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t The Legends Country Club in Eureka, Missouri, PGA of America Head Professional Brian Schmersahl understands the financial impact of special events. Hosting more than 40 tournaments annually, Schmersahl em phasizes the value of corporate and charitable outings (pictured above) to the club’s bottom line.
“These events are crucial, not just for revenue but for the exposure and goodwill they bring,” says Schmersahl, the 2019 Gateway PGA Section Merchandiser of the Year for private facilities.
He has expanded the club’s availability for events, now offering some Thursdays and Fridays in addition to traditional Mondays.
Schmersahl’s team works closely with sponsors, creating tailored merchandise packages for gifts and prizes.
“We offer options from golf shirts to travel bags, and having company representatives hand out the gifts adds a special touch,” he explains.
Schmersahl and his staff treat tournament participants like members for the day, providing the same high-quality service they give the membership, which he says leaves a lasting impression.
“It’s a chance to showcase our facility and potentially attract new members,” he adds.
Schmersahl believes that maximizing external revenue streams such as outings keeps membership dues affordable and supports special projects within the club. With events hosting between 72 and 220 players each, the revenue flows through multiple areas, strengthening the club’s overall financial position.
Strong communication is the cornerstone of his approach to organizing successful events. Schmersahl’s attention to detail, focus on guest satisfaction and strategic approach to event planning have helped The Legends Country Club thrive, even in a competitive market.
Says Schmersahl, “Catering to the needs of guests isn’t just about the short-term – it’s about fostering long-term success for the entire club.”