NGCOA Golf Tee Time Summit – Frequently Asked Questions

What is the NGCOA Golf Tee Time Summit?

The Golf Tee Time Summit is a special one-day gathering organized by the National Golf Course Owners Association (NGCOA) to bring together key stakeholders in the golf tee time marketplace. It is a solutions-focused, interactive workshop (not a typical conference) where golf course owners and operators, golf management system (GMS) tech providers, third-party tee time resellers, and other companies and industry experts will convene to address pressing issues in tee time distribution and commerce. The first of its kind, the Summit will take place on Monday, October 13, 2025, at the Westin Dallas Stonebriar Golf Resort & Spa in Frisco, TX, just ahead of NGCOA’s Golf Business TechCon event. Attendance is by invitation and is limited (see below), emphasizing a collaborative environment where every participant is an active contributor.

The major themes of the summit will revolve around the following ideas:

• How do we best manage the relationships, ongoing challenges, and opportunities between course owners and their technology partners (tee time reselling, Google, AI agents, waitlist technology, etc)

• How do we approach and begin to resolve common challenges, including no-shows, surcharging, and chargebacks?

• How do we best evolve to ensure success in a rapidly advancing environment (new technologies, etc.)?

• How do we collaborate to create new industry standards and rules of engagement for technology providers and golf course operators to achieve maximum health together?

Why is this Summit being held now?

The golf industry is experiencing unprecedented growth and change that hasn’t been seen since the boom of the software and online tee time races of the 1990s, making this a pivotal moment to convene stakeholders. In recent years, golf participation and rounds played have surged dramatically — for example, total U.S. golfer participation reached 42.7 million in 2024 (up 38% from 2019), and a record 543 million rounds were played in 2024 (8% more than the previous year). This wave of demand and interest has catalyzed an explosion of new technologies and business models around tee time management. Both long-time industry players and new entrants are reshaping how tee times are booked, priced, and marketed. For instance, innovative startups have grown at astounding rates (one tee time tech provider expanded from 60 to over 760 course clients in just 16 months, introducing tools like AI-driven pricing algorithms and waitlist systems that were unheard of a few years ago. While this growth is exciting, it also brings >complexity and disruption — from challenges in pricing strategy and inventory distribution to conflicts over data ownership. The NGCOA Board recognized that the industry stands at a crossroads where these opportunities and challenges must be addressed collectively now to ensure a healthy future. That is why the Board unanimously approved adding this Summit (which wasn’t on the original 2025 event calendar) as an initiative to tackle these critical tee time commerce issues head-on — together.

Who should attend the Tee Time Summit?

Attendance is by invitation and is aimed at the full “tee time ecosystem.” This includes golf course owners and operators, multi-course and resort management companies, golf management software (GMS) and tee sheet providers, auxiliary technology providers (such as makers of waitlist, pricing, or booking tools), third-party tee time resellers/aggregators, and other peripheral experts or consultants in golf payment technology and marketing. In short, anyone whose organization plays a significant role in how tee times are booked, distributed, priced, or managed has a seat at the table. The NGCOA has invited a broad range of industry organizations to ensure that all perspectives — from large management groups to independent course owners, and from established tech giants to innovative startups — are represented. By bringing together this diverse group, the Summit aims to foster mutual understanding and collaborative solutions that work for all parts of the golf tee time market.

What topics and issues will be addressed at the Summit?

The Summit will delve into the most pressing and fast-evolving issues surrounding tee time sales and distribution. Key topics on the agenda include (but could be subject to change as we continue to craft the day):

• Innovations in Tee Time Technology (AI and Automation): The rise of AI-driven tools for tee sheet management and dynamic pricing will be a major focus. New software can predict demand, optimize pricing in real-time, and even automate booking tasks — transforming formerly static tee sheets into intelligent, revenue-optimized systems. Today’s golf software buyers are actively prioritizing systems with integrated features, such as marketing automation and dynamic pricing. The Summit will explore how courses can leverage these tools while maintaining fairness and customer satisfaction.

• Tee Time Waitlists and Yield Management: The industry has seen a rapid adoption of waitlist technologies to fill canceled tee times and maximize capacity. Early innovators (Noteefy, Loop, etc.) proved the concept, and now even traditional tee sheet vendors are building in waitlist functionality. By the first quarter of 2025, multiple major vendors (e.g. MemberSports and Tenfore Golf) announced they would roll out their own tee time waitlist features, reflecting how quickly this practice is becoming standard. At the Summit, stakeholders will discuss best practices for waitlists, no-show policies, and other yield management techniques that boost revenue and golfer satisfaction.

• Modern Payment and Booking Systems: As technology reshapes bookings, payment processes are evolving too. Many courses are experimenting with new payment systems — from requiring credit card guarantees or pre-payment for tee times (to reduce no-shows), to integrating point-of-sale with online booking for a seamless customer experience. The Summit will address how to implement these systems and whether industry-wide standards or integrations can make transactions smoother for both courses and customers.

• Dynamic Pricing and Revenue Strategies: Borrowing from airlines and hotels, golf courses are increasingly embracing dynamic pricing — adjusting tee time rates based on demand, time, day, weather, and other factors. We’ll discuss how courses of different types can utilize dynamic pricing in an ethical and effective manner. The goal is to maximize yield during peak times and stimulate demand in off-peak times without alienating golfers. Success stories and tools (like various pricing engines and AI algorithms) will be shared, and guidelines will be considered for maintaining price transparency and value for golfers.

• Unauthorized Data Scraping and Third-Party Data Usage: A growing concern is the unauthorized scraping of tee time data from course websites or booking engines by third parties. Scraping bots can extract live inventory and pricing data without permission, which some new services use to aggregate tee times or gain competitive intelligence. This practice “raises significant concerns,” including potential market distortion from unfair advantages, strain on course booking systems, and risks to data privacy and security. The Summit will examine this issue from technical, ethical, and legal angles. We will discuss how rampant scraping (or even automated bots grabbing tee times to resell them on secondary markets) can harm course operators — for example, by leading to a “race to the bottom” on price or by brokers hoarding times and frustrating genuine customers. Courses will learn strategies to protect their data (and customers), and the industry may seek consensus on rules of engagement to curb abusive practices in this area.

