Two Beautiful Courses - Too Little Revenue 

Royce Brook Golf Club sits in the heart of Somerset County, New Jersey, within easy reach for golfers from New York.  The 36 Hole facility features the member-only, links style West Course and the daily fee, parkland East Course routed through woods and wetlands. 

 Royce Brook’s 18 acre double sided grass driving range with an extensive short game area took the #1 spot on PubLinks Golf Magazine’s list of best practice facilities in New Jersey.  The Golf Academy ranked in the Top 25 in Golf Magazine’s list of Golf Schools in America. 

Those accolades and more, plus the raw beauty of both courses, could not maintain a profitable revenue stream.  Billy Casper Golf purchased the facility in 2007.

Billy Casper Golf Ownership Plan 

The first decision was to keep the two distinct courses separate– one for members, one for the public.  BCG’s executive team developed a plan to allocate resources of capital and staff to benefit both courses.

The facility required immediate capital investments. Billy Casper Golf rebuilt bunkers, renovated the clubhouse, constructed new awnings, and created an exclusive members’ area on the patio.

BCG implemented its proven operations platform:  

  • Re-prioritized Agronomy priorities and expenditures
  • Re-organized sales responsibilities and focus
  • Re-designed menus with similar high quality offerings

Our industry leading Marketing team implemented much needed proprietary programs:

  • Targeted email campaigns to potential members and previous players
  • Designed full slate of member programs, public tournaments, and social events
  • Developed Player Development loyalty cards for public players
  • Created new membership levels to increase play
  • Promoted venue as the perfect place for Weddings and Banquets
  • Trained staff to market and sell new initiatives       


To say that the results in the first year of Billy Casper Golf’s “Ownership” are astounding is not an overstatement. Billy Casper Golf increased rounds by almost 20% and engineered a 7-figure increase to the bottom-line.

 This kind of growth spurt for a Billy Casper Golf operated facilities has become the norm.  This success has pushed Billy Casper Golf to the largest golf management company in the lower 48.          

  • 4 Stars for Best Places to Play Golf - Golf Digest