I’ve written stories with PGA couples before, and their connection to the game is often the catalyst that fueled the bigger flame in their lives. Holly and John Kennedy are the PGA of America owner/operators of Emerald Isle Golf Course in Oceanside, California.
Holly is a two-time Southern California PGA Section award winner, earning the Section’s Youth Player Development Award in 2010 and its Player Development Award in 2015. John is a Quarter Century PGA Member. When it comes to titles for the purpose of this publication, John serves as the PGA of America General Manager, with Holly in the Assistant GM role.
“We employ a management-by-committee philosophy among our employees, with duties delegated across our team. They consult with us, but essentially have full autonomy to order what we need and do things within the golf shop as they see fit,” they tell us. “Everyone understands his or her role and is cross-trained in all areas of the operation. No one hesitates to step in and step up as needed to support one another.”
That inclusive nature extends to the Kennedy’s clientele as well. They welcome an eclectic and diverse group of golfers and non-golfers alike, some seeking improvement in the game of golf, while others are just out for a good time. Holly and John provide all that and more!
As part of an exclusive group of PGA members who own their own golf shops, and in this case, the entire facility, the Kennedys provide a stellar shopping experience for customers by ensuring that golf shop inventory levels are maintained, the shop is well-organized, items are priced accurately and displays and products are clean.
They engage their golfers on the course by hosting bi-monthly themed scramble tournaments. They go all-in on decorations and set up contests on the course that complement the theme of the event.
“We also work closely with our vendors to provide tastings and other on-course activities to enhance the experience and create additional value for the players,” they tell us. “Show them a good time and they’ll come back again and again.”
Tipping out from the Emerald tees at just under 2,500 yards, this Par 55 layout is quite literally an ideal venue for any golfer, and their non-golfing friends, as well. As you might assume, what’s trending at Emerald Isle might differ from your private country club, high-end public or resort facility, full-size golf course or stand-alone driving range.
It’s “irons-only” on the range, and you’ll need very few drivers (if any) on the course too. With riding rates under $50 and the cost to walk around $25, the price won’t shut anyone out of enjoying the Kennedy’s jewel of a golf course. And as an executive style course with just one Par 4, the time it takes to play won’t be an issue either. Do you see where this is going?
Finally, taking care of the third of the big three barriers to entry in our game - skill level and performance - Holly and John employ two stellar PGA of America coaches in Natalie Vivaldi, PGA of America Director of Instruction, and PGA of America Teaching Professional Heather King.
Vivaldi is a former collegiate and Symetra Tour (now Epson Tour) player who earned SCPGA Section Player of the Year honors in 2023 and 2024. In fact, Vivaldi recently competed in the KPMG Women’s PGA Championship at PGA Frisco in Texas, where Minjee Lee took home her third major title. Vivaldi posted a very respectable 76 in the first round but missed the cut.
King earned the SCPGA Section Player Development Award in 2023 and was the Section’s Assistant Golf Professional of the Year in 2018. King also played collegiately, graduating from San Diego State University in 2010. She has been active in the SCPGA, having spent time on its Board of Directors and as a PGA Lead Member in Cohort VIII.
Together, Vivaldi and King offer a wide variety of group activities that target different demographics, falling in line with the facility’s motto, “A Golf Course for Everyone.” These include a women’s league and other specialty women-focused events, such as their Rookies & Rose Clinic, a young adult program which is a multi-week clinic for local twenty-somethings.
For the kids, they offer PGA Jr. League, a full schedule of spring and summer junior camps and an advanced junior player development program. In addition, King is a TaylorMade-certified custom fitter, providing a vital service to golfers of all skill levels and helping boost hard goods sales in the golf shop.
“Having two full-time PGA of America coaches who work with golfers with very little experience, as well as players who are getting Division I college scholarships, allows us to generate substantial merchandise sales while building long-lasting relationships,” Holly says. “Many of our students have purchased multiple sets of golf clubs over the years as they’ve grown and their game has gotten better. That’s a sign that we’re treating them right.”
To give you an idea of what Emerald Isle and its PGA of America owner/operators are all about, walk into their golf shop and you’ll see 15-pack golf balls, t-shirts and hoodies and a ton of different hat styles that many of their customers actually collect when they come out with new logo variation limited releases. They even have a selection of logoed dog items like collapsible bowls, poop bags and bandanas. They treat every customer like he or she is their best customer, whether person or pooch!
Holly and John Kennedy are passionate about supporting local companies, rather than just carrying the more traditional lines most golfers would recognize. They sell yoga apparel from a local brand called Ethos, serving the many young women who call the Kennedy’s course their home course. They also carry a line of merchandise called surf a.m / golf p.m., appealing directly to the surf and skate community that regularly patronizes Emerald Isle. The brand was created by a local Oceanside resident who is one of their long-standing customers.
“With no dress code onsite, much of the young, hip apparel we carry is exactly what our clientele is looking for,” they say. “In that regard, it is so important to know your customer. We engage in regular conversations with customers about their merchandise needs and their game improvement goals. Our team stays abreast of new market trends and products and we include our staff in product selection and the buying process.”
The Emerald Isle staff are young, current and always on trend with what is happening in both the golf industry and the world of social media. A critical part of their marketing and promotion of all areas of the facility takes place via their social media channels. One member of their team, Kassidy Glick, a former LPGA Tour Player, serves as their Content/Graphic Design/Marketing Manager for the golf course. Her passion for photography and unique graphic and artistic abilities have been instrumental in setting Emerald Isle apart from other courses in Southern California by creating a distinct brand and “vibe” for the property.
With no off-season, Holly and John’s efforts to set goals for their business, evaluate the past and project for the future can be a challenge. With many of the new golfers they’ve welcomed since the pandemic being right in that Emerald Isle sweet spot, play is up, engagement has increased and the fun is at an all-time high. Just look at their website and you’ll see a plethora of concerts, live music, F&B specials and unique golf and non-golf events. This is more than a golf course - it’s an entertainment venue that excludes no one.
As PGA of America members, we all got into the business of golf because of our love of the game itself. And we all share that love in our own ways - some through coaching, others through writing.
Holly and John Kennedy started playing golf at kids - Holly at 8 years old and John at 13. They’re both from Southern California and played in college. Her at UCLA. Him at San Diego State. They’ve always had golf in their lives, and now they’re sharing that endearment for the game through their own golf facility. They’re a shining example of how to do it right.
As far as golf course ownership goes, it may not be in everyone’s future. But for our PGA of America General Managers in this platform, the Kennedys offer a proven blueprint of how to grow the game, build a business and foster relationships that could last a lifetime.
For more information on Emerald Isle Golf Course in Oceanside, California, log on to its website today!