When operators invest resources into player engagement, they can expect two types of returns: short term and long term. Both are extremely valuable, and both are important to the sustained success of a golf operation.
A shining operational example of such an investment is that of Centennial Golf Club in Medford, Oregon. PGA of America General Manager Brian Sackett made partnering with an exceptional Director of Instruction his first order of business when he arrived in 2017, identifying a PGA of America Coach who could take Centennial’s player engagement efforts to the next level.
“Player Development was our weakness and then – in the flip of a switch – it became one of our strengths by bringing on Ed Fisher, owner of Southern Oregon Golf Academy,” says Sackett (pictured, middle).
Short-term wins came fast, beginning with merchandise sales.
“In 2017, the golf shop did $190,000,” he adds. “This year, we’ll do about $500,000, and the golf academy is really driving the bus on that. Engaged golfers play more, practice more, spend more in the golf shop and spend more in the restaurant.”
According to Sackett, this incremental gross revenue has really been adding up for Centennial. The investment in player engagement in 2017, coupled with a spike in golf interest following 2020, positioned the club to reap the benefits of the “wave” of new and returning players, which resulted in doubling – yes, doubling – gross revenue by 2023.
Chris Daggitt, PGA Associate and Head Golf Professional at Centennial Golf Club, has played a critical role in the club’s success by offering programming for everyone.
“We truly have something for everybody: four nights of league play, each designed to fit a slightly different niche,” says Daggitt (pictured, left). “We also offer Senior Tuesday, which runs 52 weeks a year and is always full. We average 140 players every week, and sometimes 150.”
Community is the heart of player engagement and the weekly leagues offered by Daggitt and his team reinforce and help foster that very community. Chris’ philosophy is simple: “Player engagement is huge. It’s something you need to prioritize at every facility.”
Fisher, PGA of America Director of Instruction, is executing programming at a high level at Centennial Golf Club. He offers a full spectrum of programming, including the very popular Kidz & Clubz for ages 3–6.
“It starts with real clubs and tennis balls,” explains Fisher (pictured, right). “They love it, and we focus on safety, connection and fun.”
Fisher also believes in the power of PGA Jr. League, stating, “It’s wonderful. It gives kids a chance to compete in a fun, low-intensity team format. We now field four teams across the Rogue Valley, and it keeps growing.”
Fisher, a 40-year teaching veteran, believes in PGA Modern Coaching, working with small groups and prioritizing on-course coaching.
“It’s not just about hitting a ball, it’s about playing a game,” he says. “On the course, you can bring in creativity, uphill lies, Rules and etiquette. Those classes are fun, and people walk away saying, ‘I never thought of that before.’”
Fisher also understands the importance of measuring and communicating the success of player engagement efforts to Daggitt and Sackett. Club sales directly attributed to Fisher’s efforts are measured exactly, weekly meetings are never missed and, as a result, this team produces results at a high level and they fully trust one another to execute their roles on the team.
This story is a shining example of a high-functioning team. Sackett believes in the power of player engagement and supports his team by removing roadblocks and supporting their efforts. Daggitt plays his part by offering a myriad of programming that engages all players, particularly new and returning players through the use of leagues and weekly club play. Fisher leverages programming such as Drive, Chip & Putt (Centennial Golf Club has become a facility-led local qualifying site and offers a wildly successful free prep clinic), PGA Jr. League, PGA Camps and PGA Modern Coaching that emphasizes on-course group instruction.
The result? Short-term returns such as year-over-year incremental revenue and, perhaps more importantly, long-term returns like community development and a shining reputation as the place to learn, play and thrive.
I have the distinct honor of working with this team, and as their Player Engagement Consultant, I can tell you they leverage me for ideas, best practices and more. Are you connecting with your Player Engagement Consultant? Make 2026 your best year and invest in player engagement. I promise you won’t regret it.