• Marketplace Dynamics — Collaboration vs. Competition: With new entrants (like innovative startups and alternative marketplaces) alongside long-time third-party tee time companies, the competitive landscape is in flux. The Summit will provide a forum to discuss the rules of engagement among partners and competitors in tee time distribution. This could include topics like: ensuring rate parity (so customers don’t see confusingly different prices for the same tee time on different platforms), respecting course ownership of customer data and relationships, and ethical marketing practices (e.g. avoiding “ambush marketing” where a reseller might bid on a course’s name in Google ads without permission). The aim is to find common ground on fair practices that enable technology providers to thrive without undermining the interests of golf course operators.

These topics (and others that attendees bring up) all fall under the Summit’s overarching mission: to address the opportunities and challenges created by today’s tee time technology boom. By the end of the day, the participants will have a clearer understanding of these issues and, ideally, a consensus on how to approach them moving forward.

How will the Summit be structured? What’s the format?

The Tee Time Summit is not a lecture-based conference — Vista Cova, a national strategic planning firm, professionally facilitates it. The interactive workshop is designed to maximize participant engagement. Rather than featuring keynote speakers or vendor demos, the Summit will center on group discussions, breakout sessions, and collaborative problem-solving exercises. A skilled facilitator (or team of facilitators) will lead the attendees through a structured agenda focusing on the core issues outlined above.

Key elements of the format include:

• Issue Briefings: To hit the ground running, participants will receive briefing documents about each major topic approximately two weeks before the Summit. These readings will provide background data, definitions, summaries of the issue, and key questions to be addressed at workshop tables. Attendees are expected to review these materials in advance. This way, everyone arrives with a baseline understanding and we won’t spend time on basic education during the Summit, allowing us to dive straight into solution-building.

• Issue Workshops: The day will likely be divided into several focused sessions (each on a major topic like those above). In each session, the facilitator might introduce a specific challenge or question. Attendees will then engage in guided discussion, sharing their perspectives and expertise. There may be smaller breakouts to allow more voices to be heard, with groups reporting back their conclusions.

• Interactive Problem-Solving: The workshop style means attendees will collaboratively brainstorm solutions and craft outcomes. You might find yourself working alongside a mix of course operators and tech providers to sketch out a fair policy for no-show avoidance and elimination, for example. The environment will be structured to encourage open dialogue, respectful debate, and creative thinking. A neutral facilitator will help keep discussions on track and ensure no single viewpoint dominates.

• Consensus Building: A primary goal is to find common ground among the diverse stakeholders. After exploring each issue, the facilitator will help the group identify points of consensus and any remaining disagreements. Where possible, the attendees will formulate agreed-upon principles or best practices. The format is designed to yield concrete outputs by day’s end.

• No Trade Show, No Sales Pitch: It’s worth noting that, unlike typical conferences, the Summit will not have sponsor booths, product pitches, or general education sessions. Every attendee is a peer contributor, and the emphasis is on industry policy and practice, not promotion. This creates a unique atmosphere: competitors and partners alike working side by side in workshop mode, which the facilitator will manage to keep constructive and on-topic.

Overall, you can expect an intense and highly participatory day. The Summit runs from morning through late afternoon on October 13, with a lot of material to cover in a short time. (There will be a welcome reception the evening before, on Sunday, Oct 12, to break the ice.) By structuring it as a facilitated workshop, NGCOA aims to tap into the collective knowledge in the room and produce actionable outcomes, rather than just talking points.

What are the goals and expected outcomes of the Summit?

The Summit’s ultimate goal is to produce tangible solutions and guidelines that will benefit the entire golf industry’s tee time ecosystem. In particular, the objectives of this one-day summit are to:

• Address critical issues affecting tee time commerce: Put all the major challenges (technology disruptions, marketplace conflicts, revenue management, etc.) on the table and work through them with all stakeholders present. No issue is too “thorny” — the intent is to confront problems that may be causing friction or confusion for course operators and their tech partners, or even our customer base!

• Develop important resources — standards of practice and rules of engagement: Each workshop topic may yield a different kind of deliverable. An example may be a set of industry best practices or guidelines that everyone in the tee time distribution chain can follow. This could take the form of new codes of conduct, data sharing protocols, consensus principles or even wishlists for future development and adoption.

• Promote the long-term health of golf course operations (and their partners): Everything is being done with the sustainability and profitability of golf courses in mind. Why? Because the golf course is the epicenter of the golf industry, and courses are healthy and thriving, so too can all tech partners in the ecosystem. And golfers will have great facilities to enjoy for another generation! The outcomes will aim to support golf course owners’ interests while also fostering an environment where technology companies can innovate and provide value. The Summit is inherently about finding win-win scenarios that keep the golf industry prosperous for the long run. If we can iron out conflicts, courses can avoid revenue loss and customer confusion, and vendors can operate on a level playing field.

• Build pathways for collaboration across the tech stack: The Summit is as much about relationship-building as rule-making. A healthy tee time ecosystem requires cooperation — for instance, integrating systems (tee sheets, waitlist apps, payment platforms) in ways that benefit everyone, or sharing data in responsible ways. By convening all parties, the Summit will spark direct dialogue and new partnerships. One outcome may be the formation of working groups or committees to continue collaboration on tech integration, data standards, or other initiatives after the Summit. In short, we want to ensure collaborative dynamics wherever possible.

By the end of the Summit, we expect to have a draft of consensus-driven “standards of practice and rules of engagement” as described above. These outcomes will not just stay in the room — after the event, NGCOA will compile the conclusions and proposals into a report or set of guidelines. There will be a process of broader industry vetting (allowing those not in attendance to give feedback) and then final approval by the NGCOA Board of Directors. Once finalized, the standards/guidelines will be published for the benefit of the entire industry. In sum, the expected outcome is an action plan — a documented framework that all stakeholders can agree on to improve tee time commerce, which will emerge from the day’s intensive discussions and consensus-building exercises.

Why is attendance limited to one person per organization? Can more from my team attend?

The invitation specified a limit of one representative per organization because of space and format constraints. The Summit is designed as an intimate, roundtable-style workshop with a limited number of seats. By keeping the group relatively small (one key decision-maker from each invited company or association), NGCOA can ensure that everyone has the opportunity to actively participate in discussions. The one-person-per-organization rule also encourages each organization to send someone who can speak on its behalf and make decisions (for example, an owner, GM, CEO, or high-level executive). This maximizes the efficiency of reaching consensus — it’s easier to get 50 organizations to agree on something if 50 authoritative people are in the room, rather than a larger crowd with varying levels of authority.

