staff gain confidence and optimism for when that bully customer comes back again.

The stats

Everyone who walks through the door of a golf club, hotel, hospitality venue or other customer-first business will have to give a name to book their experience. Names are taken or given via the phone or digital booking systems and will always be on file for the day and time of customer arrival. And in that respect, the excuses for failing to address a customer by name are few and far between.

The current average proper address score of clubs and hospitality properties is 4.4 out of a possible 10 points over all 59club USA data sets and has only increased to a 6.7 out of 10 over the past 11 months. This remains one of the poorest scoring areas of 59club mystery tests to date. Yet, this is one of the easiest and cheapest corrections to make at the club. No risk, but extremely high reward.

59CLUB USA TO CONDUCT MYSTERY SHOPPING TESTS, PROVIDE SURVEY TOOLS FOR MEMBER-OWNED ST. IVES CC

Monday August 30, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they added member-owned St. Ives Country Club to the 59club USA client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services, online survey tools and access to 59club’online training tool, Mentor to increase member satisfaction throughout the entire club experience.

“St. Ives is an incredible property and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights into their current operations.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“We’re extremely excited to use 59club USA’s mystery shopping services to help enhance our customer service, not only in our golf operations, but throughout our club experience,” said Mike Davis, GM at St. Ives. “As a member-owned private club, we’re only as good as the service we provide to our members and guests. We’re happy to employ these specific tools so we can continue to provide excellent service to our current and future members.”

St Ives Country Club is one of the premier private clubs in the Atlanta, Georgia area and provides a social environment for members, families. Located in Johns Creek, St Ives has provided golf, tennis, and swim programs for the entire family for over 30 years, offering high-caliber membership experience, while being one of the most warm, welcoming, and friendly country club in the area.

Already, 59club USA has established and developed relationships with more than 80 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Bobby Jones Links, Landscapes Golf Management, Brown Golf Management and Hampton Golf – some of the world’s largest golf management companies.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

59CLUB USA INKS DEAL TO CONDUCT MYSTERY SHOPPING TESTS FOR VICI PROPERTIES’ FOUR GOLF COURSES

Friday July 30, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they added VICI Properties and their four golf courses to the 59club USA client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help audit and improve the golf experience, event sales and group-outing sales at all four VICI owned golf courses.

“We’re excited to be assisting the high-end properties in the VICI portfolio with their customer service operations,” said Mike Kelly, managing partner of 59club USA. “We’re thrilled to get started and look forward to providing detailed feedback for each of their four unbelievable golf courses.”

The mystery shopping services provided by 59club USA will capture the golf experience from start to finish and provide industry-leading, unbiased feedback on hundreds of data points that fully encapsulates the customer experience at each club.

“We are excited to partner with 59club USA as our teams strive to offer the best customer service at each of our VICI Golf facilities,” said Jeff Krohn, VP of Golf Operations for VICI Properties. “Using 59club USA tools, our teams will have the best resources available to WOW our guests during each visit. The team at VICI Golf is very excited to get started.”

VICI Properties owns and operates four golf courses in the United States including Rio Secco in Las Vegas, Nevada, Grand Bear Golf Club in Biloxi, Mississippi, Chariot Run Golf Club in Laconia, Indiana and Cascata Golf Club – touted as the 8th Wonder of the Golfing World – in Boulder City, Nevada.

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

Already, 59club USA has established and developed relationships with more than 80 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Bobby Jones Links, and Landscapes Golf Management – two of the world’s largest golf management companies.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit www.59clubusa.com.

About VICI Properties Inc.

VICI Properties Inc. is an experiential real estate investment trust that owns one of the largest portfolios of market-leading gaming, hospitality and entertainment destinations, including the world-renowned Caesars Palace. VICI Properties’ national, geographically diverse portfolio consists of 28 gaming facilities comprising 47 million square feet and features approximately 17,800 hotel rooms and more than 200 restaurants, bars, nightclubs and sportsbooks. Its properties are leased to industry leading gaming and hospitality operators, including Caesars Entertainment, Inc., Century Casinos, Inc., Hard Rock International Inc., JACK Entertainment LLC and Penn National Gaming, Inc. VICI Properties also has an investment in the Chelsea Piers, New York facility and owns four championship golf courses and 34 acres of undeveloped land adjacent to the Las Vegas Strip. VICI Properties aims to deliver sustained income and value growth through its strategy of creating the highest quality and most productive experiential asset portfolio in American real estate investment management.

Do You Know What You Don’t Know?

Wednesday July 14, 2021

A unique question was posed of PGA TOUR star Marc Leishman during his 2018 BMW Championship appearance – do you know what you don’t know? The philosophical, almost Zen-like inquiry left the Aussie star perplexed and confused, but he eventually answered the riddle with charming befuddlement, stating with a chuckle “No. I don’t know what I don’t know.” Lucky him.

When it comes to their on-course game, Leishman and the rest of the PGA TOUR’s best might have the luxury of blocking out the riffraff, choosing instead to focus only on winning – the one component of their career that matters. But for the remaining 99.9 percent of golf industry professionals like course operators, hospitality managers, F&B personnel, outside service members and others who use the game of golf to make a living, knowing what you don’t know is the difference between providing a valuable golf experience or receiving an angry Yelp review. 

Golf course operators and managers cannot be everywhere at once to ensure every single element of the golf experience at their club matches the price point. But with many clubs operating at high price points, excellent customer service is not the exception. Excellence is expected, and the reason why high-profile daily fee clubs and private clubs alike rely on third-party customer-service expert consultants to figure out what they don’t know and fix it.

“An independent mystery shopper audit allows managers to view their club through the eyes of their customers,” said Mike Kelly, Managing Partner of 59club USA. “Feedback will pinpoint strengths and weaknesses, while the ability to make service comparisons to not only chosen competitors, but also the 59club industry and best performing clubs, gives operators actionable data, goals and opportunities to evaluate their tactics.”

Mystery shopping audits measure all service offerings at the club and are not solely limited to turf conditioning or bunker presentation – although that is a large component of the program. Staff attitude, sales and upselling prowess, facility management and general operating procedures also are factored into the mystery test – which gives club managers a real-time snapshot of their entire customer-service presentation. 

59club USA has helped more than 80 high-profile clubs collect customer-service data and elevate their golf experience all over the country including the TPC Network which operates 32 golf properties was one of the first to adopt 59club USA customer service benchmarking techniques, using the collected data to increase customer loyalty and provide employee feedback. But Kelly suggests the tools provided by his firm are not reserved for only high-end or private properties.

“Investment in bricks and mortar do not sustain and grow reputations,” said Kelly. “It is people who build reputations. You may or may not be the ‘biggest’ club in the area but you can definitely achieve, deliver and then maintain outstanding customer service.”

As we slowly come out of the pandemic and get back to what serves as a new normal – whatever that might mean – we have a little breathing room to reflect on silver linings. The golf industry enjoyed a mini boom over the last 15 months, drawing a large number of first-time players and overall participation not seen since the early 90s. And with that newfound reinvigoration, the game itself is in a unique position to renew its focus on elevating the game from standardized commodity to an elite-level golf experience. And it seems as though 59club might be the best way to know what you don’t know.

Friendly Conversation Starters – The F&B Upsell Engine

Friday July 9, 2021

Making members and guests feel valued and welcome is an absolute no brainer for any hospitality venue, but for golf course F&B establishments which often operate with smaller margins and lower foot traffic than traditional restaurants, the line between success and failure is razor thin. And with labor shortages and employee turnover at levels not seen in decades, the importance of increasing margins through upselling and keeping good employees has never been higher.

According to 59club USA’s industry leading proprietary data sets, the F&B customer service tactic most in need of improvement is also the least costly and happens to be a catalyst for increased margins. It also helps raise tips for servers and happens to be one of the key components of exceptional customer service – friendly conversation starters, A.K.A the upsell engine.

