The Wigwam’s Gold Course is one of Arizona’s most challenging golf courses.

From celebrity-designed golf courses to state-of-the-art spa environments, today’s golf and spa resorts have proven to be ideal destinations for financial and insurance events of all sizes. Not only do these resorts offer luxurious, scenic environments for networking and relationship building, but they integrate work with relaxing experiences and fun activities, leaving attendees refreshed, energized, motivated and rejuvenated.

“Golf and spa resorts are known for their high-touch and attentive service, great attendee experiences and providing an elevated food and beverage offering,” says Tracy Adams, senior project manager at TSEC (formerly The Special Event Company). “In thinking about the ‘why’ or the purpose of the event, if it warrants these needs, then golf and spa resorts are a great venue option to consider. Simply hosting your event at a golf and spa resort automatically elevates the feel that an attendee would have of the event.”

As Adams points out, most of the golf and spa resorts in the U.S. are not big name, chain hotel brands. This in and of itself sets them apart from other venue options. When you walk in, you don’t have the typical traditional hotel aspects – these places are unique and different, from the lobby to the guestrooms to the meeting spaces.

“You tend to see fresh flowers, a lot of creative and unique artwork, and higher-end products in the guestrooms, which provides a ‘wow’ factor,” Adams says. “These resorts clearly offer built-in activities that appeal to executives, along with concierge services to help coordinate them. It’s a win-win for both the planner and the resort.”

In June of this year, Adams planned and executed an incentive trip to the island of Anguilla for one of her company’s long-standing financial institution clients.

Prior to the event, attendees pre-selected two activities to enjoy once they were on island. Attendees could select from such activities as golf at Aurora Anguilla Resort and Golf Club, spa treatments, deep sea fishing, private island sailing and lunch experience, and guided forest trail excursions.

Upon arrival, the attendees were transported to Cap Juluca, known for its spa and wellness amenities and what would be their home for the next five days.

“We hosted 90 attendees at this resort and they were celebrated and welcomed with themed cocktails and a gifting experience. They enjoyed a welcome reception complete with a Djembe drummer performance, providing a local cultural flair,” Adams says.

During the stay, attendees participated in daily activities and nightly dinners. One dinner, in particular, was a beachside BBQ held onsite at the resort. Upon arrival, attendees checked their shoes at the shoe valet station before walking on the sand. The beach was beautifully decorated, and dinner featured local fresh seafood selections along with other entrees and side dishes specific to the island. Attendees enjoyed grooving to the sounds of a DJ and dancing under the island moonlight and were given a bottle of the popular BBQ sauce used that night to take home.

Cheryl Bailey, CEO of Yellow Umbrella Events, says the biggest reasons that insurance and financial meeting planners should consider golf/spa resorts for their next event is because the balance of the two activities makes it a logical choice for mixed groups, where not everyone is a golfer and not everyone is a spa lover.

“While it’s hard to believe that anyone would not be a spa lover, they do exist,” Bailey says. “It’s also a great choice for bringing out a little friendly competition and bonding amongst teams and coworkers. And if your crew both works hard and plays hard, it offers a great mix of both activity and leisure time. “

The Yellow Umbrella Events team managed a small business group at a Mexican all-inclusive resort that offered unlimited golf with a room block contract.

“The owner of the company was thrilled because he was a huge golfer but his wife was less than thrilled to tag along. So, we approached the resort about offering a mix of both unlimited golf for those in the group that wanted it and unlimited hydrotherapy time for those that preferred this option instead,” Bailey says. “They said ‘yes’ and it ended up split almost evenly between golf and spa. It was a total win for everyone.”

Recently, Bailey worked with another group that were big pickleballers and they were able to get them booked at a newly opened resort that allowed them to set up a pickleball tournament with attendees.

“This particular resort was not necessarily a health and wellness-specific resort but you wouldn’t know it. They had several pickleball courts, an amazing gym that included personal trainers at no additional charge, a massive gorgeous spa and a beautiful golf course connected to the resort,” Bailey says. “So, there was plenty to offer this active group. With all these great activities, the group ended up having a higher than expected attendance.”

Bailey’s advice to insurance and financial meeting planners for setting a group up for success at a golf and spa resort is first to truly know the group. To get ideas, ask them what they actually want and use the feedback as a launching point for planning.

“A lot of times, we’ll have group leaders that plan these group golf or spa experiences assuming their group will love it because they do. But not everyone loves both (or either) of these activities,” Bailey says. “You can have a spa- and golf-focused event that also includes other activities, like maybe yoga, mixology classes, off-site excursions to historical sites and more, so that everyone feels fully included and considered.”