NGCOA also wants to include many different organizations. By limiting attendance initially, they can invite a broader cross-section of the industry (ensuring, say, that 20 different tech companies each have one voice present, rather than a few companies sending multiple people and crowding others out). It levels the playing field among organizations of different sizes — every group gets an equal seat at the table.

That said, NGCOA recognizes the interest may exceed the capacity. If additional space becomes available, we will consider opening up attendance to a second person from each organization. So, if you have others on your team who are eager to attend, you might let NGCOA know — they could be wait-listed in case of cancellations or an expansion of capacity. For now, plan to select one representative (for example, you or a trusted senior colleague) who will attend and then share the outcomes with your wider team afterwards.

Is the Summit part of Golf Business TechCon 2025, or is it a separate event?

A: The Tee Time Summit is a separate, standalone event, but it is intentionally scheduled adjacent to NGCOA’s Golf Business TechCon 2025 for convenience. The Summit takes place on Monday, Oct. 13, 2025 (with a reception the evening of Oct. 12), at the same host hotel as TechCon (Westin Dallas Stonebriar in Frisco, TX). TechCon then runs on Oct. 14–15 at the same location.

Important distinctions:

• Registration: The Summit requires its own invitation and RSVP/registration. It is not open to general TechCon attendees without a specific invite. Conversely, registering for the Summit does not automatically register you for TechCon. If you wish to attend Golf Business TechCon (the broader golf technology conference with educational sessions, exhibitors, etc.), you’ll need to register for that separately through NGCOA. If you are a technology vendor or run a business other than a golf course, the only way to attend TechCon is by being a sponsor. As of July 30, sponsorships for TechCon have been sold out and a waitlist has formed. Please contact Jay Andersen at jandersen@ngcoa.org if you are interested in getting on the waitlist. If NGCOA is not able to accommodate you as a sponsor, please do not let that deter you from participating in the Tee Time Summit, as the work there is paramount.

• For course owners/operators: Ronnie Miles, rmiles@ngcoa.org

• For tech companies and others: Harvey Silverman, harvey@silverbackgolf.com

It’s important to note that NGCOA deliberately chose contributions over traditional sponsorships for this event. In most NGCOA events, corporate sponsors pay to support the conference in exchange for branding, curated content, or other benefits. However, for the Tee Time Summit, NGCOA wanted to avoid any perception of bias or favoritism. Given that this Summit’s purpose is to establish fair rules of engagement among all parties, having, say, one company as a big sponsor could make others uncomfortable or create a perception that the sponsor has outsized influence. To keep the Summit as neutral and egalitarian as possible, NGCOA isn’t offering sponsorship packages — instead, all contributors are essentially partners in making the event happen.

Is the contribution mandatory? NGCOA understands that not all organizations (especially smaller courses or startups) may be able to contribute the suggested amounts. The invitation explicitly says that if the recommended range isn’t feasible for your organization, you are encouraged to reach out to NGCOA to discuss a contribution level that does work. In other words, NGCOA does not want the cost to be a barrier for the essential participants. The ask is for support, but if you’re invited, your voice at the Summit is important even if you can only contribute a smaller amount (or possibly nothing in certain cases). We will work with you confidentially to find a solution.

In summary, the contribution is essentially a collaborative funding model: the industry chipping in together to address industry problems, rather than NGCOA selling sponsorships. It reflects the collaborative spirit of the meeting. And regardless of contribution, every attendee at the Summit has equal standing — contributions will likely be appreciated and may be acknowledged generally, but they won’t translate into any special treatment during the workshop.

How should I prepare for the Summit? Will materials be provided beforehand?

To get the most out of this intensive workshop, you should do a bit of preparation in advance:

• Review the Briefing Documents: NGCOA will send out briefing packets about two weeks prior (late September 2025). These will likely include summaries and data on each key topic — for example, an overview of the current tee time distribution landscape, case studies on dynamic pricing or waitlist implementation, an outline of legal considerations around data scraping, etc. Make sure to read these materials closely and share them with anyone else in your organization who might be advising you. The Summit day will assume everyone knows this background; there won’t be formal presentations going over it again.

• Gather Your Perspectives and Questions: As you read the briefings, think about your own experience and stance on these issues. It may help to jot down any specific challenges or questions your course or company has faced regarding tee time management. For instance, have you had conflicts with a reseller? Have you tried a dynamic pricing tool and encountered golfer pushback? Do you worry about another company using your tee sheet data without permission? Bringing concrete examples or data from your operation can enrich the discussion. (Of course, be mindful not to divulge any sensitive business info you’re not comfortable sharing, but general experiences are highly valuable.)

• Clarify Your Goals: Since you’ll be representing your organization, consider in advance what outcomes you would like to see. Are there particular guidelines or industry practices you feel strongly should be adopted? At the Summit, you’ll likely have chances to advocate for these. It’s good to have your priorities straight — e.g., “Our course would benefit if the industry agreed on rule X,” or “We need a solution to problem Y.” That way, you can voice your ideas clearly during the sessions.

• Coordinate Internally: If you have colleagues (or a board, if you’re an owner) who have input on these topics, gather their thoughts before you go. Since only one person is attending per organization, you might reach out internally to ensure you’re carrying the perspective of your team. For example, talk to your Head Professional or GM about any tee time booking pain points, or to your IT/marketing staff about integration issues. That will equip you to speak not just personally but on behalf of your operation’s needs.

• Logistics: On the practical side, plan your travel to arrive by Sunday evening, Oct. 12 if possible, in time for the welcome reception. That reception will be a great chance to meet other attendees informally and start chatting about issues over drinks. The Summit will start early Monday, so being well-rested is important. Bring business cards and be ready to network — although the day is work-focused, building relationships is a big part of the Summit’s value. Dress code is likely business casual (no need for a suit, but professional attire appropriate for an industry meeting). And obviously, bring any devices or notepads you use for taking notes — you’ll want to capture the ideas that come up.

• Mindset: Perhaps most importantly, come with an open and collaborative mindset. The Summit is not a place to “win” an argument or make a sales pitch; it’s a place to listen, learn, and jointly solve problems. Be prepared to consider other viewpoints — for instance, a tech vendor might hear why certain practices upset course owners, and owners might hear the vendor’s perspective on why those practices arose. The more everyone prepares to find common ground, the more successful the event will be.

