For most general managers, hiring a photographer isn’t a frequent decision.
It usually happens during meaningful moments:
- A renovation
- A website refresh
- A membership initiative
- A capital improvement phase
- A branding update
Because of that, it’s worth slowing down and asking a few thoughtful questions before bringing someone on property.
Here are three I believe are important:
1️⃣ Do They Understand Golf — Not Just Photography?
Golf courses aren’t just landscapes. They’re strategic environments.
When photographing a course designed by someone like Tom Fazio or Gil Hanse, the goal isn’t just to create something beautiful — it’s to capture the architecture accurately and intentionally.
That means understanding:
- Tee-to-green sightlines
- How bunkering defines strategy
- Where the safe miss is
- How the green complex actually plays
Even subtle decisions about angle and height can change how a hole is perceived.
2️⃣ Are They Thinking About Your Business Goals?
Strong imagery should support something.
Are you:
- Elevating membership positioning?
- Supporting a rate adjustment?
- Refreshing your brand identity?
- Attracting tournaments or outings?
The right photographer will ask about your objectives before the first drone ever leaves the ground.
Different clubs require different visual tones. A private club may want refinement and restraint. A high-end public facility may want aspiration and scale.
The strategy should match the audience.
3️⃣ Will the Content Work Across All of Your Marketing?
Your photography should live beyond a gallery folder.
Ideally, it supports:
- Website design
- Social media
- Email campaigns
- Print materials
- Member communications
- Sales presentations
When imagery and video are captured intentionally, they become long-term marketing assets — not just a one-time project.
Most golf facilities already offer an excellent product.
Sometimes the opportunity is simply presenting that product in a way that reflects its true quality.
GMs carry an enormous responsibility — operations, membership experience, financial performance, capital planning. Visual storytelling should make that job easier, not harder.