The Pellucid Perspective - September 2015 - (Page 17)
THE LAST WORD
Is golf doomed to rely only on
'aspirational' golfers?
I
was reasonably certain that the next
Presidential election wasn't until
November 2016, but the political
catfighting for the Republican and
Democratic nominations has been going
on so long already, I had to double check
that the election isn't this November.
This process is longer than the Tour's
FedEx Cup season, or the NBA season,
and those are virtually endless. At least,
for better or worse, and barring another
outbreak of misbehaving chads in Florida
(a Bush may be running, you know), by
11/9/16 we'll have a new President-elect.
Given the pace of the parties' current
poll leaders, perhaps we should call this
race The Tortoise and The "Hair." Which
in a very roundabout way brings me ever
so slowly to the theme of this column,
namely what we can do, if anything, to
reverse the trend of declining participation
in golf in the U.S. As for what that has to
do with current politics, the conclusion
I am gradually coming to is that in that
rarest of all instances, Donald Trump may
have a point, although it is typically based
on his privileged and egocentric view
of the world as he thinks it should be.
Trump's point regarding golf participation
was that golf is an aspirational sport, fated
to be enjoyed only by those who can
afford it, appreciate its traditions, play
it with some success and derive some
benefit from associating with like-minded
individuals. In short, the people who can
buy The Donald's club memberships and
pay his greens fees.
While golf is certainly accessible and
attractive to a broader spectrum of the
population than Trump has in mind, he
may be correct that the majority party of
golf is and likely will continue to be made
up of people steeped in golf 's traditions,
able to afford it and with some proven
ability or ambition to play it decently. The
current panic in American golf is that
the so-called Millennials are not taking
up and remaining in the game at the
same rate as their preceding generations.
That, in combination with the fact that
www.PellucidCorp.com
while new players, primarily juniors and
women, are entering the game, even
more of its customers are leaving it, is
the double-edged Sword of Damocles
hanging over the golf industry.
A recent contention in the NGF's
in-house magazine, The Dashboard,
was that golf and Millennials are not
necessarily oil and water, but golf is
going to have to rethink its traditional
on-course programming and off-course
marketing to engage them. Some of
the suggestions for accomplishing that
involved incorporating some TopGolflike attractions, i.e. music, booze, target
games on the range and other distinctly
non-traditional elements of the golf
experience. FootGolf and the use of
devices like the GolfBoard to traverse the
course would also fall into that marketing
scheme, although it remains to be seen
if any of those strategies will translate
into long term, 18-hole golfing clientele.
On the other hand, with greens fee
revenues fighting a losing battle against
maintenance and other operational
expenses, lenders don't care where the
course owner's debt service payments
come from.
As is frequently the case, The Donald's
observations contain a modicum of truth,
but again as usual, the devil is in the details
- not a strong point for His Hairness.
There will likely always be a subset of
wealthy individuals who revere the game's
traditions and aspire to the very "elitist"
connotation that golf is trying to shed to
keep The Donald's golf club fleet afloat.
The problem is that the rest of the 16,000
or so golf facilities in this country have
neither the allure nor the cachet to attract
those big spenders. While the more daring
of those courses' operators are dabbling
with hip programming and youthful social
media messaging, and the industry rolls
out initiatives like Time for Nine, Tee It
Forward, Get Golf Ready, the PGA Junior
League and the Youth on Course program
profiled earlier in this issue, the base fact
remains that given the relatively static (and
challenging) costs of golf course operation
and the number of courses vying for a
slowly declining number of customers,
golf is a tough business. The Donald says
that golf is an aspirational sport, but he
was talking about its players; it's becoming
just as aspirational for those owners trying
to show a profit from it.
One potential hopeful trend is the
emergence of an almost unparalleled
number of young, Millennial-friendly,
appealing and freakishly talented stars
on the PGA Tour. While the so-called
"Tiger effect" got considerable credit
for golf 's last relative boom period in
the late 90's, it's much more likely that
the economy and the ill-conceived new
course development boom deserved the
major credit for the uptick. (Ironically,
the latter "development" is now getting
a deserved share of the blame for today's
supply-demand imbalance that is making
it all but impossible for courses to
survive on Trump's aspirational golfers
alone). This wave of youngsters, with
Rory McIlroy, Jordan Speith, Jason Day
and now Ricky Fowler doing wondrous
things in their 20's and a new crop of
battle-tested college stars coming along
right behind them, could actually engage
the younger generations and, unlike most
of the Tiger fans, actually coax them into
giving the game a try themselves.
Returning to the political spectrum,
golf may actually have one thing riding on
the 2016 Presidential election other than
the economic policy differences between
the two political parties. At least if Hilary
wins, golf is not likely to be blamed for
distracting her from the affairs of state,
unless of course one assumes that her
husband and his infamous "Billigans" will
actually be influencing policy decisions
from the 3rd fairway. As for The Donald,
if, God forbid, he should get the nod,
one suspects that his ego won't let his
handicap suffer unduly while he's busy
negotiating and delegating. The Donald
and the Presidential race - talk about an
aspirational sport!
-Jim Dunlap
The Pellucid PersPecTive
17
http://www.PellucidcorP.com
Table of Contents for the Digital Edition of The Pellucid Perspective - September 2015
TOC
EZLinks acquires GolfSwitch
Youth on Course provides win-win for golf and juniors
Breaking News: Golf is getting passed in technology and information use by...farming
Private clubs struggle to combat the “equity club death spiral”
Payment Processing: Are you confused?
August golf weather impact: Weather and stocks decline
Price is right, but demand still lags in Tampa
Is golf doomed to rely only on ‘aspirational’ golfers?
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