David DiMartino is the PGA of America Director of Golf at the Flatirons Golf Course in Boulder, Colorado.

David DiMartino on the importance of enhancing the range experience through thoughtful innovation:

At our facility, we’re always looking for ways to improve hospitality and convenience. That’s why we implemented the Select Pi system – there’s other ones out there as well – which allows guests to access range balls directly via an app, credit card, or QR code. This added option is especially valuable for those with limited time, as it makes it easy to swing by for a quick bucket without the need of visiting the golf shop. Of course, we still welcome and appreciate every customer who visits the golf shop. Our team is always ready to assist with purchases, answer questions, or simply chat. However, by offering additional access points through technology, we’re supporting our staff’s ability to provide more focused and unreasonable hospitality, whether someone is heading to our practice facility, or gearing up for a full round.

David DiMartino on the business impact of enhancing the range experience through thoughtful innovation:

Improving range access begins with convenience for the customer. With this technology in place, it eliminates the need for tokens or a stop in the golf shop. For guests with limited time, that kind of efficiency makes a big difference. It also helps the overall flow of operations. By offering quick, self-serve access to the practice facility, we can ensure all guests, whether they’re practicing or preparing for a full round, receive prompt and attentive service. It allows our team to be more present and available without sacrificing hospitality to anyone. As a public course, we’re always looking for ways to deliver great service. When you make things easier for golfers, it reflects positively throughout the entire experience. And when the relationship is built well, we’ve found guests will continue to come into the shop for their rounds, retail needs, or simply to connect with the staff. For any facility evaluating its range operation, enhancing convenience and hospitality can deliver returns well beyond just ease of access. It can truly strengthen customer satisfaction, operational efficiency, and long-term loyalty.

If you would like to email the author of this Best Practice directly, please email dimartinod@bouldercolorado.gov.