Bill Roberts Golf Course

What Bill Roberts Golf Course does

Bill Roberts Golf Course is a municipal 18-hole championship golf facility owned and operated by the City of Helena, Montana, located at 2201 N Benton Ave in a park-like setting in the center of the state capital. Originally opened in 1925 as a 9-hole layout called Last Chance Golf Course, it was expanded to 18 holes in 1976 and renamed in honor of longtime Pro/Greenskeeper Bill Roberts (1945-1965). A $1M+ bond-funded renovation completed in 1993 added new tees, greens, bunkers, ponds, irrigation, and 360 trees; the course today measures 6,782 yards from the back tees with 43 bunkers, 9 water hazards, a course rating of 71.2, and a slope of 123, and carries a Golf Digest 4-Star rating as the #1 ranked public course in Helena. The headcount is approximately 7 municipal employees, including Head Golf Professional Tod Fitterer and Course Superintendent Steven Link.

The core product is the championship course itself, complemented by a driving range and practice green, three indoor golf simulators available year-round by hourly rental, PGA instruction, a full-service golf shop, and Muni's Sports Grille (an on-site bar and grille). Revenue is generated across multiple streams: green fees and cart rentals, seasonal passes, golf shop sales, simulator rentals, instruction, food and beverage, golf cart sponsorships from local businesses, and tournament/outing hosting for groups up to 132 golfers. Pricing is publicly disclosed on the website's Rates & Passes page, with pay-as-you-go green fees, annual/seasonal subscriptions, usage-based simulator bookings, and unit-priced tournament entry (example: $120 per person for the Wyman Hewitt Memorial Scholarship Tournament).

The go-to-market is direct-to-consumer and community-driven. Tee times are booked online via the website; the course markets through its website, a Facebook page, and GPS app partnerships (GolfLogix, FreeCaddie). It maintains a network of recurring event and league relationships with the Montana State Golf Association, Veterans Golfers Association, Disabled American Veterans, Helena Chamber of Commerce, Helena Building Industry Association, Western Montana Junior Golf Tour, and Catholic Social Services of Montana, plus a Subaru-sponsored 3-Man Scramble. Customer segments include general public golfers, corporate outing hosts, league players (Men's, Ladies', Junior), golf associations and nonprofits, and junior golfers ages 6-17 served through Junior Golf Camp and junior leagues. As a government-owned municipal asset, Bill Roberts has no outside investors, parent corporation beyond the City of Helena, or venture capital exposure; it operates as public recreational infrastructure rather than a commercial enterprise.

Name

Bill Roberts Golf Course

Legal name

Bill Roberts Golf Course

Website

https://billrobertsgolf.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1–10 employees

Short description

Bill Roberts Golf Course is a municipally owned 18-hole championship public golf course in Helena, Montana, serving local residents, leagues, and tournament groups via green fees, simulators, PGA instruction, F&B, and event hosting.

Ownership category

akta.pro rank

Product category

Public Golf Course Services

NAICS

Golf Courses and Country Clubs (713910)

SIC

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

akta.pro industry

PRIMARYMPAKAEAD

Golf Courses & Golf Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

SECONDARYCRAMABAG

Golf Equipment, Apparel & Pro Shop Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAMAGAI

Golf Simulators, Nets & Practice Equipment Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Golf Equipment & Apparel Retail

Keywords

• Public golf course
• Municipal golf facility
• Golf instruction services
• Indoor golf simulators
• Tournament event hosting

Headquarters

HQ city

Helena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Green Fees and Tee Times: Revenue from public play green fees, cart rentals, and online tee time bookings for the 18-hole championship course.
2. Golf Shop Sales: Full-service golf shop offering equipment, apparel, and merchandise with potential employee discounts.
3. Golf Instruction: PGA instruction services providing lessons for golfers of all skill levels.
4. Golf Simulators: Hourly rental of 3 indoor golf simulators, available year-round for practice, events, and entertainment.
5. Food and Beverage (Muni's Sports Grille): On-site bar and grille serving golfers and the general public, open daily.
6. Golf Cart Sponsorships: Local business sponsorships on golf carts displayed throughout the course, generating advertising revenue.
7. Tournament and Outing Hosting: Event hosting services for corporate tournaments, charity scrambles, and private groups, with customizable packages and professional event staff.
8. Seasonal Passes and Memberships: Annual and seasonal passes offering unlimited or discounted play for regular customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Bill Roberts Golf Course operates an 18-hole, 6,782-yard municipal championship golf course in Helena, Montana, rated 4 stars by Golf Digest and ranked #1 in Helena. The course offers public tee time access, PGA instruction, a driving range, three indoor golf simulators, a full-service golf shop, an on-site bar and grille (Muni's Sports Grille), and professional tournament and event hosting for up to 132 golfers, supplemented by men's, ladies', and junior leagues.

