Golf is a Game of Finesse and Your Pricing Strategy Should Be Too Most golf operators already understand that not every tee time is created equal. Morning rounds, weekend rounds, and prime-season rounds all carry different value. But while many courses think they’re using dynamic pricing by setting rates based on time of day or day of week, that’s really just scratching the surface. Example 1 : The last-minute discount trap It’s four days out from Friday and a few mid-afternoon tee times are still open. Many operators would drop those rates to move them, but that discount ends up rewarding procrastinators while punishing loyal golfers who booked early. With Priswing, courses can set rules that reflect their goals and positively shift customer behavior. Want to reward golfers who book 7+ days in advance? Easy. Priswing lets you set booking windows with customized pricing. Want to minimize those awkward tee sheet gaps in the first place? Priswing’s predictive algorithms analyze historical trends, weather forecasts, and real-time demand to price every tee time for maximum revenue and golfer satisfaction. Example 2 : The “surge pricing” dilemma Traditional dynamic pricing tools often raise rates when demand spikes, which can quickly feel like price gouging. That’s not the Priswing way. Priswing doesn’t just react to demand; it anticipates it. Our model predicts value in advance, so prices evolve naturally and fairly; never in sudden, jarring jumps. It’s a refined, light-touch approach that feels consistent and transparent to golfers, while optimizing yield for the course. Golf is about precision, balance, and respect for the game. Shouldn’t your pricing reflect that too?

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.

Priswing is excited to attend to the Golf Inc Strategies Summit to get together with industry leaders to share our revolutionary golf dynamic pricing technology.

Holidays bring more than just fireworks, parades, and family gatherings. They bring a whole new set of challenges and opportunities for golf operators when it comes to tee time pricing. Unlike typical weekends or weekdays, holidays often shift golfer behavior in unexpected ways. Understanding these shifts is key to optimizing occupancy and maximizing revenue. How Holidays Change Demand Not all holidays affect golf demand in the same way. Some create a surge, while others cause a surprising dip. For example: Labor Day: Effectively adds an extra weekend day, creating a three-day stretch where demand typically increases. Valentine’s Day: In contrast, we have seen that demand often drops on the nearest weekend, as many golfers spend that time with loved ones instead of at the course. Every holiday has its own rhythm. Some shift demand to unusual days, some boost play, and some reduce it altogether. The key is knowing how your customers behave and adjusting accordingly. Using Priswing to Manage Holidays at Scale This is where Priswing Business Intelligence comes in. By analyzing historical and market-wide booking patterns, Priswing helps operators see how each holiday uniquely impacts demand. That insight, combined with our flexible pricing tools, makes it easy to take control. Standard holidays are already built in. Courses do not need to start from scratch because holidays are automatically included. Custom holiday rules can be created. Want to run a July 4th promotion or set premium rates for a three-day weekend? Operators can add their own pricing rules and campaigns with ease. Year-over-year refinement. Once a holiday setup is in place, operators can keep it, adjust it, or let Priswing’s algorithm recommend new opportunities. The system learns from past results, saving time while driving performance. Beyond Holidays: Treating Events Like Holidays The same setup can also be applied to recurring local events that act like holidays. For instance, the PGA Show brings a surge of golfers into Orlando, Florida every year. Savvy operators can treat that week like a holiday, creating tailored pricing strategies to capture higher demand. With Priswing, setting this up is just as easy as marking a holiday on the calendar. Turning Complexity into Confidence Holidays and events no longer need to be a guessing game. With Priswing, golf operators can approach them with confidence, knowing they have the insights, tools, and automation to align tee time pricing with real demand. That means fewer headaches, stronger revenue, and happier golfers.

Priswing Business Intelligence is enabling golf operators to measure the performance and understand the impact of their tee time marketplace listings at scale.

