Hello and welcome to the Revenue Alert newsletter series, presented by Noteefy!
Here we summarize the best ideas, strategies, and insights in the world of golf course operations and revenue management. If you are looking for fresh tactics from some of the industry’s best leaders to grow your course or portfolio’s profitability, this is for you.
Today we break down an interview with Chris Keiser, Partner at Dream Golf, to unpack the lessons learned from building Bandon Dunes, Sand Valley Resort, and soon Rodeo Dunes in Colorado and Wild Spring Dunes in Texas into one of the most celebrated portfolios of destination golf in the world.
Rediscovering the Magic of Golf: The founding story of Bandon Dunes and Dream Golf
The genesis of Dream Golf's philosophy dates back to Mike Keiser's golfing experiences in Europe, particularly on the storied links of Scotland. There, he felt a profound connection to the game—a magic born from the raw landscapes, the sense of adventure, and the deep integration with local culture. Upon returning to the United States, Mike pondered, "Why don't I feel that magic here when I play?"
This question became the catalyst for Bandon Dunes. Mike, originally a greeting-card entrepreneur, sought to recreate that European essence—a place where the pursuit of an incredible golf experience stirs the soul and beckons players to return. Against conventional wisdom, he purchased a remote coastal property in Oregon, hours from any major city. Many thought the idea was impractical, if not outright "crazy." Yet, the result was a resounding success, with Bandon Dunes rapidly ascending global rankings and capturing the hearts of golf enthusiasts worldwide.
Mike, and his sons Chris and Michael, have applied a framework from Bandon Dunes, as it expanded from one to seven courses over 20 years, to several new properties.
This this the Dream Golf Playbook: Spectacular Land, Genius Architecture, and Adventurous Vision
Chris Keiser distilled their approach into a simple yet profound playbook:
Start with Exceptional Land:
The foundation of any great golf course is the land itself. Bandon Dunes benefited from coastal ocean access and dramatic topography, while Sand Valley had unmatched natural pre-historic sand dunes —elements that inherently offer a unique golfing experience. Identifying such landscapes is crucial; they provide the canvas upon which the golfing adventure is painted.
Collaborate with Genius Architects:
Partnering with visionary architects is the next step. The Keisers have worked with some of the industry's most respected designers, including David McLay Kidd, Tom Doak, and the duo of Bill Coore and Ben Crenshaw. These architects possess the creativity and expertise to harness the land's potential fully, crafting courses that are not only visually stunning but also strategically engaging.
Maintain a Clear Vision and Curiosity:
The development process is a delicate balance between having a strong point of view and remaining open to continuous feedback. Chris and Mike invite dozens of experts with a point of view to the property during development to get their thoughts. That said, ultimately the circle of decision makers is small because "a camel is a committee trying to design a horse." He and his brother Mike remain deeply involved, ensuring that each decision aligns with their overarching vision while staying curious and receptive to new ideas.
Crafting the Ultimate Golfer's Experience
At the heart of Dream Golf's success is an obsessive focus on the golfer's experience, particularly for what Chris describes as the "bullseye of bullseye" audience: golf lovers seeking adventure. This means creating environments that prioritize the purity of the game over conventional metrics like par scores or even the number of holes.
A prime example is the newly opened Sedge Valley at Sand Valley—a par 68 course that debuted in July 2024. By traditional standards, a par 68 might raise eyebrows. However, the Keiser brothers saw an opportunity to offer something unique—a "gem" that challenges and delights golfers in new ways. It's a testament to their willingness to take risks in course design to enhance the overall experience.
In terms of amenities, the Keisers are deliberate and cautious. While it's tempting to add features that might attract a broader audience (like a spa for example), they are mindful of not diluting the core experience. Every addition is carefully considered to ensure it enhances, rather than detracts from, the sense of adventure and connection to the game.
While there is deep deliberation on what amenities to add to the booking experience, Dream golf has also always been a pioneer in new technology. For example, Sand Valley resort was the first in the US to leverage the Noteefy platform to make finding a tee time easier for day guests. The marketing team even built a custom campaign around it called “Dream Golf Day”
Lessons for Golf Course Managers
So, what can golf course managers running courses of all types learn from the Keiser family's approach?
- Embrace the Spirit of Adventure: Seek ways to infuse your course with elements that evoke excitement and exploration. This could be through course design, events, or integrating local culture and natural features.
- Prioritize the Golfer's Experience: Always keep the needs and desires of your core audience at the forefront. This may mean resisting trends that don't align with your vision or the expectations of your most passionate patrons.
- Collaborate with Visionaries: Whether it's architects, designers, or your own team members, work with individuals who bring creativity and expertise to the table. Foster a collaborative environment where great ideas can flourish.
- Stay Curious and Open-Minded: Continuously seek feedback and be willing to adapt. A strong vision doesn't preclude evolution; it guides it.
Conclusion
The Keiser family's success with Dream Golf is not merely a story of building courses; it's about crafting experiences that resonate on a deeper level with golfers. By focusing on exceptional land, collaborating with visionary architects, and maintaining a clear yet flexible vision, they've created destinations that capture the elusive "magic" Mike Keiser sought to replicate from his European golfing adventures.
Golf course operators have the opportunity to apply these principles in each course’s own contexts. By doing so, we can elevate the experiences we offer, foster deeper connections with our guests, and perhaps even create our own versions of that enchanting magic that keeps golfers coming back for more.
To listen to the full episode of the interview with Chis Keiser, listen below.
To learn more about Noteefy, the #1 tee time automation and demand platform in golf, check it out here: Noteefy. Noteefy is trusted by over 500 courses to improve the golfer experience and course revenue.
For further insights into the Keiser family's philosophies and the development of their resorts, consider exploring their properties or reaching out to their team at Dream Golf – Bandon, Sand Valley, Rodeo Dunes. There's much to learn from their innovative approach to the game we all love.
