14 Golf Operations in Clubs - CMAA
14 Golf Operations in Clubs - CMAA
14 Golf Operations in Clubs - CMAA
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<strong>14</strong><br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong><br />
This chapter was writt en and contributed by Raymond R. Ferreira,<br />
Associate Professor, Georgia State University, Atlanta, Georgia<br />
And updated by Michael Leemhuis, M.A. Ed., CCM, PGA Professional,<br />
Chief Operat<strong>in</strong>g Offi cer, Congressional Country Club,<br />
Bethesda, Maryland<br />
SPORTS AND RECREATION are a driv<strong>in</strong>g force for the existence and success of private<br />
clubs. Foremost amongst the sports available at clubs is golf. The golf course provides<br />
rest and relaxation, promotes membership camaraderie, and provides competitive<br />
<strong>in</strong>terests and spirit with<strong>in</strong> the club. Any manager <strong>in</strong> the <strong>in</strong>dustry needs to<br />
understand the basics of golf operations—even those who are currently at clubs<br />
without a golf course. It is because of the importance of golf that the Club Managers<br />
Association of America has fostered close relationships with PGA of America<br />
and the <strong>Golf</strong> Course Super<strong>in</strong>tendents Association of America.<br />
History of <strong>Golf</strong><br />
<strong>Golf</strong> is an old game. Some trace its ancestry back to the Roman Empire where a<br />
similar game was called paganica. It was fi rst recorded <strong>in</strong> 30 BC as a generic ball<br />
game, but when Roman <strong>in</strong>vaders arrived <strong>in</strong> Scotland, they were hitt <strong>in</strong>g featherfi<br />
lled leather balls with a curved stick. The goal was to hit a target us<strong>in</strong>g the least<br />
number of strokes. Centuries later, the Scots would formalize it, turn<strong>in</strong>g it <strong>in</strong>to the<br />
game that people recognize today.<br />
There are also records that a game similar to golf was be<strong>in</strong>g played <strong>in</strong> Ch<strong>in</strong>a<br />
dur<strong>in</strong>g the M<strong>in</strong>g Dynasty under the name of suigan. A book of records from AD<br />
960-1279 conta<strong>in</strong>s a description of the game—played with jewel-encrusted sticks—<br />
as well as sketches.<br />
However, the orig<strong>in</strong>s of the game might be considered even wider than that.<br />
England had cambuca, the French had Jeu de mail, Celts played sh<strong>in</strong>ty, Laos had<br />
khi, and Belgium had chle. In 1296, the Dutch had a game called “colf”, a word<br />
which meant club. It is from this word that the modern name of golf evolved.<br />
In Scotland, the game of golf became so popular that K<strong>in</strong>g James II banned<br />
both it and soccer <strong>in</strong> <strong>14</strong>57 because people were play<strong>in</strong>g those two games and<br />
neglect<strong>in</strong>g the preparation and tra<strong>in</strong><strong>in</strong>g for war aga<strong>in</strong>st the English. It was a ban<br />
that rema<strong>in</strong>ed <strong>in</strong> place until 1502 when K<strong>in</strong>g James IV took up the game. The royal<br />
<strong>in</strong>terest <strong>in</strong> the game helped it spread, with Mary Queen of Scots <strong>in</strong>troduc<strong>in</strong>g the<br />
491
492 Chapter <strong>14</strong><br />
Exhibit 1 <strong>Golf</strong> Trade and Professional Associations<br />
American Junior <strong>Golf</strong> Association<br />
(AJGA)<br />
www.ajga.org<br />
Association of <strong>Golf</strong> Merchandisers<br />
www.agmgolf.org<br />
First Tee<br />
www.thefirsttee.org<br />
Hook a Kid on <strong>Golf</strong><br />
www.hookakidongolf.org<br />
Ladies Professional <strong>Golf</strong> Association<br />
(LPGA)<br />
www.lpga.com<br />
National <strong>Golf</strong> Foundation (NGF)<br />
www.ngf.org<br />
National Retail Federation<br />
www.nrf.com<br />
game to France. Legend has it that the word “caddies” came from her helpers—the<br />
French military cadets.<br />
In 1744, writt en rules for the game were established by the Gentleman <strong>Golf</strong>ers<br />
of Leith, a club formed to promote an annual competition. The number of holes<br />
were still <strong>in</strong> fl ux with the Society of St. Andrews <strong>Golf</strong>ers tak<strong>in</strong>g the course from<br />
anywhere as low as 2 to today’s standard of 18 <strong>in</strong> 1764.<br />
The British Empire was also <strong>in</strong>strumental <strong>in</strong> the spread of the game, with the<br />
fi rst golf club outside of the United K<strong>in</strong>gdom be<strong>in</strong>g established <strong>in</strong> Bangalore, India<br />
<strong>in</strong> 1820 and the Royal Calcutt a <strong>in</strong> 1834.<br />
<strong>Golf</strong> Organizations<br />
National Sport<strong>in</strong>g Goods Association<br />
(NSGA)<br />
www.nsga.org<br />
Professional <strong>Golf</strong>ers’ Association of<br />
America (PGA)<br />
www.pga.com<br />
PGA Tour<br />
www.pgatour.com<br />
Sport<strong>in</strong>g Goods Manufacturers<br />
Association (SGMA)<br />
www.sgma.com<br />
United States <strong>Golf</strong> Association (USGA)<br />
www.usga.org<br />
Exhibit 1 lists some of the major golf trade and professional associations. The three<br />
largest golf organizations that can assist private clubs are the Professional <strong>Golf</strong>ers’<br />
Association of America (PGA), United States <strong>Golf</strong> Association (USGA), and<br />
the National <strong>Golf</strong> Foundation (NGF). The PGA Tour is the association for the top<br />
male tour<strong>in</strong>g professionals and is part of the PGA. The Ladies Professional <strong>Golf</strong><br />
Association is the association for the top female golf players who play on the professional<br />
circuit.<br />
United States <strong>Golf</strong> Association. In 1894, the United States <strong>Golf</strong> Association<br />
(USGA) was formed. It oversaw the game <strong>in</strong> the United States and Mexico,<br />
establish<strong>in</strong>g rules, handicaps, and conduct<strong>in</strong>g turfgrass research. The USGA is the<br />
govern<strong>in</strong>g body of golf <strong>in</strong> the United States. This organization develops and modifi<br />
es most of the rules and regulations that govern golf play and golf tournaments
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 493<br />
<strong>in</strong> the United States. It also serves as a major sponsor of turf-grass and golf-coursema<strong>in</strong>tenance<br />
research. The NGF provides golf-<strong>in</strong>dustry research data for both private<br />
clubs and public golf courses.<br />
Professional <strong>Golf</strong>er’s Association. In 1916, the Professional <strong>Golf</strong>er’s Association<br />
(PGA) of America was founded. It is now the world’s largest work<strong>in</strong>g sports<br />
organization with more than 28,000 members. More than 10,000 facilities throughout<br />
the country employ PGA members. It sponsors four premier tournaments each<br />
year:<br />
• Ryder Cup Matches<br />
• PGA Championship<br />
• Senior PGA Championship<br />
•<br />
PGA Grand Slam of <strong>Golf</strong><br />
The PGA is the primary association for golf professionals who teach golf. A<br />
primary focus of the PGA is to educate golf professionals through an apprentice<br />
program and by off er<strong>in</strong>g PGA Bus<strong>in</strong>ess School I and II (week-long tra<strong>in</strong><strong>in</strong>g programs),<br />
sem<strong>in</strong>ars, workshops, cl<strong>in</strong>ics, and publications. The PGA also off ers a certifi<br />
cation program to ensure that certifi ed golf professionals are skilled players<br />
who are educated on the basics of runn<strong>in</strong>g a successful golf operation. Assistant<br />
or head golf professionals must complete an apprentice program before becom<strong>in</strong>g<br />
PGA members. There is also the PGA Master Professional certifi cation, which is<br />
achieved by golf professionals with outstand<strong>in</strong>g credentials.<br />
The PGA certifi es golf professionals and encourages their professional development.<br />
Their basic certifi cation for golf professionals is Certifi ed Professional<br />
Program (CPP) which <strong>in</strong>cludes mastery of general management (see Exhibit 2),<br />
<strong>in</strong>struction, retail, golf operations, ownership/leas<strong>in</strong>g, and executive management.<br />
They also have a Master Professional (MP) program.<br />
The PGA has several diff erent member classifi cations, many of which apply<br />
to private club managers. A1 is a golf professional, A4 is a director of golf, A8<br />
is an assistant professional, A13 is a general manager, and A<strong>14</strong> is a director of<br />
<strong>in</strong>struction.<br />
The National Sport<strong>in</strong>g Goods Association and Sport<strong>in</strong>g Goods Manufacturers<br />
Association. These organizations specialize <strong>in</strong> the merchandis<strong>in</strong>g and manufactur<strong>in</strong>g<br />
of sport<strong>in</strong>g goods. Both organizations carry a great deal of <strong>in</strong>formation<br />
on golf products. A new golf organization is Hook a Kid on <strong>Golf</strong>. The goal of this<br />
organization is to provide <strong>in</strong>formation and products to help people educate children<br />
about golf and encourage them to participate <strong>in</strong> the game.<br />
<strong>Golf</strong> 20/20. In 1994, the World <strong>Golf</strong> Association was formed to oversee the<br />
World <strong>Golf</strong> Hall of Fame. In 1999, it <strong>in</strong>itiated the <strong>Golf</strong> 20/20 program which br<strong>in</strong>gs<br />
together many golf associations and organizations to help advocate and promote<br />
the sport. Accord<strong>in</strong>g to the <strong>Golf</strong> 20/20 Website, their mission is “to align the global<br />
golf community beh<strong>in</strong>d <strong>in</strong>itiatives that address the future of golf <strong>in</strong> a strategic<br />
manner, with an emphasis on accelerat<strong>in</strong>g growth <strong>in</strong> participation and <strong>in</strong>terest<br />
creat<strong>in</strong>g new avenues of access <strong>in</strong>to the game.” They do this through research and
494 Chapter <strong>14</strong><br />
Exhibit 2 General Management Competencies<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
<strong>Golf</strong> operations<br />
Assess<strong>in</strong>g performance<br />
Becom<strong>in</strong>g a manager<br />
Capitaliz<strong>in</strong>g on change<br />
Excel 2000<br />
F<strong>in</strong>ance essentials<br />
Giv<strong>in</strong>g and receiv<strong>in</strong>g feedback<br />
Intercultural bus<strong>in</strong>ess etiquette<br />
Lead<strong>in</strong>g and motivat<strong>in</strong>g<br />
Lead<strong>in</strong>g a team<br />
Mak<strong>in</strong>g a presentation<br />
Manag<strong>in</strong>g crisis<br />
Manag<strong>in</strong>g difficult <strong>in</strong>teractions<br />
Manag<strong>in</strong>g your time<br />
Market<strong>in</strong>g essentials<br />
Negotiat<strong>in</strong>g<br />
PowerPo<strong>in</strong>t 2000<br />
Prevent<strong>in</strong>g sexual harassment for leaders<br />
Project management<br />
Runn<strong>in</strong>g a meet<strong>in</strong>g<br />
Solv<strong>in</strong>g bus<strong>in</strong>ess problems<br />
Understand<strong>in</strong>g and us<strong>in</strong>g contracts<br />
Word 2000<br />
the publication of reports, the sponsor<strong>in</strong>g of programs, and the publication of best<br />
practices and other <strong>in</strong>formation.<br />
Rules of <strong>Golf</strong><br />
The modern rules of golf are moderated jo<strong>in</strong>tly by the USGA and the Royal and<br />
Ancient <strong>Golf</strong> Club of St. Andrews, Scotland. There are 34 actual rules to golf,<br />
recorded <strong>in</strong> 154 pages. However, the collected decisions on the rules of golf are<br />
more than 600 pages.<br />
The USGA also publishes the rules <strong>in</strong> brief on their Web site, www.usga.org.<br />
Both they and St. Andrews off er 3-day “rules of golf” sem<strong>in</strong>ars, which is one way<br />
for private club managers to ga<strong>in</strong> respect from their members and golf knowledge<br />
for themselves. It also helps them to become a rules expert at the club.
