T
hanks to 14-plus years of experience at Kingswood Golf Club in Wolfeboro, New Hampshire, PGA of America Director of Golf and Head Professional Kristy Gleason understands the importance of a facility staying relevant.
Thus, she continues to refine her approach to managing Kingswood’s golf operation, developing player programs and maximizing retail opportunities. Overseeing nearly 20 employees and 80-plus golf events annually, Gleason has creatively increased revenues from those traveling to the popular resort facility, while also catering to local members (pictured above with Gleason).
“I’ve noticed more small groups of non-members returning each year,” Gleason says. “I realized that if we could foster relationships, we could turn occasional visits into more annual traditions.”
By helping these groups plan their trips and expand their size, she and her staff have created a personalized experience that encourages repeat business.
“A group that started with 12 players can grow, and we treat them like part of the Kingswood family,” explains Gleason.
Beyond memorable rounds of golf for local members and visitors alike, her staff hosts contests such as closest-to-the-pin, boosting golf shop sales.
“It’s about the whole experience, not just golf,” Gleason explains. “We want everyone, especially the groups who are traveling here, to always feel welcomed and valued.”
She has also found success with member raffles, displaying golf shop merchandise during events and selling tickets for premium items. “It adds excitement while boosting sales,” Gleason adds.
A lot of Kingswood’s shop sales actually come from resort guests and even public golfers. “These players often purchase accessories and memorabilia like hats or shirts, helping diversify revenue and enhance value for members,” she says.
Looking ahead, Kingswood will soon be adding a fitness center, indoor simulators and a putting lab. Gleason sees these additions as opportunities to grow revenue and improve the member and guest experience even more.
She explains, “By building relationships and offering something special, we’ve created a place where people want to return year after year. It has positioned Kingswood for long-term success.”