Press Release

City of Longmont, Colorado, Driving Rounds and Revenue with Prepaid Technology

ORLANDO, Fla. (July 14, 2020) – With the help of GOLFNOW pre-paid technology, rounds and revenue for the three municipal golf courses operated by the City of Longmont, Colo., have rebounded to surpass 2019 figures after being shuttered for more than a month due to government stay-at-home mandates related to the current health pandemic.

Faced with a new set of strict safety policies upon opening on April 23, including a new requirement that golfers book and pay for tee times in advance, the City was able to utilize GOLFNOW pre-paid technology to meet an increasing demand for tee times while experiencing little to no disruption to their golf course operations.

As a long-time partner with GOLFNOW, the Golf Services division for the City of Longmont, including its three golf courses, benefits from the industry’s leading point-of-sale and tee-time booking-engine, as well as inclusion within the world’s largest distribution marketplace. The courses also utilize GOLFNOW’s Premium Marketing ProgramAnswers telephone service, as well as professional guidance with inventory and revenue management through the GOLFNOW Plus service. The partnership introduces millions of golfers who regularly use GOLFNOW to search for and book tee times to the City of Longmont’s three picturesque layouts nestled in the foothills of Colorado’s Rocky Mountains, just 40 miles northwest of Denver.

“The experience (with prepaid) has been really amazing,” said Keith Martin, PGA Professional at Twin Peaks Golf Course. “After over a month of taking tee times over the phone, as well as credit card payments, the online pre-paid option has cut our phone answering significantly. Everyone is much happier that we can focus on the customer in front of us, which is now made easier as close to half of those players have already paid their fees.”

Jeff Friesner, Recreation & Golf Services Manager for the City of Longmont, confirmed that use of the new GOLFNOW pre-paid technology by all three courses has been beneficial. “Revenue performance has improved, especially following an already successful GOLFNOW dynamic pricing program we adopted in 2017, which continues to maximize our rates based on demand and a host of other factors,” Friesner said.

Data gathered from both GOLFNOW and its own booking channels, reveals the City of Longmont’s combined online revenue for its three courses is up 14 percent year over year so far in June, with average rate up 26 percent for the same period.

The historic 9-hole Sunset Golf Course opened in 1922 and is a great, affordable option for beginners and families; the wide-open Twin Peaks is more of a traditional, player-friendly design; and the Robert Trent Jones II-designed Ute Creek is a traditional links-style, championship layout that can challenge even the most avid of golfers. All three course are among the more scenic in the area with great views of Long’s Peak.


GOLFNOW is an innovative technology company that creates seamless ways for golfers and golf courses to better connect. GOLFNOW operates the largest online tee-time marketplace in the world, offering 3.5 million registered golfers a variety of ways to stay connected to their favorite courses and the ability to easily book tee times online and via mobile devices any time of day. GOLFPASS members receive special playing perks through GOLFNOW, including tee time credit and rewards. GOLFNOW, part of the NBC Sports Group with offices in Orlando, Fla., and Belfast, Northern Ireland, also provides technology, support and marketing services to more than 9,000 golf courses in 24 countries around the world.