Hunter’s Creek GC Finds Strength in Numbers

Increased buying power and shared best practices are just two advantages to being a part of a management company.

In today’s hyper-competitive business world, it’s nice to know you don’t have to go it alone.

According to C.W. Woods, General Manager of Hunter’s Creek Golf Club in Orlando, Fla., the benefits of being under the OB Sports name are wide-ranging.

“With management company expertise, we immediately have credibility with vendors, lenders and customers,” he said. “We also are provided an increased support group with experts in all areas (marketing, agronomy, human resources, operations, etc.). We often times can tap into marketing / cross promotional opportunities, shared resources, national account savings / buying power … ultimately creating increased profit for our owner.

“Not to mention we are able to share best practices and what is working from the other courses in the system: special promotions, multi-play rounds, e-mail campaigns, etc.,” Woods added.

Hunter’s Creek Golf Club Location: Orlando, Fla. Management Company: OB Sports Membership: Resort/Daily Fee Annual Golf Rounds: 35,0000 Clubhouse Amenities: Full Restaurant, Bar and Grille, Shower facilities, Banquet/Meeting Space Outdoor Amenities: 2000 sq. ft event pavilion Clubhouse size: 4000 sq. ft

Buying Groups

Hunter’s Creek has national account pricing and benefits from bulk purchasing that translates into lower operating costs for our club such as: golf course equipment, seed, golf cars, apparel, golf accessories, golf balls and equipment, website design / hosting, and credit card processing.

“National account savings in agronomy, equipment, seed, fertilizer provide us with the ability to do more while spending less,” says Woods. “In cluster markets, shared equipment and resources are further utilized.

“Also, OB Sports has in-house graphic design, printing and marketing that reduces our marketing expenditures and makes us better marketers,” he added.

The corporate level adds additional marketing advantages and support, as well.

“Our corporate marketing team is always there to help share best practices and what is working at other clubs, other markets, etc.,” Woods says. “Many times there are co-op/shared marketing opportunities we can participate in if it makes sense for the property – reducing advertising expenditures.”

OB Sports has a proprietary guide of proven technics to build the club database and clubs also have access to an in-house creative director for design of logos, ads, brochures, flyers and, e-mail marketing. If clubs have a need for national advertising, OB Sports secures preferred pricing on advertising and marketing opportunities, too.

The financial benefits don’t end there, according to Woods.

“OB Sports offers centralized accounting and financial support (i.e. monthly financial statements, daily flash reporting, etc.), eliminating the need to staff a CFO or high level, high earning controller,” he said. “Many of our clubs take advantage of corporate retail buying that is still course, region, or market specific, but minimizes payroll expenditures, or the need to hire a retail director.”

The corporate office also shops for health care benefits each year to ensure member clubs are getting the lowest premiums possible.

Keeping the Feel

When it comes to keeping an independent feel Hunter’s Creek—as opposed to feeling like a corporate entity—Woods said there’s a nice balance.

“OB Sports is a bit unique in that they have ‘big company benefits’ with a ‘small company culture,’” he said. “They offer all the benefits of the largest company in terms of bulk buying power, benefits, etc., but do so with a ‘small company culture.

“For example, we have support and direction from corporate, but also autonomy and have an entrepreneur-like environment here at the club level.,” Woods added. “If I want to start a creative promotion, e-mail campaign or something to that effect, it’s never ‘we don’t do that, that way.’”

Added Benefits With a management company like OB Sports, club members and guests receive additional benefits, according to Hunter’s Creek General Manager C.W. Woods. There are numerous special programs, such as OB Sports Travel Benefits. Card members and annual members not only receive benefits here at Hunter’s Creek, but if they travel to other destinations, they get preferred rates for themselves and their guests to play participating clubs. “This is a great benefit for our members but also delivers revenue to participating facilities,” Woods said. Also, the OB Sports Bonus Points program is a points-based loyalty program that is offered as an added perk, so cardholders can earn and redeem points at participating OB Sports courses, then redeem those points toward free rounds of golf. “OB Sports Travel Benefits offer travel opportunities to our members and also, in turn, deliver revenue to our club in the form of ‘Away Card Member Play,’” Woods said. “At some clubs this generates $100,000 or more in new revenues.”