Customers are far more likely to purchase premium items when they have a personal connection to their server. Something as simple as a friendly introduction from the server or a well-placed engaging question can be the difference between your customers ordering the cheapest thing on the menu or opting for the larger size – and higher margin – appetizer, special of the day, beer, cocktail or dessert. Developing rapport through the friendly conversation starter tactic is something every server in your organization should strive for at the beginning of each individual interaction. And it works.  

This same tactic is also one of the driving forces of higher tips. Since most diners in the US tip a percentage of the bill, raising the final total through upselling – made easier through friendly communication – will increase gratuities and employee satisfaction and assist in lowering employee turnover.

The stats:

Clubs are simply not taking advantage of this tactic. Even at the podium levels – the best of the best – of 59club clients, only 66 percent (66%) of tests showed a server’s willingness to engage in friendly conversation starters. The industry average drops to an abysmal 40%, showing an industry wide opportunity for growth and higher F&B margins. Let’s do some math!

Club X has an average of 140 players per day of which 40 (29%) order a small beer at the end of their round. The small beer is priced at $7 with a 78% margin. The large beer is priced at $9 with the same 78% margin. If servers at Club X used friendly conversation starters to prime the pump for the upsell to the larger beer and managed to convert half of the 40 drinkers to the premium beverage, the result is a $11,534 increase in profit over the course of one year – on only one menu item – just by implementing a no-additional-cost tactic in your customer service toolkit. Win win.

Does your service staff need a tutorial on friendly conversation? Take advantage of 59club USA’s online training platform that is designed specifically for the club business.

59club USA Adds 20 Clubs to Rapidly Expanding Client Base Through Agreement With Landscapes Golf Management

Tuesday July 6, 2021

North American customer service satisfaction and benchmarking firm59club USA announced today they added Landscapes Golf Management (LGM) – a sister company to Landscapes Unlimited – to their client roster. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services to help audit and improve the golf experience, membership sales, event sales and group-outing sales for 20 LGM golf properties in 13 states.

“We’re obviously thrilled to begin working with Landscapes Golf Management and their extensive list of extraordinary golf properties,” said Mike Kelly, managing partner of 59club USA. “We look forward to showcasing our world-class customer service platform and providing knowledgeable insights which will help shape future plans and achieve customer service excellence throughout their portfolio.”

With the addition of 20 LGM properties, 59club USA expands its client roster to more than 80 golf properties in 28 states across the country.

“Landscapes Golf Management invests extraordinary time, effort and resources into all levels of our organization, especially customer service and training, but we understand there is always room for improvement,” said Tom Everett, president of LGM.  “By utilizing 59club USA’s services, we will receive access to real-time, unbiased data which will help us achieve our goal of consistent customer service improvement, and continued success and growth in all customer-facing areas. We’re extremely excited to begin.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

Already, 59club USA has established and developed relationships with more than 80 well-known golf clubs and resorts in North America including 14 TPC Network properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Bobby Jones Links, and now Landscapes Golf Management – two of the world’s largest golf management companies.

59Club USA Adds Bret Garrison as Regional Director of Sales to the Team

Monday June 21, 2021

59club USA announced today Bret Garrison is joining the team as Director of Sales. Garrison will work remotely for 59clubUSA and manage new client sales operations, client retention strategies and strategic marketing initiatives.

“Bret joins us with more than 15 years’ experience in operational and sales management roles and his experience will be instrumental in 59club USA’s sales strategies moving forward, ” said Mike Kelly, Managing Partner for 59club USA. “As our business grows, we will continue to put a premium on hiring dedicated and talented individuals to lead our company into the future.”

Garrison gained experience at several high-end properties including Boar’s Head Resort & Club, The Club at New Seabury, Lexington Golf & Country Club and Up to Par Management.

“I’m absolutely thrilled to join the 59clubUSA team,” said Garrison. “The opportunity to join a growing company that is committed to raising the bar in the golf and hospitality industry really appealed to me.”

59club USA has established and developed relationships with more than 50 well-known private golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, Cuscowilla on Lake Oconee, Fenway Golf Club in New York , The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Ruark Golf Properties in Ocean City, Maryland, and Bobby Jones Links – one of the world’s largest golf management companies.


59club USA signs agreement with The Old Club

Monday April 26, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they have added The Old Club to their client roster. The Old Club, located in Harsens Island, MI, is a member-owned, exclusive island resort and yacht club surrounded by the pristine, freshwater of the Great Lakes delta known as the St. ClairFlats. 59club USA will use their industry-leading proprietary survey tool to assist the Club in gathering information that will allow the General Manager and the Board to be able to make strategic, data-driven decisions.

“As a Board, we wanted to get our members’ thoughts on certain key strategic issues we were facing,” stated Sean Southers, The Old Club Board Member. “We also wanted to gain some insights on several key operational issues. Mike and the 59club USA team did a great job helping us formulate the right questions to ask and executed the survey in a very timely manner. They also left us an easy-to-use survey tool to continue to gather our members’ thoughts on a variety of issues going forward. Part of our plan is to begin surveying all of our new members on how they are being integrated into the club as well as collecting data on why our exiting members are leaving.”

“The Old Club had not done a survey of their membership in several years,” said Mike Kelly, Managing Partner of 59club USA. “Their members were eager to give input on certain key decisions the Board and Management are facing, as evidenced by the high participation rate of members in the survey (63%). That is one of the highest participation rates we have seen, and they received some great data as a result”.

59club USA has established and developed relationships with more than 60 well-known clubs, communities and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club, Cuscowilla on Lake Oconee, Fenway Golf Club, The Mid Ocean Club, Palmetto Bluff, Reynolds Lake Oconee, Ruark Golf Properties and Bobby Jones Links golf management company.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits,

Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

About The Old Club

The Old Club enables old time values, honors decades of tradition yet anticipates the need and necessity to stay current and positively evolving – a collaboration that encourages innovation & supports future development. To learn more about The Old Club, visit https://www.theoldclub.com/.

59club USA Renews Agreement with Haig Point

Thursday April 22, 2021

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they have reached an agreement to extend their partnership with Haig Point located on Daufuskie Island in Hilton Head, SC. The extension allows 59club USA to continue to use its proprietary, industry-leading software and objective data analysis tools to provide Haig Point with valuable, quantitative, and unbiased customer service feedback.

“We’ve chosen to renew with 59Club for another year because we continue to improve and want to be a podium club,” said Adam Martin, VP of Sales & Marketing at Haig Point. “Member retention and recruitment are our top priorities and providing a world-class member experience is our most important strategy in reaching our goals. Our net promoter score has increased 52 points since we began surveying and mystery shopping ourselvesIt would not have been possible without the help from the 59Club team.

“The team at Haig Point does an unbelievably great job taking action on the data we provide for them,” stated MikeKelly, Managing Partner for 59club USA. “From the very first mystery shop, they had a written action plan they presented to their Board to address each area that could be improved”. They also survey all their new members regarding how they are feeling as they settle into their new lifestyle. They do this by sending a few, short, thoughtful surveys at appropriate intervals within the first few months after joining to ensure that each new member is getting engaged at the club. They are extremely focused on taking great care of their members”

59club USA has established and developed relationships with more than 60 well-known private golf clubs, communities and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club, Cuscowilla on LakeOconee, Fenway Golf Club, The Mid Ocean Club, Palmetto Bluff, Reynolds Lake Oconee, Ruark Golf Properties and Bobby Jones Links golf management company.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery ShopperAudits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance, and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

About Haig Point

Haig Point is a historic private community located on Daufuskie Island in South Carolina. From 1735 through the founding of our club in 1986, our land has been of great importance to the surrounding island. With endless opportunities, Haig Point Club has become a premier destination for members with its 29 golf holes, tennis and fitness facilities, swimming, and beach recreation.

