Sponsored feature: Imagine the IT benefits Surrey Downs Golf Club has seen

Martyn Clapham
By Martyn Clapham November 15, 2015 16:58

Surrey Downs is a thriving golf club and one of several in the UK that has turned to Imagination to supply its IT system. Andy Waple finds out why

As anybody running a golf club knows too well, it’s integration and the ease of use that’s key when it comes to IT management systems.

In these days when golf clubs have become medium-sized businesses and facing the same accountancy and management pressures as those across all sectors, they simply must have quality software and technical support at their fingertips if they are to do a good job efficiently.

Peter Townson, the managing director of Surrey Downs Golf Club, has more than 25 years of experience in the business, working initially for the Marriott Country Club group before becoming a troubleshooter for clubs in financial difficulty. Since 2010, he has been in charge of the popular and busy Kingswood-based Surrey Downs.

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Peter Townson

With a thriving membership, a busy external event calendar and off-site owners requiring monthly accounts, Peter needs an integrated IT system that works seamlessly.

He believes he has achieved that thanks to his long-term relationship with Imagination, a company that developed a club management system that is being employed by employed by various members’ and proprietary clubs in the UK.

Peter said: “I’ve been working with Imagination for almost 12 years at various clubs and when I came to Surrey Downs replacing the existing system with theirs was an easy change to make.”

The club uses a number of Imagination’s software applications that work together to save input duplication and cross referencing. The result is that precious time is saved allowing Peter and his team to seek ways of generating new business.

“Imagination’s system scores big on flexibility,” said Peter. “All clubs have different demands from their management systems. Some of those from the bigger providers are simply too rigid and lack the level of integration that Imagination’s can offer.”

Surrey Downs uses the Imagination software for a number of key areas that together give the ‘big picture’ saving the time and effort.

For example, when a new member joins the club, once they have been entered into the Imagination management system their details are automatically uploaded in the handicap and competitions software, they can book tee times either at the club or online, their membership number will be recognised by the tills giving them the appropriate level of members’ discount and they will also be added to the members’ section of the website where they can read news items and competition results. In addition, their details are automatically entered into the members’ email database.

These automated processes make it easier for Peter and his staff to run the club, and members benefit from time saved and better communication flow.

“Members can enter scores, view their handicaps, check their account balances and book their tee times and they love it,” said Peter.

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Surrey Downs Golf Club

The system offers a complete solution to golf club management from membership, bookings, food and drink, retail, events and handicaps and competitions, but clubs can buy invididual modules.

Imagination have integrated the popular ICR Touch and Handicap Master software which gives them the most robust applications for the key areas of EPOS and Handicap & Competitions and the best thing is that they all work seamlessly.

“Our tills, events and handicap software all talk to Imagination’s system so everything is done in the background and is easy to use,” said Peter.

He concluded: “I have experience of several other long established management systems but I find Imagination’s more straight forward than others. New staff get up to speed fairly quickly as well which is of great benefit.

“The system saves us time and the technical support is excellent. Imagination is a small company so you get a personal service. If we experience the occasional problem we have a great relationship with all the staff which certainly makes our lives much easier.”

Imagination was established in 1986 and has been developing golf club software for over 14 years. They introduced one of the first fully integrated solutions for golf clubs in the UK.

Visit www.4imagination.co.uk, email info@4imagination.co.uk or tel: 01276 681027


Martyn Clapham
By Martyn Clapham November 15, 2015 16:58
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