Creating the type of culture that you want at your golf facility should be of primary importance to the management and staff. For many in our industry, that culture should be one of fun, friends and laughter. These components, as you will soon see, have been the cornerstone of Royal St. Cloud Golf Links’ success over the years. These are components that PGA of America General Manager and Owner, Bill Filson, along with his staff, have made a priority.
Bill Filson’s journey in the golf industry began in 1992 when he was hired as an assistant golf professional by Trey VanDyke at OakBrook Golf Club in the Illinois PGA Section. For 11 years, Filson served as an assistant and the Director of Instructional Programs at the club. In 1996, he achieved a significant milestone by becoming a member of the PGA.
“This was an extremely proud moment for me, and I knew I had found my career,” Filson reflects on his PGA membership.
The year 2002 marked a turning point in Filson’s career when a dear friend and student proposed that they go into business together. By January 2003, they had purchased Royal St. Cloud Golf Links in Florida.
“I was off to the races in my new management career in the PGA. It was very exciting stuff,” says Filson.
The facility was struggling when Filson took over, requiring his complete attention. Fortunately, he had a supportive partner who provided the mentoring, space and financial backing needed for this turnaround.
Under Filson’s leadership, Royal St. Cloud Golf Links underwent substantial improvements. The original 18 holes were renovated, and Filson had the opportunity to design and build a third nine from the ground up. Additionally, they constructed a 12,000-square-foot restaurant and banquet space. These enhancements enabled the facility to increase from 15,000 rounds to 80,000 rounds annually. The banquet facility allows for the hosting of approximately 120 weddings per year.
“This has been one exciting adventure that I could not have even dreamt of as a kid,” Filson says. “More than 33 years as a PGA of America Golf Professional, and I still can’t wait to get to the course every day.”
At the heart of Royal St. Cloud’s success is the strong partnership between Filson and PGA of America Golf Professional Doug Holloway, who has been working alongside Filson for 22 years.
“I couldn’t have ended up with a better friend and manager,” Bill says of Doug.
Filson emphasizes that none of the facility’s achievements would have been possible without a terrific staff. The strong working relationship between Filson and Holloway has created a foundation for building an exceptional team culture that permeates throughout the operation.
This culture is cultivated through a unique staff training program called “The Love, The Buzz and The Glow.” Staff members participate in this training annually, complete with pizzas flown in from Chicago and other treats. The training is specifically designed to foster a culture of fun rather than fear.
Through this program, staff members learn to “think like they don’t and go where they ain’t,” encouraging innovative thinking and proactive service. They embrace the facility’s mission statement: “We are in the happiness business.” Employees are taught not to fear failure and are assured that management always has their backs.
One of the most important principles staff members learn is that “there is no such thing as a justa.” This philosophy emphasizes that every position at the facility is important. “You are not justa cart kid or justa range picker,” and so on. This approach values each team member’s contribution, regardless of their role.
For Filson, culture is critical to every facility’s success or failure. The philosophy at Royal St. Cloud Golf Links is simple yet profound: “he who gets them to laugh the most wins.”
“People go where they laugh,” Filson explains, highlighting how creating an atmosphere of joy and camaraderie attracts and retains both customers and staff.
This approach to culture doesn’t happen by accident. At Royal St. Cloud Golf Links, everything they do has a reason and is part of a deliberate plan to create what Filson calls “Tribe” – the strongest possible bond you can create with a customer.
“These are the strongest customers,” Filson notes about those who feel part of the Royal St. Cloud community. “We work extremely hard on these ideas and concepts. This is how we get our share of the golfing public.”
The success of Royal St. Cloud Golf Links demonstrates that creating a positive, fun-filled culture isn’t just good for morale – it’s good for business. By prioritizing laughter, friendship and a sense of belonging, Filson and his team have transformed a struggling facility into a thriving golf destination.
For golf professionals looking to enhance their own facilities, Filson’s approach offers valuable insights: invest in your staff, create a culture where people feel valued and, perhaps most importantly, don’t underestimate the power of laughter in building lasting relationships with team members and customers.
As the golf industry continues to evolve, the human element remains paramount. Royal St. Cloud Golf Links stands as a testament to how focusing on people and positive experiences can drive substantial business success, creating a place where staff and customers genuinely want to be.