Golf Greens to Pickleball Courts: Trends Shaping Sports Tourism

Jeff has earned status as a Class A PGA Professional and began his career in the hospitality industry at Pinehurst Resort and Club. After stints as Head Golf Professional at Shanty Creek/Schuss Mountain Resort in Michigan, The Lodge at Ventana Canyon in Arizona, and La Costa Resort and Spa in California, he joined Wild Dunes Resort in Isle of Palms, South Carolina. For over six years he has overseen the golf department at Wild Dunes Resort and through comprehensive programs, coaching, instruction, and "big-picture" vision, Jeff has laid the foundation for a truly unique golf experience at Wild Dunes Resort.

Please tell us about the journey that you've had so far and your roles and responsibilities at Wild Dunes Resort.

I began my career as a PGA golf professional, playing golf since my junior days and continuing through university at the University of Arizona. After that, I worked in the golf and resort management industry, and built a golf course for a Microsoft executive in Seattle in the late nineties. Currently, I serve as the Director of Sports at Wild Dunes, overseeing golf, spa, tennis, bike rentals, and other outdoor recreation. The demand for outdoor activities, especially golf, has surged, with a notable increase since the pandemic. People's preferences have shifted, leading to a greater demand for facilities offering golf, tennis, pickleball, and other outdoor sports.

What are some of the major challenges in sports tourism space?

The lack of seamless integration among different technologies for booking various activities often presents challenges. Unlike hotel rooms or airline tickets, the integration of systems for recreational activities is a complex task. In addition, the surge in demand, exemplified by a 30-40 percent increase in golf interest since 2019-2020, poses challenges in terms of securing tee times, providing adequate space, and acquiring equipment. The supply chain issues for essential items, such as golf carts, have made operational management more difficult. Despite the challenges, this increased interest in sports activities is beneficial, leading to more room nights for hotels and enhanced repeat business for golf courses.

What are the recent trends that have evolved in the market today to tackle these pain points?

In today's landscape, companies need to embrace creativity. Some organizations have adopted innovative platforms where customers can conveniently book various activities on a single website. At our resort we use Fair Harbor, where guests can schedule anything from golf lessons and tennis clinics to bike rentals and tee times, streamlining the process and providing a one-stop solution for their recreational needs. This approach has effectively addressed challenges from the past, offering customers a centralized hub for all their activity bookings.

Is there a project initiative that you've been part of recently and have implemented particular technologies or trends?

One major trend we've capitalized on is the rise of pickleball, the fastest-growing sport. About four or five years ago, we foresaw its potential and converted some tennis courts into pickleball courts. This decision has paid off, as pickleball attracts people of all ages and provides new opportunities for resorts by attracting travelers seeking facilities with pickleball programs. Another successful initiative involves dynamic pricing for golf tee times, similar to hotels and airlines. By adjusting rates based on demand, we've significantly increased profitability and revenue, aligning with high-demand periods. These innovations have brought substantial wins to our industry.

How do you see the sports tourism industry evolve over the next 12 to 18 months?

The momentum in outdoor sports and recreation is set to continue. With more people working from home and seeking better life balance, there's a growing interest in sports like golf, pickleball, and biking. This trend is particularly noticeable in resorts and private country clubs, where memberships are at record levels, often leading to waiting lists. The sustained demand indicates a lasting shift in people's leisure preferences, and there's little indication of this changing in the short term.

Any specific piece of advice that you'd like to share with your fellow peers or other industry leaders?

Firstly, businesses should embrace new technology to enhance their operations. Networking with peers in similar roles is crucial for sharing best practices and overcoming challenges. Creating partnerships with vendors and sports organizations can leverage valuable resources for business growth. On the flip side, it’s essential not to be complacent and always strive for excellence, embracing a mindset of continual improvement. In addition, regularly surveying customers helps gauge facility performance and provides valuable input for enhancement.