DIRE STRAIGHTS
Live Oak Golf Club, formerly Diamondback National Golf Club, had strong community roots but lacked the modern identity and infrastructure needed to elevate the golfer experience. Upon acquisition, Thompson Golf Management initiated a full-scale rebranding, introducing a new website, online tee time booking, and a fresh digital presence. Infrastructure improvements were prioritized, with the immediate order of three new course bridges set for installation. The clubhouse food and beverage area is undergoing a major remodel, while the pro shop has been updated with expanded merchandise from top vendors. A new Yamaha golf cart fleet complete with GPS has been delivered, ensuring a premium on-course experience. To enhance loyalty and drive repeat play, TGM introduced two frequent player programs.
TGM has infused Live Oak with forward-thinking enhancements that blend tradition with modern hospitality. With these improvements, Live Oak Golf Club is primed to become a premier golf experience in Abilene.
Challenges:
- Outdated branding and lack of a distinct identity.
- Limited online presence and outdated website with no online booking.
- Poor infrastructure, including aging bridges on the course.
- Outdated food & beverage area with limited customer appeal.
- Lack of loyalty programs or pass options to encourage repeat visits.
- Golf cart fleet in need of an upgrade.
- Limited merchandise selection in the pro shop.
- Lack of engagement with the broader golf community in Abilene.
TGM Responses:
- Rebranded the course as Live Oak Golf Club, creating a fresh identity.
- Developed a new website with online tee time booking and real-time course updates.
- Ordered and scheduled the installation of three new bridges to enhance playability.
- Planned a full remodel of the clubhouse food and beverage area.
- Introduced new pass programs and a loyalty rewards program.
- Scheduled the arrival of a new Yamaha golf cart fleet in March 2025.
- Expanded golf shop offerings with new vendors and merchandise.
