Priswing at the 2025 Tee Time Summit

At Priswing, we believe that pricing and data are more than just tools to bump revenue but can be levers to reshape operations, shape behavior, and build more resilient golf businesses. That’s why the NGCOA Tee Time Summit is such a perfect fit for us: the Summit’s agenda targets the very challenges and opportunities where Priswing offers differentiated value.


Here’s a look under the hood: what the Summit is tackling, where Priswing fits in, and how we hope to contribute and learn at the event.


What the Tee Time Summit Aims to Solve


The Tee Time Summit is a one-day, invitation-only, workshop-style meeting just before the Golf Business TechCon. The goal: bring together course operators, GMS/tee sheet vendors, resellers, analytics providers, and other stakeholders in the tee-time ecosystem to wrestle with the most pressing structural issues around tee time distribution, pricing, and data. 

NGCOA


Key agenda topics include:


  • Dynamic pricing and revenue strategies — how courses can adopt yield management behaviors (varying price by time, day, weather, demand) in a fair and transparent way. 
  • Tee time waitlists / yield management — how to better fill unused inventory, reduce no-shows, and adapt to cancellations. 
  • Data practices, unauthorized scraping, and third-party interoperability — rules and ethics around how data is shared, used, and protected across systems and marketplaces. 
  • Marketplace dynamics and rules of engagement — how the course, the vendors, and resellers should relate, set boundaries, and cooperate (or compete) without undercutting value. 
  • Modern booking/payment systems, guarantees, chargebacks, surcharges — evolving processes to reduce risk and friction, and align incentives. 


Importantly, the Summit is not a demo hall or sales pitch forum. It’s a facilitated workshop where participants are expected to roll up their sleeves, debate, co-create guidelines, and address “thorny” problems head on. The aim is actionable principles and consensus on standards of practice in tee time commerce.


Where Priswing Fills a Critical Gap


We often say that dynamic pricing is only the starting point. In practice, many operators still think of “price” as a blunt lever. The truth is that pricing, when used intelligently with the right data and systems, becomes a central control knob for shaping golfer behavior, smoothing peaks, reducing waste, and enabling more efficient operations.


From our blog post “Beyond Golf Course Revenue: Using Dynamic Pricing to Improve Operations”, we’ve laid out key use cases that go beyond just maximizing top-line:


  • Shifting demand — Use price to encourage play in less-used time slots (e.g., early mornings, twilight) so volume is more evenly distributed and resources (staff, course maintenance) are used more steadily.
  • Controlling congestion & pace — With smart pricing, you can moderate player flow so the course doesn’t get overcrowded (and slow) in peak periods. 
  • Reducing workload for staff — If you can nudge tee times to align better with when and where you have capacity (online booking, Pro Shop staff, food & beverage, cart fleet) you reduce strain and cost. 
  • Reducing no-shows / cancellations — By designing pricing strategies and guarantee policies properly, you can shift risk and influence behavior (e.g. through refundable deposits, late fees, or dynamic “release” windows). 
  • Aligning economic incentives with customer experience — Dynamic pricing need not feel exploitative. Transparently tiered prices, well-communicated value, and fairness can make golfers feel like they’re participating in a smarter marketplace rather than being “surged.” 


What that means in practice is that Priswing doesn’t just tell a course what price to charge. We also help them think through what to do with price signals. For example:


  • If available tee times are consistently booked, this is a strong indicator of undervaluing tee sheet inventory.
  • If cancellation risk grows, you can encourage pre-payment with customized rates or adjust guarantee rules.
  • Use data on booking patterns, weather forecasts, historical trends, and competitive context to simulate “if I price this slot one dollar lower, how many more rounds might I attract, and at what marginal cost?”


By combining optimization (algorithms) with human judgment and transparency, we help operators use price and data as a dynamic control system, not just a revenue hack.


Why We’re Eager to Be in the Room


Given the Summit’s focus and format, there are several reasons why this event is particularly meaningful for Priswing and for the broader industry.


