Troon has been selected to manage the Lake Persidential Golf Club.
Billy Casper Golf was in charge of the management of this semi-private club in Upper Marlboro, Maryland since 2014.
During that period Lake Presidential Golf Club went through a significant remodeling and renovation of its 11,000-square-foot clubhouse.
The golf club’s 18-hole championship course was upgraded as well.
The Lake Presidential Golf Club is located within the popular BeechTree community in Upper Marlboro.
The golf course opened in 2008 and is one of Maryland’s most popular courses, having been named No. 2 on Golfweek’s “Best Courses You Can Play in Maryland” list in 2016.
The par 72, 7,230-yard layout meanders through heavily wooded and rolling terrain.
The above-mentioned 11,000-square-foot clubhouse features a golf shop, restaurant, and event facilities that can accommodate up to 275 guests.
Artificial Intelligence & Personalized services in private clubs
I am expecting that the demand for personalized services & convenience in private clubs will grow in 2019 and in the coming years as well.
More golf clubs will experiment the usage of:
- Artificial Intelligence (e.g. Pebble Beach’s virtual concierge service) and machine learning have the ability to create customized recommendations based on a user’s preferences and past activities,
- Chatbots: for one-on-one, personalized communication,
- Beacon technology: e.g. sending of push notifications to members based on their location on the property (e.g. clubhouse, restaurant, pro-shop, gym etc.).
Today, there are approximately 73 million Millennials (born 1981-1996) in the US. They are the largest workforce segment in the workplace.
By 2030, 75% of the workforce will be from this generation according tothe U.S. Bureau of Labor Statistics.
Hence, private golf clubs must adapt to the on-demand service that Millennials expect.
Experiences are the main motivator for spending money among Millennials.
We also have to show them the private golf clubs’ services and facilities are relevant to their lifestyle.
They are looking for unique restaurant experiences and value local foods (e.g. locally grown produce, locally raised beef, artisan or handcrafted bread, cheese, or beer etc.) or even organic foods.
This is why I highlighted in 2017, Medinah Country Club‘s organic garden.
Such food & beverage experience in combination with the social atmosphere can contribute significantly to overall club satisfaction.