Event-First Golf: Turning Courses Into 12-Month Venues for Weddings, Corporate Events, and Festivals

Golf courses that aren’t utilizing their picturesque grounds, serene ambiance, and spacious clubhouse to host weddings, corporate events, and community gatherings are missing out on a major opportunity to earn more year-round revenue and fill the gap during slower months. 

While golf is, of course, your primary focus and “first” business, the key to building resilience and a higher-margin budget is with your “second” business: hosting events.

So, how do you turn your golf course into a year-round event destination? It starts with taking a close look at the infrastructure and equipment you already have (and what you still need!) and how those assets can be leveraged to support everything from weddings to corporate gatherings.

To begin, walk your course and grounds. Likely, you’ll encounter numerous scenic spots that event guests would love.

However, you’ll want to narrow down areas that not only have a picturesque view, but have plenty of space, easy accessibility for staff to operate and for guests to comfortably maneuver, including ADA accommodations, and most importantly, a location where the event won’t interfere with normal golf operations and vice versa, where guests at an event won’t have to duck if they hear “Fore!”

Once you’ve identified outdoor and indoor venue spaces, you’ll next need to acquire any missing infrastructure, systems, and furnishings, including: 

High-Quality and Weather-Resistant Tents 

Tents are an excellent way to define dedicated event spaces while keeping guests comfortable. They offer protection on drizzly days and welcome relief during hot summer afternoons, providing shade that makes outdoor gatherings far more enjoyable.

Ensure you have tents in various sizes to offer versatility and options for various event sizes. 

Winterization and Climate Control Equipment

Depending on the location of your golf course, you may be able to offer outdoor venue options year-round with portable heaters and fire pits.

Even if you’re in a cold, snowy area, heaters and fire pits can extend your outdoor venue options well into the fall months, opening up more options and making yourself more appealing to those planning fall/winter weddings, holiday parties, and corporate events.

Portable Flooring

Having a sturdy, flat floor that can be configured in different layouts is perfect for dance floors at wedding receptions and great for outdoor conferences. 

Lighting and Audio Equipment

Whether it’s a wedding, corporate retreat, or holiday gathering, combining practical lighting with ambient options, such as string lights or lanterns, helps create the inviting, memorable atmosphere guests look for in a venue.

Ensuring you have a high-quality audio system, microphones, and projectors is also essential so your venue can facilitate conference speakers, presentations, wedding toasts, and of course, live music and DJ services. 

Tables, Chairs, Decor, and Movable Bars

Invest in a variety of chairs, tables, and comfy outdoor furniture that can be used for cocktail events, seated dining, and lounging areas. Offering decor such as signage, linens, arches, and candles is an extra perk, enabling guests to elevate their event without outsourcing additional vendors.

Additionally, purchasing one or two movable bars offers even more versatility, allowing you to customize the flow of each event.

F&B and Vendors

While you can partner with preferred vendors in the community, if your clubhouse has its own restaurant, this is the perfect opportunity to have your restaurant serve as the sole caterer for all events.

Bundling food and beverage packages with your venue makes it easy for guests to enjoy a one-stop shop for their event. You’ll just want to ensure you have the staffing and infrastructure in place to both cater during events and operate the restaurant normally for your golf customers.

Dedicated Events Team

One of the biggest keys to turning your golf course into a year-round event venue is having a dedicated, reliable team focused solely on events separate from the day-to-day golf operations. Hiring a head event coordinator to serve as the main point of contact for both clients and staff will help keep everything organized and ensure each event runs smoothly.

The coordinator will also need to consistently work with the golf side to make sure events don’t interfere with regular tee times or course maintenance. While a wedding might be quite memorable if the sprinkler system went off during the first dance, the couple might not find it as amusing. 

Sales & Booking System

To keep everything organized, the next step is to create a centralized sales and booking system. Funneling any inquiries into an efficient pipeline that automatically takes the next step with potential clients is integral. You’ll also want to have proposals at the ready that include your event packages, pricing, and venue photos, so potential clients have all the information they need to feel comfortable making their decision. 

By implementing these steps and taking an event-first approach, your golf course can unlock new revenue streams, build long-term stability, and get even more value from the assets you already have.

With the right infrastructure, team, and systems in place, your course can become more than just a place to hit the links. It can become the premier year-round destination for life’s most memorable moments.