What Haggin Oaks Golf Complex does

Haggin Oaks Golf Complex is a 350-acre public golf facility in Sacramento, California, operated by the family-owned Morton Golf company. Founded in 1932 around the Alister MacKenzie–designed championship course (the same architect behind Augusta National) and expanded in 1957–1958 with the beginner-friendly Arcade Creek course, the complex runs 36 holes on an island site bordered by I-80, Business 80, and Watt Avenue. Revenue is generated across multiple integrated streams: dynamic green fees, a 15,000+ sq ft on-course Golf Super Shop (carrying $3M in inventory and billed as the country's largest on-course golf shop), MortonGolfSales.com e-commerce, TrackMan- and SAM Putt Lab–enabled club fitting, the Northern California Institute of Golf instruction program with 15+ PGA professionals, two on-site F&B outlets (MacKenzie's Sports Bar & Grille and The Hangout), a Toptracer-equipped 100-stall lighted driving range, a 250-person Pavilion event venue, club repair services, and a tournament department hosting 1,200+ corporate and charity events per year.

The technology stack is third-party rather than proprietary: Toptracer Range ball-tracking on the driving range, TrackMan Doppler radar launch monitors in the three-bay Player Performance Studio, SAM Putt Lab, and a Digital Mitchell Lie Loft machine — the only one of its kind in the Sacramento area. Community infrastructure is unusually deep for a public facility, anchored by long-standing golf clubs (Niners since 1965, Women's Golf Club since 1967, Sacramento Women's Golf Club since 1932), the LPGA Amateur Sacramento Chapter (founded 1994), the First Tee of Greater Sacramento (founded 1983 as SAY Golf by Ken Morton Sr.), the California Eagle adaptive program supporting 100+ athletes annually, and PGA HOPE for veterans. Distribution combines direct-to-consumer tee-time booking (online and phone), in-person retail, e-commerce, and field sales for tournament and wedding packages.

The business is run by a Morton Golf executive team led by CEO Ken Morton Sr. (a National PGA Hall of Fame inductee and one of fewer than 150 Certified PGA Master Professionals, working at Haggin Oaks since 1958), President Terry Daubert, VP Retail/Marketing Ken Morton Jr., Director of Coaching Tom Morton, and PGA Director of Golf Mike Woods. The company has accumulated an industry-leading awards portfolio — including multiple National PGA Merchandiser of the Year titles, 30+ consecutive Golf World Top 100 Golf Shop awards, and designations as a Golf Digest Top 100 Clubfitter — marketing itself as 'America's Most Awarded Golf Facility.'

Name

Haggin Oaks Golf Complex

Legal name

Haggin Oaks Golf Complex

Website

https://hagginoaks.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

101–250 employees

Short description

Haggin Oaks Golf Complex operates a 350-acre Sacramento golf facility featuring two championship courses, the country's largest on-course golf super shop, TrackMan-enabled club fitting, a Toptracer driving range, and tournament and wedding event services under family-owned Morton Golf.

Ownership category

akta.pro rank

Product category

Public Golf Facility Operations

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI), Mini Golf & Attractions Centers (Mini Golf, Go-Karts, Laser Tag Complexes) (THAJAEAK), Golf Clubs & Tournament-Host Clubs (Professional/Elite Golf Clubs) (MPAKABAE)

Keywords

• Public golf courses
• Golf instruction services
• Club fitting services
• Golf retail shop
• Tournament event hosting

