Successful Meetings - July 2009 - (Page G30)

Guest Column the value and (new) perception of golf, resorts, and meetings By Peter Bonell, CHME, CMP W ith the onset of the “new world vision,” where Let’s all take a deep breath and review the reality. we judge each other based on perceived value, The United States has more than 400 golf resorts that golf and its effect on the meetings industry is employ nearly 350,000 people. That translates into $30 under serious scrutiny. Most of us understand the wonbillion in salaries and wages that gradually works its derful aspects of golf and how this venerable game culway back into the economy. So, given today’s climate, tivates honor and camaraderie. How ironic that the how can we return the focus to this important fact? game with the utmost integrity is now suffering due to The answer lies with an educated consumer. cheating in the financial sector. Education always will be the lighthouse of reason and A golf event is a favorite of nearly every organizathe beacon of sensibility. When rational thought protion. And why not? Golf gives duces rational decisions, the the host access to a captive “Golf is the closest game to the tipping point will occur. audience of decision makers game we call life. You get bad breaks Meeting planners have for as long as an entire day. from good shots; you get good opportunities to influence the True, not all executives play breaks from bad shots — but you tipping point by demonstratgolf or are willing to sacrifice ing the value of golf. In light of have to play the ball where it lies.” five hours in the process, but —Bobby Jones, preeminent American golfer (1902—1971) current challenges, planners those who do are typically the need to present golf as an decision makers. Yet the shifting dynamics of the finanactivity with a solid educational component and powcial crisis and its relaerful teambuilding potential. Integrate golf into an tion to decisions about event by focusing on the game’s ethics lessons and where conferences are how its “rules of the game” can support a company’s held has led us to a mission statement and fiscal responsibilities. curious crossroads. Meeting destinations that offer golf also have a Less than a week responsibility — and they must be more creative than after receiving an $85 ever. Prepare a proposal based on the specific needs billion bailout loan from and overall results expected from the agenda. Be Uncle Sam, AIG execusmart. Lead with cost benefits and long-lasting memotives were criticized for ries that can be translated into ROI results. “Go Green” going on a weeklong and use the natural beauty of the golf course to retreat in California. enhance refreshment breaks, dining, receptions, teamWells Fargo abruptly building, and even the breakout sessions. cancelled rooms for a Both meeting planners and destinations can subdozen nights in Las stantiate the need for golf and the value of the game PHOTO: COURTESY OF ® Vegas after receiving — and absolutely justify an investment in this PINEHURST, LLC. ALL RIGHTS RESERVED. $25 billion in taxpayunmatched activity for conference groups. ers’ money. Peter Bonell, CHME, CMP, is president of the See where I’m going? Corporate-sponsored sporting Performance Golf marketing Alliance (PGmA), a partevents, facilities, and, yes, golf tournaments are under nership of golf travel marketing experts that offers siege. A little more of this scrutiny, and we will be seminars on the “Business of Golf Travel.” For more reminded of the Salem Witch Trials or possibly the information, see www.thepgma.com. Inquisition! July 2009 30 http://www.thepgma.com

Table of Contents for the Digital Edition of Successful Meetings - July 2009

Successful Meetings - July 2009
Contents
Editor's Letter
News Update
Education
Mouth for Sale
Incentive Insights
Meetings Law
Management Matters
Gurus
Path to Success
Cover Story: ROI Guide
Medical & Pharmaceutical Meetings
Safety & Security
Industry Roundtable
Places + Spaces
Alabama
Georgia & the Carolinas
Hong Kong
Melbourne
Golf Meetings
Planning a golf meeting, 101
Formats, games, prizes, and the awards ceremony
The how, what, why, and win of hole-in-one insurance
How the PGA professional can help your meeting plans
A woman’s view of golf
Opinion: The (new) perception of golf resorts
In closing: Boondoggle is not part of the golf vocabulary
Hawaii
Business Unusual
Q&A with Michael Murray
The Latest and Greatest

Successful Meetings - July 2009