Why Operators Should Play Their Competition’s Courses: Lessons from Brian Reed’s Year of Research
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 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 are talking about General Manager Brian Reed’s “obsessive” commitment to studying the competition, and his lessons learned after playing 52 different courses in his market in 52 weeks.
Let’s dive in.
Brian Reed has been a golf course operator for almost 30 years. After a career in the Navy as an Aviation Electronics Technician & Chief Petty Officer, he worked his way up the golf course ranks from Assistant Pro to General Manager across multiple busy public courses in Southern California.
Brian’s unique experience in the Navy has shaped a key philosophy as an operator: the importance of learning from the competition and constantly focusing on process improvement.
Simi Hills Golf Course, where Brian was the General Manager for 17+ years, has developed a stellar reputation as one of the most fun and in demand public courses in all of Southern California. That is evidenced by the 100% net promotor score on GolfPass and constant year over year growth in both rounds + revenue.
This performance is not a coincidence. Brian, in his words, is “obsessed” with seeing what other courses are doing well and applying it to his course.
“If I see something I think is cool, from the way curbs are pained, to the tee signs they have, to layout of the benches near the greens, even the quality of the flag poles... my team is getting a picture or call” said Brian.
Here he is in his own words talking about how he approaches competitive analysis:
In 2023, Brian took this competitive research to the next level, committing himself to play 52 different courses in 52 weeks. While partially a fun challenge, this project confirmed to him that in the highly competitive world of golf course management, staying ahead of the curve requires more than just maintaining greens and offering top-notch services.
By understanding what other courses are doing—both well and not so well—operators can identify opportunities to differentiate offerings, improve customer satisfaction, and ultimately drive more revenue.
Lessons from the Field: What Brian Learned from the Competition
Golfer Customer Experience Matters: Playing as a regular customer at other courses gave Brian an unfiltered view of the customer experience. From the ease of booking a tee time to the friendliness of the staff and the quality of the course, he noted what made customers return and what deterred them. This direct feedback loop helped him implement small but impactful changes at his own course, enhancing the overall customer experience. A small example is keeping the bathrooms clean, something he regularly saw operators forget.
Inspiration for Innovation: Every course has its own unique features and challenges, and by experiencing these first-hand, Brian was able to draw inspiration for his own operations. Whether it was a creative approach to marketing, an innovative tee time demand management system (like Noteefy), or unique amenities, seeing these in action sparked new ideas that he could adapt to his own course.
Benchmarking Standards: Playing different courses allowed Brian to benchmark his own course’s performance against others. By comparing course conditions, pricing strategies, and customer engagement tactics, he was able to set more realistic goals and identify areas where his course excelled or needed improvement.
Building a Network: Brian’s journey wasn’t just about playing golf—it was also about building relationships. By connecting with other course operators, he gained access to a network of peers who could offer advice, share challenges, and collaborate on initiatives that benefit the entire golfing community.
Brian keeps a pin in every course he has played.
Takeaways: Implementing Competitive Research at Into Your Operation
Brian Reed’s experience underscores the importance of taking a proactive approach to competitive research. Here’s how you can implement similar strategies at your course:
- Play Other Courses Regularly: Set a goal to play at least one new course every month. Pay attention to every aspect of the experience, from booking to the 19th hole.
- Take Notes and Reflect: After each round, jot down what stood out to you. Consider how you can apply the positive aspects to your own course and how you can avoid any negatives
- Engage with Staff and Operators: Don’t just play the course—engage with the staff and, if possible, the operators. Ask questions, share experiences, and be open to learning from their successes and mistakes
- Review and Adapt: Regularly review your findings and adapt your strategies accordingly. This could involve tweaking your customer service approach, rethinking your pricing strategy, or even redesigning parts of your course.
Conclusion
In the ever-evolving landscape of golf course management, competitive research is not just a nice-to-have—it’s a necessity. Brian Reed’s year-long journey of playing different courses offers a blueprint for how you can gain invaluable insights into your competitors while discovering new ways to enhance your own operations. So, lace up your golf shoes, grab your clubs, and start exploring the courses in your area—you never know what you might learn.
By investing time in understanding the competitive environment, you’ll be better equipped to make informed decisions that drive success and keep your course thriving in a crowded market.
Thanks for tuning in!
Jake Gordon is the Co-Founder and CEO of Noteefy, Golf’s #1 tee time waitlist and assistant platform. Noteefy helps operators fill more tee times with less effort by automatically sending availability notifications to golfer’s when inventory comes online. Noteefy is trusted by over 500 golf courses today from municipal to top 5 resort properties.
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