Page 50 - GBC winter 2016 Eng

Associate Publisher • Nathalie Lavallée
We have come to the end of another golf season for most across the country! From our Rounds Played Reports, we are seeing varying results from across the country with some rounds up and some rounds down. Now that we are tracking the weather, we can see a direct correlation between the decline in rounds played and unsavory weather. This is not surprising, since we know that we are in a weather dependent business.
Our year-end numbers are not in yet, but I don’t expect that we will be reporting the year-over-year gains of 2015 where we reported a gain of 10.79% over 2014. However, I don’t expect that we will be reporting declines either, which takes me to my next issue: GOLF IS NOT DYING like mainstream media would like to have everyone think it is. Could it be better? Sure, but every industry that I can think of since the recession ‘could be just a little bit better.’ I think golf is holding its own and will need to adjust as we move forward but we are NOT DYING and THAT is the message we need to spread!
Let’s take control of our messaging and not let anyone outside of our industry control YOUR message ever again. The public reads articles like the one in MacLean’s titled ‘Why Canadian Golf is Dying’ written by a journalist who claims golf is the most frustrating sport ever! The way I see it, no one wants to be part of a sinking ship, so the more we let outsiders tell our story...the more we lose control of our customers.
It seems that we are in a cycle where everyone is trying to come up with the silver bullet. But, maybe the silver bullet is a bunch of really good things that appeal to different types of golfers that different types of facilities can implement.
Take Control Of Your Messaging
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Our industry is so incredibly diverse that trying to develop a one-size fits all silver bullet, will not work. That is why our ‘basket of benefits’ at the NGCOA Canada keeps on growing. We need to have something for everyone!
In my opinion, every program that gets feet on the greens, even if it’s for 3 holes is a good thing. Add on to that an element of fun and now we might have a winning formula to keep them coming back.
Check out Miles Mortensen, General Manager from the Links at Brunello’s article (on page 18). Miles isn’t restricting himself by ‘this is how it’s always been done’ and his innovative thinking is working. His customers are having fun and more importantly, they are coming back. The numbers on his financial statement prove it.
The Great Canadian Idea Session at our Conference is a great place to seek inspiration. The progressive operators that come to the Conference are not afraid to share their great ideas with the other operators and managers in the room.
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We have been running the Conference and the Idea Session for 16 years and are always striving to bring our delegates something new, so we have sometimes thought ‘maybe this is the year to skip the Idea Session.’ Then we review the survey comments and realize that it has become a staple of the Conference for the delegates and they rely on this session for fresh ideas for the following year.
If you are with us at this year’s Conference, I look forward to welcoming you to beautiful Whistler and I hope that you walk away with a basket full of winning ideas that you can implement at your course next year. If you were unable to join us, I look forward to seeing you at our 2017 events throughout the country.
Nathalie Lavallée Chief Operating Officer NGCOA Canada nlavallee@ngcoa.ca
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