Larscheid: Apache Wells Country Club is part of a 55 and older community in Mesa, Arizona. It’s a 6,000-yard par 71 golf course with 600 golfing members. Apache Wells is a very busy facility during our peak months of November-April, though we have seen an uptick in members staying local year-round from 25 percent in 2021 to almost 40 percent today.
It’s a very social club with the White Feather Bar & Grill and a 350-person event center, which holds over 100 events annually. We have held outdoor concerts on our driving range tee and hosted the Apache Wells Car Show, featuring close to 400 classic cars, this past March.
My role as General Manager is to oversee all daily operations, along with working with our Apache Wells Board of Directors to maximize the members’ experience.
Larscheid: My father loved the game and introduced me to it at a very young age. We lived out in the country and had space where we could hit golf balls around our yard. Every job I have had has been in the golf business, and I started doing course maintenance when I was 15 years old at a small town nine-hole course in South Dakota.
Things started to change for me when I began working at Elmwood Golf Course for a PGA of America Professional named Terry Comstock when I was 18 years old. I began as a starter and worked my way into the golf shop as Terry’s lead assistant. Terry was a great player and teacher. He owned the golf shop, carts and the range, so I got a full taste of the business and learned a tremendous amount from him at a young age.
Over my years, I can single out the specific opportunities I was given with my first general manager job at Longbow Golf Club working for OB Sports Golf Management. Learning and growing in the industry under Phil Green and the corporate team was invaluable. They mentored me, taught me the parts of the business I needed to be successful and gave me the freedom to fail and bounce back. My time as Southwest PGA Section leadership - as a board member and officer - introduced me to some tremendous individuals within our section from all parts of the industry. Professionals like Greg Leicht, Jamey Lewis, Steve Leonard and Al Sutton were great resources.
Larscheid: Financial goals are easy to follow, but are gauged by the member experience. We utilize our surveys, which are available daily to our members, gather that data and then share it with our management team. Goals are based on the expectations that are placed upon us, and it’s important to hold people accountable to those goals.
Larscheid: We are still seeing an impact from COVID with participation throughout all player types. Many new players have come to the game through non-green grass options. Technology has played a big role in tee time management, golf shop sales, GPS and instruction. Here in Arizona, we are working through state-mandated programs that have been placed upon us to conserve water. How we manage our allotment could potentially impact course conditions and playability over time.
Larscheid: Ours is a very competitive business, so making sure you are always learning and being forward-thinking is important. Being flexible is key with your team and your membership. Hiring smart and putting the best people around you, getting to know them and using their strengths help drive success.
Larscheid: Become engaged within your area and seek out the people who can serve you best. Gain knowledge in both golf and hospitality. I have spent time with food and beverage teams and superintendents. Make sure you are comfortable with the financial side of the business. You don’t have to know everything about something, but you need to know something about everything. Be visible, but most importantly, be professional.
Jay Larscheid, the 2011 Southwest PGA Section Youth Player Development Award winner and 2023 Section Golf Professional of the Year, is a Past President of the Southwest PGA Section and the PGA of America General Manager at Apache Wells Country Club in Mesa, Arizona.