Tagmarshal, the golf course intelligence and pace-of-play system used globally by golf courses, has retained Azalea to elevate the brand in key European markets and to introduce it to golf clubs and resorts across the continent.
The revenue-optimising system is already managing player flow at several Major-hosting venues, including eight-time Open Championship course Carnoustie; 2017 US Open host Erin Hills; four-time US Open and 1951 Ryder Cup host Pinehurst Resort & Country Club; and Whistling Straits, the three-time US PGA venue and site of the 2020 Ryder Cup.
Additionally, it is also in operation at prestigious venues such as Ballybunion – a world top-20 course – highly regarded Iberian venues, such as West Cliffs, Club de Golf Alcanada and Sotogrande, and a large number of mid-range clubs, both private and daily fee, across the globe.
Tagmarshal’s industry-leading algorithms display real-time alerts for clubhouse staff and marshals to pre-emptively address golfers falling behind the required pace of play. Data transmission is provided from a small GPS device clipped to golfers’ bags or installed on buggies.
Data shows partner courses are routinely able to shave off between 14 and 24 minutes from an average round, in just six months, using Tagmarshal’s systems – the equivalent of one more tee-time per day.
This ensures a well-balanced on-course experience, and optimised player satisfaction in what is a key factor in golfer enjoyment. At Erin Hills, an improvement of 17 minutes per round resulted in new customers and $140,000 in additional green-fee revenue last season.
Tagmarshal’s managing director, Stephen Knoop, said: “We realised some time ago that we needed the experience and creativity of a well-established agency in Europe if Tagmarshal was to maintain its position as the industry leader. We’ve been speaking to Azalea for a while now and engaging with their existing clients, who speak very highly of them.
“The company has a reputation for creativity in both its marketing and its ability to tell a client’s story. It’s also very well connected, so provides a perfect fit for us and we look forward to a long and mutually beneficial relationship.”
Azalea’s managing director, Sean Noble, added: “Increasingly, the golf industry is benefiting from data analytics, whether from the perspective of business management or the positive impact on the golfer experience.
“Tagmarshal has applied the most accurate metrics and data intelligence to take the guesswork out of golfer movement and management at golf clubs of all sizes, providing a significant opportunity to optimise player experiences and increase club revenue, and we are delighted to be able to have the opportunity to spread that message far and wide.”
Over the last 12 years, Azalea has established itself as one of Europe’s leading specialist agencies, working with some of the continent’s major national and regional tourist boards, flagship golf clubs and resorts, and leading brands.