Ben Bridgers, PGA,General Manager,Pinehurst (North Carolina)Resort & Country Club
Every golf facility talks about customer service. At Pinehurst (North Carolina) Resort, one of the premier purveyors of hospitality in the industry, General Manager Ben Bridgers, PGA, believes the best way to teach it is to let staff experience it firsthand.
As part of Pinehurst’s training process, PGA interns and new team members are regularly placed in situations that allow them to view the operation through a guest’s perspective.
The goal is simple: Help future PGA of Americas Golf Professionals understand exactly what exceptional service feels like before they’re expected to deliver it.
“We’re a hospitality business first,” says Bridgers. “Regardless of the type of facility, providing exceptional service should be the highest priority.”
The approach takes several forms. Some interns arrive with their clubs and move through the property exactly as a guest would, experiencing everything from bag drop (pictured above) to the first tee. Others are intentionally placed into real-world scenarios designed to test service standards and communication skills. Think secret shopper, but on the course and not at Costco.
“We want them to see firsthand the level of service we’re striving to provide,” Bridgers explains. “It helps them understand the impact every interaction can have on the overall experience.”
The exercise often creates eye-opening mo ments. Staff members begin noticing details they may have overlooked from an operational perspective. They experience how a warm greeting changes the tone of a visit, how proactive communication eases confusion, and how a well-handled challenge can actually strengthen a guest relationship.
The training reinforces one of Pinehurst’s core philosophies: “You are who your customers say you are.”
That mindset encourages staff to think beyond procedures and focus on outcomes.
“We encourage them to stop and think differently,” Bridgers says. “What’s the right thing to say? What’s the best way to handle this situation? That’s where service really happens.”
The impact extends far beyond training.
While high-profile facilities may be known for their golf courses, amenities or history, Bridgers believes guests ultimately remember how they were treated.
“People remember the experience,” he says. “The service becomes the foundation for everything else.”
In an industry built on relationships, that may be the most valuable training tool of all.
