By Steve Pike, SpikeOnGolfandTravel.com
Sand Valley has become one of North America’s top summer golf destinations. With four legendary golf courses, Sand Valley, Mammoth Dunes, The Lido and the par-3 Sandbox designed by top name golf architects, the new fifth course, Sedge Valley by Tom Doak, will open in June.
Because it is located in the middle of cold and snowy Wisconsin, Sand Valley has become more than just a golf and summer destination.
In a conversation with Sand Valley’s Director of Marketing, Brandon Carter about the resort’s new, 13-000 square-foot Tennis Center, where in addition to 15 grass courts, the Keiser brothers, Chris and Michael, have created the country’s 11th American Tennis Court.
Q: How important is the new Tennis Center to making Sand Valley a Year-Round Destination?
Tennis provides another activity for golfers, lawn tennis is rare enough, but court tennis is a chance to really dig in and learn about the origins of the modern game. As the Sand Valley community grows to include more and more families, tennis is a major draw. The Tennis Center itself, with a scenic patio and the Gallery restaurant is an amenity all its own.
Q: Do you expect to attract “non-golfers?”
There may be tennis clubs, who want to travel for grass courts. It’s certainly great for non-golfing guests, plus tennis also opens up the door for couples, groups and mixed golf/tennis club competitions.
Q: How has this Winter season been as a four seasons destination?
We are beginning to see guests, who came for golf in the summer, return over the winter. The winter schedule has evolved to include retreats, holiday getaways, wellness programs, ice sports, and culinary events. Plus, we have plans for additional programming and activities in the future
Q: What has been the most popular winter sport/activity this year?
By far our most popular winter sports activity is the Sand County Classic Pond Hockey tournament. We have also become a popular outdoor curling destination. There are very few places where you can do outdoor curling. Sledding and pond skating are also popular with families.
Q: Are local people coming for the winter programs?
Yes, we are offering B&B packages for Wisconsin residents to enjoy throughout the winter. The outdoor Sand County Classic attracts hockey enthusiasts from all over the state. Our Thanksgiving Dinner and New Year’s Eve programming are very well attended, plus our culinary programs have shown increased demand every year.
Q: Other than golf and tennis what’s next on the list for Sand Valley?
New restaurants, Bill’s BBQ at the Sandbox and the Gallery at the Tennis Center. The Tennis Center itself with Court Tennis and the new grass courts is a major expansion. There is also a new 40-acre lake that will offer aquatic sports and additional club-style family amenities scheduled for 2026.
Q: How do the Winter Food & Beverage experiences vary from the summer experiences?
The Winter season allows the culinary team to commit to the farm-to-table experience by exploring new menu offerings that change based on seasonal availability. Winter Food & Beverage experiences are truncated. Mammoth Bar is the central winter venue for day-to-day operations and Aldo’s Farm to Table is open for dinner service Thursday through Saturday. We also offer in-cottage dining and grocery stocking during the winter, along with special culinary events throughout the season.
Q: Plans for any new restaurants/dining experiences?
The Gallery will open in May, with handcrafted pizzas, time-honored Italian specialties, and a curated wine list. Bill’s BBQ at the Sandbox will feature traditional BBQ and all the fixin’s.
Q: Are more home buyers moving here permanently and what is the mix of permanent and seasonal home buyers?
The Lido Conservancy has the highest number of permanent and seasonal residents. These are estate homes and operate with a limited rental pool available only to Lido members. The privately-owned cottages at the Mammoth Conservancy and Sedge Village areas have owners who generally visit several times a year and participate in the rental pool when not on property.
Sand Valley is already one of the country’s premier summer golf destinations. With future expansion and year-round programs, it’s popularity will also stretch into the fall and winter months.
