Chris Stover: Maximize Course Revenue With Corporate Outings

Chris Stover, the 2016 Utah PGA Section PGA Golf Professional of the Year, is the Section’s Honorary President and the PGA Head Professional at Wasatch Mountain State Park Golf Course in Midway, Utah.

I am the PGA Head Professional at Wasatch Mountain State Park Golf Course in beautiful Midway, Utah. Wasatch is a stunning 36-hole facility that is one of Utah’s favorite public courses with beautiful scenery and affordable rates. In addition to the 77,000 rounds we do annually, we host over 125 corporate outings each year, adding another 17,500 rounds. We try hard to keep one of our 18-hole layouts open to the public Monday through Friday while the other one hosts an event. In addition to the beautiful scenery, we try hard to provide our outings a level of service that keeps them coming back. We work hard to ensure that all aspects of our events are addressed prior, during and post tournament. It comes down to organization and preparation. After the event, when everyone has left, I sit down to dinner with the event organizer and discuss what we as the host did right, and what aspects of our service could be improved. Together we build a plan and book the date on next year’s calendar. Ninety percent of the outing organizers commit to the following year before they leave the course!

We maximize our revenue on tournament days by charging the full green fee plus an additional fee per player for sales in the golf shop. Many event organizers use this additional fee to help with their payout. We also provide a top-of-the-line food & beverage service that can do anything from hamburgers, to Dutch oven, to New York strip dinners. With thousands of tournament players walking the grounds weekly, they purchase ancillary items such as gloves, balls, tees and hats, not to mention the return visits they make because they were part of a wonderful event.