Case Studies in
Making a Difference
The following are case studies from current and former Bobby Jones Links managed clubs illustrating how we make a difference.
Significant Membership Increase and Financial Improvement
- 27 holes, pool, tennis, walking trails, community garden, and major F&B operation
- Increased membership from 200 to 1,101 members
- Improved EBITDA from a loss of $1.5 million to a significant profit
- Ranked one of the “50 Best Retirement Communities.”
Turning Around A High-End Private Club
- Elite master-planned community and private club now owned by Nick Saban and partners
- 18 holes, lodge, spa, aquatic center, indoor tennis, fitness, hiking trails and dock on prestigious Lake Burton
- Improved bottom line financial performance by $750,000 through food and beverage cost and labor expense improvement, procurement savings, training, and increased membership sales
Significant Membership Increase and 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.
Private Club Turnaround And Sale
- 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
- Enabled Prudential to sell the club for $15 million
The Manor Golf and Country Club
Alpharetta, Georgia
Dramatic Improvement Of A Bank Owned Club
- A high-end community with homes priced up to $4 million featuring a Tom Watson designed golf course
- 18 holes semi-private club with 432 members, aquatic center, spa, basketball, 4 indoor and 16 outdoor tennis courts, fitness, and major food and beverage operation
- Improved EBITDA from a loss of $1.4 million loss to a profit of $575,000
- Enabled owner to sell the club for $7 million
Rancho Viejo Resort and Country Club
Brownsville, Texas
Substantially Growing A Membership
- A 27 hole resort and country club with lodging, fitness, spa, dining and convention center
- 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 Rebirth Of A Historic Public Course
- A $32 million renovation of this historic public course funded by Coca-Cola, numerous foundations, and over 100 private donors
- 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 course
- Home to Boone’s, a high-end dining experience
- Modern and minimalist pro shop more like an Apple store than a traditional shop.
- Seven full-time instructors and Junior program with more than 2,000 participants
Renovation And Financial Improvement
- Side by side daily fee clubs featuring 36 holes and two major destination driving ranges
- Oversaw a $2.5 million renovation
- 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 with eight full-time PGA instructors
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, developed a new website, upgraded the club’s digital presence, invited the media to play, issued press releases and hosted a grand opening to celebrate the change. This coincided with a major renovation of the golf course by BJL.
RESULT: The image of the club was greatly improved. In the first 90 days, 145 new memberships were sold due to this repositioning of The Ooltewah Club in the market.
Board Relations and Effectiveness
PROBLEM: The Board of Directors of this 8,000 acre master-planned community with 27 holes, a marina, fitness center, and racquet sports 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 able to focus on the high-level issues and enjoy the club and community while BJL and the staff become more effective in not having to serve multiple masters and agendas.
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