<strong>Golf</strong> Facilities<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 495<br />
The golf facilities at a private club account for approximately 12 percent of a club’s<br />
<strong>in</strong>come. 1 Club golf facilities typically <strong>in</strong>clude a golf course (or several golf courses),<br />
a practice range, a pro shop, a golf-bag room or bag-storage area, and a golf car<br />
barn.<br />
<strong>Golf</strong> Course<br />
<strong>Golf</strong> courses at private clubs are usually 9 or 18 holes <strong>in</strong> length, with 18 holes<br />
be<strong>in</strong>g the most common. Each hole on a golf course has a tee box (the start<strong>in</strong>g or<br />
tee-off area), a fairway (the strip of mowed grass between the tee box and green),<br />
the rough (tall grass, weeds, trees, etc. on either side of the fairway), and a green<br />
(a putt <strong>in</strong>g surface with a cup). Some holes have obstacles to challenge the golfer,<br />
such as bunkers (sand traps) and water hazards.<br />
The golf courses at private clubs are used <strong>in</strong> a variety of ways by club members.<br />
Some members prefer to play golf just a few times a month for recreational<br />
purposes. Others enjoy the competitive nature of the sport and participate <strong>in</strong> the<br />
club’s tournaments and other structured golf activities. Parents may enroll their<br />
children for golf lessons. Members may also play rounds of golf with bus<strong>in</strong>ess<br />
associates. The average club golf course supports 25,768 rounds of golf per year. 2<br />
The fi rst tee times of the day will be at least one hour aft er sunrise at most<br />
clubs. On some days the start<strong>in</strong>g times may be pushed back to allow the grounds<br />
crew to complete its regular ma<strong>in</strong>tenance duties. The crew needs time to cut the<br />
tee boxes, fairways, and greens; rake the bunkers; and perform other ma<strong>in</strong>tenance<br />
duties before members play. The crew can usually stay ahead of the players if it is<br />
given time to complete ma<strong>in</strong>tenance on the fi rst three or four holes before the fi rst<br />
players are allowed to start. Many clubs do not allow play on Mondays so that<br />
the grounds crew can perform major ma<strong>in</strong>tenance duties. If play is allowed on a<br />
Monday, normally play doesn’t beg<strong>in</strong> until the aft ernoon.<br />
<strong>Clubs</strong> usually restrict the times that guests of members can play golf, limit the<br />
number of times guests can play per month or per year, and stipulate who is to be<br />
considered an out-of-town or <strong>in</strong>-town guest when golf course usage is restricted to<br />
<strong>in</strong>-town guests. At the time of check-<strong>in</strong> at the pro shop, members should register<br />
their guests and sign the charge slip for the guest fee.<br />
Dur<strong>in</strong>g the week, many clubs designate time periods when the course is open<br />
for play only to organized club groups. For example, the club’s juniors may have<br />
an organized activity on a weekday right aft er school.<br />
Practice Range<br />
The practice range or driv<strong>in</strong>g range is an area designated for members to practice<br />
hitt <strong>in</strong>g a variety of shots. The practice range should be located near the fi rst tee so<br />
that it is easy for members to move to the golf course aft er practic<strong>in</strong>g. The practice<br />
range should be situated so that no stray balls are hit onto the golf course or <strong>in</strong>to<br />
other areas where members and guests may be. The club should <strong>in</strong>stall protective<br />
nett <strong>in</strong>g if there is a possibility of an errant shot strik<strong>in</strong>g someone. A club may have
496 Chapter <strong>14</strong><br />
Exhibit 3 Pro Shop Inventory<br />
The percentage of golf professionals that<br />
own the shop <strong>in</strong>ventory is decreas<strong>in</strong>g.<br />
• 42.0% <strong>in</strong> 2001<br />
• 38.5% <strong>in</strong> 2003<br />
• 36.7% <strong>in</strong> 2005<br />
a practice green and bunker near the practice range for members to practice their<br />
putt <strong>in</strong>g and sand game.<br />
The practice range is as important as the golf course and should never be just<br />
an aft erthought. There are some members who will use the practice range more<br />
than they will the golf course. The practice range, therefore, deserves the same<br />
att ention to detail that is given to the regular course. At a m<strong>in</strong>imum, the practice<br />
range should have bag stands, divot sand, water coolers, club clean<strong>in</strong>g equipment,<br />
and guide ropes.<br />
The practice range staff should set up all practice equipment at the beg<strong>in</strong>n<strong>in</strong>g<br />
of the day and store it at the end. Collect<strong>in</strong>g and wash<strong>in</strong>g the practice range balls<br />
should be performed at the end of the day or dur<strong>in</strong>g the day when there is heavy<br />
usage. A quantity of practice range balls should be bagged or bucketed ahead of<br />
time so that members do not have to wait for them. Practice range balls should be<br />
replaced oft en. <strong>Clubs</strong> may be able to have their practice range balls paid for by corporations<br />
who want the advertis<strong>in</strong>g exposure: the corporation buy<strong>in</strong>g the range<br />
balls might pr<strong>in</strong>t its logo on them, for example. The practice range may have mats<br />
made of AstroTurf or some other synthetic material for members to tee off from<br />
dur<strong>in</strong>g <strong>in</strong>clement weather. Permanent bag stands <strong>in</strong> the practice range area allow<br />
members to stand their bags up while practic<strong>in</strong>g. Benches allow members to rest<br />
while wait<strong>in</strong>g for partners or their turns on the range.<br />
Pro Shop<br />
The merchandise <strong>in</strong> the golf pro shop can be owned by the director of golf or the<br />
club; there are almost as many arrangements and contractual agreements as there<br />
are private clubs. In many clubs, the director of golf owns the merchandise and<br />
pays rent for the shop space. In some clubs, <strong>in</strong>stead of rent, the director pays the<br />
club a percentage of the profi ts from the pro shop. In a small number of cases, the<br />
pro shop may be leased out to a third party <strong>in</strong> return for rent or a percentage of<br />
total sales or net <strong>in</strong>come. This lease arrangement may be managed by the director<br />
of golf or the club. However, the numbers of golf professionals who own the shop<br />
<strong>in</strong>ventory is chang<strong>in</strong>g. See Exhibit 3.<br />
Director of golfs who own their merchandise usually must secure credit to<br />
purchase their <strong>in</strong>ventory, fi xtures, and displays. When the director owns the pro<br />
shop merchandise, the club should require the director to carry liability and property<br />
<strong>in</strong>surance.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 497<br />
Exhibit 4 Recommended Percentage of <strong>Golf</strong> Apparel <strong>in</strong> the Pro Shop<br />
Men Women Junior<br />
Shirts 43% Blouses 31% Shirts 65%<br />
Sweaters 25% Sweaters 25% Shorts 20%<br />
Slacks and shorts 20% Slacks, shorts, Sweaters 15%<br />
Socks 5% and skirts 20%<br />
Outerwear 5% Accessories 10%<br />
Miscellaneous 2% Outerwear 3%<br />
Socks or PEDS 2%<br />
The pro shop needs to be well-stocked with items that the members want.<br />
These typically <strong>in</strong>clude golf clubs and head covers, golf bags, golf balls, golf<br />
gloves, assorted apparel (men’s, women’s, and junior), golf shoes and hats, and<br />
miscellaneous golf-related items (videos, books, glassware and other souvenirs<br />
with a golfi ng theme, and so on). Exhibit 4 lists golf-apparel guidel<strong>in</strong>es provided<br />
by the Professional <strong>Golf</strong>ers’ Association of America (PGA). <strong>Golf</strong>-related services<br />
<strong>in</strong>clude repair<strong>in</strong>g, regripp<strong>in</strong>g, reshaft <strong>in</strong>g, and refi nish<strong>in</strong>g golf clubs.<br />
The golf items carried <strong>in</strong> a club’s pro shop should be of higher quality than<br />
the items sold <strong>in</strong> local sport<strong>in</strong>g-goods stores and golf retail shops. Because the<br />
pro shop deals with a relatively unchang<strong>in</strong>g clientele, displays should be changed<br />
regularly (as oft en as every two to four weeks).<br />
Some pro shops have a cost-plus program, whereby a member pays a fee to<br />
jo<strong>in</strong> the program and then pays only the pro shop’s cost for merchandise plus a<br />
set percentage. One example of a cost-plus program is referred to as the Mill River<br />
Plan; under this plan, a member can purchase merchandise at cost plus 10 percent<br />
aft er pay<strong>in</strong>g a once-a-year fee of $100. Among golf clubs, 23 percent operate under<br />
this plan. 3<br />
Instead of receiv<strong>in</strong>g prizes or trophies <strong>in</strong> tournaments, w<strong>in</strong>n<strong>in</strong>g golfers can<br />
receive a l<strong>in</strong>e of credit at the pro shop. This helps to move merchandise and <strong>in</strong>crease<br />
sales. Other ways to <strong>in</strong>crease sales <strong>in</strong>clude hav<strong>in</strong>g a strong club-demo program (<strong>in</strong><br />
which members can try out golf clubs before buy<strong>in</strong>g them) and mak<strong>in</strong>g sure that<br />
the golf professionals use only club models that are carried <strong>in</strong> the pro shop while<br />
play<strong>in</strong>g at the club. Custom-fi tt <strong>in</strong>g golf clubs is a special service that the pro shop<br />
can provide to members that will also help <strong>in</strong>crease sales.<br />
A good source for <strong>in</strong>formation on merchandis<strong>in</strong>g items <strong>in</strong> golf pro shops is<br />
the AGM Merchandis<strong>in</strong>g Manual. This manual covers sales analysis, merchandisebuy<strong>in</strong>g<br />
programs, <strong>in</strong>ventory-control procedures, and sales techniques.<br />
Bag Room<br />
Members typically have the option of stor<strong>in</strong>g their golf bags at the club. The bag<br />
room, where the golf bags are stored, is usually located close to both the pro shop<br />
and the area where members pick up their golf cars. The bags and racks need to be<br />
well-organized and numbers. Any staff member, <strong>in</strong>clud<strong>in</strong>g the GM, should easily
498 Chapter <strong>14</strong><br />
be able to fi nd any bag. Roll<strong>in</strong>g racks are available that allow clubs to store more<br />
bags <strong>in</strong> a more organized fashion.<br />
<strong>Golf</strong> professionals tra<strong>in</strong> golf staff to greet golfers as they arrive and as they<br />
leave. It is crucial that they display enthusiasm, excitement, and personality. They<br />
have the opportunity <strong>in</strong> the bag room to make key fi rst and last impressions.<br />
Members who store their bags at the club should have their bags placed on golf<br />
cars approximately one hour before their scheduled tee times. The bag room staff<br />
should notify the pro shop concern<strong>in</strong>g which car each member’s bag was placed<br />
on. <strong>Golf</strong> staff members (usually bag room att endants or caddies) should monitor<br />
the bag pickup area near the park<strong>in</strong>g lot so that when members who do not store<br />
their clubs arrive or when their guests arrive with clubs, staff members can carry<br />
the golf bags from the automobiles to the club.<br />
Aft er members fi nish play, staff members should take the golf bags to the<br />
members’ cars or to the bag-storage room if the bags are stored at the club. If a<br />
member’s bag is stored at the club, bag room att endants should clean and dry the<br />
bag, club heads, grips, and shaft s before return<strong>in</strong>g the bag to its storage area. All<br />
bags should be tagged with the member’s name and identifi cation number. If the<br />
staff member clean<strong>in</strong>g a member’s clubs notices that a repair is needed, a note<br />
should be left on the club or bag recommend<strong>in</strong>g the repair and advis<strong>in</strong>g that the<br />
pro shop can perform it for the member. All bags should be entered <strong>in</strong>to an <strong>in</strong>ventory<br />
system. The club’s general <strong>in</strong>surance policy should be checked to ensure that<br />
it covers any damage to or loss of member items stored <strong>in</strong> the bag room.<br />
<strong>Golf</strong> Car Barn<br />
The golf car barn is where the club’s golf cars are stored and recharged (if they<br />
are batt ery-operated) or refueled (if they are gas-operated). It is a major fi nancial<br />
<strong>in</strong>vestment for the club, which means that accurate record keep<strong>in</strong>g is important.<br />
<strong>Golf</strong> professionals need to be devoted to detailed care and clean<strong>in</strong>g and ensur<strong>in</strong>g<br />
that everyth<strong>in</strong>g is presented neatly. Many clubs will use a daily standards board<br />
to make sure the golf cars stay well organized, parked <strong>in</strong> rows, and easy to get to.<br />
Many clubs will also have a dedicated area for detail<strong>in</strong>g and prepar<strong>in</strong>g cars. Such<br />
