Case Study

Whiskey Creek Golf Club:

Focusing on the Brand Experience for Long Term Success

Opportunity

In Washington, D.C., two passionate golfers were interested in building a high-end daily fee course and sought a partner who knew the market and shared their passion.  They understood that a new golf course in a competitive market would require a keen understanding of brand building to achieve sustainable success.  KemperSports was retained to accomplish that mission.

Action

Having run both the PGA TOUR Kemper Open and several D.C. area courses for decades, KemperSports was a known entity that was very familiar with the market, including the players, the professionals and the area's many courses.  KemperSports also knew what was missing:  a public, daily fee course that delivered a challenging golf experience on a beautiful piece of property.  Enlisting world class tournament golfer Ernie Els as co-designer of the course was the first step and the resultant golf course the cornerstone for building a brand centered on the promise of “pure golf”.

Once the course was complete, KemperSports focused its attention on building customer service programs typically associated with private clubs and then drove awareness by targeting influential community, industry and media players.  Since then, KemperSports has continued to build the brand by carefully developing and leveraging a loyal customer base, hosting marquis events and other brand awareness programs.  KemperSports' management approach is to never lose touch with the customer and conducts surveys on a regular basis. 

Results

Despite aggressive competition, Whiskey Creek has achieved and sustained market leadership for the past eight years.  With investments continually channeled back into the course to improve conditions, a devotion to “best in class” customer service and strong relationship marketing efforts, Whiskey Creek’s rounds and revenues continue to grow.  Whiskey Creek golfers consistently give the course high ratings in golf course design, conditions and overall aesthetics, and Whiskey Creek has a loyalty rating that far exceeds the competition.  Area golf writers and raters remain impressed.  After launching with accolades including being named one of Golf & Travel’s “40 Best Daily Fee Courses in the U.S.,” Whiskey Creek consistently has been recognized for delivering a superior golfing experience.  Receiving numerous distinctions throughout the years, Whiskey Creek was ranked as one Golfweek Magazine’s “Top 10 public golf courses in the state of Maryland” in both 2007 and 2008.

 

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