The Pellucid Perspective - December 2012 - (Page 2)

FROM THE EDITOR’S INBOX I realize I’ve already filled up my allotment of “commentary” for this issue with The Last Word at the end of this issue, but while there’s not a lot of hard news other than the anchoring rule controversy in the industry at this time of year, there are some other recent developments that I’m sure my legions of fans can’t wait to hear my views on. Right, mom? One interesting note actually surfaced in a management company press release, which is news in itself, since those mundane releases typically focus on a new property being added to the portfolio, a property being named to some sort of golf publication Top 100 list, or some internal job promotion. The recent release by Troon Golf regarding the company’s top-down corporate advisory on dress codes was not only unique, but was ironically accompanied the same day by the news that Michael Jordan had been asked to leave the course at the ultra-private La Gorce CC in Florida for wearing cargo shorts on the course. (To me and most of my fellow University of North Carolina alums, of course, that in itself is tantamount to a restaurant telling the Pope that there will be a 30-minute wait for a table, but that’s another story). The release, which was the brainchild of Troon’s SVP of Operations Ryan Walls but was obviously endorsed by Troon CEO Dana Garmany and other senior management, laid out corporate recommendations for on-property attire that would be accepted, if not always encouraged, at Troon’s world-leading number of managed golf facilities. Coming from Troon, whose portfolio is heavily populated by high-end daily fee and resort properties and private clubs, the guidelines were so relaxed as to be perceived by many as downright bohemian. On the list of accepted apparel were not only cargo shorts, but also denim, t-shirts, sleeveless tops and even ... gym shorts. From the reaction in some quarters, one Current industry issues a target-rich environment would have thought Troon was telling golfers how they could hold their putters, although of course nothing that farfetched could ever happen. Writing in Golfweek, Martin Kaufmann outlined the Troon policy, recalled some of his own experiences and talked with representatives of several high end resort properties about how courses - and golf customers - would deal with the dress code issue. The comments trailing the article were equally interesting. Granted that Golfweek’s audience is heavily weighted toward avid golfers, who may also be slightly more affluent than the norm, it was still surprising to see how many of the commenters vowed that they would avoid courses allowing such radical attire, even at the cost of paying more for the privilege of communing only with those similarly attired in collared golf shirts, tailored slacks or bermuda shorts, and with regulation pockets, no matter how Ian Poulter ugly. Walls was quick to tell Kaufmann that the Troon manifesto was only meant to be a set of guidelines for their individual properties, and that their courses remain free to set their own dress codes if the membership or market demanded it, but his point was that by chipping away at some of what might be perceived as either elitist or too regimented for today’s golfer generations, Troon was merely trying to eliminate some barriers or resistance to people taking up the game or enjoying it more often. (Similarly, clubs or courses who ban cell phone or pager usage on the property must either have membership waiting lists or full tee sheets if they’re willing to risk discouraging participation, particularly by the critically important 25-44 age demographic). the club’s male-only policy. Apparently less than 40 percent of the boys (75% was required to amend the bylaws) voted to admit women members, despite the fact that not only would the club continue to be excluded from consideration for a major tournament (which many feel the club’s layout merits), but there was expected to be some member attrition due to concern over the negative publicity attached to the all-male policy. That in turn was expected to increase annual dues for the remaining members, and possibly result in a lowering of national member initiation fees to attract chauvinistic members from other states. (One anonymous member told the Chicago Tribune that “The club is in a death spiral.”) Apparently the majority of the membership is willing to pay a hefty fee and bear any slings and arrows of public opinion in order to walk around the grille room in their boxers or do whatever else they feel would be negatively impacted by females with voting privileges at the club. Swing (Trust) Oil Discrimination at any cost I was mildly shocked to read last month of the decision by the membership of the semi-famous Butler National Golf Club in Oak Brook, IL to reaffirm Much of what populates my inbox is quickly introduced to the delete button, but a press release on a product called Swing Trust Oil caught my eye. Apparently the product is an aromatherapy solution, meant to sharpen mental focus, calm its users, and generally improve games calling for both of those qualities, namely golf in this case. I suspect my eye was attracted to the first and last parts of the product name. Anyone who knows me and most of my playing companions is aware that we have a predilection toward use of our own brand of swing oil. It too occasionally comes in a flask, as Swing Trust Oil apparently does. While ours has its uses, I don’t think even the biggest consumers among us would claim that it sharpens mental focus, and I’m not sure it’s all that calming either, at least not until the flask is empty and we’ve assumed the prone position, hopefully at home on the couch. Maybe the Swing Trust folks are onto something, although I wonder if the combination of the two “oils” might cause us to mentally focus on a comfy looking spot on the sixth tee for an early siesta. —Jim Dunlap December 2012 2 The Pellucid PersPecTive

Table of Contents for the Digital Edition of The Pellucid Perspective - December 2012

The Pellucid Perspective - December 2012
Contents
Current industry issues a target-rich environment
Second time is the charm for Escena
Accelerating Supply/Demand Equilibrium: What Can We Learn From Other Industries?
Private club wins big with The Ultimate Skybox
Let’s make tee times like it’s 1999
November golf weather impact: ‘Tis the season of giving (back)
Columbus puts “premium” on golf, but is the price too low?
Esping’s EFO Financial acquires Colorado Brightwater Club
Anchors (rule) away!

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