Scottsdale National Golf Club Goes Virtual

When we rang in the New Year, no one could have guessed that 2020 would be such a disruptive time in human history.

Over these past few months, our world has been turned upside-down and inside-out.

At PXG Apparel, Scottsdale National Golf Club and The Bob and Renee Parsons Foundation, my teams and I are continuously adapting. At the onset of the COVID-19 pandemic, we acted quickly across all businesses to modify workspaces, business strategies and even company culture.

At Scottsdale National, we took a calculated and aggressive approach to keeping our members and employees safe and healthy. We shutdown many of the operations and closed our prized villas at the height of what was by all other accounts an ideal start to the Spring season.

Our members love Scottsdale National for its incredible amenities and service. But, part of what makes the club extremely special are the bonds of friendship across the small, exclusive membership.

An undeniable desire to connect, inspired us to develop a series of fun virtual programs. In May, we introduced Wino Wednesdays and the opportunity for curated personal shopping experiences.

‘Wino Wednesdays with Shaun’ is hosted by Scottsdale National’s Sommelier and Director of Food & Beverage, Shaun Adams.

He sends out the program in advance in order for members to reserve their seat at the virtual bar. All wines being presented are available for purchase from the club and can either be picked up or shipped directly to a member’s home.

Every Wednesday evening Shaun hosts the live class. I have not missed a Wednesday yet!

He compares two bottles each class, using them to teach members the intricacies of wine style and structure. But really, it is less about the wine bouquet and more about the opportunity to raise a glass and have a laugh with friends.

PXG House Golf Shop at Scottsdale National is also leveraging technology to engage members.

One of the benefits of membership is exclusive, early access to PXG apparel and equipment.

When I launched the PXG Apparel Spring/Summer 2020 Collection on May 7th, I realized many of our members weren’t going to be able to take advantage of that unique opportunity, so we went virtual.

PXG House Golf Shop professionals now provide one-on-one personal shopping and styling appointments via Zoom, Facetime or whatever platform best meets the needs of the member.

In these recent weeks, I have realized how much I appreciate basic human connection. A hug from a friend, dinner with my parents – even a work meeting -have all become moments to celebrate.

It’s been a reminder that good businesses and better relationships rely on one thing – connection.