Running a public or semi-private golf course is a constant balancing act, keeping conditions pristine, golfers happy, and the bottom line healthy, all at the same time. But if you find yourself making your way back out to the 7th hole yet again because the irrigation system is acting up or your operational system missed tee time bookings for new golfers, it may be time for some improvements.
When you and your staff are spending more time fixing problems than focusing on guest service and everyday tasks, golfers will take notice and may consider taking their clubs elsewhere.
The good news is you don’t need a full-scale overhaul to make a meaningful impact. Strategic, well-chosen upgrades can increase rounds, boost revenue, and improve the overall player experience without breaking the budget.
To help you decide where to focus your dollars, we put together 10 of the highest-ROI improvements worth considering.
1. Prioritize the Course
The greens, fairways, and overall course are your bread and butter. The course should be at the top of the list. Because if your course isn’t playable, golfers will take notice and head to the club down the road.
To start, make sure your greens are actually green. If you have brown patches, a new energy-efficient irrigation system may be in order, which can also save time and expenses down the road.
Revamping the course may include interseeding, new drainage, or a complete overhaul if the foundation is compromised, where you’re seeing puddling or black layers. If a total renovation isn’t in the budget, focusing improvements on the worst holes can make a huge difference.
Additionally, clearing trees and excess shrubbery to open up vistas, bringing more beauty to the course, makes a significant impact on the experience for players.
2. Design the First Tee to Wow Golfers
First impressions count. It sets the tone for the entire course and gives golfers an idea of the quality of play and what to expect as they move from hole to hole. Ensuring the first tee looks immaculate and inviting is a small change, but it offers a huge return on investment.
3. Creature Comforts on the Course
While great playability is your number one priority, investing in a few creature comforts along the course will get players talking and coming back. Consider adding a few shaded areas scattered throughout the course.
This makes those scorching sunny summer days more enjoyable for golfers, especially if you’re bringing out young kids or grandparents for a fun family day, giving them a place to rest and cool off.
Another perk that not only enhances the player experience but also provides a good source of additional revenue is placing a halfway hut on the course. Many times, players don’t have time to play a full 18 holes and may have to cut it short at the 9th. A small hut at the 9th hole with one or two staff members offering drink service allows players to end their round on a high note with a round of drinks.
Many may not have time to relax in the clubhouse after they play, but could take a minute or two on the course to enjoy a drink with their buddies. And for golfers playing the full 18 holes, it offers a great respite to relax before heading back out to play.
4. Clubhouse Upgrades
Creating an inviting and comfortable atmosphere is key. Because if your clubhouse is lacking, players won’t want to linger, and that means they won’t be spending extra dollars on drinks, food, or in the pro shop.
Investing in lounge spaces designed for relaxation and connection that encourage guests to stay a bit longer or arrive a bit earlier before their tee time not only adds to their experience and enjoyment but also adds to your revenue as well.
Along with upgrading the physical space, ensuring your clubhouse's food and beverage is on point is also essential.
Food and beverage sales account for nearly 20-30% of total non-golf revenue.
Investing in a diverse range of delicious options from grab-and-go snacks to fine dining is one of the most effective ways to see ROI.
5. Attention on Locker Rooms
This may not be the most glamorous one on the list, but if your locker rooms are outdated, have broken lockers, or have out-of-order facilities, golfers will notice and may wonder where else your club and course are lacking.
A thoughtfully upgraded locker room with added perks like steam rooms and jacuzzis can transform a quick stop into a destination, encouraging players to relax and enjoy the club longer.
6. Practice Facilities that Drive Play
Enhancing your practice greens and driving range pays dividends in both player satisfaction and revenue. While not everyone has time for a full round, many can carve out an hour to visit the driving range or work on their short game. When practice areas are well maintained, players are far more likely to return — and squeeze in a few extra sessions.
Adding smart tech to your range or short game area, like ball-tracking technology or smart targets that track the player’s stats like trajectory, speed, and accuracy, will not only help players with their golf game but also encourage fun competition between friends, creating another reason to come out to the club.
These kinds of upgrades are part of a broader shift toward modernizing the golf course experience to attract new demographics and keep existing players engaged.
7. Automate Course Operation Systems
Updating your systems to automate daily operations can generate significant returns, boosting revenue potential while freeing up valuable staff time. When manual, day-to-day tasks can be automated, your staff has more free time to focus on guest service and sales. Guests also benefit from automation, allowing them to easily book tee times or make dinner reservations at your restaurant.
When you automate your systems, you can also gather real-time data and feedback, gaining insights into booking patterns, engagement, and where sales are happening. You can then better understand where to put your budget and where there’s room for improvement.
Additionally, utilizing automated marketing that delivers targeted offers and event updates keeps your course top of mind, encouraging repeat visits and boosting revenue.
Courses that delay adopting these systems risk falling behind competitors who are already leveraging automation to improve both the guest experience and their bottom line.
8. Flexible Memberships
Offering flexible membership options lets you cater to everyone, from the casual golfer who plays once a month to the avid player hitting the course a few times a week.
By providing tiered memberships and varied pricing, you make it easy for each golfer to find a plan that fits their play style, ultimately boosting membership sales and satisfaction.
9. Gamify Your Golf with Smart Tech
Implementing software like Golf Genius to manage tournaments or installing SmartPin flagsticks, which tracks data and offers players prize money, can take the game to the next level. Players can track scores, monitor stats, and compete in real time, creating a more engaging experience for everyone.
This smart tech not only adds excitement and friendly rivalry but also encourages participation, repeat visits, and social sharing, bringing some buzz to your club.
10. Off-Season Opportunities
One of the best ways to increase ROI for your course is to stay open year-round. Improving event spaces and adding catering options for corporate events, retreats, reunions, holiday parties, and weddings opens up significant opportunities for increased revenue.
For a deeper look at this strategy, read our guide on turning your course into a year-round event venue
On the golf side, adding or upgrading indoor golf simulators attracts guests who want to keep their game sharp even when they can’t be out on the fairway. Along with simulators, offering additional coaching or conditioning options can be a huge incentive for players to keep coming back in the off-season.
Investing strategically in your golf course doesn’t have to mean a full-scale overhaul. Your course may already shine in a number of these areas. Focusing on the improvements that may be missing is how you can enjoy the biggest return for both your players and your bottom line.
These improvements don't just drive revenue — they also position your property well if you're thinking about selling your golf course. If you're planning to sell, these ROI improvements align closely with our 120-day golf course exit strategy.
Our golf course brokerage team can help you assess which investments will deliver the highest return for your specific property.
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