Covid-19 Update from Bobby Jones Links

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

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.

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.

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.