Every once in awhile I like to sit down and get a few things off my chest. And we all know the golf industry certainly provides lots to talk about … some good and some not so good.
- First, my rants …
Consumer and Trade Golf Shows
Having just spent some time at the Toronto Golf Show, it seems to me that there are almost as many golf liquidators as there are golf course exhibitors. There seems to be more of a flea market atmosphere than a showcasing of the newest and greatest in the local world of golf. And I don’t need to attend a golf show to have outdated literature pushed at me by a Hooters Girl. Not sure what the attendance numbers were (and they should be good, because for once the weather was not an excuse), but on the day I attended there seemed to be more exhibit personnel wandering the floor than actual consumers. The number of exhibits seemed to be fewer than previous years as well. Are golf shows on the decline? Are golfers tired of seeing the ‘same old, same older’ year after year and perhaps, the techno pundits are correct – golfers are now finding better and alternative ways to source the information they need.
The floor of the Orlando PGA show was not exactly bustling.
Why would a golfer go home with a bagful of brochures, booklets and flyers? Sure didn’t see many people wandering around with plastic bags. In fact I stood at the top of the escalator for ten minutes or so watching show staff diligently trying to hand out the bags to patrons entering – far more declined than accepted.
I decided against attending the BIG SHOW in Orlando this year because the 2009 show was such a disappointment. I’m glad I stayed home because the feedback I have been getting is that the Orlando Trade Show was even slower in 2010. And the reasons seem to be similar to the demise of consumer shows. Why do I need to spend the money? I can get everything I need via alternative options. In a recent conversation with a long-time exhibitor from Ontario who has been at the PGA Show for 15 years, I was told they have made the decision not to go back in 2011.
Golf Course Staffing
It concerns me that there seems to be so much turnover of golf course personnel. Golf professionals, assistants, associates, managers are leaving positions, changing positions, being let go, having trouble finding jobs, and worse, leaving the golf profession entirely. I know of at least six experienced golf professionals who have left the industry in the past year or so. Why? Is it the remuneration? The long hours? The uncertainty of a future? Owners and golf professionals do not appear to be on the same page – not even close. This is not a good sign for the industry.
Are young people not properly trained? Can young people not make a decent living in to today’s world, working at a golf course? The CPGA has a big challenge ahead. This dilemma needs to be fixed and it will not be fixed overnight. Golfers like to see some stability at the courses they play. The same friendly faces. Not new faces year after year.
Discounts and Couponing
More and more I see golf courses discounting green fees through couponing, last minute deals, giveaways and gimmicks. Whatever happened to providing a pleasurable experience to a golfer for a stated price. If a golf course is a $75 course, then charge $75 and provide $75 worth of value, from the time the golfer pulls into the parking lot until he or she leaves. And don’t be changing the rate each week. It only confuses the golfer and begins to devalue the golf course. If I can play a legitimate $75 golf course for $65, then I will never again pay $75. And I’m not alone.
Perpetual discounting has not worked in any industry I can think of (automotive, particularly the once Big Three, comes to mind). The longer term effect is that the game itself becomes devalued. Sell the merits, not the savings.
- And now, my Raves …
Manufacturers getting involved
Good for Callaway Golf for taking a major position at the recent Toronto Golf Show. They also arranged for David Leadbetter to attend and provide golfers with a few bits of advice. The Toronto Golf Show promotes itself as ‘North America’s Largest’ – maybe if other major manufacturers showed this kind of interest in getting in front of golfers, the show might be more successful. Nancy Lopez Golf also went to the extreme and had Nancy herself attend the Show. These are manufacturers taking a lead. Hopefully others will follow.
Hole #1 at Oak Bay - Course is tentatively set to open in the Fall of this year or 2011
Keeping the ball rolling
Hats off to Bryan Coleman, the Ontario developer who has stayed the path and is continuing to build a new golf course about an hour north of Toronto in the Port Severn area. Bryan, along with Architect Shawn Watters are set to open nine holes in 2010 and the full eighteen in 2011. Bryan and his partners could have halted the project and blamed the economy. They are, at the very least, moving forward and it appears will have a first class golf facility. It’s music to my ears to see businesses taking such a positive position. More jobs, more golf and more for all of us to look forward to. Guess they are guaranteed to win ‘Best New Course’? – for all of those publications who need them.
Excitement
And a little bit about the buzz. Maybe it’s the weather or maybe it’s ‘the year later’, but golfers seem eager to play, courses seem eager to open. 2010 is certainly more positive than at this time in 2009. Let’s keep it that way and as I’ve noted in previous posts, “play more golf this season” will do wonders to help solve all the golfing ills.
We’re certainly trying to do our part. Check out our latest (and probably our biggest) contest, The Ultimate Bag Tag Contest. Our winner will be playing most of his / her golf this season absolutely free. Not discounted – FREE. How? By being an active participant in the 10 course, 10 question process that places the emphasis on learning more about the participating golf courses in the area.
And congratulations to Nick Ponomorev of Markham. Nick was the February winner of the popular Golf Fore All book. Nick won by forwarding his copy of the February eNews.
About the Author
The problem with these shows besides the cost. Is that most of the exhibitors are for golf resorts in faraway places and they cram the Ontario courses into a little space. If I want to golf in New mexico or Scotland I will do a search on the internet or through friends to see what they think and know. Sure would be nice to see more Canadian manufacturers and suppliers setting up at these shows and promoting their goods.
If I want dental whitening I’ll go see my dentist thank you very much
Frank
Hi Norm thanks for the picture of our first hole and your kind comments about Oak Bay Golf and Country Club, our new development in Port Severn which includes the golf course , a marina on Georgian Bay, and 550 residential units surrounding the golf course. For the record my first name is Bryan.
Bryan Coleman
President Oak Bay Developments Inc
Hi Bryan, thanks for your ‘correction’. Trying to do too much in too little time. My apologies
Norm
Great Post Norm,
I agree with many of your comments and would like to say that discounting a product, especially a golf course, is a terrible way to do business. I recently had this conversation with a colleague, and with discounting a product comes a great decrease in customer service and course conditions. I’ve seen golf courses go from premium condition where price was competitive, to unmaintained and discounted across the board. I think of golf courses in Niagara when I speak of that. You will gain a great following and keep staff members around if you supply your customers a well maintained golf course, and great service. I worked with Lowville Golf Club for the last three seasons and our focus was customer service and great playing conditions. We had great numbers in 2009 in a year where everyone was discounting and down in numbers.
Also, as for staff members leaving and moving around…. I believe that the CPGA is missing great mentors in the association. Don’t get me wrong, we have some wonderful men and women in the association, but as our focus shifts to business and meeting numbers, we forget about protecting our future and keeping the game strong. Some guys feel threatened when young guys and gals come strutting in and express some new ideas. We all need to work together and help each other out, meet goals and objectives as a team. Create a great atmosphere for both staff and customers… that’s what keeps them coming back.
Jim Kenesky
CPGA Teaching Professional
Great Lakes Tour Operations
Thanks Jim, your comments are well-stated. The golf courses and the CPGA should be listening. There certainly are others out there with similar feelings, but they won’t speak up. This industry needs to adapt.