Club Management - May/June 2008 - (Page 21)

Specialized Programs Bring New Life to Game Play Golf America was created in 2004 to expand golf’s playing base to families, minorities and individuals who hadn’t considered taking up the sport. The PGA sponsors the program with input and assistance of allied organizations, such as CMAA. “The mission of Play Golf America is to get consumers to drive business to facilities,” Metzler said. In order to do that, more people need to be involved and have the ability to play well so they want to return to the course. Metzler said having female representatives at the forefront of clubs to speak about women’s programs can increase participation. He also mentioned adding speciﬁc programs for women such as a “Nine and Dine” where ladies play nine holes then join friends in the clubhouse for wine and a nice dinner. “What are (club managers) doing to speak in a language mothers and children can connect with?” Metzler said. “Time is spread thin, but if the family gets involved, they’re more likely to stay on the club membership list rather than wanting to get off it. “You need to ﬁgure out what you can do to engage the family.” The First Tee program was created by the World Golf Foundation to expose children to the game. Golf 20/20’s Beckwith said the First Tee National School Program will reach more than one million kids this year. “You need to introduce people to golf and create a membership base that didn’t previously exist,” Beckwith said. In addition to boosting a club’s membership base, The First Tee teaches children nine core values related to golf: honesty, integrity, sportsmanship, respect, conﬁdence, responsibility, perseverance, courtesy and judgment. Spreading the (Factual) Word Mona provided some Stanford Research Institute (SRI) golf industry facts that could inﬂame the notion that golf is an elitist sport. According to the research, golf is a $76 billion industry, larger than the motion picture industry and newspaper industry. But golf also generates two million jobs and $61 billion in wages. “Clubs are the most sustainable small businesses in every community in which they exist,” Singerling said. And $3.5 billion was raised by the golf industry in 2007 for charity. The industry also faces the environmental charge that golf courses waste valuable natural resources. “There is a need to protect the course, but there are also environmental considerations,” said GCSAA’s Combest. “Only 3 percent of golf course property is actually being watered to the level required for greens.” Research obtained from the Golf Course Environmental Proﬁle Project revealed 96 percent of all U.S. golf facilities reported making at least one environmental improvement since 1996, and 57 percent made ﬁve improvements. What Every Club Manager Needs to Know Singerling discussed the effect golf has on CMAA members who manage yacht, tennis, university or other clubs. Singerling said, “Even with city clubs, club managers must know enough about golf to have a conversation with members.” And as club managers evolve through education covering many facets of the profession, it’s a perfectly reasonable assumption that a city club manager may someday be in a position to interview a prospective country club golf professional. “CMAA members have the most portable skills of any profession out there,” Singerling said. “Unlike doctors, lawyers or other professionals, club general managers are general practitioners who can work at all kinds of clubs.” Singerling said a CMAA member’s educational background is much like being cross-trained, and that working with fellow professionals in the industry can provide insight for a future management position. “It’s important to network with people in the industry,” Singerling said. “By going to chapter meetings, you’ll ﬁnd someone going through the same things you’re going through and get feedback. Club members take such ownership in their club that they feel they should have the keys to the front door. The fact that our members take ownership in their professional association is an asset for CMAA.” That ownership will be one of the strongest links in the industry’s efforts to grow and evolve the game. “Club managers all have ownership of a membership, but we all have a responsibility to ensure there’s an asset to pass on to the membership that will follow,” Singerling said. “You don’t have to give up traditions or cultures to conduct business, but you do have to change the way you do business if you hope to succeed.” ❚❘ THE COURSE Through collaboration, education, proper marketing and buy-in from each organization’s membership, evolve the game of golf and be prepared for change. THE PLAYERS (above from L-R) WORLD GOLF FOUNDATION Steve Mona Chief Executive Ofﬁcer (and former longtime chief executive ofﬁcer of GCSAA) CLUB MANAGERS ASSOCIATION OF AMERICA Jim Singerling, CCM, CEC Chief Executive Ofﬁcer GOLF COURSE SUPERINTENDENTS ASSOCIATION OF AMERICA Hannes Combest Managing Director, Member Programs PGA Paul Metzler Director of Consumer Marketing, Player Development and Research GOLF 20/20 Rufﬁn Beckwith Executive Director (and World Golf Foundation Senior Vice President) Get Involved! playgolfamerica.com theﬁrsttee.org MAY/JUNE 2008 • 21 http://playgolfamerica.com http://www.thefirsttee.org

Table of Contents Feed for the Digital Edition of Club Management - May/June 2008

Club Management - May/June 2008 Contents President’s Message Accounting & Financial Management Board Governance Wine Society Quenches Thirst for Knowledge, Camaraderie Building & Facilities Management Tennis Pro Education Increases Your Bottom Line Cover Story: BMI Golf Management Golf/Sports & Recreation Management Human & Professional Resources Relationship Building in the Internet Era The Ultimate Cellar Raid Products and Services Marketplace External & Government Influences HFTP Insight: HITEC 2008 Features Latest in Club Technology New Directions Global Outreach Advertiser Index/Advertisers.com Club Wrap

Club Management - May/June 2008

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