HOW A GOLF MECCA KEEPS ITS SHINE: Pinehurst Resort President Tom Pashley joined High Point University President Nido Qubein in the Power List interview, a partnership for discussions with influential leaders. Interview videos are available at www.businessnc.com.

• Date: 01 October 2023
• Published date: 01 October 2023

Tom Pashley has worked at Pinehurst Resort for 27 years and was named president in 2014. The business owned by Dallas investor Robert Dedman Jr. operates four hotels i with a combined 400 rooms, nine restaurants, nine golf courses with a tenth opening in i April, and employs 1,500 people. The courses cover 2,500 acres within a three-mile radius, making it one of the world's golf meccas. Pashley has a bachelor's degree from 1 the University of Georgia and a Duke University MBA. "

This story includes excerpts from Pashley's interview and was edited for clarity.

What was your first job at Pinehurst?

My first job was in a one-year management training program, where I spent anywhere from a week to a month in the different departments from golf course maintenance, to the kitchen, to night audit. I got to learn how all the pieces of the business work together. When that year was over, I began working on the 1999 U.S. Open, our first at Pinehurst.

What do you consider to be a good occupancy rate?

An annual occupancy rate would be about 65%. We don't look at occupancy as much. We are driven by golf. So we pay more attention to golf rounds. It's the total package. Revenue per occupied room. In the low season, you could be as low as 30-33% occupancy during certain times. In the high season, you're up to 100%.

What percentage of your revenues are from residency?

It's 70% or so. That includes food and beverage. The remainder of the 30% might be our membership. We have a country club that has 4,500 members. Most of them are in-town residents, people who have retired to Pinehurst.

How many business conferences do you have in a year?

We probably have 200 to 250 events. The weekends are busy, but sometimes mid-week is when you need that conference business to keep your employees working, to just drive some additional revenue. It's also a great way to bring in people to the resort. They come for business, and...