1. Influence and bridge-building across the tee time ecosystem


Priswing sits between the operator side and the tech/data side. We see both the constraints courses face and the levers analytics and pricing tools can bring. In a forum that brings together operators, GMS vendors, resellers, and data aggregators, we can help translate between perspectives, expose real-world constraints, and propose solutions that are ambitious yet implementable.


2. Help define fair rules of engagement and standards


One major challenge in tee time commerce is a lack of shared norms or guardrails around data usage, pricing transparency, reseller practices, and how revenue share or commissions should work. The Summit intends to produce guidelines or standards. Priswing wants to contribute to those standards in ways that protect operators, reward innovation, and reduce adversarial behavior.


3. Getting better inputs, refining models, and testing edge cases


No pricing algorithm lives in a vacuum. The debates at the Summit (e.g. “how do we balance rate parity vs differentiation?”, “how do we discourage scraping?”, “how far can you push surcharges without customer backlash?”) will surface real-world tradeoffs. We look forward to hearing the lived experiences of operators and vendors, understanding their binding constraints, and calibrating our roadmap accordingly.


4. Showcasing use cases beyond revenue


Often the lens around dynamic pricing is “make more money.” But Priswing’s value is deeper. The Summit’s deep dive into yield management, waitlists, no-shows, and distribution dynamics offers a platform to share and learn about how price and data can reduce operational stress, flatten peaks, and improve course efficiency.


5. Co-create long-term path forward


Technology evolves fast, but standards and trust evolve slowly. The Summit is explicitly intended to lead to collaborative outcomes, rules of engagement, consensus principles, data sharing protocols, and possibly industry working groups. Priswing wants to be a constructive leader in that movement.


Some Conversation Threads We’re Excited to Engage


Here’s a shortlist of the Summit discussion threads where we anticipate being particularly active, and where we think we can bring fresh, data-driven perspectives:


  • Dynamic pricing thresholds & fairness guardrails — What’s the “minimum anchor” or guaranteed floor for walk-ups vs advanced bookings? How do you prevent “price shock” or customer resentment?
  • Rate parity vs flexible segmentation — How many differentiated price classes (early/late, bookers vs walk-ins, weather-based discounts) are optimal before complexity outweighs benefit?
  • Waitlist + cancellation blending — How should cancellations feed into dynamic pricing? Should you open waitlist slots at a discounted price or hold them as premium “late-release” inventory?
  • No-show mitigation via incentives — What kinds of guarantee frameworks (prepaid vs deposit vs credit card hold) behave best? How should you “charge back” or penalize no-shows in a way that’s fair and predictable?
  • Data sharing, API standards, and anti-scraping strategies — How do we create protocols so pricing engines, resellers, and courses talk cleanly and with guardrails? How do we detect and throttle malicious scraping bots?
  • Reseller compensation models & margin transparency — Should resellers earn by a fixed commission, a margin share, or dynamic revenue participation? How should split pricing (reseller vs direct) be managed to avoid cannibalization?
  • Integrations & orchestration among platforms — There are many modules (tee sheet, POS, payment, analytics). How do you ensure pricing decisions plus operational constraints (carts, staffing, food & beverage) are aware of each other in real time?
  • Behavioral nudges and marketing levers tied to price — For example, push offers, last-minute deals, bundled services (cart + food), multi-round packages, etc. How can pricing be the glue that holds these together?


In Closing: Why This Matters


For years, many golf courses have treated pricing as static, or only subject to ad hoc discounts or promos. That approach leaves money on the table and creates inefficiencies in operations, staffing, pace, and resource utilization.


The Tee Time Summit is important precisely because the industry is at a crossroads: new competitors, platforms, automation, and data tools are rewriting what “good” looks like in tee time commerce. If course operators, tech vendors, and resellers don’t align around principles and smart practices, the industry could fragment or drift toward destructive behavior (e.g. undercutting, excessive scraping, poor customer experiences).