organizations as Club Car, can help clubs design their facilities.<br />
For batt ery-powered cars, the car barn should have a fan <strong>in</strong>stalled at the highest<br />
po<strong>in</strong>t <strong>in</strong> the ceil<strong>in</strong>g; the fan must be capable of chang<strong>in</strong>g the air <strong>in</strong> the build<strong>in</strong>g<br />
at least fi ve times per hour. This is a safety issue; recharg<strong>in</strong>g batt eries produce<br />
hydrogen gas, which can become explosive if it is allowed to accumulate <strong>in</strong> concentrations<br />
of more than two percent. Hydrogen gas is lighter than air and will rise<br />
to the highest po<strong>in</strong>t <strong>in</strong> a build<strong>in</strong>g. The golf car barn’s wir<strong>in</strong>g should be suffi cient<br />
to handle the peak power requirements when all of the chargers are be<strong>in</strong>g used.<br />
Every charger should have an <strong>in</strong>dividual circuit breaker or fuse of at least 15 to 20<br />
amperes.<br />
<strong>Clubs</strong> that use gasol<strong>in</strong>e-powered cars should make sure that their gasol<strong>in</strong>e<br />
storage meets all Occupational Safety and Health Adm<strong>in</strong>istration standards and<br />
local build<strong>in</strong>g and fi re codes. Gasol<strong>in</strong>e must be stored <strong>in</strong> an approved storage tank<br />
that is ventilated properly and located at a safe distance from the car barn.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 499<br />
The car barn, just like the club’s other build<strong>in</strong>gs, should have an alarm system<br />
to protect it and its contents from vandals and thieves.<br />
Ma<strong>in</strong>tenance of <strong>Golf</strong> Facilities<br />
The practice range area, golf car storage area, and grounds around the golf pro<br />
shop should be as clean and tasteful as the rest of the club’s facilities. These areas<br />
are oft en ma<strong>in</strong>ta<strong>in</strong>ed by the golf course grounds crew or the club’s gardeners. The<br />
director of golf should work cooperatively with these <strong>in</strong>dividuals to ma<strong>in</strong>ta<strong>in</strong> the<br />
grass, fl owers, plants, trees, benches, chairs, trash cans, and so on <strong>in</strong> these areas.<br />
Decorat<strong>in</strong>g and clean<strong>in</strong>g the <strong>in</strong>side of the pro shop usually is the responsibility<br />
of the golf staff . Repairs and other large ma<strong>in</strong>tenance items are the responsibility<br />
of the club’s ma<strong>in</strong>tenance staff .<br />
<strong>Golf</strong> Programs and Services<br />
The most common types of golf programs off ered at private clubs are activities<br />
organized for the club’s men and women golfers, member-guest tournaments,<br />
junior golf events, and club championships. The biggest concern <strong>in</strong> conduct<strong>in</strong>g<br />
any organized event on the golf course is that the entire course or portions of it<br />
will be unavailable for use by the general membership. The golf committ ee and<br />
director of golf must ensure that the dates, times, and number of holes used for an<br />
organized event is <strong>in</strong> the best <strong>in</strong>terest of the general membership. If possible, a few<br />
tee times should always be open dur<strong>in</strong>g an organized event for members who are<br />
not participat<strong>in</strong>g <strong>in</strong> the event.<br />
<strong>Golf</strong> Standards<br />
Every club establishes its own golf standards to meet the needs of its golfers. These<br />
standards are typically recorded <strong>in</strong> an SOP manual (for standards of performance)<br />
and/or photo boards. The golf standard for any given club must fi t the property<br />
and the membership.<br />
Typical golf standards can <strong>in</strong>clude:<br />
• Fast, smooth greens (1/8" to 4/32")<br />
• Firm, fair bunkers (sett led depth at 4" to 6")<br />
• Consistent roughs (3" to 5"), <strong>in</strong>termediate cut (6' at 1 1/2")<br />
• Consistent fi rm fairways (3/8" to 3/4")<br />
• Firm, neat tee boxes (3/8" to 1/2")<br />
•<br />
Overall concept of neatness and a 4-hour round<br />
General managers can help their golf professional meet these standards <strong>in</strong> a number<br />
of ways. First, they can foster a close work<strong>in</strong>g relationship between the golf<br />
professional and the golf course super<strong>in</strong>tendent. They should share <strong>in</strong>formation<br />
on course preparation, mow<strong>in</strong>g, setup, water<strong>in</strong>g, spray<strong>in</strong>g, etc. They should give
500 Chapter <strong>14</strong><br />
regular, formal performance evaluations to the golf professional as well as ask<strong>in</strong>g<br />
questions throughout the year—even if they already know the answers. It can also<br />
help to play, walk, or ride at least n<strong>in</strong>e holes every week with the golf professional<br />
or super<strong>in</strong>tendent, and to att end the annual PGA Merchandise Show.<br />
Tee Sheet Management<br />
Tee sheet management can be the life blood of the golf operation. <strong>Golf</strong> professionals<br />
and general managers alike need to study tee sheets to know who is play<strong>in</strong>g<br />
and who is not play<strong>in</strong>g. When do <strong>in</strong>dividual golfers play? Which days? Are there<br />
patt erns?<br />
Tee sheets are a valuable daily tool that can be used to anticipate trends, conduct<br />
forecast<strong>in</strong>g, and develop budgets. Tee sheets should <strong>in</strong>clude the weather,<br />
the rounds played (paid vs. complimentary), competitions or tournaments be<strong>in</strong>g<br />
played, and whether there are any compla<strong>in</strong>ts.<br />
Many clubs today have gone to an electronic tee sheet system that members<br />
can access from the Web. Members can post and review scores onl<strong>in</strong>e, view <strong>in</strong>dividual<br />
event calendars, book golf lessons, and easily schedule tee times. The system<br />
also provides the club with <strong>in</strong>stant course statistics that can be sorted <strong>in</strong> many<br />
diff erent ways. Exhibit 5 shows an example of an onl<strong>in</strong>e tee time sheet.<br />
Handicap Systems<br />
A handicap system allows club members with diff erent abilities to play golf<br />
together and compete on an equal basis. Members must play regularly and report<br />
their scores aft er each round so that accurate handicaps can be determ<strong>in</strong>ed.<br />
Handicaps should be updated regularly and posted on a bullet<strong>in</strong> board. <strong>Clubs</strong><br />
can implement a computerized handicapp<strong>in</strong>g system by purchas<strong>in</strong>g the soft ware<br />
themselves, pay<strong>in</strong>g a fee to another club to process their handicaps for them, or<br />
form<strong>in</strong>g a group of clubs to purchase the soft ware and share it.<br />
Tournaments<br />
Most private clubs conduct a regular schedule of golf tournaments each season<br />
that <strong>in</strong>cludes a club championship, <strong>in</strong>vitational tournaments, events for the club’s<br />
men golfers, events for the club’s women golfers, member-guest tournaments,<br />
men-women events, junior events, and so on. Tournament types and frequency<br />
vary from club to club. A tournament can be as complex as a nationally televised<br />
event or as simple as a weekly ladies out<strong>in</strong>g. They will vary <strong>in</strong> complexity from<br />
extensive, and highly detailed to fairly rout<strong>in</strong>e. For clubs seek<strong>in</strong>g more members,<br />
the ma<strong>in</strong> purpose of member-guest events is to <strong>in</strong>troduce prospective members to<br />
the club and its services.<br />
Several clubs limit tournament play to member-only events. Other clubs<br />
will elect to do member-sponsored golf out<strong>in</strong>gs as a signifi cant revenue stream.<br />
Some clubs host up to 200 tournaments a year, while others focus on one or two a<br />
season. A balance must be att a<strong>in</strong>ed between maximiz<strong>in</strong>g potential golf tournament<br />
revenue and the disruption of regular member play.
Exhibit 5 Onl<strong>in</strong>e Tee Time Sheet<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 501
502 Chapter <strong>14</strong><br />
Exhibit 6 Key Elements to a Great Tournament<br />
•<br />
•<br />
•<br />
•<br />
•<br />
A great course layout <strong>in</strong> great condition<br />
Outstand<strong>in</strong>g organization<br />
Fantastic food and beverage<br />
Great competition<br />
Quality prizes and giveaways<br />
A club should promote every golf event <strong>in</strong> order to foster <strong>in</strong>terest and participation.<br />
Signs should be posted throughout the club and notices placed <strong>in</strong> the<br />
club newslett er <strong>in</strong>form<strong>in</strong>g members of when the golf course will not be available<br />
because of scheduled events. A few weeks prior to an event, telephone calls should<br />
be made to those who have signed up to rem<strong>in</strong>d them of the event. Members who<br />
regularly participate but have not signed up should be called to fi ll up any open<br />
spots <strong>in</strong> a tournament. The fees members and others pay for an event should cover<br />
the direct costs of the event: food and beverages served, prizes, pro shop certifi -<br />
cates, and so on. When schedul<strong>in</strong>g an event, the organizer should make sure that<br />
it does not confl ict with other club events. Each major golf tournament held at<br />
the club should have a tournament chair who assists the golf course staff <strong>in</strong> plann<strong>in</strong>g,<br />
promot<strong>in</strong>g, and conduct<strong>in</strong>g the event. Exhibit 6 lists key elements to a great<br />
tournament while Exhibit 7 shows a tournament plann<strong>in</strong>g guide from Farm<strong>in</strong>gton<br />
Country Club.<br />
<strong>Golf</strong> tournaments can be a plus for club operations <strong>in</strong> several ways:<br />
• Tournaments help to create camaraderie and fellowship with<strong>in</strong> the<br />
membership.<br />
• They are challeng<strong>in</strong>g and allow the club staff s to expand their talents.<br />
• The club is showcased, which can be very benefi cial <strong>in</strong> promot<strong>in</strong>g new<br />
memberships.<br />
• <strong>Golf</strong> tournaments can be profi table. Oft en, outside tournaments or out<strong>in</strong>gs<br />
can generate additional revenue.<br />
• They promote club use.<br />
•<br />
Major tournaments can br<strong>in</strong>g notability to the club.<br />
Each golf event can be made more special by putt <strong>in</strong>g player names on the golf<br />
cars’ sign holders, provid<strong>in</strong>g entry gift s, prepar<strong>in</strong>g scorecards with player names<br />
typed on them, and so on. Directors of golf should dress up the course by plac<strong>in</strong>g<br />
yardage markers along the holes, mark<strong>in</strong>g all out-of-bounds areas, and plac<strong>in</strong>g<br />
att ractive signs at holes that have special activities or contests associated with<br />
them: closest-to-the-p<strong>in</strong> contests, longest-drive contests, prizes for a hole <strong>in</strong> one,<br />
and so on. Tournament results should be posted on a scoreboard near the pro shop<br />
<strong>in</strong> an outside area that gives players enough room to socialize. The results should<br />
be announced and prizes awarded as soon as possible aft er the event or dur<strong>in</strong>g the
Exhibit 7 Tournament Plann<strong>in</strong>g Guide<br />
Farm<strong>in</strong>gton Country Club, Charlottesville, Virg<strong>in</strong>ia<br />
Staff Liaison<br />
Committee<br />
Liaison Phone Number<br />
Email Address<br />
Budget<br />
Tournament Name<br />
Date<br />
Pre Tournament<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 503<br />
Task Staff Due Date Task Staff Due Date<br />
Mark Tee Sheet Prepare Hole Locations<br />
Meet with F & B Inform Scott of Hole Locations<br />
Order Tents and Awn<strong>in</strong>gs Prepare Proximity Markers<br />
Order Prizes Beat the Pro Preparations<br />
Order Favors Handicaps<br />
Performance Pair<strong>in</strong>gs<br />
Post Sign-up Sheet Score Cards<br />
Receive Prizes Cart Signs<br />
Prepare Favors Rules Sheet<br />
Mark G.U.R. Roster<br />
Day Of<br />
Task Staff Time Task Staff Time<br />
Range Set-up Check On-Course F & B<br />
Registration Table Set-up Photos<br />
Tee Marker Set-Up Lunch<br />
Proximity Prize Set-up D<strong>in</strong>ner<br />
Beat the Pro Set-Up Cocktail Party<br />
Putt<strong>in</strong>g Contest Set-Up Scor<strong>in</strong>g<br />
Score Board Awards Presentation Set-Up<br />
Post Tournament<br />
Task Staff Time Task Staff Time<br />
Charge Entry Fees Re-Set Tee Markers<br />
Charge Cart Fees Prepare Tournament Summary<br />
Awards Presentation Post Tournament Summary<br />
Clean up Beat the Pro Email Summary to Michelle<br />
Clean up Putt<strong>in</strong>g Contest Pro Forma<br />
Post Member Credit <strong>in</strong> Books<br />
Source: Club <strong>Operations</strong> Manual, Premier Club Services, Club Managers Association of America<br />
post-event banquet (if one is planned). There are many golf event formats, some<br />
of which have unique titles such as B<strong>in</strong>gle-Bangle-Bungle, Crier’s Tourney, and so<br />
on. Some basic golf-event formats are listed <strong>in</strong> Exhibit 8.
