Highland Park Golf Course

What Highland Park Golf Course does

Highland Park Golf Course is a public 18-hole, par-70 municipal golf course located at 3300 Highland Avenue South in downtown Birmingham, Alabama. Established in 1903 as the Country Club of Birmingham and renamed in 1955 in honor of WWII veteran and 17-time National Blind Golf Champion Charley Boswell, it is Alabama's oldest golf course. The facility is owned by the City of Birmingham and operated in partnership with the Birmingham Parks and Recreation Department, with day-to-day management provided by Honours Golf under the Troon umbrella. A million-dollar, seven-month renovation completed in 2019 (led by Landscapes Unlimited) installed AU Victory Bentgrass greens (the first release from Auburn University's turfgrass research team) and Billy Bunker Method bunkers, modernizing the core playing surfaces.

The business operates a layered set of modules anchored on the 18-hole course: a Driving Range and Practice Facility, the Highland Park Golf Learning Center (private and group instruction with PGA professionals), the Neighborhood Bar & Grille for food and beverage, the Highland Park Golf Shop (on-site and online retail at highlandparkgolf.troon.shop), annual Memberships (Full Golf and Weekday tiers with no initiation fees), and the Southeast Troon Card distribution program. Technology infrastructure includes the Troon-powered tee-time booking platform with dynamic pricing (launched 2025), Golf Channel Solutions/GolfNow Business website engine, Callaway Elyte annual club rental refresh, Titleist club-fitting technology, and Ship Sticks logistics integration. A dedicated Tournament Director leads B2B/B2C event hosting for charity scrambles, corporate outings, weddings, alumni events, and fraternity/sorority fundraisers.

Revenue is generated across at least 11 streams: daily greens fees with dynamic pricing (weekday $59-$79 / weekend $69-$99, with senior, student, military, first responder, and junior discounted tiers), annual memberships, range buckets and annual passes, golf instruction and lesson packages, junior camps and clinics (Nike Junior Golf Camps, PGA Junior League, LPGA/USGA Girls Golf), tournament and outing hosting, merchandise sales, food and beverage, premium club rentals, Troon Card distribution, and corporate clinics. The customer base spans individual public golfers, SMB and enterprise event hosts (corporate, charity, weddings, alumni, Greek life), and a multi-touch junior player pipeline led by nationally credentialed instructors including GOLF Magazine Top 100 Teacher Wayne Flint and US Kids Golf Top 50 Coach Paul Killgallon. Marketing is anchored by a 26,000+ subscriber e-club email list, owned social channels (Facebook, X, Instagram), earned media via GOLF Magazine and Golf Digest, and channel partnerships through Troon Card reciprocal play at 25+ southeastern US and international Troon-managed clubs.

Name

Highland Park Golf Course

Legal name

Highland Park Golf Course

Website

https://highlandparkgolf.com

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

51–100 employees

Short description

Highland Park Golf Course is a public 18-hole municipal golf course in downtown Birmingham, Alabama, founded in 1903 as Alabama's oldest course and managed by Honours Golf under Troon. It serves individual golfers, corporate and charity event hosts, and a junior player pipeline through greens fees, memberships, instruction, tournaments, F&B, and retail.

Ownership category

akta.pro rank

Product category

Public Golf Course

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391), Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Equipment Repair, Regripping & Customization Services (CRAMAGAK), Athletic Field & Golf Course Groundskeeping (IMAIAIAH)

Keywords

• Public golf course
• Golf instruction
• Junior golf programs
• Golf tournaments
• Club rentals

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Daily Greens Fees / Tee Times: Per-round green fees for public play with dynamic pricing; weekday 18-hole rates range $59-$79, weekend $69-$99; junior/senior/student/military/first responder discounted tiers.
2. Annual Memberships: Unlimited golf for a full year from sign-up date with no initiation fees or monthly dues; tiers include Full Golf and Weekday; members pay $19+ cart fee and receive 20% off select merchandise, range pass add-on ($99), and discounted banquet rentals.
3. Driving Range & Range Pass: Pay-per-bucket range fees (Small $8, Medium $14, Large $18) plus annual Driving Range Pass ($199+; $99 add-on for members) granting 50% off buckets. Bundled Beer & Buckets promotions ($14/$20/$24).
4. Golf Instruction & Lesson Packages: Private and group lessons with PGA professionals; 5-lesson and 10-lesson bundles purchased online (scheduling window 6 months / under one year respectively); 24-hour cancellation policy.
5. Junior Golf Camps & Clinics: Year-round junior programming including Nike Junior Golf Camps (Full-Day $495, Half-Day $370, Half-Day 3-Day $260), weekly Thursday ($25) and Saturday ($35) junior clinics, PGA Junior League, and LPGA/USGA Girls Golf.
6. Tournament & Outing Hosting: B2B/B2C event hosting fees including 18 holes of golf, range balls, scoring, cart staging, private event room, and optional add-ons (PGA lessons, hole-in-one, tee gifts, bar setup); quote-based via Tournament Planner.
7. Golf Shop Merchandise Sales: On-site and online retail of equipment and apparel from brands including TaylorMade and Callaway; custom merchandise orders at member pricing.
8. Food & Beverage Operations: Bar & Grille operations with breakfast and lunch menus; Beverage Cart service on course; Beer & Buckets specials at the driving range.
9. Troon Card Distribution: Resale of Southeast Troon Card (Twosome $129, Foursome $189) granting reciprocal access and discounts at participating Troon-managed clubs across the southeastern US and international locations.
10. Club Rentals: Premium Callaway Elyte rental sets at $50 for 18 holes, $39 for 9 holes, $15 for driving range use; men's and women's sets with right/left-handed options.
11. Corporate Clinics & Events: Customized corporate golf clinics designed by PGA professional staff for client entertainment and team building; clubs, equipment, and post-clinic promotional benefits included; budget-tailored.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels12 records

