Cheers and jeers: 2005

If you’re one of those linear people who read their magazines from front to back, you’ve nearly completed your perusal of the final issue of Golf Course News in 2005. (We skip publishing a December issue because … well, just because we can, dammit). So, it seems like the perfect time to look back at the past year and offer our “cheers and jeers” for a year that will thankfully soon be history.

Cheers to two guys who brought incredible professionalism to a couple of often unheralded amateur events. The dynamic duo of Matt Shaffer at Merion Golf Club and Jon Jennings, CGCS, at Chicago Golf Club proved that just because Tiger & Friends weren’t around doesn’t mean that you can’t produce incredible playing conditions. Shaffer faced tough odds trying to prepare Merion for the U.S. Amateur (a high-profile test run for another Open some day). He not only faced incredible scrutiny by the Blue Jackets from Far Hills, but he also had to cope with one of the worst Northeastern disease seasons in recent history. Nice job, Matt.

I spent a couple days on site with Jennings during the Walker Cup at the incredible Chicago Golf Club. He was cool, collected and completely capable. Given the already stellar reputation of the club, there was a huge risk associated with hosting one of the highest-profile events in golf, and Jennings and his team came through with flying colors. But, what do you expect from a guy who runs marathons for fun?

Business matters
Jeers to what is quite literally a perfect storm of factors that will drive energy and fertilizer prices to all-time highs this year. Gasoline is one thing – that’s a relatively minor budget factor for most facilities – but fertilizer could be more than just pricey. It might be in short supply because of disruptions of supplies resulting from the hurricanes. PrimeraTurf’s Frans Jager, one of the most savvy folks in our industry, recently wrote: “The question may very well not be ‘what do I have to pay for fertilizer’ but ‘will the supply be there when I need it.’” There has never been a better time to keep in close touch with your plant nutrition suppliers to ensure fair pricing and availability in 2006.

Cheers to every golf course owner who came up with something creative this year to generate new rounds. We heard about wonderful ideas ranging from free chilidogs at the 13th hole to combination marketing programs that offered limited memberships for people who bought furniture (or mattresses or photocopiers or whatever) from local stores. The days of “if you build it, they will come” are over, kids. I’m glad to see many operators are thinking outside the box when it comes to making the cash register ring.

Jeers to the handful of superintendents who still don’t understand they are part of the marketing and sales equation at America’s golf facilities. So you don’t think the “grassmaster” has anything to do with revenue? Just look at operations in which superintendents keep green speeds too fast (thus, increasing time on the green) or rough too high (enough said), create misplaced environmental areas (i.e., ball-eating high grass hazards) or impose cart restrictions unnecessarily. Guys, it’s time to rethink the idea that you simply maintain the course. You’re part of the revenue mix whether you like it or not.

Showtime
Cheers to the staff of the GCSAA (and the NGCOA, GCBAA and ASGCA and the rest of the Golf Industry Show’s alphabet soup). Trust me, these folks are burning the midnight oil as they move the trade show from New Orleans to Houston … oops, I mean Atlanta (apparently, Bayonne, N.J., was booked). And, when I say staff, I don’t mean Steve Mona. Instead, think about the more than 100, mostly young, mostly underpaid individuals who deal with things such as hotel-room blocks, conference room scheduling, exhibitor relations, seminar materials, booth locations, etc., etc., etc. You simply can’t imagine the details involved in re-relocating an event of this magnitude.

And, before you decide that Atlanta just isn’t worth it, remember that almost half of your association’s annual revenues come from this one event. This is what pays for everything else you enjoy: cheap education, public relations, lobbying – the whole gamut. Make a statement: Go to Atlanta.

On the other hand, jeers to being forced to go back to Atlanta. Despite everything I just said, it’s no fun facing the prospect of returning to this conference-unfriendly city. Great town … just not a particularly great site for the big show. Oh well, could be worse. We could be heading to Dallas.

Cheers to the incredibly resilient and upbeat superintendents and course managers we’ve talked with in the Gulf States. Holy smokes, just think what these guys have been through. Yet, when you speak with them, it’s business as usual. A typical response from one of the stoic Southerners I called a few weeks ago: “Yup, we had a little bit of a blow, but it really sped up our tree removal program.”

Unnecessary Stimpmeters
Jeers to the Wisconsin golfer who, according to a superintendent’s post on one of the industry’s online forums, carved his own homemade wooden Stimpmeter and was going around comparing green speeds on area courses. If it were up to me, that guy would be visiting a proctologist to have a few splinters removed.

And a hearty bonus jeer goes to an outfit called The Scientific Golfer that sells a Mini-Stimp designed for golfers to carry around in their bags. It’s a 12-inch-long version of the Stimpmeter that allows golfers to read green speeds in “only two or three minutes.” God help us all.

Finally, a huge cheer goes to … you. I really appreciate the fact that you’ve followed me along this 20-year journey through the good times, bad times and weird times in our industry. And, thanks to you, dear reader, Golf Course News is now the hottest magazine in the industry. We’re trying to do something really special here: cover the golf industry as a business and as a community of great people who are completely committed to what they do. So, thanks … and have a fabulous 2006. GCN

Pat Jones is president of Flagstick LLC, a consulting firm that provides sales and marketing intelligence to green-industry businesses. He can be reached at psjhawk@cox.net or 440-478-4763.