Rain or Shine, Golf’s Fine With Indoor Simulators

The Club at The Strand

A rainy day or a foot of snow doesn’t have to keep golfers away from the club. With indoor simulators, clubs are giving members and guests a reason to visit the property, while also boosting revenue.

Indoor Golf Paradise

“This flexibility lets members fit golf into their lives, enjoying the game whenever they have free time.”
– Rick Grewe, Performance Improvement Center Manager at Tennessee Grasslands in Gallatin, Tenn.

Whether it’s raining, snowing, dark, or too hot to play outside in Gallatin, Tenn., members can still enjoy a round of golf or practice in the comfort of the Performance Improvement Center (PIC) at Tennessee Grasslands. The facility features five state-of-the-art simulators, providing an opportunity to play or practice year-round.

“Simulators also offer the convenience of playing at any time that suits your schedule, day or night,” says Rick Grewe, PIC Manager. “You don’t have to worry about tee times. You can simply turn on the simulator and start playing or practicing whenever you want. This flexibility lets members fit golf into their lives, enjoying the game whenever they have free time.”

Between lessons, fittings, practice and play, the simulators are used every day, Grewe says.

Tennessee Grasslands

“The weather dictates much of the changes in simulator involvement. When the days are beautiful, usage naturally declines, and when the weather is nastier, the more the bays are utilized,” he explains. “Based on data from the simulators, our bays are utilized 25 hours per week.

“The [PIC] is also a great casual meeting place for members for a drink and some food later in the evenings,” he adds.

Ongoing maintenance costs include a software subscription of $100 per year, projector bulb replacements at approximately $1,000 annually, and projector filter replacements costing around $500 each year. The hitting screens last for a little over two years, Grewe says, and they cost $3,000 to replace. But revenue is “absolutely” flowing in.

“The club has realized additional revenue from the simulator spaces,” Grewe explains. “We charge for bay usage by the hour, and that amount depends on membership status. We also sell subscription packages for bay usages that adds additional revenue. And we encourage members to bring guests who are not members for an additional revenue stream.”

Golf club sales from club fittings using the simulator are another large source of revenue, he notes.

Tavern with a Twist

“[The simulators] have also strengthened members’ trust in our club fitting services, as they recognize that the experience and data they receive on-site are superior to those offered at private fitting studios.”
– Elvis Gooden, General Manager/COO, The Club at The Strand in Naples, Fla.

The Club at The Strand in Naples, Fla., found a unique opportunity when deciding to add a golf simulator (and much more) to its property. The vision for Tavern 59, a dining and entertainment space, was shaped with input from Kenneth Hart, an esteemed member and Managing Director for the Naples office of a respected architecture and design firm based in North Palm Beach, Fla. With his experience as an architect and certified interior designer, Hart brought a deep understanding of the club’s culture and values to the project. The firm’s expertise in crafting refined spaces for private clubs made them a natural partner, resulting in a design that aligns with The Strand’s vision and enhances the overall member experience.

Elvis Gooden, General Manager/COO of The Club at The Strand, emphasizes the benefits of the simulators, which create a controlled environment for members to sharpen their skills while also offering a fun entertainment option and social gathering spot. “This addition reflects our dedication to providing innovative, top-tier amenities to our members,” he says. “Moreover, it enables our golf staff to offer custom club fittings with the latest and most advanced equipment, enhancing the overall member experience at our club.”

The space that now houses Tavern 59 and the simulators was previously occupied by the club’s men’s and ladies’ locker rooms, which were “oversized and underutilized,” according to Gooden. “With our club’s highly active member private cart program, many members store their items in their golf carts, reducing the need for traditional lockers,” he explains. “Recognizing this, we saw an opportunity to repurpose the space for better use, leading to the creation of Tavern 59 and the installation of the two indoor simulators.”

Elvis Gooden, General Manager/COO of The Club at The Strand in Naples, Fla., says the simulators enable the golf staff to enhance the overall member experience at the club.

Maintaining the simulators requires ongoing investment, including annual software licensing fees, occasional hardware updates, cleaning, and the cost of fitting components like shafts and club heads. “We’ve allocated approximately $40,000 annually to cover these expenses,” Gooden notes. “We conduct regular calibration and software updates quarterly to ensure accuracy and performance.”

The simulators have also created new revenue opportunities through private lessons, group play rental fees, and special events. “They have also strengthened members’ trust in our club fitting services, as they recognize that the experience and data they receive on-site are superior to those offered at private fitting studios,” Gooden says. “This increased confidence has significantly boosted our club sales, making it one of the most beneficial impacts of the simulators’ installation.”

Members have embraced the simulators, appreciating the ability to maintain their skills throughout the year. “Our members’ feedback has been overwhelmingly positive, with many highlighting the fun and flexibility it adds to their golfing experience,” Gooden shares. “They particularly appreciate the realistic play and high-quality graphics, making the simulators a favorite feature of our club. With the two simulators, we built a winner in our design of Tavern 59.”

Mile-High Amenity

Though the Rocky Mountains are known for world-class skiing, Cherry Hills Country Club in Denver is committed to offering year-round activities for its members.

“An overarching goal of our recent clubhouse renovation was to provide amenities that would allow the club to be more of a year-round experience despite the winter weather conditions that impact regular golf,” says Lance Sabella, CCM, ECM, General Manager/COO. “Our ‘Swing Lounge,’ consisting of four indoor hitting bays, is an integral part of this initiative.”

“An overarching goal of our recent clubhouse renovation was to provide amenities that would allow the club to be more of a year-round experience despite the winter weather conditions that impact regular golf.”
– Lance Sabella, CCM, ECM, General Manager/COO, Cherry Hills Country Club in Denver, Colo.

All the maintenance and updates are currently still under warranty, and cleaning and upkeep have been relatively minimal, considering the extensive usage.

“In the months of November through mid-April we are open six days per week from 8 am to 9 pm and are at 95% capacity every day,” Sabella says. “We created a Wednesday Night League [team format] to further meet demand. It had a waiting list.”

Cherry Hills introduced the simulators as a complimentary amenity but will charge a modest guest fee this year. Some indirect revenue (club sales from fitting or lessons) can be attributed to this area, however.

As for promoting the simulators: “Of course, word of mouth is always one of, if not the best forms of communication,” Sabella explains. “Additionally, we use our internal club communication resources, emails, newsletter, and our golf staff does an excellent job promoting it as well.”

Sabella jokes that members are clamoring to get in the Wednesday league this year; kidding aside, the addition has been welcomed with open arms.

“It is one of the most popular and well received additions to the club,” he says. “The Swing Lounge also has a bar and a large TV. We offer dining services and members love to spend time there on Saturdays and Sundays watching football.”

This success story is part of a larger trend: indoor golf simulators are more than a backup plan for bad weather—they’re a smart investment for keeping members active year-round. By converting underused spaces into practical venues like Tennessee Grasslands’ Performance Improvement Center, The Strand’s Tavern 59, and Cherry Hills’ Swing Lounge, clubs are showing that these tools can keep members playing regardless of the weather. They boost revenue through rentals and fittings while creating new places for members to gather. Simulators add convenience, foster connection, and help members maintain their skills, making them a win for both the club’s finances and the member experience. C+RB