CONTACT:
Jonathan Crist
480.348.7540
jcrist@commlinks.com

Mike Kelly
706-347-0331
mkelly@59clubUSA.com

59club USA RENEWS AGREEMENT WITH TPC

Tuesday February 16, 2021

STATHAM, Ga.North American customer service satisfaction and benchmarking firm 59club USA announced today they have reached an agreement to extend their partnership with TPC Network which operates 30 high-end golf properties in North America many of which are featured on the PGA TOUR. The extension allows 59club USA to continue to use its proprietary, industry-leading software and objective data analysis tools to provide TPC Network with valuable, quantitative and unbiased customer service feedback. 59club USA will provide these services to 14 of TPC Network’s 30 golf properties.

“The training and testing platform created the much-needed visibility into our sales organization that we’ve wanted for a long time,” said Vic Aliprando, VP of Business Development of PGA TOUR Golf Course Properties. “We now have a consistent sales training program for all new hires which allows us to focus our retraining efforts specifically on those that need it and on the areas that they need. Mike and his team are incredibly responsive and have done so much to help our sales team.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“TPC Network and their team understands the importance of consistency when it comes to sales and customer service,” said Mike Kelly, Managing Partner of 59club USA. “We’re extremely excited to continue our relationship which has already paid dividends for their tremendous properties.”

59club USA has established and developed relationships with more than 50 well-known golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, Cuscowilla on Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Ruark Golf Properties in Ocean City, Maryland, and Bobby Jones Links – one of the world’s largest golf management companies.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

About TPC Network

Owned, operated, and licensed by the PGA TOUR, the TPC Network is comprised of 30 premiers private, resort and daily fee golf properties designed by some of golf’s most elite architects. Twenty of the clubs are operated by affiliates of PGA TOUR Golf Course Properties, Inc. Each TPC has hosted or has been designed to host TOUR-sponsored golf tournaments. Since TPC Sawgrass first opened its world-renowned PLAYERS Stadium Course in the fall of 1980, TPCs have provided the PGA TOUR with rent-free venues for tournaments, helping to boost championship golf purses and increasing charitable donations to grass roots non-profit organizations. At the same time, TPCs have provided recreational golfers with the unique opportunity to test their skills on the same layouts where the world’s best golfers compete.

TPCs are known for their history of hosting PGA TOUR-sponsored golf tournaments, their outstanding conditioning and amenities, as well as a commitment to environmental excellence. The TPC Network is also distinguished by its unwavering commitment to further the PGA TOUR’s giving back mission through support of charitable and community-based programs. For more information, please visit www.tpc.com. For the most up-to-date news, follow the TPC Network on Twitter (@PlayTPC), Instagram (@PlayTPC) or Facebook.com/TPCNetwork.

59CLUB USA ADDS THREE STORIED DEVELOPMENT LUXURY CLUB COMMUNITIES TO CLIENT ROSTER

Wednesday October 14, 2020

STATHAM, Ga.North American customer service satisfaction and benchmarking firm 59club USA announced today they’ve added three private golf communities which Storied Development’s actively involved with  to their client roster including The Grove in Nashville, Tennessee, Boot Ranch in Fredericksburg, Texas and Talisker Club in Park City, Utah. 59club USA will use its industry-leading proprietary software and objective data analysis tools to provide feedback on Member satisfaction and utilize their exclusive my59 Mentor on-line training platform for Storied Development.

“The core of our business is ensuring our members receive a world-class, luxury experience in all areas and aspects of our communities,” said Mark Enderle, Partner, Storied Development LLC. “By engaging 59club, we receive the actionable and unbiased feedback from our residents and property owners we need to achieve our goal of consistent customer service improvement, continued success and growth.” 

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“Storied Development’s incredible properties are some of the most beautiful and luxurious private golf communities in the country and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights which will help shape future plans and achieve customer service excellence throughout their portfolio.”

Already, 59club USA has established and developed relationships with more than 45 well-known golf clubs and resorts in North America including 14 TPC properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina, Ruark Golf Properties in Ocean City, Maryland and Bobby Jones Links – one of the world’s largest golf management companies.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

About Storied Development

Storied Development, LLC, is a partnership of seasoned real estate executives with a 30-year track record of success in the development, marketing, sales and operation of private club communities throughout the continental U.S., Caribbean, Mexico and Hawaii. The leadership team currently has an active role in three private golf communities, The Grove (College Grove, TN), Boot Ranch (Fredericksburg, TX) and Talisker Club (Hideout, UT). To learn more about Storied Development, visit https://storiedliving.com/.

59CLUB USA INKS DEAL WITH RUARK GOLF IN OCEAN CITY, MARYLAND

Thursday September 10, 2020

59club USA to Provide Mystery Shopping, Member Survey Tools and Virtual Training Services

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they added Ruark Golf Properties to their client roster. Ruark Golf owns and operates four of the premier golf clubs in Ocean City, Maryland including the 36-hole GlenRiddle Golf Club (Man O’ War and War Admiral), The Links at Lighthouse Sound, Rum Pointe, and Nutters Crossing. 59club USA will use their industry-leading proprietary software and objective data analysis tools to provide mystery shopping services, member, guest and employee survey tools and their exclusive my59 Mentor on-line training platform for Ruark Golf Properties.

“Ruark Golf prides itself on providing the highest level of customer service possible and that doesn’t exist in a vacuum,” said Chris Harrison, director of business development, Ruark Golf. “Our team is constantly looking for ways to improve. With 59club’s services, we hope to more easily identify areas in which to enhance our guest experience and quickly and efficiently implement real solutions. We’re excited to get started.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training – both virtual and on-site.

“We’re thrilled to showcase our suite of services and bring Ruark Golf into the 59club family,” said Mike Kelly, managing partner, 59club USA. “Ocean City is a bright, vibrant and established golf destination, and these properties are some of the best around. We look forward to working with Ruark Golf and helping their team take additional steps in elevating their customer service techniques.”

Already, 59club USA has established and developed relationships with more than 30 well-known golf clubs and resorts in North America including 14 TPC properties, Reynolds Lake Oconee, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the world’s largest golf management companies.

59CLUB USA RENEWS CUSTOMER SERVICE BENCHMARKING RELATIONSHIP WITH BOBBY JONES LINKS

Tuesday September 1, 2020

STATHAM, Ga. – North American customer service satisfaction and benchmarking firm 59club USA announced today they have renewed their professional relationship with Bobby Jones Links. Bobby Jones Links manages a diverse portfolio of golf and social clubs on behalf of developers, private investors, municipal and government entities, associations, club boards, and lenders. 59club USA will continue to provide survey tools, mystery shopping services, and virtual training services for Bobby Jones Links to measure and improve performance throughout their club portfolio.

“Our partnership with 59club USA has been instrumental in evaluating and enhancing our performance across the board,” said Amy Buchanan, VP of Sales and Marketing, Bobby Jones Links. “Using a third party to ensure we’re constantly getting better is a real differentiator compared to other management companies who rely on biased data from their own channels. With 59club USA, we can ensure we’re getting real, actionable, unbiased data which will allow us to improve quickly and efficiently. We’re thrilled with the results.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training.

“Our partners’ continued success is our success,” said Mike Kelly, managing partner, 59club USA. “We look forward to our continued work with the Bobby Jones Links team and helping them continue their pursuit of customer service excellence.”

Already, 59club USA has established and developed relationships with more than 40 well-known golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the country’s largest golf management companies.

THE GRASS IS GREENER: GOLF COMMUNITIES SEEING NEW BUYERS AMID PANDEMIC

Monday August 17, 2020

Golf course communities, which had been losing popularity for a few years, have seen a resurgence in interest since this spring.
COURTESY OF HAIG POINT

Kathy and Rodger Cole searched sporadically for a second home for the past several years with their sights set on Lake Tahoe. The couple, who live in the San Francisco Bay area, accelerated their plans when the pandemic hit, and switched gears to look at Santa Lucia Preserve in Carmel, California.

