Page 6 - GBC winter 2015

Message From The Publisher • Jeff Calderwood
The First Tee
This issue of Golf Business Canada is released at our 2015 Golf Business Canada Conference & Trade Show, where the theme is “Think Forward – Tomorrow Starts Here.”
Our feature story is “Golf Trends Today, Impact Tomorrow.” Both take direct aim at the momentum golf now has for delivering value that will resonate with our customers in the future and pushing the envelope on the “progress vs tradition” balancing act.
Authored by Rick Young, the feature article presents numerous recent trends that are moving our industry forward, from technology innovations to new products to attitude shifts; the evolution is an exciting one. Having come from such traditional roots, golf had been perceived as slow to adapt but those days are fading fast now.
TRENDING NOW
Of course, not all of these trends will align with each golf operation, but I think you will find Young’s editorial to be thought provoking as you consider the possibilities for next golf season. Societal shifts are a reality and golf course owners and operators who embrace them as new opportunities, rather than problems, will have considerably more success than those who don’t.
There are so many great examples of golf courses reaching for new service offerings for both the golfer and non- golfer. Young executive programs, selfie contests, fitness memberships, dog parks, numerous apps, keg beer on the course, music on the range, bocce leagues, evening bonfires, movie nights, forward tees, 4-seater family golf cars, casual dining, and various fun junior programs to name just a few.
Some of these trends are still in their early days. I suspect, for example, that we will see plenty of future development of the “fitness golf” strategy, given that golf is well positioned to better market the virtues of healthy exercise on the golf course, as well as the option to convert certain clubhouse facilities into full service fitness clubs.
I also find it encouraging that rounds played are trending in the right direction. The 2015 golf season will end with improved national results, up by varying degrees in most regions of Canada. There is also an uptick in the American market, so the trend does appear to have relatively widespread momentum.
And, for those doubters who don’t believe that anything beyond the traditional golf experience makes sense, take a look at the recent success of Topgolf in the USA. They have taken the traditional driving range and put it on steroids to meet the preferences of the younger demographic. It is golf but so
much more! They created a new scoring system, with technology everywhere, music, contemporary lounges, high end food service, theme nights, VIP memberships, pay by the half hour, and more. They basically developed a golf business plan that screams “The Ultimate Venue for Fun.” Topgolf customers wait an average of two hours on-site to get a tee time, and they are tracking to surpass the total attendance of the NFL by 2017.
So, some of these new trends can become game changers! They are worth your consideration and might be the next big thing for your facility and your golfers.
I hope you enjoy both the Magazine and the Conference.
Jeff Calderwood, CEO NGCOA Canada jcalderwood@ngcoa.ca
6 Golf Business Canada