Fifteen miles west of Richmond, perched upon a hill in the small town of Midlothian, Virginia, sits Windy Hill Golf Course & Sports Complex. An oasis of escapism and fun that represents the very essence of the new growth we are seeing in American golf.
A group of middle-schoolers work on their baseball swing in the bay of the batting cages. A little further down, a family of six — grandma, grandpa, mom, dad, and their two children — stroll through the 18-hole putt-putt course with smiles on their faces. But behind the curtain of the palpable joviality of her customers, is the sacrifice and dedication of an owner-operator who wakes up every morning thinking of ways to make their experience even better.
Enter Nichole Inkel, the owner, LPGA Class-A instructor, and guru of fun at Windy Hill. I visited Windy Hill after an invitation from Nichole at NGCOA's Golf Business Conference, and I took her up on it. Being in the Education department of the National Golf Course Owners Association, my job is to find out what makes our members tick. How are they addressing the critical issues in operations with solutions? What experiences have they gone through that can help our other members succeed at their respective courses? And, what is their “why” as owner/operators? Why do they do what they do, and how do they do it?
As producer of our Golf Business LIVE family of shows, I normally interview our members or guests remotely. But when I heard Windy Hill had putt-putt, a par three course, a 9-hole course, batting cages, a driving range, and a go-kart track… I simply had to see it (and try it) for myself.
( << Nichole Inkel on hole 9 of her par 3 course)
As I enter the clubhouse, she greets me with a warm smile and a hug. By the time we have set up for an interview with my esteemed colleague, Michael Williams, she has already answered three different questions from members of her staff, set up a club for shaft repair, and handed a customer a token for range balls. A noted reminder that the guru of fun also wears many hats.
We sat down for the recording of Golf Business LIVE with Michael Williams (you can watch it here) and learned her keys to success. These are five of Nichole’s best business practices that keep Windy Hill winning.
-
Don’t be afraid to try “off-the-wall” ideas. Whether it’s glow-in-the-dark golf leagues, Happy Gilmore-inspired tournaments, line-dancing live music nights, or converting your entire golf course into a spooky Halloween trail, Nichole will try it. The variety of events and activities at her facility allows it to be more than just a green grass golf course. Her mantra is, “There is no rule book, and if there were one, you wouldn’t have to go by it. I wake up every morning and say to my employees: Let’s try this or let’s try that. My other thing? I never try anything once… I try it TWICE… to see if I can do it better, then if it doesn’t work, I don’t do it again.”
-
Give back to your members. Nicole hosts the Albert Inkel Memorial in honor of her father; 100% of the proceeds go back to helping junior golf in her Virginia community. Two years ago, one of her students’ fathers passed away from COVID. The proceeds from the tournament paid for the student to finish the last two years of her golf program. Her golfers are loyal, they appreciate what she does for her community, and it shows.
-
Tailor your instruction programs to meet the needs of new female golfers. The largest growing demographic in golf is women. According to the National Golf Foundation, “The female golfer population today is not only growing, it’s more diverse than ever. Females make up a larger proportion of beginners and juniors than their representation among on-course participants overall. As of last year, among the more than 47 million Americans who play any kind of golf – on or off-course – 34% are female.” But how do you get the brand-new group of female golfers coming back to the course after their first golf experience? At Windy Hill, they went to their tried and true “off-the-wall” formula and invented the “Grip & Sip.” It’s a women-only two-hour lesson. One hour is spent on the course learning golf, the other hour is spent answering any questions her female golfers may have over a glass of wine. With the invention of the “Grip & Sip,” her golfers feel a connection, they feel heard, and the golf course looks far less intimidating. It’s no surprise that the “Grip & Sip” has become one of Windy Hill’s most successful instruction programs. And also, according to Nichole, her new female golfers are spending more in her pro shop. “You know who buys my merchandise? The women, a shirt, socks, and a skirt," says Nichole. "The man is going to buy exactly what he needs. He’s going to buy a shirt. Make your course inviting, because the women are going to come out with triple more than the men do.”
-
Make Junior Golf a Priority. At Windy Hill, they have set up a PGA Junior League with 90 participants. Four years ago, there were only two female golfers; now, half of her junior golfers are girls. The family-friendly approach of Windy Hill provides a funnel for young golfers to develop their skills. They may start on the putt-putt course, go into a pee-wee clinic, and end up in a competitive league. Nichole’s constant focus on making her facility inviting and fun has been a catalyst for growth in her junior program.
-
Treat Your Staff Well. Windy Hill has a fantastic work environment. In the words of one of her employees, “I love it here. I told my boyfriend this morning that I’m either going to wake up and win the lottery or die working at Windy Hill.” Nichole makes an extra effort to make her employees feel valued, and the feeling is palpable the second you walk in the door.
( << Nichole and Michael Williams at Windy Hill’s restaurant)
When asked by our host, Michael Williams, of Golf Business LIVE, “What makes you want to own a property and do all the things that go into that?” Nichole replied: “The people. Owning and operating a golf course is something I love doing, and I never wake up thinking I don’t love my job.”
Windy Hill is much more than a golf course; it’s a place where families create memories, heal after losing loved ones, convene to hear good music, or just come to hang out. You see all walks of life on the property. Doctors in scrubs hitting on the range, little leaguers in the batting cages, and women enjoying wine as they fall in love with the game of golf. To really understand Nichole Inkel’s “why,” all you have to do is come to Windy Hill and simply walk around.
I regularly go for walks around my neighborhood with my 81-year-old neighbor. He said to me last week, “The purpose of being alive is to do everything you can to lift everyone up around you.” It’s safe to say that Nichole Inkel does the same thing.