Core offering

Highland Park Golf Course operates an 18-hole public golf facility in Birmingham, Alabama, providing tee times, driving range access, golf lessons, junior programs, tournament hosting, clubhouse food and beverage, and on-site equipment retail. The course is owned by the City of Birmingham and is professionally managed by Honours Golf as part of the Troon portfolio.

Product overview

Highland Park Golf Course operates a single integrated golf facility centered on its historic 18-hole, par-70 public golf course in Birmingham, Alabama, managed by Honours Golf under the Troon umbrella. Around this core course, the business offers a layered portfolio of modules: the Driving Range & Practice Facility, the Golf Learning Center for private and group instruction, the Highland Park Golf Shop (with an integrated Troon Rewards loyalty program and online store), the Neighborhood Bar & Grille for food and beverage, and a robust Events/Tournaments module including tournaments, corporate clinics, and the Troon Challenge qualifier. Annual Memberships and the Troon Card (Southeast Twosome/Foursome) drive recurring revenue, while a comprehensive Junior Golf ecosystem — comprising the LPGA/USGA Girls Golf Birmingham Chapter, PGA Junior League, Nike Junior Golf Camps, Troon Junior Club, and weekly Thursday/Saturday Junior Clinics — anchors youth development. Premium ancillary services include Callaway Elyte club rentals, Titleist demo/fitting days, the Get Golf Ready beginner program, and Sips & Swings women's social clinics, all technically integrated through Golf Channel Solutions–powered booking, dynamic pricing, and the highlandparkgolf.troon.shop e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Tee Times
• Golf Instruction
• Junior Golf Programs
• Tournament Hosting
• Clubhouse Food and Beverage
• Pro Shop Retail
• Driving Range
• Equipment Rentals
• Annual Memberships