NGCOA will include preparation tips in the materials they send. By doing your homework beforehand, you will feel confident participating and the group can progress quickly to actionable plans on the day of the Summit.

Can I send someone else from my organization if I cannot attend?

Yes — if you personally cannot attend, you can designate an appropriate alternate representative from your organization. In fact, the invitation acknowledges this by stating, “We invite you or one of your board members to join us.” The key is that the person attending should be high-level enough to speak for your organization’s interests and empowered to contribute to industry agreements. For a golf course owner, this could mean sending your general manager or another owner/partner; for a management company or tech company, it might mean a C-suite executive or director who handles tee time strategy.

If you do send an alternate, it’s a good idea to inform NGCOA ahead of time who that will be (when you RSVP or via email) so they know the name and contact info for communications. Make sure your representative is fully briefed — you should pass on any materials and share your perspective with them so they can represent your views. It might also be wise to have them debrief you afterwards on what transpired and what commitments were made.

Because space is limited, each invite is effectively “one seat” for that organization, but it doesn’t have to be a specific person if that person is unavailable. Just choose someone who can contribute constructively and who will benefit from the experience. The worst scenario would be not having your organization represented at all, so arranging an alternate is highly encouraged if you have a conflict.

One caveat: if your organization was invited because of a specific individual’s expertise, you’ll want to ensure the alternate has similar knowledge. (For example, if a certain board member was invited due to their experience with online platforms, sending a different person who lacks that experience might lessen your org’s impact at the meeting.) But generally, NGCOA trusts you to choose a suitable delegate.

In summary, yes — you can and should send someone in your place if you can’t be there. Just coordinate with them and NGCOA so the transition is smooth. The goal is to have your organization’s voice heard, whether it’s yours directly or your proxy’s.

Will the outcomes of the Summit be shared afterward?

Absolutely. NGCOA intends to publish the results of the Summit for the wider industry after the event, once the consensus recommendations are finalized. The process will likely be:

1. Immediate Debrief: Right after the Summit,  Vista Cova will compile notes and draft a summary of the key agreements, action items, and any proposed standards that came out of the workshop.

2. Review and Vetting: This draft will be circulated to Summit participants for review/comment to ensure it accurately reflects the discussions. NGCOA also mentioned “industry vetting,” which means they may share the draft with other industry stakeholders (perhaps NGCOA members who weren’t present, or partner organizations like the PGA of America) to get broader feedback. This is to ensure the ideas hold up under wider scrutiny and to build buy-in beyond just the room.

3. NGCOA Board Approval: The NGCOA Board of Directors will review the outcomes and may formally approve them as an NGCOA-backed position or resource. This step gives the recommendations weight and legitimacy.

4. Publication: After approval, NGCOA will publish the final outcomes. This could take the form of a published report or white paper, a set of “Best Practice Guidelines for Tee Time Distribution,” or even a toolkit for course owners (depending on what exactly is agreed on). The published document will be made available to all NGCOA members and the industry at large. Expect to see it on NGCOA’s website, possibly announced via press release, Golf Business magazine, or other channels. It will essentially be the deliverable of the Summit that others can reference.

For example, if the Summit yields a new “Standards of Practice” agreement, NGCOA might post it under their Advocacy resources. (Recall that in the past, NGCOA has published things like an “Operator’s Bill of Rights” for dealing with third-party tee time companies — any new standards might update or replace those older guidelines.)

Additionally, NGCOA leaders will likely discuss the Summit outcomes at subsequent events (like the Golf Business Conference at the PGA Show in January 2026) or in communications. The aim is transparency and industry adoption. Every course operator, whether they attended or not, should benefit from the work done at the Summit. The hope is that vendors and partners will also voluntarily adhere to the agreed standards once public.

If you attend the Summit, you’ll probably receive the outcomes directly (so you can implement them in your business). If you don’t attend, you can still look forward to seeing the results and using them. NGCOA wants the community to know, “Here’s what we decided together and here’s how to move forward.”

So, rest assured, the outcomes won’t be kept secret. They’re meant to be a shared foundation for the industry. Keep an eye out for a few weeks after the Summit for the official publication of the results.

How will participating benefit me as a golf course owner or operator?

By attending the Summit, you gain a direct seat at the table to influence how tee times are sold, priced, and managed—issues that impact your revenue, customer relationships, and long-term business control. You'll help shape fair industry standards around pricing, data use, and third-party practices, while also learning proven strategies from peers and experts. The event offers unmatched access to technology providers, giving you a chance to voice your needs and influence product development. Plus, the networking and collaboration opportunities can lead to valuable partnerships and insights you won’t find elsewhere. Participating isn’t just about staying informed; it’s about protecting your business and helping steer the future of the tee time marketplace in a way that works for course operators.

How will participating benefit me as a technology provider?

Participation offers a unique opportunity to engage directly with course operators, listen to their concerns, and contribute to shaping industry standards and best practices for tee time distribution. You’ll be part of collaborative discussions that can influence policy, build trust, and potentially open the door to stronger, more sustainable business relationships. This is even a great chance to inform course owners and operators what THEY could be doing differently to improve yield, value and effectiveness of great technology. Your insights are critical to forging practical solutions that balance innovation with the needs of the operator community.

What is the NGCOA Golf Tee Time Summit?

The Golf Tee Time Summit is a special one-day gathering organized by the National Golf Course Owners Association (NGCOA) to bring together key stakeholders in the golf tee time marketplace. It is a solutions-focused, interactive workshop (not a typical conference) where golf course owners and operators, golf management system (GMS) tech providers, third-party tee time resellers, and other companies and industry experts will convene to address pressing issues in tee time distribution and commerce. The first of its kind, the Summit will take place on Monday, October 13, 2025, at the Westin Dallas Stonebriar Golf Resort & Spa in Frisco, TX, just ahead of NGCOA’s Golf Business TechCon event. Attendance is by invitation and is limited (see below), emphasizing a collaborative environment where every participant is an active contributor.

The major themes of the summit will revolve around the following ideas:

• How do we best manage the relationships, ongoing challenges, and opportunities between course owners and their technology partners (tee time reselling, Google, AI agents, waitlist technology, etc)

• How do we approach and begin to resolve common challenges, including no-shows, surcharging, and chargebacks?

• How do we best evolve to ensure success in a rapidly advancing environment (new technologies, etc.)?

