Touchstone Golf

Corporate Headquarters: Austin, Texas

Website: http://www.touchstonegolf.com/

Category: Course Management

LEADERSHIP

Steve Harker, CEO

Mark Luthman, President

Doug Harker, Executive VP

Brian Melody, Senior VP of Operations

Ashley Van Dissel,  VP Marketing

Company Overview

Founded in 2006, Touchstone Golf has established itself as one of the leading golf management companies in the United States, specializing in golf course management and advisory services. The company has grown to manage approximately 40 courses across nine states, with a strong concentration in the western United States, including 21 courses in California and nine in Texas.

Key Facts:

• Manages approximately 40 golf courses across nine states
• Primary market concentration in western U.S.
• Extensive experience managing municipal, private, and resort properties
• Implemented innovative booking technology through Noteefy partnership
• Provides comprehensive management services including centralized accounting, financial reporting, and capital improvement planning

Strategic Vision

As expressed by CEO Steve Harker: “Our approach has always been about creating value through personalized management solutions. We believe that each property has unique characteristics and opportunities, and our role is to unlock that potential while maintaining the highest standards of operational excellence. The future of golf facility management isn’t just about maintaining courses – it’s about creating exceptional experiences while driving sustainable financial performance.”

Business Model Innovation

T ouchstone Golf has developed a distinctive approach to golf course management that sets it apart in the industry. The company’s business model centers on delivering highly personalized management solutions while leveraging the advantages of its national platform. Rather than applying a one-size-fits-all approach, Touchstone tailors its services to each property’s unique characteristics and market position, whether it’s a municipal course, private club, or resort destination.

At the core of their innovation is a dual focus on operational excellence and asset enhancement. The company employs sophisticated financial modeling and market analysis to identify opportunities for revenue growth while maintaining strict cost controls. This approach allows them to optimize each property’s performance while protecting and enhancing owner interests. Their management style emphasizes both immediate improvements in operational efficiency and long-term strategic positioning for sustained profitability.

Touchstone has also embraced technology as a key differentiator in their business model. The recent partnership with Noteefy exemplifies their commitment to modernizing the golf experience while maintaining traditional values. By integrating advanced booking systems and operational tools, they’ve created a more seamless experience for golfers while providing valuable data insights for property owners.

Management Expertise

The company’s leadership team brings over 100 years of combined experience in the golf industry. CEO Stephen Harker, a Class A PGA Professional, brings more than 25 years of industry experience, including previous executive experience with American Golf Corporation, once the world’s largest course operator.

Technology Integration

In 2024, Touchstone established a partnership with Noteefy to implement an automated tee time waitlist solution across all properties. This technology integration demonstrates the company’s commitment to modernizing the booking experience and improving operational efficiency.

Operational Excellence

Touchstone’s management services include:

• Centralized accounting and financial reporting
• Annual budget development and business planning
• Capital improvement planning and execution
• Guest service program implementation
• Vendor relationship management
• Staff training and development

Market Position

Among the top five percent of golf management companies, Touchstone maintains a unique position in the market by:

• Providing customized services to individual facilities
• Leveraging national vendor relationships for preferred pricing
• Maintaining high-quality brand inventory
• Addressing industry challenges such as rising costs and employee turnover
• Delivering operational efficiencies through centralized services

Future Focus

The company continues to emphasize:

• Technology integration for improved customer experience
• Sustainable operational practices
• Staff development and retention
• Enhanced marketing initiatives
• Capital improvement projects
• Market expansion opportunities

KEY TAKEAWAYS

Touchstone Golf has maintained its position as a leading management company by combining personalized service with operational excellence. Their ability to leverage national relationships while maintaining individualized attention to each property has proven successful in the competitive landscape of third-party management services.

The company’s experienced management team continues to address industry challenges effectively, while their recent technology partnerships demonstrate a commitment to modernization and enhanced customer service. With their strategic western U.S. presence and comprehensive service offering, Touchstone is well-positioned for continued growth in the golf management sector.