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Green Fees and Tee Times: Revenue from players booking tee times on the Alister MacKenzie and Arcade Creek golf courses. Dynamic pricing model adjusts rates in real-time based on demand, availability, weather, and other factors. Golf carts available for rental at $8.50 for 9 holes and $17 for 18 holes.
2. Golf Super Shop Retail: 15,000+ square foot golf retail store generating revenue from equipment sales, apparel, footwear, and accessories. The largest on-course golf shop in the country with $3 million worth of inventory. Also operates online at MortonGolfSales.com.
3. Club Fitting Services: Revenue from equipment fitting services using TrackMan technology, including full game fitting, iron fitting, driver/fairway/hybrid fitting, wedge fitting, and putter fitting. Prices range from $39.99 to $199.99 depending on service type and duration.
4. Golf Lessons and Instruction: Revenue from private lessons, group lessons, and structured programs through the Northern California Institute of Golf. Programs include New2Golf, Golf 101, Golf 102, Breaking 100, and specialized clinics for various skill levels and demographics.
5. Food and Beverage: Revenue from MacKenzie's Sports Bar & Grille serving breakfast, lunch, and drinks. Also includes The Hangout Eats & Drinks at the driving range serving pizza, burgers, hot dogs, and ice cream. Craft beer and cocktails available.
6. Tournament and Event Hosting: Revenue from corporate tournaments, charity events, and outings. The tournament department handles 1,200+ events per year with tournament packages accommodating 12-144 golfers including catering, setup, and event management.
7. Wedding and Special Events Venue: Revenue from hosting weddings and corporate events at The Pavilion at Haggin Oaks. The venue accommodates 250 people indoors and 144 for outside seating among heritage oak trees.
8. Club Repair Services: Revenue from grip replacement, shaft installation, length adjustments, loft and lie adjustments, and frequency matching (CPM) services. Over 200 different grip models in stock with over 2,000 grips available.
9. Golf Club Memberships: Revenue from various golf club memberships including Haggin Oaks Women's Golf Club ($79 annual), Sacramento Women's Golf Club ($95 annual), and Niners Golf Club ($34 annual).

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Haggin Oaks Golf Complex operates two championship 18-hole public golf courses (Alister MacKenzie and Arcade Creek) on a 350-acre facility in Sacramento, California, along with a lighted Toptracer-enabled driving range, a 15,000+ sq ft Golf Super Shop, TrackMan-equipped Player Performance Studio, club repair center, putting course, academy holes, food and beverage outlets, and event venues. The complex also delivers golf instruction, custom club fitting, corporate tournament hosting, and wedding/special event services under the Morton Golf umbrella.

Product overview

Haggin Oaks Golf Complex is a single-location golf facility offering two distinct championship golf courses (Alister MacKenzie and Arcade Creek), a world-class retail Super Shop (15,000+ sq ft), a Toptracer-enabled driving range, Player Performance Studio with TrackMan fitting technology, club repair services, multiple food and beverage outlets (MacKenzie's Sports Bar & Grille and The Hangout), a putting course, Academy Holes for short game practice, tournament and event services including The Pavilion wedding venue, and comprehensive golf instruction through the Northern California Institute of Golf. The facility also operates Morton Golf Sales as its online retail arm. The portfolio includes both core golfing services and supporting amenities designed to serve golfers from beginners to advanced players.

Differentiator

Problem solved

Functional benefit

Brands

• MacKenzie's Sports Bar & Grille: Restaurant and sports bar at Haggin Oaks offering food, craft beer, cocktails, and indoor/outdoor seating overlooking the golf course.
• The Pavilion at Haggin Oaks
• The Hangout Eats & Drinks
• Morton Golf Sales
• America's Most Awarded Golf Facility