504 Chapter <strong>14</strong><br />
Exhibit 8 Basic <strong>Golf</strong> Event Formats at Private <strong>Clubs</strong><br />
NAME<br />
Best Ball<br />
B<strong>in</strong>gle-Bangle-Bungle<br />
Crier’s Tourney<br />
Four Ball<br />
Foursomes<br />
Handicap Stroke Play<br />
Match Play<br />
Nassau<br />
Scramble<br />
Shotgun<br />
DESCRIPTION<br />
The lowest score among partners or team members on each hole is<br />
used to calculate the team’s score for 18 holes.<br />
Each hole counts three po<strong>in</strong>ts. One po<strong>in</strong>t goes to the player whose<br />
ball first comes to rest on the surface of the green; a second po<strong>in</strong>t<br />
goes to the player whose ball is nearest the cup after all the players<br />
are on the green; the third po<strong>in</strong>t goes to the player who first s<strong>in</strong>ks a<br />
putt. The w<strong>in</strong>ner is the player with the most po<strong>in</strong>ts at the end of the<br />
round.<br />
Each player gets to pick out his two (or three) worst holes and revert<br />
his or her score on these back to par.<br />
There are two partners on a team, each partner play<strong>in</strong>g his or her own<br />
ball. The low ball of each team counts on each hole, and the team with<br />
the lowest score w<strong>in</strong>s the hole. The w<strong>in</strong>n<strong>in</strong>g team is the team with<br />
more holes won than there are holes left to play.<br />
Players use one ball, with partners strok<strong>in</strong>g alternately between the<br />
tee box and the green.<br />
Players play 18 holes, adjust<strong>in</strong>g their score at each hole for their<br />
handicap.<br />
Lowest score w<strong>in</strong>s the hole; the w<strong>in</strong>n<strong>in</strong>g <strong>in</strong>dividual has more holes<br />
won than there are holes left to play.<br />
W<strong>in</strong>ners for an 18-hole round of golf are determ<strong>in</strong>ed <strong>in</strong> three ways:<br />
best score for the first 9 holes, best score for the second 9 holes, and<br />
best score for all 18 holes.<br />
All teammates tee off. The best shot among the teammates is selected<br />
and all teammates hit their second shot from that location. After<br />
all have hit their second shot, they aga<strong>in</strong> decide which shot is best and<br />
all hit their third shot from that location. This is cont<strong>in</strong>ued until the ball<br />
is <strong>in</strong> the cup.<br />
Eighteen teams of foursomes all start play at the same time. A team is<br />
assigned to beg<strong>in</strong> at each hole on the golf course and all teams start at<br />
the sound of a gun or horn. For example, players start<strong>in</strong>g at the 17th<br />
hole will play the 18th hole second, the 1st hole third, and so on.<br />
Outside <strong>Golf</strong> Tournaments. Outside golf tournaments are conducted at many private<br />
clubs. An outside tournament is a tournament that is not organized primarily<br />
for members and <strong>in</strong>vited guests. Some clubs do not allow any outside tournaments,<br />
others only allow a few outside tournaments a year, and clubs that are<br />
seek<strong>in</strong>g additional revenue may aggressively pursue tournaments. An outside<br />
tournament may be organized by a company or organization that wants to host<br />
a golf tournament and banquet for a special event, such as a charity fund-raiser<br />
or a corporate out<strong>in</strong>g. <strong>Clubs</strong> usually host these events on Mondays so as not to<br />
<strong>in</strong>convenience members (most country clubs are closed on Mondays). Organizers<br />
of outside events usually must pay a green fee for each participant, rent the club’s
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 505<br />
Exhibit 9 Outside <strong>Golf</strong> Events per Club<br />
2004 2002 2000 1998<br />
Number Revenue Number Revenue Number Revenue Number Revenue<br />
per event<br />
per event<br />
per event<br />
per event<br />
Northeast 13 $43,855 12 $53,775 16 $22,263 11 $23,837<br />
Mid-Atlantic 12 $17,307 10 $29,779 13 $20,638 12 $17,378<br />
South 9 $16,290 10 $32,387 11 $20,475 12 $13,865<br />
Midwest 8 $29,837 8 $24,474 11 $30,395 10 $19,495<br />
Southwest 10 $20,308 10 $18,058 9 $25,111 10 $15,774<br />
West 42 $26,986 12 $29,655 12 $19,633 11 $<strong>14</strong>,607<br />
golf cars, pay a set fee for use of the practice range, host a lunch or d<strong>in</strong>ner at the<br />
club, and pay for the food and beverages consumed on the golf course. Outside<br />
tournaments are usually sponsored by a club member. Exhibit 9 shows, by region,<br />
the average number of outside golf events a club schedules and the average revenue<br />
realized by the club.<br />
Typically, food and beverage service is provided for outside tournaments.<br />
Although clubs prefer to cater these events themselves, some organizations may<br />
want to br<strong>in</strong>g their own food and beverages. Club managers should check with the<br />
local liquor commission before allow<strong>in</strong>g anyone to br<strong>in</strong>g alcohol onto club property<br />
(such an action might be <strong>in</strong> violation of the club’s liquor license).<br />
Instructional Programs<br />
<strong>Golf</strong> <strong>in</strong>struction is the foundation of a private club’s overall golf program.<br />
Instruction is a key to gett <strong>in</strong>g members to use the golf course and to visit the club<br />
more oft en. The club’s <strong>in</strong>structional programs are good feeders <strong>in</strong>to other golf<br />
activities at the club. Instructional programs are not just for beg<strong>in</strong>ners; clubs off er<br />
programs to teach <strong>in</strong>termediate and advanced golf skills, too.<br />
Members usually pay an additional fee for golf lessons. <strong>Golf</strong> lessons can be<br />
<strong>in</strong> the form of private lessons, group lessons, or cl<strong>in</strong>ics. The group lessons or cl<strong>in</strong>ics<br />
are usually organized by age group (adult or junior), gender, skill level, and<br />
topic (rules, stroke improvement, play<strong>in</strong>g strategy, and so on). Private lessons<br />
give members the <strong>in</strong>dividual att ention that some desire, but at a high cost. Group<br />
lessons and cl<strong>in</strong>ics are less expensive and allow members to socialize with other<br />
members while improv<strong>in</strong>g their skills. A club should never allow the entire practice<br />
range and other practice areas to be used solely for lessons, especially dur<strong>in</strong>g<br />
peak hours.<br />
The golf professionals who give lessons may receive all of the <strong>in</strong>struction fees<br />
or a certa<strong>in</strong> percentage of them; payment policies are set annually by the club’s<br />
golf committ ee or board of directors, with <strong>in</strong>put from the director of golf and the<br />
general manager. Oft en the director of golf receives a percentage of the revenue<br />
from lessons taught by the assistant golf professionals, based on the experience
506 Chapter <strong>14</strong><br />
of the assistant; the more experienced the assistant, the smaller the percentage<br />
received by the director.<br />
A good <strong>in</strong>structor is a compassionate and car<strong>in</strong>g <strong>in</strong>dividual who is capable<br />
of excellent communication. All <strong>in</strong>structors at a club should develop a consistent<br />
teach<strong>in</strong>g philosophy with the head professional check<strong>in</strong>g all lesson plans. Member<br />
satisfaction is the top goal of teach<strong>in</strong>g.<br />
Junior <strong>Golf</strong> Program. A club’s junior golf program typically consists of group<br />
lessons, tournaments, cl<strong>in</strong>ics, regular or modifi ed golf games, and supervision of<br />
juniors on the golf course. At some clubs, there is a junior subcommitt ee with<strong>in</strong><br />
the golf committ ee that assists the committ ee <strong>in</strong> plann<strong>in</strong>g, promot<strong>in</strong>g, and implement<strong>in</strong>g<br />
the junior golf program. The junior program should promote its activities<br />
through phone calls, personal contacts, and notices on the club bullet<strong>in</strong> board and<br />
<strong>in</strong> the club newslett er. Educational activities for juniors <strong>in</strong>clude <strong>in</strong>struction on the<br />
rules of golf, proper etiquett e, the club’s course rules, and the history of the game.<br />
Other types of junior golf programs are junior member-guest events and parentchild<br />
events. For junior programs to be successful, all junior events should comb<strong>in</strong>e<br />
fun, <strong>in</strong>struction, and social <strong>in</strong>teraction.<br />
Dur<strong>in</strong>g the summer, many clubs have golf cl<strong>in</strong>ics and camps for children.<br />
Dur<strong>in</strong>g the school year, programs can be run immediately aft er school for juniors.<br />
Children should be grouped together based on age and ability. The pro shop<br />
should carry junior-size clubs; the right equipment will <strong>in</strong>crease the success of any<br />
junior program.<br />
<strong>Clubs</strong> need a dedicated person for junior golf who is good with and enjoys<br />
be<strong>in</strong>g with children. A club needs to schedule access times to golf courses for the<br />
junior program if it is to succeed. They then need to develop age-appropriate programs<br />
and <strong>in</strong>struction. The junior golf <strong>in</strong>structor will have an understand<strong>in</strong>g of<br />
the subtle diff erences between teach<strong>in</strong>g, coach<strong>in</strong>g, and play<strong>in</strong>g. He or she will also<br />
understand that keep<strong>in</strong>g the children happy keeps the parents happy.<br />
Caddie Programs<br />
Caddie services experienced a decl<strong>in</strong>e for much of the 90s, but have started to<br />
see a resurgence. In 1995, just 35 percent of country clubs had caddie programs<br />
accord<strong>in</strong>g to <strong>CMAA</strong>’s 1996 Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report. The low<br />
percentage had been att ributed to a decl<strong>in</strong><strong>in</strong>g number of members who want to<br />
walk when they play golf and the diffi culty <strong>in</strong> a club keep<strong>in</strong>g a tra<strong>in</strong>ed caddie<br />
work force.<br />
However, some clubs that traditionally have had strong caddie programs have<br />
implemented policies to keep these programs go<strong>in</strong>g. The numbers have shown<br />
that caddie programs are start<strong>in</strong>g to make a comeback. See Exhibit 10.<br />
A caddie master is essential to hav<strong>in</strong>g a tra<strong>in</strong>ed and competent caddie work<br />
force. The caddie master recruits caddies from a number of sources, <strong>in</strong>clud<strong>in</strong>g<br />
high-school golf players, applicants referred by current employees, children of<br />
current employees, and caddies who have worked at the club <strong>in</strong> prior years.<br />
<strong>Clubs</strong> use various <strong>in</strong>centives to recruit and reta<strong>in</strong> caddies: caddie scholarships,<br />
bonuses for not miss<strong>in</strong>g days of work, a comfortable caddie wait<strong>in</strong>g area, free
Exhibit 10 Caddie Programs<br />
Percentage of <strong>Clubs</strong> with <strong>Golf</strong> Caddies by Club Type<br />
2004 2002 2000 1998<br />
<strong>Golf</strong> clubs 47 39 53 39<br />
Country clubs 39 35 41 37<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 507<br />
Source: Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, Club Managers Association of America, 2004<br />
meals, att ractive uniforms, and so on. The caddie master tra<strong>in</strong>s the caddies each<br />
season to ensure that they conduct themselves properly on the golf course and<br />
possess adequate skills.<br />
The duties of a caddie <strong>in</strong>clude retriev<strong>in</strong>g the player’s bag and proceed<strong>in</strong>g to<br />
the fi rst hole, stand<strong>in</strong>g to the side or slightly beh<strong>in</strong>d the player and be<strong>in</strong>g still and<br />
quiet dur<strong>in</strong>g the player’s shot, watch<strong>in</strong>g where the ball lands on each shot, collect<strong>in</strong>g<br />
the club from the player aft er each shot and clean<strong>in</strong>g the club head, and walk<strong>in</strong>g<br />
to where the ball landed with the player’s bag and wait<strong>in</strong>g for the player. (See<br />
the chapter appendix for a list of duties performed by caddies.) The caddie whose<br />
player lands his or her golf ball on the green fi rst should tend the fl ag; another<br />
caddie should take this caddie’s bag along with his or her own over to the next<br />
tee area. When the land<strong>in</strong>g area for a tee shot is diffi cult to see, one of the caddies<br />
should move down the fairway and stand <strong>in</strong> the rough to see where the tee shots<br />
land. Additional duties <strong>in</strong>clude help<strong>in</strong>g other caddies fi nd their players’ golf balls<br />
if necessary, never plac<strong>in</strong>g the bag on the green, never touch<strong>in</strong>g the ball until the<br />
player has holed out, rak<strong>in</strong>g out sand traps the player enters, replac<strong>in</strong>g all divots,<br />
repair<strong>in</strong>g green marks, and periodically wash<strong>in</strong>g the player’s golf ball. The average<br />
caddie fee is around $36 per bag. 5<br />
Typically there are one of three types of caddie programs <strong>in</strong> a private club:<br />
Professional caddie. The professional caddie is an <strong>in</strong>dividual who earns a<br />
livelihood from caddy<strong>in</strong>g. This is usually an <strong>in</strong>dividual who is either on reta<strong>in</strong>er<br />
and works for selected <strong>in</strong>dividuals, or is a person who literally “hangs out” at the<br />
club wait<strong>in</strong>g for a round. This type of caddie is rapidly disappear<strong>in</strong>g from the<br />
club scene as this hit-or-miss approach has been replaced by the <strong>in</strong>creased use or<br />
requirement of the golf car.<br />
Student caddie. In clubs that operate heavily dur<strong>in</strong>g the summer months, the<br />
student caddie is extremely popular. These <strong>in</strong>dividuals are either high school or<br />
college students and oft en work several seasons as they progress through school.<br />
With this type of operation, the club usually hires a caddie master to tra<strong>in</strong> the<br />
caddies and adm<strong>in</strong>ister the program. One benefi t for students is the possibility of<br />
earn<strong>in</strong>g a scholarship through the Evans Scholars Foundation. The Evans Scholarship<br />
Program is a sanctioned program that provides full college scholarships to<br />
qualifi ed <strong>in</strong>dividuals. The funds for the scholarship are generated through club<br />
golf associations, par club members, or other golf entities.
