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Rebirth of a Destination

Ka'anapali Golf Course - Kai, a Billy Casper Golf managed facility

Loss of Image

Raw beauty. Ka’anapali, Maui’s 1200-acre beach and golf resort, offers three miles of white sand beaches, clear turquoise water, and two 18-hole championship golf courses. In the 70’s and 80’s, the Aloha State’s first planned resort drew Palmer and Nicklaus, Stephenson and Lopez, plus other big names to the North and South Courses.

Fast forward 40 years to 2003: Ka’anapali showed its age. The resort lost its relevance ;and its lucrative TV contracts. Both courses needed major facelifts to compete with ;newer, nearby facilities.

Rebuilding Plan

The State of Hawaii and its financial partners retained Billy Casper Golf – first as a consultant, then as Ka’anapali’s full-service manager. Our comprehensive $13 million plan included renovating and rebranding both courses. We went to work, delivering:
• New cart paths
• Sophisticated irrigation systems
• Reconfigured tee boxes and greens
• Re-designed bunkers
• Fresh turf on both courses
• Upgraded clubhouse

Billy Casper Golf implemented our proprietary ACE the GUEST Experience™ training program. The guests noticed outstanding conditions, superior service levels, and a new image:
• Re-branded resort logo and websites
• Re-energized marketing plan
• Re-named courses
• Re-engaged travel partners

BCG introduced successful programs never seen before in Hawaii:
• Golf My Way – allowing guests to pay for 18 or 36 holes, then play a few holes at a time during their stay
• Ka’anapali’s FIT CLUB – inspiring local community members to improve their games and their lifestyles.

Best Places to Play – 4.5 stars. Golf Digest

Rebirth of a Crown Jewel

Buffalo Communications, BCG’s global golf-lifestyle communications division, implemented a public relations campaign to draw international attention back to Ka’anapali.
Results showed quickly on both the Royal and Kai courses:
• Tour stops
• TV contracts
• High rankings
• Spending tourists
• Record rounds
• Solid returns

Ka’anapali has rebounded quickly on-course and on-air. The Ka’anapali SKINS Game brought Nicklaus, Palmer, Player, Watson, Norman, Couples, back to the course - along with their crowds. ESPN’s international coverage brought much deserved media attention back home to Ka’anapali. The Golf Channel brought “Big Break Ka’anapali” – the network’s leading reality show with its younger viewers. Winner, Kim Welch, signed a multi-year partnership with Ka’anapali and said, “I’m thrilled Ka’anapali is my home base, because it’s a beautiful place with two challenging courses to hone my game.” Greens Fee revenue is up 36% and round counts are the highest in a decade. Ka’anapali and Billy Casper Golf – a success story for the golf and tourism history books.

Top 100 U.S. Golf Shops  Golf World