“We knew it was time to get serious about a vacation home that we could easily drive to once Covid-19 hit,” said Rodger Cole, a 51-year-old lawyer. “We went to The Preserve in Carmel, which is 65 miles from our house, four weekends in a row to play golf and to look at houses.”

The Coles purchased their home, which features 4,000 square feet, three bedrooms, 3.5 bathrooms and a patio with a fire pit and a meadow view, for $3.45 million.

“We’ll likely spend as much as three-fourths of our time at The Preserve because our kids, who are in middle school and high school, are doing virtual learning this semester,” said Mrs. Cole, who is 48. “The whole family plays golf, and the kids can ride horses at the equestrian center. And even though this place is so secluded and serene, the internet service is better than at our home in Silicon Valley.”

Golf course communities, which had been losing popularity for a few years, have seen a resurgence in interest since this spring. The states with the most golf courses include Arizona, California, Florida, Georgia, Hawaii, North and South Carolina and Texas, according to the Bureau of Labor Statistics. .

“Most of our clients are having record years in rounds of golf played and golf club memberships sold,” said Mike Kelly, managing partner of the 59 Club USA, a consulting company based in Statham, Georgia, that analyzes customer service and makes recommendations in the hospitality industry, including golf for courses. “Those that are selling real estate into these environments, especially those in more vacation-like settings away from bigger cities, are also seeing great results this year.”

Golf is one of the few activities that people could continue to participate in during the pandemic because it is played outdoors and was allowed in most states, Mr. Kelly said.

“The membership and real estate side of the business is growing due to the trust the market has put into the care given by a private club or community,” Mr. Kelly said. “People simply feel it is a more secure environment than going to a facility that is open to the general public, including the restaurants, pools and kids programming.”

At Santa Lucia Preserve, for example, the community anticipated selling 30 new club memberships this spring and summer but sold 70 new full golf memberships and another 43 social memberships, said Jen Anello, director of sales for The Preserve. Initiation fees, which are required to join the private golf club, range from $60,000 to $160,000. Annual dues, minimum spending requirements and maintenance fees are also charged to golf club members and vary widely.

“We’ve seen interest in The Preserve change exponentially since the pandemic started,” Ms. Anello said. “Usually it takes people at least two years between their first visit and their decision to buy, but now people are making the decision within weeks or months.”

Living room view from a home in Santa Lucia Preserve, a luxury golf community in California.
Joe Fletcher

Seclusion and Golf Entice New Residents to Island Life

At Haig Point, a golf course community on Daufuskie Island, South Carolina, far more potential buyers inquired about property between March 1 and May 15 this year (795 inquiries) compared to the same period last year (472), according to Adam Martin, vice president of sales and marketing there.

“We have the lowest number of homes on the market than ever, which is partly a reflection of the fact that a unique form of security and safety is baked into the community because it can only be reached by boat,” Mr. Martin said. “The number of rounds of golf played in June and July was up 150% compared to last year because golf is a naturally socially distant sport that’s played outside.”

The initiation fee for golf membership at Haig Point is $20,000.

At Haig Point, about 50% of residents stay year-round, but this year, that has shifted to about 70%, said Doug Egly, the CEO there. Haig Point’s buyers come from nearby Southern states, the Midwest, the Mid-Atlantic and New England, especially cities that have a direct flight to Savannah or Hilton Head.

View across Haig Point of the Calibogue Sound and Hilton Head Island.
Courtesy of Haig Point

“We’ve definitely seen a resurgence of interest in golf and a change in who plays, too,” said Mr. Egly. “It used to be just the husbands, but now the whole family plays. The number of golf clinics for kids and ladies has gone way up. Instead of people playing once a week, our residents are playing three or four times a week, especially parents playing with their kids.”

Ted Lape, a 55-year-old business owner from Columbus, Ohio, and his wife Kelly, a 50-year-old former lawyer, visited Haig Point for decades before the Covid-19 pandemic nudged them to buy there. They closed on a $904,000 property in June.

Mr. Lape and family
Courtesy of Ted Lape

“We have a sophomore in college, a freshman in college and a ninth-grader who were all doing virtual learning from a rented house in Haig Point in April,” Mr. Lape said. “We were playing golf every day in between virtual school and remote work, and we decided it was time to buy here.”

The golf course at Haig Point is playable for all skill levels, which makes it easier for the whole family to enjoy it together, Mr. Lape said.

“What makes Haig Point unique is that it’s a great golf community combined with privacy and the beach,” Mr. Lape said. “It’s always possible to get a tee time and you don’t even see other people or the other holes while you’re playing.”

Golf course view from a residence in Haig Point, a golf course community on Daufuskie Island, South Carolina.
Courtesy of Haig Point

Arizona Acreage with Seven Golf Courses

In Scottsdale, Arizona, the Desert Mountain golf course community saw golf rounds increase from 27,438 played in May through July last year to 39,579 played in those same months in 2020, according to Nicole Forbes, the community’s director of membership sales. In addition, 50 new golf memberships were sold in June, July and August this year, compared to 31 during that same period in 2019. The initiation fee for golf membership is $30,000 at Desert Mountain.

“We’ve seen a change this year in our homebuyers, too,” Ms. Forbes said. “It used to take people two to five years to visit and buy a home, but this spring and summer, people are buying in a 30- to- 60-day timeframe. Most people used to buy second homes here and then eventually move here full time, but now the majority of buyers plan to make this their primary residence.”

The increase in golfers includes more women and children than in the past at Desert Mountain’s seven golf courses, said Kim Atkinson, director of marketing and communications for the community.

“Over the past several years, we’ve seen a shift to more families with younger children moving here, so during the pandemic, we converted our youth activities center to a socially distanced virtual classroom, offered tutoring and more kids activities,” Ms. Forbes said. “The golf courses are a big driver for home purchases, not only for players but also because people like the canvas of all the year-round green grass outside their windows.”

This five-bedroom, 5,541-square-foot home in Desert Mountain, Scottsdale, Arizona, is currently on the market for $2.675 million.
Phil Johnson

Texas Hill Country Enhanced with Golf

At Cordillera Ranch in Boerne, Texas, about 20 minutes north of San Antonio, the number of inquiries into buying homes started to climb beginning in mid-April and continued on an upward trajectory in May, June and July, according to Charlie Hill, president and chief operating officer of DH Investments, developers of Cordillera Ranch.

“About 90% of our buyers live here full-time, with a lot of young families, especially, moving here in the past few years,” Mr. Hill said. “Golf is the cornerstone of the community, especially this year. Normally, we see the number of rounds played go up 2% to 3% per year, but this year, the number of rounds played so far is up 50% over 2019.”

Most buyers at Cordillera Ranch purchase golf memberships, Mr. Hill said. The initiation fee for membership is $70,000.

“Golf is the major draw, but this year, especially, people also like the access to parks, trails, the equestrian center and the river,” Mr. Hill said. “Most of our properties are on one to three acres and we have lots of outdoor activities. Our buyers are happy to get away from the confines and chaos of cities.”


59CLUB USA FINALIZES RELATIONSHIP WITH THREE MORE BOBBY JONES LINKS MANAGED CLUBS

Monday June 8, 2020

59club USA to Provide Full Suite of Services to Big Canoe, Hope Valley Country Club and The Champions Club.

59club USA announced today they added three more Bobby Jones Links managed clubs (Big Canoe, Hope Valley Country Club and The Champions Club) to their client roster. Just one hour north of Atlanta, GA, Big Canoe is a private, gated, masterplanned community. Hope Valley Country Club is a member-owned private club located in Durham, NC and The Champions Club is a private club nestled at the foot of the White Oak Mountain in Ooltewah, TN. “We’re excited to continue our relationship with the Bobby Jones Links team and are looking forward to developing a relationship with each of the managers at these three new clubs” stated Mike Kelly, Managing Partner of 59club USA.