Stephanie Williams, agency principal and creative director at Event Logistics & Consulting, says the number one reason planners should consider golf and spa resorts for events and meetings is their unique ability to blend business focus with lifestyle-driven engagement. The setting naturally fosters high-value conversations – from morning strategy sessions to afternoon tee times or spa pairings – that cultivate lasting connections well beyond the formal agenda or a nightly 30-minute networking reception.

“These properties create an environment where attendees from all levels of business can focus without distraction, companions feel included, and networking happens continuously and organically in curated, more meaningful settings, which leads to a customized, relatable or tailored attendee event and meeting experience,” Williams says.

Recently, Williams designed a high-profile executive retreat to balance strategic planning with high-value leisure. The business sessions took place in natural, light-filled meeting rooms overlooking the golf course, followed by curated afternoon options: skill-based golf clinics, companion-guided spa recovery sessions or group cultural tours. Evenings brought everyone together for networking dinners – including a chef-led tasting event and a reception on the 18th green.

“The impact was measurable through polls, surveys and onsite interviews. Ninety-two percent of executives reported leaving with at least three new high-value contacts within their company they had not worked with previously,” Williams says. “Eighty-eight percent of companions said they felt ‘included and valued’ in the program, and the client noted increased cross-functional collaboration in the months following the retreat. The resort setting created the ideal conditions for business alignment and both personal and professional relationship building.”

In her years managing national incentive programs, she’s found that golf and spa resorts deliver the strongest emotional return for top performers.

For a financial services client, Williams orchestrated a quarterly top-performer incentive program. “For one Q4 event, I scheduled each day so qualifiers began with a choice between a championship round of golf or a spa therapy rotation, followed by recognition ceremonies in scenic outdoor venues,” Williams says. “Every detail – from welcome gifts to personalized golf pairings – was crafted to make qualifiers feel celebrated and acknowledged by senior leaders.”

The feedback was powerful. One attendee shared, “This is the first trip where my spouse felt like part of the win, not just a plus one on a business trip.” That sentiment was echoed across the group, and the following quarter saw a 12% sales increase in the region.

“Recognition delivered in such a purposeful environment drives motivation in a way a beach resort cannot deliver,” Williams says.

The Boulders Resort and Spa in Scottsdale, AZ offers two 18-hole golf courses and PGA and LPGA- certified instructors to improve your game.

It’s vital to remember that events are experiences. It takes quite a bit for an attendee to commit to and take time away to attend event functions.

“Golf and spa resorts can make it worth their while by providing a full experience when they are onsite,” says Katie Webb Brundige, co-founder of Intertwined Events. “Spa treatments and time on the links help allow for a fully immersive getaway that guests will jump at the opportunity to attend and enjoy.”

Webb Brundige, along with co-founder Meghan Clem, produced an annual sales incentive trip at Waldorf Astoria Monarch Beach. Each attendee received a spa treatment and their choice of local activities including yoga, golf, surfing and other Southern California favorites.

“Giving each attendee the opportunity to pick and choose the activities they wanted most made it more memorable for them and tailored to their likes and wants. Attendees were able to truly relax and enjoy during the day and then come together each evening for a celebratory dinner on property,” Clem says. “They were spoiled at every turn.”

The Intertwined Events team also orchestrated an employee retreat at The Ranch in Laguna where attendees were able to choose from spa, yoga, hiking or golf. The employees felt appreciated and acknowledged, while getting in time to rest and reset together.

Steps for Successful Golf & Spa Events

For meeting planners looking to establish successful events at golf and spa resorts, Williams advises planners to create parallel value tracks. Ensure attendees and their companions have equally engaging experiences, from advanced golf clinics to spa wellness journeys and off-property excursions.

“Often companions have a lot of leisure time while the attendees are in business-focused activities. The days of shopping trips and single massages are over. All attendees crave adventure and meaningful memories. When both parties feel valued, the overall positive impact of the event multiplies,” Williams says.

Also, when negotiating the contract with a resort, Williams says it’s important to remember that bundled packages that include premium meeting spaces, wellness credits and golf experiences not only control costs but also protect the program quality.

“Planners can deliver exceptional, memorable experiences with predictable budgets while ensuring every touchpoint supports ROI and attendee satisfaction. The result is an event that blends strategic outcomes with personal connection – a combination that strengthens personal and professional relationships and inspires performance long after attendees return home,” Williams says. “I prefer to provide attendees and companions separate welcome bags with swag that is on theme for their event experiences. Separate welcome bags reinforce the impact of meticulous planning on overall event success – ensuring each guest feels valued and personally recognized.”

