GOLF'S MULTIPLE PERSONALITY DISORDER

Suffering from insomnia?  Try searching the internet to see how many different grow-the-game (GTG) programs/initiatives are being championed these days.  That should cure your problem!  

Haven't we seen enough “grow the game” initiatives??  I know I have...

The golf industry is panicked to "grow the game".  Many of these initiatives are self-serving, self- sustaining and profit motivated; rather than simply “for the good of the game”. 

Okay, enough hysterics...

Golf is a machine, providing a living for wide variety of golf-centric companies, associations and individuals.  But, golf is shrinking, and it's a "crisis"  (within the larger global economic crisis)!  The golf industry people want the golf machine working again.  And, not at half speed.  So, the golf industry is hungry to GTG, and working overtime to devise initiatives intended to attract new golfers.   

So, what's the deal?  Well, the golf "industry" just saw the end of it's 3rd growth spurt:  the first was before the great depression, when the US added approx. 6,000 courses.  The 2nd  was after WWII - another 6,000.  And, the 3rd (paralleling the housing boom of the past 20 or so years) just ended, with an additional 6,000.  (The 6,000 figure is eerily consistent, becoming a kind of harbinger for bad times ahead.

The mortgage crisis seemed to mark the end of the most recent boom, and the golf dew unexpectedly came off the Lily.  The golf industry sank into a depression, along with the world economy, it seems...

"The golf industry" is essentially a conglomoration of unrelated and loosely related associations, with diverse interests, intentions and agendas.  On the surface, it seems like one big happy golf family.  But, the reality is; golf is a kitchen full of cooks, working with too many recipes, attempting to revive golf the most recent golf boom.

Golf provides 2 million jobs in the U.S. And, golf's total economic impact in the U.S has been estimated at $195 billion.

But, the true “foot soldiers” in this campaign, are the “golfer’s”.  And, at that level, there is no crisis….  The golf industry talks about being “inclusive” but golf clubs and courses still “feel and operate with all the typical  trappings associated with exclusivity”.  Golf has a unique vocabulary and rituals that surely seem “stuffy” to the initiate. 

With "private clubs", unique vocabulary and a steep learning curve, golf is NOT a "friendly" sport.  Geez, golf stops just short of having a secret handshake…..  But, this isn't stopping us from attempting to paint golf as a wonderfully family friendly past-time, in order to bolster participation and revenue.

There is a distinct disconnect between “industry people”, who are anxious to see growth in the game – and the “golfing public”, which isn't particularly bothered by less crowded golf facilities and more agressive green fee pricing. 

 

Want a tangible example of Golf's multiple personality disorder?

Yesterday, as part of the US OPEN coverage by Golf Channel, there was a segment with representatives from the USGA, talking about their "Pace of Play" initiative.  Why?  Because slow play is one of the cited obstacles to golf's growth.  Here are some of their suggestions (related to management) to speed up play?

1. widen fairways
2. reduce green speeds
3. shorter golf courses
4. less penal rough

I think there were some other things mentioned.  But, I didn't really hear them because my head nearly exploded from the hypocrisy of it all. 

The four points mentioned above are the absolute antithesis of made-for-television golf (professional golf).  Every week, professional golf and the Golf Channel inform the golfing public about what "golf" is suppose to look like, how it should be played.  They do this by the way professional golf and televised golf venues are prepared and presented. 

Every week, there is a new or specially prepared venue, which; 1) has been lengthened, 2) fairways narrowed, 3) green speeds maximized, 4) nasty rough, etc.  The tour venues are coifed and pampered for months, and sometimes years in advance to accommodate "television golf".  And, every Monday morning, thousands of golf course superintendents attempt around the world explain to their members/golfers why "television golf" is unsustainable and unattainable - and, not indicative of "normal" golf. (Yes, I am saying most people conveniently don't listen to the commentators when they thank the host club and the - over 120 greenkeeping volunteers and staff - that got the golf course into tournament condition, over the past weeks, months, years...)

And, to return to the point - "slow play": Television golf might be the most culpable party in this regard.  Most golfers tend to emulate the pro's.  This is a well know fact. 

I could go on and on…. 
We talk about enticing the younger people to play golf – but, we continue many traditions which make golf uninviting.  Want a small example?  Clubhouses.  For the most part, they still resemble English Pubs or some other uninspiring traditional fashion. To younger people, clubhouses look more like mausoleums, with a similar expectation for proper decorum.   

Want another example?  Have you seen how kind and welcoming members are to kids at a private club???  How about clubs scheming to provide separate "junior facilities and activities", under the guise of making the club more inclusive.  Why do clubs need to make seperate accommodations for the juniors, removed from the general club population.  Heaven forbid members should genuinely welcome the juniors, and share the sport, facility, camaraderie.... 

Don't worry.  I have the cure!
Our problem is; we (golf industry types) are talking among ourselves about growing the game.  We should really include the golfers in this discussion.  

Nearly everyone that plays golf was introduced to the game by a friend or a family member. We simply haven't been able to devise a better recruitment program to attract new golfers.  We don't need to tell the club pro’s and  club managers how they are expected to grow the game.  I think we’ve either forgotten or underestimated our most important ambassadors – the golfers.  If we want to see meaningful growth in golf.  We need to enlist the golfers.  Otherwise, we are simply whistling in the dark.

Sorry, I’m also battling a case of GTGB – (Grow the game burnout)…. And hoping for a quick recovery….