Global Edition

Tagmarshal makes waves in Spain and Portugal

10.36am 11th December 2019 - Management Topics

Some of the top golf clubs and resorts in Spain and Portugal are helping to improve their visitor’s experience after adopting Tagmarshal’s course-management system, which optimises on-course efficiency, resulting in cost savings and additional revenue.

Real Club de Golf Sotogrande, Praia D’el Rey, West Cliffs and Alcanada are among the top courses that have enjoyed tangible benefits for the golfer and their businesses since introducing Tagmarshal technology.

Between the four courses, they achieved a 20-minute reduction in average round times between June and August.  This significant improvement, on the back of optimally balanced play on the course, freed up more than 66 hours on a single busy day, with 200 players.

Round times at West Cliffs are 23 minutes faster on average since the implementation of Tagmarshal’s course management technology

The improvements are well received by golfers who rate a positive flow and pace of play as a key experience driver. Leading the way were West Cliffs and Alcanada, which reduced their average round time by 28 and 23 minutes respectively.

Agustin Mazarrasa, the general manager at Sotogrande, said: “I do not know how we could not have used Tagmarshal until now. It is a great tool that is allowing us to optimise the job of our marshals, monitor pace of play, control restricted areas on the golf course and be able to make decisions based on information.”

And his views were echoed by Francisco Cadete, the director of golf at Praia D’El Rey and West Cliffs, the finest new course in Portugal. He said: “Tagmarshal has given us the ability to have a line of sight and full control on the course. It allows us to know where the players are, when they finish etc. We can now provide an exceptional on-course experience to our members and guests.”

Alcanada’s year-on-year performance for August to October – the busiest month for the Mallorcan club – shows an average 10-minute reduction with an improvement, for groups within 10 minutes of goal time, of 10 percentage points. While in October itself, when the most rounds were played, the improvement was almost 12 minutes, with a goal-time increase of 21 percentage points.

Tagmarshal’s algorithms display real-time alerts for clubhouse staff and marshals to pre-emptively address golfers falling out of position the required pace of play. Data transmission is provided from a small GPS device clipped to golfers’ bags, or a two-way screen installed on buggies.

From pace-tracking and utilisation heat maps, to geo-fencing and individual player history, Tagmarshal software can provide data essential to the smooth running of any size of venue. And it pays off: 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 or two more tee-times per day.

Having cornered the market in the US, with major venues like Whistling Straits, Erin Hills, and Pinehurst Resort & Country Club, Tagmarshal is now establishing itself in mainland Europe as the ‘go-to’ golf course optimisation provider.

As Tagmarshal’s managing director, Stephen Knoop, explained: “Soon, all golf course operations will be managed in this way and we are delighted to have some really high-quality adopters. Their positive experiences will help fuel our push into southern Europe. Courses now have the tools to inform players they’re on track, or that they’re falling slightly behind. This means players no longer feel they are being policed; when players have awareness, they can self-manage better, which benefits everybody on the course and off it.”

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