Bobby Jones Links, a prominent client-focused management firm, has announced the appointment of Emzi Wewers as its new Vice President of Revenue Management. Wewers, an experienced professional with deep roots in club operations, brings a distinct operational insight to the executive leadership team.
Wewers developed her extensive expertise starting at a small public course near Charleston, S.C. She began as an accounting assistant during her freshman year of college, subsequently spending years gaining experience across almost every department in course operations. Wewers recounted her comprehensive experience, stating, “I had just about every job… I worked the golf shop, food and beverage, the beverage cart, and outside service a little bit. I could do everything except cut grass.” This hands-on background provided her with a thorough understanding of club mechanics.
Before this promotion, Wewers spent nearly five years as the General Manager at Hope Valley Country Club in Durham, N.C. In this role, she oversaw operations for over 680 members and a wide array of facilities, including an 18-hole golf course, a full-service clubhouse featuring three restaurant outlets and five banquet spaces, two swimming pools, eight tennis courts, and three Pickleball courts.
Steve Willy, Co-Founder of Bobby Jones Links, praised Wewers, stating, “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.” He added, “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 we’re proud to have Emzi take on the role of Vice President of Revenue Management.”
Wewers’ comprehensive background, which includes 13 years as a membership director and three terms as a general manager, forms the foundation of her methodology. She views a club’s financial statement as a critical diagnostic tool, reflecting the overall health of its operations. Rather than applying generic, one-size-fits-all solutions, she prefers bespoke strategies that embrace the unique characteristics and nuances of local markets.
Emphasizing her tailored approach, Wewers stated, “Each club is different, and one size plan does not fit all. 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 capacity, Wewers will also guide the company through ongoing digital transformation. She highlighted the “astronomical” shift towards social media, where viral video content now supersedes traditional marketing mailers. Beyond digital marketing, Wewers is keenly focused on addressing the post-pandemic trend of fostering family-centric environments within clubs.
She further explained her perspective on family engagement: “We always joke that Mom makes the decision in the family, but it’s true. 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 envisions her new role as a facilitator, empowering her colleagues at Bobby Jones Links. She intends to apply the “lead-by-example” ethos she cultivated during her previous experience managing clubhouses.
Describing her collaborative leadership style, Wewers affirmed, “I’m not there to force anything upon them. I’d like to be able to use their expertise, my expertise, and my history to help guide them in the right direction.”
By seamlessly integrating her profound financial acumen with a deep, practical understanding of club operations, Wewers’ primary objective for the upcoming year is to furnish club leaders with the essential support required to achieve their professional and operational targets.
