Affiniti Golf Partners adds 14th course to portfolio

Affiniti Golf Partners has taken over management of The Manor Golf and Country Club in Alpharetta, Ga., bringing the management company's portfolio to 14 clubs. 

Affiniti Golf, located in Alpharetta, is run by Whitney Crouse and Steve Willy. The company manages eight clubs in Georgia, four in South Carolina, one in North Carolina and one in the Bahamas. The company expects to finish this year with another two to three management deals.

The Manor was designed by Tom Watson and opened in 2006 as the focal point of a high-end community. Home prices in the 400-home community range from $750,000 to $4 million. The club features a 35,000-square-foot clubhouse, 20 tennis courts, a spa, fitness center and indoor and outdoor pools. 

"The Manor is one of the most upscale new golf communities in the south," said Steve Willy, who used to be director of operations for Evergreen Alliance Golf Ltd. (EAGL). "The extreme high quality of its homes and amenities is remarkable."

Affiniti took over management of Sunset Country Club in Sumter, S.C. in late January, and plans to push annual revenue to $3.5 million from the current $2.5 million level for the private club.

Affiniti Golf will manage Sunset Country Club under a five-year contract with an option to renew. Whitney Crouse, who runs Affiniti, hired the first on-site general manager and club professional in the club’s 89-year history. A board made up of golf club members had run sunset Country Club, which will remain private. The club has dropped from 800 to 400 members, prompting the move to a professional fee-based golf course management company.

The club is in good physical condition. The Donald Ross-designed course opened in 1922 and was redone by John LaFoy in the 1990s.

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