Growth of Golf

Recently, I attended the 5^th Annual NGF Symposium. As in each preceding year, the content was timely and well presented. This is an annual meeting of leaders in the golf industry, mostly from the Pro and equipment side of the business. However, as we are all in this together, it’s the growth of the game that matters most to all of us, and that was the focus of this Symposium.

Dr Joe Beditz, Greg Nathan and their staff put on a great program and what I want to address here is a new look at the numbers that are so often tossed about to describe the growth or lack of within golf. It is often said that the game of golf is losing participants and that is true. This is also automatically attributed to time and cost obstacles. However, Dr Beditz has done a detailed study on this and has determined that the golfers we are “losing” were not likely golfers at all. So who are we “losing”?

Instead of identifying participants in golf in one of two categories, core or occasional, as has been done historically, Dr Beditz, through surveying has redesigned the categories to more accurately address the true nature of the individuals. He has come up with five categories:

1. Nuts: Cannot play the game enough
2. Hooked: Really enjoy playing and regularly do so
3. Fun: Like to play
4. OK: Will play if talked into it
5. Nots: Will not waste their time

Interesting and not too hard to categorize yourself and others.

The survey conducted showed income levels across all 5 categories varied very little which means that if a person really likes the game, cost is not an issue. It follows that if a person really likes the game, time is not an issue either. These people, Nuts and Hooked find the fun, exercise, and challenges of golf to provide value that is worth the money and time. These are not the folks we are “losing”. The OK’s and Not’s are those folks. Usually, they are introduced to the game by a relative and/or friend and as might be expected the experience is miserable. Not fun to pay for the opportunity to make a fool of oneself and being unable to make reasonable contact with the ball with any consistency.

It’s unlikely that the Ok’s or Not’s will be easily convinced that the value is there. However, it is not a stretch to believe that the Fun’s can be converted to Hooked at a minimum. The simple truth is that we, as industry partners, need to look for creative ways to improve the experience for the Fun golfers.

There are some 20 million of these folks. It is not hard to see the potential, within reach, to significantly expand the number of participants enjoying our great sport.

I will follow with a subsequent blog on some ideas that are working for others.

Bubba Watson

Yes this year’s Masters was a great tournament as usual, but what stands out in my mind is the nature of the winner, Bubba Watson.  And I am not just talking about “the shot” on 18 in the playoff.  I can do that shot too, I just never know when.  It’s the nature of the man.

Maybe I am an old sap but how cool to see an athlete compete at that level and then break down upon winning.  A real person.   Seems anymore in most sports, and in particular in a couple, that the athletes are not grateful for the skills they have been given but rather, arrogant.  Show me the money seems to dominate what professional sports are all about.

When Bubba was asked what this victory means, he responded and this is not verbatim, that winning the Masters should provide him with both the enhanced visibility and the resources to do more in his charitable work.  Huh?  When was the last time you heard that in a players’ post game interview? When was the last time you heard anyone say that?

Bubba, you turned me into a fan and I wish you all the best this year and in the years to come.

Let’s Play From the Tips

How many times have you heard that or even suggested it? Of course, it’s fun to see how you would do but you will not be playing the course the way it was designed, unless of course you are a very low handicapper.

My point of this blog is to again highlight the barriers to golf’s growth: Accessibility, Time, and Difficulty. In this case the focus is on difficulty and the trend over the past 20 years to build “monsters”, the development of which I am convinced is totally related to ego of the architect and/or owner.

In my last blog, I mentioned a meeting with Mr. John Bryan, Vice President of U.S. Kids Golf. At the January PGA show, these folks had available a chart showing the appropriate course yardage for a player, based on a golfer’s driver carry distance. I have attached the chart at the bottom of this blog entry for you to see. This chart was developed after a lot of research and while it is geared to promote U.S. Kids Family Course markings, I think it is interesting when considering course development.

A PGA Tour player, figuring Driver Carry Distance of 270 yards is just fine with a 7,300 yard layout.  However if your carry distance (before any roll) is 230 yards, an appropriate course yardage for you is just under 6,300 yards. If 190 yard carry, 5,200 yards is the right distance. Wow. No wonder I struggle mightily on the “monsters”.