“Bobby Jones Links has secret shopped our properties and surveyed our customers and members for years. When the time came to elevate our practices allowing for better analysis of our data against industry standards and our competitors, 59club USA was the ideal partner to engage. We believe what gets measured gets done, and 59club USA’s tools provide our properties feedback for effective improvement” stated Amy Buchanan – VP Marketing and Sales for Bobby Jones Links 59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

Already, 59club USA has established and developed relationships with nearly 40 wellknown golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, The Mid Ocean Club in Bermuda, Haig Point and Sea Pines Country Club in South Carolina and The Hideout Golf Club & Resort in Texas. See a full list of their clubs at https://www.59clubusa.com/venues-tested/.

59CLUB PROVIDES COMPLIMENTARY DATA TO CLUB INDUSTRY

Thursday May 7, 2020

59CLUB PROVIDES COMPLIMENTARY DATA TO CLUB INDUSTRY

STATHAM, Ga. – The North American arm of customer service satisfaction and benchmarking firm 59club announced today they have gathered data from over 100 clubs within the states of Georgia, Texas, Colorado and Wyoming. All of the data relates directly to the operational decisions that club managers are facing right now as they begin to prepare for the reopening.  

“Since none of us has dealt with an issue like this before, club managers are curious about what their peers are doing to prepare for reopening. Having data they can share with their Boards, and their teams, is critical right now,” said Mike Kelly, managing partner 59club USA. “Club managers are a very creative group. We want to assist in the collection and sharing of the best ideas and also share the data that we’ve created. We’re in this together. We want to do our part and help as much as we can.”

59club’s proprietary survey tools enable club managers to identify member and employee needs, strengthen customer retention and recognize a clear direction on ways to improve the overall experience at their respective clubs. Managers and decision makers can use this service to pick and choose from a wide variety of questions already available within the platform, and/or choose to add custom questions of their own. 59club is providing specific COVID-19 survey questions as part of their complimentary offering of the survey tool.

Click here to sign up for complimentary my59 survey tools.

Click here to get a copy of the data collected.

About 59Club USA

59Club USA is specifically designed to elevate sales and service standards. 59club USA provides mystery Shopper Audits, Customer Satisfaction Surveys, and Training Services, empowering venue managers to analyze their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to enhance their guest services. To learn more about 59club USA, visit https://www.59clubusa.com/.

59CLUB USA PROVIDES COMPLIMENTARY EMPLOYEE SURVEY TOOLS, HELPING CLUBS IDENTIFY STAFF NEEDS DURING CHALLENGING TIMES

Wednesday April 8, 2020

59club USA announced today the company will provide its finalized employee survey tools to golf clubs and other hospitality venues amid the COVID-19 crisis for free. The employee survey tools capture employee challenges, concerns, and potential opportunities all in one easy-to-use snapshot. 59club USA has previously made available survey tools intended for club guests and members. The complimentary survey tools will be available throughout the current crisis.

“Many clubs are asking themselves if surveying their employees is appropriate during this time,” said Mike Kelly, managing partner, 59club USA. “The long-term implications of mismanaging employee needs are insurmountable, and there is data available that shows employee feedback and direct communication is not only appropriate, it’s necessary during this crisis. Top-performing clubs consistently search for ways to make themselves and their employees better.”

59club’s proprietary survey tools enable club managers to identify both employee and guest needs, strengthen customer retention and recognize a clear direction on ways to improve the overall experience at their respective clubs. The smart dashboard allows clubs to analyze data in a clear and concise manner and provides demographic filters to further segment information from employees, creating a comprehensive, manageable and immediate snapshot of employee opinion and attitude. 59club has created COVID-19 specific survey templates as part of their free offering of their survey tools. Managers and decision makers have the freedom to create additional custom questions of their own to better fir their needs and goals using the software.

“Effective feedback, both positive and negative, is very helpful anytime,” said Kelly. “It may be more important now than ever during these ever-changing times. Top performing clubs are top performing clubs because they consistently search for ways to make their best even better. Top performing clubs are not only good at accepting feedback, they deliberately ask for feedback. And they know that feedback is helpful only when it highlights weaknesses as well as strengths.”

Click here to gain complimentary access to this important tool

59CLUB USA PROVIDES ADDITIONAL COMPLIMENTARY SURVEY TEMPLATES, CONTINUES SUPPORT OF HOSPITALITY AND TOURISM INDUSTRY DURING COVID-19 PANDEMIC

Tuesday March 31, 2020

59club USA announced today they will offer additional complimentary COVID-19-specific survey templates amid the ongoing global crisis. Additional survey templates include two direct-member communication surveys – dependent on whether the respective facility is currently open or closed for business – as well as two golf instruction templates also dependent on the current state of the respective business. Golf clubs and other hospitality venues may use the complimentary survey tools to communicate directly to their membership and identify member and guest needs through May 31, 2020.

“We’re doing everything we can to empower those in our industry that have been so greatly affected by the pandemic,” said Mike Kelly, managing partner, 59club USA. “These special COVID-19 survey templates include insightful questions covering all aspects of a venue’s professional services. Right now, it is absolutely imperative club managers open efficient and consistent communications channels with their members and guests to accurately identify their needs to plan and respond accordingly.”

The complimentary COVID-19 survey tools now include four specialized and unique approaches to direct member communication including “club member: facility open,” “club member: facility closed,” “golf instruction: facility open,” and “golf instruction: facility closed.” These surveys accurately reflect the differences between clubs in different regions across the country which have adopted different rules based on their specific circumstances.

59club’s proprietary survey tools enable club managers to identify member and guest needs, strengthen customer retention and recognize a clear direction on ways to improve the overall experience at their respective clubs. 59club will provide specific COVID-19 survey templates as part of their complimentary offering of the survey tool. Managers and decision makers can use this service to pick and choose from pre-set questions already available within the platform, and/or choose to add custom questions of their own. The ability to gather data from one’s own members and make direct comparisons based on the current situation facing the industry will provide clarity and vision on a global scale when its needed most.

Click here to sign up for complimentary survey tools.

59CLUB USA PROVIDES COMPLIMENTARY SURVEY TOOLS, HELPING CLUBS IDENTIFY MEMBER NEEDS DURING CHALLENGING TIMES

Tuesday March 31, 2020

59club USA announced today they will offer complimentary use of their proprietary survey tools amid the current COVID-19 crisis. Golf clubs and other hospitality venues may use the survey tools to communicate directly to their membership and identify member and guest needs through May 31, 2020.

“Obviously, the tourism and hospitality industries have been greatly affected by the pandemic,” said Mike Kelly, managing partner 59club USA. “We want to help these clubs communicate with their members and guests so they can be best prepared to accommodate special circumstances until things get back to normal. We’re in this together. We want to do our part and help as much as we can.”

59club’s proprietary survey tools enable club managers to identify member and guest needs, strengthen customer retention and recognize a clear direction on ways to improve the overall experience at their respective clubs. 59club will provide specific COVID-19 survey templates as part of their complimentary offering of the survey tool. Managers and decision makers can use this service to pick and choose from pre-set questions already available within the platform, and/or choose to add custom questions of their own. The ability to gather data from one’s own members and make direct comparisons based on the current situation facing the industry will provide clarity and vision on a global scale when its needed most.

“These are extraordinary times. Many managers are trying to figure out if their club should remain open or what, if any, services should still be available,” said Simon Wordsworth, founder of 59club. “Clubs themselves are navigating uncharted waters trying to determine what their members actually want or expect from their club. Relying only on substandard communication tools like social media and non-reply emails does a disservice to the club, its members and guests. We want our friends and colleagues in the tourism and hospitality industries to have everything they need to weather this storm.”

Click here to sign up for complimentary survey tools.

