Smarter Pricing, Stronger Results: How The Quarry Used ATHENΛ to Drive Growth 

(May 11, 2026)

How ATHENΛ helped increase green fee revenue by up to $30K per month while improving pace of play

At The Quarry Golf Course, revenue growth once depended on constant manual adjustments. For General Manager Dustin Burrell, managing pricing meant checking the tee sheet daily, making updates, and trying to keep pace with demand.

“We didn’t really have a lot of tools other than manual manipulation of the tee sheet… constant day-to-day checking pricing.”

That changed with ATHENΛ.

Instead of adjusting pricing throughout the day, the team set a strategy and let pricing adapt automatically. The impact was immediate, with some months generating $20,000 to $30,000 more in green fee revenue—driven by smarter pricing, not just increased volume. But the benefits extended beyond revenue. With stronger returns per tee time, the course shifted from tighter intervals to more spaced-out play. The result: improved pace of play, reduced congestion, and a better overall golfer experience.

“We went from 7–8-minute intervals to 10… better pace of play, less people on the course.”

Freed from constant pricing management, the team could refocus on what matters most: delivering exceptional hospitality.

Want to learn more? Let’s connect to see how ATHENΛ can help drive revenue at your course.

Get in touch with our team to learn more.