So then I got curious and contacted Greg Nathan with the NGF. I wanted to know the percentage of golfers who shoot in 70’s, 80’s, 90’s, etc. Here it is:

Score	All Golfers
<80	6%
80-89	23%
90-99	29%
100+	42%

Now my hunch is that over 70% of golfers are playing courses over their ability and this would certainly add to the frustration with difficulty, whether perception or reality. I am in that group.

Another Rant On Kids’ Golf

I can’t help it. Maybe it’s pent up frustration, but hopefully some definitive progress will be made to bring new people into our great sport, now that Nicklaus is behind it.

Just for a second, think about this analogy. Using the golf model, here’s how an 8-year-old would learn how to play basketball. Dad takes he/she to the basketball court, hands him a regulation ball, shows her the nets, 10’ in the air and 94’ apart. Then tells him to just have fun. Oh, but by the way, Dad reminds her that she cannot double dribble or walk. Hmmm. How long would this youngster enjoy this experience and would they ever want to come back again? In many instances this is the basic introduction to golf for most beginners.

During the recent PGA Show in Orlando, I had the opportunity to visit with John Bryan, Vice President of U.S. Kids Golf. He was the one who provided the above analogy as we discussed the barriers to entry. Hopefully, through his efforts and others, this will change. As I blogged once before, golf is the only sport that does little to encourage new players, be them young or old.

John’s wish is to establish Family Golf on every golf course. Self serving? Sure, but that is not the point. The point is, all of us in this industry need to fill the pipeline with new golfers. That should be obvious for growth if not survival itself. John told me that he would like to see $9 million donated which would be the amount needed to put Family Golf tee markers on every course in America. Not much money when you consider the resources of all involved in the golf industry. This way a beginner can play with his/her family from age/skill appropriate tee markers, while Dad plays from the “tips”. (I’ll deal with that in my next blog.)

Of course, access is so much easier if folks belong to a private club. I introduced my kids by letting them ride in the cart and get out when they wanted to hit the ball. Looking for turtles did provide a serious distraction but they really enjoyed the whole experience. How would I have done that at a public facility?

I can honestly say that I wouldn’t want to play a round with my buddies and follow a family, or beginners. And that is the problem. So, I ask you (cause I don’t have a clue), what has been done at your course that allows for friendly introduction to our great game? Special times? Free bag and balls for use? Free clinics? You can help us all!

GIS 2012

Just returned from 2012 GIS in Las Vegas.  I have little idea what the weather was nor did I, who likes to gamble, place one bet. Now that the show is two days long or should I say two long days, there is little time spent outside the concrete walls of the convention center.

This was my 39^th show, having missed only two since Denver in 1971. We’ve gone through a lot of mints in that time! I have watched both our booth and the show grow considerably during that time and while the show has shrunk, our booth has not. This really does cause us to pause and consider costs vs. benefit. However, our line has expanded and the Superintendents and Dealers deserve our best foot forward.

We were conflicted amongst our personnel this year as to the traffic and interest. To me, it seemed the numbers were a bit down though in fairness, I am required to give my whole attention to our Dealer network. I do know that in the past, the Par Aide booth was the general meeting place for the MN Superintendents in attendance and that number was down significantly and quite frankly has been for a number of years.

In general the show looked great and I think most enjoy the venue though it can be argued that it probably appeals more to those who make it a guy’s or couple’s trip than those who use it as a family business/vacation. Two things can be said about Las Vegas. One, it looks very different since our last stop there and two; the town has really fallen on hard times. There are some fabulous new properties to see and visit and a number of projects that have been halted in construction, some nearly complete.

The trade show did not seem to have any buzz this year which is usually created by a new and exciting product. However, don’t take my word for it as I usually am the last to know. Next year it’s San Diego, with the trade show Feb 6-7. The following year is Orlando and in 2015, San Antonio. Hope to see you there.