508 Chapter <strong>14</strong><br />
Outsourced caddies. These are caddies who work directly for a company<br />
that manages caddie programs. The club hires the company and the company<br />
supplies caddies upon request. The benefi t of this program is that by hir<strong>in</strong>g the<br />
company <strong>in</strong> lieu of employ<strong>in</strong>g the caddie directly, it alleviates any <strong>in</strong>dependent<br />
contractor issues.<br />
<strong>Golf</strong> Car Rentals<br />
Almost all clubs rent golf cars for member usage. Some clubs allow members to<br />
use golf cars that they (the members) personally own. Usually a usage fee or trail<br />
fee is charged to members who use their own cars. This is collected to help pay for<br />
ma<strong>in</strong>tenance and repairs to the golf car paths. At a small number of clubs, members<br />
are also allowed to store their golf cars at the club for a fee. The trend for most<br />
clubs that currently allow members to use privately owned golf cars is to slowly<br />
phase these cars out by not allow<strong>in</strong>g any member who uses a private car to replace<br />
that car with a new one, and not allow<strong>in</strong>g other members to start us<strong>in</strong>g a privately<br />
owned car. <strong>Clubs</strong> that allow privately owned cars should specify their color and<br />
size so that there are no “eyesores” at the club. Passengers on privately owned<br />
cars oft en have to pay the club’s s<strong>in</strong>gle-rider rental rate. <strong>Clubs</strong> that allow members<br />
to use their own cars should make sure that the members have adequate liability<br />
<strong>in</strong>surance to cover accidents <strong>in</strong>volv<strong>in</strong>g their vehicles and that the club is named on<br />
their <strong>in</strong>surance policies as an additional <strong>in</strong>sured.<br />
<strong>Golf</strong> car rentals are adm<strong>in</strong>istered through the golf pro shop. When a member<br />
registers to tee off and requests a car, a key for the assigned car is issued to the member<br />
and he or she is notifi ed of the car’s number and location. If the member stores<br />
his or her bag at the club, oft en the staff will have the member’s bag already on the<br />
back of the car, if the car was reserved ahead of time. There should be a designated<br />
area to which members can conveniently return cars aft er a round of golf.<br />
It’s common for clubs to have a policy requir<strong>in</strong>g golf cars to be used dur<strong>in</strong>g<br />
peak golf course usage times, such as Saturday morn<strong>in</strong>gs. This <strong>in</strong>creases club revenues<br />
through rentals and promotes faster play. Compulsory car usage is strongly<br />
opposed by avid walkers, however. These <strong>in</strong>dividuals either prefer to walk for the<br />
exercise or believe that golf cars damage the course.<br />
The car rental fee can be based on many factors, <strong>in</strong>clud<strong>in</strong>g a set price for 18<br />
holes or 9 holes played, weekday and weekend rates, and prices for one rider<br />
versus two riders. Some clubs have one pric<strong>in</strong>g structure, others <strong>in</strong>clude comb<strong>in</strong>ations<br />
of these factors to determ<strong>in</strong>e price. <strong>Golf</strong> car rental fees average $22 for 18<br />
holes and $13 for 9 holes. 6<br />
Discount programs can <strong>in</strong>crease golf car usage. Examples of such programs<br />
<strong>in</strong>clude books of coupons for car rentals that are sold at a reduced price; frequent<br />
rider programs, where members get a free rental aft er rent<strong>in</strong>g golf cars for a certa<strong>in</strong><br />
number of times; unlimited monthly golf car rentals at a set fee; and so on.<br />
The number of golf cars a club should have is based on the demand for car<br />
rentals. Some clubs estimate that number by calculat<strong>in</strong>g one golf car for every<br />
eight play<strong>in</strong>g members. The fl eet size is considered adequate if only 75 percent of<br />
the cars are rented on an average day. The club should have 25 percent more golf
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 509<br />
cars than its daily average rental to handle peak-demand periods and allow for<br />
cars taken out of service for repairs. Accord<strong>in</strong>g to the Club Managers Association<br />
of America, the average number of golf cars for clubs is 64. 7<br />
The club should have an <strong>in</strong>surance package to cover its fl eet of golf cars. The<br />
policy should provide for both liability and property damage.<br />
<strong>Golf</strong> Car Ma<strong>in</strong>tenance. The head mechanic or car-ma<strong>in</strong>tenance supervisor should<br />
keep all golf cars <strong>in</strong> proper work<strong>in</strong>g order and service them accord<strong>in</strong>g to the manufacturer’s<br />
specifi cations. <strong>Golf</strong> cars should be cleaned and serviced aft er every use.<br />
Few th<strong>in</strong>gs are worse <strong>in</strong> a member’s eyes than a golf car that is dirty, runs poorly,<br />
or stops runn<strong>in</strong>g <strong>in</strong> the middle of a round of golf. The PGA’s <strong>Golf</strong> Car Fleet Ma<strong>in</strong>tenance<br />
Handbook is a good resource for <strong>in</strong>formation on how to ma<strong>in</strong>ta<strong>in</strong> a golf car<br />
fl eet.<br />
<strong>Golf</strong> car batt eries should be checked for complete charges or gas tanks checked<br />
to make sure they have adequate fuel before the cars are delivered to the pickup<br />
area. Service should <strong>in</strong>clude check<strong>in</strong>g the batt ery charge levels, batt ery term<strong>in</strong>als,<br />
batt ery water level, tire pressure, brake operation, steer<strong>in</strong>g action, cleanl<strong>in</strong>ess, and<br />
so on. At the end of the day, the staff should clean the <strong>in</strong>terior of the car, replace<br />
pencils and scorecards, and wash the exterior. The car should be parked <strong>in</strong> the golf<br />
car barn. If the golf car is electric, the charger should be plugged <strong>in</strong> and turned on;<br />
if the car is gasol<strong>in</strong>e-powered, the tank should be refi lled. Before leav<strong>in</strong>g at the end<br />
of the day, the staff should secure the golf car barn and make sure that the fan is<br />
turned on. A rotation system should be <strong>in</strong> place so that the same cars are not used<br />
day <strong>in</strong> and day out when play is slow and all cars are not used. All daily, weekly,<br />
monthly, and seasonal ma<strong>in</strong>tenance as well as repairs should be recorded and the<br />
records stored <strong>in</strong> an easily accessible place for all staff members.<br />
<strong>Clubs</strong> should replace their golf cars every three to fi ve years. (Accord<strong>in</strong>g to<br />
the Club Managers Association of America, the typical golf car is replaced every<br />
four years. 8 ) A fl eet of cars can be replaced entirely at one time or a portion at a<br />
time. <strong>Clubs</strong> with concerns about their cash fl ow may replace a quarter or a third of<br />
their golf cars every year.<br />
Leas<strong>in</strong>g versus Purchas<strong>in</strong>g <strong>Golf</strong> Cars. The question of whether a club should<br />
lease or purchase its fl eet of golf cars has been bantered around for years. Thirtyfour<br />
percent of golf clubs own their cars, while 40 percent of country clubs own<br />
their cars. Forty-n<strong>in</strong>e percent of both golf clubs and country clubs lease their cars.<br />
The pro owns the cars at one of the golf clubs and at four of the country clubs <strong>in</strong><br />
the 2004 survey. The cars are leased by the pro <strong>in</strong> one golf club and <strong>in</strong> one country<br />
club. Seven percent of golf clubs have members who own their cars; this number<br />
falls to fi ve percent among country clubs. Approximately 34 percent of clubs own<br />
their golf cars; approximately 49 percent lease their cars. (At the rest of the clubs,<br />
the members own their cars.) 9<br />
Many variables aff ect a club’s decision. Proponents of ownership argue that<br />
non-equity (for-profi t) clubs that are well capitalized, have a healthy debt-equity<br />
ratio, and have the staff to properly service the golf cars will benefi t from the
510 Chapter <strong>14</strong><br />
depreciation expenses that they can deduct if they own the cars, whereas an equity<br />
(nonprofi t) club will not benefi t from the depreciation factor.<br />
Advantages of leas<strong>in</strong>g are that no large cash outlay is required and the club’s<br />
ma<strong>in</strong>tenance responsibilities are less than if it owned the golf cars. On the other<br />
hand, club-owned cars tend to be treated bett er than leased cars. Disadvantages of<br />
purchas<strong>in</strong>g golf cars <strong>in</strong>clude the large cash outlay, high ma<strong>in</strong>tenance responsibilities,<br />
and low return on <strong>in</strong>vestment. 10<br />
Electric versus Gasol<strong>in</strong>e-Powered <strong>Golf</strong> Cars. Another common question asked<br />
about golf cars is whether to buy electric-powered or gasol<strong>in</strong>e-powered cars.<br />
Accord<strong>in</strong>g to the Club Managers Association of America, the vast majority of clubs<br />
(approximately 76 percent of golf clubs and 84 percent of country clubs—down<br />
from previous highs of 88 percent and 90 percent) use electric golf cars. 11<br />
Electric golf cars require less ma<strong>in</strong>tenance than gasol<strong>in</strong>e-powered cars; they<br />
create less noise and don’t produce fumes or smoke. They are also less expensive<br />
than gasol<strong>in</strong>e-powered cars. Disadvantages of electric-powered golf cars <strong>in</strong>clude<br />
the fact that electricity is more expensive than gasol<strong>in</strong>e, golf car batt eries must be<br />
replaced every two to three years, the cars are only good for two to four rounds<br />
of golf per charge, and electric golf cars are heavier and harder on the turf than<br />
gasol<strong>in</strong>e-powered cars.<br />
Gasol<strong>in</strong>e-powered golf cars do not need expensive charg<strong>in</strong>g equipment and<br />
have unlimited turnarounds; they can be used all day. However, they require more<br />
day-to-day ma<strong>in</strong>tenance than electric golf cars and create more noise, fumes, and<br />
smoke. As alluded to earlier, gasol<strong>in</strong>e-powered golf cars cost more per car than<br />
electric-powered cars. 12<br />
<strong>Golf</strong> Staff<br />
If the club is small, all of the duties <strong>in</strong>volved <strong>in</strong> the golf program (except for golf<br />
course ma<strong>in</strong>tenance)—teach<strong>in</strong>g, pro shop management, golf car rental and ma<strong>in</strong>tenance,<br />
and practice range adm<strong>in</strong>istration—may be performed by the director of<br />
golf and the assistant golf professionals. Larger clubs may have additional staff<br />
members work<strong>in</strong>g <strong>in</strong> the pro shop to handle tee times and sign-up for organized<br />
functions, sell products, and carry out other duties. If a club’s golf program has<br />
many participants, the golf staff will <strong>in</strong>clude additional employees to ma<strong>in</strong>ta<strong>in</strong> the<br />
golf cars, store golf bags, and adm<strong>in</strong>ister the practice range. These employees will<br />
also perform the daily, weekly, and monthly non-golf-course ma<strong>in</strong>tenance that is<br />
necessary. The golf operation may also have starters and marshals dur<strong>in</strong>g peak<br />
periods on the course to control the fl ow of golfers and ma<strong>in</strong>ta<strong>in</strong> an appropriate<br />
speed of play.<br />
All golf staff members should be well dressed and groomed. The pro shop<br />
staff and golf professionals should be encouraged to wear pro shop apparel to promote<br />
its sale. This can be done by off er<strong>in</strong>g staff members a discount or by issu<strong>in</strong>g<br />
apparel for them to wear while on duty.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 511<br />
<strong>Golf</strong> Professionals<br />
Professional golfers are those <strong>in</strong>dividuals who earn their liv<strong>in</strong>g by their ability<br />
to play the game of golf, which <strong>in</strong>cludes prize monies, appearance money, and<br />
product endorsements. A prime example of a professional golfer is Tiger Woods.<br />
In 2004, he was the fourth top earners <strong>in</strong> sports and enterta<strong>in</strong>ment, beh<strong>in</strong>d Mel<br />
Gibson, Oprah W<strong>in</strong>frey, and J.K. Rowl<strong>in</strong>g.<br />
<strong>Golf</strong> professionals, on the other hand, are those <strong>in</strong>dividuals who make their liv<strong>in</strong>g<br />
by promot<strong>in</strong>g the game of golf, which <strong>in</strong>cludes teach<strong>in</strong>g, work<strong>in</strong>g <strong>in</strong> a management<br />
position at a club, sell<strong>in</strong>g merchandise, and manag<strong>in</strong>g tournaments. This<br />
<strong>in</strong>dividual has a more than competent ability to play, but does not rely on this for<br />
his or her remuneration. <strong>Golf</strong> professionals need to possess a wide range of talents<br />
and skills.<br />
They need such managerial skills as:<br />
• A dedication to the tasks at hand<br />
• Ability to communicate clearly<br />
• Ability to set priorities for work<br />
• Ability to analyze and process verbal and writt en <strong>in</strong>formation<br />
• Confi dence <strong>in</strong> decision-mak<strong>in</strong>g ability<br />
• Compassion for others, members and staff alike<br />
• Strong moral character that sets an example and provides leadership<br />
• An extraord<strong>in</strong>ary work ethic that encompasses long hours<br />
• A total commitment to excellence<br />
They need such technical skills as:<br />
• Ability to understand and teach the game of golf<br />
• Ability to understand and teach the rules of golf<br />
• Excellent understand<strong>in</strong>g of quality merchandis<strong>in</strong>g<br />
• Clear ability to express thoughts <strong>in</strong> writ<strong>in</strong>g<br />
• Overall understand<strong>in</strong>g on the budget process<br />
• Expertise <strong>in</strong> public relations<br />
• Adequate play<strong>in</strong>g ability<br />
• Experience <strong>in</strong> the management of club golf events<br />
• Thorough understand<strong>in</strong>g <strong>in</strong> all golf equipment<br />
•<br />
Ability to plan, direct, and lead staff<br />
All of these skills can be generally categorized as member relations, tournament<br />
management, teach<strong>in</strong>g, and adm<strong>in</strong>istration.
