Video Available For Golf Summit; Examined Business Future Of Golf
Pictured, from left, Tom McGovern, Mike Hughes, Sandy Cross, Kevin Purcell
For the first time, the New Jersey State Golf Association is offering video of the annual Golf Summit. Simply click the RED link below to view any of the three main presentations by 1) Vernon Hill II, 2) Sandy Cross or 3) panel discussion headed by Mike Hughes
Vernon W. Hill II, founder of Galloway National Golf Club, Commerce Bancorp and Metro Bank UK, Sandy Cross of the PGA of America, and Mike Hughes, CEO of the National Golf Course Owners Association, presented views on the future of golf when the New Jersey State Golf Association conducted its third annual Golf Summit on Thursday, March 22, at the Forsgate Country Club in Monroe.
Kevin Purcell of Darlington, chairman of the Golf Summit and member of the NJSGA Board of Trustees, served as presenter. NJSGA president Tom McGovern added closing remarks.
The event was well attended by a crowd of more than 150 that included golf course owners, general managers, golf professionals, golf staff and interested parties.
Hill, who recently authored the book “Fans Not Customers: How to Create Growth Companies in a No Growth World,” provided a presentation delineating his success in the banking industry. (See photo below)
He felt many of his ideas could translate to success in operating golf courses. “Fans are friends to your business and they bring their friends to your business. The place to get to is where the brand and the customer are one,” Hill stated.
His power-point presentation included the three parts that determine the success of a great brand: 1) a model of differentiating value – What is different about my course? 2) A culture that must reinforce the model and 3) Execution of the model to build fans.
Hill said: “The customer has to see the value added, a convenience and service that no one could match.”
At Galloway National, Hill said he was determined to rid golf of “stupid rules.” At Metro Bank, he gave out 28 million free pens last year. At Galloway National, range balls and tees are free.
“Almost every great golf course has been run by one man. So I do whatever I’m going to do and half the people will like it,” he said.
Sandy Cross’s presentation of the PGA of America’s Golf 2.0 "Connecting With Her" is a strategic initiative to substantially grow women's golf.
She said the primary target should be women’s in their 50s and 60s who spend 2.5 times more than younger women. “If a woman has a good experience on the golf course, she will tell her colleagues.”
Cross outlined how women make golf membership decisions based mainly on things such as time, social interaction, learning and education, and customer service, and that golf-course personnel should think in those terms.
Perks such as a dry-cleaning service, gift-wrapping and child care should be considered when attracting female golfers. Also, social media such as Facebook and Twitter could make things easier for those who rely on cell phones as part of their daily routines.
“Women should feel welcome. Staff should be educated regarding the power of the women’s market,” Cross said. “There should be discussions to gather feedback on likes and dislikes of the club. Clubs should respond to a woman’s value set.”
Hughes led a panel discussion that included Joel Moore, owner of The Ridge at Back Brook, David Wasender, owner of AppliedGolf, which manages 11 courses, and Eric Quinn, general manager of Trump National-Philadelphia.
Topics included women’s participation in golf, casual attire at golf clubs, appealing to families, a willingness to change to accommodate membership on and off the course, and membership fees.
“Today, there is a family component to membership. At Trump National, we’re changing from a golf club to a country club. We create an atmosphere that caters to families,” Quinn said.
“Some of our clubs are becoming lifestyle clubs,” Wasender said. “They include a large child-care facility, indoor and outdoor swimming pools, and a 20,000-square foot fitness center.”
“You have to be creative and flexible with membership fees,” Moore said. “You have to think outside the box.”