• How do we collaborate to create new industry standards and rules of engagement for technology providers and golf course operators to achieve maximum health together?

Why is this Summit being held now?

The golf industry is experiencing unprecedented growth and change that hasn’t been seen since the boom of the software and online tee time races of the 1990s, making this a pivotal moment to convene stakeholders. In recent years, golf participation and rounds played have surged dramatically — for example, total U.S. golfer participation reached 42.7 million in 2024 (up 38% from 2019), and a record 543 million rounds were played in 2024 (8% more than the previous year). This wave of demand and interest has catalyzed an explosion of new technologies and business models around tee time management. Both long-time industry players and new entrants are reshaping how tee times are booked, priced, and marketed. For instance, innovative startups have grown at astounding rates (one tee time tech provider expanded from 60 to over 760 course clients in just 16 months, introducing tools like AI-driven pricing algorithms and waitlist systems that were unheard of a few years ago. While this growth is exciting, it also brings complexity and disruption — from challenges in pricing strategy and inventory distribution to conflicts over data ownership. The NGCOA Board recognized that the industry stands at a crossroads where these opportunities and challenges must be addressed collectively now to ensure a healthy future. That is why the Board unanimously approved adding this Summit (which wasn’t on the original 2025 event calendar) as an initiative to tackle these critical tee time commerce issues head-on — together.

Who should attend the Tee Time Summit?

Attendance is by invitation and is aimed at the full “tee time ecosystem.” This includes golf course owners and operators, multi-course and resort management companies, golf management software (GMS) and tee sheet providers, auxiliary technology providers (such as makers of waitlist, pricing, or booking tools), third-party tee time resellers/aggregators, and other peripheral experts or consultants in golf payment technology and marketing. In short, anyone whose organization plays a significant role in how tee times are booked, distributed, priced, or managed has a seat at the table. The NGCOA has invited a broad range of industry organizations to ensure that all perspectives — from large management groups to independent course owners, and from established tech giants to innovative startups — are represented. By bringing together this diverse group, the Summit aims to foster mutual understanding and collaborative solutions that work for all parts of the golf tee time market. 

What topics and issues will be addressed at the Summit?

The Summit will delve into the most pressing and fast-evolving issues surrounding tee time sales and distribution. Key topics on the agenda include (but could be subject to change as we continue to craft the day):

• Innovations in Tee Time Technology (AI and Automation): The rise of AI-driven tools for tee sheet management and dynamic pricing will be a major focus. New software can predict demand, optimize pricing in real-time, and even automate booking tasks — transforming formerly static tee sheets into intelligent, revenue-optimized systems. Today’s golf software buyers are actively prioritizing systems with integrated features, such as marketing automation and dynamic pricing. The Summit will explore how courses can leverage these tools while maintaining fairness and customer satisfaction.

• Tee Time Waitlists and Yield Management: The industry has seen a rapid adoption of waitlist technologies to fill canceled tee times and maximize capacity. Early innovators (Noteefy, Loop, etc.) proved the concept, and now even traditional tee sheet vendors are building in waitlist functionality. By the first quarter of 2025, multiple major vendors (e.g. MemberSports and Tenfore Golf) announced they would roll out their own tee time waitlist features, reflecting how quickly this practice is becoming standard. At the Summit, stakeholders will discuss best practices for waitlists, no-show policies, and other yield management techniques that boost revenue and golfer satisfaction.

• Modern Payment and Booking Systems: As technology reshapes bookings, payment processes are evolving too. Many courses are experimenting with new payment systems — from requiring credit card guarantees or pre-payment for tee times (to reduce no-shows), to integrating point-of-sale with online booking for a seamless customer experience. The Summit will address how to implement these systems and whether industry-wide standards or integrations can make transactions smoother for both courses and customers.

• Dynamic Pricing and Revenue Strategies: Borrowing from airlines and hotels, golf courses are increasingly embracing dynamic pricing — adjusting tee time rates based on demand, time, day, weather, and other factors. We’ll discuss how courses of different types can utilize dynamic pricing in an ethical and effective manner. The goal is to maximize yield during peak times and stimulate demand in off-peak times without alienating golfers. Success stories and tools (like various pricing engines and AI algorithms) will be shared, and guidelines will be considered for maintaining price transparency and value for golfers.

• Unauthorized Data Scraping and Third-Party Data Usage: A growing concern is the unauthorized scraping of tee time data from course websites or booking engines by third parties. Scraping bots can extract live inventory and pricing data without permission, which some new services use to aggregate tee times or gain competitive intelligence. This practice “raises significant concerns,” including potential market distortion from unfair advantages, strain on course booking systems, and risks to data privacy and security. The Summit will examine this issue from technical, ethical, and legal angles. We will discuss how rampant scraping (or even automated bots grabbing tee times to resell them on secondary markets) can harm course operators — for example, by leading to a “race to the bottom” on price or by brokers hoarding times and frustrating genuine customers. Courses will learn strategies to protect their data (and customers), and the industry may seek consensus on rules of engagement to curb abusive practices in this area.

• Marketplace Dynamics — Collaboration vs. Competition: With new entrants (like innovative startups and alternative marketplaces) alongside long-time third-party tee time companies, the competitive landscape is in flux. The Summit will provide a forum to discuss the rules of engagement among partners and competitors in tee time distribution. This could include topics like: ensuring rate parity (so customers don’t see confusingly different prices for the same tee time on different platforms), respecting course ownership of customer data and relationships, and ethical marketing practices (e.g. avoiding “ambush marketing” where a reseller might bid on a course’s name in Google ads without permission). The aim is to find common ground on fair practices that enable technology providers to thrive without undermining the interests of golf course operators.

These topics (and others that attendees bring up) all fall under the Summit’s overarching mission: to address the opportunities and challenges created by today’s tee time technology boom. By the end of the day, the participants will have a clearer understanding of these issues and, ideally, a consensus on how to approach them moving forward.

How will the Summit be structured? What’s the format?

The Tee Time Summit is not a lecture-based conference — Vista Cova, a national strategic planning firm, professionally facilitates it. The interactive workshop is designed to maximize participant engagement. Rather than featuring keynote speakers or vendor demos, the Summit will center on group discussions, breakout sessions, and collaborative problem-solving exercises. A skilled facilitator (or team of facilitators) will lead the attendees through a structured agenda focusing on the core issues outlined above.

