Nelson relishes GM position at Half Moon Bay

HALF MOON BAY, Calif. - The role that women play in the game of golf stepped to the forefront last month with Annika Sorenstam’s appearance at Colonial Country Club in Texas as she competed with the men in a regular PGA Tour event. Her appearance helped to remind the general public that this game, which has certainly been male-dominated for decades, is one that should be shared by all who want to become involved.

But the revolution of women playing a role in shaping the future of golf has been happening quietly over the last 15 years and it is definitely a growing trend. It was just seven years ago that Judy Bell served as president of the USGA, the first woman to serve in that capacity, and women make up a large segment of new golfers coming into the game. The trend continues into the front offices of clubs and courses around the country as more women are ascending into managerial positions.

Lyn Nelson, general manager at Half Moon Bay Golf Links, just south of San Francisco, is part of this trend, but certainly is not new to the rigors of the job. Nelson has been working in the management end of the golf industry since graduating from San Jose State University in 1982.

“I played collegiate golf at San Jose State with such great players as Patty Sheehan and Julie Inkster. I love playing competitive golf, but I also realized that I didn’t have a burning desire to play on the LPGA Tour. While attending school I obtained a degree in marketing and I was fortunate to find a way to blend my love for golf and my education into a career,” Nelson explained.

Nelson’s first position was as a marketing director for Los Altos Hills Country Club, a private club in Silicon Valley. The development of new private clubs in this affluent region in the ’80s led to the need for a marketing effort and Nelson willingly accepted the challenge. She learned to focus on the true assets of her club and market those strengths to prospective members.

During time at Los Altos Hills, Nelson delved into the various facets of the club in order to learn how each functioned. It was through this hands-on approach that she developed an understanding of what was necessary for each department to be successful.

“I approached our head chef to learn about the food service business and he put me to work on weekends so that I could see how things were done. I would spend my time in the kitchen as a prep cook,” Nelson said. “I did the same with the bartender, and this experience all helped to give me a better understanding of what is required to make these services a true asset for the club.”

Nelson’s forays into the kitchen, pro shop, maintenance shop and playing with the membership all contributed to her being appointed as the general manager in 1985.

“I was one of the youngest GMs around and one of the few female GMs in the country then,” Nelson said. “But there has been a growing trend of more women coming into management positions nationwide and it is a trend that I think will continue.”

Nelson came to Half Moon Bay, which boasts layouts designed by both Arnold Palmer and Arthur Hills, in February of this year after a stint as manager at the University Club in Palo Alto, Calif.

“I was honored when I was appointed to the position here because I feel that this is a unique property that has not reached its full potential. The combination of seaside golf with first class accommodations so near to major population areas is remarkable,” Nelson said.

Nelson is responsible for the operation of the golf shop, the restaurant, the marketing of the golf facility, and with joint purchasing and marketing with the on-site Ritz-Carlton Hotel. This makes the golf complex a daily-fee facility, a destination resort and a homeowners club all in one.

It is a chance for her to put all of her hands-on experience to work, especially in the difficult market the golf industry is in.

“Our challenge is the same that many golf courses face. There are more courses for players to choose from and here in California there are many other recreational choices to compete with. Our effort is to first create a seamless operation in order control costs, and stress service to our guests. I feel that it is important to do the little things so that each person that comes to Half Moon Bay will walk out with a positive memory of their day,” Nelson said.

Nelson said she feels it is important to look at the immediate community in order to grow the value of the course. To that end, she has initiated a $1 greens fee for junior players after 3 p.m. on weekdays as a way to promote new golfers.

Nelson considers herself a manager first and while she sees different approaches between male and female managers, she doesn’t see any advantage to either.

“Men deal better with the mechanical ends of golf operations while women seem to be more detail-oriented about the finer aspects to the operations,” she said. “Both attributes are important. I just continue to work to make my facility the best possible just as any general manager – male or female – would.”