Priswing views this as more than a revenue game. It’s about designing a smarter, fairer, and more efficient ecosystem where courses run better, golfers are happier, and technology innovation is rewarded, not penalized.


We are honored to be among the invited participants. We’re ready to contribute our data-driven perspective, listen to real-world needs, test assumptions, and help architect guidelines that can move the needle. We believe this Summit could mark a turning point in how the golf industry thinks about tee times, from a fixed commodity to a dynamic, behavior-shaping system.


If you’re attending or following along, let’s connect. We’d love to hear your challenges, your hopes, and how we might help bring them to life (or push on them) in the room and beyond.

More Than Revenue: How Smarter Tee Time Pricing Fuels Better Golf Experiences

February 10, 2026
Golf is in the middle of a well-earned boom; rounds are up, interest is strong, new players are entering the game, and seasoned golfers are playing more than ever. But here’s the part that doesn’t always get talked about: growth alone doesn’t guarantee better golf courses. What does make the difference is what courses are able to do with the incremental revenue they capture—and how that revenue gets reinvested back into the experience. That’s where Priswing comes in. The Golf Experience Is the True Differentiator Ask any golfer why they love their home course and you’ll rarely hear “because it was the cheapest tee time.” They’ll talk about: Greens that roll true A clubhouse that feels welcoming A pro shop that actually has what they need Staff who remember their name and go the extra mile The heart-and-soul of a golf course isn’t always about being the fanciest or most expensive facility. It’s about pride. Culture. Consistency. Care. And delivering that kind of experience requires reinvestment year after year. Incremental Revenue Changes Everything Owning and operating a golf course is expensive. Maintenance costs rise. Labor is competitive. Equipment doesn’t get cheaper. And expectations from golfers continue to increase. Priswing’s intelligent pricing is pricing done the golfer’s way, it helps courses capture incremental revenue that would otherwise be left on the table. Let’s put it into perspective. If smarter pricing was able to capture just $4 more per tee time on average, that impact compounds quickly: Over hundreds of tee times per week Across an entire season And then year over year That’s not theoretical revenue. That’s real money that can be reinvested into: Better playing conditions Clubhouse upgrades Expanded amenities Staff wages, training, and retention Small pricing improvements add up to big operational freedom. Reinvesting Where It Matters Most When courses have more flexibility in their budgets, the benefits show up everywhere golfers notice: Greens get the attention they deserve Practice areas improve Cart paths, bunkers, and signage don’t get deferred The pro shop evolves instead of stagnates The result? A facility you’re proud of and one that golfers talk about, return to, and recommend. Why Superintendents Are Going to Love You for Bringing on Priswing Superintendents may not be setting tee time prices, but their ability to succeed is directly tied to the resources available to them. Across the industry, course maintenance has become more complex and more demanding. Expectations for conditioning are high, while budgets are constantly under pressure. When revenue improves: Maintenance plans are less reactive Equipment replacement doesn’t get endlessly postponed Staffing levels become more sustainable Long-term agronomic goals are actually achievable Better pricing decisions upstream lead to better conditions downstream. Simply put: when ownership and operators capture more value from demand, superintendents are empowered to do their best work—and that shows up on every green, fairway, and tee box. Smarter Pricing for Stronger Courses Makes Better Golf Priswing isn’t about charging golfers more just for the sake of it. It’s about aligning price with demand in a way that golfers understand and accept, while giving courses the financial headroom they need to thrive. In a moment when golf has momentum, reinvesting back into facilities isn’t optional. It’s essential. Because the courses that win long-term won’t just be the busiest. They’ll be the ones that feel cared for. The ones with culture. The ones people are proud to call home. That’s what smarter pricing makes possible.

