Jerrel Grow, PGA,Director of Golf,Pronghorn,Bend, Oregon
At Pronghorn in Bend, Oregon, PGA of America Director of Golf Jerrel Grow has found a unique way to recognize the club’s highest-spending members while also driving future revenue growth.
Each year, Pronghorn hosts an exclusive reward trip, inviting its top 10 spenders on a four-day luxury golf experience. The trip is centered around the Troon Cup, a premier tournament that brings together teams from private Troon facilities across the country.
“All we require of the members is to cover their travel,” says Grow. “Once they arrive, everything else is on us. We roll out the red carpet, ensuring they receive a 5-star experience in appreciation for their support throughout the year.”
Grow (pictured third from left) and the club’s GM personally attend, strengthening relationships with the members in a setting that goes beyond the course. The impact has been significant – not only does it serve as a retention tool, but it also creates a culture of competition among members who want to secure a spot on the trip.
“Members set personal goals to spend more than the previous year, ensuring they make the list again,” Grow explains. “We see nearly the same group of top spenders each year because they value the experience and feel more vested in the club.”
The club allocates between $700–$1,500 per member for the trip, ensuring every detail is taken care of at the highest level. The result? Strengthened loyalty, increased engagement and a direct impact on the club’s ongoing financial success.
“By recognizing and rewarding our biggest supporters, we create an incentive for continued investment in the club,” says Grow. “This isn’t just a thank-you trip – it’s a strategy for long-term revenue growth.”