Products and services

• Alister MacKenzie Golf Course Championship 18-hole public golf course measuring 7,030 yards from back tees, designed by Alister MacKenzie (architect of Augusta National), with small fast greens and risk/reward layout for skilled and low-handicap players.
• Arcade Creek Golf Course Beginner-friendly 18-hole course (also playable as 9-hole) with relatively flat terrain, fewer hazards, and shorter distance (6,552 yards from middle tees) for newer and developing golfers.
• Haggin Oaks Golf Super Shop 15,000+ sq ft on-site golf retail store carrying $3 million in inventory of equipment, apparel, footwear, and accessories, with trade-in, demo, and certified club-fitting services.
• Lighted Driving Range with Toptracer Lighted driving range with 100+ hitting stalls including Toptracer ball-tracking, plus five practice greens, two sand bunkers, premium reservable bays, and on-site food service.
• Northern California Institute of Golf (NCIG) Comprehensive golf instruction program delivering adult curricula (New2Golf, Golf 101-201, Breaking 100), junior programs, adaptive golf, private lessons, and group clinics with 15+ certified professionals.
• Player Performance Studio (Club Fitting) Three-bay indoor studio combining TrackMan Doppler radar launch monitors with direct outdoor ball flight visibility onto the driving range for fitting drivers, fairway woods, irons, wedges, and putters.
• Club Performance & Repair Center Full-service club repair facility offering grip replacement, shaft installation, length and loft/lie adjustments, frequency matching (CPM), and the only Digital Mitchell Loft & Lie machine in the Sacramento area.
• Haggin Oaks Shoe Store Dedicated on-site golf shoe store stocking 1,200-2,000 pairs from major brands (FootJoy, Nike, Adidas, Ecco, PUMA, Sketchers, Callaway, Ashworth), described as the largest selection in Sacramento Valley and Northern California.
• MacKenzie Putting Course Nine-hole putting course with water hazards and sand traps, with hole lengths ranging from 25 to 65 feet, located adjacent to the driving range for short-game and family entertainment.
• Academy Holes Three-hole short-game practice area with holes from 50 yards and in, supporting bunker, pitching, chipping, and flop shot practice at $15/hour per person.
• Tournament and Outing Services Full-service corporate and charity tournament planning for 12-144 golfers including catering, scoring, personalized cart signs, practice facility access, and on-course beverage cart service.
• The Pavilion at Haggin Oaks (Weddings & Special Events) Wedding and special event venue with indoor capacity of 250 and outdoor seating for 150 among heritage oak trees, with ceremony, reception, and full event coordination packages.
• MacKenzie's Sports Bar & Grille On-site restaurant and sports bar overlooking the golf course with indoor/outdoor seating, multiple TVs, craft beer, cocktails, and a full sports bar menu; open to the public without golf requirement.
• The Hangout Eats & Drinks Food service at the driving range entrance serving fresh baked pizzas, signature burgers, gourmet hot dogs, drinks, and ice cream; open 8:00 am to midnight daily.
• Morton Golf Sales (Online Retail) Online e-commerce storefront described as the largest on-course online retailer in the country, offering the same equipment, apparel, and gift cards as the physical Super Shop.
• Golf Ball Fitting System Custom ball fitting service that uses swing analysis to match golfers with the optimal golf ball for their swing speed and playing style.

Quantifiable outcome

• Golf store won Golf Digest/GolfWorld 100 Best Golf Shops Award an unprecedented 30 straight times
• +3 more outcomes

Named customers2 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Morton GolfcoreStrategic or Co-development PartnerMorton Golf is the parent company and operator of Haggin Oaks Golf Complex along with other Sacramento golf courses (Bartley Cavanaugh, Bing Maloney, William Land). Morton Golf manages all aspects of the facility including retail, instruction, food & beverage, and events.
• The First Tee of Greater SacramentocoreStrategic or Co-development PartnerYouth development organization using golf to teach life skills. Founded in 1983 as SAY Golf by Ken Morton, Sr., it became one of the original First Tee Chapters in America. Operates junior programs and the California Eagle adaptive program at Haggin Oaks.
• LPGA Amateur Golf Association Sacramento ChaptercoreChannel Partner/ Reseller/ DistributorLPGA Amateur Golf Association (formerly EWGA) Sacramento Chapter founded in 1994 with membership around 140-150. Offers classes, clinics, casual play opportunities, and 9 and 18 hole play days at Haggin Oaks courses year-round.
• Special Olympics (California Eagle Program)coreStrategic or Co-development PartnerAdaptive golf program for athletes with varying special needs. The California Eagle Program is held every Tuesday evening from April through September at Haggin Oaks, supporting over 100 athletes annually.
• PGA Reach / PGA HOPEcoreStrategic or Co-development PartnerPGA HOPE (Helping Our Patriots Everywhere) is a golf program for Veterans under PGA Reach umbrella. Six-week program at Haggin Oaks where Veterans of all abilities learn and play golf.
• Golf Equipment Manufacturers (Titleist, Cobra, PING, TaylorMade, Callaway, Mizuno, etc.)coreTechnology or IntegrationMajor golf equipment manufacturers provide demo clubs, fitting technology support, and training. Haggin Oaks has been recognized as #1 fitting account for multiple manufacturers including Titleist, Cobra, Mizuno, PING, and others.
• TrackMancoreTechnology or IntegrationTrackMan provides Doppler radar technology for launch monitor fitting services. Used in the Player Performance Studio for fitting drivers, fairway woods, irons, wedges, and putters.
• ToptracercoreTechnology or IntegrationToptracer provides ball-tracking technology for the driving range, the same system used on televised PGA Tour broadcasts. Features instant feedback, interactive games, and shot tracking.
• Northern California PGA FoundationminorStrategic or Co-development PartnerCharitable foundation of the Northern California PGA section. Ken Morton, Sr. helped create the foundation in 2010 and was its first Chairman.
• Morton Golf FoundationminorStrategic or Co-development PartnerCharitable foundation created by Ken Morton, Sr. in 2011 to enrich the lives of the less fortunate through the game of golf. Ken serves as original Chairman.

