The Austin Area Golf Resort: A Year-Round Attraction
The concept of professional golf exhibition matches, popularised by the television series Shell’s Wonderful World of Golf, has piqued the interest of the hospitality industry. Crescent Hotels and Resorts, a company operating over 100 properties in the US and Canada, is planning to introduce pro golfer exhibition matches at various resorts next year.
Horseshoe Bay, an exquisite waterfront golf destination located just 45 minutes outside of Austin, has been chosen as the focal point for this innovative golf event strategy. The resort, situated by the shores of Lake LBJ, is home to four meticulously enhanced golf courses as part of a $100-million property improvement project completed a few years ago. The golf offerings include three Robert Trent Jones Sr. tracks, a members-only Jack Nicklaus design, and an 18-hole putting course adjacent to a 400-key hotel.
Bryan Woodward, the vice president of operations for Crescent Hotels and Resorts, initially conceived The Shootout at Horseshoe Bay five years ago when he served as the managing director of the resort. The recent edition, held last month, featured five-time PGA Tour winner Nick Watney and Solheim Cup alum Gerina Mendoza paired with LPGA major winner Angela Stanford and PGA Tour Champions circuit player Bob Estes.
This annual event provides an intimate and interactive experience for golf enthusiasts, allowing them to closely follow a single group of players in a manner not commonly witnessed at professional golf tournaments. Nine-time PGA Tour winner Stuart Appleby, who participated in a previous edition, fondly recounted seeking advice from a member of the audience and executing a remarkable shot—an interaction that embodies the unique appeal of this event.
Beyond its entertainment value, The Shootout at Horseshoe Bay serves as a catalyst for the resort’s business, particularly during low-occupancy periods. The event has been featured on Golf Life, a nationally televised program, enhancing the resort’s brand visibility and drawing attention to the property. Woodward highlighted the re-airings of the event on Bally Sports, reaching a vast audience and bolstering interest in real estate, hotel accommodations, and resort memberships.
In addition to The Shootout, Horseshoe Bay hosts a range of annual events strategically scheduled to drive demand during traditionally quieter periods. The Beer by the Bay Music Festival, the Wine, Dine & Jazz Festival, a Winter Wonderland holiday extravaganza, and Balloons over Horseshoe Bay are just a few examples. Woodward emphasized the significant impact these events have had on the resort’s occupancy rates and overall revenue, transforming previously low-occupancy weekends into sold-out affairs.
These tentpole events have become integral to Horseshoe Bay’s comprehensive marketing strategy, shaping the resort’s identity as a golf club, a luxurious retreat, and a prime real estate development. Woodward stressed the importance of these events in influencing guests’ and potential homeowners’ decisions, underscoring the appeal of a location that offers engaging and memorable experiences.
Looking ahead, Crescent Hotels and Resorts plan to expand the success of The Shootout concept to multiple properties in their portfolio, with precise dates and budgets to be finalised in the coming year.