At the intersection of creativity and community engagement, Madison Holmes, Director of Marketing & Membership at TPC Sugarloaf, is reimagining how private clubs connect with their members. Our spotlight today features a passionate storyteller who has transformed digital communication at TPC Sugarloaf, turning social media into a window into club life.
Career Path
I started as a Member Relations Intern at Haile Plantation, now Hawkstone Country Club, where I worked on everything from restaurant operations to member communications. That's where I first saw the power of storytelling and building member connections.
After graduating and moving to Georgia, I spent three years at Atlanta Athletic Club in various roles. Shadowing their membership director and serving on the membership committee helped me discover my passion for membership and communications.
When I joined TPC Sugarloaf as Sales & Membership Coordinator, it was the perfect chance to pivot into a creative membership and marketing role. I expanded our social media from five to nine channels, each with tailored messaging—from our main club page to private events and even our dog and agronomy cat accounts. It was rewarding to build campaigns that connected members and prospects with the club in meaningful ways.
Looking back, it's incredible to see how far I've come. My passion for building relationships and telling a club's story has been the thread that ties it all together, and I'm so grateful to be doing what I love at a place as special as TPC Sugarloaf.
Q: What other roles or industries have you worked in, and how have those experiences shaped your approach to managing social media?
A: Working in various roles across food and beverage, membership, and communications gave me a deeper appreciation for how special it is to be part of a private club. It's more than a place to golf or dine—it's a second home, where members and staff become an extended family.
Starting my career outside of marketing provided a unique perspective on how every department and individual contributes to the club's success. From understanding how the restaurants operate to appreciating the game of golf itself, each role has helped me capture the true essence of club life.
This understanding shapes how I approach social media. My goal is always to create content that reflects the sense of community, belonging, and pride that defines TPC Sugarloaf. Whether it's showcasing member events, highlighting our beautiful course, or sharing the charm of our club pets, I strive to tell stories that build connections and celebrate everything that makes this place special.
Professional Development
Q: What skills or knowledge have been most important for your success in social media management?
A: For me, success in social media management isn't about one thing—it's the combination of many. Staying curious and eager to learn, drawing inspiration from others, collaborating with my team, staying connected and in tune with the industry, and taking ownership of my work all play a role. Most importantly, I make it a point to have fun along the way, which keeps the creative process exciting and allows me to create authentic, engaging content.
Achievements and Milestones
Q: What marketing initiative, event, or social media campaign are you most proud of, and why?
A: Honestly, I can't pinpoint just one! I'm proud of everything we've done to grow TPC Sugarloaf's social media presence. While there's always room for improvement, every campaign and initiative reflects our effort, creativity, and dedication to showcasing the club in the best possible light. We truly give it our best every time, and that's something I'm proud of as a whole.
Industry Trends and Adaptation
Q: How do you stay updated with trends and changes in the golf social media landscape?
A: To stay current with trends in the private club industry and social media, I believe it's essential to understand how different generations engage with and create content. Each group has distinct preferences for messaging, platforms, and formats, so I adapt my approach to meet those needs. I also tap into resources like the Grow Golf Newsletters, PCMA, the CMAA Communications community, Private Clubs Online, and others to learn from industry peers and see what's working.
Content and Platform Strategy
Q: How do you plan and schedule your social media content to keep it fresh and engaging? What mix of content works best?
A: We start with a rough annual plan based on the prior year's event schedule, using it as a foundation to build on. Most clubs have their events mapped out in advance, so we use that as a guide and fill in the gaps as needed. Staying flexible is key since some of the best content comes from "in-the-moment" opportunities.
A mix of photos, videos, and stories resonates best with our audience. Everyone connects with content differently, so we aim to keep things fresh by incorporating a variety of formats. Staying open to new ideas and inspiration helps us ensure our content stays engaging and relevant.
Our POV
In a digital age where authenticity is currency, her approach to social media management offers great lessons in community building. By seeing beyond metrics and focusing on genuine connections, she's not just managing accounts—she's nurturing a digital community that extends the warmth of TPC Sugarloaf well beyond its physical boundaries.
Three Things I Learned:
Holistic Understanding of Community Madison’s background across multiple roles in food and beverage, membership, and communications has given her a unique perspective. She doesn't just see social media as a marketing tool, but as a storytelling platform that captures the essence of community. By understanding how each department contributes to the club's success, she creates content that goes beyond surface-level promotion and truly reflects the club's spirit and sense of belonging.
Adaptive and Flexible Content Strategy Her approach to content creation is remarkably flexible and dynamic. She starts with an annual plan but remains open to "in-the-moment" opportunities, recognizing that the most engaging content often comes spontaneously. By using a mix of photos, videos, and stories, and tailoring content to different platforms (Instagram, Facebook, LinkedIn), she ensures that her social media strategy remains fresh, relevant, and appealing to diverse audience segments.
Continuous Learning and Passion Perhaps most importantly, she emphasizes the importance of staying curious, collaborative, and passionate about her work. Her success isn't attributed to a single skill, but to a combination of continuous learning, drawing inspiration from peers, staying connected to industry trends, and most crucially, maintaining a sense of fun in the creative process. This approach allows her to create authentic, engaging content that truly resonates with her audience.
→ 📅 Upcoming Social Holidays
December
11 - International Mountain Day
- Share tips for playing uphill and downhill lies
- Post the best mountain view (or elevation) from your course (bonus points for drone footage!)
20 - National Ugly Christmas Sweater Day
- Host an ugly golf sweater contest and share photos of the entries
- Offer a discount on green fees for players wearing ugly Christmas sweaters
- Post a photo of guests cozing up by the fire (in their Ugly Sweater) sipping your signature drink
21 - Winter Solstice (Shortest Day of the Year)
- Create a time-lapse video of the shortest day on your golf course, from sunrise to sunset.
- Run a "Shortest Day, Longest Drive" contest.
- Share winter golf fashion tips with a photo series of cold-weather golf attire available in your pro shop.
That's A Wrap.
That's it for Newsletter No. 10. If you'd like to be featured in an upcoming Community Spotlight, send me a note. I'd love to connect and share your experience and POV.
Up Next - FRIDAY - 12/13: CONTENT of the WEEK. As always, if you see any standout golf course marketing content on your social feeds, go ahead and tag us, DM us, or shoot us a note at hello@growgolf.co
Thanks for being part of Grow Golf. See you next week.
