Aaron Wells, PGA

7934 SW 64th Avenue ~ Portland, OR 97219

mobile phone: 925.305.7014 email: awells@pga.com

Profile: A proven leader with years of progressive experience in high-end private golf facilities, and an
advocate of member engagement utilizing superior service, presentation, consistency, and
communication.

Current Work Experience

April 2016 – Present

Head Golf Professional

Riverside Golf & Country Club ~ Portland, OR

Ø Opened in 1925 and designed by H. Chandler Egan, Riverside is located in the Pacific Northwest
Section of the PGA. Featuring tournaments with rich history such as the Eddie Hogan Cup
Matches (49 years) and the Riverside Best Ball (85 years), the clubs is a private, member-owned
facility with 500 total members featuring a championship 18-hole golf course, a swimming pool,
junior clubhouse, exercise facility, snack shack, and restaurant.

v Responsible for a $1 million budget, 15 employees, 50+ events, and $450k in merchandise sales.
v Provide leadership, direction, and advisement to the Golf, Greens, Membership, and Long-
Range Planning Committees as well as the Board of Directors.
v Implementation of new member orientations to provide welcoming information, set forth club
rules, and to ensure quick assimilation for new members.
v Implementation of staff expectations and training has lead to vastly improved service,
presentation, communication, consistency, and member satisfaction, engagement, & retention.
v Development of an innovative tournament program to create new traditions, renewed
excitement, and creating greater enjoyment for the club’s members & guests. Online scoring
and tournament results have been added to the website.
v Re-formation of the handicap committee in an effort to educate the membership and increase
the posting rate. Membership education and committee policies have been implemented leading
to USGA compliance with a posting rate of more than 90%, an increase of more than 25%.
v Implemented the use of mass emails, online sign-ups, and smartphone app to increase the
communication to the membership. Informative weekly emails, push notifications, event-
specific emails, and printed materials are consistently utilized.
v Creation of open-to-buy plans, retail strategy, and special order processes has assisted with
increasing sales while controlling the cost of sales. Upgrades to the merchandise offered to the
membership including club-branded apparel & accessories have assisted in creating a sense of
pride from the membership.
v Improved golf instructional programs to include revamping of the junior golf program and
introduction of weekly clinics, schools, and the PGA Junior League has lead to a 400% increase
in lessons provided by the professional staff.
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

June 2010 – April 2016

Head Golf Professional

Diablo Country Club ~ Diablo, CA

Ø Jack Neville and William Watson, course designers (est. 1914). Achieving Emerald Status of
“Distinguished Club of the World” (2013 – 2015), Diablo Country Club is a private member-owned
club in the East Bay of San Francisco, rich in history and tradition.

v Entrusted with the management of daily business in a golf operation with 15 employees, 700
total memberships, 32,000 rounds per year, 70+ tournaments, and a $2.4 million budget.
v Built a comprehensive set of operational guidelines in a golf operation rebuilding process.
Involved with club logo redesigns, bunker & locker room renovation projects, club re-branding,
revitalization of instructional & tournament programs, implementation of retail best-practices,
and a 3-year club history project.
v Implementation of key indicator reports, merchandising plans, open-to-buy plans, and special
order processes have provided quality control of inventory levels and goods tailored to the
membership. Grew retail sales by 27% while reducing cost of sales by 8%.
v Revitalized the tournament program, increasing participation by 25%. The democratic, member
influenced tournament development process was streamlined by offering innovation, superior
presentation, organization, and consistency while rekindling old and creating new traditions.
v Introduction of the junior golf team program, enabling Diablo’s youth the chance to compete in
a team atmosphere in an otherwise individual sport. Uniforms, multi-level achievements,
interclub play, weekly practice sessions, and monthly competitions are assisting to build lifelong,
avid golfers.
v Golf leagues, instructional clinics, and schools for ladies and gentlemen using state of the art
equipment have reinvigorated key segments of our membership, most notably beginner and
novice females.
v Created a comprehensive staff-training manual has led to impeccable service, improved staff
attraction & retention, interdepartmental cohesion, and mentorship of aspiring golf
professionals.
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

April 2009 – June 2010

Head Golf Professional

The Club at Clear Creek Tahoe ~ Lake Tahoe, NV

Ø A Coore & Crenshaw-designed golf course and private club, opening its doors in July 2009.
Located 15 minutes from South Lake Tahoe, the property features 180 residential lots and offers its
members an 18-hole golf course, fly fishing, and a Lake Tahoe beach home.

v Creation of a golf operation from scratch to include retail, staffing, caddie program, tee sheet
and POS programming, logo design, golf shop layout design, golf course & range fixtures, and
tournament program.
v Entrusted with the daily operations for a golf facility for a membership of 50 families and
approximately 900 rounds per year.
v Hiring, training, scheduling, and supervision of Player Service golf staff.
v Daily opening and closing duties including golf car fleet management, practice facility
management, and tee time management.
v Establish goodwill with new and prospective members including providing facility and property
tours.
v Lead team with programming Jonas POS, inventory, and tee time system.
v Co-creation and daily management of comprehensive caddie program.
v Creation of all golf operations policies, procedures, checklists, and training manuals.
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

