Selling Golf by the Hole | The Golf Industry Podcast Episode 7 with Miles Mortensen

Posted by Alex Lavoie on May 17, 2018
golf industry podcast guest
"Golf should be, at times, a 12 hole game" - Jack Nicklaus

This week our host Matt Welliver speaks with Miles Mortensen, general manager of The Links at Brunello.

It's safe to say that Miles operates his golf course in a revolutionary way. The Links at Brunello sells 13% of its tee times on a "golf by the hole" basis, meaning that golfers can come in and choose to play however many holes they want from 3 to 18.

The course also bills its memberships in much the same way. Like any other course, members purchase packages that offer tee times at a discounted rate, but package owners are billed for each hole played instead of each round.

Selling golf by the hole has been a very successful initiative at The Links at Brunello. The course has benefitted from an increase in occupancy, more interest from younger audiences and women, as well as a bump in food and beverage sales.

In the podcast, Miles breaks down all the positive changes that switching to this membership and green fee model has brought to his operation.

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Learn why selling golf by the hole helped The Links at Brunello:

  • Shift traditional rounds to non-traditional by 13%
  • Grow package sales
  • Accommodate the needs of a variety of members
  • Increase utilization without overcrowding
  • Attract more young people
  • Fill golf classes to capacity
  • Challenge golf culture while respecting tradition
  • Diversify and improve experiences available on-site
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The way people consume entertainment is changing fast. These days, younger audiences have short attention spans and most people between 20 and 45 don't don't have time to play a 4 hour round of golf. That's why golf courses are switching to membership and green fee models that accommodate shorter rounds of golf. Furthermore, golf courses are beginning to offer more entertainment options.

If there's any golf course that embodies this change in culture it's The Links at Brunello. Hear why they believe in shorter rounds, diverse entertainment options, and better restaurant options now!



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