Old Traditions Become New Again with CaddieNow

Partner: Salem Country Club, Peabody, Massachusetts

Partner Snapshot 

Salem Country Club in was one of the first country clubs in the United States. It was originally established in Salem, MA in 1895 and was the 11th member of the United States Golf Association. In 1926, the course held a grand opening of the Donald Ross designed course in Peabody, MA. Now, nearly a century later, the golf course at the 10th best private club in Massachusetts remains true to Ross’ design.

Salem Country Club has played host to numerous championship events over the years, including the USGA Women’s Amateur, U.S. Women’s Open, the Men’s Senior Amateur Championship, the U.S. Senior Open Championship. It also boasts one of the best club logos around—the iconic witch and broomstick that ties itself to the area’s infamous Salem Witch Trials. 

Photo credit: https://www.salemcountryclub.org/club

The 18-hole course presents a walkable layout with challenges for every player of every skill level, where good shots are rewarded, and poor shots are appropriately penalized. Its rolling fairways, difficult rough, strategic bunkers, and limited water hazards make Salem Country Club an attractive course for all abilities.

The Challenge 

Caddies are a longstanding tradition at Salem Country Club and have been an integral part of golf at the club. And throughout the 1900s and early 2000s, Salem’s caddie program flourished. But the proliferation of golf carts and pushcarts and the broad impacts of the COVID-19 pandemic dramatically affected the caddie program to the point that it was nearly non-existent. In the winter of 2022, the club knew they needed a refreshed approach to the caddie program with an intensive focus on youth caddies and club protection.

The Solution 

Facing a dying caddie program, Salem Country Club turned to a partnership with CaddieNow to rebuild the caddie program with a focus on:

  • Recruiting new caddies

  • Club indemnification

  • Member experience 

Photo credit: https://www.salemcountryclub.org/club

The Results

CaddieNow responded with a robust plan to address all three areas of concern and restore the club’s caddie tradition. A full-time caddie service manager (CSM) was placed onsite at Salem Country Club in early April of 2023 to recruit and certify local caddies. In addition to spearheading the caddie program, the CSM also acts as the starter on the first tee five days a week.

Following the placement of the CSM, CaddieNow recruited, trained, and certified over 40 caddies from the surrounding area in a matter of weeks. Younger caddies were recruited from local high schools and colleges, alongside a handful of adult caddies to round out the overall caddie pool for the club. These caddies then participated in online training and in-person certification to ensure a consistent skill set, including instruction in customer service, hospitality, and the use of the CaddieNow app to accept loops receive payments.

Once it had a robust caddie pool to pull from, Salem implemented various innovative strategies to encourage the caddie tradition, rather than requiring them to take a caddie. For example, the club offers an eight-day advance tee time policy, which allows members to book a tee time one day ahead of everyone else—if they also book a caddie. This booking policy acts as a carrot to promote caddie usage; when members enjoy the experience, they’re more likely to take a caddie in the future.

Making the Best Better 

Caddie Now’s unique approach to caddie management blends hospitality with top-notch caddie training, technology, and club protection, making CaddieNow the best choice for the best golf clubs. Click here to get in touch or email info@caddienow.com.