NEEDED MODERNIZATION
Geneva Golf Club was already a respected name in the Minnesota golf scene, but modernization was needed to maximize efficiency and enhance the guest experience. Thompson Golf Management implemented cutting-edge technology across all departments, streamlining operations in golf, lodging, and food & beverage. Transitioning all events and leagues to online registration freed up golf shop staff, improving customer service and operational flow. Expanding the customer database allowed for targeted outreach to out-of-market golfers, while strategic partnerships with MN Golf Association, Twin Cities Golf, GreatLife, and the Resorters Tournament broadened Geneva’s influence. By refining database segmentation, Geneva was able to deliver personalized marketing, boosting engagement and revenue. Lodging performance saw a significant lift, with increased pricing power and advanced bookings driving higher occupancy rates. In addition, thoughtful investments in lodge renovations enhanced the guest experience, further positioning Geneva as a top-tier golf destination. With a blend of technology, partnerships, and strategic upgrades, Geneva Golf Club continues to set the standard for a modern, customer-centric golf operation.
Challenges:
- Outdated technology, leading to inefficient operations across golf, lodging, and food & beverage.
- Limited reach beyond the immediate local market.
- Inefficient customer segmentation, leading to missed marketing opportunities.
- Aging lodge accommodations affecting guest experience.
- Lack of enclosed event space for large events and tournaments.
TGM Responses:
- Implemented technology upgrades across all departments to streamline operations.
- Expanded the customer database to target out-of-market golfers.
- Increased lodging revenue by strategically pricing and booking rooms further in advance.
- Formed strategic partnerships with MN Golf Association, Twin Cities Golf, GreatLife, and the Resorters Tournament.
- Invested $1.1M in a clubhouse addition (opening spring 2025)
