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First Off “The Show” Reflects Guarded Optimism Aisles were packed and business was brisk during the PGA Merchandise Show. orrisome economic indicators Wabound, including a fourth quarter GDP shrinkage that puts the United States’ economy on par with Greece in terms of growth, government dependency and dept. But you’d never have known it from walking the floor at the annual PGA Merchandise Show in Orlando in mid-January. “The Show,” as industry insiders call it, filled the massive Orange County Convention Center, and golf professionals, club managers and industry executives mingled for three days in an atmosphere that was surprisingly energetic and optimistic. Booths were full from stem to stern, and many of golf’s elite personalities strolled the aisles. “This is one of the busiest I’ve seen in awhile,” said Adam Barr, CEO of Miura. It was also one of the most positive in several years. As Scott Hennessy, president and CEO of True Temper, said, “I think the right term is ‘cautious optimism.’” But everyone in attendance agreed that it existed. “We’re certainly seeing it in our bookings,” noted John Baker, managing partner of Haversham and Baker Golf Expeditions. “For the last several years we’d seen a drop-off like everyone else, but that’s turned around.” Admittedly, companies like H&B are somewhat insulated from economic downturns because its clients reside quotable quote “WE NEED TO DO EVERYTHING WE CAN TO BUILD INTEREST IN GOLF FOR THE NEXT GENERATION. WE NEED TO KEEP THE GAME FRIENDLY AND FUN.” ANNIKA SORENSTAM, 10-TIME LPGA MAJOR CHAMPION, DURING HER KEYNOTE ADDRESS AT THE 2013 PGA MERCHANDISE SHOW on the high end of the income scale. However, Baker has seen an increase in business across the board. Equipment manufacturers, meanwhile, used the PGA Show as a platform to showcase new products, connect with partners, and provide educational opportunities. “The ultimate measuring stick of our success is the response we’ve received from our partners, which has been extremely positive,” said Joe Gomes, director of communications for Titleist. Some of the optimism could be the natural outgrowth of the revenue upticks manufacturers realized last year—a function of a mild winter and a thawing economy—or the fact that companies and individuals have been hoarding cash and improving their balance sheets since the Great Recession of 2008. But some of it must also be attributed to expectations for the year ahead. “Look, don’t kid yourself, golf is a long way from being healthy, especially in the U.S.,” said David V. Smith, founder and CEO of Golf International Projects, a development and golf consulting firm out of Los Angeles. “But there are pockets within various markets where things are turning around, and there’s always the highest end, which is going to continue to march along unfazed.” Even so, Baker remained somewhat bullish, particularly given that his booth was filled with people anxious to talk about high-end golf trips to Ireland and Scotland. “It’s certainly a good sign to see this many people,” he said. “The crowds are back and they aren’t walking with their heads down anymore.” That sort of anecdotal evidence isn’t as telling as a quarterly earnings statement, but the positive energy on display in Orlando was a good sign, at least at such an early stage of the year. —Steve Eubanks
Industry Pulse December 2012 Average Rounds Played by State continued from page 13 Smaller operators, for instance, should consider advertising in local papers, while larger operators or those in resort areas should consider larger golf-centric publications. “My marketplace comes from everywhere, so I wouldn’t advertise in five or six individual major markets when I can buy one ad in Golf Digest, which serves all areas,” notes Claude Pardue, president and CEO of Mystical Golf, a three-course operation in Myrtle Beach, South Carolina. Despite their print preferences, savvy operators also devote portions of their budgets, large or small, to other marketing vehicles. “There’s no silver bullet when it comes to marketing,” says Strauss, whose “budget pie” includes categories such as magazines, electronic efforts (pay-per-click, e-mail marketing, and the like), radio and television. “Your marketing plan has to cover all your bases.” OB Sports’ layouts, when applicable, partner with nearby courses or hotels for inclusion in golf publications at minimal cost. Managers also reach out to customers through special events, seek cooperative trades with radio and television stations, and market instructional programs through e-mail, in clubhouses and in public relations blitzes. Meantime, Mystical Golf utilizes the Myrtle Beach Golf Holiday marketing consortium for e-mail blasts. “It’s the best bang for our buck,” Pardue says. “I can create a nice, very effective e-mail blast because I’m splitting the cost with 25 golf operators and hotel properties. We each