THE GOLF INDUSTRY & PGA SHOWS
During the past few weeks, I had the opportunity to attend the annual PGA Show in Orlando and the Golf Industry Show (GIS) in San Diego, sponsored by the NGCOA and GCSAA. One thing I like is the opportunity to check the pulse of the golf industry from those who toil in the trenches of operations, management and other facets of the golf industry.
2015, by most accounts was an improved year, if only because of favorable weather in many regions of the country. It seemed however that the challenge of growing the game (and industry) was front and center on the minds of many, and I was even interviewed by one publication about that topic. Golf still has trouble keeping players.
A few months ago in this space, I wrote about how my 22 year old daughter avoids playing golf because of the many rules and restrictions that make the game "uncool" to millenials. Dress codes, cell phone bans and other rules at many clubs discourage new golfers from taking up the game. The way I see it, golf's "establishment", led generally by the private club segment seeks to maintain tradition often to the point of discouraging growth. Just last week, Charlie Rymer mentioned on The Golf Channel that the average age of private club members in the United States is 59 years old. As a 60 year old, I'm not saying 59 is old, but younger families are the future of those clubs and they need to be encouraged.
The golf industry is now touting "outside the box" ideas like Golf Boards , FootGolf and for many years SNAG Golf as ways to enhance enjoyment, better use the facilities and teach the game to kids. These are all positive steps, but the leadership of private clubs and the USGA is needed to truly make golf attractive to the next generation. During my interview, among the questions I was asked, was if I owned a golf facility or club what is the one thing I'd do to try to enhance operations and profitability. Obviously, this is a broad question and the specific answer isn't the same for all courses. My response was to have a fresh set of eyes take a look and do a SWOT Analysis. Every club has room for improvement, and sometimes it's right under your nose. We've done several such analyses recently and identified ways clubs can improve and enhance their performance and member/player satisfaction. That means more members and more customers. SWOT can lead to understanding how to reposition a club, which I perceive as a never-ending process. Few, if any clubs can avoid modifying their operations from time to time and still remain successful. The guys in my group (at the NGCOA outing) who tried GolfBoards found them to be fun. Is it GolfBoards, Rickie Fowler-like High Top Golf Shoes, relaxed dress codes (allowing cargo shorts) and more liberal cell phone use that will help golf grow, or simply allowing kids to play for free to get them hooked on golf? Try them all. Too many courses are closing and golf property values aren't increasing. That's not good.