From RevPAR to Tee Time Yield

February 5, 2026
The Missing Link in Golf Resort Revenue Strategy In hospitality, few metrics matter more than RevPAR (Revenue Per Available Room). RevPAR is the core performance indicator hotels use to understand how efficiently they are monetizing their room inventory. It combines occupancy and average daily rate (ADR) into a single, powerful measure of revenue effectiveness. In simple terms, RevPAR answers one question: How well are we turning our available rooms into revenue? Hotel revenue managers use RevPAR to guide pricing decisions, forecast demand, and align rates with seasonality, events, and booking behavior. It is foundational to modern yield management, and it works. But for many resorts, one major revenue-generating asset still operates outside this framework: the golf course. Golf Has a Major RevPAR Opportunity A golf course has the same economic characteristics as a hotel: Fixed inventory (a finite number of tee times per day) Perishable demand (an unsold tee time is lost forever) Highly variable demand by season, day, time, and external events Which means golf has its own version of RevPAR. In golf, the equivalent metric is often referred to as Revenue Per Available Round and it's a measure of how effectively a course converts its tee sheet into revenue. Yet while hotel leaders obsess over RevPAR, many golf operations still rely on static or occupancy-based green fees, manual price changes, or broad seasonal rate cards. The result is familiar: Peak tee times are underpriced Off-peak inventory goes unused Pricing is short-sighted and disconnected from true demand Revenue is managed reactively instead of strategically In short, golf inventory is rarely managed with the same rigor as rooms, even at resorts where hospitality revenue management is highly mature. Why This Disconnect Exists at Golf Resorts Resorts are sophisticated businesses where room rates flex with demand, packages are optimized, and events are priced dynamically. Revenue leaders at these properties actively forecast performance weeks and months in advance. Golf, however, has traditionally been treated as an amenity and not as yield-managed inventory; a mindset that leaves value on the table. When tee times are priced statically or merely reactive to occupancy rates, the resort misses the opportunity to: Capture premium demand during peak periods Stimulate play during shoulder and off-peak windows Align golf pricing with broader resort occupancy trends Maximize total guest spend across rooms and rounds The irony is that the hotel side of the business already has the playbook. Applying RevPAR Thinking to the Tee Sheet Yield management works because it aligns price with predicted demand, not guesswork. Priswing brings this same discipline to golf by applying hotel-grade pricing intelligence to tee time inventory. Instead of asking, “What should our green fee be this season?” the question becomes: “What is the optimal price for this tee time, given current and projected demand?” Priswing evaluates: Historical booking patterns Seasonal and day-of-week demand Tee time performance by daypart Event-driven and travel-driven demand shifts Advanced booking behavior Weather sensitivity This allows golf resorts to manage Revenue Per Available Round with the same intentionality they already apply to RevPAR on the hotel side. More Revenue and a Better Guest Experience Yield management is often misunderstood as purely revenue-driven. In reality, it improves pricing fairness and transparency. Guests already expect demand-based pricing when booking rooms, flights, and experiences. When tee time pricing reflects real-world demand, it feels consistent with the rest of the resort experience and not arbitrary. For resorts, the benefits are twofold: Higher yield during peak demand Better utilization during slower periods All without increasing volume or sacrificing brand standards. Why Priswing Is Perfect for Resort and Hotel Golf Many golf pricing tools stop at “dynamic pricing” where rates respond to booking occupancy. Priswing goes further by aligning golf pricing with hospitality revenue management principles already in use across the resort. Priswing is uniquely positioned for resort golf because it: Treats tee times as perishable inventory Uses yield management logic familiar to hotel revenue teams Supports strategic and package pricing across seasons, events, and demand cycles Enables golf to participate fully in total resort revenue optimization For resorts already managing RevPAR aggressively on the hotel side, Priswing ensures golf is no longer the outlier. Golf Shouldn’t Be Your Last Unmanaged Inventory If RevPAR guides how you price rooms, Revenue Per Available Round should guide how you price tee times. Resorts that apply yield management consistently across their property unlock incremental revenue, better utilization, and a more cohesive guest experience. Priswing helps resorts connect the dots to bring hotel-grade revenue intelligence to the tee sheet.

