Episode 084
From “Good Enough” to Premium: Visual Storytelling for Clubs That Want More
with Karlo Gesner
Summary
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Most clubs are trying to sell a premium experience with bargain-bin visuals and then they’re shocked when membership leads stall and candidate pools stay shallow. In this episode, Tyler Bloom sits down with photographer/videographer Karlo Gesner (Golf Club Visuals) to unpack what great club imagery actually does, what most clubs miss, and why “digital first impression” is now a real business and recruiting lever especially when you’re competing for talent who doesn’t know your property, culture, or team.
What You’ll learn
- Why dated photos + dated websites quietly kill conversion (memberships, events, and hiring)
- The difference between “content” and story and why the story often reveals itself on-site
- What Karlo learned filming the 2024 U.S. Women’s Open at Lancaster CC and why the grounds crew became the centerpiece
- A practical approach to building a 3–6 month visual content library (not random one-offs)
- What clubs should prioritize first: course, amenities, staff, leadership portraits, food, aerials
- The #1 mistake planners make when hiring photographers/videographers (over-controlling the outcome)
- The non-negotiable on drones: Part 107 licensing + risk (and why “my buddy has a drone” is a liability)
- A behind-the-scenes look at Bloom Golf Partners’ team shoot in Hershey and what strong culture looks like on camera
Links
Karlo Gesner: https://www.karlogesner.com/
Follow Karlo on Instagram: https://www.instagram.com/golfclubvisuals/
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Who is Tyler Bloom?
Tyler Bloom is the leading expert on workforce development in the golf and turfgrass industry. He has worked with dozens of leading golf and sports companies in the United States including The PGA of America, Top 100 golf courses, public, municipal to professional sports teams, universities, and national historic landmarks.