While the golf industry has seen rapid and dramatic changes in equipment technology, one thing has remained relatively unchanged for decades: how much golf courses charge for green fees.
While some courses offer a twilight rate, for the most part the green fee is what it is.
That has now changed.
Three courses, two in Janesville and one in Cottage Grove, have moved to a computer based green fee program that adjusts the rate to match the demand by golfers. The two courses in Janesville are Glen Erin and Prairie Woods Golf Courses and the course in Cottage Grove is The Oaks Golf Course.
"It is based on mathematical algorithms. It is no different than the airline industries, rental cars, hotels based on utilization, percentage of occupancy, things like that. It is really driven by the customer," said Rob Vega, general manager and managing partner of Glen Erin Golf Course in Janesville.