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| - Troon North was a testbed for what 20 years ago played out as a novel idea: A daily fee course that gave the end-user - the player or corporate group - a country club experience for a day. All of the bells and whistles were included: cart, range balls of higher quality, 10 minute tee times, outside service personnel who were attentive and knowledgeable, rangers who were NOT intrusive, food and beverage services that were well above average, 30,000 square feet of clubhouse with all of the amenities found in a private club (even though it was and is a daily fee, they still catered to a very limited number of members, mostly through the Troon corporate shell) and a pro shop that was slammed with high-end hard and soft goods logoed with the Troon North Horned Toad. It was the quintessential desert golf experience this side of Palm Springs and, at the time, had no real rivals.
Fast forward to today: Gone are the $295 advance tee-times; now there is the Monument Express. They have "created" an executive course that can be played quite quickly in the afternoons (I remember when, in the summer, they would simply close off tee-times after 12:30). The service is much lower quality as are the course conditions and that certainly is dictated by an economy that has taken a large dump on the golf industry in general. Weiskopf-Morrish designs are brilliant things, multiple tees allow all level of players opportunities to enjoy their courses. And the Pinnacle and Monument courses still stand up from an architectural point of view. But these are no longer days of wine and roses - just look north and east a bit and recognize that what was perhaps AS GOOD a design by Tom Doak at Apache Stronghold in Globe no longer even exists. Executive courses made to be played in a quick time frame, created by sticking tee markers in the ground at various distances and angles is not an indice of great golf.
It's an indicator of: Good Lord, how do we generate more revenue without throwing up the third finger on the downward plunge... Lower pricing for locals not just in low season but in both shoulder and HIGH season may be a way to find that lost revenue stream. Troon Cards are all fine and good. Put the egos away and offer a bit more than what you THINK we should be happy to receive. Offer us actual value and you may find more sustainable revenue generation. A handful of tee-times on Golf Now at an inflated price ain't gunna do it.
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