Named customers5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• Troon (Honours Golf)flagshipStrategic or Co-development PartnerHighland Park Golf Course is managed by Honours Golf under the umbrella of Troon. Troon powers online tee-time booking, the Troon Rewards loyalty program, the Southeast Troon Card, and provides access to the latest Callaway rental technology annually.
• City of Birmingham / Birmingham Parks and RecreationflagshipStrategic or Co-development PartnerThe City of Birmingham owns the facility; the 2019 renovation project was done in partnership with the City of Birmingham, the Birmingham Parks and Recreation Department, and Honours Golf.
• Landscapes UnlimitedcoreImplementation/ SI/ Consulting PartnerLandscapes Unlimited oversaw the seven-month, million-dollar 2019 renovation that modernized golf course bunkers and putting surfaces at Highland Park.
• Bob Cupp (golf course architect)coreImplementation/ SI/ Consulting PartnerBob Cupp, renowned golf course architect, worked with Bob Barrett on the 1998 restoration of Highland Park Golf Course to deliver a classic design with modern amenities.
• Auburn University Turfgrass Research Team (AU Victory Bentgrass)coreStrategic or Co-development PartnerHighland Park resurfaced its greens with AU Victory Bentgrass, the first variety released by Auburn University's turfgrass research team, providing smoother and faster putting surfaces.
• Better Billy Bunker Method (Billy Bunker)coreTechnology or IntegrationBunker liners and sand replaced using the Billy Bunker Method during the 2019 renovation; described as the best bunker construction method in the world for playable, weather-resistant bunkers.
• US Sports Camps (Nike Junior Golf Camps)flagshipChannel Partner/ Reseller/ DistributorHighland Park Golf Course hosts Nike Junior Golf Camps in partnership with US Sports Camps; registration, marketing, and camp operations run through ussportscamps.com with multiple camp sessions in June, July, and August.
• PGA Junior LeaguecoreGTM or Marketing PartnerHighland Park hosts PGA Junior League's 2026 season, a scramble team-vs-team format for boys and girls ages 13 and under. Sign-up via PGA Junior League platform.
• LPGA / USGA Girls GolfflagshipStrategic or Co-development PartnerHighland Park Golf Course is the official home of the LPGA/USGA Girls Golf Birmingham Chapter; runs nationally recognized spring season programming every Tuesday at 5:30 PM.
• Ship StickscoreTechnology or IntegrationPartnership simplifies club shipping for travelers to/from Birmingham; local golfers can ship clubs to any destination via shipsticks.com.
• Titleist (Acushnet)coreGTM or Marketing PartnerTitleist Fitting Day hosted at Highland Park with expert Titleist fitters; $100 fee credited toward new Titleist club purchases.
• Callaway GolfflagshipOEM/ Whitelabel/ Licensing PartnerAs a Troon-managed facility, Highland Park receives the newest Callaway technology each year — Elyte Driver, Fairway Woods, Hybrids, Irons, Callaway Jaws Wedges, and Odyssey Putter rental sets in men's/women's and right/left-handed configurations.
• TaylorMademinorChannel Partner/ Reseller/ DistributorTaylorMade is stocked in the on-site golf shop alongside Callaway as one of the trusted brands available for purchase.
• U.S. Kids GolfcoreGTM or Marketing PartnerHighland Park is part of the U.S. Kids Golf certified coaching network; instructor Paul Killgallon is a Top 50 Kids Coach (2023-2025) and offers certified custom club fittings for juniors.
• Spark Golf LeaguecoreGTM or Marketing PartnerHighland Park hosts Spark Golf's Wednesday league — promoted as the #1 league in the country; registration via spark.golf platform.
• Folds of Honor Foundation (Patriot Golf Days)minorGTM or Marketing PartnerPatriot Golf Days hosted at Highland Park raises funds for the Folds of Honor Foundation; coordinated by instructor Paul Killgallon (a 2014-2016 Patriot Golf Day Top Performer).
• Maderas Golf Club (Troon Challenge Nationals host)minorGTM or Marketing PartnerMaderas Golf Club in Poway, California hosts the Troon Challenge Nationals (Oct 6-7), where winners from Highland Park's regional qualifier (28 players, 14 teams, July 21 2025) advance.
• Participating Troon-Managed Clubs (Southeast Troon Card network)flagshipChannel Partner/ Reseller/ DistributorNetwork of 25+ Troon-managed clubs across Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, North Carolina, and Tennessee where Troon Card holders receive reciprocal access and discounts.
• Golf Channel Solutions / GolfNow BusinesscoreTechnology or IntegrationHighland Park's website is powered by Golf Channel Solutions / GolfNow Business, providing tee-time booking infrastructure and digital marketing capabilities.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• KemperSports: Major third-party golf course management company operating 130+ courses including many public and municipal facilities. Broader incumbent operating at scale in the same category, with comparable client base of municipal/public golf facilities.
• American Golf: One of the largest US public golf course operators with a portfolio of courses serving daily-fee golfers nationwide. Comparable operating model focused on public-access golf with similar F&B, instruction, and event offerings.
• Concert Golf Partners: Golf course ownership and management company with a diverse portfolio of public and private clubs. Operates at scale with similar full-service amenities and instruction offerings across multiple geographies.
• Robert Trent Jones Golf Trail: Alabama state-owned public golf trail with 11 sites including Birmingham-area Oxmoor Valley and Ross Bridge. Operates as a system competing for value-oriented public golfers in Alabama with comparable price-tier and family-friendly programming.

Direct peers

• Oxmoor Valley Golf Course (Robert Trent Jones Golf Trail): Public 18-hole course on the Robert Trent Jones Golf Trail in Birmingham metro. Comparable value-tier pricing, public-access model, instruction offerings, and tournament hosting in the same market — Highland Park's most direct geographic competitor.
• Callaway Gardens Resort: Southern resort destination in Pine Mountain, GA with public golf, instruction, F&B, and event hosting. Comparable full-service golf resort model serving the southeastern US with similar price-tier positioning.
• Eagle Point Golf Club: Public golf course in Birmingham metro offering comparable 18-hole public play, instruction, and event services in the same market. Competes for daily-fee golfers and corporate outings.
• Ross Bridge Golf Resort: Birmingham-area resort-style public course also managed by Troon/Honours. Comparable full-service offerings including F&B, instruction, event hosting, and tournament play with similar value-tier positioning for public golfers.
• Greystone Golf & Country Club: Birmingham-area private club with similar F&B, instruction, event hosting, and tournament programming. Competes directly for golfers in the Birmingham metro, though its private-member model differs from Highland Park's public-access positioning.

Regional players

• Streamsong Resort: Modern Florida resort with public-access golf, instruction, F&B, and event hosting. Comparable integrated golf resort business model in a different southeastern geography targeting similar golf traveler and corporate event segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HighlandGolfAL
• Facebookfacebook.com/HighlandParkGolf
• Instagraminstagram.com/highlandgolfal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Highland Park Golf Course