A two-time North Florida PGA Section Merchandiser of the Year for public facilities, Justin Wink, PGA, is now the Head Professional at The Broadmoor Golf Club in Colorado Springs, Colorado. The bustling facility operates 350 corporate and 70 member events per year, and participation for each can range from 12 to 288 players.
Recently, Wink’s operations team invested in a new fleet of golf cars that provide integration capabilities with tournament operations software. Specifically, Wink can integrate Golf Genius with the facility’s E-Z-GO golf cars. This allows tournament participants to enter their scores digitally on the golf car GPS screen, and then view a live leaderboard that adds a unique dynamic to the event.
“We initially rolled out this new technology (pictured) for our member events, and once we were comfortable with the new system, we incorporated it into our corporate events, as well,” says Wink, who joined Broadmoor in 2021.
“From a tournament operations perspective, it has allowed us to present a more efficient and professional tournament experience for our members and corporate guests. For our staff, it has streamlined their workflow. Instead of having to wait for the groups to finish their round and return their scorecards, the staff can accomplish a significant portion of the tournament-related tasks while the golfers are still on the golf course.”
The investment has delivered added value in the form of justification for The Broadmoor’s premium green fees ($230–$290 per round). The new fleet also created the opportunity for new revenue streams. For instance, the monitor on the golf car can be used to sell advertisements or display sponsors during corporate events.
Wink says it’s been worth every dollar, as he has significantly enhanced the overall experience for both members and corporate guests. This strategic approach not only improves efficiency and professionalism, but also opens up new revenue opportunities, demonstrating a substantial impact on business and operations.