Torres Blancas Golf Club
Green Valley, AZ
To drive additional rounds played, Torres Blancas Golf Club was deeply discounting its greens fees. This trained golfers to wait for lower rates and negatively impacted golfers' perception of the course. The golf club implemented the EZPRICE PRO revenue management tool to control all its online rates, and added the EZBOOK booking engine to make it easier for golfers to reserve a tee time through its website.
Year-over-year, the club has grown its average greens fee rate by 21% and its overall golf revenue by 18%. Torres Blancas also reduced its reliance on a specific 3rd party distributor by driving more than 2x as much revenue through its website.