Product overview

Bill Roberts Golf Course is a municipal golf facility offering a unified experience centered on its 18-hole championship golf course. The core offering includes the course itself, supplemented by 3 indoor golf simulators, PGA instruction, driving range, and practice facilities. Additional services include Muni's Sports Grille (dining), a full-service golf shop, and various leagues and junior programs. The facility also hosts golf outings and events for groups up to 132 golfers with customizable packages.

Differentiator

Problem solved

Functional benefit

Products and services

• 18-Hole Championship Golf Course The main 18-hole, 6,782-yard championship golf course rated Golf Digest 4 Star and ranked #1 in Helena, Montana. Features 43 bunkers, 9 water hazards, course rating 71.2, and slope 123 from the back tees. Open to the public for tee time play.
• Indoor Golf Simulators

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Montana State Golf AssociationcoreStrategic or Co-development PartnerMSGA uses the facility for Match Play Championships and Senior Tour Events. The course hosts official state golf association tournaments, positioning it as a premier tournament venue.
• Helena Building Industry AssociationcoreStrategic or Co-development PartnerHBIA hosts their annual golf scramble at the facility, with entries managed through HBIA's member portal.
• Catholic Social Services of MontanacoreStrategic or Co-development Partner27th annual charity golf tournament benefiting Catholic Social Services of Montana's charitable ministries.
• Veterans Golfers AssociationcoreStrategic or Co-development PartnerVGA Tour Event hosted at the course, with registration through the national VGA website.
• Helena Chamber of CommercecoreStrategic or Co-development PartnerAnnual Helena Chamber of Commerce Golf Scramble hosted at the facility, with entries through the Chamber's event portal.
• Western Montana Junior Golf TourcoreStrategic or Co-development PartnerWMJGT events hosted at the course for junior golfer development in the western Montana region.
• Montana DAVcoreStrategic or Co-development PartnerDisabled American Veterans (DAV) annual golf scramble hosted at the course, with registration through Montana DAV.
• SubaruminorGTM or Marketing PartnerSubaru 3-Man Scramble tournament sponsorship. Major annual tournament with entry forms linked to Subaru branding.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• KemperSports: KemperSports manages a portfolio of public, private, and resort golf courses across the U.S. Directly comparable to Bill Roberts as it operates daily-fee public golf facilities with tournament hosting, F&B, and instruction programs.
• Billy Casper Golf: BCG (previously Billy Casper Golf) manages municipal, public, and resort golf courses with comparable offerings in tournament hosting, instruction, and F&B. Was a leading operator of municipal courses similar to Bill Roberts.
• Troon: Troon is the largest golf management company in the world, operating and managing hundreds of courses including public and resort facilities. Comparable to Bill Roberts because it manages daily-fee and championship-grade public courses with similar amenity sets (F&B, retail, simulators, instruction).
• Arcis Golf: Arcis Golf manages and owns a portfolio of private, resort, and daily-fee golf clubs. Comparable to Bill Roberts in daily-fee and tournament-hosting operations, with overlapping revenue streams including F&B, events, and instruction.
• Invited (formerly ClubCorp): Invited operates a national network of country clubs with golf, dining, and event hosting. Comparable to the country club business lines of Bill Roberts (memberships, F&B, tournaments), though typically private rather than public.

Emerging players

• Drive Shack: Drive Shack operates golf entertainment venues focused on simulators, food, and events. Comparable to Bill Roberts' indoor simulator and event offerings, with year-round revenue generation as a key overlapping business model.
• Topgolf: Topgolf operates tech-enabled golf entertainment venues with simulators, F&B, and event hosting. Comparable to the simulator and event side of Bill Roberts' business, especially the year-round simulator rental and event offering.

Direct peers

• American Golf Corporation: American Golf operates a large network of public golf courses across the U.S. with a similar business model (green fees, leagues, tournaments, instruction, retail). Closely comparable to Bill Roberts' day-to-day public-course operations.
• Heron Preston (or Eagle Golf): Eagle Golf is a regional golf course management and ownership company operating public and semi-private courses. Comparable to Bill Roberts as a multi-course operator focused on daily-fee public golf with tournament, league, and F&B revenue.

Others

• GolfNow: GolfNow is a leading online tee-time booking platform and technology provider for golf courses. Comparable to Bill Roberts as a complementary ecosystem player powering tee-time booking and tee-sheet revenue for similar daily-fee public courses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Bill-Roberts-Golf-Course-102216173154370
• LinkedInlinkedin.com/company/bill-roberts-golf-course

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bill Roberts Golf Course