Carl Crown on managing a golf club redevelopment

19/02/2025

In the last 18 months, Basingstoke Head Professional Carl Crown has been part of the team overseeing a major redevelopment, relocating the club and creating a modern golf learning centre. Here he shares his learnings from this major project.

Basingstoke Golf Club has undergone a major redevelopment and relocation programme - what does work of this scale look like for a club?

A redevelopment of this scale is a massive undertaking. For us at Basingstoke, it has been a whirlwind of activity on all fronts. We have had to juggle course redesign, construction of new facilities, and maintaining day-to-day operations - all while keeping our members happy. It has meant countless meetings with architects, contractors and local authorities.

Personally, what was your biggest challenge in the relocation project?

My biggest challenge during redevelopment was navigating the impact on my coaching and sales. The transition period created restrictions for my students and customers, leading to a significant drop in lessons and merchandise sales. This downturn impacted my income and it was really tough time for me personally. Despite these challenges, my loyalty to the club remained unwavering. I am committed to pushing through this difficult phase, believing that perseverance and dedication will ultimately lead to renewed success. I truly value the connections I've built and am determined to emerge stronger for both my students and the club.

How did you plan for this redevelopment?

We started with a blank piece of paper – quite literally. In our first meetings, we asked ourselves: “If we could create the perfect golf club from scratch, what would it look like?” It was both exciting and daunting. As head professional, my involvement in the redevelopment project meant countless meetings and keynote presentations, we planned every detail to ensure we were creating the best course and practice facilities within the budget that was set out. Every decision was made with the goal of creating a golf facility that would serve all our members, from beginners to scratch players.

Describe the benefits of the redevelopment facilities for the members.

With a modernised course and practice facilities, members can look forward to improved playing conditions, including better greens and fairways. The redevelopment fosters a stronger sense of community among the members by creating spaces for social events, tournaments, and gatherings. Economically, the revitalised facilities are expected to enhance the club’s reputation, potentially attracting new members and increasing membership retention. The redevelopment promises to create a vibrant and enriching environment, strengthening the members’ connection to the club and enhancing their love for the game.

What changes are being made to the practice facilities?

The forthcoming state-of-the-art range will encompass an expansive 300-yard outfield, ten indoor bays featuring cutting-edge technology, and five outdoor bays equipped with advanced tech solutions. There will be a welcoming social area where golfers can enjoy refreshments while practising, an indoor studio enabling year-round training and a specialised teaching bay opening onto the range outfield. A new short-game area will feature a green constructed to the same specifications as the on-course greens, positioned behind the driving range. Additionally, a spacious putting green will sit next to the new clubhouse.

How will the facilities improve and assist in your role?

The new facilities will significantly enhance my ability to serve my students and grow my role within the community. The addition of the indoor studio is particularly exciting: it will provide a perfect environment for custom-fittings and winter practice, meaning I can offer tailored instruction year-round. The short game area will be another vital resource for my role. I am eager to utilise this area to hold specialised clinics and workshops that will not only improve individual performance but also foster a deeper understanding of the short game. These upgrades represent a significant step forward in my professional journey. They will not only elevate the training experience I can offer but also enable me to attract more members and build a vibrant teaching community.

Can you give any advice to PGA members who may find themselves in similar positions at a point in their career. What have you done that others can learn from?

I have learnt the importance of patience and perseverance. Maintaining a positive outlook and focusing on the end goal was crucial. Remember, while these projects are challenging, they also offer unique opportunities for professional growth and the chance to significantly impact your club's future. Embrace the challenge, stay committed to excellence, and do not hesitate to seek support when needed.

About Carl Crown

Crown’s passion for golf was ignited in his late teens, inspired by watching Sir Nick Faldo at Augusta National. Like many aspiring professionals, he started with a Saturday job in a pro shop before moving to a driving range, where he learned about managing high-volume facilities and creating welcoming environments.

His journey at Basingstoke Golf Club began as an assistant professional before he progressed to Head Professional and ultimately Director of Golf. His leadership during the club’s redevelopment underscores his dedication to the game and his commitment to providing the best facilities for golfers of all levels.