Intentional curated networking activities are also paramount. Replace standard mix-and-mingle receptions with structured activities – a nine-hole scramble, golf hole sponsored activations, a guided thermal spa circuit, or a local culinary team challenge – to spark conversations that carry into the workweek and beyond.

Ensure every connection point is purposeful, structured and directly tied to your event’s strategic vision. By replacing cocktails and mingling with guided, goal-focused interactions, planners can create an environment where relationships form faster, conversations have greater depth and the outcomes align with the event/meeting objectives.

Webb Brundige says that oftentimes golf and spa are run by separate outlets or teams than the resort group sales and events teams. She advises fellow event planners to be put in touch with those teams in advance to ensure scheduling, costs and bookings are aligned.

“Make it easy for your attendees to select these activities by creating a digital form or add-on to your RSVP management system,” Webb Brundige says. “Make sure you have a day-of contact for both golf and spa as attendees are likely to want to make changes to their reservation times as they enjoy the events and resort. You will need to be staffed and ready to communicate with both attendees and the spa and golf teams accordingly.”

Adams advises that even though you may be at a higher-quality, higher-priced property – don’t get comfortable; you still need to be on top of your planning and logistics of the event.

“As one of my favorite quotes says, ‘Trust but verify,’” Adams says. “And yes, even when you’re paying $1,200 a night for a single room, you still need to stay on top of the venue staff and confirm they are following through on what’s been contracted and planned.”

Always offer alternatives to both golf and spa for those who want to attend but don’t like either. This pool party at Hard Rock Los Cabos was a hit. Photo courtesy of Pace Group Media

Resorts To Consider

The Broadmoor in Colorado Springs, CO, has long been a favorite golf and spa resort for business gatherings. Featuring award-winning courses, including the East course, which has hosted several USGA major championships, The Broadmoor also boasts award-winning spa and other fitness options for those attendees who may not be golf aficionados. Other favorite outdoor activities include falconry, mountain biking, rock-climbing, fly-fishing and Wild West experiences – all set amidst the resort’s 5,000 acres. When it comes to getting down to business, the Broadmoor boasts over 300,000 sf of event, meeting and convention space.

Located on the Palos Verdes Peninsula, one of Southern California’s most scenic and coveted coastlines overlooking the Pacific Ocean and Catalina Island, Terranea offers meeting and event attendees a tranquil escape in a truly natural haven. Conveniently located 30 minutes from both Los Angeles International and Long Beach airports and just 30 miles southwest of Downtown Los Angeles, Terranea is a 102-acre resort featuring 135,000 sf of meeting and space.

When it comes time to relax, attendees can enjoy a recently renovated 50,000 sf spa, four heated swimming pools and an award-winning golf course.

Hot Springs, VA is home to The Omni Homestead Resort & Spa, which is the idyllic East Coast destination for meeting planners seeking memorable golf and spa experiences as part of a financial and insurance meeting or event. With over 76,000 sf of event space for conferences and meetings, The Omni Homestead can meet the needs of all types of groups. And when it time to enjoy all of the amenities the resort has to offer, attendees will revel in the chef-curated meals and spa rituals as part of the venue’s wellness program, as well as exploring the resort’s two historic championships golf courses.

If attendees would enjoy being surrounded by Vermillion cliffs and ancient black lava fields, Southern Utah’s Black Desert Resort may be the ideal destination. Frequently ranked as being one of the top 100 golf courses in the country, and the best golf course in Utah, the Black Desert championship course is surrounded by immense beauty and will provide golfers of all levels a memorable experience that will enhance any business gathering. For wellness activities, attendees can enjoy a wealth of body treatments, massage, skincare and a longevity lounge – all intended to awaken both body and spirit and provide transformative experiences for attendees.

Recently celebrating a property-wide refresh, the Litchfield Park, AZ-based The Wigwam boasts over 100,000 sf of flexible meeting space, including 55,000 sf of outdoor event space – a much-appreciated amenity considering the resort’s beautiful surroundings.

With the ability to host up to 1,000 attendees, the resort also provides ample opportunities to relax and unwind with hitting the award-winning links designed by the legendary Robert Trent Jones, Sr.

No matter which resort you choose, picking one that has both golf and spa is a winning combination. Attendees will feel that the event was customized to them, and will boast about it, leaving those who did not attend wishing they had. I&FMM.