Resorts Ride Golf’s Evolution
At North Carolina’s Pinehurst Resort & Club, PGA of America Director of Golf Matt Barksdale sees the full spectrum of travel groups, from massive buddy trips to intimate couples’ getaways. He also sees the full gamut of trip types, from young – or young at heart – groups trying to squeeze in 54 holes a day in the summer to older golfers and couples that want a more relaxed pace.
“One thing we’ve seen a lot more of is individuals getting that 10 or 11 a.m. tee time, taking it easier in the morning with a nice breakfast and warmup on the range with less time pressure. Then they can play The Cradle, our short course, or the Thistle Dhu putting course in the afternoon,” Barksdale says. “They’re really trying to keep it more casual and not so much of an endurance run – more of a vacation where they leave relaxed instead of saying, ‘That was an awesome trip, but I’m exhausted.’”
To match expectations, Pinehurst has invested heavily in its golf courses – like the new Pinehurst Sandmines campus, home to the Tom Doak’s No. 10 layout and the under-construction Bill Coore-Ben Crenshaw No. 11 course – and off-course amenities, especially its updated accommodations. The resort’s Holly Inn and Manor Inn have been renovated, a yearslong project to update the historic Carolina Hotel was recently completed, and nine golf cottages recently opened on the resort’s No. 8 course.
“It’s important that we keep investing and facing forward,” Barksdale says. “Pinehurst has a lot of history, but your guests want a high-quality product. We pay homage to our heritage, but we’re continuing to evolve and make new experiences.”
One of Pinehurst’s strengths as a host site for golf travel is its 10 courses, which provide myriad options for price and value to visiting groups. While the No. 2, No. 4, No. 8 and No. 10 courses get top billing – and top dollar – the resort’s remaining courses are a collection of hidden gems that can make for a memorable trip at a surprising value.
Like Kiawah Island’s Wagaman, Barksdale does not see other resorts as competitors, but rather more as collaborators that work together to keep group golf travel strong.
“I think years ago we would have thought of our comp set of resorts as competitors, but now I think we’re allies,” Barksdale says. “This is because you have so many more golfers who want to travel now. So even if a group that travels once or twice a year doesn’t come to Pinehurst every year, we want to be in their rotation. As long as we’re all sharing this same clientele and we’re all providing great service at our unique properties, those golfers will keep traveling and we’ll all keep seeing them again.”
His advice to his fellow PGA of America Professionals booking future trips? “Try to book about a year in advance and get those dates blocked, get tee times and key specifics blocked, then work backward in recruiting members. Trust me, it’s not going to be too difficult to get seven members to go to Pinehurst,” Barksdale says. “But the longer in ad vance you plan, the more options there are to do something special – like hosting a private dinner in the locker room or a spa day for a couples’ trip.”
Travel’s Benefits Keep Accumulating
Across all perspectives, one theme emerges: Golf travel is about more than golf. It’s about relationships between members at a facility, between PGA of America Golf Professionals and their members, and between PGA of America Professionals themselves.
Travel strengthens clubs by deepening loyalty. It boosts business through increased equipment and apparel sales. It elevates a professional’s visibility and impact. And perhaps most importantly, it creates memories that everyone involved will treasure forever.
As Atlanta Country Club’s Schroeder puts it: “The main thing is you get to foster relationships and deepen the relationships you’ve already created. Because a lot of times, you’re spending two or three nights, minimum, all together. You’re finding out more about them personally, professionally, more about their families and interests.”
That’s why every trip is an opportunity to see members in a new light, to show them the game at its most inspiring, and to create the kinds of memories that keep them – and you – coming back to the club with renewed passion.