get individual exposure without cramping our budgets.” —Steve Donahue State Average Rounds Average Rounds Played 2011 % Change State Played 2012 Average Rounds Played 2012 Average Rounds Played 2011 % Change Alabama 939 1,031 -8.9% Nebraska 237 189 25.4% Arizona 2,709 2,541 6.6% Nevada 1,502 1,587 -5.4% Arkansas 505 462 9.3% New Hampshire 41 15 173.3% California 2,341 2,885 -18.9% New Jersey 407 549 -25.9% Colorado 304 80 280.0% New Mexico 715 463 54.4% Connecticut 207 248 -16.5% New York 124 148 -16.2% Delaware 597 668 -10.6% North Carolina 1,076 1,194 -9.9% Florida 2,671 2,788 -4.2% North Dakota 0 16 -100.0% Georgia 1,272 1,431 -11.1% Ohio 215 149 44.3% Hawaii 2,312 2,288 1.0% Oklahoma 1,008 982 2.6% Idaho 149 164 -9.1% Oregon 544 755 -27.9% Illinois 307 157 95.5% Pennsylvania 314 319 -1.6% Indiana 186 110 69.1% Rhode Island 280 200 40.0% Iowa 79 68 16.2% South Carolina 1,401 1,562 -10.3% Kansas 546 556 -1.8% South Dakota 33 32 3.1% Kentucky 398 427 -6.8% Tennessee 855 980 -12.8% Louisiana 1,257 1,278 -1.6% Texas 1,855 1,562 18.8% Maine 35 51 -31.4% Utah 565 582 -2.9% Maryland 847 856 -1.1% Vermont 0 0 * Massachusetts 166 185 -10.3% Virginia 984 1,053 -6.6% Michigan 74 26 184.6% Washington 553 778 -28.9% Minnesota 15 12 25.0% West Virginia 150 143 4.9% Mississippi 750 864 -13.2% Wisconsin 42 13 223.1% Missouri 577 536 7.6% Wyoming 15 1 1400.0% Montana 25 17 47.1% December 2012 Year-to-Date Average Rounds Played by State State Average Rounds Average Rounds Played 2011 % Change State Played 2012 Average Rounds Played 2012 Average Rounds Played 2011 % Change Alabama 21,234 19,955 6.4% Nebraska 21,677 19,577 10.7% Arizona 34,612 33,688 2.7% Nevada 32,504 31,943 1.8% Arkansas 16,042 14,280 12.3% New Hampshire 23,921 21,871 9.4% California 41,024 40,892 0.3% New Jersey 22,666 20,833 8.8% Colorado 26,652 24,441 9.0% New Mexico 21,892 19,981 9.6% Connecticut 22,481 20,719 8.5% New York 19,938 17,969 11.0% Delaware 23,004 21,313 7.9% North Carolina 24,220 23,375 3.6% Florida 32,666 32,544 0.4% North Dakota 13,672 10,097 35.4% Georgia 25,027 23,640 5.9% Ohio 22,514 19,803 13.7% Hawaii 29,799 29,696 0.3% Oklahoma 26,214 24,178 8.4% Idaho 20,725 19,927 4.0% Oregon 23,623 23,840 -0.9% Illinois 22,604 20,439 10.6% Pennsylvania 21,468 18,728 14.6% Indiana 18,305 16,022 14.2% Rhode Island 21,777 20,176 7.9% Iowa 20,730 18,683 11.0% South Carolina 27,690 26,864 3.1% Kansas 25,623 23,762 7.8% South Dakota 20,735 18,047 14.9% Kentucky 18,315 16,319 12.2% Tennessee 24,205 22,681 6.7% Louisiana 20,562 20,461 0.5% Texas 30,996 29,947 3.5% Maine 16,913 16,352 3.4% Utah 35,936 32,547 10.4% Maryland 27,109 24,910 8.8% Vermont 18,238 15,249 19.6% Massachusetts 22,237 20,944 6.2% Virginia 25,433 23,829 6.7% Michigan 21,036 18,999 10.7% Washington 28,396 27,724 2.4% Minnesota 22,675 21,167 7.1% West Virginia 13,477 12,147 10.9% Mississippi 18,096 17,960 0.8% Wisconsin 20,843 18,759 11.1% Missouri 21,696 20,215 7.3% Wyoming 18,393 15,379 19.6% Montana 17,327 16,047 8.0% All Rounds Played averages are starts per 18 holes. Detailed data provided based on sufficient response. Responses are from all participating facilities with 9 holes or more. Data presented was submitted by the 22nd of each month for the prior month’s data. Rounds Played are weighted by facility type. Some rounds played data included in this report have been collected and supplied by NGF and Golf Datatech. Learn more at www.ngcoa.org/benchmark. For more report details, visit www.pgaperformancetrak.
Page 2 and 3: TO AUGUSTA Bill Stevens buys the Te
Page 4 and 5: Greensmaster ® TriFlex TM & TriFle
Page 6 and 7: Viewpoint From the CEO T he unsung
Page 9 and 10: CONTENTS March ‘13 20 24 FEATURES
Page 11 and 12: THE STAKES ARE TOO BIG TO SETTLE FO
Page 13 and 14: First NEWS, VIEWS, [ TRENDS & ANALY
Page 15: Industry Pulse December 2012 Monthl
Page 19 and 20: Long On the Range The Hype: Trojan
Page 21 and 22: parcel, the Lemons had something di
Page 23 and 24: marketing and advertising agency, a
Page 25 and 26: THIS CAR HAS IT ALL BATTERIES WITH
Page 27 and 28: hese days, you can’t grow revenue
Page 29 and 30: Runs in: Mar, Jul, Oct Consider a g
Page 31 and 32: Hills Golf Course in Fullerton, Cal
Page 33 and 34: © 2013 Illustrations by David Cutl
Page 35 and 36: “You just NEVER KNEW when you wer
Page 37 and 38: “Bentgrass has RUN a lot of good
Page 39 and 40: diately. When Elwinger approached h
Page 41 and 42: “I don’t think there will be mu
Page 43 and 44: ommunity A positive Outlook can hel
Page 45 and 46: Keeping Guests Happy s the battle t
Page 47 and 48: Playin’ In the Sand he shortest d
Page 49 and 50: southern California by many, Spinel
Page 51 and 52: Creating a New Labor Model Jeff Spa
Page 53 and 54: MEMBERS IN MOTION Purchasing Networ
Page 55 and 56: C L A S S I F I E D S (Pinehurst ar
Page 57 and 58: d Index Interact with the companies
Page 60: [ Who Says Three’s a Crowd ] Ther

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