Mitchell Elliott Primas Sr. is a name synonymous with dedication, passion, and innovation in the world of golf. At 33 years old, residing in Williamstown, NJ, this African American businessman has carved a remarkable niche for himself in the golf industry, not only as a skilled player but also as a visionary entrepreneur and manager. His journey from a budding golfer to the managing partner and Head Professional/General Manager of White Oaks Country Club (Franklin Township, NJ) and Centerton Golf Club (Pittsgrove Township, NJ) is nothing short of inspiring.
Mitchell’s introduction to golf came at at around the tender age of 10 under the guidance of his father, an avid golfer himself. Despite excelling in baseball and football during high school, Mitchell’s true passion for golf flourished after graduation. He pursued his dreams with unwavering determination, graduating from Eastern Regional High School and later taking courses at Camden County Community College and Rowan University before fully committing to his love for the game.
Currently boasting a mid-single digit handicap, Mitchell’s journey in golf has been adorned with accolades and recognitions, including the prestigious Gloucester County NAACP Game Changer Award. However, his greatest achievement lies in his role as a managing partner, holding 35% of Empire Golf Management, LLC, which oversees operations at White Oaks Country Club and Centerton Golf Club.
Mitchell’s entrepreneurial spirit led him to seize a unique opportunity in 2018 when he spearheaded a successful bid for the lease of Centerton Golf Club. Building on this triumph, he later assumed the lease of White Oaks Country Club, demonstrating his strategic acumen and commitment to realizing his dreams in the golfing realm.
“I had a goal of one day owning and operating a golf course. The financing required to own a golf course is prohibitive so I started looking for alternative methods to realize my ambition,” says Mitchell. “In 2018, I was the Head Golf Professional at White Oaks Country Club, which is owned by the New Jersey Department of Environmental Protection and leased to the company submits the most attractive offer to them. I became aware that Centerton Golf Club which is likewise owned by the State of New Jersey and is 20 minutes south of White Oaks, was going out for bid in early Spring of 2019. Winter golf in the Northeast typically slows and I had the time to map out a strategy to compete for the Centerton lease.”
“I reached out to potential investors and chose 3 business partners that I knew had the same passion for the game and could share my vision. We spent the next few months doing a variety of cost analysis and budget modelling of necessary goods and services required and developed what became the winning bid proposal for Centerton Golf Club. We won the bid and had our opening on March 23, 2019.”
“Not long after we began operating Centerton the operator who I previously worked for at White Oaks told me he was looking to pivot into another business and I jumped at the opportunity to assume the balance of his lease. We were able to come to an arrangement and in November of 2020, the State gave their assent to our assignment of the lease and we now operate two full service 18-hole golf courses.”
Managing golf courses leased from a government entity like the NJ DEP presents its own set of challenges. Mitchell navigates these hurdles with finesse, ensuring that operational decisions align with both regulatory requirements and the expectations of members and guests. His dedication to maintaining a high level of service and satisfaction across both facilities underscores his commitment to excellence, keeping customers engaged with a number of in-house leagues, and events, and hosting First Tee events and High School matches.
“Having been in the golf industry my entire adult life, I am very much aware that although golf like most sports is part of the leisure and hospitality industry and it is highly competitive. We are very careful who we employee from the cart attendants and maintenance crew to the pro shop staff and bartenders. I select engaging people who embrace public interaction.” Mitchell ensures that both seasoned golfers and novices alike feel welcome and valued at his establishments.
Balancing environmental preservation with operational demands is another facet of Mitchell’s leadership. Implementing sustainability initiatives, such as transitioning to electric golf carts, reflects his commitment to minimizing environmental impact while delivering exceptional golfing experiences.
As both a managing partner and Head Professional/General Manager, Mitchell prioritizes effective communication and coordination among staff, members, and stakeholders. Monthly meetings and a dual membership option for golfers underscore his commitment to transparency and inclusivity.
“Between my administrative responsibilities at our properties and the fact that I have 2 toddlers and an infant at home, time constraints have taken away from my practice, teaching and playing time,” says Mitchell, who still manage to do some teaching. “Two of my notable students are Heisman Trophy winner Mike Rozier and NY entertainment attorney, Karl Fowlkes.”
Reflecting on industry trends, Mitchell acknowledges the growing appeal of golf among diverse demographics. He remains optimistic about the future of the sport, despite challenges such as rising equipment costs, emphasizing the importance of affordability and accessibility.
Beyond his professional endeavors, Mitchell remains grounded by his roots and family. “My father’s side of the family is from Camden, NJ and my mothers is from Magnolia, NJ,” he says. Mitch’s father’s first cousin was the former Mayor of Camden, Randy Primas. His father is an attorney and his mother works in substance abuse.
He cherishes the invaluable lessons learned from Freeway Golf Course. “Like many African American golfers in the Delaware Valley area, I learned the game at the now-closed Freeway Golf Course in Sicklerville, New Jersey.” Freeway was the first African American owned and operated 18-hole golf course in the United States. “I am proud to say that I started there as a cart attendant and eventually served a period as the Head Professional.
The golf I learned from Bill Bishop was invaluable. The “old timers” were very generous with their time and advice to the young eager golfers like myself. Freeway Golf Course played a huge role in the success both professionally and personally.” Most importantly, he credits his success to the support of his wife, Barrie, and their three children: Ella (3), Richard (2), and Mitchell Jr. whom they welcomed on December 21, 2023.
Mitchell Elliott Primas Sr. epitomizes the spirit of resilience, innovation, and passion in the world of golf. His journey from a young enthusiast to a leading figure in golf course management is a testament to his unwavering dedication and vision for the future of the sport.