September 2008 – April 2009

Head Golf Professional

Desert Highlands Golf Club ~ Scottsdale, AZ

Ø Desert Highlands, a private residential golf community opened in 1983. Its Jack Nicklaus Signature
Design golf course hosted the first two Skins games, which featured Jack Nicklaus, Arnold Palmer,
Gary Player, and Tom Watson.

v Management of daily operations including golf shop operations, tee times, weekly golf groups,
retail sales, golf car, practice facility, tournaments, scheduling, and staff management.
v Select, supervise, train, schedule, and evaluate Golf Shop, Player Service, Valet, Locker Room,
and Retail employees – a total of 20.
v Golf car fleet and practice facility management.
v Hard-goods purchasing, receiving, and merchandising.
v Vendor relations.
v Creation and implementation of 20+ member tournaments.
v Attendance and participation in Board of Directors, Green Committee, and Golf Committee
meetings.
v Organized and implemented successful demo day with $12,000+ sales for the day.
v Restructured and organized all electronic files in the golf operation, including re-creation of
policies, procedures, and checklists for all golf operational areas.
v Streamlined all tournament and retail policies & procedures.
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

March 2005 – September 2008

Assistant Golf Professional

Superstition Mountain ~ Superstition Mountain, AZ

Ø Lyle Anderson Company’s flagship property is a private golf club in Phoenix’s East Valley with 450
members and 36 holes of golf. The Prospector course hosted the LPGA Safeway International
from 2004 through 2008, and The Tradition, a Champions Tour major, in 2002. The Golf Shop
was named to the “Top 100 Golf Shops of All Time” from 2004 through 2006.

v Tournament Coordinator (August 2006 – April 2009)

o Implement, coordinate, facilitate, and manage over 80 member tournaments, community
fundraisers, PGA Section, Arizona Golf Association, Arizona Women’s Golf Association,
Junior Golf Association of Arizona, American Junior Golf Association, USGA, and LPGA
Pro-Ams each year
o Assisted in creating new tournaments for the 2007-2008 and 2008-2009 season, and
development of The Club Tournament Book
o Enhanced the tournament budget sheets for 2008 and 2009 fiscal years, used for operational
budgeting, which includes over 4000 tournament rounds, and over $300,000 in revenue

v Hard Goods Leader (June 2005 – September 2006)

o Wrote management reports including end-of-day, sales analysis, trend & variance
o Coordinated monthly inventory counts of all merchandise averaging $220,000 in merchandise
in the Golf Shop
o Coordinated two major demo days, grossing more than $70,000 in sales.
o Implemented price changes on hard goods to create competitive market pricing
o Worked with vendors and their sales representatives to order all hard goods
o Utilized RMSA, a retail management company, merchandise assortment plan, open-to-buy
plan, and purchase orders
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

December 2003 – February 2005

Player Service Supervisor

Isleworth Country Club ~ Windermere, FL

Ø A private golf club with 200 members, Isleworth offers 18 holes of Steve Smyers designed golf, a
first-class practice facility, tennis courts, boating, and many other amenities. Isleworth is the home
golf club of dozens of celebrities including Tiger Woods, Mark O’Meara, Stuart Appleby, Shaquille
O’Neal, Ken Griffey, Jr., among others. Major golf tournaments include the Tavistock Cup, Arnold
Palmer’s private invitational, and the UCF Collegiate Invitational.

v Golf car fleet management of 60 fleet and 40 private golf cars

v Practice facility management of a double-ended driving range with 6+ different types of range
balls for each individual’s needs
v Provide outstanding member and guest service in a highly-demanding environment
v Scheduling of eight player service employees
v Player ambassador to Team Isleworth at inaugural Tavistock Cup
v Golf club repair
 Aaron Wells, PGA
7934 SW 64th Avenue ~ Portland, OR 97219
mobile phone: 925.305.7014 email: awells@pga.com

Education / Certifications

Ø NCPGA Bay Area Chapter Board of Directors (2015-2016)

Ø USGA Rules of Golf workshop (February 2011 and January 2015)
Ø Certified TaylorMade, Titleist, & PING club fitter (2009 to present)
Ø Franklin Covey “7 Habits of Highly Successful People” workshop (February 2007 & January 2013)
Ø PGA of America, class ‘A’ membership (January 2007)
Ø Golf Academy of America graduate (December 2003)

Software Expertise

Ø Microsoft Products & their daily uses in the golf operation

v Excel – tournament scoreboards, budgets, staff scheduling, signage
v Word – procedures, policies, official documents, and signage
v Powerpoint – presentations and signage
v Outlook – daily communications to members and staff. Archive feature used for emails to
locate for future use and reference
v Publisher – tournament booklets, jpg creation, flyers, and signage

Ø Adobe Products
v Acrobat – pdf’s created for email communication
v PhotoShop – jpg creation & manipulation

Ø Tee Time & POS Systems

v Jonas – used at Riverside Golf & Country Club, Superstition Mountain, and Clear Creek
v Fore Tees – used at Riverside Golf & Country Club
v Clubsoft – used at Diablo Country Club

Ø Golf tournament software

v Tournament Expert – used for 12+ years
v GHIN Tournament Pairing Program (TPP) – used at Riverside & Superstition Mountain
v Scorecast – used in PGA management program
v VP Golf – used at Superstition Mountain