Deal marks growing strategic relationship with course owner Walden Golf Group, bringing new investments and AI technology to North Carolina golf club
CHARLOTTE, North Carolina – Pinnacle Golf Properties, a leading golf course management firm based in Charlotte, announced it is now overseeing The Revival Golf Club at The Crescent in nearby Salisbury, N.C.
Pinnacle Golf’s latest management deal, effective Sept. 10, also marks another strategic third-party partnership with The Revival’s new owner Steven Schorr, whose Walden Golf Group recently acquired the semi-private club as part of the real estate investment firm’s growing golf course portfolio.
The synergistic Pinnacle Golf-Walden Golf relationship is rapidly growing with The Revival representing the third collaboration between the two private firms since late May, after Walden Golf purchased Serenoa Golf Club in Sarasota, Fla., and brought in Pinnacle Golf to oversee the high-end daily-fee facility.
Earlier this month, Walden Golf introduced Pinnacle Golf as its new management partner at The Eagles Golf Club, a 36-hole facility in Odessa, Fla., near Tampa, bringing the number of Walden-owned golf properties under Pinnacle management to seven. And the two companies are poised to announce even more growth in the coming week(s).
The Revival Golf Club at The Crescent – formerly known as The Crescent Golf Club – is yet another exciting newly acquired Walden golf facility that lies smack dab in the path of continued residential growth. For instance, the 18-hole, par-72 layout, which serves as the centerpiece to an upscale residential golf community with 200-plus planned homes, is conveniently located along Interstate 85 just 40 minutes north of downtown Charlotte and 45 minutes south of North Carolina’s growing Triad (Winston-Salem, High Point and Greensboro).
“We are thrilled to partner with Pinnacle on another exciting project,” said Walden Golf Group principal Steven Schorr. “The Revival at The Crescent is a wonderful property with a great layout and tremendous potential. We’re fully committed to investing in the guest experience and elevating this club to new heights. Pinnacle’s proven track record of quality and innovation made them our obvious choice for management.
“We have full confidence that their team will deliver outstanding results for our members and guests, just as they have at our other properties.”
A former dairy farm close to Catawba College, The Revival’s original owner put in a golf driving range in the early 1990s. In late 1996, the 260-acre property was sold to a pair of local residents and national golf course builder to develop an 18-hole championship course.
Two years later, the 6,822-yard, par-72 course designed by noted architect John LaFoy opened to rave reviews. Known for its rolling terrain and challenging layout, The Revival remained a favorite in the greater Salisbury community in the early years. Now, the golf property’s newest ownership team is eager to revitalize the course and elevate the overall facility and community to greater heights.
Planned Improvements Underway
Walden Golf and Pinnacle Golf outlined several significant capital improvements that will be starting in the coming months. Among the more exciting upgrades and capital improvement projects planned is a new Toptracer Range Technology system to be installed on The Revival’s practice range.
Like so many other highly popular Toptracer Range systems popping up throughout the golf industry and Pinnacle’s growing portfolio, The Revival’s new golf amenity will provide golfers with a modern, interactive practice experience featuring shot-tracking and game modes.
Other major changes coming are improvements to cart paths and updates to the irrigation system that will improve turf quality and water efficiency and ensure excellent playing conditions year-round.
“We’re honored to add The Revival at The Crescent to our portfolio and expand our partnership with Walden Golf Group here in North Carolina,” Pinnacle Golf Properties CEO David Taylor said. “This club has a strong community of golfers, and a fantastic John LaFoy design that people love. It’s exactly the kind of property where Pinnacle can add tremendous value – by elevating course conditions, embracing innovative operating practices, and integrating advanced technology like CourseRev.ai.
“Our team is fully committed to exceeding expectations for both the ownership and golfers. We look forward to transforming The Revival into one of the region’s standout golf experiences.”
AI-Driven Technology Integration and Operations
In addition to the multi-million-dollar investments coming to the course and clubhouse areas, Pinnacle Golf Properties is eager to implement cutting-edge technology that has already been proven to elevate customer service and operational efficiency at numerous other Pinnacle Golf facilities.
Among the most innovative systems to be rolled out by Walden Golf-Pinnacle Golf is their partnership in CourseRev.ai – an AI-powered golf technology platform that is dramatically reshaping the way golf facilities are doing business nationwide. For instance, among the proprietary new AI tools that will be on display are a 24/7 voice concierge for booking tee times and intelligent chat assistants for answering golfers’ questions in real time.
Thess AI-driven systems will streamline communications, allowing members and guests to book tee times or get information via natural language at any time of day. The integration of CourseRev.ai’s platform is part of Pinnacle’s broader strategy to embrace operational innovation, which helps improve service levels and optimize tee sheet availability and revenue.
The Revival at The Crescent will also benefit from Pinnacle’s decades-long operational strength and expertise in golf club management, not the least of which is the company’s signature hands-on approach to every facet of operations – from agronomic excellence in course maintenance to top-tier customer service and marketing.