59CLUB USA FINALIZES RELATIONSHIP WITH REYNOLDS LAKE OCONEE

Tuesday February 18, 2020

59club USA to Provide Employee Survey Tools for the Exclusive Club

59club USA announced today they added Reynolds Lake Oconee to their client roster. Reynolds Lake Oconee is a private residential lake and golf community on Lake Oconee just 70 miles East of Atlanta, Georgia offering spectacular lakefront residential properties, unrivaled and adventurous sporting grounds, more than 40 distinct member clubs and six incredible golf courses designed by legendary architects like Jack Nicklaus, Tom Fazio and Rees Jones. 59club USA will provide employee survey tools and services for Reynolds using their proprietary software and objective data analysis tools.

“We’re excited to be assisting such a high-end club as Reynolds Lake Oconee with their employee survey tools,” said Mike Kelly, managing partner of 59club USA. “The ability to understand employee needs, set expectations and deliver necessary incentives and training is crucial to providing exceptional customer service to existing and potential members. We’re thrilled to get started.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

Already, 59club USA has established and developed relationships with nearly 40 well-known golf clubs and resorts in North America including 14 TPC properties, We-Ko-Pa Golf Club in Scottsdale, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.

59CLUB USA INKS DEAL WITH CUSCOWILLA ON LAKE OCONEE IN GEORGIA

Thursday February 6, 2020

59club USA to Provide Mystery Shopping and Customer Service Benchmarking Tools for the Club

59club USA announced today they added Cuscowilla on Lake Oconee to their client roster. Cuscowilla is a private residential lake and golf community on Lake Oconee just 70 miles East of Atlanta, Georgia offering unrivaled lake views, true southern hospitality and Georgia’s No. 1 residential golf course designed by world-renowned architect duo Bill Coore and Ben Crenshaw. 59club USA will provide mystery shopping services for Cuscowilla using their proprietary software and objective data analysis tools.

“We’re extremely excited to use 59club USA’s mystery shopping services to help enhance our customer service, not only in our golf operations, but also our food and beverage operations,” said Jarrod Clark, general manager of Cuscowilla. “As a private club, we’re only as good as the service we provide to our members. We’re happy to employ these specific tools so we can continue to provide excellent service to our current and future members.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“Cuscowilla is an incredible property and we’re delighted to begin working with them,” said Mike Kelly, managing partner, 59club USA. “We look forward to showcasing our world-class customer service platform and provide knowledgeable insights into their current operations.”

Already, 59club USA has established and developed relationships with more than 30 well-known golf clubs and resorts in North America including 14 TPC properties, Reynolds Plantation, The Mid Ocean Club in Bermuda, Haig Point in South Carolina and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.

59CLUB USA ADDS THE MID OCEAN CLUB IN BERMUDA TO CLIENT ROSTER

Monday February 3, 2020

59club USA to Provide Mystery Shopping and Other Customer Service Benchmarking Tools for the Club

59club USA announced today they added The Mid Ocean Club to their client roster. The Mid Ocean Club is a private members’ club in picturesque Tucker’s Town, Bermuda, offering exceptional amenities, private beaches and a world-class golf course recognized by Golf Digest in 2018 as one of the Top-100 World’s Greatest Golf Courses. 59club USA will provide mystery shopping and membership benchmarking services for The Mid Ocean Club using their proprietary software and objective data analysis tools.

“We’re extremely excited to use this new technology to better understand our Members’ needs,” said Austen Gravestock, GM at The Mid Ocean Club.  “We take extraordinary pride on the level of service we provide at Mid Ocean Club. We hope our partnership with 59club USA will help us understand and implement new ways to enhance the experience at our incredible club.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“We’re thrilled to bring Mid Ocean Club into the 59club USA family,” said Mike Kelly, managing partner, 59club USA. “We look forward to working with their team and helping them continue their pursuit of customer service excellence.”

59club USA Inks Deal With Haig Point In South Carolina

Thursday January 23, 2020

59club USA to Provide Mystery Shopping and Other Customer Service Benchmarking Tools for the Club

North American customer service satisfaction and benchmarking firm 59club USA announced today they added Haig Point to their client roster. Haig Point is a luxurious, sea island community off the coast of South Carolina between Hilton Head and Savannah, Georgia with two Rees Jones designed golf courses, as well as tennis, equestrian and outdoor recreation amenities. 59club USA will provide mystery shopping and membership benchmarking services for Haig Point using their proprietary software and objective data analysis tools.

“Haig Point is an incredible property and we feel that our partnership with 59club USA will help us take our service to the highest level,” said Adam Martin, director of sales and marketing for Haig Point. “We’ve been self-evaluating using survey tools and comment cards, but our hope is that this software will give us instantaneous feedback and comparisons to some of the world’s top clubs/resorts.”

59club is a service-based management tool and customer service provider which uses objective data points and images to measure, improve and then maintain standards of customer service, in turn increasing visitor and member retention. Results of on-site testing from 59club are a boost to customer satisfaction, revenues and profits for clubs who use their services such as customer satisfaction surveys, mystery shopping services and employee training. Click here to view a complete list of 59club USA’s suite of services.

“We’re very excited to bring another unbelievable property into the 59club USA fold,” said Mike Kelly, managing partner, 59club USA. “We look forward to working with Haig Point and helping their team take the next step in elevating their membership service levels.”

Already, 59club USA has established and developed relationships with more than 30 well-known golf clubs and resorts in North America including 14 TPC properties and Bobby Jones Links – one of the world’s largest golf management companies. Click here for a list of testimonials.

59club business interface now available for Concept Customers

Monday August 12, 2019

Concept has partnered with 59club to provide its golf, leisure & spa clients with new service analysis intelligence to measure customer satisfaction levels within their businesses via its high-end operations software suites

Concept users can now benefit from 59club’s expertise, mechanism and freedom to independently deliver customer satisfaction surveys using their industry specific benchmarking assessment criteria, flexible survey templates and automated software.

The new partnership enables the auto-generating functions to remain switched on for mutual affiliated clients – meaning that each time member and guest data is entered into their operations software, 59club will auto-invite the customer to complete the venues bespoke satisfaction survey based on their recent encounter – for example after having joined the club, paid to play, visited the spa or F&B outlet or having relinquished their club membership. The functionality can even track a customer’s experience at significant landmarks during their journey, auto-generating a series of questionnaires, in sequence at set intervals as programmed by the venue, measuring a new member’s experience over a set timeframe as a guide.

With a wealth of survey templates that cover all areas of the hospitality industry and as a result of the two software giant’s new pairing, club staff can now save valuable time delivering surveys, avoiding additional data entry, and elements of human error or resistance are eradicated.

The new interface will go live at one of the most prestigious properties in The UK; The Belfry – with other leading Golf Groups such as Dubai Golf and premier clubs and resorts that includes the likes of Old Thorns, Celtic Manor, Stoke Park, Ramside Hall and Dalmahoy also set to win as a result of the new pairing, with concept looking to roll-out the update to all of its clients very soon.

Chris Reeve, Director of Golf at the Belfry Hotel & Resort, said: “The 59club surveys have been a huge success for us and we are just about to introduce a link between our EPOS [Concept] system which will talk directly to 59club’s software [my59] and provide a survey to anyone that plays a round of golf at The Belfry with a few key questions. This is going to open new doors for us and gives us even more insight into what our customers are looking for and allows us to retain our number one position as the best golf resort in the UK”

The new partnership has been forged to assist venues to improve and maintain sales and service quality, in addition to comparing their internal customer satisfaction levels against 59club’s benchmark; the industry average and the best performing venues globally. Ultimately venues stand to capture more consumer insights than ever before.

Simon Wordsworth, 59club CEO, said: “Our recent partnership with Concept is hugely exciting for 59club. Linking our customer satisfaction survey software with the complete enterprise solution for the world’s leading resorts couldn’t be a better match. Both companies have a focus on being in control; whether that’s assisting clients managing memberships, reservations, POS or business intelligence.