512 Chapter <strong>14</strong><br />
Exhibit 11: Pr<strong>in</strong>ciple Duties of a <strong>Golf</strong> Professional<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
Meet and greet, know when to be seen<br />
Schedule employees effectively<br />
Establish and ma<strong>in</strong>ta<strong>in</strong> the daily pace of play standard<br />
Ma<strong>in</strong>ta<strong>in</strong> a high profile with members and staff<br />
Manage all merchandise, ensur<strong>in</strong>g profitability<br />
Establish and adm<strong>in</strong>ister the club tournament program<br />
Direct the club <strong>in</strong>struction/teach<strong>in</strong>g program<br />
Assist the general manager with the development of annual operational budgets<br />
Control general expenses for the entire golf operation<br />
Hire, tra<strong>in</strong>, and review all golf operation employees<br />
Project a positive, favorable image for the club<br />
Have great product knowledge<br />
Be a rules expert<br />
The golf professionals at a club are the director of golf and assistant golf<br />
professionals.<br />
Director of <strong>Golf</strong>. The director of golf, referred to at some clubs as the golf pro,<br />
should be a member of the Professional <strong>Golf</strong>ers’ Association of America (PGA) and<br />
should have years of experience as an assistant golf professional and golf <strong>in</strong>structor.<br />
The director should also have good adm<strong>in</strong>istrative and supervisory skills.<br />
The director of golf is responsible for promot<strong>in</strong>g and adm<strong>in</strong>ister<strong>in</strong>g the club’s<br />
complete golf program. This <strong>in</strong>volves organiz<strong>in</strong>g golf tournaments, adm<strong>in</strong>ister<strong>in</strong>g<br />
lessons and cl<strong>in</strong>ics, reserv<strong>in</strong>g tee times, collect<strong>in</strong>g guest fees, enforc<strong>in</strong>g guest policies,<br />
and adm<strong>in</strong>ister<strong>in</strong>g the practice range. In addition, the director is responsible<br />
for pro shop sales (merchandis<strong>in</strong>g, <strong>in</strong>ventory order<strong>in</strong>g, and control procedures)<br />
and for golf car adm<strong>in</strong>istrative activities (reservation, rental-fee collection, ma<strong>in</strong>tenance,<br />
and storage). The director of golf prepares and monitors golf department<br />
budgets and is responsible for the fi scal soundness of the golf program. The director<br />
hires, supervises, tra<strong>in</strong>s, and evaluates golf staff members. The director must<br />
work <strong>in</strong> close cooperation with the golf course super<strong>in</strong>tendent so that appropriate<br />
decisions can be made on when the course is <strong>in</strong> playable condition and when golf<br />
cars can be allowed on the course or should be limited to the golf car paths only.<br />
See Exhibit 11 for a list<strong>in</strong>g of the golf professional’s pr<strong>in</strong>ciple duties.<br />
The assistant golf professionals and other golf staff members report to the<br />
director of golf. When the director of golf is not at the club, the senior assistant golf<br />
professional assumes the director’s responsibilities. The director of golf generally<br />
reports to the club’s general manager, though <strong>in</strong> some clubs they might report to<br />
the chairman of the golf committ ee. The director of golf also communicates with
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 513<br />
the chairperson of the golf committ ee and other golf committ ee members. The<br />
general manager should be <strong>in</strong>formed of any offi cial communication between the<br />
director of golf and golf committ ee members.<br />
The director of golf receives a salary, plus all or some of the follow<strong>in</strong>g <strong>in</strong> compensation,<br />
depend<strong>in</strong>g on his or her contract with the club:<br />
• Ownership rights to the pro shop merchandise or a percentage of the gross<br />
sales or net profi t<br />
• Income from lessons<br />
• Percentage of the <strong>in</strong>come from the practice range<br />
• Percentage of golf car rental <strong>in</strong>come<br />
• Percentage of guest fees for rounds of golf<br />
• Percentage of the profi ts from tournaments (or a set fee)<br />
• Percentage of the <strong>in</strong>come from bag storage<br />
• Income from regripp<strong>in</strong>g and repair<strong>in</strong>g clubs<br />
• A benefi ts package (<strong>in</strong>surance, vacation, sick days, retirement, and so on)<br />
• Bonuses on meet<strong>in</strong>g operational goals<br />
• Professional expenses such as dues, subscriptions, and tuition<br />
• Club privileges and meals<br />
•<br />
Hous<strong>in</strong>g or automobile allowance<br />
Although the club will not pay this portion, the director of golf (and other golf<br />
professionals) also should be given the opportunity to w<strong>in</strong> prize money <strong>in</strong> local<br />
golf tournaments.<br />
It is important to ma<strong>in</strong>ta<strong>in</strong> a positive work<strong>in</strong>g relationship between the golf<br />
professional and the club manager. The club manager relies upon the golf professional<br />
to encourage support of the club’s operation to the membership. The golf<br />
professional usually ma<strong>in</strong>ta<strong>in</strong>s a friendly personal relationship with club members<br />
and can <strong>in</strong>fl uence them easily. In turn, the club manager supports the golf<br />
operation by lend<strong>in</strong>g assistance to projects, promot<strong>in</strong>g tournaments, and provid<strong>in</strong>g<br />
<strong>in</strong>put for adm<strong>in</strong>istrative decisions. Club managers should welcome <strong>in</strong>put from<br />
the golf professional as he or she is the expert <strong>in</strong> the golf operation. A successful<br />
relationship between the club manager and the golf professional is an amiable<br />
relationship of respect and cooperation. This benefi ts the entire club operation and<br />
accomplishes the common goal of member satisfaction. Exhibit 12 is a sample job<br />
description for a director of golf.<br />
Employee or <strong>in</strong>dependent contractor? While the courts have yet to determ<strong>in</strong>e<br />
clearly whether director of golfs (and other golf professionals) work<strong>in</strong>g at a private<br />
club are truly <strong>in</strong>dependent contractors, it appears most likely that a director of golf<br />
is not an <strong>in</strong>dependent contractor if one or more of the follow<strong>in</strong>g conditions apply<br />
at the club:
5<strong>14</strong> Chapter <strong>14</strong><br />
Exhibit 12 Director of <strong>Golf</strong> Job Description<br />
I. Position<br />
<strong>Golf</strong> Professional<br />
II. Related Titles<br />
<strong>Golf</strong> Pro; Director of <strong>Golf</strong>; Head <strong>Golf</strong> Professional; PGA Head <strong>Golf</strong> Professional<br />
III. Job Summary (Essential Functions)<br />
Manage all golf and golf-related activities and bus<strong>in</strong>ess.<br />
IV. Job Tasks (Additional Responsibilities)<br />
1. Plans, promotes and directs all golf activities <strong>in</strong>clud<strong>in</strong>g daily management<br />
responsibilities.<br />
2. Prepares annual and monthly budgets for golf operations; takes corrective<br />
actions as necessary to help assure that budget goals are atta<strong>in</strong>ed.<br />
3. Orders merchandise for golf shop and provides the best selection possible<br />
with<strong>in</strong> the constra<strong>in</strong>ts of <strong>in</strong>ventory and quality limits set by board policy.<br />
4. Orders supplies associated with golf activities.<br />
5. Ma<strong>in</strong>ta<strong>in</strong>s attractive, orderly appearance <strong>in</strong> pro shop.<br />
6. Selects, supervises, tra<strong>in</strong>s and evaluates golf cart ma<strong>in</strong>tenance personnel and<br />
pro shop, locker room, golf range, golf bag and club storage employees and oncourse<br />
personnel.<br />
7. Provides golf lessons to members and guests.<br />
8. Plays golf with members of all skill-levels to generate enthusiasm.<br />
9. Designs and conducts golf cl<strong>in</strong>ics.<br />
10. Plans professional development and tra<strong>in</strong><strong>in</strong>g activities for subord<strong>in</strong>ates.<br />
11. Designs and conducts junior golf cl<strong>in</strong>ics and tra<strong>in</strong><strong>in</strong>g programs.<br />
12. Collects charges and fees for all golf-related activities.<br />
13. Organizes and conducts club tournaments and related events.<br />
<strong>14</strong>. Interprets and enforces golf rules and regulations.<br />
15. Interprets and enforces club policies, rules and regulations.<br />
16. Consults with the general manager about golf course and practice range operations,<br />
ma<strong>in</strong>tenance and rules.<br />
17. Cooperates with the grounds super<strong>in</strong>tendent about ma<strong>in</strong>tenance issues that<br />
affect the playability of the golf course.<br />
18. Under the direction of the golf committee, implements and adm<strong>in</strong>isters a system<br />
govern<strong>in</strong>g the start of play and the handicap system.<br />
19. Represents the club <strong>in</strong> area professional events <strong>in</strong>clud<strong>in</strong>g local, state or national<br />
events with the approval of the golf committee.
Exhibit 12 (cont<strong>in</strong>ued)<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 515<br />
20. Attends all staff, management, golf committee and other applicable meet<strong>in</strong>gs.<br />
21. Ma<strong>in</strong>ta<strong>in</strong>s records relat<strong>in</strong>g to player and guest rounds and other statistics.<br />
22. Provides marshals for tournaments and at other times as determ<strong>in</strong>ed by golf<br />
committee; supervises marshals to help ensure that expected performance is<br />
delivered.<br />
23. Plans social even<strong>in</strong>gs and events to promote golf and fellowship among members<br />
and guests.<br />
24. Adheres to all federal, state and local laws regard<strong>in</strong>g health, safety and employment.<br />
25. Schedules staff hours to assure that members are fully served and that labor<br />
costs are ma<strong>in</strong>ta<strong>in</strong>ed; periodically checks timecards for adherence to posted<br />
schedules.<br />
26. Assists <strong>in</strong> the development of short- and long-range plans for improvements to<br />
the club facilities and courses.<br />
27. Attends national and sectional conferences and meet<strong>in</strong>gs, merchandise shows,<br />
educational and professional shows to encourage development and to enhance<br />
quality and image of the club.<br />
28. Assists <strong>in</strong> supervis<strong>in</strong>g and <strong>in</strong>spect<strong>in</strong>g design improvements and capital outlays<br />
to golf courses and golf facilities.<br />
29. Interacts with food and beverage director about food and beverage needs for<br />
events.<br />
30. Ma<strong>in</strong>ta<strong>in</strong>s visible presence on the course dur<strong>in</strong>g peak times of play.<br />
31. Supervises the work of the assistant golf professional.<br />
32. Supervises golf play of members and guests from the first tee and ma<strong>in</strong>ta<strong>in</strong>s<br />
start<strong>in</strong>g times accord<strong>in</strong>g to the club’s rules and regulations.<br />
33. Provides golf-related <strong>in</strong>formation for the club’s newsletter.<br />
34. Provides for the collection and issuance of all prizes associated with all competitions.<br />
35. Implements an overall safety program that conforms to OSHA standards for the<br />
golf department.<br />
36. Manages new golf member orientation program.<br />
37. Performs other appropriate tasks assigned by the general manager.<br />
V. Reports to<br />
General Manager<br />
VI. Supervises<br />
Assistant <strong>Golf</strong> Professional
516 Chapter <strong>14</strong><br />
Build<strong>in</strong>g Bridges: Work<strong>in</strong>g with the <strong>Golf</strong> Management Team<br />
Master Club Monograph, Joe Basso, MCM<br />
For much of the history of private golf and country club management, the predom<strong>in</strong>ate<br />
managerial structure among the boards of member-owned clubs has been the<br />
triad style of management. Under this organizational structure, each member of the<br />
golf management team reports to a committee chairperson. As the management<br />
model shifted to that of a chief operat<strong>in</strong>g officer with one person ultimately responsible<br />
for the entire operation, dissension sometimes developed among specific<br />
members of the management team; the golf professional, the course super<strong>in</strong>tendent,<br />
and the general manager.<br />
Poor implementation of what was then known as the general manager concept<br />
has at times caused tensions created by two key misconceptions: (1) the prevail<strong>in</strong>g<br />
belief that the general manager must come from the food and beverage/adm<strong>in</strong>istrative<br />
discipl<strong>in</strong>e of the club (this sometimes fostered unnecessary animosity among<br />
other members of the golf management team) and (2) the occasional and unfortunate<br />
assumption that general managers needed to know everyth<strong>in</strong>g possible about the<br />
golf side of the operation.<br />
The members of golf management teams today do not generally share these<br />
misconceptions. Modern professionals tend to have a better understand<strong>in</strong>g of organizational<br />
structure and are generally more secure about their own roles and abilities.<br />
All three professional groups are better educated, and <strong>in</strong>dividuals from the golf and<br />
agronomy discipl<strong>in</strong>es are now enter<strong>in</strong>g the field of general management.<br />
A survey of club managers, golf professionals, and golf super<strong>in</strong>tendents confirmed<br />
the historical view of these issues and expla<strong>in</strong>ed the current nature of their<br />
professional <strong>in</strong>teractions and relationships. Veterans from all three specializations<br />
substantiated similar experiences <strong>in</strong> their own past professional relationships and<br />
they revealed key elements <strong>in</strong> present-day <strong>in</strong>teractions that are cornerstones for successful<br />
and productive relationships.<br />
When asked the best course of action to improve poor <strong>in</strong>terpersonal relationships,<br />
all three groups cited several critical factors. First, the importance of open<br />
and honest communication was noted to be the most significant factor <strong>in</strong> foster<strong>in</strong>g a<br />
healthy and productive management team. Survey respondents consistently reported<br />
that communication and the ability to listen with an open m<strong>in</strong>d are essential for build<strong>in</strong>g<br />
and strengthen<strong>in</strong>g these relationships.<br />
Mutual trust, a second key <strong>in</strong>gredient cited by survey participants, allows the<br />
team to function at its peak level of performance without the fear of hidden agendas<br />
or back stabb<strong>in</strong>g. With mutual trust present, issues can be discussed among members<br />
of the management team without the concern that they will be used for any form<br />
of political maneuver<strong>in</strong>g.<br />
Mutual appreciation based on respect and an understand<strong>in</strong>g of each team member’s<br />
contribution was noted to be a third essential component to build<strong>in</strong>g an ongo<strong>in</strong>g<br />
rapport. Each professional must understand what the other members br<strong>in</strong>g to the<br />
operation <strong>in</strong> the form of expertise. While cont<strong>in</strong>u<strong>in</strong>g education <strong>in</strong> areas of deficiency<br />
will help to broaden the general manager’s knowledge base, a shared respect for the<br />
career accomplishments and <strong>in</strong>dustry expertise of each member will help to solidify<br />
these three professions <strong>in</strong>to an effective team.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 517<br />
Hav<strong>in</strong>g talented managers for the golf and course operations allows the general<br />
manager to focus on broader issues affect<strong>in</strong>g the club’s future. Shar<strong>in</strong>g a common<br />
vision supported by the management team is a fourth essential element <strong>in</strong> an effective<br />
relationship. A common vision provides a solid foundation upon which to make<br />
decisions that are <strong>in</strong> the club’s best <strong>in</strong>terest.<br />
