Data collection lays the path for accurate analysis. Analysis of customer behavior, paired with innovation, allows for meaningful improvements that create higher relevancy of the product.
Our tee sheet software, retail point-of-sale system, and restaurant point-of-sale systems are chosen and organized to ensure trackability. We take a vast amount of data and create daily reports, posted each morning for managers, project leads, and offsite team members to review. This allows us a great deal of mobility to understand what our customers value and what they don’t. We can swap ice cream flavors (and find a favorite), replace taco options, and narrow down a preferred wine list by paying close attention to customer behavior.
This level of detail also applies to tracking the behavior of our golf customers. Customers are broken into segments, and rounds are meticulously tracked by day of week and time of day. Within our report, we also track the weather so that context is available at a glance – an important component to an out of doors product.
Superior course conditions are the foundation of our business. Advance Golf is committed to providing excellent playing conditions throughout the year, every year. We invest in Superintendents (the professionals responsible for the maintenance and overall groundskeeping of the golf course) who are educated and motivated to set expectations and achieve our desired results. Great training and execution create a culture of success where crews can see the results of their daily work and take pride in and ownership of the result.
Our teams rely on a thorough understanding of the area, tissue and soil testing, and water analysis to identify any deficiencies that cause turf decline. Superior turfgrass starts and ends with what is below the surface, implementing faster foliar sprays and greater nutrient uptake that are readily available to the plant. Proper nozzle selection is vital to provide proper coverage to the plant. Granular applications are also applied monthly to offset any major soil deficiencies. Understanding the correct saturation percentages of calcium, magnesium, and potassium helps us determine rates to add corrective measures. Fertilizer and chemical applications to specific areas of the golf course that are stressed or deficient address problems before they develop further.
Advance Golf loves fly fishing. Since 2022, we’ve invited managers and department heads from our properties to attend a fly-fishing retreat in Colorado each spring/summer, with three trips a year and around 16 participants per trip.
We also run robust sales incentive programs at the courses. Both short- and long-term goals are set throughout the year, of which we have a high redemption rate. Sales teams participate in creating their rewards, fostering camaraderie, and real motivation to achieve financial results for the business. Additionally, clubs that reach a certain level of performance receive a Christmas paycheck for all employees every Dec 1st up to $150,000.