From Annual Surveys to Real-Time Growth: How SaddleBrooke TWO Increased NPS by 15 Points in One Year

Nestled in Tucson, Arizona, SaddleBrooke TWO is a 36-hole golf facility serving an active residential community with discerning members and a competitive local market just minutes away.

After transitioning into professional management, leadership faced a familiar but critical challenge: understanding the true member experience — in real time.

Director of Golf Mike Karpe knew that annual surveys weren’t enough.

“We’d hear about something in February and see the survey results in November. That’s nine months where we could have fixed it.”

To compete effectively and protect discretionary member spending, the club needed immediate, golf-specific feedback — not delayed, generalized sentiment.

The Challenge: Delayed Feedback. Limited Clarity

Previously, SaddleBrooke TWO relied on a broad HOA community survey. The feedback was not golf-specific, meaning non-golfers could influence results, and issues often surfaced months after they occurred.

There was no clear breakdown of what was actually driving satisfaction — pace of play? course conditions? staff interactions? food and beverage?

And perhaps most importantly, there was no structured way to respond quickly when a member was dissatisfied.

When they don’t say anything, silence isn’t necessarily good news. We needed to know where our people stand.”

Mike Karpe, Director of Golf at SaddleBrooke TWO

The Shift to Real-Time Insight

SaddleBrooke TWO implemented Players 1st and integrated it directly with their tee sheet system.

The impact was immediate.

When a member submits a low score, Mike now receives an instant notification — allowing him to respond personally and quickly.

“If it’s a six or less, I get that instant email that tells me, ‘Hey, you need to look at this.’ It’s quick.”

That responsiveness changed the tone of member relationships.

Now that person sees we’re engaged with it right away. That’s critical. They’re being heard.”

Mike Karpe, Director of Golf at SaddleBrooke TWO

Instead of vague dissatisfaction, the club now sees specific operational drivers — whether it’s bunker conditions, pace of play, merchandise selection, or requests for better turn food options.

“It’s not just a lump picture. It’s really breaking it down into specific areas.”

And the data provides credibility internally.

“This isn’t Mike trying to spin it one way. This is directly from our customer.”

The Result: A 15-Point NPS Increase

Within one year of implementing Players 1st:

• NPS increased from 54 in January to 69 in December
• Member loyalty strengthened
• Operational conversations became data-driven
• Leadership decisions aligned more closely with member expectations

Even in a competitive Tucson market, that growth stands out.

“Within the industry, people ask — how in the world did you do that?”

The answer wasn’t one change — it was a cultural shift powered by continuous feedback.

Data That Drives Strategy—  Not Just Satisfaction

The platform quickly became more than a survey tool.

When asked to reduce payroll by $50,000, Mike used experience data to demonstrate that pace of play was already a top member concern — and cutting player assistants would likely worsen it.

“You can’t cut your way to success.”

The data now informs:

• Budget planning
• Staffing strategy
• Pricing conversations
• Board-level reporting
• Utilization decisions

And it reinforces a core principle:

“The experience is going to help that bottom line.”

Satisfied members spend more. They bring guests. They stay loyal — even when competitors are close by.

"If I don't like my experience somewhere, I'm not brining a friend."

A Culture of Listening and Action 

Players 1st also created balance inside the team.

It highlights areas needing improvement — but also celebrates wins.

It’s not all about negative. I want to make sure our team hears the positives too.”

Mike Karpe, Director of Golf at SaddleBrooke TWO

When staff go above and beyond, that recognition is visible and shared.

Members feel acknowledged.
Staff feel empowered.
Leadership operates with clarity.

As Mike puts it:

“We’re making leaps and bounds right now. We just have to tighten things up.”

Turning Feedback into Competitive Advantage

At SaddleBrooke TWO, experience data has become a management system — not just a measurement tool.

It protects revenue.
It strengthens loyalty.
It builds trust.
And it drives measurable growth.

Ready to See What Real-Time Experience Data Can Do for Your Club?

Discover how Players 1st helps leading clubs turn member feedback into operational clarity and measurable results.