Support of each other <strong>in</strong> the mutual quest for success is a fifth key to w<strong>in</strong>n<strong>in</strong>g<br />
relationships. There is a critical need <strong>in</strong> club operations for an aligned management<br />
team that will display a common face to club members. In the face of adversity, this<br />
support becomes particularly vital to the overall health and welfare of the management<br />
team.<br />
The benefits of a positive relationship among these club professionals extend<br />
from <strong>in</strong>dividual accomplishments to an overall success and enhancement of the club<br />
environment <strong>in</strong> which they work. Often, longstand<strong>in</strong>g friendships, both personal and<br />
professional, are formed.<br />
When problems with<strong>in</strong> the team become evident, respondents agreed unanimously<br />
that stepp<strong>in</strong>g back and reevaluat<strong>in</strong>g the key elements of their relationships<br />
was the best remedy and stood the best chance of solidify<strong>in</strong>g the team. However,<br />
all three groups were likewise unified <strong>in</strong> their response that when these attempts<br />
failed, they would not allow another member of the team to underm<strong>in</strong>e the vision and<br />
goals for the team. It would then be necessary for the non-contribut<strong>in</strong>g member to be<br />
removed from the group.<br />
Research Results: Focus on Team Relationships<br />
Current Relationships<br />
General<br />
Manager<br />
<strong>Golf</strong><br />
Professional Super<strong>in</strong>tendent<br />
<strong>Golf</strong> Professional / Club Team 4.3 4.6 **<br />
Super<strong>in</strong>tendent / Club Team 4.4 ** 4.2<br />
General Manager / Club Team 4.4 ** **<br />
General Manager /<br />
Super<strong>in</strong>tendent<br />
4.6 4.4 4.2<br />
General Manager /<br />
<strong>Golf</strong> Professional<br />
4.3 4.5 3.9<br />
(1= poor, 2=fair, 3=average, 4=good, 5=excellent)<br />
Ability to Listen and Relate to Non-<strong>Golf</strong> Issues<br />
Raters<br />
Rated General<br />
Manager<br />
<strong>Golf</strong><br />
Professional Super<strong>in</strong>tendent<br />
General Managers Did Not Rate 3.9 4.2<br />
<strong>Golf</strong> Professionals 4.3 4.5 4.1<br />
Super<strong>in</strong>tendents 4.0 3.7 4.2<br />
(cont<strong>in</strong>ued)
518 Chapter <strong>14</strong><br />
In their ability to listen and relate to non-golf issues of the club, golf professionals<br />
rated themselves the highest, while super<strong>in</strong>tendents and general managers had a<br />
slightly lower view of the golf professional’s abilities. <strong>Golf</strong> professionals, super<strong>in</strong>tendents<br />
and general managers all rated above 4.0 on a scale of 5 <strong>in</strong> their ability to<br />
listen and relate.<br />
Participation <strong>in</strong> Problem Solv<strong>in</strong>g of Non-<strong>Golf</strong><strong>in</strong>g Issues<br />
Rated General <strong>Golf</strong> Super<strong>in</strong>tendent<br />
Raters<br />
Manager Professional<br />
General Managers Did Not Rate 3.7 3.9<br />
<strong>Golf</strong> Professionals 4.4 4.3 3.9<br />
Super<strong>in</strong>tendents 4.2 3.6 4.0<br />
Problem solv<strong>in</strong>g of these same issues ranked <strong>in</strong> similar fashion. Both super<strong>in</strong>tendents<br />
and golf professionals had a better view of their own contributions over those of<br />
their fellow club department managers, but expectedly viewed their general manager’s<br />
ability to resolve these issues on a higher scale. <strong>Golf</strong> professionals rated their<br />
own ability to compromise for the betterment of the club significantly higher than that<br />
of the other members of their team, while also giv<strong>in</strong>g managers the highest rat<strong>in</strong>g of<br />
all three groups. Conversely, super<strong>in</strong>tendents and general managers gave their golf<br />
professionals the lowest compromise rat<strong>in</strong>gs. The ability of the non-golf members of<br />
the management team to compromise for the benefit of the club rated consistently<br />
among all three groups.<br />
Source: Master Club Monograph by Joe Basso, MCM<br />
• The director of golf has signed an employment agreement with the club.<br />
• The hours the director of golf works are specifi ed by the club.<br />
• The club provides the director of golf with pro shop space, utilities, telephone<br />
service, and meals at no charge.<br />
•<br />
The club bills members, collects from members, and pays the revenue due to<br />
the director of golf.<br />
These items have been clearly <strong>in</strong>terpreted by the Internal Revenue Service to demonstrate<br />
that the club has an employer relationship with its director of golf. Should<br />
any wage disputes arise <strong>in</strong>volv<strong>in</strong>g the director of golf or assistant golf professionals,<br />
it’s likely that the U.S. Department of Labor will consider these professionals<br />
to be employees of the club.<br />
Assistant <strong>Golf</strong> Professionals. Qualifi cations for assistant golf professionals <strong>in</strong>clude<br />
PGA membership or registration <strong>in</strong> the PGA Apprentice Program (or the expectation<br />
to register), good golf skills, some competitive golf experience, and preferably<br />
some teach<strong>in</strong>g and work experience at a golf facility. Assistant golf professionals<br />
should be good communicators and be patient, friendly, and outgo<strong>in</strong>g. See Exhibit<br />
13 for a sample job description for an assistant golf professional.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 519<br />
Exhibit 13 Assistant <strong>Golf</strong> Professional Job Description<br />
I. Position<br />
Assistant <strong>Golf</strong> Professional<br />
II. Related Titles<br />
Assistant <strong>Golf</strong> Pro<br />
III. Job Summary (Essential Functions)<br />
Assist golf professional with numerous activities relat<strong>in</strong>g to the management and<br />
operation of the club’s golf program.<br />
IV. Job Tasks (Additional Responsibilities)<br />
1. Assists golf professional <strong>in</strong> <strong>in</strong>struct<strong>in</strong>g and with merchandis<strong>in</strong>g, on-course, cart<br />
and personnel management responsibilities.<br />
2. Ma<strong>in</strong>ta<strong>in</strong>s pro shop <strong>in</strong>ventory control system.<br />
3. Assists members by provid<strong>in</strong>g and <strong>in</strong>terpret<strong>in</strong>g golf policies, rules and regulations.<br />
4. Conducts golf cl<strong>in</strong>ics.<br />
5. Ma<strong>in</strong>ta<strong>in</strong>s handicap records.<br />
6. Operates pro shop <strong>in</strong> absence of pro shop manager.<br />
7. Assumes golf professional’s duties <strong>in</strong> his or her absence.<br />
8. Manages the daily open<strong>in</strong>g and clos<strong>in</strong>g of golf operations.<br />
9. Selects, tra<strong>in</strong>s, supervises, schedules and evaluates the golf shop manager,<br />
starters, rangers, caddie master, cart shop ma<strong>in</strong>tenance mechanics and bag,<br />
range and cart attendants.<br />
10. Assists <strong>in</strong> the coord<strong>in</strong>ation of tournaments and special events.<br />
11. Coord<strong>in</strong>ates junior golf activities.<br />
12. Provides golf <strong>in</strong>struction.<br />
13. Performs starter or marshal duties as needed.<br />
<strong>14</strong>. Managers USGA handicap system for members.<br />
15. Ensures course is properly marked.<br />
16. Attends staff meet<strong>in</strong>gs.<br />
17. Performs other appropriate tasks assigned by the golf professional.<br />
V. Reports to<br />
<strong>Golf</strong> Professional<br />
VI. Supervises<br />
<strong>Golf</strong> Shop Salesperson; Starter; Ranger; Caddie Master; Cart Shop Ma<strong>in</strong>tenance<br />
Mechanic; <strong>Golf</strong> Shop Manager
520 Chapter <strong>14</strong><br />
Other <strong>Golf</strong> Staff Positions<br />
Pro Shop Employees. The employees who work <strong>in</strong> the pro shop should be knowledgeable<br />
about golf. They should also be trustworthy and organized, possess good<br />
phone-etiquett e skills, be good communicators, and be friendly and outgo<strong>in</strong>g. See<br />
Exhibit <strong>14</strong> for a sample job description for a pro shop salesperson.<br />
Although specifi c duties vary from club to club, pro shop employees sell pro<br />
shop merchandise and usually book lessons, keep track of tee-time reservations, sign<br />
members up for tournaments, and keep track of member handicaps, under supervision<br />
of the golf professionals. Pro shop employees at some clubs use computers to<br />
perform these duties; at other clubs, employees perform them manually.<br />
As part of the director of golf’s negotiated contract, the salaries of the pro<br />
shop staff may be paid partially or <strong>in</strong> full by the club. This is because part of their<br />
duties are club-related—tak<strong>in</strong>g tee-time reservations, answer<strong>in</strong>g the pro shop telephone,<br />
register<strong>in</strong>g members for organized golf events, and so on.<br />
Bag Room and Practice Range Staff . Bag room and practice range staff members<br />
should also have a knowledge of golf and should have the dexterity and strength<br />
to perform the manual tasks required to ma<strong>in</strong>ta<strong>in</strong> the bags, clubs, buckets, and<br />
practice balls (that is, lift heavy golf bags, operate mach<strong>in</strong>ery, and so on). See<br />
Exhibit 15 for a sample job description for a bag room att endant.<br />
Starters and Marshals. Starters and marshals should be experienced golfers who<br />
are familiar with the rules of golf and with the club’s policies and regulations. The<br />
starter and marshals work at tournaments to promote effi cient play among the<br />
members and guests. The number of starters and marshals that a club employs<br />
depends on the number of golf rounds members and guests play at the club and<br />
the degree of concern the club has over speed of play and violations of golf course<br />
regulations.<br />
The starter is stationed near the fi rst tee to ensure an orderly fl ow of play<br />
based on reserved tee times. If players are late, the starter will ask a group that<br />
is ready to play to tee off , so as to stay on schedule. The starter will place players<br />
with no partners <strong>in</strong>to groups or will match twosomes together. The starter<br />
will cover tournament and club rules and rem<strong>in</strong>d players of commonly committ ed<br />
errors to avoid. The starter should record the names of members and guests and<br />
the exact times they beg<strong>in</strong>, <strong>in</strong> addition to issu<strong>in</strong>g scorecards and pencils to players<br />
who do not have them. Other duties that starters at some clubs may perform are<br />
listed <strong>in</strong> Exhibit 16.<br />
The ma<strong>in</strong> task of a marshal is to monitor the pace of play on the golf course. A<br />
marshal will ask slow groups to allow faster players beh<strong>in</strong>d them to play through.<br />
If the group <strong>in</strong> front of the slow group is more than one hole ahead, a marshal may<br />
ask the slow group to pick up their golf balls and immediately move ahead to the<br />
next hole to tee off .<br />
Head Mechanic. <strong>Clubs</strong> with a large fl eet of golf cars should have a head mechanic<br />
to ma<strong>in</strong>ta<strong>in</strong> the cars and car barn. The mechanic should have experience <strong>in</strong>
Exhibit <strong>14</strong> <strong>Golf</strong> Shop Manager Job Description<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 521<br />
I. Position<br />
<strong>Golf</strong> Shop Manager<br />
II. Related Titles<br />
<strong>Golf</strong> Retail Manager; Merchandise Coord<strong>in</strong>ator; Pro Shop Manager<br />
III. Job Summary (Essential Functions)<br />
Responsible for the overall retail operation of the golf shop. Create merchandis<strong>in</strong>g<br />
displays to maximize sales and product turnover. Provide superior customer<br />
service. Observe club’s safety rules and regulations.<br />
IV. Job Tasks (Additional Responsibilities)<br />
1. Answers questions concern<strong>in</strong>g club services.<br />
2. Ma<strong>in</strong>ta<strong>in</strong>s bill<strong>in</strong>g charges of members and guests; submits bill<strong>in</strong>g charges to<br />
account<strong>in</strong>g department <strong>in</strong> a timely manner.<br />
3. Develops open-to-buy procedures for each category.<br />
4. Promotes daily golf shop sales and superior customer relations.<br />
5. Plans, promotes, merchandises and markets special events and sales.<br />
6. Develops and ma<strong>in</strong>ta<strong>in</strong>s shop displays.<br />
7. Monitors the receiv<strong>in</strong>g and check<strong>in</strong>g-<strong>in</strong> of all merchandise.<br />
8. Processes all paperwork and cod<strong>in</strong>g on <strong>in</strong>voices.<br />
9. Assists assistant golf professional with yearly budgets and merchandise goals<br />
and strategies.<br />
10. Coord<strong>in</strong>ates <strong>in</strong>ventories and provides monthly <strong>in</strong>ventory reports.<br />
11. Monitors procedures for special orders and returns.<br />
12. Signs for and accepts full responsibility for a cash bank to be used for operational<br />
needs and cash<strong>in</strong>g member checks.<br />
13. Assists customers with merchandise selections; works at sales counter as<br />
necessary.<br />
<strong>14</strong>. Selects, tra<strong>in</strong>s, supervises, schedules and evaluates golf shop salespersons.<br />
15. Creates and ma<strong>in</strong>ta<strong>in</strong>s an approved vendor list.<br />
16. Supervises and ma<strong>in</strong>ta<strong>in</strong>s the po<strong>in</strong>t-of-sale (POS) system.<br />
17. Works with golf professional to select and purchase products for tournaments.<br />
18. Orders special order merchandise for members.<br />
19. Charges member and guests for golf cart usage.<br />
20. Coord<strong>in</strong>ates shop changeovers for special events and seasons.<br />
21. Attends staff meet<strong>in</strong>gs.<br />
22. Completes other tasks as assigned by the assistant golf professional.<br />
V. Reports to<br />
Assistant <strong>Golf</strong> Professional<br />
VI. Supervises<br />
<strong>Golf</strong> Shop Salesperson
522 Chapter <strong>14</strong><br />
Exhibit 15 Bag Room Attendant Job Description<br />
I. Position<br />
Bag, Range and Cart Attendant<br />
II. Related Titles<br />
Bag Room Attendant (Specialist); Cart Runner (Attendant); Range Attendant;<br />
Member Services Attendant; <strong>Golf</strong> and Range Attendant<br />
III. Job Summary (Essential Functions)<br />
Provide bag, cart and range services to members and guests.<br />
IV. Job Tasks (Additional Responsibilities)<br />
1. Br<strong>in</strong>gs carts from cart shelter to cart stag<strong>in</strong>g area outside golf shop; checks<br />
carts for tire pressure, brake operation and other safety concerns.<br />
2. Loads bags from bag storage room onto carts.<br />
3. Transports range balls to each end of range and fills appropriate conta<strong>in</strong>ers.<br />
4. Places baskets of balls at evenly spaced <strong>in</strong>tervals on range.<br />
5. Operates tractor and ball picker on range to retrieve balls.<br />
6. Washes all range balls daily.<br />
7. Removes bags from carts and returns bags to assigned rack <strong>in</strong> bag storage<br />
room.<br />
8. Returns carts to cart shelter; removes towels, pencils, score cards, tees, dr<strong>in</strong>k<br />
cans, etc., from carts and saves reusable items; checks carts for abuse; washes<br />
cart with pressure cleaner; parks cart <strong>in</strong> shelter and connects charger cable.<br />
9. Advises pro shop of lost and found clubs.<br />
10. Cleans all clubs for members and guests; cleans and ma<strong>in</strong>ta<strong>in</strong>s the club’s rental<br />
equipment.<br />
11. Ma<strong>in</strong>ta<strong>in</strong>s cleanl<strong>in</strong>ess of and order <strong>in</strong> bag storage room.<br />
12. Attends staff meet<strong>in</strong>gs.<br />
13. Performs other appropriate tasks as assigned by assistant golf professional.<br />
V. Reports to<br />
Assistant <strong>Golf</strong> Professional<br />
VI. Supervises<br />
No supervisory duties are <strong>in</strong>cluded <strong>in</strong> this position.<br />
ma<strong>in</strong>ta<strong>in</strong><strong>in</strong>g golf cars and perform<strong>in</strong>g a variety of mechanical repairs. This <strong>in</strong>dividual<br />
will also supervise any staff members who are assigned to the golf car barn<br />
to assist <strong>in</strong> the ma<strong>in</strong>tenance and servic<strong>in</strong>g of the cars.
