The Opportunity

Arrowhead Golf Club in Naples, Florida was a diamond in the rough in 2010 when it was acquired by the investment group. Despite being one of only a select number of moderately priced, open-to-the-public golf clubs in Naples, Arrowhead had continually failed to monopolize upon its competitive advantages due to facility conditions, product offerings, membership structure and rate strategies employed. The club had been overburdened by debt and was restricted operationally due to cash flow issues.

The investment group sponsors had decades of experience operating and managing clubs ranging from public to member-owned equity clubs. They were known as innovators in the club industry who provided above market financial results for their club clients. Historically, clubs have been operated as the support mechanism for member lifestyles or without a sound business foundation. The investment group believed that employing a strategic business platform while weighing member and guest needs would lead to a successful return on investment for ownership. The following short-term plan was implemented at Arrowhead immediately upon acquisition:

• Developed structured membership programs to eliminate displacement of peak period public times.
• Implemented dynamic pricing model
• Conducted daily and hourly business analysis
• Employed effective on-line marketing techniques
• Brought club agronomics in-house from third-party provider to improve and control course conditions.
• Completed clubhouse refurbishment and expansion of outdoor seating area
• Created new product offerings in golf and F&B to enhance experience
• Dramatically improved service levels through training and standards implementation

The Results

Arrowhead Golf Club saw immediate financial improvements upon the restructuring of the membership offerings, dynamic pricing implementation and on-line marketing initiatives. Upon the completion of clubhouse refurbishments and dramatic course improvements with in-house agronomics team, Arrowhead experienced a rebirth. Having been chosen as the No. 1 public golf club every year since the acquisition by the Naples Daily News readers, Arrowhead has earned a reputation as the best of the best in Southwest Florida.