“The addition of ‘real-time’ customer service analysis sees the essential day to day operation of golf, leisure & Spa venues worldwide get a whole lot smarter. As 59club continues to grow with new operations in America, Asia and Europe, I’m looking forward to seeing our collaboration with Concept continue to advance service excellence standards across the industry globally”.

Concept, a Shiji Group Brand, offers its users with leisure software for spas, clubs, resorts, and golf courses. The Concept Golf product is a complete enterprise solution for the world’s leading golf resorts and venues and caters for all software needs for golf operations.

Malcolm Rennie, Commercial Manager of Concept, said: “This new relationship and integration with 59club is so exciting for us. The cross-over between our mutual clients is staggering and we were delighted to see so many of Concept’s customers being recognised at 59club’s annual awards ceremony. We can’t wait to rollout this integration to new and existing clients and see the positive results.” 
For more information on 59club, visit: www.59club.com
For more information on Concept, visit www.concept.shijigroup.com

Notes to Editors:

About 59club

59club was established in 2007 and is now the market leader in providing bespoke mystery shopper performance measurement programs for the Golf, Leisure, Spa, Events, F&B and Hotel Industries.

Specifically designed to elevate sales and service standards, 59club provides ‘Mystery Shopper Audits’, ‘Customer Satisfaction Surveys’, and ‘Training Services’, empowering venue managers to analyse their entire visitor and member experience, enabling them to set targets, monitor performance and ultimately make informed decisions to advance.

The founder of the company, Simon Wordsworth, has a wealth of experience having worked in the sector for many years at one of the worlds’ most renowned Golf and Leisure resorts. At the heart of our operations is an established and dedicated team of professionals who all bring a vast amount of experience from the Golf, Leisure & Events industry, most of which who worked at Senior Management or Directorship level. This knowledge allows for a true understanding of your business needs and the difference customer service excellence can make to your reputation.

About Concept, a Shiji Group Brand

With high-profile clients in nearly 70 countries worldwide and software available in 15 different languages and a global support network to match, Concept, A Shiji Brand, is a global leisure software, development and consultancy company specialising in supplying spas, clubs, resorts, hotels and golf courses with high-end software suites to manage operations.

In 2018, Concept joined the Shiji Group who provide software solutions and services for the hospitality, food service, retail and entertainment industries, ranging from hotel management solutions to food and beverage and retail systems, payment gateways, data management, online distribution and more. Shiji Group today comprises 3,000 employees in 70+ subsidiaries and brands, serving over 60,000 hotels, 200,000 restaurants and 400,000 retail outlets.

For media queries please contact:

Scott Peddie
Director of PR & Communications – Performance54
E: scott.peddie@performance54.com

For further information on Concept please contact:

Teresa Correia
Sales & Marketing Manager – Concept
E: teresa.correia@shijigroup.com

Golf industry leaders to be recognized at the Home of Golf in 59Club’s Service Excellence Awards

Friday March 1, 2019

The very best individuals, teams and venues in golf unveiled for 9th annual awards celebrating excellence in sales, service, operations, retail and management

The nominations for the 59club Service Excellence Awards have today been revealed, with some of highest-profile and best-loved venues across the globe in the running for a golf industry sales and service excellence ‘Oscar’.

The glittering affair, to be staged this year at The Old Course Hotel, St Andrews, will see the good and the great of the golf industry come together to honor individuals, teams and venues for their industry-leading performance in sales, service, operations, retail and management. The evening will be hosted by Alan Tait, on course commentator for BBC Radio Scotland and 59club’s very own Area Manager for the North of England and Scotland.

In a shake up to the historic awards format, and to reflect their international appeal as 59club continues to extend its footprint overseas, seven new categories have been introduced, ensuring the ceremony continues to reflect the very best performances, regardless of size, scale or location at home and abroad.

For 2019, an ‘overseas’ category has been introduced to no fewer than seven awards: Golf Membership Sales Team of the Year, Leading Individual Golf Membership Performance, Golf Operation Team of the Year, Golf Retail Manager of the Year, Food and Beverage Manager of the Year, Greenkeeper of the Year and Golf Manager of the Year. As has been the case in recent years, five of these seven will be further segmented, creating two categories for UK nominees in each, based upon average green fees; above or below £75 per person.

The awards are determined by scores collected from an independent visitor panel who evaluate the experience afforded to visiting golfers and prospective members in accordance with 59club’s non-subjective benchmarking criteria. Each venue is judged on performance in the following areas: sales, service, operations, retail, golf course, food & beverage and management.

The Belfry and Dubai Creek are the frontrunners among this year’s nominees, each of which is up for 11 nominations. The four-time Ryder Cup venue can boast a return to the reckoning for The Ultimate Golf Resort – a title it last picked up back in 2014 – Golf Operation Team of the Year and Greenkeeper of the Year, the latter courtesy of 2018 title-holder Angus Macleod’s re-nomination.

Dubai Creek, meanwhile, will see three team members go head-to-head for just one prize, as Dougie Gair, Michael Major and George Weardon compete for the Leading Individual Leisure Membership Performance. No surprise, then, that George Weardon is also up for the Leading Individual Golf Membership Performance and Dubai Creek, the Golf Membership Team of the Year (Overseas).

Emirates Golf Club follows closely behind on 10 nominations, including the potential for collective glory in two categories: Golf Membership Sales Team of the Year – Overseas and Leisure Membership Sales Team of the Year. Forest of Arden is a short way further back with the potential for success in eight categories, which include a return to contention for two-time winner and reigning champion, Simon Howells, for the Golf Retail Manager of the year – Over £75 green fee category.

Other globally-recognised venues to receive multiple nominations include: Abu Dhabi Golf Club, Ashburnham Golf Club, Breadsall Priory, Celtic Manor, The Dukes St Andrews, Forest Pines, Foxhills, Gleneagles, last year’s Host; The Grove, Ladybank Golf Club, MacDonald Hotels, Monte Rei, Old Thorns, Royal Automobile Club, Rockliffe Hall, Royal Golf Club Bahrain, Sandy Lodge Golf Club, Saadiyat Beach Golf Club, Stoke Park, Trump International Dubai and Worsley Park.

Another new introduction to the night’s proceedings will see 59club bestow accolades upon venues for their commitment to engage, analyse and enrich their member and guest experience, utilising a collateral of survey tools across the my59 software platform. 19 venues will be recognised within this category, including: Colchester Golf Club, Dunscar Golf Club, Ferndown Golf Club, Gog Magog Golf Club, King’s Lynn Golf Club, Langland Bay Golf Club, Maxstoke Park Golf Club, Orsett Golf Club, Radyr Golf Club, Sherbourne Golf Club, St Ives (Hunts) Golf Club, The Scandinavian and The Vale Resort. The 19 venues will all compete to win an Ultimate Service Excellence accolade.

Always a highlight of proceedings among attending guests, the evening will also see the 59club Industry Benchmark, its Gold, Silver and Bronze Flag Awards, presented to golf resorts and private members clubs which have demonstrated distinction against broad criteria for both service and the quality of their facilities.

Looking ahead to a glittering evening in St Andrews, Simon Wordsworth, chief executive of 59club and a Fellow of the PGA, said: “Over the past 12 months, 59club members have again shown an incredible commitment to providing their members and guest with the golf industry’s highest service standards, and what better way to reward them than with what promises to be an evening to remember in St Andrews.

“There is no doubt 2019 has been the most impressive year on record, with many of the categories far too close to call. More than this, however, the evening will stand as recognition of those individuals and teams who go above and beyond to ensure the experiences they provide are nothing short of exceptional. Our awards are a tribute to their tireless work, and we can’t wait to join our guests in their celebrations.”

