Case Studies in Making a Difference
Bobby Jones Golf Course
Atlanta, Georgia
Industry Innovation
- A $32 million renovation of this historical public course funded by Coca-Cola, The Masters Foundation, and 100 other donors.
- Murray Golf House (clubhouse) is home to the Georgia State Golf Association, Georgia PGA, and Georgia Golf Hall of Fame.
- One of only three reversible courses in the United States.
- Himalayas putting green.
- Home to Boone’s, a high-end dining experience at a daily fee course.
- Modern and minimalist pro shop more like an Apple store than a traditional shop.
- 16 Club Car robotic Tempo Walk golf cars.
The Georgia Club
Athens, Georgia
Making F&B More Profitable
Bobby Jones Links excels at making money in food and beverage. We do this through a rigorous system of labor and cost controls tracked daily, along with extensive training, enhanced marketing, and customer-driven menus.
Before Bobby Jones Links
Revenue: $1,027,061
Cost of Goods Sold: $421,095 (41%)
Labor: $562,514 (55%)
Supplies, etc.: $176,172
Net Income: ($132,720)
After Bobby Jones Links
Revenue: $2,119,056
Cost of Goods Sold: $706,859 (33%)
Labor: $714,385 (34%)
Supplies, etc.: $451,013
Net Income: $246,799
The Golf Club of Georgia
Alpharetta, Georgia
Financial Improvement
- Managed this turnaround and sale for Prudential Mortgage Realty.
- One of the most elite private clubs in Georgia.
- 36 holes, 56,000 S.F. clubhouse, and home to PGA Tour events.
- Improved EBITDA by $756,000.
- Enable Prudential to sell the club for $15 million.
Fox Creek and Legacy Golf Clubs
Smyrna, Georgia
Financial Improvement & Course Renovation
- Side by side daily fee clubs featuring 36 holes and two major destination driving ranges.
- Oversaw $2.5 million renovation of the golf courses.
- Increased EBITDA from $250,000 to $1 million today.
- Increased rounds from 56,000 to 81,000 rounds.
- Increased driving range revenue to $850,000 annually.
- Added a major GOLFTEC instruction building and instruction program for a total of eight full-time PGA instructors.
Osprey Cove Club
St. Mary's, Georgia
Financial Improvement
- A 1,100 acre master-planned community with 670 homes.
- 18 holes semi-private club, pool, tennis, fitness, lodging, dock, and special events facility.
- Increased membership from 405 to 615 members.
- Increased EBITDA by $375,000.
- Renovated the golf course.
- Played a key role in rebranding the community to increase home sales.
The I'ON Club
Charleston, South Carolina
Financial Improvement
- An I’On Development Company “traditional neighborhood” community of 762 homes.
- Charleston’s most upscale aquatic, fitness, tennis, and wellness club.
- Grew membership from less than 450 members to 620 members.
- Improved EBITDA from a $150,000 loss to a profit consistently over $500,000 per year.
Rancho Viejo Resort
Brownsville, Texas
Membership Sales
- A 27 hole resort and country club with lodging, fitness, spa, dining and convention center managed by our company.
- At engagement, the club had 334 members. Three years later, Bobby Jones Links had grown it to 878 members.
- Implemented a successful sales and marketing campaign including extensive sales training, direct mail, member referral program, email campaigns, website imagery and content enhancements, search engine marketing, retargeting ads, and a special web landing page for membership only.
Kings Creek Golf Club
Spring Hill, Tennessee
Significant Procurement Savings
PROBLEM: New Bobby Jones Links client had sought bids from all the three golf cart manufacturers for a new fleet of golf carts.
SOLUTION: Bobby Jones Links stepped in and rebid the fleet based on our industry relationships and procurement power.
RESULT: The new fleet of cars was $73,000 less than the lowest bid the club had received on its own.
The Waterfall Club
Clayton, Georgia
Financial Improvement
- Elite private club owned by Nick Saban and partners.
- 18 holes, lodge, spa, aquatic center, indoor tennis, fitness, hiking trails and dock on Lake Burton.
- Improved bottom line financial performance by $756,000 through food and beverage cost and labor expense improvement, procurement savings, training, and increased membership sales.
Cobblestone Park Golf Club
Columbia, South Carolina
Financial Improvement
- A D.R. Horton master-planned community.
- 27 holes semi-private club with aquatic center, basketball, tennis, fitness, and major food and beverage.
- Grew the club from 300 to 546 members.
- Improved EBITDA from 1.9 million loss in 2009 to a profit of $175,000 today.
The Manor Golf and Country Club
Alpharetta, Georgia
Financial Improvement
- A high-end community with homes priced up to $3 million featuring a Tom Watson designed golf course.
- 18 holes semi-private club with aquatic center, spa, basketball, 4 indoor and 16 outdoor tennis courts, fitness, and major food and beverage operation.
- 432 members
- Improved EBITDA from a loss of $1.4 million loss in 2009 to a profit of $575,000 in 2015.
- Enabled owner to sell the club for $7 million.
The Ooltewah Club
Ooltewah, Tennessee
Rebranding and Renewal
PROBLEM: The new owner of The Champions Club realized the club had a tarnished reputation and desired to reposition the club.
SOLUTION: Bobby Jones Links changed the name, developed a new logo and brand guide, installed new signage, upgraded the club’s digital presence, invited media to play, issued press releases and hosted a Grand Opening day.
RESULT: The image of the club was improved. In the first 90 days, 145 new memberships were sold due to this repositioning of The Ooltewah Club in the market.
Hope Valley Country Club
Durham, North Carolina
Enhanced Images and Marketing
PROBLEM: Hope Valley, a new Bobby Jones Link’s club and classic Donald Ross course, had no usable images or videos for marketing the club and telling its great story.
SOLUTION: Bobby Jones Links engaged one of the professional golf course and lifestyle photographers we use to develop a library of images for marketing and social media purposes.
RESULT: Hope Valley’s new images enhance its website, promotional materials, membership information, etc., resulting in an enhanced brand and greater membership and special event sales.
Big Canoe
Jasper, Georgia
Coaching a Board of Directors
PROBLEM: The Board of Directors of this great community was making the classic mistake of being too involved in the day-to-day operations, resulting in blurred lines of communication and staff confusion.
SOLUTION: Bobby Jones Links helped the Board redefine their role, teaching them to work “on” the business of Big Canoe, but not “in” it.
RESULT: The Board was freed up to focus on the high-level issues and enjoy the club and community while the staff become more effective in not having to serve multiple masters.
Strong
Independent
and Attentive
The principals of Bobby Jones Links own the company - we are not driven by investor expectations or private equity pressure. The benefit to you is happier associates and long-term thinking.
As a result, we don’t leverage our operational leadership across too many clubs. And unlike many companies in our business, we don’t require long-term management agreements with large breakup fees. If you like what we do, you’ll keep us. For more than two decades our clients have renewed our management services more than any other company.
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