For years, resorts have mastered the art of dynamic pricing by optimizing room rates based on seasonality, events, customer demand, and booking behavior. Airlines followed suit, fine-tuning fares with precision based on geography, timing, and traveler segments. So why shouldn’t golf, especially resort golf, do the same? That’s the exact question that inspired the team behind Priswing . At Priswing, we saw the parallels between golf and the broader travel industry: both are experience-driven, demand-sensitive, and shaped heavily by often uncontrollable factors like weather, seasonality, local events, and holidays . But we didn’t stop at basic rules or manual pricing tweaks. Priswing’s machine learning algorithm continuously ingests tee time data, booking patterns, and demand signals to automatically pinpoint the ideal price at the ideal time so you’re always maximizing yield without sacrificing the golfer experience . We built a platform that brings the intelligence and adaptability of modern travel pricing to the tee sheet without adding complexity for your staff. Built for Resorts, Modeled After Travel Golf at a resort is rarely just a tee time, it’s part of a bigger experience. Whether it’s spring break in Scottsdale or a long holiday weekend in Hilton Head, demand is fluid but can be anticipated and prepared for if you have the right tools . With Priswing, resort courses can: Automatically adjust pricing based on key demand variables like day-of-week, weather forecasts, and booking lead time. Create special rates for high-demand days like holidays, large events, or tournament weekends—just like pricing out rooms during peak occupancy. Tailor pricing to specific customer segments like hotel guests, loyalty members, or stay-and-play packages to ensure the right price for the right golfer. Take Control with Business Intelligence Dynamic pricing is only part of the equation. The other piece is knowing what’s working and why . Priswing’s built-in Business Intelligence (BI) tools give resort operators a real-time window into performance. You can: Track revenue lift from dynamic pricing changes. Identify booking trends across date ranges, rate classes, or customer types. Measure how weather or promotions are impacting conversion. Easily share performance insights across departments, from golf operations to marketing. Data-driven decisions don’t just improve pricing, they shape your whole operation. Your Course, Your Strategy We understand that every resort is unique. That’s why Priswing was built to be flexible. You define your goals, whether it’s revenue maximization, volume, or guest experience, and we provide the pricing engine and data tools to execute it. And since we’re already integrated with nearly every major tee sheet provider globally, implementation is seamless. Golf Shouldn’t Be Left Behind Hotels and airlines wouldn’t dream of static pricing. So why should resort golf? With Priswing, you’re no longer guessing at what to charge or when to charge it. You're leveraging the same proven strategies that drive profitability across the travel industry, but now tailored for the tee sheet and the unique needs of golfers. ➡️ Read the case study of Arabella Golf Mallorca here.

Learn how Priswing's integration with most tee sheet software companies can protect your historic data to preserve key learnings when migrating providers.

If you’re considering implementing dynamic pricing at your golf course, you’re not alone. With seasonal demand swings, unpredictable weather, and increasingly savvy customers, many course operators are leaning into pricing models that reward early bookings and help optimize tee sheet revenue. B ut here’s the truth: even the best pricing strategy falls flat without a thoughtful rollout . So, how do you introduce dynamic pricing to your team and your golfers in a way that builds trust, not tension? Let’s walk through a few practical best practices for implementation , drawing from insights in our eBook on introducing dynamic pricing and what we’ve seen work best across successful operators. S tep 1: Prep Your People First Before you tweak a single tee time rate, make sure your staff understands what’s happening, and why. They are the first line of communication, especially in the pro shop and on the phones. Host a Team Meeting with Key Talking Points Bring your team together (or include it in your next team meeting) and walk through the “why” behind dynamic pricing: It’s not about raising prices across the board. It’s about matching price to demand, so we’re not leaving revenue on the table during peak times and can offer better deals during slower periods. Customers benefit too. Early bookers get better prices. Flexible golfers can find deals during off-peak times. It’s normal. Weekday rates, twilight specials, etc. are all examples of dynamic pricing in action. Pro Shop/Phone Script Example Arm your staff with a simple script to explain dynamic pricing clearly and consistently: “We’ve recently introduced demand-based pricing for our tee times. That means prices may vary depending on play demand, time of day, weather conditions, and how far in advance you book.” Encourage staff to: Emphasize early booking as a benefit Reassure customers that pricing is still fair and transparent Avoid terms like “surge pricing,” which can feel negative Step 2: Be Transparent on the Tee Sheet When golfers go to book online, the dynamic pricing model shouldn’t be a mystery. A simple, short explanation on your tee sheet or booking engine can go a long way in building trust. Sample Blurb to Add to Your Online Tee Sheet: We use dynamic, demand-based pricing to offer the best value to our golfers. Tee time rates may vary based on time of day, weather, seasonality, and how far in advance you book. Booking early? You’ll often lock in a lower rate! Playing during off-peak times? Great deals await. Just like many industries that are dependent on weather, season, and occupancy, this pricing strategy helps us keep rates fair and aligned to value. This message can be added: As a banner or text section on your booking page As a pop-up explanation when hovering over or clicking the price In an FAQ section near the tee time selection Step 3: Train Staff to Handle Feedback Some customers might still be surprised, especially your long-time regulars. That’s okay. Equip your staff to handle these moments with empathy and consistency. Coaching Tips: Don’t apologize for pricing changes. Instead, explain the benefits. Reinforce that prices still reflect value for time and demand. Use examples: “If you book your Friday morning round two weeks in advance, it’ll likely cost less than booking it last-minute.” Final Thoughts Rolling out dynamic pricing is as much about communication as it is about technology. Your team needs to be aligned. Your golfers need to feel informed. And your systems need to be seamless. When done right, dynamic pricing doesn’t just boost revenue, but makes the booking experience smarter, fairer, and more flexible for everyone. Bonus Tip: Let Technology Do the Heavy Lifting Dynamic pricing doesn’t mean more work for your team, especially if you’re using the right platform. Tools like Priswing integrate with your tee sheet and can automatically adjust prices based on your rules. You just define your objectives, and the system handles the rest with no spreadsheets or guesswork required. Want to keep pricing power and customer trust? Set guardrails on minimum and maximum rates, and make sure there’s always a visible deal for those who value savings.

Priswing is Built for the Complex Needs of Municipal Golf Courses