Charleston, S.C. (July 6, 2026) — The National Golf Course Owners Association (NGCOA), the only trade association dedicated exclusively to golf course ownership and operations, is pleased to announce a special AI-focused webinar, Measure What Matters: AI-Informed Tee Time Strategy, online on Thursday, July 16, 2026 at 2:00 PM ET.
Mike Hendrix, President at smbGOLF and Technology and Data Advisor for both the OH Golf Course Owners Association and PA Golf Course Owners Association, and a panel of guest experts, will explore how operators are harnessing the power of AI to optimize availability, pricing and demand to better understand the tee time sales process and ultimately sell more rounds.
AI enables golf course owners and operators to uncover hidden data and patterns in the cycle to gain sales and service insight and make better-informed and strategic operational decisions. In this one-hour webinar, attendees will discover how AI can evaluate data to measure the performance of booking and phone systems, and understand the relationship between those customer experiences and visits to facilities, annual pass purchases and event inquiries.
“AI is making it possible to measure parts of the golf business that were historically difficult to see, for tee times, that means looking beyond pricing and availability to better understand conversion — how golfers move from searches, website visits and phone conversations into booked rounds, annual pass sales and event sign-ups,” said Hendrix. “This webinar is designed to help operators better understand what they may not yet know about their online and telephone tee time conversion rates.”
The panel includes these golf industry experts: Jason Pearsall, Owner, Warren Valley Golf Club and Founder of Club Caddie; Fraser Marriott, Head of Golf, Lightspeed; Matt Arnzen, VP of Marketing, Sagacity Golf; and Elvis Lieban, Senior Product Marketing Manager, Gong.
Golf course owners, operators, managers and others who are responsible for enhancing and growing golf course businesses can register for this complimentary webinar here.