Hard work and a renewed focus on the customer experience boosted Hart Ranch Golf Club to the status of #1 Public Golf Course in South Dakota by Golfweek Magazine for the second straight year. “It means everything to the team. It’s an affirmation of all the hard work put in and laser-focus priorities. We know what type of course we are, and we want to be the best in that category,” said Brett Grosz (20-year team member), General Manager of the golf course, which is nestled in the foothills of the Black Hills outside of Rapid City, South Dakota.
Doug Hellman, a consultant with expertise in business development and strategic planning, came alongside the team to set the direction ahead. They determined a targeted experience and worked backwards to design that outcome. “He basically started us on second or third base with what works. Doug has a broader perspective and really helped us interpret responses from the market as we were changing things…ratcheted that up quickly,” shared Brett.
With an eye on improving financial returns and the customer experience – course renovations were made, but Brett noted they equally focused on developing small details with big impacts to set them apart from other golf courses – things like cold scented towels on hot days, painted tops of cups for weekend play, consistent customer surveys to hear what’s working/not working, strategically adjusting play time offerings, and more.
Laser-focused efforts produce phenomenal results. From 2018-2024, there’s been an increase of 116% in golf course revenues and a 61% increase in rounds played. With that type of growth – the team has worked hard to accommodate the increased demand for the seasonal course with a big reputation. Per survey results, customers are coming from hours and states away to enjoy fantastic scenery and excellent customer service. The team readily acknowledges they’re a public course – yet customers have noted in surveys that it has a country club vibe.
Adam Wortman (22-year team member), Golf Course Superintendent, shared that taking care of a golf course is an ever-evolving craft and being able to adapt and change quickly based on team feedback is key. “We train our team members exactly how we want to see their daily tasks accomplished – keeping best-in-class is top of mind every step. That…and hiring the right people with our same core values is essential.”
Jerry “Buss” Busler, who serves customers in the golf club’s pro shop by taking tee times, selling merchandise, and more – he sees the difference, too. As a coach and teacher, he headed to Hart Ranch Golf Club for summer employment in his early years. Now, 29 years later and retired from teaching for 14 years, he’s still a team member at the company. “I enjoy the co-workers and the people coming in our door to golf. The ownership (the late Willis & Joan Duininck) were the most awesome people…down to earth, you’d do anything for them. And it’s still a fun place to work – that why I’m still here today. Our hiring practices have been great; team members are [service-orientated, helpful and friendly]. Team members stay here for a long time.”
Another one of those long-term team member is Dustin Lecy, Director of Golf / Head Golf Professional. He’s been with the golf course for 15 years. He, too, has the focus on how he can impact the success and said, “It’s thinking about all the little things that can make us more memorable and making the customer’s day.”
To the entire team at Hart Ranch Golf Club – you certainly are making it a fantastic day for many customers. Kudos on the accomplishments!
