When PGA of America Head Professional Sonya Freese took the reins at Hillcrest Country Club in 2018, her role evolved significantly from her prior job. Previously, teaching was just one of many duties she juggled daily. Now, it has become a primary focus and establishing her instruction business demands creativity, commitment and teamwork.
“One of the most effective strategies our PGA Director of Golf, Mike Brown, and I have implemented to attract new potential students is offering free group clinics,” says Freese (pictured), the 2013 Nebraska PGA Section Assistant Professional of the Year. “Designing programs that help our members learn and improve their skills is crucial to not only my success but also to the progress of our students and Hillcrest as a whole.”
These one-hour, members-only learning sessions draw in as many as two dozen participants and are conducted three times a year. Promotion is done via email blasts. While some attendees are “repeat customers,” these members often excel at bringing along others to join the experience.
Freese notes that they continue to build a strong women’s program, offering a pair of six-week leagues throughout the summer consisting of 48 players per session. Both league sessions filled within 10 minutes of opening registration, with a standing-room-only line extending outside of the golf shop in hopes of making the list.
While it’s often the more seasoned golfers participating in the summer-long competitions, Freese hosts the free one-hour clinics on league nights to help give those new to the game a chance to build their confidence.
“Our women golfers have played a huge role in highlighting club offerings such as leagues, making new friends and improving their skill,” she says. “Happy members, after all, are the best form of advertising, so it’s crucial to provide a quality product that inspires them to engage more deeply with the club and interact with the less-active members.”
During these sessions, Freese and Brown cover the fundamentals of setup and swing, aiming to spark interest in the participants’ overall event participation and pursue further instruction. Many attendees inquire about additional lessons, either individually or with friends, after these clinics.
“By occasionally donating just an hour of your time, you can significantly increase participation across your facility,” Freese continues. “This di rectly impacts your bottom line. Revenue growth follows as your efforts gain recognition, ultimately driving membership engagement.”
Through initiatives like this and a wide range of other efforts, Hillcrest continues to significantly boost membership growth each year. Their current golf membership consists of approximately 412 full golfing members with less than a handful of open spots to join.
Freese concludes: “This approach has proven instrumental in not just building our instruction business, but also enriching the overall atmosphere and vitality of Hillcrest Country Club.”