Last week, thanks to a close friend who orchestrated a golf trip for our college group, I was fortunate enough to return to Bandon Dunes, a golfer’s paradise located on the breathtaking Oregon Coast. My previous visit had been back in April of 2019, a trip with my family that had its share of travel challenges. Fast forward to now, and I had the pleasure of witnessing the resort through a new lens. But more than just reliving the experience, my journey revealed how much the golf industry, the resort itself, and my personal perspective on Bandon Dunes operations had evolved.
The golf industry has seen its fair share of ups and downs over the past few years. When I first visited Bandon Dunes in 2019, the industry was experiencing a period of stagnation. Participation rates were flat, and it felt like the game was in a lull. Then, the pandemic hit. Paradoxically, golf experienced a major boom as it became a socially distanced activity that more people could enjoy. Golf courses became a haven for those seeking outdoor recreation, and the sport’s popularity surged.
However, since the pandemic, the industry's growth has normalized, settling at around 3% year-on-year. The last year or so has seen even more modest growth, with several new brands and businesses entering the market, making the space more competitive. This influx has created challenges for incumbent brands, but with overall spending still rising, there remains room for success. Despite this, what struck me most during this recent trip was that pricing at Bandon Dunes had remained relatively stable, even as consumer prices across many sectors skyrocketed. The foresight and planning of the resort's management were evident in this.
Bandon Dunes may feel like a dream golf destination, but getting there—especially via commercial travel—remains a challenge. The airport serving the resort offers limited flight options, and direct flights are few and far between. Depending on where you're traveling from, reaching Bandon Dunes can take a full day or more, and there’s no guarantee of squeezing in a round on the day you arrive. On top of that, flights are relatively expensive, even for such a remote location.
Contrast that with the experience of flying privately, which, if you're fortunate enough to afford, offers a level of ease unmatched by any commercial travel option. Once on the property, the resort's attention to detail makes it feel as if the entire experience is customized for you. Despite the travel hurdles, arriving at Bandon, no matter how you get there, always feels worth it.
Back in 2019, I was already several years into a career in operations, but I hadn't yet gained as much direct experience interacting with customers as I have today. At the time, my trip was more about golf than the full guest experience. Playing only one round a day meant I had more downtime to enjoy the amenities, and it felt like a private country club. I remember calling for a shuttle that arrived promptly, dinners that could easily be rescheduled when rounds ran long, and an overall seamless operation.
This time around, the experience was much more action-packed with two rounds of golf per day, leaving little downtime in between. Yet, the staff's efficiency and positivity left an indelible impression. Things that could have been stressful were quickly handled by the team, making it a worry-free experience. One memorable moment happened on our last round of the trip. We thought we were running late, but when we arrived, the starter reassured us, saying, “It doesn’t matter what your tee time is, we’ll get you out.” That level of flexibility and understanding is what truly sets Bandon Dunes apart.
One of the most unique aspects of Bandon Dunes’ operations is their ability to maintain a steady pace of play, despite the volume of golfers and the challenges posed by weather. Unlike many public courses, where slow play can be a significant issue, Bandon has secret marshals and a system of tracking bag tags that ensure players stay on pace. This becomes even more impressive when you consider that all rounds are walking only. The resort's dedication to maintaining a fluid experience for each golfer, no matter the conditions, speaks volumes about the operational excellence at play.
As someone who has spent a considerable amount of time working behind the scenes on business operations and customer experience, I was floored by how seamless everything felt at Bandon Dunes. Despite the vastness of the property and the thousands of guests, I never waited more than five minutes for anything. At times, there was no wait at all. This level of efficiency is remarkable, especially when compared to other high-volume businesses.
What stood out was how Bandon prioritizes customer satisfaction over the immediate efficiency of their operations. By investing in a high-quality experience—quick service, well-staffed facilities, and low turnover rates—the resort succeeds in reducing the need for expensive marketing. Instead of telling you how great they are, Bandon Dunes shows you through every interaction. This approach builds long-term customer loyalty and word-of-mouth growth, ensuring the resort remains a go-to destination for golfers worldwide.
Golf at Bandon Dunes isn’t for the faint of heart, especially when you factor in the unpredictable weather. It’s not unusual to find yourself playing through rain, wind, and cold—all in a single round. Yet, remarkably, these fluctuations in weather seem to have little to no impact on the overall customer experience. I’ve seen golfers grinning ear-to-ear despite torrential rain, fully immersed in the rugged coastal beauty and the challenge that comes with it.
One of my most memorable rounds was with my father, battling heavy rain and wind as we made our way around the course. Despite being soaked through multiple waterproof layers, the sheer joy of playing in such conditions made it one of my fondest memories. It’s this connection to the elements, combined with the resort’s world-class operations, that truly makes Bandon Dunes special.
Bandon Dunes isn’t just a golf resort—it’s a testament to how exceptional operations can elevate an experience. From the efficient and welcoming staff to the seamless pace of play and the ability to navigate weather challenges, Bandon Dunes delivers a golfing experience that’s both challenging and unforgettable. For golfers who crave both the game and the journey, few places can compare. The resort’s ability to make every moment feel effortless, even in unpredictable conditions, is what keeps people coming back year after year. The future is clear, Dream Golf is the new gold standard when it comes to the golf experience.