The 59club Awards are supported by: 3d-ifs, CGI Insurance, Golf Genius, Golfbreaks.com, Tacit, Toro, Club Car, Kennet, The PGA, England Golf, GCMA, Performance54, Albatross Digital Golf, BIGGA,Swatkins, Colt Mackenzie McNair, Foresight Sports, Crossover, Foremost, Golf Retailing, Golftell Member App, Design Elegance, Fluid Productions, PlayMoreGolf and Course Mate.

To book a place at the awards evening taking place at The Old Course Hotel, St Andrews, on March 13, please contact: naime@theaspirationgroup.com

For more information about 59club, visit www.59club.com.

2018/19 59CLUB ‘SERVICE EXCELLENCE’ AWARD NOMINATIONS (in alphabetical order by venue):

Leading Individual Golf Sales Performance:

Damion Gee (Ashburnham GC), Jack Bowen (The Belfry Hotel & Resort), Rachel Alford (Breadsall Priory), Joel Westwell (The Grove), Ben Stokes (MacDonald Hotels), Jennifer Jefferies (Stoke Park)


Golf Sales Team of the Year:

Ashburnham GC, Breadsall Priory, Forest of Arden, MacDonald Hotels, Stoke Park, Woodhall Spa


Golf Membership Sales Team of the Year – Overseas:

Dubai Creek, Emirates GC, Trump International Dubai, Yas Links

Golf Membership Sales Team of the Year – UK:

Breadsall Priory, Forest of Arden, Foxhills, Herons Reach, The Mere, Ramside Hall,


Leading Individual Golf Membership Performance – Overseas:

George Weardon (Dubai Creek), Rhys James (Emirates GC), Beatrice Wambua (Trump International, Dubai), Khay-Gie Aniciete (Yas Links)


Leading Individual Golf Membership Performance – UK:

Luke Speed (Breadsall Priory), Philomena Wilkinson (Forest of Arden), Aditi Auluck (Foxhills), Helen Roseberry (Ramside Hall), Ashley Freeman (Rockliffe Hall), Philip Stickler (St Pierre)


Leisure Membership Sales Team of the Year:

Celtic Manor Resort, Cranleigh G&CC, Dubai Creek, Emirates GC, Old Thorns, The Vale Resort

Leading Individual Leisure Membership Performance:

Dougie Gair (Dubai Creek), Michael Major (Dubai Creek), George Weardon (Dubai Creek), Cian Hurley (Emirates GC),
Andy Meech (Emirates GC), Emma Jenkins (Old Thorns)

Golf Operation Team of the Year – Overseas:

Abu Dhabi GC, Dubai Creek, Emirates GC, Monte Rei, Saadiyat Beach GC, Trump International Dubai

Golf Operation Team of the Year – Under £75 green fee:

The Belfry Hotel & Resort (The PGA National Course), Dalmahoy Resort, Forest Pines, Rockliffe Hall, Sandy Lodge GC, Worsley Park


Golf Operation Team of the Year – Over £75 green fee:

The Belfry Hotel & Resort (The Brabazon Course), Celtic Manor Resort (The 2010 Course), The Dukes St Andrews, Forest of Arden (The Arden Course), Foxhills, The Grove

 
Golf Retail Manager of the Year – Overseas:

Giovanni Malcotti (Castelconturbia), Gregorio Gonzales (Dubai Creek), Juan Kramer (Emirates GC), James Durkin (Saadiyat Beach GC), Carmen Laguna (Son Muntaner), Sven Nielsen (Trump International, Dubai)

Golf Retail Manager of the Year – Under £75 green fee:

Tom Hughes (The Belfry Hotel & Resort, PGA National Course), Gordon Robinson (Cardrona), Sandy Smith (Ladybank GC), Jonny Dye (Rockliffe Hall), Jeff Pinsent (Sandy Lodge GC), James Lambert (Worsley Park)

Golf Retail Manager of the Year – Over £75 green fee:

Tom Hughes (The Belfry Hotel & Resort, The Brabazon Course), Simon Howells (Forest of Arden, The Arden Course), Sean Graham (Foxhills), Mike Shrieve (The Grove), Alasdair Good (Gullane GC), Tim Harris (Stoke Park)


Food and Beverage Manager of the Year – Overseas:

Sandeep Pandey (Abu Dhabi GC), Francois Roldan (Dubai Creek), Steen Simon (Emirates GC), Gloria Cortés (La Manga), Angélique Monteiro (Monte Rei), Candice Hall & Paul Gindra (Royal GC, Bahrain)

Food and Beverage Manager of the Year – Under £75 green fee:

Jacques Hobson (The Belfry, PGA National Course), Caroline Lees (Ladybank GC), Moses Solomon (Royal Automobile Club), Ben Hunt (Rockliffe Hall), Andrew Williams (The Vale Resort), Chris Dinnage (Worsley Park)

Food and Beverage Manager of the Year – Over £75 green fee:

Jacques Hobson (The Belfry, The Brabazon Course), Martyn Woods (Celtic Manor Resort, The 2010 Course), Matthew Penman (The Dukes, St Andrews), Houssem Belabed (Gleneagles), Christian Schindler (Hanbury Manor), Christian Tarca (Stoke Park)


Greenkeeper of the Year – Overseas:

Matthew Perry (Dubai Creek), Matthew Perry (Emirates GC), Joao Goula (Monte Rei), Jamie Faulkner & William Evans (Royal GC, Bahrain), Clinton Southorn (Saadiyat Beach GC), Ben Griffiths (Trump International, Dubai)

Greenkeeper of the Year – Under £75 green fee:

Paul Hopkins (Ashburnham GC), Jamie Wade (The Belfry, PGA National Course), Matt Aplin (Goring & Streatley GC), Colin Powrie (Ladybank GC), Jon Wyer (Rockliffe Hall), Ian Brawn (Worsley Park)

Greenkeeper of the Year – Over £75 green fee:

Angus Macleod (The Belfry, The Brabazon Course), Jim McKenzie (Celtic Manor, The 2010 Course), Rob Rowson (Forest of Arden, The Arden Course), Scott Fenwick & Craig Haldane (Gleneagles, Kings Course), Phillip Chiverton  (The Grove), Ashley Allpress (Roehampton Club)

Golf Manager of the Year – Overseas:

Francisco de Lancastre David (Abu Dhabi GC), Stephen Hubner (Dubai Creek), Rhys James (Emirates GC), Darren Griffiths (Monte Rei), Phil Waine (formerly Royal GC, Bahrain), Francisco de Lancastre David (Saadiyat Beach GC)

Golf Manager of the Year – Under £75 green fee:

Chris Reeve (The Belfry, PGA National Course), Fraser Liston (Forest of Arden, The Aylesford Course), Matthew Peacock (Forest Pines), Jason Neve (Royal Automobile Club), Ben Stockman (Sandy Lodge GC), Stephen Hindle (Worsley Park)


Golf Manager of the Year – Over £75 green fee:

Chris Reeve (The Belfry, The Brabazon Course), Will Hewitt (formerly Celtic Manor Resort), Ayden Roberts-Jones (The Dukes, St Andrews), Fraser Liston (Forest of Arden, The Arden Course), Gary Silcock (Gleneagles), Brad Gould (The Grove)


Golf Group of the Year:

Almarose Group, Arabella Golf, Dubai Golf, Foxhills Collection, MacDonald Hotels, Marriott Golf.

my59 Service Excellence Award:

Ashburnham GC, Celtic Manor Resort, Colchester GC, Dalmahoy Hotels & CC, Dunscar GC, Ferndown GC, Gog Magog GC, King’s Lynn GC, Langland Bay GC, Macdonald Hotels, Maxstoke Park GC, Old Thorns GC, Orsett GC, Radyr GC, Sherbourne GC, Stoke Park, St Ives (Hunts) GC, The Scandinavian and The Vale Resort.