Compass Pointe is a 36-hole public, championship golf course with a clubhouse, driving range and associated amenities owned by Anne Arundel County. It is midway between Baltimore and Annapolis, Maryland, and has grown to become an area favorite for its enjoyable experiences at an affordable price.
BACKGROUND
Compass Pointe is a 36-hole public, championship golf course with a clubhouse, driving range and associated amenities owned by Anne Arundel County. It is midway between Baltimore and Annapolis, Maryland, and has grown to become an area favorite for its enjoyable experiences at an affordable price. Designed by award-winning architect Lindsay Ervin, the "four nines" -- North, South, East, West – traverse more than 800 acres of diverse woodland for wide variety of terrains and challenges for golfers of all skill levels.
The county began construction of Compass Pointe’s course in 2003 and simultaneously hired Indigo Golf Partners to assist with oversight, grow-in and management of the property.
IMPLEMENTATION
Indigo Golf Partners knew a strong sales and marketing team would be key to optimizing use of all 36 holes at Compass Pointe. Therefore, we:
- Hired a marketing director local to the market
- Introduced loyalty initiatives, including an Advantage Card and Player Development Program
- Developed new men’s and women’s leagues to fill weeknight play
- Leveraged the facility’s size to create unique outing and tournament packages
- Fostered relationships with local organizations and business leaders to host a myriad of events
- Trained staff to efficiently collect guest data
Additionally, Indigo Golf Partners' agronomic team completed Audubon Certification for the golf course and enacted our proprietary Indigo Golf Partners' Green initiative.
RESULTS
Compass Pointe continues to lead Maryland’s daily-fee golf market, hosting more than 60,000 rounds annually and sustaining profitable operations for the county.
Indigo Golf Partners and the county enjoy a long and prosperous relationship. Since 2003, Indigo Golf Partners' management agreement has been renewed numerous times, and we were retained when the contract was re-bid through a public RFP process in 2013.