Scale indicators20 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• American Golf Corporation: Largest operator of public and municipal golf courses in the U.S., managing facilities with retail, instruction, and tournament operations. Most direct operating peer to Haggin Oaks' public-fee, multi-amenity complex model.
• PGA Tour Superstore: National specialty golf retail chain owned by Arthur M. Blank with in-store fitting studios, simulators, and lessons. Comparable to Haggin Oaks' Super Shop as a high-touch, fitting-led golf retail destination, though at national scale and without the on-course course portfolio.
• KemperSports: Golf and hospitality management company operating daily-fee, resort, and private clubs across the U.S. with bundled retail and event services. Comparable to Haggin Oaks' bundled golf/retail/event offering managed under a single operator brand.
• Poppy Hills Golf Course: Northern California public-access championship course operated by the Northern California Golf Association with on-site retail, instruction, and tournaments. Direct regional peer to Haggin Oaks Arcade Creek/Alister MacKenzie courses for Bay Area and Sacramento public-play golfers.
• Arcis Golf: Owns and operates a portfolio of private, resort, and daily-fee clubs across the U.S. with member services, retail, F&B, and events. Comparable to Morton Golf/Haggin Oaks as a multi-facility operator with bundled golf, retail, and hospitality revenue.
• Troon: Largest third-party golf management company operating hundreds of daily-fee, private, and resort courses worldwide with associated retail, F&B, and instruction. Comparable to Morton Golf's operating model of running multi-course complexes with full amenity stacks.
• Invited (formerly ClubCorp): Operates a national portfolio of private and semi-private golf, country, and city clubs with member-based retail, dining, and event programming. Comparable to Haggin Oaks' club membership, F&B, and event infrastructure across multiple owned/managed facilities.

Broad incumbents

• TPC Network: Network of championship public and private golf clubs operated under the PGA Tour brand, with associated instruction, retail, and tournament hosting. Comparable to Haggin Oaks as a multi-amenity public golf complex anchored by tournament-caliber course design.
• Pebble Beach Resorts: Iconic California destination golf resort operating multiple championship courses, premium retail, F&B, and event venues. Comparable to Haggin Oaks as a multi-revenue golf complex anchored by a single signature course, though at a much higher price tier and resort scale.
• Topgolf: Tech-enabled golf entertainment venues with Toptracer-powered hitting bays, F&B, and events. Comparable to Haggin Oaks' Toptracer driving range and The Hangout as a tech-driven, F&B-anchored golf entertainment experience, but at a different price point and venue format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hagginoaks
• Xx.com/hagginoaks
• LinkedInlinkedin.com/company/haggin-oaks-golf-super-shop

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Haggin Oaks Golf Complex