(Bloomberg) -- In the old days of 2016, when golfers visited the Dormie Club in West End, North Carolina—fifteen minutes from the hotbed of American golf, Pinehurst—they were greeted by a small, single-wide trailer and a rugged pine straw parking lot.
That trailer is now long gone. A gate has been installed at the club's entrance and a long driveway leads to a grand turnaround that sweeps you past a new modern clubhouse that's all right angles, with floor-to-ceiling glass.
Seconds after you exit your car, valets are zipping up in golf carts, taking your name, then your bags, handing you keys to your own golf cart, and then zipping off to drop your luggage in the four-bedroom cottage where you'll stay. A short walk past an expansive putting green you'll find the pro shop—and then you’ll see the club’s most elegant feature its golf course.
The changes have all come about because Dormie Club was acquired in 2017 by the Dormie Network, a national group that owns seven private golf facilities from Nebraska to New Jersey. (“Dormie” is a word for being ahead in golf—the names were coincidences.) A key to the network’s success has been its ability to find clubs ripe for acquisition, with outstanding golf courses and existing on-site lodging or the room to build it, says Zach Peed, president of the company and its driving force. After investing in Arbor Links Golf Club in Nebraska City, Nebraska, in late 2015, Peed believed he saw an opening in the golf market: a new model of hospitality for traveling professionals who wanted a pure golf experience that eschewed the pools and pickleball courts of their home clubs. His clubs would become dream golf-only getaways for avid players and their pals.
“Dormie Network’s concept was sparked by having played competitive golf in college, combined with an element of experiencing and understanding hospitality,” says Peed. “It made sense to blend the two to create golf trips that had more value than just playing golf. We want genuine hospitality to help create unforgettable memories and new friendships."
Part of that formula has been in the lodging strategy; in North Carolina, 15 four-bedroom cottages now are a short golf cart ride from the main clubhouse. In each, golfers all have their own king-size bed and en suite bathroom. A large common room is dominated by a flatscreen television along with a well-stocked bar and snacks. That ability to be both social, or tucked away in your room, extends to the expansive new clubhouse, where a high-ceilinged bar area with blond wood creates an inviting space for dining and drinking, and several hideaway rooms allow for more private diners with just your group.
So far, their commitment to hospitality has been helping them expand in both membership and club usage in the increasingly competitive market for traveling golfers. Major players such as Bandon Dunes, Pinehurst Resort, and the Cabot Collection have created—or renovated—a new paradigm where golfers get dining and lodging that’s as showcase-worthy as the courses they play. Comfortable sheets and options beyond pub food aren't luxuries anymore, but staples for many group trips. Dormie has answered that call by focusing on both the big details and the small ones, like having the dew wiped off each golf cart at dawn outside guest cottages before the day begins or having a tray of cocktails delivered to golfers as their final putt falls on the 18th green.
These touches may seem over the top, but they stand out in a world where golf travel is increasingly popular—and expensive—after the pandemic lockdowns. Since 2020 there has been an explosion in participation in the sport, with new golfers picking up the game and avid golfers playing more: According to the National Golf Foundation, a record 531 million rounds were played in 2023, surpassing the high of 529 million set in 2021. Supreme Golf, a public golf booking website, reports in its latest analysis that the average cost of a tee time has increased to $49 in 2024 from $38 in 2019, a 30% increase.
Those cost increases are also on par (pun intended) with the costs of private clubs and initiation fees during that same period, where membership rosters that were dwindling pre-Covid now have waitlists fifty to sixty people deep, according to Jason Becker, co-founder and chief executive officer of Golf Life Navigators, which matches homebuyers with golf course communities. “There's been an absolute run on private golf. If we use southwest Florida as an example, where there are 158 golf communities, this time last November, only five had memberships available,” he said.
That inability to find a club close to home has pushed avid golfers to look farther afield, choosing national memberships at clubs that require traveling, usually via plane, to play. Dormie has capitalized on this growing segment, offering two types of memberships: First, a national membership, where members pay an initiation fee and monthly dues just as they would at a local club, but instead of one club they have access to seven.
The second option is a signature membership for companies, “which allows businesses to use our properties for entertainment needs and requires a multiyear commitment,” Peed says. The network also offers a limited number of regional memberships for those living within a certain distance of one of its clubs. Dormie Network declined to provide the cost of memberships or monthly dues and wouldn’t give membership numbers, but the clubs are structured to lodge roughly 60 golfers, max, on-site at any given property at any time.
The total number of beds across the network’s portfolio of properties has increased from 84 in 2019 to 432 today. It saw a jump from 10,000 room nights in 2019 to 48,000 in 2023.
This September, Dormie opened GrayBull in Maxwell, in Nebraska’s, Sandhills region. Dormie Network tabbed David McLay Kidd to build the course, who also built the original course at Oregon’s famed Bandon Dunes. Kidd says of the property GrayBull sits on, "It's like the Goldilocks thing: not too flat, not too steep. It’s kind of in a bowl that looks inwards, and there are no bad views.” That kind of remote destination, where the long-range views are only Mother Nature or other golf holes, is what drives many traveling golfers these days.
Peed says his team leaned on years of knowledge from Dormie's acquisitions as they built GrayBull, which started construction in 2022. “We had an understanding of how our members and guests use the clubs that allowed us to take a blank canvas in the Sandhills of Nebraska and combine all of the greatest aspects of each Dormie property into one.”
©2024 Bloomberg L.P.