Petoskey, Michigan — BOYNE Golf, one of North America’s largest golf resort destinations, has named T.R. Hollis its new Director of Golf Sales and Marketing. Hollis will oversee strategic sales and marketing initiatives across the leading golf destinations collection of 11 nationally recognized golf courses and three hotel properties, including the Inn at Bay Harbor, The Highlands, and Boyne Mountain Resort.
Hollis, who officially begins his new role on May 15, will develop strategies to expand BOYNE Golf’s reach among core and emerging golf audiences and maximize revenue performance through destination golf marketing, group golf and package sales, brand partnerships, and integrated golf campaign development. In addition, he will leverage data-driven marketing strategies, innovative digital platforms, and strategic partnerships to further position BOYNE Golf as one of America’s premier destination golf experiences.
“We are very excited to welcome T.R. and look forward to working closely together and transitioning him quickly into the BOYNE Golf family,” said Josh Richter, PGA, Senior Vice President of Golf Operations for Boyne Resorts. “His energy and enthusiasm, combined with his experience in high-level brand strategy, golf industry expertise, and proven ability to drive measurable business and marketing results, make him an ideal fit to lead our golf sales and marketing efforts and our Northern Michigan golf properties into the future.”
An accomplished sports business and marketing executive, Hollis brings more than 15 years of experience delivering marketing solutions and business strategies for global brands and emerging organizations. He is widely recognized for his ability to build premium customer experiences, drive brand engagement, and deliver scalable growth through strategic collaboration and execution.
Most recently, Hollis served as Vice President of Brand Consulting and Golf Operations with PGA TOUR partner SPORTFIVE, where he led end-to-end golf operations and business management for multiple tour events across the country. In this role, he collaborated with host venues, sponsors and governing bodies, and served as Tournament Director for the ISCO Championship. During his tenure, Hollis managed more than $25 million in annual golf-related brand partnerships and played a central role in driving more than $50 million in new business revenue through strategic development initiatives. He also spearheaded agency-wide consulting efforts, overseeing major client relationships with leading global brands and helping shape the organization’s sports marketing offerings.
Prior to SPORTFIVE, Hollis held senior marketing leadership roles with AmeriSave Corporation and Rocket Mortgage, where he directed large-scale brand sponsorships across major sports leagues, including the NFL, NCAA and PGA TOUR. At Rocket Mortgage, he was instrumental in the launch and ongoing success of the Rocket Mortgage Classic, while also managing a $100 million annual sponsorship marketing budget and delivering consistent year-over-year growth in brand awareness.
Earlier in his career, Hollis gained valuable experience with ESPN, managing operations for high-profile live events, and with Nike, where he supported global brand marketing initiatives and consumer engagement strategies.
“I’m deeply grateful for the opportunity to return to Northern Michigan and contribute to BOYNE Golf’s incredible legacy,” said Hollis. “Growing up in this area, I developed a love for the game on these very courses, so the chance to now play a role in their future is something I don’t take lightly. These are elite courses with incredible stories to tell, and I’m excited to share them with the world while building on the strong foundation that’s already in place.”
Hollis earned his MBA in Business Strategy and Leadership from the Kelley School of Business at Indiana University and holds a bachelor’s degree in marketing from the Eli Broad College of Business at Michigan State University. With Hollis’ leadership, BOYNE Golf is poised to further enhance its marketing strategy, expand its national presence, and continue delivering best-in-class destination golf experiences.
About BOYNE Golf
BOYNE Golf has been recognized by GOLF Magazine as one of North America’s “Premier Resorts” (Gold) and is currently ranked No. 3 in USA Today’s 10BEST Golf Resorts category. The resort was also previously ranked No. 1 in the 10BEST Golf Destinations in the U.S. for a golf getaway, and The Highlands was ranked No. 2 in the 10BEST Golf Resort category.
The Highlands, rated the No. 1 Golf Resort for Value by Golf.com, features four championship courses and a par 3 course. The Heather, the 2019 NGCOA Course of the Year, was designed by Robert Trent Jones Sr., while Arthur Hills crafted the Hills Course. In addition, the resort features The Donald Ross Memorial, a rendition of the legendary architect’s great holes from around the country, and the always fun Moor course. The new par 3 course, Doon Brae, and the 27-hole putting course, the Back Yaird, add to the golf vacation experience. The Highlands is the perfect buddy trip destination for golfers who like to play as many holes as they can during the long summer daylight hours that northern Michigan features.
The Inn at Bay Harbor and Bay Harbor Golf Club, the premier golf destination’s flagship properties, feature 45 holes, including three golf course combinations designed by Arthur Hills (Links/Quarry, Quarry/Preserve, and Preserve/Links), and the scenic Crooked Tree Golf Club, with one of the most beautiful and iconic hotels in America, all set along a scenic five-mile stretch of Lake Michigan shoreline. The Links/Quarry course is listed among “America’s 100 Greatest Public Courses” by Golf Digest.
Boyne Mountain Resort not only features two picturesque 18-hole courses (The Monument and The Alpine), along with the charming Mountain Grand Lodge & Spa, but it is also the leading family-friendly golf destination in the region with the Avalanche Bay Indoor Waterpark, junior golf camps, and various kid golf programs. Golf Digest named Boyne Mountain one of its “Top 10 Destinations for Family Golf Trips.”
For more information, visit BOYNEGolf.com.
Media Contacts:
BOYNE Golf
Josh Richter, PGA
Senior Vice President of Golf Operations for Boyne Resorts
(231) 675-6126
jrichter@boyneresorts.com
KFPR
Kevin Frisch
(989) 614-0241
kevin@kevinfrischpr.com
Carl Mickelson
(512) 797-2673
carl@kevinfrischpr.com
