BRAND AWARENESS
Mountain Brook Golf Club was a hidden gem in need of a transformation. Membership demand had declined, the restaurant lacked identity, and the overall customer experience needed a fresh approach. Upon acquisition, Thompson Golf Management implemented a strategic overhaul, revamping the restaurant into The Prospector Grill with a completely new look and expanded menu. A dynamic social media strategy invigorated engagement, while an enhanced customer database allowed for targeted communication and improved retention. The golf shop was reimagined with premium brands, and key partnerships with Arizona Golf Association and GreatLife introduced new golfers to the course. Playing conditions saw a dramatic improvement, with comprehensive overseeding and course maintenance efforts receiving high praise from all golfers.
Challenges:
- Limited demand and declining membership interest.
- Outdated restaurant and lack of a distinct brand for the dining experience.
- Weak social media presence and engagement with potential customers.
- Small customer database, leading to ineffective communication.
- Course conditions were inconsistent and required revitalization.
TGM Responses:
- Created demand and established a membership waitlist through strategic marketing.
- Renovated and rebranded the restaurant as Prospector Grill, improving aesthetics and menu offerings.
- Revamped social media presence, increasing engagement and attracting new customers.
- Expanded the customer database and implemented consistent communication strategies.
- Enhanced course conditions through comprehensive overseeding and maintenance.
