Based in the Northeast, where golf operations typically slow down during the winter months, Brian Dunaway, a longtime PGA of America General Manager at Willowbrook Country Club in Apollo, Pennsylvania, has found that technology plays a key role in maintaining year-round engagement with his members.
“After over 15 years at the club, I’ve built countless relationships with members and guests,” Dunaway says. “But when the winter rolls around, it can be difficult to maintain that closeness. Staying engaged is crucial, especially for member retention and keeping the momentum going in our golf shop.”
To address this challenge, Dunaway expanded the shop and introduced new product lines to keep members shopping in the off-season. Additionally, the installation of two Ernest Sports simulators has allowed the club to continue offering fitting days, lessons and social play throughout the winter.
“Our simulators (pictured) were a perfect addition,” he explains. “They keep members engaged with their winter golf cravings and offer a new amenity that adds real value to their membership.”
Fitting events, which were already popular during the golf season, now take place during the off-season, helping the club generate year-round equipment sales.
Beyond the simulators, Dunaway says other tech like the Gallus Golf app has become a critical tool for communication and convenience. With features like messaging, tee time reservations and GPS for the course, the app helps members stay informed 12 months out of the year.
“Virtually 100 percent of our members use the app,” he says. “It’s become our primary means of communication, offering a one-stop shop for everything from weather updates to golf shop specials.”
By leveraging technology, Dunaway keeps his golf operation thriving, even when the course is closed.
“The constant connection means a lot. It keeps people engaged, fosters loyalty and has a positive impact on our business,” he adds.