By Ted Simons, President and CEO, Synergy Group Consulting
It comes as no surprise that the design of the golf course is ‘king’ when it comes to golf developments. Architects are paid to focus on the showpiece – the course. So where does the driving range come into play?
There are many magnificent driving ranges and practice areas around the world which will make one salivate! But truth be known, the driving range and practice area are the last piece of the puzzle. What becomes of this very expensive acreage? A range that could double as a polo field. An undersized tee-line. A green that mirrors the Himalayas. A few bunkers that get little use.
The tide is shifting with an emphasis being placed on world-class driving ranges, practice areas, and learning centers. This bodes well for the sustainability of the game.
Driving ranges are becoming a centerpiece of golf clubs and courses. Innovative range technologies are providing ‘entertainment plus performance’. This increased use results in newfound revenues for the range, the pro shop, instruction, club fitting, and food and beverage.
Attention is being paid to the placement and size of target greens and bunkers. Even the cutting pattern delivers an experience that replicates what golfers find on the course. Features rarely seen previous include advanced tee-lines, covered or not; viewing monitors; seating; automatic ball feeders; fans, heaters and misters; and music.
Expanded practice areas are becoming prerequisites. Xtra-large putting courses. Designated short game areas. Training greens designed specifically for instruction. Bunkers of varied size and depth, including true fairway bunkers. Undulating areas for uneven lie training.
Learning centers and academies are becoming commonplace. Indoor / Outdoor coaching studios. High-performance technology packages. Putting labs. Fitting carts. Club assessment and adjustment equipment. Amenities necessary in today’s modern golf environment.
What used to be a forgotten piece of the property is becoming a focus. Member attraction and retention plus improved revenues from food & beverage, pro shop, and instruction are welcomed biproducts.
Designing this integrated complex that addresses the requirements of the modern club takes a different type of experience. Fear not, experts do exist. Experts with strategic relationships and partnerships around the world with the capacity and experience to produce the best result, the best solution, for the client.