1757 Golf Club in Dulles, Va., has been named the 2017 "Public Golf Leader" by NGCOA Mid-Atlantic. This award was presented to Dave Ahart, Director of Golf at 1757, in recognition of the programs executed by this public facility to promote golf in the region. 1757 is owned and operated by Billy Casper Golf (BCG), a full-service golf course management company.
BCG has assisted 1757 with specific segments of the golf business including course and property maintenance, staffing and training, career growth, clubhouse operations, food and beverage, merchandising, golf instruction, marketing and public relations, special events and financial management.
While the golf industry remains flat for many, 1757 is bucking the trend and growing the game through innovative marketing and savvy operations. 1757's Game Improvement Team has played an important role in fostering growth within the area. The comprehensive golf academy, private and group instruction, junior programming, and club-fitting studio provide an unparalleled experience for men, women, juniors and seniors in private, group and team settings.
The highly experienced Game Improvement Team is led by Lead Instructor Tiffany Faucette, who is ranked among the "50 Best LPGA Teachers" by Women's Golf Journal. Tim Brogan, Director of Instruction, leads a team of seven nationally recognized club fitters and instructors. Mike Gertzberg, PGA Instructor, handles junior camps for over 1,000 kids per year, and Scott Holmes, Youth Coordinator, runs the PGA Junior League program. The entire team collaborates with Regional Director of Instruction Steve Loesher to remain industry leaders and continue adding new programs throughout the year.
In addition to being known for its first-class golf team and facility, 1757 is also a popular wedding venue. The beautiful, multi-faceted property consistently earns "Couples' Choice" awards from the Wedding Wire and The Knot. Kelsey Baron, Director of Sales, leads the team responsible for delivering an unforgettable experience for all guests, and Rob Fleming, Executive Chef (1757's longest-tenured employee), designs seasonal menus featuring the finest American cuisine made from fresh ingredients. The 2018 menu will highlight "local favorites".
"Refining our approach and making our public golf experience better is a never-ending mission," says Aaron Czajka, BCG Regional Director of Operations for the Mid-Atlantic. "Our team works hard to create a more entertaining atmosphere as our competition changes or new competitors enter the market. We're really excited about what the future holds for 1757."
A key industry-wide challenge is making the golf experience more appealing without losing tradition. As a public golf leader, it is evident that 1757 has captured the marketplace and grown the local game through programming. The facility covers a broad spectrum of service offerings and provides guests with entertainment that reaches both the golf and social audience. Leveraging BCG's platform, 1757 has been armed with the knowledge needed to make informed data-driven programming and marketing decisions.
BCG and 1757 are excellent at capturing data. ACE™, a BCG-exclusive employee training and coaching program, emphasizes the importance of data collection. This information is used to study player behavior. The 1757 and BCG team meets regularly to analyze prior-week data and discuss strategies for upcoming weeks. Pricing, tee-sheet utilization and programming are key areas of focus, among others.
As 1757 is owned and operated by BCG, it is often used to beta test new tools and technology prior to rolling out innovative cutting-edge solutions that ultimately enhance the experience for golfers at a local and national level. This summer, BCG and 1757 began using a new invitation-based-marketing platform called Waddle.
"If people are invited to play golf, they will play more," says Peter Hill, BCG Chairman and CEO. "Create the events and invitations and they will play."
Waddle allows for seamless email communication and website integration to provide a professional, streamlined approach to managing events at scale. This is just one of many ways that BCG continues proactively helping golf facilities such as 1757 evolve and increase revenue.
When asked about the "Public Golf Leader" award, Czajka replied, "Our team works tirelessly to provide our guests with the best experience in the area. It's humbling to receive positive recognition from our peers, and a great honor for every team member."
About 1757 Golf Club
1757 Golf Club's par-70, 6,600-yard layout is a shot-maker's dream. Routed through gently rolling terrain with elevation change up to 30 feet, 1757 features dramatic views of Broad Run and the majestic Virginia landscape, along with strategically placed bunkers, streams and lakes.
About Billy Casper Golf
Billy Casper Golf is one of the largest privately-owned golf course management companies in the U.S., with nearly 150 properties in 29 states. Headquartered in Reston, Va. - with regional offices across America - BCG has more than 25 years of results-driven expertise. The company recently launched its newest management solution, Billy Casper Signature, as a boutique division focused on country club, resort and private club management.