Key elements of the format include:

• Issue Briefings: To hit the ground running, participants will receive briefing documents about each major topic approximately two weeks before the Summit. These readings will provide background data, definitions, summaries of the issue, and key questions to be addressed at workshop tables. Attendees are expected to review these materials in advance. This way, everyone arrives with a baseline understanding and we won’t spend time on basic education during the Summit, allowing us to dive straight into solution-building.

• Issue Workshops: The day will likely be divided into several focused sessions (each on a major topic like those above). In each session, the facilitator might introduce a specific challenge or question. Attendees will then engage in guided discussion, sharing their perspectives and expertise. There may be smaller breakouts to allow more voices to be heard, with groups reporting back their conclusions.

• Interactive Problem-Solving: The workshop style means attendees will collaboratively brainstorm solutions and craft outcomes. You might find yourself working alongside a mix of course operators and tech providers to sketch out a fair policy for no-show avoidance and elimination, for example. The environment will be structured to encourage open dialogue, respectful debate, and creative thinking. A neutral facilitator will help keep discussions on track and ensure no single viewpoint dominates.
  

• Consensus Building: A primary goal is to find common ground among the diverse stakeholders. After exploring each issue, the facilitator will help the group identify points of consensus and any remaining disagreements. Where possible, the attendees will formulate agreed-upon principles or best practices. The format is designed to yield concrete outputs by day’s end.

• No Trade Show, No Sales Pitch: It’s worth noting that, unlike typical conferences, the Summit will not have sponsor booths, product pitches, or general education sessions. Every attendee is a peer contributor, and the emphasis is on industry policy and practice, not promotion. This creates a unique atmosphere: competitors and partners alike working side by side in workshop mode, which the facilitator will manage to keep constructive and on-topic.

Overall, you can expect an intense and highly participatory day. The Summit runs from morning through late afternoon on October 13, with a lot of material to cover in a short time. (There will be a welcome reception the evening before, on Sunday, Oct 12, to break the ice.) By structuring it as a facilitated workshop, NGCOA aims to tap into the collective knowledge in the room and produce actionable outcomes, rather than just talking points.

What are the goals and expected outcomes of the Summit?

The Summit’s ultimate goal is to produce tangible solutions and guidelines that will benefit the entire golf industry’s tee time ecosystem. In particular, the objectives of this one-day summit are to:

• Address critical issues affecting tee time commerce: Put all the major challenges (technology disruptions, marketplace conflicts, revenue management, etc.) on the table and work through them with all stakeholders present. No issue is too “thorny” — the intent is to confront problems that may be causing friction or confusion for course operators and their tech partners, or even our customer base!

• Develop important resources — standards of practice and rules of engagement: Each workshop topic may yield a different kind of deliverable. An example may be a set of industry best practices or guidelines that everyone in the tee time distribution chain can follow. This could take the form of new codes of conduct, data sharing protocols, consensus principles or even wishlists for future development and adoption.

• Promote the long-term health of golf course operations (and their partners): Everything is being done with the sustainability and profitability of golf courses in mind. Why? Because the golf course is the epicenter of the golf industry, and courses are healthy and thriving, so too can all tech partners in the ecosystem. And golfers will have great facilities to enjoy for another generation! The outcomes will aim to support golf course owners’ interests while also fostering an environment where technology companies can innovate and provide value. The Summit is inherently about finding win-win scenarios that keep the golf industry prosperous for the long run. If we can iron out conflicts, courses can avoid revenue loss and customer confusion, and vendors can operate on a level playing field.

• Build pathways for collaboration across the tech stack: The Summit is as much about relationship-building as rule-making. A healthy tee time ecosystem requires cooperation — for instance, integrating systems (tee sheets, waitlist apps, payment platforms) in ways that benefit everyone, or sharing data in responsible ways. By convening all parties, the Summit will spark direct dialogue and new partnerships. One outcome may be the formation of working groups or committees to continue collaboration on tech integration, data standards, or other initiatives after the Summit. In short, we want to ensure collaborative dynamics wherever possible.

By the end of the Summit, we expect to have a draft of consensus-driven “standards of practice and rules of engagement” as described above. These outcomes will not just stay in the room — after the event, NGCOA will compile the conclusions and proposals into a report or set of guidelines. There will be a process of broader industry vetting (allowing those not in attendance to give feedback) and then final approval by the NGCOA Board of Directors. Once finalized, the standards/guidelines will be published for the benefit of the entire industry. In sum, the expected outcome is an action plan — a documented framework that all stakeholders can agree on to improve tee time commerce, which will emerge from the day’s intensive discussions and consensus-building exercises.

Why is attendance limited to one person per organization? Can more from my team attend?

The invitation specified a limit of one representative per organization because of space and format constraints. The Summit is designed as an intimate, roundtable-style workshop with a limited number of seats. By keeping the group relatively small (one key decision-maker from each invited company or association), NGCOA can ensure that everyone has the opportunity to actively participate in discussions. The one-person-per-organization rule also encourages each organization to send someone who can speak on its behalf and make decisions (for example, an owner, GM, CEO, or high-level executive). This maximizes the efficiency of reaching consensus — it’s easier to get 50 organizations to agree on something if 50 authoritative people are in the room, rather than a larger crowd with varying levels of authority.

NGCOA also wants to include many different organizations. By limiting attendance initially, they can invite a broader cross-section of the industry (ensuring, say, that 20 different tech companies each have one voice present, rather than a few companies sending multiple people and crowding others out). It levels the playing field among organizations of different sizes — every group gets an equal seat at the table.

That said, NGCOA recognizes the interest may exceed the capacity. If additional space becomes available, we will consider opening up attendance to a second person from each organization. So, if you have others on your team who are eager to attend, you might let NGCOA know — they could be wait-listed in case of cancellations or an expansion of capacity. For now, plan to select one representative (for example, you or a trusted senior colleague) who will attend and then share the outcomes with your wider team afterwards.

Is the Summit part of Golf Business TechCon 2025, or is it a separate event?

A: The Tee Time Summit is a separate, standalone event, but it is intentionally scheduled adjacent to NGCOA’s Golf Business TechCon 2025 for convenience. The Summit takes place on Monday, Oct. 13, 2025 (with a reception the evening of Oct. 12), at the same host hotel as TechCon (Westin Dallas Stonebriar in Frisco, TX). TechCon then runs on Oct. 14–15 at the same location.