The Problem Hiding in Plain Sight on Every Tee Sheet

January 12, 2026
The Hidden Dilemma of Singles and Twosomes Every golfer has probably done it at one point or another. You’re booking a tee time for yourself or yourself and a buddy. You find a perfect slot with some room for you to breathe in the afternoon. You click “Book,” confirm your spot, and move on with your day. Simple. Convenient. Exactly how modern booking should work. But behind the scenes, that simple single or twosome booking quietly creates a challenge for the golf course. Because while single players and pairs naturally prefer to book into open tee times, those partial bookings create a haphazard tee sheet schedule on the backend and often block larger playing groups from reserving prime slots. What feels like a smooth customer experience for the golfer becomes a complex operational puzzle and a loss of potential revenue for the course. And it happens constantly. Half of All Tee Times are Partially Filled In recent simulation modeling and anonymized research across a broad sample of golf facilities, we found: 50% of tee times book as full foursomes 20% book with three players 20% book with two players 10% book with single players That means roughly half of all tee times are partially filled at the time of booking . Individually, these bookings make perfect sense for golfers. But collectively, they create: Stranded singles sitting in premium morning slots Twosomes blocking high-demand tee times “Swiss cheese” tee sheets with gaps that are hard to sell later Lost opportunities for full groups ready to book Over time, these small inefficiencies add up to meaningful revenue leakage. The Real Cost Isn't Just the Empty Slot The obvious loss is simple: An unfilled spot is a green fee never collected. But the deeper cost is more subtle. A premium tee time with only a single golfer is effectively removed from inventory for foursomes. That devalues your highest-demand hours and forces operators to either leave revenue on the table, or discount it later to fill the gap. Neither is ideal, and it still also introduces operational friction: Inconsistent pace of play Uneven group distribution Staff uncertainty around expected volume Increased reliance on last-minute deals Meanwhile, golfers did nothing wrong, they simply booked the most convenient slot available. This is not a customer behavior problem. It’s an inventory optimization problem. Small Improvements with Big Impact Our simulation modeling shows that solving even a fraction of this issue can generate meaningful results. By intelligently guiding partial bookings into better-fitting tee times and applying precise, incentive-based pricing where appropriate, we project an average 1–2% uplift in total rounds and revenue. That may sound modest; until you apply it across: A full season A busy daily tee sheet Cart fees Food & beverage Merchandise Suddenly, that 1–2% becomes a major financial lever delivered without adding tee times, raising rack rates, or increasing staff workload. A New Way to Fill the Tee Sheet This is exactly the problem Priswing set out to solve. Introducing Gap Fill A novel new approach to tee sheet optimization powered by machine learning models trained on: Golfer booking behavior Price sensitivity by daypart Historical sell-through velocity Weather patterns Event calendars And the unique demand rhythm of your course Gap Fill continuously scans your tee sheet, identifies emerging partial-group risk, and dynamically applies the right incentive at the right moment to nudge golfers into slots that complete groups rather than fragment them. This is done intelligently, without blanket discounts or last-minute fire sales that often end up incentivizing last minute bookings from customers. Gap Fill is precision micro-yield management , tuned to how golfers actually book. Creating a Better Golfer Experience This isn’t just better for operators. Golfers benefit from: More availability in premium tee times Fair, transparent pricing Fewer frustrating “no foursome slots left” messages Smoother pace-of-play experiences on course Everyone wins when the tee sheet flows better. From Static Inventory to Living, Learning Yield For years, the industry has embraced dynamic pricing at the macro level by adjusting prices depending on time of day or day of week. Priswing took it further by applying machine learning to truly optimize prices across the tee sheet. And Gap Fill takes it to the next level. Slot-by-slot intelligence. Group-by-group optimization. Revenue without disruption. No more guessing. No more Swiss cheese tee sheets. No more leaving money behind in the smallest gaps. The tee sheet finally works as hard as the operator behind it.
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