Course owners and operators today know that with every round played another equally important round unfolds behind the scenes. IRI excels in the operations side of the game, managing the flow of vital day-to-day business in the golf shop, food and beverage areas, on the driving range and in the promotion of the game to our members and guests. IRI has created efficiencies in its operations by establishing national accounts with vendors throughout the golf industry. These programs benefit each club through cost savings and available services.
We place special value on the most important element of all: the superb playability from tee to green. We create the systems, and their appropriate checks and balances, so that our golf courses, overseen by well-trained personnel, achieve an atmosphere of friendly service and professional expertise. When any golfer steps off an IRI course, we’ve done our utmost to make sure they will soon return.
IRI places a special emphasis on the following categories. Click on a link below:
One of IRI’s keys to success is our involvement in the day-to-day operations of each golf club. Based on our extensive knowledge of golf course operations, IRI strives to ensure that all members, guests and resident golfers will receive the most friendly and courteous golf experience with exceptional value. The extensive golf industry experience assembled at IRI enables us to fully understand both the playability and functionality of golf courses and the need for every course to be a viable business operation.
Our team of professionals work closely with every club in their unique markets and situations to implement an operations plan that best suits the club. Checks and balances are then put in place to ensure the plan is carried out to its full potential. The ultimate goal is to create a smooth running profitable operation while always enhancing the total golf experience for our customers.
Merchandising – With an eye on the trends that influence and shape the fashion side of golf, we take great pride in offering merchandise that makes customers look and feel good. Our golf shops are operated on three important principles. First, effective merchandising and selling go hand-in-hand. Second, to achieve the goal of building long-term relationships with customers, you must always provide superior-quality merchandise. And third, all of our merchandise is displayed in an attractive and tasteful environment that makes it easy and convenient for customers to shop.
Tournaments – The IRI clubs host numerous events of all sizes and formats. Over the years, IRI has combined the best practices and procedures for hosting a successful tournament or event and formed a model that is shared with all IRI facilities. This plan covers everything from the sales contract to a follow-up communication once the event has taken place. In addition, IRI has prepared a training program specifically designed for tournament directors and the clubs host seminars to review the program with potential clients. This is a step-by-step procedure on setting up and running a successful event.
Instruction – IRI provides practice environments with specialized instructional programs at all of our clubs. Each facility offers beginning to advanced programs with special attention given to the development of junior golfers. We believe it is important to invest in the youth of our communities and provide opportunities that will allow them to enjoy the game of golf for years to come. PGA professionals are hired and those with training and knowledge are selected to provide lessons. The General Manager and Head Professional work with each instructor to insure their teaching skills meet our criteria, provide them guidance, and suggest seminars to enhance their teaching abilities.
IRI has developed a core menu, which is used as a template to build upon at all our golf courses. This menu has proved invaluable in helping to control costs, has made food preparation training easier and has raised customer satisfaction levels considerably. Our core menu includes traditional golf fare and is tailored to the individual facility and regional tastes. Since most golfers purchase food and beverages during their practice or play, it is critical to appeal to the customer’s tastes and desires while creating an environment conducive to generating sales. We recognize that food and beverage service and product quality play a significant role in the perceived value of a guests' overall experience and it is the subtle differences that enhance customer satisfaction.
IRI runs the gamut from traditional to desert-style courses and maintains each one in accordance with the standards established for the unique properties. Different seasons and regions require individualized agronomic procedures for each course. Our superintendents share best practices and continue their education to provide the finest finished product year-round.
Course conditions contribute to the enjoyment of every round of golf so we strive to provide a golf course product that is maintained at a level exceeding our golfers expectations.
Customer satisfaction and loyalty are keys to continued success. Many IRI clubs implement full golf membership programs as well as regional loyalty programs with multiple clubs. These programs offer additional benefits and value creating an incentive to choose our clubs over the competition. Technology has allowed us to become more efficient in interacting with our golfers, thus increasing the loyalty which every club desires.
Local and regional marketing plans are developed and implemented based on individual club niches and regional efficiencies. We recognize that each region differs and the most effective marketing media varies from market to market. We utilize different media based on the message being delivered and target audience for each club. Media types we use include: newspaper, radio, direct mail, and email, as well as on-site promotional items such as banners, table tents, and brochures to name a few.
IRI has a centralized accounting department that allows for tighter controls on managing accounting functions and provides efficiencies in staff responsibilities. This team provides integral support and implements checks and balances for all golf operations. The accounting department is responsible for overseeing the annual budgets, preparing monthly financial statements, and compiling the daily revenue reports. All invoices are processed and paid out of the central office.
It is IRI’s goal to select the best candidate for each and every position within the club. We take time to interview and select the individual that is most qualified for the job and compatible with the club environment. IRI is committed to its employees and on a quarterly basis rewards individuals who go above and beyond their expected responsibilities. In addition to being an equal opportunity employer, IRI provides a drug-free and harassment-free work place.
