Page 14 - GBC winter issue ENG 2019

“Ihadrecordnumbersin2019,” said Vlooswyk. “Many of the women are brand new to golf. I have three main groups: corporate women between 20-50 who want to be more engaged with golf for the business and networking oppor- tunities; empty nesters looking to join their spouse or girlfriends on the golf course and moms that are feeling left out of family time on weekends who want to spend more quality time with their kids. It’s pretty excitingtoseesuchapositiveupswing in women’s golf participation.”
FOOD & BEVERAGE MOVES TO COOLER TEMPLATE
With 25-30% of golf course revenues coming directly from food and beverage, this side of the golf business shifting from ne dining or standard fare to a more pub and bistro in uenced menu can be a welcome change for members and consumers.
What is great to see in 2019 is how clubs are maximizing the returns of this more casual approach by infusing that same platform across all aspects of clubhouse environment. Local produce is an increasingly intriguing initiative for clubs to market and promote in their operation although many chefs and managers are investing
in on-site gardens to grow their own produce and herbs, cultivate honey or harvest maple syrup.
More unique craft beer options and dedicated specialty drinks are also intriguing members and guests as are evenings or events like wine or scotch tastings. Another positive trend catching on in the golf industry is live entertainment on speci c evenings using local artists.
Couches on patios and more relaxed lounge settings add seamlessly and consistently to this changing clubhouse experience, one that continues to be a platform to more contemporary consumer engagement.
KEEP UP THE MOMENTUM
Golf never stopped being cool. It’s the same cradle-to-grave lifetime activity that enthralled me when I was eight years old and happily it still does that for me today, ve decades later. I have no idea where my life would be without the game.
That being said, golf already has me. I’m a core player. I think it’s cool so I’m not going anywhere.
It’s not me the game is trying to recruit. What this industry must do moving forward is keep the pedal down. Maintaining its vigorous promotion of why this game is
cool by continuing to market its attributes, advantages and bene ts is paramount for both short and, more importantly, long term success.
I often tell non-golfers that if you carry your bag and play 18-holes, you burn up to 2,000 calories. When you’re on a golf course, cell phones and devices become secondary; if you want more time with kids or a signi cant other where better to do that than in a parkland setting for up to ve hours? The possibilities almost feel endless.
One nal thought. The Canadian golf industry is full of smart people. While the game is, and forever will be, the cornerstone of a $14.3 billion a year industry, it takes people to drive it forward. Along my journey through this game, I have had the good fortune to meet a number of you across Canada. I’m humbled by how much you care; your willingness to roll up your sleeves, leave your ego at the door and do right by the game and the consumers who frequent your facilities.
Golf in this country is cool again for a lot of reasons. One of them is you.
Golf Business Canada
Lisa “Longball” Vlooswyk. The 8-time Canadian Long Drive champion
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Golf Business Canada
Photos: Golf Canada/Marcus Oleniuk (2019 RBC Canadian Open photos) Photos: Golf Canada/Bernard Brault (2019 CP Women’s Open photos)