Baker’s dozen: 13 thoughts to improve your course for 2026

As the golf industry looks out anxiously towards the beginning of Spring, with both national & local events on the calendar and the hope for continued healthy membership rolls, I thought it fitting to provide more than my usual three ideas in this In My Opinion post. Today, I am stretching this post, adding ten additional ideas for the new season ahead. Nothing earth-shattering or revolutionary; simply common-sense notions that might just put more smiles on faces and dollars in coffers throughout the coming year. 

Let’s begin: 

Create a culture within your team of appreciating every member. Whether they are an “A” list spender or an inconsistent 9-holer, every member should matter. As the leader, set the tone for recognition and appreciation. Look to make it a consistent habit amongst your entire team. 

Work with your F & B manager to build an amazing coffee culture. There are just not many boxes more important to an adult in the AM than having a cup of hot, tasty coffee at the club. Having the team reinvent this presentation, on purpose, will at least change the morning conversation as your early risers roll in. Coffee that must be hot and taste great, with a few tasty options. You may never hear the words of praise, but you just might see that coffee cup inventory dwindle faster each passing week. The golf shop may even sell more tumblers.  

Product #1 is your golf course. Provide your superintendent with the latitude and budget to create the best playing course, the most attractive presentation. Nothing else matters to a golfing member if the course is second-rate. Green, fast, and gorgeous will never go out of style. 

Build a reputation as the place to be. From fun events to a semi-loud 19th hole, plan out and set the tone for an exceptional day of golf. People hang out where they feel good. Create it, and they will come and play. 

Have your superintendent create landscaping stories that have your members stop and stare. Colorful stories with new looks throughout your season, all to add to the experience of membership. 

ABR: Always be recruiting.  People move in and out of jobs today more than ever. Because these habits will not soon change, appreciate that hope is not a retention strategy. Create a file of people whom you would hire at a moment’s notice. There is a strong likelihood that need will appear. It is smart to always have 3-5 solid candidates for each department, waiting on a call. Be the place they want to work. It’s about money, for sure, and it’s about the other people on your team. C U L T U R E. 

Here are seven more to test in the season ahead: 

• Hire people who may not know the role, but who like people and understand hospitality. 
• Take listening walks once a day. Get with a team member each day and go for a walk and just … listen. 
• Ask your F&B director to search for that one food item that will create a buzz. 
• Reset your service strategy to put convenience at the front of the line: Convenience, speed, nice, and all with a sense of urgency. 
• Recognize both your members and staff. Provide swag gifts and thank you notes to show gratitude, care, and appreciation. 
• Review all policies and procedures. Reset with your team for the organization you lead today. 
• Lastly, enjoy the work. Life moves fast! Stop and remember how you got here. Savor the role. 

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Jack Dillon writes the In My Opinion post. Jack is a speaker, author, and long-time buyer and operator. He is available to speak to your group or team. After 250 presentations, Jack feels like he is ready to help your team, too. Please find more information at: www.youdontknowjackd.com. You can also call Jack at: 407-973-6136. When Jack is not writing, he is the buyer at the Happiest Place on Turf, here in Central Florida.