Important distinctions:

• Registration: The Summit requires its own invitation and RSVP/registration. It is not open to general TechCon attendees without a specific invite. Conversely, registering for the Summit does not automatically register you for TechCon. If you wish to attend Golf Business TechCon (the broader golf technology conference with educational sessions, exhibitors, etc.), you’ll need to register for that separately through NGCOA. If you are a technology vendor or run a business other than a golf course, the only way to attend TechCon is by being a sponsor. As of July 30, sponsorships for TechCon have been sold out and a waitlist has formed. Please contact Jay Andersen at jandersen@ngcoa.org if you are interested in getting on the waitlist. If NGCOA is not able to accommodate you as a sponsor, please do not let that deter you from participating in the Tee Time Summit, as the work there is paramount.

• Audience and Format: TechCon is open to all golf course owners and operators, featuring keynotes, breakout sessions, and a traditional conference format. In contrast, the Summit is a closed-door workshop with a curated attendee list, focused solely on tee time commerce issues. Think of the Summit as a high-level strategic working group, whereas TechCon is a conference for learning about a wide range of tech topics (beyond tee times) and networking.

• Content: There may be some thematic overlap (for instance, both the Summit and TechCon will likely discuss technology trends), but the Summit’s content is much more specific. There are no public sessions at TechCon that replicate the Summit discussions. In other words, if you’re a stakeholder in tee time distribution, you won’t get the same experience or influence by only attending TechCon — the Summit is the forum dedicated to those issues.

Scheduling the Summit immediately before TechCon is designed to make it easier for industry professionals to attend both, if relevant to you, with just one trip to Dallas. As a course owner/operator, you can attend the Summit on Monday (if invited) to work on industry solutions, and then stay for TechCon on Tuesday/Wednesday to dive into broader golf tech education and demos. For TechCon, the more golf courses represented, the merrier! Just remember to handle each event’s registration separately. NGCOA staff can assist if you have questions about lodging (a room block is available covering the Summit night and TechCon days) or logistics for attending both events.

What does it cost to attend, and why is NGCOA asking for a financial contribution?

Unlike typical conferences, the Tee Time Summit does not have a standard registration fee. Instead, NGCOA is asking each participating organization to consider a voluntary financial contribution to help underwrite the event. This request is being made because the Summit is a special, unbudgeted initiative — it was not part of NGCOA’s original event lineup for 2025. Therefore, there was no existing funding source for it. The NGCOA Board approved moving forward due to the urgency of the issues, on the condition that the industry help fund the production and facilitation of the event.

Your contribution will be used directly to cover the costs of organizing the Summit, and NGCOA will not be profiting from the initiative. Costs will include things like the professional facilitator(s) fees, meeting room and audio-visual setup, production of briefing documents and the post-summit report, as well as food and beverage for attendees (the invitation notes that a reception on Oct. 12 and breakfast/lunch on Oct. 13 are included). By contributing, you are supporting a collaborative industry effort that will benefit golf courses and tech providers alike going forward.

For registration, pricing information, and payment options, please use the following contacts:

• For course owners/operators: Ronnie Miles, rmiles@ngcoa.org

• For tech companies and others: Harvey Silverman, harvey@silverbackgolf.com 

It’s important to note that NGCOA deliberately chose contributions over traditional sponsorships for this event. In most NGCOA events, corporate sponsors pay to support the conference in exchange for branding, curated content, or other benefits. However, for the Tee Time Summit, NGCOA wanted to avoid any perception of bias or favoritism. Given that this Summit’s purpose is to establish fair rules of engagement among all parties, having, say, one company as a big sponsor could make others uncomfortable or create a perception that the sponsor has outsized influence. To keep the Summit as neutral and egalitarian as possible, NGCOA isn’t offering sponsorship packages — instead, all contributors are essentially partners in making the event happen.

Is the contribution mandatory? NGCOA understands that not all organizations (especially smaller courses or startups) may be able to contribute the suggested amounts. The invitation explicitly says that if the recommended range isn’t feasible for your organization, you are encouraged to reach out to NGCOA to discuss a contribution level that does work. In other words, NGCOA does not want the cost to be a barrier for the essential participants. The ask is for support, but if you’re invited, your voice at the Summit is important even if you can only contribute a smaller amount (or possibly nothing in certain cases). We will work with you confidentially to find a solution.

In summary, the contribution is essentially a collaborative funding model: the industry chipping in together to address industry problems, rather than NGCOA selling sponsorships. It reflects the collaborative spirit of the meeting. And regardless of contribution, every attendee at the Summit has equal standing — contributions will likely be appreciated and may be acknowledged generally, but they won’t translate into any special treatment during the workshop. 

How should I prepare for the Summit? Will materials be provided beforehand?

To get the most out of this intensive workshop, you should do a bit of preparation in advance:

• Review the Briefing Documents: NGCOA will send out briefing packets about two weeks prior (late September 2025). These will likely include summaries and data on each key topic — for example, an overview of the current tee time distribution landscape, case studies on dynamic pricing or waitlist implementation, an outline of legal considerations around data scraping, etc. Make sure to read these materials closely and share them with anyone else in your organization who might be advising you. The Summit day will assume everyone knows this background; there won’t be formal presentations going over it again.

• Gather Your Perspectives and Questions: As you read the briefings, think about your own experience and stance on these issues. It may help to jot down any specific challenges or questions your course or company has faced regarding tee time management. For instance, have you had conflicts with a reseller? Have you tried a dynamic pricing tool and encountered golfer pushback? Do you worry about another company using your tee sheet data without permission? Bringing concrete examples or data from your operation can enrich the discussion. (Of course, be mindful not to divulge any sensitive business info you’re not comfortable sharing, but general experiences are highly valuable.)

• Clarify Your Goals: Since you’ll be representing your organization, consider in advance what outcomes you would like to see. Are there particular guidelines or industry practices you feel strongly should be adopted? At the Summit, you’ll likely have chances to advocate for these. It’s good to have your priorities straight — e.g., “Our course would benefit if the industry agreed on rule X,” or “We need a solution to problem Y.” That way, you can voice your ideas clearly during the sessions.

