I had the most amazing customer experience of my life at a golf club...as a non-member.

Yesterday I had the chance to take a client to the golf course. Usually, golfing with partners and clients is productive but unextraordinary. Not this time. I walked away with a memorable customer experience and a few reminders of key business principles.

The context:

Wisconsin golf courses are built different. There are some wonderful tracks with prestigious pasts here. But there are so many courses, that some people have become accustomed to above-average courses with less-than-best experiences. You can pay $35-55 for a great design that hasn't been maintained, and it'll be better than the majority of courses out of the state because of the weather conditions and lack of traffic.

So most Wisconsin golfers are used to "if someone would just invest some money in this place" courses.

The plot

In 2018, a course founded in 1896 with a historic set of founders, members, and championships was acquired by a family who announced they would give "this American treasure a rebirth."

It closed for a couple of seasons.

You could barely see it from the road--major changes were coming.

They brought in world-class teams to shape the track with new levels of challenge while respecting the history of the place. Ancient landscapes meeting modern golf design theory.

Then someone got a hold of their brand and Instagram. WOW.

As a brand enthusiast, I was stunned by how clean and modern they could turn into a beautiful old piece of history. They outdid themselves.

As the course started to take shape and the new buildings went up, the coverage was so exciting that it got national attention. Golf media outlets were talking about it even before it opened.

Then, when it did open, serious golfers from out of state began to review the transformation, calling it "One of the most fun courses in the U.S."

As you can imagine, locals were taken aback. Could this really be the mediocre course we just played a few seasons back for a deal?

As the media coverage expanded and photos of the sparkling buildings, luxurious amenities, and mature conditions made their way into my feed, I was anxious to get out there.

But

The price had gone up. No longer mediocre, the course was asking patrons to respect its new brand.

So I waited, followed their Instagram, and drooled.

The opportunity

Then, as it happens, one of my clients suggested we play there. I was ecstatic. Here was a good reason to make the investment!

I couldn't believe the anticipation of the days leading up to the round.

I took extra time getting ready for the round with a full night's rest...ok, not actually. I have a 7-month-old daughter. But you get the picture. I was ready to play.

The experience

Finally, after years of waiting, I drove to The Club at Lac La Belle.

I was greeted warmly at the bag drop where the attendants energetically took my clubs and put them on my cart.

I went inside to grab some lunch before warming up. The pub staff quickly took my order and made me feel like a regular, though we had just met.

The food was fresh, beautiful, and delicious.

The range, though on the off-season mats, was stocked with tees, yardage markers, and everything you would need for an intentional range time.

Then my client showed up, we chatted and headed out to the course.

Immaculate.

Intricately designed finishes that displayed the logo were constantly present but not in your face. On the complementary water bottles, the tee markers, and the flag sticks that paid homage to vintage course technology.

The course demanded thoughtful play while teasing you with the opportunity to score well almost everywhere. From multi-tiered greens to deceptively open fairways, the course made you work for your score.

I shot well for my game and my client did the same. We had a good conversation around the course while enjoying ourselves in nature.

When it was time to wrap up, the staff were interested in my game. They asked intelligent questions and smoothly steered me toward the pro shop for merchandise.

I have never been so ready to spend.

The take-a-ways

So why am I going on and on about golf? Other than being excited to share that I finally got to play The Club, I want to remind business owners, marketers, and staff trainers of a few basic business principles. I could wax eloquent on each of these points, but I want the power of this story to speak. Here are my basic thoughts:

1. Play the long game
2. Don't skimp on quality
3. Use history; don't erase it
4. Customers start their experience before they ever darken your door

I know many people thought the new owners were out of their minds for taking on the expense of renovating a golf course prior to the pandemic-era golf boom. Now look how these guys are doing!

Details matter. From upholstery to water bottles, people recognize quality when they touch it. Give them the best.

You don't have to get rid of everything to modernize. Use pillars of unique cultures and venerate them. Use them to craft your messaging. Not for marketing, but for context.

Customers start as fans. I followed The Club through its transformation, before it hit celebrity status, and applauded its dominance. All before I got to play it.

And that leads me to my final thought: You never know who could be your biggest fan

Treat all your customers like they are members. Then, when they experience the value you bring to them, they'll convince themselves to come back. You won't have to.

I love golfing, branding, and good business. I hope you are reminded of this story the next time you are investing in your customer experience or choosing where to spend your resources.

Don't just operate a business. Make fans.

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Book a time when I can guide you through the steps your company should take to provide memorable experiences for both your employees and your customers.