Golf Course Architecture: Issue 55 - January 2019

44 OP INION T he field of data analytics has grown extensively over the past two decades, using new technologies to streamline services and analyse customer satisfaction; it is key to modern business success and undoubtedly the future of golf course management. At Shorehill, we have developed a system which allows golf clubs to track every single shot played on their golf course in relation to handicap, age, gender, weather conditions, pace of play, tee usage and pin locations. Measuring this information allows for the detailed understanding of how golfers of all standards interact with each and every feature on a golf course, from which precisely considered recommendations can be made. It is an infinitely complex equation to efficiently design, maintain and manage vast areas of land to fairly challenge and enthral players of all abilities. This data provides an opportunity to make fact-based decisions to most efficiently improve the golfer experience while reducing maintenance costs. Our data collection process is simple; we provide facilities with smartwatches which can be worn by any member or guest and can automatically recognise when a shot has been hit. The location of each shot is wirelessly fed into our system where golfers may view their own statistics whilst club management gains access to a platform allowing analysis of player data on a larger scale. Data-driven design Harry Cloke explains why data analytics is the future of golf course management and design HARRY CLOKE