The Pellucid Perspective - February 2014 - (Page 5)
PGA MERCHANDISE
SHOW
PGA Merchandise Show
from 35,000 feet
By Harvey Silverman
A
t 35,000 feet on the way to Orlando I read Pat Gallagher's
book, "Golf is Dying. Does Anybody Care?" (Available
on Amazon). Gallagher partnered with Scott McNealy a
couple of years ago to introduce the Alternative Golf Association, also known as Flogton. The book commiserates on the effort to bring a new attitude to golf, one of fun and lax rules; and
how golf 's rulers and many stakeholders squelched the attempt
to open the doors of thought on how to increase participation
in the game. Gallagher was afraid they failed. Three days at the
2014 PGA Merchandise extravaganza showed me that, while
Flogton's efforts weren't productive, they were not in vain. The
discussion continues...
Tuesday night associate Stuart Lindsay attended an invitation-only event sponsored by TaylorMade Adidas (TMAG).
My flight plans got me to Orlando too late to attend. Early
indications were that Mark King, CEO of TaylorMade, might
introduce new "recreational" golf equipment, possibly under the
Adams label, or a new label. This concept was at the core of Flogton's initiative. Alas, no equipment introductions were made but
instead, King led a spirited discussion about growing the game
along with PGA president Ted Bishop, NGF CEO Joe Beditz,
and noted business advisor Gary Hamel. Introduced was a new
organization and website called Hack Golf (www.hackgolf.org).
The idea is to hack apart golf by crowdsourcing ideas, and maybe
finding one or two pearls that can be acted upon by the golf
industry. The website is very cool - I highly recommend visiting
and if so inclined, participating. Introducing recreational (nonconforming) equipment was not mentioned, but was hinted at,
so the rumors continue...
On Wednesday morning I joined the throng at the PGA
State of the Industry forum on the show floor. It was a standing
room only crowd anxious to hear either the PGA's take on the
state of the game, or to see star attraction Donald Trump. Given
the content of the discussion, anyone hoping for wisdom from
the former was sorely disappointed. Actually, anyone hoping
for wisdom from the latter was sorely disappointed, as well. The
panel included PGA President Ted Bishop, toeing the company
line; Donald Trump, being Donald Trump; Annika Sorenstam,
a pretty but no more insightful replacement for an empty chair;
former USGA Executive Director David Fay resplendent in
his bow tie; the aforementioned Mark King; and Golf Channel
President Mike McCarley.
In three-dot fashion, here are the takeaways from each: Bishop thinks golf will turn the corner in 2014 (look out for that
bus!)...Trump thinks equipment bifurcation is a good thing and
good for his members...Annika thinks the 2016 Olympics will
be great for golf...Fay supports the long putter ban and says ball
www.PellucidCorp.com
distance will never be rolled back...King refutes Annika and
says the Olympics will do nothing for U.S. golf and nothing for
golf in other countries unless they have an infrastructure and a
middle class...and McCarley bemoaned that without knowing
the format NBC (parent of Golf Channel) has no idea how it
will televise golf in the Olympics; and that trying to hide empty
stands at the U.S. Women's Open at Pinehurst will be a visual
struggle given the number of bleachers left behind by the heavily
attended Men's Open the week before. Best line of the forum
came from McCarley: "Nothing shows disinterest more than
empty seats." I'd dare to add, "Nothing shows disinterest more
than empty tee times." So there you have it, the PGA's version of
the state of the industry...
Walking onto the 2014 PGA Merchandise show floor caused
a moment of déjà vu. Hadn't I seen this before? The explosion of
third party tee time providers, new systems providers, and some
tough-to- put-a-label-on technologies was like a time warp back
to 2000/2001, when Greens.com, Book4Golf, Golf Gopher, and
a few others made the scene. Now there's Open Tee, Supreme
Golf, Golf Ninjas (really?), Quantival, ApplSaaS, RevTechPlus,
Golf One, ForeUP, Tee On, sZensoft, and more we know of but
can't reveal yet. Folks, if you think avoiding phone calls, emails,
and knocks on your door is going to get better, think again. These
and others are all lining up to help you "drive more rounds and
revenue" (ohhhh, there's that line again)...
EZLinks introduced their new retail tee time site, TeeOff.
com. They've engaged a battle with GolfNow for third party tee
time supremacy. They've partnered with FOX Sports and set a
seven-figure budget for digital advertising. Any course can participate, not just EZLinks clients. And while EZLinks will post
Callaway made a bold move trying to solve
the persistent pace of play problem in golf by
introducing their modified marshal vehicle.
The Pellucid PersPecTive
5
http://www.Greens.com
http://www.hackgolf.org
http://WWW.PELLUCIDCORP.COM
Table of Contents for the Digital Edition of The Pellucid Perspective - February 2014
TOC
The 2014 solution to Barter is… NGCOANow?
PGA Merchandise Show from 35,000 feet
Philosophy, sociology and epistemology lessons for Hackgolf
The way Keiser rolls
Scottsdale National owner to low-spending members: 'Go, Daddy!'
January golf weather impact: Downward trajectory from '13 continues
Developers' past excess plague DC area courses
ClubLink adds TPC course to Florida portfolio
USGA responsibility not to grow the game. Really?
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