By Marc Hall
As golf participation continues to boom in this post-pandemic economy, golf course operators are looking to add infrastructure and programming that creates sustainable revenue from loyal, happy customers. In short, if they can make the golf course an even more engaging place to spend their time and money, operators won’t have to wait until the next global panic to effectively grow and maintain their businesses.
So, that’s why you’re seeing properties add simulator rooms, better dining and bar venues and practice areas that are more fun and useful to a broad range of customers. TrackMan Range and Toptracer Range or feeding golfers of all ages data and gamified practice on driving ranges all over the country and even the process of teeing the golf ball has been automated by an innovative company called Power Tee.
It might sound simple, but the benefits of Power Tee’s technology yields unexpected benefits for golfers as well as the owners and operators who are installing the practice stations on their ranges in lieu of traditional – and higher-maintenance – grass tee stations. Every shot hit from a Power Tee station is from a perfect lie because it’s automatically teed at the height you chose and set (from 40 different options). Power Tee solves the “hitting off of crappy mats” dilemma by dialing in the lie and turf interaction the player chooses. Practice sessions are more productive, golfers get in the groove more quickly and hit better shots during each Power Tee range session. Lessons resonate more easily, too. And, on the business side, courses and ranges see customers hit more balls, stay longer, spend more and in pro shop and snack shop and bring more people with them to try Power Tee.
One such owner/operator that has tapped into the magic of Power in Texas is Magnolia Golf, owners of three high-profile, upscale daily fee courses in the Austin area – Falconhead Golf Club, Teravista Golf Club and Avery Ranch Golf Club.
“We’re really fortunate to own the only venues in the Austin area with Power Tee technology on our driving ranges. Since our ranges were all equipped with both Power Tee range stations and Toptracer Range, the volume of individuals coming out and hitting range balls has grown,” says Magnolia Golf’s PGA Owner and General Manager Adam Owen. “We’ve also had growth in monthly memberships because really practicing and learning the game with technologies like this is a game changer compared to what you’ll find at other golf practice areas. Just being on our range gives everybody the feeling of an upgraded golfing experience.”
At the three Magnolia Golf properties, Power Tee has upgraded the tee line with incredible mats and the ability to automate the teeing process of each golf ball. It makes for a very enjoyable, relaxing and unique experience. Once a golfer hits balls on the artificial tee that’s part of Power Tee, they realize how incredibly lifelike it is, compared to the grass. Owen also thinks that helps beginners and developing golfers advance and improve faster because there’s a very big barrier for golf – a lot of beginners are still intimidated to come out and learn how to play golf or improve their game.
Topgolf has had an unbelievable breakthrough in allowing anybody to have fun at the range. And that’s what Power Tee and Toptracer Range Technology have brought to all three of Magnolia Golf courses. “New golfers are attracted to a friendly environment, and when you have all the technology that we do, you can play so many games on Toptracer and Power Tee. It’s a really nice, cool scene that keeps people coming back,” Owen adds.
Power Tee has two different mat types so golfers can chip off a very firm lie that represents a true clean grass hitting surface. Then there is another mat that is less dense and a little softer. The problem with people who hit a lot of balls is that it causes wear-and-tear on their bodies, so having two different mat situations is very advantageous.
“Two of our instructors initially thought that it would be disadvantageous teaching on Power Tee and the mats because they thought their students would want true grass lies. But they’ve been pleasantly surprised by how many students really want to take a lesson on the uniquely designed Power Tee mats,” Owen says. “Don’t get me wrong – some purists will always want true grass lies and we can accommodate that through a lesson on the back part of our range. But when people try the Power Tee mats and see how great hitting off them really is, they’re sold.”
Owen says Power Tee’s benefits far outweigh the expenses. “For every golf operator, you’ve got to get creative and see that you can grow the sport at each one of your facilities with Power Tee – not only at a standalone range, but at a golf course as well,” Owen says. “This technology has boosted our business so much that we’ve come up with programming to make food and beverage more readily available at our ranges. In better weather months, we’re going to start setting up individual bars and barbecues at our Power Tee and Toptracer booths. Each booth has seating, so we’re going to do more personalized food and beverage in golf season that will boost revenue even more. It’s a bright future.”
To learn more, visit PowerTee.com.
