Page 9 - GBC winter issue ENG 2019

I’m not sure if you got the memo, but golf is cool again.
Right across this country, the game is being re-imagined on multiple consumer focused levels and emerging on the other side of a lengthy participation malaise to be a stronger, more vibrant, relatable, fun and fresher version of the previous model.
Hard work and plenty of resources have gone into this image makeover. Reset buttons have been pushed, hard line traditions are being dropped and new ideas continue to be cultivated with the end game being a robust change to the narrative.
A DIRECTIONAL SHIFT
Public perception of golf now being a ‘chill’ pastime, an activity people from more walks of life want to be engaged in or try out is smashing ingrained stereotypes of the past. Most re ective in all of this is a key cultural shift stakeholders have made right at the game’s front door.
Greeting newcomers with a ‘Welcome Mat’ instead of a ‘No Trespassing’ sign may be symbolic but it’s the kind of forward thinking that has re-ignited future growth potential. As society moves to be more inclusive, adaptable, and increasingly progressive in 2019, the game’s open invitation to come and see what all the fuss is about is making a connection.
That’s cool for this industry. So too are initiatives and activations that are spearheading this directional shift:
• Food and beverage operations moving into cool new avenues for consumer engagement.
• Music on the golf course.
• Live streaming video screens on
power carts.
• Game-tracking sensors in clubs. • Cell phone and mobile device golf
speci c apps and downloads.
• Entertainment enhanced simula- tor technology capable of extend-
ing a course’s hours.
All of these things might be deemed foreign concepts to golfers of a certain generation, but what they ultimately showcase is an industry more willing than ever to embrace and adopt new ideas and technology in an effort to remain current with a changing society.
STAKEHOLDERS ARE BUYING IN
In addition to the new concepts, helping to broaden consumer reach is each level of the game’s pyramid of in uence.
The United States Golf Association and Royal & Ancient (with some help from Golf Canada) have simpli ed the rules. Professional tours worldwide are opening up innovative new ways to consume golf on the digital tier. That includes some brilliant brand speci c marketing, led by the PGA European Tour and LPGA Tour.
Touring pros are taking to social media to engage and enlighten fans and followers (if you don’t follow Phil Mickelson on Twitter you’re seriously missing out). Entertainers like Justin Timberlake and Jake Owen; athletes including Kyle Lowry, Steph Curry and Tony Romo and in uencers like Paige Spiranac and Rick Shiels promote the game simply through their high-pro le involvement.
Augusta National Golf Club, PGA of America and USGA have turned Drive, Chip & Putt into one of the entire sports world’s most in uential grassroots initiatives. Royal Bank of Canada, Canadian Paci c, Mackenzie Investments, Freedom 55 Financial, Golf Town, Audi, Levelwear, Triple Bogey Brewing Company, Callaway Golf, TaylorMade Golf, adidas Golf and so many others are keeping the game across this country on a stable base of corporate support.
National stakeholders like Golf Canada, PGA of Canada, Mackenzie Tour-PGA Tour Canada, Canadian Society of Club Managers and National Golf Course Owners Association Canada continue to market the game’s healthier, more active lifestyle; its increased social interaction; shared experiences and family focused opportunities.
Yes, an awful lot is happening behind the scenes to make golf cool again.
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