The Pellucid Perspective - January 2013 - (Page 7)

GOLF INDUSTRY SHOWS Show time: Happy days are here again? Organizers anticipate positive turnouts, mood in Orlando and San Diego By Jim Dunlap O rganizers of the upcoming PGA Merchandise Show in Orlando ( Jan. 23-26) and the back-to-back Golf Industry Show (Feb. 6-7) and CMAA World Conference in San Diego (Feb. 8-9), to one degree or another buoyed by a positive golf year in 2012, are sounding bullish on exhibitor and attendee attendance this year. While Reed Expositions and the PGA of America, the organizers of the PGA Merchandise Show, are the only one of the three show organizers who provide advance registration numbers, spokespersons for all three expressed optimism that attendance will be relatively robust this year. “We anticipate that we’ll be up about 5 percent this year, based on what’s looking like 465,000 sq. ft. of exhibit space and over 1 million in total space, including the equipment area,” said Ed Several, senior vice president for Reed Expositions. “We’re showing that PGA buyers will be up 4 percent from last year, and international buyers will be up 2 percent. We’re really looking forward to this show, which is the 60th anniversary of the show. I’m sensing optimism, not just from the manufacturer side, but also from the retailers, with the strength in equipment sales.” Neither the Golf Industry Show nor the CMAA release preshow numbers, in part due to the increased number of late registrations after the holidays, both by mail and online, and in part to the release of annual budgets around the first of the year. Jeff Bollig, communications director for the Golf Course Superintendents Association of America presenting sponsor, said all indications are that the Golf Industry Show will meet its budget projections for exhibit space, attendees and special events such as the sold-out golf tournament preceding the trade show, and educational events. CMAA Executive Director Jim Singerling was also thinking positive, citing a reduced time commitment, more professional education programs, and a heightened focus on club solutions for its club management membership. Veteran attendees and exhibitors will notice, and no doubt appreciate, that all three shows have paid homage to the time and expense constraints faced by show-goers. The PGA Show eliminated the dreaded Sunday half-day several years ago, the Golf Industry Show’s trade show is just two days (Feb. 6-7) and the CMAA cut its conference back from five days to four. Additionally, educational offerings are being presented at all three shows in a more condensed format for those with limited time. The PGA is offering a 3-hour fast track course on Friday morning, covering highlights from the show’s three core educational tracks - instruction, player development and leadership. Both the CMAA and GIS offer similar time-sensitive educational presentations. The Golf Industry Show and the CMAA World Conference, after aborting their shared-show agreement after one year two years ago, are piggy-backing this year at the San Diego Convention Center, with the Golf Industry Show setting up on the ground floor and CMAA taking the top floor as the GIS closes. The good news for those with interests in both gatherings is that a paid attendance at one show is good for admission to the other. This year’s shows feature a relatively eclectric group of speakers. Annika Sorenstam will deliver the keynote address at the PGA Show, focusing on player development, followed by Dottie Pepper and US Ryder Cup nemesis Ian Poulter, who presumably will not be addressing golf attire, but who knows? The Golf Industry Show offers Maj. Dan Rooney of the Wounded Warrors project at the opening night celebration, Dr. Michael Hurdzan at the start of the educational sessions as the Old Tom Morris award recipient, and Golf Channel commentator Tim Rosaforte leading off the general session. CMAA features onearmed former major league pitcher Jim Abbott, Tommy Spaulding, Louis Zamperini and Major General Vincent Boles. While the shows are bi-coastal this year, next year is all Orlando. All three will be back in Disney-land, at the Orange n County Convention Center. P E L LU C I D I S M Technology’s contribution to the advancement of the golf industry is being held hostage by the counter staff and, to some degree, by the facility general managers. They are semi-wittingly being aided and abetted by a number of the golf technology companies (Point-of-Sale and Tee Sheet providers). How so? While the importance capturing contact information for as many golfers as possible at check in has been documented and quantified, a surprising majority of front-line personnel still claim, “I can’t do it, it’s too time-consuming and slows down check-in.” While this argument may make sense for a 2-3 hr window on Saturday mornings during peak season, by and large it’s just a cop out. Many general managers cite the low pay of the counter staff as the reason that it can’t be enforced (what do you expect for $8/hr?). In the face of persistent 8%+ unemployment and the fact that collecting contact information falls well short of requiring a college education, it would seem that getting compliance on this fundamental business necessity shouldn’t be the major obstacle it’s presented to be. Technology providers are complicit in that a number of their systems don’t make this customer-to-transaction assignment “passive” (transfer the contact assignment to the transaction) and “persistent” (i.e. the system recognizes the golfer after the 1st registration). The Pellucid Perspective 7 http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - January 2013

The Pellucid Perspective - January 2013
A Pellucid Preview of the 2012 State of the Industry
Boom times for golf course brokers
Show time: Happy days are here again?
Sharp Park wins
Private owner launches another attack on municipal course tax exemptions
December golf weather impact: 2012 a year for the record books!
Goofy had company in Orlando course developers
Dallas negotiating for construction of new championship course
“Customer co-production” worth looking into for golf

The Pellucid Perspective - January 2013