Southern Dunes Golf & Country Club

What Southern Dunes Golf & Country Club does

Southern Dunes Golf & Country Club operates an 18-hole, par-72 championship golf course in Haines City, Florida, opened in 1993 on the site of a former citrus grove and designed by Steve Smyers. The layout measures over 7,200 yards with approximately 100 feet of elevation change, a feature unusual for Central Florida, and has received Golf Digest recognition. The property serves two primary customer pools: Orlando-area tourists drawn by proximity to the theme-park corridor and Central Florida local golfers, with banquet and wedding events adding a third, non-golfing demand source.

The business operates a multi-line revenue model. Green fees are sold through a dynamic pricing system with a 180-day advance booking window and a tiered loyalty program (the Dunes Club). Practice and instruction are monetized through Trackman-equipped bays in a facility branded The Barn, individual and group lessons, junior golf programs (including PGA Junior League), and a Get Golf Ready starter series. A clubhouse F&B outlet (Tavern on the Dunes), a golf shop, and dedicated banquet/wedding event programming provide additional revenue streams, and the property hosts recurring community events (Tuesday Night Trivia, Thursday Scramble) that drive ancillary F&B and merchandise spend.

The company is privately held by the Donley family (brothers Terry and Roger Donley), employs 11-50 staff, and retains long-tenured operating leadership including Director of Golf Kevin Woodard (since 2001) and General Manager Shane Trice. The business also leverages its in-house Steve Smyers course design consultancy, converting original architectural expertise into an external consulting line. There is no disclosed information on AI/ML capability, and revenue figures are not publicly reported.

Name

Southern Dunes Golf & Country Club

Legal name

Southern Dunes Golf & Country Club

Website

https://southerndunes.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Southern Dunes Golf & Country Club operates an 18-hole Steve Smyers-designed championship golf course in Haines City, Florida, serving Orlando tourists, local golfers, and event clients via green fees, Trackman bays, lessons, banquets, and F&B.

Ownership category

akta.pro rank

Product category

Golf Course & Country Club Hospitality

NAICS

Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Golf course operations
• Country club hospitality
• Golf instruction services
• Event hosting venue
• Trackman practice bays

Headquarters

HQ city

Haines City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Green Fees & Tee Time Bookings: Dynamic pricing model for 18-hole and 9-hole rounds, allowing golfers to book up to 180 days in advance with rates varying based on demand and time of day
2. Golf Instruction: Lesson packages from PGA professionals at different levels (Director of Golf, Head Professional, Assistant Professional) with 30-minute, 1-hour, and series options
3. Trackman Bay Rentals: Hourly rental of technology-enabled golf bays, with weekend premium pricing and food & beverage minimums
4. Food & Beverage (Tavern on the Dunes): Full-service restaurant in 12,000 sq ft clubhouse offering breakfast, lunch, dinner, bar service, and on-course beverage cart service
5. Golf Shop Merchandise: Retail golf apparel and equipment including Footjoy, Adidas, Puma, Ahead brands, plus golf accessories and specialty items
6. Event Hosting & Banquets: Wedding, banquet, corporate event, and party hosting with capacity up to 120 guests and private rooms for intimate gatherings up to 50
7. Loyalty Program (Dunes Club): Membership card program offering exclusive benefits and discounts to repeat customers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Southern Dunes Golf & Country Club operates an award-winning 18-hole championship golf course in Haines City, Florida (Central Florida, near Orlando). The club sells tee time bookings, hourly Trackman/Toptracer practice bay rentals, PGA-led golf lessons, on-site dining at the Tavern on the Dunes restaurant, banquet and wedding hosting, and retail golf apparel.

Product overview

Southern Dunes Golf & Country Club operates a single golf resort facility offering an 18-hole championship golf course as its core product, supplemented by multiple service modules. The property functions as an integrated golf destination with Trackman Bays for technology-enhanced practice, professional golf instruction through PGA-certified instructors, and on-site dining via Tavern on the Dunes restaurant. Additional revenue streams include banquet and wedding event hosting, a Dunes Club loyalty program, an on-site golf shop, and online tee time booking with dynamic pricing. The club's architecture was designed by Steve Smyers and features distinctive elevation changes and strategic bunkering that distinguish it from typical Central Florida courses.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Championship Golf Course
• Trackman Bays (The Barn)
• Golf Instruction & Lessons
• Tavern on the Dunes Restaurant
• Banquets & Weddings
• Golf Shop
• Dunes Club Loyalty Program
• Online Tee Time Booking

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Streamsong Resort: Florida resort destination featuring multiple highly-ranked championship courses, lodging, F&B, and event space — overlapping premium golf and event customer pool with Southern Dunes on a regional basis.
• PGA National Resort (Palm Beach Gardens): Florida resort anchored by a championship golf course with full F&B, instruction, and event facilities, comparable in product mix though operating in a different Florida sub-market than Haines City.
• TPC Sawgrass: Iconic Florida championship golf venue with associated resort amenities and high tourist visitation; comparable as a destination golf product that competes for premium round revenue.
• Walt Disney World Golf: Disney-operated golf venues near Orlando with strong tourism-driven play and on-site F&B; competing incumbent in the same tourist day-rate segment as Southern Dunes.

Direct peers

• Reunion Resort & Golf Club: Large-scale Orlando golf resort with multiple courses, lodging, and event venues — comparable multi-stream revenue model targeting the same Central Florida tourist and event customer base.
• Orange County National Golf Center: Pay-and-play 36-hole facility near Orlando competing for tourist and local rounds with on-site instruction and range amenities comparable to Southern Dunes' Trackman-driven practice offering.
• Bay Hill Club & Lodge: Invitational host course and private club located in the Orlando metro area, offering an 18-hole championship layout, F&B, and event hosting — directly comparable in market and product mix to Southern Dunes.
• Grand Cypress Golf Club (Orlando): Orlando-based golf facility offering multiple courses, instruction, and on-site F&B targeting the same tourist and local mid-to-premium market as Southern Dunes.
• Omni Orlando ChampionsGate: Orlando-area resort with two championship golf courses, F&B, and meeting/event space, courting the same Orlando tourist and event-driven demand as Southern Dunes.

Regional players

• Innisbrook Golf Resort: Florida resort with multiple championship courses, instruction, F&B, and event hosting; comparable multi-stream operating model though located in the Tampa Bay area rather than Orlando/Central Florida.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SouthernDunesGC

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Southern Dunes Golf & Country Club