Exhibit 16 Starter Job Description<br />
I. Position<br />
Starter<br />
II. Related Titles<br />
None<br />
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 523<br />
III. Job Summary (Essential Functions)<br />
Control pace of play on golf course by direct<strong>in</strong>g players to the first tee at appropriate<br />
times.<br />
IV. Job Tasks (Additional Responsibilities)<br />
1. Provides <strong>in</strong>formation regard<strong>in</strong>g course, play times and other golf-related issues.<br />
2. Verifies that all revenues have been properly recorded by <strong>in</strong>spect<strong>in</strong>g receipts for<br />
all players before they depart for course, practice tee or range.<br />
3. Dispenses range balls <strong>in</strong> accordance with club policies.<br />
4. Keeps assistant golf professional <strong>in</strong>formed about rate of course play.<br />
5. Determ<strong>in</strong>es rate of course play.<br />
6. Ma<strong>in</strong>ta<strong>in</strong>s clean and orderly appearance of starter’s booth at all times.<br />
7. Arranges players <strong>in</strong> proper start<strong>in</strong>g order and assigns appropriate tees.<br />
8. Assigns carts.<br />
9. Starter may also perform the follow<strong>in</strong>g duties:<br />
• Ensures that members’ and guests’ bags are appropriately placed <strong>in</strong> carts;<br />
• Assigns caddies;<br />
• Tra<strong>in</strong>s and <strong>in</strong>structs caddies <strong>in</strong> proper duties and etiquette; and<br />
• Assists golf professional <strong>in</strong> runn<strong>in</strong>g tournaments, cl<strong>in</strong>ics and other special<br />
events.<br />
10. Supplies players with score cards, pencils and rules of play.<br />
11. Advises players and caddies about course conditions.<br />
12. Performs standard open<strong>in</strong>g and clos<strong>in</strong>g procedures.<br />
13. Attends staff meet<strong>in</strong>gs.<br />
<strong>14</strong>. Performs other appropriate tasks assigned by assistant golf professional.<br />
V. Reports to<br />
Assistant <strong>Golf</strong> Professional<br />
VI. Supervises<br />
No supervisory duties are <strong>in</strong>cluded <strong>in</strong> this position.
524 Chapter <strong>14</strong><br />
Endnotes<br />
1. Club Managers Association of America, Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report<br />
(Alexandria, Virg<strong>in</strong>ia: <strong>CMAA</strong>, 2004), p. 15.<br />
2. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 36<br />
3. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 41<br />
4. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 39.<br />
5. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 40.<br />
6. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 38.<br />
7. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, 38.<br />
8 Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 38<br />
9. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 38<br />
10. <strong>Golf</strong> Car Fleet Management Handbook (Palm Beach Gardens, Florida: PGA, 1989).<br />
11. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 38.<br />
12. Advantages and disadvantages of electric-powered cars adapted from <strong>Golf</strong> Car Fleet<br />
Management Handbook (Palm Beach Gardens, Florida: PGA, 1989).<br />
13. Club <strong>Operations</strong> and F<strong>in</strong>ancial Data Report, p. 54.<br />
<strong>14</strong>. Advantages and disadvantages of gasol<strong>in</strong>e-powered cars adapted from <strong>Golf</strong> Car Fleet<br />
Management Handbook (Palm Beach Gardens, Florida: PGA, 1989).<br />
Key Terms<br />
caddie master—An experienced caddie who recruits, tra<strong>in</strong>s, and supervises other<br />
caddies.<br />
club-demo program—A pro shop program designed to <strong>in</strong>crease sales, <strong>in</strong> which<br />
members can try out golf clubs before buy<strong>in</strong>g them.<br />
cost-plus program—A pro shop program <strong>in</strong> which club members pay a fee and<br />
are then able to purchase pro shop merchandise at cost plus a fi xed percentage<br />
(typically ten percent).<br />
handicap system—A system <strong>in</strong> which a golfer is either awarded strokes or has<br />
strokes taken away, based on his or her ability to make par; this system allows<br />
golfers with diff erent play<strong>in</strong>g abilities to play golf together and compete on an<br />
equal basis.<br />
junior golf program—A number of organized golf activities—lessons, tournaments,<br />
cl<strong>in</strong>ics, camps, modifi ed golf games, and so on—designed for the children<br />
of club members.<br />
marshal—An <strong>in</strong>dividual who monitors the pace of play on the golf course and<br />
enforces club rules.
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 525<br />
member-guest event—An organized golf event at a club <strong>in</strong> which guests are<br />
allowed to participate with members; such an event is oft en used by clubs to<br />
recruit new members.<br />
outside tournament—A golf tournament held at the club that is not organized<br />
primarily for members and <strong>in</strong>vited guests.<br />
practice range—An area designated for members to practice hitt <strong>in</strong>g a variety of<br />
golf shots. Also called a driv<strong>in</strong>g range.<br />
starter—An <strong>in</strong>dividual who is stationed near the fi rst tee to ensure an orderly fl ow<br />
of play based on reserved tee times.<br />
Review Questions<br />
1. What are some of the golf facilities commonly found at clubs?<br />
2. What is a handicap system?<br />
3. What are some of the golf <strong>in</strong>structional programs typically off ered at clubs,<br />
and why are they important to clubs?<br />
4. What are some typical golf-car-rental policies at clubs?<br />
5. How is a director of golf compensated at a club?<br />
6. What are the duties of an assistant golf professional?<br />
7. What are a starter’s responsibilities on the golf course? a marshal’s?<br />
8. What are some of the major golf associations?<br />
Additional Read<strong>in</strong>g<br />
Beard, J. B. Turf Management for <strong>Golf</strong> Courses. New York: MacMillan, 1982.<br />
Cayce, K. PGA Book of <strong>Golf</strong> Shop Policies and Procedures. Palm Beach Gardens, Florida:<br />
PGA, 1984.<br />
Gammon & Grange, P.C. “Will the Real Independent Contractor Please Stand Up?”<br />
Club Director, August 1992.<br />
<strong>Golf</strong> Course Super<strong>in</strong>tendents Association of America, “Select<strong>in</strong>g a Professional<br />
Super<strong>in</strong>tendent.” Lawrence, Kansas: <strong>Golf</strong> Course Super<strong>in</strong>tendents Association<br />
of America, no date.<br />
“The Green<strong>in</strong>g of a Great Committ ee Chair.” Club Director, October 1994.<br />
Gustafson, Cathy and Redman, Bridgett e, Assistant Manager <strong>in</strong> Development Program:<br />
Recreation and Sport Management, Alexandria, VA: Club Managers Association<br />
of America, 2000.<br />
Jobbe, F. W., L. A. Yocum, R. E. Mott ram, and M. M. P<strong>in</strong>k. Exercise to Bett er <strong>Golf</strong>.<br />
Champaign, Ill.: Human K<strong>in</strong>etics, 1995.
526 Chapter <strong>14</strong><br />
Lowes, R. “The Successful Tournament.” Club Management, January 1992.<br />
Professional <strong>Golf</strong>ers’ Association of America. <strong>Golf</strong> Car Fleet Ma<strong>in</strong>tenance Handbook.<br />
Palm Beach Gardens, Florida: PGA, 1982.<br />
———. <strong>Golf</strong> Car Fleet Management Handbook. Palm Beach Gardens, Florida: PGA,<br />
1989.<br />
———. How to Hire a <strong>Golf</strong> Professional. Palm Beach Gardens, Florida: PGA, 1991.<br />
———. Market<strong>in</strong>g the Public <strong>Golf</strong> Course. Palm Beach Gardens, Florida: PGA, 1990.<br />
———. The PGA Merchandis<strong>in</strong>g Manual. Palm Beach Gardens, Florida: PGA, 1991.<br />
White, T. E., and L. C. Gerstner. Club <strong>Operations</strong> and Management, Second Edition.<br />
New York: VNR, 1991.<br />
Wiren, G. The PGA Manual of <strong>Golf</strong>: The Professional’s Way to Play Bett er <strong>Golf</strong>. New<br />
York: MacMillan, 1991.<br />
Internet Sites<br />
For more <strong>in</strong>formation, visit the follow<strong>in</strong>g Internet sites. Remember that Internet<br />
addresses can change without notice. If the site is no longer there, you can use a<br />
search eng<strong>in</strong>e to look for additional sites.<br />
<strong>Golf</strong> Course Builders Association of<br />
America<br />
www.gcbaa.org<br />
<strong>Golf</strong> Course Super<strong>in</strong>tendents<br />
Association of America<br />
www.gcsaa.org<br />
Ladies Professional <strong>Golf</strong> Association<br />
www.lpga.com<br />
National <strong>Golf</strong> Course Owners<br />
Association<br />
www.golf.com/tour/assoc/ngcoa<br />
Case Studies<br />
PGA Tour<br />
www.pgatour.com<br />
Professional <strong>Golf</strong>ers’ Association of<br />
America<br />
www.pga.com<br />
United States <strong>Golf</strong> Association<br />
www.usga.org<br />
The <strong>Golf</strong> Channel<br />
www.golfchannel.com<br />
Comfortville Country Club is celebrat<strong>in</strong>g its 40th anniversary this year. The club<br />
was the fi rst private club <strong>in</strong> the region and it has a lot of traditions. The club has<br />
approximately 450 members, 300 of which have golfi ng memberships. Many of the<br />
members own houses with backyards on the golf course.<br />
The club has allowed members to use privately owned golf cars for years.<br />
Approximately 50 members presently use their own golf cars at the club. Members<br />
with private cars pay $25 per month as a trail fee. The club also rents golf cars. Its
<strong>Golf</strong> <strong>Operations</strong> <strong>in</strong> <strong>Clubs</strong> 527<br />
fl eet size of 50 is adequate for its current usage on most days except for the busiest<br />
Saturdays and holidays. The club is leas<strong>in</strong>g the fl eet of electric-powered cars; the<br />
fl eet is about two years old. Car-rental fees for 18 holes are $20 for two riders and<br />
$10 for one rider. Feedback on member surveys <strong>in</strong>dicate that members are happy<br />
with the club’s golf cars. They like their quality, the way they are ma<strong>in</strong>ta<strong>in</strong>ed, and<br />
the prices charged for their use.<br />
However, there were a number of writt en comments on the survey about the<br />
club’s policy of allow<strong>in</strong>g privately owned golf cars on the course. Some of the<br />
members compla<strong>in</strong>ed about the color and appearance of some of the private cars.<br />
Others said that some of the members who owned their own golf cars were enter<strong>in</strong>g<br />
the course at the hole nearest their home without check<strong>in</strong>g <strong>in</strong> with the starter.<br />
At the last board of directors meet<strong>in</strong>g, there was much discussion about these<br />
comments on the survey, some of it heated. At one po<strong>in</strong>t a motion was made to<br />
ban private golf car usage, but it was withdrawn. The board appo<strong>in</strong>ted a special<br />
committ ee to <strong>in</strong>vestigate the problems associated with private golf car usage at the<br />
club and make recommendations for action at the next board meet<strong>in</strong>g.<br />
Discussion Question<br />
1. What are the diff erent potential courses of action? What are some of the<br />
impacts these actions might have?