Troon continues to expand its brand into new areas

Troon Privé has added five new private courses in recent months.

Troon, the world’s largest golf course management company, continues to expand its brand into new areas, with a total reach to 557 18-hole equivalent courses. That includes 407 management contracts for the Scottsdale, Arizona company, up from 388 in 2019. 

The mix includes 318 courses in its Troon Golf, Troon Privé, Troon International and Honours Golf brands, 70 courses in its OB Sports division, and 19 in its Green Golf division. It also manages 31 facilities through its Cliff Drysdale tennis management brand, and handles caddie services for 120 courses through CADDIEMASTER. 

Its Troon Privé brand, which manages private clubs, has grown the most in recent months. It has added The Virginian and its sister property, Nicewonder Farm & Vineyards, both of which are located in Bristol, Virginia; Southern Trace Country Club in Shreveport, Louisiana; Austin Country Club in Minnesota; and Lakeshore Yacht & Country Club in Cicero, New York.

The Virginian and Nicewonder Farm & Vineyards are undergoing a period of unprecedented expansion and growth, said Kevin Nicewonder, Managing Member of the Nicewonder Group.

The Virginian has a Tom Fazio-designed golf course opened in 1992 and a 44,000 square-foot clubhouse. Adjacent to it is its 450-acre sister property, Nicewonder Farm & Vineyards which includes vineyards; a winery; a farmers market; livestock; and an open-air restaurant.

Construction is currently underway on four luxury yurts, (round tents) which will provide stay and play accommodations for national members. The yurts are a prelude to what will become the centerpiece of the property, a 28-room luxury boutique inn with an infinity pool, and a 300-person banquet facility. The hotel is proejected to open in mid-2021. Soon to follow the Inn’s opening will be a spa, fitness center and a commissary kitchen.

Southern Trace Country Club features an Arthur Hills-designed golf course that plays through open meadows and a dense oak forest. 

“Southern Trace Country Club is a beautiful property and has long been considered one of Louisiana’s top clubs,” said Rob DeMore, president, Troon Privé. “We’re excited to be on board and will immediately look to improve agronomic conditions, raise service levels and further enhance the member experience.”

Southern Trace members also enjoy a host of club amenities, including eight tennis courts, a resort-style swimming pool complex and a fully equipped fitness center.  

Austin Country Club was founded in 1919 and is home to an 18-hole golf course originally designed by Willie Livie and Robert Carlson. 

Austin Country Club also features a full suite of country club amenities, including a heated pool, lighted tennis courts, locker room facilities and sauna. The clubhouse includes a popular bar and grill, as well as a fine dining restaurant, while meeting rooms and spacious banquet facilities can accommodate functions up to 120 guests.

Troon and its family of brands continue to expand throughout the Midwest, having added daily-fee facilities in Iowa, Wisconsin and in Sauk Centre, Minn. in recent months. In 2019, following the acquisition of Green Golf Partners, Troon opened a Chicago office to support its growing collection of clubs in the region.

In March, Troon Privé added Lakeshore Yacht & Country Club in Cicero, New York. It will be overseeing course agronomy, membership sales and marketing, and the club’s food and beverage operations. 

Lakeshore Yacht & Country Club was established in 1860 and sits on 150 acres on the south shore of Oneida Lake.  

“Partnering with Troon is significant as we work to improve all facets of the Lakeshore Yacht & Country Club experience,” said Seamus Lyman, Senior Partner & General Counsel for Hart-Lyman Companies, owner/occupant of Lakeshore Yacht & Country Club. “We plan to develop the land adjacent to the golf course by adding residential opportunities, mixed-use commercial space, a 200-key boutique hotel and significantly enhance the marina.”


Editor's note: Golf Inc. Magazine will be revealing the top managment companies in the industry over the next few weeks. As mentioned above, Troon is the largest managment company, but come check back next week to see which companies made the top ten and came in at 2-10. 

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