The Pellucid Perspective - October 2017 - 7

ing for the golf industry has become a bit of a holy grail, with
services offered by several providers that seem to be more manual and reactive than truly automated and predictive. Priswing
demonstrated an automated predictive technology akin to those
used by the hospitality and sports industries. In a private demonstration, I saw things I've not seen from others. Impressive.
Three general sessions addressed the full attendee contingent. The opening session by Verizon was not about cell phones
- Scott Nash presented and discussed technologies Verizon has
and is developing that will make our world better connected in
ways that promote and deliver operational efficiencies and new
marketing opportunities.
The second general session was a working lunch and panel
discussion that included representatives of "some of the industry's leading tee time sellers." GolfNow was not there, but EZLinks/TeeOff and Golfbook were represented, along with Club
Prophet, Teesnap and Forelinx. Moderated by Jared Williams,
one might expect some fireworks and we got a few. But unfortunately, several on the panel took the opportunity to dominate the discussion and tout their own products and services,
avoiding direct answers to pertinent questions. A tough time
for Williams - all panelists represented sponsors that paid to
be there.
The final session was unfortunately stunted by a 60-minute time limit. Maury Gallagher of Allegiant Airlines, Andy

Rhodes of the USGA, Greg Norman of...well, Greg Norman
Company; Lance Stover of the PGA Tour, and Jeff Gerttula of
CBS Sports Digital represented the "New Kids on the Block."
It was a demonstration that golf isn't dying, that companies are
investing millions of dollars in technologies for the business of
golf. The discussion could have gone for another 30-60 minutes, but at the end the mood was upbeat and hopeful that new
and existing technologies will help carve a healthier path for
golf course owners.
And then, it was off to Topgolf. Or in my mind, "Let's go
meet your executioner."
The NGCOA Golf Business Technology Conference was
the best NGCOA event I've attended. It can get better and I
think it will. Extending it another half to full day will help. One
component missing was maintenance technologies, other than
OnLink. Research for my presentation found numerous companies and products that the golfer will never see, but which can
both improve conditions and save resources, including money.
I'd like to see these at the next TechCon.
And that next TechCon should not wait another 20 years.
The sold-out attendance showed that owners want and need to
learn more. NGCOA CEO Jay Karen told me the original plan
was as a biannual event, but after the reception from this one, it
might be annual. To which I quoted Captain Jean Luc Picard,
"Make it so."
n

Sometimes the best
moments of the job...

...are the ones
you don't get to see.

Your course is more than just a superb collection of fairways, greens and bunkers. To golfers, it's a sacred
place where memories are made. You're passionate about protecting healthy, happy places where we
work and play. We're with you. That's why we back our customers with the full scope of our global
scientific development, technical expertise, business-building tools, education and industry advocacy.

@BayerGolf
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