ATLANTA, GA – Bobby Jones Links (BJL), the golf industry’s leading client-centric, boutique management company, named Emzi Wewers its new Vice President of Revenue Management. Wewers, a seasoned professional with deep roots in club operations, brings a unique front-line perspective to the company’s executive leadership team.
Her expertise was forged at a small public course near Charleston, S.C. Beginning as an accounting assistant during her freshman year of college, she spent years rotating through nearly every department in course operations. “I had just about every job,” says Wewers. “I worked the golf shop, food and beverage, the beverage cart, and outside service a little bit. I could do everything except cut grass.”
Prior to this promotion, she served as General Manager at Hope Valley Country Club in Durham, North Carolina for almost five years. At Hope Valley, Wewers managed the club operations for more than 680 members and a host of amenities and functions, including 18 holes of golf, a full-service clubhouse with three restaurant outlets, five banquet areas, two pools, eight tennis courts and three Pickleball courts.
“Emzi Wewers is the consummate professional whose keen detail- and people-oriented approach to her work has made her an invaluable part of the BJL leadership team,” said Steve Willy, Bobby Jones Links Co-Founder. “Her ability to assess the needs of each club in our portfolio individually and strategically and bring a practical, creative approach to each property is one of many reasons were proud to have Emzi take on the role of Vice President of Revenue Management.”
Wewer’s comprehensive background, which includes 13 years as a membership director and three stints as a general manager, serves as the backbone of her approach. To her, a club’s financial statement is a diagnostic tool that reveals the health of the entire operation. And instead of sticking to one-size-fits-all templates, she opts for strategies that embrace the nuances of local markets. “Each club is different, and one size plan does not fit all,” says Wewers. “Trying to take a flat plan and not considering all of the details that make a certain club the way that it is might not necessarily be successful.”
In her new role, Wewers will also navigate digital evolution. She notes that the shift to social media has been astronomical, with viral video content replacing traditional mailers. Beyond marketing, Wewers is focused on the post-pandemic shift toward family-centric environments.
“We always joke that Mom makes the decision in the family, but it’s true,” she says. “If you can integrate Mom and the kids into the membership, then it’s a lot easier to get that decision made and Dad gets to have his golf membership. You’ve got to offer something for the entire family.”
Wewers views her new role as a facilitator for her fellow BJL team members and will take the lead-by-example mentality she developed while managing clubhouses earlier in her career. “I’m not there to force anything upon them,” Wewers says of her collaborative approach. “I’d like to be able to use their expertise, my expertise, and my history to help guide them in the right direction.”
By combining deep financial literacy with a genuine understanding of club operations, Wewers is focused on a primary goal for the coming year: providing the support necessary for club leaders to reach their own professional and operational milestones.
For more information, visit BobbyJonesLinks.com.