• Coordinate Internally: If you have colleagues (or a board, if you’re an owner) who have input on these topics, gather their thoughts before you go. Since only one person is attending per organization, you might reach out internally to ensure you’re carrying the perspective of your team. For example, talk to your Head Professional or GM about any tee time booking pain points, or to your IT/marketing staff about integration issues. That will equip you to speak not just personally but on behalf of your operation’s needs.

• Logistics: On the practical side, plan your travel to arrive by Sunday evening, Oct. 12 if possible, in time for the welcome reception. That reception will be a great chance to meet other attendees informally and start chatting about issues over drinks. The Summit will start early Monday, so being well-rested is important. Bring business cards and be ready to network — although the day is work-focused, building relationships is a big part of the Summit’s value. Dress code is likely business casual (no need for a suit, but professional attire appropriate for an industry meeting). And obviously, bring any devices or notepads you use for taking notes — you’ll want to capture the ideas that come up.

• Mindset: Perhaps most importantly, come with an open and collaborative mindset. The Summit is not a place to “win” an argument or make a sales pitch; it’s a place to listen, learn, and jointly solve problems. Be prepared to consider other viewpoints — for instance, a tech vendor might hear why certain practices upset course owners, and owners might hear the vendor’s perspective on why those practices arose. The more everyone prepares to find common ground, the more successful the event will be.

NGCOA will include preparation tips in the materials they send. By doing your homework beforehand, you will feel confident participating and the group can progress quickly to actionable plans on the day of the Summit.

Can I send someone else from my organization if I cannot attend?

Yes — if you personally cannot attend, you can designate an appropriate alternate representative from your organization. In fact, the invitation acknowledges this by stating, “We invite you or one of your board members to join us.” The key is that the person attending should be high-level enough to speak for your organization’s interests and empowered to contribute to industry agreements. For a golf course owner, this could mean sending your general manager or another owner/partner; for a management company or tech company, it might mean a C-suite executive or director who handles tee time strategy.

If you do send an alternate, it’s a good idea to inform NGCOA ahead of time who that will be (when you RSVP or via email) so they know the name and contact info for communications. Make sure your representative is fully briefed — you should pass on any materials and share your perspective with them so they can represent your views. It might also be wise to have them debrief you afterwards on what transpired and what commitments were made.

Because space is limited, each invite is effectively “one seat” for that organization, but it doesn’t have to be a specific person if that person is unavailable. Just choose someone who can contribute constructively and who will benefit from the experience. The worst scenario would be not having your organization represented at all, so arranging an alternate is highly encouraged if you have a conflict.

One caveat: if your organization was invited because of a specific individual’s expertise, you’ll want to ensure the alternate has similar knowledge. (For example, if a certain board member was invited due to their experience with online platforms, sending a different person who lacks that experience might lessen your org’s impact at the meeting.) But generally, NGCOA trusts you to choose a suitable delegate.

In summary, yes — you can and should send someone in your place if you can’t be there. Just coordinate with them and NGCOA so the transition is smooth. The goal is to have your organization’s voice heard, whether it’s yours directly or your proxy’s.

Will the outcomes of the Summit be shared afterward?

Absolutely. NGCOA intends to publish the results of the Summit for the wider industry after the event, once the consensus recommendations are finalized. The process will likely be:

1. Immediate Debrief: Right after the Summit,  Vista Cova will compile notes and draft a summary of the key agreements, action items, and any proposed standards that came out of the workshop.

2. Review and Vetting: This draft will be circulated to Summit participants for review/comment to ensure it accurately reflects the discussions. NGCOA also mentioned “industry vetting,” which means they may share the draft with other industry stakeholders (perhaps NGCOA members who weren’t present, or partner organizations like the PGA of America) to get broader feedback. This is to ensure the ideas hold up under wider scrutiny and to build buy-in beyond just the room.

3. NGCOA Board Approval: The NGCOA Board of Directors will review the outcomes and may formally approve them as an NGCOA-backed position or resource. This step gives the recommendations weight and legitimacy.

4. Publication: After approval, NGCOA will publish the final outcomes. This could take the form of a published report or white paper, a set of “Best Practice Guidelines for Tee Time Distribution,” or even a toolkit for course owners (depending on what exactly is agreed on). The published document will be made available to all NGCOA members and the industry at large. Expect to see it on NGCOA’s website, possibly announced via press release, Golf Business magazine, or other channels. It will essentially be the deliverable of the Summit that others can reference.

For example, if the Summit yields a new “Standards of Practice” agreement, NGCOA might post it under their Advocacy resources. (Recall that in the past, NGCOA has published things like an “Operator’s Bill of Rights” for dealing with third-party tee time companies — any new standards might update or replace those older guidelines.)

Additionally, NGCOA leaders will likely discuss the Summit outcomes at subsequent events (like the Golf Business Conference at the PGA Show in January 2026) or in communications. The aim is transparency and industry adoption. Every course operator, whether they attended or not, should benefit from the work done at the Summit. The hope is that vendors and partners will also voluntarily adhere to the agreed standards once public.

If you attend the Summit, you’ll probably receive the outcomes directly (so you can implement them in your business). If you don’t attend, you can still look forward to seeing the results and using them. NGCOA wants the community to know, “Here’s what we decided together and here’s how to move forward.”

So, rest assured, the outcomes won’t be kept secret. They’re meant to be a shared foundation for the industry. Keep an eye out for a few weeks after the Summit for the official publication of the results.

How will participating benefit me as a golf course owner or operator?

By attending the Summit, you gain a direct seat at the table to influence how tee times are sold, priced, and managed—issues that impact your revenue, customer relationships, and long-term business control. You'll help shape fair industry standards around pricing, data use, and third-party practices, while also learning proven strategies from peers and experts. The event offers unmatched access to technology providers, giving you a chance to voice your needs and influence product development. Plus, the networking and collaboration opportunities can lead to valuable partnerships and insights you won’t find elsewhere. Participating isn’t just about staying informed; it’s about protecting your business and helping steer the future of the tee time marketplace in a way that works for course operators.

How will participating benefit me as a technology provider?

Participation offers a unique opportunity to engage directly with course operators, listen to their concerns, and contribute to shaping industry standards and best practices for tee time distribution. You’ll be part of collaborative discussions that can influence policy, build trust, and potentially open the door to stronger, more sustainable business relationships. This is even a great chance to inform course owners and operators what THEY could be doing differently to improve yield, value and effectiveness of great technology. Your insights are critical to forging practical solutions that balance innovation with the needs of the operator community.