In an era where golf facilities often chase the latest trends: craft cocktail programs, farm-to-table menus and championship-level conditioning, Tony Miller, PGA of America General Manager at Wekiva Golf Club in Longwood, Florida, has discovered something far more valuable…the power of a really good burger served on a Thursday night. It’s not a revolutionary concept. It’s not Instagram-worthy. But it works.
“They’ll initially come for the golf; it doesn’t have to be pristine, just good, but they’ll stay for the atmosphere, food and drinks,” Miller explains. “That too doesn’t have to be five-star, it just has to be quick, hot, reasonably priced and taste good. It has to be delivered to patrons by an engaging and friendly staff. Those are the things that matter. Some places might try too hard and forget that sometimes, it’s the little things that matter most."
Miller’s philosophy reflects a career built on understanding what truly matters to golfers. Since earning his PGA membership in 2009 and serving as General Manager at Wekiva since 2014, he’s guided this community-favorite public course through significant transitions, including its acquisition by Seminole County in 2021. His approach has never been about chasing perfection. It’s been about creating connection.
Wekiva Golf Club isn’t trying to be something it’s not. Opened in 1972, this is a blue-collar facility that serves its community with honest golf and genuine hospitality. The course is well-maintained but not pristine. The practice facilities are decent, not extravagant. The restaurant is modest, not fine dining. And yet, every Thursday night, something special happens.
Thursday Burger Night has become an institution at Wekiva: a weekly gathering that draws golfers and non-golfers alike. Families arrive after work. Regulars claim their favorite spots at the bar. First-timers quickly become repeat customers. The burgers are simple, delicious and reasonably priced. The atmosphere is warm and welcoming. The staff knows names and remembers orders. It’s community building at its most fundamental level, and it’s working.
As someone who has been coaching and teaching at Wekiva for over a decade, I’ve witnessed this transformation firsthand. The facility has always had good bones, but under Miller’s leadership, it has evolved into something more: a genuine community hub where the food and beverage program, while unpretentious, serves a massive purpose in creating the kind of atmosphere that keeps people coming back week after week.
Miller’s success at Wekiva extends beyond Thursday nights, though that weekly tradition exemplifies his broader management philosophy. The club offers a golf experience with 18 holes, a full-size double-sided grass driving range and extensive practice facilities. Recent improvements, including a complete irrigation system replacement in 2024, demonstrate the facility’s commitment to steady enhancement, with plans for greens and bunker renovations on the horizon.
But Miller understands that infrastructure improvements mean little without the human element. His emphasis on “quick, hot, reasonably priced and tastes good” food delivered by an “engaging and friendly staff” reveals a manager who knows his market intimately. Wekiva serves working families, junior golfers, seniors on fixed incomes and everyone in between. They don’t need molecular gastronomy. They need consistency, value and a smile.
The full-service dining and banquet facilities serve not just golfers but the broader Longwood community, hosting events that bring people together beyond the golf course. This integration into community life has been central to Wekiva’s turnaround since the economic challenges of the late 2000s.
Miller’s collaborative spirit extends to how he builds partnerships that enhance the facility’s community role. His decade-plus relationship with programs like Little Linksters and BE A GOLFER Academy demonstrates his commitment to junior golf and youth development. These partnerships enrich the club’s offerings while strengthening its ties to local families, many of whom first visit for their children’s golf lessons and stay for Thursday Burger Night.
“Wekiva has been extremely fortunate to have a partnership with Brendon Elliott and the Little Linksters for the past 10+ years,” Miller has said, highlighting how these relationships create value beyond the bottom line. They build community, and community builds loyalty.
Throughout his career, Miller has credited mentors like Tony Johnson, Ron Parris and Greg Christovich for shaping his approach to management. Their influence is evident in his understanding that success in golf facility management isn’t just about individual skill. It’s about the relationships you build and maintain, whether with staff, partners or the family that shows up every Thursday for a burger.
Miller’s journey from his first position as head professional at Timacuan Golf Club in Lake Mary through regional management roles overseeing multiple facilities from North Carolina to South Florida has given him perspective on what works across different markets. The lesson? Complexity isn’t always better.
“Some places might try too hard and forget that sometimes, it’s the little things that matter most,” he notes. In an industry that can become obsessed with amenities, technology and prestige, this is a refreshing reminder.
Wekiva Golf Club’s Thursday Burger Night isn’t just about food. It’s about creating a reason for people to gather, to connect, to become part of something. It’s about recognizing that a public golf facility can serve a higher purpose than just providing 18 holes. It can be a community center, a weekly tradition, a place where everyone knows your name and your burger order.
The genius of Miller’s approach is its simplicity and replicability. You don’t need a massive capital investment or a celebrity chef. You need good food, fair prices, friendly service and consistency. You need to understand your community and give them what they actually want, not what you think they should want.
As Wekiva Golf Club continues to evolve under Seminole County’s ownership, with infrastructure improvements enhancing the golf experience, Miller remains focused on what truly matters. The course will get better, the facilities will improve, but the heart of Wekiva (that sense of community, that Thursday night gathering, that feeling of belonging) will remain constant.
Because at the end of the day, people don’t just want to play golf. They want to feel like they’re part of something. And sometimes, all it takes is a good burger to make that happen.